M25 Cobham Services murder arrest, Sunbury bus crash and Hyde Park concerts - Friday's (June 30) most read

Members of the public helping an elderly pedestrian injured in a bus crash and readers were getting excited about British Summer Time

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-cobham-services-murder-arrest-13266629

Weather forecast: Pleasant weekend weather for most in southeast with some rain on Sunday

A band of rain will move southeast on Saturday evening, however the rain will clear by Sunday morning, resulting in a dry day

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/weather-forecast-pleasant-weekend-weather-13266581

Leavers Ball 2017: Reed's School hosts nostalgic ball at Sandown Park Racecourse

Sandown Park Racecourse was the glamorous setting for the Reed's School Leavers Ball on May 16.

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/leavers-ball-2017-reeds-school-13263043

'We never do anything illegal': Cranleigh Indian restaurant owner speaks out after immigration raid

The Curry Inn in High Street faces a fine of up to £60,000 unless it is proved that correct checks were carried out

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/we-never-anything-illegal-cranleigh-13255560

Members of the public rush to help after elderly pedestrian injured in Sunbury double-decker bus collision

An off-duty police officer, an army medic and a local vicar were among those who stopped to help at the scene in Green Street, Sunbury

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/members-public-rush-help-after-13264091

M25 Cobham Services death: Man in his 20s arrested on suspicion of murder following altercation at petrol station

Surrey Police said officers are still searching for a second person in relation to the incident and remain keen to speak to witnesses

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-cobham-services-death-man-13264812

Legoland Windsor unveils Castle Hotel in amazing drone footage ahead of July opening

Drone footage shows model makers putting the finishing touches to the hotel's 657 Lego models

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/legoland-windsor-unveils-castle-hotel-13262876

Molesey police incident: Pedestrian in 70s airlifted to hospital with head injuries after collision with motorbike

Emergency services were called out to the incident in Walton Road at around 11.40am on Friday (June 30)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/molesey-police-incident-pedestrian-70s-13264194

Woman storms out of court while on trial accused of making false sex attack allegations

Jemma Beale denies four counts of perjury and four counts of perverting the course of justice relating to previous sex attack allegations

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woman-sex-allegations-storms-court-13263242

Lesbian storms out of court while on trial accused of making false sex attack allegations

Jemma Beale denies four counts of perjury and four counts of perverting the course of justice relating to previous sex attack allegations

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/lesbian-storms-out-court-trial-13263242

Wimbledon 2017: How to buy tickets, tournament dates and getting to the Grand Slam event

When does Wimbledon start, what are the 2017 match dates and how to buy tickets? Everything you need to know about this year's Grand Slam

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/wimbledon-2017-dates-tickets-schedule-12984910

Adding JSON-LD structured data with Google Tag Manager

M3 Smart Motorway: Roadworks to 'continue for a short period' after main construction finishes this month

The two-year resurfacing scheme was due to finish at the end of June

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m3-smart-motorway-roadworks-continue-13262633

Lidl expresses interest in opening store at former Rose and Young site in Caterham

Residents and councillors are welcoming news of the discount store coming to Caterham

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/lidl-expresses-interest-opening-store-13259598

M25 Cobham Services murder victim Quhey Saunders 'steals the show' by donating heart to 'desperate' young man

The brother of Quhey Saunders revealed he had donated his heart to a young man with "no more than a couple of days to live"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-cobham-services-murder-victim-13261810

Trading officers seize 800 fidget spinners destined for UK stores over faded hazard warnings and suspected faked safety standards stickers

Officers intercepted a £4,000 dispatch imported from China over safety fears

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/trading-officers-seize-800-fidget-13261909

Party in the Park: Get ready to boogie at the free outdoor event in Woking

Taking place on Saturday (July 8) the party is a great day out for all the family

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/party-park-ready-boogie-free-13254846

Surrey to be drenched in 'torrential downpours' as Met Office issues immediate yellow warning across south east

Some areas could experience up to 20mm of rainfall per hour throughout Friday (June 30)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-drenched-torrential-downpours-met-13261117

Milly Dowler's family had heartbreaking suicide pact if killer Levi Bellfield was found not guilty

The Walton schoolgirl's family suffered a horrible ordeal after her disappearance and murder, and her sister Gemma has revealed the depths of their grief in new book My Sister Milly

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/milly-dowlers-family-heartbreaking-suicide-13261125

Former rugby coach jailed after sexually abusing young boys in his care

David Simmons had over 40,000 indecent photos of children in his possession and used hidden cameras to film boys in the shower and toilet

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/former-rugby-coach-jailed-after-13260198

How Content Can Succeed By Making Enemies - Whiteboard Friday

Posted by randfish

Getting readers on board with your ideas isn't the only way to achieve content success. Sometimes, stirring up a little controversy and earning a few rivals can work incredibly well — but there's certainly a right and a wrong way to do it. Rand details how to use the power of making enemies work to your advantage in today's Whiteboard Friday.

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. Today, we're going to chat about something a little interesting — how content can succeed by making enemies. I know you're thinking to yourself, "Wait a minute, I thought my job was to make friends with my content." Yes, and one of the best ways to make close friends is to make enemies too.

So, in my opinion, I think that companies and businesses, programs, organizations of all kinds, efforts of all kinds tend to do really well when they get people on their side. So if I'm trying to create a movement or I'm trying to get people to believe in what I'm doing, I need to have positions, data, stories, and content that can bring people to my site. One of the best ways to do that is actually to think about it in opposition to something else, basically try and figure out how you can earn some enemies.

A few examples of content that makes enemies & allies

I'll give you a few examples, because I think that will help add some context here. I did a little bit of research. My share data is from BuzzSumo, and my link data here is from Ahrefs. But for example, this piece called "There Are Now Twice as Many Solar Jobs as Coal Jobs in the US," this is essentially just data-driven content, but it clearly makes friends and enemies. It makes enemies with sort of this classic, old-school Americana belief set around how important coal jobs are, and it creates, through the enemy that it builds around that, simply by sharing data, it also creates allies, people who are on the side of this story, who want to share it and amplify it and have it reach its potential and reach more people.

Same is true here. So this is a story called "Yoga Is a Good Alternative to Physical Therapy." Clearly, it did extremely well, tens of thousands of shares and thousands of links, lots of ranking keywords for it. But it creates some enemies. Physical therapists are not going to be thrilled that this is the case. Despite the research behind it, this is frustrating for many of those folks. So you've created friends, allies, people who are yoga practitioners and yoga instructors. You've also created enemies, potentially those folks who don't believe that this might be the case despite what the research might show.

Third one, "The 50 Most Powerful Public Relations Firms in America," I think this was actually from The Observer. So they're writing in the UK, but they managed to rank for lots and lots of keywords around "best PR firms" and all those sorts of things. They have thousands of shares, thousands of links. I mean 11,000 links, that's darn impressive for a story of this nature. And they've created enemies. They've created enemies of all the people who are not in the 50 most powerful, who feel that they should be, and they've created allies of the people who are in there. They've also created some allies and enemies deeper inside the story, which you can check out.

"Replace Your Lawn with These Superior Alternatives," well, guess what? You have now created some enemies in the lawn care world and in the lawn supply world and in the passionate communities, very passionate communities, especially here in the United States, around people who sort of believe that homes should have lawns and nothing else, grass lawns in this case. This piece didn't do that well in terms of shares, but did phenomenally well in terms of links. This was on Lifehacker, and it ranks for all sorts of things, 11,000+ links.

Before you create, ask yourself: Who will help amplify this, and why?

So you can see that these might not be things that you naturally think of as earning enemies. But when you're creating content, if you can go through this exercise, I have this rule, that I've talked about many times over the years, for content success, especially content amplification success. That is before you ever create something, before you brainstorm the idea, come up with the title, come up with the content, before you do that, ask yourself: Who will help amplify this and why? Why will they help?

