MozCon Virtual 2020: Top Takeaways from Day One

Today marked day one of the first-ever MozCon Virtual! Even though we weren’t together in person, it was so exciting to get the best people in the industry together again.

So much of the day was different from what we expected six months ago, but the one thing we can always count on from our speakers is a MASSIVE amount of value. We’re talking insights, game plans, cheat codes — you name it, we’ve got it — and this year was no different.

Let’s get to it.

Sarah Bird — Welcome & State of the Industry

It’s always inspiring to hear from our fearless leader. Sarah hit on some of the changes that we’ve seen this year and how they’ve affected both us as people and us as an industry.

Sarah also laid out her thoughts on major SEO trends for 2020.

AAAAAND WE’RE OFF! #MozCon Virtual @Moz CEO, @SarahBird, discusses her take on the State of the Industry.

5 Timely Trends for 2020:
1. welcoming our robot overlords
2. entities
3. knowledge panel
4. localization of everything
5. new & ramping up search experiences

— James Wirth (@jameswirth) July 14, 2020

In closing, Sarah reminded us that we rise and fall collectively and that in the end, the world is our work. In difficult times we must all come together.

We’re all so happy to be able to create this virtual experience and allow for everyone to have something (somewhat) predictable to look forward to for two days.

Andy Crestodina — Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies

Andy started off by walking us through the three key aspects of thought leadership: personal brand, taking a stand, and proving expert insights.

Then, very kindly, Andy laid out exactly what to do to fulfill each aspect.

Expert Insights

• Create original research
• Write books
• Share novel ideas

Take a stand

• Have a strong opinion
• Don’t shy away from controversy
• Inspire others

Build a personal brand

• Have a social following
• Be cited by others
• Be influential

This presentation was 163 slides of actionable insights. It’s definitely one that we’ll have to watch a few times over!

#Mozcon thank goodness I can rewatch this content. @crestodina gave so much great knowledge. I’ll have to watch again and again.#winning

— Seth @ Goldstein Media (@GoldsteinMedia) July 14, 2020

Shannon McGirk — Great Expectations: The Truth About Digital PR Campaigns

Shannon came to set us straight: we aren’t showing the full picture when it comes to Digital PR, and it’s quite toxic.

She started out by showing a few of her own tweets and pointing out that she rarely, if ever, shares anything about campaigns that don’t “go viral”.

Shannon explained that we talk about Digital PR campaigns as if the majority of them are “huge wins”. The reality, however, is that most of our campaigns will be steady performers and the huge wins are actually just anomalies.

How we talk about campaigns:

How campaigns actually perform:



Aira put out a state of digital PR study and found that most campaigns only got between one and 20 links. When Shannon broke down the numbers for Aira, they were consistent: about 17 links were gained per campaign!

What do we do about this? Shannon challenged us to take as much time looking into what didn’t work as we do looking into what did work.

Using a custom made success matrix, Shannon and her team were able to spot the trends for both “successful” and “not successful” campaigns and implement plans accordingly.

Her parting strategy:

1. Take off the pressure of “virality” and focus on steady performers and fails.
2. Realize that steady performers can consistently impact weighty SEO KPIs.
3. Use the success matrix to review campaigns and catch trends early.

Robin Lord — Whatever You Do, Put Billboards in Seattle: Getting Brand Awareness Data from Google

Wow! Our minds are still blown from this presentation. Robin took us through some extremely valuable workflows for collecting and analyzing data.

When it comes to determining the success of your “brand,” the numbers aren’t straightforward. There are a lot of data points to take into consideration. In fact, Robin started off by asking us if we used multiple datasets, collected data on our competitors, and got granular. Needless to say, many of us knew we were in for a ride.

Need? Brand interest data.

Your new best friends? Google Trends. Census Data. Google Ads.

This analysis is blowing my mind a little bit (ok, a lot) ????#MozCon

— Meisha Bochicchio (@MarketingMeisha) July 14, 2020

Honestly, this presentation was so jam-packed with information that we had a hard time keeping up! Thankfully, at the end of his presentation, Robin laid out step-by-step instructions on how he collected, compiled, and analyzed all of this data.

Alexis Sanders — The Science of Seeking Your Customer

Determining your audience is about more than demographics and affinity data; it’s about truly understanding your audience as people.

Alexis took us through four questions we should try to answer when defining our audience:

1. What’s the key information?
2. What are they like at their core?
3. How do they choose products?
4. What’s their relationship with technology?

She even provided a list of free and paid resources that anyone can use to collect this information.

Takeaways via @alexisksanders
1. Make use of first, second and third-party information
2. Ask questions on Google Discover
3. Try Sparktoro -new tool for me!
4. Map your users’ journey againts content
6. Today is change and learning fast#MozCon #marketing pic.twitter.com/DH80dThomS

— Jackie Jiménez (@Jackiecr86) July 14, 2020

Alexis also explained that audience research is not something that happens only once (at the beginning of a campaign), but instead should inform the entire customer journey.

Her parting words encouraged us to learn fast and become in-tune with the constant change, instead of always trying to guess correctly!

Phillip Nottingham — How to Build a Global Brand Without a Global Budget

The marketing funnel is broken, we all know that. But if we aren’t focusing on getting people to work down a funnel, what are we working towards? Building our brand. Right. Well, how do we go about doing that?

Phil blew our minds with insights on how he helped Wistia change their mindset when it came to creating “brand awareness.” The first step was to stop calling it brand awareness and instead call it brand affinity.

Building an affinity to a brand means spending time with a brand. A KPI that usually gets lost in the mix of impressions, clicks, etc.

In his presentation, Phil breaks down the exact method he used with Wistia to get people to spend as much time on the site watching four videos as they did reading all 1,170 blogs.

Greg Gifford shared a great summary slide here:

Your new brand marketing strategy:@philnottingham #mozcon pic.twitter.com/kNjvhPtzTW

— Greg Gifford (@GregGifford) July 14, 2020

Dr. Pete — Moving Targets: Keywords in Crisis

We were so thrilled to have Dr. Pete back to speak at his NINTH MozCon this year. While this year’s conference was unlike any other, his presentation was just as insightful.

