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Posted by randfish
Have you ever tried to create 10x content? It's not easy, is it? Knowing how and where to start can often be the biggest obstacle you'll face. In this oldie-but-goodie episode of Whiteboard Friday, Rand Fishkin talks about how you can develop your own 10x content to help your brand stand out.
Click on the whiteboard image above to open a high-resolution version in a new tab!
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about how to create 10x content.
Now, for those of you who might need a refresher or who haven't seen previous Whiteboard Fridays where we've talked about 10x content, this is the idea that, because of content saturation, content overload, the idea that there's just so much in our streams and standing out is so hard, we can't just say, "Hey, I want to be as good as the top 10 people in the search results for this particular keyword term or phrase." We have to say, "How can I create something 10 times better than what any of these folks are currently doing?" That's how we stand out.
10x content is content that is 10 times better than the highest ranking result for a given keyword(s). Here are 119 Examples of 10x Content.
Criteria for 10x content:
If you hit all of these things, you probably have yourself a piece of 10x content. It's just very hard to do. That's what we're talking about today. What's a process by which we can get to checking off all these boxes?
So let's start here. First off, when you have an issue, let's say you've got a piece of content that you know you want to create, a topic you know you're going to address that topic. We can talk about how to get to that topic in a future Whiteboard Friday, and we've had some in the past certainly around keyword research and choosing topics and that sort of thing. But if I know the topic, I need to first gain a deep, deep insight into the core of why people are interested in this subject.
So for example, let's do something simple, something we're all familiar with.
"I wonder what the most highly-rated new movies are out there." Essentially this is, "Well, okay, how do we get into this person's brain and try and answer the core of their question?" They're essentially asking, "Okay, how do I figure out . . . help me decide what to watch."
That could have a bunch of angles to it. It could be about user ratings, or it could be maybe about awards. Maybe it's about popularity. What are the most popular movies out there? It could be meta ratings. Maybe this person wants to see an aggregated list of all the data out there. It could be editorial or critic ratings. There's a bunch of angles there.
We know that uniqueness, being exceptional, not the same as everyone else but different from everyone else out there, is really important.
So as we brainstorm different ways that we might address the core of this user's problem, we might say, "All right, movie ratings, could we do a round-up?"
Well, that already exists at places like Metacritic. They sort of aggregate everything and then put it all together and tell us what critics versus audiences think across many, many different websites. So that's already been done.
Awards versus popularity, again, it's already been done in a number of places that do comparisons of here's the ones that had the highest box office versus here's the ones that won certain types of awards. Well, okay, so that's not particularly unique.
What about critics versus audiences? Again, this is done basically on every different website. Everyone shows me user ratings versus critic ratings.
What about by availability? Well, there's actually a bunch of sites that do this now where they show you this is on Netflix, this is on Hulu, this is on Amazon, this you can watch on Comcast or on demand, this you can see on YouTube. All right, so that's not unique either.
What about which ratings can I trust? Hang on a tick. That might not exist yet. That's a great, unique insight into this problem, because one of the challenges that I have when I want to say, "What should I decide to watch," is who should I trust and who should I believe. Can I go to Fandango or Amazon or Metacritic or Netflix? Whose ratings are actually trustworthy?
Well, now we've got something unique, and now we've got that core insight, that unique angle on it.
Now we want to uncover a powerful, hard-to-replicate, high-quality method to provide an answer to that question.
In this case, that could be, "Well, you know what? We can do a statistical analysis." We get a sample set big enough, enough films, maybe 150 movies or so from the last year. We take a look at the ratings that each service provides, and we see if we can find patterns, patterns like: Who's high and low? Do some have different genre preferences? Which one is trustworthy? Does one correlate with awards and critics? Which ones are outliers? All of these are actually trying to get to the "which one can I trust" question.
I think we can answer that if we do this statistical analysis. It's a pain in the butt.
We have to go to all these sites. We have to collect all the data. We have to put it into a statistical model. We then have to run our model. We have to make sure that we have a big enough sample set. We've got to see what our correlations are. We have to check for outliers and distributions and all this kind of stuff. But once we do that and once we show our methodology, now all we have to do is...
