How to Grow Leads with Facebook Offers

What if you found a coupon for a 50% discount on something you really wanted? Even if you’re not a shopper, a 50% off deal is bound to push your bargain-hunter hot button. You’d take a second and deeper look at it, right?

At the very least, you’d probably save that 50% discount coupon to use later if you could. And if the deal was worth sharing, you’d pass it along to friends and family so they could use it too. Discounts, deals, sharing… those are the concepts that make Facebook Offer Ads so appealing. It’s also why they will generate leads for your business.

Seducing a Captive Audience

If you have a Facebook Page for your business, you know it takes a lot of effort to get new Page likes. It requires even more time and energy to engage visitors, and your efforts might not convert viewers into customers.

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How to Build a Social Campaign for a Hard-to-Reach Audience

The merits of using social media campaigns in business are hard to deny, but they also don’t always seem perfectly suited to every business in every industry. If you’re struggling with how to use social media in your prospect outreach because your audience seems unreachable, keep reading. Here’s a look at a powerful story of how NetApp and Cisco, along with partners, overcame similar challenges in order to increase FlexPod’s digital presence and engage with its technical audience.

The Challenge of a Hard-to-Reach Audience

Initially, the challenges seemed plentiful. For one, the audience we wanted to reach included engineers, architects, and executives, none of which are historically avid social media users. Furthermore, FlexPod is a leading converged infrastructure solution, so buyers are generally well-educated, highly technical individuals. The quick and informal nature of social media doesn’t naturally lend itself to this type of material, so there was a further challenge in figuring out how to make this work.

NetApp and Cisco partnered with our team at Yeager Marketing to create a compelling social nurturing campaign, adding in Mercer-MacKay Digital Storytelling to support content amplification through FlexPod’s Twitter channel. Our team ended up delivering the FlexPod Brainteaser Campaign, resulting in the highest-performing campaign in both Cisco and NetApp history. In a span of eight months, ten posts generated over 900,000 impressions and over 8,000 clicks across three main social channels: LinkedIn, Facebook, and Twitter. Here’s how we did it, so you can apply similar principles to your biggest social challenge.

Finding a Point of Entry

“We wanted to launch a FlexPod social media campaign that would create buzz and conversation across our target audience,” said Robin Holden, Global Alliances Marketing, NetApp. “But gaining social media mindshare from the engineers, architects, and executives we want to reach is tough. We needed a content strategy that would resonate with smart, busy people who solve problems for a living.”

So the team at Yeager Marketing dove into the messaging around FlexPod and worked to find out what would gain the attention of this particular group of prospects. Since all members of the target audience were in problem-solving roles and generally proud of their knowledge level, our team landed on the word “smart” as a focal point. We decided on a Brainteaser campaign that intrigued visitors and piqued their problem-solving nature. Each brainteaser was attractively designed and included a compelling call-to-action like “Solve the Mystery” or “Your Challenge” as the title, hitting on the one thing that most of these engineers, architects, and executives would have a hard time turning down (solving problems).

Once users clicked on the brainteaser, they arrived at a landing page that provided the opportunity to download additional FlexPod resources. Cisco and NetApp also made the decision to give a donation of $1 per opt-in they received to the One Laptop Per Child organization. They did this to reinforce the companies’ commitment to giving back and to encourage more opt-ins by supporting a worthy (and relevant) cause.

Amplify by Sharing

The brainteaser content was effective on its own when distributed through the NetApp and Cisco social media channels. However, our teams wanted to make it easy for employees and partners to extend the reach of all these materials. To do this, we developed an email nurture campaign that included one-click sharing capabilities. We also made sure to equip all salespeople, alliance managers, and the FlexPod partner ecosystem with good content to help establish themselves socially and position themselves in an authentic way as subject matter experts online.

The sharing didn’t stop there, however. NetApp, Cisco, and our team at Yeager Marketing also included Mercer-MacKay in our efforts, the team responsible for handling the @FlexPod Twitter handle. “On average, we see about 15 percent growth in followers month-over-month. But the numbers spiked both in followers and engagement once the Brainteaser campaign started,” said Gail Mercer-MacKay, chief storyteller at Mercer-MacKay. “Two years ago, Twitter @FlexPod had about 1,000 followers—now we are well over 10,000 and growing. But more important is that the community is invested and engaged.”

2 years ago, @FlexPod had ~1K followers. Now they have well over 10K and growing. Here's why.
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Highly Targeted Equals Big Results

The collaboration among NetApp, Cisco, Yeager Marketing, and Mercer-MacKay was seamless. Each of our companies played to their strengths and focused on complementing the others’ contributions. As a result, the Brainteaser campaign became the highest-performing social media campaign in both NetApp and Cisco history, achieving extraordinary results across LinkedIn, Facebook and Twitter, including:

The targeting of the content, crafted specifically to cater to the minds and penchants of the desired audience, is largely responsible for this impressive response. All of this propelled the FlexPod Brainteaser campaign to receive a finalist spot in the Killer Content Awards 2016 and in the Cisco Marketing Velocity Awards 2016. It’s also a testament to the fact that even audiences who are traditionally hard to touch on social media can be reached, powerfully, when targeted with niche content and intentional amplification.

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Using Facebook Ads to Turn New Customers Into Repeat Customers

Looking for tips on building customer loyalty? Need innovative ideas to generate more revenue? To explore how to use Facebook ads to turn your new customers into loyal fans and repeat customers, I interview Maxwell Finn. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner.

This post Using Facebook Ads to Turn New Customers Into Repeat Customers first appeared on .
- Your Guide to the Social Media Jungle

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How to Rank in 2018: The SEO Checklist - Whiteboard Friday

Posted by randfish

It's hard enough as it is to explain to non-SEOs how to rank a webpage. In an increasingly complicated field, to do well you've got to have a good handle on a wide variety of detailed subjects. This edition of Whiteboard Friday covers a nine-point checklist of the major items you've got to cross off to rank in the new year — and maybe get some hints on how to explain it to others, too.

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

Video Transcription

Howdy, Moz fans, and welcome to a special New Year's edition of Whiteboard Friday. This week we're going to run through how to rank in 2018 in a brief checklist format.

