How to Prepare for an SEO Conference, Including MozCon

Conferences are a whirlwind experience. Regardless of your industry, conferences give you the chance to step out of your home office and into a dynamic environment filled with non-stop sessions, vendor booths, networking galore, and unforgettable after-parties.

It can be overwhelming, but SEO conferences like MozCon can bring incredible rewards with the right preparation. This guide will equip you with essential tips to make the most of SEO conferences, in-person or virtual. Discover how to strengthen your team, boost your energy, and enhance your enthusiasm for work during and after the event. Get ready to dive into the world of SEO conferences and virtual experiences.

Before you touchdown at MozCon

With MozCon just a few weeks away, it's time to gear up and make the most of this SEO conference, whether you're attending in person or via the remote-friendly livestream option. Don't worry, there's still plenty of time to prepare. Follow these essential steps to maximize your MozCon experience and ensure you're fully equipped for the event. Get ready to dive into the world of SEO and make valuable connections.

Familiarize yourself with the agenda

You might have already glanced at the speaker lineup. Take a closer look at the minute-by-minute agenda to identify the topics that align with your learning goals. Even if a particular topic seems unrelated to your work, it can still provide valuable insights. At MozCon, the conference follows a single-track format, allowing you to attend every session. Don't miss out on the opportunity to explore diverse topics and expand your knowledge base.

Clear your calendar

That meeting can wait! MozCon is only two days a year! If your weekly team sync can wait, and we know it can, then block out of your calendar in advance.

Define your goals and objectives

Knowing what you want to achieve will help you make the most of your time and focus on the sessions and activities that align with your interests. Think about what you want to have achieved once MozCon wraps. What do you want to feel? Aside from more than a little bit spent. Do you want to feel more connected? Do you want to have an answer to a burning question? Do you want to meet someone IRL? Do you want to have a cache of valuable notes to take away and share with your team? Sing Karaoke for the first time?

MozCon gives you the ability to achieve all these things. Find like-minded people through our Linkedin group and arrange a meetup. Connect with people on Twitter. Attend a Birds of a Feather table during breaks. Drop by the vendor booths to explore a new solution to a problem. Pack your comfy shoes for the conference, as well as your party shoes and your best Karaoke jam, for the Tuesday night after-party at MoPOP.

“If you want to meet someone specific, talk to a speaker, or organize dinner with friends, plan in advance. Conferences move quickly, and nothing is more disappointing than trying to connect with someone on the last day only to realize they had to catch an early flight. Most speakers are happy to meet new people and talk about our topics and interests.” - Dr Pete Meyers

Plan to mingle between sessions, don't forget to drop by the vendor booths!

Gather your note-taking tool of choice

MozCon is a conference where you'll likely take a lot of notes. Make sure you have all the necessary tools at hand. Charge your laptop or tablet or choose any other preferred method for note-taking. If you plan on sharing takeaways with your team, well, unfortunately, telepathy won't work, but you can still find ways to communicate effectively.

“At the end of each day, take five minutes, go through your notes, and turn them into a few bullet points and ONE action item. If you have one action item per day at the end of an event, that's great. Otherwise, if you're like me, you'll come home to a page of notes like "SEO! AI!! INTERSECTION OF FUTURE!" and have no idea what you were talking about.” Dr Pete Meyers

Connect with the speakers before the event

Check out our impressive lineup of speakers, perhaps there is someone speaking you’ve not yet connected with? Take some time to understand their specialty. Even if you’re not currently working within that field, it may be a new learning opportunity for you, or it may help you gain a better understanding of the challenges your colleagues are facing. Ultimately, conferences are a great opportunity to develop a more well-rounded understanding of the entire search industry, what’s on the horizon, and what to pay attention to in search.

Ramp up your SEO learning

Define what you want to achieve at MozCon and create a plan to maximize your experience. Having clear goals will help you stay focused and make the most of the event. Subscribe to the Moz blog or sign up for a Moz Academy course. These will give you access to a wealth of content to boost your knowledge in advance of the big event. From basic SEO to local search and technical details, there's something for everyone. Additionally, the blog will provide conference recaps after each day, so you won't miss out on any important updates.

Prepare to network and engage

MozCon, and many other SEO conferences, offer you ample opportunities to meet new people and expand your professional network. Maximize your networking opportunities before you get there. Before you arrive in Seattle, get familiar with the digital landscape by following the #mozcon hashtag on Twitter. Join the LinkedIn group, and while you're there, follow us on Twitter, LinkedIn, Instagram, Facebook, and Threads, because why not?

If you are in the Women in Tech SEO group, you can join the MozCon channel. This will keep you updated on MozCon fellow attendees’ plans and movements and allow you to engage with speakers and ask questions.

“MozCon doesn't do Q&A after talks - it's difficult to manage for an event of this size, with a packed schedule and a single stage. But, if you have a question that is actually about a speaker's talk, they'd almost certainly love to hear it. It's implicitly great feedback to know that someone was engaged and interested in what I was saying, even (especially!) if they don't entirely agree.” - Tom Capper

During the conference

MozCon takes place over two jam-packed days. To maximize your SEO conference experience, here are our tips to keep you energized and focused and avoid running yourself into the ground and potentially missing a big career opportunity. Whether you’re attending online or in person, we’ve got some tips from seasoned MozCon speakers and attendees to keep you engaged during the event.

Register early

When attending any conference, it’s helpful to get the lay of the land prior to the event so you can float on through to the action uninterrupted. At MozCon, we offer early registration on Sunday, August 6. If you are arriving early and want to get a jump on badge collection and a sneak peek at the new venue, drop by registration to check in and pick up your badge. Unable to make it to registration early? No problem. Set your alarm and arrive at the conference bright and early Monday morning so you're not rushing your morning cuppa and missing the opening remarks!

Attend every session

Remember when we advised clearing out your calendar? This is so you can make the most of this once-a-year-SEO conference experience by attending every single session. Even if it’s outside your area of focus. It also means you have the chance to network with every speaker if you bump into them in the conference hall or after-party. Luckily MozCon is a single-track event, so you don’t need to make any difficult decisions. You can find your spot in the auditorium, set up camp, and let the inspiration absorption begin!

“Because I work in local SEO, I attend MozCon's livestream with my ears tuned to pick up any great tips that can be applied to local business marketing. Even if the main topic of a talk isn't local search, I can come away with half a dozen tips that are relevant to my own area of marketing because organic and local SEO have so much overlap.” - Miriam Ellis

Hydrate

Even if you’re solely powered by caffeine and SEO insights no one can deny the boost a bit of H2O provides (especially if you’re jet-lagged.) Folks travel to MozCon from near and far, as the below attendee pin-map attests. Make sure you're able to be your best self despite the impact of travel on your energy levels.

“Make sure you have a water bottle and snacks in your bag - nothing hinders memory and productivity like hunger and dehydration!” - Meghan Pahinui

No matter where you have travelled from remember to stay hydrated - and caffeinated!