In fact, FiveThirtyEight.com did exactly this.
They took this statistical analysis. They looked at all of these different sites, Fandango and IMDB users versus critics versus Metacritic versus Rotten Tomatoes and a number of other sites. Then they had this one graph that shows essentially the star rating averages across I think it was 146 different films, which was the sample set that they determined was accurate enough.
Now they've created this piece of 10x content, and they've answered this unique take on the question, "Which rating service can I trust?" The answer is, "Don't trust Fandango," basically. But you can see more in there. Metacritic is pretty good. A couple of the other ones are decent.
The only way to get good at this, the only way to get good is experimentation and practice. You do this over and over again, and you start to develop a sixth sense for how you can uncover that unique element, how you can present it in a unique fashion, and how you can make it sing on the Web.
All right, everyone, I look forward to hearing your thoughts on 10x content. If you have any examples you'd like to share with us, please feel free to do so in the comments. No problem linking out. That's just fine. We will see you again next week for another edition of Whiteboard Friday. Take care.
Video transcription by Speechpad.com
Interested in building your own content strategy? Don't have a lot of time to spare? We collaborated with HubSpot Academy on their free Content Strategy course — check out the video to build a strong foundation of knowledge and equip yourself with actionable tools to get started!
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Posted by amandamilligan
As you might imagine, it’s not easy to get your brand name mentioned in top media outlets.
But if you put in the work to engage in content marketing + digital PR, the benefits are massive:
I’ll explain how you can earn this type of coverage and its corresponding benefits for your brand.
You probably have an instinctual sense of what qualifies as news, but some of the key newsworthy elements are timeliness, proximity, and significance.
Timeliness is tough. Hard news is usually covered by media outlets automatically anyway. However, there’s a way to create news — and it’s through data journalism.
By doing your own research, conducting your own studies, running your own surveys, and performing your own analyses, you’re effectively creating news by offering brand new stories.
For example, for our client Porch, we used data from the U.S. Census Bureau’s American FactFinder, Yelp, and Zillow to determine which cities are the best for young families.
This project is inherently location-based, which adds the proximity element as well. But even if your content isn’t location-based, explore whether you can take your data and localize it so that you cover multiple geographic areas. (Then, you can pitch local news in addition to national news!)
Significance is also an excellent element to keep in mind, especially during the ideation stage. It basically means: How many people are impacted by this news, and to what degree?
This is especially important if you’re aiming for national news publications, as they tend to have a wide audience. In this case, there are plenty of young families across the country, and CNBC saw that it could connect with this demographic.
When you combine all of these newsworthy elements, you can increase your chances of getting respectable news publications interested.
You need to present your data in a clear and compelling way. Easier said than done, though, right?
Here are common design pitfalls to watch out for:
Finally, don’t be afraid to add the most interesting insights or context as callouts to the images. That way people can identify the most pertinent information immediately while still having more to explore if they want the full story.
Take, for example, one of the graphics we created for BestVPN for a project that got coverage on The Motley Fool, USA Today, Nasdaq and more. We don’t assume people will read text in an article to get relevant information, so we put it right on the image.
Here’s another example of a project image we created for Influence.co.
We included the callout at the bottom of the image and featured it in our pitch emails (more on that later) because we knew it was a compelling data point. Lo and behold, it became the headline for the Bustle coverage we secured.
Note: It’s entirely possible a news publication won’t run your images. That’s totally fine! Creating the images is still worth it, because they help everyone grasp your project more quickly (including writers), and when well done, they convey a sense of authority.
When you have all of your data visualized, we recommended creating a write-up that goes along with it. One objective of the article is to explain why you executed the project in the first place. What were you trying to discover? How is this information useful to your audience?
The other objective is to provide more color to the data. What are the implications of your findings? What could it mean to readers, and how can they apply the new knowledge to their lives, if applicable?
Include quotes from experts when appropriate, as this will be useful to publication writers as well.
