Redhill couple who 'almost gave up hope' of starting family rewarded with beautiful Christmas baby

Sophie Lapham and husband Sean had been trying for a baby for six years - that was before they welcomed baby Rebecca into the world on Christmas Day

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/redhill-couple-who-almost-gave-12389506

Rail fare rises: How to beat the system and get cheaper tickets when prices go up in 2017

Rail fares with Surrey operators will rise by around 2% in the New Year - here's how to keep your costs to a minimum

from getsurrey - News http://www.getsurrey.co.uk/lifestyle/rail-fare-rises-how-beat-12389365

Top videos from 2016: See our best footage from across Surrey and north-east Hampshire during past 12 months

It's been another busy year for news - and here are the clips that defined the news agenda in 2016

from getsurrey - News http://www.getsurrey.co.uk/lifestyle/fun-stuff/top-videos-2016-see-best-12389263

New Year getaways: New York overtakes Dubai as Heathrow's most popular January destination

New Year flights to the Big Apple from Heathrow have overtaken flights to Dubai, data issued by the Civil Aviation Authority has revealed

from getsurrey - News http://www.getsurrey.co.uk/lifestyle/travel/new-year-getaways-new-york-12389050

Weather forecast: New Year jet setters warned to expect delays at Heathrow and Gatwick as Surrey wakes to more thick fog

The fog is expected to lift during Saturday morning into the afternoon in time for a clear New Year's Eve night

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/weather-forecast-new-year-jet-12388958

Boutique fitness studio inspired by US visit opens in Haslemere

The fitness studio offers exercises including cycling, yoga, pilates, HIIT and barre

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/boutique-fitness-studio-inspired-opens-12365800

Locked up in 2016: See the faces of Surrey's most notorious criminals jailed in the past 12 months

Throughout 2016, Get Surrey has been profiling the efforts of the police and the courts to bring the county's worst offenders to justice

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/locked-up-2016-see-faces-12309243

New Year Honours 2017: Surrey heroes and public servants recognised in Queen's annual honours list

See the full list of Surrey people on the Queen's New Year's Honours list

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/new-year-honours-2017-surrey-12386131

New Year Honours 2017: Andy Murray knighted as Surrey's sports stars recognised by Queen

World number one tennis supremo and Team GB hockey stars among Surrey Olympians and Paralympians on annual list

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/new-year-honours-2017-andy-12386586

X Factor winner Matt Terry and David Walliams meet Shooting Star Chase children during festive season

X Factor star Matt Terry enjoyed a Christmas party at the Hampton based hospice while Walliams read extracts from his books to children at Christopher's in Guildford

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/x-factor-winner-matt-terry-12378881

Schoolboy 'angry and upset' after Christmas present pit bike stolen from Addlestone garage

The £600 bike, given to 13-year-old George Noyes as a Christmas present, was stolen from a garage in Addlestone on Thursday

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/schoolboy-angry-upset-after-christmas-12385471

Speeding M3 motorist banned after clocking almost 120mph near smart motorway works

Rajib Gauchan was banned from driving for 56 days after he was caught driving at nearly 120mph near Hook in June

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/speeding-m3-motorist-banned-after-12387687

"It's Christmas and I'm smashed out of my nut!": Hear drunken reveller call up Surrey Police on 999 to request a taxi

Surrey Police has issued audio from the call to highlight improper use of the emergency 999 number

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/its-christmas-im-smashed-out-12387317

New Year supermarket opening hours for Aldi, Lidl, Asda, Tesco, Morrisons, Sainsbury's and Waitrose

Stocking up for New Year celebrations? Check out our guide to supermarket opening hours

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/new-year-supermarket-opening-hours-10638725

Man cautioned for sending 'highly offensive sexual message' to rape victim on social media

The man who sent the message was arrested and later released with a caution, which will remain on his record indefinitely

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/man-cautioned-sending-highly-offensive-12386673

Southern Rail strike: Passengers to face disruption over New Year as RMT members prepare to stage fresh walkout

The three-day walkout starts on New Year's Eve, with contingency plans in place to provide limited service on New Year's Day and January 2

from getsurrey - News http://www.getsurrey.co.uk/news/southern-rail-strike-passengers-face-12385155

Weather forecast: Another yellow alert for fog and warnings also in place for icy roads

"Areas of fog and freezing fog will only slowly clear through today, with some perhaps persisting into this evening," the Met Office said

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/weather-forecast-another-yellow-alert-12385366

Learner drivers to be allowed on motorways in radical plan to make our roads SAFER

Government also announces tougher tests for motorcyclists in biggest shake-up for drivers in 26 years

from getsurrey - News http://www.getsurrey.co.uk/news/learner-drivers-allowed-motorways-radical-12385378

Classic Routemaster bus to operate on launch day of new Surrey service

The new Stagecoach 715 service will operate between Guildford and Kingston, via Ripley and Esher

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/classic-routemaster-bus-operate-launch-12384464

Heaviest baby in 2016: At 12lb 12oz, Toby is St Peter's Hospital's BIGGEST baby

Baby Toby was originally due on New Year's Day but just could not wait to make his entrance into the world

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/heaviest-baby-2016-12lb-12oz-12384278

Driving in fog: Checking your distance and when you should - and SHOULDN'T - use fog lights

You shouldn't use full beam lights and it can be illegal to have your fog lights switched on

from getsurrey - News http://www.getsurrey.co.uk/news/uk-world-news/driving-fog-checking-your-distance-12384642

Horley van fire with exploding gas cylinders 'believed to be deliberate'

Customers at The Jack Fairman pub in the town made "multiple" 999 calls as a "huge glow" was seen from the fire

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/horley-van-fire-exploding-gas-12384446

How to Craft a Remarkable SEO Strategy for 2017 - Whiteboard Friday

Posted by randfish

From understanding the big-picture search trends to making sure your SEO goals jive with your CEO's goals, there's a lot to consider when planning for 2017. Next year promises to be huge for our industry, and in today's Whiteboard Friday, Rand outlines how to craft a truly remarkable SEO strategy to help you sail through 2017.

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

Video Transcription

Howdy, Moz fans, and welcome to this special New Year's edition of Whiteboard Friday. I hope you have all had a wonderful holiday season and are about to have a wonderful New Year's.

This week, we're going to chat about how you can have a remarkable, amazing SEO strategy in 2017. The first thing I'm actually going to start with is not the broad-spectrum, strategic picture, which we talked a little bit here on Whiteboard Friday about, and I'll reference some of those, but is actually understanding some of those big-picture search trends. What are the search engines doing? How is that affecting my strategy? How does that mean I should influence and affect my specific tactics for 2017? So I'll walk through a few of these big ones. There are others, but I think these encapsulate many of the big things we've been seeing.

