GA4 Audiences: Not Just for Ads! — Whiteboard Friday

There are many interesting features in GA4 — some that were sort of in Universal Analytics, but now they're better. One of those features is Audiences, which many people may only be using for their ads. In this episode of Whiteboard Friday, Dana shows you why Audiences can be useful for reporting on other areas of your marketing efforts as well.

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Video Transcription

Hello, Moz readers. My name is Dana DiTomaso. I'm President and partner at Kick Point, a digital marketing agency based in Edmonton. But if you're in Seattle, I'm just across the water, just outside Victoria, British Columbia. What I'm going to be talking to you about today is GA4, everyone's favorite subject.

July, real soon now. You really need to upgrade to GA4. It's not really an upgrade, and the data doesn't transfer over, but anyway. There's lots of fun, interesting features in GA4 that were kind of in Universal Analytics, but now they're better. One of the features that I don't think people are using enough or maybe think that they're just for ads is Audiences, which is why this is called "GA4 Audiences - Not Just for Ads."

Slices and dices, truly a miracle machine. But really what Audiences do is they help you segment stuff. So I've written out a few options here, what you should understand about Audiences. What I would encourage all of you to do after watching this video is go into GA4, just try making some audiences. You can remove them if you don't like them, but experiment with it because you really can't hurt anything by making audiences.

It's not going to ruin the data or something. They are totally harmless. So go ahead and try some audiences after I've given you these options of what you can do. But of course, watch me to the end first. All right. So what are GA4 Audiences? You may remember in our favorite tool, Universal Analytics, that there were segments.

So audiences are segments basically on steroids. They have a lot more options available to them, and they're built from criteria you set like segments were, but there's a lot more options in terms of that criteria that you set. I don't think necessarily when people built segments, they really went into the Advanced section a lot. So, basically, GA4 Audiences are the Advanced section plus more. Now, the other thing with Audiences that was not in UA is they can be time based, and this part is really cool and I think, because it's so interesting, not a lot of people are using it to its full potential yet because I don't think we've really put our heads around like, "This is what we're going to use this for."

So one of the things you could do, for example, is I want to know how many people have watched 3 plus videos in a 30-day span. Or you could say, "I only want people in this audience who came to the site via this email and put something in their cart within one hour." That is something you could not do without some serious, serious Kung Fu in Universal Analytics. So, again, GA4 Audiences, it's super easy to do that. You can do time-based audiences, which I really enjoy.

The other thing you can do with GA4 Audiences is you can use them as reports. You can use them as reports within the GA4 interface. They're also available in the GA4 API. So you can export them out of GA4 and do interesting things with them in other tools, which I'm going to talk about when I get to the column that I'm currently standing in front of. So you can even use them in the real-time reports, which I think is really fun because I'll create an audience and then I'll go look in the real time and make sure that people are actually slotting themselves into the audience in real time if I'm working with a client that has a high volume enough of a website.

It's really neat to see people sort of sort themselves into audiences. It's neat for me. Maybe you are not as nerdy as I am. Maybe you'll not find that as fun. Anyway, they're neat. So how can you create them? So you go into Admin and then you click on Audiences, of course.

Then you click on Create an Audience. That's the simple part. The hard part is how are you going to create this audience. So there are three different things you can do. You can do dimensions, which are groupings of things. So a dimension, if you're not familiar with the term, is something like the countries that people were in who came to your website or the pages that they viewed. Those are dimensions.

The next thing is metrics, and metrics are the numbers. So this was this many page views or this many sessions. That's a metric. Then the third thing can be based on events. Events are technically dimensions, but they also kind of live outside of that a little bit, which is why I separated them out. So, for example, in GA4, you may have heard that everything is an event. Well, for example, a page view is an event called Page_View.

If somebody clicks on a video and it's a YouTube video built-in that will work, you would have an event Video_Start. That event would have parameters, such as which video they were viewing, where they paused it, how far they got through the video. So all those kinds of things are available to you when you're creating these audiences. Now, one important thing about audiences, they do not backfill.

Okay? You can't create them like segments you could in UA and then look at them later and go back in time. That is not going to work. There is nothing like segments that can go back in time in GA4. So make sure to create them the minute you think of them. Typically, we have a tab in our spreadsheet we use for our analytics plans called GA4 Audiences. Myself and our team and our client brainstorm all the possible things that we might want to capture in an audience, and then we set that up right away when they're setting up their GA4.

So I'd recommend doing that, and as you think of new audiences, just add them. Again, as I said, you can get rid of them later if you don't like them. At least you're backfilling them now instead of three months from now saying, "Oh, if only I'd set up that audience, you know, three months ago." Future you would have been so happy. So don't wait on setting up audiences. The other thing, too, with audiences, you can have static audiences or dynamic audiences.

Static audiences are this thing happened at some point, and so this person is now in this audience. Like at some point they viewed a video. Dynamic audiences are this thing is happening right now. So this person has done this thing, and if they're not in the dynamic audience, then they're outside of it. So they're either in or they're out, just like high school. So for a dynamic audience, you can choose whether or not you want to have dynamic or static, and that is going to depend on the kind of audiences you create as well.

This part I think is probably not as useful right now. I think more features are going to get added to static versus dynamic in the future. So I don't know if you'll use that part right away. That's okay, don't worry about it. Just know that it's an option for future. Now, the last part that I really enjoy about Audiences is using triggers for Audiences. So you may see a checkbox.

We create an audience that will say, "Trigger an event." So what will happen is an event will be created when someone becomes a member of the audience. This is really useful for things like say conversions. You can use them for conversions because any event can be a conversion. Just FYI, don't set page views as conversions. I know you'll have 100% conversion rate then, which might look great to your client, but like, come on, don't do that.

So you might want to set an audience as a conversion, or you just might want to know how many times this thing happened. So, for example, we have one client who wants to know when people have viewed at least three of their videos all the way to 100%. They're a training company. So in that case, we fire an event to say X number. Then they would say this week, this number of people got through module one or this number of people watched three videos in full.

That way it's a nice, easy way in their reporting to say 80% of people who started module one actually completed module one this week, next week, the week after that. So creating audience triggers is really neat. I have AUD_ written here because we always pre-penned any event name for our Audiences triggers with AUD dash so you know that it came from an audience trigger as opposed to something that was measured on your website directly.

So, for example, if it was somebody starting a video, then we would have AUD_Video Start, for example. So it's like the video start event, but it's related to an audience specifically. Okay. I'll move over here. Now, what do you use Audiences for? Boy, I could do like half an hour of different possible audiences you can create, but I don't have a half an hour.

So here are some ideas of audiences that you should start with. One of the things that I always encourage customers to do is if they have a login, so let's say they're a SaaS product, like Moz, for example, and on the Moz website when you go there, there's a login button. You could take anybody who clicks on that login button and then say, "This person is probably a current customer because they're trying to log in."

Or even better, if you do have analytics behind your login, then you can insert them into the audience of current customers if they've ever accessed a page that they can only access when they log in. The advantage of this is then you can say, "You know what, we already sold to these people. They're not going to convert." Then when you are looking at your conversion rates for different pages or campaigns or whatever it might be, you can exclude the people who are never going to convert because you already sold them.

You're not going to sell them more. But if you have say an add-on package or something else, then you could take the people who are already current customers, the people who could only buy the add-ons because they already have the base package, and then look at them specifically away from everyone else when you're considering those conversion rates. So at a minimum, I would say if there's a way you can differentiate on your website between people who've already bought your stuff and people who haven't bought your stuff, people who are members versus non-members, if you're say a not-for-profit organization, those are great ways to separate out those two so you don't need to be confusing yourself with conversion rates.

One of the things that we've used this for, actually, is for a convention center, which during COVID they weren't as busy. We still set up their GA4 anyway. One of the things that we look for is they serve a lot of different audiences. They serve, for example, the people who are going to events. They serve the people who are booking a meeting. They serve the people who are booking a wedding.

