Ask Google Anything: Gary Illyes Talks RankBrain, Panda, Penguin and More

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Ask Google Anything: Gary Illyes Talks RankBrain, Panda, Penguin and More was originally published on BruceClay.com, home of expert search engine optimization tips.

The Ask Me Anything session with Google Search is always an SMX highlight. The audience is full of digital marketers eagerly waiting to hear what Google Webmaster Trends Analyst Gary Illyes will reveal in the AMA with Search Engine Land and Marketing Land Editor Danny Sullivan. Read on for this Googler’s statements on RankBrain, Google Assistant, Penguin, Panda and more!

Google says that RankBrain is the third most important ranking factor; is it really a ranking factor or a query alignment tool?

Gary: Basically, it’s a ranking factor. It’s a supervised machine learning platform. RankBrain is the same thing, it’s learning what worked well for queries and what results are good for a certain query. It works well for long tail queries. He gave the example query of ‘can I beat Mario brother’s without using a ‘walk through’”

With RankBrain, the results are more reasonable than without.

Is it more query refinement and less ranking?

Gary: It will understand what results will work better for queries. Stop words are dropped from queries but rank brain understands the conversational manner of search and can give results accordingly. It’s less about understanding the query and more about understanding how best to score the results.

Do we have a RankBrain score?

Gary: We don’t have a rank brain score. The root of your question is if you can optimize for rank brain

[witty banter]

Rank brain is a new, unique score. It’s enhancing our relevancy in the search results based on what you have on your pages. It makes sure the user gets [the best page for the query]. If you keyword stuff your content, it will almost certainly not be good for you.

How many queries is rank brain processing?

Gary: Not sure; rank brain will refine and learn from every query it gets

Should we fear that it’s going to take over the world? Most of the AI movies show us that the machines will take over …

Gary: Not all of the world.

[insert audience laughter]

Is the number one ranking factor content or links? Which is the most important ranking factor?

Gary: It depends on the query, what you’re looking from and what the numbers say. I can’t give you a concrete answer because it depends on too many things.

What’s the deal with Google Assistant?

Gary: Frankly, I have no idea. I know we’re still wrapping our heads around how to experiment with this new cool idea. It’s based on machine learning. We need to know what you want, how you want it and where you want it.

How much of the algorithm is going to become AI based? 

Gary: Machine learning is extremely important for us. We’re focusing on machine learning and what it can do – not just in Google Search but in all of our products. At what stage are we? I can’t tell you because I only have a vague idea. We don’t want to get to a stage where someone sends us a bad query or a query that we have bad results and we don’t want to get to the point where we don’t understand why the machine gave that result.

Do terms in the URL help in any way with rankings?

Gary: TLDs do not play a role in how we calculate relevancy for a specific result. ccTLDs to play a role in ranking, you’ll perform better in the google local. There are certain cases where we will look at it but in most cases we won’t. I’m not advocating to buy keyword rich domains; it doesn’t have a super power. My recommendation is that it can definitely help you if you’re describing your product in the URL because it helps your user.

Google said it was going to give you more data (more than the current 90 day view) in Search Console almost three years ago; when is this going to happen?

Gary: We went through a very long transition with Search Console. We’ve figured out how to we can make a longer time of data happen and is something we’re working towards a little faster (and we have the buying from management). Let’s move on to Penguin … are we going to get a new one anytime soon?

Gary: Penguin, I will not say a date because I’ve been wrong too many times. I will not say any timeframe anymore.

What’s the deal with Panda? You said it was part of the core algorithm but is stuff running through it constantly?

Gary: It is not real time but it is continuously running. We collect the data and then roll it out, refresh that data and roll it out again.

What’s our time period on each rollout?    

Gary: Months.

So it takes months to get through all the sites on the web?

Gary: Correct.

At this point, unfortunately, my computer died ><. There was one more key piece of information coming out of this Google AMA, though — the official end of Google Authorship.

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June 24th 2016 Google, SEO

What You NEED to Know About the Google Quality Raters Guidelines #SMX

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What You NEED to Know About the Google Quality Raters Guidelines #SMX was originally published on BruceClay.com, home of expert search engine optimization tips.

The Google Quality Raters Guidelines offer unique insights into what Google sees as high quality and what it doesn’t. Leading digital marketing ladies Jennifer Slegg, Ruth Burr Reedy and Jenny Halasz have all studied the Quality Raters Guidelines (PDF) extensively and are here to share their insights on this once-classified Google document at SMX Advanced 2016.

