|Moz Whiteboard Friday||Employee 1||Testing||How to do full funnel testing - basically testing for SEO and Conversion Rate Optimization together. The video/transcript walks you through how to set up a full funnel test and how to measure (evaluate SEO on entrances, evaluate CRO on user behavior).||https://moz.com/blog/full-funnel-testing-seo-cro|
|Glenn Gabe - Twitter and Blog||Employee 1||GSC||What constitutes an impression and click? How does Google calculate position for queries and landing pages? Glenn answers these questions + more in an in depth GSC article for Search Engine Land. I gained quite a bit of clarification from this article, specifically on how position is calculated.|
|Search Engine Watch||Employee 2||SERP Features||Google Activity Cards: Inviting users to be better connected with their past search activity|
- Article describes the use of activity cards for select searches and how it can help bring transparency to most Google users
- The addition of another feature to the already limited screen size adds an additional challenge to those operating in select niches
- The addition of these cards is a move to give users a feeling that they have control over their searches
|Moz||Employee 2||Content Amplification||5 Real Examples of Advanced Content Promotion Strategies|
- Real examples of how brands used a variety of platforms and tools to promote their content
- Kissmetrics used a mix of MeetEdgar, interns, and Twitter promotion to engage users in social platforms.
- Newsjacking and virality add a touch of variety for the daring, although it must be treaded carefully
- Use Quora to answer questions with your own content while also using it as a research tool for future content
- Paid media is useful, but so is setting up a funnel that engages users throughout their journey
|SEO by the Sea||Employee 2||Google Patents||--||--|
|Search Engine Journal||Employee 3||Voice||New Study Reveals What People Are Buying Through Voice Assistants|
Following up on last week's discussion on how people use voice search...
Here is a study (small sample, 1,203 people) discussing what people are buying through voice search. Top 4: everyday household items, apparel, entertainment (music and movies), games.
Also has a breakdown of what they like and dislike about shopping online with voice search.
|Search Engine Journal||Employee 3||Best Practices||Google “Leaked” Lead Generation Playbook|
Google leaked another Best Practices Playbook -- this one is for lead generation.
Here is a link to that playbook: https://services.google.com/fh/files/events/pdf_leadgen_ux_playbook.pdf
The article breaks down the highlights, but highly recommend checking out the entirety of the document.
|SE Roundtable||Employee 3||Server Log Analysis||Google: How Soon Can You Remove 301 Redirects?|
John Mueller gives his thoughts on how long 301 redirects need to stay in place.
What I think is interesting is that people say this is one way they are using server log analysis. for validation to clean up their redirects during maintenance:
"Your server logs should be good enough to determine if there are still active links on the Web. If no one (not even a bot) requests a URL for at least a year then that's a good sign the backlinks that once existed for that URL have finally vanished from the Web."
|SE Roundtable||Employee 4||GSC||Google URL Inspection Tool Adds HTTP Response, Resources, JS Logs & Screenshots||https://www.seroundtable.com/google-url-inspection-tool-update-26964.html|
|Diggity Marketing||Employee 4||--||--||--|
|Yoast Blog||Grant||Impact||Which posts to update first: low ranking or low CTR?|
“Well, to be honest, the low CTR posts can probably be improved just by improving the title and the description. Because if you have a low click-through rate but it’s already ranking, then you should just make sure that people see that they'll get what they want.
For the low ranking posts, you'll need to adapt the copy as well, to make them rank better. So, I would go with the low CTR posts first as that’s probably less work for the same gain and then start with the low ranking posts. Good luck!”
Just a reminder, when we're trying to make the biggest impact towards our clients' goals (revenue, apps, etc.), we need to make sure we're looking at things like CTR and not just rank.
|The SEM Post||Grant||--||--||--|
|Simo Ahava||Employee 4||Analytics||Obfuscate And Duplicate Google Analytics Data|
Not much applicable to our team in regards to SEO; however, if you're trying to see what the new Beta GA features are or you want to see what something looks like, the Google Merchandise Store Account is available as read-only.
