How to Maximize Your Content — Whiteboard Friday

In today’s episode, content marketing expert Ross Simmonds walks you through the content life cycle, and how you can use it to ensure that the content that you're developing quarter after quarter, month after month, year after year, is actually maximized for ROI, results, and impact.

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

Video Transcription

Howdy, Moz friends. It's Ross Simmonds from Foundation Marketing, and in this video I'm going to be talking to you about something that I care deeply about, how to maximize your content.

We've all produced content. You've probably just produced a piece of content within the last few days, the last few weeks, maybe last few months. You've prepared and developed pieces of content that you believe will serve your audience. Congratulations, you've taken a big step. This is a big step for you because you've created something. It's an amazing situation to be in. Not a lot of brands do it. So if you've done it, congratulations.

But what I want to talk about in this video is how you can ensure that the content that you're creating, the content that you're producing, the content that your team is developing quarter after quarter, month after month, year after year is actually maximized for ROI, maximized for result and impact.

The lifecycle of content

So let's talk through the life cycle of content, how you can ensure that the content that you're producing is actually going to drive results, and how you can set your team up for success to leverage that content consistently so you are impacting your audience in a meaningful way.

Pre-launch

So how do you start all of this? You start pre-launch. Before you press Publish on a piece of content, before you launch that landing page, before you roll out a series of new landing pages, before you roll out a handful of comparison pages between your product and the next, landing pages that are going to educate people on keywords related to your industry, before you do any of that, you have to do research. You have to research your audience. You have to understand the intent behind the things that they're typing into Google. You need to understand the problems and the pains that they're trying to solve.

You need to invest time in researching the channels that your audience are spending the most time on. Why? Because what you're going to do is not take the typical approach of pressing Publish on pieces of content, giving yourselves pats on the back, and calling it a day. No, you're going to embrace this model, a model where you are actually going to distribute your content in channels where your audience is spending time, and you're going to maximize the ROI out of your content because of that.

But first, you have to create content with intent. You have to understand the intent of the assets that you're creating. You don't write blog posts for the sake of writing blog posts. Somewhere along the lines, we've gotten into this trap where marketers have kind of thought, oh, all content just needs to be published. If you press Publish on content, the world will be yours.

That's not enough. You need to have, with your content, clear intent. You have to know exactly why you're creating these assets. When you do that and you root it in research, then you're ready to launch. You're ready to launch a piece of content that you believe is going to resonate with your audience. You're going to launch that piece, and you're going to be excited about it, and you should be. This is an amazing moment.

But the next thing you do, after you press Publish on that piece of content, is typically what's going to make or break that asset. It's what's going to determine if your content soars or if your content flops. Typically, what people do is they just share them on channels that they own, and then, yes, it tends to flop.

Understand your distribution channels

What is this? What does this mean? Money channels. Money channels are one of the four different types of channels that you can distribute your content on.

There are four different channels that every brand should be able to understand and map out as it relates to the places in which they distribute their stories, their content, and the way in which that they distribute that content after it goes live. We have money channels, we have rocket channels, we have ghost channels, and we have questionable channels. What are each of these channels?

So when you look at this entire grid, you see audience fit and competition. In channels where you have high audience fit, high competition, we consider those money channels. What does that mean? It means your competition is already there. Your competition has identified that this is a channel where they too can generate revenue. They too can generate ROI. It's also high audience fit. If your audience is there, your audience is spending a lot of time on this channel, this is a money channel. It's a channel that you probably already own.

Maybe you're on LinkedIn because you're in B2B. Maybe you're on Instagram because you're in B2C. You know, with confidence, on these money channels, that every single time you distribute your stories, every single time you distribute your content, you're going to see an impact, you're going to see ROI, and you want to leverage these as much as possible.

Then we have our rocket channels. Rocket channels also have high audience fit. These are channels where your audience is spending a ton of time. These are channels where you want to be because you know that your audience is there. But it has low competition. Shh, don't tell anyone. These are the channels that you don't want your competitors to know about, because your competitors don't realize your audience is spending a lot of time on these channels. To the rest of the world, they might seem very risky. Ooh, you're using Reddit. Ooh, you're leveraging Facebook groups. This is a very risky channel.

What they don't know is that all of your audience is there. So it's a money channel. I mean, it's a rocket channel. A money channel would be if your competitors are there. If your competitors aren't there, then it's a rocket channel. These are my favorite. I love rocket channels because it means that there's not a lot of competition, which means that your content and the stories that you produce might be, for a short period of time, the only stories and assets on this topic and in your niche that your audience is getting exposure to. If they're doing that and they're getting exposed to your brand consistently, you're building a true brand connection with an audience that really wants your content. So that's what you want in a rocket channel.

Then you have low competition and low audience fit channels. What are those? Those are essentially ghost channels. Nobody is there. Your competition isn't there. Your audience isn't there. It makes absolutely no sense for you to leverage these channels. It's okay for these channels to exist. They're going to happen in every single niche. Some people just aren't going to be leveraging a certain channel, and that's okay. You can ignore them. Don't go on them. It's all right. Avoid them at all costs.

But then, there are going to be some questionable channels that are actually going to just completely make you scratch your head. These are channels where your competition levels are very high. Tons of people are using this channel in terms of your competition, but no one is there as it relates to your audience. So it makes you scratch your head. Why are they there? Why is my competitor spending time on this channel?

That provides you with two insights. One, maybe you need to research and understand whether or not there's some real opportunity there that you're overlooking, or two, maybe you need to ask yourself, is this just some legacy efforts that are happening where your competitors are using this because it used to work in the past and they haven't caught onto the fact that it's no longer working. Those are the questions you need to ask.

Optimize your distribution engine

Now, once you have an understanding of that, once you have an understanding of money channels, rocket channels, ghost channels, and questionable channels, the next step is to ask yourself how you can leverage this information to create and optimize your distribution engine so you can really maximize that content.

Money channels

So you start to go to those money channels. You send that content out on the money channels that you own. This is typically where the life cycle of content distribution within most brands ends. We press Publish on a piece of content. We share it on Twitter. We share it on LinkedIn. We might even share it on Facebook. We'll send it out to our newsletter and the people who have subscribed to our list. That's it. We call it a day, and it's over.

That all happens typically within one week. Then we start the process all over again with new content, and we continue back and forth, back and forth, doing this cycle, just like it's Groundhog Day, instead of recognizing that there are plenty of other opportunities that you should be leveraging to maximize your content. Most brands just embrace this, money channels and that's it.

Rocket channels

What you're going to do is different. You're going to start to embrace rocket channels. You're going to start to think about how you can distribute your content in channels and in areas where your audience is spending time that your competition has overlooked. You want to ensure that you're spreading your content in sites, in communities, in forums, in newsletters, in sponsoring newsletters, in leveraging newsletters, leveraging in product opportunities. You want to be thinking strategically around how you can distribute your content in ways that your competitors are overlooking.

Maintain momentum

Then you want to maintain that momentum. We no longer are thinking about this in a short period of time. You're trying to maintain momentum, and you're launching this content over and over and over again. You're keeping the hype going as it relates to your content.

Experiment

Then, you're going to start to experiment. You're going to experiment and try things that other people would say is too risky. You're going to try things that might not even take a lot of energy and a lot of time but could ultimately unlock for you a new opportunity. Maybe you're going to experiment by taking a blog post and turning it into something new. Maybe you're going to connect with an influencer and see if they'll talk about your content. Maybe you're going to send a DM to someone. Maybe you're going to experiment where you're going to run an internal campaign where your entire team is going to amplify a piece of content for 24 hours on social. Everyone is going to be encouraged and trained and taught how to leverage social to distribute that content, and you're going to make a splash. You're going to experiment.

