Thứ Tư, 19 tháng 9, 2018

How to Improve Your Link Building Outreach Pipeline

Posted by John.Michael123

Link building is probably one of the most challenging pieces of your SEO efforts. Add multiple clients to the mix, and managing the link outreach process gets even tricker. When you’re in the thick of several outreach campaigns, it’s hard to know where to focus your efforts and which tactics will bring you the most return on your time and resources.

Three common questions are critical to understand at any point in your link campaign:

  • Do you need more link prospects?
  • Do you need to revise your email templates?
  • Do you need to follow up with prospects?

Without a proven way to analyze these questions, your link building efforts won’t be as efficient as they could be.

We put together a Google Sheets template to help you better manage your link building campaigns. The beauty of this template is that it allows for customization to better fit your workflow. You'll want to make a copy to get started with your own version.

Our link building workflow

We've been able to improve our efficiency via this template by following a simple workflow around acquiring new guest posts on industry-relevant websites. The first step is to actually go out and find prospects that could be potentially interested in a guest blog post. We will then record those opportunities into our template so that we can track our efforts and identify any area that isn’t performing well.

The next step is to make sure to update the status of the prospect when anything changes like sending an outreach email to the prospect or getting a reply from them. It’s critical to keep the spreadsheet as up to date as possible so that we have an accurate picture of our performance.

Once you've used this template for enough time and you've gathered enough data, you'll be able to predict how many link prospects you'll need to find in order to acquire each link based on your own response and conversion rates. This can be useful if you have specific goals around acquiring a certain number of links per month, as you'll get a better feel for how much prospecting you need to do to meet that link target number.

Using the link outreach template

The main purpose of this template is to give you a systematic way to analyze your outreach process so you can drill down into the biggest opportunities for improvement. There are several key features, starting with the Prospects tab.

The Prospects tab is the only one you will need to manually edit, and it houses all the potential link prospects uncovered in your researched. You'll want to fill in the cells for your prospect’s website URL;, and you can also add the Domain Authority of the website for outreach prioritization. For the website URL, I typically put in an example of a guest post that was done on that site or just the homepage if I can’t find a better page.

There’s also a corresponding status column, with the following five stages so you can keep track of where each prospect is in the outreach process.

Status 1: Need to Reach Out. Use this for when you initially find a prospect but have not taken any action yet.

Status 2: Email Sent. This is used as soon as you send your first outreach email.

Status 3: Received Response

Status 4: Topic Approved. Select this status after you get a response and your guest post topic has been approved (this may take a few emails). Whenever I see this status, I know to reach out to my content team so they can start writing.

Status 5: Link Acquired. Selecting this status will automatically add the website to your Won Link Opportunities Report.

The final thing to do here is record the date that a particular link was acquired and add the URL where the link resides. Filling in these columns automatically populates the “Won Link Opportunities” report so you can track all of the links you acquire throughout the lifetime of your campaign.

Link building progress reports

This template automatically creates two reports that I share with my clients on a monthly basis. These reports help us dial in our efforts and maximize the performance of our overall link building campaign.

Link Pipeline report

The Link Pipeline report is a snapshot of our overall link outreach campaign. It shows us how many prospects we have in our pipeline and what the conversion/response rates are of each stage of our outreach funnel.

How to analyze the Link Pipeline report

This report allows us to understand where we need to focus our efforts to maximize our campaign’s performance. If there aren't enough prospects at the top of the funnel, we know that we need to start looking for new link opportunities. If our contact vs. response rate is low, we know we need to test new email copy or email subject lines.

Won Link Opportunities

The Won Link Opportunities report lists out all the websites where a link has been officially landed. This is a great way to keep track of overall progress over time and to gauge performance against your link building goals.

Getting the most out of your link building campaigns

Organization is critical for maximizing your link building efforts and the return on the time you're spending. By knowing exactly which stage of your link building process is your lowest performing, you can dramatically increase your overall efficiency by targeting those areas that need the most improvement.

Make a copy of the template


Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

How to Improve Your Link Building Outreach Pipeline

Posted by John.Michael123

Link building is probably one of the most challenging pieces of your SEO efforts. Add multiple clients to the mix, and managing the link outreach process gets even tricker. When you’re in the thick of several outreach campaigns, it’s hard to know where to focus your efforts and which tactics will bring you the most return on your time and resources.

Three common questions are critical to understand at any point in your link campaign:

  • Do you need more link prospects?
  • Do you need to revise your email templates?
  • Do you need to follow up with prospects?

Without a proven way to analyze these questions, your link building efforts won’t be as efficient as they could be.

We put together a Google Sheets template to help you better manage your link building campaigns. The beauty of this template is that it allows for customization to better fit your workflow. You'll want to make a copy to get started with your own version.

Our link building workflow

We've been able to improve our efficiency via this template by following a simple workflow around acquiring new guest posts on industry-relevant websites. The first step is to actually go out and find prospects that could be potentially interested in a guest blog post. We will then record those opportunities into our template so that we can track our efforts and identify any area that isn’t performing well.

The next step is to make sure to update the status of the prospect when anything changes like sending an outreach email to the prospect or getting a reply from them. It’s critical to keep the spreadsheet as up to date as possible so that we have an accurate picture of our performance.

Once you've used this template for enough time and you've gathered enough data, you'll be able to predict how many link prospects you'll need to find in order to acquire each link based on your own response and conversion rates. This can be useful if you have specific goals around acquiring a certain number of links per month, as you'll get a better feel for how much prospecting you need to do to meet that link target number.

Using the link outreach template

The main purpose of this template is to give you a systematic way to analyze your outreach process so you can drill down into the biggest opportunities for improvement. There are several key features, starting with the Prospects tab.

The Prospects tab is the only one you will need to manually edit, and it houses all the potential link prospects uncovered in your researched. You'll want to fill in the cells for your prospect’s website URL;, and you can also add the Domain Authority of the website for outreach prioritization. For the website URL, I typically put in an example of a guest post that was done on that site or just the homepage if I can’t find a better page.