So the people who are booking a wedding will probably look at the booking a wedding page. They might also look at the events coming up. People who are booking a meeting will look at the booking a meeting page and the events coming up. But people who are going to an event are only going to look at the events page. More than half of their traffic are people going to the events page and nothing else. So when we're looking at their sales and we're saying, "How are your wedding sales," we're only looking at people who went to the wedding page.

We're only evaluating based on that wedding audience. We're only evaluating based on that meeting audience. We're not ignoring them, but it's not important for their conversion rate to see the people who looked at the event page. So that's one way you can really segment out audiences to make your marketing more effective and really focus it down to what matters. Other stuff you can do, you can evaluate content. So as I mentioned earlier, we have a client who wants to see people who are finishing their videos.

So, for example, even if it's not a learning platform, if you have video content in your website, create an event based on people who looked at three plus videos on your site, maybe just started them or got halfway through, it's up to you how you want to set that up. But then look at that audience versus everybody else and then look at the conversion rate. Maybe people who watch your videos are more likely to convert, and if that's the case, put your videos in more places.

It's a really great way to evaluate how different pieces of content, different CTAs, different blog posts, for example, can really contribute to getting more people to do the thing that you want them to do. You can also build persona groups. So, for example, like thinking back to that convention center as an example of personas, but also if you have different tools that you sell that are to a different audience, and actually I'll just use Moz here as an example, right?

You've got Moz Pro, and you've got Moz Local, for example. You have STAT. Those are three very different audience groups, and so you would have audiences of people who are probably going to be Pro customers, probably going to be Local customers, and probably going to be STAT customers. Then that way you're only focusing on each individual audience as you evaluate the conversions for that particular product. That's a really important way, again, to focus in on what's most important instead of being like, "Our conversion rate, 0.1%, but that's because we were counting everybody who went to the blog and never went to anything else. They weren't interested our product."

Or, "We're counting everybody who's already converted," right? Just get that out of there. Focus on who you could potentially sell to as opposed to literally everyone who's ever been on your website ever. Then you can also compare audiences. So as I mentioned, you can say, "People who do this are more likely to convert." That means you have to have an opposite audience. So you could have people who only complete one video, or you could say, "People who get to 50% of this video versus people who get to 10% of this video, I want to compare those two audiences to see which audience was better."

So I think that that's also a really effective way to compare do we need to take that last half of the video and slap it up faster? Is there something like that, that pre-roll? You know when you watch a movie trailer and they've got like the trailer compressed to the first five seconds, do you need to do that for your videos because you're losing people, and by the time they get to the good stuff, those people who watch 50% are like, "Yeah, I'm ready to buy," but they take so long to get there that a bunch of people are dropping out?

That's a good way to compare audiences as well. Of course, you can use them for Google ads. I heard that's a pretty neat thing to do. So generally, Audiences are pretty neat. I think that not a lot of people are using them. I think you should use them. I think if you're agency side, tell your clients about them because clients love coming up with different ways to slice and dice their customer data.

I have never had clients so excited as I said, "You tell me what kind of audiences you want to make, and we'll make them for you." They just [plowing sound] through the spreadsheet. So you can definitely give them some homework, and they will help you out with creating audiences. Anyway, enjoy creating audiences. If you have a neat idea for an audience, definitely leave it in the comments or reach out to me on social media. I'm happy to hear about fun stuff that other people are doing. Thanks so much.

Video transcription by Speechpad.com

Meet Our MozCon 2023 Community Speakers

Major high fives and fist bumps for each and every person who took the time to submit pitches for this year’s community speaker spots!

With only two open community speaker spots, and hundreds of pitches ranging from how to grow your career as an SEO to all manner of AI and ChatGPT-related entries, the competition was unusually tough which, in its own right is a massive indication of many incredible things to come for the future of our industry and industry events.

Our selection committee read, watched, and researched, whittling things down to a shortlist of top contenders, and then read, watched, and researched some more to determine if a potential speaker and their talk would be a perfect fit for the MozCon stage this August. We take lots of things into account during our review, but ultimately there are four main factors that determine our final selections:

• Strength of the pitch (e.g., value, relevance to the audience, etc.)

• Can the content reasonably be delivered in the time allotted?

• Does it fit with overall programming and agenda?

• Will the topic have overlap with other presentations?

After much deliberation, we settled on two community speakers that we’re confident are going to be a great addition to the MozCon Stage.

Ready to meet our MozCon Community Speakers? Please congratulate 👏:

Azeem Ahmad (he/him)

Digital Marketing Lead | ASSA ABLOY

Azeem Ahmad is an award-winning digital marketer and international conference speaker. He has several years of experience in the industry managing millions in marketing spend, covering multiple disciplines such as SEO, PPC, Social Media, Programmatic, Audio/Video, and Display too.

Talk: Beyond the written word: Future-proofing your content strategy by leveraging multimedia formats.

In today's rapidly changing digital world, marketers must go beyond just written content to engage with their target audience in the right way. Consumers, including marketers themselves, now expect content that is visually appealing, easily digestible, and interactive. If you want to ensure the longevity of your content strategy and also be more adaptable to the changing landscape digitally, you'll need to leverage multimedia formats such as video, audio, and more. This talk will explore the benefits of incorporating these formats into your marketing strategy, including tips on how to create engaging content that resonates with your audience and boosts conversions/sales. By the end of this session, you'll have a clear understanding of how to future-proof your content strategy and stay ahead of the competition.

Jason Dodge (he/him)

Founder & CEO | Black Truck Media + Marketing

Jason Dodge is the Founder and CEO at search marketing firm, BlackTruck Media + Marketing. Combining nearly 20 years of industry experience with the efforts of holistic, human-centered thinking and technical search marketing tactics, Jason works alongside his team to assist brands with their online success through honest search marketing strategies. His background and experience span both B2B and D2C verticals - from travel & hospitality, to global manufacturing, automotive aftermarket, and large healthcare systems. With a continued passion for the ever-evolving world of search, Jason is a regular contributor to industry publications, and works diligently to help educate others in the marketing and communications industry on the value that SEO brings to their brand.

Talk: Rethink Your Industry Pages - They’re Not What You Think

B2B marketers, and SEOs alike, are all too quick to create industry-specific landing pages for every single vertical we serve. In reality, these pages have very little relevance to what your customers are actually searching for, or what it is that you actually do in that space - limiting the reach and missing out on potential customers who would benefit from your solutions. Are you ready to reimagine your entire industry vertical proposition? Jason will explain the ins and outs of industry pages, their role in content marketing, and - more importantly - how optimizing content around the pain points and direct needs of your customers is more relevant now in B2B marketing than ever before.

We can’t wait for you to hear from these two awesome community speakers and the rest of our incredible lineup taking the MozCon stage this August 7 & 8. Grab a seat and see for yourself!

Register for MozCon

2023’s Top 7 Local Search Ranking Factors, Illustrated and Explained

Learning to be the best in town at the top seven elements experts feel impact your rankings in Google’s local packs is a smart strategic foundation. Thanks to Darren Shaw who has been running the Local Search Ranking Factors survey since 2017, we all benefit from this respected annual report in which local SEO professionals get to pool their practical knowledge of what they see impacting clients’ rankings most.

Today, we’re going to look at how to set the local businesses you market apart by mastering the tippy-top of the list of factors, with lots of practical tips for improving your rankings so that you’re earning greater visibility.

But, first, what is a local pack?

This is the umbrella term for the local business results Google displays when it feels a searcher’s query has a local intent. Local packs have a variety of formats, like this one with the large map and lettered results:

And this one, also with the large map, but no letters and no links to the website or driving directions:

And this one, with the map above the results, and again, no letters or website/directions links:

There are many variations, based on query, industry, and device. Frequently, local packs appear above the organic results, but they can also be displayed further down the page. Mostly, local packs contain three results, but this number can sometimes change and they may also contain paid ads. Aspects of your Google Business Profile, as well as other sources like your own website and third-party websites, have a demonstrable impact on whether or not you show up in Google’s local packs and the extended listings they click to that are called the Local Finder results.

