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MozCon 2019: Acceptance. Education. Donuts
Posted by PJ_HowlandWe’re digital marketers; we make our living in a constantly changing (and consistently misunderstood) industry. It’s easy to feel like even those who are closest to us don’t really get what we do. Take me, for example, I once mentioned algorithms to my grandmother, and ever since then, she’s been absolutely (and adamantly) sure that I work with clocks. Did she think I said analog?
But despite the dynamic nature of marketing, Moz has always been a solid rock at the center of the storm. It’s been here since the beginning, a place where all the marketing nerds and SEO geeks could hang our hats and feel understood.
And MozCon feels like the culmination of that culture of acceptance.
MozCon: Helping you build your best self
As I’ve chatted with the good folks at Moz about this year’s MozCon, it’s clear to me that they pay attention to data. Why do I say that? Because they’re doubling down on making this year their most actionable year ever. As a past attendee, I can say that hearing that MozCon’s biggest focus is a dedication to actionable tactics gets me excited.
The creative media surrounding MozCon have an under-the-sea theme going on. These nautical nods are setting us all up for the deep dive into digital marketing we’re sure to see this year. Since there’s a good chance that most of us marketers never made it to prom (just me? Okay then...), it’s kind of fun to get a second chance to experience oceanic decor in a congregate environment (What, you’ve never dreamed about being Marty McFly at his parent’s Enchantment Under the Sea dance? Was I the only one?)
The point is that the upcoming MozCon is poised to do what it does so well: Offer a delightful mix of predictability and variety, presented in a way that’s designed to improve us without reforming us. New players will share the stage with established thought leaders and strategists. Innovation will go hand in hand with cherished tradition.
After looking at the initial agenda, here are a few of the front runner speakers and sessions I’m excited for in particular.
Casie Gillette — Thanks for the Memories: Creating Content People Remember
Digital marketers like data, right?
[Cue nodding heads and incoherent mumblings]
While I certainly love data, I also struggle with data. Sometimes I rely on the data so much that I become hesitant to take risks. And if there’s one thing...
I Want To Rank Beyond My Location: A Guide to How This Works
Posted by MiriamEllisStaff at your agency get asked this question just about every day, and it’s a local SEO forum FAQ, too:
“I’m located in ‘x’, but how do I rank beyond that?”
In fact, this query is so popular, it deserves a good and thorough answer. I’ve written this article in the simplest terms possible so that you can instantly share it with even your least-technical clients.
We’ll break rankings down into five easy-to-grasp groups, and make sense out of how Google appears to bucket rankings for different types of users and queries. Your clients will come away with an understanding of what’s appropriate, what’s possible, and what’s typically impossible. It’s my hope that shooting this link over to all relevant clients will save your team a ton of time, and ensure that the brands you’re serving are standing on steady ground with some good education.
There’s nothing quite like education as a sturdy baseline for creating achievable goals, is there?
One hypothetical client’s story

We’ll illustrate our story by focusing in on a single fictitious business. La Tortilleria is a tortilla bakery located at 197 Fifth Avenue in San Rafael, Marin County, California, USA. San Rafael is a small city with a population of about 60,000. La Tortilleria vends directly to B2C customers, as well as distributing their handmade tortillas to a variety of B2B clients, like restaurants and grocery stores throughout Marin County.
La Tortilleria’s organic white corn tortillas are so delicious, the bakery recently got featured on a Food Network TV show. Then, they started getting calls from San Francisco, Sacramento, and even Los Angeles asking about their product. This business, which started out as a mom-and-pop shop, is now hoping to expand distribution beyond county borders.
When it comes to Google visibility, what is La Tortilleria eligible for, and is there some strategy they can employ to show up in many places for many kinds of searches? Let’s begin:
Group I: Hyperlocal rankings

Scenario
Your supreme chance of ranking in Google’s local pack results is typically in the neighborhood surrounding your business. For example, with the right strategy, La Tortilleria could expect to rank very well in the above downtown area of San Rafael surrounding their bakery. When searchers are physically located in this area or using search language like “tortilleria near me,” Google can...
Can You Reverse A 301 Redirect?
Posted by Dr-PeteThe short answer is "yes." You can reverse a 301-redirect, even though it's technically permanent. The long answer, though, is that this change may not work the way you'd expect or hope, and it could even make your problems worse. Let's explore the long answer with four real-world scenarios ...
First: A note and a warning...
Before we dive into the scenarios, there are two things you need to know. This stuff all sounds easy in theory, but — in the real world — 301-redirects take time to process, and reversing them (or changing signals in any major way) often takes even more time. Be prepared for those delays, and prepare your stakeholders. You may see ranking flux during this time period. Most of the time, it will pass fairly quickly, but reversals tend to get messy.
This leads me to the warning – don't reverse a 301-redirect simply because something is taking too long or you're in a full-on panic. A midstream reversal can create mixed signals, delays things even more, and cause serious short-term ranking loss. If you're going to undo a 301-redirect, make sure you're undoing it for sound reasons or that the reasons for the original 301 no longer apply.