I could create an entirely separate article about how to properly pitch top-tier publishers. But for our purposes, I do want to address two of the most important elements:
“You did something PR people never do — but should. Looked at my Twitter feed and made it personal. Nicely done!” — CNBC writer
Building real connections with people takes time and effort. If you’re going to pitch a writer, you need to do the following:
Some still swear by the templated approach. While it might work sometimes, we’ve found that because writers’ inboxes continue to be inundated with pitches, reaching out to them in a more personalized manner can not only increase our chances of getting emails opened, but also getting a genuinely appreciative response.
So, start your email with a personal connection. Reach out about something you have in common or something about them you admire. It will go a long way!
“Wow these findings are super interesting and surprising. I will for sure include if I go ahead with this piece.” — The Wall Street Journal writer
Never assume a writer is going to click through to your project and read the entire thing before deciding if they want to cover it. In the pitch email, you need to spell out exactly what you think is the most interesting part about the project for their readers.
The key word being their readers. Sure, overall you probably have a few main takeaways in mind that are compelling, but there’s often nuance in which specific takeaways will be the most relevant to particular publishers.
We’ve seen this so many times, and it’s reflected in the resulting headlines. For example, for a project we created called Generational Knowledge Gaps, we surveyed nearly 1,000 people about their proficiency in hands-on tasks. Look at the news headlines on REALTOR Magazine and ZDNet, respectively:
While REALTOR Magazine went with a headline that captures the general spirit of the project, ZDNet’s is more honed in on what matters for their readers: the tech side of things. If we’d pitched to them the same way we’d pitched to REALTOR, they might not have covered the project at all.
So, after a personalization, include bullet points that say what the key data points are for their particular audience, wrap up the email with a question of whether they’re interested, and send it off.
It’s not an easy process to get the attention of top writers. You have to take time to develop high-quality content — it takes us at least a month — and then strategically promote it, which can also take at least another month to get as much coverage as you can. However, this investment can have major payoff, as you’ll be earning unparalleled brand awareness and high-value backlinks.
To help us serve you better, please consider taking the 2020 Moz Blog Reader Survey, which asks about who you are, what challenges you face, and what you'd like to see more of on the Moz Blog.
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Posted by rjonesx.
Hey folks,
I'm Russ Jones, Adjunct Search Scientist with Moz, and I'm proud to announce that this month we’ll be releasing a terrific update to our metric, Page Authority (PA).
Although Page Authority hasn't attracted the same attention as its sibling metric Domain Authority, PA has always correlated with SERPs much better than DA, serving as a strong predictor of ranking. While PA has always fluctuated with changes in the link graph, we’re introducing a whole new method of deriving the score.
Long gone are the days of just counting backlinks a couple of ways and hoping they correlate well with SERPs. As Moz tends to do, we’re pioneering a new manner of calculating Page Authority to produce superior results. Here are some of the ways we’re changing things up:
In the past, we used SERPs alone to train the Page Authority model. While this method was simple and direct, it left much to be desired. Our first step in addressing the new Page Authority is redefining the training set altogether.
Instead of modeling Page Authority based on one page's ability to outrank another page, we now train based on the cumulative value of a page based on a number of metrics including search traffic and CPC. While this is a bit of an oversimplification of what’s going on, this methodology allows us to better compare pages that don't appear in the SERPs together.
For example, imagine Page A is on one topic and Page B is on another topic. Historically, our model wouldn't get to compare these two pages because they never appear on the same SERP. This new methodology provides an abstract value to each page, such that they can be compared with any other page by the machine-learned model.
One of the biggest problems in building metrics is not what the models see, but what the models don't see.
Think about this for a minute: what types of URLs don't show up in the SERPs that the model will use to produce Page Authority? Well, for starters, there won't be many images or other binary files. There also won't be penalized pages. In order to address this problem, we now use a common solution of running the model, identifying outliers (high PA URLs which do not in fact have any search value), and then feeding those URLs back into the training set. We can then re-run the model such that it learns from its own mistakes. This can be repeated as many times as is necessary to reduce the number of outliers.