Now that we’ve got that covered, let’s look at this year’s 7 most influential local pack ranking factors.

1. Primary Google Business Profile category

It’s a local search fact of life that you can’t rank for your most important search phrases unless you’ve selected the right GBP category, and the primary category matters most. Usually, Google displays the primary category on your Google Business Profile (see “Italian restaurant”, above), but not always. You select your primary category by logging into your Google account, searching for your business by name, and then clicking on the Edit Profile tab in the New Merchant Experience editor:

Your primary category is the one you enter into the primary category box, and you can add a total of ten categories:

To discover the best category for your business, follow these steps:

1. Search for the #1 phrase for which you most need to rank in the local results and look at which categories the top-ranked businesses are using.

2. If you see diverse categories represented amongst the top 3 businesses, note which one most closely matches your business. For example, is your broadest and most accurate category “Italian restaurant” or “Fine dining restaurant”?

3. If the listing you are creating isn’t for your main business but is for a practitioner within a multi-practitioner company (like a legal firm with three lawyers or a dental practice with five dentists), try to diversify the categories you choose so that they don’t compete with the main listing for the practice.

4. If the listing you are creating is for a multi-location business, it’s okay to use the same primary category across all your listings, but if the close proximity of one branch to another appears to be causing one of your locations to be filtered out and invisible in the local packs, consider diversifying your primary categories.

5. If your market research indicates that your local market is extremely competitive/crowded for a particular category (think personal injury attorneys in Los Angeles), make a decision about whether you can reasonably compete for local pack visibility for the same category the top competitors are using, or whether you want to try to earn business from a less competitive category while you work to establish the brand you are marketing. Note how most of these businesses have chosen the primary category “Italian restaurant”, but one has chosen to be more specific with “Northern Italian Restaurant”:

   

That small difference could either positively or negatively impact the restaurant’s ability to rank for its most desired search phrases. So, pick a primary category, but don’t be afraid of changing it at a later date if you feel it might be holding you back. Testing is a smart practice.

We’ll be returning to the topic of choosing categories when we get to factor #7, below.

2. Keywords in Google Business Profile business title

Local SEOs keep a running agony column of spammy GBP business title examples, like this tweet from Darren Shaw. Unfortunately, seeing that keywords in the business title is such a powerful ranking factor can mislead business owners and marketers into believing they should be putting something other than their real world business name in this field of the New Merchant Experience editor:

The field is meant to contain only your real-world business name as it appears on your street signage with no extraneous keywords. In this screenshot, you can see that the name is just listed as “Moz”. Not “Moz Vancouver” or “Moz Seattle” or “Moz best SEO software company in America”.

Unfortunately, a weak spot in the algorithm Google uses to order results causes them to reward listings with spammy business titles. It’s probably the least-sophisticated aspect of Google’s system that it can be fooled by keyword-stuffing business titles. You can flag businesses with spammy names, and sometimes Google will edit them, but the penalties are never severe and, in my experience, the spammy names often simply re-appear shortly thereafter.

This problem with the system has business owners and marketers wondering whether they should be honest or try to game the system. Of course, the former is the best policy for companies that plan to build a lasting good reputation, but here are a few tips to help you work amid a rather messy scenario:

1. If you are trying to understand how to write the business title for something other than a single location business (such as a co-located business, solo practitioner, or multi-practitioner business), consult the Guidelines for Representing Your Business on Google for detailed instructions.

2. Feel free to report competitors in your market with spammy business names. Google may or may not act on your reports, but if they do, it can help decrease the ranking power of spammers and help your listing with its legitimate name move up.

3. Don’t name your business something that could limit its future growth. For example, think carefully before calling your new restaurant “Tacos San Diego” if there is any possibility that you may someday open branches in San Jose, San Francisco, and Santa Rosa.

If circumstances have made you realize that your real-world business name appears to be holding you back, you do have the option to legally change your name. If you decide on this course of action, try to choose a name that will stand you in good stead for many years to come. Be wary of trendy fads. For example, some local businesses have gone viral, as in the case of a NYC restaurant named “Thai Food Near Me”, but be careful you aren’t dubbing yourself with a phrase that could look dated three years from now.

If your company does rebrand, be sure to update all legal registrations, local business listings across the local search ecosystem, all social media profiles, and all references to the old name on your website and third-party websites

3. Proximity of address to the point of search

Back in 2017 when Darren Shaw first noted that the distance between the person searching and the thing being searched for had become the #1 local search ranking factor, he created the above graphic to illustrate this phenomenon. Your business may be situated on Jasper Avenue near the center of Edmonton, but each of your customers is in a different location, on a different device.

In 2023, proximity of address to the point of search may have slipped to number 3, but it is still every bit as important to understand that there are no static number 1 local search rankings because Google shows each of your customers different results based, in part, on the location of their mobile phone, laptop, or other device. You can witness this in action by walking or driving around town, searching for the same keyword phrase. Local market research involves either engaging in this process manually to assess your overall visibility throughout your market, or using a local rank checker like the ones offered by Whitespark, Local Falcon, or Mobile Moxie’s Serperator.

You can’t control where your customers are and the only option you have if you discover your physical address is limiting your ability to meet goals is to move to a new location (a daunting prospect). What every local business marketer can and should do, however, is to observe how Google is behaving for each desired search phrase.

For example, you might discover that when you search for “tacos”, Google is casting a very narrow net for local results, showing restaurants mainly clustered in a single neighborhood of your city. But when you change your search to “organic vegan tacos”, suddenly Google is widening the net to encompass the whole city or even reaching beyond city boundaries. That’s amazing business intelligence because it shows you opportunities to optimize for more specific terms and show up for more distantly-located customers. Use this knowledge in choosing your:

• Categories

• Services

• Photo and video subjects

• Attributes

• Website topics

While you can’t control Google’s heavy emphasis on proximity, you can respond to it with a smart local search strategy. And this segues nicely into the next factor.

4. Physical address in city of search

Look up your city in Google and click on the map. The red border, as shown above, indicates Google’s concept of the perimeters of your town or city. The reason this matters to local SEO is that businesses located beyond the border often have a much harder time becoming visible for searchers located within the border or for search phrases that contain the name of the town or city.

“I want to rank beyond my location,” has got to be one of the commonest requests local SEOs hear from clients (so common that I wrote an entire column about this in 2019 you might like to read). If you come to suspect that your physical address is severely limiting the number of customers who are finding you online, you have three main options:

• Moving to a new location inside Google’s borders

• Re-optimizing your presence to compete for less-competitive terms, as described in relation to factor #3

• Making a substantial investment in multiple aspects of your local search marketing so that your Google Business Profile becomes so strong that it overcomes Google’s city border bias.

There is no guarantee that the third option will work, but it is often the best bet. To undertake this work from an informed stance, you will need to conduct a competitive local business audit of the top competitors for each of your most important search phrases. By using the free spreadsheet included in that article, you will be able to identify multiple factors that are likely contributing to the high visibility of the top-ranked competitors, and determine what you need to do to surpass their efforts. You may find yourself investing in review acquisition and management, local business listing development, link building, content development, and other areas. Sometimes, you can find sweet spots in which Google is willing to go beyond the borders for strong brands, so studying the maps and Google’s behavior is an essential local search marketing habit.

5. Removal of spam listing through spam fighting

Four years ago, I wrote a column on Simple Spam Fighting: The Easiest Local Rankings You’ll Ever Earn and I’m sorry to say that the tactics I covered for recognizing spam are every bit as necessary today as they were back then. Google’s listing spam problem is massive. Both novice and bad actors have filled up the index with results that mislead the public and violate Google’s guidelines.

It’s a sad story that’s as old as local search, and every year is a new year to hope that Google will give more attention to protecting businesses from misrepresentation and unfair competition, while protecting consumers from disinformation. Perhaps the challenges now being posed by AI, like ChatGPT, and competitors for attention, like TikTok, will put some healthy pressure on Alphabet to defend the relevance of Google’s local results.

