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Rewriting the Beginner’s Guide to SEO, Chapter 3: Keyword Research

Posted by BritneyMuller

Welcome to the draft of Chapter Three of the new and improved Beginner’s Guide to SEO! So far you’ve been generous and energizing with your feedback for our outline, Chapter One, and Chapter Two. We’re asking for a little more of your time as we debut the our third chapter on keyword research. Please let us know what you think in the comments!


Chapter 3: Keyword Research

Understand what your audience wants to find.

Now that you’ve learned how to show up in search results, let’s determine which strategic keywords to target in your website’s content, and how to craft that content to satisfy both users and search engines.

The power of keyword research lies in better understanding your target market and how they are searching for your content, services, or products.

Keyword research provides you with specific search data that can help you answer questions like:

  • What are people searching for?
  • How many people are searching for it?
  • In what format do they want that information?

In this chapter, you’ll get tools and strategies for uncovering that information, as well as learn tactics that’ll help you avoid keyword research foibles and build strong content. Once you uncover how your target audience is searching for your content, you begin to uncover a whole new world of strategic SEO!

What terms are people searching for?

You may know what you do, but how do people search for the product, service, or information you provide? Answering this question is a crucial first step in the keyword research process.

Discovering keywords

You likely have a few keywords in mind that you would like to rank for. These will be things like your products, services, or other topics your website addresses, and they are great seed keywords for your research, so start there! You can enter those keywords into a keyword research tool to discover average monthly search volume and similar keywords. We’ll get into search volume in greater depth in the next section, but during the discovery phase, it can help you determine which variations of your keywords are most popular amongst searchers.

Once you enter in your seed keywords into a keyword research tool, you will begin to discover other keywords, common questions, and topics for your content that you might have otherwise missed.

Let’s use the example of a florist that specializes in weddings.

Typing “wedding” and “florist” into a keyword research tool, you may discover highly relevant, highly searched for related terms such as:

  • Wedding bouquets
  • Bridal flowers
  • Wedding flower shop

In the process of discovering relevant keywords for your content, you will likely notice that the search volume of those keywords varies greatly. While you definitely want to target terms that your audience is searching for, in some cases, it may be more advantageous to target terms with lower search volume because they’re far less competitive.

Since both high- and low-competition keywords can be advantageous for your website, learning more about search volume can help you prioritize keywords and pick the ones that will give your website the biggest strategic advantage.

Pro tip: Diversify!

It’s important to note that entire websites don’t rank for keywords, pages do. With big brands, we often see the homepage ranking for many keywords, but for most websites, this isn’t usually the case. Many websites receive more organic traffic to pages other than the homepage, which is why it’s so important to diversify your website’s pages by optimizing each for uniquely valuable keywords.

How often are those terms searched?

Uncovering search volume

The higher the search volume for a given keyword or keyword phrase, the more work is typically required to achieve higher rankings. This is often referred to as keyword difficulty and occasionally incorporates SERP features; for example, if many SERP features (like featured snippets, knowledge graph, carousels, etc) are clogging up a keyword’s result page, difficulty will increase. Big brands often take up the top 10 results for high-volume keywords, so if you’re just starting out on the web and going after the same keywords, the uphill battle for ranking can take years of effort.

Typically, the higher the search volume, the greater the competition and effort required to achieve organic ranking success. Go too low, though, and you risk not drawing any searchers to your site. In many cases, it may be most advantageous to target highly specific, lower competition search terms. In SEO, we call those long-tail keywords.

Understanding the long tail

It would be great to rank #1 for the keyword “shoes”… or would it?

It’s wonderful to deal with keywords that have 50,000 searches a month, or even 5,000 searches a month, but in reality, these popular search terms only make up a fraction of all searches performed on the web. In fact, keywords with very high search volumes may even indicate ambiguous intent, which, if you target these terms, it could put you at risk for drawing visitors to your site whose goals don’t match the content your page provides.

Does the searcher want to know the nutritional value of pizza? Order a pizza? Find a restaurant to take their family? Google doesn’t know, so they offer these features to help you refine. Targeting “pizza” means that you’re likely casting too wide a net.

The remaining 75% lie in the “chunky middle” and “long tail” of search.

Don’t underestimate these less popular keywords. Long tail keywords with lower search volume often convert better, because searchers are more specific and intentional in their searches. For example, a person searching for “shoes” is probably just browsing. Whereas, someone searching for “best price red womens size 7 running shoe,” practically has their wallet out!

Pro tip: Questions are SEO gold!

Discovering what questions people are asking in your space, and adding those questions and their answers to an FAQ page, can yield incredible organic traffic for your website.

Getting strategic with search volume

Now that you’ve discovered relevant search terms for your site and their corresponding search volumes, you can get even more strategic by looking at your competitors and figuring out how searches might differ by season or location.

Keywords by competitor

You’ll likely compile a lot of keywords. How do you know which to tackle first? It could be a good idea to prioritize high-volume keywords that your competitors are not currently ranking for. On the flip side, you could also see which keywords from your list your competitors are already ranking for and prioritize those. The former is great when you want to take advantage of your competitors’ missed opportunities, while the latter is an aggressive strategy that sets you up to compete for keywords your competitors are already performing well for.

Keywords by season

Knowing about seasonal trends can be advantageous in setting a content strategy. For example, if you know that “christmas box” starts to spike in October through December in the United Kingdom, you can prepare content months in advance and give it a big push around those months.

Keywords by region

You can more strategically target a specific location by narrowing down your keyword research to specific towns, counties, or states in the Google Keyword Planner, or evaluate “interest by subregion” in Google Trends. Geo-specific research can help make your content more relevant to your target audience. For example, you might find out that in Texas, the preferred term for a large truck is “big rig,” while in New York, “tractor trailer” is the preferred terminology.

Which format best suits the searcher’s intent?

In Chapter 2, we learned about SERP features. That background is going to help us understand how searchers want to consume information for a particular keyword. The format in which Google chooses to display search results depends on intent, and every query has a unique one. While there are thousands of of possible search types, there are five major categories to be aware of:

1. Informational queries: The searcher needs information, such as the name of a band or the height of the Empire State Building.

2. Navigational queries: The searcher wants to go to a particular place on the Internet, such as Facebook or the homepage of the NFL.


3. Transactional queries: The searcher wants to do something, such as buy a plane ticket or listen to a song.


4. Commercial investigation: The searcher wants to compare products and find the best one for their specific needs.


5. Local queries: The searcher wants to find something locally, such as a nearby coffee shop, doctor, or music venue.

An important step in the keyword research process is surveying the SERP landscape for the keyword you want to target in order to get a better gauge of searcher intent. If you want to know what type of content your target audience wants, look to the SERPs!

Google has closely evaluated the behavior of trillions of searches in an attempt to provide the most desired content for each specific keyword search.

Take the search “dresses,” for example:

By the shopping carousel, you can infer that Google has determined many people who search for “dresses” want to shop for dresses online.

There is also a Local Pack feature for this keyword, indicating Google’s desire to help searchers who may be looking for local dress retailers.

If the query is ambiguous, Google will also sometimes include the “refine by” feature to help searchers specify what they’re looking for further. By doing so, the search engine can provide results that better help the searcher accomplish their task.

