This may be of some interest.
Posted by ryanwashere
A few years ago, I wrote a post here that caught some attention in the community.
I argued Google appears to be ranking websites heavily based on searcher intent — this is more true now than ever.
In fact, it might be algorithmically impossible to get your website on top of the SERPs.
If you find your website in this position, don’t give up on SEO!
The point of “Search Engine Optimization” is to get organic exposure through search engines — it doesn’t necessarily have to be your website.
We can leverage the ranking authority of other websites pass organic referral traffic to our sites.
I’m going to give 6 times when you should NOT rank your website.
Prefer to watch / listen? I outlined all these points as a part of a recent keynote: //youtu.be/mMvIty5W93Y
1. When the keywords are just TOO competitive
We’ve all been there: trying to rank a website with no authority for highly competitive keywords.
These keywords are competitive because they’re valuable so we can’t give up on them.
Here’s a few workarounds I’ve used in the past.
Tactic 1: Offer to sponsor the content
Ardent sells a product that “decarboxylates” cannabis for medicinal users.
There’s a ton of challenges selling this product, mostly because patients don’t know what “decarboxylation” means.
So, naturally, ranking for the keyword “what is decarboxylation” is a critical step in their customer’s path to conversion. Problem is, that keyword is dominated by authoritative, niche relevant sites.
While Ardent should still build and optimize content around the subject, it might take years to rank.
When you’re trying to build a business, that’s not good enough.
We decided to reach out to those authoritative sites offering to “sponsor” one of their posts.
In this case, it worked exceptionally well — we negotiated a monthly rate ($250) to tag content with a CTA and link back to Ardent’s site.
Granted, this doesn’t work in every niche. If you operate in one of those spaces, there’s another option.
Tactic 2: Guest post on their site
Guest writing for Moz in 2015 put my agency on the map.
Publishing on powerful sites quickly expands your reach and lends credibility to your brand (good links, too).
More importantly, it gives you instant ranking power for competitive keywords.
As co-owner of an SEO agency, it would be amazing to rank in Google for “SEO services,” right?
Even with an authoritative site, it’s difficult to rank your site for the search “SEO service” nationally. You can leverage the authority of industry sites to rank for these competitive searches.
The post I wrote for Moz back in 2015 ranks for some very competitive keywords (admittedly, this was unintentional).
This post continues to drive free leads, in perpetuity.
When we know a client has to get visibility for a given keyword but the SERPs won’t budge, our agency builds guest posting into our client’s content strategies.
It’s an effective tactic that can deliver big results when executed properly.
2. When you can hijack “brand alternative” keywords
When you’re competing for SERP visibility with a large brand, SEO is an uphill battle.
Let’s look at a couple tactics if you find yourself in this situation.
Tactic #1: How to compete against HubSpot
HubSpot is a giant on the internet — they dominate the SERPs.
Being that large can have drawbacks, including people searching Google “HubSpot alternatives.” If you’re a competitor, you can’t afford to miss out on these keywords.
“Listicle” style articles dominate for these keywords, as they provide the best “type” of result for a searcher with that intent.
It’s ranking on top for a lot of valuable keywords to competitors.
As a competitor, you’ll want to see if you can get included in this post (and others). By contacting the author with a pitch, we can create an organic opportunity for ourselves.
This pitch generally has a low success. The author needs to feel motivated to add you to the article. Your pitch needs to contain a value proposition that can move them to action.
A few tips:
- Find the author’s social profiles and add them. Then retweet, share, and like their content to give them a boost
- Offer to share the article with your social profiles or email list if they include you in it
- Offer to write the section for inclusion to save them time
While success rate isn’t great, the payoff is worth the effort.
Tactic #2: Taking advantage of store closures
Teavana is an international tea retailer with millions of advocates (over 200k searches per month in Google).
Just a few months ago, Starbucks decided to close all Teavana stores. With news of Teavana shutting down, fans of the brand would inevitably search for “Teavana replacements” to find a new company to buy similar tea from.
Teami is a small tea brand that sells a number of SKUs very similar to what Teavana. Getting in front of those searches would provide tremendous value to their business.