Jot down hot tips immediately

You've been following these steps diligently, haven’t you? If so, you have already prepared your note-taking tool of choice. Whether it’s a giant Gdoc filled with links and screenshots, the notes app on your tablet, the twitter app loaded up filtered by the #mozcon hashtag and a finger poised and ready to hit fav, or a trusty notepad and pen. Even if you’re not a massive note-taker there is nothing more valuable than jotting down a few lines as your grey-matter is percolating. Light bulb moments happen in a flash. If your boss or colleague asks you what you learned, you’ll be pleased you thought of your future self and kept a few bullet points for yourself and anyone else who asks.

“Write down ideas as soon as you have them. As you’re listening to talks and interacting with conference-goers, you’re bound to get ideas for your own strategy. Be sure to write them down ASAP - with so much information flying around, you’re bound to forget them if you don’t. It can be as simple as using the notes app on your phone or slacking yourself a quick reminder note. That way, when you get home from the conference, you’ll already have a list of ideas to springboard off of.” - Meghan Pahinui

“I make a live list of everything I hear that could be of value to local brands. Then, if I want to revisit a particular tip later, I re-watch the presentation via the video bundle. It's helped me write some really good blog posts!” - Miriam Ellis

Bring your note-taking tools of choice!

Let yourself think

Thinking and doing are two very different things. If you are, like many of us, busy executing projects five days a week/52 weeks a year, this may be the time you need to let thoughts enter your brain and connect with other thoughts in order to, in some abstract way, find a solution.

“Let your mind wander. It's ok. I don't know why, but when I'm planted in a seat at a conference, and my mind is fully on SEO, I get more quality thinking done than just about anywhere else. If you solve a few difficult work problems by ignoring three minutes of my presentation, I'll get over it. You can watch the video later.” Dr Pete Meyers

Mingle in-between sessions

“Talk to Strangers - The most rewarding part of MozCon, IMO, is meeting new people that you may know for years after. Sit down at an unfamiliar lunch table, strike up a conversation over breaks, visit the sponsor booths, and work up your courage at events. You don't need any special networking skills - simply asking people where they are from is often enough to get started.” - Cyrus Shepard

Network network network!

There is one experience that isn’t replicable outside of a conference event, and that’s the opportunity to connect with people in real life. Maybe you know them through LinkedIn, maybe you follow each other on Twitter. Nothing cements a professional connection more than chatting over breakfast, grabbing a much-needed coffee.

“Don't be afraid to walk up to a table at lunch and ask if you can sit with them! MozCon is a really welcoming place, and making new friends and connections can be as easy as having the confidence to say hello!” - Hannah Waye

MozCon 2018 attendees sharing stories at a 'birds of a feather' table.

Grab a selfie with Roger

Roger is Moz's SEO robot who recently underwent an AI transformation and is somewhat partial to taking selfies with MozCon attendees.

Grab a snap with Roger, Moz's lovable robot mascot.

Tips for attending virtual events

Many of our tips are translatable to attending virtual events, like the MozCon livestream option. You just need to get creative about how you network and stay engaged. To get the most out of any virtual event you will still want to arrange how you will take notes, connect with speakers on social media, and set your team up to get the most out of the talks.

Treat it like an IRL event

We still recommend booking out your calendar when attending virtual events. It’s so easy to get distracted, and as much as we tell ourselves we are capable of multitasking, how much are we really absorbing? Clear your calendar and your headspace, take as many notes as you feel would be helpful to you, and filter your Twitter feed by #mozcon to stay in the fold and be part of the fun.

Set up a watch party

Book out your office conference space and order some snacks so you can watch MozCon live from whichever city you are located in. If your team is distributed, set up a lunchtime sync to check in and chat about what you’ve learned so far. If you are all in different time zones, create a new Slack channel to share insights with your teammates.

Why are conferences more important than ever?

With so many teams moving towards partial or fully distributed setups, finding time to get together is more valuable than ever. Conference attendees have the unique opportunity to connect with industry contacts, ask questions, and establish genuine professional relationships with experts in search marketing and SEO. And remember:

“No one is truly a stranger at MozCon. You may never attend another event where so many people have so much in common with you.” - Cyrus Shepard

We hope you're as excited as we are for August 7th and 8th to hurry up and get here. And again, if you haven't grabbed your ticket yet and need help making a case we have a handy template to convince your boss!

Register for MozCon

Google SGE: Early Local Search Data

If the local version of Google’s Search Generative Experience (SGE) experiment rolls out broadly, what will that be like for local business owners and their marketers?

This is the question I set out to answer with a small study geared to gather some early basic data. Bearing in mind that there is no guarantee that the present version of SGE will roll out or will look exactly as it does now, I have what I hope are some interesting takeaways for you today!

Methodology

With SGE enabled, I performed 50 manual local searches. 100% of these searches generate local packs in the non-SGE setting, and 100% of them also generate local packs beneath the SGE box in the SERPs. I included both branded and non-branded terms (e.g. Safeway vs. grocery store), and modified and non-modified terms (e.g. bookstore vs. bookstore in novato). I tracked the data in a spreadsheet and took screenshots along the way.

How many local searches return SGE results?

100% of my keyword phrases (things like pizza, women–owned cafe near me, and bookstore in San Francisco) returned a local pack, signifying that Google recognizes their local intent, but of those searches:

• 10% returned no SGE display

• 34% returned a “generate” button to prompt to SGE display

• 56% auto-generated an SGE display without prompting

Takeaway: At this stage, Google isn’t sure whether users will automatically want SGE for everything or only as an option for some searches.

How many SGE results included an SGE local pack?

While 100% of my searches yielded a traditional local pack outside the SGE display:

• Only 77.6% of the SGE results included a local pack

• 22.4% resulted in an SGE display of something other than a local pack

For example, most of us would expect a search for “shoes” to generate a local pack in Google’s interface these days, but here we see this SGE result, instead:

Similarly, we’ve been trained by Google to think we only need to type “Catholic churches” into a search box to be shown houses of worship near us, but SGE provided this very broad definition instead of any type of local result:

And SGE is really taking a surprising view of my intent in looking up “EV charging stations”. Instead of showing me a pack of nearby places where I can charge my electric vehicle, I’m being shown products to purchase:

When clicking on these products, I’m given an interstitial card of places to buy these products, like eBay and Best Buy, which feels quite remote from my intent:

Takeaway: There is a different logic powering SGE than what we’ve become accustomed to in pre-SGE Google. This may impact both your keyword research and your local search marketing strategy. Just because a search used to be perceived by Google as having an obvious local intent that would then be reflected in the SERPs returned, that doesn’t mean that the same logic applies in what SGE thinks your intent is. You’ll need to re-study the SERPs for your core keyword phrases if SGE rolls out broadly and is adopted by your customers.

The big question: Do SGE packs match traditional local packs?

The short answer is a decisive “no”. In my case study, 62.8% of SGE packs did not exactly match the contents or precise ranking of traditional local packs. That’s right, well over half the time, SGE rankings are different from local pack rankings.

As seen in the above side-by-side comparison, the SGE pack has a completely different business in first place, and the ranking order of restaurants 2, 3, and 4 is in a different order than its traditional local pack analog. These are significant differences for the businesses involved and one is left wondering why that #1 spot is being awarded to an eatery that isn’t strong enough to make it into the familiar local pack.

