Shocking footage shows car overtaking cyclists round blind bend, narrowly avoiding 'fatal collision'

One of the cyclists can be heard to shout "idiot"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/shocking-footage-shows-car-overtaking-13838563

Locked up in Surrey: The county's criminals caged in October 2017

Get Surrey is 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-countys-criminals-13839446

M25 closure at junction 11 caused by 'concern for safety of vulnerable person'

The motorway was closed in both directions at junction 11 while police dealt with the incident in Green Lane in Addlestone

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-closure-junction-11-caused-13839848

'Our house has been haunted for 17 years and it's a living nightmare': Family speak of people 'being possessed' and pushed down the stairs

The family has contacted paranormal experts to try and rid their home of the unwanted spirits

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/our-house-been-haunted-17-13831148

Halloween 2017: Cute pumpkins and adorable dinosaurs... here are your little horrors dressed to impress this spooky evening

Yes, the gallery includes adorable babies dressed up as pumpkins!

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/halloween-2017-cute-pumpkins-adorable-13839395

Landlords accused of displaying 'abject panic' as Surrey pubs close on day of traveller funeral

Residents in Redhill, Reigate, Horley and Epsom reported pubs in the towns closed on the day of Tom Doherty's funeral

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/landlords-accused-displaying-abject-panic-13838515

Wagamama has given a definite opening date for its Reigate restaurant

The Japanese-inspired restaurant is fully fitted and almost ready to open

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/wagamama-given-definite-opening-date-13833321

Woman saved by stranger who saw her on wrong side of A3 bridge barrier near Guildford

Concerned motorists phoned police after spotting the woman on the bridge

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woman-saved-stranger-who-saw-13838890

Walton Drake Park: Elmbridge council accused of 'failing to meet housing needs' as inquiry into 1,000 green belt homes plan gets under way

The controversial inquiry opened on Tuesday (October 31) and will last for the next 10 days

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/walton-drake-park-elmbridge-council-13835439

A Farnham mum found a drunk naked stranger in her house and mistook him for her son, so put him up for the night

Juliet Jarvis said she thought "the guy called Marc" was her son, so popped a pillow under his head and went back to bed

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/farnham-mum-found-drunk-naked-13838133

RSPCA reveals 'scariest' Surrey call-outs sure to make you shudder this Halloween

Not all rescues are cute kittens or adorable puppies

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/rspca-reveals-scariest-surrey-call-13837191

Tattoo Fixers is on the hunt for ink disasters - and here's how YOU can apply

The talented tattoo artists transform extreme inking disasters into walking works of art

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/tattoo-fixers-hunt-ink-disasters-13836087

Woman arrested on suspicion of burglary and theft as part of police operation linked to 160 break-ins across Hart

Items such as power tools, horse tack and small plant machinery have been reported stolen

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woman-arrested-suspicion-burglary-theft-13837257

Farncombe death: Woman who died after police called to 'domestic incident' in Wey Court named as Mary Steel

An inquest into the death of Mary Steel has been opened and adjourned, the office for the Surrey coroner has confirmed

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/farncombe-death-woman-who-died-13836878

Measuring mobile site speed with Google Lighthouse

Coldingley Prison fire: No injuries to staff or prisoners, prison service confirms

Four fire engines attended the incident at the category C men's prison on Monday afternoon (October 30)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/coldingley-prison-fire-no-injuries-13836628

Someone falsely claimed man was on fire in Epsom in hoax call in lead up to Bonfire Night

A hoax call made in Epsom on Sunday (October 29) is not uncommon at this time of year, says the fire service

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/someone-falsely-claimed-man-fire-13836350

Hapless burglars flee Upper Halliford pub after trying to steal EMPTY cash machine

The suspects reversed their 4x4 getaway car right up to the back door only to realise they would be making off empty-handed

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/hapless-burglars-flee-upper-halliford-13835815

It's official, Shepperton is the politest town in the entire country!

It's also the sixth happiest place to live in the UK

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/its-official-shepperton-politest-town-13835562

World Vegan Month: 28 vegetarian and vegan-friendly restaurants in Surrey

Don't fancy another mushroom risotto or goats cheese tart? Then look no further than our guide to the area's best restaurants for vegetarian and vegan food

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/23-vegetarian-vegan-friendly-restaurants-10750441

South Western Railway strikes: Services to be cut by 40% during guards walkout, operator confirms

South Western Railway (SWR) claims it has told the RMT union that it will retain two safety-trained employees on its trains

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/south-western-railway-strikes-services-13836239

Heathrow boss says there's 'no cause for security concerns' after memory stick containing Queen's route into airport found in street

The Metropolitan Police are assisting an internal investigation at Heathrow Airport to find out how USB stick containing security files was found by a member of the public

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/heathrow-boss-says-theres-no-13836029

Man arrested over alleged drug offences after police pull off dramatic pursuit manoeuvre on A3

The man, from Kent, was arrested and has since been released under investigation

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/man-arrested-over-alleged-drug-13835810

V Festival to rebrand for 2018 with new name as Virgin ends 22-year sponsorship

Following 22 years Virgin, has ended its sponsor with the festival

from getsurrey - News http://www.getsurrey.co.uk/whats-on/music-nightlife-news/v-festival-rebrand-2018-new-13835175

'This sends all the wrong messages': County council accused of 'hypocrisy' over pension fund's tobacco investments while supporting STOPtober campaign

Cllr Tim Oliver replied the pension fund had a duty to act impartially and in the interests of its members, despite the council backing STOPtober

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/this-sends-wrong-messages-county-13835483

Three men charged after Redhill Co-op burgled

They are alleged to have entered the store in the middle of the day and stolen several items

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/three-men-charged-after-redhill-13834379

Lion King theatre show to stage fifth autism-friendly performance

The show tells the story of Simba’s epic journey to fulfil his destiny as King of the Pridelands

from getsurrey - News http://www.getsurrey.co.uk/whats-on/arts-culture-news/lion-king-theatre-show-stage-13834905

Two police officers assaulted after stopping man for driving offences

The officers were reported kicked by the driver after flagging him down over suspected driving offences.

from getsurrey - News http://www.getsurrey.co.uk/news/hampshire-news/two-police-officers-assaulted-after-13834976

Halloween 2017: Your frightfully good pumpkin carvings

Thank you to everyone who has been sending in photos of their pumpkin carvings for Halloween

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/halloween-2017-your-frightfully-good-13833210

Surrey Fire and Rescue Service to remain under county council 'for the time being', PCC confirms

David Munro said he may rethink the decision if Surrey County Council fails to collaborate with fire stations and neighbouring authorities

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-fire-rescue-service-remain-13833534

Unfiltered: How to Show Up in Local Search Results

Posted by sherrybonelli

If you're having trouble getting your local business' website to show up in the Google local 3-pack or local search results in general, you're not alone. The first page of Google's search results seems to have gotten smaller over the years – the top and bottom of the page are often filled with ads, the local 7-pack was trimmed to a slim 3-pack, and online directories often take up the rest of page one. There is very little room for small local businesses to rank on the first page of Google.