So I know that many of you sometimes wonder, "Gosh, it feels overwhelming to try and explain to someone outside the SEO profession how to get a web page ranked." Well, you know what? Let's explore that a little bit this week on Whiteboard Friday. I sent out a tweet asking folks, "Send me a brief checklist in 280 characters or less," and I got back some amazing responses. I have credited some folks here when they've contributed. There is a ton of detail to ranking in the SEO world, to try and rank in Google's results. But when we pull out, when we go broad, I think that just a few items, in fact just the nine we've got here can basically take you through the majority of what's required to rank in the year ahead. So let's dive into that.

I. Crawlable, accessible URL whose content Google can easily crawl and parse.

So we want Googlebot's spiders to be able to come to this page, to understand the content that's on there in a text readable format, to understand images and visuals or video or embeds or anything else that you've got on the page in a way that they are going to be able to put into their web index. That is crucial. Without it, none of the rest of this stuff even matters.

II. Keyword research

We need to know and to uncover the words and phrases that searchers are actually using to solve or to get answers to the problem that they are having in your world. Those should be problems that your organization, your website is actually working to solve, that your content will help them to solve.

What you want here is a primary keyword and hopefully a set of related secondary keywords that share the searcher's intent. So the intent behind of all of these terms and phrases should be the same so that the same content can serve it. When you do that, we now have a primary and a secondary set of keywords that we can target in our optimization efforts.

III. Investigate the SERP to find what Google believes to be relevant to the keywords's searches

I want you to do some SERP investigation, meaning perform a search query in Google, see what comes back to you, and then figure out from there what Google believes to be relevant to the keywords searches. What does Google think is the content that will answer this searcher's query? You're trying to figure out intent, the type of content that's required, and whatever missing pieces might be there. If you can find holes where, hey, no one is serving this, but I know that people want the answer to it, you might be able to fill that gap and take over that ranking position. Thanks to Gaetano, @gaetano_nyc, for the great suggestion on this one.

IV. Have the most credible, amplifiable person or team available create content that's going to serve the searcher's goal and solve their task better than anyone else on page one.

There are three elements here. First, we want an actually credible, worthy of amplification person or persons to create the content. Why is that? Well, because if we do that, we make amplification, we make link building, we make social sharing way more likely to happen, and our content becomes more credible, both in the eyes of searchers and visitors as well as in Google's eyes too. So to the degree that that is possible, I would certainly urge you to do it.

Next, we're trying to serve the searcher's goal and solve their task, and we want to do that better than anyone else does it on page one, because if we don't, even if we've optimized a lot of these other things, over time Google will realize, you know what? Searchers are frustrated with your result compared to other results, and they're going to rank those other people higher. Huge credit to Dan Kern, @kernmedia on Twitter, for the great suggestion on this one.

V. Craft a compelling title, meta description.

Yes, Google still does use the meta description quite frequently. I know it seems like sometimes they don't. But, in fact, there's a high percent of the time when the actual meta description from the page is used. There's an even higher percentage where the title is used. The URL, while Google sometimes truncates those, also used in the snippet as well as other elements. We'll talk about schema and other kinds of markup later on. But the snippet is something that is crucial to your SEO efforts, because that determines how it displays in the search result. How Google displays your result determines whether people want to click on your listing or someone else's. The snippet is your opportunity to say, "Come click me instead of those other guys." If you can optimize this, both from a keyword perspective using the words and phrases that people want, as well as from a relevancy and a pure drawing the click perspective, you can really win.

VI. Intelligently employ those primary, secondary, and related keywords

Related keywords meaning those that are semantically connected that Google is going to view as critical to proving to them that your content is relevant to the searcher's query — in the page's text content. Why am I saying text content here? Because if you put it purely in visuals or in video or some other embeddable format that Google can't necessarily easily parse out, eeh, they might not count it. They might not treat it as that's actually content on the page, and you need to prove to Google that you have the relevant keywords on the page.

VII. Where relevant and possible, use rich snippets and schema markup to enhance the potential visibility that you're going to get.

This is not possible for everyone. But in some cases, in the case that you're getting into Google news, or in the case that you're in the recipe world and you can get visuals and images, or in the case where you have a featured snippet opportunity and you can get the visual for that featured snippet along with that credit, or in the case where you can get rich snippets around travel or around flights, other verticals that schema is supporting right now, well, that's great. You should take advantage of those opportunities.

VIII. Optimize the page to load fast, as fast as possible and look great.

I mean look great from a visual, UI perspective and look great from a user experience perspective, letting someone go all the way through and accomplish their task in an easy, fulfilling way on every device, at every speed, and make it secure too. Security critically important. HTTPS is not the only thing, but it is a big part of what Google cares about right now, and HTTPS was a big focus in 2016 and 2017. It will certainly continue to be a focus for Google in 2018.

IX. You need to have a great answer to the question: Who will help amplify this and why?

When you have that great answer, I mean a specific list of people and publications who are going to help you amplify it, you've got to execute to earn solid links and mentions and word of mouth across the web and across social media so that your content can be seen by Google's crawlers and by human beings, by people as highly relevant and high quality.

You do all this stuff, you're going to rank very well in 2018. Look forward to your comments, your additions, your contributions, and feel free to look through the tweet thread as well.

Thanks to all of you who contributed via Twitter and to all of you who followed us here at Moz and Whiteboard Friday in 2017. We hope you have a great year ahead. Thanks for watching. Take care.

Video transcription by Speechpad.com

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How to Boost On-Site Conversions with Influencer Content

Expert roundups are the new guest posts: Everyone is doing them, mostly without much strategy behind them. And that’s unfortunate—the tactic is highly efficient when approached creatively.

Engaging niche influencers to co-create content for you is a great way to create free content and get those influencers promote it for you. But don’t stop there. If you target long-term benefits, you’ll achieve so much more than just free content and free shares.

Stop doing what everyone else is doing: Here are a few ideas and examples for you to get your influencer-driven content marketing to a new level, allowing you to up your site conversions and achieve long-term marketing goals.

Make Them Part of Your Product

The smartest thing to do is to engage those contributing influencers in the creation of a product you are selling or giving away to collect leads. One of the best examples of this tactic is David Bain’s Digital Marketing in 2017 paperback book. David invited over 100 digital marketing experts to participate in his live show which was streamed on Facebook Live. Then he collected the tips and turned them into a book featuring all the participating experts and encouraged them to share the product.

