Friday, November 24, 2017

Which of My Competitor's Keywords Should (& Shouldn't ) I Target? - Whiteboard Friday

Posted by randfish

You don't want to try to rank for every one of your competitors' keywords. Like most things with SEO, it's important to be strategic and intentional with your decisions. In today's Whiteboard Friday, Rand shares his recommended process for understanding your funnel, identifying the right competitors to track, and prioritizing which of their keywords you ought to target.

Which of my competitor's keyword should I target?

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. So this week we're chatting about your competitors' keywords and which of those competitive keywords you might want to actually target versus not.

Many folks use tools, like SEMrush and Ahrefs and KeywordSpy and Spyfu and Moz's Keyword Explorer, which now has this feature too, where they look at: What are the keywords that my competitors rank for, that I may be interested in? This is actually a pretty smart way to do keyword research. Not the only way, but a smart way to do it. But the challenge comes in when you start looking at your competitors' keywords and then realizing actually which of these should I go after and in what priority order. In the world of competitive keywords, there's actually a little bit of a difference between classic keyword research.

So here I've plugged in Hammer and Heels, which is a small, online furniture store that has some cool designer furniture, and Dania Furniture, which is a competitor of theirs — they're local in the Seattle area, but carry sort of modern, Scandinavian furniture — and IndustrialHome.com, similar space. So all three of these in a similar space, and you can see sort of keywords that return that several of these, one or more of these rank for. I put together difficulty, volume, and organic click-through rate, which are some of the metrics that you'll find. You'll find these metrics actually in most of the tools that I just mentioned.

Process:

So when I'm looking at this list, which ones do I want to actually go after and not, and how do I choose? Well, this is the process I would recommend.

I. Try and make sure you first understand your keyword to conversion funnel.

So if you've got a classic sort of funnel, you have people buying down here — this is a purchase — and you have people who search for particular keywords up here, and if you understand which people you lose and which people actually make it through the buying process, that's going to be very helpful in knowing which of these terms and phrases and which types of these terms and phrases to actually go after, because in general, when you're prioritizing competitive keywords, you probably don't want to be going after these keywords that send traffic but don't turn into conversions, unless that's actually your goal. If your goal is raw traffic only, maybe because you serve advertising or other things, or because you know that you can capture a lot of folks very well through retargeting, for example maybe Hammer and Heels says, "Hey, the biggest traffic funnel we can get because we know, with our retargeting campaigns, even if a keyword brings us someone who doesn't convert, we can convert them later very successfully," fine. Go ahead.

II. Choose competitors that tend to target the same audience(s).

So the people you plug in here should tend to be competitors that tend to target the same audiences. Otherwise, your relevance and your conversion get really hard. For example, I could have used West Elm, which does generally modern furniture as well, but they're very, very broad. They target just about everyone. I could have done Ethan Allen, which is sort of a very classic, old-school furniture maker. Probably a really different audience than these three websites. I could have done IKEA, which is sort of a low market brand for everybody. Again, not kind of the match. So when you are targeting conversion heavy, assuming that these folks were going after mostly conversion focused or retargeting focused rather than raw traffic, my suggestion would be strongly to go after sites with the same audience as you.

If you're having trouble figuring out who those people are, one suggestion is to check out a tool called SimilarWeb. It's expensive, but very powerful. You can plug in a domain and see what other domains people are likely to visit in that same space and what has audience overlap.

III. The keyword selection process should follow some of these rules:

A. Are easiest first.

So I would go after the ones that tend to be, that I think are going to be most likely for me to be able to rank for easiest. Why do I recommend that? Because it's tough in SEO with a lot of campaigns to get budget and buy-in unless you can show progress early. So any time you can choose the easiest ones first, you're going to be more successful. That's low difficulty, high odds of success, high odds that you actually have the team needed to make the content necessary to rank. I wouldn't go after competitive brands here.

B. Are similar to keywords you target that convert well now.

So if you understand this funnel well, you can use your AdWords campaign particularly well for this. So you look at your paid keywords and which ones send you highly converting traffic, boom. If you see that lighting is really successful for our furniture brand, "Oh, well look, glass globe chandelier, that's got some nice volume. Let's go after that because lighting already works for us."

Of course, you want ones that fit your existing site structure. So if you say, "Oh, we're going to have to make a blog for this, oh we need a news section, oh we need a different type of UI or UX experience before we can successfully target the content for this keyword," I'd push that down a little further.