There's no such thing as an idea that is too wild when you are embracing the experimentation status point in this engine and in this time frame. You want to experiment with your content.

Repurpose

Once you've done that, you'll want to start repurposing it. That blog post, that article, that essay that you created shouldn't live and die in just one format. It should be repurposed. Can you turn that blog post into a YouTube video? Can you turn that YouTube video into a podcast? Can you take clips of that YouTube video and then share 30-second clips on social, on LinkedIn, on Facebook, on Twitter, on TikTok, on all of these different channels?

How can you repurpose your content? Can you take that content and potentially turn it into a new infographic, a carousel, a story that is interactive? What can you do to repurpose your content so it doesn't solely exist in one format?

Once you start to do that, you might even turn it into something like a Twitter thread. You might find that one of those pieces of content that you repurposed takes a whole new life where it's generating more engagement, more dialogue, more stories, more narratives that ultimately give you the opportunity to connect with more people.

Reshare

You're also going to share that content. A lot of people, again, make that mistake. They share it once and then they call it a day. You're not going to do that. You have to recognize that the people who happen to be online on Monday at 3:00 p.m. aren't the same people who are online on Thursday at 6:00 a.m. in the morning. That is why resharing your content is important.

Even that same newsletter that you sent out two months ago, two weeks ago, and you plugged an article that you were so excited went live, guess what? Some people were on vacation. Some people didn't open it. Some people happened to be caught up in watching "PAW Patrol" at the time, and they didn't get a chance to see your content. That's an okay situation. You want to leverage that. Leverage that as an insight to understand why you should reshare your content because people are busy. Not everyone saw your piece of content as much as you would like to think on the day in which it went live. So reshare your content, repost it, and reshare it frequently.

Syndicate

Then, you're going to think about syndication opportunities. This is how you can scale your content consistently across a handful of different publications, a handful of different URLs that you know your audience is already subscribed to, that you know your audience is following and reading and consuming, and you want to syndicate your content through these channels.

Now, it can get very meta, because if you repurpose your content into a YouTube video, you can take that YouTube video and embed it directly into the blog post that is ultimately now being syndicated into one of these communities, and then you can reshare that piece. It all starts to work together. That is how you maximize your content.

Optimize and update

Now, at this point, you might be thinking, whoa, this is too much. I'm done. I can't continue. But I beg you to please continue because there's one more major step — optimizing that content. You want to optimize and update that content for two key reasons, one SEO, two, CRO.

You want to optimize this content so it is more likely to show up in search. If you created that content with intent and you had the intent of ranking for some keywords that are informational, or you had the intent of ranking for keywords that are going to be educational to your audience, you want to optimize it. You want to optimize that content based off of new trends and behaviors that you're seeing in the market. You're going to check out the SERP and see what new questions people also ask and update that content to reflect new insights and new information.

You want to make sure that you're optimizing and updating this content with new data, with new graphics, with the new assets that you might have already developed and you start to embed them in there. You might start to take graphics that you leveraged in a piece of content that you repurposed and start to update it with that as well so you can leverage Google images. You're going to put the YouTube video in there. Google and YouTube are in cahoots. Of course, they're all one entity. You want to leverage that to optimize and update your content on a regular basis.

This is maintenance mode. This is when, every 6 to 12 months, you are doing a refresh of your content. Why? Because you recognize the importance of maximizing your content. You recognize the idea that a piece of content shouldn't just live and die within the first week of being published. It's something that should be maximized. It's something that should be optimized, repurposed, syndicated, distributed, and leveraged so you can unlock rocket channels that will ultimately give your content the opportunity to go to the moon.

Thank you so much for checking out this Whiteboard Friday. I hope you enjoyed it. I'm Ross Simmonds, and I would be happy to connect with you on social. I'm @TheCoolestCool, and I would love to connect with you there. Take care.

Video transcription by Speechpad.com

Announcing the Keyword Research Certification: Create a Personalized Keyword Strategy

The heart of your SEO. The foundation for building ideas and thoughts in your industry. The vital link between you and your audience.

What are we talking about? Keywords, of course!

Keyword research is a fundamental aspect of any SEO strategy, so it’s important to know why you should do it, and how you should go about it. The power of keyword research lies in better understanding your target market and how they are searching for your content, services, or products. Too many people bypass this crucial planning step because keyword research takes time, and why spend the time when you already know what you want to rank for?

The answer is that what you want to rank for and what your audience actually wants are often two completely different things. Focusing on your audience and using keyword data to your advantage will make for much more successful campaigns than if you were to focus on the typical desirable keywords.

With that, we are so excited to announce the launch of our brand-new Keyword Research Certification from Moz Academy. It joins our four other Certifications in our course catalog: SEO Essentials Certification, Technical SEO Certification, Local SEO Certification and SEO Competitive Analysis Certification.

We are also thrilled to offer 50% off this Certification for the first 100 purchases. Simply use the promo code: keyword50 while the offer is still valid.

Let’s get started!

With this engaging, on-demand instructor-led course, you can learn at your own pace, participate in tasks and take quizzes along the way, as well as complete a final exam, earning you a certificate and LinkedIn badge as proof of your achievement.

Why take this course?

Contrary to popular belief, keyword research is not a one-off task. You should dive into keyword research every time you create new content, or refresh existing content. By regularly assessing the ways in which people search - and by identifying specific and ever-changing ways that people search for content within your niche - you can continue to create content your audience will enjoy and share. Combined with other solid SEO processes, keyword research helps you to produce a repeatable content process that consistently earns traffic over time.

What’s included in the Keyword Research Certification?

The Keyword Research Certification is a five-part series focused on keyword research, strategy and analysis. Complete with over four hours of video lessons, tasks, and activities, you’ll be able to test your understanding and apply important concepts throughout. At the end of the series, you’ll take a final exam and receive your certificate and LinkedIn badge.

The certification is organized into five sections:

1. Explore the Fundamentals of Keyword Research

The first course of the series lays the groundwork for the rest of the certification curriculum, beginning with a discussion of why keyword research matters and what it looks like.

By the end of this course, you will be able to:

• Define keyword research, and describe its importance in reaching your target audience

• List the types of keywords, and describe how they shape your keyword strategy

• Explain past Google algorithm updates

• Dispel SEO myths, and anticipate future trends in keyword research

• Select an SEO keyword ranking tool best suited to your needs and goals

• Track and measure your keyword success

2. Get to Know Your Customer

Now that we’ve established the purpose of keyword research and how it fits into your larger SEO strategy, it’s time to dig in: who are your competitors?

By the end of this course, you will be able to:

• Actively listen to your audience, and apply these conversations to your keyword planning

• Align your strategy with how Google perceives entities and your industry

• List the types of search intent, and match your content to audience intent

• Format your content for SERP features relevant to your industry

• Evaluate keywords using Moz Pro and other tools

• Discover hot topics in your industry, and analyze the type of content Google finds valuable

3. Create a Keyword Strategy

In this course, you will learn how you fit into the sales funnel and establish a process for conducting keyword research.

By the end of this course, you will be able to:

• Describe the stages of the sales funnel and how they relate to SEO

• Create a keyword model based on the sales funnel and semantic search

• Establish a process for keyword research

• Analyze your website’s current rankings and identify your strengths

• Develop scalable keyword lists and keyword clusters

• Identify target keywords to create new - and improve existing - content

• Create an SEO tracking system, and assess a brand’s Search Visibility across keyword clusters

• Map your keyword strategy to your website’s most valuable pages

4. Track Your Success & Next Steps

In this section of the Certification, you will learn how you can track your keyword success and know how to customize a strategy to suit your needs.