Google has a wide array of result types it can serve up depending on the query, so if you’re going to target a keyword, look to the SERP to understand what type of content you need to create.

Tools for determining the value of a keyword

How much value would a keyword add to your website? These tools can help you answer that question, so they’d make great additions to your keyword research arsenal:

  • Moz Keyword Explorer – Our own Moz Keyword Explorer tool extracts accurate search volume data, keyword difficulty, and keyword opportunity metrics by using live clickstream data. To learn more about how we’re producing our keyword data, check out Announcing Keyword Explorer.
  • Google Keyword Planner – Google’s AdWords Keyword Planner has historically been the most common starting point for SEO keyword research. However, Keyword Planner does restrict search volume data by lumping keywords together into large search volume range buckets. To learn more, check out Google Keyword Planner’s Dirty Secrets.
  • Google Trends – Google’s keyword trend tool is great for finding seasonal keyword fluctuations. For example, “funny halloween costume ideas” will peak in the weeks before Halloween.
  • AnswerThePublic – This free tool populates commonly searched for questions around a specific keyword. Bonus! You can use this tool in tandem with another free tool, Keywords Everywhere, to prioritize ATP’s suggestions by search volume.
  • SpyFu Keyword Research Tool – Provides some really neat competitive keyword data.

Download our free keyword research template!

Keyword research can yield a ton of data. Stay organized by downloading our free keyword research template. You can customize the template to fit your unique needs (ex: remove the “Seasonal Trends” column), sort keywords by volume, and categorize by Priority Score. Happy keyword researching!

Now that you know how to uncover what your target audience is searching for and how often, it’s time to move onto the next step: crafting pages in a way that users will love and search engines can understand.


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Better Than Basics: Custom-Tailoring Your SEO Approach

Posted by Laura.Lippay

Just like people, websites come in all shapes and sizes. They’re different ages, with different backgrounds, histories, motivations, and resources at hand. So when it comes to approaching SEO for a site, one-size-fits-all best practices are typically not the most effective way to go about it (also, you’re better than that).

An analogy might be if you were a fitness coach. You have three clients. One is a 105lb high school kid who wants to beef up a little. One is a 65-year-old librarian who wants better heart health. One is a heavyweight lumberjack who’s working to be the world’s top springboard chopper. Would you consider giving each of them the same diet and workout routine? Probably not. You’re probably going to:

  1. Learn all you can about their current diet, health, and fitness situations.
  2. Come up with the best approach and the best tactics for each situation.
  3. Test your way into it and optimize, as you learn what works and what doesn’t.

In SEO, consider how your priorities might be different if you saw similar symptoms — let’s say problems ranking anything on the first page — for:

  1. New sites vs existing sites
  2. New content vs older content
  3. Enterprise vs small biz
  4. Local vs global
  5. Type of market — for example, a news site, e-commerce site, photo pinning, or a parenting community

A new site might need more sweat equity or have previous domain spam issues, while an older site might have years of technical mess to clean up. New content may need the right promotional touch while old content might just simply be stale. The approach for enterprise is often, at its core, about getting different parts of the organization to work together on things they don’t normally do, while the approach for small biz is usually more scrappy and entrepreneurial.

With the lack of trust in SEO today, people want to know if you can actually help them and how. Getting to know the client or project intimately and proposing custom solutions shows that you took the time to get to know the details and can suggest an effective way forward. And let’s not forget that your SEO game plan isn’t just important for the success of the client — it’s important for building your own successes, trust, and reputation in this niche industry.

How to customize an approach for a proposal

Do: Listen first

Begin by asking questions. Learn as much as you can about the situation at hand, the history, the competition, resources, budget, timeline, etc. Maybe even sleep on it and ask more questions before you provide a proposal for your approach.

Consider the fitness trainer analogy again. Now that you’ve asked questions, you know that the high school kid is already at the gym on a regular basis and is overeating junk food in his attempt to beef up. The librarian has been on a low-salt paleo diet since her heart attack a few years ago, and knows she knows she needs to exercise but refuses to set foot in a gym. The lumberjack is simply a couch potato.

Now that you know more, you can really tailor a proposed approach that might appeal to your potential client and allow you and the client to see how you might reach some initial successes.

Do: Understand business priorities.

What will fly? What won’t fly? What can we push for and what’s off the table? Even if you feel strongly about particular tactics, if you can’t shape your work within a client’s business priorities you may have no client at all.

Real-world example:

Site A wanted to see how well they could rank against their biggest content-heavy SERP competitors like Wikipedia but wanted to keep a sleek, content-light experience. Big-brand SEO vendors working for Site A pushed general, content-heavy SEO best practices. Because Site A wanted solutions that fit into their current workload along with a sleek, content-light experience, they pushed back.

The vendors couldn’t keep the client because they weren’t willing to get into the clients workload groove and go beyond general best practices. They didn’t listen to and work within the client’s specific business objectives.

Site A hired internal SEO resources and tested into an amount of content that they were comfortable with, in sync with technical optimization and promotional SEO tactics, and saw rankings slowly improve. Wikipedia and the other content-heavy sites are still sometimes outranking Site A, but Site A is now a stronger page one competitor, driving more traffic and leads, and can make the decision from here whether it’s worth it to continue to stay content-light or ramp up even more to get top 3 rankings more often.

The vendors weren’t necessarily incorrect in suggesting going content-heavy for the purpose of competitive ranking, but they weren’t willing to find the middle ground to test into light content first, and they lost a big brand client. At its current state, Site A could ramp up content even more, but gobs of text doesn’t fit the sleek brand image and it’s not proven that it would be worth the engineering maintenance costs for that particular site — a very practical, “not everything in SEO is most important all the time” approach.

Do: Find the momentum

It’s easiest to inject SEO where there’s already momentum into a business running full-speed ahead. Are there any opportunities to latch onto an effort that’s just getting underway? This may be more important than your typical best practice priorities.

Real-world example:

Brand X had 12–20 properties (websites) at any given time, but their small SEO team could only manage about 3 at a time. Therefore the SEO team had to occasionally assess which properties they would be working with. Properties were chosen based on:

  1. Which ones have the biggest need or opportunities?
  2. Which ones have resources that they’re willing to dedicate?
  3. Which ones are company priorities?

#2 was important. Without it, the idea that one of the properties might have the biggest search traffic opportunity didn’t matter if they had no resources to dedicate to implement the SEO team’s recommendations.

Similarly, in the first example above, the vendors weren’t able to go with the client’s workflow and lost the client. Make sure you’re able to identify which wheels are moving that you can take advantage of now, in order to get things done. There may be some tactics that will have higher impact, but if the client isn’t ready or willing to do them right now, you’re pushing a boulder uphill.

Do: Understand the competitive landscape

What is this site up against? What is the realistic chance they can compete? Knowing what the competitive landscape looks like, how will that influence your approach?