One of the great things about framing things in terms of who are my allies, the people on my side, and who are the enemies I'm going to create is that the "who" becomes much more clear. The people who support your ideas, your ethics, or your position, your logic, your data and want to help amplify that, those are people who are potential amplifiers. The people, the detractors, the enemies that you're going to build help you often to identify that group.

The "why" becomes much more clear too. The existence of that common enemy, the chance to show that you have support and beliefs in people, that's a powerful catalyst for that amplification, for the behavior you're attempting to drive in your community and your content consumers. I've found that thinking about it this way often gets content creators and SEOs in the right frame of mind to build stuff that can do really well.

Some dos and don'ts

Do... backup content with data

A few dos and don'ts if you're pursuing this path of content generation and ideation. Do back up as much as you can with facts and data, not just opinion. That should be relatively obvious, but it can be dangerous in this kind of world, as you go down this path, to not do that.

Do... convey a world view

I do suggest that you try and convey a world view, not necessarily if you're thinking on the political spectrum of like from all the way left to all the way right or those kinds of things. I think it's okay to convey a world view around it, but I would urge you to provide multiple angles of appeal.

So if you're saying, "Hey, you should replace your lawn with these superior alternatives," don't make it purely that it's about conservation and ecological health. You can also make it about financial responsibility. You can also make it about the ease with which you can care for these lawns versus other ones. So now it becomes something that appeals across a broader range of the spectrum.

Same thing with something like solar jobs versus coal jobs. If you can get it to be economically focused and you can give it a capitalist bent, you can potentially appeal to multiple ends of the ideological spectrum with that world view.

Do... collect input from notable parties

Third, I would urge you to get inputs from notable folks before you create and publish this content, especially if the issue that you're talking about is going to be culturally or socially or politically charged. Some of these fit into that. Yoga probably not so much, but potentially the solar jobs/coal jobs one, that might be something to run the actual content that you've created by some folks who are in the energy space so that they can help you along those lines, potentially the energy and the political space if you can.

Don't... be provocative just to be provocative

Some don'ts. I do not urge you and I'm not suggesting that you should create provocative content purely to be provocative. Instead, I'm urging you to think about the content that you create and how you angle it using this framing of mind rather than saying, "Okay, what could we say that would really piss people off?" That's not what I'm urging you to do. I'm urging you to say, "How can we take things that we already have, beliefs and positions, data, stories, whatever content and how do we angle them in such a way that we think about who are the enemies, who are the allies, how do we get that buy-in, how do we get that amplification?"

Don't... choose indefensible positions

Second, I would not choose enemies or positions that you can't defend against. So, for example, if you were considering a path that you think might get you into a world of litigious danger, you should probably stay away from that. Likewise, if your positions are relatively indefensible and you've talked to some folks in the field and done the dues and they're like, "I don't know about that," you might not want to pursue it.

Don't... give up on the first try

Third, do not give up if your first attempts in this sort of framing don't work. You should expect that you will have to, just like any other form of content, practice, iterate, and do this multiple times before you have success.

Don't... be unprofessional

Don't be unprofessional when you do this type of content. It can be a little bit tempting when you're framing things in terms of, "How do I make enemies out of this?" to get on the attack. That is not necessary. I think that actually content that builds enemies does so even better when it does it from a non-attack vector mode.

Don't... sweat the Haterade

Don't forget that if you're getting some Haterade for the content you create, a lot of people when they start drinking the Haterade online, they run. They think, "Okay, we've done something wrong." That's actually not the case. In my experience, that means you're doing something right. You're building something special. People don't tend to fight against and argue against ideas and people and organizations for no reason. They do so because they're a threat.

If you've created a threat to your enemies, you have also generally created something special for your allies and the people on your side. That means you're doing something right. In Moz's early days, I can tell you, back when we were called SEOmoz, for years and years and years we got all sorts of hate, and it was actually a pretty good sign that we were doing something right, that we were building something special.

So I look forward to your comments. I'd love to see any examples of stuff that you have as well, and we'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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from The Moz Blog http://tracking.feedpress.it/link/9375/6121445

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/heathrow-airport-terrorism-arrest-police-13260939

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/farnham-slug--lettuce-apologises-13254057

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-borough-council-asked-explain-13242624

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/vulnerable-elderly-couple-conned-out-13248731

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-county-council-left-school-13242487

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/camberley-international-festival-colourful-cultural-13252961

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-cobham-services-murder-victims-13260319

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from getsurrey - News http://www.getsurrey.co.uk/news/property-news/how-live-prime-surrey-riverside-13259028

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-borough-features-top-10-13259238

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from getsurrey - News http://www.getsurrey.co.uk/news/uk-world-news/motorists-not-convinved-driving-test-13259265

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/toast-surrey-business-awards-2017-13259291

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/female-network-rail-engineers-encourage-13255346

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from getsurrey - News http://www.getsurrey.co.uk/news/nostalgia/guildford-playgroup-celebrate-50th-anniversary-13258095

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woman-left-very-distressed-after-13256064

Surrey floods: New Met Office study reveals 'tropical weather' and climate change responsible for devastating 2013/14 disaster

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-floods-new-met-office-13245827

John Lewis for Camberley? From vegan restaurants and skate parks to cheaper parking - what do YOU think Camberley is missing?

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/what-does-camberley-need-now-13246742

Shepperton voted sixth happiest place to live in the UK

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/shepperton-voted-sixth-happiest-place-13234847

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from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/nine-things-you-really-should-13214708

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/british-holidaymakers-could-face-record-13250471

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/looking-new-job-here-five-13252306

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from getsurrey - News http://www.getsurrey.co.uk/news/nostalgia/just-how-much-truth-mysterious-13244204

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/epsom-cyclist-who-died-crash-13257123

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from getsurrey - News http://www.getsurrey.co.uk/news/nostalgia/we-strong-couple-its-been-13249765

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-caf-you-one-best-13257419

Dunsfold Aerodrome: Campaign group looking for 'right and proper' conclusion at inquiry into 1,800-home approval

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/dunsfold-aerodrome-campaign-group-looking-13253440

M25 Cobham Services murder inquiry: Victim of 'horrifying' daylight assault at petrol station named

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-cobham-services-murder-inquiry-13257205

More than 600 homes could be built each YEAR in Waverley if it takes on unmet housing needs from Woking

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/more-600-homes-could-built-13256743

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/cobham-services-food-hygiene-ratings-13252378

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from getsurrey - News http://www.getsurrey.co.uk/news/property-news/cost-renting-elmbridge-borough-spirals-13249215

The biggest inflatable aqua park in the world has opened near Surrey

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from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/biggest-inflatable-aqua-park-world-13256841

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/students-set-up-petition-stop-13254096

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/false-widow-spider-sightings-reported-13254609

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/travelodge-announces-hundreds-job-vacancies-13255818

Guildford emergency services incident: Three arrested in Bellfields area following police pursuit

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-emergency-services-incident-three-13255835

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/leatherhead-football-club-looking-club-13251293

New online SEO training: Structured data

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/bus-shelter-targeted-vandals-fixed-13254568

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/man-impersonated-engineer-keys-burpham-13253428

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-street-lights-switch-off-13254948

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/camberley-flat-closure-extended-three-13245360

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/heathrow-airport-appalling-shameful-airline-13244877

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from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/lauren-pope-thrilled-judge-sandown-13253556

Katherine Ryan Glitter Room tour is coming to Surrey and Hampshire - how to get tickets

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from getsurrey - News http://www.getsurrey.co.uk/whats-on/comedy-news/katherine-ryan-glitter-room-tour-13215440

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/group-blasted-islamophobic-language-outside-13254778

MozCon: Why You Should Attend & How to Get the Most Out of It

Posted by ronell-smith

MozCon 2013 (left to right): Greg Gifford, Nathan Bylof, Nathan Hammer, Susan Wenograd, and myself

I remember my first MozCon like it was yesterday.

