The Local SEO’s Guide to the Buy Local Phenomenon: A Competitive Advantage for Clients

Posted by MiriamEllis

Photo credit: Michelle Shirley

What if a single conversation with one of your small local business clients could spark activity that would lead to an increase in their YOY sales of more than 7%, as opposed to only 4% if you don’t have the conversation? What if this chat could triple the amount of spending that stays in their town, reduce pollution in their community, improve their neighbors’ health, and strengthen democracy?

What if the brass ring of content dev, link opportunities, consumer sentiment and realtime local inventory is just waiting for you to grab it, on a ride we just haven’t taken yet, in a setting we’re just not talking about?

Let’s travel a different road today, one that parallels our industry’s typical conversation about citations, reviews, markup, and Google My Business. As a 15-year sailor on the Local SEO ship, I love all this stuff, but, like you, I’m experiencing a merging of online goals with offline realities, a heightened awareness of how in-store is where local business successes are born and bred, before they become mirrored on the web.

At Moz, our SaaS tools serve businesses of every kind: Digital, bricks-and-mortar, SABs, enterprises, mid-market agencies, big brands, and bootstrappers. But today, I’m going to go as small and as local as possible, speaking directly to independently-owned local businesses and their marketers about the buy local/shop local/go local movement and what I’ve learned about its potential to deliver meaningful and far-reaching successes. Frankly, I think you’ll be as amazed as I’ve been.

At the very least, I hope reading this article will inspire you to have a conversation with your local business clients about what this growing phenomenon could do for them and for their communities. Successful clients, after all, are the very best kind to have.

What is the Buy Local movement all about?

What’s the big idea?

You’re familiar with the concept of there being power in numbers. A single independent business lacks the resources and clout to determine the local decisions and policies that affect it. Should Walmart or Target be invited to set up shop in town? Should the crumbling building on Main St. be renovated or demolished? Which safety and cultural services should be supported with funding? The family running the small grocery store has little say, but if they join together with the folks running the bakery, the community credit union, the animal shelter, and the bookstore ... then they begin to have a stronger voice.

Who does this?

Buy Local programs formalize the process of independently-owned businesses joining together to educate their communities about the considerable benefits to nearly everyone of living in a thriving local economy. These efforts can be initiated by merchants, Chambers of Commerce, grassroots citizen groups, or others. They can be assisted and supported by non-profit organizations like the American Independent Business Alliance (AMIBA) and the Institute for Local Self-Reliance (ILSR).

What are the goals?

Through signage, educational events, media promotions, and other forms of marketing, most Buy Local campaigns share some or all of these goals:

  • Increase local wealth that recirculates within the community
  • Preserve local character
  • Build community
  • Create good jobs
  • Have a say in policy-making
  • Decrease environmental impacts
  • Support entrepreneurship
  • Improve diversity/variety
  • Compete with big businesses

Do Buy Local campaigns actually work?

Yes - research indicates that, if managed correctly, these programs yield a variety of benefits to both merchants and residents. Consider these findings:

1) Healthy YOY sales advantages

ILSR conducted a national survey of independent businesses to gauge YOY sales patterns. 2016 respondents reported a good increase in sales across the board, but with a significant difference which AMIBA sums up:

“Businesses in communities with a sustained grassroots “buy independent/buy local” campaign reported a strong 7.4% sales increase, nearly doubling the 4.2% gain for those in areas without such an alliance.”

2) Keeping spending local

The analysts at Civic Economics conducted surveys of 10 cities to gauge the local financial impacts of independents vs. chain retailers, yielding a series of graphics like this one:

While statistics vary from community to community, the overall pattern is one of significantly greater local recirculation of wealth in the independent vs. chain environment. These patterns can be put to good use by Buy Local campaigns with the goal of increasing community-sustaining wealth.

3) Keeping communities employed and safe

Few communities can safely afford the loss of jobs and tax revenue documented in a second Civic Economics study which details the impacts of Americans’ Amazon habit, state by state and across the nation:

While the recent supreme court ruling allowing states to tax e-commerce models could improve some of these dire numbers, towns and cities with Buy Local alliances can speak plainly: Lack of tax revenue that leads to lack of funding for emergency services like fire departments is simply unsafe and unsustainable. A study done a few years back found that ⅔ of volunteer firefighters in the US report that their departments are underfunded with 86% of these heroic workers having to dip into their own pockets to buy supplies to keep their stations going. As I jot these statistics down, there is a runaway 10,000 acre wildfire burning a couple of hours north of me…

Meanwhile, Inc.com is pointing out,

“According to the Bureau of Labor Statistics, since the end of the Great Recession, small businesses have created 62 percent of all net new private-sector jobs. Among those jobs, 66 percent were created by existing businesses, while 34 percent were generated through new establishments (adjusted for establishment closings and job losses)”.

When communities have Go Local-style business alliances, they are capitalizing on the ability to create jobs, increase sales, and build up tax revenue that could make a serious difference not just to local unemployment rates, but to local safety.

4) Shaping policy

In terms of empowering communities to shape policy, there are many anecdotes to choose from, but one of the most celebrated surrounds a landmark study conducted by the Austin Independent Business Alliance which documented community impacts of spending at the local book and music stores vs. a proposed Borders. Their findings were compelling enough to convince the city not to give a $2.1 million subsidy to the now-defunct corporation.

5) Improving the local environment

A single statistic here is incredibly eye opening. According to the US Department of Transportation, shopping-related driving per household more than tripled between 1969-2009.

All you have to do is picture to yourself the centralized location of mainstreet businesses vs. big boxes on the outskirts of town to imagine how city planning has contributed to this stunning rise in time spent on the road. When residents can walk or bike to make daily purchases, the positive environmental impacts are obvious.

6) Improving residents’ health and well-being

A recent Cigna survey of 20,000 Americans found that nearly half of them always or sometimes feel lonely, lacking in significant face-to-face interactions with others. Why does this matter? Because the American Psychological Association finds that you have a 50% less chance of dying prematurely if you have quality social interactions.

There’s a reason author Jan Karon’s “Mitford” series about life in a small town in North Carolina has been a string of NY Times Best Sellers; readers and reviewers continuously state that they yearn to live someplace like this fictitious community with the slogan “Mitford takes care of its own”. In the novels, the lives of residents, independent merchants, and “outsiders” interweave, in good times and bad, creating a support network many Americans envy.

This societal setup must be a winner, as well as a bestseller, because the Cambridge Journal of Regions published a paper in which they propose that the concentration of small businesses in a given community can be equated with levels of public health.

Beyond the theory that eating fresh and local is good for you, it turns out that knowing your farmer, your banker, your grocer could help you live longer.

7) Realizing big-picture goals

Speaking of memorable stories, this video from ILSR does a good job of detailing one view of the ultimate impacts independent business alliances can have on shaping community futures:

https://www.youtube.com/watch?time_continue=150&=&v=kDw4dZLSDXg

I interviewed author and AMIBA co-founder, Jeff Milchen, about the good things that can happen when independents join hands. He summed it up,

“The results really speak for themselves when you look at what the impact of public education for local alliances has been in terms of shifting culture. It’s a great investment for independent businesses to partner with other independents, to do things they can’t do individually. Forming these partnerships can help them compete with the online giants.”

Getting going with a Go Local campaign, the right way

If sharing some of the above with clients has made them receptive to further exploration of what involvement in an independent business alliance might do for them, here are the next steps to take:

  1. First, find out if a Go Local/Shop Local/Buy Local/Stay Local campaign already exists in the business’ community. If so, the client can join up.
  2. If not, contact AMIBA. The good folks there will know if other local business owners in the client’s community have already expressed interest in creating an alliance. They can help connect the interested parties up.
  3. I highly, highly recommend reading through Amiba’s nice, free primer covering just about everything you need to know about Go Local campaigns.
  4. Encourage the client to publicize their intent to create an alliance if none exists in their community. Do an op ed in the local print news, put it on social media sites, talk to neighbors. This can prompt outreach from potential allies in the effort.
  5. A given group can determine to go it alone, but it may be better to rely on the past experience of others who have already created successful campaigns. AMIBA offers a variety of paid community training modules, including expert speakers, workshops, and on-site consultations. Each community can write in to request a quote for a training plan that will work best for them. The organization also offers a wealth of free educational materials on their website.
  6. According to AMIBA’s Jeff Milchen, a typical Buy Local campaign takes about 3-4 months to get going.

It’s important to know that Go Local campaigns can fail, due to poor execution. Here is a roundup of practices all alliances should focus on to avoid the most common pitfalls:

  1. Codify the definition of a “local” business as being independently-owned-and-run, or else big chain inclusion will anger some members and cause them to leave.
  2. Emphasize all forms of local patronage; campaigns that stick too closely to words like “buy” or “shop” overlook the small banks, service area businesses, and other models that are an integral part of the independent local economy.
  3. Ensure diversity in leadership; an alliance that fails to reflect the resources of age, race, gender/identity, political views, economics and other factors may wind up perishing from narrow viewpoints. On a related note, AMIBA has been particularly active in advocating for business communities to rid themselves of bigotry. Strong communities welcome everyone.
  4. Do the math of what success looks like; education is a major contributing factor to forging a strong alliance, based on projected numbers of what campaigns can yield in concrete benefits for both merchants and residents.
  5. Differentiate inventory and offerings so that independently-owned businesses offer something of added value which patrons can’t easily replicate online; this could be specialty local products, face-to-face time with expert staff, or other benefits.
  6. Take the high road in inspiring the community to increase local spending; campaigns should not rely on vilifying big and online businesses or asking for patronage out of pity. In other words, guilt-tripping locals because they do some of their shopping at Walmart or Amazon isn’t a good strategy. Even a 10% shift towards local spending can have positive impacts for a community!
  7. Clearly assess community resources; not every town, city, or district hosts the necessary mix of independent businesses to create a strong campaign. For example, approximately 2.2% of the US population live in “food deserts”, many miles from a grocery store. These areas may lack other local businesses, as well, and their communities may need to create grassroots campaigns surrounding neighborhood gardens, mobile markets, private investors and other creative solutions.

In sum, success significantly depends on having clear definitions, clear goals, diverse participants and a proud identity as independents, devoid of shaming tactics.

Circling back to the Web — our native heath!

So, let’s say that your incoming client is now participating in a Buy Local program. Awesome! Now, where do we go from here?

In speaking with Jeff Milchen, I asked what he has seen in terms of digital marketing being used to promote the businesses involved in Buy Local campaigns. He said that, while some alliances have workshops, it’s a work in progress and something he hopes to see grow in the future.

As a Local SEO, that future is now for you and your fortunate clients. Here are some ways I see this working out beautifully:

Basic data distribution and consistency

Small local businesses can sometimes be unaware of inconsistent or absent local business listings, because the owners are just so busy. The quickest way I know to demo this scenario is to plug the company name and zip into the free Moz Check Listing tool to show them how they’re doing on the majors. Correct data errors and fill in the blanks, either manually, or, using affordable software like Moz Local. You’ll also want to be sure the client has a presence on any geo or industry-specific directories and platforms. It’s something your agency can really help with!

A hyperlocalized content powerhouse

Build proud content around the company’s involvement in the Buy Local program.

  • Write about all of the economic, environmental, and societal benefits residents can support by patronizing the business.
  • Motivated independents take time to know their customers. There are stories in this. Write about the customers and their needs. I’ve even seen independent restaurants naming menu items after beloved patrons. Get personal. Build community.
  • Don’t forget that even small towns can be powerful points of interest for tourists. Create a warm welcome for travelers, and for new neighbors, too!

Link building opportunities of a lifetime

Local business alliances form strong B2B bonds.

  • Find relationships with related businesses that can sprout links. For example, the caterer knows the wedding cake baker, who knows the professional seamstress, who knows the minister, who knows the DJ, who knows the florist.
  • Dive deep into opportunities for sponsoring local organizations, teams and events, hosting and participating in workshops and conferences, offering scholarships and special deals.
  • Make fast friends with local media. Be newsworthy.

A wellspring of sentiment

Independents form strong business-to-community bonds.

  • When a business really knows its customers, asking for online reviews is so much easier. In some communities, it may be necessary to teach customers how to leave reviews, but once you get a strategy going for this, the rest is gravy.
  • It’s also a natural fit for asking for written and video testimonials to be published on the company website.
  • Don’t forget the power of Word of Mouth Marketing, while you’re at it. Loyal patrons are an incredible asset.
  • The one drawback could be if your business model is one of a sensitive nature. Tight-knit communities can be ones in residents may be more desirous of protecting their privacy.

Digitize inventory easily

30% of consumers say they’d buy from a local store instead of online if they knew the store was nearby (Google). Over half of consumers prefer to shop in-store to interact with products (Local Search Association). Over 63% of consumers would rather buy from a company they consider to be authentic over the competition (Bright Local).

It all adds up to the need for highly-authentic independently-owned businesses to have an online presence that signals to Internet users that they stock desired products. For many small, local brands, going full e-commerce on their website is simply too big of an implementation and management task. It’s a problem that’s dogged this particular business sector for years. And it’s why I got excited when the folks at AMIBA told me to check out Pointy.

Pointy offers a physical device that small business owners can attach to their barcode scanner to have their products ported to a Pointy-controlled webpage. But, that’s not all. Pointy integrates with the “See What’s In Store” inventory function of Google My Business Knowledge Panels. Check out Talbot’s Toyland in San Mateo, CA for a live example.

Pointy is a startup, but one that is exciting enough to have received angel investing from the founder of Wordpress and the co-founder of Google Maps. Looks like a real winner to me, and it could provide a genuine answer for brick-and-mortar independents who have found their sales staggering in the wake of Amazon and other big digital brands.

Local SEOs have an important part to play

Satisfaction in work is a thing to be cherished. If the independent business movement speaks to you, bringing your local search marketing skills to these alliances and small brands could make more of your work days really good days.

The scenario could be an especially good fit for agencies that have specialized in city or state marketing. For example, one of our Moz Community members confines his projects to South Carolina. Imagine him taking it on the road a bit, hosting and attending workshops for towns across the state that are ready to revitalize main street. An energetic client roster could certainly result if someone like him could show local banks, grocery stores, retail shops and restaurants how to use the power of the local web!

Reading America

Our industry is living and working in complex times.

The bad news is, a current Bush-Biden poll finds that 8/10 US residents are “somewhat” or “very” concerned about the state of democracy in our nation.

The not-so-bad news is that citizen ingenuity for discovering solutions and opportunities is still going strong. We need only look as far as the runaway success of the TV show “Fixer Upper”, which drew 5.21 million viewers in its fourth season as the second-largest telecast of Q2 of that year. The show surrounded the revitalization of dilapidated homes and businesses in and around Waco, Texas, and has turned the entire town into a major tourist destination, pulling in millions of annual visitors and landing book deals, a magazine, and the Magnolia Home furnishing line for its entrepreneurial hosts.

