Image Link Building — Best of Whiteboard Friday

Posted by BritneyMuller

Last week, we took you into the future with SEO expert Britney Muller to explore link prospecting in 2021. This week, we're going back in time — all the way to 2017 — for her concrete advice on an important part of building links: image link building.

Image link building is a delicate art. There are some distinct considerations from traditional link building, and doing it successfully requires a balance of creativity, curiosity, and having the right tools on hand. Let's dive in! 

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Video Transcription

Hey, Moz fans, welcome to another edition of Whiteboard Friday. Today we're going to go over all things image link building, which is sort of an art. I'm so excited to dig into this with you.

Know your link targets

So first and foremost, you need to know your link targets:

I. Popular industry platforms - top pages

What are those top platforms or websites that you would really like to acquire a link from? Then, from there, you can start to understand who might be influencers on those platforms, who's writing the content, who might you contact, and also what are the top pages currently for those sites. There are a number of tools that give you a glimpse into that information. Moz's OSE, Open Site Explorer, will show you top pages. SEMrush has a top page report. SimilarWeb has a popular page report. You can dig into all that information there, really interesting stuff.

II. Old popular images - update!

You can also start to dig into old, popular images and then update them. So what are old popular images within your space that you could have an opportunity to revamp and update? A really neat way to sort of dig into some of that is BuzzSumo's infographics filter, and then you would insert the topic. You enter the industry or the topic you're trying to address and then search by the infographics to see if you can come across anything.

III. Transform popular content into images

You can also just transform popular content into images, and I think there is so much opportunity in doing that for new statistics reports, new data that comes out. There are tons of great opportunities to transform those into multiple images and leverage that across different platforms for link building.

IV. Influencers

Again, just understanding who those influencers are.

Do your keyword research

So, from here, we're going to dive into the keyword research part of this whole puzzle, and this is really understanding the intent behind people searching about the topic or the product or whatever it might be. Something you can do is evaluate keywords with link intent. This is a brilliant concept I heard about a couple weeks back from Dan Shure's podcast. Thank you, Dan. Essentially it's the idea that keywords with statistics or facts after the keyword have link intent baked into the search query. It's brilliant. Those individuals are searching for something to reference, to maybe link to, to include in a presentation or an article or whatever that might be. It has this basic link intent.

Another thing you want to evaluate is just anything around images. Do any of your keywords and pictures or photos, etc. have good search volume with some opportunities? What does that search result currently look like? You have to evaluate what's currently ranking to understand what's working and what's not. I used to say at my old agency I didn't want anyone writing any piece of content until they had read all of the 10 search results for that keyword or that phrase we were targeting. Why would you do that until you have a full understanding of how that looks currently and how we can make something way better?

Rand had also mentioned this really cool tip on if you find some keywords, it's good to evaluate whether or not the image carousel shows up for those searches, because if it does, that's a little glimpse into the searcher intent that leads to images. That's a good sign that you're on the right track to really optimize for a certain image. It's something to keep in mind.

Provide value

So, from here, we're going to move up to providing value. Now we're in the brainstorming stage. Hopefully, you've gotten some ideas, you know where you want to link from, and you need to provide value in some way. It could be a...

I. Reference/bookmark Maybe something that people would bookmark, that always works.

II. Perspective is a really interesting one. So some of the most beautiful data visualizations do this extremely well, where they can simplify a confusing concept or a lot of data. It's a great way to leverage images and graphics.

III. Printouts still work really well. Moz has the SEO Dev Cheat Sheet that I have seen printed all over at different agencies, and that's really neat to see it adding value directly.

IV. Curate images. We see this a lot with different articles. Maybe the top 25 to 50 images from this tradeshow or this event or whatever it might be, that's a great way to leverage link building and kind of getting people fired up about a curated piece of content.

Gregory Ciotti — I don't know if I'm saying that right — has an incredible article I suggest you all read called "Why a Visual Really Is Worth a Thousand Words," and he mentions don't be afraid to get obvious. I love that, because I think all too often we tend to overthink images and executing things in general. Why not just state the obvious and see how it goes? He's got great examples.

Optimize

So, from here, we are going to move into optimization. If any of you need a brush-up on image optimization, I highly suggest you check out Rand's Whiteboard Friday on image SEO. It covers everything. But some of the basics are your...

Title

You want to make sure that the title of the image has your keyword and explains what it is that you're trying to convey.

Alt text

This was first and foremost designed for the visually impaired, so you need to be mindful of visually impaired screen readers that will read this to people to explain what the image actually is. So first and foremost, you just need to be helpful and provide information in a descriptive way to describe that image.