It’s the place where I would hear the quote that would forever change the arc of my career.

“The world is freaking complicated, so let me start with everything I don’t know,” said Google’s Avinash Kaushik, during the Q&A, after speaking at MozCon 2013. “Nine hundred years from now, I will fix what’s broken today. …Get good at what you do.”

Though I didn’t know it at the the time, those were words I needed to hear, and that would lead me to make some career decisions I desperately needed to make. Decisions I never would have made if I hadn’t chosen to attend MozCon, the Super Bowl of marketing events (in my opinion).

Walking into the large (gigantic) room for the first time felt like being on the Space Mountain ride at Disneyland. I hurriedly raced to the front to find a seat so I could take in all of the action.

Once settled in, I sat back and enjoyed the music as lights danced along the walls.

Who wouldn’t want to be here? I thought.

Once the show started and Rand walked out, I was immediately sold: The decision to attend MozCon was the right one. By the end of the show, I would be saying it was one of the best career decisions I could have made.

But I almost missed it.

How and why MozCon?

I discovered MozCon like most of you: while reading the Moz blog, which I had been perusing since 2010, when I started building a website for an online, members-only newsletter.

One of my friends, an executive at a large company, had recently shared with me that online marketing was blistering hot.

“If you’re focusing your energy anywhere else, Ronell, you’re making a mistake,” he said. “We just hired a digital marketing manager, and we’re paying her more than $90,000.”

Those words served as an imprimatur for me to eagerly study and read SEO blogs and set up Twitter lists to follow prominent SEO authors.

Learning SEO was far less fun than applying it to the website I was in the process of helping to build.

In the years that followed, I continued reading the blog while making steps to meet members of the community, both locally and online.

One of the first people I met in the Moz SEO community was Greg Gifford, who agreed to meet me for lunch after I reached out to him via DM on Twitter.

He mentioned MozCon, which at the time wasn’t on my radar. (As a bonus, he said if I attended, he’d introduce me to Ruth Burr, who I’d been following on Twitter, and was a hyooge fan of.)

I started doing some investigating, wondering if it was an event I should invest in.

Also, during this same period, I was getting my content strategy sea legs and had reached out to Jon Colman, who was nice enough to mentor me. He also recommended that I attend MozCon, not the least because content strategy and UX superstar Karen McGrane was speaking.

I was officially sold.

That night, I put a plan into action:

• Signed up for Moz Pro to get the MozCon discount
• Bought a ticket to the show
• Purchased airline and hotel tickets through Priceline

Then I used to following weeks to devise a plan to help me get everything I could out of the show.

The conference of all conferences

Honestly, I didn’t expect to be blow away by MozCon.

For seven of the 10 previous years, I edited a magazine that helped finance a trade show that hosted tens of thousands of people, from all over the world.

Nothing could top that, I thought. I was wrong.

The show, the lights, the people — and the single-track focus — blew me away. Right away.

I remember Richard Baxter was the first speaker up that first morning.

By the time he was done sharing strategies for effective outreach, I was thinking, “I’ve already recouped my expense. I don’t plan to ever miss this show again.”

And I haven’t.

So important did MozCon become to me after that first show, that I began to plan summer travel around it.

How could one event become that important?

Five key reasons:

• Content
• People & relationships
• Personal & career development

I’ll explore each in detail since I think they each help make my point about the value of MozCon. (Also, if you haven’t read it already, check out Rand’s post, The Case For & Against Attending Marketing Conferences, which also touches on the value of these events.)

#1 - Content

You expect me to say the content you’ll be privy to at MozCon is the best you’ll hear anywhere.

Yeah, but…

The show hand-picks only the best speakers. But these same speakers present elsewhere, too, right?

What I mean by "content" is that the information you glean holistically from the show can help marketers from all areas of the business better do their work.

For example, when I came to my first MozCon, I had a handful of clients who’d reached out to me for PR, media relations, branding, and content work.

But I was starting to get calls and emails for this thing called “content marketing,” of which I was only vaguely familiar.

The information I learned from the speakers (and the informal conversations between speakers and after the show), made it possible for me to take on content marketing clients and, six months later, head content marketing for one of the most successful digital strategy agencies in Dallas/Fort Worth.

There really is something for everyone at MozCon.

#2 - People & relationships

Most of the folks I talk to on a daily, weekly, and monthly basis are folks I met at one of the last four MozCons.

For example, I met Susan E. Wenograd at MozCon 2013, where we shared a seat next to one another for the entire event. She’s been one of my closest friends ever since.

MozCon 2015: I'm chastising Damon Gochneaur for trying to sell me some links — I'm kidding, Google.

The folks seated beside you or roaming the halls during the event are some of the sharpest and most accomplished you’ll meet anywhere.

They are also some of the most helpful and genuine.

I felt this during my first event; I learned the truth of this sentiment in the weeks, months, and years that have followed.

Whether you’re as green as I was, or an advanced T-shaped marketer with a decade of experience behind you, the event will be fun, exciting, and full of new tips, tactics, and strategies you can immediately put to use.

#3 - Personal & career development

I know most people make decisions about attending events based on the cost and the known value — that is, based on previous similar events, how much they are likely to earn, either in a new job, new work, or additional responsibilities.

That’s the wrong way to look at MozCon, or any event.

Let’s keep it real for a moment: No matter who you are, where you work, what you do, or how much you enjoy your work, you’re are ALWAYS in the process of getting fired or (hopefully) changing jobs.

You should (must) be attending events to keep yourself relevant, visible, and on top of your game, whether that’s in paid media, content, social media, SEO, email marketing, etc.

That’s why the “Is it worth it?” argument is not beneficial at all.

I cannot tell you how many times, over the last four years, when I’ve been stuck on a content strategy, SEO or web design issue and been able to reach out to someone I would never have met were it not for MozCon.

For example, every time I share the benefits of Paid Social with a local business owner, I feel I should cut Kane Jamison (met at MozCon 2014) a check.

So, go to MozCon, not because you can see the tangible benefits (you cannot know those); go to MozCon because your career and your personal development will be nourished by it far beyond any financial reward.

Now you know how I feel and what I’ve gleaned from MozCon, you’re probably saying, “Yeah, but how can I be certain to get the most out of the event?”

I’m glad you asked.

How you can get the most out of MozCon

First, start following and interacting with Twitter and Facebook groups to find folks attending MozCon.

Dive in and ask questions, answer questions, or set up a get-together during the event.

Next, during the event, follow the #mozcon Twitter hashtag, making note of folks who are tweeting info from the event. Pay close attention to not simply the info, but also what they are gleaning and how they plan to use the event for their work.

If you find a few folks sharing info germane to your work or experiences, it wouldn’t hurt to retweet them and, maybe later during the show, send a group text asking to get together during the pub crawl or maybe join up for breakfast.

Then, once the show is over, continue to follow folks on social media, in addition to reading (and leaving comments on) their blogs, sending them “Great meeting you. Let’s stay in touch” emails, and looking for other opportunities to stay in their orbit, including meeting up at future events.

Many of the folks I initially met at MozCon have become friends I see throughout the year at other events.

But, wait!

I mentioned nothing about how to get the most out of the event itself.

Well, I have a different philosophy than most folks: Instead of writing copious notes and trying to capture every word from each speaker, I think of and jot down a theme for each talk while the speaker is still presenting. Along with that theme, I’ll include some notes that encapsulate the main nuggets of the talk and that will help me remember it later.

For example, Dr. Pete’s 2016 talk, You Can't Type a Concept: Why Keywords Still Matter, spurred me to redouble my focus (and my learning with regard to content and SEO) on search intent, on-page SEO, and knowing the audience’s needs as well as possible.

