SEO Tips from the Experts' Pen

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Post on 06-Apr-2017




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<ul><li><p>The Best of AMAs:</p><p>SEO Edition</p></li><li><p>Were in the spirit of giving!Weve compiled a hefty handful of the best questions asked and answered from our SEO AMAs as a gift to you!</p><p>We hope that youll enjoy this gift from the team!</p></li><li><p>Heres the breakdown1. Rand Fishkin Founder of Moz2. Avinash Kaushik Digital Marketing Evangelist at Google3. Tom Critchlow Digital &amp; Art at Fiercely Curious4. Ann Smarty Brand Manager at Internet Marketing Ninjas5. Dan Shure Owner/Consultant at Evolving SEO6. Mackenzie Fogelson Founder &amp; CEO of Mack Web. Blogger for Moz7. Paul May Co-Founder of BuzzStream8. Peep Laja Founder of ConversionXL9. Paul Shapiro Organic Search Director at Catalyst</p><p>10. 2 Bonus Questions!52 questions!</p></li><li><p>First up, our very own...</p></li><li><p>Rand FishkinFounder of Moz</p><p>Words of Wisdom"Best way to sell something: don't sell anything. Earn the awareness, respect and trust of those who might buy.</p><p>tweet this!</p><p></p></li><li><p>QuestionFor someone trying to succeed in digital marketing, and more specifically SEO, what do you think is the one quality they should possess?</p><p>Crystal WareDog Lover, Chocolate Feen, Southern Belle, Adrenaline Junkie, Half Marathoner, Crohnie, Bookshelf Peruser, Head of SEO with @Location3</p><p>click here to see the original thread</p><p></p></li><li><p>Answer: While I don't think I've always done my best with this quality, something I've strived hard for is empathy. There's a reason it's the most important value in TAGFEE - I think when people are able to empathize with others, they can do their best work in marketing, because they understand the problems their audience faces, the ways their message might be received, and how they can help before asking for anything in return.</p><p></p></li><li><p>Question"What is your thought on recycling great content? </p><p> Update an existing resource so it stays relevant Create a new, updated resource (and keep the old one untouched) Create a new, updated resource (and redirect the old one to it)"</p><p>Francois MathieuStartup marketing, data hacking, growth, automation &amp; analytics. Marketing Programs Manager @Uberflip.</p><p></p></li><li><p>Answer: I like C the best most of the time, and A sometimes. On occasion, if the content was particularly time-sensitive and historically interesting, I might do B. But yes, I really like the idea of recycling content to help it earn more attention.</p><p></p></li><li><p>QuestionDo you feel that Search Engine algorithms put too much emphasis on domain authority and backlinks. Makes it harder for new sites to rank, even if they have quality. I think algo needs much improvement.</p><p>NeilBlogging tips for the newbie. SImple, easy and useful.</p><p></p></li><li><p>Answer: I'd agree that it's hard for new sites to rank, but I'm not sure that means the algos are broken. Human beings like familiarity and things they trust, so when they see new things, they're often skeptical at first. That's why engines like to reward sites that have earned brand awareness, attention, and trust, and why part of the SEO's work is to build those things in order to earn rankings.</p><p></p></li><li><p>Question"If you had visits and related data from around 300 websites then what are the questions and answers you will try to find from the data? Like:</p><p>1. Trend of device used by visitors.2. Percentage of visits from each search engine."</p><p>Christy KunjumonInbound Marketer @TechWyse, SEO, Blogger, LinkBuilder </p><p></p></li><li><p>Answer: I'd love to see:Relative share of social media sitesRelative share of all traffic sources (search vs. social vs. referring sites vs. direct)Relative share of paid vs. organic sourcesRelative share of home page vs. internal page visitsRelative time on site / pages per sessionRelative rates of conversion to various actions (if there are shared actions across many of the sites)</p><p></p></li><li><p>QuestionWhat do you think will be the best method for obtaining backlinks moving forward?</p><p>Mack AyacheEngineer, Marketer, Designer</p><p></p></li><li><p>Answer: I think "link earning" in general is going to be the best, long-term method for growing that signal. By link earning, I mean doing things that will make people and organizations want to point to you/your work, and then making them aware of it. There are lots of ways to earn links without content. I covered some alternatives here (yikes! check out that horrible lack of facial hair) and here (oh thank god, that's better).</p><p></p></li><li><p>Question"What metrics would you or MOZ recommend to use when reporting on content success?</p><p>How can i weight it?</p><p>Lastly, is it wise to show a client all of this data?"</p><p>Dan HugoSydney-based #ContentMarketing strategist. Tweeter of #SEO news. Author and scholar of humanities.