Compression

Compression is huge. Page speed is so big right now. I hear about it all the time. I know you guys do too. But one of the easiest ways to help page speed is to compress those huge images. There's a ton of great free tools out there, like Optimizilla, where you can bulk upload a bunch of large images and then bulk download. It makes it super easy. There are also some desktop programs, if you're doing this kind of stuff all the time, that will automatically compress images you download or save. That might be worth looking into if you do this a lot.
You want to host the image. You want it to live on your domain. You want to house that. You can leverage it on other platforms, but you want sort of that original to be on your site.

SRCSET

Source set attribute is getting a little technical. It's super interesting, and it's basically this really incredible image attribute that allows you to set the minimum browser size and the image you would prefer to show up for different sizes. So you can not only have different images show up for different devices in different sizes, but you can also revamp them. You can revamp the same image and serve it better for a mobile user versus a tablet, etc. Jon Henshaw has some of the greatest stuff on source set. Highly suggest you look at some of his articles. He's doing really cool things with it. Check that out.

Promotion

So, from here, you want to promote your images. You obviously want to share it on popular platforms. You want to reach back out to some of these things that you might have into earlier. If you updated a piece of content, make them aware of that. Or if you transformed a really popular piece of content into some visuals, you might want to share that with the person who is sharing that piece of content. You want to start to tap into that previous research with your promotion.

Inform the influencers

Ask people to share it. There is nothing wrong with just asking your network of people to share something you've worked really hard on, and hopefully, vice versa, that can work in return and you're not afraid to share something a connection of yours has that they worked really hard on.

Monitor the image SERPs

From here, you need to monitor. One of the best ways to do this is Google reverse image search. So if you go to Google and you click the images tab, there's that little camera icon that you can click on and upload images to see where else they live on the web. This is a great way to figure out who is using your image, where it's being held, are you getting a backlink or are you not. You want to keep an eye on all of that stuff.

Two other tools to do this, that I've heard about, are Image Raider and TinEye. But I have not had great experience with either of these. I would love to hear your comments below if maybe you have.

Reverse image search with Google works the best for me. This is also an awesome opportunity for someone to get on the market and create a Google alert for images. I don't think anyone is actually doing that right now. If you know someone that is, please let me know down below in the comments. But it could be a cool business opportunity, right? I don't know.

So for monitoring, let's say you find your image is being used on different websites. Now you need to do some basic outreach to get that link. You want to request that link for using your image.

This is just a super basic template that I came up with. You can use it. You can change it, do whatever you want. But it's just:

Hi, [first name].
Thank you so much for including our image in your article. Great piece. Just wondering if you could link to us.com as the source.
Thanks,
Britney

Something like that. Something short, to the point. If you can make it more personalized, please do so. I can't stress that enough. People will take you way more seriously if you have some nugget of personal information or connection that you can make.

From there, you just sort of stay in this loop. After you go through this process, you need to continue to promote your content and continue to monitor and do outreach and push that to maximize your link building efforts.
So I hope you enjoyed this. I look forward to hearing all of your comments and thoughts down below in the comments. I look forward to seeing you all later. Thanks for joining us on this edition of Whiteboard Friday. Thanks.

Video transcription by Speechpad.com

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How to Get Backlinks in 2021 [Series Part 2: Prospecting] — Whiteboard Friday

Posted by BritneyMuller

As we head into 2021, the work of reclaiming lost links and building new ones remains crucial. In this week's brand new episode of Whiteboard Friday, SEO expert Britney Muller is back with the second installment in her link building series, this time walking us through some tips and tricks for an important part of your link building journey: link prospecting. 



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Video Transcription

Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today me and my space buns are taking you into the future to evaluate link prospecting, a really important part of link building.

This is part of my link building series. If you missed the first video, definitely go check it out. It's all around no-brainer link building. It's the easiest thing you can possibly do today to reclaim and score some backlinks for your website. So super helpful. Check that out. 

What are your business goals?

To kick things off, this gets a little overwhelming.

There are so many ways that you can prospect backlinks today that it can get a little intimidating. So if you start to find yourself going down a rabbit hole or getting overwhelmed, fall back on this button here. Just think about your business goals.

What are your website's goals, and is the path that you're falling down conducive to that? Is it helpful? So that kind of just helps you course correct. I use it all the time, and I still manage to go down tons of rabbit holes. But it can be quite helpful. 

Link prospecting

So there are really two ways to do link prospecting. One is to evaluate what's worked well in the past. How have websites in this particular industry gotten links in the past? The second is where are there content gaps? Where are there some opportunities to create wanted or desired content for a particular space?

