Using Google Analytics to Audit Your Paid Ad Traffic
What can you learn from your Analytics account to apply to your Google Ads content?The overlap of shared data points between Google Ads and Analytics is extensive, but there are still opportunities to find new information through analytics. This connection is most applicable particularly when something is wrong — be it broken tracking or mismatched data. Using these tools collaboratively will provide insights that a standard Spring Cleaning of your accounts may miss. This article will explain where to find and diagnose errors and how to resolve them.Check that your analytics are properly linked.If you’re new to these products, begin your audit by ensuring that your Analytics is linked to the proper Ads account. From the Analytics Admin, ensure that your Google Ads is linked at the Property level. You may be using paid search advertising to send traffic to a variety of your properties such as — a blog or subdomain — in addition to your main website. The linked account and linked views will ensure that your conversions and engagement actions sync.Navigate to your reporting Acquisition > Google Ads > Campaign section to get an overview of each of your active campaigns and a snapshot of their common KPIs - clicks, cost, cpc, session, transactions and revenue.Presuming these products are linked properly, this information should be identical to the information you’re see in Google Ad — down to the click. If a large portion of your traffic is "not set" it means that you need to tie your accounts together. The "not set" is orphaned ad traffic.In their own words, your “Analytics account is receiving traffic from a Google Ads account that is not linked to the reporting view.” Once corrected you should see new information in the next 24-hours. Keep in mind, the fix is not retroactive.With this information now in front of you, does anything look amiss?A common issue — particularly with ecommerce — is incorrect revenue data. When creating a conversion action in Google Ads, the value defaults to $1. Like your Google Analytics Ecommerce tracking script (found here), your Google Ads conversion can also include the Order[2] Volusion variable to pass the Cart total.The two-part Google Ads conversion code will look like this on your OrderFinished page:<script>
gtag('event', 'conversion', {
'send_to': 'AW-YourUniqueAdWordsIDHere- it will be a string of...
B2B Local Search Marketing: A Guide to Hidden Opportunity
Posted by MiriamEllis

Is a local business you’re marketing missing out on a host of B2B opportunities? Do B2B brands even qualify for local SEO?
If I say “B2B” and you think “tech,” then you’re having the same problem I was finding reliable information about local search marketing for business-to-business models. While it’s true that SaaS companies like Moz, MailChimp, and Hootsuite are businesses which vend to other businesses, their transactions are primarily digital. These may be the types of companies that make best-of B2B lists, but today let’s explore another realm in which a physical business you promote is eligible to be marketed both locally and as a B2B.
Let’s determine your eligibility, find your B2B opportunities, identify tips specific to your business model, analyze an outreach email, explore your content with a checklist, and find an advantage for you in today’s article.
Seeing how Google sees you
First to determine whether Google would view your brand as a local business, answer these two questions:

Does the business I’m marketing have a physical location that’s accessible to the public? This can’t be a PO Box or virtual office. It must be a real-world address.
Does the business I’m marketing interact face-to-face with its customers?
If you answered “yes” to both questions, continue, because you’ve just met Google’s local business guidelines.
Seeing your B2B opportunity
Next, determine if there’s a component of your business that already serves or could be created to serve other businesses.
Not totally sure? Let’s look at Google’s categories.
Out of the 2,395 Google My Business Categories listed here, there are at least 1,270 categories applicable to B2B companies. These include companies that are by nature B2B (wholesalers, suppliers) and companies that are B2C but could have a B2B offering (restaurants, event sites). In other words, more than half of Google’s categories signal to B2B-friendly companies that local marketing is an opportunity.
Let’s look at some major groups of categories and see how they could be fine-tuned to serve executive needs instead of only consumer needs:

Food establishments (restaurants, cafes, food trucks, caterers, etc.) can create relationships with nearby employers by offering business lunch specials, delivery, corporate catering, banquet rooms, and related B2B services. This can work especially well for...
Rewriting the Beginner's Guide to SEO, Chapter 6: Link Building &amp; Establishing Authority
Posted by BritneyMullerIn Chapter 6 of the new Beginner's Guide to SEO, we'll be covering the dos and don'ts of link building and ways your site can build its authority. If you missed them, we've got the drafts of our outline, Chapter One, Chapter Two, Chapter Three, Chapter Four, and Chapter Five for your reading pleasure. Be sure to let us know what you think of Chapter 6 in the comments!Chapter 6: Link Building & Establishing Authority Turn up the volume.You've created content that people are searching for, that answers their questions, and that search engines can understand, but those qualities alone don't mean it'll rank. To outrank the rest of the sites with those qualities, you have to establish authority. That can be accomplished by earning links from authoritative websites, building your brand, and nurturing an audience who will help amplify your content.
Google has confirmed that links and quality content (which we covered back in Chapter 4) are two of the three most important ranking factors for SEO. Trustworthy sites tend to link to other trustworthy sites, and spammy sites tend to link to other spammy sites. But what is a link, exactly? How do you go about earning them from other websites? Let's start with the basics.
What are links?Inbound links, also known as backlinks or external links, are HTML hyperlinks that point from one website to another. They're the currency of the Internet, as they act a lot like real-life reputation. If you went on vacation and asked three people (all completely unrelated to one another) what the best coffee shop in town was, and they all said, "Cuppa Joe on Main Street," you would feel confident that Cuppa Joe is indeed the best coffee place in town. Links do that for search engines.
Since the late 1990s, search engines have treated links as votes for popularity and importance on the web.
Internal links, or links that connect internal pages of the same domain, work very similarly for your website. A high amount of internal links pointing to a particular page on your site will provide a signal to Google that the page is important, so long as it's done naturally and not in a spammy way.
The engines themselves have refined the way they view links, now using algorithms to evaluate sites and pages based on the links they find. But what's in those algorithms? How do the engines evaluate all those links? It all...
Redirects: One Way to Make or Break Your Site Migration - Whiteboard Friday
Posted by KameronJenkinsCorrectly redirecting your URLs is one of the most important things you can do to make a site migration go smoothly, but there are clear processes to follow if you want to get it right. In this week's Whiteboard Friday, Kameron Jenkins breaks down the rules of redirection for site migrations to make sure your URLs are set up for success.

