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Mining Reddit for Content Ideas in 5 Steps - Whiteboard Friday
Posted by DanielRussellFor marketers, Reddit is more than a tool to while away your lunch break. It's a huge, thriving forum with subreddits devoted to almost any topic you can imagine — and exciting new content ideas lurk within threads, just waiting to be discovered. In this edition of Whiteboard Friday, Daniel Russell takes you through five simple steps to mine Reddit for content ideas bolstered by your target audience's interest.



Video Transcription
Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. My name is Daniel Russell. I'm from an agency called Go Fish Digital. Today we're going to be talking about mining Reddit for content ideas.
Reddit, you've probably heard of it, but in case you haven't, it's one of the largest websites on the internet. It gets billions of views and clicks per year. People go there because it is a great source of content. It's really entertaining. But it also means that it's a great source of content for us as marketers. So today what we're going to be talking about is two main groups here.
We're going to first be talking about the features of Reddit, the different things that you can use on Reddit to find good content ideas. Then we're going to be talking about five steps that you can take and apply today to start finding ideas for your company, for your clients and start getting that successful content. 
Features of Reddit
So first, Reddit as a breakdown here.
Subreddits
First, a big feature of Reddit is called subreddits. They're essentially smaller forums within Reddit, a smaller forum within a forum dedicated to a particular topic. So there might be a forum dedicated to movies and discussing movies. There's a forum dedicated to food and talking about different types of food, posting pictures of food, posting recipes.
There is a forum for just about everything under the sun. If you can think of it, it's probably got a forum on Reddit. This is really valuable to us as marketers because it means that people are taking their interests and then putting it out there for us to see. So if we are trying to do work for a sports company or if we're trying to do work for our company that's dentistry or something like that, there is a subreddit dedicated to that topic, and we can go and find people that are interested in that, that are probably within our target markets.
Upvoting and downvoting
There's...
What Do High-Performance E-Commerce Websites Do Differently? Results from the 2020 KPI Study
Posted by Alan_ColemanHello Moz readers,
We’re proud to bring some insights from the Wolfgang E-Commerce KPI Study 2020.
The annual study provides KPI benchmark data which allow digital marketers analyze their 2019 performance and plan their 2020. The most popular section in the report amongst Moz readers has always been the conversion correlation, where we crunch the numbers to see what sets the high-performing websites apart.
We're privileged to count a number of particularly high-performance websites among our dataset participants. There have been over twenty international digital marketing awards won by a spread of participant websites in the last three years. In these findings, you're getting insights from the global top tier of campaigns.
If we take a five-year look-back, we can see the conversion correlation section acts as an accurate predictor of upcoming trends in digital marketing.
In our 2016 study, the two stand-out correlations with conversion rate were:
High-performing websites got more significantly paid search traffic than the chasing pack.High-performing websites got significantly more mobile traffic than the chasing pack.
The two strongest overall trends in our 2020 report are:
It’s the first year in which paid search has eclipsed organic for website revenue.It’s the first year the majority of revenue has come from mobile devices.
This tells us that the majority of websites have now caught up with what the top-performing websites were doing five years ago.
So, what are the top performing websites doing differently now?
These points of differentiation are likely to become the major shifts in the online marketing mix over the next 5 years.
Let’s count down to the strongest correlation in the study:
4. Race back up to the top! Online PR and display deliver conversions
For the majority of the 2010s, marketers were racing to the bottom of the purchase funnel. More and more budget flowed to search to win exposure to the cherished searcher — that person pounding on their keyboard with their credit card between their teeth, drunk on the newfound novelty of online shopping. The only advertising that performed better than search was remarketing, which inched the advertising closer and closer to that precious purchase moment. 
Now in 2020, these essential elements of the marketing mix are operating at maximum capacity for any advertiser worth...
How to Use Tools to Determine Which Content to Re-Optimize: A Step-by-Step Guide
Posted by Jeff_BakerWhy is everyone and their grandparents writing about content re-optimization?
I can’t speak for the people writing endless streams of blogs on the subject, but in Brafton’s case, it’s been the fastest technique for improving rankings and driving more traffic.
As a matter of fact, in this previous Moz post, we showed that rankings can improve in a matter of minutes after re-indexing.
But why does it work?
It’s probably a combination of factors (our favorite SEO copout!), which may include:
Age value: In a previous study we observed a clear relationship between time indexed and keyword/URL performance, absent of links:

More comprehensive content: Presumably, when re-optimizing content you are adding contextual depth to existing topics and breadth to related topics. It’s pretty clear at this point that Google understands when content has fully nailed a topic cluster.
It’s a known quantity: You’re only going to be re-optimizing content that has a high potential for return. In this blog post, I’ll explain how to identify content with a high potential for return.
How well does it work?
Brafton’s website is a bit of a playground for our marketing team to try new strategies. And that makes sense, because if something goes horribly wrong, the worst case scenario is that I look like an idiot for wasting resources, rather than losing a high-paying client on an experiment.
You can’t try untested procedures on patients. It’s just dangerous.
So we try new strategies and meticulously track the results on Brafton.com. And by far, re-optimizing content results in the most immediate gains. It’s exactly where I would start with a client who was looking for fast results.
Example: Top Company Newsletters

Example: Best Social Media Campaigns

In many cases, re-optimizing content is not a “set it and forget it,” by any means. We frequently find that this game is an arms race, and we will lose rankings on an optimized article, and need to re-re-optimize our content to stay competitive.
(You can clearly see this happening in the second example!)
So how do you choose which content to re-optimize? Let’s dig in.
Step 1: Find your threshold keywords
If a piece of content isn’t ranking in the top five positions for its target keyword, or a high-value variant keyword, it’s not providing any value.

We want to see which keywords are just outside a position...
Intro to Python - Whiteboard Friday
Posted by BritneyMullerPython is a programming language that can help you uncover incredible SEO insights and save you time by automating time-consuming tasks. But for those who haven't explored this side of search, it can be intimidating. In this episode of Whiteboard Friday, Britney Muller and a true python expert named Pumpkin offer an intro into a helpful tool that's worth your time to learn.







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Video Transcription
Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we're talking all about introduction to Python, which is why I have a special co-host here. She is a ball python herself, total expert. Her name is Pumpkin, and she's the best. 
What is Python?
So what is Python? This has been in the industry a lot lately. There's a lot of commotion that you should know how to use it or know how to talk about it. Python is an open source, object-oriented programming language that was created in 1991.
Simpler to use than R
Some fun facts about Python is it's often compared to R, but it's arguably more simple to use. The syntax just oftentimes feels more simple and common-sense, like when you're new to programming. 
Big companies use it
Huge companies use it. NASA, Google, tons of companies out there use it because it's widely supported.
It's open source
It is open source. So pretty cool. While we're going through this Whiteboard Friday, I would love it if we would do a little Python programming today. So I'm just going to ask that you also visit this in another tab, python.org/downloads. Download the version for your computer and we'll get back to that. 
Why does Python matter?
So why should you care? 
Automates time-consuming tasks
Python is incredibly powerful because it helps you automate time-consuming tasks. It can do these things at scale so that you can free up your time to work on higher-level thinking, to work on more strategy. It's really, really exciting where these things are going. 
Log file analysis
Some examples of that are things like log file analysis. Imagine if you could just set up an automated system with Python to alert you any time one of your primary pages wasn't being crawled as frequently as it typically is. You can do all sorts of things. Let's say Google crawls your robots.txt and it throws out a...
Find Competitive Keywords, Ranking Distributions, & Common Questions: 3 Workflows for Smarter Keyword Research
Posted by FeliciaCrawfordWhat keywords do your top competitors both rank for that you're missing out on? How do you know how much top real estate your URL or page owns in the SERPs? How can you discover answers to your searchers' most common questions and beef up that FAQ page?
We can answer all of those questions with some super-simple workflows using Keyword Explorer. In our last post in this series, we covered how to find ranking keywords, uncover new opportunities, check rankings, and more. This time around, we're diving into three more quick and easy workflows you can use to bolster your keyword research and work smarter, not harder.
Ready to get started? Follow along in the tool with Britney Muller as she shares her very favorite Keyword Explorer features:
Follow along in Keyword Explorer
And remember, if you have a Moz Community account that you use to thumbs-up and comment on Moz Blog posts, you already have free access to Keyword Explorer — let's show you how to use it!

1. How to discover competitive keyword opportunities


This is my favorite feature of all in Keyword Explorer and let me explain why. Let's say that you're this website, pimylifeup.com. They create projects and tutorials on Raspberry Pis. The two competing websites for Raspberry Pi, which is a mini computer, are raspberrypi.org and canakit.com.
If this is your site, we could paste that in here, select Root Domain, and do a search. Then we're going to grab these other two sites. We're going to copy their URLs and enter them in these additional site areas. 