There’s also a corresponding status column, with the following five stages so you can keep track of where each prospect is in the outreach process.

Status 1: Need to Reach Out. Use this for when you initially find a prospect but have not taken any action yet.

Status 2: Email Sent. This is used as soon as you send your first outreach email.

Status 3: Received Response

Status 4: Topic Approved. Select this status after you get a response and your guest post topic has been approved (this may take a few emails). Whenever I see this status, I know to reach out to my content team so they can start writing.

Status 5: Link Acquired. Selecting this status will automatically add the website to your Won Link Opportunities Report.

The final thing to do here is record the date that a particular link was acquired and add the URL where the link resides. Filling in these columns automatically populates the “Won Link Opportunities” report so you can track all of the links you acquire throughout the lifetime of your campaign.

Link building progress reports

This template automatically creates two reports that I share with my clients on a monthly basis. These reports help us dial in our efforts and maximize the performance of our overall link building campaign.

Link Pipeline report

The Link Pipeline report is a snapshot of our overall link outreach campaign. It shows us how many prospects we have in our pipeline and what the conversion/response rates are of each stage of our outreach funnel.

How to analyze the Link Pipeline report

This report allows us to understand where we need to focus our efforts to maximize our campaign’s performance. If there aren't enough prospects at the top of the funnel, we know that we need to start looking for new link opportunities. If our contact vs. response rate is low, we know we need to test new email copy or email subject lines.

Won Link Opportunities

The Won Link Opportunities report lists out all the websites where a link has been officially landed. This is a great way to keep track of overall progress over time and to gauge performance against your link building goals.

Getting the most out of your link building campaigns

Organization is critical for maximizing your link building efforts and the return on the time you're spending. By knowing exactly which stage of your link building process is your lowest performing, you can dramatically increase your overall efficiency by targeting those areas that need the most improvement.

Make a copy of the template


Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

Thứ Hai, 17 tháng 9, 2018

Follow the Local SEO Leaders: A Guide to Our Industry’s Best Publications

Posted by MiriamEllis

Change is the only constant in local SEO. As your local brand or local search marketing agency grows, you’ll be onboarding new hires. Whether they’re novices or adepts, they’ll need to keep up with continuous industry developments in order to make agile contributions to team strategy. Particularly if local SEO is new to someone, it saves training time if you can fast-track them on who to follow for the best news and analysis. This guide serves as a blueprint for that very purpose.

And even if you’re an old hand in the local SEM industry, you may find some sources here you’ve been overlooking that could add richness and depth to your ongoing education.

Two quick notes on what and how I’ve chosen:

  1. As the author of both of Moz’s newsletters (the Moz Top 10 and the Moz Local Top 7), I read an inordinate amount of SEO and local SEO content, but I could have missed your work. The list that follows represents my own, personal slate of the resources that have taught me the most. If you publish great local SEO information but you’re not on this list, my apologies, and if you write something truly awesome in future, you’re welcome to tweet at me. I’m always on the lookout for fresh and enlightening voices. My personal criteria for the publications I trust is that they are typically groundbreaking, thoughtful, investigative, and respectful of readers and subjects.
  2. Following the leaders is a useful practice, but not a stopping point. Even experts aren’t infallible. Rather than take industry advice at face value, do your own testing. Some of the most interesting local SEO discussions I’ve ever participated in have stemmed from people questioning standard best practices. So, while it’s smart to absorb the wisdom of experts, it’s even smarter to do your own experiments.

The best of local SEO news

Who reports fastest on Google updates, Knowledge Panel tweaks, and industry business?

Sterling Sky’s Timeline of Local SEO Changes is the industry’s premiere log of developments that impact local businesses and is continuously updated by Joy Hawkins + team.

Search Engine Roundtable has a proven track record of being among the first to report news that affects both local and digital businesses, thanks to the ongoing dedication of Barry Schwartz.

Street Fight is the best place on the web to read about mergers, acquisitions, the release of new technology, and other major happenings on the business side of local. I’m categorizing Street Fight under news, but they also offer good commentary, particularly the joint contributions of David Mihm and Mike Blumenthal.

LocalU’s Last Week in Local video and podcast series highlights Mike Blumenthal and Mary Bowling’s top picks of industry coverage most worthy of your attention. Comes with the bonus of expert commentary as they share their list.

TechCrunch also keeps a finger on the pulse of technology and business dealings that point to the future of local.

Search Engine Land’s local category is consistently swift in getting the word out about breaking industry news, with the help of multiple authors.

Adweek is a good source for reportage on retail and brand news, but there’s a limit to the number of articles you can read without a subscription. I often find them covering quirky stories that are absent from other publications I read.

The SEMPost’s local tab is another good place to check for local developments, chiefly covered by Jennifer Slegg.

Search Engine Journal’s local column also gets my vote for speedy delivery of breaking local stories.

Google’s main blog and the ThinkWithGoogle blog are musts to keep tabs on the search engine’s own developments, bearing in mind, of course, that these publications can be highly promotional of their products and worldview.

The best of local search marketing analysis

Who can you trust most to analyze the present and predict the future?

LocalU’s Deep Dive video series features what I consider to be the our industry’s most consistently insightful analysis of a variety of local marketing topics, discussed by learned faculty and guests.

The Moz Blog’s local category hosts a slate of gifted bloggers and professional editorial standards that result in truly in-depth treatment of local topics, presented with care and attention. As a veteran contributor to this publication, I can attest to how Moz inspires authors to aim high, and one of the nicest things that happened to our team in 2018 was being voted the #2 local SEO blog by BrightLocal’s survey respondents.

The Local Search Association’s Insider blog is one I turn to again and again, particularly for their excellent studies and quotable statistics.

Mike Blumenthal’s blog has earned a place of honor over many years as a key destination for breaking local developments and one-of-a-kind analysis. When Blumenthal talks, local people listen. One of the things I’ve prized for well over a decade in Mike’s writing is his ability to see things from a small business perspective, as opposed to simply standing in awe of big business and technology.