While not every town can (or would want to) experience what is being called the “Magnolia effect”, channels like HGTV and the DIY network are heavily capitalizing on the rebirth of American communities, and private citizens are taking matters into their own hands.

There’s the family who moved from Washington D.C. to Water Valley, Mississippi, bought part of the decaying main street and began to refurbish it. I found the video story of this completely riveting, and look at the Yelp reviews of the amazing grocery store and lunch counter these folks are operating now. The market carries local products, including hoop cheese and milk from the first dairy anyone had opened in 50 years in the state.

There are the half-dozen millennials who are helping turn New Providence, Iowa into a place young families can live and work again. There’s Corning, NY, Greensburg, KS, Colorado Springs, CO, and so many more places where people are eagerly looking to strengthen community sufficiency and sustainability.

Some marketing firms are visionary forerunners in this phenomenon, like Deluxe, which has sponsored the Small Business Revolution show, doing mainstreet makeovers that are bringing towns back to life. There could be a place out there somewhere on the map of the country, just waiting for your agency to fill it.

The best news is that change is possible. A recent study in Science magazine states that the tipping point for a minority group to change a majority viewpoint is 25% of the population. This is welcome news at a time when 80% of citizens are feeling doubtful about the state of our democracy. There are 28 million small businesses in the United States - an astonishing potential educational force - if communities can be taught what a vote with their dollar can do in terms of giving them a voice. As Jeff Milchen told me:

One of the most inspiring things is when we see local organizations helping residents to be more engaged in the future of their community. Most communities feel somewhat powerless. When you see towns realize they have the ability to shift public policy to support their own community, that’s empowering.”

Sometimes, the extremes of our industry can make our society and our democracy hard to read. On the one hand, the largest brands developing AI, checkout-less shopping, driverless cars, same-day delivery via robotics, and the gig economy win applause at conferences.

On the other hand, the public is increasingly hearing the stories of employees at these same companies who are protesting Microsoft developing face recognition for ICE, Google’s development of AI drone footage analysis for the Pentagon, working conditions at Amazon warehouses that allegedly preclude bathroom breaks and have put people in the hospital, and the various outcomes of the “Walmart Effect”.

The Buy Local movement is poised in time at this interesting moment, in which our democracy gets to choose. Gigs or unions? Know your robot or know your farmer? Convenience or compassion? Is it either/or? Can it be both?

Both big and small brands have a major role to play in answering these timely questions and shaping the ethics of our economy. Big brands, after all, have tremendous resources for raising the bar for ethical business practices. Your agency likely wants to serve both types of clients, but it’s all to the good if all business sectors remember that the real choosers are the “consumers”, the everyday folks voting with their dollars.

I know that it can be hard to find good news sometimes. But I’m hoping what you’ve read today gifts you with a feeling of optimism that you can take to the office, take to your independently-owned local business clients, and maybe even help take to their communities. Spark a conversation today and you may stumble upon a meaningful competitive advantage for your agency and its most local customers.

Every year, local SEOs are delving deeper and deeper into the offline realities of the brands they serve, large and small. We’re learning so much, together. It’s sometimes a heartbreaker, but always an honor, being part of this local journey.


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The Local SEO’s Guide to the Buy Local Phenomenon: A Competitive Advantage for Clients posted first on https://moz.com/blog

The Rules of Link Building – Whiteboard Friday

Posted by BritneyMuller

Are you building links the right way? Or are you still subscribing to outdated practices? Britney Muller clarifies which link building tactics still matter and which are a waste of time (or downright harmful) in today's episode of Whiteboard Friday.

The Rules of Link Building

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

Video Transcription

Happy Friday, Moz fans! Welcome to another edition of Whiteboard Friday. Today we are going over the rules of link building. It's no secret that links are one of the top three ranking factors in Goggle and can greatly benefit your website. But there is a little confusion around what's okay to do as far as links and what's not. So hopefully, this helps clear some of that up.

The Dos

All right. So what are the dos? What do you want to be doing? First and most importantly is just to...

I. Determine the value of that link. So aside from ranking potential, what kind of value will that link bring to your site? Is it potential traffic? Is it relevancy? Is it authority? Just start to weigh out your options and determine what's really of value for your site.

II. Local listings still do very well. These local business citations are on a bunch of different platforms, and services like Moz Local or Yext can get you up and running a little bit quicker. They tend to show Google that this business is indeed located where it says it is. It has consistent business information — the name, address, phone number, you name it. But something that isn't really talked about all that often is that some of these local listings never get indexed by Google. If you think about it, Yellowpages.com is probably populating thousands of new listings a day. Why would Google want to index all of those?

So if you're doing business listings, an age-old thing that local SEOs have been doing for a while is create a page on your site that says where you can find us online. Link to those local listings to help Google get that indexed, and it sort of has this boomerang-like effect on your site. So hope that helps. If that's confusing, I can clarify down below. Just wanted to include it because I think it's important.

III. Unlinked brand mentions. One of the easiest ways you can get a link is by figuring out who is mentioning your brand or your company and not linking to it. Let's say this article publishes about how awesome SEO companies are and they mention Moz, and they don't link to us. That's an easy way to reach out and say, "Hey, would you mind adding a link? It would be really helpful."

IV. Reclaiming broken links is also a really great way to kind of get back some of your links in a short amount of time and little to no effort. What does this mean? This means that you had a link from a site that now your page currently 404s. So they were sending people to your site for a specific page that you've since deleted or updated somewhere else. Whatever that might be, you want to make sure that you 301 this broken link on your site so that it pushes the authority elsewhere. Definitely a great thing to do anyway.

V. HARO (Help a Reporter Out). Reporters will notify you of any questions or information they're seeking for an article via this email service. So not only is it just good general PR, but it's a great opportunity for you to get a link. I like to think of link building as really good PR anyway. It's like digital PR. So this just takes it to the next level.

VI. Just be awesome. Be cool. Sponsor awesome things. I guarantee any one of you watching likely has incredible local charities or amazing nonprofits in your space that could use the sponsorship, however big or small that might be. But that also gives you an opportunity to get a link. So something to definitely consider.

VII. Ask/Outreach. There's nothing wrong with asking. There's nothing wrong with outreach, especially when done well. I know that link building outreach in general kind of gets a bad rap because the response rate is so painfully low. I think, on average, it's around 4% to 7%, which is painful. But you can get that higher if you're a little bit more strategic about it or if you outreach to people you already currently know. There's a ton of resources available to help you do this better, so definitely check those out. We can link to some of those below.

VIII. COBC (create original badass content). We hear lots of people talk about this. When it comes to link building, it's like, "Link building is dead. Just create great content and people will naturally link to you. It's brilliant." It is brilliant, but I also think that there is something to be said about having a healthy mix. There's this idea of link building and then link earning. But there's a really perfect sweet spot in the middle where you really do get the most bang for your buck.

The Don'ts

All right. So what not to do. The don'ts of today's link building world are...

I. Don't ask for specific anchor text. All of these things appear so spammy. The late Eric Ward talked about this and was a big advocate for never asking for anchor text. He said websites should be linked to however they see fit. That's going to look more natural. Google is going to consider it to be more organic, and it will help your site in the long run. So that's more of a suggestion. These other ones are definitely big no-no's.

II. Don't buy or sell links that pass PageRank. You can buy or sell links that have a no-follow attached, which attributes that this is paid-for, whether it be an advertisement or you don't trust it. So definitely looking into those and understanding how that works.

III. Hidden links. We used to do this back in the day, the ridiculous white link on a white background. They were totally hidden, but crawlers would pick them up. Don't do that. That's so old and will not work anymore. Google is getting so much smarter at understanding these things.

IV. Low-quality directory links. Same with low-quality directory links. We remember those where it was just loads and loads of links and text and a random auto insurance link in there. You want to steer clear of those.

V. Site-wide links also look very spammy. Site wide being whether it's a footer link or a top-level navigation link, you definitely don't want to go after those. They can appear really, really spammy. Avoid those.

VI. Comment links with over-optimized anchor link text, specifically, you want to avoid. Again, it's just like any of these others. It looks spammy. It's not going to help you long term. Again, what's the value of that overall? So avoid that.

VII. Abusing guest posts. You definitely don't want to do this. You don't want to guest post purely just for a link. However, I am still a huge advocate, as I know many others out there are, of guest posting and providing value. Whether there be a link or not, I think there is still a ton of value in guest posting. So don't get rid of that altogether, but definitely don't target it for potential link building opportunities.

VIII. Automated tools used to create links on all sorts of websites. ScrapeBox is an infamous one that would create the comment links on all sorts of blogs. You don't want to do that.

IX. Link schemes, private link networks, and private blog networks. This is where you really get into trouble as well. Google will penalize or de-index you altogether. It looks so, so spammy, and you want to avoid this.

X. Link exchange. This is in the same vein as the link exchanges, where back in the day you used to submit a website to a link exchange and they wouldn't grant you that link until you also linked to them. Super silly. This stuff does not work anymore, but there are tons of opportunities and quick wins for you to gain links naturally and more authoritatively.

So hopefully, this helps clear up some of the confusion. One question I would love to ask all of you is: To disavow or to not disavow? I have heard back-and-forth conversations on either side on this. Does the disavow file still work? Does it not? What are your thoughts? Please let me know down below in the comments.

Thank you so much for tuning in to this edition of Whiteboard Friday. I will see you all soon. Thanks.

Video transcription by Speechpad.com


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The Rules of Link Building - Whiteboard Friday posted first on https://moz.com/blog

Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented

Posted by HeatherPhysioc

Tell me if this rings a bell. Are your search recommendations overlooked and misunderstood? Do you feel like you hit roadblocks at every turn? Are you worried that people don't understand the value of your work?

I had an eye-opening moment when my colleague David Mitchell, Chief Technology Officer at VML, said to me, “You know the best creatives here aren’t the ones who are the best artists — they’re the ones who are best at talking about the work.”

I have found that the same holds true in search. As an industry, we are great at talking about the work — we’re fabulous about sharing technical knowledge and new developments in search. But we’re not so great at talking about how we talk about the work. And that can make all the difference between our work getting implementing and achieving great results, or languishing in a backlog.

It’s so important to learn how to navigate corporate bureaucracy and cut through red tape to help your clients and colleagues understand your search work — and actually get it implemented. From diagnosing client maturity to communicating where search fits into the big picture, the tools I share in this article can help equip you to overcome obstacles to doing your best work.

Buying Your Services ≠ Buying In

Just because a client signed a contract with you does not mean they are bought-in to implement every change you recommend. It seemingly defies all logic that someone would agree that they need organic search help enough to sign a contract and pay you to make recommendations, only for the recommendations to never go live.

When I was an independent contractor serving small businesses, they were often overwhelmed by their marketing and willing to hand over the keys to the website so my developers could implement SEO recommendations.

Then, as I got into agency life and worked on larger and larger businesses, I quickly realized it was a lot harder to get SEO work implemented. I started hitting roadblocks with a number of clients, and it was a slow, arduous process to get even small projects pushed through. It was easy to get impatient and fed up.

Worse, it was hard for some of my team members to see their colleagues getting great search work implemented and earning awesome results for their clients, while their own clients couldn’t seem to get anything implemented. It left them frustrated, jaded, feeling inadequate, and burned out — all the while the client was asking where the results were for the projects they didn’t implement.

What Stands in the Way of Getting Your Work Implemented

I surveyed colleagues in our industry about the common challenges they experience when trying to get their recommendations implemented. (Thank you to the 141 people who submitted!) The results were roughly one-third in-house marketers and two-thirds external marketers providing services to clients.

The most common obstacles we asked about fell into a few main categories:

  • Low Understanding of Search
    • Client Understanding
    • Peer/Colleague Understanding
    • Boss Understanding
  • Prioritization & Buy-In
    • Low Prioritization of Search Work
    • External Buy-In from Clients
    • Internal Buy-In from Peers
    • Internal Buy-In from Bosses
    • Past Unsuccessful Projects or Mistakes
  • Corporate Bureaucracy
    • Red Tape and Slow Approvals
    • No Advocate or Champion for Search
    • Turnover or Personnel Changes (Client-Side)
    • Difficult or Hostile Client
  • Resource Limitations
    • Technical Resources for Developers / Full Backlog
    • Budget / Scope Too Low to Make Impact
    • Technical Limitations of Digital Platform

The chart below shows how the obstacles in the survey stacked up. Higher scores mean people reported it as a more frequent or common problem they experience:

Some participants also wrote in additional blocks they’ve encountered - everything from bottlenecks in the workflow to over-complicated processes, lack of ownership to internal politics, shifting budgets to shifting priorities.

Too real? Are you completely bummed out yet? There is clearly no shortage of things that can stand in the way of SEO progress, and likely our work as marketers will never be without challenges.

Playing the Blame Game

When things don’t go our way and our work gets intercepted or lost before it ever goes live, we tend to be quick to blame clients. It’s the client’s fault things are hung up, or if the client had only listened to us, and the client’s business is the problem.

But I don’t buy it.

Don’t get me wrong — this could possibly be true in part in some cases, but rarely is it the whole story and rarely are we completely hopeless to affect change. Sometimes the problem is the system, sometimes the problem is the people, and my friends, sometimes the problem is you.

But fortunately, we are all optimizers — we all inherently believe that things could be just a little bit better.

These are the tools you need in your belt to face many of the common obstacles to implementing your best search work.

7 Techniques to Get Your Search Work Approved & Implemented

When we enter the world of search, we are instantly trained on how to execute the work – not the soft skills needed to sustain and grow the work, break down barriers, get buy-in and get stuff implemented. These soft skills are critical to maximize your search success for clients, and can lead to more fruitful, long-lasting relationships.

Below are seven of the most highly recommended skills and techniques, from the SEO professionals surveyed and my own experience, to learn in order to increase the likelihood your work will get implemented by your clients.

1. How Mature Is Your Client?

Challenges to implementation tend to be organizational, people, integration, and process problems. Conducting a search maturity assessment with your client can be eye-opening to what needs to be solved internally before great search work can be implemented. Pairing a search capabilities model with an organizational maturity model gives you a wealth of knowledge and tools to help your client.

I recently wrote an in-depth article for the Moz blog about how to diagnose your client’s search maturity in both technical SEO capabilities and their organizational maturity as it pertains to a search program.

For search, we can think about a maturity model two ways. One may be the actual technical implementation of search best practices — is the client implementing exceptional, advanced SEO, just the basics, nothing at all, or even operating counterproductively? This helps identify what kinds of project make sense to start with for your client. Here is a sample maturity model across several aspects of search that you can use or modify for your purposes:

This SEO capabilities maturity model only starts to solve for what you should implement, but doesn’t get to the heart of why it’s so hard to get your work implemented. The real problems are a lot more nuanced, and aren’t as easy as checking the boxes of “best practices SEO.”

We also need to diagnose the organizational maturity of the client as it pertains to building, using and evolving an organic search practice. We have to understand the assets and obstacles of our client’s organization that either aid or block the implementation of our recommendations in order to move the ball forward.