At that moment, we could do two things:
- Try to rank a page on Teami’s for “Teavana replacement”
- Get it listed on an authority website in a roundup with other alternatives
If you ask many SEO experts what to do, they’d probably go for the first option. But we went with the second option – getting it listed in a roundup post.
If we ranked Teami as a Teavana replacement — which we could do — people will check the site and know that we sell tea, but they won’t take it seriously because they don’t trust us yet that we are a good Teavana replacement.
How to pull it off for your business
Find a writer who writes about these topics on authoritative sites. You may need to search for broader keywords and see articles from authority magazine-like websites.
Check the author of the article, find their contact info, and send them a pitch.
We were able to get our client (Teami Blends) listed as the number-two spot in the article, providing a ton of referral traffic to the website.
3. When you want to rank for “best” keywords
When someone is using “best” keywords (i.e. best gyms in NYC), the SERPs are telling us the searcher doesn’t want to visit a gym’s website.
The SERPs are dominated by “roundup” articles from media sources — these are a far better result to satisfy the searcher’s intent.
That doesn’t mean we can’t benefit from “best keywords.” Let’s look at a few tactics.
Tactic #1: Capture searchers looking for “best” keywords
Let’s say you come to Miami for a long weekend.
You’ll likely search for “best coffee shops in Miami” to get a feel for where to dine while here.
If you own a coffee shop in Miami, that’s a difficult keyword to rank for – the SERPs are stacked against you.
A few years back we worked with a Miami-based coffee shop chain, Dr Smood, who faced this exact challenge.
Trying to jam their website in the SERPs would be a waste of resources. Instead, we focused on getting featured in press outlets for “best of Miami” articles.
How can you do it?
Find existing articles (ranking for your target “best of” keywords) and pitch for inclusion. You can offer incentives like free meals, discounts, etc. in exchange for inclusion.
You’ll also want to pitch journalists for future inclusion in articles. Scan your target publication for relevant journalists and send an opening pitch:
My name is [YOUR NAME]. Our agency manages the marketing for [CLIENT].
We’ve got a new menu that we think would be a great fit for your column. We’d love to host you in our Wynwood location to sample the tasting menu.
If interested, please let me know a date / time that works for you!
We pitched dozens of journalists on local publications for Dr Smood.
It resulted in a handful of high-impact features.
Work with food service businesses? I have more creative marketing tips for restaurants here.
Tactic #2: If you have a SaaS / training company
Let’s say you work for an online training company that helps agencies improve their processes and service output.
There’s hundreds of articles reviewing “best SEO training” that would be a killer feature for your business.
Getting featured here isn’t as hard as you might think — you just have to understand how to write value propositions into your pitch.
Part of that is taking the time to review your prospect and determine what might interest them:
- Helping get traffic to their site?
- Discounts / free access to your product?
- Paying them…?
Here’s a few I came up with when pitching on behalf of The Blueprint Training.
My name is [YOUR NAME]…nice to meet you.
I’ll get to the point – I just read your article on “Best SEO Trainings” on the [BLOG NAME] blog. I recently launched a deep SEO training and I’d love consideration to be included.
I recently launched a platform called The Blueprint Training – I think its a perfect fit for your article.
Now, I realize how much work it is to go back in and edit an article, so I’m willing to do all of the following:
– Write the section for you, in the same format as on the site
– Promote the article via my Twitter account (I get GREAT engagement)
– Give you complimentary access to the platform to see the quality for yourself
Let me know what you think and if there’s anything else I can do for you.
Enjoy your weekend!
If you can understand value propositioning, you’ll have a lot of success with this tactic.
4. When you need to spread your local footprint
Piggybacking off the previous example, when performing keyword research we found Google displayed completely different SERPs for keywords that all classified what Dr Smood offered.
- Miami organic cafe
- Miami coffee shop
- Miami juice bar
The algorithm is telling us each of these keywords is different — it would be extremely difficult to rank the client’s website for all three.
However, we can use other owned properties to go after the additional keywords in conjunction with our website.