This is essentially going to look at the ranking keywords for your competitive sites that your site doesn't rank for. So it's a really great, high-level overview of what those keywords are.
Pi My Life Up is pretty good. Then you can view the Domain Authority for the sites. Where it gets really exciting is over in Ranking Keywords. Here you can see this is raspberrypi.org, and this is the amount of keywords that they rank for. This blue circle is Pi My Life Up, and then the yellow is CanaKit.
What you want to look at are the keywords that both CanaKit and raspberrypi.org right here rank for that you don't. So you click on the competing overlap keywords, and they will populate here below. You can export all of them, which is great.

Or you could filter by various things, like search...
2020 Local SEO Success: How to Feed, Fight, and Flip Google
Posted by MiriamEllis

Image credit: Migaspinto
If you own or market a business location that makes a real-world community more serviceable, diverse, and strong, I’m on your side.
I love interesting towns and cities, with a wide array of useful goods and services. Nothing in my career satisfies me more than advising any brand that’s determined to improve life quality in some spot on the map. It does my heart good to see it, but here’s my completely unsentimental take on the challenges you face:
The Internet, and Google’s local platforms in particular, are a complete mess.
Google is the biggest house on the local block; you can’t ignore it. Yet, the entries into the platform are poorly lit, the open-source concept is cluttered with spam, and growing litigation makes one wonder if there are bats in the belfry.
Google comprises both risk and tremendous opportunity for local businesses and their marketers. Succeeding in 2020 means becoming a clear-eyed surveyor of any structural issues as well as seeing the "good bones" potential, so that you can flip dilapidation into dollars. And something beyond dollars, too: civic satisfaction.
Grab your tools and get your teammates and clients together to build local success in the new year by sharing my 3-level plan and 4-quarter strategy.
Level 1: Feed Google

Image credit: Mcapdevila
Information about your business is going to exist on the Internet whether you put it there or not.
Google’s house may be structurally unsound, but it’s also huge, with a 90% search engine market share globally and over 2 trillion searches per year, 46% of which are for something local.
Residents, new neighbors, and travelers seeking what you offer will almost certainly find something about your company online, whether it’s a stray mention on social media, an unclaimed local business listing generated by a platform or the public, or a full set of website pages and claimed listings you’ve actively published.
Right now, running the most successful local business possible means acquiring the largest share you can of those estimated 1 trillion annual local searches. How do you do this? 
By feeding Google:
Website content about your business location, products, services, and attributesCorroborating info about your company on other websitesLocal business listing contentImage contentVideo contentSocial media content
Remember, without your...
How to Create 10x SEO Reports - Whiteboard Friday
Posted by Cyrus-ShepardNew year, new you — when it comes to SEO reporting, at least! We're kicking off 2020 with a comprehensive yet gloriously simple recipe from Cyrus Shepard for creating truly effective SEO reports. From tying KPIs to business metrics to delivering bad news effectively, your reports have never looked so good.





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Video Transcription
Okay, so we have 400 broken pages. Ah, we rank number 7 for best plumbers in Idaho. Oh, hey, Moz fans. I'm Cyrus Shepard. Today I'm talking about SEO reports, specifically how to create 10x SEO reports.

I've gotten hundreds of SEO reports like this in my career, and I've got to tell you that's useless. No one is reading those. This is unfortunate because this is your direct way to communicate the value of what you're doing, drive action, and essentially make more money with your job. Now a good SEO report tries to accomplish three things:
You want to tie the report directly to your business metrics. You want to show the value of SEO, what you're doing, how SEO is delivering to those business metrics. Finally, you want to drive action. When people read your SEO report, you want them to take action on specific things, fix site issues, those sorts of things, etc.
But people make a lot of mistakes. Typically, if you've created SEO reports, if you've read SEO reports, you've seen these mistakes over and over and over again: 
It's not a site audit. It's not a list of every single thing that is wrong, every single traffic metric. It's usually just the top things, the things that we want to focus people's attention on. It's not something that only delivers good news. You see these time and time again, SEO reports, they paint a rosy picture. But people aren't dumb. They know that if their business is not improving and you're continually delivering good news, you're not really tying SEO to the business.
So we want to create even reports. 
5 things to include in every SEO report
Now over the years, with the reports I've created, I find that there are generally five key things that you want to include in every SEO report that help you drive action and show the value of SEO and ultimately help you make more money. 
1. 2–4 KPIs
The first thing that you want to include in every SEO report is KPIs. These...
Driving SEO Success for Hotel and Travel Brands


Optimizing travel industry SEO has never been a small feat – and it’s gotten increasingly difficult lately, particularly without the right platform to help.
What Are the Best Keyword Rank Tracking Tools?


Rankings offer invaluable insights for SEOs. After all, you want to monitor the progress of your work and adjust your strategy accordingly.

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