C. High volume, low difficulty, high organic click-through rate, or SERP features you can reach.

So basically, when you look at difficulty, that's telling you how hard is it for me to rank for this potential keyword. If I look in here and I see some 50 and 60s, but I actually see a good number in the 30s and 40s, I would think that glass globe chandelier, S-shaped couch, industrial home furniture, these are pretty approachable. That's impressive stuff.

Volume, I want as high as I can get, but oftentimes high volume leads to very high difficulty.
Organic click-through rate percentage, this is essentially saying what percent of people click on the 10 blue link style, organic search results. Classic SEO will help get me there. However, if you see low numbers, like a 55% for this type of chair, you might take a look at those search results and see that a lot of images are taking up the other organic click-through, and you might say, "Hey, let's go after image SEO as well." So it's not just organic click-through rate. You can also target SERP features.

D. Are brands you carry/serve, generally not competitor's brand names.

Then last, but not least, I would urge you to go after brands when you carry and serve them, but not when you don't. So if this Ekornes chair is something that your furniture store, that Hammers and Heels actually carries, great. But if it's something that's exclusive to Dania, I wouldn't go after it. I would generally not go after competitors' brand names or branded product names with an exception, and I actually used this site to highlight this. Industrial Home Furniture is both a branded term, because it's the name of this website — Industrial Home Furniture is their brand — and it's also a generic. So in those cases, I would tell you, yes, it probably makes sense to go after a category like that.

If you follow these rules, you can generally use competitive intel on keywords to build up a really nice portfolio of targetable, high potential keywords that can bring you some serious SEO returns.

Look forward to your comments and we'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com


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Tuesday, November 21, 2017

AMP-lify Your Digital Marketing in 2018

Posted by EricEnge

Should you AMP-lify your site in 2018?

This is a question on the mind of many publishers. To help answer it, this post is going to dive into case studies and examples showing results different companies had with AMP.

If you’re not familiar with Accelerated Mobile Pages (AMP), it’s an open-source project aimed at allowing mobile website content to render nearly instantly. This initiative that has Google as a sponsor, but it is not a program owned by Google, and it’s also supported by Bing, Baidu, Twitter, Pinterest, and many other parties.


Some initial background

Since its inception in 2015, AMP has come a long way. When it first hit the scene, AMP was laser-focused on media sites. The reason those types of publishers wanted to participate in AMP was clear: It would make their mobile sites much faster, AND Google was offering a great deal of incremental exposure in Google Search through the “Top Stories news carousel.”

Basically, you can only get in the Top Stories carousel on a mobile device if your page is implemented in AMP, and that made AMP a big deal for news sites. But if you’re not a news site, what’s in it for you? Simple: providing a better user experience online can lead to more positive website metrics and revenue.

We know that fast-loading websites are better for the user. But what you may not be aware of is how speed can impact the bottom line. Google-sponsored research shows that AMP leads to an average of a 2X increase in time spent on page (details can be seen here). The data also shows e-commerce sites experience an average 20 percent increase in sales conversions compared to non-AMP web pages.

Stepping outside the world of AMP for a moment, data from Amazon, Walmart, and Yahoo show a compelling impact of page load time on metrics like traffic, conversion and sales:

You can see that for Amazon, a mere one-tenth of a second increase in page load time (so one-tenth of a second slower) would drive a $1.3 billion drop in sales. So, page speed can have a direct impact on revenue. That should count for something.

What do users say about AMP? 9to5Google.com recently conducted a poll where they asked users: “Are you more inclined to click on an AMP link than a regular one?” The majority of people (51.14 percent) said yes to that question. Here are the detailed results:

This poll suggests that even for non-news sites, there is a very compelling reason to do AMP for SEO. Not because it increases your rankings, per se, but because you may get more click-throughs (more traffic) from the organic search results. Getting more traffic from organic search, after all, is the goal of SEO. In addition, you’re likely to get more time on site and more conversions.


How the actual implementation of AMP impacts your results

Before adopting any new technology, you need understand what you’re getting into.

At Stone Temple Consulting, we performed a research study that included 10 different types of websites that adopted AMP to see what results they had and what challenges they ran into. (Go here to see more details from the study.)

Let’s get right to the results. One site, Thrillist, converted 90 percent of their web pages over a four-week period of time. They saw a 70 percent lift in organic search traffic to their site — 50 percent of that growth came from AMP.

One anonymous participant in the study, another large media publisher, converted 95 percent of their web pages to AMP, and once again the development effort as approximately four weeks long. They saw a 67 percent lift in organic search traffic on one of their sites, and a 30% lift on another site.

So, media sites do well, but we knew that would be the case. What about e-commerce sites? Consider the case of Myntra, a company that is the largest fashion retailer in India. Their implementation took about 11 days of effort.