Dr. Pete talked all about spotting trends. Nothing about this year could have been predicted. There was no way that hair salons could have predicted that “how to cut hair” was going to be an opportunity keyword.

However, there is still a way to capitalize on these opportunities as we spot them.

Dr. Pete showed us exactly how we can use tools that we’re familiar with, and a few that we might not be familiar with, to spot trends and turn them into opportunities including Google Trends, Pinterest, Twitter search, and even Boing Boing Store.

There were some real gems in this presentation!

In Twitter Advanced Search, restrict to your language, relevant date ranges, and set a number of minimum likes. Go lower on that last one than you think – but this way you won’t get every random tweet on the topic@dr_pete #MozCon

— Ruth Burr Reedy (@ruthburr) July 14, 2020

Needless to say, Dr. Pete has officially gone nine straight years impressing MozCon.

Francine Rodriguez — Let It Go: How to Embrace Automation and Get Way More Done

2020 has really come out swinging. Francine voiced exactly what we were all thinking: “that’s enough!”

We have enough to worry about, do we really need to keep adding to the list?

When it comes to search engine marketing, there are a lot of moving parts and it can be excruciating to try and keep up with it all. There is a solution though: ROBOTS! (Someone call Roger!)

Google is constantly learning, so why not let them leverage their new knowledge?

Francine walked us through the different areas of PPC automation:

• Bidding
• Ad copy
• Smart campaigns
• Keyword matching

If you’re looking for a great example of letting go and embracing automation, Microsoft Ads is a good place to go. They allow you to import all of your Google Ads right into Microsoft ads so they can start running right away.

Rob Ousbey — A Novel Approach to Scraping Websites

What do we even say about this presentation? Rob is one of a kind.

If you take a look at the #MozCon feed on Twitter, you’ll notice far fewer people live-tweeting — that’s because they were busy taking notes!

Actual footage of me watching this session with @RobOusbey…

#MozCon pic.twitter.com/TwH6jgmkAK

— Brie E Anderson (@brie_e_anderson) July 14, 2020

Rob showed us how he scrapes websites (including the big G) in seconds using a few lines of code. He walked us through every piece of code needed to scrape G2, Google, and even Google’s Lighthouse tool.

He wrapped it all up by showing off exactly what he did to integrate Lighthouse data into Moz Pro’s SERP analysis.

Again, this is going to be one of those presentations that you have to rewatch multiple times. Or maybe even at half-speed!

Ross Simmonds — Designing a Content Engine: Going from Ideation to Creation to Distribution

We closed out day one with the Coolest of Cool.

Ross came in hot with some Disney references to make us think.

Disney movies — where do the storylines usually come from? Other stories!

In recent years we’ve seen Disney “revise” their previous movies to make them fit today’s world. And actually, some of the original Disney movies were “remixes” of Shakespeare’s plays.

Ross loves his four Rs (revise, remix, remove, redirect), and this year he gave us even more actionable plans.

This closing session really encouraged us to put on our “Sherlock Homeboy” hat and get curious about what others are doing, and how we can do it better.

A few places to find inspiration for innovation that Ross mentioned:

• Your favorite website’s site map
• Wayback machine for industry leaders’ sites
• Wikipedia

There’s so much to do

For now, we’re calling it a day and getting some rest because we get to do it all again tomorrow!

If you want to access the speaker slides, you can sign in with your Moz Community credentials and download them on this page.

If you did join us today, what was your favorite session? Your biggest takeaway? We can’t wait to see you tomorrow!

This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: cheryldraper

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From the Edsel to the iPhone 11: Products with problematic designs

The unveiling of Apple’s iPhone 11 Pro and iPhone Pro Max on September 10 triggered an unlikely and unwelcome (for Apple) backlash because of what looks like an innocent product feature: three cameras, grouped together like a triangle.  The triple camera is supposed to enable better-quality photos and videos. But in addition, people suffering from a condition called trypophobia – fear of clusters of holes – have responded to the new design with dismay and even revulsion. Some scientists believe trypophobia, which is experienced by about 16 percent of people, originally developed as a survival mechanism, either to steer people away from infectious diseases (for a trypophobe, clustered holes may resemble decaying flesh) or dangerous organisms. Whether the phone-buying public will include enough trypophobes to influence Apple’s design going forward remains to be seen. But Apple can take some comfort in the fact they are not the only organization that has triggered a public backlash over problematic design issues. In fact, Apple has plenty of company, going back many decades.

The Ford Edsel crashes

One of the most famous product bombs occurred in 1957, with the launch of the Ford Edsel. As with many product flops, poor design was not the sole cause, but design certainly played a big role. In 1954, Ford realized that they needed to address the needs of customers upgrading from the lower end of the car market. The car giant poured $250 million into market research as they planned a new middle-market vehicle, the Edsel. The problem? When the Edsel was being developed, big cars with chrome and fins were still “in.” By the time the Edsel debuted, customer tastes had shifted to different styles of cars. Moreover, while Ford was successful in its goal of creating a car that was aesthetically different from anything on the market, it neglected to take into account what customers thought might be aesthetically pleasing. The Edsel was different, all right. And the prevailing sentiment was that it was ugly. By November 1959, Ford had lost about $350 million on its Edsel and discontinued production.