</p><p></p></li><li><p>Answer: We use something called "1Metric" to kinda-sorta measure all these things together. Dr. Pete did a great presentation on it here. It mashes up lots of all three of the types of things you bucketed and then builds a correlation between those numbers and overall performance in our funnel. I think Matt Brown and Jay Leary from Moz are working on a way to actually turn that into a product in the future :-)</p><p></p></li><li><p>QuestionWhat are the most important KPIs to point a client to when you are helping them earn links and content opportunities for the purposes of rankings, traffic, and brand awareness? In other words, when performing top of the funnel targeted digital marketing for the purposes of (business goals X, Y, and Z), how do you best prove your worth in the beginning of the journey?</p><p>Nicholas ChimonasDirector of Product Development at Page One Power,Marketing and Advertising</p><p></p></li><li><p>Answer: Metrics - check out this post: </p><p>That's pretty much how I like to break things down from a metrics perspective, and I think it can scale from the very small to the very big companies.</p><p></p></li><li><p>QuestionHow do you see SEO evolving in the future?</p><p>Mack AyacheEngineer, Marketer, Designer</p><p></p></li><li><p>Answer: I think the technical optimization elements of SEO will always be with us, and that the engines will continue changing - creating new opportunities and shutting down old ones (e.g. schema vs. authorship). But, I also think SEO will get more complex and become more and more a part of all the other marketing and amplification investments organizations make. Those who succeed will be the ones that can best leverage all the marketing they do to work in concert with their SEO, and that means a lot of coordination and people around companies listening to SEOs, which will be uncomfortable. I suspect that will limit the success most can achieve, but it will also create huge opportunity + reward for those who can do it.</p><p></p></li><li><p>QuestionDo you think that Linkless SEO has any merits? If so - how far out do you think we are from that?</p><p>William HarrisVP of #Marketing for @DollarHobbyz - I tweet about #GrowthHacking #Entrepreneur #Startup #SaaS #SEO #ContentMarketing #SocialMedia #Ecommerce</p><p></p></li><li><p>Answer: Yes(ish). I think you can do lots of good things to set yourself up for success without pro-active link acquisition and outreach. But I think it will be hard to compete with a wholly link-unaware strategy unless your competition is also mostly link-unaware. It feels like we're still years away from a truly "don't even think about links" future.</p><p></p></li><li><p>QuestionDo you think gaining links through replacing broken ones are worth an effort?</p><p>Mert GrelIstanbul based line producer and production manager for TV and film</p><p></p></li><li><p>Answer: I've been really impressed with a lot of stuff Brian's published over the years. The "Moving Man Method" post describes something I'd always heard of as "broken link building" or the more awkward "broken link link building." I think it's a perfectly legit tactic and one that can help make lots of sites better, not just your own, which is great for the web. Here's another great post on the topic from Russ Jones:</p><p></p></li><li><p>QuestionHave you done any research, or have an opinion on, the benefits/advantages of creating content using 1st person language in the titles vs. 3rd person? </p><p>Based on Hummingbird, mobile, and a whole host of devices that recognize voice commands, I would imagine that search queries are starting to look a little more like I want to know what the best xyz is.., I'm looking for inbound marketing consulting help.</p><p>So in turn, my question is, are there organic/SERP advantages to creating content with titles that are written in the 1st person and might look like: I'm Looking for Inbound Help: 5 Things to Consider" or I Want to Learn About SEO: Top 3 Resources to Review</p><p>Aaron MandelbaumFounder &amp; CEO SMB Advisors ; Inbound Sales, Marketing &amp; Branding strategies for Small &amp; Mid Size Businesses @HubSpot Partner - Boston</p><p></p></li><li><p>Answer: I'm a fan of permanent redirects. I believe search engines love them too.</p><p></p></li><li><p>QuestionWhat do you see as being the biggest threat/challenge to the SEO profession in the coming years, and do you feel it represents greater opportunity for the cream to rise to the top, or danger signs that the industry needs to take heed of?