Explore competitive backlinks

Let's go down the first one. So one of the more popular ways is to use a backlink tool to evaluate competitive backlinks. So not only are you evaluating the backlinks to Competitor A and Competitor B, but you can start to do some fun things with the intersection of these.

So what we're looking at is: What are the shared backlinks that Competitor A and Competitor B both have that you don't? What does that look like? If these websites are linking to both A and B, why couldn't they also potentially link to you? Those tend to be more promising backlink prospects.

It's also very easy to use a tool like Link Intersect, my all-time favorite, within Moz Pro to very, very quickly identify what those opportunities are. From there, you can also start to evaluate old or outdated linked to content. This is really just sort of setting the stage and better understanding again what's worked well in the past.

What are the top pages that are linked to for Competitor B and Competitor A? What kind of content is that? Is there anything that's incredibly outdated that has a ton of backlinks to it, where you could potentially update it and encourage those sites to link to you? There are tons of very interesting and fun ways to explore that. Link Explorer, I mean, honestly so, so powerful and easy to quickly filter and sort different opportunities there.

Leverage advanced search operators

Third is to leverage advanced search operators. Now I'm not going to go through all the operators I listed here. I got a little nuts. But some important ones to remember is that if you use quotes, those words have to be in the search results. So here I'm looking for dog training, and then it must include statistics, tips, resources, news.

Why am I looking for these first and foremost? Because these keywords, they carry link intent. People doing particular searches around something something statistics are more likely to link to one of those resulting pages than your average dog training search that just might be people putting material together or referencing things.

So it's really great to sort of bake in your link building plan with keywords that have link intent. It just makes so much sense. You can also use intext:, which just means show me results that include this within the text, and here I have "links." It sounds super old school, but there are still lots of pages that use links within the page to identify resources moving forward.

You can also use the minus to exclude results from a particular URL. We're going to link to Moz's Advanced Search Operator Guide. It's super helpful. It has all of these and more. Definitely play around. Leave comments down below if you have other suggestions. It's super fun to kind of come up with different formulas.

Evaluate link propensity

Number four is to really evaluate the link propensity of these potential link targets. What I mean by that is have they linked to websites in the past? Do they never link out? Is that not a thing that these particular websites that you're finding do? It's really important, and it will help you in the long run to identify sites that are more likely to link to you. Number five, there are so many fun link discovery hacks and tricks, and it's one of my favorite conversations at SEO conventions and just in general.

Discover fun hacks

Everyone has really fun kind of things within their industry. One of my new favorites is for local SEO, where local links are so incredibly valuable for local SEO sites. A trick that I've discovered recently is the one and only Rand Fishkin's SparkToro tool will show you, if you put in a topic and a particular area, it surfaces what the top media outlets are for that particular area.

It's incredible, especially if you're doing work for a local SEO client that isn't where you live or you don't have all that awareness of it. It's extremely insightful. So a fun little trick there. I want to hear your tricks down below. There are tons of others. Super fun.

Content gaps

Then just to briefly touch on where are the content gaps. This deserves a whole other Whiteboard Friday in and of itself. But I have mentioned them before. I am an insanely huge fan of Fractl and the work that they're doing. They use old-school journalism tactics, and they discovered that they could pull offline DUI data and bring it online in a really beautiful Tableau interface, and it did very well. They got lots of backlinks. It was very, very useful for users, and it just made sense. So I absolutely love that example.

It's important to kind of look at both of these. Play around and have fun with it. Again, please leave any tips and tricks down below in the comments. I cannot wait to read them.

I will see you all again soon. Thanks for watching.

Video transcription by Speechpad.com

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Business as Unusual: How to Communicate Your New and Updated Services with Google My Business

Posted by ktaing

Since the COVID-19 pandemic hit in early 2020, business owners have had to move quickly to make drastic changes in their services to meet searchers’ new needs in a continuously unpredictable landscape.

While “Near me” searches saw a slight drop in early 2020, since then, have maintained a steady increase, further solidifying the need for brands and businesses of all sizes to be present and discoverable online.

During the pandemic, almost a third of shoppers have purchased from a brand that’s new to them. In this article, we’ll explore tactics for surfacing your new or updated services digitally to guide and convert these new searchers during their decision-making process.

What types of questions are searchers asking?

How can I do business with you?

When thinking about your Google My Business profile and adjustments to your information, the most important element is informing searchers how they can do business with you.

You’ll want to ensure all of your core location data is updated. This includes marking whether or not you’re temporarily closed. If you’re open, you should have the most accurate operating hours published.