In the meantime, local business owners and their marketers have the toilsome (yet, perhaps satisfying?) option of reporting spam listings so that they can move up in the local pack rankings if/when the spammers are removed. To do this effectively, you need to know what constitutes spam in Google’s environment. This can range from:

• Fake business names

• Ineligible business models

• Multiple ineligible listings for the same business

• Fictitious businesses

• Fictitious locations

• Fake reviews

Learn the Guidelines for Representing Your Business on Google like the back of your hand, and you will become adept at spotting listing spam. When you believe you’ve encountered a spam listing, your best bet is to use the business redressal form to report it. If you come across a widespread pattern of spam in a given results set and use of the form isn’t getting any traction, you may need to use your marketing skills to bring public attention to the problem in hopes of inspiring Google to act. Want more spam fighting tips? Sterling Sky has a good piece on this.

6. High numerical Google ratings

Your average star rating isn’t just a top local pack ranking factor, but it’s also a top conversion factor. In our report on the Impact of Local Business Reviews on Consumer Behavior, respondents cited the star rating as the most important component of reviews:

Meanwhile, a majority of 51% say a business must have at least 4 stars for them to consider choosing it.

Chances are, if your reputation is below 4 stars, you’ll have some work ahead of you in both improving customer experiences and in actively seeking reviews so that a small number of negative reviews isn’t having an outsized impact on your average rating. For a complete tutorial, read How to Repair and Improve Local Business Reputation via Google Star Ratings and Reviews. Embrace the welcome news that 37% of customers may still give your business a chance, even with a less-than-four-star rating, and this may give you the time you need to make strategic business changes to raise your rating and start winning better rankings and more customers.

7. Additional Google Business Profile categories

The fact that two of the top seven local search ranking factors relate to categories emphasizes just how important these small elements are. Once you’ve selected your most influential primary category, you have nine more chances to help Google understand your relevance to specific customer intents.

Inspiration for filling in those category fields is easiest to find if you either download the GMBSpy Chrome extension or fire up GMB Everywhere to see all of the categories your top local competitors have chosen. If they relate to your business, add them to your profile. Then, read How to Choose GBP Categories (With Cool Tools) for further suggestions on researching and implementing the right identifiers of your business. Over time, keep an eye on Sterling Sky’s running tally of new business categories, in case Google adds something that was previously missing and helps further describe what your business is.

And that’s it for today! Once you’ve gotten a great handle on perfecting your management of the top 7 local search ranking factors, move on to tackle the rest by reading WhiteSpark’s full report. Meanwhile, if you’ve got a new tip or tactic for climbing up the local pack rankings, please don’t hesitate to @ Moz on Twitter!

How to Create 8 Million SEO Test Ideas Using ChatGPT — Whiteboard Friday

As SEOs, we tend to come from an audit mindset, to look for things that are wrong and to try and decide what is the best way of doing things. In today’s episode, Will tries to get you into a testing mindset, and helps you do so by generating test ideas through ChatGPT.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hi, Moz fans. My name is Will Critchlow, and I'm the founder and CEO at SearchPilot, and I wanted to talk to you today about generating eight million test ideas for your website. At SearchPilot, if you don't know us, we run SEO tests for some of the world's biggest websites, and I think probably at this point have run as many SEO tests as anyone in the world.

The whole angle that I'm coming from here is getting ourselves into a testing mindset. So as SEOs, we have a very big temptation to come from more of an audit mindset, to look for things that are wrong and to try and decide what is the best way of doing things. I want to argue that when you've got testing in place, you want to move to being an explorer, not an auditor.

So you're kind of looking for inspiration, ideas, all the different things that you can test out to see if they're better than what you're doing right now. We're going to talk today just about title tags. Title tag testing is a great way to get started with SEO testing. They're a particularly powerful form of SEO test because your title can affect what you rank for and where you rank, as well as the click-through rate that you get in the search results because it tends to show up right there in the snippet.

We'll get on to where the eight million comes from. But I'm going to be talking a little bit about a tool that we'll link to and you can download so that you can help yourselves do this with our tool and with our help. But we've put together this tool that helps you look at, say, the top 100 ranking pages for a particular query and analyze the titles of all of those pages that are ranking there.

I find this a really powerful way of doing ideation because you get to see all the things that your competitors are doing. You get to compare those and look at, "Hey, there's an angle that I could be taking." Or in my exploration, I can think, "Hey, that's an interesting idea. I'm going to give that a test." What the tool does is it basically spits out a couple of charts that look like this, where you get to look at different kinds of features of these competitors' titles.

So it runs on a keyword, something like "hotels in London," and you might look for features like: Does it mention London? Well, yeah, I mean, they pretty much all are going to mention London. But does it say best? Does it have reviews in there? Does it have prices in there? Does it talk about discount, all these other different features that you might see in different titles? So we spit out a bunch of charts that say relative frequency of all these different features across the top 100, across the top 20, or even one that compares what's prevalent in the top 20 versus the bottom 20 in that 100.

It just drives off a simple spreadsheet. So it's a simple Screaming Frog crawl. You can get started with this really quickly on your own machine. You do the crawl, crawl those titles, and pull them into an export from Screaming Frog, dump them straight into the spreadsheet. Then it's a whole load of regular expression lookups that can say, "Does it have a pipe in there? Does it have a hyphen? Does it have a colon?

Does it have a pound sign? Does it use the word "best"? Does it talk about London and the UK and all these other features?" It pulls all this kind of stuff out, and you can customize it in the tool. But this is where the eight million comes from. Because the way I've put this together right now, it has 23 columns, so there are 23 different things that you may or may not include in a title, and 2 to the 23 is 8 million and a little bit.

So you even get some bonus ones above that eight million. But what I wanted to specifically talk about in this video is to get into the tactics of one specific thing that I found interestingly useful in the work of putting this together, and this is just one of the columns in the spreadsheet. So I mentioned a lot of these drive off regular expressions, just looking up a basic yes or no.

Does the title include a pound sign, for example? But there's one particular that was slightly trickier, which is I wanted to say, "Does the title include the brand of the company?" That at first glance seems like it's going to be easy because you're just going from domain.com to the brand is domain, which works for something like Kayak.

Kayak.com is the domain, and you can just pull out the brand name as Kayak. But it's not always that simple. Some of them use the whole domain name as the brand. So hotels.com, booking.com, the brand is not hotels or booking. It's hotels.com and booking.com. Then some of them, the information isn't even there in that domain name. So cntraveler.com for example, the brand is Condé Nast Traveler.

So there's actually no way of doing that in a spreadsheet. You can't just use a regular expression and pull out those bits of things because that information isn't even there in that domain name. So this is my little tactical tip is this is a perfect place to turn to ChatGPT, because if you're going to do this for hundreds and hundreds of domains, you don't want to be doing this manually.

Some of them you might be able to type in and some of them you might be able to automate, and then some of them you're just going to have to go and look up, and that is a really slow process. The industry is abuzz with ideas for using ChatGPT right now. But this is one that I found particularly interesting because it's almost just working out of the box. It doesn't actually need too much human oversight, unlike when you're asking it to produce new content for you.

You can create a prompt that just works for ChatGPT. I've experimented with a few things, and you can start out just asking. You can say I'm going to give you a list of domains and I would like a list of brands returned for those domains, and that prompt will get you part of the way there. It works even more powerfully, I've found, if you give it some examples.

So just like I did here, you can give the prompt saying, for example, the brand of kayak.com is Kayak. The brand of hotels.com is hotels.com. The brand of cntraveler.com is Condé Nast Traveler. When you put all of that together, ChatGPT can straightaway out of the box give you hundreds of lookups between domain name and brand, which straightaway lets you build a spreadsheet where you don't have to do all of that manually.