Properties like Yelp allow you to edit titles and optimize your listing just like you would your website.
We can essentially perform “on page” SEO for these properties and get them to rank for valuable keyword searches.
The structure we took with Dr Smood was as follows:
When doing this for your business, be sure to identify all the keyword opportunities available and pay attention to how the SERPs react for each.
Understand which citation pages (Yelp, MenuPages, etc) you have available to rank instead your website for local searches and optimize them as you would your website.
5. When you need to boost e-commerce sales
The SERPs for e-commerce stores are brutally competitive. Not only do you have to compete with massive brands / retailers, but also sites like Amazon and Etsy.
Look, I get it — selling on Amazon isn’t that simple. There’s a ton of regulations and fees that come with the platform.
But these regulations are what’s keeping a lot of larger brands from selling there, aka, there’s an opportunity there.
Amazon accounts for 40% of online retail in the US (and growing rapidly). Not only can you get your Amazon to rank in Google searches, but 90% of sales on the platform come from internal Amazon searches.
In other words, Amazon is its own marketing engine.
While you might take a haircut on your initial sales, you can use Amazon as a customer acquisition channel and optimize the lifetime value to recoup your lost upfront sales.
Here’s how we did it for a small e-commerce client.
Tactic: Radha Beauty Oil
Radha Beauty sells a range of natural oils for skin, hair and general health. Our keyword research found that Amazon listings dominated most of their target keywords.
With clients like this we make sure to track SERP result type, to properly understand what Google wants to rank for target keywords.
Specifically, Amazon listings had the following SERP share:
- First result = 27.3%
- Second result = 40.9%
- Third result = 35.9%
Fortunately, this client was already selling on Amazon. Unfortunately, they had a limited budget. We didn’t have the hours in our retainer to optimize both their e-commerce store and their Amazon store.
This data gave us the firepower to have a conversation with the client that our time would drive more revenue optimizing their Amazon store over their e-commerce platform.
We focused our efforts optimizing their Amazon listings just like we would an e-commerce store:
- Amazon product titles
- Amazon descriptions
- Generating reviews from past customers
- Building links to Amazon store pages
The results were overwhelmingly positive.
If you’re a newer e-commerce brand, an Amazon store gives you the opportunity to outrank giants like Ulta in Google.
6. When the SERPs call for video
Predator Nutrition is an e-commerce site that sells health and fitness supplements. They have their own private label products, but they’re mainly a retailer (meaning they sell other brands as well).
While performing keyword research for them, we found a ton of search volume around people looking for reviews of products they sold.
The SERPs clearly show that searchers prefer to watch videos for “review” searches.
There are a couple ways you can capture these searches:
- Create videos for your YouTube channel reviewing products
- Find and pay an influencer to review products for you
I prefer method #2, as reviews on third-party channels rank better — especially if you’re targeting YouTubers with a large following.
Not only are you adding more branded content in the SERPs, but you’re getting your products reviewed for targeted audiences.
This industry tends to romanticize SEO as a traffic source.
Don’t get me wrong, I love how passionate our community is, but… we have to stop.
We’re trying to build businesses. We can’t fall in love with a single source of traffic (and turn our backs to others).
The internet is constantly changing. We need to adapt along with it.
What do you think?
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
Thank you for reading.
This may be of some interest.
You’re probably already familiar with Google My Business.
If you aren’t, as a quick recap, Google My Business is a simple way to claim your office address or storefront on Google.
That way, when someone searches for your business, you’ll show up on the right side of a Google search like the image above.
Or better yet, when someone searches for a product or service you’ll offer, you’ll show up in the local pack.
What’s interesting, though, is Google has been making changes to it, which means it just got easier to generate leads and sales for you.
Best of all, very few marketers are even leveraging these features.
What’s one of the easiest ways to generate more sales?
By offering discounts and coupons, right? Just think of it this way, if it didn’t work, Cyber Monday wouldn’t bring in $7.8 billion in sales.
Google knows that people are looking for ways to save money and find good deals. With this new feature, businesses can reward their customers by giving them welcome offers.