The Vdara Hotel shoots a death ray

Contemporary examples of design missteps also abound. In Las Vegas, the opening of the Vdara Hotel in 2009 happened with plenty of fanfare. Here was a new kind of Las Vegas hotel, one that catered to not to gamblers but to those looking to relax and pamper themselves. It lacked a casino and instead offered luxurious spas and a gorgeous pool. But unfortunately, vacationers discovered something else: hanging out at the pool felt like sitting beneath a magnifying glass, with the sun’s rays scorching the pool area. The problem: the curved glass of the 57-story hotel reflects what guests call the “Vdara death ray” when the sun strikes the glass at a particular angle. As the ray moves across the pool area during the day, temperatures increase by about 20 degrees. Since the hotel’s construction, guests have complained that they have sustained severe sunburns while staying there. In 2010, for example, Chicago attorney Bill Pintas reported that not only did he receive burns on his head, but that a plastic bag next to him actually melted. It’s worth noting that the hotel did come up with a fix: installing giant umbrellas over the pool deck to protect guests. Sometimes the answer to design problem is to create a product workaround.

Google Glass: Not ready for prime time

Sometimes the answer to a problematic design rollout may be to find a different audience, as Google has done for its augmented reality headwear, Google Glass. Shunned by consumers in 2014, the smart glasses flopped with their initial audience for a number of reasons, one of which was product design. As Business 2 Community pointed out in 2016, “Google Glass’ design somehow looked awkward and very unattractive. The product looked . . . as if it [was] still in its prototype stage.” This failure is especially noteworthy because it underscores a fundamental problem that “mixed realities” such as augmented reality and virtual reality have: one of the big reasons these technologies have not caught on more is that they require people to wear dorky headsets. People do not want to be forced to wear things that make them feel uncomfortable. Google’s response has been to reintroduce their product to a business audience including surgeons, factory workers, and engineers. Whether the reboot succeeds remains to be seen, but this version of the smart glasses, which facilitate a small display of augmented reality content floating toward the top of users’ line of sight, do feature an improved design. They look a little like the goggles you might wear in science class.

A tempest in a teapot

And sometimes the best response to design backlash is . . . to ride things out. The so-called Hitler teapot created a social media backlash for JC Penney in 2013 because its design resembled Adolf Hitler. JC Penney’s response was to take the criticisms and concerns in stride, replying good-naturedly to complaints, but not escalating the situation. Their tweets underlined the fact that any resemblance to Hitler was unintentional, and even injected a little humor: “If we designed it to look like something, we would have gone with a snowman or something fun. :)”

What should Apple do?

So what should Apple do about the trypophobia controversy? Apple is certainly not going to stop production of the iPhone 11 as Ford eventually did with the Edsel, and a product redesign seems highly unlikely. It’s possible that even had Apple tested the iPhone 11 widely before launch and uncovered a problem with trypophobia suffers, Apple would have simply gone through with the launch as-is anyway. It’s one thing for a portion of the population to feel uncomfortable when they look at a cluster of holes – it’s quite another for a consumer to switch to another brand over the matter. It’s likely that Apple will do what JCPenney did: ride out the storm and let the performance of the product, not its appearance, build its reputation. 

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Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Adam Dorfman is a technology and digital marketing professional with more than 20 years of experience. His expertise spans all aspects of product development as well as scaling product and engineering teams. He has been in the SEO and Local SEO space since 1999. In 2006, Adam co-founded SIM Partners and helped create a business that made it possible for companies to automate the process of attracting and growing customer relationships across multiple locations. Adam is currently director of product at Reputation where he and his teams are integrating location-based marketing with reputation management and customer experience. Adam contributes regularly to publications such as Search Engine Land, participates in Moz’s Local Search Ranking Factors survey, and regularly speaks at search marketing events such as Search Marketing Expo (SMX) West and State of Search as well as industry-specific events such as HIMSS. Follow him on Twitter @phixed.

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YouTube gives back verified badges to creators after backlash over recent changes

Last week, YouTube announced it was changing its verification criteria for channel owners, no longer extending verification based solely on a channel having 100,000 or more subscribers. The change caused an uproar among creators who subsequently lost their verified badge. The following day, YouTube reversed its decision and returned verified badges to creators who had the icon before the latest program updates. The company acknowledged it had “completely missed the mark” when rolling out the new eligibility requirements for verification.

The backstory on YouTube’s verification eligibility updates. On September 19, YouTube announced it was changing the requirements for its verification process. The platform said instead of verifying channels based solely on if the channel had 100,000 or more subscribers, it would focus verification criteria on two principles: authenticity and prominence.

YouTube said the goal was to remove any confusion about what a verification checkmark means and eliminate impersonators: “Every year, we receive tens of thousands of complaints from creators about impersonation. Also, nearly a third of YouTube users told us that they misunderstood the badge’s meaning, associating it with *endorsement of content*, and not an indicator of *identity*.”

The immediate impact on creators. In the original announcement, YouTube said channels that meet the new requirements would not need to apply for verification, and any channels that received the notification they had lost their verification badge as part of the update could submit an appeal to get it back.

The changes did not go without notice among creators who lost their verification badge. The backlash was significant enough that YouTube reversed its decision to take away any verification badges from channels who already had it.

“Channels that already have a verification badge will now keep it and don’t have to appeal,” wrote YouTube in an update posted the day after the original announcement.

New verification rules going forward. From here on out, YouTube said all channels with 100,000 or more subscribers will be able to apply for verification, and that it will continue reviewing channels to ensure they are authentic. YouTube has updated its process for reviewing channels, saying that it will verify channels that meet its “Authentic” requirements and are “Complete” (meaning the channel must be public; have a description, channel icon and content; and be active on YouTube).

If a channel is found not to be inauthentic — or attempting to impersonate someone or a brand — YouTube will not verify the channel and may take action against it.

No new badges for now. YouTube had also announced a new “look” for badges, rolling out an updated verification icon that would be displayed consistently across its platform. The company is postponing the rollout of new badge do to the changes it made since the initial announcement.

Why we should care. Brands and creators who may have lost the verification badge for their YouTube channel should have it back in place, and no longer need to worry about submitting an appeal. It’s also worth noting that when enough of the YouTube community speaks up when platform changes impact their business, YouTube may respond, and quickly. The original updates to the verification program were announced on Thursday — YouTube had reversed its decision and posted an update by 3:00 pm the following day.