BrightLocal’s surveys and studies are some of the industry’s most cited and I look eagerly forward to their annual publication.

Whitespark’s blog doesn’t publish as frequently as I wish it did, but their posts by Darren Shaw and crew are always on extremely relevant topics and of high quality.

Sterling Sky’s blog is a relative newcomer, but the expertise Joy Hawkins and Colan Nielsen bring to their agency’s publication is making it a go-to resource for advice on some of the toughest aspects of local SEO.

Local Visibility System’s blog continues to please, with the thoughtful voice of Phil Rozek exploring themes you likely encounter in your day-to-day work as a local SEO.

The Local Search Forum is, hands down, the best free forum on the web to take your local mysteries and musings to. Founded by Linda Buquet, the ethos of the platform is approachable, friendly, and often fun, and high-level local SEOs frequently weigh in on hot topics.

Pro tip: In addition to the above tried-and-true resources, I frequently scan the online versions of city newspapers across the country for interesting local stories that add perspective to my vision of the challenges and successes of local businesses. Sometimes, too, publications like The Atlantic, Forbes, or Business Insider will publish pieces of a high journalistic quality with relevance to our industry. Check them out!

The best for specific local marketing disciplines

Here, I’ll break this down by subject or industry for easy scanning:

Reviews

  • GetFiveStars can’t be beat for insight into online reputation management, with Aaron Weiche and team delivering amazing case studies and memorable statistics. I literally have a document of quotes from their work that I refer to on a regular basis in my own writing.
  • Grade.us is my other ORM favorite for bright and lively coverage from authors like Garrett Sussman and Andrew McDermott.

Email marketing

  • Tidings' vault contains a tiny but growing treasure trove of email marketing wisdom from David Mihm, whose former glory days spent in the trenches of local SEO make him especially attuned to our industry.

SABs

  • Tom Waddington’s blog is the must-read publication for service area businesses whose livelihoods are being impacted by Google’s Local Service Ads program in an increasing number of categories and cities.

Automotive marketing

  • DealerOn’s blog is the real deal when it comes to automotive local SEO, with Greg Gifford teaching memorable lessons in an enjoyable way.

Legal marketing

  • JurisDigital brings the the educated voices of Casey Meraz and team to the highly-specialized field of attorney marketing.

Hospitality marketing

Independent businesses

Link building

  • Nifty Marketing’s blog has earned my trust for its nifty local link building ideas and case studies.
  • ZipSprout belongs here, too, because of their focus on local sponsorships, which are a favorite local link building methodology. Check them out for blog posts and podcasts.

Schema + other markup

  • Touchpoint Digital Marketing doesn’t publish much on their own website, but look anywhere you can for David Deering’s writings on markup. LocalU and Moz are good places to search for his expertise.

Patents

  • SEO by the Sea has proffered years to matchless analysis of Google patents that frequently impact local businesses or point to future possible developments.

Best local search industry newsletters

Get the latest news and tips delivered right to your inbox by signing up for these fine free newsletters:

Follow the local SEO leaders on Twitter

What an easy way to track what industry adepts are thinking and sharing, up-to-the-minute! Following this list of professionals (alphabetized by first name) will fill up your social calendar with juicy local tidbits. Keep in mind that many of these folks either own or work for agencies or publishers you can follow, too.

Aaron Weiche
Adam Dorfman
Andrew Shotland
Ben Fisher
Bernadette Coleman
Bill Slawski
Brian Barwig
Carrie Hill
Casey Meraz
Cindy Krum
Colan Nielsen
DJ Baxter
Dan Leibson
Dana DiTomaso
Dani Owens
Darren Shaw
Dave DiGreggorio
David Mihm
Don Campbell
Garrett Sussman
Glenn Gabe
Greg Gifford
Greg Sterling
Jennifer Slegg
Joel Headley
Joy Hawkins
Mary Bowling
Mike Blumenthal
Mike Ramsey
Miriam Ellis
Phil Rozek
Sherry Bonelli
Thibault Adda
Tim Capper
Tom Waddington

Share what you learn

How about your voice? How do you get it heard in the local SEO industry? The answer is simple: share what you learn with others. Each of the people and publications on my list has earned a place there because, at one time or another, they have taught me something they learned from their own work. Some tips:

  • Our industry has become a sizeable niche, but there is always room for new, interesting voices
  • Experiment and publish — consistent publication of your findings is the best way I know of to become a trusted source of information
  • Don’t be afraid of making mistakes, so long as you are willing to own them
  • Socialize — attend events, amplify the work of colleagues you admire, reach out in real ways to others to share your common work interest while also respecting busy schedules

Local SEO is a little bit like jazz, in which we’re all riffing off the same chord progressions created by Google, Facebook, Yelp, other major platforms, and the needs of clients. Mike Blumenthal plays a note about a jeweler whose WOMM is driving the majority of her customers. You take that note and turn it around for someone in the auto industry, yielding an unexpected insight. Someone else takes your insight and creates a print handout to bolster a loyalty program.

Everyone ends up learning in this virtuous, democratic cycle, so go ahead — start sharing! A zest for contribution is a step towards leadership and your observations could be music to the industry’s ears.


Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

Follow the Local SEO Leaders: A Guide to Our Industry’s Best Publications

Posted by MiriamEllis

Change is the only constant in local SEO. As your local brand or local search marketing agency grows, you’ll be onboarding new hires. Whether they’re novices or adepts, they’ll need to keep up with continuous industry developments in order to make agile contributions to team strategy. Particularly if local SEO is new to someone, it saves training time if you can fast-track them on who to follow for the best news and analysis. This guide serves as a blueprint for that very purpose.

And even if you’re an old hand in the local SEM industry, you may find some sources here you’ve been overlooking that could add richness and depth to your ongoing education.