To make matters worse, Google has a local "filter" that can strike a business, causing their listing to drop out of local search results for seemingly no reason – often, literally, overnight. Google's local filter has been around for a while, but it became more noticeable after the Possum algorithm update, which began filtering out even more businesses from local search results.

If you think about it, this filter is not much different than websites ranking organically in search results: In an ideal world, the best sites win the top spots. However, the Google filter can have a significantly negative impact on local businesses that often rely on showing up in local search results to get customers to their doors.

What causes a business to get filtered?

Just like the multitude of factors that go into ranking high organically, there are a variety of factors that go into ranking in the local 3-pack and the Local Finder.

Here are a few situations that might cause you to get filtered and what you can do if that happens.

Proximity matters

With mobile search becoming more and more popular, Google takes into consideration where the mobile searcher is physically located when they're performing a search. This means that local search results can also depend on where the business is physically located when the search is being done.

A few years ago, if your business wasn't located in the large city in your area, you were at a significant disadvantage. It was difficult to rank when someone searched for "business category + large city" – simply because your business wasn't physically located in the "large city." Things have changed slightly in your favor – which is great for all the businesses who have a physical address in the suburbs.

According to Ben Fisher, Co-Founder of SteadyDemand.com and a Google Top Contributor, "Proximity and Google My Business data play an important role in the Possum filter. Before the Hawk Update, this was exaggerated and now the radius has been greatly reduced." This means there's hope for you to show up in the local search results – even if your business isn't located in a big city.

Google My Business categories

When you're selecting a Google My Business category for your listing, select the most specific category that's appropriate for your business.

However, if you see a competitor is outranking you, find out what category they are using and select the same category for your business (but only if it makes sense.) Then look at all the other things they are doing online to increase their organic ranking and emulate and outdo them.

If your category selections don't work, it's possible you've selected too many categories. Too many categories can confuse Google to the point where it's not sure what your company's specialty is. Try deleting some of the less-specific categories and see if that helps you show up.

Your physical address

If you can help it, don't have the same physical address as your competitors. Yes, this means if you're located in an office building (or worse, a "virtual office" or a UPS Store address) and competing companies are also in your building, your listing may not show up in local search results.

When it comes to sharing an address with a competitor, Ben Fisher recommends, "Ensure that you do not have the same primary category as your competitor if you are in the same building. Their listing may have more trust by Google and you would have a higher chance of being filtered."

Also, many people think that simply adding a suite number to your address will differentiate your address enough from a competitor at the same location — it won't. This is one of the biggest myths in local SEO. According to Fisher, "Google doesn't factor in suite numbers."

Additionally, if competing businesses are located physically close to you, that, too, can impact whether you show up in local search results. So if you have a competitor a block or two down from your company, that can lead to one of you being filtered.

Practitioners

If you're a doctor, attorney, accountant or are in some other industry with multiple professionals working in the same office location, Google may filter out some of your practitioners' listings. Why? Google doesn't want one business dominating the first page of Google local search results. This means that all of the practitioners in your company are essentially competing with one another.

To offset this, each practitioner's Google My Business listing should have a different category (if possible) and should be directed to different URLs (either a page about the practitioner or a page about the specialty – they should not all point to the site's home page).

For instance, at a medical practice, one doctor could select the family practice category and another the pediatrician category. Ideally you would want to change those doctors' landing pages to reflect those categories, too:

Doctorsoffice.com/dr-mathew-family-practice
Doctorsoffice.com/dr-smith-pediatrician

Another thing you can do to differentiate the practitioners and help curtail being filtered is to have unique local phone numbers for each of them.

Evaluate what your competitors are doing right

If your listing is getting filtered out, look at the businesses that are being displayed and see what they're doing right on Google Maps, Google+, Google My Business, on-site, off-site, and in any other areas you can think of. If possible, do an SEO site audit on their site to see what they're doing right that perhaps you should do to overtake them in the rankings.

When you're evaluating your competition, make sure you focus on the signals that help sites rank organically. Do they have a better Google+ description? Is their GMB listing completely filled out but yours is missing some information? Do they have more 5-star reviews? Do they have more backlinks? What is their business category? Start doing what they're doing – only better.

In general Google wants to show the best businesses first. Compete toe-to-toe with the competitors that are ranking higher than you with the goal of eventually taking over their highly-coveted spot.

Other factors that can help you show up in local search results

As mentioned earlier, Google considers a variety of data points when it determines which local listings to display in search results and which ones to filter out. Here are a few other signals to pay attention to when optimizing for local search results:

Reviews

If everything else is equal, do you have more 5-star reviews than your competition? If so, you will probably show up in the local search results instead of your competitors. Google is one of the few review sites that encourages businesses to proactively ask customers to leave reviews. Take that as a clue to ask customers to give you great reviews not only on your Google My Business listing but also on third-party review sites like Facebook, Yelp, and others.

Posts

Are you interacting with your visitors by offering something special to those who see your business listing? Engaging with your potential customers by creating a Post lets Google know that you are paying attention and giving its users a special deal. Having more "transactions and interactions" with your potential customers is a good metric and can help you show up in local search results.

Google+

Despite what the critics say, Google+ is not dead. Whenever you make a Facebook or Twitter post, go ahead and post to Google+, too. Write semantic posts that are relevant to your business and relevant to your potential customers. Try to write Google+ posts that are approximately 300 words in length and be sure to keyword optimize the first 100 words of each post. You can often see some minor increases in rankings due to well-optimized Google+ posts, properly optimized Collections, and an engaged audience.

Here's one important thing to keep in mind: Google+ is not the place to post content just to try and rank higher in local search. (That's called spam and that is a no-no.) Ensure that any post you make to Google+ is valuable to your end-users.

Keep your Google My Business listing current

Adding photos, updating your business hours for holidays, utilizing the Q&A or booking features, etc. can help you show off in rankings. However, don't add content just to try and rank higher. (Your Google My Business listing is not the place for spammy content.) Make sure the content you add to your GMB listing is both timely and high-quality content. By updating/adding content, Google knows that your information is likely accurate and that your business is engaged. Speaking of which...

Be engaged

Interacting with your customers online is not only beneficial for customer relations, but it can also be a signal to Google that can positively impact your local search ranking results. David Mihm, founder of Tidings, feels that by 2020, the difference-making local ranking factor will be engagement.

(Source: The Difference-Making Local Ranking Factor of 2020)

According to Mihm, "Engagement is simply a much more accurate signal of the quality of local businesses than the traditional ranking factors of links, directory citations, and even reviews." This means you need to start preparing now and begin interacting with potential customers by using GMB's Q&A and booking features, instant messaging, Google+ posts, responding to Google and third-party reviews, ensure your website's phone number is "click-to-call" enabled, etc.

Consolidate any duplicate listings

Some business owners go overboard and create multiple Google My Business listings with the thought that more has to be better. This is one instance where having more can actually hurt you. If you discover that for whatever reason your business has more than one GMB listing, it's important that you properly consolidate your listings into one.