Then, once the show is over, I create a theme to encapsulate the entire event by asking myself three questions:

1. What did I learn that I can apply right away?
2. What can I create and share that’ll make me more valuable to teammates, clients or prospective clients?
3. How does this information make me better at [X]?

For the 2013 show, my answers were…

1. I don’t need to know everything about SEO to begin to take on SEO-related work, which I was initially reluctant to do.
2. Content that highlights my in-depth knowledge of the types of content that resonates with audiences I’d researched/was familiar with.
3. It makes me more aware of how how search, social, and content fit together.

After hearing Avinash’s quote, I had the theme in my head, for me and for the handful of brands I was consulting at the time: “You won’t win by running the competition’s race; make them chase you.”

MozCon 2013: Avinash Kaushik of Google

This meant I helped them think beyond content, social media, and SEO, and instead had them focus on creating the best content experience possible, which would help them more easily accomplish their goals.

I’ve repeated the process each year since, including in 2016, when I doubled-down on Featured Snippets after seeing Taking the Top Spot: How to Earn More Featured Snippets, by Rob Bucci.

You can do the same.

It all begins with attending the show and being willing to step outside your comfort zone.

What say you?

Are you MozCon bound?

Count me in!

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/9375/6110737

Costa food hygiene ratings in Surrey after faecal bacteria found in ice

After tests found faecal bacteria in ice from major coffee chains, Get Surrey looked into the food hygiene ratings of Costa store across the borough

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/costa-food-hygiene-ratings-surrey-13254571

Guildford College to relocate all A level provision to Farnham from September

The move will go through in time for the start of the new academic year

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-college-relocate-level-provision-13252478

M25 Cobham Services: Murder investigation launched as man dies after 'horrifying attack' at petrol station

Surrey Police is keen to speak to anyone who may have witnessed the assault as it pursues "all avenues of enquiry"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-cobham-services-murder-investigation-13248513

'We just want to be given a chance': Chertsey travellers speak out as council gives them notice to leave site

"The council has simply not built anywhere for us to go, the sites they do offer have a 40 year waiting list," a traveller said

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/we-just-want-given-chance-13248233

No criminal charges for double-fatal Guildford crash driver, Crown Prosecution Service decides

Kat Garrett and Del Kendall died after the crash, which happed in Bridge Street in February 2016

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/no-criminal-charges-double-fatal-13252164

Bookham activist who scaled Buckingham Palace in eight-hour stand off cleared of possessing explosives

New Fathers 4 Justice protester Martin Matthews, 50, from Bookham, scaled Buckingham Palace armed with a smoke grenade

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/bookham-activist-who-scaled-buckingham-13251255

SEO basics: What are rich snippets?

Maybe you’ve heard about the concept of rich snippets. SEO experts seem to think everyone knows exactly what rich snippets are. But, for SEO newbies, a rich snippet is a really vague term. What are rich snippets exactly? Time to explain what rich snippets are, why they’re important for SEO and how you can get them for your site.

What are rich snippets?

A snippet is a result Google shows to the user in the search results. An example: I was searching for a good recipe for homemade ice cream and googled it. Google showed me a results list with normal snippets and rich snippets. A normal snippet usually looks like this:

Google shows the title in blue, the URL in green and a description of what the page is about. This is what we call the snippet, the thing Yoast SEO helps you to optimize with our snippet preview.

A rich snippet shows extra information between the URL and the description. A rich snippet looks like this:

In this snippet, a picture of the ice cream is added, you can see the rating of the recipe, the time it takes to prepare this type of ice cream and the number of calories it contains. A rich snippet contains much more information than the normal snippet does. That’s why we call it a rich snippet.

Why are rich snippets important for SEO?

Rich snippets stand out from the other snippets. They look much nicer and you’ll instantly know more, just by looking at them. You’ll know whether other people liked the homemade ice cream and how long it’ll take you to make it. Rich snippets are snippets that have a higher click-through rate. People like to click on rich snippets.

If the click-through rate of a snippet increases, you’ll get more traffic from that search result. Not because your position in the search engine changed, but just because more people click on your result. In the long run, rich snippets will have an effect on your ranking as well. As more people click on your result, Google will notice that people prefer your page above other ones. That’ll definitely improve your rankings in the long run!

How do you get rich snippets?

Google can show rich snippets if you add structured data to your site. Structured data is a piece of code in a specific format, written in such a way that search engines understand it. Search engines read the code and use it to create rich snippets.

Read more: ‘What is structured data’ »

Adding structured data to your website can be quite daunting. But we’re here to help! As of tomorrow, Yoast offers an online training to teach you how to implement structured data so Google can show rich snippets. We’ll show you different strategies (from beginner to more advanced levels), so that everyone will be able to get started with structured data and get those rich snippets!

Keep reading: ‘Structured data with Schema.org: the ultimate guide’ »

from Yoast • SEO for everyone https://yoast.com/seo-basics-what-are-rich-snippets/

'Sue was the heart of Woking': Tributes paid to Sue Granville, former executive director of Woking Chamber

All are welcome at Mrs Granville's funeral at Woking Crematorium on Friday (June 30) at 5pm

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sue-heart-woking-tributes-paid-13250316

Nature reserve hoping to attract new wildlife to Surrey opened by Ripley Parish Council

The half-acre site opened on Friday (June 23)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/nature-reserve-hoping-attract-new-13247179

No arrests made two weeks after gang of eight attack man at Heathrow Airport

The 20-year-old victim was taken to hospital with a stab injury after the attack at a Heathrow Airport bus stop

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/no-arrests-made-two-weeks-13250995

Performing arts students honour 11-year-old girl who died of rare cancer with beautiful balloon release and singing tribute

The heartwarming tribute took place for Eve Lyons, who died of a rare form of cancer aged just 11

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/performing-arts-students-honour-11-13247397

Man's body discovered in Limpsfield in 'unexplained' death

The sad discovery was made in Ridlands Lane, Limpsfield

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/mans-body-discovered-limpsfield-unexplained-13249682

Hillsborough match commander charged with manslaughter by gross negligence on 95 counts

The CPS said there was "sufficient evidence" to charge six individuals with criminal offences in relation to the disaster

from getsurrey - News http://www.getsurrey.co.uk/news/uk-world-news/hillsborough-match-commander-charged-manslaughter-13250972

How to turn off the Snapchat feature that Surrey Police is warning you about

"We recommend changing to ghost mode to avoid sharing your location," said Surrey Police

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/how-turn-snapchat-feature-surrey-13250438

10 things to do this weekend including outdoor cinema screening, Fleet Carnival and Cranleigh Show

Your weekend guide to what's going on around Surrey and Hampshire this Saturday and Sunday, July 1-2

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/weekend-family-activities-and-events--10649881

Pair jailed over Dorking High Street brothel which operated for just five days

Staff at the estate agents below had seen three East Asian women and a number of lone men coming and going from the flat

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/pair-jailed-over-dorking-high-13249986

Coral Reef Waterworld recruitment campaign for variety of jobs begins

The waterpark will reopen almost a year later than originally planned by Bracknell Forest Council

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/coral-reef-waterworld-jobs-available-13247551

Enjoying your iced coffee? Well traces of 'POO bacteria' have just been found in Starbucks, Costa and Caffe Nero iced drinks

Scientists have found faecal bacteria in ice at Costa, Starbucks and Caffe Nero - anyone fancy a frap-poo-ccino?

from getsurrey - News http://www.getsurrey.co.uk/news/uk-world-news/enjoying-your-iced-coffee-well-13249302

Epsom crash leaves cyclist in hospital with serious injuries following collision with van

The cyclist had to be airlifted to hospital following the crash in Oakwood Road on Monday afternoon

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/epsom-crash-leaves-cyclist-hospital-13247217

M25 Cobham Services incident: Filling station reopens in both directions after 'fight between two groups of people' leaves man in critical condition

