Next up in our top three 2021 Whiteboard Friday episodes, in this installment from February, Andy Crestodina walks through how to get your message across successfully if you ever have to explain the importance of Domain Authority to clients or co-workers who have little or no SEO experience.
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Video Transcription
SEO is actually really hard to explain. There are so many concepts. But it's also really important to explain so that we can show value to our clients and to our employers.
My name is Andy Crestodina. I'm the co-founder of Orbit Media Studios. We're a web design company here in Chicago. I've been doing SEO for 20 years and explaining it for about as long. This video is my best attempt to help you explain a really important concept in SEO, which is Domain Authority, to someone who doesn't know anything at all about SEO, to someone who is non-technical, to someone who is maybe not even a marketer.
Here is one framework, one set of language and words that you can use to try to explain Domain Authority to people who maybe need to understand it but don't have a background in this stuff whatsoever.
Search ranking factors
Okay. Here we go. Someone searches. They type something into a search engine. They see search results.
Why do they see these search results instead of something else? The reason is: search ranking factors determined that these were going to be the top search results for that query or that keyword or that search phrase.
Relevance
There are two main search ranking factors, in the end two reasons why any web page ranks or doesn't rank for any phrase. Those two main factors are, first of all, the page itself, the words, the content, the keywords, the relevance.
SEOs, we call this relevance. So that's the most important. That's one of the key search ranking factors is relevance, content and keywords and stuff on pages. I think everyone kind of gets that. But there's a second, super important search ranking factor. It's something that Google innovated and is now a really, really important thing across the web and all search.
Links
It's links. Do these pages have links to them? Are they trusted by other websites? Have other websites kind of voted for them based on their content? Have they referred back to it, cited it? Have they linked to these pages and these websites? That is called authority.
So the two main search ranking factors are relevance and authority. Therefore, the two main types of SEO are on-page SEO, creating content, and off-site SEO, PR, link building, and authority. Because links basically are trust. Web page, links to web page, that's kind of like a vote.
That's a vote of confidence. That's saying that this web page is probably credible, probably important. So links are credibility. Good way to think about it. Quantity matters. If a lot of pages link to your page, that adds credibility. That's important that there's a number of sites that link to you.
Link quality
Also important is the quality of those links. Links from sites that they themselves have many links to them are worth much more. So links from authoritative websites are more valuable than just any other link. It's the quantity and the quality of links to your website or links to your page that has a lot to do with whether or not you rank when people search for a related key phrase.
If a page doesn't rank, it's got one of two problems almost always. It's either not a great page on the topic, or it's not a page on a site that is trusted by the search engine because it hasn't built up enough authority from other sites, related sites, media sites, other sites in the industry. The name for this stuff originally in Google was called PageRank.
PageRank
Capital P, capital R, one word, PageRank. Not web page, not search results page, but named after Larry Page, the guy who kind of came up with this, one of the co-founders at Google. PageRank was the number, 1 through 10, that we all used to kind of know. It was visible in this toolbar that we used back in the day.
They stopped reporting on that. They don't update that anymore. We don't really know our PageRank anymore, so you can't really tell. So the way that we now understand whether a page is credible among other websites is by using tools that emulate PageRank by similarly crawling the internet, looking to see who's linking to who and then creating their own metrics, which are basically proxy metrics for PageRank.
Domain Authority
Moz has one. It's called Domain Authority. When spelled with the capital D and captial A, that's the Moz metric. Other search tools, other SEO tools also have their own, such as SEMrush has one called Authority Score. Ahrefs has one called Domain Rating. Alexa, another popular tool, has one called Competitive Power. They're all basically the same thing. They are showing whether or not a site or a page is trusted among other websites because of links to them.
Now we know for a fact that some links are worth much, much more than others. We can do this by reading Google patents or by experiments or just best practices and expertise and firsthand knowledge that some links are worth much more.
But it's not just that they're worth a little more. Links from sites with lots of authority are worth exponentially more. It's not really a fair fight. Some sites have tons and tons and tons of authority. Most sites have very, very little. So it's on a curve. It's a log scale.
It's on an exponential curve the amount of authority that a site has and its ranking potential. The value of a link from another site to you is on an exponential curve. Links from some sites are worth exponentially more than links from other smaller sites, smaller blogs. These are quantifiable within these tools, tools like Moz, tools that emulate the PageRank metric.
And what they can do is look at all of the pages that rank for a phrase, look at all of the authority of all of those sites and all of those pages, and then average them to show the likely difficulty of ranking for that key phrase. The difficulty would be more or less the average authority of the other pages that rank compared to the authority of your page and then determine whether that's a page that you actually have a chance of ranking for or not.
This could be called something like keyword difficulty. I searched for "baseball coaching" using a tool. I used Moz, and I found that the difficulty for that key phrase was something like 46 out of 100. In other words, your page has to have about that much authority to have a chance of ranking for that phrase. There's a subtle difference between Page Authority and Domain Authority, but we're going to set that aside for now.
"Squash coaching," wow, different sport, less popular sport, less content, less competitive phrases ranking for that key phrase. Wow, "squash coaching" much less competitive. The difficulty for that was only 18. So that helps us understand the level of authority that we would have to have to have a chance of ranking for that key phrase. If we lack sufficient authority, it doesn't matter how awesome our page is, we're not likely to ever rank.
So it's really important to understand one of the things that Domain Authority tells us is our ranking potential. Are we sufficiently trusted to be able to target that key phrase and potentially rank for that? That's the first thing that the Domain Authority defines, measures, shows. The second thing that it shows, which I mentioned a second ago, is the value of a link from another site to us.
So if a super authoritative website links to us, high Domain Authority site, that Domain Authority in that case of that site is showing us the value of that link to us. A link from a site, a brand-new blog, a young site, a smaller brand would have a lower Domain Authority, indicating that that link would have far less value.
Conclusion
So bottom line, Domain Authority is a proxy for a metric inside Google, which we no longer have access to. It's created by an SEO tool, in this case Moz. When spelled with a capital D, capital A, it's Moz's own metric. It shows us two things. Domain Authority is the ranking potential of pages on that domain. And secondly, Domain Authority measures the value of another site should that site link back to your site. That's it.
Hope this was helpful. Feel free to pass this along to anyone that you're trying to explain this to. Add to it. Let us know in the comments. Hope this was useful, and it was a huge pleasure and honor to be able to make a Whiteboard Friday for Moz. Again, Andy from Orbit Media. Thanks, everybody.
Content marketing and optimization are crucial parts of any respectable online marketing strategy. Without content, how does your target audience know who you are and what you’re offering them? Without content optimization, how do you expect that audience to notice you at all?
For my team at Tao Digital Marketing, our work with AFG Law goes to show that results can be achieved by focusing on creating the right content for the right audience. In this case, we saw:
Leads increase from 306 to 840 (174%)
Increased impressions from 1.44m to 3.57m (148%)
Increased clicks from 17.5k to 55.5k (217%)
Clicks on top page increase from 8,549 to 30,419 (255%)
By making strategic changes at the right time and focusing our efforts on optimization, we generated these positive results — and so can you!
Objectives
The objective of any SEO work is ultimately all the same: to increase leads and generate sales.
We wanted to improve the customer journey through the sales funnel, all the way from "reach" (through pieces of content that would help potential clients), down to engaging with AFG Law by contacting them for legal assistance.