By following your business, they can get first-time deals and always keep in touch to see when new deals are posted.
Not only will this bring you new customers but also repeat customers because people will be notified every time you have new deals.
To set up a welcome offer, open your Google My Business app and tap on your profile. Under “Turn followers into customers,” click on ‘Create Welcome Offer’ and hit ‘Create.’
You can enter the following information in your offer:
- Title (30% off oil changes)
- Coupon Code (Optional)
- Terms and Conditions (Optional)
- Website (Optional)
Once finished, you can preview your message and publish. For notifications on new followers, and editing or deleting offers, you can read more on Google Support.
Generate leads in just a few clicks
Google is now adding a “Request a Quote” button in your business listing which was discovered by Joy Hawkins and can also be seen on mobile when searching branded terms.
This is happening with businesses that have the Google My Business messaging feature on.
To enable messaging, open the Google My Business app and go to your listing.
Navigate to Customers -> Messages and turn on!
People will now be able to ask for quotes on cars, insurance, and pretty much any service out there.
You can even review these quotes and reply to them within the Google My Business App and connect with your customers easily for a quick sale.
Make sure you claim your URL
Businesses can now claim a Short Name and URL for their listing.
If you haven’t claimed your URL, make sure you do so before it gets taken by someone else.
Don’t get too crazy though as you can only change your short name three times per year. You can enable this by navigating to your locations page, click “Info” on the left-hand side, and see “add short name”.
You may not think this is a big deal, but if you have used Google My Business before, then you know it’s not easy to share your profile on business cards, emails, and text messages without posting a huge URL.
With short names, your landing page will show as g.page/businessname and can be easily shared.
A business can choose a name between 5 and 32 characters and it can contain the business name, location, and more. People can still flag a name for impersonating another business or if the name is offensive, fake, spammy, or contains inappropriate terms.
So, remember not to violate any policies with your name.
I recommend doing this as it will make it easier for your customers to refer back to your profile where they can read updates, post, make reservations, read/write reviews, and more!
And eventually, people will be able to search short names in Google Maps to find the businesses they love.
Google is now letting customers order food from restaurants and stores via Google Assistant, which is delivered through DoorDash, Postmates, Delivery.com, Slice, ChowNow, and Zuppler, with other partners possibly coming soon.
Users can click on Order Now on the listing and can choose pick-up or delivery and if they want to order ASAP or schedule for later. Payment happens through the default payment on Google Pay. If they do not have one, they will be able to add credit card information through this too.
Additionally, customers can order food by using Google Assistant by saying “Okay Google, order food from [restaurant].” If the user has ordered before, it will let them see past orders.
Updating your menu online, as well as delivery service carriers and their apps will help get you started on this.
You’ll want to make sure your menus are consistent through all your service carriers to get the best orders to your hungry customers.
And of course, I know there is a good chance you don’t have a restaurant or aren’t in the food delivery business, but expect to see more ways Google My Business gets integrated with Google Assistant.
It’s better to be early than late.
And speaking of food, Google has also added the popular dish tab on your menu which features images and menu items that people love the most.
This scans reviews and images on your Google My Business profile to find the most commonly mentioned dish and adds it to your popular dish tab. Of course, if anything is wrong, you can suggest edits to these.
This helps if there are dishes without names, wrong names, or typos can be fixed.
Auto-generated posts based on reviews
Look, you are busy, but you have no choice but to create content.
Google has given you easier ways to generate posts… in essence, they are now creating auto-generated posts for you.
These recommended posts are suggested through customer reviews on your Google My Business profile and are similar to their Small Thanks program, which tried to get you to highlight reviews given by previous customers on social media and even being able to print it out and display it on your business walls.
You are probably wondering why should you use it, right?
This helps keep people engaged in your profile if you haven’t posted on Google My Business in a while and gives you fast and easy publishing. It even gives you options to customize backgrounds with images and colors.
This will pop up on your Google My Business dashboard and all you have to do is hit “Create this post”.
There’s no real way to pick other reviews for Suggested Posts, but you are always welcome to create your own. This is just a simple feature created to help engage your audience more.