Real-world example:

Site B has a section of pages competing against old, strong, well-known, content-heavy, link-rich sites. Since it’s a new site section, almost everything needs to be done for Site B — technical optimization, building content, promotion, and generating links. However, the nature of this competitive landscape shows us that being first to publish might be important here. Site B’s competitors oftentimes have content out weeks if not months before the actual content brand owner (Site B). How? By staying on top of Site B’s press releases. The competitors created landing pages immediately after Site B put out a press release, while Site B didn’t have a landing page until the product actually launched. Once this was realized, being first to publish became an important factor. And because Site B is an enterprise site, and changing that process takes time internally, other technical and content optimization for the page templates happened concurrently, so that there was at least the minimal technical optimization and content on these pages by the time the process for first-publishing was shaped.

Site B is now generating product landing pages at the time of press release, with links to the landing pages in those press releases that are picked up by news outlets, giving Site B the first page and the first links, and this is generating more links than their top competitor in the first 7 days 80% of the time.

Site B didn’t audit the site and suggest tactics by simply checking off a list of technical optimizations prioritized by an SEO tool or ranking factors, but instead took a more calculated approach based on what’s happening in the competitive landscape, combined with the top prioritized technical and content optimizations. Optimizing the site itself without understanding the competitive landscape in this case would be leaving the competitors, who also have optimized sites with a lot of content, a leg up because they were cited (linked to) and picked up by Google first.

Do: Ask what has worked and hasn’t worked before

Asking this question can be very informative and help to drill down on areas that might be a more effective use of time. If the site has been around for a while, and especially if they already have an SEO working with them, try to find out what they’ve already done that has worked and that hasn’t worked to give you clues on what approaches might be successful or not..

General example:

Site C has hundreds, sometimes thousands of internal cross-links on their pages, very little unique text content, and doesn’t see as much movement for cross-linking projects as they do when adding unique text.

Site D knows from previous testing that generating more keyword-rich content on their landing pages hasn’t been as effective as implementing better cross-linking, especially since there is very little cross-linking now.

Therefore each of these sites should be prioritizing text and cross-linking tactics differently. Be sure to ask the client or potential client about previous tests or ranking successes and failures in order to learn what tactics may be more relevant for this site before you suggest and prioritize your own.

Do: Make sure you have data

Ask the client what they’re using to monitor performance. If they do not have the basics, suggest setting it up or fold that into your proposal as a first step. Define what data essentials you need to analyze the site by asking the client about their goals, walking through how to measure those goals with them, and then determining the tools and analytics setup you need. Those essentials might be something like:

  • Webmaster tools set up. I like to have at least Google and Bing, so I can compare across search engines to help determine if a spike or a drop is happening in both search engines, which might indicate that the cause is from something happening with the site, or in just one search engine, which might indicate that the cause is algo-related.
  • Organic search engine traffic. At the very least, you should be able to see organic search traffic by page type (ex: service pages versus product pages). At best, you can also filter by things like URL structure, country, date, referrers/source and be able to run regex queries for granularity.
  • User testing & focus groups. Optional, but useful if it’s available & can help prioritization. Has the site gathered any insights from users that could be helpful in deciding on and prioritizing SEO tactics? For example, focus groups on one site showed us that people were more likely to convert if they could see a certain type of content that wouldn’t have necessarily been a priority for SEO otherwise. If they’re more likely to convert, they’re less likely to bounce back to search results, so adding that previously lower-priority content could have double advantages for the site: higher conversions and lower bounce rate back to SERPs.

Don’t: Make empty promises.

Put simply, please, SEOs, do not blanket promise anything. Hopeful promises leads to SEOs being called snake oil salesmen. This is a real problem for all of us, and you can help turn it around.

Clients and managers will try to squeeze you until you break and give them a number or a promised rank. Don’t do it. This is like a new judoka asking the coach to promise they’ll make it to the Olympics if they sign up for the program. The level of success depends on what the judoka puts into it, what her competition looks like, what is her tenacity for courage, endurance, competition, resistance… You promise, she signs up, says “Oh, this takes work so I’m only going to come to practice on Saturdays,” and everybody loses.

Goals are great. Promises are trouble. Good contracts are imperative.

Here are some examples:

  • We will get you to page 1. No matter how successful you may have been in the past, every site, competitive landscape, and team behind the site is a different challenge. A promise of #1 rankings may be a selling point to get clients, but can you live up to it? What will happen to your reputation of not? This industry is small enough that word gets around when people are not doing right by their clients.
  • Rehashing vague stats. I recently watched a well-known agency tell a room full of SEOs: “The search result will provide in-line answers for 47% of your customer queries”. Obviously this isn’t going to be true for every SEO in the room, since different types of queries have different SERPS, and the SERP UI constantly changes, but how many of the people in that room went back to their companies and their clients and told them that? What happens to those SEOs if that doesn’t prove true?
  • We will increase traffic by n%. Remember, hopeful promises can lead to being called snake oil salesmen. If you can avoid performance promises, especially in the proposal process, by all means please do. Set well-informed goals rather than high-risk promises, and be conservative when you can. It always looks better to over-perform than to not reach a goal.
  • You will definitely see improvement. Honestly, I wouldn’t even promise this unless you would *for real* bet your life on it. You may see plenty of opportunities for optimization but you can’t be sure they’ll implement anything, they’ll implement things correctly, implementations will not get overwritten, competitors won’t step it up or new ones rise, or that the optimization opportunities you see will even work on this site.

Don’t: Use the same proposal for every situation at hand.

If your proposal is so vague that it might actually seem to apply to any site, then you really should consider taking a deeper look at each situation at hand before you propose.

Would you want your doctor to prescribe the same thing for your (not yet known) pregnancy as the next person’s (not yet known) fungal blood infection, when you both just came in complaining of fatigue?

Do: Cover yourself in your contract

As a side note for consultants, this is a clause I include in my contract with clients for protection against being sued if clients aren’t happy with their results. It’s especially helpful for stubborn clients who don’t want to do the work and expect you to perform magic. Feel free to use it:

Consultant makes no warranty, express, implied or statutory, with respect to the services provided hereunder, including without limitation any implied warranty of reliability, usefulness, merchantability, fitness for a particular purpose, noninfringement, or those arising from the course of performance, dealing, usage or trade. By signing this agreement, you acknowledge that Consultant neither owns nor governs the actions of any search engine or the Customer’s full implementations of recommendations provided by Consultant. You also acknowledge that due to non-responsibility over full implementations, fluctuations in the relative competitiveness of some search terms, recurring changes in search engine algorithms and other competitive factors, it is impossible to guarantee number one rankings or consistent top ten rankings, or any other specific search engines rankings, traffic or performance.”

Go get ’em!

The way you approach a new SEO client or project is critical to setting yourself up for success. And I believe we can all learn from each other’s experiences. Have you thought outside the SEO standards box to find success with any of your clients or projects? Please share in the comments!


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Rewriting the Beginner’s Guide to SEO, Chapter 2: Crawling, Indexing, and Ranking

Posted by BritneyMuller

It’s been a few months since our last share of our work-in-progress rewrite of the Beginner’s Guide to SEO, but after a brief hiatus, we’re back to share our draft of Chapter Two with you! This wouldn’t have been possible without the help of Kameron Jenkins, who has thoughtfully contributed her great talent for wordsmithing throughout this piece.