By the end of this course, you will be able to:

• Identify questions your audience is asking

• Employ a variety of tools to discover how people are talking about your brand

• Adjust your SEO strategy according to local, international, and B2B best practices

• Uncover new content ideas, and use keyword tools to acquaint yourself with an unfamiliar topic

• Increase your visibility by discovering featured snippet opportunities for your brand

• Evaluate your competitors’ success, and refine your blueprint based on your findings

• Support your keyword strategy with healthy technical SEO and link building practices

5. Final Exam

Once you’ve completed your training, you will have the opportunity to take an exam to earn your certificate and LinkedIn badge to display your accomplishment to professional peers, employers, and potential clients.

Don’t forget, the first 100 purchases can avail of 50% off this Certification by using the promo code: keyword50 - get yours now!

Keyword Research Certification FAQs

How do I get certified?

The Keyword Research Certification is available now on Moz Academy. Simply access the series from the course catalog, register, and get started! Once you’ve completed the series and passed the final exam, you’ll receive an official certificate and a badge for your LinkedIn profile.

How long will the series take to complete?

The certification series includes approximately four hours of instructor-led curriculum, in addition to activities to test your understanding and the final exam. With all of that in mind, you can expect your time commitment to be about six-seven hours in total.

How long is the Keyword Research Certification valid? Do my credentials expire?

You will have access to the training materials for one year after purchase. Your Keyword Research Certification credentials, however, will not expire.

I don't have a Moz Pro subscription – is the Keyword Research Certification still relevant for me?

Yes! We do use Moz Pro, in addition to various other tools, to apply certain concepts throughout the certification series. That being said, having a Moz Pro subscription is not a requirement, and you’ll learn how to apply the concepts regardless of which tools you use. The concepts and activities throughout the certification are generally tool-agnostic.

Take the course!

The 7-Day Quick Start Guide to SEO + Cheat Sheet

We all start somewhere.

For you, it's your very first day of SEO.

Or, more precisely—for the sake of this guide—your first seven days of SEO.

If you do any kind of web marketing, you know that business and website owners frequently ask for SEO advice. Answering can be difficult because, short of hiring a professional, it's hard to explain to absolute beginners where to start.

For example, what do you tell the small manufacturing business owner who wants to learn the SEO ropes but doesn't have a year or two to master the finer details?

The best answer has always been "read the Beginner's Guide to SEO."

And that's a great answer. For over a decade, the Beginner's Guide has served as a solid and frequently updated resource for those looking to cover the basics, mixing in-depth theory with practical application. I've personally referred people to it literally hundreds of times.

To which the busy business owner replies, "That sounds great, but what do I do about SEO today? We need results ASAP."

To fill this gap and to help more people, we needed a different type of SEO resource.

Improving the time it takes SEO to work

Unless you work for an agency or want to make a lifelong career out of SEO (an excellent choice), most folks don't learn SEO for the sake of learning SEO.

For example, I started in SEO because I built a website that needed marketing. Other people may want to reduce spending on social media advertising. Still others simply have a new product that needs demand.

In other words, people seek SEO because they want results.

And they typically want those results sooner than later.

"How long does it take SEO to work?" is one of the most common questions in our industry. The truth is, of course, it depends. Different activities are impactful over different time periods, from mere days to long months.

Here's a rough estimation of how different SEO activities might impact Google traffic over various timeframes:

• Quickly (days to weeks): Indexability, title tags, search appearance

• Medium (weeks to months): Keyword targeting, content creation

• Slowly (months): Link building, site architecture

Professional SEO agencies, when looking for "quick wins" for clients, often implement a handful of tried and true tactics, things such as a simple health check, title tag optimization, structured data, and internal linking.

Here's the deal: you want the same quick wins that professional SEOs look for, while at the same time setting yourself up for long-term success.

Getting SEO results more quickly

To solve all of these challenges, we created the Quick Start Guide to SEO.

You can find it incorporated into the Intro Chapter of The Beginner's Guide to SEO. Since most people reading the Beginner's Guide are very new to SEO, it made the most sense to put it there.

The Quick Start Guide includes seven days of actions to check the SEO health of your site while putting you on the path of sustained improvement. To make it actionable, the Quick Start Guide is short and sweet, but if you want something even more compact, we also created the SEO Quick Start Guide Cheat Sheet. This serves as a one-page sheet you can use for easy reference.

Get a free downloadable copy by clicking the link below.

Get the SEO Quick Start Cheat Sheet

Quick Start Guide to SEO: An overview

More detail can be found in the Beginner’s Guide, but here's a quick overview:

How to use:

• Each task is a day

• You can start, and in many cases even complete, each task in an hour or two. That said, several tasks take much more than that. An SEO professional might spend 7-20 hours on an audit. (Some audits take 40 hours or longer.) Of course, you're starting from scratch, so some things might take significantly more investment of your time.

• The key is to introduce yourselves to these concepts so that you're set up for future success.

Here's what each day covers:

Day 1. Gather your SEO data

SEO is all about working with the right data, and you want to make sure you're looking at the right stuff. Setting up analytics and registering for free with search engines is a simple first step to gathering the data you'll need for most SEO tasks.

Day 2. See how your site is indexed

This day you'll do a quick "health check" to ensure your site is eligible to appear in search results. Learn a few core tricks of the trade to make sure your site isn't stopping itself from fully appearing in Google search results.

Day 3. Target specific keywords

This is where the "magic" happens. SEO is all about providing useful content for exactly what users are searching for. Making sure there's a match between what users ask and what you deliver is the key to success.

Day 4. Optimize your search appearance

At this point, you will examine how your website "looks" in Google search. Do users want to click your result? Have you taken advantage of the various appearance options Google offers? Dialing in your SEO here may make the difference between simply ranking and actually getting visits to your site.

Day 5. Create content like a boss

SEO relies on content. Whether you are creating new pages to capture more keywords or optimizing existing pages, you want to make sure your on-page optimization is solid. From keyword placement to images, we'll cover the basics here.

Day 6. Internal links & site architecture

Here we want to explore how easily users — and search engines — can navigate your site to find what they’re looking for. Examining your navigation, site structure, and internal links can often lead to significant wins.

Day 7. Gaining popularity via link building

You most likely won't conquer link building in a single day, but you can definitely get started. Promoting your site and getting links from others is a bedrock of good SEO. Link building can be challenging, but we'll show you how to gather your data, help you see where the opportunities are, and hopefully inspire you to a few good ideas.

That's it! Hopefully, you enjoy the new Quick Start Guide. If you haven't already, you can download your one-sheet copy of the Cheat Sheet here.

Get the SEO Quick Start Cheat Sheet

Best of luck with your SEO!

Metrics for Better Keyword Research — Whiteboard Friday

Many SEOs think of keyword research as a very basic part of SEO, which can actually be a problem. In today’s Whiteboard Friday, Tom explains some of the common mistakes SEOs make when doing keyword research that are easy to fix, many of which come from metrics like search volume, click-through rate, and difficulty.

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

Video Transcription

Happy Friday, Moz fans, and today I'm going to be talking to you about metrics, but specifically metrics for keyword research. Now I think this is a very fundamental part of SEO. A lot of people think of it as a very basic part of SEO, which can be a problem sometimes.

I think often this might be the very first task you're asked to do in your SEO career. But I think there are some common sort of mistakes or misunderstandings within keyword research that are quite easy to fix, and a lot of it comes from metrics. So these are the three metrics I want to talk about today. So there's search volume, click-through rate, and difficulty. I want to talk to you about how you can sort of use these together and where you need to be careful. 

Search volume

So search volume, I think obviously you're not going to get away from this as a metric. I'm not asking you to get away from this as a metric, don't worry. But it does have some well-known problems and some lesser-known problems. 

Problems with Google Keyword Planner data

So one of the better known ones is, I think, probably about seven years ago now, I can remember the late great Russ Jones talking about some of the problems with Google Keyword Planner data, which is really a ubiquitous data source in a lot of tools.