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

Video Transcription
Hey, guys. Welcome to this week's edition of Whiteboard Friday. My name is Kameron Jenkins, and I work here at Moz. What we're going to be talking about today is redirects and how they're one way that you can make or break your site migration. Site migration can mean a lot of different things depending on your context.

I wanted to go over quickly what I mean before we dive into some tips for avoiding redirection errors. When I talk about migration, I'm coming from the experience of these primary activities.

CMS moving/URL format
One example of a migration I might be referring to is maybe we're taking on a client and they previously used a CMS that had a default kind of URL formatting, and it was dated something.

So it was like /2018/May/ and then the post. Then we're changing the CMS. We have more flexibility with how our pages, our URLs are structured, so we're going to move it to just /post or something like that. In that way a lot of URLs are going to be moving around because we're changing the way that those URLs are structured.

"Keywordy" naming conventions
Another instance is that sometimes we'll get clients that come to us with kind of dated or keywordy URLs, and we want to change this to be a lot cleaner, shorten them where possible, just make them more human-readable.

An example of that would be maybe the client used URLs like /best-plumber-dallas, and we want to change it to something a little bit cleaner, more natural, and not as keywordy, to just /plumbers or something like that. So that can be another example of lots of URLs moving around if we're taking over a whole site and we're kind of wanting to do away with those.

Content overhaul
Another example is if we're doing a complete content overhaul. Maybe the client comes to us and they say, "Hey, we've been writing content and blogging for a really long time, and we're just not seeing the traffic and the...
Mapping the Overlap of SERP Feature Suggestions
Posted by TheMozTeamFrom carousel snippets to related searches to “People also ask” boxes and “People also search for” boxes, the Google SERP is jam-packed with features that not only aid in keyword list creation but can help you better understand the topics your unique search landscape is structured around.
In fact, the increase of topics and entities as a way of navigating and indexing the web was one of the biggest developments in search in 2018. This is why we took 40,977 SERPS and stripped out every term or phrase from the aforementioned features — a small, first step toward making sense of Google’s organizational skills.
We wanted to see how much overlap might exist across these different SERP features. Does Google give us a lot of new keywords to work with or just suggest the same stuff over and over again? Do we need to pay attention to each SERP feature when building out our SEO strategy or can we overlook a few? We dug into a bunch of data in STAT to find out.
A little bit on topics and entities and SERP featuresIn September 2018, Google announced a new layer to its knowledge graph:
“The Topic Layer is built by analyzing all the content that exists on the web for a given topic and develops hundreds and thousands of subtopics. For these subtopics, we can identify the most relevant articles and videos—the ones that have shown themselves to be evergreen and continually useful, as well as fresh content on the topic. We then look at patterns to understand how these subtopics relate to each other, so we can more intelligently surface the type of content you might want to explore next.”
But, even before Google came out with its Topic Layer, Cindy Krum, CEO & Founder of MobileMoxie, was all about what she called “entities” as mobile-first indexing was (finally) rolling out. See if you can spot the similarities:
“Entities can be described by keywords, but can also be described by pictures, sounds, smells, feelings and concepts; (Think about the sound of a train station – it brings up a somewhat universal concept for anyone who might hear it, without needing a keyword.) A unified index that is based on entity concepts, eliminates the need for Google to sort through the immense morass of changing languages and keywords in all the languages in the world; instead, they can align their index based on these unifying concepts (entities), and then stem out...
Finding Keywords: 6 Tips for Choosing the Right Keywords to Use
While most online marketers are ready to accept the fact that search engines can bring a large volume of low cost traffic to a website, the surprising reality is that many have little or no clue as to how they should go about doing so. Several different aspects make up search engine marketing; including submission of websites, creating search engine optimized content, interlinking websites and arguably the most important part- choosing keywords.
Keywords or keyword phrases are those terms that a potential customer uses on a search engine to look for a product or service that a website provides. So, for a jewelry manufacturer the word "jewelry" would be a major keyword. Unfortunately, choosing keywords is not quite as easy as simply naming a product or category. There are many factors that should influence your decision as to what defines the right keyword(s).

Choosing keywords that are inappropriate will target the wrong people making the process of converting eyeballs to sales a nightmare.

It's important to remember that while choosing the right keywords is vital to the success of a marketing campaign, choosing keywords that are inappropriate will target the wrong people making the process of converting eyeballs to sales a nightmare. Here are some tips on choosing keywords that will give you great leads, which can easily be converted into sales.
1. Check out your competitors
Research your competition and view their Meta tags to see which keywords they are using. This is a great way to quickly list down the most commonly used keywords for your type of business.

Make sure you spell important keywords in American as well as British English.

2. Make your own list
Once you have the competitor keywords list, add to it any keywords you feel are important. Include your company name and city as well. Also add plurals and variations of the keywords. Make sure you spell important keywords in American as well as British English. So, in referencing the example used earlier, a jeweler would want to include "jewelry" and "jewellery" in his or her list.
3. Ask outsiders for help
Rarely can you see your own business from an outsider's perspective. To get a layman's opinion, ask customers to send in keywords they relate to your company. You could also ask friends and family to make suggestions. You may be surprised at the keyword...

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22 Mar 2019