I. Understand the big-picture search trends

• A huge rise in SERP features, meaning that Google is showing many more types of data and types of markup in the search results. We have, I believe, 17 that we record for Keyword Explorer, but there are another 7 or 8 that we do not record, but that we see in between 1% and 2% of queries. So there's just a ton of different features that are going in there.
• A rise in instant answers. This is especially true on mobile, but it's true on desktop as well. Google is trying to answer a lot of the queries themselves, and that can mean they're taking away traffic from you, or it can mean there's opportunity to get into those features or those answers.
• Intent > keywords: We're also seeing this trend that started with Hummingbird and now, obviously, continued with RankBrain around intent, searcher intent being more important than keywords in how we target our content. This does not mean you can remove keywords from the equation. You have to understand what the searcher has typed into the engine before you can serve their intent, and very small variations in keyword structure can mean real changes in searcher intent. That's a critical part of how we craft content for people.
• The value of comprehensiveness has clearly been on the rise. That's been true for a couple of years, but it definitely is a trend that continued in 2016 and we expect to continue into 2017. You can see a bunch of examples of research in that area, including some from Whiteboard Friday itself.
• Multi-device speed and user experience, Google's been harping on this for several years now, and I think what we are observing is that speed is not the only user experience element. Google has taken action against overlays and pop-ups. They've taken action, clearly, that suggests that there are some engagement metrics that are going on there, and that sites that have better user experience and that garner better engagement are doing better in the search results.
• We've seen a bunch of trends around unreliability of Google data. That includes search volume data. It includes data in AdWords, around Google showing you which keywords are in there. It includes inaccuracies in Google Search Console, formerly Webmaster Tools, around rankings. My colleague, Russ Jones, has just put out a big piece on that showing, essentially, that if Google says you got this many impressions and this many clicks, that may be totally wrong and false, so be cautious around that.
• Voice search, clearly on the rise. Not yet a huge trend in terms of an addressable market that search marketers can go after, but we've talked a few ways here on Whiteboard Friday and at Moz about how you can think about voice search impacting your results in the future and what types of content you might want to produce to be in front of voice searchers.
• Machine learning and deep learning, Google has clearly made a shift to that in the last 18 months, and we're seeing it affect the search results in terms of how they're considering links, how they're looking at keyword searches, and how they're looking at content.
• Multi-visit buyer journeys have always been important, but I think we are now seeing the trend to where not just search marketers but marketers of all stripes recognize this, and a lot of us are optimizing for it, which means that the competitive landscape now demands that you optimize for a multi-visit buyer journey, that you don't just consider a single visit in your conversion path or in your optimization path, and that means, for SEOs, considering what are all the queries someone might perform as they come to and come back to my site.
• Bias to brands, that is a continuing trend over the last few years. We're still seeing it, and we're seeing it even more so. I would say we're seeing it even when those brands have not necessarily earned tons of links, which used to be the big dominating factor in the world of is a brand stronger than a non-brand. A lot of times that was about links. Now it seems that those are decoupled.
• That being said, we're kind of feeling an undiminished value of links. If you've built a brand, if you've done a lot of these things successfully, links are certainly how you can stand out in the search results. That's pretty much as true in 2016 and '17 as it was in 2011 and 2012. Only caveat there is that the quality of links matters a lot more.

So, knowing all those things, I think we can now craft some very smart SEO tactics. We can apply those to the SEO problems we face.

II. Map your organizations top-level goals to how your SEO efforts can best assist:

Step two is to map your organization's top-level goals to your SEO tactics, and that can look something like this.

Here's Zow Corporate, the opposite of Moz, which is hopefully not very corporate. Zow Corporate's big three for 2017, they want to grow revenue with new enterprise customers, they want to lower their costs to get more profitable, and they want to improve their upsell to existing customers. So SEO can help with these things by — and this is a really smart framework — you want to take the things that your organization wants to accomplish at its executive or board level, and you want to show that SEO is actually doing those things, not just that you're trying to rank for keywords or bring more traffic, but that you've mapped your priorities in this way.

So I could say SEO can help by identifying searchers that enterprise targets and influencers perform and then ranking for those. We can lower our costs to get more profitable by reducing the cost per acquisition. We'll drive more traffic with organic search, thus reducing our dependency on advertising and other forms of marketing that cost a lot more. Those types of things.

III. Build a keyword-to-content map

Step three is to build a keyword to content map. We talked about this here on Whiteboard Friday. I'd urge you to check that out if you haven't already. But the basic concept is to have a list of terms and phrases that come out of your tactics and your goals, that you build a map for and then show like, "All right, here's how we're ranking today. Here's the URL which we're ranking with," or, "We don't yet have a URL that's targeting this keyword phrase, and thus, we need to build it," and then the action required there and what the priority is.

IV. Break down the SEO efforts into discrete projects with ETAs and people assigned, ordered by expected ROI

You can also think about adding some additional things to your content-to-keyword map or to your project list by breaking down all the SEO efforts that you're going to do to hit all these goals into discrete projects with a few things — an estimated time of delivery, the people who are assigned to it, and an ordering based on the expected return on investment. You can be wrong about this. It's okay to be, "Hey, we're taking our best guess, thumb in the air. We don't really know for sure, but we're going to try. Here's the project. It's link building for the home page. It's our number-one priority. The value estimate is high because we currently rank number two or three for our own brand name. It's assigned to this person, to Rand, and the ETA is March 30th." Great, terrific, and now I know. I've taken this from here and from my projects list. It's part of my goals. It's where I think I can have a big impact. Terrific.

V. Build a reporting/measurement system that shows progress and ties revenue/goals to clear metrics:

Then, step five, the last one here is to build a reporting and measurement system that's going to show progress, not just to you internally, but to your entire team, or to your client if you're a consultant or an agency, and that anyone can look at and say, "Ah! This is where they're going with this. This is how they've done so far."

So you want to take any tactic or any project and add the metrics by which you will measure yourself. So if we're trying to rank in the top three for our competitor comparison searches, Zow versus whatever companies Zow's competing with, and the metrics there are ranking first, then search volume, the traffic we get from it, the conversions, and the retention of those customers who've come through, now you've got a real picture of how your SEO efforts map up to these big-picture goals. It's a great way to frame your SEO.

So, with that being said, I am looking very much forward to hearing how you're planning your 2017 SEO strategy. If you have recommendations and tips that you'd like to see here or questions, feel free to leave them in there, and despite the holiday break, I will be in there to answer your questions as best I can.

Look forward to joining you again next week and next year for a wonderful year of SEO and Whiteboard Fridays. Take care.

Video transcription by Speechpad.com

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from The Moz Blog http://tracking.feedpress.it/link/9375/5052685

Locked up in Surrey: See the county's criminals jailed during December 2016

Get Surrey is this year profiling the efforts of the police and the courts to bring the county's worst offenders to justice

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/locked-up-surrey-see-countys-12381665

Egham shop owners fear losing tens of thousands after being told to leave within six months

Station Road store owners have been told they have to leave by June

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/egham-shop-owners-fear-losing-12384013

Jeremy Hunt hopes Downs Link reopening could relieve pressure on A281

The Downs Link route was closed in the 1960s as a result of the controversial Beeching Report

from getsurrey - News http://www.getsurrey.co.uk/news/jeremy-hunt-hopes-downs-link-12366002

11 gyms in Surrey and Hampshire to help you get fit in 2017

Every year millions of people make New Year's resolutions to get fit and lose weight, so here's a handy guide to gyms in Surrey and Hampshire

from getsurrey - News http://www.getsurrey.co.uk/whats-on/11-gyms-surrey-hampshire-help-12361859

10 things to do in Surrey and Hampshire this weekend, December 31-January 1

Celebrate the end of 2016 with a glass of bubbly or by challenging yourself to a brutal mud run challenge - either way we have your New Year's Eve weekend covered

from getsurrey - News http://www.getsurrey.co.uk/whats-on/10-things-surrey-hampshire-weekend-12383549

Quiz: Can you identify the locations in these archive pictures of Woking?

Where or what are these locations from Woking's past?

from getsurrey - News http://www.getsurrey.co.uk/lifestyle/fun-stuff/quiz-can-you-identify-locations-12383809

Disney Junior Party is coming to Surrey for FREE to tackle the January blues

Odeon at Epsom and Guildford will be two of 80 cinemas to show two of the unseen episodes from some of the channel's favourite series

from getsurrey - News http://www.getsurrey.co.uk/whats-on/disney-junior-party-coming-surrey-12382873

Celebrity 'curse of 2016'? It's just statistics - but these much-loved figures weren't just numbers

What 2016 has shown is how blessed we have been, and continue to be, with great artists

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/celebrity-curse-2016-its-just-12382139

Dave Nichols death: Passing motorists gave CPR to runner after Christmas Eve collision

"Other people were involved and we all did try to give this guy a fighting chance"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/dave-nichols-death-passing-motorists-12381918

32 Christmas Day babies born across Surrey's hospitals

Maternity wards never close - but one of Surrey's hospitals even got into the Strictly Come Dancing spirit of things for Christmas Day

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/32-christmas-day-babies-born-12383138

Hogs Back Christmas Day crash: Former Gurkha died in tragic collision with tree

Narayan Gurung was on his way to work at a Guildford hospital when the crash happened

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/hogs-back-christmas-day-crash-12381775

Appeal launched to identify owner of injured cat found near Spectrum in Guildford

The cat was found on the side of the road by a police officer and is currently being looked after by Stocton Veterinary Centre

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/appeal-launched-identify-owner-injured-12381926

