Behind the Scenes at MozCon Virtual

Re-imagining MozCon hasn’t been easy. I won’t lie — I’ll miss seeing so many of you in person, and, yes, I’ll miss the magic of the big stage. We’re working hard to make this year special, including leveling up our speakers for their remote sessions. I recently shared my own set-up on Twitter: This stirred up quite a bit of interest in our set-up and equipment list, so thanks to Cheryl on our events team for filling in the blanks for me, and thanks to our amazing A/V partners at Seamless Events for helping this all come together. Also, many thanks to our speakers who gave me permission to share their photos and let you in on some of the magic behind in front of the curtain. MozCon Virtual equipment list Before we get to the fun part (or maybe this is the fun part for you), here’s the standard equipment list our A/V team used […]

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Behind the Scenes at MozCon Virtual

Re-imagining MozCon hasn’t been easy. I won’t lie — I’ll miss seeing so many of you in person, and, yes, I’ll miss the magic of the big stage. We’re working hard to make this year special, including leveling up our speakers for their remote sessions. I recently shared my own set-up on Twitter: This stirred up quite a bit of interest in our set-up and equipment list, so thanks to Cheryl on our events team for filling in the blanks for me, and thanks to our amazing A/V partners at Seamless Events for helping this all come together. Also, many thanks to our speakers who gave me permission to share their photos and let you in on some of the magic behind in front of the curtain. MozCon Virtual equipment list Before we get to the fun part (or maybe this is the fun part for you), here’s the standard equipment list our A/V team used […]

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Thinking Beyond the Link Building “Campaign” [Case Study]

Over the years, I’ve often referred to our link building work as “campaigns”, which isn’t wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity. Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it used to be. In this post, I’d like to propose how we should think about link building and share some ways to make it more sustainable, efficient, and effective. The problem with campaigns I want to start by being super clear on something, and I make no apologies for reiterating this throughout […]

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Thinking Beyond the Link Building “Campaign” [Case Study]

Over the years, I’ve often referred to our link building work as “campaigns”, which isn’t wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity. Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it used to be. In this post, I’d like to propose how we should think about link building and share some ways to make it more sustainable, efficient, and effective. The problem with campaigns I want to start by being super clear on something, and I make no apologies for reiterating this throughout […]

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How to Choose the Most Link-Worthy Data Source for Your Content

Fractl has produced thousands of content marketing campaigns across every topic, and for the past seven years, we’ve been keeping track of each and every campaign in order to refine and improve the content we produce on behalf of our clients. In my last post for Moz, I explained how to set realistic digital PR expectations for your content based on your niche. In this topic, I want to dive a little bit deeper into the data and share insights about how the source of your content can be just as important in determining how your content will perform. In this analysis, I looked at 1,474 client content campaigns across six different data source categories: Client data Social media Participatory methods Publicly available data Survey Germ swab It’s important to note that there are countless other data sources that we use for content campaigns every day at Fractl that are […]

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How to Choose the Most Link-Worthy Data Source for Your Content

Fractl has produced thousands of content marketing campaigns across every topic, and for the past seven years, we’ve been keeping track of each and every campaign in order to refine and improve the content we produce on behalf of our clients. In my last post for Moz, I explained how to set realistic digital PR expectations for your content based on your niche. In this topic, I want to dive a little bit deeper into the data and share insights about how the source of your content can be just as important in determining how your content will perform. In this analysis, I looked at 1,474 client content campaigns across six different data source categories: Client data Social media Participatory methods Publicly available data Survey Germ swab It’s important to note that there are countless other data sources that we use for content campaigns every day at Fractl that are […]

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How to Get Backlinks in 2020 [Series] – Whiteboard Friday

Link building is never-ending in SEO, but a little creativity and smart tactics can help you ferret out great link opportunities from their hiding spots. In this episode of Whiteboard Friday, Britney Muller kicks off a series on modern link building (including the sage advice: let people choose their own anchor text!) Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are going to be looking at the easiest ways for you to get backlinks to your website. None of these involve content creation whatsoever. Really excited to dive into this. It will be part of a larger “Link Building in 2020 Series and Beyond.” So really excited to dive into some of the easiest things that you can do today to enhance your backlink profile. Let’s take a […]

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How to Get Backlinks in 2020 [Series] – Whiteboard Friday

Link building is never-ending in SEO, but a little creativity and smart tactics can help you ferret out great link opportunities from their hiding spots. In this episode of Whiteboard Friday, Britney Muller kicks off a series on modern link building (including the sage advice: let people choose their own anchor text!) Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are going to be looking at the easiest ways for you to get backlinks to your website. None of these involve content creation whatsoever. Really excited to dive into this. It will be part of a larger “Link Building in 2020 Series and Beyond.” So really excited to dive into some of the easiest things that you can do today to enhance your backlink profile. Let’s take a […]

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Download the SEO’s Local Search Cheat Sheet!