Furthermore, you should make it as easy as possible for searchers to get in contact with you if they have any questions. This includes making sure your phone number is accurate, monitoring your Q&A section on Google My Business, and enabling messaging if you have the staff to respond. These are all methods that make customers feel connected to you, which will encourage them to convert and purchase from you.

What type of safety precautions are you taking with your customers and staff?

The health and safety of customers and employees is top of mind for all searchers. As a business, this information should be front and center so potential customers can understand how important this is to your organization.

It should be incredibly clear to anyone looking to engage with your business what types of safety precautions and protocols you’re following, and how this could impact their trip to your business or the delivery of your services. These should include things like social distancing measures which may result in long lines, mask requirements, etc. Surfacing this information as early as possible makes the decision to do business with you that much easier.

What types of services are you offering, and are these different than normal?

Businesses and consumers have had to adjust to so many new normals. In order to capture new customers and grow the evangelism of existing ones, remove as much friction as possible by communicating changes up front.

If you’ve made changes to services or products that users have come to rely on you for, make it clear what has changed and how. This is especially true for essential businesses that are growing particularly busy and facing supply chain shortages.

What can all businesses do to communicate updates about new and changing services on Google My Business?

1. Update your attributes

Google has rolled out dozens of highly visible attributes and will continue to introduce new ones. This includes details like whether you offer in-person or online service and appointments, delivery and pick up, and safety measures for in-person shopping. Keep an eye on these and make sure all relevant attributes are applied to your business.

2. Publish services and products

If you have these available for your category, they are a great way to introduce new services and products or highlight your most popular ones.

3. Add Google Posts

Now that Google has temporarily lifted the limit on API access for chains, businesses of all sizes should be leveraging posts. Posts allow you to share timely and relevant updates spanning temporary closures, product and service updates, promotions, and gift card options.

4. Update your images

If your product, service, or location looks different to returning customers, this can cause confusion or disappointment. Don’t underestimate the power of updated imagery on your Google My Business profile. Most smartphones have a high enough quality camera that even snapping a few pictures each week and uploading these will be enough.

5. Publish additional hours

Publishing additional hours sets helps to surface the supplemental offerings you have. These include senior hours, online operating hours, drive through hours, pickup hours, and more.

Industry-specific considerations

Healthcare

One of the most impacted industries, especially from a digital perspective, has been healthcare. Both sick and healthy patients have been forced to rethink how they can access their healthcare needs.

Healthcare organizations are making adjustments to serve existing and new patients. There’s been a large shift to offer telehealth appointments in lieu of in-person for a number of specialties from internal medicine to therapy. Governmental agencies also reported increases in telehealth visits, with a 154% increase in the last week of March 2020 alone.

Based on this data, in early April, Google rolled out a telehealth link for healthcare categories. This enabled healthcare organizations and providers to surface and convert patients with non-emergency needs who are cautious of visiting an office in-person.

Just as critical as launching telehealth support was the introduction of the coronavirus testing facility information on maps and search. Google My Business partnered with a number of third party health and governmental sources, as well as with Castlight to ingest data for new testing sites. The roll out of COVID-19 testing information was a phased approach and has evolved over the last few months. For healthcare organizations offering COVID-19 testing, this is the most relevant and critical service you can add to your Google My Business listing.

Retail

For retail businesses, one of the biggest challenges faced over the last few months has likely been inventory fluctuations and ordering methods. This is why businesses of all sizes have been integrating product shopping features and live inventory on their listings. Google even rolled out free product listings in the U.S. to support businesses.

Once retailers have made it easy to see what products are in stock, they’ve had to adjust to support different methods of ordering and pickup. This includes enabling “buy online, pick up in-store”, curbside pickup, and contactless delivery. Google has rolled out attributes to highlight each of these, so businesses should ensure each location’s offerings are reflected.

Financial services

Banks and businesses within the financial service industry have more limited options due to regulations and the nature of their business. In addition to the safety measures they’re taking at their local branches, banking customers have been relying on drive-up support and virtual banking services. By leveraging drive-through and online appointment attributes, as well as by highlighting unique drive-through hours, financial service providers can better help customers understand the ways they can complete their banking.

Restaurants

Restaurants have had to deal with continual and fluctuating mandates that dictate restrictions on how and when they can open. Depending on where the restaurants are located and the guidelines of the area, they have to communicate whether they offer delivery, takeout, and/or dine-in, and what that looks like. Some dine-in has been restricted to outdoor dining only, while others have been restricted to smaller capacities to allow for social distancing.