If, after conducting these maturity model exercises, we find that a client has extremely limited personnel, budget and capacity to complete the work, that’s the first problem we should focus on solving for — helping them allocate proper resources and prioritization to the work.

If we find that they have plenty of personnel, budget, and capacity, but have no discernible, repeatable process for integrating search into their marketing mix, we focus our efforts there. How can we help them define, implement, and continually evolve processes that work for them and with the agency?

Perhaps the maturity assessment finds that they are adequate in most categories, but struggle with being reactive and implementing retrofitted SEO only as an afterthought, we may help them investigate their actionable workflows and connect dots across departments. How can we insert organic search expertise in the right ways at the right moments to have the greatest impact?

2. Speak to CEOs and CMOs, Not SEOs

Because we are subject matter experts in search, we are responsible for educating clients and colleagues on the power of SEO and the impact it can have on brands. If the executives are skeptical or don’t care about search, it won’t happen. If you want to educate and inspire people, you can’t waste time losing them in the details.

Speak Their Language

Tailor your educational content to busy CEOs and CMOs, not SEOs. Make the effort to listen to, read, write, and speak their corporate language. Their jargon is return on investment, earnings per share, operational costs. Yours is canonicalization, HTTPS and SSL encryption, 302 redirects, and 301 redirect chains.

Be mindful that you are coming from different places and meet them in the middle. Use layperson’s terms that anyone can understand, not technical jargon, when explaining search.

Don’t be afraid to use analogies (i.e. instead of “implement permanent 301 redirect rewrite rules in the .htaccess file to correct 404 not found errors,” perhaps “it’s like forwarding your mail when you change addresses.”)

Get Out of the Weeds

Perhaps because we are so passionate about the inner workings of search, we often get deep into the weeds of explaining how every SEO signal works. Even things that seem not-so-technical to us (title tags and meta description tags, for example) can lose your audience’s attention in a heartbeat. Unless you know that the client is a technical mind who loves to get in the weeds or that they have search experience, stay at 30,000 feet.

Another powerful tool here is to show, not tell. Often you can tell a much more effective and hard-hitting story using images or smart data visualization. Your audience being able to see instead of trying to listen and decipher what you’re proposing can allow you to communicate complex information much more succinctly.

Focus on Outcomes

The goal of educating is not teaching peers and clients how to do search. They pay you to know that. Focus on the things that actually matter to your audience. (Come on, we’re inbound marketers — we should know this!) For many brands, that may include benefits like how it will build their brand visibility, how they can conquest competitors, and how they can make more money. Focus on the outcomes and benefits, not the granular, technical steps of how to get there.

What’s In It for Them?

Similarly, if you are doing a roadshow to educate your peers in other disciplines and get their buy-in, don’t focus on teaching them everything you know. Focus on how your work can benefit them (make their work smarter, more visible, make them more money) rather than demanding what other departments need to do for you. Aim to align on when, where, and how your two teams intersect to get greater results together.

3. SEO is Not the Center of the Universe

It was a tough pill for me to swallow when I realized that my clients simply didn’t care as much about organic search as my team and I did. (I mean, honestly, who isn’t passionate about dedicating their careers to understanding human thinking and behavior when we search, then optimizing technical stuff and website content for those humans to find it?!)

Bigger Fish to Fry

While clients may honestly love the sound of things we can do for them with search, rarely is SEO the only thing — or even a sizable thing — on a client’s mind. Rarely is our primary client contact someone who is exclusively dedicated to search, and typically, not even exclusively to digital marketing. We frequently report to digital directors and CMOs who have many more and much bigger fish to fry.

They have to look at the big picture and understand how the entire marketing mix works, and in reality, SEO is only one small part of that. While organic search is typically a client’s biggest source of traffic to their website, we often forget that the website isn’t even at the top of the priorities list for many clients. Our clients are thinking about the whole brand and the entirety of its marketing performance, or the organizational challenges they need to overcome to grow their business. SEO is just one small piece of that.

Acknowledge the Opportunity Cost

The benefits of search are no-brainers for us and it seems so obvious, but we fail to acknowledge that every decision a CMO makes has a risk, time commitment, risks and costs associated with it. Every time they invest in something for search, it is an opportunity cost for another marketing initiative. We fail to take the time to understand all the competing priorities and things that a client has to choose between with a limited budget.

To persuade them to choose an organic search project over something else — like a paid search, creative, paid media, email, or other play — we had better make a damn good case to justify not just the hard cost in dollars, but the opportunity cost to other marketing initiatives. (More on that later.)

Integrated Marketing Efforts

More and more, brands are moving to integrated agency models in hopes of getting more bang for their buck by maximizing the impact of every single campaign across channels working together, side-by-side. Until we start to think more about how SEO ladders up to the big picture and works alongside or supports larger marketing initiatives and brand goals, we will continue to hamstring ourselves when we propose ideas to clients.

It’s our responsibility to seek big-picture perspective and figure out where we fit. We have to understand the realities of a client’s internal and external processes, their larger marketing mix and SEO’s role in that. SEO experts tend to obsess over rankings and website traffic. But we should be making organic search recommendations within the context of their goals and priorities — not what we think their goals and priorities should be.

For example, we have worked on a large CPG food brand for several years. In year one, my colleagues did great discovery works and put together an awesome SEO playbook, and we spent most of the year trying to get integrated and trying to check all these SEO best practices boxes for the client. But no one cared and nothing was getting implemented. It turned out that our “SEO best practices” didn’t seem relevant to the bigger picture initiatives and brand campaigns they had planned for the year, so they were being deprioritized or ignored entirely. In year two, our contract was restructured to focus search efforts primarily on the planned campaigns for the year. Were we doing the search work we thought we would be doing for the client? No. Are we being included more and getting great search work implemented finally? Yes. Because we stopped trying to veer off in our own direction and started pulling the weight alongside everyone else toward a common vision.

4. Don’t Stay in Your Lane, Get Buy-In Across Lanes

Few brands hire only SEO experts and no other marketing services to drive their business. They have to coordinate a lot of moving pieces to drive all of them forward in the same direction as best they can. In order to do that, everyone has to be aligned on where we’re headed and the problems we’re solving for.

Ultimately, for most SEOs, this is about having the wisdom and humility to realize that you’re not in this alone - you can’t be. And even if you don’t get your way 100% of the time, you’re a lot more likely to get your way more of the time when you collaborate with others and ladder your efforts up to the big picture.

One of my survey respondents phrased it beautifully: “Treat all search projects as products that require a complete product team including engineering, project manager, and business-side folks.”

Horizontal Buy-In

You need buy-in across practices in your own agency (or combination of agencies serving the client and internal client team members helping execute the work). We have to stop swimming in entirely separate lanes where SEO is setting goals by themselves and not aligning to the larger business initiatives and marketing channels. We are all in this together to help the client solve for something. We have to learn to better communicate the value of search as it aligns to larger business initiatives, not in a separate swim lane.

Organic Search is uniquely dependent in that we often rely on others to get our work implemented. You can’t operate entirely separately from the analytics experts, developers, user experience designers, social media, paid search, and so on — especially when they’re all working together toward a common goal on behalf of the client.

Vertical Buy-In

To get buy-in for implementing your work, you need buy-in beyond your immediate client contact. You need buy-in top-to-bottom in the client’s organization — it has to support what the C-level executive cares about as much as your day-to-day contacts or their direct reports.

This can be especially helpful when you started within the agency — selling the value of the idea and getting the buy-in of your colleagues first. It forces you to vet and strengthen your idea, helps find blind spots, and craft the pitch for the client. Then, bring those important people to the table with the client — it gives you strength in numbers and expertise to have the developer, user experience designer, client engagement lead, and data analyst on the project in your corner validating the recommendation.

When you get to the client, it is so important to help them understand the benefits and outcomes of doing the project, the cost (and opportunity cost) of doing it, and how this can get them results toward their big picture goals. Understand their role in it and give them a voice, and make them the hero for approving it. If you have to pitch the idea at multiple levels, custom tailor your approach to speak to the client-side team members who will be helping you implement the work differently from how you would speak to the CMO who decides whether your project lives or dies.

5. Build a Bulletproof Plan

Here’s how a typical SEO project is proposed to a client: “You should do this SEO project because SEO.”

This explanation is not good enough, and they don’t care. You need to know what they do care about and are trying to accomplish, and formulate a bullet-proof business plan to sell the idea.

Case Studies as Proof-of-Concept

Case studies serve a few important purposes: they help explain the outcomes and benefits of SEO projects, they prove that you have the chops to get results, and they prove the concept using someone else’s money first, which reduces the perceived risk for your client.

In my experience and in the survey results, case studies come up time and again as the leading way to get client buy-in. Ideally you would use case studies that are your own, very clearly relevant to the project at hand, and created for a client that is similar in nature (like B2B vs. B2C, in a similar vertical, or facing a similar problem).

Even if you don’t have your own case studies to show, do your due diligence and find real examples other companies and practitioners have published. As an added bonus, the results of these case studies can help you forecast the potential high/medium/low impact of your work.

Image source

Simplify the Process for Everyone

It is important to bake the process into your business plan to clearly outline the requirements for the project, identify next steps and assign ownership, and take ownership of moving the ball forward. Do your due diligence up front to understand the role that everyone plays and boil it down into a clear step-by-step plan makes it feel easy for others to buy-in and help. Reducing the unknown reduces friction. When you assume that nothing you are capable of doing falls in the “not my job” description, and make it a breeze for everyone to know what they’re responsible for and where they fit in, you lower barriers and resistance.

Forecast the Potential ROI

SEOs are often incredibly hesitant to forecast potential outcomes, ROI, traffic or revenue impact because of the sheer volumes of unknowns. (“But what if the client actually expects us to achieve the forecast?!”) We naturally want to be accurate and right, so it’s understandable we wouldn’t want to commit to something we can’t say for certain we can accomplish.

But to say that forecasting is impossible is patently false. There is a wealth of information out there to help you come up with even conservative estimates of impact with lots of caveats. You need to know why you’re recommending this over other projects. Your clients need some sort of information to weigh one project against the next. A combination of forecasting and your marketer’s experience and intuition can help you define that.

For every project your client invests in, there is an opportunity cost for something else they could be working on. If you can’t articulate the potential benefit to doing the project, how can you expect your client to choose it above dozens of potential other things they could spend their time on?

Show the Impact of Inaction

Sometimes opportunity for growth isn’t enough to light the fire — also demonstrate the negative impact from inaction or incorrect action. The greatest risk I see with most clients is not making a wrong move, but rather making no move at all.

We developed a visual tool that helps us quickly explain to clients that active optimization and expansion can lead to growth (we forecast an estimate of impact based on their budget, their industry, their business goals, the initiatives we plan to prioritize, etc.), small maintenance could at least uphold what we’ve done but the site will likely stagnate, and to do nothing at all could lead to atrophy and decline as their competitors keep optimizing and surpass them.

Remind clients that search success is not only about what they do, it’s about what everyone else in their space is doing, too. If they are not actively monitoring, maintaining and expanding, they are essentially conceding territory to competitors who will fill the space in their absence.

You saw this in my deck at MozCon 2017. We have used it to help clients understand what’s next when we do annual planning with them.

Success Story: Selling AMP

One of my teammates believed that AMP was a key initiative that could have a big impact on one of his B2B automotive clients by making access to their location pages easier, faster, and more streamlined, especially in rural areas where mobile connections are slower and the client’s clients are often found.

He did a brilliant job of due diligence research, finding and dissecting case studies, and using the results of those case studies to forecast conservative, average and ambitious outcomes and calculated the estimated revenue impact for the client. He calculated that even at the most conservative estimate of ROI, it would far outweigh the cost of the project within weeks, and generate significant returns thereafter.

He got the buy-in of our internal developers and experience designers on how they would implement the work, simplified the AMP idea for the client to understand in a non-technical way, and framedin a way that made it clear how low the level of effort was. He was able to confidently propose the idea and get buy-in fast, and the work is now on track for implementation.

6. Headlines, Taglines, and Sound Bytes

You can increase the likelihood that your recommendations will get implemented if you can help the client focus on what’s really important. There are two key ways to accomplish this.

Ask for the Moon, Not the Galaxy

If you’re anything like me, you get a little excited when the to-do of SEO action items for a client is long and actionable. But we do ourselves a disservice when we try to push every recommendation at once - they get overwhelmed and tune out. They have nothing to grab onto, so nothing gets done. It seems counterintuitive that you will get more done by proposing less, but it works.

Prioritize what’s important for your client to care about right now. Don’t push every recommendation — push specific, high-impact recommendations that executives can latch on to, understand and rationalize.

They’re busy and making hard choices. Be their trusted advisor. Give them permission to focus on one thing at a time by communicating what they should care about while other projects stay on the backburner or happen in the background, because this high-impact project is what they should really care about right now.

Give Them Soundbites They Can Sell

It’s easy to forget that our immediate client contact is not always able to make the call to pull the trigger on a project by themselves. They often have to sell it internally to get it prioritized. To help them do this, give them catchy headlines, taglines and sound bites they can sell to their bosses and colleagues. Make them so memorable and repeatable, the clients will shop the ideas around their office clearly and confidently, and may even start to think they came up with the idea themselves.

Success Story: Prioritizing Content

As an example of both of these principles in practice, we have a global client we have worked with for a few years whose greatest chance of gaining ground in search is to improve and increase their website content. Before presenting the annual strategy to the client, we asked ourselves what we really wanted to accomplish with the client if they cut the meeting short or cut their budget for the year, and the answer was unequivocally content.

In our proposal deck, we built up to the big opportunity by reminding the client of the mission we all agreed on, highlighted some of the wins we got in 2017 (including a very sexy voice search win that made our client look like a hero at their office), set the stage with headlines like, “How We’re Going to Break Records in 2018,” then navigated to the section called, “The Big Opportunities.”

Then, we used the headline, “Web Content is the Single Most Important Priority” to kick off the first initiative. There was no mistaking in that room what our point was. We proposed two other initiatives for the year, but we put this one at the very top of the deck and all others fell after. Because this was our number one priority to get approved and implemented, we spent the lion’s share of the meeting focusing on this single point. We backed this slide up verbally and added emphasis by saying things like, “If we did nothing else recommended in this deck, this is the one thing to prioritize, hands down.”

This is the real slide from the real client deck we presented.

The client left that meeting crystal clear, fully understanding our recommendation, and bought in. The best part, though? When we heard different clients who were in the meeting starting to repeat things like, “Content is our number one priority this year.” unprompted on strategy and status calls.

7. Patience, Persistence, & Parallel Paths

Keep Several Irons in the Fire

Where possible, build parallel paths. What time-consuming but high-impact projects can you initiate with the client now that may take time to get approved, while you can concurrently work on lower obstacle tasks alongside? Having multiple irons in the fire increases the likelihood that you will be able to implement SEO recommendations and get measurable results that get people bought in to more work in the future.

