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Showing posts from December, 2018

Evolving Keyword Research to Match Your Buyer’s Journey

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Posted by matthew_jkayKeyword research has been around as long as the SEO industry has. Search engines built a system that revolves around users entering a term or query into a text entry field, hitting return, and receiving a list of relevant results. As the online search market expanded, one clear leader emerged — Google — and with it they brought AdWords (now Google Ads), an advertising platform that allowed organizations to appear on search results pages for keywords that organically they might not.Within Google Ads came a tool that enabled businesses to look at how many searches there were per month for almost any query. Google Keyword Planner became the de facto tool for keyword research in the industry, and with good reason: it was Google’s data. Not only that, Google gave us the ability to gather further insights due to other metrics Keyword Planner provided: competition and suggested bid. Whilst these keywords were Google Ads-oriented metrics, they gave the SEO industry an in…

Content Comprehensiveness - Whiteboard Friday

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Posted by KameronJenkinsWhen Google says they prefer comprehensive, complete content, what does that really mean? In this week's episode of Whiteboard Friday, Kameron Jenkins explores actionable ways to translate the demands of the search engines into valuable, quality content that should help you rank.Click on the whiteboard image above to open a high-resolution version in a new tab!
Video TranscriptionHey, guys. Welcome to this week's edition of Whiteboard Friday. My name is Kameron Jenkins, and I work here at Moz.Today we're going to be talking about the quality of content comprehensiveness and what that means and why sometimes it can be confusing. I want to use an example scenario of a conversation that tends to go on between SEOs and Google. So here we go.An SEO usually says something like, "Okay, Google, you say you want to rank high-quality content. But what does that really mean? What is high quality, because we need more specifics than that."Then Google g…

The Guide to Building Linked Unstructured Citations for Local SEO

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Posted by MiriamEllisThis article was written jointly in partnership with Kameron Jenkins. You can enjoy her previous articles here.When you’ve accomplished step one in your local search marketing, how do you take step two?You already know that any local business you market has to have the table stakes of accurate structured citations on major platforms like Facebook, Yelp, Infogroup, Acxiom, and YP.But what can local SEO practitioners do once they’ve got these formal listings created and a system in place for managing them? Our customers often come to us once they’ve gotten well underway with Moz Local and ask, “What’s next? What can I do to move the needle?” This blog post will give you the actionable strategy and a complete step-by-step tutorial to answer this important question.A quick refresher on citationsListings on formal directories are called “structured citations.” When other types of platforms (like online news, blogs, best-of lists, etc.) reference a local business’ compl…

7 Search Ranking Factors Analyzed: A Follow-Up Study

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Posted by Jeff_BakerGrab yourself a cup of coffee (or two) and buckle up, because we’re doing maths today.Again.Back it on up...A quick refresher from last time: I pulled data from 50 keyword-targeted articles written on Brafton’s blog between January and June of 2018.We used a technique of writing these articles published earlier on Moz that generates some seriously awesome results (we’re talking more than doubling our organic traffic in the last six months, but we will get to that in another publication).We pulled this data again… Only I updated and reran all the data manually, doubling the dataset. No APIs. My brain is Swiss cheese.We wanted to see how newly written, original content performs over time, and which factors may have impacted that performance.Why do this the hard way, dude?“Why not just pull hundreds (or thousands!) of data points from search results to broaden your dataset?”, you might be thinking. It’s been done successfully quite a few times!Trust me, I was thinking…