Speakers at SMX Advanced 2016

From left: Ruth Burr Reedy, Jenny Halasz and Jennifer Slegg

Jennifer Slegg: Why are the Guidelines so Important for SEOs to Know?

Jennifer Slegg, founder and editor of The SEM Post, opens by telling us we must pay attention to the guidelines. They show us very clearly what types of sites Google wants to rate the highest. Now, it’s important to know that raters do not directly impact rankings

Your Money, Your Life

These sites are held to the highest standard. They include:

  • Shopping or financial transaction pages
  • Financial information pages
  • Medical information pages
  • Legal information pages

If you are any kind of online store at all, you are being held to the YMYL standards.

Expertise, Authority, Trustworthiness: E-A-T

This is the cornerstone for how Google determines the quality of any webpage.

Expertise

Expertise is determined by author. Any author can have expertise. Being an expert does not equate to expertise in another. Any market area can have authors with expertise, from celebrity blogging to SEO.

Show author’s expertise by including author biography, show off citations, and show credentials, such as speaking engagements. Also, you can perform detailed reviews, post on forums, etc.

Authoritativeness

This pertains to the website itself. Why should someone trust it? Why is it an authority in is market?

Show authority by including a robust About Us page. Show off important publications that have linked or quoted the site. Showcase your employees’ speaking engagements and publications.

Trustworthiness

Why should a visitor trust your site or page? Looks matter here. If you have a weird font and flashing text and appears sketchy, this will hurt you.

5 Signs of Low Quality Content

  1. Main content quality is low
  2. Unsatisfying amount of main content
  3. Not enough E-A-T
  4. Negative reputation
  5. Distracting supplementary content

Should SEOs Look at the Google Quality Rater Guidelines

Next up is Ruth Burr Reedy, the director of strategy at UpBuild.


First question raters have to ask: Why are you here? Is this page relevant? This is especially important for YMYL pages.

Fix your low-quality pages. No discussion even needed. Just do it.

Google has a phrase to describe medium-quality pages: Nothing wrong, but nothing special. Get special.

Make your content better. Are you sick of hearing it? Again, just do it. Don’t neglect your product and services pages. They’re much less interesting, but they still need good content. And that doesn’t mean long content, but a satisfying amount of content.

In the November version of the Quality Raters Guidelines had the sentence: A very positive reputation can be a reason for using the High rating for an otherwise Medium page. That was omitted from the March version. However, Reedy asserts that this was removed only because too many raters were probably ranking pages High because of this sentence.

Experts

Who are the other experts in your industry? Can you get them to talk about you? Google is increasingly able to know who these experts are. Interact with them. It’s also a very human readable signal.

Build Your Brand

Build it online. Build it offline. Be active in your community. Promote your company. Be good at marketing.

Jenny Halasz Dives into Trust

Jenny Halasz, president at JLH Marketing, rounds out the session.

Top 3 Considerations

  • Quality/content of main content
  • Reputation
  • Level of E-A-T

Don’t think that doing an expert roundup, though, will satisfy expertise. Roundups are usually useless.

Don’t try to re-post or scrape content. You won’t fool Google.

Measuring Trust

We all have a human connection to trust. Brene Brown said “Trust is built in very small moments” and Halasz thinks this applies to digital marketing.

  • The way the page is designed
  • Content or lack thereof
  • Intrusive ads
  • Low Better Bureau Business Ratings or negative news articles
  • UGC spam

Google Quality Rater Guidelines: Hidden Gems

Halasz points to these points from page 65-66:

  • Expertise does not equal expert
  • Quality scale should not vary according to topic
  • Ads should not be intrusive
  • There is so sweet spot amount of content

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June 24th 2016 Google, SEO

Key Changes to the Google SERP: What You Need to Know Mid-2016 – #SMX

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Key Changes to the Google SERP: What You Need to Know Mid-2016 – #SMX was originally published on BruceClay.com, home of expert search engine optimization tips.

“If you don’t believe by now that we aren’t serving 10 blue links, I don’t know how to help you.”

Amen, Dr. Pete, amen! It’s 2016, and the days of 10 blue links are long gone. The SERP is rich, dynamic and ever-changing. Moz’s marketing scientist, Dr. Pete Meyers, takes the SMX Advanced 2016 stage to overview recent key changes to the search engine results pages that we need to keep in mind as we make SEO magic.