Other sources linking to your website

If verified data sources, like the Better Business Bureau, professional organizations and associations, chambers of commerce, online directories, etc. link to your website, that can have an impact on whether or not you show up on Google's radar. Make sure that your business is listed on as many high-quality and authoritative online directories as possible – and ensure that the information about your business – especially your company's Name, Address and Phone Number (NAP) -- is consistent and accurate.

So there you have it! Hopefully you found some ideas on what to do if your listing is being filtered on Google local results.

What are some tips that you have for keeping your business "unfiltered"?

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/9375/7252892

David Rothon inquest: Employer of Weybridge building site driver failed to change procedures after similar incident due to 'cost implications'

Delivery driver David Rothon was crushed to death by steel sheets he had been unloading

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/david-rothon-inquest-employer-weybridge-13833606

Halloween weather forecast: Will it be dry for trick or treating?

There's little chance of the weather dampening spirits

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/halloween-weather-forecast-dry-trick-13832538

Coldingley Prison fire: Workshop goes up in flames after spray paint equipment catches alight

Fire crew from Woking, Camberley and Guildford fire stations were called to the prison in Bisley

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/coldingley-prison-fire-workshop-goes-13834242

Man accused of climbing on top of 12-year-old and simulating sex in Ashtead

Kevin Bowers, 58, is facing seven charges of sexual assault, three of which concern a 12-year-old girl

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/man-accused-climbing-top-12-13833875

Missing Godalming man Russell Dobson found 'safe and well' five days after disappearance

Mr Dobson made contact with his family the same morning he was found, said Surrey Police

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/missing-godalming-man-russell-dobson-13833985

These are the Surrey schools where you have to live practically on the doorstep to get a place

Use the interactive table below to find out how many people applied for and won places at schools in your area

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-schools-you-live-practically-13833680

Outdoor activity and water sports centre planned for disused sand quarry in Buckland

A mobile activity centre, children's play area and café are proposed for Park Pit

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/outdoor-activity-water-sports-centre-13807318

Guildford E.coli probe: Guildford Grove Primary School 'pupil treated for infection'

Public Health England (PHE) confirmed a 19-year-old girl is in critical condition after contracting a rare strain of the infection

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-ecoli-probe-guildford-grove-13832094

Farnborough flat fire prevented from escalating

Three Rushmoor fire engines were called to the scene to tackle the kitchen blaze

from getsurrey - News http://www.getsurrey.co.uk/news/hampshire-news/farnborough-flat-fire-prevented-escalating-13832632

Santa run bookings are open for Reigate and Redhill and there's a family run this year too

Suit up and join the 550 people who have already signed up

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/santa-run-bookings-open-reigate-13800247

Caterham Carphone Warehouse fire: Shop evacuated after 'toxic smoke' fears

A woman in her 20s was taken to hospital after suffering from smoke inhalation

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/caterham-carphone-warehouse-fire-shop-13833246

Debenhams store closure: Customers could travel up to an extra 20 miles to nearest branch in the new year

Farnborough's Debenhams store is set to close in January 2018

from getsurrey - News http://www.getsurrey.co.uk/news/hampshire-news/debenhams-store-closure-customers-could-13832118

Trinity Quarter: Work begins on 56-home Guildford development set to deliver £500,000 of benefits to the community

Planning permission was granted for Trinity Quarter at Wey Corner, off Walnut Tree Close, in November 2016

from getsurrey - News http://www.getsurrey.co.uk/news/property-news/trinity-quarter-work-begins-56-13831118

Horley taxi driver loses licence after making sexually suggestive comments to a lone female passenger

Reigate and Banstead Borough Council's decision to revoke Shahid Tafader's taxi licence was upheld by a court  

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/horley-taxi-driver-loses-licence-13832688

Rushmoor Borough Council leader calls for greater presence in north Hampshire after deputy crime commissioner resigns by 'mutual consent'

Flick Drummond has quit as Hampshire's deputy police and crime commissioner after only a few weeks in the job

from getsurrey - News http://www.getsurrey.co.uk/news/hampshire-news/rushmoor-borough-council-leader-calls-13816169

South Western Railway promises to 'consult alternative timetable' after MP slams proposed cuts to services in opposition petition

North East Hampshire MP Ranil Jayawardena continues to urge people to sign his petition opposing the planned cuts to services

from getsurrey - News http://www.getsurrey.co.uk/news/hampshire-news/south-western-railway-promises-consult-13831360

Guildford man who suffered cardiac arrest at Spectrum Gym continues to 'improve' and awaits surgery for new pacemaker

Regan's dad said that his son is doing "very good" and his hoping a new pacemaker can be fitted this week

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-man-who-suffered-cardiac-13831524

Farncombe death: Murder arrest after woman dies following 'domestic incident' in Wey Court

The man was arrested after a woman with serious injury died at Wey Court in Farncombe

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/farncombe-death-murder-arrest-after-13832085

Walking With Dinosaurs is coming to London in 2018 - how to get presale tickets

The £15 million pound production is heading to London for ten shows next year

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/walking-dinosaurs-coming-london-2018-13831810

High-speed keyword research

'Blood found' following reports of assault at Addlestone home

Officers are appealing for anyone with information to come forward following the incident during the early hours of Friday morning (October 27)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/blood-found-following-reports-assault-13831342

Parent questions validity of Ofsted report that praised Scott-Broadwood's handling of Ockley site closure

Ofsted rated Scott-Broadwood as 'good' and said staff handled the move of pupils from Ockley to Capel as well as possible

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/parent-questions-validity-ofsted-report-13823440

Debenhams Farnborough to close its doors in the New Year

The store in Kingsmead will shut in January 2018, a Debehams spokesman has confirmed, as part of its "Debenhams Redesigned" strategy

from getsurrey - News http://www.getsurrey.co.uk/news/hampshire-news/debenhams-farnborough-close-doors-new-13831558

Missing Godalming man Russell Dobson 'makes contact with family'

The 53-year-old was reported missing on Wednesday (October 25)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/missing-godalming-man-russell-dobson-13831708

Winter is coming: Surrey wakes to frost, frozen windscreens and freezing conditions as temperatures plummet to -5C

Monday brought the first heavy frost of the autumn with temperatures dipping below zero across the county overnight (October 30)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/winter-coming-surrey-wakes-frost-13830911

This teenage trainspotter spends 16 hours a day letting commuters know on Twitter about Southern Rail delays

You might assume he hates the train operator but actually Malachi Walker may be Southern Rail's biggest fan

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/teenage-trainspotter-spends-16-hours-13831099

Windlesham motorists warned to be vigilant after six cars damaged during three-day 'keying' spree

Six cars were reportedly "keyed" between Monday (October 23) and Wednesday (October 25)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/windlesham-motorists-warned-vigilant-after-13830883

Fireworks displays in Surrey for Bonfire Night 2017

*UPDATED* Find a dazzling fireworks display near you with our handy Bonfire Night guide

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/fireworks-displays-surrey-bonfire-night-13576326

What is E.coli? And how do stay safe? Everything you need to know about the serious infection which has left a Guildford woman 'critical' in hospital

A Guildford woman remains in hospital in a critical condition after contracting E.coli last month

from getsurrey - News http://www.getsurrey.co.uk/news/health/what-ecoli-how-stay-safe-13830609