I understand why. In a lot of cases, it's the only practical data source to use. But Google Keyword Planner data has some issues. So I'm not going to go into those now because, like I say, it's been talked about a lot in the industry. Hopefully, some of those older resources will be linked to below. 

But I just want to talk about how impactful it can be in your research and in what you're trying to do for your business. So I did a test recently where I gathered a bunch of sample keywords and I benchmarked them in various metrics and various tools to see what volumes I got. Now, the source of truth I'm using here is Google Search Console. So you can be reasonably confident that if you rank first for something, then in Google Search Console, the number of impressions you have will be equivalent to the true volume.

Now, there are some caveats there. Maybe you only rank first on certain days or in certain locals or certain devices. There's a bunch of data cleaning and work that we have to do to clean that out. But once that's done, we can say, okay, in this particular sample of keywords, the average search volume was about 97 searches a month. Now, it could have been anything. 

Just in this particular sample it happened to be 97 searches a month. Now, in Moz's tools, I put in the same set of keywords and we got an average of 101, which I'm pretty pleased with. That's quite close. Then in a couple of competing tools that also don't use Google Keyword Planner data, they got 150 and 190. So same sort of order of magnitude.

But then the Google Keyword Planner data, on average was 1,803. So that doesn't even fit on the whiteboard, by the way, to get that chart into scale. Obviously, that's quite a big problem. If you were using this in anything sort of business critical and your boss is saying, "Oh, can you estimate how much traffic this new site section might get or how much revenue we might make," and your estimate is out by a factor of 18, that is going to be a problem.

So this is a big danger. Even though this is an old problem, I was actually surprised by how impactful this could be in the real world. 

SERPs changing over time

The other problem with keyword volume is a bit of a subtler one, and it has to do with how much SERPs are changing over time now. The issue here is that we're only interested in search volume because we're interested in clicks.

We want people to search a keyword, and we want to know how many people are searching a keyword because we think we might win their click by ranking. But the trouble is, these days, search volume doesn't actually give you that much of an idea about how many people might click or could click. So you might have keywords with very similar volumes that actually have very different numbers of clicks available.

This is a random sample of keywords from 750 keywords from MozCast. I put these into Moz Pro to get an idea of the different click-through rates, and this is the total click-through rates of the queries. So this is the percentage of people that clicked on anything, not just one specific result. Eighty-five of these keywords, so over 10% of these keywords, they had a total click-through rate for all results of under 20%, meaning the vast majority of people clicked on nothing.

Only about a third of these keywords, slightly over a third of these keywords had a total number of clicks that were similar to the search volume, 81% to 100% of the search volume. So this is really interesting because there's a wild spread here, and this varies a lot from one keyword sample to the next. Basically what this means is that just knowing about volume doesn't mean you actually know about clicks, any more at least.

So this is a bit of a problem when we're using search volume as a metric. We kind of have to use, but there are maybe some issues. 

Click-through rate

So how can we get around that? So, as I've just talked about, one thing we can look at is click-through rate in combination with search volume. So I just said, in Moz, you can look at the total click-through rate of a query, but you can also look in Search Console at the click-through rate just for your specific result where you've ranked now.

So that can help you to have a better idea for the sort of actual opportunity that comes with a keyword rather than just search volume, which basically doesn't give you much of a clue about that on its own. So you can use these together to get a better idea. 

Keyword difficulty

The last metric I want to talk about that you can use with these is difficulty.

So keyword difficulty is a metric we have in Moz. Some other tools have similar things. What we do is we take the Page Authority and Domain Authority of the other results that are ranking for that keyword to get an idea of sort of how tough the table stakes are for this competition. Then we also look at the click-through rate, the total click-through rate of that query, like I was just talking about.

So this gives you an idea of how dominated this SERP is going to be perhaps by Google features or something like that. Then together this forms our difficulty score. So this gives you an idea of the level of opportunity here. So when you use all three of these together, you can say, "Okay, I've got this many searches and this click-through rate, so I know how many clicks are available. Then with the difficulty, I know how many of these clicks I might actually be able to win."

So that's all. Relatively quick and simple one. Hope you found that useful. Let us know on social, and I'm sure we'll have more of these coming right up. Thank you.

Video transcription by Speechpad.com

TikTok SEO: Understanding the TikTok Algorithm

TikTok has quickly become a viral sensation, with millions of users across the globe spending hours scrolling through the app's endless supply of videos. But for marketers, TikTok's greatest asset lies in its algorithm.

In the first chapter of this series, we dug into the search behavior on TikTok and why it should matter to SEOs. In this article, we are going to cover the ins and outs of the TikTok algorithm, and how to leverage it to get more users looking at your brand’s content.

The principles behind the TikTok algorithm

Before we dig into the algorithm’s ranking factors, a bit of background.

In 2020, TikTok’s CEO Kevin Mayer published a manifesto on the importance of transparency for tech companies, especially when it comes to their content algorithms. Mayer committed to being more open than its competitors, indirectly challenging Meta and Google.

Luckily for us marketers, TikTok has kept its promise and has some solid documentation on how their algorithm works. In this article, I will be combining that information along with secondary sources and inference based on general social media principles.

Surfacing interesting topics

A few months ago, I was raving about TikTok to my partner. He is big on privacy and didn’t love the idea of joining the platform, but I convinced him.

The moment he joined the app, his feed was flooded with bikini-clad teenagers, crude physical “humor” and what I can just describe as a bunch of British guys acting very lad-y. All the platform knew about him is that he is young(-ish), male, and British.

The content TikTok was serving was based on his demographic data. The algorithm hadn’t had time to work its magic then, but when it did, he could hardly put down his phone.

TikTok collects data on how users interact with different videos. Based on this information, TikTok can determine a user's interests and serve them related content.

TikTok uses the content of each video to understand what topic it pertains to. This is based on the use of hashtags, video descriptions, the TikTok sound used, and the textual spoken audio. Based on what we know about other platforms’ natural language processing capabilities, this is likely more effective in English than in other languages.

The platform gets better at tailoring this content for you as you engage with it, but it also bases its recommendations on demographic data such as gender, age, and location.

According to their privacy policy, TikTok adds “inferred information” to your profile, such as age-range, gender, and interests.

Knowing this, it would make sense that TikTok puts audiences into different interest cohorts. By connecting different topics by how closely related they are, TikTok should be able to surface topics you’re likely to enjoy, even if you’ve never engaged with them on the platform before.

Let’s see an example. I like interior design, so I’m likely into IKEA hacks, which means I’m likely into DIY. If I’m into home improvements, I’m likely into crafting. Boom, a cross-stitching video reached my feed, and I love it.

@tiktokswithtom Cross stitch 🤷‍♂️ #fyp#fypシ#foryou#crossstitch#crossstitchoftiktok♬ Che La Luna - Louis Prima with Sam Butera & The Witnesses

Bursting the filter bubble effect

TikTok’s transparency policy came about after receiving some criticism around how their algorithm creates echo chambers that promote radicalization and the spread of misinformation. Now some platform representatives have spoken about how the platform is trying to prevent that.

Youtube and Facebook have come under fire for this before, but the truth is that any platform with a content discovery algorithm that relies on engagement is susceptible to creating echo chambers and promoting radicalization. Human psychology tells us that we’re more likely to engage with content that elicits a strong emotional reaction. This incentivizes content creators to promote content that makes us angry or afraid.

TikTok’s answer to the filter bubble effect has been somewhat simple: the platform will show you random content from time to time.

In order to avoid homogeneity of content, the app has started showing users content that they don’t usually engage with. This includes surfacing random hashtags, video aesthetics, sounds, and topics. The app tries to keep things fresh by avoiding content repetition, so you’re unlikely to see two videos by the same creator or using the same sound in a row.