This implementation covered all of their main landing pages from Google, covering between 85% and 90% of their organic search traffic. For their remaining pages (such as the individual product pages) they implemented a Progressive Web App, which helps those pages perform better as well. They saw a 40% reduction in bounce rate on their pages, as well as a lift in their overall e-commerce results. You can see detailed results here.

Then there is the case of Event Tickets Center. They implemented 99.9% of their pages in AMP, and opted to create an AMP-immersive experience. Page load times on their site dropped from five to six seconds to one second.

They saw improvements in user engagement metrics, with a drop in bounce rate of 10%, an increase in pages per session of 6%, and session duration of 13%. But, the stunning stat is that they report a whopping 100% increase in e-commerce conversions. You can see the full case study here.

But it’s not always the case that AMP adopters will see a huge lift in results. When that’s not the case, there’s likely one culprit: not taking the time to implement AMP thoroughly. A big key to AMP is not to simply use a plugin, set it, and forget it.

To get good results, you’ll need to invest the time to make the AMP version of your pages substantially similar (if not identical) to your normal responsive mobile pages, and with today’s AMP, for the majority of publishers, that is absolutely possible to do. In addition to this being critical to the performance of AMP pages, on November 16, 2017, Google announced that they will exclude pages from the AMP carousel if the content on your AMP page is not substantially similar to that of your mobile responsive page.

This typically means creating brand-new templates for the major landing pages of your site, or if you are using a plugin, using their custom styling options (most of them allow this). If you’re going to take on AMP, it’s imperative that you take the time to get this right.

From our research, you can see in the slide below the results from the 10 sites that adopted AMP. Eight of those sites are colored in green, and those are the sites that saw strong results from their AMP implementation.

Then there are two listed in yellow. Those are the sites that have not yet seen good results. In both of those cases, there were implementation problems. One of the sites (the Lead Gen site above) launched pages with a broken hamburger menu, and a UI that was not up to par with the responsive mobile pages, and their metrics are weak.

We’ve been working with them to fix that and their metrics are steadily improving. The first round of fixes brought the user engagement metrics much closer to that of the mobile responsive pages, but there is still more work to do.

The other site (the retail site in yellow above) launched AMP pages without their normal faceted navigation, and also without a main menu, saw really bad results, and pulled it back down. They're working on a better AMP implementation now, and hope to relaunch soon.

So, when you think about implementing AMP, you have to go all the way with it and invest the time to do a complete job. That will make it harder, for sure, but that’s OK — you’ll be far better off in the end.


How we did it at Stone Temple (and what we found)

Here at Stone Temple Consulting, we experimented with AMP ourselves, using an AMP plugin versus a hand-coded AMP web page. I’ll share the results of that next.

Experiment No. 1: WordPress AMP plugin

Our site is on WordPress, and there are plugins that make the task of doing AMP easier if you have a WordPress site — however, that doesn’t mean install the plugin, turn it on, and you’re done.

Below you can see a comparison of the standard StoneTemple.com mobile page on the left contrasted with the default StoneTemple.com page that comes out of the AMP plugin that we used on the site called AMP by Automatic.

You’ll see that the look and feel is dramatically different between the two, but to be fair to the plugin, we did what I just said you shouldn’t do. We turned it on, did no customization, and thought we were done.

As a result, there’s no hamburger menu. The logo is gone. It turns out that by default, the link at the top (“Stone Temple”) goes to StoneTemple.com/amp, but there’s no page for that, so it returns a 404 error, and the list of problems goes on. As noted, we had not used the customization options available in the plugin, which can be used to rectify most (if not all) of these problems, and the pages can be customized to look a lot better. As part of an ongoing project, we’re working on that.

It’s a lot faster, yes… but is it a better user experience? Looking at the data, we can see the impact of this broken implementation of AMP. The metrics are not good.

Looking at the middle line highlighted in orange, you’ll see the standard mobile page metrics. On the top line, you’ll see the AMP page metrics — and they’re all worse: higher bounce rate, fewer pages per session, and lower average session time.

Looking back to the image of the two web pages, you can see why. We were offering an inferior user interface because we weren’t giving the user any opportunities to interact. Therefore, we got predictable results.

Experiment No. 2: Hand-coded AMP web page

One of the common myths about AMP is that an AMP page needs to be a stripped-down version of your site to succeed. To explore whether or not that was true, we took the time at Stone Temple Consulting to hand-code a version of one of our article pages for AMP. Here is a look at how that came out:

As you can see from the screenshots above, we created a version of the page that looked nearly identical to the original. We also added a bit of extra functionality with a toggle sidebar feature. With that, we felt we made something that had even better usability than the original page.