Two quick notes on what and how I’ve chosen:

  1. As the author of both of Moz’s newsletters (the Moz Top 10 and the Moz Local Top 7), I read an inordinate amount of SEO and local SEO content, but I could have missed your work. The list that follows represents my own, personal slate of the resources that have taught me the most. If you publish great local SEO information but you’re not on this list, my apologies, and if you write something truly awesome in future, you’re welcome to tweet at me. I’m always on the lookout for fresh and enlightening voices. My personal criteria for the publications I trust is that they are typically groundbreaking, thoughtful, investigative, and respectful of readers and subjects.
  2. Following the leaders is a useful practice, but not a stopping point. Even experts aren’t infallible. Rather than take industry advice at face value, do your own testing. Some of the most interesting local SEO discussions I’ve ever participated in have stemmed from people questioning standard best practices. So, while it’s smart to absorb the wisdom of experts, it’s even smarter to do your own experiments.

The best of local SEO news

Who reports fastest on Google updates, Knowledge Panel tweaks, and industry business?

Sterling Sky’s Timeline of Local SEO Changes is the industry’s premiere log of developments that impact local businesses and is continuously updated by Joy Hawkins + team.

Search Engine Roundtable has a proven track record of being among the first to report news that affects both local and digital businesses, thanks to the ongoing dedication of Barry Schwartz.

Street Fight is the best place on the web to read about mergers, acquisitions, the release of new technology, and other major happenings on the business side of local. I’m categorizing Street Fight under news, but they also offer good commentary, particularly the joint contributions of David Mihm and Mike Blumenthal.

LocalU’s Last Week in Local video and podcast series highlights Mike Blumenthal and Mary Bowling’s top picks of industry coverage most worthy of your attention. Comes with the bonus of expert commentary as they share their list.

TechCrunch also keeps a finger on the pulse of technology and business dealings that point to the future of local.

Search Engine Land’s local category is consistently swift in getting the word out about breaking industry news, with the help of multiple authors.

Adweek is a good source for reportage on retail and brand news, but there’s a limit to the number of articles you can read without a subscription. I often find them covering quirky stories that are absent from other publications I read.

The SEMPost’s local tab is another good place to check for local developments, chiefly covered by Jennifer Slegg.

Search Engine Journal’s local column also gets my vote for speedy delivery of breaking local stories.

Google’s main blog and the ThinkWithGoogle blog are musts to keep tabs on the search engine’s own developments, bearing in mind, of course, that these publications can be highly promotional of their products and worldview.

The best of local search marketing analysis

Who can you trust most to analyze the present and predict the future?

LocalU’s Deep Dive video series features what I consider to be the our industry’s most consistently insightful analysis of a variety of local marketing topics, discussed by learned faculty and guests.

The Moz Blog’s local category hosts a slate of gifted bloggers and professional editorial standards that result in truly in-depth treatment of local topics, presented with care and attention. As a veteran contributor to this publication, I can attest to how Moz inspires authors to aim high, and one of the nicest things that happened to our team in 2018 was being voted the #2 local SEO blog by BrightLocal’s survey respondents.

The Local Search Association’s Insider blog is one I turn to again and again, particularly for their excellent studies and quotable statistics.

Mike Blumenthal’s blog has earned a place of honor over many years as a key destination for breaking local developments and one-of-a-kind analysis. When Blumenthal talks, local people listen. One of the things I’ve prized for well over a decade in Mike’s writing is his ability to see things from a small business perspective, as opposed to simply standing in awe of big business and technology.

BrightLocal’s surveys and studies are some of the industry’s most cited and I look eagerly forward to their annual publication.

Whitespark’s blog doesn’t publish as frequently as I wish it did, but their posts by Darren Shaw and crew are always on extremely relevant topics and of high quality.

Sterling Sky’s blog is a relative newcomer, but the expertise Joy Hawkins and Colan Nielsen bring to their agency’s publication is making it a go-to resource for advice on some of the toughest aspects of local SEO.

Local Visibility System’s blog continues to please, with the thoughtful voice of Phil Rozek exploring themes you likely encounter in your day-to-day work as a local SEO.

The Local Search Forum is, hands down, the best free forum on the web to take your local mysteries and musings to. Founded by Linda Buquet, the ethos of the platform is approachable, friendly, and often fun, and high-level local SEOs frequently weigh in on hot topics.

Pro tip: In addition to the above tried-and-true resources, I frequently scan the online versions of city newspapers across the country for interesting local stories that add perspective to my vision of the challenges and successes of local businesses. Sometimes, too, publications like The Atlantic, Forbes, or Business Insider will publish pieces of a high journalistic quality with relevance to our industry. Check them out!

The best for specific local marketing disciplines

Here, I’ll break this down by subject or industry for easy scanning:

Reviews

  • GetFiveStars can’t be beat for insight into online reputation management, with Aaron Weiche and team delivering amazing case studies and memorable statistics. I literally have a document of quotes from their work that I refer to on a regular basis in my own writing.
  • Grade.us is my other ORM favorite for bright and lively coverage from authors like Garrett Sussman and Andrew McDermott.

Email marketing

  • Tidings' vault contains a tiny but growing treasure trove of email marketing wisdom from David Mihm, whose former glory days spent in the trenches of local SEO make him especially attuned to our industry.

SABs

  • Tom Waddington’s blog is the must-read publication for service area businesses whose livelihoods are being impacted by Google’s Local Service Ads program in an increasing number of categories and cities.

Automotive marketing

  • DealerOn’s blog is the real deal when it comes to automotive local SEO, with Greg Gifford teaching memorable lessons in an enjoyable way.

Legal marketing

  • JurisDigital brings the the educated voices of Casey Meraz and team to the highly-specialized field of attorney marketing.

Hospitality marketing

Independent businesses

Link building

  • Nifty Marketing’s blog has earned my trust for its nifty local link building ideas and case studies.
  • ZipSprout belongs here, too, because of their focus on local sponsorships, which are a favorite local link building methodology. Check them out for blog posts and podcasts.