Following the event, David Bain’s podcast grew to 10,000 downloads per month, and he sold over 1,000 copies of the book—all thanks to the influential names featured in the book, as well as help from those experts.

The tactic can be applied to evergreen content too. FirstSiteGuide interviewed blogging experts to feature them on their downloadable guide page to increase the trustworthiness and virality of their tutorial.

The FirstSiteGuide team offer the PDF guide for free, making the influencers part of their primary lead magnet.

Featured Tool: If you’re thinking about making influencers part of your product or lead magnet, start with brainstorming a topic which is both in high demand and interesting enough for more influencers to get on board.

Tools like Serpstat allow you to find keywords with high commercial intent (something I explain in more detail here). Serpstat also allows you to find phrases that trigger “People also ask” boxes. These are perfect for brainstorming a product because they show what people are curious to know in your industry. Combine the filter with “shopping” results to discover phrases that are both commercial and informational. (These make great downloadable assets.)

Make the Most of Those Quotes

There are two things that make quotes an effective marketing tactic: People love being quoted, and people love sharing quotes. Furthermore, quotes make your site more trustworthy which ultimately leads to more conversions.

Now, if you have gone through the trouble of contacting all those influencers and collecting all their answers, there’s no reason to stop there. It makes perfect sense to repurpose those valuable quotes on social media, in your other articles, and in other content assets outside of your blog (like Medium or guest contributions).

Each time, there’s an opportunity to tag the contributing expert drawing them to your site again and again and encouraging them to help you promote your assets again and again. Plus, through influencers’ personal branding, visual quotes make your content more recognizable, encouraging readers to stop, read more, and subscribe.

You can even turn your expert interview into a whole new visual asset and use it as a new piece of content (i.e., as a guest post on an authoritative blog). That’s what Shane Barker did. He turned his conversion optimization expert roundup into a “gifographic” and successfully pitched it to Inc.com with a nice link back to his blog.

Important Notes: If you are planning to use expert quotes, you may run the risk of duplicate content. Editors hate receiving non-original content. You can use Shane’s tactic above, but don’t forget to use tools like PlagiarismCheck to make sure your expert roundup is 100 percent original.

Furthermore, make sure your contributing experts know where you will use their quotes. You don’t want any misunderstandings with those powerful social media users.

People love being quoted, and people love sharing quotes.
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Bring Those Relationships to a New Level

The greatest asset you earn from any expert roundup is the relationships you build with industry influencers. One collaborative piece of content is likely to increase your traffic and conversions (if done right), but it’s a one-time deal that will decrease in value once that article gets buried in your blog archives. On the other hand, having long-lasting relationships with industry influencers is priceless.

Imagine running a highly engaged list of people with huge social media followings you can turn to again and again with new offers and updates. It’s a two-way street, of course, so in order to keep them engaged, you’ll need to be around to help them whenever they need you.

Keep your contacts well organized. I use Salesmate to manage my connections on many levels. It tracks the history of how you acquired and verified all your contacts, including when and how you first contacted the influencer, what kind of a project you collaborated on, and what kind of a perk you used to entice them.

Once you have developed your own relationship management system, consider developing those contacts into a micro-community of your own. This will allow you to keep in touch with those influencers on a regular basis instead of using your list to only pitch your ideas when you need help. For example, at #VCBuzz Twitter chats, we interview a new marketing influencer each week and encourage each of our experts to join our private Facebook group, where we share chat calendars and answer their questions every day.

To keep talking to your influential contacts, consider following a similar model using Facebook groups, Slack, or other community building platforms.

Are you doing influencer-driven content marketing? Which tactics are you using to get more out of those efforts?

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The Very Best of the Moz Blog 2017: Our Top 50 Posts

Posted by FeliciaCrawford

Now, I know we technically have a few days left in 2017, but I'm ready to dive head-first into a fond, full-blown retrospective. Each year we look back on what we've published, compiling and sharing the pieces you liked best. Normally we divvy it up via various metrics: traffic, 1Metric score, total thumbs up, total comments, the best of YouMoz, and so on and so forth. This year, however, we're doing things just a little differently.

A lot has changed in the past year...

The way we run the blog has changed in a few significant ways from the days of yesteryear. YouMoz, our user-generated content blog, was retired in the autumn of 2016 (though we hope to resurrect it in another form someday). We reduced our publishing frequency a bit, and refocused our content on core SEO topics after spending 2015 and 2016 branching out into other marketing subjects (like social media and content marketing). We also made some big changes with regards to commenting: we closed comments on posts older than 30 days (they became veritable spam factories), and implemented stricter moderation filters to better catch spammy comments fishing for either a link or easy MozPoints.

And if I'm being completely honest, I don't think the "Best of" posts from years past have offered you, our beloved readers, as much value as they should've. The most excited comments on those posts occur when someone discovers a gem they'd missed, when a post reaches out to you from the masses of online content clamoring for your attention and speaks to you. The way we formerly ranked "the best" resulted in a lot of overlap; the same few posts with lots of thumbs up, a busy comments section, and high traffic overwhelmed the leaderboard.

What criteria now determines "best"?

At the end of 2017, we're starting fresh. First, I've taken our ten most popular blog post categories by traffic — these represent the topics readers are actively seeking information on. Next, I thought about which metric matters most to me when I consider the success of a blog post. Traffic, thumbs, social shares... Nice to see, yes, but they don't paint a very clear picture of a post's impact. I found myself returning to my favorite blog post metric again and again: the comments.

A post with a lively comments section can be many things. Perhaps it sparked questions or debate; perhaps the findings were controversial; perhaps it was simply inspiring. Whatever the reason, a heavily commented-on post represents something that struck a chord, that convinced a person to peek out from behind their keyboard shield and contribute a thought, that coaxed a little extra effort and commitment from our community. As a silent lurker myself, I am consistently blown away by the humility, genius, and generosity you all display in the blog comments section every day.

So there we have it: this year's Best of the Moz Blog 2017 is a list of the top five most-commented posts in the top ten blog categories. That's fifty unique blog posts throughout the year on a variety of topics, some of which you may have missed. Most blog posts fall into several of our categories, but every post will only be listed once; if it's hit the top five in a more popular category, I've taken it out of the running for the rest. It's my sincere hope that this list uncovers something useful for you, something that helps make your job and day just a little easier.

Without further ado, let's get this party started!

(If you're curious, check out the Best of 2016 and the Best of 2015, too.)