This is just, for my mind, given where artificial intelligence tools are at right now, this is one of those perfect uses because when you've got that big long list, it's actually super quick to do a quick human pass over that and just look down the list and go, "Yeah, those all look right." So much quicker than it would be to type them all out or go looking each one up individually, copying and pasting them around the place.

A really great time saver. I think it's Benedict Evans who talks about the current state of the art in artificial intelligence is roughly it gives you 10,000 interns. Anything that you could delegate to an intern you can get ChatGPT to do. This is a perfect example. While we're on examples of this, my other favorite one is for debugging. We talked about regular expressions, and I'm convinced that nobody really understands regular expressions.

Certainly I find, when I'm putting them together, I often make little mistakes and I need to do a little bit of debugging. I need to try and figure out why it's not doing exactly what I wanted it to do. This is also a great use of ChatGPT. Drop your regular expression in and just ask it questions. Just say, "Why is this not picking up this example that I thought it would?" It is a great like sparring partner coming back to you with ideas and helping you figure out those things.

So that's been a little bit of a lightning journey through how to generate eight million test ideas. If you're into SEO testing, follow @searchpilot on Twitter and head on over to our website at searchpilot.com and sign up for the newsletter because every couple of weeks we publish a new SEO test result that helps the whole industry figure out what's working and what's not in Google.

So, as I said, my name is Will Critchlow. I'm the founder at SearchPilot. It's been great talking to you today. Enjoy your day.

Video transcription by Speechpad.com

How to Use Digital PR to Improve E-E-A-T Signals

If there is poor quality information being served up in the SERPs, Google will have a big problem: Users will stop searching, and this hits Google where it hurts — in their advertising revenue.

So it makes sense that Google is keen to push forward authoritative and trustworthy sites when it comes to ranking in the results. Towards the end of 2022, Google updated three key areas of the algorithm that it uses to judge where it ranks websites within search engine results pages. The helpful content update, link spam update, and E-A-T — which is now known as E-E-A-T.

Distrust is now our default emotion

Nearly six in 10 consumers say their default tendency is to distrust something until they see EVIDENCE it is trustworthy. If you’re working with brands in typically untrusted verticals, such as health, finance, banking, lending, e-commerce, recruitment, legal, etc., then I am sorry to say that Google won't automatically trust you.

In this post, I’ll share the digital PR tactics you can use to help to improve your E-E-A-T signals, explain why building trust and credibility needs to be at the top of your list if you want to have greater visibility in the SERPs, and share success stories that showcase how these tactics have led to commercial gains for brands in typically untrusted sectors.

What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, and these are the four qualities that your brand should have if you want to have the best chance of ranking well and providing the best experience for your audience.

Experience

Experience is the newest addition to E-E-A-T, highlighting the need for brands to demonstrate experience in whatever topic or subject matter the brand wants to be known for.

Digital PR is one of the most effective ways for brands in any sector to demonstrate experience, by securing coverage on external, topically-relevant websites showcasing your first-hand experience. This can be done through thought leadership articles, supplying journalists with insight into relevant news stories and even sharing brand-owned data to showcase credibility in a subject area.

Expertise

Expertise is one of the most important attributes for brands to demonstrate to Google, and digital PR is the perfect vehicle for doing this.

If your CEO has been interviewed, or has written an article, for a key trade publication, these can help you establish credibility through expertise. However, brands need to be mindful that they only comment and contribute to the industry areas where they are true experts, otherwise they run the risk of diluting their credibility and destroying the hard work they are putting in.

Authoritativeness

Backlinks and brand mentions can supercharge your SEO strategy and are an incredibly effective way to build brand authority.

By earning links and brand mentions in relevant, credible, and well-respected media titles, you’ll be showing Google that you’re the most authoritative brand to include in their search results.

Relevance is key when it comes to building topical authority via digital PR, so it’s important to focus on the quality of the backlinks that your brand is earning, compared to the sheer volume of them.

Let’s use the Moz Blog as an example here. As you’d expect, it’s a very high authority website, with a domain authority of 91. For the digital PR agency I work for, JBH, writing content for Moz will ensure that Google understands that JBH has the approval from a high authority, credible domain and, in turn, should reward us through increased organic search engine visibility.

However the content I produce for the Moz blog on behalf of JBH needs to reflect our collective expertise, which is digital PR. It wouldn’t make any sense (or help with our topical authority) for me to write an article about PPC on the Moz Blog, for example.

Trustworthiness

Google now places trust at the heart of its algorithm, with experience, expertise, and authority all feeding into it.

Using digital PR can help brands do this really effectively by earning backlinks from relevant, credible and established publications. We know earned media is far more valuable than paid media as it is secured on the basis of expertise and experience.

Journalists hold the keys to the publication they write for, and will only mention a brand, or reference an expert if it adds value and credibility to whatever they are writing, and provides additional value to their readers.

How can digital PR help brands demonstrate each of the E-E-A-T criteria?

Now that we’ve unpacked what E-E-A-T stands for and why digital PR is the perfect vehicle to deliver each of the key elements, we’re going to look at a range of digital PR tactics and how they can be repositioned to demonstrate each one.

Tactic 1: Using thought leadership to demonstrate experience and expertise

When Google sets out to discover whether a site is to be trusted or not, they will crawl the web looking for signals that demonstrate experience and expertise. This can be in the form of interviews, articles in industry publications, or commentary on news events in relevant niches, amongst many others.

But these pieces of content don’t happen by accident — they should be carefully crafted in order to showcase the experience and experience of the person behind them.

Joel Kurtzman, founding editor of Strategy+Business magazine, explains that, “A thought leader is recognised by peers, customers and industry experts as someone who has distinctly original ideas, unique points of view and new insights.”

Meaning that not everyone can (or should) be a thought leader. A thought leader needs to provide relevance and engagement in order to demonstrate experience and expertise properly.

Success story: How thought leadership digital PR activity improved E-E-A-T signals for a brand in the healthcare space

For a brand in the addiction recovery space, we identified that they needed to improve their E-E-A-T signals in order to be able to compete with more well-known brands dominating the search results AND to prove to Google they were a brand trustworthy enough to include in the search engine results pages.

This healthcare brand had tons of experience and expertise in-house: mental health nurses, addiction therapists, and psychologists were just some of the experts we had access to for this activity. What’s more, the founder had been through the addiction recovery process, so they were perfect candidates for our thought leadership activity.

We used the principles of thought leadership to build digital trust by:

1. Identifying the best people within the business to be our thought leadership champions.

2. Interviewing them to discover what they are most passionate about.

3. Uncovering the most interesting parts of their job role and started thinking about PR stories we could create around those things.

The result? We found that journalists from relevant publications (e.g. health editors) were excited to use our experts to add credibility to their editorial.

How does this promote experience and expertise?

• The content sits within the relevant sections on large publications (e.g. the health section),

• The keywords we want to rank for are used within the content.

• Any links we generate point back to the relevant service page on the site — a vote of trust through the link.

Tactic 2: Earning regular backlinks from relevant titles to demonstrate authoritativeness

One of the oldest and most well-known E-E-A-T signals are backlinks from high authority third party sites pointing into the page you want to rank in the search engine results.

This isn’t necessarily new information, but the type of links that demonstrate the authority of your brand might be different to what you first thought.

Many times in my career I have been told by a client that they need brand new referring domains and they need to be from top tier national publications. There is a time and a place for those types of links (you might be trying to create or close a link gap, for example), but if we look at how Google has told us they judge websites placing high importance on trustworthy and helpful content, I would argue that regular links from hyper-relevant titles have just as much impact, if demonstrating authority in a niche is our end goal.

Success story: How regular links in hyper-relevant titles improved E-E-A-T signals for a brand in the healthcare software space

In 2022, a B2B healthcare software provider asked us to help with their digital PR. We earned six links to their software product page, from three hyper-relevant publications.

The impact was huge. We saw a 219% increase in traffic to the page year-on-year and the client reported back that they had increased leads through that page.