Scenario #1: Single-page, full reverse

Let's start with the easiest scenario. Page A 301-redirects to Page B (A→B) and you'd like to reverse that. I'm assuming here that Page B will be going away completely. Here are the basic steps:
Remove the 301-redirect from A→BAdd a 301-redirect from B→ARe-point internal links to Page ASubmit both pages to Google Search Console (GSC)Give Google time to re-cache Page B
It's that last step that trips most people up. You're going to be tempted to treat Page B as persona non grata and disavow its existence entirely (including removing it from XML sitemaps). Don't. The problem is that Google needs time to process the new signals, and it can't do that if you're hiding Page B, or worse yet, entirely blocking crawlers from it. Let Google crawl Page B and process the new signals. Leave it alone for a while.

Scenario #2: Single-page, keep both
What if you've redirected A→B, and you want to reverse the redirect, but you want Page B to live on? You can't 301 redirect B→A or Page B will be gone for everyone (search engines and visitors). This can be further split into two sub-scenarios, depending on whether you want Page B...
How to Identify and Close Your Content Gaps (Hint: You Must Rely on Your Competition)


At almost every client meeting, someone in the room approaches me and whispers a question about competitive intelligence.
Creating Quality Content in 2019 (For Search Engines and People)
Posted by jchamp86Think back to the last question you typed into Google. Did you find a blog post on the search engine result page that attracted your attention? Did you find the content on the page helpful? Did the page offer a relevant next step to continue learning and engaging with your brand?
If you answered “yes” to all of these questions, then the author who wrote this piece of content did their job very well: They created a piece of content that fulfilled your intent. In 2019, that’s what search engines like Google care about — solving for their searcher’s intent. 
Read on to learn how to solve for searcher intent to create successful, quality content that makes people (and Google) happy.
Effective content comes with a blueprint
Before we dive in, you may be asking yourself: “How do I solve for searcher intent?”
You can start by creating an experience for website visitors that tells a practical story. That story should educate and inspire them to make a transformation and put their interests and needs above your bottom line. Yes, you want to inform your visitors, but doing that alone is not enough. To really help them transform, you need to make their experience a meaningful one, and that means you need to help them apply what they’re learning. When done correctly this builds trust, and if someone trusts you they’re more likely to do business with you when they’re ready to make a purchasing decision. This is effective content.
Luckily, all effective content like this has a blueprint. You may not easily see it, but it’s there, and it’s meant to help you, the reader, through your journey to making a well-informed, confident decision— whatever that decision may be.
When getting started with creating blog content, you want readers to easily comprehend what it is you’re trying to tell them. If your content is too complicated and unengaging, then chances are readers will abandon it and go elsewhere. There are thousands of blog posts being published every minute, so it’s safe to say you’re not the only resource out there competing for attention.
Let’s review 10 tips that will help you start drafting a successful blueprint for your next blog post.
1. Choose a topic to write about
At a high level, write educational content.
I’m not saying you can’t write about your business when it makes sense, but in order to attract someone to your blog, you need to...
You Don't Have to Dig Deep with This Competitive Keyword Research Strategy


When you think about, there are only two ways you can exponentially boost your organic traffic.
Retailers Entering the Era of True Personalization


Blame Netflix. We are truly entering a new era of SEO.
Improve Search Visibility with These Powerful Answer Box Opportunities


SEOs looking to tackle a new challenge might consider Answer Box opportunities, a unique offering that provides a way to quickly discover keyword opportunities from Answer Boxes found in seoClarity's Research Grid.
Google Ads Mistakes to Avoid - Whiteboard Friday
Posted by DiTomasoContrary to popular belief, SEO and PPC aren't at opposite ends of the spectrum. There are plenty of ways the two search disciplines can work together for benefits all around, especially when it comes to optimizing your Google Ads. In this week's edition of Whiteboard Friday, we're thrilled to welcome Dana DiTomaso as she explains how you can harness the power of both SEO and PPC for a better Google experience overall.






Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription
Hey, Moz readers. My name is Dana DiTomaso, and I'm President and partner at Kick Point. We're a digital marketing agency way up in the frozen wilds of Edmonton, Alberta. Today I'm going be talking to you about PPC, and I know you're thinking, "This is an SEO blog. What are you doing here talking about PPC?"
But one of my resolutions for 2019 is to bring together SEO and PPC people, because SEO can learn a lot from PPC, and yes, PPC, you also can learn a lot from SEO. I know PPC people are like, "We just do paid. It's so great." But trust me, both can work together. In our agency, we do both SEO and PPC, and we work with a lot of companies who have one person, sometimes two and they're doing everything.
One of the things we try to do is help them run better Ads campaigns. Here I have tips on things that we see all the time, when we start working with a new Ads account, that we end up fixing, and hopefully I can pass this on to you so you can fix it before you have to call an agency to come and fix it for you. One of the things is this is actually a much longer piece than what I can present on this whiteboard. There's only so much room. 
There is actually a blog post on our website, which you can find here. Please check that out and that will have the full nine tips. But I'm just going to break it down to a few today. 
1. Too many keywords
First thing, too many keywords. We see this a lot where people, in Google it says make sure to put together keywords that have the same sort of theme.
But your theme can be really specific, or it can be kind of vague. This is an example, a real example that we got, where the keyword examples were all lawyer themes, so "defense lawyer," "criminal lawyer,""dui lawyer," "assault lawyer," "sexual assault lawyer." Technically, they all have the same theme of "lawyer,"but...

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