When we first spoke to the client, we discovered that the only way they were tracking leads was by verbally asking customers how they found out about them, which they would then enter into a CRM system. To address this gap, we wanted to provide tangible evidence that would help them see exactly where the customers were coming from, and the journey they took along the site.
We took AFG on as a client in April 2020, but naturally, results started to pick up from July 2020 as Google started to crawl the site more regularly. In this case study, we’ll be focusing on comparing July-December 2020 and March-September 2021 to give a fair six month representation of both years.
Our targets/KPIs for 2021 were as follows:
More than double leads from 306 to 650
More than double clicks from 17.5k to 40k
Technically optimize the site
Be able to clearly demonstrate the customer journey
The target audience was people who required the services of solicitors, so we wanted to provide answers to questions they may be searching for in blogs, as well as service pages appearing for those who needed legal assistance as soon as possible.
Law can be a complicated subject to understand, so it was important to really break down the chosen topics in a lot of detail. Our strategy focused heavily on content creation alongside technical changes that would support the performance of the content.
Our strategy
Step 1: Cross-analyze content data
The first steps we took included creating three audits:
1. Content audit
We create this using the Google Search Console KPI on Screaming Frog. This allows us to see current topics on the site and identify any thin or irrelevant content that could be deleted or noindexed. We can then review full URLs, word counts, clicks, and overall CTR.
Our tech team then orders the topics depending on how useful they would be to the client, such as focus keywords, search volumes, relevancy to client, seasonal data, time sensitive information, long tail or short tail keywords, etc. This can help to speed up the ideation process and focus on quick wins.
2. Content gap analysis
This can be done by using tools like Moz Pro's True Competitor and also by manually searching through competitor’s sites to find topic areas you don't cover. You can then find new areas in which to create content.
3. Competitor audit
This can also be done using tools and manual checks, as even after the above two audits, you can still miss little gems of data that can help with ideation.
In our case, after taking time to thoroughly review these audits for AFG, content ideas were then reviewed and researched by our content writer, moving onto our next step. Any content that may have been holding the site back from a technical perspective was handed over to our tech SEO experts, which is explained further in strategy point four.
Step 2: Create the content
After reviewing data from the audits, our content writer created and researched ideas. They looked to see if there were topics that AFG were lacking strong content for in the content audit and gap analysis, then checked if competitors were talking about them as well (or if they weren't — that can be good news too, depending on the client and topic).
From there, they pulled together ideas for new blog posts, pages, and other content, and for optimizing existing content (for example, if AFG poorly mentioned a keyword that we highlighted as a good area of focus in the spreadsheet). They then carried out the usual checks:
Looking at keyword difficulty and search volume to figure out which keywords and topics are a priority, then at who else is ranking to use their posts for inspiration.
Researching within Google Search Console (GSC) to see if existing pages were ranking for certain terms. For pages we planned on updating, we checked what the page was initially ranking for, and what elements needed keeping in and what needed adding. We also looked at what queries were ranking.
After this, "skeleton documents" are created, which detail the URL, meta description, keyword(s), as well as frequently asked questions, which can be found through Moz, the SERP, GSC and Answer the Public.
In November 2020, we uploaded a "Guide to Common Assault, ABH and GBH", answering the huge variety of questions we found through our research. The popularity of this piece absolutely soared and gained 28,000 clicks, with an average of 2.2K clicks per month.
The piece also ranked for 691 keywords, and ranked at position one for "common assault charge uk". As we added FAQ schema to the page, it also appeared in the featured snippet for the key phrase, too. It received over half of the clicks (56%) for "common assault".
The success of this piece is largely down to answering a large number of questions — 24 to be exact. As we mentioned, law is a complicated subject, so it’s vital that any potential clients can get their answers on AFG’s site, then follow the call to actions placed throughout to access further assistance. Clear, natural CTAs were really important, not only to conclude the articles, but also to encourage readers to use AFG's services. Check out the example below to see how we tied one into a commonly asked question:
We also included contact forms on popular and newer pieces to make the contacting process as smooth as possible. As you can see from the Thrive graph below, this has been very successful since we implemented the process eight months ago:
One thing to note: In October 2021, AFG decided to remove and redirect all pages regarding criminal law, including the common assault guide, as the criminal department is closing for new instructions.
Another topic that has been hugely successful is probate. We noticed that there were a large number of searches around "probate meaning uk", and "what does probate mean uk", which to us, suggested there was a lack of UK resources around this topic.
We then created an in-depth guide to UK probate law. As it is such a complex area of law, this gave us the opportunity to really elaborate and give users the answers they were looking for.
This has become AFG’s second most-viewed page (after the common assault guide), ranking position one for "probate meaning uk" and other related terms. The piece ranks for 278 keywords and gets around 800 clicks per month, gaining 51% of clicks for the term "probate meaning uk".
Step 3: Analyze and review content
Creating great content is one thing, but tracking and tweaking content along the way is a whole other untapped source of information that many agencies just don’t have the time or resources for. We do this on a monthly basis as part of both research and client reporting. Each client receives 24/7 access to a live spreadsheet of work undertaken, as well as a monthly video report going into detail about the success of certain pieces of content, amongst other work.
Google Search Console is one of the most useful tools for us when it comes to tracking the performance of live content. We usually give content time to be indexed and to gain traction before going back to it — this can be anything from six weeks to six months. Once a piece of content starts to perform, we’ll analyze the data in GSC.
Take the aforementioned probate guide, for example. We covered a significant range of topics and queries to ensure that the guide was thorough. Even so, there will naturally be some questions we failed to answer. This is mainly because in our initial research, we take the most popular, topically relevant and applicable questions to discuss and answer within our guides to ensure that we meet the target intent.
GSC will tell us what queries and keywords the guide is ranking for. For this, we looked into the data and saw an interesting query: "What is a Personal Representative?". We’d mentioned this keyword in the content but, at the time, it didn’t feel necessary to explain it in its own section within the content. It was still ranking, however, due to it being contextually relevant and briefly mentioned.
After reviewing the term, understanding the search volume and relevancy to the content, we decided to add this to the guide as a standalone query. This meant that, although we were actually ranking for this term beforehand, we can now meet the search intent in more depth, providing much more useful information for those searching for that specific keyword and capitalizing on that search volume.
From a technical and psychological perspective, we look at heat mapping through Lucky Orange, which provides real-time data across a range of months.
Step 4: Implement technical SEO
Tweaks that support technical SEO are perhaps some of the most important changes we made alongside content optimization to see real results. A technical SEO audit was undertaken alongside the content audits to provide direction. The site was unsecured when we first gained access, so there were a lot of fundamental updates to make.
1. Noindexing and deleting content
There was a huge amount of content already existing on the site, but not all of it was bringing in traffic, and was actually harming the site by exhausting crawl budget.
AFG participates actively within the community and were writing many, many blogs, which was great for their brand and nice for their existing connections to read, but wasn’t going to bring in leads. We decided to noindex or delete a lot of these pages due to very low traffic and low rankings. This was done for close to 1,000 pages.
Usually, we would redirect these URLs, but since they had no traffic we did not on this occasion. These decisions were made using the data from the content audit.