Bookham petrol station explosion: Police hunt gang in silver Mercedes after cash machine stolen

Officers believe the cash machine was stolen following the blast and are searching for three people

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/bookham-petrol-station-explosion-police-12382674

Donald Trump assassination attempt: Dorking man Michael Sandford due home by April but family won't relax yet

Despite good news in court Mr Sandford's family will not "properly relax until he is back home in Dorking"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/donald-trump-assassination-attempt-dorking-12382343

Drink drive arrest after car flips over in Sunbury

The driver was taken to hospital after managing to get out of the vehicle following the crash near the BP headquarters

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/drink-drive-arrest-after-car-12382225

Redhill bus driver 'verbally abused' by group of young men

Enquiries are ongoing to establish the circumstances of an incident on a bus by Redhill railway station

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/redhill-bus-driver-verbally-abused-12382005

Weather forecast: Fog and ice to continue after glorious frosty morning

Wintry scenes have been caught on camera across the county as we approach the end of 2016

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/weather-forecast-fog-ice-continue-12381802

Dave Nichols tributes: Man who died in Christmas Eve crash will be remembered at Woking parkrun

Mr Nichols died after a collision with a car on Christmas Eve on a main road from Woking to Guildford

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/dave-nichols-tributes-man-who-12381701

Controversial plans to build 400 homes in Ash recommended for approval despite objections

Guildford Borough Council's planning committee will decide on the Ash Lodge Drive application on January 4

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/controversial-plans-build-400-homes-12381194

Westminster Abbey gingerbread replica made by talented Dorking baker

The professional violinist, who has auctioned off her tasty creation for charity, has previously baked Somerset House, HMS Belfast and Reigate Priory School

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/westminster-abbey-gingerbread-replica-made-12381097

Bookham petrol station cash machine 'blown up' in middle of the night

The exact circumstances of the incident are yet to be confirmed and it is not known how much, if any, money was stolen

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/bookham-petrol-station-cash-machine-12380962

Christmas 'misery' for Park Barn residents after numerous cars damaged in 'mindless act'

A man was seen "damaging numerous vehicles" during the early hours

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/christmas-misery-park-barn-residents-12380530

YOUR comments on plan to build 50 homes on nursery and kennel site in Guildford

From traffic concerns to the housing crisis, here are your thoughts on the CALA Homes plan

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/your-comments-plan-build-50-12378365

Dunsfold Park: 'My view has changed on local housing,' says MP Jeremy Hunt

The South West Surrey MP said he is not convinced that enough has been done to ensure the infrastructure around the development can cope

from getsurrey - News http://www.getsurrey.co.uk/news/dunsfold-park-view-changed-local-12377907

Revealed: Postcode lottery of Surrey emergency ambulance response times

The time it takes for paramedics to reach a patient in Surrey can range from four to 19 minutes

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/revealed-postcode-lottery-surrey-emergency-12359232

New restaurants opening around Surrey and Hampshire in 2017

A guide to new restaurants and pub revamps to look out for during 2017

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/new-restaurants-opening-around-surrey-12122639

Doctor Who Christmas special director and The Vapors guitarist Edward Bazalgette memories shared by old Guildford schoolmate

Edward Bazalgette directed the 2016 Doctor Who Christmas special - but he's got an interesting past too

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/doctor-who-christmas-special-director-12379815

Firefighters rescue two ponies after young riders get stuck in wet bog near Normandy

"The two children were over the moon and obviously the owners were as well and they were very grateful to Surrey Fire and Rescue Service"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/firefighters-rescue-two-ponies-after-12379885

Flying Scotsman: Famous locomotive to feature in BBC documentary

The Flying Scotsman will feature in a BBC Four documentary showing how locomotives are driven

from getsurrey - News http://www.getsurrey.co.uk/news/flying-scotsman-famous-locomotive-feature-12378901

Carrie Fisher death: Surrey firefighter remembers chance encounter with movie star in Camberley DVD store

The Star Wars legend walked into Silverscreen DVD shop in Camberley to look for presents for friends

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/carrie-fisher-death-surrey-firefighter-12379556

Hogs Back Christmas Day crash: Female passenger remains in serious condition after fatal collision

A man in his 50s who died in the Christmas Day crash has not yet been formally identified

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/hogs-back-christmas-day-crash-12378944

M25 10-car crash: Recap what actually happened as incident unfolded

Luckily the drivers and occupants sustained only minor injuries following the serious crash

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-10-car-crash-recap-12379020

Windlesham Pram Race team mock delayed M3 Smart Motorway project

Their slogan was 'minimum effort, maximum effect' and they carried a sign which said 'M3 roadworks delayed until 2027'

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/windlesham-pram-race-team-mock-12378846

Weather forecast: Cold start for the New Year after yellow fog warning

The Met Office has issued a warning for "freezing fog patches" from Wednesday evening and overnight into Thursday morning

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/weather-forecast-cold-start-new-12377805

George Michael death: Leatherhead charity which benefited from singer's donations pays tribute

The CEO of Rainbow Trust Children's Charity said "he was a valued supporter" and "will be greatly missed"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/george-michael-death-leatherhead-charity-12378973

Leigh dairy farm shop creates Christmas pudding flavour ice cream

Caroline Davies invented the Christmas pudding flavour ice cream because she does not like the real thing herself

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/leigh-dairy-farm-shop-creates-12376953

Sir Bradley Wiggins retires from cycling after amazing career: Relive his appearances in Surrey

The cycling legend, who has ridden in Surrey for the 2012 Olympics plus the Tour of Britain and RideLondon-Surrey race, is hanging up his bike

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sir-bradley-wiggins-retires-cycling-12378958

Former Michelin Star chef Steve Drake announces new restaurant will open in Dorking

Steve Drake said of the Mole Valley town: “There are many, wonderful local food and drink producers in the area"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/former-michelin-star-chef-steve-12377003

Royal Surrey County Hospital most expensive trust in the country for one-hour parking stay

The chief executive of the trust said: "We do not like having to charge for car parking and in an ideal world we would not have to"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/royal-surrey-county-hospital-most-12377295

Gritty McGritface? Find out what happened when public was asked to name M25's new winter vehicles

From Snow Surrender to Gritty Gritty Bang Bang, newly-named gritters, sprayers and snow ploughs take to M25

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/gritty-mcgritface-find-out-what-12377141

M25 10-vehicle crash: Two treated at hospital for minor injuries after collision causes lengthy delays

South East Coast Ambulance Service confirmed paramedics assessed 14 people at the crash scene

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-10-vehicle-crash-two-12378524

2016 was an awesome year. Let’s celebrate!

SEO Strategies For People Who Hate SEO

With regards to search engine optimization tactics, the majority of strategies just don’t quite work. The simple fact of the matter is, Google is advancing every day to refine their data and give a better user experience to searchers. So how are you going to rank yourself on a consistent basis? Well here are some of my top SEO methods that can get you in the top of the results pages.

First and foremost, use blog farming and article submissions to get some good links. Blog farming is sending out content to various sites with a link to your site. Write content that is thoroughly spun and be sure to have a contextual backlink back to your site. Doing this can provide you with a lot of good quality links simply by writing one or two articles every single day. It’s not a terribly difficult process, and it only gets bigger after a few months!

An additional good method is getting pumper blogs to each of your sites. Pumper blogs are typically acquired by buying up a high PR domain name and putting your links to the site. You can get this done by putting a ton of content on the homepage of the site, then providing contextual backlinks from the home page itself. You can drip feed thousands of links to these pumper blogs and get tons of link juice. It’s extremely powerful.

Lastly, get a link indexing service. Few people understand that a link is worthless if you don’t index. To take care of this, get a software or a subscription service to use on it. I would encourage getting Backlink Energizer or Link Juice Maximizer for accomplishing this task. They automatically build backlinks to each of your own site’s backlinks insuring the links count in the Google search algorithm.

Overall, if you are working with older tactics to get SEO traffic to your site, you can’t rely on staying there for long. You will always be getting fought for the ranking you have, and if your tactics are outdated, you can’t win. So use these strategies and get to the top of the rankings!

