Friday 29 May 2015
The Importance of Ad Extensions - Five Ways to Create That Personal Touch
Friday Infographic: The Biggest SEO Fails
Sometimes SEO feels like sports: it seems like everyone has an opinion about it and many seem to think they know how it works. So If that is so, why are there so many mistakes being made in SEO? Every day? By all brands? Optus Digital decided to put together a list of biggest SEO fails and showcase them in an infographic. Here they are. Do tell us, how many of these mistakes have you made?
Post from Bas van den Beld
Is Brand a Google Ranking Factor? - Whiteboard Friday
Posted by randfish
A frequently asked question in the SEO world is whether or not branding plays a part in Google's ranking algorithm. There's a short answer with a big asterisk, and in today's Whiteboard Friday, Rand explains what you need to know.
For reference, here's a still of this week's whiteboard. Click on it to open a high resolution image in a new tab!
Video Transcription
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week I'm going to try and answer a question that plagues a lot of marketers, a lot of SEOs and that we ask very frequently. That is: Is brand or branding a ranking factor in Google search engine?
Look, I think, to be fair, to be honest, that the technical answer to this question is no. However, I think when people say brand is powerful for SEO, that is a true statement. We're going to try and reconcile these two things. How can brand not be a ranking factor and yet be a powerful influencer of higher rankings in SEO? What's going to go on there?
What is a ranking factor, anyway?
Well, I'll tell you. So when folks say ranking factor, they're referring to something very technical, very specific, and that is an algorithmic input that Google measures directly and uses to determine rank position in their algorithm.
Okay, guess what? Brand almost certainly is not this.
Google doesn't try and go out and say, "How well known is Coca-Cola versus Pepsi versus 7 Up versus Sprite versus Jones Cola? Hey, let's rank Coca-Cola a little higher because they seem to have greater brand awareness, brand affinity than Pepsi." That is not something that Google will try and do. That's not something that's in their algorithm.
However, a big however, many things that are in Google's ranking algorithm correlate very well with brands.
Those things are probably used by Google in both direct and indirect ways.
So when you see sites that have done a great job of branding and also have good SEO best practices on them, you'll notice kind of a correlation, like boy, it sure does seem like the brands have been performing better and better in Google's rankings over the last four, five, or six years. I think this is due to two trends. One of those trends is that Google's algorithmic inputs have started favoring things that brands are better at and that what I'd call generic sites or non-branded sites, or businesses that have not invested in brand affinity have not done well.
Those things are things like links, where Google is rewarding better links rather than just more links. They're things around user and usage data, which Google previously didn't use a whole lot of signals around that. Same story with user experience. Same story with things like pogo sticking, which is probably one of the ways that they're measuring some of that stuff.
If we were to scatter plot it, we'd probably see something like this, where the better your brand performs as a brand, the higher and better it tends to perform in the rankings of Google search engine.
How does brand correlate to ranking signals?
Now, how is it that these brand signals that I'm talking about correlate more directly to ranking signals? Like why does this impact and influence? I think if we understand that, we can understand why we need to invest in brand and branding and where to invest in it as it relates to the web marketing kinds of things that we do for SEO.
One very clearly and very frankly is links. So when we talk about the links that Google wants to measure, wants to count today, those are organic, editorially earned links. They're not manipulative. They weren't bought. They tend not to be cajoled, they're earned.
Because of that, one of the best ways that folks have been earning links is to get people to come to their website and then have some fraction, some percentage of those folks naturally link to them without having to do any extra effort. It's basically like, “Hey, you made this great piece of content or this great product or great service or great data. Therefore, I'm going to reference it." Granted, that's a small percentage of people. There's still only maybe two or three out of a hundred folks who might visit your website on the Internet who actually have the power or ability to link to you because they control content on the web as opposed to just social sharing.
But when that happens, in a lot of cases folks go and they say, "Hmm, yeah, this content's good, but I've never heard of this brand before. I'm not sure if I should recommend it. It looks good, but I don't know them." Versus, "Oh, I love these folks. This is like one of my favorite companies or brands or products or experiences, and this content is great. I am totally going to link to it." Because that happens, even if that difference is small, even if the percent goes from 1% to 2%, well now, guess what? For every hundred visits, you're earning twice the links of your non-branded competitor.
Social signals
These are pretty much exactly the same thing. Folks who visit content, who have experiences with a company, with a product, or with a service, if they're familiar and comfortable with the brand, if they want to evangelize that brand, then guess what? You're going to get more social sharing per visit, per exposure than you would ordinarily, and that's going to lead to a cycle of more social sharing which leads to visits which probably leads to links.
User and usage data
It's also true that brand is going to impact user and usage data. So one of the most interesting patents, which we'll probably be talking about in a future Whiteboard Friday, was brought up recently by Bill Slowsky and looked at user and usage data. It was just granted to Google in the last month. It talked about how Google would look at the patterns of where web visitors would go and what their search experiences would be like. It would potentially say, "Hey, Google would like to reward sites that are getting organic traffic, not just from search, but traffic of all kinds on a particular topic."
So if it turns out that lots of people who are researching a vacation to Costa Rica end up going to Oyster.com, well, Google might say, "Hey, you know what? We've seen this pattern over and over again. Let's boost Oyster.com's rankings because it seems like people who look for this kind of content end up on this site. Not necessarily directly through us, through Google. They might end up on it through social media, through organic web links, through direct visits, through e-mail marketing, whatever it is."
When you're unbranded, one of the few ways that you can get traffic is through unbranded search. Search is one of those few channels that does drive traffic, or historically anyway did drive traffic to a lot of non-branded, less branded sites. Brands tend to earn traffic from a wide variety of sources. If you can start earning traffic from lots of sources and have the retention and the experience to drive people back again and again, well, probably you're going to benefit from some of these potential algorithmic shifts and future looking directions that Google's got.
Click-through rates
Same story a little bit when it comes to click-through rate. Now, we know from experience and testing that click-through rate is or appears to have a very direct impact on rankings. If lots of people are performing a search and they click on your website in position number four or five, and they're not clicking on position one, two, or three, you can bet that you're going to be moving up those rankings very, very quickly.
Granted there is some manipulative services out there that try and automate this. Some of them work for a little while. Most of them get shut down pretty quick. I wouldn't recommend investing in those. But I do recommend investing in brand, because when you have a recognizable brand, searchers are going to come here and they're going to go, "Oh, that one, maybe I haven't heard of it. That one, I've heard of it. That one, I haven't heard of it."
Guess what they're clicking on? The one they're already familiar with. The one they have a positive association with already. This is the power of brand advertising, and I think it's one of the big reasons why you've seen case studies from folks like Seer Interactive, talking about how a radio ad campaign or a billboard ad campaign seemed to have a positive lift in their SEO work as well. This phenomenon is going to mean that you're benefiting from every searcher who looks for something, even if you rank further down, if you're the better known brand.
So is brand a ranking factor? No, it's not. Is brand something that positively impacts SEO? Almost certainly in every niche, yes, it is.
All right. Looking forward to some great comments. I'll try and jump in there and answer any questions that I can. If you have experiences you want to share, we'd love to hear from you. Hopefully, we'll see you again next week for another edition of Whiteboard Friday. Take care.
Video transcription by Speechpad.com
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Thursday 28 May 2015
Your Daily SEO Fix: Week 2
Posted by Trevor-Klein
Last week, we began posting short (< 2-minute) video tutorials that help you all get the most out of Moz's tools. Each tutorial is designed to solve a use case that we regularly hear about from Moz community members—a need or problem for which you all could use a solution.
Today, we've got a brand-new roundup of the most recent videos:
- How to Examine and Analyze SERPs Using New MozBar Features
- How to Boost Your Rankings through On-Page Optimization
- How to Check Your Anchor Text Using Open Site Explorer
- How to Do Keyword Research with OSE and the Keyword Difficulty Tool
- How to Discover Keyword Opportunities in Moz Analytics
Let's get right down to business!