Petrol was unavailable at the services from Monday (June 26) afternoon following a serious assault and subsequent police investigation

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-cobham-services-incident-filling-13249214

Star Wars stunt man brings training school to Guildford to show next generation what it takes

Andreas Petrides has worked on and coordinated films such as Star Wars, Gladiator, Bourne, James Bond, Saving Private Ryan and loads more

from getsurrey - News http://www.getsurrey.co.uk/whats-on/film-news/star-wars-stunt-man-brings-13246070

Fairoaks Airport: Date set for council to debate garden village plans after housing petition gains more than 5,000 signatures

The petition opposing proposals for a garden village at Fairoaks Airport will be debated by the council on July 19

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/fairoaks-airport-date-set-council-13240454

'Maggot infested' bags and overflowing bins prompt fury at Elmbridge waste collection failures

The borough council and new waste contractor Amey have come under fire

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/maggot-infested-bags-overflowing-bins-13246788

Walton murder investigation: Crimestoppers offers £10k reward for information on Scott Wilkinson death

Scott Wilkinson had pitched a tent on an island in the middle of the River Thames to go fishing before he was reported missing and subsequently found in the water

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/walton-murder-investigation-crimestoppers-offers-13249001

Ed Sheeran set to announce new UK stadium tour TOMORROW

The news was announced in an Instagram post on Tuesday (June 27)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/ed-sheeran-set-announce-new-13248960

'Cuts will lead to avoidable deaths' - Union declares motion of no confidence in Surrey's fire authority

A fire service spokesman said the authority is confident it can keep residents safe but a union official said cuts "will leave the public with nothing more than a false sense of security"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/cuts-lead-avoidable-deaths-union-13248090

Tuesday's (June 27) most read stories: Investigation launched in to M25 Cobham Services assault, Sainsbury's issues recalls and woman assaulted in her car

Here are Tuesday's (June 27) most read stories

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/tuesdays-june-27-most-read-13248755

Woman charged after Woking railway station 'altercation'

A 22-year-old woman is now due to appear in court on July 13

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woman-charged-after-woking-railway-13246404

Supercars worth more than £60m on show at Top Gear track

Shane Richie was just one of the celebs visiting The Supercar Event at Dunsfold Park

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/supercars-worth-more-60m-show-13245081

M25 Cobham Services incident: Footage emerges of man lying in pool of blood following incident at petrol station

Surrey Police is asking anyone who has any mobile phone or dashcam footage to come forward

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-cobham-services-incident-footage-13248381

Travellers in Collins Gardens, Ash, 'breach direction to leave order' from the council

The order was issued by Guildford Borough Council on Monday (June 26)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/travellers-collins-gardens-ash-breach-13247791

'Modern slavery' crackdown as addresses raided and two men charged

The men will next appear at Kingston Crown Court on Monday July 24

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/modern-slavery-crackdown-addresses-raided-13247883

Coral Reef Waterworld set to open in September 2017

The long, long wait is nearly over for the area's biggest water slide experience 

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/coral-reef-waterworld-set-open-13246644

Walton man appears in court in connection with teenager's Ferrari crash death in North Warnborough

Matthew Cobden is charged with causing the death by careless driving of 13-year-old Alexander Worth

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/walton-man-appears-court-connection-13247011

A31 Hog's Back resurfacing work halted due to forecasted heavy rain one week after road 'melted' in heatwave

The road will remain open "under a lane closure" as repair work is cancelled due to predicted heavy rain on Tuesday (June 27)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/a31-hogs-back-resurfacing-work-13246659

Woking firefighters save livestock from 'serious' wildfire in Horsell Common

Animals were saved from the fire as a hedgerow "burned ferociously"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woking-firefighters-save-livestock-serious-13246435

Thursley National Nature Reserve used as backdrop for Harvey Nichols fashion shoot

Harvey Nichols' spring/summer 2017 collection was shot at Thursley National Nature Reserve

from getsurrey - News http://www.getsurrey.co.uk/whats-on/shopping/thursley-national-nature-reserve-used-13245316

M25 Cobham Services: Appeal to trace white Peugeot van after assault which left man in critical condition

Surrey Police is also appealing for anyone who may have filmed the incident on a mobile phone or dashcam to get in touch

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-cobham-services-appeal-trace-13245941

Ultimate guide to small business SEO

Weather forecast: Chance of flooding as yellow warning of rain issued

"Many places will miss the worst of the rain, but there is a low likelihood of flooding of homes and businesses," the Met Office has warned

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/weather-forecast-chance-flooding-yellow-13245238

'Best Staines-upon-Thames Day ever' celebrated by town

The Queen's magnificent royal barge "Gloriana" was on display during the event

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/best-staines-upon-thames-day-13244550

A3 'dispute' sees woman assaulted in her car by another driver

The driver of a silver Range Rover reportedly got out and assaulted another woman at a roundabout

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/a3-dispute-sees-woman-assaulted-13244760

Could you be a hedgehog officer? This charity wants to make Surrey Heath a hedgehog friendly borough

Harper Asprey Wildlife Rescue has a new role to be filled, ideal for someone who has an understanding and passion for the natural environment

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/could-you-hedgehog-officer-charity-13241422

Teacher arrested on suspicion of sexual activity with child

The man has been released from custody but remains under investigation

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/teacher-arrested-suspicion-sexual-activity-13244026

M23 'chaos' as runaway metal drum strikes number of vehicles including sleeping passenger

It was fortunate the incident did not lead to a serious or even fatal crash, police said

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m23-chaos-runaway-metal-drum-13242192

Parents have a 'worryingly relaxed' attitude to sun safety despite skin cancer risk, Met Office and NHS research finds

Of the 1,000 parents surveyed, 7% admitted they have NEVER applied sunscreen to their children

from getsurrey - News http://www.getsurrey.co.uk/news/uk-world-news/parents-worryingly-relaxed-attitude-sun-13243839

M25 Cobham Services: Police investigation into serious assault after 'fight between two groups of people' which saw man airlifted to hospital

Police reassured the public they were "thoroughly investigating" the circumstances of the incident, which happened on Monday afternoon (June 26)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-cobham-services-police-investigation-13243632

M25 Cobham Services: No fuel available as police cordon remains in place day after man airlifted to hospital with severe head injuries

The service station was closed just after 4pm on Monday (June 26) and a police cordon was in place

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-cobham-services-no-fuel-13243520

6 CRO Mistakes You Might Be Making (And How to Fix Them)

Posted by lkolowich

You just ran what you thought was a really promising conversion test. In an effort to raise the number of visitors that convert into demo requests on your product pages, you test an attractive new redesign on one of your pages using a good ol’ A/B test. Half of the people who visit that page see the original product page design, and half see the new, attractive design.

You run the test for an entire month, and as you expected, conversions are up — from 2% to 10%. Boy, do you feel great! You take these results to your boss and advise that, based on your findings, all product pages should be moved over to your redesign. She gives you the go-ahead.

But when you roll out the new design, you notice the number of demo requests goes down. You wonder if it’s seasonality, so you wait a few more months. That’s when you start to notice MRR is decreasing, too. What gives?

Turns out, you didn’t test that page long enough for results to be statistically significant. Because that product page only saw 50 views per day, you would’ve needed to wait until over 150,000 people viewed the page before you could achieve a 95% confidence level — which would take over eight years to accomplish. Because you failed to calculate those numbers correctly, your company is losing business.

A risky business

Miscalculating sample size is just one of the many CRO mistakes marketers make in the CRO space. It’s easy for marketers to trick themselves into thinking they’re improving their marketing, when in fact, they’re leading their business down a dangerous path by basing tests on incomplete research, small sample sizes, and so on.

But remember: The primary goal of CRO is to find the truth. Basing a critical decision on faulty assumptions and tests lacking statistical significance won’t get you there.