Another interesting incorporation into the algorithm is showing you fresh content that has not had any engagement yet. If you’re a TikTok user, I’m sure you have noticed this.

Is this enough to prevent creating echo chambers? Probably not. Familiarity or the mere exposure effect will make you engage with the content you see most frequently, so there’s still a pretty high chance of developing echo chambers.

According to the teachings of one of my favorite psychology textbooks, we’d need to see about 50% of this random content on our feed to break the behavioral learning and bias towards what we already like. Obviously that would be against the business interests of most social media platforms, so it seems unlikely to happen.

With this background and context in mind, let’s dig into TikTok’s ranking factors.

TikTok ranking factors

As I mentioned above, this list of ranking factors is based on a mix of TikTok-confirmed features as well as unofficial sources and general social media practices.

1. Video engagement

One TikTok ranking factor is engagement, which includes likes and comments as well as watch time and profile visits. When a TikTok video has a high level of engagement, it means people are taking the time to interact and engage with the content.

This also includes replays, follows, bookmarks, and tagging a video as "not interested" (which affects your video negatively, of course). Engagement shows TikTok that the content is worth pushing out to more users, thereby helping it rank higher on TikTok's algorithm.

Not all forms of engagement are created equal, of course. A comment or share are stronger engagement indicators than a like. We see this on TikTok’s documentation and it’s true in many other social media platforms too.

According to TikTok’s documentation, engagement is measured at video level, not at account level.

The profiles a user follows on TikTok also contribute to determining the user’s interest profile. Following gardening accounts indicates to the algorithm even further that you’re interested in gardening videos.

The follower count or the previous performance of an account doesn’t directly impact the rankings of their videos. However, having a high follower count can indirectly help your videos perform better, as it will expose them to more eyes through your followers. If your followers engage with your content, that engagement can help you reach bigger audiences.

This is a big shift from classic forms of social media marketing, were the previous performance of posts on a profile are thought to influence the reach that future posts will have.

2. Discover tab engagement

Another way in which TikTok determines a user’s potential interest in a video is by analyzing their interactions with TikTok content beyond just video. Searching, clicking on a hashtag, exploring a trending topic, or viewing videos from a specific sound will weigh towards the video recommendations that users receive on their For You feed.

3. The content of the videos

As an SEO, I can’t help but draw a parallel between on-page SEO and the TikTok ranking factors within the video content.

For the platform to be able to recommend videos of topics that you like, it needs to understand what each of the videos are about.

There are several elements within the uploaded videos that help the app understand what topic and emotional tone each video has. Let’s take a look at what those elements are:

• The video’s visuals. According to their privacy policy, TikTok can “detect and collect characteristics and features about the video and audio recordings” by identifying objects, scenery, and what body parts are present in your video. This is used for content moderation and to power their recommendations algorithm.

• The audio. The platform can process the “text of words spoken” within your videos to further understand what they’re about.

• Text over the video. Using text over the video also contributes to that understanding of the content. Adding the text natively within the platform might provide a stronger signal, based on the way other content ranking algorithms work.

• Title and hashtags. This is the OG signal for TikTok and it’s the one they’ve publicly discussed the most. The title and hashtags used in the video help tell TikTok what the video is about, but they can also influence rankings indirectly by affecting engagement and discovery.

• TikTok sounds. The sound being used in a video is a ranking factor on its own, as it helps the platform understand a video’s content. But the biggest way in which sounds affect your content’s performance is jumping on a trend. Trending sounds get a ranking boost for a short while, since they can predict user engagement.

4. Content language

There are three language preferences you can set in your account: app language, preferred languages, and translation language. This should be pretty self-explanatory, but there is an interesting aspect to explore here.

You can select several preferred languages and TikTok prompts you to select the languages you understand. However, you can only select one language for your app and one for your automatic content translations. It would not surprise me if TikTok used those settings to establish which of your preferred languages is actually your favorite.

5. Device suitability

TikTok explains in their documentation that the user’s device matters in the videos that users get shown, but they have not specified exactly how.

According to TikTok, the information they receive about your device is anything from user agent, mobile carrier, time zone settings, model and operating system,and network type to screen resolution, battery state, or audio settings.

My guess is that older and slower devices get shown shorter and lighter videos more often, to prevent disrupting the user experience if the phone’s performance can’t keep up.

6. Creator locality

There is one line on TikTok’s official documentation that really caught my eye:

“A strong indicator of interest, such as whether a user finishes watching a longer video from beginning to end, would receive greater weight than a weak indicator, such as whether the video's viewer and creator are both in the same country.”

There isn’t a lot of clarity about how location is used as a ranking factor, but we know it exists. We can understand that proximity between viewers and creators helps in ranking, but we don’t know at what level this is measured.

TikTok tracks user location through SIM card information, IP address, and, if you give your permission, GPS.

7. Ineligible content

TikTok has two ways of moderating content: removing it or making it ineligible to rank. These include your usual suspects such as violence, nudity, and hate speech, along with some others.

There are some interesting types of content that are ineligible to appear in the For You page:

• Content uploaded by users under 16 — so don’t use your company’s actual age to make an account.

• Content that includes QR codes — TikTok wants to know what you’re linking out to and get a piece of the cake if it’s a product recommendation.

• Content that manipulates users into engaging with the video or user — all that “tap the screen twice to see something magical” stays on Instagram.

• Duplicated content from TikTok or other platforms where the user doesn’t add any significant creative edits.

• Dangerous stunts not performed by professionals.

• Content that features tobacco.

8. Native content creation

I am pretty confident that building content using TikTok’s native tooling can help boost your content ranking. Other social media platforms tend to favor native content and native content creation in their algorithm, so it would make sense for TikTok to do the same. For the sake of transparency, this is just an educated guess and not an official ranking factor.

Instagram, for example, has improved their native video creation tools for Reels and Stories while demoting content with watermarks from other platforms. Facebook favors native video over Youtube embeds. LinkedIn favors posts without external links while offering a native blog platform.

TikTok’s own analysis shows that companies who used their native creative tools saw 14 times more engagement than those who didn’t.

There is an indirect mechanism that could lead to native TikTok videos performing better: the familiarity of users with the type of content the app can produce natively. Users are very quick to spot an overproduced video as an ad and will tend to engage with it a lot less. This blog post on TikTok for Business supports that theory, by telling brands: “don’t make ads, make TikToks”.

TL;DR

In conclusion, the TikTok algorithm aims to show you content you’ll find interesting while avoiding filter bubbles.

Based on the user's interactions with the app, TikTok is able to suggest videos that the user might be interested in. This is done through analyzing likes, comments, watch time, replays, follows, and bookmarks. The app is also able to understand the content of the videos through visuals, audio, text, and hashtags. Additionally, TikTok takes into account the language preferences, device information, and locations of both the user and the creator when suggesting videos.

What unique strategies have you implemented to perform well on TikTok? Share with us @LidiaInfanteM and @Moz on Twitter, and be on the lookout for part three of this TikTok SEO series: how to rank in 2022.

2022 Local SEO Holiday Success: Essential Comforts in Leaner Times

Image credit: Stanley Zimny

I like nothing better than using this annual local SEO holiday column as a greeting card with messages of good cheer, great strategy, and healthy profit penned inside. With economists caroling “austere” and “scary” in their predictions for 2022’s 4th quarter shopping season, however, it’s not easy to be jolly. Doomsayers’ dirges have their point, but we’re in this together, and here’s my own ditty for courage, set to the chorus of Jingle Bells:

Local foot traffic is

Up now 20%

News is good in the neighborhood

If basics are your bent

Big brands (particularly those that trade in the trends of electronics) are not expecting a banner year for people buying new TVs or surveillance technology. Yet, if what your local business offers is help with basic needs and modest comforts, 2022’s holiday sales can be decent, if not a phenomenal spree. Let’s look at a solid strategy for stocking what folks want and communicating that you’re here to serve.