There are a number of Google My Business features that you can utilize in order to let customers know what dining features you have available. Restaurants should make sure to keep their dine-in, delivery, and take-out attributes updated. Utilizing posts to describe dining accommodations such as outdoor-only or limited indoor capacity can also be helpful for customers. If you’re offering delivery, online orders, or reservations, make sure you’ve reviewed the Online Ordering feature that activates the blue action buttons on your Knowledge Panel.

Conclusion

Businesses of all sizes and industries have made it easier for consumers to engage with them as this pandemic continues to drive changes in everyday life. Follow these tips to make sure your updates are discoverable on your Google My Business profile, where the majority of “near me” searches are happening.

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The New Best Practices for Native Advertising on Editorial Sites

Posted by MeganRoseM

Digital advertising is different nowadays.

How and when we interact with ads online drastically changed in March when COVID-19 ushered in a new era of rolling global lockdowns, not to mention lifestyle changes that none of us could predict.

And for native advertising in particular, ad performance has always relied on the nature of consumer behavior on the sites where they appear. Because they fit the form and function of their sites, their best practices are directly dictated by how we interact with the organic content that surrounds them.

On editorial sites (think news, niche blogs and online magazines), consumer behavior has shifted quite a bit.

People started interacting with content from different devices, at different times, and reacting to different types of campaign creatives. All of this resulted in a new set of best practices for marketers to follow when it comes to running effective native ads.

We’ll walk you through those new best practices and answer the following:

• How have native ads been impacted by COVID-19?
• How has consumer interaction with native ads changed?
• What campaign messaging is the most effective?
• What KPIs are other advertisers in your vertical targeting?
• What creative strategies perform best?

COVID-19's impact on news sites and native ads

There was a whole lot of uncertainty this past March, and as a result, many companies pumped the advertising breaks. Despite the slowdown, the industry will spend more on native ads in 2020 than they did in 2019, but at a much smaller growth rate.

According to eMarketer, $47.33 billion will be spent on native ads in 2020 — a 4.8% growth spurt. They expect native ad spend to grow by 21% as digital ad spend recovers next year.

The ads that did run, though, saw a lot of attention. The coronavirus news cycle brought a boom of interest to editorial sites across the web from March to April.

Nieman Lab reported that articles about the pandemic increased overall traffic to 350% week over week, totalling 980 million views.

When the dust settled, it was clear consumer priorities had shifted, and where and when they were spending time on editorial sites did, too.

Where and when consumers interact with native ads

Editorial sites have the potential to serve native ads in a lot of different places. They can appear as promoted articles on a homepage or category page, as native display ads in the middle of an article, and at the bottom of the article, to name a few examples.

We partnered with Nielsen using BrainVu, a cloud-based neurocognition technology, to measure consumer reactions to ads on the page, meaning we physically measured people's brain waves as they interacted with ads on editorial sites.

Immersive AI and virtual reality technology (think headgear with a ton of wires attached) measured when and where they were paying the most attention and had the highest emotional response.

We found that consumers were paying 20% more attention to ads at the bottom of the article and had a 17% higher emotional response than anywhere else on the page.

Plus, research participants displayed an 8% lower cognitive load at the end of an article. Basically, they had more “brain space”, or memory resources, to pay attention to new content or ads.

A follow-up study from Nielsen revealed that these moments occurred most often as we were on our way to bed or just waking up, taking a work break, or using the restroom. Lunch breaks, lines, and commutes had been deprioritized.

When we're in those moments of next, primed and ready to discover content or advertising from brands, what are the topics engaged with the most?

We've seen three major shifts in consumer interest that should shape the messaging for your next native advertising campaigns.

Campaign messaging people engage with the most

The news topics gaining the most attention on editorial sites have changed, which should signal to marketers a need for a shift in native ad messaging.

Long-term trends in news are a reflection of consumers most relevant and immediate concerns. Aligning your campaign messaging with these long-term trends will improve your native ad performance.

So, what are those long-term trends?

First off, content related to the coronavirus and political climate has all but eclipsed consumer attention on editorial sites.

Underneath those high-level basic interests, we've identified four trending topics that have emerged since the coronavirus was declared a pandemic, and with which we're seeing a lot of engagement:

• Investing: The combination of coronavirus and the 2020 election has resulted in some ups and downs in the stock market, and everyone wants to jump on the bandwagon. (Nerdwallet pushed a partnership with Fundrise just in time for the trend).
• Food: Quarantine baking has resulted in a burst of attention to the food category, specifically for topics related to desserts and baking. (Just Egg leaned into marketing as a faux egg alternative when quarantine baking took off.)
• Racism: George Floyd's murder and the Black Lives Matter movement have sparked a recent increase in engagement with topics related to racism and equality. (Mint promoted a webinar and video series on how to close the racial wage gap.)
• Work: How and when we're getting back to work is on our minds. (Nestlé released a series of content, including this article, about how parents were handling working from home.)