Fix 1: How to Examine and Analyze SERPs Using New MozBar Features
The MozBar is a handy tool that helps you access important SEO metrics while you surf the web. In this Daily SEO Fix, Abe shows you how to use this toolbar to examine and analyze SERPs and access keyword difficulty scores for a given page—in a single click.
Fix 2: How to Boost Your Rankings through On-Page Optimization
There are several on-page factors that influence your search engine rankings. In this Daily SEO Fix, Holly shows you how to use Moz's On-Page Optimization tool to identify pages on your website that could use some love and what you can do to improve them.
Fix 3: How to Check Your Anchor Text Using Open Site Explorer
Dive into OSE with Tori in this Daily SEO Fix to check out the anchor text opportunities for Moz.com. By highlighting all your anchor text you can discover other potential keyword ranking opportunities you might not have thought of before.
Fix 4: How to Do Keyword Research with OSE and the Keyword Difficulty Tool
Studying your competitors can help identify keyword opportunities for your own site. In this Daily SEO Fix, Jacki walks through how to use OSE to research the anchor text for competitors websites and how to use the Keyword Difficulty Tool to identify potential expansion opportunities for your site.
Fix 5: How to Discover Keyword Opportunities in Moz Analytics
Digesting organic traffic that is coming to your site is an easy way to surface potential keyword opportunities. In this Daily SEO Fix, Chiaryn walks through the keyword opportunity tab in Moz Analytics and highlights a quick tip for leveraging that tool.
Looking for more?
We've got more videos in last week's round-up! Check it out here.
Don't have a Pro subscription? No problem. Everything we cover in these Daily SEO Fix videos is available with a free 30-day trial.
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!
Google Enhances AdMob Tools and Adds Mediation Partners
New Google AdWords Products and Partnerships Focus on App Attribution
Lenovo REACHIt Extends Cortana Search Capabilities
7 Directives to Help You Navigate the SEO Landscape of the Future
Guidelines For Transitioning A Paid Search Account
What is SEO (part 2)
This post is the ideal sequel of What is SEO and what it is not. A rant, which I published here on State of Digital a couple of months ago.
That post was – as the title clearly tells – a rant.
This one, on the contrary, has a positive nature and will try to clarify:
- What makes SEO a unique digital marketing discipline;
- How it is different from others because of its same main metrics;
- Why it is transversal and what this transversality really means;
- What are the figures composing the SEO ecosystem;
- What are the challenges SEO will face in the near future.
On the nature of SEO
SEO is Technical Marketing:
- It is Marketing, because its purpose is to promote a brand through its website and, in general, every online expression of the brand (eg: YouTube channel or Pinterest Business page);
- It is Technical, because the means used by SEO to promote brands are the search engines: Google and all web environments that offers search capabilities, including social networks, mobile application stores and vertical engines.
SEO then, always works now and will work in the future in two bands:
- The algorithms that determine how search engines work;
- Users, whose behavior and intentions of those algorithms try to satisfy.
SEO therefore, is the most technical of all disciplines that contribute to the success of a wider digital marketing strategy.
However, the same search engines’ evolution (Google in particular) and the pervasive influence of social media environments in the field of search, means that SEO has recovered as its original focus the users – now SEO can rightly be defined as Search Experience Optimization.
In other words, we do not optimize Search Engines (well, we never did it), but we work on optimizing the visibility of a brand in every action users commit related to that primary human need that Search is.
Moreover, for achieving the greatest results, we base our strategy on the ultimate goal of creating visibility bridges between what users need and what brands can offer them in order to fulfill its needs.
Somehow and despite of what its technical nature could make us think, SEO is deeply humanistic.
SEO Metrics
The same nature of SEO explains its metrics:
- Visibility;
- Traffic;
- Transaction.
Visibility
Organic Search visibility means the number of times a site appears in the SERPs.
To get the best visibility, SEOs must:
- Work so that the website never loses its ability to be correctly indexable by search engines.
This involves deep knowledge about information architecture, taxonomy and ontology, continuous updating of the technical know-how and close cooperation with developers.
- Work so that the website correctly responds to the targeted audiences’ needs.
This point implies that SEO must also have thorough knowledge of marketing, so to understand the interests and needs of the audience a Brand targets through its website.
Traffic
With Traffic we mean the volume of visits a website earns thanks to its visibility.
Rankings, however, are only one metric linked to the goal of organic traffic, not the one-metric, because the same evolution of search engines (Google especially) has made the value of ranking relative (i.e.: one thing is ranking first in a page without Answers or other SERPs’ “polluting” elements, and the contrary).
In addition, the traffic source nature has changed in terms of priorities.
If once the priority was traffic from the same search engines, now – as it was already needed in the past (ask to those hit by Panda/Penguin) – the goal of SEO is to achieve a balance between the three major sources of organic traffic:
- Organic Search,
- Direct,
- Referral
This balance is needed for reducing as much as it is possible the dependence from a single channel: the search engines themselves.
This explains why SEO is obsessed with content.
Because it is content – meant as everything a website proposes to the public independently of its format – the means with which a Brand answers its audience’s needs and obtains recognition from the people and websites influencing its audience in form of links and mentions.
Only doing so, it is possible:
- To obtain qualified referral traffic (audience targeting);
- To improve the relevance of the site and its authority, thus contributing to the branding of the brand and to direct traffic, notably based on a Brand has power;
- To increase the organic traffic, as links obtained directly or indirectly contribute to improving the quality of organic visibility of a website.
Consequently today:
- SEO is maybe the only digital discipline not focused exclusively on the Buyer personas, but also the Audience ones;
- SEO is that discipline that more tends to use more techniques typical of other disciplines (Social Media and Content Marketing), and that need to interact and collaborate with them;
- The classic SEO Link Building specialty has substantially transformed into Digital PR.
Conversions
With conversions we mean the capability that SEO has, both through internal and external actions, technical, but not only technical, to contribute directly or partially to the ability of a site to convert visitors into users and customers.
Therefore, although it is not a discipline that can be defined as belonging to SEO, SEO is doing CRO as part of its strategic remit.
At the same time, conversions justify the increasing importance of understanding and optimizing the so-called users’ metrics.
To conclude, visibility, traffic and transaction, and those others metrics depending on them, explain why SEO is such a heavily data driven discipline and that shows in data analysis as its main source of information and decision making.
The transversality of SEO
Because of its nature and metrics, SEO should be considered as a cross-discipline in the field of digital marketing.
Technical SEO involves daily contact with the programming area of a site, as well as the areas of marketing and even sales of a company.
Digital PR entails close, almost symbiotic relationships with Social Media and Content Marketing.
The importance of conversions justifies the increasingly growing relationship between SEO and Web Analytics/CRO.
Nevertheless, what should be clear is that it is not – for example – the duty of SEO to create content, but to work to make content the more visible and discoverable, and to be better and more responsive to the targeted audiences.
SEO, then, should not interfere with Social Media and Content Marketing strategies, but collaborate with them, helping and informing them, and vice versa.
At the same time, as I told so many times, we should not consider SEO a synonym of Inbound Marketing or Growth Hacking, but just an element of those two strategies, with which it shares common goals.
SEO Figures
We have said before that SEO is a technical marketing discipline.
This means that the SEOs are technical marketers, hence an SEO professional must have a strong technical knowledge, but also an equally strong marketing knowledge.
The latter, unfortunately, it is not reflected in the classic SEO job postings, where it is still almost exclusively requested a technical know-how similar to the one asked to a developer.
And unfortunately, the need to know marketing still seems far from being felt as such by many SEOs too, which is one of the reasons why many campaigns we see are so poorly effective, albeit – maybe – technically excellent.