Food, warmth, wellness, and deals

Image credit: Michael Li

“Heat or eat” is the troubling slogan I’m hearing in multiple countries where economics have been allowed to create an artificial scarcity of energy resources on the back of a quite legitimate shortage of labor due to the pandemic. Until we all have our own nearby solar, wind and water power, we’ll continue to face fossil fuel-foolery that will eat up our paychecks and leave many in the cold this winter. All of us non-wealthy folk are feeling the pinch. We’ll be looking at the circle of our loved ones and deciding that instead of giving our favorite nephew electronics this winter, we will either pay part of his heating bill or knit him a very warm scarf.

A story I read recently in the Los Angeles Times sums this moment up well: a seller who previously dealt in luxury cosmetic gift baskets has altered his inventory to offer snack boxes. It makes sense in a time in which shoppers will be looking for ways to ensure that their friends and family have the necessary calories – not the curlicues – of life. This same vendor has also changed his marketing agency’s slogan from “we grow sales” to “we deliver peace of mind”.

2022 is the year to take a very close look at how much of your winter inventory and strategy can be rejigged to focus on food, warmth, wellness, and deals. Get a sense of the shopping season ahead from these eight points:

1. People are longing for health and strength

Fitness and gym membership sales are up as much as 20% as people try to become healthier to weather the extreme vagaries of recent modern life; gift cards that support wellness could do well.

2. Having enough to eat has become a major priority

The US food index increased 11.4% over the past year, with prices on some foods increasing by as much as 38%, meaning that gifts of food may be about as big of a luxury as many of your customers can afford to give this year. Could the brand you’re marketing partner with a local food producer for a selection of edible gifts?

3. Any source of warmth is cherished

Meanwhile, with utility bills off the charts around the world, items on lists like this one of how to stay warm without turning on the heater could make utilitarian items like layered clothing, warmer socks, thick hats, flannel robes, microwavable heat packs, hot water bottles, hot drinks, and soups attractive gifts for caring holiday shoppers. Skew your stock towards thoughtful essentials to be where your customers are this year.

4. Wise young folk are serious about de-consumption

It’s no accident that younger people are responding to the climate instability and energy catastrophe being created by the fossil fuel industry with the caring decision to reduce consumption. 50% of younger shoppers expect to buy more secondhand items as we close out the year. Assess whether re-stored, recycled, and thrift items could make up part of your inventory.

5. Reduced staff necessitates cutbacks and creativity

A challenge for local businesses in 2022 is the pattern we’ve been in since the pandemic began: labor shortages. If some staff are sick and others have quit to seek employment elsewhere, hours of operation may need to be cut. In that event, consider whether an after-hours kiosk outside the place of business could assist. If it’s honor-system based, you’ll need to trust that your community will pay for what they take. It could help you make a few additional sales in this extra challenging season.

6. Early shopping helps spread out purchases

Another trend that’s being widely-reported is of more than 1 in 10 customers shopping earlier this year. That’s a small percentage, of course, but it’s important to know that some of your customers could be trying to spread out their holiday purchases across the paychecks of multiple months, due to financial insecurity. This means that in-store and online features of holiday products could be helpful to some as early as the beginning of the 4th quarter.

7. Insecurity sometimes leads to splurging

I don’t have a statistic for this one, but I’m seeing talk around social media of some shoppers splurging in 2022 because they don’t know if they’ll be able to in 2023. I’m also noticing credit card offers ramping up. Anyone who grew up in the plastic-finance-fueled 80s can see the possibility of people spending what they don’t have as a way to comfort themselves and their loved ones, meaning some indulgent gifts may still sell well. I wouldn’t bet the house on this, though; it was noted that basic necessities were among the top sellers of the recent “Prime” day over at Amazon, with people buying diapers, toothpaste, and lunchboxes.

8. Deals are more welcome than any time in recent years

Finally, due to inflation and fears of recession, the majority of people are eager for deals and coupons, and local retailers may actually be in a good position to offer them this year. In 2021, one of the most significant challenges for nearly all businesses was shortages resulting from a very broken supply chain. While this issue persists in 2022, vendors in many industries are reporting a glut of inventory they need to move. In response, they are lowering prices and promoting coupons to catch the attention of shoppers who will be using the Internet over the next few months to find the best offers in town.

And that brings us to our strategic marketing checklist.

The Holiday Local Search Marketing Checklist

Image credit: Naotake Murayama

With your mindfully-curated inventory in place, you’re ready to serve up your offering to your community, and you have an absolute feast of options at your fingertips for getting the word out. Consider all of the following methodologies for promoting your local business this holiday shopping season:

✅ Website

Now is the time to be sure your website is offering maximum information in abundance:

• Update hours of operation to reflect holiday hours.

• Double check that store location info is correct in every place it is listed on the site, including headers/footers/side bars, contact pages, location landing pages, and about pages.

• Highlight every possible contact methodology, including phone, text, chat, forms, messaging, social and email.

• Highlight all fulfillment options, including in-store, buy-online-pick-up-in-store, curbside, home delivery, and shipping.

• Don’t buy the hype that COVID is “over”; feature your safest protocols and requirements to serve the maximum number of people in your community, including elders and the immune compromised.

• Audit all product landing pages to be sure that they are discoverable via site search and/or menu navigation and that shopping cart functionality is as simple as possible; to avoid cart abandonment, be up front about shipping/handling charges.

• Create sitewide or page-specific banners for your best deals of the season (coupons, free shipping, discounts, etc.) as customers will be looking for the least expensive options more than usual this year.

• Feature first and third-party reviews on key pages of the site (location or product landing pages) to let the public do the selling for you.

• Highlight when items that need to be custom made or shipped must be ordered to reach recipients before a specified holiday date.

• Highlight the greenest practices and most important community initiatives in which your local business is participating. Even in hard times, there is a growing trend of people shopping their values. Be sure to publicize if a percentage of your profits support local institutions like food banks, heat for elders, and other worthy causes.

• Consider creating an essentials guide section of the website to showcase inventory that meets the goals of providing warmth, nourishment, and comfort. Depending on your industry, consider creating a re-stored/recycled guide, too, for younger shoppers.

✅ Google Business Profile and other local business listings

Full-featured listings will be the online doorway to your offline business, with Google Business Profiles driving as much as 70%-80% of leads:

• Be sure fundamental contact information, holiday hours of operation, and branding are accurate across all business listings. Messy and time-consuming? Check out Moz Local for help across the board.

• Retroactively respond to any reviews that have been ignored in Q3 and make a schedule for daily checks of incoming reviews over the next few months. Respond with empathetic solutions to cited problems and grow your reputation for customer service excellence. Do not incentivize requests for customers to remove negative reviews.

• Integrate Pointy into your point-of-sales system if your inventory is made up of common, branded products, and be present in Google’s shopping platform which customers could be using this year like never before to compare prices. Remember that 2022 is the year in which Google confirmed that in-store product availability is a local visibility factor.

• Photograph key lines of your inventory as well as the exterior and interior of your store, and upload these images to your listings. Don’t have time to do it all? Get started by photographing stock that meets the food-warmth-wellness-deals criteria.

• Add your holiday-focused products to the Products section of your Google Business Profile.

• Throughout the holiday shopping season, publish a variety of Google Posts featuring your inventory and special deals.

• Pre-populate the Q&A section of your Google Business Profile with holiday-specific questions and answers such as “are you open on New Year’s Eve?” or “do you have candy canes?”

• Speaking of Q&A, Google Messaging now allows you to enter ten questions for providing automated answers. If you have messaging turned on, this is a great opportunity to respond promptly to common queries about your holiday offerings, even when short-staffed. Nice to know that this feature can also include links to pages of your website for more information.