SEO takes time but it is fun and there are always new things to learn since the Search Engines change their algorithm once at a time, if you have a web page, and you follow the SEO strategies you are sure to have more hits than ever on your web page, you can just have to find the time and patience to write your SEO articles, be sure to mention that word that you are aiming for in there a lot, though, and you should have no problem with your SEO.

Google is the most complicated one, but I read somewhere, better you optimize for Google, and the other two will follow. Most techniques mentioned in this article are free strategies that only require your time.

The post SEO Strategies For People Who Hate SEO appeared first on SEO Company Surrey.

from SEO Company Surrey http://www.seocompanysurrey.org/seo-strategies-people-hate-seo.html

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from getsurrey - News http://www.getsurrey.co.uk/news/woking-christmas-day-brawl-four-12377611

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/huge-16-council-tax-rise-12377518

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/carrie-fisher-death-warwick-davis-12377158

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One councillor said: "I have certainly never lobbied for any special treatment for the road where I happen to live."

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-street-lights-switch-off-12376696

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/pedestrian-fatality-between-guildford-woking-12376390

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/energy-company-drilling-oil-horse-12375940

How to Improve Your Site's Performance When Using GIFs

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/hersham-couple-suffer-burns-during-12376221

Carrie Fisher: Star Wars actress dies in hospital after heart attack on flight

The news of the actress's death was confirmed by her daughter, Billie Lourd

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/carrie-fisher-star-wars-actress-12375926

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The Boxing Day charity event saw runners kitted out in various costumes, stopping off at local pubs along the way

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/windlesham-pram-race-sees-pokmons-12375694

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A couple in Chipstead started their own free library in their driveway

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/tiny-village-library-becomes-popular-12374856

George Michael's incredible acts of secret kindness revealed after his death, including support for Leatherhead charity

The superstar singer donated proceeds from Don’t Let the Sun Go Down On Me to the Rainbow Trust children’s charity in Leatherhead and Aids hospice London Lighthouse

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/george-michaels-incredible-acts-secret-12375382

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Council documents reveal the 17th century home received more than 20,000 visitors this year

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/national-trust-reveals-plans-open-12375052

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Surrey Police confirmed the man's car came off the road and hit a tree on Christmas Day

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/hogs-back-christmas-day-crash-12375231

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A woman has been taken to hospital after eight cars were involved in an accident on the M25 clockwise

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-crash-eight-vehicle-smash-12374586

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/godalming-100-home-decision-put-12355490

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/kylie-minogue-performs-intimate-christmas-12364653

Guildford nursery and kennels could be forced to move as developer prepares 50-home plan

CALA Homes is hoping to build new homes on land off Old Portsmouth Road in Guildford

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-nursery-kennels-could-forced-12364202

Hunting Down SERP Features to Understand Intent & Drive Traffic - Next Level

Posted by jocameron

Welcome to the seventh installment of our educational Next Level series! In our last episode, Jo showed us how to better optimize our sites when we think we've done it all (but still aren't ranking). This time around she's giving us the tools and the knowledge to finally capture ourselves a SERP feature. Read on and level up!

Are you within striking distance of traffic-bumping SERP features?

The content on your freakin' awesome site better be targeting the intent of the searcher.

People of the world want different types of content depending on what they search. If you get this right, your content will earn the engagement signals that tell search engines you’re fighting the good fight.

The stakes are even higher now. Not only are you battling it out in the organic results, but there are attention-grabbing features that draw clicks away from organic results.

But, hey now, chin up! You can use these features to focus on keywords with higher opportunity and win those bobby-dazzlers to drive even more traffic.

I’m going to show you how to use the ever-impressive SERP features to check whether you’re targeting intent and whether the entirety of your content satisfies searcher intent, putting you within striking distance of owning some of those queue-jumping features.

Follow along in your Moz Pro account or start a free trial, it’ll be fun, trust me.

What is searcher intent?

Intent is the nuanced language people use to search different things, and it drastically changes what they're really, truly seeking.

Every single time a human inputs their heart’s desire into that blank, judgement-free rectangle, they’re asking Google to satisfy their intent.

Show me your best “headphone reviews,” your most reliable “sewing machine repairs,” your funniest “cat vs printer gifs,” I command thee!

Headphone reviews – I want comparisons, specs, images, first-hand experiences. Maybe I’ll buy something, eventually.

Sewing machine repairs – I’m looking for a local business who I can call or visit. Or an instructional article or video.

Cat vs printer gifs – Desperately seeking images in the .gif format of a furry friend freaking out over a machine friend.

With a few simple clicks on my keyboard, my intention is revealed. As a marketer, if you’re targeting keywords with particular intent, then this needs to be reflected in your content. As a searcher, I haven’t got time to read a long article about cat gifs and printers. I want an array of images to choose from. Likewise, I don’t want to scroll through an image gallery when I’m looking for a service, or an in-depth guide when I’m on the precipice of entering that ever-so-tempting sales funnel.

Now let’s look more specifically at the headphone niche. If you sell headphones you might think, “If I can stuff my landing page with a bit of jazzy content and get it in front of every person who searches for ‘headphones’ in every weird and wonderful way, I’m bound to get a chunk of traffic and *bam*, I’ll sell a bunch of headphones.”

It doesn’t really work like that. If your content doesn’t satisfy the intent indicated by the searcher, they're likely to head back to search — and you just know Google is paying attention to this behavior. So you could end up sending signals to Google that your content isn’t all that good as it sends your visitors back to search. And because Google wants everyone to find what they’re after, your rankings could take a trip to page-two obscurity.

The different types of searcher intent

Intent for the purpose of marketing your content can be lumped into three different types that broadly encapsulate what warm bodies are looking for. This is explained in more detail in this post by Tom Anthony. Here is a brief recap that looks at how searches in the headphone niche can fit into vastly different intent types:

Informational: what were the first earbud headphones?*

Navigational: cnet headphone reviews

Transactional: cheap travel headphones

* I’m going to go all hipster on you and say it was the stethoscope, which morphed into it’s current shape around the 1850s according to Wiki.

Can you see how the implied intent varies depending on the phrasing around the search term? As you research your own target keywords, build up lists, and use those lists to formulate content, the implied intent of the searcher plays an important role in what form your awesome content will take.

It also goes hand-in-hand with your journey into long-tail keywords.

As the marketers of the world have been paying attention to the implied intent to guide their content creation, so indeed has the biggest website on the planet. The website that reduced internet usage by 40% when it went down for 2 minutes a few years ago. Yeah, you’ve heard of them, right? Well, they're taking a big, old, sloppy bite of the intent pie. In their quest to give the people what they want right in the results pages, Google unleashed The Glorious SERP Feature.

What the wicky-wack are SERP features?

The fancy-schmancy SERP feature is Google’s way of dazzling users with its more-than-a-result result.

It’s Google’s way of saying ‘I hear you’ with its finger guns out, blowing imaginary smoke and reholstering them back into its pockets whilst leaning over the back of your chair, all pleased with itself.

Features might pop up all over the results, like this:

The one with its paw in the air ready to swat? Argh, too cute.

Or they might shuffle into the results, like so:

Then again, they may hang out over here, all nonchalant but desperate to please at the same time:

With 16 different varieties currently documented, they’re like the chameleon of the SERP kingdom: taking relevant content and reinventing itself like a shapeshifting lizard queen (or Madonna).

What SERP features can I win?

There are a handful of features you can reasonably have a punt at without throwing cash at Google: Featured Snippets, Related Questions, Image Packs, Site Links, Tweets, Videos, and the News Box. I’m going to focus on Featured Snippets, Related Questions, and Image Packs.

The rest of the features are within the reach of larger sites, Google partners, or local businesses. I’m not going to dive into the local aspect in this post, as our Local Learning Center is a good place to start that journey.

For regular schmoes like us, it’s a good idea to keep an eye on all 16 features and their presence in the results for keywords you’re tracking. Even if you can’t win them they will elbow out organic results.

Featured Snippets: These are like having those fast-track passes at your local theme park. You can jump from somewhere else in the results to position ZERO, and then you’re pretty much owning that SERP.

Rob Bucci is my featured snippet guru and you’ll probably join the ranks after watching his talk at Brighton SEO.