Today’s SERP: You Never Know What You’re Going to Get

There are some desktop queries for which the first organic result doesn’t show up until Page 2. In mobile, rich search is even more prolific.

Featured snippets are also becoming more prolific. Some SERPs feature organic search and paid ads before you get to organic result one.

More Space for Title Tags

Across the 90,000 URLs Meyers studied, the average character cutoff was 63 characters.

The shortest title tag Meyers found was 34 characters with a brand tag added by Google. On the opposite extreme, one title tag had 77 characters displayed. There’s a wide variance for what can fit in the title tag within the margins of a search result column. Our guideline right now is <60 characters. Don’t obsess about it, though. It’s 0kay if things get cut off.

Also, there’s more space on mobile for title tags, because entries are getting two lines rather than one.

Google recently tested black links instead of blue, as well as green ad boxes. The green ad boxes stuck around.

Google SERP with green ad boxes

Green color on ad indicators in Google SERP

The black text, however, is not the new blue. Google tests thousands of things all the time — these are not things to worry about. Should Google change all the links to pink, Pete advises us to have a beer and take a nap. #NoBigDeal

Four Ads on Top

In February 2016, 40% of the SERPs had right-side ads — then it went to zero. The number of SERPs that had ads on the bottom of the page jumped from 10% to 40%.

The result? We’ve lost vertical space for organic listings:

Distribution of Top-ad counts

Distribution of top-ad counts across pages 1 to 4 in Google SERPs

Distribution of bottom-ad counts

Bottom-ad counts distribution across Google pages 1 to 4

Getting rid of the right-hand column of ads was a mobile-first decision.

Want More From Dr. Pete?

Earlier this month, I interviewed Meyers about the changing Google SERP. Check out our video chat for more insights on SERP changes!

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June 23rd 2016 Google, SEO

How SEO Ranking Factors Are Changing – Latest Research at #SMX Advanced

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How SEO Ranking Factors Are Changing – Latest Research at #SMX Advanced was originally published on BruceClay.com, home of expert search engine optimization tips.

SMX Advanced 2016 is off to a great start! The session titled “The Periodic Table of SEO Ranking Factors: 2016 Edition” assembles SEO leaders sharing their research findings on how search results are being impacted by new technology. On stage, Marcus Tober, Eric Enge and Leslie To are diving straight into the most important search ranking factors driving SEO right now.

SMX Advanced panel on search ranking factors

(l. to r.) Moderator Danny Sullivan with speakers Eric Enge, Leslie To and Marcus Tober

The Periodic Table of SEO Ranking Factors – Marcus Tober

Marcus Tober (@marcustober), the founder and CTO of Searchmetrics, is in from Berlin. He tells us that, in a nutshell, search engines like Google are trying to filter out all the junk, and traditional ranking factors are dead.

Is SEO dead, too? When Google rolled out Panda and then switched to HTTPS, all the people screamed SEO is dead and now we need to be creative. But if you search and there are results, there is still something to reverse engineer.


“If you search & there are results, there is still something to reverse engineer.” @marcustober…
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Good SEO vs. Bad SEO

Bad SEO:

1 keyword = 1 landing page

+ SEO checklist

  • Keyword in domain
  • Keyword in title
  • Keyword in H1
  • Adlinks
  • 300 words
  • Links

Good SEO:

1 topic = 1 landing page

+ Content checklist

  • Content quality
  • User intention
  • Content experience

Desktop Search 2015 vs. 2016

Tober looked for the keyword in the title tag on more than 30,000 top-ranking pages. In 2015, 75% had it. In 2016 only 55% had it. Hummingbird and RankBrain are responsible for this.

He found 7% less usage of H1 tags. But keywords in H1 tags are down by 10%.

There is a legend that if you have longer content, you will have better rankings. However, in 2016 the top pages had an average of 1,633 words. In 2015, the average page had 1,285.

As for internal links on the page, in 2015 he saw average internal links of 150. In 2016, it was 126. This is the first time this number has decreased YOY in Tober’s studies.

More on Why SEO is Not Dead

92% of business purchases start with search. 81% of shoppers research online before buying.