Boost your conversions by controlling your images
Businesses can now set a preferred profile cover photo in your image carousel and have a place for logos at the top-right of your profile next to the business name.
This is an additional feature to the regular NAP (Name, Address, Phone Number) as well as business hours and will be prominently featured.
You can easily create offline material
Google is launching a website where businesses can order and get custom promotional items such as stickers and posters to advertise their business. This is in hopes that it will entice customers to follow places on your profile, add reviews, and create bookings.
You can even order signs like ‘follow us on Google’ and more for free (one shipment per location).
For posters, you can use the editor to create your own type of poster that can be downloaded and easily printed by yourself or a local printing company. If posters aren’t your cup of tea, you can even share these on social media.
This is currently free as it is a downloadable offer, but you may want to pay to have someone print this out in poster size or as stickers to put on your business windows.
Just think of it this way, people put Yelp signage everywhere because it works. Chances are, it will work on Google as well.
Google launched Place Topics which uses data based on reviews to help give information on what previous customers think about your business.
This can help users see themes of reviews at a glance for businesses and it’s all automated.
It’s kind of like a tag cloud.
This does mean that you cannot generate these yourselves or edit them. So, if you don’t have one, you may not have enough reviews.
Also, if you have a negative one, there’s potentially no way of removing this unless you get the review removed. So, make sure your happy customers are leaving reviews is very important.
Possibly entice them with a 10% discount the next time they come… assuming you aren’t breaking any policy guidelines.
Q&A Auto-Suggest Answers
This feature that Google updated uses previous answers to questions and Google My Business Reviews to answer new questions on the spot. As you start writing the question, different answers start to pop up to give you the best match.
So how can you make sure people get the most accurate answer?
Similar to place topics, encouraging your customers to leave detailed reviews of their experience really helps. The more detailed the review is, the better the question gets answered.
Of course, people who are searching for answers can potentially see negative reviews such as prices are too high, service takes long, very long waits on weekends, and more.
In other words, always encourage positive reviews from your loyal customers.
If you haven’t used Google My Business before, you should check it out. With their updates and new features, it is now easier to generate sales and collect leads.
In the future, you’ll see a much deeper integration between Google My Business and Google Assistant. This is going to be important as 50% of the searches will soon by voice searches according to ComScore.
Make sure you are leveraging all of these features and releases Google is launching because it doesn’t cost you money and if you get in early enough, you’ll have an advantage over your competition.
So are you using Google My Business to it’s fullest extent?
The post How to Generate More Traffic with Google’s New Features appeared first on Neil Patel.
Thank you for reading.
This may be of some interest.
It’s hard to avoid something if it’s easy and convenient.
The route you take to the office might affect how much you weigh. New research that looked at commutes found a pattern: Workers who passed more fast-food restaurants on the way to work had a higher average body-mass index than their coworkers.
Thank you for reading.
This may be of some interest.
Sometimes, a conflict requires you to solve an internal conflict. This trainer gives advice on 3 productive tips to do so.
When you think of conflict, what comes to mind? Is it something that you try to avoid? Something you dread? Do you associate it with words like ‘somebody gets hurt’ or ‘fighting’?
Thank you for reading.
This may be of some interest.
Do you want to drive more foot traffic into your local business? Wondering how social media marketing can help? To explore how local businesses can drive more foot traffic, I interview Stacy Tuschl. Stacy is a local business marketing expert and owner of two performing arts studios. She’s also host of the Foot Traffic podcast […]
Thank you for reading.
Let’s face the fact that it is one of the biggest challenges in the world of internet marketing. I’m talking about keeping your viewers engaged throughout your entire sales video.
Study says 95% that most of your visitors spend only few seconds at your video and then immediately scroll down. And if you are losing 95% of your traffic, we cannot take away the fact of losing sales and more importantly money as well.
See! That is a real problem right there. But that ends today.
It is a powerful software to get more engagement to your videos. It automatically stick your video into your viewer’s screen everytime they scroll down. And what’s amazing is that call to action link is always included. Amazing, right?