This is your resource, the guide that likely kicked off your interest in and knowledge of SEO, and we want to do right by you. You left amazingly helpful commentary on our outline and draft of Chapter One, and we’d be honored if you would take the time to let us know what you think of Chapter Two in the comments below.


Chapter 2: How Search Engines Work – Crawling, Indexing, and Ranking

First, show up.

As we mentioned in Chapter 1, search engines are answer machines. They exist to discover, understand, and organize the internet’s content in order to offer the most relevant results to the questions searchers are asking.

In order to show up in search results, your content needs to first be visible to search engines. It’s arguably the most important piece of the SEO puzzle: If your site can’t be found, there’s no way you’ll ever show up in the SERPs (Search Engine Results Page).

How do search engines work?

Search engines have three primary functions:

  1. Crawl: Scour the Internet for content, looking over the code/content for each URL they find.
  2. Index: Store and organize the content found during the crawling process. Once a page is in the index, it’s in the running to be displayed as a result to relevant queries.
  3. Rank: Provide the pieces of content that will best answer a searcher’s query. Order the search results by the most helpful to a particular query.

What is search engine crawling?

Crawling, is the discovery process in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated content. Content can vary — it could be a webpage, an image, a video, a PDF, etc. — but regardless of the format, content is discovered by links.

The bot starts out by fetching a few web pages, and then follows the links on those webpages to find new URLs. By hopping along this path of links, crawlers are able to find new content and add it to their index — a massive database of discovered URLs — to later be retrieved when a searcher is seeking information that the content on that URL is a good match for.

What is a search engine index?

Search engines process and store information they find in an index, a huge database of all the content they’ve discovered and deem good enough to serve up to searchers.

Search engine ranking

When someone performs a search, search engines scour their index for highly relevant content and then orders that content in the hopes of solving the searcher’s query. This ordering of search results by relevance is known as ranking. In general, you can assume that the higher a website is ranked, the more relevant the search engine believes that site is to the query.

It’s possible to block search engine crawlers from part or all of your site, or instruct search engines to avoid storing certain pages in their index. While there can be reasons for doing this, if you want your content found by searchers, you have to first make sure it’s accessible to crawlers and is indexable. Otherwise, it’s as good as invisible.

By the end of this chapter, you’ll have the context you need to work with the search engine, rather than against it!

Note: In SEO, not all search engines are equal

Many beginners wonder about the relative importance of particular search engines. Most people know that Google has the largest market share, but how important it is to optimize for Bing, Yahoo, and others? The truth is that despite the existence of more than 30 major web search engines, the SEO community really only pays attention to Google. Why? The short answer is that Google is where the vast majority of people search the web. If we include Google Images, Google Maps, and YouTube (a Google property), more than 90% of web searches happen on Google — that’s nearly 20 times Bing and Yahoo combined.

Crawling: Can search engines find your site?

As you’ve just learned, making sure your site gets crawled and indexed is a prerequisite for showing up in the SERPs. First things first: You can check to see how many and which pages of your website have been indexed by Google using “site:yourdomain.com“, an advanced search operator.

Head to Google and type “site:yourdomain.com” into the search bar. This will return results Google has in its index for the site specified:

Screen Shot 2017-08-03 at 5.19.15 PM.png

The number of results Google displays (see “About __ results” above) isn’t exact, but it does give you a solid idea of which pages are indexed on your site and how they are currently showing up in search results.

For more accurate results, monitor and use the Index Coverage report in Google Search Console. You can sign up for a free Google Search Console account if you don’t currently have one. With this tool, you can submit sitemaps for your site and monitor how many submitted pages have actually been added to Google’s index, among other things.

If you’re not showing up anywhere in the search results, there are a few possible reasons why:

  • Your site is brand new and hasn’t been crawled yet.
  • Your site isn’t linked to from any external websites.
  • Your site’s navigation makes it hard for a robot to crawl it effectively.
  • Your site contains some basic code called crawler directives that is blocking search engines.
  • Your site has been penalized by Google for spammy tactics.

If your site doesn’t have any other sites linking to it, you still might be able to get it indexed by submitting your XML sitemap in Google Search Console or manually submitting individual URLs to Google. There’s no guarantee they’ll include a submitted URL in their index, but it’s worth a try!

Can search engines see your whole site?

Sometimes a search engine will be able to find parts of your site by crawling, but other pages or sections might be obscured for one reason or another. It’s important to make sure that search engines are able to discover all the content you want indexed, and not just your homepage.

Ask yourself this: Can the bot crawl through your website, and not just to it?

Is your content hidden behind login forms?

If you require users to log in, fill out forms, or answer surveys before accessing certain content, search engines won’t see those protected pages. A crawler is definitely not going to log in.

Are you relying on search forms?

Robots cannot use search forms. Some individuals believe that if they place a search box on their site, search engines will be able to find everything that their visitors search for.

Is text hidden within non-text content?

Non-text media forms (images, video, GIFs, etc.) should not be used to display text that you wish to be indexed. While search engines are getting better at recognizing images, there’s no guarantee they will be able to read and understand it just yet. It’s always best to add text within the <HTML> markup of your webpage.

Can search engines follow your site navigation?

Just as a crawler needs to discover your site via links from other sites, it needs a path of links on your own site to guide it from page to page. If you’ve got a page you want search engines to find but it isn’t linked to from any other pages, it’s as good as invisible. Many sites make the critical mistake of structuring their navigation in ways that are inaccessible to search engines, hindering their ability to get listed in search results.

Common navigation mistakes that can keep crawlers from seeing all of your site:

  • Having a mobile navigation that shows different results than your desktop navigation
  • Any type of navigation where the menu items are not in the HTML, such as JavaScript-enabled navigations. Google has gotten much better at crawling and understanding Javascript, but it’s still not a perfect process. The more surefire way to ensure something gets found, understood, and indexed by Google is by putting it in the HTML.
  • Personalization, or showing unique navigation to a specific type of visitor versus others, could appear to be cloaking to a search engine crawler
  • Forgetting to link to a primary page on your website through your navigation — remember, links are the paths crawlers follow to new pages!

This is why it’s essential that your website has a clear navigation and helpful URL folder structures.

Information architecture

Information architecture is the practice of organizing and labeling content on a website to improve efficiency and fundability for users. The best information architecture is intuitive, meaning that users shouldn’t have to think very hard to flow through your website or to find something.

Your site should also have a useful 404 (page not found) page for when a visitor clicks on a dead link or mistypes a URL. The best 404 pages allow users to click back into your site so they don’t bounce off just because they tried to access a nonexistent link.

Tell search engines how to crawl your site

In addition to making sure crawlers can reach your most important pages, it’s also pertinent to note that you’ll have pages on your site you don’t want them to find. These might include things like old URLs that have thin content, duplicate URLs (such as sort-and-filter parameters for e-commerce), special promo code pages, staging or test pages, and so on.

Blocking pages from search engines can also help crawlers prioritize your most important pages and maximize your crawl budget (the average number of pages a search engine bot will crawl on your site).

Crawler directives allow you to control what you want Googlebot to crawl and index using a robots.txt file, meta tag, sitemap.xml file, or Google Search Console.

Robots.txt

Robots.txt files are located in the root directory of websites (ex. yourdomain.com/robots.txt) and suggest which parts of your site search engines should and shouldn’t crawl via specific robots.txt directives. This is a great solution when trying to block search engines from non-private pages on your site.