</p><p>Ed LeakeMotorsport fan, real coffee drinker, loves long walks to the bank. I talk Digital Marketing, SEO, PPC, SEM, Content &amp; doughnuts | Managing Director - @Midas_UK</p><p></p></li><li><p>Answer: Biggest threat/challenge to SEO - my guess is that the biggest threat is that a closed network (like Facebook) enters the search market and wins significant share. Google may have crept into some evil over the last decade, but they are still, by and large, an open platform where competition is (even if biased) at least possible. Facebook would be a different story, and given how FB's treated other players in their ecosystem (brand reach, Zynga, etc), I think we'd have serious cause for concern. It's a paradox, because I want more strong competition with Google, but I fear it coming from a closed system of any kind.</p><p></p></li><li><p>QuestionHow do you think search will change in the next 5 years? - and do you think those changes will affect people who focus on quality content over "the latest trick".</p><p>Gabriel FerlandWebsite Design, Development and Marketing</p><p></p></li><li><p>Answer: Search in 5 years! Bah! I can barely predict out one year due to how fast this industry moves. That said, I think deep learning is going to be a big part of how engines evolve and because of that, we're going to see much less "do X to tweak signal Y and move rankings" and much more "how do all these disparate things that earn me attention, trust, amplification, and engagement seem to somehow affect my SEO?!" Even Googlers who work on search quality and web spam won't be able to explain what's in the algorithm, because the machine will be learning and growing on its own... Welcome to the unsupervised future!</p><p></p></li><li><p>QuestionIn your opinion, for someone approaching SEO with a basic understanding of it, what's the ideal time allocation between keeping up with the latest news and reading blogs vs. actually doing &amp; testing things by themselves?</p><p>Massimo ChieruzziInbound marketer, Facebook Ads Expert, founder &amp; Ceo @AdEspresso, #500Strong</p><p></p></li><li><p>Answer: When I was coming up in the field, I spent a tremendous amount of time reading and participating in forums and blog comments and writing blog posts of my own. I think some people learn through that consumption and participation process, and that's cool. I do agree that you also want to get your feet wet - I had clients whose website SEO I was working on at the time, so that helped me. I'd certainly advise anyone starting out to also invest some energy in publishing a site - even just a hobby-related-blog or passion project website - and working on its content, social media reach, links, and UX. You'll learn a ton doing the hands-on work.</p><p>I don't, however, believe there's some ideal formula for balancing between the two. For some people it's 80/20 one way, for others, it's 20/80 the other way - we all learn differently :-)</p><p></p></li><li><p>QuestionWhat do you think the future of search might look like?</p><p>Kyle MenchacaContent Marketer, Engineer at None</p><p></p></li><li><p>Answer: One future in search would be an advancement from location-aware (which we have now), to context and visual-field aware (think the display this guy had).</p><p></p></li><li><p>Avinash KaushikDigital Marketing Evangelist at Google</p><p>Words of Wisdom"You win customer confidence by solving their problem (not yours). "</p><p>tweet this!</p><p></p></li><li><p>Question Is it wise to no index / no follow microsites which are used primarily for paid campaigns? What if they are getting some organic traffic that converts?</p><p>Neil MoreeI like design, css, analytics, adwords, &amp; french!</p><p></p></li><li><p>Answer: Think about your content strategy (same content in different places, only one place), think about fragmentation of your presence on serps, think of confusion for customers, and other such things. I would never make the decision based solely on my search engine optimization strategy. I would think about customer experience first, the overall business strategy second and then implications on SEO.</p><p></p></li><li><p>QuestionDo you see semantics search replacing current search in the next 3-5 years? And how may this impact SEO &amp; analytics?</p><p>Monil</p><p>Co-Founder -Market Motive, Digital Marketing Evangelist</p><p></p></li><li><p>Answer:Here's the wikipedia definition for semantic search: "Semantic search seeks to improve search accuracy by </p><p>understanding searcher intent and the contextual meaning of terms as they appear in the searchable dataspace, </p><p>whether on the Web or within a closed system, to generate more relevant results."</p><p>If you reflect on it for a few mins I'm sure you'll agree that with every passing day, with every little step that </p><p>Google/Bing/Baidu/Yandex take, search has been becoming semantic for the last couple of years at least. The </p><p>process might even be accelerating. </p><p>In terms of SEO, I think the very core of SEO (content creation, earning unbegged for links, having a social platform </p><p>with engaged audiences, et al) will remain important. There might be new nuances that crop up here or there, more </p><p>data we can share with the various webmaster tools, but we all adapt to them pretty easily.</p><p></p></li></ul>