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About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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Daily Search Forum Recap: July 14, 2020

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

Search Engine Roundtable Stories:

• Google: Links From Lower Quality Sites To Your Site Doesn’t Necessarily Hurt
  
  Let’s say your site has a DA of one billion and you get a link from a site that has a DA of 999,999,999, which is obviously less than one billion – can that hurt your Google rankings? In short, does getting links from pages that are lower quality than the place the link is directed to hurt your Google rankings?




• Google Books Ngram Viewer Gets Fresh Data Through 2019
  
  The Google Books Ngram Viewer, a tool that shows you how often phrases occur in books over time, now shows data through 2019. In short, this tool displays a graph showing how those phrases have occurred in a corpus of books. Previously, it showed data through 2012.




• Google My Business Will Notify Business Of Listing Suspensions
  
  Google will soon begin sending email notifications to businesses when their business listings or accounts are suspended with Google My Business. Until now, if your listing is suspended, you won’t know about it until you login to Google My Business to find out.




• Google Shopping Actions Disallows Downloadable Software CDs & DVDs
  
  Google at the end of this month, end of July, will start to disallow marketing of downloadable software CDs and DVDs through Google Shopping Ads. This does not include video game DVDs, those will still be allowed.




• AdSense For Search To Display Google Shopping Ads
  
  If you run AdSense ads on your site and you have AdSense for Search, where you use Google AdSense to monetize your search results – Google may start to show Shopping Ads in those search results. This requires no code changes on your part and will begin on August 20, 2020.




• Google Doodle Station
  
  Here is a photo I found the other day of a “Doodle Stations” with markers at the GooglePlex in California. I suspect this is a new photo, maybe someone setting up coloring on a day off but I am not su

Other Great Search Forum Threads:

• MORE POLLS! Consider the robotstxt snippet below. How will this affect Googlebot crawling the index.html path? This is tricky, you might need your math skills for this one User-agent: * Disallow: /index.html [, Gary Illyes on Twitter
• Google isn’t going to care about that – this kind of scraping happens, and in general, we deal with it reasonably. It is, however, something you might have thoughts on yourself (do I want to a, John Mueller on Twitter
• I’d assume most people & search engines will take you by your word. “fine” = ok, “noindex” = don’t bother with this page. Sometimes more can happen (“are you really fin, John Mueller on Twitter
• I’m not aware of any larger changes, but of course there are always some changes. In general, we never index all pages from any website, so it can be totally normal to not have everything indexed. I’d genera, John Mueller on Twitter

Search Engine Land Stories:

Other Great Search Stories:

Analytics

Industry & Business

Local & Maps

Mobile & Voice

SEO

PPC

Other Search

This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: barry@rustybrick.com (Barry Schwartz)

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The Best Tweets from #SEMrushChat: How to Create Content That Sparks Conversation

Anyone can create content, but creating content that gets people talking and engaging with your community is a different story. Reaching your target audience while getting your customers to chat about your brand is the challenge. Last week, Dan Willis was our guest on #SEMrushchat; he and our community provided suggestions and insights to help businesses create content that will spark conversations that are beneficial for the brand.

As always, there were many great tweets to choose from, but we can only choose six answers per question for the recap. We hope the tweets we chose will give you a variety of insights and tips you can use. There is a lot to learn. 

You can retweet any of the tips below by clicking on the Twitter logo next to the quote. 

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Brian Kato

You’re creating content that adds value to a conversation, not just stating your opinion. People inherently want to engage, not to be talked at.

Diana Richardson

A more engaged community. Warmer leads from those contributing to the conversation. An opportunity to express yourself as an expert. Gain attention/exposure from peers

Bill Slawski

Conversations take place on the Web, and it is often best to be part of conversations that are about you & the Industry you are in, then watching those from a distance, because it gives you a chance to make those positive and make a good impression on people.

Sarah Marks

Content that creates conversations also creates customer loyalty, brand awareness and higher retention. Given that it is 5x more expensive to acquire new customers, invest in good content to retain and build your customer base… simple!

Content that drives conversations means that a community can form around your brand. People are asking questions, which gives you the opportunity to gain trust and credibility. It also gives you insights into what people think/want and how you can improve!

Pair Networks

Building trust is the number one benefit of investing in content that drives conversations. Conversations lead to relationships. Relationships lead to being liked. People do business with you when they trust and like you.

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BrandExtract

The key is personal connection. The discussion needs to resonate with the reader and center around a problem they are seeking to solve or a cause they believe in. And the tone needs to be welcoming to ensure an authentic conversation.

Fistbump Media

Ideas and questions that force me to self-reflect. If/when the writing gets me thinking about my own situation while I’m reading… if I can see myself in it… then I’m more prone to jumping in the conversation. As opposed to just being told what to think.

Stevie Howard

It not only needs to peak my interest but also gets me thinking. Cover topics that haven’t been covered before, dive deep into ideas and strategies. Those discussions really tickle my fancy.

I tend to join in a discussion if i think I can add to it in some way. Others tend to do it to get themselves noticed, to push an agenda or to annoy people. All can get a discussion going but some will fulfill Godwins Law quicker than others.

Points I disagree on. Questions that are asked. When a piece asks for opinions. When I feel as if I have something to add to the piece.

David Rosam

My mood. The community. Fun. Business benefits. The theme. Interest. Who else is in the conversation.

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Dan Willis

Listen first! Social listening is so key when you are trying to create conversations. @Agorapulse and @Talkwalker are my secret weapons when I am trying to actively listen to my social media networks for ideas.

Don Dingee

I know firsthand that imposter syndrome screams ‘it’s already been written.’ The fact is that other opinions and even some data points aren’t authoritative or comprehensive. Take a position that: 1) helps somebody out there and 2) you really believe (not just SEO).

Talk-provoking content topics: What are contentious issues within your niche? What insights do you want to glean from interacting with your audience? (User-generated content!) Current events – what’s happening that is relevant to your community?

If you want people to talk about your content, you need to know your audience and write for either their pain points or the topics they care most about.