Sandhurst 'ram raid': Coral bookmakers smashed in overnight as suspects make off with cash from safe

The incident happened during the early hours of Monday morning (October 30)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sandhurst-ram-raid-coral-bookmakers-13830653

Robot Wars: Collingwood College pupils and technician gear up for battle with Track-tion bot

Four pupils from the Camberley school and their robot-loving technician teacher will feature on Robot Wars on November 5

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/robot-wars-collingwood-college-pupils-13809536

'I am coming for everyone and killing them all': Man who made more than 30 'threatening' phone calls to ex-partner spared jail

Martyn Kent, 31, formerly of Pendleton Road, Redhill, left six voicemails, including one which said "I am coming for everyone and killing them all"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/i-am-coming-everyone-killing-13822982

New building at one of Aldershot's oldest schools as it heads for 150th birthday

St Joseph’s, in Bridge Road, has been in the top 10% of schools nationally for the last three years

from getsurrey - News http://www.getsurrey.co.uk/news/hampshire-news/new-building-one-aldershots-oldest-13811576

Guildford E.coli probe: Public Health England confirms letters sent to a local primary school following more 'potentially linked' cases

Public Health England said it is "doing all it can" to ensure the infection does not spread further and has sent letters to one local school

from getsurrey - News http://www.getsurrey.co.uk/news/health/guildford-ecoli-probe-public-health-13830200

This driver's car broke down - and what happened after is pretty unbelievable

Surrey Police's roads policing unit shared the pictures on Twitter after the car was left abandoned at the roadside

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/drivers-car-broke-down-what-13829689

'It's revolting out there': Woking waste collectors leave bins unemptied for SIX weeks in repeat of Elmbridge fiasco

Amey said its crews couldn't access the bin store and had to get the right code from a resident

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/its-revolting-out-there-woking-13822244

UK Cat Killer: Suspect's six strikes in just a week spark fresh fears for pet owners in Surrey

South Norwood Animal Rescue and Liberty say the incidents happened between October 23 and October 29

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/uk-cat-killer-suspects-six-13829435

M25 Heathrow crash: Major rush hour delays as car mounts airport slip road barriers

The crash happened at around 5.40am on Monday (October 30) with fuel spilled on the carriageway too, said Highways England

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m25-heathrow-crash-major-rush-13829417

Dad praises quick-thinking staff at Guildford Spectrum gym after son suffers cardiac arrest

The 21-year-old had a full cardiac arrest - meaning there was a 95% chance of  death had staff not acted fast

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/dad-praises-quick-thinking-staff-13825144

Best places for work Christmas parties in Surrey - and these venues are amazing!

Take a look at some our top recommendations for places to book your Christmas party

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/best-places-work-christmas-parties-13773703

Here's how you should de-ice your car and clear your windscreen properly - you might be breaking the law without knowing it

It sounds obvious, but here's how you should be clearing your car on cold and frosty mornings

from getsurrey - News http://www.getsurrey.co.uk/lifestyle/heres-how-you-should-de-13828397

Molesey woman to start educational sports project in Brazil to help underprivileged children

Anna-Rose decided to start the project after witnessing the terrible conditions millions of children are forced to endure in Brazil

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/molesey-woman-start-educational-sports-13810640

Dongying donates £5.6k gesture of goodwill to Guildford Philanthropy

The news comes after Guildford Borough Council signed a formal agreement with the Chinese city

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/dongying-donates-56k-gesture-goodwill-13807248

M3 Woodlands Lane Bridge: Highways England 'not 100% sure' of opening date, despite hints of pedestrian access

The bridge will open sometime before January 2018

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m3-woodlands-lane-bridge-highways-13822032

Redhill woman avoids jail after stabbing husband in the shoulder with five inch kitchen knife

Leanne Williams, 32, was given an eight month suspended sentence at Guildford Crown Court on Friday (October 27)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/redhill-woman-avoids-jail-after-13822963

29 things you only know if you grew up in Redhill

The red arch will always be the symbol of Redhill in the hearts of those who grew up there

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/29-things-you-only-know-13812254

Guildford pug café returns with spooky twist and we can't handle the level of cute

*WARNING* This gallery contains adorable Halloween-themed photos

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/guildford-pug-caf-returns-spooky-13827889

Annual Ripley Bonfire returns for another spectacular display

The event is one of the biggest bonfire nights in the south east and attracts thousands of people each year

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/annual-ripley-bonfire-returns-another-13828122

Man dies in Woking workplace tragedy, funeral held for Tom 'Tomboy' Doherty, plus the other top stories from the past week

You've also been reading about a Wipeout-style obstacle course and an open casting call for a "huge film" coming to Surrey next year

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/man-dies-woking-workplace-tragedy-13827698

Level crossing management 'did not take full account of use by mobility scooters' before station death

In October 2016 a mobility scooter user died after being struck by a train on the Alice Holt footpath crossing at Bentley station

from getsurrey - News http://www.getsurrey.co.uk/news/hampshire-news/level-crossing-management-did-not-13820119

Sainsbury's Burpham reopens after power cut but with limited supplies

More than 100 customers will also have lost their home deliveries they booked online

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sainsburys-burpham-reopens-after-power-13827541

Guildford woman critically ill in hospital after suffering organ failure from 'confirmed case of E.coli' infection

Public Health England also said other recorded E.coli cases among children in neighbouring areas had been "identified as being potentially linked"

from getsurrey - News http://www.getsurrey.co.uk/news/health/guildford-woman-critically-ill-hospital-13825499

Deepdene Trail in Dorking to become a Christmas paradise with a Santa's grotto and real reindeer

Tickets for the Winter Wonder Weekend are expected to sell out quickly

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/deepdene-trail-dorking-become-christmas-13807164

Why these adorable Halloween hats are helping keep newborn babies at a Surrey hospital healthy

Babies born this month and in early November will get a bobble hat for a very important reason

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/adorable-halloween-hats-helping-keep-13803079

Woman pronounced dead and man arrested after police called to 'concern for safety' at property in Godalming

A man, who was at the same address when police arrived, was also injured and later arrested

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woman-pronounced-dead-man-arrested-13827310

Rushmoor Fireworks Spectacular sees another dazzling display with plenty of family fun

Were you at the display at Manor Park? See if you recognise anyone in our gallery of photos from the night

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/rushmoor-fireworks-spectacular-sees-another-13827026

Missing man Russell Dobson may be in Godalming, police say

The 53-year-old was reported missing on Wednesday (October 25) and has not been seen by his family since

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/missing-man-russell-dobson-godalming-13826873

Heathrow Airport open to terror threat after detailed security files discovered in unencrypted memory stick in the street

A memory stick detailing private security routes for the Queen, foreign dignitaries and celebrities were on the USB stick

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/heathrow-airport-open-terror-threat-13827304

This spacious seven-bedroom house in Kingswood has its own heated swimming pool and gym

Take a tour of this beautiful home which offers an abundance of original features combined with modern renovations

from getsurrey - News http://www.getsurrey.co.uk/news/property-news/spacious-seven-bedroom-house-kingswood-13778686