• Video content just keeps getting more popular. Make a short holiday offers video and publish it to your listings.

• Be sure listing menus reflect holiday-related services and inventory.

• Look at the attribute section of your Google Business Profile, and add as many relevant signals (like Black-owned or wheelchair accessible) as possible.

• Google has confoundingly removed COVID safety information from their listings just in time for the holiday flu season. If you know health and safety are a priority for your customers, consider adding your sanitary measures to the business description or Posts.

• Google Business Profiles tend to steal the show, but in 2022, I would also recommend keeping a special eye on your listings on Nextdoor and Facebook.

✅ Social

Special thanks to my teammate, Senior Learning and Development Specialist Meghan Pahinui, for these timely and trending social media tips:

• Regularly share hours of operation on social platforms whether you’re offering special holiday hours or not.

• Share information about gift cards or gift certificates you offer along with how to purchase them.

• Share any information about sales, specials, or promotions you’re running in-store.

• Feature visual buying guides on platforms like Instagram or Twitter. For example, “gifts for dad” or “gifts for college students” which feature products you know are popular among those demographics.

• Create product spotlights on TikTok. Ask employees what they would purchase as a gift or what their favorite menu item is in a short video.

• Create “behind the scenes” videos for TikTok and Instagram which feature how a product is made or how your business prepares for the holidays.

• Create a hashtag and post it near checkout or on bag inserts encouraging customers to share their purchases. Be sure to include that their posts may be featured on your own social media accounts as UGC.

• Tweet to your followers asking them to share their recent purchases or meals. Be sure to interact with the posts and engage in conversation with your community.

• Create fun photo-ops in stores with backdrops or merchandise displays. Place a sign near these photo-ops encouraging people to share their photos on social media to generate buzz and foot traffic for others wanting to participate. Be sure you’re following along online, as well, so you can engage with the posts.

• Tweet to your followers asking what they are excited about for the holiday season and then reply with recommendations from your business. For example, someone may say they are excited to visit family and friends to which you may recommend travel accessories, games to play in a group, or gift cards they can purchase for those they are visiting.

✅ Real world Small business owners are the backbone of the US economy. You are essential and heroic for keeping communities supplied over the past few years of extraordinary challenge, and your real-world efforts deserve recognition and huge praise. Here are a few activities that could bring more attention and customers your way. Nov 26, 2022 is American Express Small Business Saturday. In 2021, shopping during this annual event reached an all-time high of $23.3 billion. If you’ve never participated in this tradition before, this is a great year to get started. If a Buy Local association doesn’t exist yet in your town, contact the American Independent Business Association to ask about how to start one, and take part in the growing Shop Indie Local movement. Send business to your peers and turn to them for support in trying times. If your town or county still has a local newspaper, reach out to reporters there with your business story, including tips for holiday shoppers who need help celebrating on a budget. Never undersell the expertise you’ve earned when it comes to serving the public in good times and bad. Popup shops are on the rise. In the big biz world, Target is hosting FAO Schwarz and Macy’s is hosting Toys R Us. Consider whether giving space in your storefront to local artisans, crafters, and food makers might bring in more customers this year who, once on the premises, could shop you both. Alternatively, if your town has a holiday pop-up street or district, your local business might participate with curated inventory that tends to do best at these events. A related trend is food and drink establishments styling themselves holiday pop-ups around town to offer unique experiences. Your voice as a business owner matters in speeding up our transition to affordable, sustainable energy. Coordinate with other local business owners in your community to let local officials know you are done with the instability of the fossil fuel economy and all the problems it is creating for your business and want your city to transition now. Then, team up with other towns in your state and take your lobby to the state level. Finally, remember that economists like all those I’ve linked to today, and marketing commentators like myself, are just regular people without any special powers over the future you are writing for your business. Predictions matter, but local business owners possess a hardihood and greatness that defies odds, again, and again, and again. I want to close with the story of Yvon Choiunard, who set up a blacksmith’s shop in his parents’ chicken coop to forge pitons for mountain climbers, which he sold for $1.50 each in 1950s money. He wanted to work at a job he was excited about and that would let him and his staff go surfing when the waves were right. This holiday season, the 83-year-old Chouinard is giving away all the shares of his $3 billion company, Patagonia, to a climate action trust, declaring, “Earth is now our only shareholder.” It’s the kind of story only a small business owner would be daring enough to write, and as we close out 2022 with eyes open and fingers crossed, I am wishing you Chouinardian grit, innovation, vision, and success.

Measuring E-A-T? — Whiteboard Friday

The level of trust users have in your brand’s expertise is an important component when vying for that #1 spot, but Google has been ambiguous about what E-A-T (expertise-authoritativeness-trustworthiness) actually is, and how it plays into your SERP rankings. In today’s episode of Whiteboard Friday, Lily Ray discusses the ways in which you can prove that all important “E” – expertise.

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

Video Transcription

Hi, there. My name is Lily Ray, and today we're going to be talking about E-A-T — expertise, authoritativeness, and trustworthiness. We're particularly going to be focusing on the E component, expertise. 

What is E-A-T?

So just to take a step back, E-A-T stands for expertise, authoritativeness, and trustworthiness. It comes directly from Google's Quality Rater Guidelines, which is a document that they use to train human search quality evaluators that they use to conduct tests thousands of times every year to basically benchmark and see how well Google is doing in terms of meeting the expectations of its users. Throughout this document, Google uses E-A-T pretty much synonymously with good content quality, but they're looking for the raters to describe how well the content creators and the sites are meeting the expectations of users in terms of demonstrating good expertise, authority, and trust.

Google also has a document that's related to learning SEO. So if you go on Google Search Central, they have documentation related to how you can learn SEO, and they explicitly say that you should be providing content that has a lot of great expertise. In Google's documentation about core updates, they have an article that's called "What Webmasters Should Know About Core Updates." They share this article every time a new core update is rolled out, several times per year, and they explicitly say that you should get to know the Search Quality Rater Guidelines and particularly you should get to know E-A-T.

Google also owns YouTube, and YouTube has its own documentation about particularly how it elevates high-quality information in the video results. There's one section that's dedicated to how it combats misinformation on YouTube, and in that section, they talk a lot about the importance of authoritativeness in YouTube rankings. Google, also, in its documents about Google News and Google Discover, they talk about the importance of E-A-T.

So if you're a brand that wants to rank in Google News or Google Discover, Google extensively describes the importance of demonstrating good E-A-T throughout your content. 

Product reviews updates

The product reviews updates are a new series of updates that Google started to roll out in the past year. In these updates, sites that do product reviews or companies that do reviews of different products, Google is saying that in order to rank really well for this type of content, they're expecting to see expert-level content, and basically experts and enthusiasts who know the products really well are the ones that are going to rank a little bit better than people that are just maybe reviewing products that they haven't actually tried or spent time with.

Can you measure E-A-T?

So a lot of people in the SEO industry are curious how do we measure E-A-T because Google tends to be pretty ambiguous about what E-A-T actually is, how it's measured. So it's not a direct ranking factor. It's really important to understand that, unlike something like page speed or Core Web Vitals, which is very measurable, there's no E-A-T score. There's no way to know, on a scale of 1 to 100, how good is my E-A-T.

The only factors that Google has explicitly confirmed as ranking factors that contribute to E-A-T are PageRank and links. That being said, there's a lot of ways that E-A-T plays into the algorithms indirectly and a lot of things that Google has said that we can piece together to understand the role that E-A-T plays in the algorithms.

Google's expertise patents

So, for example, there's a variety of different patents that I've been researching with the patent expert, Bill Slawski, rest in peace, late patent expert Bill Slawski. Basically, there's a variety of different patents that describe the role that authoritativeness might play in the search results. So, for example, starting way back in 2007, Google registered for a patent that allows it to understand who the author is of a given piece of content and to rank that content according to the authoritativeness of that author.