Brian Kato

Social listening,  PAA’s, trends, comments, competitive recon, and simply asking followers what they’d like to know more about.

Mark Gustafson

Be connected to your audience! Stop strictly playing the money collection game and offer value. If you’re a part of the community you serve, you’ll know what is interesting. You’ll genuinely have opinions and want to learn of other opinions too!

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Dentons Digital

Before publishing a controversial opinion you must ask: Is this opinion in line with what my brand stands for? Is being controversial in line with my brand’s voice? Is this a topic where our brand has a right to comment? Don’t do it just because.

Dan Willis

ALIGNMENT IS EVERYTHING! Controversy can blow up in your face in a big way! Know your community, know your brand’s voice and ethics.

Bernie Fussenegger

It really depends on the intent…do you want real engagement and conversations to help bring change and awareness or are you just looking for clickbait? They can both help or hurt a brand and it is a fine line to walk.

Debi Norton

Controversy exists. Conversations can be enlightening when the discussion helps in resolution or raises consciousness. Handle with care.

Amy Hampton

I would have to say that it depends on the topic and participants. Drama for drama’s sake is tiring and childish. Taking the time to correct a wrong or repeat a fact is cautiously fine. Other than that, manufactured controversy is a waste of my time.

Solid Digital

It really depends on the topic and the brand’s values. However, it can be done, it just needs to be executed the right way.

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Ben Austin

Ask a question. Ask users to engage. Post videos. Respond to the comments you get. Post more frequently. 

Gene Petrov

Involve people in the process. Run some polls for instance here on Twitter. It can be a great way to get people talking about a topic before the content is fully created. Then tag people who’s ideas appear in the content afterwards.

Jignesh Thakkar

End with a question. Respond and reward insightful comments. Ask for comments. Build a community with your replies. Welcome first-time commenters. Share the comment policy. Write content that deserves comments.

Amy Hampton

Don’t stray too far from your topic roots. Choose leaders to help start and model good behavior. Good moderation is a must. Be prepared with facts about topic. Ask good questions. Use proper forum to build trust. Revisit topic to get some new activity.

Brian Kato

Set a schedule (ie. scheduled chats). I think we can all agree that showing up for #SEMrushchat is easy because we know a time, we know the expectations, and we’ve all committed. Keep it simple for users.

Dan Willis

Get the ball rolling! Answer your own question first. Also never let a comment go unanswered! Conversations are a two way street. Every comment should get a reply.

---

Do You Have Any Suggestions for Sparking Conversation?

If so, please share them in the comments below. We also want to thank everyone that participated in the chat. We will be looking for your expert insights this week; SEMrushchat starts at 11 am ET/4 pm BST on Wednesday, September 25th.

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Guide: How to effectively incorporate customer journey mapping into your marketing strategy

30-second summary:

• A customer journey map is a visual representation of every interaction between you and your customers. Proper customer journey mapping can make a huge difference in conversions and help you create a more customer-centric marketing strategy.
• Customer journey mapping starts with identifying your user personas. This way, you’ll know exactly which customer segment to market.
• Next, you identify and map out every touchpoint or experience along the customer journey. This will help you learn and later predict customer behavior and buying decisions.
• Chief content writer, Connie Benton guides you through the customer journey mapping process outline with some great examples and tools to help you.

When it comes to building a robust marketing strategy, most beginner entrepreneurs have nothing to start off with except expert advice they find on digital marketing blogs, let alone the idea of customer journey mapping. While this alone will last you a long way, ultimately, you’re borrowing experiences from somebody else’s business, not building on your own. This is why large corporations spend so much on big data and analytics. 

But it’s not just the corporations that do that. According to OnePath, 67% of SMEs spend over $10,000 a year on analytics. Why do they pay this huge price?

The answer is simple. You can only go this far using somebody else’s analytics. At some point, you should start gathering and interpreting data yourself. Without this, you can’t possibly expect to understand your thousands of clients.

If you’re looking for a point where you can start, you can postpone getting into behavioral segmentation and other advanced analytics, and follow a strategy that can yield great results on a shoestring budget. Create a customer journey map. Here’s all the information and tools you’ll need to create one.

How to create a customer journey map

A customer journey map (CJM) is exactly what it sounds to be. A map of the path that a customer makes from their decision to make a purchase or any other action, to successfully making it. Here’s an example of what it looks like from the NNGroup.

Source: NNGroup

You can create a customer journey map for most processes that involve customer decisions and use this map for different purposes. A detailed map of going from the latest stage of the sales funnel to making a purchase can be used to improve conversions. A map of making purchases after the initial conversion will help you increase customers’ lifetime value.

For now, we’ll concentrate on the basics and look at how to create a general customer journey map that covers a customer’s path from being interested in your product to making a purchase. It will help you improve your overall marketing strategy.

The first thing you’ll need to do is to set the frame of the customer map, where it should start and where it should end. Since we’re making a general map that covers the whole funnel, let’s set the start at being interested in the market, and the end at making the first purchase.

The most important thing, though, is to find the right path to trace. Most businesses have different types of clients that have different journeys. Let’s start by defining your user personas.

1. Define user personas

Needless to say that a user looking for online shopping websites will differ from someone in search of the best online business ideas. That’s why defining user personas is so important for successful customer journey mapping. 

Before you trace the customer’s journey, you need to have an idea of who’s making that journey. To do this, you need to know at least these four core data sets about your customer:

• Demographic information (for example, age, gender, country)
• What problems do they solve with your product
• What do they value from the product
• Where do they get information

With these points, you’ll be able to learn more about the customers themselves and their journey. Here’s how you can gather this information.

Tools to use

• Sign-up forms
• Google Analytics
• Facebook Analytics
• Pop-up surveys (Hotjar or similar)
• Email surveys (MailChimp or similar)

You can easily gather the most basic demographic information on your leads with the sign-up form. When they’re registering on the website or grabbing a freebie, ask them to fill a bit more than their email address, and you already have a decent database. While you’re at it, you can also gather employment information, which is extremely helpful if you run a B2B company.