You wouldn’t want to block private/sensitive pages from being crawled here because the file is easily accessible by users and bots.

Pro tip:

  • If Googlebot can’t find a robots.txt file for a site (40X HTTP status code), it proceeds to crawl the site.
  • If Googlebot finds a robots.txt file for a site (20X HTTP status code), it will usually abide by the suggestions and proceed to crawl the site.
  • If Googlebot finds neither a 20X or a 40X HTTP status code (ex. a 501 server error) it can’t determine if you have a robots.txt file or not and won’t crawl your site.

Meta directives

The two types of meta directives are the meta robots tag (more commonly used) and the x-robots-tag. Each provides crawlers with stronger instructions on how to crawl and index a URL’s content.

The x-robots tag provides more flexibility and functionality if you want to block search engines at scale because you can use regular expressions, block non-HTML files, and apply sitewide noindex tags.

These are the best options for blocking more sensitive*/private URLs from search engines.

*For very sensitive URLs, it is best practice to remove them from or require a secure login to view the pages.

WordPress Tip: In Dashboard > Settings > Reading, make sure the “Search Engine Visibility” box is not checked. This blocks search engines from coming to your site via your robots.txt file!

Avoid these common pitfalls, and you’ll have clean, crawlable content that will allow bots easy access to your pages.

Once you’ve ensured your site has been crawled, the next order of business is to make sure it can be indexed. That’s right — just because your site can be discovered and crawled by a search engine doesn’t necessarily mean that it will be stored in their index. Read on to learn about how indexing works and how you can make sure your site makes it into this all-important database.

Sitemaps

A sitemap is just what it sounds like: a list of URLs on your site that crawlers can use to discover and index your content. One of the easiest ways to ensure Google is finding your highest priority pages is to create a file that meets Google’s standards and submit it through Google Search Console. While submitting a sitemap doesn’t replace the need for good site navigation, it can certainly help crawlers follow a path to all of your important pages.

Google Search Console

Some sites (most common with e-commerce) make the same content available on multiple different URLs by appending certain parameters to URLs. If you’ve ever shopped online, you’ve likely narrowed down your search via filters. For example, you may search for “shoes” on Amazon, and then refine your search by size, color, and style. Each time you refine, the URL changes slightly. How does Google know which version of the URL to serve to searchers? Google does a pretty good job at figuring out the representative URL on its own, but you can use the URL Parameters feature in Google Search Console to tell Google exactly how you want them to treat your pages.

Indexing: How do search engines understand and remember your site?

Once you’ve ensured your site has been crawled, the next order of business is to make sure it can be indexed. That’s right — just because your site can be discovered and crawled by a search engine doesn’t necessarily mean that it will be stored in their index. In the previous section on crawling, we discussed how search engines discover your web pages. The index is where your discovered pages are stored. After a crawler finds a page, the search engine renders it just like a browser would. In the process of doing so, the search engine analyzes that page’s contents. All of that information is stored in its index.

Read on to learn about how indexing works and how you can make sure your site makes it into this all-important database.

Can I see how a Googlebot crawler sees my pages?

Yes, the cached version of your page will reflect a snapshot of the last time googlebot crawled it.

Google crawls and caches web pages at different frequencies. More established, well-known sites that post frequently like https://www.nytimes.com will be crawled more frequently than the much-less-famous website for Roger the Mozbot’s side hustle, http://www.rogerlovescupcakes.com (if only it were real…)

You can view what your cached version of a page looks like by clicking the drop-down arrow next to the URL in the SERP and choosing “Cached”:

You can also view the text-only version of your site to determine if your important content is being crawled and cached effectively.

Are pages ever removed from the index?

Yes, pages can be removed from the index! Some of the main reasons why a URL might be removed include:

  • The URL is returning a “not found” error (4XX) or server error (5XX) – This could be accidental (the page was moved and a 301 redirect was not set up) or intentional (the page was deleted and 404ed in order to get it removed from the index)
  • The URL had a noindex meta tag added – This tag can be added by site owners to instruct the search engine to omit the page from its index.
  • The URL has been manually penalized for violating the search engine’s Webmaster Guidelines and, as a result, was removed from the index.
  • The URL has been blocked from crawling with the addition of a password required before visitors can access the page.

If you believe that a page on your website that was previously in Google’s index is no longer showing up, you can manually submit the URL to Google by navigating to the “Submit URL” tool in Search Console.

Ranking: How do search engines rank URLs?

How do search engines ensure that when someone types a query into the search bar, they get relevant results in return? That process is known as ranking, or the ordering of search results by most relevant to least relevant to a particular query.

To determine relevance, search engines use algorithms, a process or formula by which stored information is retrieved and ordered in meaningful ways. These algorithms have gone through many changes over the years in order to improve the quality of search results. Google, for example, makes algorithm adjustments every day — some of these updates are minor quality tweaks, whereas others are core/broad algorithm updates deployed to tackle a specific issue, like Penguin to tackle link spam. Check out our Google Algorithm Change History for a list of both confirmed and unconfirmed Google updates going back to the year 2000.

Why does the algorithm change so often? Is Google just trying to keep us on our toes? While Google doesn’t always reveal specifics as to why they do what they do, we do know that Google’s aim when making algorithm adjustments is to improve overall search quality. That’s why, in response to algorithm update questions, Google will answer with something along the lines of: “We’re making quality updates all the time.” This indicates that, if your site suffered after an algorithm adjustment, compare it against Google’s Quality Guidelines or Search Quality Rater Guidelines, both are very telling in terms of what search engines want.

What do search engines want?

Search engines have always wanted the same thing: to provide useful answers to searcher’s questions in the most helpful formats. If that’s true, then why does it appear that SEO is different now than in years past?

Think about it in terms of someone learning a new language.

At first, their understanding of the language is very rudimentary — “See Spot Run.” Over time, their understanding starts to deepen, and they learn semantics—- the meaning behind language and the relationship between words and phrases. Eventually, with enough practice, the student knows the language well enough to even understand nuance, and is able to provide answers to even vague or incomplete questions.

When search engines were just beginning to learn our language, it was much easier to game the system by using tricks and tactics that actually go against quality guidelines. Take keyword stuffing, for example. If you wanted to rank for a particular keyword like “funny jokes,” you might add the words “funny jokes” a bunch of times onto your page, and make it bold, in hopes of boosting your ranking for that term:

Welcome to funny jokes! We tell the funniest jokes in the world. Funny jokes are fun and crazy. Your funny joke awaits. Sit back and read funny jokes because funny jokes can make you happy and funnier. Some funny favorite funny jokes.

This tactic made for terrible user experiences, and instead of laughing at funny jokes, people were bombarded by annoying, hard-to-read text. It may have worked in the past, but this is never what search engines wanted.

The role links play in SEO

When we talk about links, we could mean two things. Backlinks or “inbound links” are links from other websites that point to your website, while internal links are links on your own site that point to your other pages (on the same site).

Links have historically played a big role in SEO. Very early on, search engines needed help figuring out which URLs were more trustworthy than others to help them determine how to rank search results. Calculating the number of links pointing to any given site helped them do this.