What a juggling feat your SEO agency pulls off every day! On your best days, you’re keeping: Team members and clients All the moving marketing parts …in constant, useful motion. On your worst days, though, mistakes happen when: Communication breaks down Standard procedures aren’t understood company-wide People feel rushed No local SEO agency or in-house SEO wants to waste time and resources on a scenario like building a GMB listing for a business model that’s ineligible, pushing out incorrect NAP because it wasn’t vetted by the right department, or having to contact a client multiple times because the onboarding process wasn’t thorough enough to get all the information needed in a single step. Maybe worse yet, giving the wrong advice to a client is embarrassing and undermines retention. Nobody’s perfect, and the best SEOs will drop a few balls here and there, but it helps build confidence to know you […]

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Download the SEO’s Local Search Cheat Sheet!

What a juggling feat your SEO agency pulls off every day! On your best days, you’re keeping: Team members and clients All the moving marketing parts …in constant, useful motion. On your worst days, though, mistakes happen when: Communication breaks down Standard procedures aren’t understood company-wide People feel rushed No local SEO agency or in-house SEO wants to waste time and resources on a scenario like building a GMB listing for a business model that’s ineligible, pushing out incorrect NAP because it wasn’t vetted by the right department, or having to contact a client multiple times because the onboarding process wasn’t thorough enough to get all the information needed in a single step. Maybe worse yet, giving the wrong advice to a client is embarrassing and undermines retention. Nobody’s perfect, and the best SEOs will drop a few balls here and there, but it helps build confidence to know you […]

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The MozCon Virtual 2020 Final Agenda

We’re just about a month out from this year’s MozCon and we couldn’t be more excited! If you’ve never considered it before, it’s high time you became acquainted with the idea of a “couchference” — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa. On July 14th & 15th, we’ll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry’s top speakers, you’re in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you’ll access incredible marketing thought leadership at an unheard-of price: Nab my ticket and video bundle for $129 And remember, this is a […]

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The MozCon Virtual 2020 Final Agenda

We’re just about a month out from this year’s MozCon and we couldn’t be more excited! If you’ve never considered it before, it’s high time you became acquainted with the idea of a “couchference” — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa. On July 14th & 15th, we’ll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry’s top speakers, you’re in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you’ll access incredible marketing thought leadership at an unheard-of price: Nab my ticket and video bundle for $129 And remember, this is a […]

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Third-party vs. In-house Delivery: A Guide to Informed Choice

 Image credit: Robert Couse-Baker Before all else, gratitude to every delivery person, whether in-house or third party, doing the essential work of keeping households safer and supplied in these times. I’m dedicating today’s column to the manager of a nearby Sprouts grocery store who personally drove my order to my door when an Instacart driver just couldn’t get the job done. If your business or clients are weighing whether to fulfill delivery in-house or partner with a third party, my small experience is an apt footnote to the huge, emergent debate over last-mile fulfillment options. I’d searched all over town for scarce potatoes, finally arranging by phone with the local Sprouts market to hold their last two bags for me one morning, and texting the Instacart driver about where the spuds were being held. Next: For whatever reason, the driver chose not to retrieve them, claiming the manager told […]

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Is Google E-A-T Actually a Ranking Factor? – Whiteboard Friday

Many SEOs agree that showing expertise, authority, and trustworthiness in your site content is important to ranking well. But why is that, exactly? Is it because Google E-A-T is an actual ranking factor, or is it something else? In this episode of Whiteboard Friday, Cyrus Shepard explores whether it can be considered a true ranking factor, making your E-A-T goals SMART, and how to communicate it all to curious stakeholders. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Howdy, Moz fans. Welcome to another edition of Whiteboard Friday, coming to you from my home where I am wearing a tuxedo, wearing a tuxedo in hope that it exudes a little bit of expertise, perhaps authority, maybe even trust. Yes, today we are talking about Google E-A-T, expertise, authority, trust, specifically asking the question, “Is Google E-A-T actually a ranking factor?”  Now […]