SEO, today and even more in the near future, is a discipline where different specialized figures concur:
- Technical SEO;
- The local search SEO specialist that focuses its work on things like Google Maps but also in vertical search engines such as Yelp or Tripadvisor;
- The Video SEO specialist, with YouTube and video marketing in general being its more specific work area;
- Specialized SEO Ecommerce, because of specificities of this niche;
- The News site SEO specialist;
- The ASO (App Store Optimization) specialist;
- The Digital PR, a figure that shared with Content Marketing.
Obviously, there is also the figure of the SEO Strategist, whose function is to inform, design and coordinate the general Search Marketing strategy and its synergies with the other digital marketing disciplines.
Credit: moz.com
Anyway, every SEO should be a T-Shaped marketer; a professional specialized in a specific field of SEO, who at the same time has an extensive knowledge not only of the other areas of Organic Search, but also of the nature of the other disciplines of web marketing and how they work.
It is this T-Shaped nature which makes SEOs so different from all others marketers.
SEOs have been always accused of working in a silo, but – ironically – now that is not something of which they can be accused, but Social Media and Content Marketing marketers.
An SEO, that real SEO who knows the science behind his art and take advantage from getting dirt with other disciplines, is the Inception master.
He’s like those specialists who decide what color will be fashionable in a couple of years, just being able to understand the incoming trends (why do people love white cars now? Wasn’t it a cheap color?).
Every SEO, independently by his specialization, should aim to be that SEO figure I described. If not, he will be just a worker and his actions won’t really have an impact able to stand the pass of time.
SEO as industry brand
SEO has undoubted brand reputation issues. We all know it.
The problem though, it is not the ignorance that companies can have the SEO. Companies are well aware – although sometimes in a wrong way – of the importance search marketing can have for their success online.
The real problem of the SEO Brand are the SEOs themselves and their (in) ability to sell themselves and then their (in)ability in making stand clear the difference from what SEO really is and what it is not.
That is why, talking in plain english, a client cannot understand why he should pay 5,000 pounds (or more) for something another “SEO” sells for 200.
Challenges
Credit www.adamdince.com
The challenges SEO will confront with are already here:
- Über-Personalization;
- Glocalization (as saying, creating a global brands but paying attention to local specifities);
- Voice Search and ubiquity of search;
- Predictive Search;
- Vertical Search Engines optimization (eg: Amazon).
These are the challenges we should work on right now and they are such to wish a very long life to SEO, because – you know – SEO is about Search and searching is and always will be a human need.
Post from Gianluca Fiorelli
Wednesday 27 May 2015
Deconstructing the App Store Rankings Formula with a Little Mad Science
Posted by AlexApptentive
This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author's views are entirely his or her own and may not reflect the views of Moz, Inc.
After seeing Rand's "Mad Science Experiments in SEO" presented at last year's MozCon, I was inspired to put on the lab coat and goggles and do a few experiments of my own—not in SEO, but in SEO's up-and-coming younger sister, ASO (app store optimization).
Working with Apptentive to guide enterprise apps and small startup apps alike to increase their discoverability in the app stores, I've learned a thing or two about app store optimization and what goes into an app's ranking. It's been my personal goal for some time now to pull back the curtains on Google and Apple. Yet, the deeper into the rabbit hole I go, the more untested assumptions I leave in my way.
Hence, I thought it was due time to put some longstanding hypotheses through the gauntlet.
As SEOs, we know how much of an impact a single ranking can mean on a SERP. One tiny rank up or down can make all the difference when it comes to your website's traffic—and revenue.
In the world of apps, ranking is just as important when it comes to standing out in a sea of more than 1.3 million apps. Apptentive's recent mobile consumer survey shed a little more light this claim, revealing that nearly half of all mobile app users identified browsing the app store charts and search results (the placement on either of which depends on rankings) as a preferred method for finding new apps in the app stores. Simply put, better rankings mean more downloads and easier discovery.
Like Google and Bing, the two leading app stores (the Apple App Store and Google Play) have a complex and highly guarded algorithms for determining rankings for both keyword-based app store searches and composite top charts.
Unlike SEO, however, very little research and theory has been conducted around what goes into these rankings.
Until now, that is.
Over the course of five studies analyzing various publicly available data points for a cross-section of the top 500 iOS (U.S. Apple App Store) and the top 500 Android (U.S. Google Play) apps, I'll attempt to set the record straight with a little myth-busting around ASO. In the process, I hope to assess and quantify any perceived correlations between app store ranks, ranking volatility, and a few of the factors commonly thought of as influential to an app's ranking.
But first, a little context
Image credit: Josh Tuininga, Apptentive
Both the Apple App Store and Google Play have roughly 1.3 million apps each, and both stores feature a similar breakdown by app category. Apps ranking in the two stores should, theoretically, be on a fairly level playing field in terms of search volume and competition.
Of these apps, nearly two-thirds have not received a single rating and 99% are considered unprofitable. These studies, therefore, single out the rare exceptions to the rule—the top 500 ranked apps in each store.
While neither Apple nor Google have revealed specifics about how they calculate search rankings, it is generally accepted that both app store algorithms factor in:
- Average app store rating
- Rating/review volume
- Download and install counts
- Uninstalls (what retention and churn look like for the app)
- App usage statistics (how engaged an app's users are and how frequently they launch the app)
- Growth trends weighted toward recency (how daily download counts changed over time and how today's ratings compare to last week's)
- Keyword density of the app's landing page (Ian did a great job covering this factor in a previous Moz post)
I've simplified this formula to a function highlighting the four elements with sufficient data (or at least proxy data) for our analysis:
Ranking = fn(Rating, Rating Count, Installs, Trends)
Of course, right now, this generalized function doesn't say much. Over the next five studies, however, we'll revisit this function before ultimately attempting to compare the weights of each of these four variables on app store rankings.
(For the purpose of brevity, I'll stop here with the assumptions, but I've gone into far greater depth into how I've reached these conclusions in a 55-page report on app store rankings.)
Now, for the Mad Science.
Study #1: App-les to app-les app store ranking volatility
The first, and most straight forward of the five studies involves tracking daily movement in app store rankings across iOS and Android versions of the same apps to determine any trends of differences between ranking volatility in the two stores.
I went with a small sample of five apps for this study, the only criteria for which were that:
- They were all apps I actively use (a criterion for coming up with the five apps but not one that influences rank in the U.S. app stores)
- They were ranked in the top 500 (but not the top 25, as I assumed app store rankings would be stickier at the top—an assumption I'll test in study #2)
- They had an almost identical version of the app in both Google Play and the App Store, meaning they should (theoretically) rank similarly
- They covered a spectrum of app categories
The apps I ultimately chose were Lyft, Venmo, Duolingo, Chase Mobile, and LinkedIn. These five apps represent the travel, finance, education banking, and social networking categories.
Hypothesis
Going into this analysis, I predicted slightly more volatility in Apple App Store rankings, based on two statistics:
- Android apps receive significantly more ratings than iOS apps, and thus I assumed the weight of each marginal rating impacted rankings less in Google Play than in the App Store
- Google Play does not record an average rating exclusive to the current version of an app, meaning ratings are not reset after each update; and thus, I assumed the less volatile Android ratings equated to less volatile Google Play rankings
Both of these assumptions will be tested in later analysis.
Results
Among these five apps, Google Play rankings were, indeed, significantly less volatile than App Store rankings. Among the 35 data points recorded, rankings within Google Play moved by as much as 23 positions/ranks per day while App Store rankings moved up to 89 positions/ranks. The standard deviation of ranking volatility in the App Store was, furthermore, 4.45 times greater than that of Google Play.
Of course, the same apps varied fairly dramatically in their rankings in the two app stores, so I then standardized the ranking volatility in terms of percent change to control for the effect of numeric rank on volatility. When cast in this light, App Store rankings changed by as much as 72% within a 24-hour period while Google Play rankings changed by no more than 9%.
Also of note, daily rankings tended to move in the same direction across the two app stores approximately two-thirds of the time, suggesting that the two stores, and their customers, may have more in common than we think.