Moz is always cognizant of the impact the changes to our metrics might have on our customers. There is a trade-off between continuity and accuracy. With Page Authority, we’re focusing on accuracy. This may cause larger-than-normal shifts in your Page Authority, so it’s more important than ever to think about Page Authority with respect to your competitors, not as a standalone number.
Just like our upgrade to Domain Authority, some users will likely be surprised by changes in their PA. Make sure they understand that the new PA will be more accurate (and more useful!) and that the most important measurement is relative to their competitors. We won't release a Page Authority which isn't better than the previous version, so even if the results are disappointing, understand that you now have better insight than ever before into the performance of your pages in the SERPs.
Page Authority is intrinsically comparative. A PA of 70 means nothing unless you know the PA of your competitors. It could be high enough to allow you to rank for every keyword you like, or it could be terribly low because your competitors are Wikipedia and Quora. The first thing you should do when analyzing the Page Authority of any URL is set it in the proper context of its competitor's URLs.
Just as we announced with Domain Authority, we’re not going to launch the new PA and just let it go. Our intent is to continue to improve upon the model as we discover new and better features and models. This volatility will mostly affect pages with unnatural link profiles, but we would rather stay up-to-date with Google's algorithms even if it means a bit of a bumpy ride.
We’ll be rolling out the new Page Authority on September 30, 2020. Between now and then, we encourage you to explore our resources to help you prepare and facilitate conversations with clients and team members. Following the launch of the new PA, I’ll also be hosting a webinar on October 15 to discuss how to leverage the metric. We’re so excited about the new and improved PA and hope you’re looking forward to this update too.
If you have any questions, please comment below, reach out to me on Twitter @rjonesx, or email me at russ@moz.com.
To get prepared and learn more about the upcoming change to Page Authority, be sure to dig into our helpful resources:
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Posted by Cyrus-Shepard
If your websites are like most, they include a fair amount of extra "stuff" in the title tags: things like your brand name or repeating boilerplate text that appears across multiple pages.
Should you include these elements in your titles automatically?
To be fair, most sites do.
Alternatively, could it help your SEO to actually include less information in your titles? (Or at least in specific circumstances?)
We know from a handful of studies that titles of a certain length tend to perform better. A now-famous study from the engineers at Etsy showed how shorter titles performed better than longer ones. SEOs speculate that this could be because shorter titles can have more focused relevancy (by focusing on core keywords), might earn higher click-through rates, or some other reason we can't imagine.
When choosing which part of a title to shorten, brand names and boilerplate text are obvious choices. But how do you determine if this is something you should consider for your own SEO?
Here's an example of a brand's site name at the end of every title:
We've all seen sites like this. Heck, most of us do this on our own sites. The question is, does having our brand/site name at the end of every title actually help, or hurt?
But first, we also have to consider other types of boilerplate.
What is boilerplate? Boilerplate simply means standardized, non-unique pieces of text that are used over and over again. This often includes things like categories, product categories, author tags, and taglines.
In this example below, the boilerplate text on every title includes "Tomatoes - Vegetable Seeds - Shop."
Sometimes boilerplate material can become quite long. The comic book review site Major Spoilers (awesome name!) often includes the same 65-character boilerplate on many pages:
"Major Spoilers – Comic Book Reviews, News, Previews, and Podcasts"
Of course, at this length, it's so long that Google truncates every single title:
The problems that boilerplate can cause your SEO are threefold:
We decided to run a couple of boilerplate experiments here at Moz, to see if we could increase our rankings and traffic by removing some of the repeating parts of our titles.
We started with our Whiteboard Friday blog posts. Every time Moz publishes a new Whiteboard Friday, we traditionally include "Whiteboard Friday" in the title.
What would happen if we removed this from the titles?
Using an A/B split test methodology — where we rolled the test out on 50% of the titles and used the other 50% as a control — we saw an amazing 20% uplift from this experiment.
This chart represents the cumulative impact of the test on organic traffic. The central blue line is the best estimate of how the variant pages, with the change applied, performed compared to how we would have expected without any changes applied. The blue shaded region represents our 95% confidence interval: there is a 95% probability that the actual outcome is somewhere in this region. If this region is wholly above or below the horizontal axis, that represents a statistically significant test.