Stay Strong

Finally, getting your work implemented is a balance of patience, persistence, communication and follow-up. There are always many things at play, and your empathy and understanding for the situation while bringing a confident point-of-view can ultimately get projects across the finish line.

Special thanks to my VML colleagues Chris, Jeff, Kasey, and Britt, whose real client examples were used in this article.


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Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented posted first on https://moz.com/blog

Desktop, Mobile, or Voice? (D) All of the Above – Whiteboard Friday

Posted by Dr-Pete

We're facing more and more complexity in our everyday work, and the answers to our questions are about as clear as mud. Especially in the wake of the mobile-first index, we're left wondering where to focus our optimization efforts. Is desktop the most important? Is mobile? What about the voice phenomenon sweeping the tech world?

As with most things, the most important factor is to consider your audience. People aren't siloed to a single device — your optimization strategy shouldn't be, either. In today's Whiteboard Friday, Dr. Pete soothes our fears about a multi-platform world and highlights the necessity of optimizing for a journey rather than a touchpoint.

Desktop, Mobile, or Voice? All of the above.

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

Video Transcription

Hey, everybody. It's Dr. Pete here from Moz. I am the Marketing Scientist here, and I flew in from Chicago just for you fine people to talk about something that I think is worrying us a little bit, especially with the rollout of the mobile index recently, and that is the question of: Should we be optimizing for desktop, for mobile, or for voice? I think the answer is (d) All of the above. I know that might sound a little scary, and you're wondering how you do any of these. So I want to talk to you about some of what's going on, some of our misconceptions around mobile and voice, and some of the ways that maybe this is a little easier than you think, at least to get started.

The mistakes we make

So, first of all, I think we make a couple of mistakes. When we're talking about mobile for the last few years, we tend to go in and we look at our analytics and we do this. These are made up. The green numbers are made up or the blue ones. We say, "Okay, about 90% of my traffic is coming from desktop, about 10% is coming from mobile, and nothing is coming from voice. So I'm just going to keep focusing on desktop and not worry about these other two experiences, and I'll be fine." There are two problems with this:

Self-fulfilling prophecy

One is that these numbers are kind of a self-fulfilling prophecy. They might not be coming to your mobile site. You might not be getting those mobile visitors because your mobile experience is terrible. People come to it and it's lousy, and they don't come back. In the case of voice, we might just not be getting that data yet. We have very little data. So this isn't telling us anything. All this may be telling us is that we're doing a really bad job on mobile and people have given up. We've seen that with Moz in the past. We didn't adopt to mobile as fast as maybe we should have. We saw that in the numbers, and we argued about it because we said, "You know what? This doesn't really tell us what the opportunity is or what our customers or users want. It's just telling us what we're doing well or badly right now, and it becomes a self-fulfilling prophecy."

Audiences

The other mistake I think we make is the idea that these are three separate audiences. There are people who come to our site on desktop, people who come to our site on mobile, people who come to our site on voice, and these are three distinct groups of people. I think that's incredibly wrong, and that leads to some very bad ideas and some bad tactical decisions and some bad choices.

So I want to share a couple of stats. There was a study Google did called The Multiscreen World, and this was almost six years ago, 2012. They found six years ago that 65% of searchers started a search on their smartphones. Two-thirds of searchers started on smartphones six years ago. Sixty percent of those searches were continued on a desktop or laptop. Again, this has been six years, so we know the adoption rate of mobile has increased. So these are not people who only use desktop or who only use mobile. These are people on a journey of search that move between devices, and I think in the real world it looks more something like this right now.

Another stat from the series was that 88% of people said that they used their smartphone and their TV at the same time. This isn't shocking to you. You sit in front of the TV with your phone and you sit in front of the TV with your laptop. You might sit in front of the TV with a smartwatch. These devices are being used at the same time, and we're doing more searches and we're using more devices. So one of these things isn't replacing the other.

The cross-device journey

So a journey could look something like this. You're watching TV. You see an ad and you hear about something. You see a video you like. You go to your phone while you're watching it, and you do a search on that to get more information. Then later on, you go to your laptop and you do a bit of research, and you want that bigger screen to see what's going on. Then at the office the next day, you're like, "Oh, I'll pull up that bookmark. I wanted to check something on my desktop where I have more bandwidth or something." You're like, "Oh, maybe I better not buy that at work. I don't want to get in trouble. So I'm going to home and go back to my laptop and make that purchase." So this purchase and this transaction, this is one visitor on this chain, and I think we do this a lot right now, and that's only going to increase, where we operate between devices and this journey happens across devices.

So the challenge I would make to you is if you're looking at this and you're saying, "Only so many percent of our users are on mobile. Our mobile experience doesn't matter that much. It's not that important. We can just live with the desktop people. That's enough. We'll make enough money." If they're really on this journey and they're not segmented like this, and this chain, you break it, what happens? You lose that person completely, and that was a person who also used desktop. So that person might be someone who you bucketed in your 90%, but they never really got to the device of choice and they never got to the transaction, because by having a lousy mobile experience, you've broken the chain. So I want you to be aware of that, that this is the cross-device journey and not these segmented ideas.

Future touchpoints

This is going to get worse. This is going to get scarier for us. So look at the future. We're going to be sitting in our car and we're going to be listening — I still listen to CDs in the car, I know it's kind of sad — but you're going to be listening to satellite radio or your Wi-Fi or whatever you have coming in, and let's say you hear a podcast or you hear an author and you go, "Oh, that person sounds interesting. I want to learn more about them." You tell your smartwatch, "Save this search. Tell me something about this author. Give me their books." Then you go home and you go on Google Home and you pull up that search, and it says, "Oh, you know what? I've got a video. I can't play that because obviously I'm a voice search device, but I can send that to Chromecast on your TV." So you send that to your TV, and you watch that. While you're watching the TV, you've got your phone out and you're saying, "Oh, I'd kind of like to buy that." You go to Amazon and you make that transaction.

So it took this entire chain of devices. Again now, what about the voice part of this chain? That might not seem important to you right now, but if you break the chain there, this whole transaction is gone. So I think the danger is by neglecting pieces of this and not seeing that this is a journey that happens across devices, we're potentially putting ourselves at much higher risk than we think.

On the plus side

I also want to look at sort of the positive side of this. All of these devices are touchpoints in the journey, and they give us credibility. We found something interesting at Moz a few years ago, which was that our sale as a SaaS product on average took about three touchpoints. People didn't just hit the Moz homepage, do a free trial, and then buy it. They might see a Whiteboard Friday. They might read our Beginner's Guide. They might go to the blog. They might participate in the community. If they hit us with three touchpoints, they were much more likely to convert.

So I think the great thing about this journey is that if you're on all these touchpoints, even though to you that might seem like one search, it lends you credibility. You were there when they ran the search on that device. You were there when they tried to repeat that search on voice. The information was in that video. You're there on that mobile search. You're there on that desktop search. The more times they see you in that chain, the more that you seem like a credible source. So I think this can actually be good for us.

The SEO challenge

So I think the challenge is, "Well, I can't go out and hire a voice team and a mobile team and do a design for all of these things. I don't want to build a voice app. I don't have the budget. I don't have the buy-in." That's fine.
One thing I think is really great right now and that we're encouraging people to experiment with, we've talked a lot about featured snippets. We've talked about these answer boxes that give you an organic result. One of the things Google is trying to do with this is they realize that they need to use their same core engine, their same core competency across all devices. So the engine that powers search, they want that to run on a TV. They want that to run on a laptop, on a desktop, on a phone, on a watch, on Goggle Home. They don't want to write algorithms for all of these things.

So Google thinks of their entire world in terms of cards. You may not see that on desktop, but everything on desktop is a card. This answer box is a card. That's more obvious. It's got that outline. Every organic result, every ad, every knowledge panel, every news story is a card. What that allows Google to do, and will allow them to do going forward, is to mix and match and put as many pieces of information as it makes sense for any given device. So for desktop, that might be a whole bunch. For mobile, that's going to be a vertical column. It might be less. But for a watch or a Google Glass, or whatever comes after that, or voice, you're probably only going to get one card.

But one great thing right now, from an SEO perspective, is these featured snippets, these questions and answers, they fit on that big screen. We call it result number zero on desktop because you've got that box, and you've got a bunch of stuff underneath it. But that box is very prominent. On mobile, that same question and answer take up a lot more screen space. So they're still a SERP, but that's very dominant, and then there's some stuff underneath. On voice, that same question and answer pairing is all you get, and we're seeing that a lot of the answers on voice, unless they're specialty like recipes or weather or things like that, have this question and answer format, and those are also being driven by featured snippets.

So the good news I think, and will hopefully stay good news going forward, is that because Google wants all these devices to run off that same core engine, the things you do to rank well for desktop and to be useful for desktop users are also going to help you rank on mobile. They're going to help you rank on voice, and they're going to help you rank across all these devices. So I want you to be aware of this. I want you to try and not to break that chain. But I think the things we're already good at will actually help us going forward in the future, and I'd highly encourage you to experiment with featured snippets to see how questions and answers appear on mobile and to see how they appear on Google Home, and to know that there's going to be an evolution where all of these devices benefit somewhat from the kind of optimization techniques that we're already good at hopefully.

Encourage the journey chain

So I also want to say that when you optimize for answers, the best answers leave searchers wanting more. So what you want to do is actually encourage this chain, encourage people to do more research, give them rich content, give them the kinds of things that draw them back to your site, that build credibility, because this chain is actually good news for us in a way. This can help us make a purchase. If we're credible on these devices, if we have a decent mobile experience, if we come up on voice, that's going to help us really kind of build our brand and be a positive thing for us if we work on it.

So I'd like you to tell me, what are your fears right now? I think we're a little scared of the mobile index. What are you worried about with voice? What are you worried about with IoT? Are you concerned that we're going to have to rank on our refrigerators, and what does that mean? So it's getting into science fiction territory, but I'd love to talk about it more. I will see you in the comment section.

Video transcription by Speechpad.com


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Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday posted first on https://moz.com/blog

How to Optimize Car Dealership Websites

Posted by sherrybonelli

Getting any local business to rank high on Google is becoming more and more difficult, but one of the most competitive — and complex — industries for local SEO are car dealerships. Today’s car shoppers do much of their research online before they even step into a dealership showroom. (And many people don’t even know what type of car they even want when they begin their search.)

According to Google, the average car shopper only visits two dealerships when they’re searching for a new vehicle. That means it’s even more important than ever for car dealerships to show up high in local search results.

However, car dealerships are more complex than the average local business — which means their digital marketing strategies are more complex, as well. First, dealers often sell new vehicles from several different manufacturers with a variety of makes and models. Next, because so many people trade in their old cars when they purchase new cars, car dealers also sell a variety of used vehicles from even more manufacturers. Additionally, car dealerships also have a service department that offers car maintenance and repairs — like manufacturer warranty work, oil changes, tire rotations, recall repairs, and more. (The search feature on a car dealer’s website alone is a complex system!)

Essentially, a car dealer is like three businesses in one: they sell new cars, used cars, AND do vehicle repairs. This means your optimization strategy must also be multi-faceted, too.

Also, if you look at the car dealerships in your city, you will probably find at least one dealership with multiple locations. These multi-location family of dealerships may be in the same city or in surrounding cities.

Additionally, depending on that family of dealerships, they may have one website or they might have different websites for each location. (Many auto manufacturers require dealers to have separate websites if they sell certain competitors’ vehicles.)

So if you’re helping car dealers with SEO, you must be thinking about the various manufacturers, the types of vehicles being sold (new and used), the repair services being offered, the number of websites and locations you’ll be managing, manufacturer requirements — among other things.

So what are some of the search optimization strategies you should use when working with a car dealership? Here are some SEO recommendations.

Google My Business

Google My Business has been shown to have a direct correlation to local SEO — especially when it comes to showing up in the Google Local 3-Pack.

One important factor with Google My Business is making sure that the dealership’s information is correct and contains valuable information that searchers will find helpful. This is important for competitive markets — especially when only a handful of sites show up on the first page of Google search results. Here are some key Google My Business features to take advantage of:

Name, address, and phone number

Ensure that the dealership’s name, address and phone number is correct. (If you have a toll-free number, make sure that your LOCAL area code phone number is the one listed on your Google My Business listing.) It’s important that this information is the same on all local online directories that the dealership is listed on.

Categories

Google My Business allows you to select categories (a primary category and additional categories) to describe what your dealership offers. Even though the categories you select affect local rankings, keep in mind that the categories are just one of many factors that determine how you rank in search results.

  • These categories help connect you with potential customers that are searching for what your car dealership sells. You can select a primary category and additional categories – but don’t go overboard by selecting too many categories. Be specific. Choose as few categories as possible to describe the core part of your dealership’s business.
  • If the category you want to use isn’t available, choose a general category that’s still accurate. You can’t create your own categories. Here are some example categories you could use:
    • Car Dealer
    • Used Car Dealer
    • BMW dealer
  • Keep in mind that if you’re not ranking as high as you want to rank, changing your categories may improve your rankings. You might need to tweak your categories until you get it right. If you add or edit one of your categories, you might be asked by Google to verify your business again. (This just helps Google confirm that your business information is accurate.)

Photos

Google uses photo engagement on Google My Business to help rank businesses in local search. Show photos of the new and used cars you have on your dealership’s lot — and be sure to update them frequently. After you make a sale, make sure you get a photo consent form signed and ask if you can take a picture of your happy customers with their new car to upload to Google My Business (and your other social media platforms.)

If you’re a digital marketing agency or a sales manager at a dealership, getting your salespeople to upload photos to Google My Business can be challenging. Steady Demand’s LocalPics tool makes it easy for salespeople to send pictures of happy customers in their new cars by automatically sending text message reminders. You simply set the frequency of these reminders. The LocalPics tool automatically sends text messages to the sales reps reminding them to submit their photos:

All the sales reps have to do is save their customers’ photos to their phone. You set up text message reminders to each sales rep and when they get the text message reminder, the sales team simply has to go into their smartphone’s pictures and upload their images through the text message, and the photos are automatically posted to the dealership’s Google My Business listing! (They can also text photos to their Google My Business anytime they want as well — they don’t have to wait for the reminder text messages.)

Videos

Google recently began allowing businesses to upload 30-second videos to their Google My Business listing. Videos are a great way to show off the uniqueness of your dealership. These videos auto-play on mobile devices — which is where many people do their car searching on — so you should include several videos to showcase the cars and what’s going on at your dealership.

Reviews

Online reviews are crucial for when people search for the right type of car AND the dealership they should purchase that car from. Make sure you ask happy customers to leave reviews on your Google My Business listing and ensure that you keep up by responding to all reviews left on your Google My Business listing.

Questions & Answers

The Google My Business Q&A feature has been around for several months, yet many businesses still don’t know about it — or pay attention to it. It’s important that you are constantly looking at questions that are being asked of your dealership and that you promptly answer those questions with the correct answer.