Study #2: App store ranking volatility across the top charts
Testing the assumption implicit in standardizing the data in study No. 1, this one was designed to see if app store ranking volatility is correlated with an app's current rank. The sample for this study consisted of the top 500 ranked apps in both Google Play and the App Store, with special attention given to those on both ends of the spectrum (ranks 1–100 and 401–500).
Hypothesis
I anticipated rankings to be more volatile the higher an app is ranked—meaning an app ranked No. 450 should be able to move more ranks in any given day than an app ranked No. 50. This hypothesis is based on the assumption that higher ranked apps have more installs, active users, and ratings, and that it would take a large margin to produce a noticeable shift in any of these factors.
Results
One look at the chart above shows that apps in both stores have increasingly more volatile rankings (based on how many ranks they moved in the last 24 hours) the lower on the list they're ranked.
This is particularly true when comparing either end of the spectrum—with a seemingly straight volatility line among Google Play's Top 100 apps and very few blips within the App Store's Top 100. Compare this section to the lower end, ranks 401–)500, where both stores experience much more turbulence in their rankings. Across the gamut, I found a 24% correlation between rank and ranking volatility in the Play Store and 28% correlation in the App Store.
To put this into perspective, the average app in Google Play's 401–)500 ranks moved 12.1 ranks in the last 24 hours while the average app in the Top 100 moved a mere 1.4 ranks. For the App Store, these numbers were 64.28 and 11.26, making slightly lower-ranked apps more than five times as volatile as the highest ranked apps. (I say slightly as these "lower-ranked" apps are still ranked higher than 99.96% of all apps.)
The relationship between rank and volatility is pretty consistent across the App Store charts, while rank has a much greater impact on volatility at the lower end of Google Play charts (ranks 1-100 have a 35% correlation) than it does at the upper end (ranks 401-500 have a 1% correlation).
Study #3: App store rankings across the stars
The next study looks at the relationship between rank and star ratings to determine any trends that set the top chart apps apart from the rest and explore any ties to app store ranking volatility.
Hypothesis
Ranking = fn(Rating, Rating Count, Installs, Trends)
As discussed in the introduction, this study relates directly to one of the factors commonly accepted as influential to app store rankings: average rating.
Getting started, I hypothesized that higher ranks generally correspond to higher ratings, cementing the role of star ratings in the ranking algorithm.
As far as volatility goes, I did not anticipate average rating to play a role in app store ranking volatility, as I saw no reason for higher rated apps to be less volatile than lower rated apps, or vice versa. Instead, I believed volatility to be tied to rating volume (as we'll explore in our last study).
Results
The chart above plots the top 100 ranked apps in either store with their average rating (both historic and current, for App Store apps). If it looks a little chaotic, it's just one indicator of the complexity of ranking algorithm in Google Play and the App Store.
If our hypothesis was correct, we'd see a downward trend in ratings. We'd expect to see the No. 1 ranked app with a significantly higher rating than the No. 100 ranked app. Yet, in neither store is this the case. Instead, we get a seemingly random plot with no obvious trends that jump off the chart.
A closer examination, in tandem with what we already know about the app stores, reveals two other interesting points:
- The average star rating of the top 100 apps is significantly higher than that of the average app. Across the top charts, the average rating of a top 100 Android app was 4.319 and the average top iOS app was 3.935. These ratings are 0.32 and 0.27 points, respectively, above the average rating of all rated apps in either store. The averages across apps in the 401–)500 ranks approximately split the difference between the ratings of the top ranked apps and the ratings of the average app.
- The rating distribution of top apps in Google Play was considerably more compact than the distribution of top iOS apps. The standard deviation of ratings in the Apple App Store top chart was over 2.5 times greater than that of the Google Play top chart, likely meaning that ratings are more heavily weighted in Google Play's algorithm.
Looking next at the relationship between ratings and app store ranking volatility reveals a -15% correlation that is consistent across both app stores; meaning the higher an app is rated, the less its rank it likely to move in a 24-hour period. The exception to this rule is the Apple App Store's calculation of an app's current rating, for which I did not find a statistically significant correlation.
Study #4: App store rankings across versions
This next study looks at the relationship between the age of an app's current version, its rank and its ranking volatility.
Hypothesis
Ranking = fn(Rating, Rating Count, Installs, Trends)
In alteration of the above function, I'm using the age of a current app's version as a proxy (albeit not a very good one) for trends in app store ratings and app quality over time.
Making the assumptions that (a) apps that are updated more frequently are of higher quality and (b) each new update inspires a new wave of installs and ratings, I'm hypothesizing that the older the age of an app's current version, the lower it will be ranked and the less volatile its rank will be.
Results
The first and possibly most important finding is that apps across the top charts in both Google Play and the App Store are updated remarkably often as compared to the average app.
At the time of conducting the study, the current version of the average iOS app on the top chart was only 28 days old; the current version of the average Android app was 38 days old.
As hypothesized, the age of the current version is negatively correlated with the app's rank, with a 13% correlation in Google Play and a 10% correlation in the App Store.
The next part of the study maps the age of the current app version to its app store ranking volatility, finding that recently updated Android apps have less volatile rankings (correlation: 8.7%) while recently updated iOS apps have more volatile rankings (correlation: -3%).
Study #5: App store rankings across monthly active users
In the final study, I wanted to examine the role of an app's popularity on its ranking. In an ideal world, popularity would be measured by an app's monthly active users (MAUs), but since few mobile app developers have released this information, I've settled for two publicly available proxies: Rating Count and Installs.
Hypothesis
Ranking = fn(Rating, Rating Count, Installs, Trends)
For the same reasons indicated in the second study, I anticipated that more popular apps (e.g., apps with more ratings and more installs) would be higher ranked and less volatile in rank. This, again, takes into consideration that it takes more of a shift to produce a noticeable impact in average rating or any of the other commonly accepted influencers of an app's ranking.
Results
The first finding leaps straight off of the chart above: Android apps have been rated more times than iOS apps, 15.8x more, in fact.
The average app in Google Play's Top 100 had a whopping 3.1 million ratings while the average app in the Apple App Store's Top 100 had 196,000 ratings. In contrast, apps in the 401–)500 ranks (still tremendously successful apps in the 99.96 percentile of all apps) tended to have between one-tenth (Android) and one-fifth (iOS) of the ratings count as that of those apps in the top 100 ranks.
Considering that almost two-thirds of apps don't have a single rating, reaching rating counts this high is a huge feat, and a very strong indicator of the influence of rating count in the app store ranking algorithms.
To even out the playing field a bit and help us visualize any correlation between ratings and rankings (and to give more credit to the still-staggering 196k ratings for the average top ranked iOS app), I've applied a logarithmic scale to the chart above:
From this chart, we can see a correlation between ratings and rankings, such that apps with more ratings tend to rank higher. This equates to a 29% correlation in the App Store and a 40% correlation in Google Play.
Next up, I looked at how ratings count influenced app store ranking volatility, finding that apps with more ratings had less volatile rankings in the Apple App Store (correlation: 17%). No conclusive evidence was found within the Top 100 Google Play apps.
And last but not least, I looked at install counts as an additional proxy for MAUs. (Sadly, this is a statistic only listed in Google Play. so any resulting conclusions are applicable only to Android apps.)
Among the top 100 Android apps, this last study found that installs were heavily correlated with ranks (correlation: -35.5%), meaning that apps with more installs are likely to rank higher in Google Play. Android apps with more installs also tended to have less volatile app store rankings, with a correlation of -16.5%.
Unfortunately, these numbers are slightly skewed as Google Play only provides install counts in broad ranges (e.g., 500k–)1M). For each app, I took the low end of the range, meaning we can likely expect the correlation to be a little stronger since the low end was further away from the midpoint for apps with more installs.
Summary
To make a long post ever so slightly shorter, here are the nuts and bolts unearthed in these five mad science studies in app store optimization:
- Across the top charts, Apple App Store rankings are 4.45x more volatile than those of Google Play
- Rankings become increasingly volatile the lower an app is ranked. This is particularly true across the Apple App Store's top charts.