By getting repeat coverage on a topically relevant site you’re proving you’re a trusted expert to audiences and to Google. Your audience is likely to be more engaged and spend longer reading the content and an engaged audience is more likely to convert, proving the commercial value of digital PR.

Demonstrating authority isn’t about ego. It’s about giving a platform to knowledgeable professionals who are passionate about what they do and proving to Google that the information you supply is helpful, credible and authoritative

Tactic 3: Data-led digital PR campaigns to demonstrate trustworthiness

Brand-owned or proprietary data helps demonstrate trustworthiness. Whether you’re using anonymised customer data or other methods, original research reports are always a sign of quality.

Data-driven PR campaigns build trust with potential customers, journalists and Google by going the extra mile. You’re not just providing an opinion, you're providing evidence to back up why you’re saying what you’re saying.

This type of content is perfect for attracting relevant, high quality backlinks at scale which in turn leads to more eyeballs on your research, increased brand awareness and therefore votes of trust through those links.

Success story: How brand-owned data drove trust for a money saving website

For a global money saving coupon brand we used brand-owned data to tap into a trending pop-culture moment - the ‘House of Gucci’ film starring Lady Gaga and Adam Driver.

One of our priority pages was the Gucci landing page on the site, so we were able to place our client, the page and their data-backed insights at the heart of the trend.

Capitalising on the buzz surrounding the much-anticipated release of the movie, we attributed a spike in user traffic from customers looking for vintage Gucci discount codes. Alongside this statistic we included commentary from our client to explain the increase in demand.

Brand-owned data is great for building trust, but only if:

• The data can be fact-checked and verified by the journalists who want to use it.

• It supports and adds credibility to the story being presented.

• Has a sound methodology to show how you sourced the information.

Digital PR is just one part of the E-E-A-T puzzle

Digital PR isn’t just about building a volume of links anymore. Repositioning your digital PR activity to focus on the key elements of E-E-A-T is a sure-fire way to generate impactful results without needing to focus on volume.

The brands who invest in trust-building techniques and follow the principles of E-E-A-T will overtake the brands who do not. Google has been quite transparent with what they expect from brands and their websites.

SEOs and PR professionals need to use a blend of techniques that match the brand they are working for. Not every brand has a credible expert, but might instead have some great brand-owned data that can be used to build credibility.

How Content Is Evolving Thanks to AI — Whiteboard Friday

There's no question that AI has already started to have a meaningful impact on organizations that create content every single day. 

"The wonderful world of AI is changing rapidly. ChatGPT4 is driving even more improvements in the output from the technology and the space continues to take off," says today's host, Ross Simmonds. "The best piece of advice that I can give anyone looking to use AI in their marketing workflows today is to take the time to plan and create a culture where embracing the evolution is not only embraced but also celebrated. The future is here."
- Note from the host, Ross Simmonds.

In this video, Ross shares how our workflows, processes, and content creation will positively evolve thanks to AI.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Howdy, Moz friends. So are robots coming for your job? That is the question that a lot of marketers and creators are asking themselves today and for good reason. Every single time that you log in to one of your favorite social media channels, you're probably seeing a plethora of news around the new AI, ChatGPT 3, 4, 5, 6, 7, 8, who knows, right?

The evolution of AI is always in the press, in the buzz. It is taking off, and there is a real reason why you should be paying attention to this rise of AI. I'm not here to strike the fears of marketers around the globe to make them think that the robots are going to take their jobs and the robots are going to send them out into the streets to be unemployed.

That is not the message that I have for you today. There's no question that AI has already started to have a meaningful impact on organizations that create content every single day. An evolution is happening. The same way that an evolution happened when the modern printing press was evolved with technologies like laptops, the same way that evolution took place when we went from people who consumed content on VHSs to DVDs to Blu-rays, to now streaming sites, technology continues to evolve.

That evolution now today is through generative AI and how it's influencing the way that we create content every single day. In this video, what I'm going to share with you is how our workflows, how our processes, and how we create content is going to evolve thanks to AI. Now, some of you might be fearful.

Some of you might work for organizations that are actually viewing AI as a replacement to writers, and I hear you. My heart breaks for those who would consistently be met with the idea that a boss would tell them, "Yeah, I can just replace you with an AI," because that is not the intent of these tools. These tools are kind of like our Ironman suit, so to speak, right, or vibranium if you're in the world of Wakanda, and you understand the fact that you can take these things to just elevate us as humans, that is the power of AI.

AI is supposed to be a tool that we can use to be better. I do have some bad news. If you are a mediocre writer and you use an AI tool, you're still going to be a mediocre writer. You're just going to be able to create more mediocre content faster. But if you are a great writer, if you are a great creative and creator, you have the opportunity to use AI tools to elevate and improve and enhance the rate in which you can create great content, and that's the magic of this stuff.

Evolve to the new way

So let's jump into it. All right. There was a great quote from Howard Stark. Howard Stark, Tony Stark's dad. It's not a real quote. It's not a real person. But he said, "I am limited by the technology of my day, but you have the opportunity to unlock something special. You will be able to figure it out."

Even today, technology that we have at our disposal is going to continue to evolve, but we are only limited to the technology we have today as long as we make the decision as creators, as marketers to embrace the technology instead of rejecting it. My goal today is to show you why you need to evolve from the old way of creation to the new way of creation, which is rooted, in many ways, in leveraging tools like AI.

So let's go back into time a little bit. Let's go back to 1992 when we're creating content on our typewriters and things like that. Things shifted, things change because that's a part of life, that's a part of business, that's a part of technology. Then we got computers and we got laptops. Fast forward now to, let's say, 2018. We're now using computers to create content.

We're writing blog posts. How do we do it? We embrace a process that we would call content creation, content workflows. Every organization is going to have a different workflow, and every single type of content is going to have a different type of workflow as well. Let's talk about the writing workflow. Let's talk about creating content with the intent of search. If you're watching this, you're probably someone who's interested in search.

So let's talk about that. You start your process with research. You start your process by understanding the keywords that your audience is going to Google to type in. You're trying to understand the search intent behind the behaviors that they're going to Google to understand a certain topic, a certain industry. Why would they type in a certain thing? You want to understand that.

Then you want to do things like interviews. Let's talk to our customers. Let's learn about their pain points, let's learn about their needs, and use this information to inform us on the stories that we should be creating. Let's analyze social. When Facebook comes out, Twitter comes out, we start to use these tools to gain insight into, "Hmm, my audience is talking about this thing. Maybe I should create content about this." These are things that we should be doing today.

These are things that your organization might be doing. Diving into the SERP, using great tools like Moz to understand the SERP and understand what is already ranking for certain keywords, and then using that to inform your decisions on the stories that you should create. That's happening today. Since the beginning of the creative industry, we've started to do things like brainstorm. So you get all this insight.

You get all this information and you brainstorm. You might drink coffee, you might drink wine depending on your appetite and what you're into. But you're going to brainstorm. You're going to come up with new ideas, new stories, new headlines, new topics, stories that you think your audience is going to love. Then you start to create them. You put on your suit and you walk into the class, "Everyone, I have new ideas that I want share with you today."

Then you start to share them. You write a brief. You write a brief on why this idea is going to resonate, why this idea is going to rank. You create content based off of the research that you've developed. This might take two to three days, right? Like this might take maybe even a week depending on your industry, your space, your company. It's taking time to create these briefs.

The briefs get approved by a creative director or a content director, whoever it might be. Then you brief your writers, your creators, and they're developing drafts, maybe in Google Docs. Maybe they're going in and they're actually writing it up. They're having coffee. They're hitting a writer's block. They're getting stressed out. They're leaving.

They're having a smoke break, whatever it might be. They're struggling to create this draft, and then boom, it hits. They've come up with an amazing piece that they believe is going to set the world on fire and everybody is going to give them applause because they just identified a great topic. Then they press Publish. They upload it to the CMS, content management system. It goes live, and an SEO team starts to throw SEO stuff on it. They start to audit it.

