As long as your local business meets Google’s guidelines, your Google My Business profile can help give your company FREE exposure on Google’s search engine. Not only can potential customers quickly see your business’ name, address and phone number, but they can also see photos of your business, read online reviews, find a description about your company, complete a transaction (like book an appointment) and see other information that grabs a searcher’s attention — all without them even visiting your website. That’s pretty powerful stuff!
Google My Business helps with local rankingsNot only is your GMB Profile easily visible to potential customers when they search on Google, but Google My Business is also a key Google local ranking factor. In fact, according to local ranking factor industry research, Google My Business “signals” is the most important ranking factor for local pack rankings. Google My Business signals had a significant increase in ranking importance between 2017 and 2018 — rising from 19% to 25%.
Claiming your Google My Business profile is your first step to local optimization — but many people mistakenly think that just claiming your Google My Business profile is enough. However, optimizing your Google My Business profile and frequently logging into your Google My Business dashboard to make sure that no unwanted updates have been made to your profile is vital to improving your rankings and ensuring the integrity of your business profile’s accuracy.
Google My Business features that make your profile ROCK!Google offers a variety of ways to optimize and enhance your Google My Business profile. You can add photos, videos, business hours, a description of your company, frequently asked questions and answers, communicate with customers via messages, allow customers to book appointments, respond to online reviews and more.
One of the most powerful ways to grab a searcher’s attention is by creating Google My Business Posts. GMB Posts are almost like mini-ads for your company, products, or services.
Google offers a variety of posts you can...
Despite the fact that the term “cannibalization” does not sound very suitable for digital marketing, this core concept has been around for a long time. This term simply identifies the issue of having multiple pages competing for the same (or very similar) keywords/keyword clusters, hence the cannibalization.
What do we mean by cannibalization in SEO?This unfortunate and often unnoticed problem harms the SEO potential of the pages involved. When more than one page has the same/similar keyword target, it creates “confusion” in the eyes of the search engine, resulting in a struggle to decide what page to rank for what term.
For instance, say my imaginary e-commerce website sells shoes online and I have created a dedicated category page that targets the term ‘ankle boots’: www.distilledshoes.com/boots/ankle-boots/
Knowing the importance of editorial content, over time I decide to create two blog posts that cover topics related to ankle boots off the back of a keyword research: one post on how to wear ankle boots and another about the top 10 ways to wear ankle boots in 2019:
One month later, I realize that some of my blog pages are actually ranking for a few key terms that my e-commerce category page was initially visible for.
Now the question is: is this good or bad for my website?
Drum roll, please...and the answer is — It depends on the situation, the exact keywords, and the intent of the user when searching for a particular term.
Keyword cannibalization is not black or white — there are multiple grey areas and we will try and go though several scenarios in this blog post. I recommend you spend 5 minutes checking this awesome Whiteboard Friday which covers the topic of search intent extremely well.
How serious of a problem is keyword cannibalization?Much more than what you might think — almost every website that I have worked on in the past few years have some degree of cannibalization that needs resolving. It is hard to estimate how much a single page might be held back by this issue, as it involves a group of pages whose potential is being limited. So, my suggestion is to treat this issue by analyzing clusters of pages that have some degree of...
Go ahead, don’t be shy!
Even the most vigilant SEOs have been caught off guard by an algorithm update, changes to the SERP layout, or improvements to the tools we rely on.
It can be tiring trying to keep up with a constantly moving target, but it doesn’t even stop there. SEOs must also explain those developments to their clients and stakeholders.
Work at an agency? Your clients will want to know that you’re helping them stay relevant. During my agency years, I can’t tell you how many times clients emailed in with a link to an article on the topic of a new development asking, “Do we need to be worried about this? How can we use this for our SEO?” Keeping apprised of these changes and informing your client how it applies to them is a critical component of not just campaign success, but customer loyalty.
Work in-house? The main difference here is that your client is your boss. Whereas at an agency you might lose a client over communication lapses, in-house SEOs could lose their jobs. That’s obviously the worst-case scenario, but if you’re in a budget-conscious, SEO-immature company, failing to stay relevant and communicate those changes effectively could mean your boss stops seeing the value in your position.
Anticipating changes and mitigating anxiety There are some changes we know about ahead of time.
For example, when Google announced the mobile friendly update (remember #mobilegeddon?), they did so two months ahead of the actual rollout, and they had also been encouraging the use of mobile-friendly design long before that.
Google announced HTTPS as a ranking signal back in 2014 and had been advocating for a secure web long before that, but they didn’t start adding the “not secure” warning to all non-HTTPS pages in Chrome until July 2018.
Big changes usually warrant big announcements ahead of the rollout. You need time to prepare for changes like this and to use that time to prepare your clients and stakeholders as well. It’s why Moz put so much effort into educational materials around the rollout of the new DA.
But in order to mitigate the anxiety these changes can cause, we have to know about them. So where can we go to stay up-to-date?
If you’ve been in...
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Video TranscriptionHi, everyone. Welcome to Whiteboard Friday. My name is Dana DiTomaso. I'm President and partner of Kick Point, which is a digital marketing agency based way up in Edmonton, Alberta. Come visit sometime.
What I'm going to be talking about today is using STAT for content strategy. STAT, if you're not familiar with STAT Search Analytics, which is in my opinion the best ranking tool on the market and Moz is not paying me to say that, although they did pay for STAT, so now STAT is part of the Moz family of products. I really like STAT. I've been using it for quite some time. They are also Canadian. That may or may not influence my decision.