Takeaway: While I observed many instances of overlap of pack contents between SGE and traditional SERPs, the % of differentiation means that your traditional local pack rankings in no way guarantee the same spot in SGE’s recommendations. You’ll need to study and audit your SGE competitors separately if SGE rolls out to the public and is widely adopted.

How many businesses are included in SGE local packs?

Once upon a time, Google’s local packs contained 10 results. Imagine! Then we had 7. Now, we mostly have 3. SGE packs have their own variation. In my study, I found that:

• 46.6% have a 5-pack

• 22.2% have a 4-pack

• 4.4% have a 3-pack

• 4.4 have a 2-pack

Takeaway: In 68.8% of SGE packs, more local businesses are being displayed that would be shown in a traditional 3-pack in the organic SERPs. This provides more opportunity for you to be visible without a searcher having to click through an initial interface to something secondary like the Local Finder.

Is there an escape route out of SGE, and what about the ongoing importance of links and citations?

In my June live-tweeted thread documenting my first encounter with SGE, one of my first reactions to the interface was that it felt very enclosed. The SGE packs don’t click to the Local Finder or Google Maps or the reviews interface, making me feel sort of stuck. No matter where I was clicking around in the results, I was kept within the walled garden. Since that first experience, I’ve realized that the local version of SGE does contain an escape route in the form of these carousels to the right of the SGE packs:

In my case study:

• 53.3% of the carousels linked to Yelp

• 6.6% linked to Wikipedia

• 4.4% linked to TripAdvisor

• 4.4% linked to YP

• 15.5% linked directly to brands’ own websites

• 8.8% linked to a local informational site, like local online tourism sites or online local travel magazines

• There was also a smattering of Facebook, Michelin, UberEats, GrubHub, and Superpages

• This did not come up in my study, but I would like to anecdotally mention that in playing around with SGE, I am seeing a lot of citations of LinkedIn. Local businesses that don’t yet have a Linkedin profile should consider creating one.

Takeaways: Your structured citations in the form of formal local business listings still matter very much in the SGE setting. Your unstructured citations in the form of mentions on relevant local and industry sites still matter, too. The number of direct links from these carousels to local business websites is quite meager, and I would like to see Google reconsider this.

At any rate, there is some escape from SGE to third-party destinations, but here’s what I really want to emphasize:

• 100% of SGE results containing SGE packs include carousel links to local.google.com

When moused over, these bring up a local.google.com URL, including a Place ID, like this:

I was puzzled at first by that local.google.com subdomain. I feel like I hadn’t seen a URL from Google like that in a long time, but when clicked on, these types of URLs in the SGE carousel redirect to a google.com/search URL and this familiar display:

Takeaway: I could be 100% wrong about this, but looking at the way SGE is currently structured makes me feel like it’s not the ultimate way this will work. As it currently is, you’re already sitting right above the organic results while in SGE, and then there are these tiny cards in the carousel taking you back to the organic results, and the paths just feel a bit bewildering. So, while I like the escape routes out of the confines of AI, there’s something non-intuitive about the CTAs in these SGE packs.

What about local attributes in SGE?

I’m sorry to report that the work you’ve put into adding excellent attributes to your Google Business Profiles to serve specific customer intents seems to be wasted when it comes to SGE at this point. If you’ve taken the time to proudly add self-selected attributes like Black-owned or women-owned to your profiles, these results may let you down. Here’s a side-by-side comparison of my search for “women-owned clothing store Novato”:

The traditional local pack tells me my intent will be met at these two stores on the left with their clear women-owned attributes. On the right, though, SGE is apparently ignoring my modifier and just showing me women’s clothing stores, which may or may not be owned by women. The nuance is being lost. This made me lack confidence in using SGE to search for other businesses with particular attributes.

Takeaway: This version of SGE is coming off as a bit less “smart” about local nuances than the local results to which we’re accustomed.

How standardized are the results when SGE thinks your intent is local?

The answer is not very standardized at all. There’s something very vague and Google-y about the fact that some packs are headed with a simple message like “There are lots of yarn stores in Novato” or:

Whereas, for quite similar queries, Google suddenly wants to tell me a bunch of other information, which, quite frankly, seems rather random. A lookup of nearby Chinese restaurants generated a long list for me of people’s favorite Chinese takeout dishes (which I hadn’t asked about), and look at this example for Mexican restaurants. Explain to me the logic behind a 4-pack (when there are clearly enough choices for a 5-pack) being followed by a list of non-clickable “other” restaurants. What am I supposed to do with that list? What’s the CTA?

Another odd variant I encountered more than once is this one, where the “other” restaurant is clickable but, for some reason unknown to me, is being portioned off outside the other results. Why Google, why?

We won’t even get into the fact that Toast is not a Thai restaurant and is characterized (categorized?) right there in the results as an “American” eatery. So what is it doing there, being labeled a Thai restaurant? Ah, well.

Meanwhile, local business owners will likely be most curious to know how they appear for a branded search in the SGE world. Typically, you’ll see yourself presented like this, with location info, a descriptive summary, some photos, a couple of review boxes, and one of those local.google.com links:

Unless you have that special misfortune of having branded your business something that defies Google’s intent logic, as in the case of the great brand, Patagonia. SGE is uncertain as to whether I’m searching for a store or a geographical region here, and I get this:

Takeaway: As we can see, there is not strong standardization across SGE at this point, and while in some cases, you’d think time might yield a more uniform presentation, I wouldn’t count on it with Google. Traditional local search has changed continuously over the past two decades. Branding, features, pack counts, guidelines, and mysterious ranking logic are all in flux, all the time. I would expect the same from SGE, necessitating ongoing study.

SGE packs vs. local packs: which is better?

I may have oodles of objectivity from studying Google’s local results for nearly 20 years, but this opinion is entirely subjective: right now, SGE is simply not providing as good of an experience as traditional packs and GBPs for basic local search functions. Why do I say this?

1. If I just want to see an actionable set of local businesses, local packs are faster to access and easier to understand in terms of layout.

2. SGE is a whole new interface for people to learn without any obvious added benefit to learning it. I did not get into asking SGE further questions in this case study because such activity isn’t basic to basic local search. I want to talk directly to the business after finding it online - not to a bot, given that I have no idea how current its information is.

3. I really don’t like that I don’t get a review interface when clicking on the reviews portion of the SGE pack. It almost feels like an error that nothing comes up.

4. I am really surprised by, and not a fan of, the map disappearing when I click on one of the results. How can it be that Google, which has based its entire local search enterprise out of Google Maps, is letting maps take such a backseat in the local SGE interface?

5. The SGE results for branded searches in no way touch the depth of information provided by a direct look at a Google Business Profile. If Google is betting that people would rather see a bare-bones summary than a novel full of info, then maybe this approach will be popular, but I am not wowed by what I am seeing as the SGE replacement for a GBP. It feels very empty.