Honestly, the results surprised us. Whiteboard Friday is a popular brand (so we thought) but removing this boilerplate from our titles produced a significant uplift in traffic to those pages.
At this point, we got cocky…
If removing the category name from Whiteboard Friday posts produced such a significant uplift, what if we removed our brand name from all titles?
For this A/B experiment, we did exactly that—removing the word "Moz" from 50% of our titles and measuring the results.
Crazy, right? If it worked by removing "Whiteboard Friday" would we see the same uplift by removing "Moz?"
Sadly, Google had other plans:
While this A/B test never reached full statistical significance, we actually saw a 4% decline in traffic by removing our brand from our title tags.
Boo!
So why did this test not produce the same gains? To be honest, I've removed the brand name from other site's titles and seen as much as a 20% uplift.
It turns out that whether or not removing brand/boilerplate will be beneficial to your SEO depends on a few key factors, which you can gauge in advance.
Over 10 years of experience and literally millions of title tags, I've found that there are basically four factors that influence whether or not removing boilerplate from your titles might be beneficial:
This simple technique will also show why removing "Whiteboard Friday" led to an increase in traffic while removing "Moz" from titles did not.
Here's what you want to do: for each piece of boilerplate, determine the number of URLs on your site that rank/receive traffic for those keywords.
For this, we'll use Google Search Console.
Simply enter your boilerplate/brand as a query filter (you may need to break it into chunks for longer boilerplate) and see how many URLs receive traffic for queries that include that keyword.
When we filter for keywords that contain our "moz" brand name, we find thousands of ranking URLs.
People are searching for things like:
As our brand name is part of so many queries and leads to visits across thousands of pages, this tells us that "Moz" is a very strong brand, and we'd likely be smart to include it as part of our title tags.
"Moz" is also very short at only 3 characters, which doesn't hurt either.
So what happens when we try this same technique with "Whiteboard Friday" — the boilerplate that led to a 20% uplift when we removed it? We see a very different result:
In this case, almost all the traffic for "Whiteboard Friday" search terms goes to only one or two pages.
For most Whiteboard Friday posts, the term is simply irrelevant. It's not what people are searching for, and the brand isn't strong enough to produce additional uplift.
Also, at 17 characters long, this boilerplate added significant length to each of our titles, in addition to possibly diluting the relevancy for what the posts were ranking for.
These tips can't tell you definitively whether you should or shouldn't include boilerplate or brand in your title tags, but they should give you a pretty good idea of when you should test things out.
Remember: Always test and evaluate before making any SEO change permanent. At least know the impact of the change you are making.
Also, please don't be under the impression that you should always remove boilerplate from your titles. In some instances, actually adding boilerplate can produce an uplift, particularly when the boilerplate is:
If you found value in the tips, and want to learn even more ways to optimize your title tags, we've made available a free webinar for you: SEO Master Class: Advanced Title Tag Optimization (For Any Site).
If you've got 40 minutes, it's definitely worth a watch.
Best of luck with your SEO!
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Posted by DiTomaso
Contrary to popular belief, SEO and PPC aren't at opposite ends of the spectrum. There are plenty of ways the two search disciplines can work together for benefits all around, especially when it comes to optimizing your Google Ads. In this informative Whiteboard Friday episode from last Spring, MozCon speaker and Kick Point President Dana DiTomaso explains how you can harness the power of both SEO and PPC for a better Google experience overall.
Click on the whiteboard image above to open a high-resolution version in a new tab!
Hey, Moz readers. My name is Dana DiTomaso, and I'm President and partner at Kick Point. We're a digital marketing agency way up in the frozen wilds of Edmonton, Alberta. Today I'm going be talking to you about PPC, and I know you're thinking, "This is an SEO blog. What are you doing here talking about PPC?"
But one of my resolutions for 2019 is to bring together SEO and PPC people, because SEO can learn a lot from PPC, and yes, PPC, you also can learn a lot from SEO. I know PPC people are like, "We just do paid. It's so great." But trust me, both can work together. In our agency, we do both SEO and PPC, and we work with a lot of companies who have one person, sometimes two and they're doing everything.