The top 5 Whiteboard Fridays

Whiteboard Friday is far and away our most popular blog category, earning three times as much traffic as the rest. Because it always overlaps with at least one other category, you're bound to get a tidy grab bag of SEO takeaways with this list!

10 Things that DO NOT (Directly) Affect Your Google Rankings
Rand Fishkin, September 22nd

Thumbs: 85
Comments: 180

What do the age of your site, your headline H1/H2 preference, bounce rate, and shared hosting all have in common? You might've gotten a hint from the title: not a single one of them directly affects your Google rankings. In this rather comforting Whiteboard Friday, Rand lists out ten factors commonly thought to influence your rankings that Google simply doesn't care about.

What Do Google's New, Longer Snippets Mean for SEO?
Rand Fishkin, December 8th

Thumbs: 100
Comments: 136

Featured snippets and meta descriptions have brand-new character limits, and it's a huge change for Google and SEOs alike. Learn about what's new, when it changed, and what it all means for SEO in this episode of Whiteboard Friday. (And this is cheating, but for good measure, you might follow up with Dr. Pete's official recommendation for meta description lengths in 2018.)

What Links Can You Get that Comply with Google's Guidelines?Marie Haynes, January 20th

Thumbs: 68
Comments: 112

If you've ever been the victim of a Google penalty, you know how painful it can be to identify the problem and recover from the hit. Even if you've been penalty-free thus far, the threat of getting penalized is a source of worry. But how can you avoid it, when it seems like unnatural links lurk around every corner?

In this Whiteboard Friday, we warmly welcome Google penalty and unnatural link expert Marie Haynes as she shares how to earn links that do comply with Google's guidelines, that will keep your site out of trouble, and that can make a real impact.

7 ‹Title Tag› Hacks for Increased Rankings + Traffic - Whiteboard Friday
Cyrus Shepard, May 5th

Thumbs: 185
Comments: 103

You may find yourself wondering whether the humble title tag still matters in modern SEO. When it comes to your click-through rate, the answer is a resounding yes! In this Whiteboard Friday, we welcome back our good friend Cyrus Shepard to talk about 7 ways you can revamp your title tags to increase your site traffic and rankings.

Comment Marketing: How to Earn Benefits from Community Participation
Rand Fishkin, January 13th

Thumbs: 53
Comments: 97

It's been a few years since we've covered the topic of comment marketing, but that doesn't mean it's out of date. There are clever, intentional ways to market yourself and your brand in the comments sections of sites, and there's less competition now than ever before. In this Whiteboard Friday, Rand details what you can do to get noticed in the comments and the benefits you'll reap from high-quality contributions.

The top 5 posts in On-Page SEO

The results of our recent Moz Blog Reader Survey highlighted on-page SEO as the topic you'd most like to learn about, so it's not surprising to see that this category sits right under Whiteboard Friday for popularity. There's an interesting theme that emerges from these top posts: it seems we're still working on many of the same things, but how we treat them has necessarily changed over time.

How Links in Headers, Footers, Content, and Navigation Can Impact SEO - Whiteboard Friday
Rand Fishkin, October 20th

Thumbs: 68
Comments: 92

Which link is more valuable: the one in your nav, or the one in the content of your page? Now, how about if one of those in-content links is an image, and one is text? Not all links are created equal, and getting familiar with the details will help you build a stronger linking structure. This Whiteboard Friday covers links in headers and footers, in navigation versus content, and how that can affect internal and external links, link equity, and link value between your site and others.

It's Time to Stop Doing On-Page SEO Like It's 2012
Rand Fishkin, February 6th

Thumbs: 84
Comments: 91

On-page SEO has evolved in the past five years. Rand outlines the changes in five succinct tactics: move beyond keyword repetition rules; searcher intent matters more than raw keywords; related topics are essential; links don't always beat on-page; and topical authority is more important than ever.

The Wonderful World of SEO Meta Tags [Refreshed for 2017]
Kate Morris, April 13th

Thumbs: 46
Comments: 67

Which meta tags are absolutely necessary, which are dependent on your situation, and which should you absolutely ignore or remove? Kate Morris refreshes her original 2010 post on the subject of meta tags, sharing a few new tips and reiterating what's remained the same over the past 7 years.

Designing a Page's Content Flow to Maximize SEO Opportunity - Whiteboard Friday
Rand Fishkin, December 1st

Thumbs: 54
Comments: 48

Controlling and improving the flow of your on-site content can actually help your SEO. What's the best way to capitalize on the opportunity present in your page design? Rand covers the questions you need to ask (and answer) and the goals you should strive for in this edition of Whiteboard Friday.

How to Do a Content Audit [Updated for 2017]
Everett Sizemore, March 22nd

Thumbs: 49
Comments: 31

Learn how to do content audits for SEO in this comprehensive, updated guide by Everett Sizemore, including tips for crawling large websites, rendering JavaScript content, and auditing dynamic mobile content.

The top 5 posts in Local SEO

Local SEO overlaps with what we think of as traditional SEO in many ways, so it's not surprising at all to see this category near the top. There's still a lot of doubt and apprehension, it seems, when it comes to local SEO best practices and what really works, and the top posts in this category reflect that.

Local SEO Spam Tactics Are Working: How You Can Fight Back
Casey Meraz, March 28th

Thumbs: 48
Comments: 75

It's very clear that spam tactics in Google's local results are earning higher rankings. In this post, Casey Meraz identifies exactly what spammers are doing to get ahead, what they can get away with, and what you can do to fight back against the problem plaguing local results.

Not-Actually-the-Best Local SEO Practices
Miriam Ellis, December 11th

Thumbs: 47
Comments: 72

Not all common practices in local SEO are the best practices. In fact, some of them can be pretty darn harmful. Check out Miriam's list of what-not-to-dos (and what-you-should-actually-dos) in this comprehensive blog post.

The 2017 Local SEO Forecast: 10 Predictions According to MozzersMiriam Ellis, February 14th

Thumbs: 35
Comments: 67

From Google providing intimate details about businesses to Amazon expanding even further into the local scene, local SEO stood to see a lot of change this year. Check out what the SEOs at Moz had to say about what to prepare for in 2017.

Proximity to Searcher is the New #1 Local Search Ranking Factor
Darren Shaw, February 22nd

Thumbs: 58
Comments: 65

Forget everything you thought you knew about the most impactful local ranking factors — searcher proximity just may be the number-one thing influencing where a local business shows on the SERPs.