2. Addressing redirects
The problem with many of AFG's URLS was that they were far too long and didn’t include the keyword the page was aiming to rank for, so we changed several URLs and created 301 redirects from the old URLs. There were also a number of 404 errors that needed to be addressed and changed to 301 redirects.
3. Technically optimizing content
There were several pages that featured multiple H1s, an issue that needed rectifying as soon as possible. We manually went through these and changed them to appropriate H1s, H2s and H3s.
Page titles were also optimized to include keywords and company name, as well as meta descriptions, which were edited to under 155 characters.
FAQ schema was added to service pages that answered frequently asked questions as well as top performing pages, such as the common assault and probate guides.
In order to convert as many site visitors as possible, we also installed a Thrive Leads exit intent popup that appeared when a user was navigating off the page. This is used as a last resort to keep people on the site and to encourage them to get in touch, especially if they're on a page without a contact form.
4. Making use of internal and external links
Building both internal and external links has been vital in improving AFG's domain authority from 18 to 24. Internal linking was especially important as some vital pages were several clicks deep and not easily navigated to, so we used a combination of "Site:afg.co.uk [relevant term]" to find pages with similar topics that could be linked to, in addition to the Link Whisper software.
We also built links through answering PR requests (HARO, Response Source and #journorequest on Twitter) and guest blogging. It was important for us to build links to key pages, and to pay attention to natural anchor text that flowed within the content, rather than standing out as an obvious link.
Results compared to objectives
Leads
Goal: More than double leads from 306 to 650
We exceeded this goal by increasing leads gained from 306 in 2020 to 840 in 2021, a 174% increase. This comes as a result of creating useful content, adding various contact forms on the page, as well as the exit intent form.
Clicks
Goal: More than double clicks from 17.5K to 40K
We exceeded this goal by increasing clicks to 55.5K, 217% of the original number. This comes as a result of various changes we made, such as creating highly relevant content that matches the user’s search intent, optimizing page titles and metas, and implementing FAQ schema.
In 2020, the top page was the homepage, which gained 8,549 clicks between July-December. This year, the common assault guide was the top page, which gained 30,419 clicks between March-September 2021, meaning we have increased clicks to the top page by 255%.
Technically optimize the site
Although this is not as tangible as the other goals, the results can certainly be seen in the increase in clicks, impressions, and traffic. Changes such as shortening and optimizing URLs, addressing redirects, and link building worked in harmony with content creation.
Clearly demonstrate the customer journey
In September 2020, we connected AFG’s site to What Converts, a lead tracking software. This creates a unique custom phone number for visitors on the site so that the software can record exactly what page resulted in a call. It also tracks general form fills from the site.
As you can see in the image below, calls are the much-preferred contact method of AFG’s clients, taking up 1,025 of the 1,229 leads (83%) since we connected the site to the software. The rest came through contact forms from various different pages on the site.
The software also breaks down the exact page the customer came from, as well as where in the world they are based, pictured below. Naturally, most leads came through the contact page.
Thanks to more than exceeding our set KPI goals, AFG have been very pleased with our work and Director Anita Boardman the following to say:
“For years, we’ve been looking for a company to carry out the work Tao Digital have done for us, and be able to clearly demonstrate the customer journey as well as some fantastic results. We’re extremely pleased with the hard work carried out and have been able to grow our business further as a result of this work.”
Have you tried similar strategies? Have any suggestions for this process? Let me know in the Moz Q&A or on Twitter @LydiaGerman1!
As we wind down 2021, we’re taking a look back at the most popular Whiteboard Friday episodes from the year. First up, from August, small business SEO expert Claire Carlile walks you through the what, why, where, and how of UTM tagging for your GMB profiles.
Editor's note: Beginning at 1:49, when Claire mentions "referral traffic", it should be "referral information".
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Video Transcription
Hey, Moz fans, and welcome to another edition of Whiteboard Friday. Do you have a Google My Business listing or do you work with clients that have Google My Business listings, and do you want to know more about the value of the traffic that Google My Business drives to your website?
Well, if you do, this is the Whiteboard Friday for you. So I'm Claire Carlile, and I am a local search expert at BrightLocal, and today I'm going to speak about UTM tagging for Google My Business.
What's a UTM tag?
So you might be asking, "What is a UTM tag?" If you are, you wouldn't be the first person to ask that question.
So UTM stands for Urchin Tracking Module. But if you just think of UTM tags as tracking codes that we add to the end of our external links that tell us more about where that traffic came from and how it got to our websites. So when someone clicks on a UTM tagged URL, details of the source, the medium, and the campaign that that website visit comes from get transferred over into Google Analytics.
Why add UTM tags?
So why would we want to add UTM tags to our GMB URLs? Well, without tagging, all of the traffic will end up in the Organic bucket. So that's fine, but what it won't tell us is whether that organic traffic came from the regular organic results or whether it came from Google My Business URLs in the business profile or in Google Maps.
Another reason is that many mobile apps and browsers don't give their referral traffic into Google Analytics, and that traffic is just going to end up in the Direct bucket. We're marketers. We're very used to having to demonstrate our value and the value of our services. So this is a great way for you to illustrate the value that you're adding to your client or to your organization.
We also often need to secure a budget. So whether that budget is for more of our time or it's for photos or videos for Google My Business, it also lets us understand the value of various Google My Business features so we can say Google Posts is more valuable to this client than Google products, or Google products refers less traffic but at a rate that converts higher.
Also, we'll get the Google Search Console data for those UTM tagged URLs. So we'll see the query data. We'll see what queries are actually driving impressions and clicks on these UTM tagged URLs.
Where can you tag?
So let's think about what we can tag. We hear a lot about zero-click search, but that really isn't a new concept if you've been working in local search for a while, because from the business profile a potential customer can click to call a business, they can download driving directions, they can look at photos, they can read reviews, they can look at services, all without clicking through to the business website.
But that said, we do actually have a lot of opportunities in GMB to link back to our website and to drive traffic to the website. So what you have in GMB will be dependent upon your primary category.
But most businesses will have a website link. They might have an appointment or a menu URL. They might have Google products. They might have Google Posts. You might be using the new follower offer, which not a lot of people know about and even less people are using, and it might actually die and end up in the Google graveyard, but it only takes 10 minutes to set up. So if you have the type of business that could attract a local following, then it's worth adding because you can see: Does it actually drive value for the business? What does that traffic do when they get to your website? What content are they looking at? Where are they moving, and how are they moving around? Is the traffic from GMB actually driving revenue? Are they buying things when they get to your website? Then we've got all of our conversions and micro conversions that hopefully we have set up so we can measure in Google Analytics.
So do we get click to call? Do we get click to email? Do they download a resource? Do they click through to our social media profiles? Do they fill in a form? Do they sign up for our newsletter? We can find out all of these things when we add UTM tagging.
UTM tagging tips
So I'm going to give you some UTM tagging tips because I think the most important thing is to be very, very consistent from the outset, because it's quite easy to get this wrong.
So consistency being key, think about how you're going to separate out your words. I like to use a dash. Some people like to use an underscore. Whatever you use, just make it very consistent.
Then we have uppercase and lowercase letters. So I always stick with lowercase letters, the reason being that Google Analytics is case sensitive in all of its reports. So if you're using a mix of uppercase and lowercase, Google is going to report upon that separately. If you don't get this right, you're going to be dealing with a lot of messy and bought data that you're going to have to sort out outside of Google Analytics, and you really don't want that.