The result of these changes? The engagement metrics for the AMP pages on StoneTemple.com went up dramatically. For the record, here are our metrics including the handcrafted AMP pages:

As you can see, the metrics have improved dramatically. We still have more that we can do with the handcrafted page as well, and we believe we can get these metrics to be better than that of the standard mobile responsive page. At this point in time, total effort on the handcrafted page template was about 40 hours.

Note: We do believe that we can get engagement on the AMP by Automatic plugin version to go way up, too. One of the reasons we did the hand-coded version was to get hands-on experience with AMP coding. We’re working on a better custom implementation of the AMP by Automatic pages in parallel.


Bonus challenge: AMP analytics

Aside from the actual implementation of AMP, there is a second major issue to be concerned about if you want to be successful: the tracking. The default tracking in Google Analytics for AMP pages is broken, and you’ll need to patch it.

Just to explain what the issue is, let’s look at the following illustration:

The way AMP works (and one of the things that helps with speeding up your web pages) is that your content is served out of a cache on Google. When a user clicks on the AMP link in the search results, that page lives in Google’s cache (on Google.com). That’s the web page that gets sent to the user.

The problem occurs when a user is viewing your web page on Google’s cache, and then clicks on a link within that page (say, to the home page of your site). This action means they leave the Google.com page and get the next page delivered from your server (in the example above, I’m using the StoneTemple.com server.)

From a web analytics point of view, those are two different websites. The analytics for StoneTemple.com is going to view that person who clicked on the AMP page in the Google cache as a visitor from a third-party website, and not a visitor from search. In other words, the analytics for StoneTemple.com won’t record it as a continuation of the same session; it’ll be tracked as a new session.

You can (and should) set up analytics for your AMP pages (the ones running on Google.com), but those are normally going to run as a separate set of analytics. Nearly every action on your pages in the Google cache will result in the user leaving the Google cache, and that will be seen as leaving the site that the AMP analytics is tracking. The result is that in the analytics for your AMP pages running on Google.com:

  • Your pages per session will be about one
  • Bounce rate will be very high (greater than 90 percent)
  • Session times will be very short

Then, for the AMP analytics on your domain, your number of visitors will not reflect any of the people who arrive on an AMP page first, and will only include those who view a second page on the site (on your main domain). If you try fixing this by adding your AMP analytics visit count to your main site analytics count, you’ll be double counting people that click through from one to the other.

There is a fix for this, and it’s referred to as “session stitching.” This is a really important fix to implement, and Google has provided it by creating an API that allows you to share the client ID information from AMP analytics with your regular website analytics. As a result, the analytics can piece together that it’s a continuation of the same session.

For more, you can see how to implement the fix to remedy both basic and advanced metrics tracking in my article on session stitching here.


Wrapping up

AMP can offer some really powerful benefits — improved site speed, better user experience and more revenue — but only for those publishers that take the time to implement the AMP version of their AMP site thoroughly, and also address the tracking issue in analytics so they can see the true results.


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Monday, November 20, 2017

Geomodified Searches, Localized Results, and How to Track the Right Keywords and Locations for Your Business - Next Level

Posted by jocameron

Welcome to the newest installment of our educational Next Level series! In our last episode, our fearless writer Jo Cameron shared how to uncover low-value content that could hurt your rankings and turn it into something valuable. Today, she's returned to share how to do effective keyword research and targeting for local queries. Read on and level up!


All around the world, people are searching: X sits at a computer high above the city and searches dreamily for the best beaches in Ko Samui. Y strides down a puddle-drenched street and hastily types good Japanese noodles into an expensive handheld computer. K takes up way too much space and bandwidth on the free wireless network in a chain coffee house, which could be located just about anywhere in the world, and hunts for the best price on a gadgety thing.

As we search, the engines are working hard to churn out relevant results based on what we’re searching, our location, personalized results, and just about anything else that can be jammed into an algorithm about our complex human lives. As a business owner or SEO, you’ll want to be able to identify the best opportunities for your online presence. Even if your business doesn’t have a physical location and you don’t have the pleasure of sweeping leaves off your welcome mat, understanding the local landscape can help you hone in on keywords with more opportunity for your business.

In this Next Level post, we’ll go through the different types of geo-targeted searches, how to track the right keywords and locations for your business in Moz Pro, and how to distribute your physical local business details with Moz Local. If you'd like to follow along with this tutorial, get started with a free 30-day trial of Moz Pro:

Follow along with a free trial

Whether your customer is two streets away or gliding peacefully above us on the International Space Station, you must consider how the intertwining worlds of local and national search impact your online presence.