6. Looking at a branded SGE result really makes me wonder about the pressure for conversational search to become ‘a thing’. Local search has accustomed us to getting the name, address, phone number, and hours of operation in a neat little package, nicely organized, almost like a list. If you go back and look at the branded SGE result for The Good Earth Market, Google is expecting you to read through paragraphs of text to find this information. In many ways, local search has been like a giant experiment in shorthand, giving you quick data at a click so that you can make fast decisions. Conversational search presumes you want to read a lot and talk a lot before finding a place for a fast box of tacos. Conversational search is a real 180, and I have to wonder if, like voice search, it will struggle to find the kind of use cases that lead to longevity.

7. I remain unconvinced that AI, in general, is a natural match for local search. The introduction of an AI-based review filter has caused havoc in local business reviews, and I feel that this movement towards automation simply takes us further towards a virtual world and further away from the local world that local searchers want.

Takeaway: Do your own research and monitor your presence in SGE to see how it evolves. Be wary of hype. Every new thing that is being launched in the AI era comes with claims that it will “change the world forever.” Wait, watch, and see, and keep working on the things that you know work in local.

How SEOs and Developers Can Work Better Together

This is part one of a three-part series with Helen Pollitt on how to work better with folks within your company.

SEOs and developers need to work better together. Understand how to communicate with each other in a way that fits into each other’s processes. By doing so, you can safeguard your organic traffic while also safeguarding your entire website.

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

Video Transcription

Hi, I'm Helen, head of SEO at Car & Classic, and today we're going to look at how SEOs and developers can work better together. Now, I'd spend some time explaining to you why developers and SEOs need to work better together, but it's kind of obvious really. Developers have the opportunity to make our lives so much better by quickly implementing that fix to load speed or making our lives so much worse by accidentally rolling out some code that completely de-indexes the website.

But actually, we can really help developers as well because we have the opportunity to give them data into usability and accessibility. It's actually quite important that we work well together. Now, you often hear people say that if you want to get on well with your developers, you need to bribe them with doughnuts, which is a little bit insulting and a lot expensive because who has that kind of doughnut money just hanging around?

But actually, we need to work out how we can form a really good working relationship with developers that doesn't rely solely on baked goods. How do we do that?

Understand processes

Well, first off, we need to start by understanding their processes, because essentially if we're asking them to do things for us, we need to make sure that we are communicating in a way that fits into their processes.

So learn how to brief in your requirements in a way that helps them to prioritize and plan your work. So what is it that they do at the moment? Do they have a ticketing system that they use that they put all of their requirements in, and it allows it to be monitored as it moves through the process? Or do they have some other way that they track the work that they're doing? But make sure that you are putting in your requirements and your requests in the format that works for them.

There's no point just shooting over an email to them, asking them to fix something if it doesn't actually make it into their work. So what else do you need to do? You need to look at where you have briefed things in the past and it's not really worked out well. So perhaps mistakes were made, there was a misunderstanding, a problem with communication. Have a look through some of the tickets that you've submitted in the past and look to see whether there are reasons why they got rejected or misunderstood.

What do you need to do to clarify things when you're briefing in work for your developers? Perhaps you can look at other teams and what they do when they are briefing in work for the developers. Maybe you can understand how they are structuring their tickets or whether there's a particular terminology they use to help communicate things to the devs better. But learn from where other people are doing it better as well as where you've not done it so well in the past, and hopefully you'll come up with a really good way of helping your developers understand what work you want them to do.

Look at things like their work cadence. So do they commit to doing work two weeks in advance? Do they commit to a whole month worth of work before they get going? Or do they have some slightly confusing mix of agile and waterfall that essentially means no one knows what work they're doing, but it has to be done right now? Whatever way your developers have their work planned in for them, make sure that you are aware of it because that cadence is going to be really important.

If you want something done and you need it done soon, then you're probably going to have to see if you can get it prioritized in order for it to be in this sprint or the next sprint, for example. You want to know what kind of time frames that they're working to. How much time is your ticket going to take? So if you've asked them to do something really complicated on the website, it's going to take a lot more time, testing, and resources for that to actually be rolled out.

So make sure that you've got that planned in for your own schedule of work. Finally, what you do if everything explodes on the website and you need to get it fixed right now? So say the entire website has been de-indexed somehow. Are you supposed to just put a ticket in and wait for two weeks for the next sprint for it to get fixed? That doesn't sound like a good idea. So how do you escalate when there are some real serious, critical issues that you've identified?

Do you have to put a ticket into a different work stream? Do you have to talk to someone in particular about it? Do you just have to run around the office screaming a little bit until someone pays attention to you? What is the way that you get your tickets escalated at your company or at your client's company?

Train colleagues in SEO

Next, look at some training. What are the common things that your developers run into when they are being asked by the SEOs to implement work?

So are there problems with pagination often that you're asking them to fix, or they're implementing links in a way that isn't particularly SEO friendly? Can you just train them in this kind of stuff in advance so that they are already equipped to know how to do things from an SEO perspective, rather than waiting for you to say, "You did that wrong"? Maybe you can put together a repository of these documents. So actually, why don't you write this kind of stuff down?

So whenever you tell someone how to implement pagination in an SEO-friendly way, write it down, give the context of what it is that you asked them to do and how that was fixed, so that they can refer back to it, other members of the team can refer back to it, and actually all the SEOs are on board and making sure that they are recommending the same ways of working in the future. If you want to train your developers, they're busy.

They're busy people. They might not have an hour or two hours for you to go through the intricacies of how websites are crawled by search engines. Is there an alternative way that you can train them? Look at things like, how do they train each other actually? Do they send over videos? Do they write it all down? Do they have a real quick 15 minutes distilling of information?

How do they train each other? How do they upskill themselves? See if you can conduct your training in a similar way.

Get an SEO Q&A process in place

Really important to making sure that you're working well with your developers is getting some kind of SEO QA process in place. So this means things like being tagged in the tickets that are being taken through the development process. So it might be that developers aren't aware of things that could be affecting SEO, and therefore if they can just tag you on the tickets, you can go in and check to see whether there's any SEO impact or any input that you need to have.

You can also assign a point person. So perhaps there's a project manager or there's an engineering lead within the development team that you can always go to and make sure that you have an SEO that they can always come to. That way, you've got a point person, a point of contact between both teams, so whenever there is any kind of confusion or discussion around tickets or priorities, they're getting one message from one person and you're not confusing the situation with lots of voices all chipping in.

Make sure whatever happens, you have the authority to stop something being rolled out. Make sure that you've spoken to the right stakeholders so that you have that authority to say no to something being implemented, because it's all very well being tagged in a ticket or being told of future developments, but actually, if you're not allowed to say, "Hold on, we need to change how we're implementing this," then it's kind of useless and a waste of your time.

Ultimately, you don't want something to get rolled out that is going to have a really negative impact on your organic visibility just for it to have to get fixed or rolled back at a later date. You want to be able to say no before it's rolled out in the first place.

Get buy-in from your developer team

Last up, how do you get buy-in from your development team? Well, I once gave a survey to a whole bunch of developers asking them what they needed from the SEO team to work better with them, and of the two developers that actually responded to my survey, they both said they wanted more context around the tickets that we were putting in.