Traditional ranking factors are going to fail thanks to Google RankBrain, which is constantly evolving. RankBrain brings:

  • Stronger impact of soft factors (soft signals, content relevance)
  • Improved assimilation of user intuition
  • Deep learning that solves more complex problems that operates on multiple levels

We must analyze industry by industry for intention. Each industry has to deal with different search intentions. If the industry is health, the searcher is interested in the most valid information. In another industry, however, the searcher is looking for the best offer.

If you search for “security camera system,” 10 out of 10 search engine Page 1 results have an add-to-cart button above the fold. This is a dynamic relevance factor. However, if you search for “security system,” only 3 out of 10 results have shopping carts. Other results are for vendors (but without shopping carts), and the last four just give information.

Deconstructing the Gospel of Rankings – Leslie To

Leslie To at SMX Advanced 2016Leslie To (@itsleslieto), the director of SEO at 3Q Digital, quotes Heraclitus: “Change is the only constant.” To holds that no quote better describes the SEO industry.

Why, then, do so many SEO projects focus on meta data and body copy optimization? These things still matter, but how much do they matter?

  • How much does exact match keyword targeting matter in title tags?
  • CTR is related to meta descriptions and has been thought to impact rankings. Does it really?
  • Is there a diminishing return on content investment?
    Based on To’s research, pages between 500 and 600 words had the best rankings. However, this varies by industry. You should study how many words your pages have and how that relates to their ranking in order to find your own sweet spot.

Exact Match Titles vs. Phrase Match Titles

We can’t write title tags based on an exact keyword — it has to be about keyword themes and focus on the goal of the page and finding the theme that encompasses it. URLs with phrase match often ranked better, according to her research.

CTR As It Relates to Meta Descriptions

After adding meta descriptions to 1,500 pages, To tracked them over time. After the initial release, the CTR soared. There was a .33% increase in CTR,  BUT a –.29 change (drop) in average position.

Understanding RankBrain

  • RankBrain is getting better every day, but it’s still not there. As RankBrain gets better at interpreting searches, the pool of keyword permutations will slowly shrink.
  • Because of this, you’ll also have to get better at figuring out implied meanings of keyword searches in order to take advantage of RankBrain’s conflating abilities.
  • Even though it’s the third most important ranking factor, it’s unclear how we can optimize for it.

Eric Enge: What’s Hot in SEO Ranking Factors

Eric Enge at SMX Advanced 2016Eric Enge (@stonetemple) is the CEO of Stone Temple Consulting.

Featured Snippets

Enge has been tracking Google’s use of featured snippets, reviewing 855,000 SERPs. Google appears to have built a featured snippet machine. Enge speculates that Google is:

  • Scanning sites to find possible featured snippets
  • Seeing if results are below a threshold
  • Selecting a site to test with a featured snippet
  • Measuring overall search metrics

Does getting a featured snippet increase traffic?

In some tests, traffic doubles to sites with featured snippets. Stone Temple published five videos in May 2015 with transcripts of clear steps in them. After they submitted the URLS to Google Search Console, two-fifths of the videos earned featured snippets!

RankBrain

Enge explains basically what Google’s RankBrain does, with the result that it improves the search engine’s ability to understand natural language and then provide more relevant results.

What Does RankBrain Do? diagram

RankBrain diagram

Mobile Update 2

Google’s second mobile-friendliness update, which rolled out in May 2016, was almost a non-event in terms of its impact.

Mobile update impact graph

Furthermore, the total percentage of mobile-friendly results increased by only 1% after Update 2.

This update is still important, though. It’s an indicator of Google’s confidence in the concept of a rankings boost. It will likely be followed by more updates. And future mobile ranking updates will include other factors, such as page speed.

Links as a Ranking Factor

In a hangout Enge participated in on March 23, 2016 with several others including Google’s Andrey Lippatsev, the following exchange went down, revealing Google’s continued reliance on links as one of the top two ranking factors.

Ammon Johns: “We’ve heard that RankBrain is the third most important signal contributing to results now. Would it be beneficial to us to know what the first two are?”

Andrey Lippatsev: “Yes, absolutely. I can tell you what they are. It’s content and links going into your site.”

Data showing the true power of links

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June 23rd 2016 SEO

3 Ways To Expand Your Brand

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Do you feel as though you’ve maxed out your local lead potential and hit a wall in your sales? Unless you have been living in a cave, you are aware that technology, and digital marketing in particular, are the keys to business growth in the 21st century. 

