How to Stay Creative With an SEO-Driven Content Strategy

How to Stay Creative With an SEO-Driven Content Strategy

When I first joined HubSpot’s blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know). The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well. While we developed a […]

A Simple Keyword Research Process for Winning SEO – Whiteboard Friday

A Simple Keyword Research Process for Winning SEO – Whiteboard Friday

Smart keyword research forms the basis of all successful SEO. In today’s Whiteboard Friday, Cyrus Shepard shares the basics of a winning keyword research process that you can learn and master in a short amount of time. Bonus: Be sure not to miss Cyrus’s upcoming webinar, Build a Winning Keyword Strategy: Start-to-Finish on May 21, 2020 at 10am PST: Save my spot You’ll walk through his keyword research process start-to-finish with real keywords, topics, and websites to create a complete keyword research strategy. It’s a great follow-up to this Whiteboard Friday!   Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Howdy, Moz fans. Welcome to […]

Take the COVID-19 Local Search Marketing Business Impact Survey

Take the COVID-19 Local Search Marketing Business Impact Survey

The poet Burns once observed that the best laid plans “gang aft agley.” At Moz, we were about to publish our State of Local SEO industry report, based on our local search marketing survey to which hundreds of you generously replied. Then the public health emergency unexpectedly arose, and we decided to pause in our planning. The findings of the survey, as they currently stand, contain valuable and surprising insights which are as relevant today as they were pre-COVID-19. Yet, in order to reflect the substantial changes the local business community is currently weathering, we are reaching out to you with a timely additional request. If you market local businesses […]

Diagnosing Traffic Drops During a Crisis: Was It You, Google, or the Whole World?

Diagnosing Traffic Drops During a Crisis: Was It You, Google, or the Whole World?

We want to fix things and believe we’re in control. When your house is filling with water, you grab a bucket. If there’s a hole in your roof, the bucket might help. If your sink is overflowing, the bucket is distracting you from the real problem. If the river is overflowing, that distraction could be deadly. When traffic is falling, it’s easy to panic and focus on what you can control. Traffic isn’t just a nice-to-have — it puts food on the table and the roof over your head that keeps the water out. In the rush to solve the problem, though, we often don’t take the time to validate the problem we’re […]

How We Ranked a Single Page for 2.6K Keywords Driving 30K Monthly Searches [Case Study]

How We Ranked a Single Page for 2.6K Keywords Driving 30K Monthly Searches [Case Study]

For the last decade, I’ve touted the enormous long-term value of a dualistic approach to content marketing for SEO. By leveraging data-centered campaigns, paired with personalized outreach to top publishers, we regularly garner earned media placements for our clients. In rare cases, we create content that generates results so far beyond what was anticipated that a single project can greatly move the needle. I’m going to walk through one such instance to reveal how it all works together, what can be learned from this experience, and the type of result it can achieve. While typically you need to invest in ongoing content generation and promotion, extraordinary examples like these demonstrate […]

Building Better Customer Experiences – Best of Whiteboard Friday

Building Better Customer Experiences – Best of Whiteboard Friday

Are you mindful of your customer’s experience after they become a lead? It’s easy to fall in the same old rut of newsletters, invoices, and sales emails, but for a truly exceptional customer experience that improves their retention and love for your brand, you need to go above and beyond. In this popular episode of Whiteboard Friday, the ever-insightful Dana DiTomaso shares three big things you can start doing today that will immensely better your customer experience and make earning those leads worthwhile.   Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hi, Moz fans. My name is Dana DiTomaso. I’m […]

What Readers Want During COVID-19: B2B Edition

What Readers Want During COVID-19: B2B Edition

I couldn’t believe the response to my last post about coming up with content ideas in the B2C space during COVID-19. Thank you to all who read and commented — I truly hope it was helpful. One piece of feedback we received was an ask to see some B2B content ideas, which, frankly, is an excellent subject. At first I was stumped about how to determine this, but then I decided that a different tool could do the trick. Exploding Topics, the new tool by Brian Dean (Backlinko) and Josh Howarth, explores topics that are surging in popularity but haven’t hit their peak. This time around, rather than focusing on […]

Content Authority: Potential Measures of Authoritative Content – Whiteboard Friday

Content Authority: Potential Measures of Authoritative Content – Whiteboard Friday

When it boils down to it, every idea in SEO can be understood as a set of measurements we use to rank one page over another. And that means that when it comes to measuring a concept like the authoritativeness of your content, there are almost certainly factors that you can analyze and tweak to improve it. But if Google were to use a measure of content authority, what might go into it? Against what yardstick should SEOs be measuring their content’s E-A-T? In this episode of Whiteboard Friday, Russ Jones walks us through a thought experiment as to what exactly might constitute a “content authority” score and how you […]

Announcing: The Keyword Research Master Guide [New for 2020]

Announcing: The Keyword Research Master Guide [New for 2020]

Why a new guide? Often in SEO, we get so preoccupied with technical SEO (pagination, site speed, the latest Python course, etc.) that we forget the basis of winning SEO begins and ends with keywords. Not choosing keywords before you start with SEO means shooting in the dark — a likely losing gamble if your content will succeed or not. Choosing the wrong keywords means wasting your time and budget on content that will never gain visibility in search results. Conversely, choosing smart, targeted keywords can help carve out and dominate a traffic niche that raises you above the competition. No doubt, the difference between good SEOs and mediocre SEOs […]

How Google SERP Layouts Affect Searching Behavior

How Google SERP Layouts Affect Searching Behavior

There are several studies (and lots of data) out there about how people use Google SERPs, what they ignore, and what they focus on. An example is Moz’s recent experiment testing whether SEOs should continue optimizing for featured snippets or not (especially now that Google has announced that if you have a featured snippet, you no longer appear elsewhere in the search results). Two things I have never seen tested are the actual user reactions to and behavior with SERPs. My team and I set out to test these ourselves, and this is where biometric technology comes into play. What is biometric technology and how can marketers use it? Biometric […]