They want to know why we're asking for stuff, not just what it is we're asking for. So if you're asking for your developers to implement hreflang tags on a website, make sure that you are telling them why. What is it that you are trying to end up with? What do you want from the hreflang tags? So that they understand the context and they can perhaps suggest better ways of doing things, or they can make sure that wherever they are implementing SEO changes is not negatively affecting the website in other ways.

Our job as SEOs is to safeguard organic traffic, and their job as website developers is to safeguard the entire website. So they probably want to know why we're making changes so that they can check it's not going to have any adverse effects. Make sure you understand their ways of working. So if they like to communicate through emails or instant messaging services, or perhaps they like to only communicate about tickets within the ticketing system itself, so they've got a nice audit trail that anyone can refer back to, try and make sure that you're working in a similar way so that your recommendations and your advice and your questions don't get missed.

If they're only checking the tickets to see what people are commenting on or asking and you're sending the emails through, then chances are that the right people aren't going to see the things that you're commenting on. Try and get yourself an SEO champion, and this is kind of good advice for any of the teams that you're working with, but make sure that you have a person within the development team or your client's agency that really wants to know more about SEO, that really gets SEO and wants to improve their understanding of it, because if you have someone who's really keen to learn more, perhaps they did SEO a bit in a previous job or they just have an interest in it, then you've got a person who's probably going to be on your side when you are asking for things like changes in ways of working or for a whole new process to be implemented.

If you have a champion, someone in the development team that wants to learn more from you, that you can perhaps mentor a bit in SEO, then you're going to have someone who's really keen to help you. Look at the tools and data that you have access to as SEOs that your development team doesn't, and see whether there's data they'd actually find quite valuable. Yes, they can interrogate a database, but they don't necessarily have the tools to crawl a website in the same way that we do, for example, and it might be that they want to find information and understand how a search engine is perceiving something.

So you can either train them in using things like Google Search Console, or you can give them access to the data instead. But make sure that you are communicating with them the data that they will find useful because it's a great way of getting buy-in. Show them the results of their work. So if they have done something that's greatly improved Core Web Vitals, show them. They're going to want to see all the green ticks just like we do.

So maybe you can communicate and give updates regularly to the development team after they've completed a ticket of what impact it had. Maybe it improved rankings. Maybe it helped with usability. What is it that their work did that had a very positive effect on SEO? You can even go as far as giving them scores and feedback on it because they want to learn, they want to get better at their jobs, and if SEO is a part of that, then you kind of need to give them feedback so they know where to improve.

So thank you so much for listening. I'm going to go and find myself a doughnut. Is there a doughnut shop? Have you got a doughnut shop around here?

Video transcription by Speechpad.com

How to Combat SERP Volatility

Have you ever lost keyword rankings and felt a sudden wave of panic?

If so, you’ve likely been on the wrong end of SERP volatility, meaning periods of extreme fluctuation in keyword rankings.

But before you go into optimization overdrive without any concrete strategy, the most important thing to remember is to take a deep breath and not panic.

In fact, SERP volatility is a normal part of today’s highly competitive world of SEO.

So once you’ve collected yourself, take time to analyze your data, pinpoint the cause, and make changes to content (or sometimes not), with full confidence.

To help you understand how to do such an analysis and optimize content with the best possible chance of stabilizing keyword rankings, let’s now take a deep dive into SERP volatility.

What is SERP volatility in SEO?

SERP volatility occurs when SERPs change based on various contexts. Occasionally, extreme fluctuations in both the positive (a higher ranking) and the negative (a lower ranking) direction can occur. It’s extremely normal nowadays, because there are millions of websites competing for top ranking positions.

To make things simple, think of SERP volatility similar to stock market volatility. It can all change even within a single day and that’s not necessarily something to automatically fret about.

Why SERP volatility impacts SEO performance

While one small loss in keyword rankings might not have a major impact on SEO KPIs and performance, if things start to add up and many keyword rankings are lost - especially if they’re revenue-driving keywords - that’s when you’ll want to take a deeper look at the data.

When this happens, your entire business objective to generate traffic and increase revenue from SEO grinds to a halt. If pages don’t rank, you don’t get the clicks or the conversions, leading to losses in new leads and sales.

Here’s a visual summary to give you a better understanding:

So as you can see, keeping an eye on changes that are needed is crucial, which is why content optimization is so important for long-term SEO success.

8 Reasons for SERP volatility and how to combat it to maintain keyword rankings

The best possible way to combat SERP volatility is to review data to determine the root cause.

When reviewing data, ask yourself:

• What keywords are experiencing the most volatility?

• What content is ranking, and then not ranking for those specific terms?

• Are there any underlying technical errors that are impacting SERP results?

Try to drill down and pinpoint what is causing all the instability in your rankings. Then, you can implement the appropriate changes and monitor how those changes affect performance.

Now, let’s break down some of the most common issues that trigger SERP volatility and ranking fluctuations, as well as proposed solutions for how to fix them.

Reason 1: Mixed search intent, SERP variety

Mixed or vague search intent means that the search engine is unclear how your content addresses the query in the search bar.

Let’s use the example of a B2B tech firm called Healthcare IT.

When entering the query “healthcare IT” into search engines, here’s the top result that appears on the page:

News search intent:

Consulting search intent:

Government database search intent:

So you can see from these examples that many types of content appear (SERP variety) because Google isn’t precisely sure what the user is searching for (mixed search intent).

How to combat SERP volatility for mixed or vague search intent

Mixed search intent is one of the most common reasons for SERP volatility. The good news is that it can be resolved entirely, so unstable keyword rankings don't become a recurring issue. The solution involves specifying intent through your own keywords within the content. For example, if your page is all about “healthcare IT news,” specify that on-page by using keywords that include 'news' rather than just having 'healthcare IT'. This way, it’s easier for Google to determine the type of intent you’re targeting so that it can show the correct content to the user.

In order to identify and monitor whether you’re impacted by this issue, consider if the keyword and the intent behind that keyword has changed. Keep track of keyword ranking averages across 3 - 6 months to monitor how people search for and engage with queries in SERP results. Remember that daily fluctuations in results are inevitable, so a better strategy is to monitor monthly fluctuations to identify trends.

Additionally, always keep an eye on new SERP competitors. Are there new players in the market with compelling reasons to rank for those same terms? If so, you may need to implement a content refresh as explained above to get your rankings back on track.

Reason 2: High keyword difficulty

This is another common reason for SERP volatility. There are billions of web pages competing for top SERP positions and the organic traffic they deliver. This high level of competition creates “keyword difficulty.” If you’re targeting keywords with high difficulty, it can be relatively easy for competitors to bump you down from high-value positions without warning.

Have a look at this example of a search for this high difficulty keyword: “SEO beginner guide.” The data is pulled from Moz.

Now, here’s a list of some of the sites that appear in the results. They’re constantly changing positions from week to week, largely due to content refreshes.

How to combat SERP volatility for high difficulty keywords

Similar to this example, check to see if your competitors have recently optimized or refreshed their content.