Geomodified searches vs. geolocated searches

First, so you can confidently stride into your next marketing meeting and effortlessly contribute to a related conversation on Slack, let’s take a quick look at the lingo.

Geomodified searches include the city/neighborhood in the search term itself to target the searcher’s area of interest.

You may have searched some of these examples yourself in a moment of escapism: “beaches in Ko Samui,” “ramen noodles in Seattle,” “solid state drive London,” or “life drawing classes London.”

Geomodified searches state explicit local intent for results related to a particular location. As a marketer or business owner, tracking geomodified keywords gives you insight into how you’re ranking for those searches specifically.

Geolocated searches are searches made while the searcher is physically located in a specific area — generally a city. You may hear the term “location targeting” thrown about, often in the high-roller realm of paid marketing. Rather than looking at keywords that contain certain areas, this type of geotargeting focuses on searches made within an area.

Examples might include: “Japanese noodles,” “Ramen,” “solid state drive,” or “coffee,” searched from the city of Seattle, or the city of London, or the city of Tokyo.

Of course, the above ways of searching and tracking are often intertwined with each other. Our speedy fingers type demands, algorithms buzz, and content providers hit publish and bite their collective nails as analytics charts populate displaying our progress. Smart SEOs will likely have a keyword strategy that accounts for both geomodified and geolocated searches.

Researching local keywords

The more specific your keywords and the location you’re targeting, generally, the less data you’ll find. Check your favorite keyword research tool, like Keyword Explorer, and you’ll see what I’m talking about. In this example, I’m looking at search volume data for “japanese noodles” vs. “japanese noodles london.”

"Japanese noodles"

"Japanese noodles London"

So, do I toss this geomodified keyword? Hold on, buddy — while the Monthly Volume decreases, take a look at that Difficulty score — it increases. It’s an easy search term to dismiss, since the search volume is so low, but what this tells me is that there's more to the story.

A search for “japanese noodles” is too broad to divine much of the searcher’s intent — do they want to make Japanese noodles? Learn what Japanese noodles are? Find an appetizing image?… and so on and so forth. The term itself doesn’t give us much context to work with.

So, while the search volume may be lower, a search for “japanese noodles london” means so much more — now we have some idea of the searcher’s intent. If your site’s content matches up with the searcher’s intent, and you can beat your competition in the SERPs, you could find that the lower search volume equates to a higher conversion rate, and you could be setting yourself up for a great return on investment.

Digging into hyperlocal niches is a challenge. We’ve got some handy tips for investigating hyperlocal keywords, including using similar but slightly larger regions, digging into auto-suggest to gather keyword ideas, and using the grouping function in Keyword Explorer.

Testing will be your friend here. Build a lovely list, create some content, and then test, analyze, and as the shampoo bottle recommends, rinse and repeat.


Localized ranking signals and results

When search engines impress us all by displaying a gazillion results per point whatever of a second, they aren’t just looking inwards at their index. They're looking outwards at the searcher, figuring out the ideal pairing of humans and results.

Local rankings factors take into consideration things like proximity between the searcher and the business, consistency of citations, and reviews, to name just a few. These are jumbled together with all the other signals we’re used to, like authority and relevancy. The full and glorious report is available here: http://ift.tt/1E65sTq

I often find myself returning to the local search ranking factors report because there's just so much to digest. So go ahead bookmark it in a folder called “Local SEO” for easy reference, and delight in how organized you are.

While you may expect a search for “life drawing” to turn up mostly organic results, you can see the Local Pack is elbowing its way in there to serve up classes near me:

And likewise, you may expect a search for “life drawing london” to show only local results, but lookie here: we’ve also got some top organic results that have targeted “life drawing london” and the local results creep ever closer to the top:

From these examples you can see that localized results can have a big impact on your SEO strategy, particularly if you’re competing with Local Pack-heavy results. So let’s go ahead and assemble a good strategy into a format that you can follow for your business.


Tracking what’s right for your business

With your mind brimming with local lingo, let’s take a look at how you can track the right types of keywords and locations for your business using Moz Pro. I’ll also touch on Moz Local for the brick-and-mortar types.

1. Your business is rocking the online world

Quest: Track your target keywords nationally and keep your eye on keywords dominated by SERP features you can’t win, like Local Packs.