Schema + other markup

  • Touchpoint Digital Marketing doesn’t publish much on their own website, but look anywhere you can for David Deering’s writings on markup. LocalU and Moz are good places to search for his expertise.

Patents

  • SEO by the Sea has proffered years to matchless analysis of Google patents that frequently impact local businesses or point to future possible developments.

Best local search industry newsletters

Get the latest news and tips delivered right to your inbox by signing up for these fine free newsletters:

Follow the local SEO leaders on Twitter

What an easy way to track what industry adepts are thinking and sharing, up-to-the-minute! Following this list of professionals (alphabetized by first name) will fill up your social calendar with juicy local tidbits. Keep in mind that many of these folks either own or work for agencies or publishers you can follow, too.

Aaron Weiche
Adam Dorfman
Andrew Shotland
Ben Fisher
Bernadette Coleman
Bill Slawski
Brian Barwig
Carrie Hill
Casey Meraz
Cindy Krum
Colan Nielsen
DJ Baxter
Dan Leibson
Dana DiTomaso
Dani Owens
Darren Shaw
Dave DiGreggorio
David Mihm
Don Campbell
Garrett Sussman
Glenn Gabe
Greg Gifford
Greg Sterling
Jennifer Slegg
Joel Headley
Joy Hawkins
Mary Bowling
Mike Blumenthal
Mike Ramsey
Miriam Ellis
Phil Rozek
Sherry Bonelli
Thibault Adda
Tim Capper
Tom Waddington

Share what you learn

How about your voice? How do you get it heard in the local SEO industry? The answer is simple: share what you learn with others. Each of the people and publications on my list has earned a place there because, at one time or another, they have taught me something they learned from their own work. Some tips:

  • Our industry has become a sizeable niche, but there is always room for new, interesting voices
  • Experiment and publish — consistent publication of your findings is the best way I know of to become a trusted source of information
  • Don’t be afraid of making mistakes, so long as you are willing to own them
  • Socialize — attend events, amplify the work of colleagues you admire, reach out in real ways to others to share your common work interest while also respecting busy schedules

Local SEO is a little bit like jazz, in which we’re all riffing off the same chord progressions created by Google, Facebook, Yelp, other major platforms, and the needs of clients. Mike Blumenthal plays a note about a jeweler whose WOMM is driving the majority of her customers. You take that note and turn it around for someone in the auto industry, yielding an unexpected insight. Someone else takes your insight and creates a print handout to bolster a loyalty program.

Everyone ends up learning in this virtuous, democratic cycle, so go ahead — start sharing! A zest for contribution is a step towards leadership and your observations could be music to the industry’s ears.


Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

Thứ Sáu, 14 tháng 9, 2018

SEO Maturity: Evaluating Client Capabilities - Whiteboard Friday

Posted by HeatherPhysioc

Clients aren't always knowledgeable about SEO. That lack of understanding can result in roadblocks and delay the work you're trying to accomplish, but knowing your client's level of SEO maturity can help. In today's Whiteboard Friday, we welcome the brilliant Heather Physioc to expound upon the maturity models she's developed to help you diagnose your client's search maturity and remove blockers to your success.

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

Video Transcription

What up, Moz fans? My name is Heather Physioc. I'm Director of the Discoverability Group at VML. We are in Kansas City. Global ad agency headquartered right in the middle of the map.

Today we're going to talk about how to diagnose the maturity of your SEO client. I don't mean emotional maturity. I mean maturity as it pertains to SEO capabilities, their ability to do the work, as well as their organizational search program maturity. Now a lot of times when a client signs a contract with us, we make the assumption that they're knowledgeable, they're motivated, they're bought in to do the search work.

So we go dumping all these recommendations in their lap, and we're trucking full speed ahead. But then we're surprised when we start hitting blockers and the work doesn't go live. I actually surveyed over 140 of our colleagues in the search industry, and they reported running into blockers, like low prioritization and buy-in for the work, limited technical resources for developers or budgeting for copywriters, low advocacy, high turnover, and any number of different things that stand in the way.

I didn't just ask about the problems. I asked about the solutions, and one of the tools that came out of that was the ability to diagnose the client's maturity. So a maturity model is intended to evaluate an organization's capability to continuously evolve in a practice. The point, the purpose of this is to understand where they stand today, where they want to go, and the steps it's going to take to get there.


The SEO Capabilities matrix

Let's talk about the SEO capabilities first, the technical ability to do the job.

Harmful

On the low end of the scale, a client may be engaging in spammy, outdated, or harmful SEO practices that are doing more harm than good.

Tactical

From there, they may be tactical. They're doing some super basic SEO, think title tags and meta description tags, but nothing earth-shattering is happening here, and it's not very strategic or aligned to brand goals.

Strategic

From there, the brand moves into the strategic phase. They're starting to align the work to goals. They're starting to become a little more search savvy. They're getting beyond the titles and metas, and they're more thorough with the work. While good stuff is happening here, it's not too advanced, and it still tends to be pretty siloed from the other disciplines.

Practice

From there, the organization might move into a practice. Search is starting to become a way of life here. They're getting significantly more advanced in their work. They're starting to connect the dots between those different channels. They're using data in smarter ways to drive their search strategy.

Culture

Then from there, maybe they're at a level of culture for their SEO capabilities. So search here is starting to become a part of their marketing DNA. They're integrating across practices. They're doing cutting edge. They're testing and innovating and improving their SEO implementation, and they're looking for the next big thing. But these groups know that they have to continually evolve as the industry evolves. So we don't just look at their whole SEO program and figure out where the client goes on the map.

✓ Data-driven

We actually break it down into a few pieces. First, data-driven. Is the organization using information and analytics and combining it with other sources even to make really smart marketing decisions?

✓ SEO for content

Next is content. Are they doing any SEO for content at all? Are they implementing some SEO basics, but only during and after publication? Or are they using search data to actually drive their editorial calendar alongside other data inputs, like social listening or web analytics?