Wanna know more? Let’s go check this review!
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VidEngage is the only software of its kind that will let you add highly attractive and engaging video popups that stick to a corner of your page and keep your audience engaged throughout the course of your pitch.
- PICK PLACEMENTS FROM ANY 4 CORNERS
Our powerful software lets you select where you want the video to appear when the user scrolls down and you can test it to see which one does better for you. You can even select how big or small you want the video to be.
- ADD CUSTOMIZED CALL TO ACTIONS
One of the major reasons why VidEngage increases your sales and results is because it can add a customized call to action button that you can show above or below the video when It floats upon scrolling – you can select from 100s of Google Fonts and any color you want.
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We’ll normally only have limited site options after this special launch but as of now – you can pick the option to use VidEngage on unlimited sites – we may never have this option again so if you’re thinking about this, don’t. This is a stellar deal that may never come back again.
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Once you generate the video code for your youtube or vimeo videos & add it to your sites, you can change the videos anytime you want, change the settings, position, call to action – almost every element from the central control dashboard and you will not have to replace any code on any of your sites. It will automatically update without requiring any manual intervention from your end.
- LIFETIME ACCESS
You’ll see below we have monthly options for you to pick up VidEngage. But the 3rd option is to get lifetime access to our amazing software. We will solely be offering monthly after a few weeks of running the special offer and when this is gone, the only option you will have is monthly. So pick up the LIFETIME ACCESS now and get locked in at the extremely low price today.
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It is super easy to use. You don’t need technical skills. Just follow these easy steps:
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Step 4 Select Your Video Size and Autoplay Option.
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OR check the demo video:
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- Need stable internet connection to use
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Have you tried filling out a contact form on a website? Boring, right?
I know. Everyone hates it.
Most of the viewers or customers are impatient when it comes to getting a reply. They want quick and interactive conversations nowadays. That is why most of the marketers lose customers because they’re still using this old method.
Today, what I’m about to show you will change everything.
We know for a fact that social media is the new revolution this days. Sadly, some websites did not take advantage of this, and they’re still using the old method of filling out a contact form. Well, that ends now.
This is the perfect software to help your customers to easily contact you through your social media accounts in just one click. Awesome, right?
Wanna know more? Let’s go read this review!
- WordPress Compatible- Essential WordPress Plugin for Every Single Blog and WordPress Site
- Integrate Social Media Accounts- Adds 20+ Social Ways for visitors and customers to reach you faster!
- Floating Box Feature- A dialog box will be displayed in the right corner of your website.
- ADDS 3 EXTRA Popup Types – to your contact button popup and show amazing colorful icons and HYBRID popup with built in contact form + social links.
- Add HTML Content to Popups / Optin Forms – Now you can add any kind of html content or optin form code to your popups and change call to action of your contact buttons too.
- Customize Color Scheme of Your Popup – Completely change the color scheme of your popup and make it match your site or stand out for more attention.
- Animated Browser TAB TITLE – for extra attention grabbing makes visitors come back to your site even if they have browsed away to another page.
Personalize Your Popup with Text & Your Picture / Brand Logo.
- Change Call to Action For Post/Page/Category to show a different call to action text based on what part of your site the visitor is on – amazing feature!
- AUTO POPUP with Notification Sound – Make your popup automatically OPEN after a few seconds so the visitor really sees it and also pops up with a little notification sound so its hard to ignore.
- 15+ Animations for Your Contact Button – Makes your contact button appear in style and fly onto your page so its hard to miss & makes your site look cool.
- Attention Grabbers + Loops – Now you can make your contact button grab more attention with 10 different types of looped animated attention grabbing effects.
How Does It Work?
You don’t need technical skills to use this. This is super easy. You can check this video as a walk-through:
- Will make your sites more appealing to customers/viewers
- User friendly
- Can be customized
- Responsive Technical Support
- For WordPress users only
- Need stable internet connection
- Need to contact support desk if you have questions
Still wanna use that old form for your customers/viewers? I know you can do more that. GET Your copy of WP Social Contact Here!
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