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Digital Marketing Maniacs
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RankBrain Unleashed - Posted by gfiorelli1Disclaimer: Much of what you're about to read is based on personal opinion. A thorough reflection about RankBrain, to be sure, but still personal — it doesn't claim to be correct, and certainly not "definitive," but has the aim to make you ponder the evolution of Google. Introduction Whenever Google announces something as important as a new algorithm, I always try to hold off on writing about it immediately, to let the dust settle, digest the news and the posts that talk about it, investigate, and then, finally, draw conclusions. I did so in the case of Hummingbird. I do it now for RankBrain. In the case of RankBrain, this is even more correct, because — let’s be honest — we know next to nothing about how RankBrain works. The only things that Google has said publicly are in the video Bloomberg published and the few things unnamed Googlers told Danny Sullivan for his article, FAQ: All About The New Google RankBrain Algorithm. Dissecting the sources As I said
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We're Pleased to Announce Moz Content – A New Product for Content Marketers - Posted by JayLearyStating the obvious here, but content is a massively important part of any inbound marketing campaign. The problem that most of us run into — and I know this well from years of SEO consulting with publishers — is that even "good" content can fade from view without a share, link, or conversion. Engaging an audience isn't as simple as clicking "publish." So, how do we avoid making phantom content a habit? For Moz, timely data has been a big part of the answer. Over the years, we've built internal tools like 1Metric to guide our work. It's a simple strategy, but the more analysis we perform, the better we understand our audience. The better we understand our audience, the easier it is to produce engaging content. When we blog and talk about those tools, folks in the community remind us that having something similar for their own use would be really helpful. Well, we took that feedback to heart and, about a year ago, set out to create a product that helps marketers a
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We're Pleased to Announce Moz Content! - Posted by JayLearyStating the obvious here, but content is a massively important part of any inbound marketing campaign. The problem that most of us run into — and I know this well from years of SEO consulting with publishers — is that even "good" content can fade from view without a share, link, or conversion. Engaging an audience isn't as simple as clicking "publish." So, how do we avoid making phantom content a habit? For Moz, timely data has been a big part of the answer. Over the years, we've built internal tools like 1Metric to guide our work. It's a simple strategy, but the more analysis we perform, the better we understand our audience. The better we understand our audience, the easier it is to produce engaging content. When we blog and talk about those tools, folks in the community remind us that having something similar for their own use would be really helpful. Well, we took that feedback to heart and, about a year ago, set out to create a product that helps marketers a
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5 Steps to Content Marketing Success - Posted by Paddy_MooganContent marketing is hard. The problem is that the process looks easy. You brainstorm some ideas, choose one that you like, design and build it, do some outreach and you get traffic, links and social shares. Job done. It's a bit like link building, where someone may say, "Just build great content and the links will come." Unfortunately, it's very rarely that straightforward. Yes, sometimes you can get lucky and something will fly with little effort. But anyone that says that content marketing is easy has probably never done it over and over again. This is one of the reasons that I really liked this post last week by Simon Penson, because he admitted that he'd failed many times before getting it right. Simon pointed out that the plan he shared just increases the possibility of success — it doesn't guarantee it. In this post, I'm going to share our process for putting together a content marketing campaign. It doesn't guarantee success either, but I'm positive tha
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20 Attributes that Influence a Link's Value - Whiteboard Friday - Posted by randfishWhen it comes to the link building process, there’s a lot to keep track of — and that process today is pretty different from what it was a few short years ago. In this week's Whiteboard Friday, Rand scores 20 different attributes that can influence a link's value based on whether or not they still matter in 2015/2016. Click on the whiteboard image above to open a high resolution version in a new tab! Video TranscriptionHowdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about the attributes that influence a link's value and which ones we might still need to care about. So in old-school SEO this was critically important. We had this very manual link building process where we'd go, "Well, here's a page. Do I want to get a link from that page? I know I'm going to have to put a bunch of outreach effort in, and that could be everything from submit to this page to email or pitch them or do business development and get a partne