If that’s not an option, gather that data with Google or Facebook analytical tools. You can also get an insight into what your users are interested in by looking up Affinity Categories in Google Analytics.

Most likely, you have not one but several main demographics. Look for the largest age and sex groups and run Affinity Category reports on them. You may find that say, men and women in their 30s that buy from you have different interests on average.

The answers to why people buy from you and what do they value the most can only be inferred from user surveys. Do it via pop-ups or send surveys to your newsletter subscribers.

That said, these are just the basic tools that will cover most needs. Feel free to use any advanced analytics tools at your disposal.

2. Identify touchpoints

Once you know who your customer is, it’s time to begin tracing their path towards the purchase. You’ll need to track the touchpoints they have with your brand as they go through every step of the sales funnel.

Asking them how they ended up on your website may not be the perfect idea as a lot of touchpoints will be forgotten before the purchase. Here’s how you can do it more efficiently.

Tools to use

• Google Analytics
• Lead scoring software (HubSpot or similar)
• Sign-up forms

Let’s start by looking at the off-website touchpoints. These are the touchpoints that lead a customer to your website: social media, ads, blog articles in Google search, and other similar online portals. You can gauge these easily by looking at where the traffic comes from in the Google Analytics panel.

Don’t forget to add UTM markers to different links you leave around the web to make sure you’re getting the full picture.

You can also get an approximate picture by including a question like “How did you find us” in your sign-up forms. However, this only shows the bottom of the funnel, and won’t provide the full picture.

The idea behind it is to award more points to actions that lead to conversion. You can use this system to first track what actions do lead to a conversion.

This way, you’ll know what set of actions a potential buyer performs on the website. The other method to learn is to use the ‘Reverse Goal Path’ in Google Analytics.

This tab lets you take a goal from your campaign and see what actions did a person who ended up converting did on the website. This shows you the majority of the on-site customer journey.

3. Draw the map

Now you know who your customers are and what set of actions do they perform before making a purchase. All you have left to do is to actually draw the customer journey map.

You can do it whatever way you want, just make sure it will always be handy for future use.

Tools to use

• Drawing tool of choice: A piece of paper, an online mindmap, Photoshop, or any such platform that you’re comfortable using

Start with defining the user persona for the map you’re drawing. Since different user personas may have different journeys, you may need to draw several maps.

For now, let’s assume your customer is a 25 to 35-year-old male or female who owns an online store and is looking for SaaS software to help run it. Let’s call them Jessie since it’s a good gender-neutral name.

Start with what drives Jessie to make the purchase. Point out their motivation in this search. Then, track their behavior off-site. Maybe they search for the product reviews online or see several ads before they finally click on one of them.

Follow their path on your website based on the data you received from website analytics, and end the journey on their first purchase. Make sure to state how many users leave at a certain touchpoint and do not covert further.

In the end, you’ll have something like this.

Source: Digital.gov

How to improve marketing strategy with CJM

There you have it,  you’ve successfully created your first customer journey map. Now, let’s dig into how you can use it to improve your marketing efforts.

1. Search for insights

No customer journey map is complete without the insights, or potential opportunities for improvement, as noted in the map above. Gather your team if you haven’t already, and brainstorm the opportunities for improvement that you can infer from the map.

There’s no single way to go about it and it all depends on the situation you have on the map. For instance, if you see that a particular touchpoint has a conversion rate far below the rest, it’s probably something you should address.

Do more research on it, come up with a hypothesis as to why it underperforms, and try to improve it.

2. Improve messaging

Your customer’s motivation to make a purchase is a huge factor in how they decide what company to stick with. If you find that what your customers are looking for is not what you advertise, it’s a clear sign you should improve it.

3. Focus tangential interests

If you’re doing content marketing, your findings from the ‘Affinity Categories’ could be of good use. Some users can discover your product while reading articles on topics connected to it. For instance, Jessie’s journey to discovering a SaaS tool they need may have begun from reading an article on SMM.

Look up the data on affinity categories, and you can add a few more topics to your content marketing arsenal.

4. Focus on high-converting channels

While we’re on the topic of content marketing, customer journey mapping also allows for figuring out what marketing channels work best. Look at what channels are the most prevalent in the first half of the customer journey and figure out why they work best.

From then on, you have two options. You can either try to fix the channels that do not bring you enough customers or double down on the ones that already bring you the best ROI.

5. Improve on-site conversion

CJM provides some of the best analytics on the on-site actions of your customers. This gives you an opportunity to see what exactly are your customers doing on the website before they convert and improve the whole process.

This goes far beyond just improving the touchpoints you have. You can also change your on-site conversion strategy and add new touchpoints.

For instance, you may notice that people who grab freebies or attend webinars convert much more than regular visitors. You may start including these converting assets in pop-ups, or on the bottom of your blog posts.

If the issue is that your sales reps can’t keep up with the number of customers, you may need a sales funnel software to automate some of the tasks and work with bigger loads.

Improve every business aspect with customer journey mapping

A customer journey map is a tool that helps you visualize so much data about your customers and their path to conversion. Create a map that reflects how customers really do, not what you think they’re doing, and you can see all the mistakes your business does in attracting them further to conversion. Gather the data continuously and update the map to see how customer behavior changes, especially during unusual situations like a pandemic.

But it doesn’t stop there. You can improve most business processes that involve customers taking a set of actions towards a goal with a customer journey map. All you have to do is to set another frame and go through every process in this guide again.

This way, you can improve anything from increasing viewership on your blog to reducing customer churn.

Connie Benton is a chief content writer, guest contributor, and enthusiastic blogger who helps B2B companies reach their audiences more effectively. You can find her on Twitter at @ConnieB34412379.

More about:

This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Connie Benton

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The 2020 SEO Jobs Report

by Brian Dean · Updated Jul. 14, 2020

We analyzed 7,051 job postings on Glassdoor and LinkedIn to better understand the current SEO job market.