Just like most things on Google My Business, anyone can answer questions that are asked — and that means that it’s easy for misinformation to get out about your dealership and the cars on your lot. Make sure you have a person dedicated on your team to watch the Q&As being asked on your listing.

Also, be sure to frequently check your GMB dashboard. Remember, virtually anyone can make changes to your Google My Business listing. You want to check to make sure nobody has changed your information without you knowing.

Online directories (especially car directories)

If you’re looking for ways to improve your dealership’s rankings and backlink profile, online automotive directories are a great place to start. Submitting your dealership’s site to an online automotive directory or to an online directory that has an automotive category can help build your backlink profile. Additionally, many of these online directories show up on the first page of Google search results, so if your dealership isn’t listed on them, you’re missing out.

There are quite a few paid-for and free automotive online directories. Yelp, YellowPages, Bing, etc. are some of the larger general online directories that have dedicated automotive categories you can get listed on for free. Make sure your dealership’s name, address, and phone number (NAP) are consistent with the information that you have listed on Google My Business.

Online reviews

Online reviews are important. If your dealership has bad reviews, people are less likely to trust you. There are dedicated review sites for vehicle reviews and car dealership reviews. Sites like Kelley Blue Book, DealerRater, Cars.com, and Edmunds are just a few sites that make it easy for consumers to check out dealership reviews. DealerRater even allows consumers to list — and review — the employees they worked with at a particular dealership:

If they have a negative experience with your dealership — or one of your employees — you can bet that unhappy customer will leave a review. (And remember that reviews are not only left about your new and used car sales — they are also left about your repair shop as well!)

There are software platforms you can install on your dealership’s site that make it easier for customers to leave reviews for your dealership. These tools also make it simple to monitor and deflect negative reviews to certain review websites. (It’s important to note that Google recently changed their policies and no longer support “review gating” — software that doesn’t allow a negative review to be posted on Google My Business.)

NOTE: Many automotive manufacturers offer dealerships coop dollars that can be used for advertising and promotions; however, sometimes they make it easier for the dealers to get that money if they use specific turnkey programs from manufacturer-approved vendors. As an example, if you offer a reputation marketing software tool that can help the dealership get online reviews, the dealership may be incentivized to use DealerRater instead because they’ve been “approved” by the manufacturer. (And this goes for other marketing and advertising as well — not just reputation marketing.)

Select long-tail keywords

Selecting the right keywords has always been a part of SEO. You want to select the keywords that have a high search frequency, mid-to-low competitiveness, ones that have direct relevance to your website’s content — and are keyword phrases that your potential car buyers are actually using to search for the cars and services your dealership offers.

When it comes to selecting keywords for your site’s pages, writing for long-tailed keywords (e.g. “2018 Ford Mustang GT features”) have a better chance of ranking highly in Google search results than a short-tailed and generic keyword phrase like “Ford cars.”

Other car-related search keywords — like “MSRP” and “list prices” — are keywords you should add to your arsenal.

Optimize images

According to Google, searches for "pictures of [automotive brand]" is up 37% year-over-year. This means when you’re uploading various pictures of the cars for sale on your car lot, be sure to include the words “pictures of” and the brand name, make, and model where appropriate.

For instance, if you’re showing the interior of the 2018 Dodge Challenger, you may want to name the actual picture image file “picture-of-dodge-challenger-2018-awd-front-seat-interior.png” and use the alt tag “Pictures of Dodge Challenger 2018 AWD Front Seat Interior for Sale in Cedar Rapids.”

As with everything SEO-related, use discretion with the “pictures of” strategy. Don’t overdo it, but it should be a part of your image optimization strategy to a certain extent on specific car overview pages.

Optimize for local connections

One thing many car dealerships fail to realize is how important it is to make local connections — not only for local SEO purposes but also for community trust and support as well. You should make a connection on at least one of the pages on your site that relates to what’s going on in your local community/city.

For instance, on your About Us page, you may want to include a link to a city-specific page that talks about what’s going on in your city. Is there a July 4th parade? And if so, are you having a float or donating a convertible for the town’s mayor to ride in? If you sponsor a local charity or belong to the Chamber of Commerce, it’d be great to mention it on one of these localized pages (mentioning your city’s name, of course) and talk about what your dealership’s role is and what you do. Is there an upcoming charity walk or do you donate to your local animal shelter? Share pictures (and be sure to use alt tags) and write about what you’re doing to help.

All of this information not only helps beef up your local SEO because you’re using the city’s name you’re trying to rank for, but it also creates good will for future customers. Additionally, you can create links to these various charities and organizations and ask that they, in turn, create a link to your site. Local backlinking at its best!

Schema

If you want to increase the chances of Google — and the other search engines — understanding what your site’s pages are about, using schema markup will give you a leg-up over your competition. (And chances are your car dealership competitors aren’t yet using schema markup.)

You’ll want to start by using the Vehicle “Type” schema and then markup each particular car using the Auto schema markup JSON-LD code. You can find the Schema.org guidelines for using Schema Markup for Cars on Schema.org. Below is an example of what JSON-LD schema markup looks like for a 2009 Volkswagen Golf:

Listen to the SEO for Car Dealerships podcast episode to learn EVEN MORE!

If you want to learn even more information about the complexities of car dealerships and search optimization strategies, be sure to listen to my interview on MozPod’s SEO for Car Dealerships.

In this podcast we’ll cover even more topics like:

  • What NOT to include in your page’s title tag
  • How to determine if you really own your dealership’s website or not
  • How to handle it if your dealership moves locations
  • Why using the manufacturer-provided car description information verbatim is a bad idea
  • Does “family owned” really matter?
  • How to handle car dealers with multiple locations
  • How to get creative with your Car Service pages by showing off your employees
  • Why blogging is a must-do SEO strategy and some topic ideas to get you started
  • Ways to get local backlinks
  • Tips for getting online reviews
  • What other digital marketing strategies you should try and why
  • And more

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How to Optimize Car Dealership Websites posted first on https://moz.com/blog

What Do SEOs Do When Google Removes Organic Search Traffic? – Whiteboard Friday

Posted by randfish

We rely pretty heavily on Google, but some of their decisions of late have made doing SEO more difficult than it used to be. Which organic opportunities have been taken away, and what are some potential solutions? Rand covers a rather unsettling trend for SEO in this week's Whiteboard Friday.

What Do SEOs Do When Google Removes Organic Search?

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

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're talking about something kind of unnerving. What do we, as SEOs, do as Google is removing organic search traffic?

So for the last 19 years or 20 years that Google has been around, every month Google has had, at least seasonally adjusted, not just more searches, but they've sent more organic traffic than they did that month last year. So this has been on a steady incline. There's always been more opportunity in Google search until recently, and that is because of a bunch of moves, not that Google is losing market share, not that they're receiving fewer searches, but that they are doing things that makes SEO a lot harder.

Some scary news

Things like...

  • Aggressive "answer" boxes. So you search for a question, and Google provides not just necessarily a featured snippet, which can earn you a click-through, but a box that truly answers the searcher's question, that comes directly from Google themselves, or a set of card-style results that provides a list of all the things that the person might be looking for.
  • Google is moving into more and more aggressively commercial spaces, like jobs, flights, products, all of these kinds of searches where previously there was opportunity and now there's a lot less. If you're Expedia or you're Travelocity or you're Hotels.com or you're Cheapflights and you see what's going on with flight and hotel searches in particular, Google is essentially saying, "No, no, no. Don't worry about clicking anything else. We've got the answers for you right here."
  • We also saw for the first time a seasonally adjusted drop, a drop in total organic clicks sent. That was between August and November of 2017. It was thanks to the Jumpshot dataset. It happened at least here in the United States. We don't know if it's happened in other countries as well. But that's certainly concerning because that is not something we've observed in the past. There were fewer clicks sent than there were previously. That makes us pretty concerned. It didn't go down very much. It went down a couple of percentage points. There's still a lot more clicks being sent in 2018 than there were in 2013. So it's not like we've dipped below something, but concerning.
  • New zero-result SERPs. We absolutely saw those for the first time. Google rolled them back after rolling them out. But, for example, if you search for the time in London or a Lagavulin 16, Google was showing no results at all, just a little box with the time and then potentially some AdWords ads. So zero organic results, nothing for an SEO to even optimize for in there.
  • Local SERPs that remove almost all need for a website. Then local SERPs, which have been getting more and more aggressively tuned so that you never need to click the website, and, in fact, Google has made it harder and harder to find the website in both mobile and desktop versions of local searches. So if you search for Thai restaurant and you try and find the website of the Thai restaurant you're interested in, as opposed to just information about them in Google's local pack, that's frustratingly difficult. They are making those more and more aggressive and putting them more forward in the results.

Potential solutions for marketers

So, as a result, I think search marketers really need to start thinking about: What do we do as Google is taking away this opportunity? How can we continue to compete and provide value for our clients and our companies? I think there are three big sort of paths — I won't get into the details of the paths — but three big paths that we can pursue.

1. Invest in demand generation for your brand + branded product names to leapfrog declines in unbranded search.

The first one is pretty powerful and pretty awesome, which is investing in demand generation, rather than just demand serving, but demand generation for brand and branded product names. Why does this work? Well, because let's say, for example, I'm searching for SEO tools. What do I get? I get back a list of results from Google with a bunch of mostly articles saying these are the top SEO tools. In fact, Google has now made a little one box, card-style list result up at the top, the carousel that shows different brands of SEO tools. I don't think Moz is actually listed in there because I think they're pulling from the second or the third lists instead of the first one. Whatever the case, frustrating, hard to optimize for. Google could take away demand from it or click-through rate opportunity from it.

But if someone performs a search for Moz, well, guess what? I mean we can nail that sucker. We can definitely rank for that. Google is not going to take away our ability to rank for our own brand name. In fact, Google knows that, in the navigational search sense, they need to provide the website that the person is looking for front and center. So if we can create more demand for Moz than there is for SEO tools, which I think there's something like 5 or 10 times more demand already for Moz than there is tools, according to Google Trends, that's a great way to go. You can do the same thing through your content, through your social media, and through your email marketing. Even through search you can search and create demand for your brand rather than unbranded terms.

2. Optimize for additional platforms.

Second thing, optimizing across additional platforms. So we've looked and YouTube and Google Images account for about half of the overall volume that goes to Google web search. So between these two platforms, you've got a significant amount of additional traffic that you can optimize for. Images has actually gotten less aggressive. Right now they've taken away the "view image directly" link so that more people are visiting websites via Google Images. YouTube, obviously, this is a great place to build brand affinity, to build awareness, to create demand, this kind of demand generation to get your content in front of people. So these two are great platforms for that.

There are also significant amounts of web traffic still on the social web — LinkedIn, Facebook, Twitter, Pinterest, Instagram, etc., etc. The list goes on. Those are places where you can optimize, put your content forward, and earn traffic back to your websites.

3. Optimize the content that Google does show.

Local

So if you're in the local space and you're saying, "Gosh, Google has really taken away the ability for my website to get the clicks that it used to get from Google local searches," going into Google My Business and optimizing to provide information such that people who perform that query will be satisfied by Google's result, yes, they won't get to your website, but they will still come to your business, because you've optimized the content such that Google is showing, through Google My Business, such that those searchers want to engage with you. I think this sometimes gets lost in the SEO battle. We're trying so hard to earn the click to our site that we're forgetting that a lot of search experience ends right at the SERP itself, and we can optimize there too.

Results

In the zero-results sets, Google was still willing to show AdWords, which means if we have customer targets, we can use remarketed lists for search advertising (RLSA), or we can run paid ads and still optimize for those. We could also try and claim some of the data that might show up in zero-result SERPs. We don't yet know what that will be after Google rolls it back out, but we'll find out in the future.

Answers

For answers, the answers that Google is giving, whether that's through voice or visually, those can be curated and crafted through featured snippets, through the card lists, and through the answer boxes. We have the opportunity again to influence, if not control, what Google is showing in those places, even when the search ends at the SERP.

All right, everyone, thanks for watching for this edition of Whiteboard Friday. We'll see you again next week. Take care.

Video transcription by Speechpad.com


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What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday posted first on https://moz.com/blog

The Minimum Viable Knowledge You Need to Work with JavaScript & SEO Today

Posted by sergeystefoglo

If your work involves SEO at some level, you’ve most likely been hearing more and more about JavaScript and the implications it has on crawling and indexing. Frankly, Googlebot struggles with it, and many websites utilize modern-day JavaScript to load in crucial content today. Because of this, we need to be equipped to discuss this topic when it comes up in order to be effective.

The goal of this post is to equip you with the minimum viable knowledge required to do so. This post won’t go into the nitty gritty details, describe the history, or give you extreme detail on specifics. There are a lot of incredible write-ups that already do this — I suggest giving them a read if you are interested in diving deeper (I’ll link out to my favorites at the bottom).

In order to be effective consultants when it comes to the topic of JavaScript and SEO, we need to be able to answer three questions:

  1. Does the domain/page in question rely on client-side JavaScript to load/change on-page content or links?
  2. If yes, is Googlebot seeing the content that’s loaded in via JavaScript properly?
  3. If not, what is the ideal solution?

With some quick searching, I was able to find three examples of landing pages that utilize JavaScript to load in crucial content.

I’m going to be using Sitecore’s Symposium landing page through each of these talking points to illustrate how to answer the questions above.

We’ll cover the “how do I do this” aspect first, and at the end I’ll expand on a few core concepts and link to further resources.

Question 1: Does the domain in question rely on client-side JavaScript to load/change on-page content or links?

The first step to diagnosing any issues involving JavaScript is to check if the domain uses it to load in crucial content that could impact SEO (on-page content or links). Ideally this will happen anytime you get a new client (during the initial technical audit), or whenever your client redesigns/launches new features of the site.

How do we go about doing this?

Ask the client

Ask, and you shall receive! Seriously though, one of the quickest/easiest things you can do as a consultant is contact your POC (or developers on the account) and ask them. After all, these are the people who work on the website day-in and day-out!

“Hi [client], we’re currently doing a technical sweep on the site. One thing we check is if any crucial content (links, on-page content) gets loaded in via JavaScript. We will do some manual testing, but an easy way to confirm this is to ask! Could you (or the team) answer the following, please?

1. Are we using client-side JavaScript to load in important content?
2. If yes, can we get a bulleted list of where/what content is loaded in via JavaScript?”

Check manually

Even on a large e-commerce website with millions of pages, there are usually only a handful of important page templates. In my experience, it should only take an hour max to check manually. I use the Chrome Web Developers plugin, disable JavaScript from there, and manually check the important templates of the site (homepage, category page, product page, blog post, etc.)

In the example above, once we turn off JavaScript and reload the page, we can see that we are looking at a blank page.

As you make progress, jot down notes about content that isn’t being loaded in, is being loaded in wrong, or any internal linking that isn’t working properly.

