Ari Roth from Five Blocks showed us how he was able to claim the knowledge graph profile of the American theatrical producer Ari Roth. In short, this is an issue with whomever at Google is manually reviewing this verification request of not doing their research and making a mistake.
And much, much more. Let’s get to it! Read on for our top takeaways from day two of MozCon.
Heather Physioc â Building a Discoverability Powerhouse: Lessons From Merging an Organic, Paid, & Content Practice
Heather kicked off day two by making a strong case for un-siloing our search teams. When paid, organic, and content teams join forces, they can reach maximum effectiveness.
âWeâre dividing and conquering our organic strategy playbooks across the team […] because we can cover more ground more quickly, […] and we can simply deliver a better product.â @HeatherPhysioc#Mozcon
With so much talk about Google taking clicks away from our websites, Mary posited that Googleâs actually giving local businesses a ton of opportunity to increase our conversions on the SERP itself.
According to research from Mike Blumenthal, 70% of local business conversions happen on the SERP with the smaller percentage happening on websites. While both are important, Mary says that local businesses really need to concentrate on owning our branded SERPs.
Google loves brands, and one way we can tell Google weâre a good one is to take control of what other websites say about us.
Want to understand Googleâs recent attention on local? Theyâre moving from a company that helps you find answers to a company that helps you get things done.
Control whatever you can on your branded SERPs, whether thatâs managing reviews, making sure your GMB is up to date and accurate, and investing in PR to influence news and other mentions that show up on your branded SERP.
Google is giving small businesses a lot of ways to attract customers. Use them to your advantage!
Casie Gillette â Making Memories: Creating Content People Remember
Casie told us that only 20% of people remember what they read, which means you might not remember this. Weâll try not to take it personally. In the meantime, how do you create something that people will actually remember and come back for again and again?
âWe are about ourselves. We care about being seen, and people solving our problems. […] And as marketers, we need to create content that reflects just that.â @Casieg#MozCon
Here are some of the best nuggets from his presentation!
Thereâs power in looking at big data. You can usually find a ton of waste and save a bunch of money that helps fund your other initiatives.
Every client deserves a money-saving analysis. Use big data to help you do this at scale.
Looking at data generically can lead you to the wrong conclusions. Instead of blindly following best practices lists and correlation studies, look at data from your own websites to see what actually moves the needle.
Always stay in hypothesis mode.
Humans are naturally inclined to bring our own bias into decision-making, which is why data is so important. You canât know everything. Let the data tell you what to do.
Using Help a Reporter Out (HARO) to get authoritative mentions in publications
Publishing data â people love to cite original research!
Create articles that answer previously unanswered questions (find those on forums!)
Create original tools that solve common problems
Run a test and publish your results
Sounds a lot like link building, right? Thatâs intentional! Links to your site from authoritative sources is a huge factor when it comes to E-A-T.
Areej AbuAli â Fixing the Indexability Challenge: A Data-Based Framework
How do you turn an unwieldy 2.5 million-URL website into a manageable and indexable site of just 20,000 pages? Answer: you catch Areejâs talk.
If you have a huge site (million+ pages) with no rules for crawlers whatsoever, you’re inevitably going to run into technical issues @areej_abuali#MozCon
â At #MozCon (Still, #GreenNewDeal) (@CosperClick) July 16, 2019
When doing an audit, itâs a good idea to include not only what the problem is, but what effect itâs causing and the proposed solution.
The site Areej was working on had no rules in place to direct robots, creating unlimited URLs to crawl. Crawl budget was being wasted and Google was missing what was actually important on their site. Fundamentals like these needed to be fixed first!
She used search volume data to determine what content was important and should be indexed. If a keyword had low search volume but was still needed for usability purposes, it was no-indexed.
Another barrier to Google indexing their important content was the lack of a sitemap. Areej recommended creating and submitting separate sitemaps for the different main sections of their website.
The site also had no core content and its only links were coming from three referring domains.