More recently, there's a patent called website representation vectors, which Google applied for in 2018, and this patent allows Google to understand how authoritative a piece of content is or how authoritative a brand is and to rank that content accordingly. They also have a couple of different patents to identify who authors and experts are either by their writing style or by their tone of voice or their accent.

So Google is doing a lot of work to really kind of get an understanding of who everybody is and to understand the areas where they're credible or where they demonstrate expertise. The results of this is what Google has been doing across a lot of different products and throughout the course of many years in the SEO space, which is really trying to get an understanding of who the authors are, why they can be trusted, why they're credible.

There's a lot of different examples, for example dating back to Author Rank and Agent Rank, which was something around 2007. It's been a very big project for Google. Later, they had rel=author. They've had a lot of different manifestations of how they're basically identifying different authors in the search results and ranking content according to their authoritativeness. But what this boils down to is the role of experts in SEO.

I believe that this is where Google is really going. They're trying to get an understanding of who the authors are, why they can be trusted, what are the areas where they specialize, and what is the subject matter where they demonstrate true expertise. I believe that with the product reviews updates, which are relatively new updates by Google, this is an update where they're algorithmically trying to understand who is a true subject matter expert, who has actually done the work of putting together the research because they've actually spent a lot of time reviewing the products.

I believe that they're taking this type of approach to a lot of the different algorithms that they're using where they're trying to understand who's an expert that's actually done the research, they've spent time in the field, they've done a lot of this work. They're not just SEO people or content marketers who are doing keyword research and reverse engineering what's already ranking and kind of saying the same thing as everybody else.

In fact, there's another patent that Google has, which basically enables them to identify, when they have a bunch of pieces of content that talk about the same thing, if there's one piece of content that has something new, they're able to basically elevate the rankings of that piece of content because it's introducing something new to the conversation. 

What Google is doing with entities

So with all these patents and the ability to identify individual experts, we have to remember what Google is doing on a larger scale with entities.

So particularly with something like Google's Knowledge Graph, which allows them to understand 500 billion facts about 5 billion entities online, this is a way that Google can basically say, "This is a person, place, or thing. We know all these different information about them, and we know how they're connected to other entities." So this is a visualization of what that might look like.

There's a variety of different tools that are available online to visualize how these entities are understood, all the different attributes that might relate to these entities. So in this example, we have Joe Smith, and perhaps we know that Joe Smith has a certain hometown. He has a certain age. This is his career. This is the name of his wife.

These are the awards that he's won. This is the skills that he has. Google is able to start building out that profile for that entity, and that could play into, potentially, the way that Joe Smith ranks for different content that he's found in or perhaps how he's displayed in Google Knowledge Graph or Google Scholar. I personally believe that Google is connecting the dots between all these different Google products and evaluating E-A-T across all these different products when they're looking for somebody to rank on YouTube or somebody to rank on Google, depending on the query itself, depending on how much E-A-T is required for that query.

So if it's something where what we call your money or your life, it's very much related to health, it's related to finances, security, E-A-T is going to be much more important for those queries, and they're going to do this evaluation to say, "We know that we have all these different authors that we can choose from and different brands that we can choose from. We have this understanding of E-A-T on the entity level."

Incorporate experts into your SEO strategy

That's going to play a role in who they choose to rank for certain queries. So how can we factor this into our SEO strategy? Well, I think it's very important to focus on incorporating experts into your content strategy. So what my team and I do, for example, is we might work with a bona fide expert in a different area, bring that person into the conversation in terms of creating content.

There are also many examples where the expert themselves actually creates the content or starts a blog. I've seen, in my research, many, many examples of experts who are providing first-hand information about their area of expertise. In many cases, they're not necessarily linking out to other sites when they're citing their sources in terms of how they're putting together information.

They're actually breaking the news. They're providing the information. They're talking about what it's like to work in their respective fields. So they offer first-hand experience, and I strongly believe that Google is algorithmically trying to identify where that first-hand experience exists. They're providing original research, which is something that Google has been elevating algorithmically.

Google has actually said in the past couple of years that they're going to elevate the rankings of content that provides original research above the other people that are maybe linking back to that original research or citing it. There's nothing wrong with citing that research. It's just that Google is going to now kind of reward the source that's breaking the news. There's also, in the case of top stories for news sites, Google can apply a label that says "Highly cited," if it's the piece of news that all the other news sites are linking to.

In the case of experts, other people are often linking to them. So while it's definitely a best practice in SEO to link out to other sites and to cite your sources and to link to all the places that are helping you provide information, in the case of using expert-driven content, many people are linking to the expert. So you don't necessarily need to link out that much if you're the expert writing the content, because you're just sharing what you know about the area where you actually demonstrate expertise.

In the case of the experts that are doing very well with SEO, you can look at the link profile, and you can notice they're the ones breaking the information, and other sites are referencing them with links. They're also very focused on their niche. 

So one thing that Google is doing a lot of is that they are basically evaluating E-A-T on the website level, on the domain level. This is something that my team and I notice in our research. You can basically take something like a website's categories, a website's tags, a website's breadcrumbs. You can collect all that information, cross-reference it with the performance of how the site is doing for SEO with using Google Search Console or Google Analytics or another analytics tool, and you can start to visualize the different categories and subcategories and topics where a site tends to demonstrate a lot of expertise, where it tends to drive a lot of traffic.

You might notice that there are other areas or other topics or breadcrumbs or subcategories where your site is unable to rank. This is especially true for your money or your life sites. There are often cases where you're able to maybe perform well on topics related to like fitness and nutrition but maybe not as much when you talk about medical conditions or health conditions. Also, with expert sites, it's really important to include author bios.

So you want to talk about who that expert is. You should include their name in the content. If you have somebody else writing the content, try to incorporate the expert into that content strategy. So you can say, "This article was written by Sarah, but the expert reviewer was Joe Smith, and he came in to basically review the content." So that's a nice way to incorporate experts into your content strategy, and you can basically, with any of the clients that you work with or your company that you work with, work with the people who are actually the bona fide experts at your company and see if you can incorporate them into your content strategy even if it's just to say, "Can you please review this content and make sure it makes sense, make sure it's factually accurate? Can we include your name on it?"

In some cases, they might be skeptical to say, "Why do you want to include my name in your content? Why is the marketing team involving me in this process?" One thing that I've found very effective is to talk to them and say, "This is actually a personal branding strategy for you. If we put your name behind this, if we build this really nice profile for you on the website, you're probably going to have a really nice listing on Google that ranks for your name."

That often gets their attention, and that's something that they want to participate in. So that's kind of in line with what we call like a brand SERP. You can have the expert Google their own name, and you can say, "Are you satisfied with the way that it looks on Google?" We can influence that. If you really go deep into this strategy, you can ultimately help them get included in Google's Knowledge Graph, which is definitely something people love to show off.

When you Google your name, you get all this great information directly on Google about the expert. I believe that, tying it all together, when you have experts who Google understands who they are, Google understands all these attributes about them, and how much they can be trusted in a certain area, I believe that that process is something that Google is more and more incorporating into its evaluation in who gets to rank for certain keywords.

Conclusion

So tying it all together, I think expertise is becoming increasingly important. E-A-T is extremely important, especially for your money or your life websites. It's not going anywhere. It's something that Google references throughout much of its documentation. So think about not taking shortcuts when it comes to demonstrating E-A-T but really kind of doing an overhaul of your content strategy to make sure that real experts are collaborating with you in the content process.

So I hope you enjoyed the talk. My name is Lily Ray, and my Twitter handle is @lilyraynyc. So feel free to get in touch with me and enjoy the rest of your day.

Video transcription by Speechpad.com