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When Data Just Isn't Enough: The Hidden Context that's Key to Content Loyalty - Posted by ronell-smith (Image source) When the client asked to "go mute" during our monthly client call, there was no reason to sound the alarm. After all, being able to talk through what they've heard as a team, in private, was normal. But when the always-skeptical global marketing director said the COO (who has been in the room for the 10 minutes of analytics discussion) wants to take the discussion offline for a bit, but wants you to hold on, I knew things had likely gone off the rails. "Thanks for holding, you guys," says the head of marketing upon taking the phone off mute after what seemed like an eternity. "Tim was just in here, and he had some questions about the data. He expressed concern that it appears [the team] is simply regurgitating a bunch of numbers." After it was explained that the numbers actually exceeded everyone's expectations for how the site would perform after the redesign, the link detox and having new content in place, she made things crystal clear. "Let me
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The Content Marketing Campaign Playbook – Guaranteeing Success in 2016 - Posted by SimonPensonIntroduction Stage One: Setting expectations and objectives Stage Two: Audience understanding Stage Three: Brand activation Stage Four: Campaign plans Stage Five: Finding the right prospects Stage Six: Social Stage Seven: Retargeting Free downloadable campaign planner ________ “How do I know if my content campaign is going to work?” This question is the one I get asked more than any other at present, and for good reason; creating hit content, consistently, is one of the biggest challenges in marketing. I’m certainly not going to pretend that every piece of content I’ve ever been involved in has been a hit. In fact, the opposite is probably closer to the truth — but failure teaches you much more, and allows you to iterate faster. The result of that heartache and frustration is a process I want to share with you today, one that's designed to maximize the possibility of success with content campaigns. It is also important to point out here that I'm not ta
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7 Illustrations of How Topical Links Impact SEO, in Theory and Practice - Posted by Cyrus-Shepard The Internet lives on links. Marketers have long understood the importance of links to SEO. So much so, it's something we study regularly here at Moz. At their most basic, links are counted as "votes" of popularity for search engines to rank websites. Beyond this, search engineers have long worked to extract a large number of signals from the simple link, including: Trustworthiness – Links from trusted sites may count as an endorsement Spamminess – Links from known spam sites may count against you Link Manipulation – Looking at signals such as over-optimization and link velocity, search engines may be able to tell when webmasters are trying to "game" the system One of the most important signals engineers have worked to extract from links is topical relevance. This allows search engines to answer questions such as "What is this website about?" by examining incoming links. Exactly how search engines use links to measure and weigh topical relevance is subjec
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Announcing Moz's New Beginner's Guide to Content Marketing - Posted by Trevor-KleinI'm thrilled to announce the next in Moz's series of beginner's guides: The Beginner's Guide to Content Marketing. Content marketing is a field full of challenges. Creating content that provides great value to your audience what we've come to call 10x content is difficult enough, but content marketers also regularly encounter skeptical employers and clients, diminutive budgets, and you guessed it a noted lack of time to get it all done. You're not alone. You're fighting the good fight, and we're here to back you up. So is Carl. Meet Carl, the Content Cat. He'll show up in every chapter of the guide for a little levity and to remind you that you're in good company. There's no denying the importance of content marketing. In its annual study of more than 5,000 marketers, the Content Marketing Institute showed that about 70% of all marketers, B2B and B2C, are creating more content than they did one year ago. Nearly half of B2C marketers have a dedicated content marke
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How to Prioritize SEO Tasks & Invest in High-Value Work Items - Whiteboard Friday - Posted by randfishOne thing we can all agree on: there's a lot to think about when it comes to your SEO tasks. Even for the most organized among us, it can be really difficult to prioritize our to-dos and make sure we're getting the highest return on them. In this week's Whiteboard Friday, Rand tackles the question that's a constant subtext in every SEO's mind.
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