One of the things we try to do is help them run better Ads campaigns. Here I have tips on things that we see all the time, when we start working with a new Ads account, that we end up fixing, and hopefully I can pass this on to you so you can fix it before you have to call an agency to come and fix it for you. One of the things is this is actually a much longer piece than what I can present on this whiteboard. There's only so much room.
There is actually a blog post on our website, which you can find here. Please check that out and that will have the full nine tips. But I'm just going to break it down to a few today.
First thing, too many keywords. We see this a lot where people, in Google it says make sure to put together keywords that have the same sort of theme.
But your theme can be really specific, or it can be kind of vague. This is an example, a real example that we got, where the keyword examples were all lawyer themes, so "defense lawyer," "criminal lawyer,""dui lawyer," "assault lawyer," "sexual assault lawyer." Technically, they all have the same theme of "lawyer,"but that's way too vague for it to be all in one single ad group, because what kind of ad are you going to show?
"We are lawyers. Call us." It's not specific enough. Take for example "dui lawyer,"which I know is a really very competitive niche, and then you can do [dui lawyer], [dui lawyer seattle], and then "dui lawyer" and +dui+lawyer+seattle spelled out a little bit differently. I'll talk about that in a second. By taking this one thing and then breaking it down into a much more specific ad group, you can really have much more control.
This is a consistent theme in all the tips I talk about is much more control over where you're spending your money, what keywords you're spending it on, what your ads are, having a much better landing page to ad match, which is also really important. It just makes your ad life so much easier when you've got it in all of those ad groups. I know it might seem intimidating. It's like, "Well, I have three ad groups now.If I follow your tips, I'm going to have 40."
But at the same time, it's way easier to manage 40 well organized groups than it is to manage 3 really badly organized groups. Keep that in mind.
The next thing is picking the right match type. You can see here I've got this bracket stuff and this phrase stuff and these plus signs. There are really four match types.
There's broad match, which is terrible and don't ever use it. Broad match is just you writing out the keyword, and then Google just displays it for whatever it feels like is relevant to that particular search. For example, we've seen examples where it's like a catering company and they'll have "catering" as a keyword, and they're showing up for all sorts of phrases in catering where they can't provide catering, so searching for a venue that only does in-house catering. Or they're spending money on a catering conference or just totally irrelevant stuff. Do not use broad match.
The upgrade from that is what's called broad match modifier or BMM, and that's where these plus signs come in. This is really the words dui, lawyer, and seattle in any order, but they all have to exist and other things can exist around that. It could be, "I need a DUI lawyer in Seattle." "I live in Seattle. I need a DUI lawyer." That would also work for that particular keyword.
The next type is phrase, and that's in the quotes. This "dui lawyer" is the example here, and then you can have anything before it or you can have anything after it, but you can't have something in between it. It couldn't be "dui who is really great at being a lawyer" for example. Weak example, but you get the idea. You can't just shove stuff in the middle of a phrase match.
Then exact match is what's in the brackets here, and that is just those words and nothing else. If I have [dui lawyer], this keyword, if I didn't have [dui lawyer seattle], this keyword would not trigger if somebody searches [dui lawyer seattle]. That's as specific as possible. You really want to try that for your most competitive keywords.
This is the really expensive stuff, because you do not want to waste one single penny on anything that is irrelevant to that particular search. This is your head on, it's really expensive every click. I've got to make sure I'm getting the most money possible for those clicks. That's where you really want to use exact match.
Next, tips. The next thing is what we see is a lot of people who have only one ad per group.
This is not a tip. This is a criticism up here. The thing is that maybe, again, you think it's easy for management, but it's really hard to see what's going to work, because if you're not always testing, how are you going to know if you could do better? Make sure to have at least three ads per group.
Then look at your ad copy. We see a lot of just generic like, "We are the best lawyers. Call us." There's nothing there that says I need to call these people. Really think about how you can add those emotional triggers into your copy. Talk to your client or your team, if you work in-house, and find out what are the things that people say when they call. What are the things where they say, "Wow, you really helped me with this" or, "I was feeling like this and then you came in and I just felt so much better."