To help save you time and overcome that steep learning curve, here are some of the most common mistakes marketers make with conversion rate optimization. As you test and tweak and fine-tune your marketing, keep these mistakes in mind, and keep learning.

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6 CRO mistakes you might be making

1) You think of CRO as mostly A/B testing.

Equating A/B testing with CRO is like calling a square a rectangle. While A/B testing is a type of CRO, it’s just one tool of many. A/B testing only covers testing a single variable against another to see which performs better, while CRO includes all manner of testing methodologies, all with the goal of leading your website visitors to take a desired action.

If you think you’re "doing CRO" just by A/B testing everything, you’re not being very smart about your testing. There are plenty of occasions where A/B testing isn’t helpful at all — for example, if your sample size isn’t large enough to collect the proper amount of data. Does the webpage you want to test get only a few hundred visits per month? Then it could take months to round up enough traffic to achieve statistical significance.

If you A/B test a page with low traffic and then decide six weeks down the line that you want to stop the test, then that’s your prerogative — but your test results won’t be based on anything scientific.

A/B testing is a great place to start with your CRO education, but it’s important to educate yourself on many different testing methodologies so you aren’t restricting yourself. For example, if you want to see a major lift in conversions on a webpage in only a few weeks, try making multiple, radical changes instead of testing one variable at a time. Take Weather.com, for example: They changed many different variables on one of their landing pages all at once, including the page design, headline, navigation, and more. The result? A whopping 225% increase in conversions.

2) You don’t provide context for your conversion rates.

When you read that line about the 225% lift in conversions on Weather.com, did you wonder what I meant by "conversions?"

If you did, then you’re thinking like a CRO.

Conversion rates can measure any number of things: purchases, leads, prospects, subscribers, users — it all depends on the goal of the page. Just saying “we saw a huge increase in conversions” doesn’t mean much if you don’t provide people with what the conversion means. In the case of Weather.com, I was referring specifically to trial subscriptions: Weather.com saw a 225% increase in trial subscriptions on that page. Now the meaning of that conversion rate increase is a lot more clear.

But even stating the metric isn’t telling the whole story. When exactly was that test run? Different days of the week and of the month can yield very different conversion rates.

For that reason, even if your test achieves 98% significance after three days, you still need to run that test for the rest of the full week because of how different conversion rate can be on different days. Same goes for months: Don’t run a test during the holiday-heavy month of December and expect the results to be the same as if you’d run it for the month of March. Seasonality will affect your conversion rate.

Other things that can have a major impact on conversion rate? Device type is one. Visitors might be willing to fill out that longer form on desktop, but are mobile visitors converting at the same rate? Better investigate. Channel is another: Be wary of reporting “average” conversion rates. If some channels have much higher conversion rates than others, you should consider treating the channels differently.

Finally, remember that conversion rate isn’t the most important metric for your business. It’s important that your conversions are leading to revenue for the company. If you made your product free, I’ll bet your conversion rates would skyrocket — but you wouldn’t be making any money, would you? Conversion rate doesn’t always tell you whether your business is doing better than it was. Be careful that you aren’t thinking of conversions in a vacuum so you don’t steer off-course.

3) You don’t really understand the statistics.

One of the biggest mistakes I made when I first started learning CRO was thinking I could rely on what I remembered from my college statistics courses to run conversion tests. Just because you’re running experiments does not make you a scientist.

Statistics is the backbone of CRO, and if you don’t understand it inside and out, then you won’t be able to run proper tests and could seriously derail your marketing efforts.

What if you stop your test too early because you didn’t wait to achieve 98% statistical significance? After all, isn’t 90% good enough?

No, and here’s why: Think of statistical significance like placing a bet. Are you really willing to bet on 90% odds on your test results? Running a test to 90% significance and then declaring a winner is like saying, "I'm 90% sure this is the right design and I'm willing to bet everything on it.” It’s just not good enough.

If you’re in need of a statistics refresh, don’t panic. It’ll take discipline and practice, but it’ll make you into a much better marketer — and it’ll make your testing methodology much, much tighter. Start by reading this Moz post by Craig Bradford, which covers sample size, statistical significance, confidence intervals, and percentage change.

4) You don’t experiment on pages or campaigns that are already doing well.

Just because something is doing well doesn’t mean you should just leave it be. Often, it’s these marketing assets that have the highest potential to perform even better when optimized. Some of our biggest CRO wins here at HubSpot have come from assets that were already performing well.

I’ll give you two examples.

The first comes from a project run by Pam Vaughan on HubSpot’s web strategy team, called “historical optimization.” The project involved updating and republishing old blog posts to generate more traffic and leads.

But this didn’t mean updating just any old blog posts; it meant updating the blog posts that were already the most influential in generating traffic and leads. In her attribution analysis, Pam made two surprising discoveries:

• 76% of our monthly blog views came from "old" posts (in other words, posts published prior to that month).
• 92% of our monthly blog leads also came from "old" posts.

Why? Because these were the blog posts that had slowly built up search authority and were ranking on search engines like Google. They were generating a ton of organic traffic month after month after month.

The goal of the project, then, was to figure out: a) how to get more leads from our high-traffic but low-converting blog posts; and b) how to get more traffic to our high-converting posts. By optimizing these already high-performing posts for traffic and conversions, we more than doubled the number of monthly leads generated by the old posts we've optimized.

Another example? In the last few weeks, Nick Barrasso from our marketing acquisition team did a leads audit of our blog. He discovered that some of our best-performing blog posts for traffic were actually leading readers to some of our worst-performing offers.

To give a lead conversion lift to 50 of these high-traffic, low-converting posts, Nick conducted a test in which he replaced each post’s primary call-to-action with a call-to-action leading visitors to an offer that was most tightly aligned with the post’s topic and had the highest submission rate. After one week, these posts generated 100% more leads than average.

The bottom line is this: Don’t focus solely on optimizing marketing assets that need the most work. Many times, you’ll find that the lowest-hanging fruit are pages that are already performing well for traffic and/or leads and, when optimized even further, can result in much bigger lifts.

5) You base your CRO tests on tactics instead of research.

When it comes to CRO, process is everything. Remove your ego and assumptions from the equation, stop relying on individual tactics to optimize your marketing, and instead take a systematic approach to CRO.

Your CRO process should always start with research. In fact, conducting research should be the step you spend the most time on. Why? Because the research and analysis you do in this step will lead you to the problems — and it’s only when you know where the problems lie that you can come up with a hypothesis for overcoming them.

Remember that test I just talked about that doubled leads for 50 top HubSpot blog posts in a week? Nick didn’t just wake up one day and realize our high-traffic blog posts might be leading to low-performing offers. He discovered this only by doing hours and hours of research into our lead gen strategy from the blog.

Paddy Moogan wrote a great post on Moz on where to look for data in the research stage. What does your sales process look like, for example? Have you ever reviewed the full funnel? “Try to find where the most common drop-off points are and take a deeper dive into why,” he suggests.

Here’s an (oversimplified) overview of what a CRO process should look like:

• Step 1: Do your research.

• Step 2: Form and validate your hypothesis.

• Step 3: Establish your control, and create a treatment.

• Step 4: Conduct the experiment.

• Step 5: Analyze your experiment data.

• Step 6: Conduct a follow-up experiment.

As you go through these steps, be sure you’re recording your hypothesis, test methodology, success criteria, and analysis in a replicable way. My team at HubSpot uses the template below, which was inspired by content from Brian Balfour’s online Reforge Growth programs. We’ve created an editable version in Google Sheets here that you can copy and customize yourself.

Don’t forget the last step in the process: Conduct a follow-up experiment. What can you refine for your next test? How can you make improvements?

6) You give up after a "failed" test.

One of the most important pieces of advice I’ve ever gotten around CRO is this: “A test doesn’t ‘fail’ unless something breaks. You either get the result you want, or you learned something.”