But one of the things that STAT does really well is it doesn't just show you where you're ranking, but it breaks down what type of rankings and where you should be thinking about rankings. Typically I find, especially if you've been working in this field for a long time, you might think about rankings and you still have in your mind the 10 blue links that we used to have forever ago, and that's so long gone. One of the things that's useful about using STAT rankings is you can figure out stuff that you should be pursuing other than, say, the written word, and I think that that's something really important again for marketers because a lot of us really enjoy reading stuff.
Consider all the ways searchers like to consume contentMaybe you're watching this video. Maybe you're reading the transcript. You might refer to the transcript later. A lot of us are readers. Not a lot of us are necessarily visual people, so sometimes we can forget stuff like video is really popular, or people really do prefer those places packs or whatever it might be. Thinking outside of yourself and thinking about how Google has decided to set up the search results can help you drive better content to your clients' and...
We first took you on a deep dive of double featured snippets, and now we’re taking you for a ride on the carousel snippet. We’ll explore how it behaves in the wild and which of its snippets you can win.
For your safety, please remain seated and keep your hands, arms, feet, and legs inside the vehicle at all times!
What a carousel snippet is an how it worksThis particular snippet holds the answers to many different questions and, as the name suggests, employs carousel-like behaviour in order to surface them all.
So, if you searched [savings account rates] and clicked the “capital one” IQ-bubble, you’d be looking at a snippet for “savings account rates capital one.” That said, 72.06 percent of the time, natural language processing will step in here and produce something more sensible, like “capital one savings account rates.”
On the new snippet, the IQ-bubbles sit at the top, making room for the “Search for” link at the bottom. The link is the bubble snippet’s query and, when clicked, becomes the search query of a whole new SERP — a bit of fun borrowed from the “People also ask” box.
You can blame the ludicrous “IQ-bubble” name on Google — it’s the class tag they gave on HTML SERP. We have heard them referred to as “refinement” bubbles or “related search” bubbles, but we don’t like either because we’ve seen them do both refine and relate. IQ-bubble it is.
There are now 6 times the number of snippets on a SERPBack in April, we sifted through every SERP in STAT to see just how large the initial carousel rollout was. Turns out, it made a decent-sized first impression.
Appearing only in America, we discovered 40,977 desktop and mobile SERPs with carousel snippets, which makes up a hair over 9 percent of the US-en market. When we peeked again at the beginning of August, carousel snippets had grown by half but still had yet to reach non-US markets.
Since one IQ-bubble...
I'm Russ Jones, Principal Search Scientist at Moz, and I am excited to announce a fantastic upgrade coming next month to one of the most important metrics Moz offers: Domain Authority.
Domain Authority has become the industry standard for measuring the strength of a domain relative to ranking. We recognize that stability plays an important role in making Domain Authority valuable to our customers, so we wanted to make sure that the new Domain Authority brought meaningful changes to the table.
Learn more about the new DA
What’s changing?What follows is an account of some of the technical changes behind the new Domain Authority and why they matter.
The training set: Historically, we’ve relied on training Domain Authority against an unmanipulated, large set of search results. In fact, this has been the standard methodology across our industry. But we have found a way to improve upon it fundamentally, from the ground up, making Domain Authority more reliable. In particular, the new Domain Authority is better at understanding sites which don't rank for any keywords at all than it has in the past.
The training algorithm: Rather than relying on a complex linear model, we’ve made the switch to a neural network. This offers several benefits including a much more nuanced model which can detect link manipulation.
The model factors: We have greatly improved upon the ranking factors behind Domain Authority. In addition to looking at link counts, we’ve now been able to integrate our proprietary Spam Score and complex distributions of links based on quality and traffic, along with a bevy of other factors.
The backbone: At the heart of Domain Authority is the industry's leading link index, our new Moz Link Explorer. With over 35 trillion links, our exceptional data turns the brilliant statistical work by Neil Martinsen-Burrell, Chas Williams, and so many more amazing Mozzers into a true industry leading standard.
What does this mean?These fundamental improvements to Domain Authority will deliver a better, more trustworthy metric than ever before. We can remove spam, improve correlations, and, most importantly, update Domain Authority relative to all the changes that Google makes.
It means that you will see some changes to Domain Authority when the launch occurs. We staked the model to our existing Domain Authority which minimizes...
Note: Mistakenly said "BigML" instead of "BigQuery".
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Video TranscriptionHey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we're going over all things page speed and really getting to the bottom of why it's so important for you to be thinking about and working on as you do your work.
At the very fundamental level I'm going to briefly explain just how a web page is loaded. That way we can sort of wrap our heads around why all this matters.
How a webpage is loaded
Typically the DOM will need to request additional resources from your server to make everything happen, and this is where things start to really slow down your site. Having that sort of background knowledge I hope will help in us being able to triage some of these issues.
Issues that could be slowing down your siteWhat are some of the most common culprits?
First and foremost is images. Large images are the biggest culprit of slow loading web pages.
Hosting can cause issues.
Plugins, apps, and widgets, basically any third-party script as well can slow down load time.
Your theme and any large files beyond that can really slow things down as well.
Redirects, the number of hops needed to get to a web page will slow things down.
But all of these things can be a culprit. So we're going to go over some resources, some of the metrics and what they mean, and then what are some of the ways that you can improve your page speed today.
Page speed tools and resourcesThe primary resources...