The problem for many business owners is the rate at which technology and marketing trends change, and the befuddling number of digital marketing options (how many social networks are there?!). Just sorting through it all can feel like a second job. 

To help you out, we have put together a list of a few proven ways to expand your business outside of your local sector, and attract new customers. 

Put Yourself Out There

The next time you attend an outdoor event in the heat of summer, say a 4th of July Parade, you will probably notice that the kids selling water are doing big business. This is because they are putting themselves in front of people who need their service. 

Nowadays, the people who need your product or service are looking online. A 2015 study revealed that 57% of consumers take recommendations found on social media into consideration before purchasing a product or service. 

Start out by using just one or two social media sites, say Facebook and Twitter, and post about new products, sales, job openings and your participation in community or charity events. Be sure to pay attention to what your customers are saying on social media about the offerings in your industry- this can point you towards innovations that will put you ahead of the curve. 

Writing a blog is another great way to keep the conversation going. You may think that you don’t have time to write a blog for your business, but by utilizing content generation tools and services, you can publish content that will generate leads and establish you as an authority in your field. 

Innovate

It is now more important than ever to make sure that you are staying up with the technological advancements in your field. By combining your natural creativity and entrepreneurship with these changes in the active field, you can discover new ways to develop your products and market the outcome. 

This results in much more attention from your customers in addition to an improved return on your investment. When your clients see that you are ahead of the curve and frequently innovating, they will want to learn more about your business and how they can become a part of it.

Use Tools

Due to increasingly streamlined technology, business owners can look forward to optimizing their operations and reducing the need for micromanagement. This frees up your time and allows you to focus on other aspects of your business. 

Solutions like demographic trackers and SEO tools like Moz can allow business owners to stay ahead of the competition, especially if they are based in a particularly competitive field. Through these technological solutions, you can take a look at the statistics that matter the most.

You can see how successful your products and services are with a target audience, and you can run product tests more efficiently to determine how successful your products are. 

Consider employing a content team to help you keep up on new mediums (apps, social media etc.) that may be beneficial for your business. With a content team, you can expect to keep up with your customers on a much more personal basis, especially when you are advertising for new services or specific discounts and deal plans.

Utilizing the most intuitive small business software available for your industry can make it easier for you to keep up with these mediums as well. Many software programs include mailing list options and all-in-one updaters that can allow you to upload content simultaneously across multiple platforms.

The Big Picture

While every business owner starts out focusing on their local prospects, it is crucial to begin expansion at the appropriate stages to improve brand awareness. A creative look at the latest technological solutions can be invaluable in helping new business owners expand and fine-tune their business plan.

The post 3 Ways To Expand Your Brand appeared first on SEO Chat.

June 22nd 2016 Facebook, SEO

VIDEO: Dr. Pete Meyers on Major Search Changes and How to Deal

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VIDEO: Dr. Pete Meyers on Major Search Changes and How to Deal was originally published on BruceClay.com, home of expert search engine optimization tips.

Google’s search engine results page (SERP) never stays the same for too long. Google is constantly experimenting with the look and functionality of the SERP.

At Bruce Clay, Inc., our SEO agency is always paying attention to those changes — and so is renowned marketing scientist Dr. Pete Meyers. He’s the brains behind MozCast, the Google algorithm “weather report” that chronicles changes to the SERP as they happen. He’s also presenting his Guide To The Changing Google SERPs Search Marketing Expo (SMX) Advanced this month.

While Google announces major updates like Panda, Penguin and Hummingbird, it stays silent on the vast majority of its changes. Eric Schmidt, executive chairman of Google’s parent company Alphabet, revealed in congressional testimony that there were 516 changes to the Google algorithm in a single year.

That means it’s up to SEOs and digital marketers to keep their eyes on the SERP to monitor what’s happening day in and day out.

To keep us digital marketers in the know, Meyers joined Bruce Clay, Inc. Senior Technical Writer Paula Allen and I for a candid conversation on the latest changes to the SERP and what it means for SEO.

We talked 2016’s most impactful SERP updates, including:

  • How SEOs should proceed with the new title and description length
  • Google’s motivation behind larger text ads
  • The disappearance of the right-hand column — perhaps entirely
  • And how standardizing mobile and desktop SERPs could lead to future design changes

Catch up with all the latest SERP news in the above interview with Dr. Pete! It’s an outstanding preview of what’s to come at SMX Advanced. If you’re headed to Seattle for SMX Advanced, you can catch his session at 11 a.m. PDT on June 20.