✓ Mobility

From there, mobility. Do they have no mobile experience at all, or do they have a fully responsive and technically mobile friendly site, but they're not investing any more in that mobile optimization? Or are they a completely mobile-first mindset? Are they continuously iterating and improving in usability, speed, and content for their mobile users?

✓ Technical ability

Beyond that, we could look at how technically savvy they are. Do they have a lot of broken stuff, or are they on top of monitoring and maintaining their technical health and accessibility?

✓ On-page/off-page SEO

Then some standard SEO best practices here. Are they limited or advanced in on-page SEO, off-page SEO?

✓ Integrating across channels

Are they integrating across channels and not having search live in a silo?

✓ Adopting new technology

Are they adopting new technology as it pertains to search? Some clients have a very high appetite for this, but they chase after the shiny object.

Others have a high appetite and a high tolerance for risk, and they're making hard choices about which new technology to invest in as it pertains to their search program. You may also want to customize this maturity model and include things like local search or international search or e-commerce. But this is a great place to start. So this does a very good job of choosing which projects to begin with for a client, but it doesn't really get to the heart of why our work isn't getting implemented.


The Organizational Search Maturity matrix

I developed a second maturity model, and this one is more traditional and you see it across other industries as well. But this one focuses on the search program inside the organization. This is the squishy organizational stuff.

✓ People

This is people. Do they have the necessary talent within the organization or within their scope? That might not just mean SEOs. That means are they scoping appropriately for content and development needs?

✓ Process

What about process? Are they actually using a defined and continuously improving process for the inclusion of search? Now I don't mean step-by-step best practices for implementing a title tag. This isn't instructions or a tutorial. This is a process for including organic search experts at the right moments in the right projects.

✓ Planning

What about planning? A lot of times we find that clients are doing search very reactively and after the fact. We want to reach a point with an organization where it's preplanned, it's proactively included, and it's always aligned to brand, business, or campaign goals.

✓ Knowledge

Next is knowledge. We know that this industry is complicated. There are a lot of moving pieces. We want to know how knowledgeable is the organization about search. That doesn't necessarily mean how to do SEO, but perhaps the importance or the impact or the outcomes of it. How committed are they to learning more through reading or trainings or conferences? At the very least, the organization they're hiring to do search needs to be extraordinarily knowledgeable about it.

✓ Capacity

Then capacity. Do they have the prioritization within the organization? Are they budgeting appropriately? Do they have the resources and the means and the capacity to get the work done?

Initial

When we've evaluated a client against these criteria, we could find them in an initial phase where the program is very new, they're not doing any search at all...

Repeatable

...to repeatable, meaning they're starting to include it, but it's not super cohesive yet. They're not enforcing the process. They don't have super dedicated resources just yet.

Defined

Up into defined, where they actually are documenting their process. It's continuing to iterate and improve. They're becoming more knowledgeable. They're dedicating more resources. They're prioritizing it better.

Managed

We can move up into managed, where that's continuing to improve even further...

Optimized

...and into optimized. So again, this is where search programs are part of the organization's DNA. It's always included. They are always improving their process. They are maintaining or even increasing the talent that they have dedicated to the work. They're planning it smarter and better than ever before, and they have adequate capacity to keep iterating and growing in their search program.


With that, the steps to complete this process and figure out where your client falls on either of these maturity models, I want to be clear is not a one-sided exercise. This is not a situation where you're just punching numbers into a spreadsheet and the agency is grading the client and our job is done. This needs to be a conversation.

We need to invite stakeholders at multiple levels, both on the client side and on the agency side, or if you're in-house, just multiple levels within the organization, and we should ask for opinions from multiple perspectives to paint a more accurate picture of where the client stands today and agree on the steps that we need to take to move forward. When you do these maturity assessments, this isn't enough.

This is step one. This isn't a finish line. We need to be using this as a springboard for a dialogue to uncover their pain points or the obstacles that they run into, inside their organization, that are going to keep you from getting that work done. We need to have honest and frank conversations about the things we need to clear out of the way to do our best work. With that, I hope that you can try this out.

We've got a great article that we published on the Moz blog to get into more detail about how to implement this. But try it out in your organization or with your client and let us know. Peer review this and help us make it better, because this is intended to be a living process that evolves as our industry does.

Video transcription by Speechpad.com


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SEO Maturity: Evaluating Client Capabilities - Whiteboard Friday

Posted by HeatherPhysioc

Clients aren't always knowledgeable about SEO. That lack of understanding can result in roadblocks and delay the work you're trying to accomplish, but knowing your client's level of SEO maturity can help. In today's Whiteboard Friday, we welcome the brilliant Heather Physioc to expound upon the maturity models she's developed to help you diagnose your client's search maturity and remove blockers to your success.

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

Video Transcription

What up, Moz fans? My name is Heather Physioc. I'm Director of the Discoverability Group at VML. We are in Kansas City. Global ad agency headquartered right in the middle of the map.

Today we're going to talk about how to diagnose the maturity of your SEO client. I don't mean emotional maturity. I mean maturity as it pertains to SEO capabilities, their ability to do the work, as well as their organizational search program maturity. Now a lot of times when a client signs a contract with us, we make the assumption that they're knowledgeable, they're motivated, they're bought in to do the search work.

So we go dumping all these recommendations in their lap, and we're trucking full speed ahead. But then we're surprised when we start hitting blockers and the work doesn't go live. I actually surveyed over 140 of our colleagues in the search industry, and they reported running into blockers, like low prioritization and buy-in for the work, limited technical resources for developers or budgeting for copywriters, low advocacy, high turnover, and any number of different things that stand in the way.

I didn't just ask about the problems. I asked about the solutions, and one of the tools that came out of that was the ability to diagnose the client's maturity. So a maturity model is intended to evaluate an organization's capability to continuously evolve in a practice. The point, the purpose of this is to understand where they stand today, where they want to go, and the steps it's going to take to get there.