Hey there, w-w-w dot Your Great Site dot com! You’re the owner of a sweet, shiny website. You’re a member of the digital revolution, a content creator, a message deliverer, a gadgety thingy provider. Your customers are primarily online. I mean, they exist in real life too, but they are also totally and completely immersed in the online world. (Aren’t we all?)

Start by setting up a brand-new Moz Pro Campaign for your target location.

Select one of each search engine to track for your location. This is what I like to call the full deck:

Another personal favorite is what I call the "Google Special." Select Google desktop and Google Mobile for two locations. This is especially handy if you want to track two national locations in a single Campaign. Here I’ve gone with the US and Canada:

I like to track Google Mobile along with Google desktop results. Ideally you want to be performing consistently in both. If the results are hugely disparate, you may need to check that your site is mobile friendly.

Pour all your lovely keywords into the Campaign creation wizard. Turn that keyword bucket upside-down and give the bottom a satisfying tap like a drum:

Where have we found all these lovely keywords? Don’t tell me you don’t know!

Head over to Keyword Explorer and enter your website. Yes, friend, that’s right. We can show you the keywords your site is already ranking for:

I’m going to leave you to have some fun with that, but when you’re done frolicking in keywords you’re ranking for, keywords your competitors are ranking for, and keywords your Mum’s blog is ranking for, pop back and we’ll continue on our quest.

Next: Onward to the SERP features!

SERP features are both a blessing and a curse. Yes, you could zip to the top of page 1 if you’re lucky enough to be present in those SERP features, but they’re also a minefield, as they squeeze out the organic results you’ve worked so hard to secure.

Luckily for you, we’ve got the map to this dastardly minefield. Keep your eye out for Local Packs and Local Teasers; these are your main threats.

If you have an online business and you're seeing too many local-type SERP features, this may be an indication that you’re tracking the wrong keywords. You can also start to identify features that do apply to your business, like Image Packs and Featured Snippets.

When you’re done with your local quest, you can come back and try to own some of these features, just like we explored in a previous Next Level blog post: Hunting Down SERP Features to Understand Intent & Drive Traffic

2. Your business rocks customers in the real world

Quest: Track keywords locally and nationally and hone in on local SERP features + the wonderful world of NAP.

What if you run a cozy little cupcake shop in your cozy little city?

Use the same search engine setup from above, and sprinkle locally tracked keywords into the mix.

If you’re setting up a new Campaign, you can add both national and local keywords like a boss.

You can see I’ve added a mouthwatering selection of keywords in both the National Keywords section and in the Local Keywords field. This is because I want to see if one of my cupcake shop’s landing pages is ranking in Google Desktop, Google Mobile, and Yahoo and Bing, both nationally and locally, in my immediate vicinity of Seattle. Along with gathering comparative national and local ranking data, the other reason to track keywords nationally is so you can see how you’re doing in terms of on-page optimization.

Your path to cupcake domination doesn’t stop there! You’re also going to want to be the big player rocking the Local Pack.

Filter by Local Pack or Local Teaser to see if your site is featured. Keep your eye out for any results marked with a red circle, as these are being dominated by your competitors.

The wonderful world of NAP

As a local business owner, you'll probably have hours of operation, and maybe even one of those signs that you turn around to indicate whether you’re open or closed. You also have something that blogs and e-commerce sites don’t have: NAP, baby!

As a lingo learner, your lingo learning days are never over, especially in the world of digital marketing (actually, just make that digital anything). NAP is the acronym for business name, address, and phone number. In local SEO you’ll see this term float by more often than a crunchy brown leaf on a cold November morning.

NAP details are your lifeblood: You want people to know them, you want them to be correct, and you want them to be correct everywhere — for the very simple reason that humans and Google will trust you if your data is consistent.

If you manage a single location and decide to go down the manual listing management route, kudos to you, my friend. I’m going to offer some resources to guide you:

3. You manage multiple local businesses with multiple locations

Quest: Bulk-distribute business NAP, fix consistency issues, and stamp out duplicates.

If you are juggling a bunch of locations for your own business, or a client’s, you’ll know that in the world of citation building things can get out of hand pretty gosh-darn quick. Any number of acts can result in your business listing details splitting into multiple fragments, whether you moved locations, inherited a phone number that has an online past, or someone in-house set up your listings incorrectly.

While a single business operating out of a single location may have the choice to manually manage their listing distribution, with every location you add to your list your task becomes exponentially more complex.

Remember earlier, when we talked about those all-important local search ranking factors? The factors that determine local results, like proximity, citation signals, reviews, and so on? Well, now you’ll be really glad you bookmarked that link.