It came from Sam Woods, a growth marketer, CRO, and copywriter at HubSpot, after I used the word “fail” a few too many times after months of unsuccessful tests on a single landing page.

What he taught me was a major part of the CRO mindset: Don’t give up after the first test. (Or the second, or the third.) Instead, approach every test systematically and objectively, putting aside your previous assumptions and any hope that the results would swing one way or the other.

As Peep Laja said, “Genuine CROs are always willing to change their minds.” Learn from tests that didn’t go the way you expected, use them to tweak your hypothesis, and then iterate, iterate, iterate.

I hope this list has inspired you to double down on your CRO skills and take a more systematic approach to your experiments. Mastering conversion rate optimization comes with a steep learning curve — and there’s really no cutting corners. You can save a whole lot of time (and money) by avoiding the mistakes I outlined above.

Have you ever made any of these CRO mistakes? Do you have any CRO mistakes to add to the list? Tell us about your experiences and ideas in the comments.

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/national-rifle-association-disgraceful-bisley-13240172

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from getsurrey - News http://www.getsurrey.co.uk/news/uk-world-news/university-surrey-given-gold-award-13227321

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sister-murdered-walton-schoolgirl-milly-13241429

Monday's most read stories (June 26): M3 body, Cobham Services closure, Tommy Robinson punch-up, Adele homecoming shows and teen death

The headlines were dominated by the discovery of a man's body on the M3 on Monday morning

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/mondays-most-read-stories-june-13243066

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/dragon-boat-fun-day-goldsworth-13240449

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/merrow-intruder-took-quantity-cash-13241391

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/gertie-pygmy-goat-stolen-surrey-13240752

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/freedom-leisure-u-turn-see-13241013

Stanwell police incident: Teenage girl suffers leg injuries after 'disturbance'

A resident admitted it is "pretty scary" living in the area following the incident on Sunday evening (June 25)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/stanwell-police-incident-teenage-girl-13240106

Ask Yoast: Use a 302 or 307 redirect?

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/harry-potter-actor-matthew-lewis-13239240

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/police-stop-car-travelling-wrong-13239642

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/former-music-mogul-jonathan-king-13239525

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/see-full-video-edl-founder-13239302

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/nine-operators-could-take-over-13235065

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from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/harry-potter-fans-go-free-13231942

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m3-police-incident-mans-body-13238130

Paint by Numbers: Using Data to Produce Great Content

Posted by rjonesx.

It's not every day that I write about content. To be honest, it's probably a once-a-year kind of thing. I will readily admit that I'm a "links are king" kind of SEO, and have been since starting in this industry more than a decade ago. However, I do look over the fence from time to time to see if the grass is greener and, on occasion, I actually like what I see. Prior to joining Moz, I was a consultant at an agency like many of you reading this blog post. More often than not, one of the key concerns of my clients was what to write about. It seems that webmasters and business owners alike can easily acquire writer's block after trudging through the uninspiring task of turning a list of keywords into website copy. So where do you look when you have run out of words

Numbers.

Alright, stick with me here. I imagine for some of you the idea of poring over numbers to remedy writer's block would be like trying to stop a headache with a brick. It's adding insult to injury. What I hope to show you in the next couple of paragraphs is how data can be an incredible source of inspiration in writing, especially if you can hit a few key principles: expose, relate, surprise, and share.

Expose

Chances are your business or website generates some amount of unique, first party data that you can expose to the world. It might be from analytics, your rank tracker like Moz, or from raw user data if you operate a forum. I'll give you examples of how you might tap into these resources (especially when they don't seem obvious or plenteous) but let's start with a canonical example of one great use of first-party data in an industry that seems directly at odds with — dating.

The thought of quantifying and analyzing our love lives seems like an oxymoron of sorts. However, one of the most successful uses of data for content has been produced by the team at OK Cupid, whose "data"-tagged blog posts have earned thousands of solid backlinks and enviable traffic. The team at OK Cupid accomplishes this by tapping their huge resource for unique data, generated by their user base. Let's look at one quick example: Congrats Graduates: No One Gives a Sh*t.

The blog post is fairly straightforward (and not particularly long) but it used unique data that isn't really available to the average person. Because OK Cupid is in a privileged position, they can provide this kind of insight to their audience at large.

But maybe you don't have a million customers with profiles on your site; where can you look for first party data? Well, here are a couple of ideas of the types of data your company or organization might have which can easily be turned into interesting content:

• Google Analytics, Search Console data and Adwords data: Do you see trends around holidays that are interesting? Perhaps you notice that more people search for certain keywords at certain times. This could be even more interesting if there's a local holiday (like a festival or event) that makes your data unique from the rest of the country.
• Sales data: When do your sales go up or down? Do they coincide with events? Or do they happen to coincide with completely different types of keywords? Try using Google Correlate, which will identify keywords that follow the same patterns as your data.
• Survey data: Use your sales or lead history to run surveys and generate insightful content.
  • A clothing store could compare responses to questions about personality by the colors of clothing that people purchase (Potential headline: Is It True What They Say About Red?)
  • A car parts store could compare the size of certain accessories to favorite sports (Potential headline: Big Trucks and Big Hits)
  • An insurance provider could compare the type of insurance requested vs. the level of education (Potential headline: What Smart People Do Differently with Insurance)

There are probably tons more sources of unique, first-party data that you or your business have generated over the years which can be turned into great content. If you dig through the data long enough, you'll hit pay dirt.

Relate

Data is foreign. It's a language almost no one speaks in their day-to-day conversations, a notation meant for machines. This consideration requires that we make data immediately relatable to our readers. We shouldn't just ask "What does the data say?", but instead "What does the data say to me?" How we make data relatable is simple — organize your data by how people identify themselves. This can be geographic, economic, biological, social, or cultural distinctions with which we regularly categorize ourselves.

Many of the best examples of this kind of strategy involve geography (perhaps because everyone lives somewhere, and it's pretty non-controversial to make generic claims about one location or another). Take a look at a map of your country and try not to look first towards where you live. I'm a North Carolinian, and I almost immediately find myself interested in anything that compares my state to others.

So maybe you aren't OK Cupid with millions of users and you can't find unique data to share — don't worry, there's still hope. The example below is a rather ingenious method of using Google Adwords data to build a geographical story that's relatable to any potential customer in the United States. The webmasters at Opulent used state-level Keyword Planner to visualize popularity across the country in a piece they call the "State of Style."

When I found this on Reddit's DataIsBeautiful (where most of these examples come from), I immediately checked to see what performed best in North Carolina. I honestly couldn't care less about popular fashion or jewelry brands, but my interest in North Carolina eclipsed that lack of interest. Geography-based data visualization has produced successful content related to in sports, politics, beer, and even knitting.

If you walk away with any practical ideas from this post, I think this example has got to be it. Fire up an Adwords campaign and find out how consumer demand breaks down in your industry at a state-by-state level. Are you a marketer and want to attract clients in a particular sector? Here's your chance to write a whitepaper on national demand. If you're a local business, you can target Google Keyword Planner to your city and compare it to other cities around the country.

Surprise

Perhaps the greatest opportunity with data-focused content is the chance to truly surprise your reader. There's something exciting about learning an interesting fact (who hasn't seen one of these lying around and didn't pick it up?). So, how do you make your data "pop?" How do you make numbers fascinating?

Perspective.

Let's start with a simple statistic:

The cost of ending polio between 2013 and 2018 is

$5.5 Billion Dollars.

How does that number feel to you? Does it feel big or little? Is it interesting on its own? Probably not, let's try and spice it up a bit.

$5.5 billion dollars doesn't seem that much when you realize people spend that amount on iPhones every 2 weeks. We could rid the world of polio for that much! Or, what if we present it like this...