- In both stores, higher ranked apps tend to have an app store ratings count that far exceeds that of the average app.
- Ratings appear to matter more to the Google Play algorithm, especially as the Apple App Store top charts experience a much wider ratings distribution than that of Google Play's top charts.
- The higher an app is rated, the less volatile its rankings are.
- The 100 highest ranked apps in either store are updated much more frequently than the average app, and apps with older current versions are correlated with lower ratings.
- An app's update frequency is negatively correlated with Google Play's ranking volatility but positively correlated with ranking volatility in the App Store. This likely due to how Apple weighs an app's most recent ratings and reviews.
- The highest ranked Google Play apps receive, on average, 15.8x more ratings than the highest ranked App Store apps.
- In both stores, apps that fall under the 401–500 ranks receive, on average, 10–20% of the rating volume seen by apps in the top 100.
- Rating volume and, by extension, installs or MAUs, is perhaps the best indicator of ranks, with a 29–40% correlation between the two.
Revisiting our first (albeit oversimplified) guess at the app stores' ranking algorithm gives us this loosely defined function:
Ranking = fn(Rating, Rating Count, Installs, Trends)
I'd now re-write the function into a formula by weighing each of these four factors, where a, b, c, & d are unknown multipliers, or weights:
Ranking = (Rating * a) + (Rating Count * b) + (Installs * c) + (Trends * d)
These five studies on ASO shed a little more light on these multipliers, showing Rating Count to have the strongest correlation with rank, followed closely by Installs, in either app store.
It's with the other two factors—rating and trends—that the two stores show the greatest discrepancy. I'd hazard a guess to say that the App Store prioritizes growth trends over ratings, given the importance it places on an app's current version and the wide distribution of ratings across the top charts. Google Play, on the other hand, seems to favor ratings, with an unwritten rule that apps just about have to have at least four stars to make the top 100 ranks.
Thus, we conclude our mad science with this final glimpse into what it takes to make the top charts in either store:
Weight of factors in the Apple App Store ranking algorithm
Rating Count > Installs > Trends > Rating
Weight of factors in the Google Play ranking algorithm
Rating Count > Installs > Rating > Trends
Again, we're oversimplifying for the sake of keeping this post to a mere 3,000 words, but additional factors including keyword density and in-app engagement statistics continue to be strong indicators of ranks. They simply lie outside the scope of these studies.
I hope you found this deep-dive both helpful and interesting. Moving forward, I also hope to see ASOs conducting the same experiments that have brought SEO to the center stage, and encourage you to enhance or refute these findings with your own ASO mad science experiments.
Please share your thoughts in the comments below, and let's deconstruct the ranking formula together, one experiment at a time.
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"World White Web" Seeks to Diversify Google Image Search
Moz Local Dashboard Updates
Posted by NoamC
Today, we're excited to announce some new features and changes to the Moz Local dashboard. We've updated your dashboard to make it easier to manage and gauge the performance of your local search listings.
New and improved dashboard
We spent a lot of time listening to customer feedback and finding areas where we weren't being as clear as we ought to. We've made great strides in improving Moz Local's dashboard (details below) to give you a lot more information at a glance.
Geo Reporting
Our newest reporting view, geo reporting, shows you the relative strength of locations based on geography. The deeper the blue, the stronger the listings in that region. You can look at your scores broken down by state, or zoom in to see the score breakdown by county. Move your mouse over a region to see your average score there.
Scores on the dashboard
We're more clearly surfacing the scores for each of your locations right in our dashboard. Now you can see each location's individual score immediately.
Exporting reports
Use the new drop-down at the upper-right corner to download Moz Local reports in CSV format, so that you can access your historical listing data offline and use it to generate your own reports and visualizations.
Search cheat sheet
If you want to take your search game to the next level, why not start with your Moz Local dashboard? A handy link next to the search bar shows you all the ways you can find what you're looking for.
We're still actively addressing feedback and making improvements to Moz Local over time, and you can let us know what we're missing in the comments below.
We hope that our latest updates will make your Moz Local experience better. But you don't have to take my word for it; head on over to Moz Local to see our new and improved dashboard and reporting experience today!
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Hyundai to Take Voice Search to the Open Road
Four Mobile Dos and Don'ts for SMBs
Why a Professional Press Center Boosts Your Link Building Campaigns
Search and Social – #SMX London day 2
Bas van den Beld is kicking off the day with an inspirational talk: Search and social tend to be completely different channels but on the end of the day everyone is continuously using social media to share updates and use search to find information. It is not only about sharing but also about the human need for information. Nowadays people are missing a lot of useful, interesting or funny updates due to the enormous amount of content being shared. We, as marketeers, are creating so much content that the chance of the content being viewed is so low that we need to come up with content that is worth being viewed. We need to find ways for people to watch our advertisements. We need to look at human behaviour, not only to the plain customer journey. If people don’t pay attention, your efforts are worthless and irrelevant.
If you understand your customer, you will be succesful. You have to communicate on their level, put yourself in the shoes of your client. Clients have passions, make use of it during their customer journey. If people share their passion, it is easy to use that as a marketeers to communicate a message. There is no average client, make sure to get a clear view on the clients you want to target. Differentiate between seekers, amplifiers, joiners and buyers. They need to be served with different kinds of content. That means you truly need to research your audience, find out what they do, what they read and what they have been purchasing before. Use social media like Twitter, LinkedIN and Quora to see what your target audience is sharing or asking for. For most competitive keywords, it will be a long term and expensive strategy to rank organically but it is quite easy to use social to find the gaps between the questions customers ask and the content current companies are providing. The trick is to get noticed by people that are not aware of the issues they have and act upon that. Create content that your audience can relate to.
5 ways to optimize the synergy
According to research done by BrightEdge search and social are clearly correlating. There is so many content being created so be unique;
- Create shareable content
- Monitor
- Listen
- Engage with influencers
Five tricks Mark Mitchell shared:
- Integrate your teams around the content your are creating. Collaborate with SEO, PPC and Social together to get the best results.
- Identify where social signals drive traffic, social is driving up rankings
- Benchmark versus the competition. How does success looks like within the clients competitors space? Set your KPI’s based on what competitors have achieved.
- Understand your social media assets. Social pages are ranking, Facebook and YouTube are most common so use those channels to get your content in front of your audience.
- Optimize your current social assets to dominate your brand space. Make sure there is no leakage of traffic to other websites. Dominate your brand space.
Conclusion of this session is simple: search and social serve different people at different stages in the customer journey. By really understanding the customer you can get most out of both channels.
Image credit: Neil Patel
Post from Jan-Willem Bobbink
Tuesday 26 May 2015
Exposing The Generational Content Gap: Three Ways to Reach Multiple Generations
Posted by AndreaLehr
This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author's views are entirely his or her own and may not reflect the views of Moz, Inc.
With more people of all ages online than ever before, marketers must create content that resonates with multiple generations. Successful marketers realize that each generation has unique expectations, values and experiences that influence consumer behaviors, and that offering your audience content that reflects their shared interests is a powerful way to connect with them and inspire them to take action.
We’re in the midst of a generational shift, with Millennials expected to surpass Baby Boomers in 2015 as the largest living generation. In order to be competitive, marketers need to realize where key distinctions and similarities lie in terms of how these different generations consume content and share it with with others.
To better understand the habits of each generation, BuzzStream and Fractl surveyed over 1,200 individuals and segmented their responses into three groups: Millennials (born between 1977–1995), Generation X (born between 1965–1976), and Baby Boomers (born between 1946–1964). [Eds note: The official breakdown for each group is as follows: Millennials (1981-1997), Generation X (1965-1980), and Boomers (1946-1964)]
Our survey asked them to identify their preferences for over 15 different content types while also noting their opinions on long-form versus short-form content and different genres (e.g., politics, technology, and entertainment).