So another thing is if you get your source and your medium in a muddle, then that traffic is just going to end up in the Other bucket, which is pretty much totally sad times. So a way to avoid that is by thinking of the source as where the journey started or where that traffic came from and the medium as the method of transport. It's how that traffic got from A to B.
Who manages the data?
So before we think about which URLs on our website we're going to tag up, we need to think about who is managing the data and reporting in our organization or in our client's organization, because the UTM tags and the framework that you set up need to play nicely and sit within their framework. You don't want to be robbing clicks from them if they're trying to demonstrate the value of something.
Now you might find that when you work with small and medium-size businesses, no one is managing the data and reporting, in which case happy days, this will work absolutely fine.
Which URLs do you tag?
So which URL will you tag?
Well, there are some questions here. Do you have one location, or do you have many locations? So if it's just one location, you probably tag up your homepage. If it's many locations, you're going to be linking to your location landing pages.
If you're using Google products, then you'll be wanting to link to your products or your services pages.
If you have an appointment URL, then you will be linking through to maybe the Contact Us page. If you have booking or appointment functionality on your website, you'll link to that page.
Now, unsurprisingly, the menu URL will link to your menu page.
If you're using Google Posts, have a think about where will you link to. If it's a special offer post, is there a special offer page that it will link to? When that special offer expires, what will you do with that page? Will it continue to resolve, or are you going to 301 it somewhere else? Plan all that out beforehand. Actually, you need to make sure that you check the URL that you're wanting to link to. Are you linking to the correct version? If you're on https, which I hope you are, you won't want to be linking to the http.
You need to look: Does that page resolve? Can you see everything on that page? Does that page give a 404, in which case obviously we're not going to want to link to it? Does that page go through a series of redirects? Now, a series of redirects is going to strip the UTM tagging off of that URL, and we really don't want that.
How to tag
So once you've checked which URLs you need to link to, you're actually going to tag those up.
So for the source, I'm using Google. Some people like to use GMB. But whatever you choose, again, make sure it fits within this framework and be consistent from the outset. For medium, I'm using organic. Then for campaign, I'm using that field to describe the location of that link within Google My Business.
So it might be the primary website link, menu, products, or the appointment. If you're using the new follower offer, you have this. Then with Google Posts, I like to be a little bit more granular so I can see what type of posts might be working the best, and I can also track any changes when Google starts moving posts up and around inside the business profile.
So we've got the what's new post, the offer post, and the event post. Finally, for Google Posts, using the campaign content field to describe the actual content of that post. So if you work with a business which has lots of unique and interesting content, you might just need to describe that content, so summer-21-sale, free-giraffe-rides, curry-night-may-21, or you might just like to use the date there in the campaign content field.
So top tip is if you're using Posts, you have access to Posts, I hope you're using them, then using a Google Sheets add-on called Postamatic, which is brilliant, it allows you to schedule your posts, and it also automatically adds UTM tagging within this format. So it's very much recommended.
So you're going to tag up your GMB URLs and those links with UTM codes. So you might use something like Google's Campaign URL Builder, which is something that I used to use when I first started tagging up business profiles. But since then I've been working on my UTM Tagging Guide with the Google Sheet, which is basically my gift to you with love.
So you can use that to keep everything nice and tidy and everything in one place. It auto-generates the tag. So all you have to do is just drop your URL into the sheet, and then it will give you the UTM codes for those URLs. It's a good way to keep a record of what you're adding, and that might be Google Posts, if you're not using Postamatic.
It might be your Google products. You have a record then, and you can understand what type of content resonates, what doesn't, and what you could do better with your content. So you will find that guide and sheet here, on this URL.
So that's it for today. I hope you found that useful and hopefully see you here again soon.
Keyword clustering is the SEO tactic if you want to seamlessly optimize your SEO content and streamline your workflow at the same time. The best part? Keyword clustering is fairly simple, and Google SERPs give you all the information you need to make an informed decision on exactly how to do it.
It’s a timely process, but trust me, it’s worthwhile. Done well, this tactic will pay dividends to your SEO and marketing strategy for years.
So, how do you do it and why is it important? Let’s find out!
Benefits of keyword clustering
Keyword clustering has as much commercial value as it does for SEO and marketing. Although its primary purpose is to assign keywords to content pieces and content types in a bid to secure organic ranks, what it also does is lay down the foundation for your marketing team’s efforts in the next six months (or more!).
Through keyword clustering, a business can expect to:
Write content that better serves the buyer through a deeper understanding of search/keyword intent through Google’s data.
Create a content architecture or plan that feeds into other marketing efforts through content repurposing. Done well, keyword clustering can support PR, PPC, social media, newsletters, marketing automation, and more.
Increase productivity within the business by aligning marketing teams. Expect SEO and writing teams to have a plan of action for over six months.
Reduce the risk of cannibalization — since you’ve already mapped your keywords, there won’t be any duplicates, and you’ll know what to link where and by what anchor text.
Createa clear plan of action for SEO content that provides long-term scalability, since you have keywords to target over time that can be scaled indefinitely.
Increase visibility in the SERPs through on-page optimizations.
Increase chances of earning featured snippets by analyzing SERPs and finding what other articles rank for, what they cover and, as a result, what you should include within your own content.
How to use keyword clustering to seamlessly optimize your SEO content
1) Cluster alongside SERP analysis
While conducting SERP analysis, the first thing to determine is the content vertical — what’s ranking for your desired keyword? Is it generally home pages, product pages, service pages, collection/category pages, or articles? Whatever it is, that’s the type of content you need to create. If Google SERPs present eight articles and two product pages, then it’s most likely that your site will rank with an article. If it’s ranking product pages and you’re not selling anything, then no matter how relevant it seems, this keyword is not for you.
Once you know what you need to create and you’ve determined that you can create that page on your site, dig a little deeper and find out what type of content is featured within the top pages of websites that are most similar to yours in terms of niche and domain authority. Think about topics covered, headings, images, videos, and GIFs.
This investigative work provides you with an opportunity to understand exactly what your audience wants so you can serve them in the most meaningful way. It also ensures that you always create content with search volume, which has the possibility of ranking.
Pictured: an example of Google SERP for keyword: “how to complete a Rubik’s Cube”.
2) Use keyword clustering to discover new content opportunities
Another tactic for discovering what content to create, as well as new content opportunities, is through the SERP features and the prioritization of them.
Check for features and formatting such as featured snippets, video, images, knowledge panels and “people also ask” (PAA). PAA is especially useful; it’s a trove of questions, many of which can be answered within your content. Other questions may need a new article or page altogether, so you can start building out your content architecture and forming your internal linking strategy.
Additionally, by integrating these features, you’ll be covering more on your chosen topics, thereby increasing keyword density and closing the gap on your competitors. Plus, your content will use the language of your audience as opposed to your assumed keywords.
Keyword clustering is powerful. The graph below shows one article’s journey in Google SERPs. It ranks for 50 clustered keywords and includes questions from PAA. This article quickly achieved a featured snippet, image rankings, 9.37k clicks, 68.9k impressions, 13.6% CTR and an average of six minutes spent on the page. Oh, and this was achieved before a single website back-linked directly to the article.
Snippet taken fromFortune and Frame’sGoogle Search Console showing an article's journey in the SERPs from publication. This particular article is aboutmessages to write in a book(see point #3 to understand what I did with this link here).