Furthermore, you also need to consider the authority of your own website. If your keyword rankings were high, but have stayed at a constant low later on, consider if your domain has the authority to own the search term as competition has grown.

A great way to check this is with Moz's Keyword Explorer tool, which allows you to compile lists of keywords where you can compare keywords against each other by search volume and difficulty. So if you see that a keyword has become too difficult due to high competition, you may consider using a lower difficulty keyword that’s easier to rank for.

Ultimately you’ll also need to decide how much of a priority ranking for that term is important for your business. If it’s of high value, try optimizing your own content to gain greater visibility. If it’s not of high value, it’s probably worth letting that one go.

Reason 3: High market competition

This is a similar challenge to the previous one. Your competitors, with directly or indirectly competitive products, may be investing a lot into new content creation. As they produce new fresh content, signals are sent to search engines that their sites have something of value to provide to audiences.

Due to the frequency and quality of their publishing strategy, they’re constantly gaining topical authority around the subject matter. Over time, the cumulative effects of their content strategy translate into higher topical authority that helps to elevate their site rankings.

How to combat SERP volatility for high market competition

The solution here is a simple matter of monitoring your competitors and what they’re doing. Identify what content they’ve recently published that seems to be gaining the most traction.

Then, determine how you can create something of a similar nature but with a unique spin that provides even greater value to your competing audience. In the example above, this came in the form of regular content refreshes related to industry trends and algorithm updates.

You’ll also want to ensure that your entire content architecture works together to build topical authority over time, which will help you stably rank for high difficulty keywords.

Reason 4: Trending topic

Let’s use a very topical example to explain this one. Recently, the search term King Charles gained a lot more search volume, which is understandable in light of the recent coronation.

However, prior to his ascension to the throne, the term King Charles had more to do with dogs rather than the newly crowned king. Notice the change in intent?

Sometimes, a trending topic can cannibalize the focus of a particular keyword. You either need to come up with a whole new SEO strategy to shift the focus and recapture the intent of that term, or you need to decide if it’s still worth the effort.

How to combat SERP volatility for trending topics

Work around the hijacking of that specific term by instead investing in long-tail keywords. While long-tail keywords do have less search volume than broader generic terms, the intent behind long-tail queries is much more specific on the part of the audience.

Someone who searches for a phrase like “how do I use technology to manage healthcare” is looking for a more specific answer than someone who simply searches for “healthcare IT.” Decide if playing the long-tail game is worth shifting focus away from shorter head keywords.

Keep in mind that this approach could drop your organic traffic volume. On the other hand, it should drive up CTRs and conversion rates because those who do find you want what you can offer. So in the end, focusing on long-tail will result in stronger revenue results from SEO.

Reason 5: Indexing issues

Here’s where we get into more technical SEO challenges. Sometimes, your on-page SEO could be top-notch, and the content you’re creating is fully optimized for the appropriate keywords. Yet, despite your best efforts, the results aren’t coming through.

If this is the case, you likely have some technical problems with your site, and your indexing issues could be where the trigger for SERP volatility lies.

How to combat SERP volatility for indexing issues

The first step to solving this challenge is to run an audit using GSC or another SEO tool, such as Moz Pro’s Site Crawl. Identify the pages that are being improperly indexed so that you can isolate them from the search engines.

These technical glitches typically occur during a site migration, page optimization, or site structure changes. If you’ve recently undergone one of these technical updates, speak with your developers to figure out how best to fix the problems.

Reason 6: Google A/B testing SERPs

Sometimes, the direct cause of SERP volatility has little to do with your SEO or your business model. In certain periods of time, Google is simply reevaluating what appears in specific SERP results.

This is particularly common when trending topics emerge for certain search terms. A perfect example is the term “ChatGPT.” Since its launch in 2022, there have been thousands of news articles written about the impact the AI algorithm will have on content creation.

Each one of those news updates receives higher ranking authority because it’s discussing the latest trend about a new market offering. Google will run A/B tests on its own SERP parameters to ensure audiences receive the most relevant information as new updates are announced.

How to combat SERP volatility for Google’s A/B SERP testing

The best approach is to monitor rankings using your site analytics. Keep track of keyword ranking averages over a span of three to six months and evaluate the impact of the fluctuations on performance.

If you notice a big change, that’s a signal that your site content needs to be optimized to regain authority for the appropriate terms.

If the impact is minor, you may just need to take a wait-and-see approach. Watch the changes carefully and see if Google pushes you back up to the top of the rankings. Also, remember to check your analytics data to determine if the UX could be a cause for reduction (for example, look at bounce and exit rates to see if people are abandoning your site as soon as they arrive).

Reason 7: Algorithm changes or penalties

Periodically, Google and other search engines will announce sweeping changes to their search engine ranking algorithms. Some of these updates, like Google Panda, can change the entire nature of how search engines index and rank specific websites. Others are minor tweaks to the algorithm with less permanent SERP volatility.

If you’ve noticed trending topics on social media about search engine algorithm updates, look for discussion threads about the recent changes. Another nifty way to monitor algorithm updates is by keeping an eye on the Moz Google Algorithm Update page. You’ll be able to determine if the problem lies with your site or if this is an algorithmic update that’s affecting everyone.

Here’s an example of a site that was negatively impacted by the overuse of AI generated content.

Important note for this example: Using AI to write content doesn’t automatically mean you’ll get a penalty - but spamming does.

How to combat SERP volatility for algorithm updates or penalties

Do a little research into the algorithmic update itself. Try to ascertain what specific feature the new algorithm is impacting to get a better sense of how your site will fare.

You may find technical problems with your site that impact performance, such as:

• Site speed

• Topical authority

• Domain authority

• Quality of inbound links

• Etc.

Also, remember to go back into GSC and run your own site audit to see if there’s anything specific that may be weighing you down. Find the culprit and erase it, so you can get yourself out of “Google Jail.”

Reason 8: Cannibalization

If you’ve created content with headings that are similar to each other and have focused on the same intended search terms, you may be sending confusing signals to search engines about what content to feature for the appropriate keywords. This is when the concept of “content cannibalization” comes into play, meaning where multiple pages could rank for the same keyword, and Google is unsure about which one to show.

A perfect example is if a CMS brand tries to rank for “headless CMS.” They used the phrase “headless CMS” on:

• The homepage (to describe their product)

• A blog with the URL blog/what-is-headless-cms (a more insightful piece on the topic)

• A blog with the URL blog/headless-cms-advantages (a second thought leadership piece about the same theme)

Where the issue lies is the fact that they have used multiple pages to cover similar topics, so the keyword rankings for these pages were constantly changing.

How to combat SERP volatility for cannibalization

Make sure you always refer to your keyword map when building out new pages. Your keyword map should be your singular source of truth to help you build out and connect different web pages around an umbrella topic.

Ensure that you’re not creating duplicate content or targeting similar search terms with multiple variations of content. Keep things structured and organized so that you avoid ending up on the wrong side of Google’s algorithm updates.

If you do find content that’s live and is cannibalizing, like the avoid example, consider condensing the pages into one or doing a redirect to the primary page to rank.