Here's how interest in these content topics have broken down over the past six months, measured in pageviews:

While specific news stories have created spikes of pageviews for content related to these topics, interest has stayed steady for all four since April.

How coronavirus influenced native advertising KPIs

Native advertising KPIs shifted after COVID-19 was declared a global pandemic.

To illustrate this change, we took a look at the total advertiser spend on our network across each vertical, and broke it down by three high-level KPIs: brand awareness, lead generation, and purchases.

If the percentage of spend allocated to one of those KPIs changed more than 5% after March or April, we included it here.

Brand Awareness

Brand awareness includes campaigns optimized for KPIs like impressions, clicks, and pageviews.

For the fashion and technology verticals, brand awareness became a much higher priority after March 8th.

Lead generation

Lead generation includes KPIs like form fills, engagement on the page, or newsletter subscriptions.

Both the entertainment and auto industries prioritized lead generation just after the pandemic was declared.

They eventually focused more on brand awareness by April, when a need for education and finance products took their place.

As consumers looked to support schooling at home, and make sure their finances were in order, education and finance brands started to prioritize lead generation over other KPIs.

Purchase

Purchase KPIs include cart checkouts, contacting a sales representative, or any digital step in the funnel that results in a sale.

Directly after the pandemic hit, healthcare and home good brands prioritized purchase KPIs as consumers looked to stay healthy and improve their inside spaces. Healthcare has continued to prioritize purchase KPIs since the pandemic was announced.

Moving into April, more and more education marketers also prioritized purchase KPIs to support homeschooling and professional development needs. Beauty advertisers also filled a need left by closing salons across the globe.

Fashion marketers started prioritizing purchase KPIs again through April as it became clear how consumer priorities had shifted.

Creative best practices since coronavirus

When pen meets paper (figuratively speaking) and it's time to build your campaign creatives, you'll want to be sure to include creative elements that consumers find engaging.

Below you’ll find insights for native ads that are either driven by sponsored content (think articles, e-books, photo galleries, and videos on the landing page) and video (think video creatives where a click isn't necessarily the goal).

Sponsored content

These ads are made up of a headline and photo to entice consumers to click and learn more about what you have to offer. Both require a bit of attention to make sure your ad performs as best as it can.

We're seeing increases in click-through-rates (CTRs) for the following photo elements:

Photos without text

Photography over illustrations

People over landscapes

Colors over black and white​

Close-ups over photos at a distance

We recommend A/B testing photos with one or two of these elements to see what works best for your campaign.

Keywords

After your photo catches your eye, your headline has to convince people to click and keep reading. We've seen certain keywords give advertisers a better chance at a user clicking through to their landing page.

Over the past month, the following keywords have had a positive impact on CTRs:

These keywords used to have a positive impact on CTR, but are now used in many different ad campaigns, meaning you'll likely have to bid higher in order to get in front of consumers.

Finally, these keywords haven't quite made it into the 'strong engagement' bucket, but have had a positive CTR impact for a smaller selection of advertiser campaigns and might be worth testing if relevant to your brand.

Video campaigns

When producing video assets, there are specific action types and characteristics to include to make an impact on completion rate and viewability.

High completion rate

Consider showing scenes with swimming, air travel, stretching, and other high-movement related action types to encourage people to watch your video ad all the way to the end.

In addition, video characteristics like winter scenes, men, videos without people, and food are also showing a positive impact on completion rates.

High viewability

When it comes to catching someone's eye, actions like eating, climbing, and stretching seem to be the most effective.

Male actors, videos that aren't illustrated, colors, and food are also great characteristics to include to make sure your video isn't missed.

Main takeaways

​The native advertising landscape has changed since March and the declaration of a global pandemic. Ad spend changed in response to consumer behavior, and we walked away with a new set of best practices to use as a basis for our native advertising campaigns.

When you're building your next native advertising campaign, ask yourself:

• Can I incorporate a messaging angle related to investing, food, racial justice or work?
• Are other advertisers seeing success with my desired KPI in my vertical?
• Have I considered testing native ad placements at the bottom of the page where people are most likely to be engaged?
• Am I following creative best practices like including colorful, close-up images of people?

You should always A/B test—best practices should always be taken with a grain of salt. Using these best practices as a basis for testing your native advertising campaigns moving forward will make your optimization process a bit easier, and ultimately lead to better performance marketing.