We compared their responses and found similar habits and unique trends among all three generations.
Here's our breakdown of the three key takeaways you can use to elevate your future campaigns:
1. Baby Boomers are consuming the most content
However, they have a tendency to enjoy it earlier in the day than Gen Xers and Millennials.
Although we found striking similarities between the younger generations, the oldest generation distinguished itself by consuming the most content. Over 25 percent of Baby Boomers consume 20 or more hours of content each week. Additional findings:
- Baby Boomers also hold a strong lead in the 15–20 hours bracket at 17 percent, edging out Gen Xers and Millennials at 12 and 11 percent, respectively
- A majority of Gen Xers and Millennials—just over 22 percent each—consume between 5 and 10 hours per week
- Less than 10 percent of Gen Xers consume less than five hours of content a week—the lowest of all three groups
We also compared the times of day that each generation enjoys consuming content. The results show that most of our respondents—over 30 percent— consume content between 8 p.m. and midnight. However, there are similar trends that distinguish the oldest generation from the younger ones:
- Baby Boomers consume a majority of their content in the morning. Nearly 40 percent of respondents are online between 5 a.m. and noon.
- The least popular time for most respondents to engage with content online is late at night, between midnight and 5 a.m., earning less than 10 percent from each generation
- Gen X is the only generation to dip below 10 percent in the three U.S. time zones: 5 a.m. to 9 a.m., 6 to 8 p.m., and midnight to 5 a.m.
When it comes to which device each generation uses to consume content, laptops are the most common, followed by desktops. The biggest distinction is in mobile usage: Over 50 percent of respondents who use their mobile as their primary device for content consumption are Millennials. Other results reveal:
- Not only do Baby Boomers use laptops the most (43 percent), but they also use their tablets the most. (40 percent of all primary tablet users are Baby Boomers).
- Over 25 percent of Millennials use a mobile device as their primary source for content
- Gen Xers are the least active tablet users, with less than 8 percent of respondents using it as their primary device
2. Preferred content types and lengths span all three generations
One thing every generation agrees on is the type of content they enjoy seeing online. Our results reveal that the top four content types— blog articles, images, comments, and eBooks—are exactly the same for Baby Boomers, Gen Xers, and Millennials. Additional comparisons indicate:
- The least preferred content types—flipbooks, SlideShares, webinars, and white papers—are the same across generations, too (although not in the exact same order)
- Surprisingly, Gen Xers and Millennials list quizzes as one of their five least favorite content types
All three generations also agree on ideal content length, around 300 words. Further analysis reveals:
- Baby Boomers have the highest preference for articles under 200 words, at 18 percent
- Gen Xers have a strong preference for articles over 500 words compared to other generations. Over 20 percent of respondents favor long-form articles, while only 15 percent of Baby Boomers and Millennials share the same sentiment.
- Gen Xers also prefer short articles the least, with less than 10 percent preferring articles under 200 words
However, in regards to verticals or genres, where they consume their content, each generation has their own unique preference:
- Baby Boomers have a comfortable lead in world news and politics, at 18 percent and 12 percent, respectively
- Millennials hold a strong lead in technology, at 18 percent, while Baby Boomers come in at 10 percent in the same category
- Gen Xers fall between Millennials and Baby Boomers in most verticals, although they have slight leads in personal finance, parenting, and healthy living
- Although entertainment is the top genre for each generation, Millennials and Baby Boomers prefer it slightly more than than Gen Xers do
3. Facebook is the preferred content sharing platform across all three generations
Facebook remains king in terms of content sharing, and is used by about 60 percent of respondents in each generation studied. Surprisingly, YouTube came in second, followed by Twitter, Google+, and LinkedIn, respectively. Additional findings:
- Baby Boomers share on Facebook the most, edging out Millennials by only a fraction of a percent
- Although Gen Xers use Facebook slightly less than other generations, they lead in both YouTube and Twitter, at 15 percent and 10 percent, respectively
- Google+ is most popular with Baby Boomers, at 8 percent, nearly double that of both Gen Xers and Millennials
Although a majority of each generation is sharing content on Facebook, the type of content they are sharing, especially visuals, varies by each age group. The oldest generation prefers more traditional content, such as images and videos. Millennials prefer newer content types, such as memes and GIFs, while Gen X predictably falls in between the two generations in all categories except SlideShares. Other findings:
- The most popular content type for Baby Boomers is video, at 27 percent
- Parallax is the least popular type for every generation, earning 1 percent or less in each age group
- Millennials share memes the most, while less than 10 percent of Baby Boomers share similar content
Marketing to several generations can be challenging, given the different values and ideas that resonate with each group. With the number of online content consumers growing daily, it’s essential for marketers to understand the specific types of content that each of their audiences connect with, and align it with their content marketing strategy accordingly.
Although there is no one-size-fits-all campaign, successful marketers can create content that multiple generations will want to share. If you feel you need more information getting started, you can review this deck of additional insights, which includes the preferred video length and weekend consuming habits of each generation discussed in this post.
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Bing Places Connects Consumers With Local Businesses
Facebook's Yelp Alternative to Further Blur Lines Between Social and Search
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What You Should Be Doing In Search & Mobile – #SMX London day 2
More coverage from SMX London 2015. Alistair Dent starts day 2 with a clear statement: mobile marketing is still not top of mind for most companies. This is strange considering the fact that total clicks and number of searches made on mobile devices have grown above desktop numbers. Desktops are still vectors for conversions, so what is different for specific mobile marketing?
One of the important PPC difference are the bid modifiers like device, location, keyword and time. You can set mobile preferred ads, since users are in a different phase within the customer journey. Think about the specific ads, like including call buttons, ‘call me back’ forms, and make use of all the sitelinks to show different options te user can take as a next step. Watch out for using assisted cross device conversions, they are based on a big dataset but basically Google is guessing about what really happened.
App Store Optimization
Next on stage is Sagi Dekel, giving an introduction about app store optimization. Their are currently over 2 million apps in Google Play and iOS: 53% of the users find apps through search but 83% of the apps are almost invisible in the search results. ASO (App Store Optimization) is leading to quick results, just after implementation of the best practises you will see rankings and so the number of app installs going up.
A number of basic you should take care of for both Android and iOS apps:
- Titles are really important, include the important keywords
- For iOS use mix and match keyword lists possibility. Use the 100 characters you can, to add as much keywords as possible.
- Repetitive keywords don’t add value
- Think about search focused keywords
- Google Play scans app descriptions, optimize those for ranking purposes by implement longtail keyword combinations
- Never forget that you optimize for users too: think about that when optimizing the descriptions and the thumbnails
- Screenshots: they don’t have to be real screenshots, be creative about what you show. Think about an icon that stands out in the results.
- Always localize your apps: German users can use an English but will search in their native language
ASO is critical but it still is only a part of your marketing strategy.
Mobilegeddon or a mobile let down?
Google has been busy in the past two years in terms of development of mobile focused updates in their algorithms and systems finally resulting in the Mobile Friendly update at the 21st of April this year. In the end, people expected a #mobilegeddon but on the end, looking to the current results not that much happened.
Adam Whittles has seen any real impact for their clients. There are a few results that have been changed, but looking beyond SEO, you need a mobile website for your users. Currently, Google prefers responsive website design but you can also use separate URLs or dynamic serving but there are a few risk with implementation. For some sites the content just doesn’t work on responsive websites.
Consider the budget available and check if there are enough technical resources to implement mobile website correctly. 27% of mobile websites are misconfigured, losing 68% of potential smartphone traffic. Use and monitor Google’s Search Console to check if Google’s mobile robot has problems during crawling your mobile setup.
Adam built a handy Chrome Extension to check if a website is mobile friendly: Mobile-Friendly Checker Chrome Plugin. Also read his post How to Ace the Google Mobile-Friendly Test & Score 100%.