3) Choose the most appropriate keyword for the content (then use internal linking, naturally)
Keyword clustering presents you with opportunities you may have otherwise overlooked. If you pull together multiple keywords that all sit within one article or web page, you can determine the best angle to write in order to suit your focus keyword and your online presence.
You will have a selection of keywords and you can use their search volume, competition and your website’s domain authority to determine the best keyword for your site to focus on right now.
Additionally, it means that you can write meaningful anchor text as part of your internal linking strategy. Taking the example from the graph above (“This particular article is about messages to write in a book gift…”), the anchor text “messages to write in a book gift” is not the focus keyword. The focus keyword is: “what to write in a book for a gift”, which doesn’t sound natural at all in the context above.
Thanks to a selection of clustered keywords, an internal link using relevant keywords, was easily slotted into a grammatically correct sentence. Ultimately, you can fit your keywords into your content instead of writing your content around your keywords.
4) Say goodbye to cannibalization
You could argue that you can avoid keyword cannibalization without clustering keywords, but can you?
If you know which keywords you’ve used where, then you should, in theory, have no (ok, there might be a little bit) keyword cannibalization. You won’t fall for the mistake of assigning a focus keyword to two content pieces - or more subtly - creating two content pieces for keywords that should’ve been clustered and covered within one article.
By clustering keywords and analyzing SERPs, you might be surprised at what belongs within the same content piece.
Let’s take these two keywords: “Rubik’s Cube method” (260 searches/month) and “How to complete a Rubik’s Cube” (590 searches/month).
Without looking at the SERPs, one might be tempted to assign “Rubik’s Cube method” as a focus keyword for an article that shares different methods, whereas “‘how to complete a Rubik’s Cube” would be a step-by-step guide. Thankfully, Google SERPs is quite clear that these two keywords can be used—and should be used—on the same web page to avoid cannibalization and poor performing articles because they simply don’t cover the topics in full.
5) Keyword clustering streamlines the SEO content plan and improves productivity
There’s no shying away from keyword clustering. Whilst it does add a whole lot of time to the keyword research process, it saves a lot of time long-term. The more keyword research and clusters you can create early on, the more it pays back in Google ranks and seamless marketing strategy.
The main benefit is objective planning for content. If you use keyword clustering to create a clear plan of action for SEO content for every single page on your website and jot down suitable content ideas for the future, you’ll be left with long-term scalability, since you have keywords to target over time that can be scaled indefinitely.
Your team can work from one document detailing which keywords live where, which content needs to be created in order to achieve a rank, and also, how that content can be repurposed for use across the marketing landscape.
Keyword clustering is a crucial and preparatory step
You can think of keyword clustering as the preparatory work that takes place before you execute SEO. An analogy, shared with me by Adriana Stein, is that keyword clustering is like the shopping and preparation of ingredients before cooking. If you skip this crucial step you might find yourself a bit flustered later on with a dinner that wasn’t quite what it could have been.
Ultimately, what keyword clustering does is insist that you take a step closer to your marketing strategy. Through SERP analysis, you will understand your customer on another level—you’ll know the Google SERPs for your desired keywords inside and out and exactly what you need to work towards in order to secure that page one rank.
Then, you’ll be rewarded with a full, scalable content plan, an entire team working in pursuit of the same content goals, and most importantly, seamlessly optimized content!
Last month, Google dramatically expanded indented results in organic SERPs. A recent study by Moz of 10,000 competitive keywords showed that up to 40% of SERPs displayed indented results on page one. Here’s just one example:
Google has determined that both pages are relevant to this search (for “how many algorithm updates per year”), but that the specific blog post is more relevant. Indented results are of particular interest to SEOs because not only can you double-dip, but the indented listing(s) can, in some cases, get pulled from lower positions and effectively get a ranking boost.
I’m happy to report that our STAT Product team has been hard at work implementing indented results in rank tracking and they are now available in SERP feature tracking. Here’s a quick walk-through of how to put indented results data to work.
Step 1: The SERP Features tab
You can quickly get an overview of indented results for your site by clicking on the “SERP Features” tab. You’ll see the indented results icon (two green rectangles, with one indented) in both the legend and the SERP Features graph, which you can view by share of voice or total count:
I’ve chosen “Count: Total” here, so that the feature doesn’t get dwarfed by organic results. You can use the legend to easily add and remove features from this graph.
Step 2: Filter on indented results
Just click on the double-rectangle icon, and you’ll automatically get back a list of all keywords in your current tracked site that have indented results:
Of course, you’re probably interested in either protecting the indented listings you already own or going after listings that someone else owns. We’ve got you covered ...
Step 3: Filter on owned vs. unowned
This is a bit easier if you zoom in on a single SERP feature, but the indented results bar is broken into two smaller bars showing both owned and unowned data:
Click on either section and the filter will automatically adjust to only show you keywords matching that choice. Here’s a sample screenshot for “owned” indented results:
What’s that you say? You want to track this data over time? No problem ...
Step 4: Tag and track data over time
Click on “Tag All Filtered Keywords” above the keyword list, and you’ll get a dialog box like the one below. Just select “Dynamic tag”, give your tag a name, and click [Save] ...
Now, you can easily track this filter from the “Tags” tab, and STAT will start collecting historical data for this filter, allowing you to see indented results that you win and lose over time.
So, before getting lost in the sauce in the various metrics, it’s important you understand that your business goals are unique to you, so the way you measure your goals should reflect that. From there, the next steps are to get a better grasp of what quality traffic means for your website, and then evaluate how users engage with your content.
To get a better understanding of what’s considered “quality traffic”, we’ll look into various Google Analytics metrics that will help you create a rock solid SEO strategy.
Why does quality of traffic matter for SEO success?
At the end of the day, quality traffic is what accelerates business success, especially for post-publishing optimization.
For example, let’s assume your blog has 200 visitors per month with a conversion rate of 1%, generating two leads. By improving the quality of your traffic, your conversion rate and number of leads will also increase:
Traffic: 200
Conversion rate: 4%
Leads: 8
This indicates that “superfan” visitors are far more engaged and therefore more profitable than moderately excited users. Google’s new page experience algorithm update further solidifies this statement.
It’s become crystal clear that the way that consumers interact with your website contributes to your business growth.
How do you measure the quality of your organic traffic in Google Analytics?
We can go on and on about Google Analytics, but today we’re specifically looking at traffic quality. Here are the top metrics to keep an eye on:
Engagement metrics: time on site, pages per session, exit rate
Conversion metrics: conversion rate, form submissions, other goal completions,
Relevance metrics: bounce rate, user geo-location, new and returning visitors
Engagement Metrics
Time on site
The time on site is the measurement a user spends on a site, regardless of whether it’s being used or not. For instance, let’s say a user has multiple tabs open but isn’t necessarily using all of them at once — Google Analytics still counts the time the tabs were open.
In fact, Google counts sessions up to 30 minutes without a visitor clicking on other pages. But once the timestamp hits 30 minutes, that session will be counted as a bounce. Knowing this, it's clear that not every user who lands on your site is highly engaged.
Generally speaking, the more time a user spends on your site the better. This indicates that your SEO strategy has defined content that is worth their while. Furthermore, the way you have structured your site not only helps them find the information they need, but they also read more about other topics or services that you might be offering.