Related Questions: If you’re tracking Featured Snippets, then you’ll want to familiarize yourself with their buddies, the Related Question.

Winning a Related Question will most likely get you a small bump in clicks through to your site; nothing wrong with that. However, the treat you don’t want to miss out on is grabbing those questions and adding them to your tracked keywords in Moz Pro. Often, this will help you sniff out a Featured Snippet you can target.

Image Packs: I looove image packs — there aren’t enough ways to display that in text form. I’m very visually motivated and I spend a fair bit of time searching for animated .gifs. If you watch Rob Bucci’s talk then you’ll know that they didn’t tend to find overlap with Featured Snippets. So these are a good opportunity to target the visually minded and increase your chances of getting traffic through features across more keywords.

How to use SERP Features to target intent

Back in the olden days, like 6 months ago, you would look at keyword modifiers and find transactional terms like ‘buy,’ ‘cheap,’ and so on, then bundle these into the ‘transactional’ pile, and so on and so forth and rinse and repeat.

Now, in the bright and shiny land-of-the-future, we can use the presence of particular features to understand the intent as Google sees it. You’re doing two very important things here: lumping your keywords into piles to understand intent that you will use to guide your content, AND identifying features you can win and those that may push you out of the results.

Identify the features present for your target keywords

As with every job there is a manual method and a tool-based method. Manual is totally fine for people with small sites, like a personal blog, and a handful of keywords. I hope that by explaining the basic manual method it will lay the foundation of understanding when we ramp up to the tool-based method.

Okey dokey spreadsheet fans, get ready for the keyboard + mouse dance we do when filling up a spreadsheet with lovely data. Start by searching your keywords one-by-one, use incognito mode to avoid personalised results, and add a mark to the sheet next to the features that are present.

Here's a sheet with all the features already added to get you started. I even added some gentle colors inspired by the first episode of Black Mirror Season 3. Lacie’s giving it 5 stars.

Don’t forget to check out the second tab with your handy-dandy SERP feature cheatsheet.

This is a good way to start understanding more about the different SERP features, identify what they look like, where they hang out, and how intrusive they are.

Identify and track SERP features with Moz Pro

Got more than a handful of keywords? Want all this data for your site and your competitors? Want a tool to do the heavy lifting for you? Don’t we all.

Did I mention before about the Moz Pro has a 30-day free trial? I’m pretty sure I did, but it was so far up the page and the follow-along-with-me part is starting right now! It will do all the SERP feature hunting, tracking, and cataloguing for you.

Moz Pro will identify the presence of all 16 SERP features and will also be able to show you if your site is present in Featured Snippets, Image Packs, In-depth Articles, Local Packs, Reviews, Site Links, and Videos.

First off, head to the SERP Features tab under Rankings.

You’ll see the percentage of features present for the keywords you’re tracking (in gray), along with the percentage of features your site is present in (in blue).

Find out how you are performing against your competitors

Underneath the Overview chart look for the filter icon, click it and scroll down to choose SERP Features and enter your desired feature. I’m going to start with Image Packs. It’s fairly easy to optimize some image — don’t forget to add informative file names, alt text, and correctly compress your images.

This little feature key will help you decipher the results:

	Blue: Your site is in the feature.
	Orange: You and one or more of your competitors are in the feature.
	Red: You are not in the feature, but one or more of your competitors are.
	Gray: A SERP Feature exists but no one in your campaign is present.

Keep an eye out for features your competitor is dominating by clicking the SERP Features header to filter the results.

Identify keywords you're on page one for with features that you could win

If you’re on page one for your desired keyword, and there is a Feature Snippet present, then there is a gift there, just waiting for you. Kind of like when you had that Amazon parcel sitting on your front doorstep, getting chewed on by your neighbor's dog and piddled on by their cat and you’re in your house just meters away, blissfully unaware.

Become aware by heading to the SERP Features tab and filtering by Featured Snippets.

Hit that Rank header until the arrow is pointing up, then scroll down to peruse keywords with Feature Snippets present sorted by your rank. The tooltip Insights indicates I’m within striking distance of owning this snippet.

Ronell outlines a strategy for winning and keeping a Featured Snippet. At its heart, it’s about pure laser-focus on intent, find the question, answer said question, add value, and make it accessible to humans and bots.

Identify pages that are dropping in the rankings and check that the content matches intent

For this I’m going to head to my Rankings tab, containing all the keywords I’m tracking in my Moz Pro campaign.

Double click the little up/down icon header twice to filter all the down-arrow keywords to the top of the pile.

I’ve noticed that my rankings have dropped for my coveted keyword ”learn how to moz,” and I want to figure out if there are some SERP features present that could indicate whether my content could be targeting intent better. So I’ll click the keyword to open up the Keyword Analysis. Then scroll down to Your Performance and toggle to SERP Features from the drop-down menu.

You’ll see all the different types of features on the left-hand column and when they were present in the results for your keyword indicated by the light gray line.

I’m not seeing any Featured Snippets or Image Packs, but lookie here! A Related Question...

Remember what we said about Related Questions? Track those beauties down and add the questions to your bundle — you might just find a Featured Snippet hiding out there.

So that’s what I’m going to do. I’ll snap up those questions and add them to my Moz Pro campaign.

Now the next time my campaign updates I can check for tasty little Featured Snippets to target.

Now back to analyzing intent. I’m going to look at that page and see what can be improved to better match the intent as implied by Google.

I can see that videos are present, so I’m going to pop a video into my content. It may not show up as a feature on the results page, but I’m responding to what the searchers of the world are seeking, and I’m also thinking this will keep people on the page whilst serving their needs.

Repeat, and sort your Tracked Keywords by Rank

You can also follow this same process by sorting by Rank to find keywords where you’re on the bottom of the first page or the top of the second page to suss out the intent as indicated by the presence of certain SERP Features.

Then zip back up to the last step and repeat the process of analyzing keywords for features to figure out intent and hunt down those tasty features.

Wrapping up

Here’s a quick recap: SERP features are your insight into what content Google thinks best serves the needs of searchers for any given keyword.

You can use the presence of features to quickly understand the implied intent for your target keywords and cross-reference this with a drop in rankings to improve how your content meets the needs of searchers.

By combining the feature power of Image Packs, Related Keywords, and Featured Snippets you’ll be covering the most effective organic features and potentially queue-jumping your way to position ZERO.

For the organic fanatics, you’ll also be able to track all 16 features and give more love to those with features you can win whilst artfully stepping around keywords with unobtainable features overcrowding the results and pushing your tasty URL into the lost land of page 2.

Happy hunting!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/legion-guildford-remain-nightclub-despite-12363744

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/walton-birds-eye-hq-set-12365639

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/five-arrested-following-christmas-morning-12369973

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/christmas-day-tragedy-man-killed-12369936

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/rick-parfitt-woking-born-status-12369275

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/elderly-pedestrian-killed-collision-car-12368888

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/main-road-between-guildford-woking-12368429

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/warning-after-man-dressed-father-12358101

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m23-crash-cat-set-purr-12356738

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/thank-you-always-being-there-12367183

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woking-bakery-open-christmas-day-12358701

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sick-puppies-dumped-chobham-doorstep-12364939

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/thorpe-park-derren-brown-ghost-12365012

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from getsurrey - News http://www.getsurrey.co.uk/lifestyle/fun-stuff/southern-rail-strike-watch-comedian-12364577

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/shalford-a281-crash-elderly-woman-12365876

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/buddy-found-hero-dogs-family-12365125

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from getsurrey - News http://www.getsurrey.co.uk/news/normandy-man-charged-slavery-offences-12365741

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/storm-barbara-high-winds-heavy-12364747

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/epsom-car-crash-elderly-pedestrian-12365067

Royal Surrey: Three days' free Christmas hospital parking ahead of new 'pay on exit' system

A cashless, "pay as you leave" system is set to be introduced, with a mobile phone payment option

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/royal-surrey-three-days-free-12345493

Yoast’s most read posts of 2016

Surrey County Council finances 'unsustainable' amid spiralling adult social care bill

The local authority's overspend stands at more than £6million leading to a warning from the council leader

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-county-council-finances-unsustainable-12347025

Tim Peake's 2016 space adventures - take a look back at Sandhurst graduate's phenomenal year

We take a look at Tim Peake's adventures over the last 12 months as he releases his first book

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/tim-peakes-2016-adventures-take-12331232

RideLondon raises £41m for charity in four years of event so far

2016's event was a record-breaking year with almost 30,000 cyclists taking part in the amateur RideLondon-Surrey events

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/ridelondon-raises-41-million-charity-12358795

Body Coach Joe Wicks returns to his Epsom primary school to inspire youngsters to get fit

Watch Joe Wicks, aka The Body Coach, as he returned to St Joseph's Catholic School in Epsom

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/body-coach-joe-wicks-returns-12360218

Primark to open in former BHS store in Staines

The discount retailer will open a new branch in the 45,000sq/ft shop unit in the Elmsleigh Centre, it has been revealed

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/primark-open-former-bhs-store-12363519

Will 'lovable' Coco get a new home as a joint Christmas and birthday present?