How to Perform a Basic Local Business Competitive AuditMiriam Ellis, August 22nd

Thumbs: 32
Comments: 65

Are you outranked in Google's Local Pack? Then it's high time to perform a competitive business audit. Use this example analysis and downloadable spreadsheet to analyze the strengths and weaknesses of multiple businesses and devise a plan to win.

The top 5 posts in Basic SEO

Basic SEO is another category that enjoys a lot of overlap with other topics; perhaps that's one reason why it's so popular. This year's top posts in this category cover a range of subjects, and all are pretty useful for someone learning (or leveling up in) SEO.

Aren't 301s, 302s, and Canonicals All Basically the Same? - Whiteboard Friday
Dr. Pete, March 3rd

Thumbs: 62
Comments: 69

They say history repeats itself. In the case of the great 301 vs 302 vs rel=canonical debate, it repeats itself about every three months. In this Whiteboard Friday, Dr. Pete explains how bots and humans experience pages differently depending on which solution you use, why it matters, and how each choice may be treated by Google.

How to Prioritize SEO Tasks [+Worksheet]
Britney Muller, September 21st

Thumbs: 41
Comments: 64

An absolute essential if you want to keep yourself from getting overwhelmed, Moz's own SEO Britney Muller offers five tips for prioritizing your SEO work: setting specific goals, identifying important pages for conversions, uncovering technical opportunities via a site crawl, time management, and providing consistent benchmarks and reporting.

5 Tactics to Earn Links Without Having to Directly Ask - Whiteboard FridayRand Fishkin, July 28th

Thumbs: 71
Comments: 63

Typical link outreach is a tired sport, and we've all but alienated most content creators with our constant link requests. In this Whiteboard Friday, Rand outlines five smart ways to earn links to your site without having to beg.

"SEO Is Always Changing"... Or Is It?: Debunking the Myth and Getting Back to Basics
Bridget Randolph, July 19th

Thumbs: 56
Comments: 60

We're so fond of the idea that SEO is hard because it's always changing. But is that really true? Bridget Randolph challenges a common industry refrain and brings us back to the basics of what's really important in our work.

How to Target Multiple Keywords with One Page - Next Level
Brian Childs, June 15th

Thumbs: 45
Comments: 56

In this edition of our educational Next Level series, you'll learn an easy workflow for researching and targeting multiple keywords with a single page.

The top five posts in Link Building

A thousand years from now, when the Space Needle has toppled into Puget Sound and our great-great-great-great-etc. grandchildren are living on Mars, link building will still prove to be one of the most popular subjects on the Moz Blog. And you get a double-whammy of goodness this year, because they just so happen to all be Whiteboard Fridays!

Should SEOs Care About Internal Links? - Whiteboard Friday
Rand Fishkin, May 26th

Thumbs: 85
Comments: 87

Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.

How to Prioritize Your Link Building Efforts & Opportunities - Whiteboard FridayRand Fishkin, February 17th

Thumbs: 73
Comments: 81

We all know how effective link building efforts can be, but it can be an intimidating, frustrating process — and sometimes even a chore. In this Whiteboard Friday, Rand builds out a framework you can start using today to streamline and simplify the link building process for you, your teammates, and yes, even your interns.

The 3 Easiest Link Building Tactics Any Website Can Use to Acquire Their First 50 Links - Whiteboard Friday
Rand Fishkin, September 8th

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Without a solid base of links, your site won't be competitive in the SERPs — even if you do everything else right. But building your first few links can be difficult and discouraging, especially for new websites. Never fear — Rand is here to share three relatively quick, easy, and tool-free (read: actually free) methods to build that solid base and earn yourself links.

When and How to Use Domain Authority, Page Authority, and Link Count Metrics - Whiteboard Friday
Rand Fishkin, June 16th

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Comments: 71

How can you effectively apply link metrics like Domain Authority and Page Authority alongside your other SEO metrics? Where and when does it make sense to take them into account, and what exactly do they mean? In this Whiteboard Friday, Rand answers these questions and more, arming you with the knowledge you need to better understand and execute your SEO work.

Image Link Building - Whiteboard FridayBritney Muller, December 15th

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Comments: 63

Image link building is a delicate art. There are some distinct considerations from traditional link building, and doing it successfully requires a balance of creativity, curiosity, and having the right tools on hand. In this Whiteboard Friday, Moz's own SEO and link building aficionado Britney Muller offers up concrete advice for successfully building links via images.

The top 5 posts in Advanced SEO

2017's top posts in the advanced SEO category cover just about every post type we like to publish (and that you like to read): in-depth case studies, Whiteboard Fridays, best practice advice, and solid how-tos.

[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months
Dmitry Dragilev, April 19th

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Comments: 140

If you've been struggling to take the number-one spot in the SERPs for a competitive keyword, take a cue from this case study. Dmitry Dragilev shares his team's 8-step methodology for ranking first in a popular niche.

How Google AdWords (PPC) Does and Doesn't Affect Organic Results - Whiteboard Friday
Rand Fishkin, November 17th

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Comments: 89

It's common industry knowledge that PPC can have an effect on our organic results. But what effect is that, exactly, and how does it work? In this Whiteboard Friday, Rand covers the ways paid ads influence organic results — and one very important way they don't.

SEO Best Practices for Canonical URLs + the Rel=Canonical Tag - Whiteboard Friday
Rand Fishkin, July 14th

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Comments: 87

If you've ever had any questions about the canonical tag, well, have we got the Whiteboard Friday for you. In this episode, Rand defines what rel=canonical means and its intended purpose, when it's recommended you use it, how to use it, and sticky situations to avoid.

How to Uncover Hidden Keyword-Level Data Using Google SheetsSarah Lively, February 13th

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Comments: 83

Which keywords are driving your organic traffic? Keyword-level data doesn't have to be (not provided). Sarah Lively shares a smart solution using two free add-ons for Google Sheets.

How Long Should Your Meta Description Be? (2018 Edition)Dr. Pete, December 19th

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The end of November saw a spike in the average length of SERP snippets. Across 90K results, we found a definite increase but many oddities, such as video snippets. Our data suggests that many snippets are exceeding 300 characters, and we recommend a new meta description limit of 300 characters.