At the end of this step we should know if the domain in question relies on JavaScript to load/change on-page content or links. If the answer is yes, we should also know where this happens (homepage, category pages, specific modules, etc.)

Crawl

You could also crawl the site (with a tool like Screaming Frog or Sitebulb) with JavaScript rendering turned off, and then run the same crawl with JavaScript turned on, and compare the differences with internal links and on-page elements.

For example, it could be that when you crawl the site with JavaScript rendering turned off, the title tags don’t appear. In my mind this would trigger an action to crawl the site with JavaScript rendering turned on to see if the title tags do appear (as well as checking manually).

Example

For our example, I went ahead and did a manual check. As we can see from the screenshot below, when we disable JavaScript, the content does not load.

In other words, the answer to our first question for this pages is “yes, JavaScript is being used to load in crucial parts of the site.”

Question 2: If yes, is Googlebot seeing the content that’s loaded in via JavaScript properly?

If your client is relying on JavaScript on certain parts of their website (in our example they are), it is our job to try and replicate how Google is actually seeing the page(s). We want to answer the question, “Is Google seeing the page/site the way we want it to?”

In order to get a more accurate depiction of what Googlebot is seeing, we need to attempt to mimic how it crawls the page.

How do we do that?

Use Google’s new mobile-friendly testing tool

At the moment, the quickest and most accurate way to try and replicate what Googlebot is seeing on a site is by using Google’s new mobile friendliness tool. My colleague Dom recently wrote an in-depth post comparing Search Console Fetch and Render, Googlebot, and the mobile friendliness tool. His findings were that most of the time, Googlebot and the mobile friendliness tool resulted in the same output.

In Google’s mobile friendliness tool, simply input your URL, hit “run test,” and then once the test is complete, click on “source code” on the right side of the window. You can take that code and search for any on-page content (title tags, canonicals, etc.) or links. If they appear here, Google is most likely seeing the content.

Search for visible content in Google

It’s always good to sense-check. Another quick way to check if GoogleBot has indexed content on your page is by simply selecting visible text on your page, and doing a site:search for it in Google with quotations around said text.

In our example there is visible text on the page that reads…

"Whether you are in marketing, business development, or IT, you feel a sense of urgency. Or maybe opportunity?"

When we do a site:search for this exact phrase, for this exact page, we get nothing. This means Google hasn’t indexed the content.

Crawling with a tool

Most crawling tools have the functionality to crawl JavaScript now. For example, in Screaming Frog you can head to configuration > spider > rendering > then select “JavaScript” from the dropdown and hit save. DeepCrawl and SiteBulb both have this feature as well.

From here you can input your domain/URL and see the rendered page/code once your tool of choice has completed the crawl.

Example:

When attempting to answer this question, my preference is to start by inputting the domain into Google’s mobile friendliness tool, copy the source code, and searching for important on-page elements (think title tag, <h1>, body copy, etc.) It’s also helpful to use a tool like diff checker to compare the rendered HTML with the original HTML (Screaming Frog also has a function where you can do this side by side).

For our example, here is what the output of the mobile friendliness tool shows us.

After a few searches, it becomes clear that important on-page elements are missing here.

We also did the second test and confirmed that Google hasn’t indexed the body content found on this page.

The implication at this point is that Googlebot is not seeing our content the way we want it to, which is a problem.

Let’s jump ahead and see what we can recommend the client.

Question 3: If we’re confident Googlebot isn’t seeing our content properly, what should we recommend?

Now we know that the domain is using JavaScript to load in crucial content and we know that Googlebot is most likely not seeing that content, the final step is to recommend an ideal solution to the client. Key word: recommend, not implement. It’s 100% our job to flag the issue to our client, explain why it’s important (as well as the possible implications), and highlight an ideal solution. It is 100% not our job to try to do the developer’s job of figuring out an ideal solution with their unique stack/resources/etc.

How do we do that?

You want server-side rendering

The main reason why Google is having trouble seeing Sitecore’s landing page right now, is because Sitecore’s landing page is asking the user (us, Googlebot) to do the heavy work of loading the JavaScript on their page. In other words, they’re using client-side JavaScript.

Googlebot is literally landing on the page, trying to execute JavaScript as best as possible, and then needing to leave before it has a chance to see any content.

The fix here is to instead have Sitecore’s landing page load on their server. In other words, we want to take the heavy lifting off of Googlebot, and put it on Sitecore’s servers. This will ensure that when Googlebot comes to the page, it doesn’t have to do any heavy lifting and instead can crawl the rendered HTML.

In this scenario, Googlebot lands on the page and already sees the HTML (and all the content).

There are more specific options (like isomorphic setups)

This is where it gets to be a bit in the weeds, but there are hybrid solutions. The best one at the moment is called isomorphic.

In this model, we're asking the client to load the first request on their server, and then any future requests are made client-side.

So Googlebot comes to the page, the client’s server has already executed the initial JavaScript needed for the page, sends the rendered HTML down to the browser, and anything after that is done on the client-side.

If you’re looking to recommend this as a solution, please read this post from the AirBNB team which covers isomorphic setups in detail.

AJAX crawling = no go

I won’t go into details on this, but just know that Google’s previous AJAX crawling solution for JavaScript has since been discontinued and will eventually not work. We shouldn’t be recommending this method.

(However, I am interested to hear any case studies from anyone who has implemented this solution recently. How has Google responded? Also, here’s a great write-up on this from my colleague Rob.)

Summary

At the risk of severely oversimplifying, here's what you need to do in order to start working with JavaScript and SEO in 2018:

  1. Know when/where your client’s domain uses client-side JavaScript to load in on-page content or links.
    1. Ask the developers.
    2. Turn off JavaScript and do some manual testing by page template.
    3. Crawl using a JavaScript crawler.
  2. Check to see if GoogleBot is seeing content the way we intend it to.
    1. Google’s mobile friendliness checker.
    2. Doing a site:search for visible content on the page.
    3. Crawl using a JavaScript crawler.
  3. Give an ideal recommendation to client.
    1. Server-side rendering.
    2. Hybrid solutions (isomorphic).
    3. Not AJAX crawling.

Further resources

I’m really interested to hear about any of your experiences with JavaScript and SEO. What are some examples of things that have worked well for you? What about things that haven’t worked so well? If you’ve implemented an isomorphic setup, I’m curious to hear how that’s impacted how Googlebot sees your site.


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The Minimum Viable Knowledge You Need to Work with JavaScript & SEO Today posted first on https://moz.com/blog

How to Diagnose Your SEO Client’s Search Maturity

Posted by HeatherPhysioc

One of the biggest mistakes I see (and am guilty of making) is assuming a client is knowledgeable, bought-in, and motivated to execute search work simply because they agreed to pay us to do it. We start trucking full-speed ahead, dumping recommendations in their laps, and are surprised when the work doesn’t get implemented.

We put the cart before the horse. It’s easy to forget that clients start at different points of maturity and knowledge levels about search, and even clients with advanced knowledge may have organizational challenges that create barriers to implementing the work. Identifying where your client falls on a maturity curve can help you better tailor communication and recommendations to meet them where they are, and increase the likelihood that your work will be implemented.

How mature is your client?

No, not emotional maturity. Search practice maturity. This article will present a search maturity model, and provide guidance on how to diagnose where your client falls on that maturity spectrum.

This is where maturity models can help. Originally developed for the Department of Defense, and later popularized by Six Sigma methodologies, maturity models are designed to measure the ability of an organization to continuously improve in a practice. They help you diagnose the current maturity of the business in a certain area, and help identify where to focus efforts to evolve to the next stage on the maturity curve. It’s a powerful tool for meeting the client where they are, and understanding how to move forward together with them.

There are a number of different maturity models you can research online that use different language, but most maturity models follow a pattern something like this:

  • Stage 1 - Ad Hoc & Developing
  • Stage 2 - Reactive & Repeatable
  • Stage 3 - Strategic & Defined
  • Stage 4 - Managed & Measured
  • Stage 5 - Efficient & Optimizing

For search, we can think about a maturity model two ways.

One is the actual technical implementation of search best practices — is the client implementing exceptional, advanced SEO, just the basics, nothing at all, or even operating counterproductively? This can help you figure out what kinds of projects make the most sense to activate.

The second way is the organizational maturity around search engine optimization as a marketing program. Is the client aligned to the importance of organic search, allocating budget and personnel appropriately, and systematically integrating search into marketing efforts? This can help you identify the most important institutional challenges to solve for that can otherwise block the implementation of your work.

Technical SEO capabilities maturity

First, let’s dive into a maturity model for search knowledge and capabilities.

SEO capabilities criteria

We measure an organization on several important criteria that contribute to the success of SEO:

  • Collaboration - how well relevant stakeholders integrate and collaborate to do the best work possible, including inside the organization, and between the organization and the service providers.
  • Mobility - how mobile-friendly and optimized the brand is.
  • Technical - how consistently foundational technical best practices are implemented and maintained.
  • Content - how integrated organic search is into the digital content marketing practice and process.
  • On-page - how limited or extensive on-page optimization is for the brand’s content.
  • Off-page - the breadth and depth of the brand’s off-site optimization, including link-building, local listings, social profiles and other non-site assets.
  • New technology -the appetite for and adoption of new technology that impacts search, such as voice search, AMP, even structured data.
  • Analytics - how data-centric the organization is, ranging from not managed and measured at all, to rearview mirror performance reporting, to entirely data-driven in search decision-making.

Search Capabilities Score Card

Click the image to see the full-size version.

SEO capabilities maturity stages

We assign each of the aforementioned criteria to one of these stages:

  • Stage 0 (Counterproductive) - The client is engaging in harmful or damaging SEO practices.
  • Stage 1 (Nonexistent) - There is no discernible SEO strategy or tactical implementation, and search is an all-new program for the client.
  • Stage 2 (Tactical) - The client may be doing some basic SEO best practices, but it tends to be ad hoc inclusion with little structure or pre-planning. The skills and the work meet minimum industry standards, but work is fairly basic and perhaps not cohesive.
  • Stage 3 (Strategic) - The client is aligned to the value of SEO, and makes an effort to dedicate resources to implementing best practices and staying current, as well as bake it into key initiatives. Search implementation is more cohesive and strategic.
  • Stage 4 (Practice) - Inclusion of SEO is an expectation for most of the client’s marketing initiatives, if not mandatory. They are not only implementing basic best practices but actively testing and iterating new techniques to improve their search presence. They use performance of past initiatives to drive next steps.
  • Stage 5 (Culture) - At this stage, clients are operating as if SEO is part of their marketing DNA. They have resources and processes in place, and they are knowledgeable and committed to learning more, their processes are continually reviewed and optimized, and their SEO program is evolving as the industry evolves. They are seeking cutting-edge new SEO opportunities to test.

Search Capabilities Maturity Model

Click the image to see the full-size version.

While this maturity model has been peer reviewed by a number of respected SEO peers in the industry (special thanks to Kim Jones at Seer Interactive, Stephanie Briggs at Briggsby, John Doherty at Credo, Dan Shure at Evolving SEO, and Blake Denman at Rickety Roo for your time and expertise), it is a fluid, living document designed to evolve as our industry does. If necessary, evolve this to your own reality as well.

You can download a Google Sheets copy of this maturity model here to begin using it with your client.

Download the maturity model

Why Stage 0?

In this search capabilities maturity model, I added an unconventional “Stage 0 - Counterproductive,” because organic search is unique in that they could do real damage and be at a deficit, not just at a baseline of zero.

In a scenario like this, the client has no collaboration inside the company or with the partner agency to do smart search work. Content may be thin, weak, duplicative, spun, or over-optimized. Perhaps their mobile experience is nonexistent or very poor. Maybe they’re even engaging in black hat SEO practices, and they have link-related or other penalties.

Choosing projects based on a client’s capabilities maturity

For a client that is starting on the lower end of the maturity scale, you may not recommend starting with advanced work like AMP and visual search technology, or even detailed Schema markup or extensive targeted link-building campaigns. You may have to start with the basics like securing the site, cleaning up information architecture, and fixing title tags and meta descriptions.

For a client that is starting on the higher end of the maturity scale, you wouldn’t want to waste their time recommending the basics — they’ve probably already done them. You're better off finding new and innovative opportunities to do great search work they haven’t already mastered.

But we’re just getting started...

But technical capabilities and knowledge are only beginning to scratch the surface with clients. This starts to solve for what you should implement, but doesn’t touch why it’s so hard to get your work implemented. The real problems tend to be a lot squishier, and aren’t so simple as checking some SEO best practices boxes.

How mature is your client’s search practice?

The real challenges to implementation tend to be organizational, people, integration, and process problems. Conducting a search maturity assessment with your client can be eye-opening as to what needs to be solved internally before great search work can be implemented and start reaping the rewards. Pair this with the technical capabilities maturity model above, and you have a powerhouse of knowledge and tools to help your client.

Before we dig in, I want to note one important caveat: While this maturity model focuses heavily on organizational adoption and process, I don’t want to suggest that process and procedure are substitutes for using your actual brain. You still have to think critically and make hard choices when you execute a best-in-class search program, and often that requires solving all-new problems that didn’t exist before and therefore don’t have a formal process.

Search practice maturity criteria

We measure an organization on several important criteria that contribute to the success of SEO:

  • Process, policy, or procedure - Do documented, repeatable processes for inclusion of organic search exist, and are they continually improving? Is it an organizational policy to include organic search in marketing efforts? This can mean that the process of including organic search in marketing initiatives is defined as a clear series of actions or steps taken, including both developing organic search strategy and implementing SEO tactics.
  • Personnel resources & integration - Does the necessary talent exist at the organization or within the service provider’s scope? Personnel resources may include SEO professionals, as well as support staff such as developers, data analysts, and copywriters necessary to implement organic search successfully. Active resources may work independently in a disjointed manner or collaboratively in an integrated manner.
  • Knowledge & learning - Because search is a constantly evolving field, is the organization knowledgeable about search and committed to continuously learning? Information can include existing knowledge, past experience, or training in organic search strategy and tactics. It can also include a commitment to learning more, possibly through willingness to undertake trainings, attendance of conferences, regular consumption of learning materials, or staying current in industry news and trends.
  • Means, capacity, & capabilities - Does the organization budget appropriately for and prioritize the organic search program? Means, capacity and capabilities can include being scoped into a client contract, adequate budget being allocated to the work, adequate human resources being allocated to the work, the capacity to complete the work when measured against competing demands, and the prioritization of search work alongside competing demands.
  • Planning & preparation - Is organic search aligned to business goals, brand goals, and/or campaign goals? Is organic search proactively planned, reactive, or not included at all? This measure evaluates how frequently organic search efforts are included in marketing efforts for a brand. It also measures how frequently the work is included proactively and pre-planned, as opposed to reactively as an afterthought. Work may be aligned to or disconnected from the "big picture."

Organizational search maturity

Click the image to see the full-size version.