Coco will turn one this Christmas day but all he wants for his birthday is a new home

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/lovable-coco-new-home-joint-12362916

Shooting Star Chase's nativity short film filled with heartwarming Christmas moments

Behind the scenes at Shooting Star Chase, staff have created this very special nativity short movie

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/shooting-star-chases-nativity-short-12362362

Buddy found! Christmas joy as dog that chased off Ash Vale burglar 'came to front door' during early hours

Buddy the beagle chased away an intruder from his home and had not been seen since - until he turned up at his front door expecting treats and cuddles       

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/buddy-found-christmas-joy-dog-12362583

Exchanging More Value with Contributors to Your Content and Community Efforts - Whiteboard Friday

Posted by randfish

At risk of sounding cliché, we're right smack in the middle of the season of giving. And when it comes to giving, there's no better example in our industry space than the topic of communities. Moz itself is a great example: You — the reader, the commenter, the Q&A inquisitor, the subscriber — are what sustains and inspires us. What kind of value does your community add to your site, and how can you provide incentive and value to your site contributors, social media fans, and influencers?

In today's Whiteboard Friday, Rand explores ten fresh, actionable strategies you can use to encourage and promote an exchange of value with your contributors to feed your content and community efforts.

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

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This is a special Whitebeard Friday edition of our show. We, of course, have the annual tradition where I wear the beard, but you know the beard gets in the way of a lot of me talking to you. So I'm just going to wear the hat for today. I hope that's all right. And I hope you're all having a wonderful holiday season. Christmas and Hanukkah start the same day this year. New Year's, of course, Kwanzaa, whatever you're celebrating, a very happy holiday to you.

So let's chat about exchanging more value with the contributors to your content and community efforts. So basically, I think, in the holiday season, we talk a lot about exchange of value and exchange of gifts and of giving, and that's wonderful. We do this on our websites as well.

So you're watching Whiteboard Friday. You might leave a comment in our comments section. You might tweet about this. You might put it on Facebook. You might share it on LinkedIn. There's sort of a community of things going on here.

Most of the ideas that I have for Whiteboard Friday come from people like yourself in the community who have ideas and questions, concerns and issues, and that's a wonderful thing. But what I found is that 99% of the time we all follow exactly the same patterns in our content and our community efforts with how we basically use each other's value and exchange value with each other. So here's the challenge.

(The hat's just swinging around and hitting me. It's great.)

---

3 major groups make up your community exchangers of value

So you have kind of three groups, three major groups that I would consider community exchangers of value. Those are people like commenters and on-site contributors, your social media followers and fans and people who engage with you through social, and then influencers and experts and, broadly speaking, amplifiers, people who do this.

Look, lots of the people who might be commenters are also influencers. Lots of the people who are social media followers may also be on-site commenters. That's definitely the case.

1. Commenters and on-site contributors

But traditionally, the contributions look like this. For these folks, when they leave comments, they are seeking answers and visibility. So they want to show maybe something that they have done, and they also want an answer or a reply from you or from someone in the community. They have questions about it. And for you, you know they're creating — well, I promised myself I was going to do red and green so I'm a very Christmassy Jew this year — more content and SEO for you, which is great.

That's one of the big values of comments, absolutely speaking. That's one of the reasons we try and render comments on the page so that the engines can crawl them. It can help you rank for more long tail stuff. It can certainly help you with engagement metrics and all those kinds of things.

Now, for guest content, which a lot of folks do create and allow, Moz certainly has historically through YouMoz and soon we're going to be allowing that through the main blogs, so you might be seeing more guest contributions there, visibility for them and content and SEO for you. Same story there.

2. Social media followers and fans

Now, shares and replies on social, it's essentially you are helping to ... when you create content and when you, whether that's content on the social media platform or on your own website, that you're amplifying, when other people share that content or they like it, they reply to it, they amplify it, that's new fans and followers and content for them, hopefully, and it's more reach and visibility for you.

3. Influencers, experts, and amplifiers

With influencers, experts, and amplifiers, pretty much the story is like more influence for them through contributing to your content or promoting your content, and more reach for you through those influencers and experts' audiences. This is certainly powerful and useful too with roundups, which I think, unfortunately, have become the default style in which people use influencers and experts in many, many fields. It's more visibility for them, hopefully, because they appear in that roundup. They have their names cited and all that kind of thing. You're hoping that they're going to share it and amplify that content so that you get more reach to their audience. Maybe they'll even link to it, which will get you links.

How to exchange value by thinking broadly and daring to be different

I want us to think broader. What I believe is that being the exception to this rule can be hugely helpful. Essentially, if everyone else is doing something in one way, doing it another way, doing it a different way will fundamentally add more value to your content and SEO efforts.

Personal profiles

So if we're talking about these commenters and on-site contributors, I want you to think about profiles. This is something that most comment plug-ins don't allow by default. Disqus creates a profile, but that profile lives on Disqus' site, not on your site. Think about your Moz profile. Think about your LinkedIn profile. Think about the profile that you create on lots of community-focused websites, like an Inbound.org or a Hacker News or something. Like there's fundamental value to having that. You can own that content. You can now promote that page. You can rank in search engines with it. All those kinds of things.

Edit/citation suggestions and highlights

Edit and citation suggestions like places like Wikipedia have. Others have notable ones. Medium, obviously, has the highlighted section. It's a little more creative.

Featured comments

Featured comments, which places like The New York Times do, I think if you are an editorial content creator and you want to amplify the visibility of comments and encourage people to share great comments, a featured comment system is a valuable one. Here on Moz, we used to show comments ordered by the date in which they were left or the timestamp of when they were left, and now we order them based on thumbs, which encourages people to have a great comment because it will have the most visibility because it got the most thumbs up.
With social media folks, I would think about some of the content. You can create content that features social contributions, thus encouraging people to follow you and contribute and reply to and amplify your tweets or Facebook shares or LinkedIn because they will get additional visibility from that.

Data via polls and surveys

You can think about collection and amplification of data that you collect through polls and short surveys. Facebook and Twitter are great about allowing those.

Sharing others' social accounts

Promotion of other people's social accounts. One of the things that I think far too few social accounts do is actually call someone out by name and say, "Hey, this is another really valuable page on Facebook that you should check out." Or, "This person did this wonderful thing." I see too few Twitter accounts, including the Moz Twitter account doesn't call out as many people, in non-reply tweets, as we probably should or could, and I think that's another wonderful thing that we can do.

Using social for testimonials and promotional content

Use of social, of course, in testimonial and promotional content. We started doing that where we actually said, "Hey, someone said something really nice about us on Twitter or on Facebook or on LinkedIn. Let's reach out to them and say, 'Hey, could we use that on our website, on our product page, to help get you visibility and show that you're an expert in this field, but also to help us sell this product that you apparently love?'" Win-win there. Again, a wonderful way to creatively use that same type of content.

Smart influencer roundups, such as helpful email lists

And last, with influencers, with experts, with amplifiers, I think there's vastly more ways to do this in roundups. First off, I've seen some folks create some great email discussion, the help-each-other type of lists. I'm part of a few of those. I love them. There's great content on there. I think this is a wonderful way to get influencers and experts on your side in the long term and to help them help each other as well as you.