In this new report you’ll learn:

• Average SEO position salaries
• Skills that employers look for
• How COVID-19 impacted SEO job demand
• Industries that hire the most SEOs
• Lots more

Let’s dive right into our findings.

Highlights and Key Findings:

1. The mean salary for a US-based SEO professional is $60,548 per year.

2. Companies based in CA, CT, NY and NJ pay the highest annual salaries for SEO pros (mean salary of $72.6k/year). Those located in UT, PA and IL pay the least (mean salary of $48.7k/year).

3. SEOs that know how to code get paid more than those that don’t. Specifically, SEO job postings that require knowledge of a specific programming language have a 7.3% media higher salary compared to similar job postings without a programming language requirement.

4. Companies hiring for SEO talent post job titles that contain the terms “Senior SEO manager”, “Head of SEO”, “SEO content writer”, “SEO account manager” and “Marketing manager SEO”, and “SEO digital marketing”.

5. Only 22.9% of SEO job postings are for technical positions (for example, “SEO analyst”). The vast majority (77.1%) are looking for SEO professionals with non-technical skills, like “SEO strategist”.

6. Cities that recruit the highest number of SEO professionals include New York, San Francisco, Austin, Chicago, Atlanta and LA.

7. The most common skills that recruiters look for in an SEO include “marketing”, “content”, “search”, “analytics”, “data” and “tools”.

8. The industries that are most interested in filling SEO positions are: Advertising & Marketing, Staffing & Outsourcing, Internet, IT, Publishing, and Enterprise Software.

9. 29.8% of SEO positions require a bachelor’s degree. Only 7% require a master’s degree. And 64.3% don’t have any degree requirements at all.

10. The most common programming languages required by companies hiring SEO help are HTML, CSS, Javascript, Go, SQL and PHP.

11. The COVID-19 pandemic didn’t slow down the number of SEO job postings. In fact, postings for SEO positions seemed to slightly increase during the height of the crisis.

12. 63.4% of SEO jobs require experience with a specific tool. The most common tools that employers cite are Google Analytics, SEMrush, Google Search Console, Moz, Ahrefs and Screaming Frog.

The Average SEO Annual Salary is $60,548/Year. Although Salary Varies Significantly By City and State

We used Glassdoor.com to find and analyze salary data for SEO job postings in the United States.

We discovered that the mean annual salary for an SEO position is $60,548.

However, this figure varies significantly based on a number of different factors. Namely, the city and state where the company is located.

First, we broke down the average SEO salary by city. Here’s the full breakdown.

Perhaps not surprisingly, SEO jobs in the San Francisco Bay Area pay by far the most.

Research by Deutsche Bank discovered that San Francisco is the US city with the highest salary across all professions. And this seems to apply to careers in the SEO field.

In fact, the average SEO job salary in San Francisco is 2.64x higher than similar positions based in Naperville, Charleston, and New Orleans.

We ran the same salary analysis by state.

Again, California-based companies pay the most for SEO help. With Northeast states located in and around New York not far behind.

On the other end of the spectrum, Utah, Pennsylvania and Illinois came out towards the bottom of the list.

SEOs That Can Code Get Paid More Than Those That Can’t

Speaking of salaries, we found a slight connection between coding requirements and higher salaries.

Specifically, we found that SEO jobs that require coding skills have a 7.3% higher median salary vs those that don’t require web development skills.

Which suggests that SEO professionals should invest in their coding skills.

For example, take a look at this job posting from our data set.

This job requires “Deep technical experience with HTML, CSS, JavaScript”. And the salary for that position is $120k, which is significantly higher than the $71.6k average SEO job salary for that state.

The Most Popular SEO Job Post Titles Are “Senior SEO Manager”, “Head of SEO”, and “SEO Content Writer”

Next, we decided to analyze the words and phrases that employers use to describe SEO positions.

This is important for two main reasons:

First, SEOs looking for a job can optimize their LinkedIn profiles for the specific terms that recruiters look for. This will not only help people find them. But prospective employers will also likely consider them a better fit for the position if their LinkedIn profile is a 1:1 match for the job title they’re looking for.

Second, these words and phrases can help SEO professionals know where to upskill. For example, knowing that many SEO titles use the term “manager” could help you focus on improving your managerial skills.

To help us find the most common terms used, we tokenized job titles into single words. And visualized their relative frequency.

(Note: stop words and words that appeared less than 7 times were removed).

As you can see, the most common single words used In SEO job titles are “Manager”, “Specialist” and “Marketing”.

In a second step, we analyzed sequences of words in our dataset of job titles.

This analysis revealed that employers are posting jobs that include phrases like “Senior SEO manager”, “Head of SEO”, and “SEO Content writer”.

We also discovered that, based on the fact that the second most common phrase was “remote work possible”, that a large number of SEO roles are remote. Not surprisingly, mentions of this specific phrase seemed to increase after COVID.

Only 22.9% of SEO Jobs Emphasize Technical Skills

Is SEO a highly-technical job that involves crawling, indexing and deep knowledge of canonical tags?

Or is it more of a soft skill that’s more about content, copywriting and social media?

It’s really a mix of both.

Which is why we wanted to figure out the type of SEO positions that recruiters look for most often: technical SEO positions? Or SEO roles that focus more on non-technical skills?

Here’s what we discovered:

77.1% of SEO job titles include non-technical descriptions, like “manager” and “marketing”.

While only 22.9% of job titles in the SEO field included technical terms, like “technical” and “analytics”.

(Although, as I mentioned earlier, SEOs with coding skills get paid more. So that’s important to keep in mind here. Just because a title is more common doesn’t mean that it’s necessarily more desirable).

In short: most SEO positions are for non-technical positions that emphasize non-technical skills like “strategist”, “manager”, and “writer”.

We also looked at the terms used in job descriptions. Here’s a word cloud of terms that employers use in job descriptions when hiring SEO professionals.