If you just want the link to the Demo Analytics account, it can be found here: https://support.google.com/analytics/answer/6367342?hl=en
|Seer Interactive||Employee 4||--||--||--|
|Go Fish Digital Blog||Employee 4||SEO Tools||Five Steps for Identifying Thin Content|
A step-by-step guide for utilizing Screaming Frog to find thin content on a site. If you've never done this practice before, recommend spending 15 minutes to run through this.
|Think With Google||Employee 4||N/A||N/A|
|Search Engine Land||Employee 5||The explosion of PAA: Answering questions is the new way to dominate search|
"in July, 2018, when PAA started appearing in more than 40 percent of SERPs. When I last checked, according to MOZ, related questions/PAA are now appearing in 79 percent of SERPs."
More and more features like PAA will cut into the performance of regular organic listings.
How to win in PAA box:
-Write complete questions and answers. Make sure that each question is asked and answered fully.
-Use plain language
-Avoid sales language
-Add Q&A schema
|UX Booth||Employee 5||UX||--||--|
|WhiteSpark Local Search Blog||Employee 5||Local||--||--|
|Online Marketing Institute||Employee 5||--||--||--|
|99Signals||Employee 5||Backlinking||A few obvious ones in here but, a few goodies too. Highlights:|
- Create infographics and share to infographic directories + bloggers. Also, create an embed code others can use to embed your graphic on their blog. Lists out a number of sites you can submit to. If your clients are creating infographics already - this is a logical next step for linkbuilding.
- Reverse image search - involves finding sites that are using your images without attribution and asking them to link it back to you. Works best with self created images.
- Syndicating content on Medium and Linkedin - if your client has a blog, they could be syndicating content they've already written on the blog onto other sites like Medium and LinkedIn. Google does not count this as duplicate content and will attribute the original to their site (as long as it's published there first). Links are nofollow but, a great way to build up referral traffic.
- Use HARO (Help a Reporter Out) - could really be useful for some of our clients who do newsworthy things. Good way to get extra exposure and PR on top of backlinks.
|18 Powerful Techniques to Get High Quality Backlinks|
|OnCrawl||Employee 5||Technical SEO||Highlights:|
- Explains how to determine your crawl budget using the old search console: The approximate crawl budget can be calculated like this:
Avg.number of pages crawled per day x number of days in a month =
Approximate crawl budget
- And how to optimize for it using the Robots.txt file - goes over how to determine which pages to exclude and which to prioritize.
|How to start ranking higher with a better-optimized crawl budget|
|Search Metrics Blog||Employee 5||--||--||--|
|Search News Central||Employee 5||--||--||--|
|Boagworld Blog||Employee 5||--||--||--|
|Ahrefs Blog||Employee 6||Content Amplification||5600 word, in-depth article. Excellent insights and real-world examples.
1. Run Facebook ads
2. Promote to your existing audience
3. Create share‐worthy content
4. Get traffic from Google
5. Reach out to relevant people
6. Be active in relevant communities
7. Re‐purpose for different platforms
|How to Promote Your Blog: 7 Fundamental Strategies|
|Podcasts||Employee 6||TF-IDF / Machine Learning / AI etc.||TF-IDF (term frequency – inverse document frequency) is still valuable. |
Testing is not being done enough.
Use 304's when possible with large sites to increase crawl budgets.
|Marketing Speak: SEO Unpacked with Mike King|
|Stone Temple||Employee 7||Ranking Studies||Search Ranking Studies need better interpretation.|
The article spoke about the value of SEO studies and how correlation does not mean causation.
Strong correlation between fitness sites using videos since people who are looking for fitness information probably want to see how to do the exercise properly.
The takeaway for search marketers looking at data is that while data is a great thing, too much data can overwhelm you we should be wary of false conclusions. Sometimes, you have to take a deep breath and lean back into your own testing and experience as well as your awareness of good case studies from other SEO sources you trust.
He used two very powerful examples of not just trusting data blindly.
Flight 447 plunged directly into the Atlantic Ocean because the pilots blindly trusted readings from a broken sensor.
In contrast, A Qantas flight where the cockpit suddenly erupted with 58 error messages and 100 alarms going off all at once. In that situation, the plane landed safely because the pilots ignored the obvious noise and trusted their training instead.