I've also, just recently, become part of a few BCC email lists, where a couple of content creators in the technology and entrepreneurship space, when they have new content to share, they share it first with this BCC email list before they even promote it to their regular audiences. That's awesome. That gives me a chance to be one of the first people to show it to everyone. I, of course, benefit from that through sharing with my audiences, and they benefit through the additional visibility that I give them.

Focus on data above quotations alone

Surveys and data gathering, I'm a much bigger believer in surveys and in showing data than in roundups. I think roundups that just are text only and have a bunch of text, rather than show data from a lot of influencers and saying, "Hey, you know, we interviewed 100 startup CEOs and we got these 5 data points from each of them, and here are the distributions." Vastly more interesting than, "Here are the two sentences of advice that every startup CEO gave about how to hire your first engineer." That kind of thing.

Featured commentary

Featured commentary and input on content is another way to do this. So, essentially, you share content with influencers. You say, "Hey, if you have some featured comments or some ideas around that, send that back and we will include it in the launch of that content." Lovely stuff there. I've been part of a few of those and I love those.

Discussion and debate as content

Discussion or debate as actual content. The FiveThirtyEight folks have been brilliant about this, where they invite on guest contributors and experts and then they feature that discussion. Some other political sites and places like The Stranger have done that. Wonderful stuff.

---

Getting creative with how you exchange value with your content and community contributors is an awesome way to go. I hope, in 2017, I see a lot more of this stuff and maybe even a little less of this stuff.

All right, everyone. Hope you have a great holiday season and a great year. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

from The Moz Blog http://tracking.feedpress.it/link/9375/5020401

M25-A3 Wisley Interchange plans: What are the pros and cons of Highways England's two preferred schemes?

Residents will have the opportunity to comment on the options at a series of public exhibitions in the area

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-a3-wisley-interchange-plans-12361051

'Duvet know it's Christmas?': Pillow in the Park donation point set up in Camberley to help homeless over festive period

The Pillow in the Park project collects unwanted pillows, duvets, sleeping bags and blankets and gives them out to homeless people over Christmas.

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/duvet-know-its-christmas-pillow-12361428

Guildford's 'Lumpy Head' revealed after letter addressed to him ended up... in Thailand

An English man living in Thailand reached out after a letter with a clearly written Guildford address ended up with him on the other side of the world

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildfords-lumpy-head-found-after-12360818

Leatherhead teen spared jail after pointing imitation firearm at neighbour following dispute

Jabedul Islam chased a neighbour in a car and pointed a BB gun at him after he took a picture of his nieces and nephew playing football in the street

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/leatherhead-teen-spared-jail-after-12361653

Christmas and New Year winter walks with Surrey Wildlife Trust

Surrey Wildlife Trust will be running a series of winter walks at the start of 2017 for families to enjoy

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/christmas-new-year-winter-walks-12347122

Surrey Christmas roadworks: Find out if your festive travels will be affected by motorway works

Roadworks that could affect your festive travels over December 23-25 include the M3 and M23, with the M25, A3 and A30 all affected in the New Year

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-christmas-roadworks-find-out-12362294

Epsom Hospital chimney death mental health trust to face Health and Safety Executive prosecution

An inquest into the death of Adam Withers found failures by Surrey and Borders Partnership NHS Foundation Trust after he fell from a 130ft chimney

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/epsom-hospital-chimney-death-mental-12356720

Jeremy Corbyn rooftop protest: Charges against New Fathers 4 Justice campaigner from Bookham dropped

Martin Matthews had been accused of trespassing on the roof of Mr Corbyn's north London home back in August

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/jeremy-corbyn-rooftop-protest-charges-12360940

Storm Barbara: Major Christmas weather front could affect places beyond warning areas, says Met Office

Despite being concentrated in the north, Storm Barbara could cause disruption for people in the south east with high winds and heavy rains forecast

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/storm-barbara-major-christmas-weather-12359965

Maison Blanc: Future of Guildford patisserie 'under review' following temporary closure

The store is closed over Christmas while the company considers the future of its stores, although it is due to reopen on January 8

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/maison-blanc-future-guildford-patiserie-12361243

Find Buddy: Hero dog goes missing after chasing off Ash Vale burglar

Buddy the Beagle chased away an intruder from his home but has not been seen since, sparking a major social media appeal and search

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/find-buddy-hero-dog-goes-12361349

Follow Santa's journey to Surrey on Christmas Eve using NORAD Santa tracker

Tech-savvy kids will be able to track Father Christmas using the latest satellite technology this December

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/norad-santa-tracker-2015-follow-10606464

Leatherhead teen cleared of murder sentenced for possession of knife used in fatal stabbing

Ashley Newman was cleared of murdering 17-year-old Mujaahid Wilson after telling how he feared for his life during a fight outside a pizza shop

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/leatherhead-teen-cleared-murder-sentenced-12359810

Radhika Gurung funeral: Hundreds gather to pay respects to Maybury crash victim

A traditional Nepalese Buddhist ceremony gave mourners the chance to say their final goodbyes to Mrs Gurung

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/radhika-gurung-funeral-hundreds-gather-12360050

Knaphill Anchor pub loses asset of community value status as CAMRA fears site will be lost to housing

Woking Borough Council has confirmed the pub's the asset of community value (ACV) status has now been dropped as developers eye up the site

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/anchor-pubs-community-status-dropped-12356563

Pirbright crash: Car flips and lands in ditch following two-vehicle collision

The incident happened in Gapemouth Road on Thursday afternoon following a crash involving two vehicles

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/pirbright-road-closed-following-two-12360622

Bereaved mother's organ donor campaigning pays off as postmark features on Christmas cards and letters

Ali Reynolds has been part of several projects over the years to raise awareness of organ donation following her son's death 16 years ago

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/bereaved-mothers-organ-donor-campaigning-12356531

Police warning after girl approached on way to school by two men in Hersham

“While this may have been an innocent incident, we all have a duty to keep each other safe"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/police-warning-after-girl-approached-12359124

Oxted railway station assault sees man taken to hospital with head injuries

A number of police vehicles were spotted at the scene at around 12.30pm on Thursday, with some of the ticket machines cordoned off

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/oxted-railway-station-assault-sees-12360121

Epsom car crash: Locksmith recalls 'thud and scream' when elderly man hit by car in town centre

An elderly man was taken to hospital with serious injuries after he was hit by a car in Ashley Road on Thursday morning

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/epsom-car-crash-locksmith-recalls-12359090

Performance optimization in an HTTP/2 world

Epsom car crash: Elderly man taken to hospital suffering from serious injuries

Surrey Police closed off Ashley Road on Thursday morning following a collision involving a blue VW Golf and a pedestrian

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/epsom-car-crash-elderly-man-12358504

Christmas Eve £15 Uber discount code available in Budweiser drink-driving initiative

"If we can deter people from getting behind the wheel after drinking this Christmas, we’ll consider the campaign a success," Budweiser said

from getsurrey - News http://www.getsurrey.co.uk/news/uk-world-news/christmas-eve-15-uber-discount-12357799

M23 early hours car fire leaves vehicle 'completely gutted'

The car was "well alight" when crews from Godstone and Reigate fire stations attended the incident on the motorway at 4.30am on Thursday

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m23-early-hours-car-fire-12356984

When are my bin collection days over Christmas?

There are changes to recycling, food and general waste collection over the festive period

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/bin-collection-days-over-christmas-12345584

Treat Yo'self: Warm Holiday Wishes from Moz!

Posted by FeliciaCrawford

In almost the blink of an eye, 2016 is coming to a close. And yet as fast as it went, this year absolutely brims with memories. Now that we're full-swing into the season of warm, fuzzy feelings and excruciatingly long lines at the store, the time is ripe to reflect back on all that's passed. And in classic Internet fashion, what better way to reflect than with a quick quiz?