Companies Based In New York, San Francisco, Austin and Chicago Have the Highest Number of Job Offers in the SEO Industry

We analyzed our database of SEO job postings by city and state.

First, we found that these US cities had the highest number of jobs for SEO professionals.

Here’s a detailed breakdown of this data.

We also looked at SEO job postings by state. US states with a large number of postings for SEO positions include California, New York, Texas, Florida, Illinois, and North Carolina.

Industries With The Highest Number of SEO Job Postings Include Advertising & Marketing, Staffing & Outsourcing and IT

We decided to break down SEO job postings by sector and industry.

Specifically, we wanted to answer the question: which industries hire SEO talent the most?

First, we analyzed the number of SEO job postings by sector.

Business services and IT are the two sectors that hire for SEO help most often. This finding probably won’t surprise anyone in the SEO industry.

After all, US businesses spent approximately $700B on marketing services, according to industry research by Borrell Associates. And all of those digital marketing agencies need SEO staff to serve clients.

We also decided to look at the number of SEO positions posted by industry. Here’s what we discovered.

Again, no big surprises here. Advertising and marketing businesses are by far the leaders when it comes to hiring SEO professionals. You also have industries that tend to do well with or without SEO (like banks) hiring relatively little in the way of SEO help.

64.3% of SEO Positions Don’t Require a College Degree

Does a college degree help you land a competitive SEO position?

According to our data, not necessarily.

We found that 64.3% of all SEO positions have no degree requirement at all.

However, a fair number of SEO job postings (29.8%) did require a bachelor’s degree of some kind. Very few looked for candidates with advanced degrees.

For example, take this posting from our data set.

This is a relatively high-paying managerial role. Yet the position doesn’t require a bachelor’s degree.

That said, if you’re looking for a job in SEO, a bachelor’s or master’s degree isn’t going to hurt you.

But it’s clear that search engine optimization is such a fast-changing field. Which is why most employers aren’t super interested in candidates that learned SEO from a university. Instead, they prefer candidates with lots of hands-on experience from optimizing sites in the real world.

The Most In-Demand Programming Languages In SEO Are HTML, CSS, JavaScript, Go, SQL and PHP

As we covered earlier, only a small fraction (22.9%) of SEO job postings are for technical SEO positions. And that technical-focused SEO positions tend to pay more.

Which is why we wanted to dig a bit deeper into what specific technical skills employers look for in an SEO pro. And what coding languages they want candidates to have experience with.

Here’s what we found.

Considering that HTML and CSS are essentially the building blocks of developing websites and web apps, it makes sense that these two skills would come out on top. And when you keep in mind that 96.2% of all websites online use JavaScript, it also makes sense that employers would seek out technical SEO professionals that know JS.

We also looked at the combination of languages that businesses hired for when looking to fill SEO roles.

This was essentially a remix of the above findings. HTML again dominates the list. CSS and JS are also in high demand.

The COVID-19 Pandemic Didn’t Seem to Negatively Impact The SEO Industry

Mass shutdowns in response to COVID-19 led to millions of people filing for unemployment.

We hypothesized that job postings for SEO professionals may significantly slow during and after the most intense period of the COVID-19 pandemic.

However, the data shows that businesses were still hiring SEO professionals during the pandemic. A trend that has continued even as shutdowns in many states were lifted in late May and early June.

For this analysis we divided a timeline as “before” and “after” COVID. We considered “after” COVID the day that the number of COVID-19 infections hit 100 in the US. And we looked at SEO-focused job postings on LinkedIn during that time frame.

Although the US economy took a hit during COVID, it appears that the SEO industry may have gone unscathed. In fact, job postings have significantly increased.

On further analysis, this finding makes sense. Shutdowns forced many businesses to go online for the first time. Or to scale up their existing online presence. Which may have led businesses to realize that they need to hire SEO help to succeed online.

Most SEO Positions Require 2-5 Years of Experience

Next, we looked at the length of experience that SEO positions required.

Here’s the breakdown:

As you can see, many SEO jobs require between 2 and 5 years of experience in the field.

This is likely due to the fact that the SEO field is relatively new. There simply aren’t many candidates out there with 10+ years of SEO experience.

There’s also the question of how valuable a certain number of years of experience is in the world of SEO. SEO, like coding, is a performance-based type of role.

Having years of experience is nice to have. However, most employers want SEO professionals that can help them rank higher in Google. Whether that ability comes from 1 year or 10 years of experience doesn’t seem to matter much in the eyes of most employers.

36.6% of SEO Positions Cite Experience With a Specific SEO Tool

Most SEO professionals use a number of tools as part of their job.

We were curious to see how many job postings require experience with a specific piece of SEO software. And which tools were cited most often.

Firstly, we found that 63.4% of SEO job postings require candidates to have first-hand experience with a piece of SEO software.

This doesn’t necessarily mean that the other roles won’t involve using an SEO tool. They likely will. It’s just that a certain percentage of employers may be comfortable training new hires on the tools that they use most often.

Second, we wanted to answer the question: for those postings that did require experience with a tool, which specific tool were they most interested in?

Here are the tools that employers want SEO hires to know how to use.

Google Analytics was (by far) the most commonly cited tool. According to BuiltWith, 85% of the top 100k websites in the world have Google Analytics installed. And considering that Google Analytics is a key tool for doing SEO-related work, it makes sense that it would come out at the top of this list.

The rest of the top 6 were a mix of paid and free tools that are 100% dedicated to SEO and SEM: SEMrush, Google Search Console, Moz Pro, Ahrefs, and Screaming Frog.

Conclusion

I really hope you enjoyed this report. You can see a full breakdown of our data analysis right here. We also have a GitHub repository of the data that we used.

Now I’d like to hear from you:

Which finding from today’s report did you find most interesting?

Or maybe you have a question about something that I covered.

Either way, I’d like to hear from you. So go ahead and leave a comment below.

This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Brian Dean

For more SEO, PPC, internet marketing news please check out https://news.scott.services

Why not check out our SEO, PPC marketing services at https://www.scott.services

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