Search practice stages of maturity

Stage 1 - Initial & ad hoc

At this stage, the organizations’ search application may be nonexistent, unstable, or uncontrolled. There may be rare and small SEO efforts, but they are entirely ad hoc and inconsistent, and retrofitted to the work after the fact, at best. They tend to lack any discernible goal orientation. If SEO exists, it is disconnected from larger goals, and not integrated with any other practices across the organization. They may be just beginning their search practice for the first time.

Stage 2 - Repeatable but reactive

These organizations are at least doing some search basics, though there is no rigorous use or enforcement of it. It is very reactive and in-the-moment while projects are being implemented; it is rarely pre-planned and often SEO is applied as an afterthought. They are executing only in the present or when it’s too late to do the highest caliber search work, but they are making an effort. SEO efforts may occasionally be going after goals, but it is unlikely to be tied to larger business goals. (Most of my client relationships have started here.)

Stage 3 - Defined & understood

These organizations have started to document their processes and are satisfactorily knowledgeable and competent in search. They have minimum standards for search best practices and process is emerging. Many people inside and outside the organization understand that search is important and are taking steps to integrate. There is a clear search strategy that aligns to organizational goals and processes. Proactive search preparation and planning happens prior to activating projects.

Stage 4 - Managed & capable

These organizations have proactive, predictable implementation of search work. They have quality-focused rules for products and processes, and can quickly detect and correct missteps. They have clearly defined processes for integration, implementation and oversight, but are flexible enough to adapt to a range of conditions without sacrificing quality. These organizations consider search part of their “way of life.”

Stage 5 - Efficient & optimizing

Organizations at this stage have a strong mastery of search and efficiently implementing as a matter of policy. They have cross-organizational integration and proactively work to strengthen their search performance. They are always improving the process through incremental or innovative change. They review and analyze their process and implementation to keep optimizing. These organizations could potentially be considered market-leading or innovative.

Scorecard exercise

Click the image to see the full-size version.

You are here

Before you can know how to get where you want to go, you need to know where you are. It's important to understand where the organization stands, and then where they need to be in the future. Going through the quantitative exercise of diagnosing their maturity can help everyone align to where to start.

You can use these scorecards to assess factors like leadership alignment to the value of search, employee availability and involvement, knowledge and training, process and standardization, their culture (or lack thereof) of data-driven problem-solving and continuous improvement, and even budget.

A collaborative exercise

This should be a deeper exercise than just punching numbers into a spreadsheet, and it certainly shouldn’t be a one-sided assessment from you as an outsider. It is much more valuable to ask several relevant people at multiple levels across the client organization to participate in this exercise, and can become much richer if you take the time to talk to people at various points in the process.

How to use the scorecard & diagnose maturity

Once you download the scorecards, follow these steps to begin the maturity assessment process.

  1. Client-side distribution - Distribute surveys to relevant stakeholders on the client's internal team. Ideally, these individuals serve at a variety of levels at the company and occupy a mix of roles relevant to the organic search practice. These could include CEO, CMO, Marketing VPs and directors, digital marketing coordinators, and in-house SEOs.
  2. Agency-side distribution - Distribute surveys to relevant stakeholders on the agency team. Ideally, these individuals serve at a variety of levels at the agency and occupy a mix of roles relevant to the organic search practice. These could include digital marketing coordinators, client engagement specialists, analysts, digital copywriters, or SEO practitioners.
  3. Assign a level of maturity to each criteria - Each survey participant can simply mark one "X" per category row in the column that most accurately reflects perception of the brand organization as it pertains to organic search. (For example, if the survey respondent feels that SEO process and procedure are non-existent based on the description, they can mark an “X” in the “Initial/Ad Hoc” column. Alternatively, if they feel they are extraordinarily advanced and efficient in their processes, they may mark the “X” in the “Efficient & Optimizing” column.)
  4. Collect the surveys - Assign a point value of 1, 2, 3, 4, or 5 to the responses from left to right in the scorecard. Average the points to get a final score for each. (For example, if five client stakeholders score their SEO process and procedure as 3, 4, 2, 3, 3 respectively, the average score is 3 for that criteria.)
  5. Comparing client to agency perception - You may also choose to ask survey respondents to denote whether they are client-side or agency-side so you can look at the data both in aggregate, and by client and agency separately, to determine if there is alignment or disagreement on where the brand falls on the maturity curve. This can be great material for discussion with the client that can open up conversations about why those differences in perception exist.

Screenshot of scorecard

To get your own scorecard, click the image and make a copy of the Google Sheet.

Choosing where to start

The goal is to identify together where to start working. This means finding the strengths to capitalize upon, areas of acceptability that can be nudged to a strength with a little work, weaknesses to improve upon, agreeing on areas to focus, and finally, how to get started tackling the first change together.

For a client that is starting on the low end of the maturity scale, it is unrealistic to expect that they have connected all the dots between important stakeholders, that they have a clearly defined and repeatable process, and that their search program is a well-oiled machine. If you don’t work together to solve the underlying problems like knowledge or adequate personnel resources first, you will struggle to get buy-in for the work or the resources to get it done, so it doesn’t matter what projects you recommend.

For a client that is advanced in a few areas, say process, planning, and capacity, but weaker in others like knowledge and capacity, that might suggest that you need to focus efforts on an education campaign to help the client prioritize the work and fit it into a busy queue.

For a client that is already advanced across the board, your role instead may be to keep the machine running while also helping them spot minor areas of improvement so they can keep iterating and perfecting the process. This client might also be ready for more advanced search strategies and tactical recommendations, or perhaps more robust integrations across additional disciplines.

One foot in front of the other

It’s rare that we live in a world of radical change where we overhaul everything en masse and see epic change overnight. We tweak, test, learn, and iterate. A maturity model is a continuum, and brands must evolve from one step to the next. Skipping levels is not an option. Some may also call this a “crawl, walk, run” approach.

Your goal as their trusted search advisor is not to help them leap from Stage 2 to Stage 5. Accomplishing that trajectory and speed of growth is exceedingly difficult and rare. Instead, focus your efforts on how the client can get to the next stage over the next 12 months. As they progress up the maturity model, the length of time it takes to unlock the next level may grow longer and longer.

Organizational Search Maturity

Click the image to see the full-size version.

Even when an organization reaches Stage 5, your/their work is not done. Master-level organizations continue to refine and optimize their processes and capabilities.

There is no finish line to search maturity

There is a French culinary phrase, “mise en place,” that refers to having everything — ingredients, tools, recipe — in its place to begin cooking most successfully. There are several key ingredients to any successful project implementation: buy-in, process, knowledge and skills, capacity, planning, and more.

As your client evolves up the maturity curve, you will see and feel a transition from thinking about aspects only once a project is sliding off the rails, to including these things real-time and reactively, to anticipating these before every project and doing your due diligence to come prepared. Essentially, the client can move from not being able to spell “SEO” to making SEO a part of their DNA by moving up these maturity curves.

It is important to revisit the maturity model discussion periodically — I recommend doing so at least annually — to level-set and realign with the client. Conducting this exercise again can remind us to pause and reflect on all we have accomplished since the first scoring. It can also re-energize stakeholders to make even more progress in the upcoming year.


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How to Diagnose Your SEO Client's Search Maturity posted first on https://moz.com/blog

How to Rock MozCon 2018 Like the Marketing Superhero You Are

Posted by FeliciaCrawford

MozCon is just around the corner, meaning it’s time to share one of our absolute favorite posts of the year: the semi-official MozCon Guide to Seattle!

For those of you following the yellow brick road of I-5 into the heart of the Emerald City to spend three days absorbing all the SEO insight you can hold, this should help you plan both how you spend your time at the conference and outside of it. For those watching on the sidelines, scroll along and you’ll find a treasure trove of fun Seattle ideas and resources for future cons or trips you might make to this fair city by the sea.

And if you’ve been waffling on whether or not to take the plunge (to attend the conference — I wouldn’t recommend plunging into the Puget Sound, it’s quite cold), there may still be time:

Register for MozCon!

We’re now over 99% sold out, so act fast if you’ve got your heart set on MozCon 2018!

Official MozCon activities:

We know you’re here for a conference, but that’s only part of your day. After you’ve stuffed every inch of space in your brain with cutting-edge SEO insights, you’re going to want to give yourself a break — and that’s exactly why we’ve put together an assortment of events, activities, suggestions, and Seattle insider pro tips for how to fill your time outside of MozCon.

The MozCon kickoff party!

With day one behind you, we’re guessing you’ll be some mix of energized, inspired, and ready to relax just a bit. Celebrate the first day of MozCon at our Monday night kickoff party with a night of networking, custom cocktails, and good music at beautiful Block 41 in Belltown.

Meet with fellow marketers and the Mozzers that keep your SEO software shiny while you unwind after your first full day of conferencing. It’s our privilege and delight to bring our community together on this special night.

Our famously fun MozCon Bash

There ain’t no party like a MozCon party! We invite all MozCon attendees and Mozzers to join us on Wednesday night at the Garage Billiards in Seattle’s Capitol Hill neighborhood. From karaoke to photobooth, from billiards to shuffleboard, and peppered liberally with snacks and libations, the Wednesday Night MozCon Bash is designed to celebrate the completion of three days of jam-packed learning. This is the industry party of the year — you won’t want to miss it!

Birds of a Feather lunch tables

In between bites of the most delicious lunch you’ll find in the conference circuit, you’ll have the opportunity to connect with your fellow community members around the professional topics that matter most to you. Each day there will be seven-plus tables with different topics and facilitators; find one with a sign noting the topic and join the conversation to share advice, learn new tips and tricks, and discover new friends with similar interests.

Monday, July 9th

  • Google Analytics & Tag Management hosted by Ruth Burr Reedy at UpBuild
  • Content-Driven Link Building hosted by Paddy Moogan at Aira
  • Mobile App Growth hosted by Emily Grossman at Skyscanner
  • Content Marketing hosted by Casie Gillette at KoMarketing
  • Local SEO hosted by Mike Ramsey at Nifty Marketing
  • Podcasting hosted by Heidi Noonan-Mejicanos at Moz
  • Workflow Optimization hosted by Juan Parra at Accelo

Tuesday, July 10th

  • SEO A/B Testing hosted by Will Critchlow at Distilled
  • Community Speaker Connection hosted by Sha Menz at Moz
  • PPC + SEO Integration hosted by Jonathon Emery at Distilled
  • Meet Your Help Team hosted by Kristina Keyser at Moz
  • Agency Collaboration hosted by Yosef Silver at Fusion Inbound
  • Site Speed hosted by Jono Alderson at Yoast
  • Featured Snippets hosted by Rob Bucci at STAT Search Analytics
  • Voice Search hosted by Dr. Pete Meyers at Moz

Wednesday, July 11th

  • Content Marketing Q&A hosted by Kane Jamison at Content Harmony
  • Paid Search Marketing for High-Cost Keywords hosted by Trenton Greener at the Apex Training
  • SEO A/B Testing hosted by Will Critchlow at Distilled
  • Team Hiring, Retention, & Growth hosted by Heather Physioc at VML
  • Local Search hosted by Darren Shaw at Whitespark
  • Machine Learning & Advanced SEO by Britney Muller at Moz
  • Reporting Q&A hosted by Dana DiTomaso at Kick Point

The delight is in the details

MozCon is literally brimming with things to do and ways to support our attendees when they need it. Aside from our hosted events and three days’ worth of talks, we’ve got things to fill in the cracks and make sure your MozCon experience is everything you’ve ever wanted from a conference.

Photobooth with Roger: Admit it — you see that cute, googly-eyed robot face and you just want to hug it forever. At MozCon, you can do just that — and memorialize the moment with a picture at the photobooth! Roger’s a busy bot, but his photobooth schedule will be posted so you can plan your hugs accordingly.

Ping pong play sesh: Don your sweat bands and knee-high socks and keep your paddle arm limber! During breaks, we’ll have ping pong tables available to burn some excess energy and invite a little casual competition.

The world map of MozCon: Ever play pin the tail on the donkey? Well, this is sort of like that, but the donkey is a world map and (thankfully) there’s no blindfold. You’ll place a pin from wherever in the world you traveled from. It’s amazing to see how far some folks come for the conference!

Local snacks galore: Starbucks, Piroshky Piroshky, Ellenos Yogurt, and Top Pot Donuts will happily make themselves acquainted with your tastebuds! Carefully chosen from local Seattle businesses, our snacks will definitely please your local taste pallet and, if past feedback is to be believed, possibly tempt you to move here.

Stay charged: Pining for power? Panicking at that battery level of 15% at 10am? Find our charging sofas to fuel up your mobile device.

MozCon is for everyone

We want marketers of all stripes to feel comfortable and supported at our conference. Being “for everyone” means we’re working hard to make MozCon more accessible in many different ways. The Washington State Convention Center is fully ADA compliant, as are our other networking event venues. But it’s important for us to get even better, and we welcome your feedback and ideas.

Here are a few of the ways we’ve worked to make MozCon a welcoming event for everyone:

  • A ramp on the stage
  • Live closed captioning of the main event
  • Walkways for traffic flow
  • Menus featuring options or special meals (that actually taste good) for dietary restrictions
  • A nursing room
  • Gender-neutral bathroom options
  • Lots of signage
  • T-shirts that fit different body types
  • Visible staff to help make everyone’s experience the best possible
  • A proud partnership with 50/50 Pledge, furthering our commitment to better representation of women on stage
  • Strict enforcement of our Code of Conduct and TAGFEE

Bespoke city exploration — Get to know Seattle!

In years past, Tuesday nights were reserved for our MozCon Ignite event, where brave folks from myriad backgrounds would share stories in lighting-fast Ignite-style talks of five minutes each — the only rule being it can’t be about marketing!

While MozCon Ignite has always been a much-loved and highly anticipated event, we’ve also listened closely to your feedback about wanting more time to network on your own, plan client dinners, go on outings with your team, and in general just catch your breath — without missing a thing. That’s why this year, we’re folding Ignite into the official MozCon schedule so everyone can benefit from the tales shared and enjoy a fun five-minute break between SEO talks.

Wondering about what topics will be covered at Ignite this year?:

  • The Ninja Kit to NOT Get Sick While Traveling by Dana Weber at Seer Interactive
  • My Everest: How 10 Years of Chasing Tornadoes Came Down to One Moment by Tom Romero at Uncommon Goods
  • Baseball Made Me a Better Engineer by Tom Layson at Moz
  • Trailblazer: How Reading One Book Changed My Life for Good by Lina Soliman at OSUWMC
  • Drag Queen Warlocks, Skateboarding Sorcerers, & Other Folks by Jay Ricciardi at Tableau
  • Voice Dialogue Therapy: Listening to the Voices Inside Your Head by Kayla Walker at Distilled

We’re opening up Tuesday night as your chance to explore the Emerald City. We’ll have a travel team onsite at the conference on Tuesday to help you and your friends plan an exciting Seattle adventure. Perhaps you’ve met a fantastic group of like-minded folks at a Birds of a Feather lunch table and would love to talk featured snippets over fresh fish n’ chips at the Pike Place Market. Maybe you’ve always wanted to catch the view at the top of the Space Needle (recently renovated and reopened to provide even better views!). Or perhaps a quiet sunset picnic overlooking the water at Gasworks Park seems like the perfect way to relax after a long day of learning and networking. Regardless of whatever floats your boat, we encourage you to plan local meetups, invite your newfound and long-standing friends, and forge a few irreplaceable Seattle memories.