You can stay up to date on the latest content topics and creative trends at Taboola Trends.

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6 Ways to Build Brand Authority With Content Marketing

Posted by amandamilligan

Becoming an authoritative brand is no easy feat, but the massive benefits are worth the effort.

When you’ve built authority, potential customers and clients begin to count on you and trust you — and it’s hard to imagine that trust not leading to a sale (at some point).

But how exactly can a brand begin to build, or build upon, their authority? Content is an excellent way, and in this article, I’ll go through my tips on how it can be done.

1. Answer your audience’s questions

If you’re not doing this, there’s virtually no way you’ll become an authority. People grow to rely on brands when those brands provide the information they’re looking for, so if your content marketing doesn’t incorporate those answers, you’re not demonstrating to your audience why they should trust you.

By building on-site content that provides this kind of value, you can build authority while simultaneously building more awareness for your brand. In other words, you can position yourself as an expert for those who don’t already know you.

Search is a huge component of why this content tactic works. Google does a significant amount of curation for users, choosing what it thinks is the most appropriate results for a particular query. When users see that you’re ranking at the top for a certain keyword or topic, there’s an assumption you made it through the algorithm for good reason and know what you’re talking about.

As an example, I searched “shoe size chart,” which, according to Keyword Surfer, gets 49,500 monthly searches in the U.S. alone. Here’s one of the top results from Famous Footwear:

Presumably, people are searching for this because they want to buy shoes, but they’re not sure what size to get. If they click this result, not only are they now on the website, but they recognize that this brand provided the answer they were looking for. Perhaps they’ll even browse for shoes while they’re on the site.

How to execute this strategy: Find out what your target audience is curious about by talking to your customer service representatives, performing keyword research, and using tools like Answer the Public and BuzzSumo’s Discover Questions feature. Then see what content already exists and if you can do better. If you can, get to creating!

2. Create newsworthy reports and studies

One of the best ways to demonstrate your authority is to show your continued interest in unearthing new information and insights. You can do this by prioritizing original research.

When you create your own studies, surveys, and reports (aka perform data journalism) based on new data or unveiling new insights, you not only provide value to readers, but also have something you can pitch to the media.

This gives you double benefit: Getting media coverage (and building even more brand authority) and earning high-quality backlinks, which signals to Google that you’re an authority.

We’ve used this strategy for our clients since Fractl first started up in 2012, and we’re convinced it’s one of the best brand authority strategies.

Let’s look at a study we did for The Interview Guys, as an example, which involved analyzing the U.S. Bureau of Labor Statistics’ Occupational Requirements Survey to identify the highest-paying jobs that require the least amount of experience. Here’s one of the graphics from the report:

The study got media coverage on CNBC, Reader’s Digest, MarketWatch and more, earning extremely high-value dofollow links. But take a look at how The Interview Guys are mentioned in the articles:

By supplying new insights, The Interview Guys are positioned by the writers as the source of the information, which is an extremely authoritative way to be referenced.

How to execute this strategy: After doing the first tip and analyzing questions, zoom out a bit and consider what general questions in your industry still need answers. How can you answer them with data? Once you’ve created a report that reveals new information, utilize digital PR to pitch writers.

3. Utilize the authority of in-house experts

Some brands are built entirely around a particular persona, like Steve Jobs with Apple, but those examples can intimidate people. Smaller companies and newer companies alike can benefit from a similar strategy if they have subject matter experts (or SMEs) who can show their authority.

A great example of this is Headspace and how it features its founder, Andy Puddicombe. There’s a page all about him on their website where they explain his credentials but also provide what are called authority signals (which I’ll explain more in the next section) and embed his Ted Talk, so you can see for yourself what he knows.

Why is this smart? Headspace probably realized that as the literal voice behind Headspace (Andy does much of the meditation audio himself), Andy started building trust with audiences. It makes sense to double-down on that trust by helping people get to know who he is, and by having him explain even more concepts directly through Radio Headspace and their YouTube channel. After all, if people trust Andy, they’re more likely to trust the Headspace app.

How to execute this strategy: If your internal experts have never shared anything with the public, see if they’re comfortable contributing blog posts or quotes to your website. Pitch them to be on podcasts, or use Help a Reporter Out (HARO) to pitch them as sources for relevant news articles. Help them demonstrate their knowledge in ways that are useful to audiences.

4. Highlight reviews, case studies, and other proof of expertise

There are dozens of types of authority signals, from testimonials to reviews to social media share counts. The key is identifying which ones make sense to highlight for your products or services, and figuring out the best placement for them.