Backlinks work very similarly to real life WOM (Word-Of-Mouth) referrals. Let’s take a hypothetical coffee shop, Jenny’s Coffee, as an example:

  • Referrals from others = good sign of authority
    Example: Many different people have all told you that Jenny’s Coffee is the best in town
  • Referrals from yourself = biased, so not a good sign of authority
    Example: Jenny claims that Jenny’s Coffee is the best in town
  • Referrals from irrelevant or low-quality sources = not a good sign of authority and could even get you flagged for spam
    Example: Jenny paid to have people who have never visited her coffee shop tell others how good it is.
  • No referrals = unclear authority
    Example: Jenny’s Coffee might be good, but you’ve been unable to find anyone who has an opinion so you can’t be sure.

This is why PageRank was created. PageRank (part of Google’s core algorithm) is a link analysis algorithm named after one of Google’s founders, Larry Page. PageRank estimates the importance of a web page by measuring the quality and quantity of links pointing to it. The assumption is that the more relevant, important, and trustworthy a web page is, the more links it will have earned.

The more natural backlinks you have from high-authority (trusted) websites, the better your odds are to rank higher within search results.

The role content plays in SEO

There would be no point to links if they didn’t direct searchers to something. That something is content! Content is more than just words; it’s anything meant to be consumed by searchers — there’s video content, image content, and of course, text. If search engines are answer machines, content is the means by which the engines deliver those answers.

Any time someone performs a search, there are thousands of possible results, so how do search engines decide which pages the searcher is going to find valuable? A big part of determining where your page will rank for a given query is how well the content on your page matches the query’s intent. In other words, does this page match the words that were searched and help fulfill the task the searcher was trying to accomplish?

Because of this focus on user satisfaction and task accomplishment, there’s no strict benchmarks on how long your content should be, how many times it should contain a keyword, or what you put in your header tags. All those can play a role in how well a page performs in search, but the focus should be on the users who will be reading the content.

Today, with hundreds or even thousands of ranking signals, the top three have stayed fairly consistent: links to your website (which serve as a third-party credibility signals), on-page content (quality content that fulfills a searcher’s intent), and RankBrain.

What is RankBrain?

RankBrain is the machine learning component of Google’s core algorithm. Machine learning is a computer program that continues to improve its predictions over time through new observations and training data. In other words, it’s always learning, and because it’s always learning, search results should be constantly improving.

For example, if RankBrain notices a lower ranking URL providing a better result to users than the higher ranking URLs, you can bet that RankBrain will adjust those results, moving the more relevant result higher and demoting the lesser relevant pages as a byproduct.

Like most things with the search engine, we don’t know exactly what comprises RankBrain, but apparently, neither do the folks at Google.

What does this mean for SEOs?

Because Google will continue leveraging RankBrain to promote the most relevant, helpful content, we need to focus on fulfilling searcher intent more than ever before. Provide the best possible information and experience for searchers who might land on your page, and you’ve taken a big first step to performing well in a RankBrain world.

Engagement metrics: correlation, causation, or both?

With Google rankings, engagement metrics are most likely part correlation and part causation.

When we say engagement metrics, we mean data that represents how searchers interact with your site from search results. This includes things like:

  • Clicks (visits from search)
  • Time on page (amount of time the visitor spent on a page before leaving it)
  • Bounce rate (the percentage of all website sessions where users viewed only one page)
  • Pogo-sticking (clicking on an organic result and then quickly returning to the SERP to choose another result)

Many tests, including Moz’s own ranking factor survey, have indicated that engagement metrics correlate with higher ranking, but causation has been hotly debated. Are good engagement metrics just indicative of highly ranked sites? Or are sites ranked highly because they possess good engagement metrics?

What Google has said

While they’ve never used the term “direct ranking signal,” Google has been clear that they absolutely use click data to modify the SERP for particular queries.

According to Google’s former Chief of Search Quality, Udi Manber:

“The ranking itself is affected by the click data. If we discover that, for a particular query, 80% of people click on #2 and only 10% click on #1, after a while we figure out probably #2 is the one people want, so we’ll switch it.”

Another comment from former Google engineer Edmond Lau corroborates this:

“It’s pretty clear that any reasonable search engine would use click data on their own results to feed back into ranking to improve the quality of search results. The actual mechanics of how click data is used is often proprietary, but Google makes it obvious that it uses click data with its patents on systems like rank-adjusted content items.”

Because Google needs to maintain and improve search quality, it seems inevitable that engagement metrics are more than correlation, but it would appear that Google falls short of calling engagement metrics a “ranking signal” because those metrics are used to improve search quality, and the rank of individual URLs is just a byproduct of that.

What tests have confirmed

Various tests have confirmed that Google will adjust SERP order in response to searcher engagement:

  • Rand Fishkin’s 2014 test resulted in a #7 result moving up to the #1 spot after getting around 200 people to click on the URL from the SERP. Interestingly, ranking improvement seemed to be isolated to the location of the people who visited the link. The rank position spiked in the US, where many participants were located, whereas it remained lower on the page in Google Canada, Google Australia, etc.
  • Larry Kim’s comparison of top pages and their average dwell time pre- and post-RankBrain seemed to indicate that the machine-learning component of Google’s algorithm demotes the rank position of pages that people don’t spend as much time on.
  • Darren Shaw’s testing has shown user behavior’s impact on local search and map pack results as well.

Since user engagement metrics are clearly used to adjust the SERPs for quality, and rank position changes as a byproduct, it’s safe to say that SEOs should optimize for engagement. Engagement doesn’t change the objective quality of your web page, but rather your value to searchers relative to other results for that query. That’s why, after no changes to your page or its backlinks, it could decline in rankings if searchers’ behaviors indicates they like other pages better.

In terms of ranking web pages, engagement metrics act like a fact-checker. Objective factors such as links and content first rank the page, then engagement metrics help Google adjust if they didn’t get it right.

The evolution of search results

Back when search engines lacked a lot of the sophistication they have today, the term “10 blue links” was coined to describe the flat structure of the SERP. Any time a search was performed, Google would return a page with 10 organic results, each in the same format.

In this search landscape, holding the #1 spot was the holy grail of SEO. But then something happened. Google began adding results in new formats on their search result pages, called SERP features. Some of these SERP features include:

  • Paid advertisements
  • Featured snippets
  • People Also Ask boxes
  • Local (map) pack
  • Knowledge panel
  • Sitelinks

And Google is adding new ones all the time. It even experimented with “zero-result SERPs,” a phenomenon where only one result from the Knowledge Graph was displayed on the SERP with no results below it except for an option to “view more results.”

The addition of these features caused some initial panic for two main reasons. For one, many of these features caused organic results to be pushed down further on the SERP. Another byproduct is that fewer searchers are clicking on the organic results since more queries are being answered on the SERP itself.

So why would Google do this? It all goes back to the search experience. User behavior indicates that some queries are better satisfied by different content formats. Notice how the different types of SERP features match the different types of query intents.