1. So, how are you feeling about this year's wintry season (also known as Q4)?

A. Fantastic! I've been listening to Neil Diamond's rendition of Walking in a Winter Wonderland since before Halloween. Pass the nog, please! ☃️

B. It's been tough. I miss Prince and Bowie and Leonard Cohen. 2016 can't end soon enough!

C. My inbox is full to bursting and I've yet to wrap up that big project. Can we tack on a couple extra weeks?

2. When was the last time you took a vacation, even if it was just a cozy weekend alone with a good book?

A. I'm on vacation this very instant, baby!

B. There's a vague memory of sunlight and warmth, of laughter and joy... but the full picture eludes me. It's been so long...

C. "Vay-cay-shun?" What is this strange tongue you speak, and why do you tease me so?

3. How did you spend your last day off?

A. Slept in 'til [time o'clock], poured myself a steaming mug of [favored beverage], and relaxed by binge-watching [latest season of original Netflix/HBO series].

B. Ran errands, did some chores, caught up on email — you know, everything I didn't have time for during the workweek.

C. You've lapsed into that weird language again. Do you even realize you're doing it?

4. When I say the word "traffic," what's the first thing that comes to mind?

A. My "Greatest Hits of The Cars" album sitting neglected on the turntable. Time to dust it off — I feel a boogie coming on!

B. Crowded commutes and stressful driving conditions. Everybody and their mother is hogging the road this time of year.

C. Oh, please don't say that word! My site's holiday seasonality is giving me indigestion.

How'd you do? If you answered "B" or "C" to any of the questions above, we think you might need to hear a little holiday story...

Many thanks to our awesome video specialist, Michael Bird, our talented star, Rachel Moore, Sadie the Goldendoodle, and a smattering of fantastic Mozzer extras for this poignant vignette!

No matter your method of relaxation — be it eagerly awaiting Season 2 of Westworld, settling Catan with a few good friends, baking cookies with your niblings, or a twelfth reread of Harry Potter — we think you've earned yourself a breather. You work hard at what you do. You stuck with us through thick and thin this year, smiling and commenting and thumbs-up-ing all the way. We couldn't be here without you, and so we insist: Soak in all the goodness this season has to offer and take a moment to treat yourself and those you love. You deserve it!

Happiest of holidays from Roger Mozbot and everyone at Moz!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

from The Moz Blog http://tracking.feedpress.it/link/9375/5015101

Project Horizon: North Street should be priority for resurfacing says Guildford council leader

Guildford's leading political figures have called for North Street to be made a priority in the next phase of the county council's road mending scheme Project Horizon

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/project-horizon-north-street-should-12353720

M25-A3 Wisley Interchange plans: San Domenico and RHS Wisley access from A3 to be closed under proposals

Highways England is holding a series of public consultations to form views on its two proposals for the M25/A3 interchange

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-a3-wisley-interchange-plans-12350193

Dozens of Surrey restaurants make it into Harden's best restaurant guide 2017

Find out what restaurants made it into Harden's Best UK Restaurants 2017 guide

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/dozens-surrey-restaurants-make-hardens-12356121

7 Capability Brown landscapes open for Boxing Day and New Year's Day walks

Some of Capability Brown’s landscapes will be open for families to visit throughout the festive season

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/7-capability-brown-landscapes-open-12347923

'Hero' pulls elderly woman trapped on level crossing to safety moments before train thunders by

Simon Poole ran across the bridge over the tracks to the woman's aid after seeing the barriers come down, trapping her on the crossing

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/hero-pulls-elderly-woman-trapped-12355908

South West Trains commuters treated to festive prize draw as spirit of Christmas breaks out aboard busy train

Chris Burnell held a prize draw on two separate days to say thank-you to passengers, rewarding them with a £5 coffee voucher

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/south-west-trains-commuters-treated-12354215

Salfords 'hidden castle' farmer Robert Fidler vows to rebuild his home as council admits cost of legal battle may never be disclosed

The farmer controversially built his Salfords castle without council permission and hid the site from public view with hay bales

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/salfords-hidden-castle-farmer-robert-12356443

Dog fouling: Council plan to issue free waste bags latest in long line of schemes to crack down on mess

Surrey Heath is the latest council to try to sort out dog mess with trial stations offering free "poo bags" across the borough

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/dog-fouling-council-plan-issue-12315050

South West Trains passengers brand new-look carriages 'cattle trucks' after £210m upgrade

The all-new trains will be put into testing in the New Year, with the full fleet to be introduced for service in April 2017

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/south-west-trains-passengers-brand-12354388

Godstone man charged with 'arranging for child to be sexually abused' after three-day police presence in High Street

Surrey Police officers were present at a property in High Street for three days following the arrest of a man in his 60s

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/godstone-man-charged-arranging-child-12355745

Guildford bus station: What are the ten options to relocate or replace the town's 'outdated' facility?

Get Surrey takes a look at each of the options under consideration for relocating or replacing Guildford bus station

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-bus-station-what-ten-12354855

Shepperton river death: Van removed from River Thames near where man's body recovered

Divers located the van in the water on Wednesday before it was removed using a crane and passed over to Surrey Police

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/shepperton-river-death-van-removed-12353771

Owners of Cranleigh 50-year-shop ravaged by fire thanks community for 'overwhelming support'

"It's a complete shock to us all, but thankfully there were no serious injuries and our focus now will be to rebuild"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/owners-cranleigh-50-year-shop-12353627

Dramatic moment woman escapes Mercedes before car bursts into flames in Weybridge

The driver pulled over after noticing smoke coming into the cabin and was able to escape the vehicle unharmed on Tuesday afternoon

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/dramatic-moment-woman-escapes-mercedes-12353733

M25 lorry fire: Dashcam footage shows burned out remains of 'gutted' HGV which led to eight-hour clean up operation

Highways England, assisted by the emergency, spent around seven hours clearing up the carriageway following the fire near Headley on Wednesday morning

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-lorry-fire-dashcam-footage-12354277

Guildford Cathedral 134 homes plan for Stag Hill divides opinion among residents

One resident said: "Have you tried sitting on a bus from the hospital or university at rush hour? You could walk to the town and back in the time it takes the bus."

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-cathedral-homes-plan-stag-12346586

We're behind you! Get Surrey goes behind the scenes at Woking's New Victoria Theatre pantomime

Snow White and the Seven Dwarfs is showing in Woking until January 8 next year

from getsurrey - News http://www.getsurrey.co.uk/whats-on/arts-culture-news/woking-new-victorias-panto-gave-12352035

Redhill power cut: Supply restored to town centre after businesses forced to close just days before Christmas

The power cut led to a number of businesses having to shut their doors in the vital lead up to Christmas

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/redhill-power-cut-supply-restored-12353399

How to get mobile Rich Cards in Google

Relocation of 'outdated' Guildford bus station will help town become 'leading regional destination'

M&G Real Estate have told Guildford Borough Council the existing bus station "cannot be accommodated" in the redevelopment of North Street

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/relocation-outdated-guildford-bus-station-12352080

Leatherhead teenager cleared of murder after stabbing outside pizza shop

Ashley Newman admitting inflicting fatal blow but claimed he did not mean to kill and was defending himself

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/leatherhead-teenager-cleared-murder-after-12352555

'Adventurous' otter cubs delight visitors at British Wildlife Centre

One of the siblings emerged outside for the first time at the weekend

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/adventurous-otter-cubs-delight-visitors-12352036

Rogue One cameo for Warwick Davis discussed by actor in Gatwick Airport Star Wars Q&A

Have you spotted Davis in the Star Wars movie - as Weeteef Cyubee, "a rebel with a blaster"

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/rogue-one-cameo-warwick-davis-12351467

Shepperton river death: IPCC starts investigation into Surrey Police's prior contact with man

The body of a man believed to be in his 30s was found in the Thames after a van was seen entering the water

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/shepperton-river-death-ipcc-starts-12352349

Ashford primary school's immense pride as it achieves its first 'good' rating in 20 years

Echelford Primary School had previously been rated as 'inadequate' by the education watchdog

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/ashford-primary-schools-immense-pride-12325505

Shortest day of the year: Winter solstice marked with chilly Google Doodle, but now the days start getting longer again!

Wednesday December 21 is the darkest day of 2016 in the UK, with only seven hours and 49 minutes of daylight

from getsurrey - News http://www.getsurrey.co.uk/lifestyle/winter-solstice-marked-chilly-google-12351259