No SMX Advanced ticket? No problem. I’ll be there liveblogging the conference. Subscribe to the Bruce Clay, Inc. Blog to get all the news coming out of SMX Advanced as it happens … for free!

June 15th 2016 SEO

Google To Rank Mobile Page Speed Separately

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According to Google Webmaster Trends Analyst Gary Illyes, Google is planning to rank mobile site speed separately from desktop. This means that if your mobile site loads quick and the desktop version of your site is slow you will rank better for the same query in a search done on a mobile device than you would on a desktop Google search.

Jennifer Slegg of The SEM Post noted that Illyes mention of this at Search Marketing Summit Sydney was the first time that Google confirmed that it indeed plans to make page speed a factor in its next mobile friendly update. Illyes told Jennnifer that the update will be in a matter of months. Illyes has been hinting at mobile friendly sites ranking higher for months.

Google added a mobile friendliness to their search ranking algorithm well over a year ago, but this is the first time that they are actually going to use mobile speed as a factor in their ranking and specifically for searches occurring on mobile devices.

Google offers a rich amount of information on how webmasters and web developers can make a site speedier and mobile friendly in general. Start here.

The post Google To Rank Mobile Page Speed Separately appeared first on WebProNews.

June 4th 2016 Google, Mobile, Search, sem, SEO

Google Search Console Introduces ‘Property Sets’

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Google has launched ‘Property Sets’ within their Search Console allowing webmasters to combine apps and sites within a single group in order to monitor overall clicks and impressions within a single report. It will be rolling out to all users over the next couple of days. This is a great feature for those that have many subdomains as well.

Screen Shot 2016-05-23 at 8.22.51 AM

Google provides these instructions to get started:

1. Create a property set
2. Add the properties you’re interested in
3. The data will start being collected within a few days
4. Profit from the new insights in Search Analytics!

Google adds:

Property Sets will treat all URIs from the properties included as a single presence in the Search Analytics feature. This means that Search Analytics metrics aggregated by host will be aggregated across all properties included in the set. For example, at a glance you’ll get the clicks and impressions of any of the sites in the set for all queries.

This feature will work for any kind of property in Search Console. Use it to gain an overview of your international websites, of mixed HTTP / HTTPS sites, of different departments or brands that run separate websites, or monitor the Search Analytics of all your apps together: all of that’s possible with this feature.

The post Google Search Console Introduces ‘Property Sets’ appeared first on WebProNews.

May 23rd 2016 Analytics, Google, Search, SEO

New Keyword Competition Tool From Moz

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Keyword Explorer Launched For SEO Experts

Moz has launched a new tool called Keyword Explorer which is designed to simplify and improve the method of researching keywords for a successful SEO campaign.

Great news for the world of SEO as Moz has launched a new keyword research tool known as Keyword Explorer or KWE. Keywords are the foundation stones that the SEO industry is built upon so it is exciting to have a new comprehensive overview of the best keywords to use to enhance the position of a site in SERPs.

Although there are other keyword services being utilised within the industry, the new offering from Moz is already standing out as a particularly superior style of tool. It contains many unique features such as metrics and advanced functionality which exist to add value to the keyword gathering process whilst saving precious time for SEO consultants.

Spans The Entire Keyword Research Process

Keyword research is one of the most important phases in any SEO campiagn. Explorer has been designed to assist you throughout your entire keyword journey. It begins with the discovery stage of offering keyword ideas and then takes you through various steps such as getting metrics, building a list, keyword filtering and easy prioritisation of keywords you wish to target.

Reliable Volume Score

The inbuilt volume score is one of KWE’s greatest features and goes beyond what Adwords currently reports. By using a volume bucket methodology, Moz receives anonymised clickstream data from around 1 million real searches in the US and then manages to predict the search volume of a particular keyword. This approach provides keyword reports with a 95% accuracy rate. Google’s own keyword planner has attracted much criticism for being inaccurate as it is based on rounded averages.

Opportunity, Importance And Potential Metrics

On top of the typical volume and difficulty metrics that are featured in other keyword tools, KWE also provides information on three other essential pieces of information in keyword metrics – opportunity, importance and potential. ‘Opportunity’ delivers an estimate on the click-through-rate (CTR) of the organic results in search. ‘Importance’ is a variable which allows users to mark how vital a particular keyword is to the strength of their own campaign. The ability to track a combination of all the metrics in order to create a keyword prioritisation list is known as ‘Potential’.  