Query Intent

Possible SERP Feature Triggered

Informational

Featured Snippet

Informational with one answer

Knowledge Graph / Instant Answer

Local

Map Pack

Transactional

Shopping

We’ll talk more about intent in Chapter 3, but for now, it’s important to know that answers can be delivered to searchers in a wide array of formats, and how you structure your content can impact the format in which it appears in search.

Localized search

A search engine like Google has its own proprietary index of local business listings, from which it creates local search results.

If you are performing local SEO work for a business that has a physical location customers can visit (ex: dentist) or for a business that travels to visit their customers (ex: plumber), make sure that you claim, verify, and optimize a free Google My Business Listing.

When it comes to localized search results, Google uses three main factors to determine ranking:

  1. Relevance
  2. Distance
  3. Prominence

Relevance

Relevance is how well a local business matches what the searcher is looking for. To ensure that the business is doing everything it can to be relevant to searchers, make sure the business’ information is thoroughly and accurately filled out.

Distance

Google use your geo-location to better serve you local results. Local search results are extremely sensitive to proximity, which refers to the location of the searcher and/or the location specified in the query (if the searcher included one).

Organic search results are sensitive to a searcher’s location, though seldom as pronounced as in local pack results.

Prominence

With prominence as a factor, Google is looking to reward businesses that are well-known in the real world. In addition to a business’ offline prominence, Google also looks to some online factors to determine local ranking, such as:

Reviews

The number of Google reviews a local business receives, and the sentiment of those reviews, have a notable impact on their ability to rank in local results.

Citations

A “business citation” or “business listing” is a web-based reference to a local business’ “NAP” (name, address, phone number) on a localized platform (Yelp, Acxiom, YP, Infogroup, Localeze, etc.).

Local rankings are influenced by the number and consistency of local business citations. Google pulls data from a wide variety of sources in continuously making up its local business index. When Google finds multiple consistent references to a business’s name, location, and phone number it strengthens Google’s “trust” in the validity of that data. This then leads to Google being able to show the business with a higher degree of confidence. Google also uses information from other sources on the web, such as links and articles.

Check a local business’ citation accuracy here.

Organic ranking

SEO best practices also apply to local SEO, since Google also considers a website’s position in organic search results when determining local ranking.

In the next chapter, you’ll learn on-page best practices that will help Google and users better understand your content.

[Bonus!] Local engagement

Although not listed by Google as a local ranking determiner, the role of engagement is only going to increase as time goes on. Google continues to enrich local results by incorporating real-world data like popular times to visit and average length of visits…

Screenshot of Google SERP result for a local business showing busy times of day

…and even provides searchers with the ability to ask the business questions!

Screenshot of the Questions & Answers portion of a local Google SERP result

Undoubtedly now more than ever before, local results are being influenced by real-world data. This interactivity is how searchers interact with and respond to local businesses, rather than purely static (and game-able) information like links and citations.

Since Google wants to deliver the best, most relevant local businesses to searchers, it makes perfect sense for them to use real time engagement metrics to determine quality and relevance.


You don’t have to know the ins and outs of Google’s algorithm (that remains a mystery!), but by now you should have a great baseline knowledge of how the search engine finds, interprets, stores, and ranks content. Armed with that knowledge, let’s learn about choosing the keywords your content will target!


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Reputation Management SEO: How to Own Your Branded Keywords in Google – Whiteboard Friday

Posted by randfish

A searcher’s first experience with your brand happens on Google’s SERPs — not your website. Having the ability to influence their organic first impression can go a long way toward improving both customer perception of your brand and conversion rates. In today’s Whiteboard Friday, Rand takes us through the inherent challenges of reputation management SEO and tactics for doing it effectively.

Reputation management SEO: How to Own Your Branded Keywords in Google

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 are chatting about reputation management SEO.

So it turns out I’ve been having a number of conversations with many of you in the Moz community and many friends of mine in the startup and entrepreneurship worlds about this problem that happens pretty consistently, which is essentially that folks who are searching for your brand in Google experience their first touch before they ever get to your site, their first experience with your brand is through Google’s search result page. This SERP, controlling what appears here, what it says, how it says it, who is ranking, where they’re ranking, all of those kinds of things, can have a strong input on a bunch of things.

The challenge

We know that the search results’ content can impact…
  • Your conversion rate. People see that the reviews are generally poor or the wording is confusing or it creates questions in their mind that your content doesn’t answer. That can hurt your conversion rate.
  • It can hurt amplification. People who see you in here, who think that there is something bad or negative about you, might be less likely to link to you or share or talk about you.
  • It can impact customer satisfaction. Customers who are going to buy from you but see something negative in the search results might be more likely to complain about it. Or if they see that you have a lower review or ranking or whatnot, they may be more likely to contribute a negative one than if they had seen that you had stellar ones. Their expectations are being biased by what’s in these search results. A lot of times it is totally unfair.

So many of the conversations I’ve been having, for example with folks in the startup space, are like, “Hey, people are reviewing my product. We barely exist yet. We don’t have these people as customers. We feel like maybe we’re getting astroturfed by competitors, or someone is just jumping in here and trying to profit off the fact that we have a bunch of brand search now.” So pretty frustrating.

How can we influence this page to maximize positive impact for our brand?

There are, however, some ways to address it. In order to change these results, make them better, Minted, for example, of which I should mention I used to be on Minted’s Board of Directors, and so I believe my wife and I still have some stock in that company. So full disclosure there. But Minted, they’re selling holiday cards. The holiday card market is about to heat up before November and December here in the United States, which is the Christmas holiday season, and that’s when they sell a lot of these cards. So we can do a few things.

I. Change who ranks. So potentially remove some and add some new ones in here, give Google some different options. We could change the ranking order. So we could say, “Hey, we prefer this be lower down and this other one be higher up.” We can change that through SEO.

II. Change the content of the ranking pages. If you have poor reviews or if someone has written about you in a particular way and you wish to change that, there are ways to influence that as well.

III. Change the SERP features. So we may be able to get images, for example, of Minted’s cards up top, which would maybe make people more likely to purchase them, especially if they’re exceptionally beautiful.

IV. Add in top stories. If Minted has some great press about them, we could try and nudge Google to use stuff from Google News in here. Maybe we could change what’s in related searches, those types of things.

V. Shift search demand. So if it’s the case that you’re finding that people start typing “Minted” and then maybe are search suggested “Minted versus competitor X” or “Minted card problems” or whatever it is, I don’t think either of those are actually in the suggest, but there are plenty of companies who do have that issue. When that’s the case, you can also shift the search demand.

Reputation management tactics

Here are a number of tactics that I actually worked on with the help of Moz’s Head of SEO, Britney Muller. Britney and I came up with a bunch of tactics, so many that they won’t entirely fit on here, but we can describe a few more for you in the comments.

A. Directing link to URLs off your site (Helps with 1 & 2). First off, links are still a big influencer of a lot of the content that you see here. So it is the case that because Yelp is a powerful domain and they have lots of links, potentially even have lots of links to this page about Minted, it’s the case that changing up those links, redirecting some of them, adding new links to places, linking out from your own site, linking from articles you contribute to, linking from, for example, the CEO’s bio or a prominent influencer on the team’s bio when they go and speak at events or contribute to sources, or when Minted makes donations, or when they support public causes, or when they’re written about in the press, changing those links and where they point to can have a positive impact.