To combat SERP volatility: don’t panic, review the data, and optimize with confidence

Remember that the best thing you can do when you notice keyword rankings suddenly drop is not to panic. Take the time to analyze the situation and drill down to the root cause.

Panic optimizations help no one and can even cause more harm than good. Once you dive into the data, you’ll know what changes are appropriate (if any). Map out the best course of action and plow full steam ahead to get the ship back on course.

When you keep important keyword rankings, your SEO performance stays strong, and so too are the conversions generated from it!

Why SEOs Need to Embrace AI

It’s no question that the AI conversation has dominated the SEO community during the last year. The implications of this new technology are both extremely exciting and a little scary at the same time. At Go Fish Digital, we’ve been following these trends closely and refining our processes around the possibilities that AI brings.

Within both the SEO and larger technology communities, there is a huge discrepancy of opinions.

Many are weary of the implications and skeptical on the long-term benefits for marketers.

Some believe that this is a passing trend similar to voice search.

Others believe that this is a revolutionary technology that will impact every aspect of search in the future.

Out of curiosity, I performed a poll on my Linkedin page. I asked if SEOs thought that ChatGPT was going to disrupt SEO:

Nearly two-thirds of respondents said that ChatGPT is going to change our industry. I tend to agree with them. As a community, we need to be getting prepared for the imminent changes that AI is going to bring.

SEOs need to embrace AI

I believe that as a community, we need to be paying attention to this generational technology. While the tools certainly have their shortcomings, the outputs they’re producing already are nothing short of impressive. These tools will allow us to become more educated, more efficient and more technical.

It’s important that we not only keep in mind where these technologies are today. We must understand and expect that these tools will get exponentially better over time. The performance of GPT-4 is already significantly improved from GPT-3.5

GPT-3.5 feels unusable compared to GPT-4

— Paul Shapiro (@fighto) May 9, 2023

Thinking about a 5-year time horizon, these tools will advance far beyond what we’re seeing in today’s versions. This is why SEOs need to be adopting these technologies right now. The ones that do, will be well-positioned for the future of marketing.

Improving our SEO efficiencies

Back in March, I was curious as to how many SEOs were utilizing ChatGPT in their day-to-day workflows. Despite the fact that it was relatively new, I wondered how quick SEOs were to adopt using it:

To my surprise, 52% of respondents already claimed to be using ChatGPT to help with regular SEO tasks. This poll was conducted just 3 months after it’s initial release.

This makes sense as there are a lot of really great use cases for SEO tasks that we do on a daily basis. By using AI technology like ChatGPT, you can significantly improve the efficiency at which you’re able to work on some of these tasks.

A simple example is keyword research. With ChatGPT, you can immediately create large seed lists of potential keywords that have semantic relationships to the core topics that your website is trying to compete for.

Tom Demers recently wrote a great guide on Search Engine Land where he walks through his process of using AI for keyword research. In the guide he shows multiple examples of how he was able to use different types of prompts to directly identify keywords or find sources to mine for query opportunities.

He even showcased how he was able to export data from third-party SEO tools and bring it into a table format within the ChatGPT interface:

Content ideation is another great example of a tactical task that ChatGPT can leverage. Here I prompted ChatGPT to give me 30 different topic ideas about “The Metaverse”. It delivered them in about 30 seconds:

If I ran a technology blog, I could vet that against existing content on the site and find gaps where search opportunities might exist. Even if there was no direct SEO value, these topics still help position us as a topical authority in a particular content area.

You could even use ChatGPT to optimize your site’s content at scale. Tools such as GPT For Work allow you to connect to Google Sheets to the ChatGPT API. This allows you to feed in dynamic prompts and get the output back in Google Sheets.

As a result, you could create thousands of title tags and meta descriptions. You could give a site a baseline level of optimization with about 30 minutes of setup:

From a tactical perspective, there are so many use cases for ChatGPT to help with SEO.

1. Keyword research

2. Content ideation

3. Content evaluation

4. Schema generation

5. Featured snippet creation

6. Title tags and meta descriptions

7. Ideas for new content sections

8. Readability improvements

While there are many resources available, Alyeda Solis wrote a fantastic guide on the different use cases for SEO.

If you’re performing SEO in any capacity, it’s very likely that you can find a use case where your day-to-day efficiencies can be improved by utilizing some of these processes. This will allow us to produce a more efficient output and spend time working on initiatives that are less prone to automation.

Enhancing our knowledge base

I believe that only looking at strictly tactical implementations would be using AI far within its limits. There are many other great applications for the SEO community beyond that.

One of the best use cases that we see many industries using ChatGPT for is to enhance their knowledge base. AI can be an excellent teacher when prompted correctly. It can summarize information exceptionally quickly and give it to us in an output that’s completely customized to our learning style.

For example, the late-great Bill Slawski used to analyze patents that Google filed for. These patents are more technical and Bill used a long-form writing style.

We started testing running Bill’s patents through ChatGPT and prompted it to summarize core points. A successful prompt was “Summarize the whole article in 5 bullet points. Explain like I’m in high school”:

For my learning style, this allowed me to get enough detail to understand the patent and its implications without having the output oversimplify Bill’s ideas. If I was curious about any given idea, I could simply prompt ChatGPT to elaborate more and it would allow me to go deeper.

You could also get summaries from Google’s documentation. Here I fed it text from Google’s page on canonical tags and asked it to give me best practices.

How many of us struggle with technical SEO, web technology or understanding how search engines work?

With ChatGPT the work of great technical minds like Bill and Google’s documentation essentially becomes democratized. Now when you encounter an SEO topic that you don’t understand, you can use AI as a teacher.

Of course, there are drawbacks to this. These types of summaries might not fully represent an author’s work as content must be left out and elements such as tone of voice aren’t taken in to consideration.

However, as a whole, this is a very powerful thing. Now the knowledge base that exists around SEO is more accessible to the entire community.

Empowering a community of creators

Personally, I think the most exciting aspect of the implications of AI for the SEO community are the technical possibilities that it opens up. While many of us are technically minded, not everyone has a background in development.

ChatGPT is going to enable the SEO community to become creators.

With the right prompting, you’ll now be able to create code that you weren’t able to before. That’s going to significantly impact your effectiveness as a search marketer.

For example, Screaming Frog is now opened up so much more for SEOs. I recently needed to scrape the BreadcrumbList structured data of REI’s site. When doing similar tasks before, it’s taken hours of debugging, re-running crawls and even meetings with other members of our team.

I asked ChatGPT to create a Screaming Frog extract and fed it sample HTML. Within 5 minutes, I was able to get a working XPath that allowed me to extract exactly what I needed:

The process could be applied to many other tools. ChatGPT could help you create API calls, SQL queries, Python scripts and many other things. This will empower the community to create new things that might not have been possible for many people.

On top of one-off pieces of code, you’ll now be able to create tools that are fully customized to your exact needs.

I’ve never created a Chrome extension before. However, ChatGPT has the power to take the prompts you give it and turn it into a fully functioning extension.