This is the workflow of 1.0. That is the workflow that probably sounds very similar to a lot of you. It might be the process and procedures that you are using right now within your company. That's okay. But as you look ahead, as you start to look at the SERP, you're going to start to notice a shift. You're going to start to notice a shift in the fact that more companies and more organizations, more people, more creators are going to be able to produce higher volumes of content at a higher rate because they have embraced the evolution of content. They've embraced the evolution of content by embracing AI. 

AI content will get better

Now, some of you are probably thinking, "Ross, AI content is garbage. AI content is not good. It's not high quality. Nobody wants to read that stuff, and it's just going to put a bunch of spam on the internet." I hear you. But Google is smart. They understand the difference between bad content and good content. Over time, as their algorithm continues to change, just like the AI tools that we're using continue to change, they're going to start to understand the triggers of what is a great piece of content and what is a mediocre piece of content.

So in the short term, yes, we might see a lot of trash content, true. But over time, the content is going to be forced to elevate due to things like Double E-A-T. When Google announces Double E-A-T, the new requirements around what they're going to actually rank and what they want to see from creators and marketers and businesses, that gives us an insight into where things are going.

Think differently

This is why I think AI can still be embraced, but we have to think differently. Now, when we're going through the new workflow, where does it start? It still starts with research, but it's going to be a different type of research. You're going to be able to go to an AI tool and you can say, hey, give me the top 20 keywords that I should be going after if I want to increase my SERP visibility based off my analytics, which the AI can actually pull data from, and give me a recommendation on the keywords that I should go after.

This can happen within minutes now. It's no longer taking a human the time to go through a spreadsheet, to pull up Tableau. They can use a tool that's going to analyze this on your behalf. Then from this detail, from this data, you can then start to dive into the SERP, and there are AI tools that will allow you to do that. You can start to look at social media and start to use AI tools that will analyze on your behalf the topics that are trending in your space and use that to start getting into something very special, which is when you actually start to create content using AI.

What does that look like? So imagine you're using generative AI, which is essentially a tool, a technology that has taken all of the content on the internet, and it's scraped a bunch of it. It's using language processing to understand it and come up with stories and messages that really sound natural, human, right? Natural language processing is at the core of all of this. If you go to a tool like ChatGPT, if you use their API, you can do what I'm going to share with you as the future of content creation in AI, and this is what it looks like.

You go to one of these tools. You set up a Google spreadsheet. You can tell that spreadsheet, you can tell the AI that you want them to find 10 blog posts based off of the keywords that you pulled out of your research. So if a tool like Moz gives you 20 keywords that you need to actually rank for, great, you've got the starting point. Now, I want AI to take each of these keywords and find 10 blog posts on these topics.

Give me 10 headlines. You now have a list of 10 headlines. You tell Google Sheets that you want each of these headlines to be on a separate cell, right? This is all pretty basic Google Sheets efforts right now. Once that's done, you tell AI to hit those headlines and write an outline for this headline using headline, actually using the cell with five key points.

Now, ChatGPT is now creating for you an outline that outlines all of the things that should make up these different blog posts. This is essentially the briefs, right? The briefs are being replaced. Now, after that is developed, you say, hey, ChatGPT, based off of this headline, can you write me an introduction using AIDA, Attention, Interest, Desire, Action, that formula to create a great intro for this blog post based off of the headline that they computed and actually created for you.

Now, here's where it gets even more interesting. Now, you take all of that information that ChatGPT just gave you, right, and you're able to say, hey, ChatGPT, write 400 words based on the topic and key point. This is what the outline gave you. The outline gave you five key points. So you're now able to tell it to take the headline from that output and write 400 words based off of that topic.

It creates that on your behalf, and you tell it to write it as if it was in a blog on this headline. If you wanted to get really fancy, you can say using a tone that Ross Simmonds would use, using a tone that somebody else would use. You can use other information to make it tell the story the way that you want it to. What are you met with?

You're met with a draft. You're met with a draft that you might be thinking is going to be trash, that might have some inaccuracies. All of those things are true. But you didn't have to have coffee, you didn't have to have wine. You didn't have to lose sleep. You didn't have a writer's block. You didn't have to have a smoke break.

You didn't have to do any of that. You didn't have to go through Docs. You didn't have to go through any of those things. You didn't have to do any of those things to get to your draft. So where do humans start to come in? We come in as it relates to elevation. As I mentioned, these are not tools to replace us.

They are tools to augment us. We then go in on that asset and you elevate it. You elevate that content asset to make it worth reading. You set the bar for what content excellence looks like in your industry, with your brand and with the story that you want to tell, and then you start to look at things like this. This is the elevation checklist. You're looking at: Do we have, can we incorporate in this blog post two DA60 URLs being linked to?

High-authority sites, can we make sure that we're referencing high-authority sites? Can we ensure that we have four images within this blog post? So in point three, where they're talking about a certain topic, can we create a custom visual that showcases this? Can we double-check to make sure that AIDA introduction is actually strong, and that the facts and the information within it are actually real information and not something that ChatGPT just made up?

Can we do that? Can we make sure that there are two third-party quotes, meaning I'm going to reach out to two people in the industry to get third-party quotes to elevate this content and ensure that Double E-A-T is being met with its expectations of having people with experience in my content? Can I ensure that I have one internal reference where I'm talking about my product, where I might even upload pictures and screenshots of the thing that I'm selling?

Can I ensure that I am embedding a YouTube video that has been uploaded? Why? Because Google bought YouTube for billions of dollars, and you can leverage that to ensure that you are increasing your ability and your chances to show up in the SERP. Can you ensure that that conclusion is inspiring? Can you ensure that the humans on the other end of the keyboard, when they're reading this blog post that AI essentially developed, feel inspired to take action to do something when they're done reading?

Can you ensure that there are charts and graphs? Can you ensure that the definitions that are being made and talked about within the piece are actually isolated from the content so it could possibly show up as a featured snippet? Can you run this content through a duplication check to make sure that there's no duplicate content where this isn't already been written, that there's no plagiarism happening in this piece that was created by AI?

If you can do this, you will have on your iron suit, right? This is where the magic happens. Then you're able to do it much faster than you would have the old way. Will the content still be good? No doubt about it. But as long as you have that commitment to content excellence, as long as you are there to elevate the content and embrace a culture that actually cares about the end reader, the content that your AI tools, your AI workflows produce might still be mediocre.

But when you add that human touch, when you add that expertise, and when you take that piece and you take it up a notch through elevation, that's when you get a piece of content that is worth reading, worth sharing, worth bookmarking, and ultimately worth creating, because at the end of the day, you still have to hit Publish.

You still have to share it. You still want to understand whether or not it's going to show up in the SERP. You're going to use elevation to ensure that it's ultimately set up to do that, but you're going to do it much faster because you embraced the evolution of content. Content is at the foundation of society. Every single piece of content that you create has an impact on the people on the other end of the screen.

Do not take it lightly. Create content today that you can distribute forever and ultimately have a massive impact on culture. Thank you so much for listening. I hope you enjoyed this video. If you want to learn more, check me out online @TheCoolestCool. Thank you so much. Have a great day or evening.

Video transcription by Speechpad.com

Our Online Reputation Management Playbook

Online reputation management can be daunting – but advantageous – for brands or individuals that are seeing their search engine displays implicated by third-party content, and want to take the reins. When the media controls the narrative, it can lead to untrue perceptions and a more biased sentiment down the line. 

At Go Fish Digital, our team works closely with our clients to understand the sensitive issue they’re facing so we can meet their goals and rectify their online reputations.

The situation

We would not perform reputation management services for any company that was a scam or has participated in fraudulent or misleading activities. Prior to taking on a client, we fully research the business and ensure we are 100% comfortable in helping them with their problem.

When big brands come to us communicating their search results complications, our team thoroughly reviews the situation before we decide to take it on. Our vetting process includes doing due diligence on each client to be sure we can validate the issue. Most of the time, a brand has a controversial topic or story in the current news cycle that is populating their search results. In such cases, the project goals usually include two things: changing the sentiment of the narrative and getting any negative articles off of the page one search results for their brand.