Post from Jan-Willem Bobbink
Monday 25 May 2015
A Marketer's Plea: Don't Be Afraid to Ask for Links
Friday 22 May 2015
Google Apologizes For Racist Maps Listings
Google Adds Mobile App Data to Search Console
Every Second Counts: Why Page Speed Should Be Your Next Focus
Google Buy Button – Is it Right for You?
Thursday 21 May 2015
Bing Begins Indexing Apps By Content Rather Than Title
Mozilla Dabbles in Commercial Advertising with Suggested Tiles
Five Ways to Glean Important Insights From GWT’s New Search Analytics Report
Wednesday 20 May 2015
Google Seeks New Doodler
Google Unveils Rebranded Webmaster Tools
Can You Reavow Links You Have Previously Disavowed?
Can You Reavow Links You Have Peviously Disavowed?
Concatenate: The Ultimate Excel Function for Managing PPC Campaigns
Monday 18 May 2015
Google to Add Buy Buttons in Sponsored Mobile Search Results
Apple Amping Up Maps to Compete With Google
Keywords on Mobile: Not Comparable to Desktop
Are You Making These Three Silly SEO Mistakes?
Friday 15 May 2015
Google Upgrades AdWords Editor to Support Labels
How Your PPC Strategy Is Like Gardening
Thursday 14 May 2015
Bing to Follow In Mobilegeddon's Footsteps
Bing Ads' Campaign Planner Offers Insights into Competitors' Campaigns
The Importance of Listening to Google
4 Tactics for Outstanding E-commerce SEO
The MozCon 2015 Agenda Has Arrived!
Posted by EricaMcGillivray
We're super-thrilled to say that it's finally here: the MozCon 2015 Agenda. We have an outstanding lineup this year featuring topics ranging from technical SEO and email marketing to content strategy and digging into your creative side. All of our speakers are already gearing up to deliver top-notch and actionable tips. And if you still need your ticket:
If you have any questions about the schedule, we'd love to hear 'em. Feel free to ask in the comments.
MozCon 2015 Agenda
Monday
8:00-9:00am
Breakfast
9:00-9:20am
Welcome to MozCon 2015! with Rand Fishkin
MozCon 2015 is here. Rand brings in the fun, recaps where our industry's been, and talks a bit about the future.
Husband of Geraldine. Founder of Moz. Presenter of Whiteboard Friday. Writer of blog posts. Sender of tweets.
9:20-10:05am
How to Make Your Marketing Match Your Reality with Dana DiTomaso
Too often, the tone and promises of marketing don't match those of the business itself. Dana will help you bring your brand identity together, both in-store and online, whether at a conference, on the radio, or in a meeting.
Dana DiTomaso likes to impart wisdom to help you turn a lot of marketing bullshit into real strategies to grow your business. After 10+ years, she's (almost) seen it all. It's true, Dana will meet with you and teach you the ways of the digital world, but she is also a fan of the random fact. Kick Point often celebrates "Watershed Wednesday" because of Dana's diverse work and education background. In her spare time, Dana drinks tea and yells at the Hamilton Tiger-Cats.
10:05-10:25am
AM Break
10:25-11:25am
How To Do Content Strategy (Probably) with Kristina Halvorson
Put 10 people in a room and ask them to define “content strategy,” and you’ll likely get 10 different answers. Kristina will share her own tried-and-true approach!
Kristina Halvorson is widely recognized as one of the most important voices in content strategy. She is the founder of Brain Traffic, the coauthor of Content Strategy for the Web, and the founder of the Confab content strategy conferences.
11:25-12:10pm
An SEO's Guide to the Insane World of Content with Matthew Brown
Find yourself arguing whether or not SEO is just great content? Matthew will talk through a strategic and tactical journey of content strategy from an SEO's viewpoint and leave you with new tools and tactics.
Matthew Brown is on the Product Strategy and Design team at Moz, where he spends equal time on new products and staying out of the way. He enjoys bourbon and working on his upcoming novel, "Fifty Shades of Ginger" (look for it in 2019). Follow him at @MatthewJBrown for his special brand of hot takes.
12:10-1:40pm
Lunch
1:40-2:00pm
Delightful Remarketing: How You Can Do It with Duane Brown
By focusing on the differences between remarketing and creating delightful remarketing, Duane will help you grow the revenue and profit for your brand.
Duane Brown is a digital marketer with 10 years' experience having lived and worked in five cities across three continents. He's currently at Unbounce. When not working, you can find Duane traveling to some far-flung location around the world to eat food and soak up the culture.
2:00-2:20pm
The Perfect Pair: Using PPC Data to Influence SEO with Stephanie Wallace
PPC is an easy testing ground for your SEO. Stephanie will explain how to better integrate them and leverage campaign data to influence SEO strategies.
Stephanie Wallace is Director of SEO at Nebo, a digital agency in Atlanta. She helps clients navigate the ever-changing world of SEO by understanding their audience and creating a digital experience that both the user and Google can appreciate.
2:20-2:40pm
Tracking Beyond the Pageview with Adrian Vender
Typical engagement analytics don’t tell the full story of how people interact with your website. Adrian will show you how to use Google Tag Manager to turbocharge your content tracking and custom reports.
Adrian Vender is the Director of Analytics at IMI and a general enthusiast of coding and digital marketing. He’s also a life-long drummer and lover of music.
2:40-3:00pm
PM Break
3:00-3:35pm
Too Busy to Do Good Work with Marta Turek
Don't let your work suffer from being busy. Instead, let Marta show you the tactics to clean up your PPC processes to finally get more strategic.
Marta Turek holds seven years of experience in digital advertising, specializing in lead generation, and paid search marketing. Developing digital strategies and telling stories through data is what rocks her boat. She's currently at ROI·DNA.
3:35-4:10pm
Online Personalization that Actually Works with Cara Harshman
Personalizing your marketing may be a daunting idea right now, but after Cara breaks it down, you’ll realize why embracing it early will be transformative, highly lucrative, addicting, and not creepy.
Cara Harshman tells stories at Optimizely. She was the second marketer to join and is now a Content Marketing Manager+Blog Editor. In 2012, she (openly) ghost-wrote A/B Testing the book, on behalf of the co-founders.
4:10-4:55pm
Ultimate Search and Social Mashup: Expertly Curate Owned Audience Cookie Pools with Marty Weintraub
Stay relevant, marketers! Learn to mine merged search and social data to build audience-based cookie pools for performance marketers to exploit.
Marty is Founder of aimClear®. He was honored three years straight as a "Top 25 Most Influential PPC Expert”; was 2013 "US Search Personality of the Year”; is an acclaimed author; and fixture on the international digital marketing conference speaking circuit.
7:00-10:00pm
Monday Night #MozCrawl
We’re having a pub crawl on Monday, official stops coming soon. You’ll be able to explore some of our favorite haunts and make some new friends. Go at your own pace, and visit the stops in any order. Spread across seven bars, each stop is sponsored by a trusted partner and one by us. You must bring your MozCon badge—for free drinks and light appetizers—and your US ID or passport. See you there!
Tuesday
8:00-9:00am
Breakfast
9:00-9:45am
Surviving Google: SEO in 2020 with Pete Meyers
Organic results are disappearing, replaced by Knowledge Graph, direct answers, new ad hybrids, and more. How can SEOs be ready for Google in five years?
Dr. Pete Meyers is Marketing Scientist for Moz, where he works on product research and data-driven content. He has spent the past three years building research tools to monitor Google, including the MozCast project, and he curates the Google Algorithm History.
9:45-10:30am
Become a Mobile SEO Superhero with Cindy Krum
With Google's algorithm mobile change, Cindy will walk you through the changes, what they mean for your site and its rankings, and what you should be focusing on going forward.
Cindy Krum is the CEO and Founder of MobileMoxie, LLC, and author of Mobile Marketing: Finding Your Customers No Matter Where They Are. She brings fresh and creative ideas to her clients, and regularly speaks at US and international digital marketing events.