The SEO Capabilities matrix

Let's talk about the SEO capabilities first, the technical ability to do the job.

Harmful

On the low end of the scale, a client may be engaging in spammy, outdated, or harmful SEO practices that are doing more harm than good.

Tactical

From there, they may be tactical. They're doing some super basic SEO, think title tags and meta description tags, but nothing earth-shattering is happening here, and it's not very strategic or aligned to brand goals.

Strategic

From there, the brand moves into the strategic phase. They're starting to align the work to goals. They're starting to become a little more search savvy. They're getting beyond the titles and metas, and they're more thorough with the work. While good stuff is happening here, it's not too advanced, and it still tends to be pretty siloed from the other disciplines.

Practice

From there, the organization might move into a practice. Search is starting to become a way of life here. They're getting significantly more advanced in their work. They're starting to connect the dots between those different channels. They're using data in smarter ways to drive their search strategy.

Culture

Then from there, maybe they're at a level of culture for their SEO capabilities. So search here is starting to become a part of their marketing DNA. They're integrating across practices. They're doing cutting edge. They're testing and innovating and improving their SEO implementation, and they're looking for the next big thing. But these groups know that they have to continually evolve as the industry evolves. So we don't just look at their whole SEO program and figure out where the client goes on the map.

✓ Data-driven

We actually break it down into a few pieces. First, data-driven. Is the organization using information and analytics and combining it with other sources even to make really smart marketing decisions?

✓ SEO for content

Next is content. Are they doing any SEO for content at all? Are they implementing some SEO basics, but only during and after publication? Or are they using search data to actually drive their editorial calendar alongside other data inputs, like social listening or web analytics?

✓ Mobility

From there, mobility. Do they have no mobile experience at all, or do they have a fully responsive and technically mobile friendly site, but they're not investing any more in that mobile optimization? Or are they a completely mobile-first mindset? Are they continuously iterating and improving in usability, speed, and content for their mobile users?

✓ Technical ability

Beyond that, we could look at how technically savvy they are. Do they have a lot of broken stuff, or are they on top of monitoring and maintaining their technical health and accessibility?

✓ On-page/off-page SEO

Then some standard SEO best practices here. Are they limited or advanced in on-page SEO, off-page SEO?

✓ Integrating across channels

Are they integrating across channels and not having search live in a silo?

✓ Adopting new technology

Are they adopting new technology as it pertains to search? Some clients have a very high appetite for this, but they chase after the shiny object.

Others have a high appetite and a high tolerance for risk, and they're making hard choices about which new technology to invest in as it pertains to their search program. You may also want to customize this maturity model and include things like local search or international search or e-commerce. But this is a great place to start. So this does a very good job of choosing which projects to begin with for a client, but it doesn't really get to the heart of why our work isn't getting implemented.


The Organizational Search Maturity matrix

I developed a second maturity model, and this one is more traditional and you see it across other industries as well. But this one focuses on the search program inside the organization. This is the squishy organizational stuff.

✓ People

This is people. Do they have the necessary talent within the organization or within their scope? That might not just mean SEOs. That means are they scoping appropriately for content and development needs?

✓ Process

What about process? Are they actually using a defined and continuously improving process for the inclusion of search? Now I don't mean step-by-step best practices for implementing a title tag. This isn't instructions or a tutorial. This is a process for including organic search experts at the right moments in the right projects.

✓ Planning

What about planning? A lot of times we find that clients are doing search very reactively and after the fact. We want to reach a point with an organization where it's preplanned, it's proactively included, and it's always aligned to brand, business, or campaign goals.

✓ Knowledge

Next is knowledge. We know that this industry is complicated. There are a lot of moving pieces. We want to know how knowledgeable is the organization about search. That doesn't necessarily mean how to do SEO, but perhaps the importance or the impact or the outcomes of it. How committed are they to learning more through reading or trainings or conferences? At the very least, the organization they're hiring to do search needs to be extraordinarily knowledgeable about it.

✓ Capacity

Then capacity. Do they have the prioritization within the organization? Are they budgeting appropriately? Do they have the resources and the means and the capacity to get the work done?

Initial

When we've evaluated a client against these criteria, we could find them in an initial phase where the program is very new, they're not doing any search at all...

Repeatable

...to repeatable, meaning they're starting to include it, but it's not super cohesive yet. They're not enforcing the process. They don't have super dedicated resources just yet.

Defined

Up into defined, where they actually are documenting their process. It's continuing to iterate and improve. They're becoming more knowledgeable. They're dedicating more resources. They're prioritizing it better.

Managed

We can move up into managed, where that's continuing to improve even further...

Optimized

...and into optimized. So again, this is where search programs are part of the organization's DNA. It's always included. They are always improving their process. They are maintaining or even increasing the talent that they have dedicated to the work. They're planning it smarter and better than ever before, and they have adequate capacity to keep iterating and growing in their search program.


With that, the steps to complete this process and figure out where your client falls on either of these maturity models, I want to be clear is not a one-sided exercise. This is not a situation where you're just punching numbers into a spreadsheet and the agency is grading the client and our job is done. This needs to be a conversation.

We need to invite stakeholders at multiple levels, both on the client side and on the agency side, or if you're in-house, just multiple levels within the organization, and we should ask for opinions from multiple perspectives to paint a more accurate picture of where the client stands today and agree on the steps that we need to take to move forward. When you do these maturity assessments, this isn't enough.

This is step one. This isn't a finish line. We need to be using this as a springboard for a dialogue to uncover their pain points or the obstacles that they run into, inside their organization, that are going to keep you from getting that work done. We need to have honest and frank conversations about the things we need to clear out of the way to do our best work. With that, I hope that you can try this out.

We've got a great article that we published on the Moz blog to get into more detail about how to implement this. But try it out in your organization or with your client and let us know. Peer review this and help us make it better, because this is intended to be a living process that evolves as our industry does.