Woking schoolgirl sends adorable present to firefighters who cut her finger free from cymbal

Firefighters said the card had put a smile on their faces

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woking-schoolgirl-sends-adorable-present-13819969

Legacy of Woking man who collected locomotives in his backyard lives on in museums across the country

Fifty years on and the "locos" he collected in his own garden can still be seen in museums all over the UK 

from getsurrey - News http://www.getsurrey.co.uk/news/nostalgia/legacy-woking-man-who-collected-13810290

Woking Poppy Appeal launch encourages people to rethink remembrance

The work of the Legion is as relevant and vital today as it was in the aftermath of the First World War when the charity was founded

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woking-poppy-appeal-launch-encourages-13825616

Here's how to see classic film Jaws with a full live orchestra in 2018

John Williams' iconic and award-winning score will be brought to life by a full orchestra

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/heres-how-see-classic-film-13810891

Halloween: The London Dungeon offers a ride on Surrey's Death Express

London's scariest attraction is recreating Surrey's Necropolis Railway for a limited time only

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/halloween-london-dungeon-offers-ride-13822697

17 festive afternoon teas to indulge in this Christmas - and they are rather special

Enjoy a twist on the British classic with turkey and cranberry sandwiches and lightly spiced scones

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/17-festive-afternoon-teas-indulge-13803789

Poundworld recall two Halloween products asking customers to 'stop using them immediately'

The low-budget chain has said the recall is due to a potential safety issue and has urged shoppers to return the products immediately

from getsurrey - News http://www.getsurrey.co.uk/whats-on/shopping/poundworld-recall-two-halloween-products-13822378

Farnham pub crawl: Take in these 10 boozers all within a two-mile radius

Cocktails, ales, specially-created concoctions... the opportunities are endless

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/farnham-pub-crawl-take-10-13819978

Surrey Police officers issued rainbow epaulettes to help build bridges with LGBT community

The new epaulettes are for "opening lines of dialogue with a community who have, historically, been hard to interact with", according to Surrey's LGBT liaison officers

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-police-officers-issued-rainbow-13820586

Royal Holloway named UK’s most beautiful university in online competition

The university came first with 31% of the votes in an online competition that attracted over 21,000 votes

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/royal-holloway-named-uks-most-13821157

Lloyds Pharmacy: 20 stores in Surrey under threat from mass closure

The company announced it is closing 190 stores in England

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/lloyds-pharmacy-20-stores-surrey-13822657

See the ancient executioner's axe discovered at West Horsley Place during conservation work

A team of conservation experts discovered the axe among the debris in a derelict and unused room

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/see-ancient-executioners-axe-discovered-13825202

Good Omens in Guildford: David Tennant and Michael Sheen continue with Surrey filming schedule

The crews were rumoured to have taken over a school and have also been filming in three other locations in the county

from getsurrey - News http://www.getsurrey.co.uk/whats-on/film-news/good-omens-guildford-david-tennant-13824325

The X Factor: Jack Mason's fate revealed as wildcards are announced ahead of first live show

Look away now if you hate spoilers...

from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/x-factor-jack-masons-fate-13824783

Is this the spookiest window in Surrey? Share your Halloween snaps with us!

Staff at Ceramica are well prepared for the Halloween celebrations with this scary display

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/spookiest-window-surrey-share-your-13824106

Michael Gove apologises for Harvey Weinstein joke on BBC Radio 4 Today programme

The Surrey Heath MP made the comments during BBC Radio 4's Today Programme

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/michael-gove-apologises-harvey-weinstein-13824023

Windsor Road crash: Dramatic pictures show aftermath of collision between van and two cars

A van driver had to be cut free from his vehicle following the crash on Friday (October 27)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/windsor-road-crash-dramatic-pictures-13823923

A3 Hindhead Tunnel accident: One lane closed after early morning crash

The crash happened on Saturday morning (October 28) on the A3 northbound

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/a3-hindhead-tunnel-accident-one-13823831

McDonald's in Staines creates 30 jobs and makes exciting modern changes to restaurant

Staff and customers are loving the new McDonald’s experience after restaurant evolution

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/mcdonalds-staines-creates-30-jobs-13821289

Surrey Heath's air pollution at 'its lowest concentration' says council, despite being highlighted in Air Quality Plan

The borough was among 29 council areas told to clean up its air quality levels by March 2018

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-heaths-air-pollution-its-13811062

UK Cat Killer: 'Friendly' tortoiseshell cat found mutilated in Addlestone linked to heartless killer in latest sick attack

The mutilated body of Squiggles was found on Tuesday (October 24)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/uk-cat-killer-friendly-tortoiseshell-13822907

Weather in Surrey: Arctic winds to bring frosty temperatures by end of weekend

Temperatures could drop by up to 14 degrees Celsius over night

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/weather-surrey-arctic-winds-bring-13820136

Frensham Great Pond: Warning issued after blue-green algae spotted in pond

Blue-green algae are a natural component of a freshwater ecosystem, but their presence is potentially harmful to humans and other wildlife

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/frensham-great-pond-warning-issued-13822359

Good Omens: Amazon Production team set up in Christ's College Guildford and on Wey Navigation

The adaptation will be shown on BBC Two and Amazon Prime Video

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/good-omens-amazon-production-team-13821952

M3 Sunbury crash: Man seriously hurt after two car smash which shut motorway for six hours

The man, as well as a woman who suffered arm injuries in the crash, were taken to St George's Hospital in Tooting on Friday morning (October 27)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m3-sunbury-crash-man-seriously-13821306

A new wine bar serving tapas is set to open in Dorking at the end of this month

The South Street Wine Bar is set to open around the end of October and is currently undergoing a full renovation

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/new-wine-bar-serving-tapas-13792396

Epsom Racecourse: 25 of the best pictures from the home of the Derby over the years

Horses (obviously), unicorn hats and the Queen celebrating like a commoner - the Derby course has seen a lot

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/epsom-racecourse-25-best-pictures-13817633

How to predict the weather from the clouds - explained by a 15-year-old Guildford schoolboy who's written this book

Schoolboy Olly Perkins, 15, spent four months writing his first book

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/how-predict-weather-clouds-explained-13806520

Tom Doherty death: Hundreds of family and friends turn up at Epsom Cemetery as teenager is laid to rest

Doves were released as Tom's coffin was covered in Manchester United shirts and scarves

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/tom-doherty-death-hundreds-family-13820661

Gutenberg: Concepts for integrating Yoast SEO

Gutenberg is the new editing experience coming to WordPress. We’ve talked about it before. While we have some hesitations, we do see Gutenberg as a major step forward and are thinking about how we will integrate Yoast SEO into Gutenberg. In this post, we’ll share some of the ideas we’re excited about.

Gutenberg introduces new concepts, like blocks, and new places where we could potentially integrate. The premise behind our integration is that we need to give you feedback as soon as we can, in the right spot. Feedback is most helpful when you can actually do something with it immediately.

Inline is where it’s happening

We started by breaking down all our features, and seeing where we could integrate them into Gutenberg. We don’t think holding on to a single, massive box below the editor will best serve our customers. We’d much rather integrate right where the action happens, and Gutenberg offers us that chance. Let’s take a closer look at what we mean.