A good time on site indicates:
High-quality content
Good site architecture
Proper internal linking
Great UX design
High-quality traffic that’s interested in your products and services
To set efficient goals, you could measure time on site together with the next metric, pages per session.
Here’s a sample goal:
Users who spend an average of four minutes on your site, and at least two pages per session are more likely to be engaged with your content.
To find this metric, click audience (on the left side) > overview (underneath) > under overview, click average session duration.
Pages per session
To put it simply, pages per session is the average number of pages a user views in one session. It is one of the most important behavior metrics within GA, as it indicates how deep within your site a user navigates to. Essentially, the more pages they view, the more interested they are in what you have to say. Typically the first page a user lands on is your home page, but the goodies are on your service or product pages. With that said, to obtain quality traffic, you should aim to have at least two pages per session on average.
If you aren’t seeing these results, you need to start investigating what isn’t working. It might be that you're targeting the wrong keywords or your audience is in the wrong country, and therefore they bounce.
If they land on your home page and don’t move onto another page, it’s a possibility that your home page isn't properly linked to other pages, it’s too slow when loading, or the overall architecture of the site is confusing. Tweak this if necessary, and observe what happens. Often, the simpler it is to get around your site, the better!
Now, as you view your pages per session, I recommend segmenting pages per session based on channel, so you can see which streams have a greater impact and double down on that.
To find pages per session, navigate to GA, and then click “Acquisition overview”. Under the behavior bar you’ll see “pages per session”:
Exit rate
This one’s pretty straightforward. An exit rate tells you how often a customer has left your site from a page. Unlike a bounce rate (which I’ll discuss later), the exit rate tells you that a user left one page, and went to another. Let’s take a look at an example to illustrate.
Let’s say a new visitor enters your homepage, but they want to learn more, so they navigate to your blog. They spend some time reading your content and find what they want, so they exit. This shows up as a percentage under site content > all pages > exit rates.
(see image below to visually see where to find the exit rate on your Google Analytics)
Of course, if the exit rates are high you’ll want to assess elements like:
Website copy
Images/videos
Site load time
Page design
Start by tweaking one element at a time and analyze the results after each change until your exit rates start improving. Some pages will inherently have higher exit rates than others such as your privacy policy and contact us pages (usually users find what they’re looking for on Google without entering your site).
However, if you manage to decrease the exit rates for your services pages, blog posts, and/or product pages by tweaking the components we just talked about, you’ll find higher quality traffic and more conversions.
Now that you’re an expert in engagement metrics, let’s have a closer look at conversion ones.
Conversion metrics
Conversion rate
Google Analytics adds up all the goal completions of your site and calculates that as the overall website conversion rate. Nonetheless, consider looking at each goal separately to see how they’re performing so that you’ll know which goals you’re meeting and which conversion goals need to be adjusted.
To view each individual goal, navigate to “goals overview” and then pick the goal you want to assess by selecting it in the drop down menu. From there you’ll see your conversion rate overview for that particular goal. Here’s an example of goals in the below image:
Now let’s look at how organic traffic plays a role in this scenario:
How can we discover whether or not organic traffic on your site is helping you reach your conversion goals? If for example your conversion rate has gone down, while your organic traffic has gone up, it's possible that you’re targeting the wrong keywords, thus getting less qualified visitors to your site. From there, you’d need to analyze which keywords need to be replaced (hint: check Google Search Console for keywords that are bringing in the highest CTR).
By switching your perspective and looking at the conversion rate of each goal through individual traffic sources, you can make better decisions to optimize and therefore obtain higher quality leads.
Form submissions
To get the most out of Google Analytics, I suggest setting up event tracking for form submissions so that you have a clear overview of what users are doing on your website. Tracking your form submissions allows you to understand how users navigate to the form page and focus your marketing efforts there.
Coming back to SEO, the relationship between form submissions and quality of organic traffic is quite similar to conversion rate. A form submission is considered as a goal which users are prompted to complete. If a large percentage of your users don’t fill in a form, this indicates that they are not engaged and therefore are not the right kind of visitors you should be targeting. If this is the case, re-assess the kind of information you request, the usability of the form, and the overall UX of your form page to make it more relevant and engaging.
To track your form submissions, click on admin at the bottom left hand corner > click view > click goals.
Other goal completions
In addition to the metrics mentioned earlier, you can also set up goals like trial sign ups, newsletter sign ups, ebook downloads, or case study downloads (to name a few). You can track these goals by time, events, pages, or url.
For example, if you recently posted on your social media channels about a free download, you can set up a goal and pinpoint which social media post brought the most traffic and assess the ones that worked better.
As mentioned earlier, tracking your various goals helps you better understand your audience as well as how they engage with your website. You will be able to deep dive into the channels that work best for your overall marketing efforts, as well as identify ways to incorporate UX and content design into your SEO strategy.
False conversions
I’d like to mention that although tracking metrics in Google Analytics is important, it’s just as critical to ensure you’re not skewing your data through false conversions. Inaccuracies in your data set could cause several problems and lead you to the wrong conclusions about your traffic and its quality. Looking at such false data will be the reason to decide on and implement the wrong SEO strategy for your website.
To double check the goals you’ve set up, look for the conversions tab > goals > reverse goal path. Once there, you can identify where your goal conversions are occurring and if there are incorrect pages popping up that could be a sign you’ve incorporated the wrong data for a goal.
Check out the visual below for further direction.
Relevance Metrics
User geo-location
To find your audience’s geo-location, scroll to the audience on the left hand side, then geo, and finally location. Here you’ll find all the different countries that users are coming from, their acquisition, behavior, and conversion data. To get even deeper, you can click on a specific country and see state or city level data.
For larger and international businesses, the big picture geo location data will be most useful, but for smaller or location specific businesses, the granular data will be crucial. For instance, if you’re a boutique clothing store, the city view helps you understand what locations your customers are coming from so you can create more relevant content and optimize according to location.
By understanding the demographics of your audience, you can create highly relevant content to answer their questions and improve the quality of your organic traffic.
Bounce rate
We spoke earlier about bounce rates, but let’s unveil how to use this metric to help your company. The bounce rate represents the percentage of visitors who land on your site and quickly exit without navigating to another page.
For example, if you have affiliate links on your site, a user might click on a specific link and go off onto a new browser window. Your bounce rate would be high but this isn’t necessarily a bad thing in this particular situation, as affiliate purchases are one of your business goals. If you’re a service based brand and you have a high bounce rate, this indicates that people can’t find the information they’re looking for on your site and exit.
Your bounce rate will depend on the goals you’ve set up on Google Analytics and what type of business you have. If you look at the acquisition overview section of your Google Analytics, you’ll come across the bounce rate. Here you’ll notice the bounce rate percentages from different sources of traffic. If the bounce rates are high for organic traffic, that could mean you’re targeting the wrong keywords or audience.
New & Returning visitors
To get more information on your new and returning visitors visit the audience tab, then click on behavior and “new and returning visitors”. Instead of looking at these metrics separately, it's a good rule of thumb to view them simultaneously as your company grows.
Over time, you should see both numbers increase. However, if there’s ever a drastic decrease in the amount of returning visitors, that could be an alarming metric. You’d need to deep dive into the reasons why this is happening (such as a recent change on your site or the wrong marketing tactic).