You can do all sorts of things to send appealing local signals to Google. While there isn’t a great deal we can do about proximity right now — people have a tendency to travel where they want to — the foundational act of consistently distributing your NAP details is within your power.

That’s where Moz Local steps in. The main purpose of Moz Local is to help you publish and maintain NAP consistency in bulk.

First, enter your business name and postcode in the free Check Listing tool. Bounce, bounce...

After a few bounces, you’ll get the results:

Moz Local will only manage listings that have been “verified” to prevent spam submissions.

If you’re not seeing what you’d expect in the Check Listing tool, you’ll want to dig up your Google Maps and Facebook Places pages and check them against these requirements on our Help Hub.

When you’re ready to start distributing your business details to our partners, you can select and purchase your listing. You can find out more about purchasing your listing, again on our Help Hub.

Pro Tip: If you have lots of local clients, you’ll probably want to purchase via CSV upload. Follow our documentation to get your CSV all spruced up and formatted correctly.

If tracking your visibility and reputation is high on your to-do list, then you’ll want to look at purchasing your listings at the Professional or Premium level.

We’ll track your local and organic rankings for your Google My Business categories by default, but you can enter your own group of target keywords here. We account for the geographic location of your listings, so be sure to add keywords without any geomodifiers!

If you want to track more keywords, we’ve got you covered. Hop on over to Moz Pro and set up a Campaign like we did in the section above.

4. You’re a dog trainer who services your local area without a storefront

Quest: Help owners of aspiring good dogs find your awesome training skills, even though you don’t have a brick-and-mortar storefront.

At Moz HQ, we love our pooches: they are the sunshine of our lives (as our Instagram feed delightfully confirms). While they’re all good doggos, well-trained pooches have a special place in our hearts.

But back to business. If you train dogs, or run another location-specific business without a shop front, this is called a service-area business (or SAB, another term to add to the new lingo pile).

Start by tracking searches for “dog trainer seattle,” and all the other keywords you discovered in your research, both nationally and locally.

I’ve got my Campaign pulled up, so I’m going to add some keywords and track them nationally and locally.

You may find that some keywords on a national level are just too competitive for your local business. That’s okay! You can refine your list as you go. If you’re happy with your local tracking, then you can remove the nationally tracked keywords from your Campaign and just track your keywords at the local level.

Pro Tip: Remember that if you want to improve your Page Optimization with Moz Pro, you’ll have to have the keyword tracked nationally in your Campaign.

In terms of Moz Local, since accuracy, completeness, and consistency are key factors, the tool pushes your complete address to our partners in order to improve your search ranking. It's possible to use Moz Local with a service-area business (SAB), but it's worth noting that some partners do not support hidden addresses. Miriam Ellis describes how Moz Local works with service-area businesses (SABs) in her recent blog post.

Basically, if your business is okay with your address being visible in multiple places, then we can work with your Facebook page, provided it’s showing your address. You won’t achieve a 100% visibility score, but chances are your direct local competitors are in the same boat.


Wrapping up

Whether you’re reaching every corner of the globe with your online presence, or putting cupcakes into the hands of Seattleites, the local SEO landscape has an impact on how your site is represented in search results.

The key is identifying the right opportunities for your business and delivering the most accurate and consistent information to search engines, directories, and your human visitors, too.


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Friday, November 17, 2017

How Google AdWords (PPC) Does and Doesn't Affect Organic Results - Whiteboard Friday

Posted by randfish

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 today's Whiteboard Friday, Rand covers the ways paid ads influence organic results — and one very important way it doesn't.

How Google AdWords does and doesn't affect Organic Results

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 chatting about AdWords and how PPC, paid search results can potentially impact organic results.
Now let's be really clear. As a rule...

Paid DOES NOT DIRECTLY affect organic rankings

So many of you have probably seen the conspiracy theories out there of, "Oh, we started spending a lot on Goolge AdWords, and then our organic results went up." Or, "Hey, we're spending a lot with Google, but our competitor is spending even more. That must be why they're ranking better in the organic results." None of that is true. So there's a bunch of protections in place. They have a real wall at Google between the paid side and the organic side. The organic folks, the engineers, the product managers, the program managers, all of the people who work on those organic ranking results on the Search Quality team, they absolutely will not let paid directly impact how they rank or whether they rank a site or page in the organic results.

However:

But there are a lot of indirect things that Google doesn't control entirely that cause paid and organic to have an intersection, and that's what I want to talk about today and make clear.