To give you a better idea of how our team would approach a situation like this let’s take a look at the semi-current SERP complication we’re seeing for LuLaRoe, a multi-level marketing company that sells women’s clothing. 

Back in September 2021, a couple very authoritative news sites, Forbes and The Guardian, published stories about the “downfall of the company” based on the documentary The Rise and Fall of LuLaRoe, which came out that December. While this is not necessarily a company we would take on as a client, we are using them as an example as there are specific ORM strategies that we could identify to help improve the SERPs for their brand name. 

Our research

When researching LuLaRoe, we saw that both the Forbes and The Guardian articles were ranking at the bottom of their page one search results, just below their Facebook page and just above their Amazon Storefront profile listing. We recorded what each link was, the position it was ranking in, and the sentiment of each for the first 30 results we found. 

As part of our process, it’s important we research and consider all the variables before putting together our plan of improvement. As mentioned above, we begin by gathering the search results rankings and assessing each URL we see in the first 30 positions. Our team tracks all of the factors and signals Google will look at when determining which URLs they rank for a keyword. Some of these factors include the relevance of the page, the keyword itself, backlink data, click-through rate, and social engagement. Gathering this data can be done by using tools like MozBar or Moz Keyword Explorer. Once we gather the important data points from every link on the first three pages or 30 positions using infinite scroll for our keyword, it’s time to put together our approach. 

For LuLaRoe’s case specifically, here’s some of the data we found from the  SERPs:

Our approach

The ORM goal remained to control as much of the first 30 results as we could, as well as move the negative articles off the page one results. After doing the data collection as shown above, we took note of the areas that we could influence. For example, you can see that the Amazon link ranking in position eight has zero backlinks, so building new quality backlinks here is a strategy we would recommend to increase the quality of this signal to Google.

In addition to launching our best ORM strategies, we decided that we would identify many new pieces of content, as well as update as much existing content as we could. The action plan for each business situation is specific to what we see ranking for that brand. 

Below, you can see our ORM strategies, broken down into three different categories, including pre-existing content, existing content, and engagement tactics.

Pre-existing content strategies

Setting up subdomains on the client's website  

In some cases, we recommend setting up subdomains that specifically address the controversy. For LuLaRoe, we would help them build out a subdomain on their website.

Identifying news articles 

A benefit of a business being in the spotlight is that they may already have plenty of mainstream press. We can identify any positive articles from high Domain Authority (DA) news sites and other industry publications to promote. 

For LuLaRoe, we would not recommend this strategy, as there’s an overwhelming amount of negative press out there. They could potentially work with an authoritative news site to publish a piece detailing their side of the story or where the business is now, but we would suggest doing so down the road,after the dust settles from the bad press. This could produce ranking potential because it could be something unique to the results of the brand.

Reviewing Wikis & other profile pages

We recommend taking stock of any Wikis and existing profile pages a brand already has out there. For example, LuLaRoe could update its Crunchbase profile regularly. Doing so may have the potential to move the profile upward in the brand’s SERP.

In LuLaRoe’s case, we would also recommend taking full advantage of its YouTube presence by adding new videos with a “new light” sentiment, and turning off all comments on each video. Since we see their YouTube profile ranking highly on their page two search results, this is a domain that has the potential to move above the negative stories ranking on page one.

New content strategies

Post on sites you have relationships with (or own)

This could be a partner that has a completely different domain than you, or another brand that you have worked with in the past and have a good relationship with. Reaching out to these confidants to create new positive press surrounding the topic could help to get something new in the SERPs. 

Leveraging any existing relationships, or forging new ones, is a strategy that could potentially work for LuLaRoe.   

Research article directories

Random directory sites are not to be forgotten. In doing research on the specific industry you’re looking to influence, you can suss out directory listings to expand your presence on. 

That said, this isn’t a strategy that would make much of a difference for a huge brand like LuLaRoe, but it could be used to make their n overall reputation look cleaner and more put together. 

Establish mini blogs

We would recommend setting up a number of mini blogs on WordPress, Blogger, Posterous, and Tumblr, as well as  a few other WordPress MU sites we have identified with high ranking potential. 

But again, these mini blogs may not have the high-ranking potential to make a significant difference for a bigger brand like LuLaRoe 

Take ownership of other domains

We would recommend purchasing the .com, .net, and .org versions of the exact match domains for the search phrase –including the brandnamecharity.com. The general content we would recommend adding to these pages would include customer testimonials, positive stories, general information about the company, satisfaction guarantees, posts that debunk misinformation, and other stories that either didn't pertain to the issue at all or show positive aspects about our client. 

Also, creating new profiles on sites like Medium, or doing an IdeaMensch interview, could help positive controlled content to rank highly in your results.

Engagement strategies

Link building

We highly recommend the link building tactic for all brands, especially LuLaRoe. When it comes to positive sentiment that has a low backlink data number, building links can help to increase that number. To do this, we would work with niche bloggers to build new links to the URLs that are ranking below the negative links on page one. The goal is to build backlinks to more than one target so these blog posts aren’t all about a specific brand as the topic, but rather, mention the brand in passing. 

Interlinking

Another helpful tactic involves taking advantage of interlinking opportunities from the brand’s main website to the positive URLs we see ranking within the first 30 results for the brand. This will help to show Google that they’re relevant, important, and should be associated with the brand.  

Click-through rate (CTR) search team

The goal here is to send clicks to certain positive targets in the SERPs to help move them above the negative. Like other tactics, this is about sending signals to Google that the target is a valuable piece of content to put on the first page of the SERPs. We would recommend sending high-value, US or local, clicks to the target URLs you identify. For LuLaRoe these include the Amazon Storefront, thredUP, Poshmark, LuLaRoe Bless, Twitter, YouTube, eBay, and Pinterest URLs.

Competitor research  

Another tactic we would recommend is to take a look at competitors in your industry. Gathering a bigger picture of what’s ranking in a similar brands’ SERP could give you ideas of what to replicate. Sometimes, you may even find a random profile ranking for a competitor that you don’t have a profile on. LuLaRoe should take a look at other big brands facing similar controversies to gain knowledge on where and how they responded and moved forward. 

Influencer engagement 

Working with influencers and other social media engagers in the space is so important. Not only does it bring awareness to the ideas you're trying to promote, but it helps to increase engagement to articles that your brand would like to see higher in the search results. LuLaRoe could really benefit from working with any influencers who support their new business direction and are willing to help clean up their reputation.

Case study & tracking progress 

Without giving away any of our past client’s project details, we wanted to give you an idea of some of the results we’ve seen after applying our tactics. The questionable situation was surrounding a commercial about a controversial topic at that time. After getting negative news coverage, we saw a few negative articles “stick” on the page one results for their brand. Using our proprietary technology for reputation management tracking, we calculated what’s called the “Sentiment Score” of the search result to be a 91. 

Our team took the time to thoughtfully review all aspects of the brand’s search results, as I detailed above. From there we applied the tactics we thought would make a difference and made sense considering the industry. The strategies that were successful in this case included increasing click-through rate, link building, and social engagements. Other strategies that helped to move the negative links on to page two included new profile creation and updating pre-existing content that was dated. 

It was great to see the positive results of our work, although it did take time due to the relevance of the article. The client also took part in charitable events that helped to create new press to surround the brand, which helped to meet their end goal even. 

These initiatives resulted in a Sentiment Score of a perfect 100 with no negatives on page one. You can read more about how we calculate the overall sentiment score for a query here. 

Conclusion

The results from implementing the ORM strategies above vary from brand to brand. It all depends on how each ranking factor is determined by Google. The authority and relevance of an article also make a huge difference in how it’s placed. Our team has seen a ton of success utilizing and being strategic when implementing many of them, but some of our techniques work better than others because of the industry. This proves the importance of doing research to find out what tactics are best suited — and will be most beneficial — to a given brand of business.