Your goal is to show people you know what you’re talking about by leveraging third-party validation. Your audience doesn’t just have to take your word for it that you know what you’re doing — other people can confirm that you’re great, too!

I like how SquadCast tackles this. On their homepage they have a few authority signals they provide, including testimonials that match with each user persona, which I think is really smart.

Then when you scroll further, they throw in the fact that household names like Spotify, Microsoft, Starbucks, and ESPN trust them.

If you look at the Fractl site, you’ll see we use a similar strategy. Not only do we have case studies showcasing the results we’ve gotten for clients, but we also have logos showing some of the clients we’ve worked with and the publications where our thought leadership appears.

All of this content says to a site visitor: “Others trust us, and you should too.”

How to execute this strategy: If you don’t already have this type of content, ask yourself how you can best collect it. Reach out to your best clients and ask them for a quote. Pull the best reviews you’ve ever gotten for your products. Call out any media mentions you’ve received. Then put this information on your homepage, but also on conversion pages to instill confidence when and where it counts.

5. Associate with other authoritative brands

You know the phrase, “Show me who your friends are, and I’ll tell you who you are?” That can apply in marketing, too.

If you align with other brands you respect and that are doing right by their customers/users, it’s possible some of that same trust will transfer to you if that company’s respect is reciprocated. Additionally, if you collaborate, you’re getting your brand name in front of a new audience.

So, think about which brands it makes sense to collaborate with. There are ways to do this outside of content marketing, like referral programs, but there are content-specific ways to work together, too.

This is an amazing example from Auntie Anne’s and Samuel Adams, who teamed up to create an at-home Oktoberfest kit, complete with Samuel Adams Octoberfest beer, Auntie Anne's DIY Pretzel Kit, recipe book, a "Prost from Home" playlist you can stream, and more.

This isn’t purely a content strategy, but you can see the overlap between product and building more of an experience. People who love and count on Auntie Anne’s pretzels are exposed to Samuel Adams and vice versa. Through a collaboration like this, fans of one have the potential to become fans of the other, as you can see in this review:

This is a more fun example, but you can also execute a collaboration based on studies and surveys by partnering with organizations interested in answering the same questions or solving the same problems as your brand.

How to execute this strategy: Brainstorm which brands you may have a natural alignment in objectives or values with. How can you work together to provide something of value to both of your audiences?

6. Give away some of your secrets

This can be scary for a lot of marketers and especially for the C-suite. Why should you give away what makes you great?

It’s a valid question, and it won’t always apply. But in some cases, especially for service-based businesses, sharing information and breaking down exactly how you achieve that greatness can actually build trust.

Marcus Sheridan has a wonderful example of this. When my colleague attended Inbound last year, she was impressed by Marcus’s presentation in which he described a single blog post that earned him $2 million in sales. (Heidi Cohen has a great write up about it.)

Why did it work? Because he shared information no one else wanted to share: the actual cost of a fiberglass pool. Rather than hiding the information and revealing it later in the sales process, he was forthright and answered the question people wanted the answer to. Clearly this strategy paid off.

We use the same philosophy at Fractl, explaining exactly how we go about doing our work and building our clients links and brand awareness. There are process details we haven’t disclosed, but all and all, we’ve been very transparent about how we operate, and it’s worked well for us.

In fact, people still recall an Experts on the Wire podcast interview with Kerry Jones, our previous marketing director, in which she walked through our strategies. I’ve had marketing folks tell me that this is how they heard about Fractl in the first place. Years later, it’s still featured on the podcast’s main page:

People appreciate when you’re open and honest. In our case, even if people knew our strategy, clients often partner with us because they don’t have the bandwidth to execute the strategy at scale, as it requires a lot of time and resources. So by knowing how we work, they can trust us to handle it for them.

How to execute this strategy: Consider what information you have that you can share, even if (sometimes especially if) your competitors haven’t shared it. You can leave a big impression of you’re open about your industry in a way others aren’t. Of course, don’t do something that will jeopardize your company, but consider the question and see what might make sense.

Conclusion

The very act of investing in content marketing is a big step in building more brand authority. By creating content that’s beneficial for your audience, you’re demonstrating your own knowledge and utilizing your expertise.

By continuing to build on your strategy with the above tactics, you can greatly improve the chances your audience will not only remember your brand, but begin to trust your brand. Additionally, it’s likely the Google algorithm will recognize your authority, as well, especially after building an impressive link portfolio, and your results will rise in the SERP ranks.

Good luck amplifying your strategy, and don’t hesitate to reach out if you have any questions!

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