For instance, if you don’t fill out an alt text for an image you included, we don’t want to show that bullet point way down below in our metabox, in a long list of possible improvements. No, we want to show it to you right below the field where you can input the alt text.

Same for the featured image. Say you upload an image that is too small for Facebook to accept – you don’t want to have to find out about that when the whole post is finished, and you happen to wander into our social media preview editor. No, we tell you right then and there.

Connecting cause and effect

By working inline as much as we can, we’ll create a tighter connection between what you do and what effect that has on SEO. You’ll get actionable feedback in context. You don’t have to scroll down to a meta box to see the advice and scroll up again to the place where you should implement it. If we give feedback per block, you will get a better understanding of all the factors that influence SEO. And you’ll be able to anticipate them in advance once you’ve been working this way for a while.

Here’s another example: our primary category selection, of course, will be right there in the categories meta box.

And another: the readability analysis, at the block level – just another section in the paragraph block settings, naturally.

The concept of blocks, in general, will allow us to give much more fine-grained feedback. For instance, you won’t have to look for the best place to add a link; we can scan all the blocks for you and let you know exactly which one is best for a certain link. Link suggestions don’t even have to live in a separate meta box. We can just insert them in the inline suggestions that the link UI offers.

But what if we dream a little bigger?

Some people are working on bringing collaboration to Gutenberg. If it pans out, you won’t need Google Docs or something else to draft articles and leave editorial feedback; you can do it all from within WordPress. Of course, an essential part of a collaborative workflow is a commenting system. But we’d like to think that not all comments have to come from humans, per se.

Something we’ve been exploring is adding our SEO and readability feedback as comments to text. That would put our biggest feature inline as well, right where you need it. You can immediately identify problem areas, respond to feedback with your own comments, or dismiss the ones you don’t want to fix. It becomes an interactive and fun process. We won’t have to use sweeping statements like “50% of your sentences are too long”, no, we can break it down for you block per block.

We know you may not always want instant feedback on every word you type, so you could filter out the comments that Yoast SEO generates. This way, you can keep the writing and editing processes separate.

Working off of that idea, we might even build a full SEO mode into Gutenberg. What it will do exactly is something we are still thinking about, but it could take the shape of a site-wide wizard that guides you through all the relevant SEO optimization steps in an actionable and customizable way. More on that soon.

Yoast SEO + Gutenberg = ?

Gutenberg offers lots of opportunities to take our plugins to the next level. The great thing is: all WordPress plugin developers will be able to do that too. It’s a brave new frontier for all of us, and we’re very much looking forward to it!

What sort of features would you love to see us make for Gutenberg, or for an SEO mode in general? Let us know in the comments.

The post Gutenberg: Concepts for integrating Yoast SEO appeared first on Yoast.

from Yoast • SEO for everyone https://yoast.com/gutenberg-integration/

Tom Doherty death: See pictures of incredible floral tributes in loving memory of boxing teenager and Manchester United fan

The teenager's death was felt across the travelling community as hundreds of friends and family paid their respects

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/tom-doherty-death-see-pictures-13820556

When do the clocks go back? Here's how to make the most of that extra hour in Surrey

Don't waste that extra hour this weekend - here are some fun things you can do in Surrey

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/clocks-go-back-heres-how-13819544

Christmas late night shopping in Surrey - for festive shopping until you drop

Christmas shopping guide for Guildford, Woking, Camberley, Staines, Kingston and Croydon

from getsurrey - News http://www.getsurrey.co.uk/whats-on/shopping/christmas-late-night-shopping-surrey-13813615

Meet the man embarking on a 9,000-mile cross-continent sailing expedition in aid of Phyllis Tuckwell Hospice

Paul Stevens is raising money for Phyllis Tuckwell Hospice, a cause close to his heart after losing his mother to leukemia as a very young boy in 1977.

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/meet-man-embarking-9000-mile-13820195

Christmas lights switch-ons: See Surrey's towns being lit up in past years

These are some of the most memorable moments from festive switch-ons in Surrey

from getsurrey - News http://www.getsurrey.co.uk/news/nostalgia/christmas-lights-switch-ons-see-13813660

Take a look at the new Leatherhead playground with a zip wire and games to support children with learning disabilities

The new play space has sensory features to allow children with special needs enjoy using the equipment

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/take-look-new-leatherhead-playground-13805500

Ask Yoast: Avoiding duplicate content for multi-regional sites

Golf buggy reduced to burnt out wreck following electrical fault with on board charging connection

Fire crews from Epsom, Banstead and Leatherhead were sent to Epsom Golf Club where the buggy caught fire while charging

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/golf-buggy-reduced-burnt-out-13818940

Everything you need to know about Nando's opening at M25 Cobham Services

Cheeky Nando's anyone?

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/everything-you-need-know-nandos-13818954

Reigate school head teacher urges pupils to stop using phones and social media before bedtime

Shaun Fenton believes children using their phones and tablets to access social media before going to sleep affects stress levels

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/reigate-school-head-teacher-urges-13815491

South Western Railway windscreen smash incident caused by 'root vegetables' say police (not a brick!)

A train guard assisted the South Western Railway service's arrival at Basingstoke railway station after the driver's view was obscured by the broken windscreen

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/south-western-railway-windscreen-smash-13818556

Too busy for a lunch break? You might be losing THOUSANDS in earnings

More than half of employees in the south east of England do not take a full lunch break

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/busy-lunch-break-you-might-13816157

See the emotional scenes as family and friends said farewell to Tom Doherty

The 17-year-old Manchester United fan from Outwood was laid to rest by hundreds of friends, family and mourners

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/see-emotional-scenes-family-friends-13819409

Woking Commercial Way death: Health and Safety Executive supporting police investigation after man sustained fatal head injuries in 'shutter incident'

The Health and Safety Executive (HSE) said it attended the incident on Thursday (October 27) and "advised on a safe method of removing a shutter"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woking-commercial-way-death-health-13819120

M3 Sunbury crash: Motorway fully reopens following 'serious collision' during early hours

The motorway was shut for around seven hours during the early hours of Friday morning (October 27) between junction 1 and junction 2

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m3-sunbury-crash-motorway-fully-13818557

Christmas at The Village Guildford: Everything you need to know about this year's festivities, including ice skating, magic shows and live music

Starting November 16, The Village will be hosting free events and activities to celebrate the most wondrous time of the year

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/christmas-village-guildford-everything-you-13817649

Walton Drake Park inquiry into 1,000 green belt homes plan to get under way next week

The proposal to build a "garden village" in Walton was rejected by the borough council back in May and will now go to a public inquiry

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/walton-drake-park-inquiry-1000-13813375

How to Use the "Keywords by Site" Data in Tools (Moz, SEMrush, Ahrefs, etc.) to Improve Your Keyword Research and Targeting - Whiteboard Friday

Posted by randfish

One of the most helpful functions of modern-day SEO software is the idea of a "keyword universe," a database of tens of millions of keywords that you can tap into and discover what your site is ranking for. Rankings data like this can be powerful, and having that kind of power at your fingertips can be intimidating. In today's Whiteboard Friday, Rand explains the concept of the "keyword universe" and shares his most useful tips to take advantage of this data in the most popular SEO tools.