Benchmarking Google Analytics traffic data
Let’s be honest here… you need benchmark data to truly understand how well your website is performing. I get it, we’re humans and we need guidelines! So in this section, I’ll cover low and high percentage rates for metrics discussed above.
For example:
To add, the new versus returning customers metric varies by industry and type of business however 20-30% for returning visitors is a typical ratio to achieve.
How to use Google Analytics data to improve your website’s SEO traffic quality and user engagement
Google Analytics data is valuable because it helps us prioritize and strategize how to improve our SEO traffic quality. To truly see the benefits of using Google Analytics and to improve the traffic quality of your site, you’ll need to monitor engagement, conversion, and relevance metrics over a long period of time, but these are only one part of the puzzle. Sustainable growth will come from continuously researching, analyzing, and adjusting your site.
What to do if your engagement metrics are underperforming
On page optimization
Optimizing your published content is an easy way to improve the quality of your traffic and increase engagement. To do so, you want to look at applying keyword research that matches search intent. Group keywords with similar topics and identify the right terms to target through each page of your site.
Other specific on page optimizations include:
Incorporating your target keyword in the first 200 words of your copy
Your page title and meta description to have the acceptable Google length (72 characters for title and 170 for meta description)
Your target keyword is included in H1 and subheadings
Now, let’s focus on design.
Think of content design
Another quote for you from Ginny Redish, Consultant Specialist in Web Usability and Writing: “Content is the user experience”.
With that in mind, the layout of your website and the way visitors consume content has a gigantic influence on your user experience. Not only can creating human-first content design improve your SEO, it can consequently enhance your traffic and engagement metrics.
Here are some pointers on how to make this happen:
Avoid large images and videos that take up a lot of page ‘real estate’
Split your content into short paragraphs and headings
Emphasize important words and elements to improve readability
Use lists and tables where possible
Up next, what to include in your blogs to ensure an excellent website experience.
Write articles that provide the right amount of information
Articles should be comprehensive, not too long just for the sake of word count and not too short where information is missing. Users will know if you’re keyword stuffing or simply providing fluff content that doesn’t actually solve their problems.
To make sure this doesn’t happen check out these tips:
Create articles that match the word count of top-ranking competitors but also make content succinct enough so that it doesn’t overwhelm your readers
Create longer articles that can be promoted on other channels such as social
Create longer articles that increase time on site metrics
Use the right language
There should be a balance between SEO language and copywriting. Ensure you’re using the right language with these tips:
I said it before but I’ll say it again...Avoid keyword stuffing (user’s can smell a keyword stuffed article a mile away!)
Avoid language that is not understandable from the user
Use simple language with the right amount of keywords and spread those out evenly across your content.
Study the way your audience communicates, and model your content and copy after that. You want your audience to feel comfortable and drawn to your content, not confused and repelled.
Improve User Experience (UX)
Look at your website and assess how easy it is to read, navigate, find out key pieces of information, and perform any actions.
Here are some quick reminders:
Place CTAs in the right spots
Ensure readability is consistent
Make sure information is easy to navigate
Make sure the site architecture has a solid flow
Ensure the website’s design works well on both desktop and mobile
Ensure all elements are properly visible and readable on both desktop and mobile
Optimize image scale on mobile
Simplify navigation
Shorten your text
What to do if your conversion metrics are underperforming
Use direct-response copywriting techniques
Use compelling language that encourages users to take immediate action. Copy should be targeted and to the point. To support that statement, 54% of American adults read at a sixth grade level, or below according to the U.S. Department of Education. So the simpler the copy, the better.
Optimize call-to-actions
Make sure CTAs are placed in the right spots within a page, have the right color and the right text. Use powerful and emotionally driven words that’ll entice quick wins. You’d be surprised at how a single word tweak or color change can drastically increase conversions. Not to mention, this is the precise method to ensure that SEO is bringing in conversions and leads.
Avoid any elements that could distract the user
Although some may suggest pop-ups, let’s be real here— the majority of the time you scramble to click the x so you can get back to scrolling. With that being said, avoid pop-ups, numerous CTA’s, and banners. If people are always in a rush to leave your site, that certainly won’t help any element of your marketing strategy.
What to do if your relevance metrics are underperforming
Target the right keywords
Before creating a page or a blog, start with keyword research to identify which keywords you should target through your new piece of content. Think like your customer and identify exactly what their intent is and what’s trending in your industry. Also, pinpoint long-tail keywords that are highly specific to the niche you serve. This way, the content you put out will be for a very targeted audience, therefore conversion rates will be higher.
Review the topic and focus keyword search intent
If the keywords you have selected are not performing well, review whether you selected the right ones and if they match search intent. Research what competitors are doing, so that you can put your own spin on the content around these keywords.
Localize your content so you’re targeting the audience in your target market
Create content that’s relevant to where you’re located. For instance, if you own a pizza shop in Chicago, you might create a blog about the best places to get fresh cheese in Chicago. So instead of just developing random content, think about localizing content and examples that’ll attract the most qualified audience.
Work on site speed (slower websites have higher bounce rates)
In this day and age consumers want information at the speed of light, in fact 1 in 4 consumers will abandon a website that takes longer than 4 seconds to load. Tough crowd, right? To ensure speedy load times, visit Google’s Page Speed Insights to assess where the site stands in terms of page speed and to identify elements that slow down your website.
Use Google Analytics data to measure and improve the quality of your SEO traffic
At the end of the day, more qualified traffic = more money in the bank.
So your overall goal should be working towards creating the highest quality content, website, and user experience to convert those visitors into loyal customers.
To reach these goals, make sure to map out engagement metrics like time on site, and pages per session, conversion metrics like form submissions, and relevance metrics like bounce rate and user geo-location.
Now, in the beginning I said I’d end with a challenge, so here it is: Create a list of 3-4 priority metrics and craft a realistic goal for each of those. Can you do that? Great! And, for on-going reflection, bookmark this article so that you can refer back when need be. You’ve got this!
Email breathes easier than the social noise pollution of customers and brands trying to shout at each other through a disjointed deluge of disaster and dog photos. Ever notice how your brain feels switching from the overstimulation of Twitter to the one-on-one hush of a list of emails which you can either choose to open or delete? Do you experience a difference? Stats indicate that our private email inboxes are a sort of refuge we’ve come to count on, a quieter corner where people can experience satisfying customer service when done right.
When Moz and SMB email marketing software provider iContactjoined hands this past summer, I began looking for an opportunity to explore our shared goals of facilitating brand discovery and brand-consumer communication. Like you, I’ve absorbed years of steady statistics about the outstanding ROI of email marketing amid louder social media hype, but this was my first chance to sit down with an expert like Hank Hoffmeier, who is Strategic Insights Manager at iContact.
I believe reading Hank’s tips and talk on trends today will make 2022 the year you center email in your customer service strategy for its welcome privacy, usefulness, familiarity, cost effectiveness, and excellent conversion potentials.
The profit and popularity of email marketing
Miriam:A stat which stunned me is that email marketing generates$42 for every $1 spent, yet I sometimes feel like email has been presented as “boring” vs. the glaring busy box of social. What is your take on this, Hank?
Hank: According to Demand Curve, email marketing has a higher ROI than any other form of publicity, can drive 6x more conversions than Twitter posting, and is 40 x more likely to be noticed than what a company posts on Facebook. Email marketing allows you to send the right message, to the right person, at the right time, at a ridiculously low cost. Stop throwing money at PPC and social media advertising that takes longer to convert and costs so much.