The top 5 posts in Technical SEO

Technical SEO posts are some of my favorite categories to publish (which is perhaps a strange sentiment coming from a poetry major). The debate that recently raged — about whether it's necessary or unnecessary for SEO — will always stick with many of us, as will Rand's excellent Whiteboard Friday rebuttal on the topic.

XML Sitemaps: The Most Misunderstood Tool in the SEO's Toolbox
Michael Cottam, April 11th

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Comments: 83

XML sitemaps are a powerful tool for SEOs,..

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How to Repurpose Blog Content Into Short-Form Social Media Updates

Want more exposure for your blog? Wondering how to transform your blog articles into social media content? In this article, you’ll discover six steps to turn long-form blog posts into short-form content for social media. #1: Curate Quotes and Takeaways From Your Top Blog Posts To convert long-form blog posts into social media posts that

This post How to Repurpose Blog Content Into Short-Form Social Media Updates first appeared on .
- Your Guide to the Social Media Jungle

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How to Recycle Old Content to Increase Your Conversions

I’ve been blogging for more than ten years now, and I thoroughly enjoy the process. However, one thing that I dislike about blogging (especially if you blog a lot) is how easy it is to neglect your old content.

Imagine this: You spend hours and days researching the topic and writing an article to never come back to it after a year or two of active blogging. Only a couple of my articles from all those 10 years of writing keep coming back to me (they are still being referenced by others, and I get reminded of them through monitoring my name and seeing blog trackbacks). Most of my content goes down into the blog archives, and I seldom or never go back to look at it again.

And most bloggers I know are like that. They are more focused on finding new topics and writing a new article than analyzing if they’re doing their best to utilize what they wrote in the past. And it’s a real shame: That content you wrote a few years ago is a huge asset. It has already accumulated some authority through backlinks coming over the years, and it may be getting some clicks too. You may be one step away from seeing a solid boost in traffic coming its way. Or you may be losing conversions because that older content doesn’t have your up-to-date calls-to-action.

In either case, make old content optimization part of your monthly (or at least quarterly) blogging routine—that can boost your conversions without you having to write a brand-new article. Here are a couple of ideas.

Make old content optimization part of your monthly (or at least quarterly) blogging routine.
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1. Brainstorm Ways to Generate More Conversions for Your Best-Performing Old Content

Have you checked your most successful content recently? You probably have, but here’s a quick reminder: Do it! And if you use Google Analytics, it’s very easy! Go:

 Behavior > Site Content > Landing pages

Select “Source/Medium” as a secondary dimension, and increase the number of rows to at least 100 to get a better picture.

From there, brainstorm the best way to optimize your best-performing content for more leads not to lose that traffic.

The secondary dimension will help you come up with the most suitable conversion optimization option. For example, if you see [organic traffic] as the referral traffic for a particular landing page, you may want to add your primarily call-to-action (search traffic converts well in most cases). If you see that StumbleUpon sends clicks to one of your blog posts, your safe bet is to assume those are lurkers, so give them the easiest CTA you can come up (e.g. one-click email sign up, Facebook page like, etc.)

Here are a few more ideas.

Use Your High-Ranking Content to Drive More Clicks to Your Landing Page

The easiest way to optimize your well-performing old content is to add an easy-to-notice in-content link to your main landing page. This will also improve rankings of your important money page because internal linking helps pages rank higher in Google.

You can even automate that internal linking (and save time) by using this plugin that links any word to your chosen page whenever it finds it in-content. The plugin hasn’t been updated for a while, but it works fine for all my blogs. You can set it to link only once per page (in case that word is used several times within one article) which is something I usually do to avoid linking too much:

Add an In-Content Call-to-Action

Another pretty non-intrusive way to add in-content call-to-action without being too “salesy” is to use a so-called two-step opt-in option. With a two-step opt-in, readers don’t see a form right within content and have to click a link for it to load.

The two-step opt-in option is based on the concept known in persuasion psychology as “foot-in-the-door tactic” which means that once users click a link inviting to sign-up and download, they feel more inclined to actually convert. Saying yes to a small request (e.g. clicking the link that invites to subscribe or download) predisposes you to say yes to a bigger request (e.g. to complete the form and opt-in).

This is a very popular in-content conversion optimization tactic because it doesn’t force opt-in forms inside the content and thus looks very legit.

Add Your CTA to Visuals

You already use visuals within your articles. Why not make them part of your conversion funnel? Images catch the eye, and adding a quick CTA will not hurt their visual appeal. Here’s a great tutorial on adding more actionable context to your images.

You can try other alternative lead generation channels using visual and interactive content. Flipsnack is one example I’ve tried. With it, you can turn any PDF file into a mobile-friendly flipbook, embed it within your content, and activate a lead gen option to collect emails from those engaging with your flipbook.

2. Re-Optimize Your Content to Get More Traffic

While you are there looking through your best performing content pages, you are likely to notice some of your content not performing as well as you’d hope. It may still get clicks, but you naturally want more.

Save those URLs to explore what you can do to improve their performance, especially when it comes to search referral traffic. That one is usually there to stay.

Optimize for a Group of Keywords to Diversify Rankings

The first step is to analyze if you are doing your best when it comes to selecting the most effective keywords. Run your usual keyword research routine based on each article topic and identify some phrases that may have some potential. If the topic is not too specific, you may want to cluster (i.e., group) those keywords to optimize your content for several of them.

Keyword clustering is the process of categorizing your keyword lists by a more specific topic. Topvisor is a great tool for understanding the concept of keyword clustering. It organizes overwhelming keyword lists into groups, giving me a clear overview of topics that can be united into separate categories. It’s a great tool to make sense of your niche queries helping you brainstorm content more effectively:

It’s a great tactic for re-addressing your old content rankings and making sure your blog posts target a group of related keywords instead of just one. These powerful SEO plugins for WordPress can also help you optimize your old content more efficiently.

Use DrumUp and ViralContentBee to Bring Fresh Social Media Shares

Social media platforms help on many levels, not just shares and clicks. They put your content out there, again and again, driving fresh mentions and links. (Both help in rankings, building trust and, thus, conversions.) The tools I am using for all my content, old and new, are:

DrumUp is a social media management platform that supports Twitter, Facebook, and LinkedIn. My favorite feature is the ability to rotate Twitter shares for my articles to schedule them weeks and months ahead. For example, choose to re-publish any tweet 30 times every 30 days, and you’ll see it in your feed every month for two years. Of course, you can set how often and how many times you want the tweet to go live:

You can also add that tweet to your library to find it easily after years have passed and bring it back to your Twitter feed with one click.