Single Platform

In the past, SEOs relied on the manual recruitment of keywords from a wide variety of sources including Keyword Planner data, Google Suggest and Related Searches. KWE makes all of these available in its tool as well as topic-modelling ideas, keywords from the clickstream data and alternative keywords related to existing ranking pages.

Ease Of Import And Export

KWE is built with SEOs in mind. It realises that people have their own research methods and therefore supports easy import and export functionality. If an SEO consultant already has a keyword list, then they can upload it into Keyword Explorer to obtain metrics. Alternatively power users can use the KWE metrics process but then export the data to Excel if they have specific niche analysis that they want to perform outside of the platform.

Keyword Explorer is currently available as a freemium model – you can execute two free searches per day without logging in, up to five if you have a community account with Moz and unlimited if you hold a Pro Subscriber account.

KWE will give SEOs the edge in gaining an advantage over the competition in SERPs. Make sure you hire an SEO firm who always utilises the best and most innovative tools on the market to ensure incredible results for your brand.

The post New Keyword Competition Tool From Moz appeared first on SEO Chat.

May 18th 2016 Keywords, SEO

3 Awesome Tools to Streamline Content Creation

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When you are running an online business of any kind – be it a blog, an ecommerce store or just a marketing campaign for a tangible, offline company – you have multiple sources of content distribution at your disposal.

YouTube, blog platforms, Twitter, Facebooksocial media has become the way of the future in online business. Failing to properly utilize such a resource will severely damage your online visibility, which is crucial in today’s world. Social media is changing the way we are doing keyword research, produce and market content.

According to Australia-based agency Impressive, content marketing is only going to get more varied and complicated. How do you keep up?

Identifying Weak Areas

When trying to analyze the effectiveness of your content strategy on the web, you should take some time to review and understand what it is you are currently doing right. This will also show you where you need to improve. You can do this through a content audit, which is essentially putting together spreadsheets of all social media campaigns to find where you are lacking.

Once you have taken a fair look at what you have been doing, start looking at how much you are really posting, and the relevance of the content. For example, are you meeting your desired quota for blog posts per week? Are they generating the right response? Are tweets being replied to or retweeted? Have you been communicating with your Facebook fans on a personal level? Are you published a good balance of links, original updates and comments or replies to readers?

If you are clear about what you have and have not been providing, you can improve your social media marketing and so your overall content strategy. These three apps can further help you along the way:

1. DivvyHQ

DivvyHQ

An editorial calendar is a must have item for anyone who is posting online but especially for those who are want to run a multimedia campaign using social sites and methods. It is just too easy to lose track of what you are going to post without one… Not to mention it lessens the quality of your content to fail to plan ahead.

Technically, a spreadsheet works fine to plan posts. But if you want to really take advantage, an app like DivvyHQ can be what you need. It is a scheduling application that allows multiple users, reviewers and help in better targeting your posts.

They have plans from $25 to $195 a month, as well as custom pricing for larger companies of more than 20 people and a 30-day free trial. They even have in-person or online training for implementing social media strategies.

2. Skyword

skyword

This platform works by putting together a report on what your audience is searching, reading and otherwise showing interest in at every stage of the content creation process. This allows you to better target your own campaign and post writing, as well as provides a direction for links and status updates.

Skyword works by making sure your SEO, usability and content quality guidelines are being taken serious.

What makes it different from a basic SEO app is that it actually was created to factor the data into the writing process itself. Currently, it is in the beta stage and so asking only for feedback from those that choose to use it. It is free to create an account.

3. Gather Content

Gather Content

A simplification app for content creators and managers, this works by creating a “site map” that involves all media content you have to get done. You set in the parameters and turn it into single page collections that can be shared and edited by invited parties.

The platform costs $66 minimum and for that you can maintain 10 active projects and add an unlimited number of users.

Conclusion

Working out a way to increase the efficiency and workability of a content strategy takes time, effort and a bit of know how. These apps will help you to get it done much more quickly, and without the stress.

Add in the fact that two of them are free and the other more affordable than any similar service I have personally found, and you have every reason to try them out.

The post 3 Awesome Tools to Streamline Content Creation appeared first on SEO Chat.

May 13th 2016 Facebook, SEO