Email marketing allows you to get personal with your subscribers. This is either not plausible or can be very challenging with other channels like social media that require you to follow customers to message or DM them. Email is where we obtain long form personal messages, obtain order and shipping information, and communicate at work.
With your email marketing campaigns, each message can feel like a one-on-one conversation by using segmentation and personalization. Subscribers can be greeted by first name and can experience content that matters to them on the basis of data such as survey information, purchase history, engagement history and more. Make sure to ask for information to help provide a better experience for your subscribers.
Miriam:Email open rates increased13.64% in 2020, mostly due to the COVID-19 pandemic, but I was surprised to read that it’s actuallymillennials who are spending more time in emailthan any other group. What stats convince you most that email is popular, not just with brands, but with everybody?
Hank: A study from Pew Research says six in ten American workers who use the internet say email is “very important” for doing their job, while the Content Marketing Institute reported that 83% of B2B marketers use email newsletters for content marketing. Still not convinced? 95% of online consumers use email! In fact, to sign up for a social media account, you need an email address. The demise of email marketing has been reported year after year, but it is still a pillar in the content marketing world.
Email’s edge amid privacy concerns and consumer protections
Miriam: Consumer privacy has become a huge topic for SEO, and I’ve mentioned above my “quiet corner” idea about email, but I know it also faces challenges. What can you tell me about respecting customers’ privacy?
Hank: Data privacy is going to be trending next year. Email marketers are going to need to do more with less. We are seeing more of an emphasis being placed on data privacy. Apple in particular is creating a challenge in measuring email open rates and identifying subscriber location. For sure, we will see more email and technology companies follow suit. There is also the pending demise of third party cookies to worry about.
By collecting first party data, marketers will be able to continue segmenting, targeting and personalizing their emails for maximum effect. Things that will help marketers prepare would be updating sign up-forms, using surveys, and integrating with CRMs and e-commerce platforms to make better use of data being collected.
Miriam:I’ve talked about social channels being overwhelming, but complaints about groaning inboxes are common, too, especially when customers receive emails they don’t want. What can you tell me about double opt-in as a vehicle for respecting customers’ wishes?
Hank: Marketers should only send emails to people who want to receive emails from them. No exceptions. One way to ensure that subscribers really want your emails is to use a double opt-in process. This allows subscribers to confirm that they want your awesome emails and also helps them find your email in their inbox right away and dig it out from spam, should it land there.
Your double opt-in messaging should not be generic. Get potential subscribers excited to receive your emails and want to opt-in right away! Remember to offer value and entertainment.
More importantly, once subscribers opt-in, you need to send a welcome email right away, telling them what to expect and how often. It helps set expectations and allows you to start your relationship off right.
Miriam:So, what types of emails have you documented as being most welcomed by customers who have definitely opted-in, and have you noticed any differences in this between virtual and local business customers?
Hank: For the most part, the differences are small between brick-and-mortar and e-commerce emails. They are both similar in that brands are looking for conversions and the differentiation is that the conversion for brick-and-mortar can drive traffic into a physical location vs. e-commerce’s solely online purchases. The same email marketing best practices work for both entities.
According to the IDC, 80% of people check their email within 15 minutes of waking up. Email is still the preferred method of communication for consumers. We buy stuff and want to know when it will ship. We want to be entertained and inspired. Marketers need to educate and inform their subscribers using email.
Miriam:64%of small businesses are using email marketing, butone-in-five campaigns isn’t formatted for mobile use. This is a huge mountain of a problem! Both Moz and iContact care a lot about SMBs. What advice do you have to help them make the necessary mobile transition?
Hank: Let’s face it, we live in a mobile world. More than half of email opens are on a mobile device. If you are not creating mobile responsive email campaigns, you are creating friction with your recipients. It is a bad experience that will lead to subscribers ignoring your emails or worse, marking them as spam or unsubscribing.
Almost every email marketing platform will have a drag and drop email editor that inherently creates a mobile responsive version for you. iContact has an easy-to-use editor that provides inspiration and great results.
Let’s cover some basic items:
Email content needs to have the ability to stack elements on top of one another and images and text must conform to the size of the screen they are being displayed on
Avoid images with small details that will not render well on mobile, while also making sure that your content is not cluttered and allows for finger-friendly clicks and scrolling. Calls to action, such as buttons need to be legible and clickable.
Use larger font sizes, shorter subject lines, avoid stacking links, and the most important tip is to test, test, test!
Miriam:Sadly, abouthalfof marketers confess they feel the email campaigns they’re engaging in are only poor-to-average in quality. It’s definitely a “meh” state of affairs. What are the top mistakes you see in your day-to-day work in this field and do you have tips for improvement?
Hank: The biggest mistake I see email marketers making is thinking of their campaigns through their lens. They do not get to know their audience (avatar) well enough to send emails that matter to them and wonder why the results are lacking. Consider:
It’s important to find the right frequency of emails that resonate. Do not send too many or too few emails. Survey your audience or watch trends in your reporting to find out the right amount of emails to send.
The days of “spray and pray” are over. Many marketers fail to use subscriber segmentation. Segmentation allows for better-targeted emails. According to the Data & Marketing Association (DMA), marketers can realize up to a 760% increase in ROI by using segmentation. How about that? Better results for sending the right message to the right person!
The most underutilized feature in email marketing is automation. By using workflows, you can create a powerful welcome or nurture series as well as have checks and balances along the way to drive better engagement and conversions.
Miriam:I do feel concerned for SMBs when I receive their emails with formatting errors or other problems that must be undermining the success of their campaigns. What are the bare minimum basics small business owners should look for in an email marketing tool?
Hank: Since email marketing has been around for a long time, whatever platform you choose should not be hard to use, should offer the most up-to-date features, and have good support. Look for these must-haves:
Segmentation
Automation
Easy to use email editor
Templates
Dependable support
Split testing capabilities
Email for welcome stability in 2022
I learned so much from chatting with Hank, and hope you’ve found good takeaways, too. As he says, email marketing has been around for a long time, and there’s something reassuring about that.
Make no mistake, email isn’t standing still. I’m interested in innovations surrounding AMP-style emails that turn mailers into microsites, enabling recipients to complete a checkout, book an appointment, or RSVP without having to leave their inbox. Dark mode email compatibility is another trend I’d like to know more about, and I’m always on the lookout for A/B split test developments that indicate how to prompt more engagement on matters of social progress.
But I think it’s the longstanding reliability of email that appeals to me most. As marketers and business owners, we feel constantly pressured to jump into the latest-greatest-new-thing. There can be fun in that, but also fatigue. Also, wasted client budgets when trendy experiments lack a foundation of proven results. Recently, I saw Rand Fishkin explain that email open rates are 252x higher than Facebook page engagements. Veteran marketers have been softly sharing this kind of wisdom about tried-and-true email marketing for years.
Do experiment! Do build the brands you market to converse everywhere. But don’t forget to take a breather when it’s so readily available, leaning on the steady edifice of email with its history of high conversion rates. Most companies, and most customers, have experienced more rapid change lately than we’ve wanted, and I’d say this should make the dependability of email communications all the more welcome to all parties in the year ahead.