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 week we're going to chat about the Keywords by Site feature that exists now in Moz's toolset — we just launched it this week — and SEMrush and Ahrefs, who have had it for a little while, and there are some other tools out there that also do it, so places like KeyCompete and SpyFu and others.

In SEO software, there are two types of rankings data:

A) Keywords you've specifically chosen to track over time

Basically, the way you can think of this is, in SEO software, there are two kinds of keyword rankings data. There are keywords that you have specifically selected or your marketing manager or your SEO has specifically selected to track over time. So I've said I want to track X, Y and Z. I want to see how they rank in Google's results, maybe in a particular location or a particular country. I want to see the position, and I want to see the change over time. Great, that's your set that you've constructed and built and chosen.

B) A keyword "universe" that gives wide coverage of tens of millions of keywords

But then there's what's called a keyword universe, an entire universe of keywords that's maintained by a tool provider. So SEMrush has their particular database, their universe of keywords for a bunch of different languages, and Ahrefs has their keyword universe of keywords that each of those two companies have selected. Moz now has its keyword universe, a universe of, I think in our case, about 40 million keywords in English in the US that we track every two weeks, so we'll basically get rankings updates. SEMrush tracks their keywords monthly. I think Ahrefs also does monthly.

Depending on the degree of change, you might care or not care about the various updates. Usually, for keywords you've specifically chosen, it's every week. But in these cases, because it's tens of millions or hundreds of millions of keywords, they're usually tracking them weekly or monthly.

So in this universe of keywords, you might only rank for some of them. It's not ones you've specifically selected. It's ones the tool provider has said, "Hey, this is a broad representation of all the keywords that we could find that have some real search volume that people might be interested in who's ranking in Google, and we're going track this giant database." So you might see some of these your site ranks for. In this case, seven of these keywords your site ranks for, four of them your competitors rank for, and two of them both you and your competitors rank for.

Remarkable data can be extracted from a "keyword universe"

There's a bunch of cool data, very, very cool data that can be extracted from a keyword universe. Most of these tools that I mentioned do this.

Number of ranking keywords over time

So they'll show you how many keywords a given site ranks for over time. So you can see, oh, Moz.com is growing its presence in the keyword universe, or it's shrinking. Maybe it's ranking for fewer keywords this month than it was last month, which might be a telltale sign of something going wrong or poorly.

Degree of rankings overlap

You can see the degree of overlap between several websites' keyword rankings. So, for example, I can see here that Moz and Search Engine Land overlap here with all these keywords. In fact, in the Keywords by Site tool inside Moz and in SEMrush, you can see what those numbers look like. I think Moz actually visualizes it with a Venn diagram. Here's Distilled.net. They're a smaller website. They have less content. So it's no surprise that they overlap with both. There's some overlap with all three. I could see keywords that all three of them rank for, and I could see ones that only Distilled.net ranks for.

Estimated traffic from organic search

You can also grab estimated traffic. So you would be able to extract out — Moz does not offer this, but SEMrush does — you could see, given a keyword list and ranking positions and an estimated volume and estimated click-through rate, you could say we're going to guess, we're going to estimate that this site gets this much traffic from search. You can see lots of folks doing this and showing, "Hey, it looks this site is growing its visits from search and this site is not." SISTRIX does this in Europe really nicely, and they have some great blog posts about it.

Most prominent sites for a given set of keywords

You can also extract out the most prominent sites given a set of keywords. So if you say, "Hey, here are a thousand keywords. Tell me who shows up most in this thousand-keyword set around the world of vegetarian recipes." The tool could extract out, "Okay, here's the small segment. Here's the galaxy of vegetarian recipe keywords in our giant keyword universe, and this is the set of sites that are most prominent in that particular vertical, in that little galaxy."

Recommended applications for SEOs and marketers

So some recommended applications, things that I think every SEO should probably be doing with this data. There are many, many more. I'm sure we can talk about them in the comments.

1. Identify important keywords by seeing what you rank for in the keyword universe

First and foremost, identify keywords that you probably should be tracking, that should be part of your reporting. It will make you look good, and it will also help you keep tabs on important keywords where if you lost rankings for them, you might cost yourself a lot of traffic.

Monthly granularity might not be good enough. You might want to say, "Hey, no, I want to track these keywords every week. I want to get reporting on them. I want to see which page is ranking. I want to see how I rank by geo. So I'm going to include them in my specific rank tracking features." You can do that in the Moz Keywords by Site, you'd go to Keyword Explorer, you'd select the root domain instead of the keyword, and you'd plug in your website, which maybe is Indie Hackers, a site that I've been reading a lot of lately and I like a lot.

You could see, "Oh, cool. I'm not tracking stock trading bot or ark servers, but those actually get some nice traffic. In this case, I'm ranking number 12. That's real close to page one. If I put in a little more effort on my ark servers page, maybe I could be on page one and I could be getting some of that sweet traffic, 4,000 to 6,000 searches a month. That's really significant." So great way to find additional keywords you should be adding to your tracking.

2. Discover potential keywords targets that your competitors rank for (but you don't)

Second, you can discover some new potential keyword targets when you're doing keyword research based on the queries your competition ranks for that you don't. So, in this case, I might plug in "First Round." First Round Capital has a great content play that they've been doing for many years. Indie Hackers might say, "Gosh, there's a lot of stuff that startups and tech founders are interested in that First Round writes about. Let me see what keywords they're ranking for that I'm not ranking for."

So you plug in those two to Moz's tool or other tools. You could see, "Aha, I'm right. Look at that. They're ranking for about 4,500 more keywords than I am." Then I could go get that full list, and I could sort it by volume and by difficulty. Then I could choose, okay, these keywords all look good, check, check, check. Add them to my list in Keyword Explorer or Excel or Google Docs if you're using those and go to work.

3. Explore keywords sets from large, content-focused media sites with similar audiences

Then the third one is you can explore keyword sets. I'm going to urge you to. I don't think this is something that many people do, but I think that it really should be, which is to look outside of your little galaxy of yourself and your competitors, direct competitors, to large content players that serve your audience.

So in this case, I might say, "Gosh, I'm Indie Hackers. I'm really competing maybe more directly with First Round. But you know what? HBR, Harvard Business Review, writes about a lot of stuff that my audience reads. I see people on Twitter that are in my audience share it a lot. I see people in our forums discussing it and linking out to their articles. Let me go see what they are doing in the content world."

In fact, when you look at the Venn diagram, which I just did in the Keywords by Site tool, I can see, "Oh my god, look there's almost no overlap, and there's this huge opportunity." So I might take HBR and I might click to see all their keywords and then start looking through and sort, again, probably by volume and maybe with a difficulty filter and say, "Which ones do I think I could create content around? Which ones do they have really old content that they haven't updated since 2010 or 2011?" Those types of content opportunities can be a golden chance for you to find an audience that is likely to be the right types of customers for your business. That's a pretty exciting thing.