Despite all of Areejâs recommendations, the client failed to implement many of them and implemented some of them incorrectly. She decided to have a face-to-face meeting to clear things up.
If she were to do this all over again, hereâs what she would do differently:
Realize that you canât force a client to implement your recommendations
Take a targeted approach to the SEO audit and focus on tackling one issue at a time.
At the end of the day, technical problems are people problems. It doesnât matter how good your SEO audit is if itâs never followed.
69 percent of respondents said they have used a digital assistant
75 percent of households will have at least one smart speaker by 2020
Over half of consumers expect their voice assistant to help them make retail purchases within five years
Search is moving from answers to actions â not smart actions like âTurn on the lightâ but âI want to know/go/doâ actions
Smartphones, PC, and smart speakers are the main ways people engage with voice
40 percent of spoken responses come from featured snippets. This is how you win at voice search.
To rank in featured snippets: 1) Find queries where youâre already ranking on page one, 2) Ask what questions are related to your query and answer them on your site (hint: even without voice search data, itâs safe to assume that many of the longer and more conversational keywords in your tools were probably spoken queries!), 3) Structure your answer appropriately (paragraph, table, or bullets), however, voice devices donât usually read tables, 4) Make sure your answers are straightforward and clear, and 5) Donât forget SEO best practices so itâs easy for search engines to find and understand!
Although speakable schema markup says itâs only available for news articles, sheâs seen it used (and working!) on non-news sites.
25 percent of people currently are using voice to make purchases
Main takeaways? Voice is here, use schema that helps voice, and bots/actions will help enable v-commerce (voice shopping) in the future.
Visit aka.ms/moz19 to view the full report Christi based this talk on.
Paul Shapiro â Redefining Technical SEO
Take your textbook definition of technical SEO and throw it out the window because thereâs more to it than crawling, indexing, and rendering. And Paul definitely proves it.
Weâre used to thinking of SEO sitting at the center of a Venn diagram where content, links, and website architecture converge. That idea is an oversimplification and doesnât really capture the full spirit of technical SEO.
If technical SEO is: âAny sufficiently technical action undertaken with the intent of improving search resultsâ then it broadens the scope beyond just those actions that impact crawl/render/index.
There are four main types of technical SEO: checklist, general, blurred responsibility, and advanced-applied:
Checklist-style tech SEO is essentially an itemized list of technical problems you could answer yes-or-no to.
General technical SEO is similar to a checklist with some additional logic applied.
Blurred responsibility technical SEO are those tasks that lie in uncertain territories, such as items that an SEO checks but a developer would need to implement.
Advanced-applied SEO involves things like SEO testing, adopting new technology, data science for SEO purposes, Natural Language Processing to enhance content development, using Machine Learning for search data, and creating automation. It involves using technology to do better SEO.
Advanced-applied SEO means that all SEO can be technical SEO, including:
The prevalence of People Also Ask (PAA) features has exploded within the past year! Last year they were on 30 percent of all SERPs Moz tracked and now theyâre on 90 percent.
Google is likely using PAA clicks to feed their machine learning and help them better understand query intent.
Since Google is using them so often, how can we take advantage?
Once you know what questions people are asking around your topic, you can vet which opportunities youâll go after on the basis of credibility (am I credible enough to answer this intelligently?), competition (is this something realistically I can compete on?), and cannibalization (am I already ranking for this with some other piece on my site?)
When you target questions, youâll often get much more than you bargained forâ¦ in a good way! Donât get discouraged if your keyword research tool shows a low search volume for a query target. Chances are, ranking for that keyword also means youâll rank well for lots of related queries too.
Dr. Pete also announced that Moz is looking into the possibility of a People Also Ask tool! For now, heâs testing the model with a manual process you can check out today. Just go to moz.com/20q and heâll send you a personalized list of the top 20 questions for your domain or topic.
Day two â done!
Only one more day left for this year’s MozCon! What stood out the most for you on day two? Tell us in the comments below!
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