In this light, it seems almost insane to spend that much money preventing just a couple more polio cases relative to the huge gains we could make on malaria. Of course, the statistics don't tell the full story. Polio is in the end-stages of eradication where the cost-per-case is much higher, and as malaria is attacked, it too will see cost-per-case increase. But the point remains the same: by giving the polio numbers some sort of context, some sort of forced perspective, we make the data far more intriguing and appealing.

So how would this work with content for your own site? Let's look at an example from BestPlay.co, which wrote a piece on Board Games are Getting Worse. Board games aren't a data-centric industry, but that doesn't keep them from producing awesome content with data. Here's a generic graph they provide in the piece which shows off average board game ratings.

There really isn't much to see here. There's nothing intrinsically shocking about the data as we look at it. So how do they add perspective to make their point and give the user intrigue? Simple — apply a historical perspective.

With this historical perspective, we can see board game scores getting better and better up until 2012, when they began to take a dive — the first multi-year dive in their recorded history. To draw users in, you use comparison to provide surprising perspectives.

Share

This final method is the one that I think is most overlooked. Once you've created your fancy piece of content, let your audience do some leg work for you by releasing the data set. There's an entire community of the Internet just looking for great data sets which could take advantage of your data and cite your content in their own publications. You can find everything from All of Donald Trump's Tweets to Everything Lost at TSA to Hand-drawn Pictures of Pineapples. While there is a good chance your data set won't ever be used, it can pick up a couple of extra links in the event that it does.

Putting it all together

What happens when a webmaster combines these types of methods — exposing unique data, making it relatable and surprising, even for a topic that seems averse to data? You get something like this: Jeans vs. Leggings.

This piece played the geography card for relatability:

They compared user interest in jeans to give perspective to the growth of demand for leggings:

Slice.com reveals their first-party data to make interesting, data-driven content that ultimately scores them links from sites like In Style Magazine, Shape.com, and the NY Post. Looking at fashion through the lens of data meant great traffic and great shares.

How do I get started?

Get down and dirty with the data. Don't wait until you end up with a nice report in your hand, but start slicing and dicing things looking for interesting patterns or results. You can start with the data you already have: Google Analytics, Google Search Console, Google Adwords, and, if you're a Moz customer, even your rank tracking data or keyword research data. If none of these avenues work, dig through the amazing data resources found on Reddit or WebHose. Look for a story in the numbers by relating the data to your audience and making comparisons to provide perspective. It isn't a foolproof formula, but it is pretty close. The right slice of data will cut straight through writer's block.

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/horses-health-touch-go-after-13237321

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/wokings-victoria-square-development-active-13233925

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woking-based-kicks-count-charity-13228771

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-company-help-build-eight-13227522

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/i-warned-them-shaken-great-13236659

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from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/harry-potter-philosophers-stone-turns-13204368

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/haslemere-man-spared-jail-sentence-13235870

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/hampton-court-palace-incident-rip-13236740

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from getsurrey - News http://www.getsurrey.co.uk/news/local-news/shocking-footage-emerges-edf-founder-13236663

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/whyteleafe-st-lukes-church-fire-13234643

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from getsurrey - News http://www.getsurrey.co.uk/news/uk-world-news/london-eye-evacuated-after-unexploded-13236385

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woking-railway-station-assault-arrest-13235971

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sophie-burgess-death-coroner-halts-13235742

Tories line up Surrey MP Philip Hammond as 'caretaker' Prime Minister to shore up Brexit talks

Runnymede and Weybridge MP Philip Hammond is reportedly being lined up to take over from embattled Prime Minister Theresa May

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/tories-line-up-surrey-mp-13235562

'He is my son and I love him': Inspirational dad will donate kidney to seven-year-old son with rare health condition

Godfrey Haire said the operation would be a "huge ordeal" for both him and young son Henry, who was born with a rare condition called Posterior Urethral Valves

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/he-son-love-him-inspirational-13229652

A24 car crash survivor reunited with 'brilliant' ambulance team who helped save his life

After teaching himself to walk again, Drew Monckton has expressed his gratitude to the ambulance crews who gave him emergency treatment by the side of the A24

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/a24-car-crash-survivor-reunited-13230383

Former chaffeur jailed after using online chat rooms in an attempt to groom girl for sex

John Gonzalez-Lago was put on the sex offenders register for life

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/former-chaffeur-jailed-after-using-13235371

Fairoaks Airport housing petition opposing 'garden village' signed by more than 5,000 people, triggering council debate

The petition, set up by The Chobham Society, closes at midnight on Saturday (June 24) and will now be debated by the council

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/fairoaks-airport-housing-petition-opposing-13233085

Armed Forces Day: Guildford celebrates with freedom parade through the town

Recruits from the Army Training Centre Pirbright exercised their Freedom of the Borough by parading through the town

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/armed-forces-day-guildford-celebrates-13234383

Westminster cyber attack: Fears as 'unauthorised attempts' to access parliamentary emails revealed

"The Houses of Parliament discovered unauthorised attempts to access parliamentary user accounts," a House of Commons spokeswoman said on Saturday

from getsurrey - News http://www.getsurrey.co.uk/news/uk-world-news/westminster-cyber-attack-fears-unauthorised-13234557

Woking Borough Council confirms NONE of its housing blocks are fitted with Grenfell Tower cladding system

The council said it is ready to respond to any changes to fire safety advice or regulations following the devastating fire in west London

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woking-borough-council-confirms-none-13233793

Purley fire: More than 40 cars badly damaged after fire rips through storage yard

40 cars were badly damaged in a fire, with call handlers fielding dozens of 999 calls on Saturday morning (June 24)

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/purley-fire-more-40-cars-13234098

Spelthorne River Day: See Gloriana royal barge take centre stage for Thames flotilla

Pupils from Sir William Perkins's School in Chertsey got to row the barge on the River Thames on Saturday morning

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/spelthorne-river-day-see-gloriana-13233983

Abbeyfields traveller incursion: Dozens of caravans set up camp at Chertsey recreation ground

Passers-by spotted a large number of caravans at the playing fields on Saturday morning (June 24)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/abbeyfields-traveller-incursion-dozens-caravans-13233542

Overnight M3 closure to ready beleaguered Smart Motorway scheme for 'final phase'

The motorway will be shut between junction 2 for M25 and junction 3 for Lightwater and Bagshot between 8pm on Saturday (June 24) and 7am on Sunday (June 25)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/overnight-m3-closure-ready-beleaguered-13233712

Royal Ascot: Why exactly did this bare-chested lout pick a fight with two Good Samaritans?

Footage of the man's altercation with two oil brokers has gone viral - and the explanation is every bit as pathetic as you'd imagine

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/royal-ascot-fight-real-reason-13233540

Guildford Aldershot Road incident: 'That's my blood!' - man in hospital gown returns to scene after suffering head injury

The man hit his head and was taken to hospital during the early hours of Saturday morning only to later return to the scene in a hospital gown

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-aldershot-road-incident-thats-13233468

Missing Ashford woman Stephanie Pounder found safe and well

Stephanie was reported missing after she failed to pick up her children from school on Friday afternoon

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/missing-ashford-woman-stephanie-pounder-13233490

Meet Tilly, Haze, Mirror and the six cute kittens at RSPCA Millbrook looking for a new home

Along with six cute little kitties, there are dozens of animals looking for a new home at RSPCA Millbrook

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/meet-tilly-haze-mirror-six-13233120

A31 Hog's Back closure: One westbound lane reopens while temporary 30mph speed limit enforced for safety reasons

Lane one of the Hog's Back was reopened on Friday morning but Surrey County Council said a 30mph is in place for safety reasons

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/a31-hogs-back-closure-one-13233272

Dodgy double-glazing firm fined £80,000 after quoting 'inflated' prices and targeting 'vulnerable' customers

Zenith Staybrite Ltd inflated the original price of their products to make their discounts look better, the court heard

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/dodgy-double-glazing-firm-fined-13233089