That can really help to spice up your ads. We don't want to get too fancy with this, but we certainly want to make something that's going to help you stand out. Really add those emotional triggers into your ad copy.
Then the next thing is making sure to have a call to action, which seems basic because you think it's an ad. If you click it, that's the call to action. But sometimes people on the Internet, they're not necessarily thinking. You just want to say, "You know what? Just call me or email me or we're open 24 hours."
Just be really specific on what you want the person to do when they look at the ad. Just spell it out for them. I know it seems silly. Just tell them. Just tell them what you want them to do. That's all you need to do.
Then make sure you add in all of the extensions. In Google Ads, if you're not super familiar with the platform, there's a section called Extensions. These are things like when the address shows up under an ad, or you've got those little links that come up, or you've got somebody saying we're open 24 hours, for example. There are all sorts of different extensions that you can use. Just put in all the extensions that you possibly can for every single one of your groups.
Then they won't all trigger all at the same time, but at least they're there and it's possible that they could trigger. If they do, that's give your ad more real estate versus your competition, which is really great on mobile because ads take up a lot of space at the top of a mobile search. You want to make sure to shove your competition as far as you possibly can down that search so you own as much of that property as you possibly can. One thing that I do see people doing incorrectly with extensions, though, is setting extensions at say the campaign level, and then you have different ad groups that cover different themes.
Going back to this example over here, with the different types of lawyers, let's say you had an extension that talks specifically about DUI law, but then it was triggering on say sexual assault law. You don't want that to happen. Make sure you have really fine-tuned control over your different extensions so you're showing the right extension with the right type of keyword and the right type of ad. The other thing that we see a lot is where people have location extensions and they're showing all the location extensions where they should not be showing all the location extensions.
You've got an ad group for, say, Seattle, and it's talking about this new home development that you have, and because you just loaded in all of your location extensions, suddenly you're showing extensions for something in say San Francisco. It's just because you haven't filtered properly. Really double-check to make sure that you've got your filter set up properly for your location extensions and that you're showing the right location extension for the right ad.
I know that Google says, "We'll pick the locations closest to the client." But you don't know where that person is searching right there. They could be in San Francisco at that moment and searching for new home builds in Seattle, because maybe they're thinking about moving from San Francisco to Seattle. You don't want them to see the stuff that's there. You want them to see the stuff that's at the place where they're intending to be. Really make sure you control that.
Last, but not least, keep display and search separate.
By default, Google so helpfully says, "We'll just show your ads everywhere. It's totally cool. This is what we want everyone to do." Don't do that. This is what makes Google money. It does not make you money. The reason why is because display network, which is where you're going to a website and then you see an ad, and search network, when you type in the stuff and you see an ad, are two totally different beasts.
It's really a different type of experience. To be honest, if you take your search campaigns, which are text-based ads, and now you're showing them on websites, you're showing a boring text ad on a website that already has like 50 blinky things and click here. They're probably not seeing us and maybe they have an ad blocker installed. But if they are, certainly your text ad, which is kind of boring and not intended for that medium, is not going to be the thing that stands out.
Really you're just wasting your money because you'll end up with lower relevancy, less clicks, and then Google thinks that your group is bad. Then you'll end up paying more because Google thinks your group is bad. It really gives you that extra control by saying, "This is the search campaign. It's only on search. This is the display campaign. It's only on display." Keep the two of them totally separate. Then you have lots of control over the search ads being for search and the display ads being for display.
Don't mix those two up. Make sure to uncheck that by default. Definitely there are more tips on our blog here. But I hope that this will help you get started. SEOs, if you've never done a PPC campaign in your life, I recommend just setting one up. Put 50 bucks behind that thing. Just try it out, because I think what will really help you is understanding more of how people search, because as we get less and less keyword data from the different tools that we use to figure out what the heck are people googling when they try to search for our business, ads give you some of that data back.
That's where ads can be a really great ally in trying to get better SEO results. I hope you found this enjoyable. Thanks so much.
Video transcription by Speechpad.com
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