One of the problems that we see is that a lot of brands think, “All my links about my brand should always go to my homepage.” That’s not actually the case. It could be the case that you actually want to find, hey, maybe we would like our Facebook page to rank higher. Or hey, we wrote a great piece on Medium about our engineering practices or our diversity practices or how we give back to our community. Let’s see if we can point some of our links to that.

B. Pitching journalists or bloggers or editors or content creators on the web (Helps with 1, 4, a little 3), of any kind, to write about you and your products with brand titled pieces. This is on e of the biggest elements that gets missing. For example, a journalist for the San Francisco Chronicle might write a piece about Minted and say something like, “At this startup, it’s not unusual to find blah, blah, blah.” What you want to do is go, “Come on, man, just put the word ‘Minted’ in the title of the piece.” If they do, you’ve got a much better shot of having that piece potentially rank in here. So that’s something that whoever you’re working with on that content creation side, and maybe a reporter at the Chronicle would be much more difficult to do this, but a blogger who’s writing about you or a reviewer, someone who’s friendly to you, that type of a pitch would be much more likely to have some opportunity in there. It can get into the top stories SERP feature as well.

C. Crafting your own content (Helps with 1, a little 3). If they’re not going to do it for you, you can craft your own content. You can do this in two kinds of ways. One is for open platforms like Medium.com or Huffington Post or Forbes or Inc. or LinkedIn, these places that accept those, or guest accepting publications that are much pickier, that are much more rarely taking input, but that rank well in your field. You don’t have to think about this exclusively from a link building perspective. In fact, you don’t care if the links are nofollow. You don’t care if they give you no links at all. What you’re trying to do is get your name, your title, your keywords into the title element of the post that’s being put up.

D. You can influence reviews (Helps with 3 & 5). Depending on the site, it’s different from site to site. So I’m putting TOS acceptable, terms of service acceptable nudges to your happy customers and prompt diligent support to the unhappy ones. So Yelp, for example, says, “Don’t solicit directly reviews, but you are allowed to say, ‘Our business is featured on Yelp.'” For someone like Minted, Yelp is mostly physical places, and while Minted technically has a location in San Francisco, their offices, it’s kind of odd that this is what’s ranking here. In fact, I wouldn’t expect this to be. I think this is a strange result to have for an online-focused company, to have their physical location in there. So certainly by nudging folks who are using Minted to rather than contribute to their Facebook reviews or their Google reviews to actually say, “Hey, we’re also on Yelp. If you’ve been happy with us, you can check us out there.” Not go leave us a review there, but we have a presence.

E. Filing trademark violations (Helps with 1 & 3). So this is a legal path and legal angle, but it works in a couple of different ways. You can do a letter or an email from your attorney’s office, and oftentimes that will shut things down. In fact, brief story, a friend of mine, who has a company, found that their product was featured on Amazon’s website. They don’t sell on Amazon. No one is reselling on Amazon. In fact, the product mostly hasn’t even shipped yet. When they looked at the reviews, because they haven’t sold very many of their product, it’s an expensive product, none of the people who had left reviews were actually their customers. So they went, “What is going on here?” Well, it turns out Amazon, in order to list your product, needs your trademark permission. So they can send an attorney’s note to Amazon saying, “Hey, you are using our product, our trademark, our brand name, our visuals, our photos without permission. You need to take that down.”

The other way you can go about this is the Digital Millennium Copyright Act (DMCA) protocols. You can do this directly through Google, where you file and say basically, “Hey, they’ve taken copyrighted content from us and they’re using it on their website, and that’s illegal.” Google will actually remove them from the search results.
This is not necessarily a legal angle, but I bet you didn’t know this. A few years ago I had an article on Wikipedia about me, Rand Fishkin. There was like a Wikipedia piece. I don’t like that. Wikipedia, it’s uncontrollable. Because I’m in the SEO world, I don’t have a very good relationship with Wikipedia’s editors. So I actually lobbied them, on the talk page of the article about me, to have it removed. There are a number of conditions that Wikipedia has where a page can be removed. I believe I got mine removed under the not notable enough category, which I think probably still applies. That was very successful. So wonderfully, now, Wikipedia doesn’t rank for my name anymore, which means I can control the SERPs much more easily. So a potential there too.

F. Using brand advertising and/or influencer marketing to nudge searchers towards different phrases (Helps with 5). So what you call your products, how you market yourself is often how people will search for you. If Minted wanted to change this from Minted cards to minted photo cards, and they really like the results from minted photo cards and those had better conversion rates, they could start branding that through their advertising and their influencer marketing.

G. Surrounding your brand name, a similar way, with common text, anchor phrases, and links to help create or reinforce an association that Google builds around language (Helps with 4 & 5). In that example I said before, having Minted plus a link to their photo cards page or Minted photo cards appearing on the web, not only their own website but everywhere else out there more commonly than Minted cards will bias related searches and search suggest. We’ve tested this. You can actually use anchor text and surrounding text to sort of bias, in addition to how people search, how Google shows it.

H. Leverage some platforms that rank well and influence SERP features (Helps with 2 & 4). So rather than just trying to get into the normal organic results, we might say, “Hey, I want some images here. Aha, Pinterest is doing phenomenal work at image SEO. If I put up a bunch of pictures from Minted, of Minted’s cards or photo cards on Pinterest, I have a much better shot at ranking in and triggering the image results.” You can do the same thing with YouTube for videos. You can do the same thing with new sites and for what’s called the top stories feature. The same thing with local and local review sites for the maps and local results feature. So all kinds of ways to do that.

More…

Four final topics before we wrap up.

  • Registering and using separate domains? Should I register and use a separate domain, like MintedCardReviews, that’s owned by Minted? Generally not. It’s not impossible to do reputation management SEO through that, but it can be difficult. I’m not saying you might not want to give it a spin now and then, but generally that’s sort of like creating your own reviews, your own site. Google often recognizes those and looks behind the domain registration wall, and potentially you have very little opportunity to rank for those, plus you’re doing a ton of link building and that kind of stuff. Better to leverage someone’s platform, who can already rank, usually.
  • Negative SEO attacks. You might remember the story from a couple weeks ago, in Fast Company, where Casper, the mattress brand, was basically accused of and found mostly to be generally guilty of going after and buying negative links to a review site that was giving them poor reviews, giving their mattresses poor reviews, and to minimal effect. I think, especially nowadays, this is much less effective than it was a few years ago following Google’s last Penguin update. But certainly I would not recommend it. If you get found out for it, you can be sued too.
  • What about buying reviewers and review sites? This is what Casper ended up doing. So that site they were buying negative links against, they ended up just making an offer and buying out the person who owned it. Certainly it is a way to go. I don’t know if it’s the most ethical or honest thing to do, but it is a possibility.
  • Monitoring brand and rankings. Finally, I would urge you to, if you’re not experiencing these today, but you’re worried about them, definitely monitor your brand. You could use something like a Fresh Web Explorer or Mention.com or Talkwalker. And your rankings too. You want to be tracking your rankings so that you can see who’s popping in there and who’s not. Obviously, there are lots of SEO tools to do that.
All right, everyone, thanks for joining us, and we’ll see again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com


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