Video transcription by Speechpad.com


Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

Thứ Tư, 12 tháng 9, 2018

Local Business Transparency & Empathy for the Holidays: Tips + Downloadable Checklist

Posted by MiriamEllis

Your local business will invest its all in stocking shelves and menus with the right goods and services in advance of the 2018 holiday season, but does your inventory include the on-and-offline experiences consumers say they want most?

Right now, a potential patron near you is having an experience that will inform their decision of whether to do business with you at year’s end, and their takeaway is largely hinging on two things: your brand’s transparency and empathy.

An excellent SproutSocial survey of 1,000 consumers found that people define transparency as being:

  • Open (59%)
  • Clear (53%)
  • Honest (49%)

Meanwhile, after a trying year of fake news, bad news, and privacy breaches, Americans could certainly use some empathy from brands that respect their rights, needs, aspirations, and time.

Today, let’s explore how your local brand can gift customers with both transparency and empathy before and during the holiday season, and let’s make it easy for your team with a shareable, downloadable checklist, complete with 20 tips for in-store excellence and holiday Google My Business best practices:

Grab the Holiday Checklist now!

For consumers, even the little things mean a lot

Your brother eats at that restaurant because its owner fed 10,000 meals to displaced residents during a wildfire. My sister won’t buy merchandise from that shop because their hiring practices are discriminatory. A friend was so amazed when the big brand CEO responded personally to her complaint that she’s telling all her social followers about it now.

Maybe it’s always been a national pastime for Americans to benefit one another with wisdom gained from their purchasing experiences. I own one of the first cookbooks ever published in this country and ‘tis full of wyse warnings about how to avoid “doctored” meats and grains in the marketplace. Social media has certainly amplified our voices, but it has done something else that truly does feel fresh and new. Consider SproutSocial’s findings that:

  • 86% of Americans say transparency from businesses is more important than ever before.
  • 40% of people who say brand transparency is more important than ever before attribute it to social media.
  • 63% of people say CEOs who have their own social profiles are better representatives for their companies than CEOs who do not.

What were customers’ chances of seeking redress and publicity just 20 years ago if a big brand treated them poorly? Today, they can document with video, write a review, tweet to the multitudes, even get picked up by national news. They can use a search engine to dig up the truth about a company’s past and present practices. And… they can find the social profiles of a growing number of brand representatives and speak to them directly about their experiences, putting the ball in the company’s court to respond for all to see.

In other words, people increasingly assume brands should be directly accessible. That’s new!

Should this increased expectation of interactive transparency terrify businesses?

Absolutely not, if their intentions and policies are open, clear, and honest. It’s a little thing to treat a customer with fairness and regard, but its impacts in the age of social media are not small. In fact, SproutSocial found that transparent practices are golden as far as consumer loyalty is concerned:

  • 85% of people say a business' history of being transparent makes them more likely to give it a second chance after a bad experience.
  • 89% of people say a business can regain their trust if it admits to a mistake and is transparent about the steps it will take to resolve the issue.

I highly recommend reading the entire SproutSocial study, and while it focuses mainly on general brands and general social media, my read of it correlated again and again to the specific scenario of local businesses. Let’s talk about this!

How transparency & empathy relate to local brands

“73.8% of customers were either likely or extremely likely to continue to do business with a merchant once the complaint had been resolved.”
- GetFiveStars

On the local business scene, we’re also witnessing the rising trend of consumers who expect accountability and accessibility, and who speak up when they don’t encounter it. Local businesses need to commit to openness in terms of their business practices, just as digital businesses do, but there are some special nuances at play here, too.

I can’t count the number of negative reviews I’ve read that cited inconvenience caused by local business listings containing wrong addresses and incorrect hours. These reviewers have experienced a sense of ill-usage stemming from a perceived lack of respect for their busy schedules and a lack of brand concern for their well-being. Neglected online local business information leads to neglected-feeling customers who sometimes even believe that a company is hiding the truth from them!

These are avoidable outcomes. As the above quote from a GetFiveStars survey demonstrates, local brands that fully participate in anticipating, hearing, and responding to consumer needs are rewarded with loyalty. Given this, as we begin the countdown to holiday shopping, be sure you’re fostering basic transparency and empathy with simple steps like:

  • Checking your core citations for accurate names, addresses, phone numbers, and other info and making necessary corrections
  • Updating your local business listing hours to reflect extended holiday hours and closures
  • Updating your website and all local landing pages to reflect this information

Next, bolster more advanced transparency by:

  • Using Google Posts to clearly highlight your major sale dates so people don’t feel tricked or left out
  • Answering all consumer questions via Google Questions & Answers in your Google Knowledge Panels
  • Responding swiftly to both positive and negative reviews on core platforms
  • Monitoring and participating on all social discussion of your brand when concerns or complaints arise, letting customers know you are accessible
  • Posting in-store signage directing customers to complaint phone/text hotlines

And, finally, create an empathetic rapport with customers via efforts like:

  • Developing and publishing a consumer-centric service policy both on your website and in signage or print materials in all of your locations
  • Using Google My Business attributes to let patrons know about features like wheelchair accessibility, available parking, pet-friendliness, etc.
  • Publishing your company giving strategies so that customers can feel spending with you supports good things — for example, X% of sales going to a local homeless shelter, children’s hospital, or other worthy cause
  • Creating a true welcome for all patrons, regardless of gender, identity, race, creed, or culture — for example, gender neutral bathrooms, feeding stations for mothers, fragrance-free environments for the chemically sensitive, or even a few comfortable chairs for tired shoppers to rest in

A company commitment to standards like TAGFEE coupled with a basic regard for the rights, well-being, and aspirations of customers year-round can stand a local brand in very good stead at the holidays. Sometimes it’s the intangible goods a brand stocks — like goodwill towards one’s local community — that yield a brand of loyalty nothing else can buy.

Why not organize for it, organize for the mutual benefits of business and society with a detailed, step-by-step checklist you can take to your next team meeting?:

Download the 2018 Holiday Local SEO Checklist


Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!