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Showing posts from January, 2019

B2B Local Search Marketing: A Guide to Hidden Opportunity

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Posted by MiriamEllisIs 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 youFirst to determine whether Google would view your brand as a local business, a…

Rewriting the Beginner's Guide to SEO, Chapter 6: Link Building & Establishing Authority

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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 AuthorityTurn 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…

Redirects: One Way to Make or Break Your Site Migration - Whiteboard Friday

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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 TranscriptionHey, 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.Migrations?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 act…

Mapping the Overlap of SERP Feature Suggestions

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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 t…

Uncovering SEO Opportunities via Log Files

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Posted by RobinRozhonI use web crawlers on a daily basis. While they are very useful, they only imitate search engine crawlers’ behavior, which means you aren’t always getting the full picture.The only tool that can give you a real overview of how search engines crawl your site are log files. Despite this, many people are still obsessed with crawl budget — the number of URLs Googlebot can and wants to crawl.Log file analysis may discover URLs on your site that you had no idea about but that search engines are crawling anyway — a major waste of Google server resources (Google Webmaster Blog):“Wasting server resources on pages like these will drain crawl activity from pages that do actually have value, which may cause a significant delay in discovering great content on a site.”While it’s a fascinating topic, the fact is that most sites don’t need to worry that much about crawl budget —an observation shared by John Mueller (Webmaster Trends Analyst at Google) quite a few times already.Th…

How to Optimize Your Conversion Funnel, from ToFu to BoFu

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Posted by OliviaRossNo matter who your customer is or what you’re selling, it’s more likely than not that your customer will have to go through several steps before choosing to buy your product or service. Think about your own shopping habits: you don’t just buy the first thing you see. The first thing you do is note that you have a problem or a need, and then you research a solution online. Once you find that solution, which could be a product or service, you then decide which manufacturer or company is the best fit for your needs based on price, features, quantity — whatever it is that you are looking for.
The sales funnel is a drawn-out process, so it’s important for you to understand your customer’s pain points, needs, and intents as they go from learning about your company to deciding whether or not they want to pay you for your services or products. The goal is for a customer to not only choose you but to keep choosing you over and over again with repeat purchases. By understandi…