With about 30 minutes of prompting and debugging, it was able to create a custom SEO extension that pulls data such as title tags, meta descriptions, H1s, URL and more:

While there are great tools like this available, I could customize this extension to the exact specifications that I want.

You can even create tools that help improve your SEO efficiencies. My colleague Dan Hinckley was able to further iterate on this extension.

By connecting it to the ChatGPT API, he was able to create an SEO extension for our team that provides recommendations for title tags, H1, new content sections, and more:

Now this gives the entire team at Go Fish Digital a new tool to use as part of their process. We can quickly find page-level SEO opportunities and can decide which ones are worth actioning on for a given recommendation.

I suspect that ChatGPT will produce other solutions similar to this in the community. By embracing the power of AI, SEO teams will be able to identify the needs that they have and create a solution that perfectly fits their internal processes.

Conclusion

To us, it’s clear that AI is going to have a significant impact on the SEO community. The data already shows that SEOs see these technologies as having the power to significantly disrupt the industry and are already incorporating tools like ChatGPT into their day-to-day processes. I believe the SEOs that adapt to these changes will be the ones that see the most success.

Marketers that are able to leverage AI to improve efficiencies, grow their knowledge base and build customized solutions to improve their processes will be well-positioned for whatever the future of search holds.

Chris will be speaking at MozCon 2023 this August in Seattle! Join us for inspiring sessions with our incredible lineup of speakers. 

We hope you're as excited as we are for August 7th and 8th to hurry up and get here. And again, if you haven't grabbed your ticket yet and need help making a case we have a handy template to convince your boss!

Register for MozCon

Diversify Your Content Strategy Whiteboard Friday

Go from basic to a more advanced content strategy with Azeem in this Whiteboard Friday episode. Diversify your content strategy by creating the right content for your audience at the right time.

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

Video Transcription

Hi, everyone. My name is Azeem. I'm the host of the "Azeem Digital Asks" podcast, and I'm here to show you a very brief whistle-stop tour of how you can diversify your content strategy on this Whiteboard Friday.

3 examples of where marketers get measurement wrong

So I'm going to start off and make a very bold statement as a bald man and say that I think that we, as marketers, get measurement wrong, and I'm going to give you three examples here.

So if you are measuring brand awareness, for example, there are a number of things that you can measure, such as downloads, traffic, referrals, mentions. If you look at engagement as a key KPI, you'll be looking at things like links, likes, comments, shares, retweets, all that sort of stuff. For lead gen, you're typically looking at MQL, SQL, subscriptions, and call backs. So it's three very quick examples of how I think we get measurement wrong.

Create an advanced content strategy

When it comes to our audience, I think we know what they want, but we don't know how they want it, and I genuinely think that the internet is in a position now where hit and hope with just purely written content doesn't work anymore. I genuinely think the internet has moved on. So I'm going to show you a very brief way of how you can take your content strategy from basic to even better to hopefully advanced, and that starts with this.

I think a lot of marketers are in the basic section, and that is where you have a particular topic, topic X as I've listed there, and that is your framework for the rest of your content. So if you were talking about trees, for example, you might have trees as your topic, and that would be the framework to branch out and create even more of topic around trees to move on.

That's fine. That's where I think a lot of marketers are. The better version would be looking at UA, universal analytics or multi-channel funnels, understanding what performs well, and creating more content of that based on where your audience is in the purchase journey. Then the advanced version would be looking into GA4, splitting out your top five markets as I've put there, understanding how they perform with a data-driven attribution model, and creating the right content for the audience at the right time, the Holy Grail of what we are trying to achieve here.

How to use this information

I'll give you four examples of how you can actually use this information and take it away, and literally from tomorrow you can be able to improve your content strategy. So example 1 would be let's say you have set up scroll tracking and YouTube view measurements on your GA4. Layer the two together.

You can understand how, for example, your audience in France will be engaging with your content in the sense of how far do they scroll down on a page and how much of your videos on your page they are watching. Example 1 would be a particular audience that scrolls not a lot, but engages with video quite a lot. In which case, I would introduce very early on in the page long-form videos.

You know what your audience wants. Don't make them work for it. Don't make them scroll down the page, because you know what they want. Make it as simple for your audience as possible. Example 2 would be the opposite, where you know your audience will scroll quite a lot, but you know that they won't watch the videos that you put on the page. In which case, you can create highly-detailed content and then utilize remarketing to bring them back to your website.

The third example would be if you have an average scroll and an average video time, but a high ASD, which I have peddled as average settle duration. These are people that I call page hoppers. They're very likely going to be in the research stage of their journey, of their purchase journey. So this is where you want to focus on your brand and why you stand out against the rest of your competition.

The fourth example would be people who don't scroll and don't watch your videos at all. I think in that situation you've very clearly got a disconnect, but there is still an opportunity for you to introduce short-form videos earlier on in the purchase journey. Utilize this information, find out which one of the four you sit in, and use that to create your content strategy in a more diverse way by including audio, snippets, video teases of varying different formats, and I guarantee you'll be onto a winner and have more success with your content strategies moving forward.

I hope that in this very short video you've taken something away. You can find me on social media @AzeemDigital. If my SEO is any good, you should be able to type in "how can I contact Azeem" and you'll come across my website. Very much enjoyed being here. Thank you for having me, and I'll see you soon.

Video transcription by Speechpad.com

Azeem will be speaking at MozCon 2023 this August in Seattle! Join us for inspiring sessions with our incredible lineup of speakers.

We hope you're as excited as we are for August 7th and 8th to hurry up and get here. And again, if you haven't grabbed your ticket yet and need help making a case we have a handy template to convince your boss!

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Explore the GA4 Integration with Moz Pro

Google Analytics 4 is the latest version of Google Analytics, also known as GA4, and replaces the previous UA, or Universal Analytics version. GA4 uses machine learning technology to help analytics users understand customer behavior across multiple devices and platforms. It provides more granular data about user engagement and includes features such as event tracking, cross-device tracking, and funnel analysis.

With the GA4 migration underway, the time has come for all of us to embrace change, and don’t forget, you only have until July 1, 2023, before the switch to GA4 is permanent. In this Daily SEO Fix edition, we’ll take you through an introduction to GA4, along with how GA4 is integrated into the Moz Pro tool.

Introducing GA4

In this video, I’ll take you through an introduction to GA4, explaining the main differences as compared to UA so you can better understand why and how you should be using GA4.

How to Connect GA4 to Moz Pro

In this video, you’ll discover how to connect your GA4 account to Moz Pro. You’ll first need admin access to your Google Analytics account; from there, you can fly!

Understand the Site Traffic Tab

In this video, I’ll explain the analytics data you’ll see in the Site Traffic section of a Campaign. The Site Traffic section allows you to monitor your organic traffic for trends and insights.

Understand the Landing Pages Tab

In this video, I’ll guide you through the analytics data you’ll see in the Landing Pages tab in the Rankings section of a Campaign. Landing Pages uses your tracked keywords to help you determine which keywords may be sending your website traffic.

Learn more about GA4 in our Beginner’s Guide to Google Analytics.