A. Searchers who see an ad may be more likely to click and organic listing.

Searchers who see an ad — and we've seen studies on this, including a notable one from Google years ago — may be more likely to click on an organic listing, or they may be more likely if they see a high ranking organic listing for the same ad to click that ad. For example, let's say I'm running Seattle Whale Tours, and I search for whale watching while I'm in town. I see an ad for Seattle Whale Tours, and then I see an organic result. It could be the case, let's say that my normal click-through rate, if there was only the ad, was one, and my normal click-through rate if I only saw the organic listing was one. Let's imagine this equation: 1 plus 1 is actually going to equal something like 2.2. It's going to be a little bit higher, because seeing these two together biases you, biases searchers to generally be more likely to click these than they otherwise would independent of one another. This is why many people will bid on their brand ads.

Now, you might say, "Gosh, that's a really expensive way to go for 0.2 or even lower in some cases." I agree with you. I don't always endorse, and I know many SEOs and paid search folks who don't always endorse bidding on branded terms, but it can work.

B. Searchers who've been previously exposed to a site/brand via ads may be more likely to click>engage>convert.

Searchers who have been previously exposed to a particular brand through paid search may be more likely in the future to click and engage on the organic content. Remember, a higher click-through rate, a higher engagement rate can lead to a higher ranking. So if you see that many people have searched in the past, they've clicked on a paid ad, and then later in the organic results they see that same brand ranking, they might be more likely and more inclined to click it, more inclined to engage with it, more inclined actually to convert on that page, to click that Buy button generally because the brand association is stronger. If it's the first time you've ever heard of a new brand, a new company, a new website, you are less likely to click, less likely to engage, less likely to buy, which is why some paid exposure prior to organic exposure can be good, even for the organic exposure.

C. Paid results do strongly impact organic click-through rate, especially in certain queries.

Across the board, what we've seen is that paid searches on average, in all of Google, gets between 2% and 3% of all clicks, of all searches result in a paid click. Organic, it's something between about 47% and 57% of all searches result in an organic click. But remember there are many searches where there are no paid clicks, and there are many searches where paid gets a ton of traffic. If you haven't seen it yet, there was a blog post from Moz last week, from the folks at Wayfair, and they talked about how incredibly their SERP click-through rates have changed because of the appearance of ads.

So, for example, I search for dining room table lighting, and you can see on your mobile or on desktop how Google has these rich image ads, and you can sort of select different ones. I want to see all lighting. I want to see black lighting. I want to see chrome lighting. Then there are ads below that, the normal paid text ads, and then way, way down here, there are the organic results.

So this is probably taking up between 25% and 50% of all the clicks to this page are going to the paid search results, biasing the click-through rate massively, which means if you bid in certain cases, you may find that you will actually change the click-through rate curve for the entire SERP and change that click-through rate opportunity for the keyword.

D. Paid ad clicks may lead to increased links, mentions, coverage, sharing, etc. that can boost organic rankings.

So paid ad clicks may lead to other things. If someone clicks on a paid ad, they might get to that site, and then they might decide to link to it, to mention that brand somewhere else, to provide media coverage or social media coverage, to do sharing of some kind. All of those things can — some of them directly, some of them indirectly — boost rankings. So it is often the case that when you grow the engagement, the traffic of a website overall, especially if that website is providing a compelling experience that someone might want to write about, share, cover, or amplify in some way, that can boost the rankings, and we do see this sometimes, especially for queries that have a strong overlap in terms of their content, value, and usefulness, and they're not just purely commercial in intent.

E. Bidding on search queries can affect the boarder market around those searches by shifting searcher demand, incentivizing (or de-incentivizing) content creation, etc.

Last one, and this is a little subtler and more difficult to understand, but basically by bidding on paid search results, you sort of change the market. You affect the market for how people think about content creation there, for how they think about monetization, for how they think about the value of those queries.

A few years ago, there was no one bidding on and no one interested in the market around insurance discounts as they relate to fitness levels. Then a bunch of companies, insurance companies and fitness tracking companies and all these other folks started getting into this world, and then they started bidding on it, and they created sort of a value chain and a monetization method. Then you saw more competition. You saw more brands entering this space. You saw more affiliates entering. So the organic SERPs themselves became more competitive with the entry of paid, and this happens very often in markets that were under or unmonetized and then become more monetized through paid advertising, through products, through offerings.

So be careful. Sometimes when you start bidding in a space that previously no one was bidding in, no was buying paid ads in, you can invite a lot of new and interesting competition into the search results that can change the whole dynamic of how the search query space works in your sector.

All right, everyone, hope you've enjoyed this edition of Whiteboard Friday. I look forward to your thoughts in the comments, and we'll see you again next week for another edition. Take care.

Video transcription by Speechpad.com


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