Wondering what there is to do, drink, eat, and see in Seattle?

Well, who better to ask than us Seattleites? Using tons of real suggestions from real Mozzers, we’ve put together a Google Map you can use to guide your exploration outside the confines of the event venue — check it out below!

Seattle’s got more to offer than we can name — get out there and discover the renowned Emerald City quirks and quaintness we’re famous for!

Travel options:

Seattle’s got a pretty solid transit system that can get you where you need to go, whether you’re traveling by bus or train. The city also has its share of rideshare services, as well as taxis, bikes, ferries, and water taxis, depending on where you're headed.

Public transportation

  • King County Metro Trip Planner: Traverse the city by bus! You can also download an app to get real-time bus info (I like the One Bus Away app, developed here in Seattle by University of Washington grads)
  • Light Rail: Connecting the north end to the south, the Light Rail can move you across Seattle quickly (and even drop you off right at SeaTac for your flight home!)
  • Water taxis and ferries can float you right across the Sound (and offer a lovely view while they’re at it)
  • A Transit Go ticket or ORCA card will happily power your public transit excursions
  • Bikeshare programs: As you wander the city, you may notice brightly colored bicycles patiently awaiting riders on the sidewalks. That rider could be you! If you’re feeling athletic, take advantage of the city’s bikeshare programs and see Seattle on two wheels.

Rideshares and taxis

  • Uber & Lyft can get you where you need to go
  • Moovn is a Seattle startup rideshare company
  • Two taxi services, Seattle Yellow Cab and Orange Cab, allow for online booking via their apps (or you can call ‘em the old-fashioned way!)

Are you ready to rock MozCon?!

If you’re already MozCon-bound come this July, make sure to download the app (must be on mobile) and join our Facebook group to maximize your networking opportunities, get to know fellow attendees, and stay up-to-date on conference news and activities.

If you’re thinking about grabbing a ticket last-minute, we still have a few left:

Grab a ticket while you can

And whether you’re going to be large, in charge, and live at the conference or just following along at home and eagerly waiting the video release, follow along with the #MozCon hashtag on Twitter to indulge in the juicy tidbits and takeaways attendees will undoubtedly share.


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How to Rock MozCon 2018 Like the Marketing Superhero You Are posted first on https://moz.com/blog

The Goal-Based Approach to Domain Selection – Whiteboard Friday

Posted by KameronJenkins

Choosing a domain is a big deal, and there's a lot that goes into it. Even with everything that goes into determining your URL, there are two essential questions to ask that ought to guide your decision-making: what are my goals, and what's best for my users? In today's edition of Whiteboard Friday, we're beyond delighted to welcome Kameron Jenkins, our SEO Wordsmith, to the show to teach us all about how to select a domain that aligns with and supports your business goals.

Goal-based Approach to Domain Selection

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

Video Transcription

Hey, everyone. Welcome to this week's edition of Whiteboard Friday. My name is Kameron Jenkins, and I am the SEO Wordsmith here at Moz. Today we're going to be talking about a goals-based approach to choosing a domain type or a domain selection.

There are a lot of questions in the SEO industry right now, and as an agency, I used to work at an agency, and a lot of times our clients would ask us, "Should I do a microsite? Should I do a subdomain? Should I consolidate all my sites?" There is a lot of confusion about the SEO impact of all of these different types of domain choices, and there certainly are SEO ramifications for each type, but today we're going to be taking a slightly different approach and focusing on goals first. What are your business goals? What are your goals for your website? What are your goals for your users? And then choosing a domain that matches those goals. By the end, instead of what's better for SEO, we're going to hopefully have answered, "What best suits my unique goals?"

Before we start...define!

Before we start, let's launch into some quick definitions just so we all kind of know what we're talking about and why all the different terminology we're going to be using.

Main domain

Main domain, this is often called a root domain in some cases. That's anything that precedes your dot com or other TLD. So YourSite.com, it lives right before that.

Subdomain

A subdomain is a third-level domain name for your domain. So example, Blog.YourSite.com, that would be a subdomain.

Subfolder

A subfolder, or some people call this subdirectory, those are folders trailing the dot com. An example would be YourSite.com/blog. That /blog is the folder. That's a subfolder.

Microsite

A microsite, there's a lot of different terminology around this type of domain selection, but it's just a completely separate domain from your main domain. The focus is usually a little bit more niche than the topic of your main website.

That would be YourSite1.com and YourSite2.com. They're two totally, completely separate domains.

Business goals that can impact domain structure

Next we're going to start talking about business goals that can impact domain structure. There are a lot of different business goals. You want to grow revenue. You want more customers. But we're specifically here going to be talking about the types of business goals that can impact domain selection.

1. Expand locations/products/services

The first one here that we're going to talk about is the business wants to expand their locations, their products, or their services. They want to grow. They want to expand in some way. An example I like to use is say this clothing store has two locations. They have two storefronts. They have one in Dallas and one in Fort Worth.

So they launch two websites — CoolClothesDallas.com and CoolClothesFortWorth.com. But the problem with that is if you want to grow, you're going to open stores in Austin, Houston, etc. You've set the precedent that you're going to have a different domain for every single location, which is not really future-proof. It's hard to scale. Every time you launch a brand-new website, that's a lot of work to launch it, a lot of work to maintain it.

So if you plan on growing and getting into new locations or products or services or whatever it might be, just make sure you select a domain structure that's going to accommodate that. In particular, I would say a main root domain with subfolders for the different products or services you have is probably the best bet for that situation. So you have YourSite.com/Product1, /Product2, and you talk about it in that sense because it's all related. It's all the same topic. It's more future-proof. It's easier to add a page than it is to launch a whole new domain.

2. Set apart distinct facets of business

So another business goal that can affect your domain structure would be that the business wants to set apart distinct facets within their business. An example I found that was actually kind of helpful is Apple.com has a subdomain for Trailers.Apple.com.

Now, I'm not Apple. I don't really know exactly why they do this, but I have to imagine that it was because there are very different intents and uses for those different types of content that live on the subdomain versus the main site. So Trailers has movie trailers, lots of different content, and Apple.com is talking more about their consumer products, more about that type of thing.

So the audiences are slightly different. The intents are very different. In that situation, if you have a situation like that and that matches what your business is encountering, you want to set it apart, it has a different audience, you might want to consider a subdomain or maybe even a microsite. Just keep in mind that it takes effort to maintain each domain that you launch.

So make sure you have the resources to do this. You could, if you didn't have the resources, put it all on the main domain. But if you want a little bit more separation, the different aspects of your business are very disparate and you don't want them really associated on the same domain, you could separate it out with a subdomain or a microsite. Just, again, make sure that you have the resources to maintain it, because while both have equal ability to rank, it's the effort that increases with each new website you launch.

3. Differentiate uniquely branded sub-departments

Three, another goal is to differentiate uniquely branded sub-departments. There is a lot of this I've noticed in the healthcare space. So the sites that I've worked on, say they have Joe Smith Health, and this is the health system, the umbrella health system. Then within that you have Joe Smith Endocrinology.

Usually those types of situations they have completely different branding. They're in a different location. They reach a different audience, a different community. So in those situations I've seen that, especially healthcare, they usually have the resources to launch and maintain a completely different domain for that uniquely branded sub-department, and that might make sense.

Again, make sure you have the resources. But if it's very, very different, whether in branding or audience or intent, than the content that's on your main website, then I might consider separating them. Another example of this is sometimes you have a parent company and they own a lot of different companies, but that's about where the similarities stop.

They're just only owned by the parent company. All the different subcompanies don't have anything to do with each other. I would probably say it's wisest to separate those into their own unique domains. They probably definitely have unique branding. They're totally different companies. They're just owned by the same company. In those situations it might make sense, again, to separate them, but just know that they're not going to have any ranking benefit for each other because they're just completely separate domains.

4. Temporary or seasonal campaigns

The fourth business goal we're going to talk about is a temporary or a seasonal campaign. This one is not as common, but I figured I would just mention it. Sometimes a business will want to run a conference or sponsor an event or get a lot of media attention around some initiative that's separate from what their business does or offers, and it's just more of an events-based, seasonal type of thing.

In those situations it might make sense to do a microsite that's completely branded for that event. It's not necessary. For example, Moz has MozCon, and that's located on subfolder Moz.com/MozCon. You don't have to do that, but it certainly is an option for you if you want to uniquely brand it.

It can also be really good for press. I've noticed just in my experience, I don't know if this is widely common, but sometimes the press tends to just link to the homepage because that's what they know. They don't link to a specific page on your site. They don't know always where it's located. It's just easier to link to the main domain. If you want to build links specifically for this event that are really relevant, you might want to do a microsite or something like that.

Just make sure that when the event is over, don't just let it float out there and die. Especially if you build links and attention around it, make sure you 301 that back to your main website as long as that makes sense. So temporary or seasonal campaigns, that could be the way to go — microsite, subfolder. You have some options there.

5. Test out a new agency or consultant

Then finally the last goal we're going to be talking about that could impact domain structure is testing out a new agency or consultant.

Now this one holds a special place in my heart having worked for an agency prior to this for almost seven years. It's actually really common, and I can empathize with businesses who are in this situation. They are about to hand over their keys to their domain to a brand-new company. They don't quite know if they trust them yet.

Especially this is concerning if a business has a really strong domain that they've built up over time. It can be really scary to just let someone take over your domain. In some cases I have encountered, the business goes, "Hey, we'd love to test you out. We think you're great.However, you can't touch the main domain.You have to do your SEO somewhere else." That's okay, but we're kind of handcuffed in that situation.

You would have to, at that point, use a subdomain or a microsite, just a completely different website. If you can't touch the main domain, you don't really have many other options than that. You just have to launch on a brand-new thing. In that situation, it's a little frustrating, actually quite frustrating for SEOs because they're starting from nothing.

They have no authority inherited from that main domain. They're starting from square one. They have to build that up over time. While that's possible, just know that it kind of sets you back. You're way behind the starting line in that situation with using a subdomain or a microsite, not being able to touch that main domain.

If you find yourself in this situation and you can negotiate this, just make sure that the company that's hiring you is giving you enough time to prove the value of SEO. This is tried-and-true for a reason, but SEO is a marathon. It's not a sprint. It's not pay to play like paid advertising is. In that situation, just make sure that whoever is hiring you is giving you enough time.

Enough time is kind of dependent on how competitive the goals are. If they're asking you, "Hey, I'm going to test you out for this really, really competitive, high-volume keyword or group of keywords and you only have one month to do it," you're kind of set up to fail in that situation. Either ask them for more time, or I probably wouldn't take that job. So testing out a new agency or consultant is definitely something that can impact your ability to launch on one domain type versus another.

Pitfalls!

Now that we've talked about all of those, I'm just going to wrap up with some pitfalls. A lot of these are going to be repeat, but just as a way of review just watch out for these things.

Failing to future-proof

Like I said earlier, if you're planning on growing in the future, just make sure that your domain matches your future plans.

Exact-match domains

There's nothing inherently wrong with exact-match domains. It's just that you can't expect to launch a microsite with a bunch of keywords that are relevant to your business in your domain and just set it and forget it and hope that the keywords in the domain alone are what's going to get it to rank. That doesn't work anymore. It's not worked for a while. You have to actually proactively be adding value to that microsite.

Maybe you've decided that that makes sense for your business. That's great. Just make sure that you put in the resources to make it valuable outside of just the keywords in the domain.

Over-fragmenting

One thing I like to say is, "Would you rather have 3 websites with 10 backlinks each, or 1 website with 30 backlinks?" That's just a way to illustrate that if you don't have the resources to equally dedicate to each of those domains or subdomains or microsites or whatever you decided to launch, it's not going to be as strong.

Usually what I see when I evaluate a customer or a client's domain structure, usually there is one standout domain that has all of the content, all of the authority, all of the backlinks, and then the other ones just kind of suffer and they're usually stronger together than they are apart. So while it is totally possible to do separate websites, just make sure that you don't fragment so much that you're spread too thin to actually do anything effective on the SEO front.

Ignoring user experience

Look at your websites from the eyes of your users. If someone is going to go to the search results page and Google search your business name, are they going to see five websites there? That's kind of confusing unless they're very differently branded, different intents. They'll probably be confused.

Like, "Is this where I go to contact your business? How about this? Is it this?" There are just a lot of different ways that can cause confusion, so just keep that in mind. Also if you have a website where you're addressing two completely different audiences within your website — if a consumer, for example, can be browsing blouses and then somehow end up accidentally on a section that's only for employees — that's a little confusing for user experience.

Make sure you either gate that or make it a subdomain or a microsite. Just separate them if that would be confusing for your main user base.

Set it and forget it

Like I said, I keep repeating this just because it's so, so important. Every type of domain has equal ability to rank. It really does.

It's just the effort that gets harder and harder with each new website. Just make sure that you don't just decide to do microsites and subdomains and then don't do anything with them. That can be a totally fine choice. Just make sure that you don't set it and forget it, that you actually have the resources and you have the ability to keep building those up.

Intent overlap between domains

The last one I'll talk about in the pitfall department is intent overlap between domains.

I see this one actually kind of a lot. It can be like a winery. So they have tastings.winery.com or something like that. In that situation, their Tasting subdomain talks all about their wine tasting, their tasting room. It's very focused on that niche of their business. But then on Winery.com they also have extensive content about tastings. Well, you've got overlap there, and you're kind of making yourself do more work than you have to.

I would choose one or the other and not both. Just make sure that there's no overlap there if you do choose to do separate domains, subdomains, microsites, that kind of thing. Make sure that there's no overlap and each of them has a distinct purpose.

Two important questions to focus on:

Now that we're to the end of this, I really want the takeaway to be these two questions. I think this will make domain selection a lot easier when you focus on these two questions.

What am I trying to accomplish? What are the goals? What am I trying to do? Just focus on that first. Then second of all, and probably most important, what is best for my users? So focus on your goals, focus on your users, and I think the domain selection process will be a lot easier. It's not easy by any means.

There are some very complicated situations, but I think, in the end, it's going to be a lot easier if you focus on your goals and your users. If you have any comments regarding domain selection that you think would be helpful for others to know, please share it in the comments below. That's it for this week's Whiteboard Friday, and come back next week for another one. Thanks everybody.

Video transcription by Speechpad.com


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The Goal-Based Approach to Domain Selection - Whiteboard Friday posted first on https://moz.com/blog