ViralContentBee [Disclaimer: This is the project I co-founded] is a free platform that puts your content in front of active social media sharers. One of the biggest benefits of using it is that, as long as you keep adding credits to your content, it will rotate your content again and again, bringing you fresh shares to your older (but still useful) content.

I have about four years worth of content rotating there, and I see it shared to this day, bringing ongoing traffic. Apart from the obvious benefit (of putting my content in front of more people who can link to it), these social media mentions also bring that content to my attention. This encourages me to update it if anything becomes out-of-date or to write a follow-up.

Good luck making the most of your old content!

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Our Top 10 2017 Social Media and Content Marketing Articles

As we close each year here at Convince & Convert, I like to take a look at our most popular articles, posts, and podcasts over the preceding 12 months. It’s not 100 percent scientific because articles get traffic in multiple ways (search, social, email, etc), but looking at the top 10 from among more than 300 pieces of content does give an indication what you—the amazing audience that visits our corner of the web—found most valuable.

It’s also a good compendium of useful content for folks that may have fallen behind on their reading and want to catch up. Here are our top 10 best-performing posts this year.

The 11 Critical Podcast Statistics of 2017

This is the second or third year I’ve written this piece, inspired by an annual study by our pals at Edison Research. Podcasts continue to soar in popularity (do you listen to our own Social Pros, Content Pros, or Experience This!)? I love that so many people find value in this summary every year!

How Social Media Has Evolved Over the Past 12 Years

We ran this last January and it FREAKED ME OUT. I mean, you obviously know that social has changed a lot in a decade, but to have it all spelled out in one article? Wow. It really hits home. Great job on this by Matt Banner.

4 Goal-Specific Ways to Measure Influencer Marketing ROI

The success of this post doesn’t surprise me. Nothing was as hot in social/content circles as influencer marketing in 2017, and this straightforward article by Kim Westwood helps frame up some potential measurement protocols. We’ll cover this topic more next year, as well.

The Truth About How Often to Post in Social Media

This was one of the mini-rants I wrote this year (I think I’m getting cranky in my middle age). Our friends at CoSchedule released a roll-up post about social media posting schedules. Good advice there, but my take is that you should publish . . . when you have something worthwhile for your audience. This one got a lot of chatter on Facebook and LinkedIn too.

8 Ways to Optimize Your Facebook Page

This one is super helpful because it includes step-by-step walkthroughs and specific screenshots of where to click and what to do. A great one from Ann Smarty that could be updated just about every quarter, considering how many changes Facebook constantly throws at us.

An A-to-Z Guide to Google Analytics for Content Marketers

This was quite a collaboration! Andy Crestodina and Orbit Media Studios wrote a terrific post on Google Analytics. Then, Payman Taei used the Visme tool to create a nifty infographic of the key concept. Payman pitched us to run his summary and infographic on Convince & Convert, and voilà! One of our most popular posts of the year. Thanks to everyone involved. The info and insights in this one are spot on.

11 Visual Storytelling Tools and How They’ll Help Your Content Marketing

Kayla Matthews is one of the best in the business at writing posts that round up useful tools and apps. Here, she used that superpower to pull together a great list of recommended tools (a bunch I’d never heard of) that content marketers can use to improve their visuals (which is SO important now).

The Formula to Calculate Content Marketing ROI

This one of my favorite posts this year. There’s so much confusion out there still about what ROI actually is, and how to calculate it legitimately for content marketing. Warning: This one has math (but that didn’t seem to hurt its popularity!).

6 Trends in Digital Advertising That Take Us from 2017 to 2020

Loved this future-casting from our very own Zontee Hou (who co-leads our strategy division). Are robots going to be doing ALL the digital advertising by 2020? Maybe!

The Proven Mechanics of Successful Social Media Writing

I mentioned CoSchedule above and their meta-study of social media publication cadences and timelines. Nathan Ellering led that initiative and also contributed a killer post here at Convince & Convert, full of VERY specific templates for how to phrase your content on Twitter, Facebook, Instagram, and beyond. Bravo, Nathan!

On behalf of all of us at the Convince & Convert blog, huge thanks to the millions of you who spend time with us every year. We appreciate your trust, and we’re looking forward to a great 2018 together!

~ Jay Baer, founder

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How to Prevent “Prize Pigs” from Entering and Winning Your Sweepstakes

Although I have previously written about the different aspects of how entrants cheat to win a sweepstakes, how to prevent it, and how to turn your biggest fans into brand ambassadors and influencers, it seemed time to reiterate, review and update the topic as social channels and platforms continue to evolve.

Be sure to read:

• How to Stop Cheating in Social Media Contests
• Where Do ‘Professional Sweepers” Come From?

This specific post was precipitated as I, once again, received a message from a fellow sweeper about a marketing post from 2015. It keeps cropping up in their online searches for Facebook giveaways: How to Stop Facebook Fraud and Deter Prize Hunters. They emailed me because they are concerned, as an honest sweepstaker, they will be lumped in with the unsavory prize pigs who lie and cheat their way to winning.

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How to Improve Your Facebook Ads Results

Do you want better results from your Facebook ad campaigns? Are your ads not delivering the results you need? In this article, you’ll discover three steps to optimize your Facebook ads to reach your ideal target audiences. #1: Compile Your Current Audience’s Attributes First things first, you need to get to know your audience. Who

This post How to Improve Your Facebook Ads Results first appeared on .
- Your Guide to the Social Media Jungle

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5 Awesome Twitter Features You Should Use Now

There are a zillion and one tools to help you manage your Twitter account. Trust me, I work for one of them. And while they’re all helpful and awesome in their own way, there are some nifty features built right into Twitter a lot of people don’t take advantage of.

Today, we’ll talk about what some of those features are and some clever ways to use them to improve your Twitter marketing efforts.

Some are kind of basic, so you Twitter pros might be familiar with them already. But I still recommend going through all of them here in this post. Even if you’re aware of these features, there may be a suggested use you hadn’t thought of.