10:30-10:50am
AM Break
10:50-11:25am
Digital Analytics: People, Process, Platform with Adam Singer
In a data-driven world, Adam will pull you back to think again about your analytics, best practices, and how you report.
Adam Singer is Analytics Advocate at Google, startup adviser, investor, and blogger. He previously was director for a global consulting team and has provided digital strategy for brands in a variety of industries including marketing, technology, healthcare, and more.
11:25-12:00pm
How to Better Sell SEO to the C-Suite with Purna Virji
Whether you need more resources, trust, or buy-in, Purna will share practical tips for focusing on Profit & Loss and better communicating SEO planning, forecasting, and strategizing.
Purna Virji is the founder and CEO of Purview Marketing, a boutique consulting firm helping companies of all sizes grow via search and content marketing. Purna is an avid traveler and speaks six languages (and can swear in 17!).
12:00-12:35pm
Drive More Conversions with Lifecycle Email Campaigns with Tamara Gielen
Triggered emails can be powerful marketing. Tamara will lead you through data-driven decision making to improve your campaigns and connect with customers.
Based near Brussels, Belgium, Tamara Gielen is one of the world's leading experts in email marketing with over 14 years of experience managing email marketing programs for international corporations.
12:35-2:05pm
Lunch
2:05-2:40pm
Reaching Critical Mass: 150 Active Members with Rich Millington
Imagine you could create and rejuvenate a successful community whenever you like? Richard Millington will take you through a step by step action plan to reach critical mass.
Richard Millington is the Founder of FeverBee, a community consultancy, and the author of Buzzing Communities.
2:40-3:25pm
Dark Search and Social—Run Rabbit Run! with Marshall Simmonds
With data from 112 publishers with 164+ billion page views, Marshall will dive into the challenges of tracking social and search campaigns. He'll focus on history's lessons and what’s happening with direct and mobile traffic in an app-heavy world.
Marshall Simmonds is the Founder of Define Media Group, the enterprise audience development company specializing in strategic search and social marketing. Define works with many of the most influential brands and networks in the world.
3:25-3:45pm
PM Break
3:45-4:20pm
Back to the Future with Local Search with Mary Bowling
Google's model of our world now mirrors the physical world better than it ever has before. Learn how to meld the online and offline actions of your business for optimal Local Search success.
Mary Bowling's been concentrating on helping businesses succeed with Local SEO since she got into this crazy biz in 2003. She's a consultant at Optimized!, a partner at Ignitor Digital, a partner in LocalU, and a trainer and blogger for Search Engine News.
4:20-5:05pm
The Time to Do the Web Right Is Incredibly Short with Wil Reynolds
In "web time," competitive advantage can be lost in an instant, speed matters. Wil shares how keep on the pulse of competitor agility and how to get things done to stay ahead of them.
Wil Reynolds - Director of Strategy, Seer Interactive - founded Seer with a focus on doing great things for its clients, team, and the community. His passion for driving and analyzing the impact that a site's traffic has on the company's bottom line has shaped SEO and digital marketing industries. Wil also actively supports the Covenant House.
7:00pm-10:00pm
MozCon Ignite at Benaroya Hall
We're thrilled to announce the addition of a networking and Ignite-style event for attendees on Tuesday night. Join us to meet—and—greet your fellow community members and hear them talk about their passion projects. Leave that notebook in your hotel and settle into some fun. Enjoy light appetizers and a couple of drinks on us.
Want to speak at (or just learn more about) this event? We are accepting pitches through Sunday, May 17, at 5pm PST!
Wednesday
8:30-9:30am
Breakfast
9:30-10:15am
Marketing Innovations: Creative PR, Content, and SEO Strategies with Lexi Mills
Lexi shows you how to apply strategies used in emerging markets to grow the success of your PR, SEO, and content work from bathrooms to rock bands.
Lexi Mills is a PR SEO specialist, with over eight years experience working with both small firms and big brands. She has designed and implemented integrated PR, SEO, content, and social campaigns in the UK, Europe, and USA for B2B and B2C clients. She's currently at DynamoPR.
10:15-10:50am
Upside Down and Inside Out with Mig Reyes
Mig shares how to shake up your marketing projects by looking at your work through a lens of experiments and creativity.
Mig Reyes is a traditionally trained graphic designer who escaped advertising agency life, cut his teeth at the T-shirt powerhouse known as Threadless, and now helps lead branding, marketing and even a bit of product work at Basecamp.
10:50-11:10am
AM Break
11:10-11:30am
Get Hired to Do SEO with Ruth Burr Reedy
You dream in SEO—but all the SEO job descriptions require something you don't have! Ruth Burr Reedy will teach you how to show employers you know your stuff, by building your personal brand with real-life examples of your SEO prowess.
Ruth Burr Reedy is the head of on-site SEO for BigWing Interactive, a full-service digital marketing agency in Oklahoma City, OK. At BigWing she manages a team doing on-site, technical and local SEO. Ruth has been working in SEO since 2006.
11:30-11:50am
Rocking Your CRO Efforts with Radical Redesigns with Chris Dayley
Too often we have design blinders on when running A/B tests, focusing only on things like button text. Chris will help you break through to find dramatic gains in your CRO efforts.
Chris Dayley is a digital marketing expert and owner of Dayley Conversion. His company provides full-service A/B testing for businesses, including design, development, and test execution.
11:50-12:10pm
Parole, Parole, Parole: Practical, Modern Keyword and Topical Research with Gianluca Fiorelli
Just using Keyword Planner and Google Suggest is a waste time. Gianluca will show you how keyword and topical research is more about culture, not guessing, and explore unusual sources and seldom used tool features to make your research more effective.
Moz Associate, official blogger for Stateofdigital.com and well-known International SEO and Inbound Strategist, Gianluca Fiorelli works in the Digital Marketing industry, but he still believes that he that he knows nothing.
12:10-1:40pm
Lunch
1:40-2:15pm
The Psychology of Social Media with Courtney Seiter
Courtney dives into the science of why people post, share, and build relationships on social media and how to create an even more irresistible social media experience for your audience.
Courtney Seiter examines social media and workplace culture at Buffer, and her writing has been published at TIME, Fast Company, Lifehacker, Inc., and more. She lives in Nashville, where she is a founder of Girls to the Moon, a leadership camp for girls.
2:15-2:50pm
Astoundingly Useful Applications of Facebook Search for Marketers with David Mihm
Facebook has long neglected its potential as a local search giant, and as a result, its Graph Search product is an afterthought for too many marketers. David showcases Graph-powered insights for small-business marketers—with utility well beyond Facebook.
David Mihm has created and promoted search-friendly websites for clients of all sizes since the early 2000’s. David co-founded GetListed.org, which he sold to Moz in November 2012. He now serves as Moz's Director of Local Search Strategy.
2:50-3:10pm
PM Break
3:10-3:45pm
(Check back soon; we're still finalizing the details of this session!)
3:45-4:30pm
Onsite SEO in 2015: An Elegant Weapon for a More Civilized Marketer with Rand Fishkin
SEO has come full circle as on-page SEO has returned to the forefront. Rand will share how and why on-site SEO is so important and show off uncommon tactics with powerful potential.
Husband of Geraldine. Founder of Moz. Presenter of Whiteboard Friday. Writer of blog posts. Sender of tweets.
7:00pm-12:00am Wednesday Night Bash at the Garage
Do you love singing "I Love Rock n' Roll"? How about bowling in some fancy shoes? Or are you a pool shark? Our after-party has a little something for everyone.
Chill with the new friends you've made, catch up with your old friends, and get to know the people you've only ever met online. We'll provide heavy appetizers and plenty of beverages. This year's assortment includes the MozCow Mule Mocktail, as well as well liquor, beer, house wine, soft drinks, and of course, plenty of our friend H2O.
Make sure to bring your MozCon badge and an ID (driver's license or non-US passport). See you there!
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