A couple of years ago, I was invited to speak at the SMX Advanced conference in Seattle on the topic of SEO and competitive intelligence. It is an area of SEO I’m passionate about, not only because it is one of the most difficult things in SEO to scale and do right, but also because it is one of the foundations of a good SEO program. Before I dive into outlining one of the advanced approaches to SEO analysis that I shared at the conference, it’s important to understand the genesis of the approach. Before I was building the machine-learning algorithms behind our Enterprise SEO platform, I spent a number of years building and running an Enterprise SEO consulting firm and agency. We were a small team (less than 15 people at the time), but we were growing quickly. One of the biggest challenges we faced was being able to scale the task of conducting in-depth research into a client’s situation as quickly and as consistently as possible — irrespective of the team … [Read more...] about SEO Research & Wisdom Of The Crowd
Methodology meaning in research
It’s no surprise to us SEOs that Google has been obscuring referring keywords from webmasters (a.k.a. “not provided”). Indeed, it has been the talk of SEO since before Google’s big switch to secure search, because it changes so much of how we approach keyword research and analysis. One of my favorite tools for uncovering keywords in this brave new world of “not provided” is Searchmetrics, a search analytics platform that won “Best SEO software” in October at the U.S. Search Awards. I recently had the opportunity to interview Searchmetrics’ founder, Marcus Tober, about the implications of “not provided,” potential workarounds and the future of keyword analysis and SEO in general. Tober had a surprisingly user-centered mentality about the “not provided” issue in contrast to most discussion which has usually been all about the marketer’s woes. He encourages marketers not just to seek a direct solution to … [Read more...] about Do You Hate “Not Provided”? Not So Fast… It May Be a Blessing In Disguise!
2014 was a big year for search marketers – especially for those with cross-channel responsibilities. Audience was the name of the game, and as marketers learned how to collect and act on audience data across channels, it opened up exciting new opportunities to test different strategies. Let’s take a look at some of the recurring themes of the year, and the strategies that will help marketers succeed in 2015. Emerging Themes For 2015 First, we saw marketers invest in an increasingly audience-oriented approach to search marketing strategy. Further adoption of Google’s Remarketing List for Search Ads (RLSA) was one example in which our clients recognized the need to go beyond keywords to incorporate consumer behavior in their search campaigns. Beyond retargeting, we also noticed significantly more interest when it came to ingesting and overlaying a diverse collection of data for use in bidding strategies; this included first-party behavioral and intent data, third-party … [Read more...] about Opportunities For 2015 Omni-Channel Success In Paid Search & Beyond
Creating popular content is hard. The Web is littered with assets that were expensive, time-intensive, and difficult to create — yet wound up driving little to no traffic, links, shares, leads or sales. There are various means of “fail proofing” your content creation efforts to help mitigate downside risk for new content assets you create, but most companies are operating with a limited budget and want to find ways to “do more with less.” One means of accomplishing this in your link building efforts is to identify existing “link inefficiencies” on your site. When I talk about link inefficiencies, I’m referring to existing pieces of content on your site that are linkworthy but are not currently being linked to. In this article, I’ll walk through how to identify which pages on your site represent a “link inefficiency” and discuss how you can go about capitalizing on that opportunity to get more value out of your existing … [Read more...] about Identifying & Capitalizing On “Link Inefficiencies” In Your Link Building
The Google algorithm incorporates hundreds, if not thousands, of signals when determining where pages rank for a search. Knowing which factors carry the most weight and optimizing accordingly can be the difference between success and failure. This post will concentrate on areas that, in my experience, deliver positive results and a big return on investment. Mobile First I first started promoting a “mobile first” approach to SEO back in March of 2015, when I dubbed Google’s pending mobile update “Mobilegeddon”. The name caught on, but the April 21, 2015, update didn’t create as big an upheaval as expected. It did, however, put everyone on notice, that mobile was here and no longer “the future”. Those who did not heed the warning to go mobile will soon be paying the price. Google is now doubling down on mobile, giving notice that “after January 10, 2017, pages where content is not easily accessible to a user on the transition from the … [Read more...] about 7 White Hat SEO Techniques to Double Traffic in 2017