Specifically, we’ll go over exactly how and why to:

• Quote a Tweet
• Use Twitter lists
• Tag accounts in tweets
• Pin a Tweet to the top of your profile
• Tweet links with clickable Images

Ready?

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3 Advanced Google Analytics Techniques for B2B Marketers

When solving tough growth challenges, B2B marketers often turn to Google Analytics. For measuring activity and addressing questions that are answered only with data, GA is the industry standard. The problem is, many marketers look to the surface for insights that are mistakenly considered gospel.

Indeed, only 22 percent of marketers believe they run data-driven marketing initiatives that are achieving significant results. And I’d bet the other 78 percent are only scraping the tip of the analytics iceberg. But there are three advanced features you can use to generate real, granular insights from your analytics.

1. Advanced Segmentation

Google Analytics provides a whole range of useful insights out of the box. But without digging deeper, you’re not getting the full picture.

Many marketers make the mistake of taking basic reports at face value. If you’re serious about conversion optimization and growth, you need to segment your reporting. Thankfully, GA has an advanced segments feature that assists you in getting the most out of the platform. With it, it’s easy to create custom segments and reports based on demographic, technology, behavior, date, and traffic sources.

Why use segments? It opens up a whole host of benefits, including:

• The ability see all data and reports (including custom) for users by criteria.
• Include demographic data within your reports.
• Access and import segments developed by the Google team and other GA users.

Too many marketers take basic Google Analytics reports at face value, without digging deeper.
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Getting Started with Segmentation

To add new segments, make sure you’re under the Audience overview, and click on “+Add Segment”:

You’ll see the following list of default segments provided by GA:

There are many options, all of which have their uses. In this example, I’ve selected some traffic segments to compare different sources:

I now have a complete overview of performance by traffic source. I can see Session, Users, Average Session Duration, and Bounce Rate metrics for each source in one place, which shows you how different channels perform.

Experiment with different default segment options to become more familiar with the feature. Dig deep into the insights that solve your business challenges.

So, now you understand the power of segments. But we’ve only just scratched the surface. To get the most out of this feature, let’s dive into custom segments.

The Power of Custom Segments

Sure, Google Analytics has some useful default segments you can use. But the real power comes in the form of custom audiences.

To create a custom segment, click the “+Add Segment” button from earlier and click the “New Segment” button:

In this example, I’m going to create a segment called “Software Companies from Google” (under the Segment Name text box). I’ll then select Demographics > In-Market Segment > (contains) Software/Business & Productivity Software:

Followed by Traffic Source > Source (is one of) > Google. Once I’ve finalized my segment criteria, GA provides a summary with some preliminary metrics:

The conditions section takes this flexibility one step further. Let’s say I wanted to find out how many users view two or more pages during their visit. I would select “Page Depth” from the drop-down, followed by the “greater than” symbol, and then the number “1”:

I can add multiple conditions, as well as “and/or” statements, to dig deep into the data provided by GA. To apply your new custom filter, click the “+Add Segment” button, followed by “Custom,” and then select your new custom filter. You’ll see comparative metrics similar to before.

Want to get more advanced? Use Google’s Data Studio to further manipulate your reporting. This is especially useful for crunching all of your paid marketing data in one place.

Custom segments are an advanced feature, but as you can see, they are simple to set up. It all depends on how deep and granular you want to go with your data.

2. Advanced Dashboards

When looking for insights, visualization is key.

There are two ways to create a dashboard: build one from scratch or import a pre-existing one. Both have value, so let’s start by creating our own.

Creating Your Custom Dashboard

Let’s say you want to track various engagement metrics all in one place. In this example, we’re going to create three different widgets:

1. Comparison of sessions to bounce rate
2. Most visited pages
3. Engagement metrics of top traffic sources

Start by heading to Customization > Dashboards and then click “Create”:

Select “Blank Canvas” and name your dashboard something meaningful. We’ll call ours “Engagement Metrics”:

You’ll then see the “Add a Widget” dialog box. Our first widget will compare sessions to bounce rate. Here are the options we’ll select:

1. Widget title: “Sessions / Bounce Rate”
2. “Timeline” from the Standard section (this is where you’ll select how to visualize the data)
3. Graph the following metric over time: “Sessions.”
4. Compare with: Bounce Rate

Our dashboard now looks something like this:

Now let’s create a list of most visited pages using a table:

Followed by top traffic sources:

For good measure, I’m going to add some stand-alone metrics for deeper insight on this engagement dashboard. I’ll add sessions, bounce rate, and average time on page.

Finally, you can customize the layout of your dashboard using the “Customize Dashboard” button. Drag and drop the widgets to organize them any way you see fit. Here is an example of my final dashboard:

I used a 30 percent/70 percent layout, giving the graph more room to display data. The visualization is clearer and keeps snapshot data to the left.

There are many different ways to use dashboards. Analyzing certain demographics or traffic sources, for example.

However, it’s likely that someone else has already created a dashboard suited to your needs.

Great Dashboard Examples

Google has an entire gallery that hosts a huge number of dashboards you can import. To access it, create a new dashboard and click the “Import from Gallery” button. You should see a list that looks like this:

You can search for dashboards by keywords or use the filters to find them by ranking and category. For example, if I search for “social media traffic,” I see results ordered by popularity.

Here are five powerful dashboards you can import and use immediately.

Content Marketing Dashboard

Get a complete overview of the performance of your content marketing efforts. For some widgets, you may need to change the “Page path level 1” filter to reflect your taxonomy.

Download the content marketing dashboard

PPC Dashboard

If you’re pouring a lot of money into AdWords, this dashboard will give you insight on how paid traffic is performing at a high level.

Download the PPC dashboard here

Mobile Dashboard

Device metrics are important when analyzing your site performance. Segmenting data by mobile users will show you if you need to optimize your site for mobile.

Download the mobile dashboard

Social Media Dashboard

See how well your social traffic performs across your site and content, as well as what these users are worth to your business.

Download the social media dashboard

Site Performance Dashboard

It’s becoming more apparent that site speed is a major SEO ranking factor. Site speed also shapes the experience of your users. Keep an eye on your website diagnostics with this dashboard.

Download the site performance dashboard

Dashboards will help you monitor the metrics that matter. But this requires you to have these goals defined within GA in the first place. Let’s look at some advanced goal tracking features to ensure you’re getting the most out of your analytics.

3. Advanced Goal Tracking

As a marketer, you know the..

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