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Preparing E-Commerce for the Post-COVID Bounce Back

COVID-19 has switched up life as we know it, and it’s unlikely to stop doing so for some time. E-commerce shopping is a perfect example of how things have changed, and in a number of ways. If you feel like Shopify has been dropping huge, disruptive news bombs practically each week now, you’re right! And who’d have guessed that in the UK, the exclusively online supermarket, Ocado, is now worth more than brick-and-mortar grocers Morrisons, Sainsbury’s, and Marks and Spencer combined. The speed of transformation in e-commerce since the COVID-19 outbreak (an already fast-paced industry) has been savage. Supply chains are under strain for many brands selling online (especially where demand is high and supplies are low). How do you best manage expectations and maximize every opportunity to sell to your target audience? With your consumers now relying on the world of online shopping more than ever, how can you […]

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The State of Local SEO Industry Report 2020, Announced

Moz’s very warmest thanks to the 1,453 respondents who volunteered time to contribute to this second installation of our industry survey. It’s rewarding to have such a large survey group; as this report details in high relief, the work of marketing a single business location can pass through a dozen hands. Owners, staff, in-house SEOs, agencies, creative directors, webmasters, project managers, and consultants may all be contributing to promoting just one local company. By capturing their hands-on experience, we get the big picture of local SEO as an effort not confined to experts, but rather, requiring all hands on deck. In this report, you’ll find insights to share with coworkers and clients on: Company infrastructure Local ranking factors Tool & software usage Gaps in the marketplace High ROI strategies and tactics Get the full report! A window in time on local business marketing The data in our survey depicts the […]

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How to Network Online Like a Champ

This conference season feels a bit different, doesn’t it? Where we’re usually globetrotting from event to event, this year most conferences have either postponed their dates or switched to online, remote-friendly formats, offering video sessions by top-notch speakers or live streams with open chats. But what about everyone’s favorite bonus during conference season — networking? Thankfully, all is not lost! With a little ingenuity and virtual elbow grease, you can still forge new professional relationships over an internet connection rather than a cocktail. (And hey, nothing’s stopping you from enjoying a nice, frosty Mozcow Mule or tasty mocktail in your home office space, right?) In our current reality of social distancing, marketing conference networking will look different, but it’s not going anywhere. Read on for tips on how to effectively network while remote! Step 1: Look for networking opportunities Depending on which virtual event you attend, the networking opportunities will look different. Keeping a creative eye out […]

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How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

I’m a big fan of the Lore podcast, and in a recent episode, the host discussed a book called the Malleus Maleficarum. Two words starting with the “mal” prefix doesn’t sound super friendly, right? Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written. And it was published in 1486, more than 500 years ago. How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”  It’s not just that there’s a ton of this type of content, either. People want to read it. The prominence of “how-to” content […]

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Understanding & Fulfilling Search Intent

Google houses the world’s information, and it’s their goal to serve the best answers to searchers’ questions. That means that understanding what your target audience is searching and why is more important than ever — but how do you effectively analyze and fulfill true search intent? In this brand-new Whiteboard Friday, Britney Muller shares everything you need to begin understanding and fulfilling search intent, plus a free Google Sheets checklist download to help you analyze the SERPs you care about most. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we’re going to be uncovering understanding and fulfilling search intent, and this is a really important topic to understand and better prepare your content around. I want you to think about this idea that Google houses the world’s information. They very […]

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Should You Test That? When to Engage in SEO Split Tests

This blog was written by Tim Mehta, a former Conversion Rate Optimization Strategist with Portent, Inc. Running A/B/n experiments (aka “Split Tests”) to improve your search engine rankings has been in the SEO toolkit for longer than many would think. Moz actually published an article back in 2015 broaching the subject, which is a great summary of how you can run these tests. What I want to cover here is understanding the right times to run an SEO split-test, and not how you should be running them. I run a CRO program at an agency that’s well-known for SEO. The SEO team brings me in when they are preparing to run an SEO split-test to ensure we are following best practices when it comes to experimentation. This has given me the chance to see how SEOs are currently approaching split-testing, and where we can improve upon the process. One of […]

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