So, in addition to these, there's a ton of other uses. I'm sure over the next few months we'll be talking more about them here on Whiteboard Friday and here on the Moz blog. But for now, I would love to hear your uses for tools like SEMrush and the Ahrefs keyword universe feature and Moz's keyword universe feature, which is called Keywords by Site. Hopefully, 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 getsurrey - News http://www.getsurrey.co.uk/news/hampshire-news/hobbycraft-opening-farnborough-weekend-theres-13816719

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m3-sunbury-crash-investigation-under-13818261

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sheerwater-regeneration-residents-say-councils-13810683

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/single-parents-south-east-hit-13792356

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/fly-tipping-surrey-hotline-people-13815919

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/check-out-2018-surrey-school-13806995

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/tom-doherty-death-heartwarming-moment-13817144

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/appeal-launched-overturn-conviction-claygate-13816871

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/you-can-apparently-control-your-13814910

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/tommy-doherty-death-friends-family-13816294

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/remember-remember-hedgehogs-november-appeal-13814705

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/motorist-escapes-without-injury-after-13810648

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/what-next-waverleys-local-plan-13808868

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/wetherspoons-refuse-comment-sun-redhill-13815690

How to get featured snippets

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/five-arrests-after-police-surrey-13814300

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/it-little-bit-sad-times-13807340

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woking-commercial-way-incident-man-13814874

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/teenage-girl-sexually-assaulted-bus-13813889

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/bonfire-night-injured-teenager-warns-13811939

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from getsurrey - News http://www.getsurrey.co.uk/news/property-news/see-inside-19th-century-cottage-13801176

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from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/eastenders-star-shane-richie-promises-13811231

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/proper-hero-motorist-rushes-aid-13810475

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/south-western-railway-guards-rmt-13812201

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/boxing-legend-frank-bruno-sad-13811306

'This shocking incident could have had fatal consequences': Union blasts uncertainty around future of train guards after 'brick thrown from bridge' smashes driver's windscreen

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/this-shocking-incident-could-fatal-13812201

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Surrey County Council wants more control over unregulated cycling events

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-county-council-wants-more-13809590

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/everyones-been-hiding-two-months-13810038

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/m3-crash-multi-vehicle-collision-13812145

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/more-half-british-women-experienced-13811398

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/heathrow-airport-staff-life-saving-13810460

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woking-oriental-road-incident-woman-13810744

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/very-scary-food-hygiene-leatherhead-13805509

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The beginner’s guide to Yoast SEO

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from getsurrey - News http://www.getsurrey.co.uk/whats-on/arts-culture-news/museums-night-uk-wide-festival-13808498

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/least-one-violent-sexual-offence-13734563

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/heathrow-expansion-protest-campaigners-plant-13808701

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How to Do a Competitor Analysis for SEO

Posted by John.Reinesch

Competitive analysis is a key aspect when in the beginning stages of an SEO campaign. Far too often, I see organizations skip this important step and get right into keyword mapping, optimizing content, or link building. But understanding who our competitors are and seeing where they stand can lead to a far more comprehensive understanding of what our goals should be and reveal gaps or blind spots.

By the end of this analysis, you will understand who is winning organic visibility in the industry, what keywords are valuable, and which backlink strategies are working best, all of which can then be utilized to gain and grow your own site’s organic traffic.

Why competitive analysis is important

SEO competitive analysis is critical because it gives data about which tactics are working in the industry we are in and what we will need to do to start improving our keyword rankings. The insights gained from this analysis help us understand which tasks we should prioritize and it shapes the way we build out our campaigns. By seeing where our competitors are strongest and weakest, we can determine how difficult it will be to outperform them and the amount of resources that it will take to do so.

Identify your competitors

The first step in this process is determining who are the top four competitors that we want to use for this analysis. I like to use a mixture of direct business competitors (typically provided by my clients) and online search competitors, which can differ from whom a business identifies as their main competitors. Usually, this discrepancy is due to local business competitors versus those who are paying for online search ads. While your client may be concerned about the similar business down the street, their actual online competitor may be a business from a neighboring town or another state.

To find search competitors, I simply enter my own domain name into SEMrush, scroll down to the “Organic Competitors” section, and click “View Full Report.”

The main metrics I use to help me choose competitors are common keywords and total traffic. Once I've chosen my competitors for analysis, I open up the Google Sheets Competitor Analysis Template to the “Audit Data” tab and fill in the names and URLs of my competitors in rows 2 and 3.

Use the Google Sheets Competitor Analysis Template

A clear, defined process is critical not only for getting repeated results, but to scale efforts as you start doing this for multiple clients. We created our Competitor Analysis Template so that we can follow a strategic process and focus more on analyzing the results rather than figuring out what to look for anew each time.

In the Google Sheets Template, I've provided you with the data points that we'll be collecting, the tools you'll need to do so, and then bucketed the metrics based on similar themes. The data we're trying to collect relates to SEO metrics like domain authority, how much traffic the competition is getting, which keywords are driving that traffic, and the depth of competitors’ backlink profiles. I have built in a few heatmaps for key metrics to help you visualize who's the strongest at a glance.

This template is meant to serve as a base that you can alter depending on your client’s specific needs and which metrics you feel are the most actionable or relevant.

Backlink gap analysis

A backlink gap analysis aims to tell us which websites are linking to our competitors, but not to us. This is vital data because it allows us to close the gap between our competitors’ backlink profiles and start boosting our own ranking authority by getting links from websites that already link to competitors. Websites that link to multiple competitors (especially when it is more than three competitors) have a much higher success rate for us when we start reaching out to them and creating content for guest posts.

In order to generate this report, you need to head over to the Moz Open Site Explorer tool and input the first competitor’s domain name. Next, click “Linking Domains” on the left side navigation and then click “Request CSV” to get the needed data.

Next, head to the SEO Competitor Analysis Template, select the “Backlink Import - Competitor 1” tab, and paste in the content of the CSV file. It should look like this:

Repeat this process for competitors 2–4 and then for your own website in the corresponding tabs marked in red.

Once you have all your data in the correct import tabs, the “Backlink Gap Analysis” report tab will populate. The result is a highly actionable report that shows where your competitors are getting their backlinks from, which ones they share in common, and which ones you don’t currently have.

It’s also a good practice to hide all of the “Import” tabs marked in red after you paste the data into them, so the final report has a cleaner look. To do this, just right-click on the tabs and select “Hide Sheet,” so the report only shows the tabs marked in blue and green.

For our clients, we typically gain a few backlinks at the beginning of an SEO campaign just from this data alone. It also serves as a long-term guide for link building in the months to come as getting links from high-authority sites takes time and resources. The main benefit is that we have a starting point full of low-hanging fruit from which to base our initial outreach.

Keyword gap analysis

Keyword gap analysis is the process of determining which keywords your competitors rank well for that your own website does not. From there, we reverse-engineer why the competition is ranking well and then look at how we can also rank for those keywords. Often, it could be reworking metadata, adjusting site architecture, revamping an existing piece of content, creating a brand-new piece of content specific to a theme of keywords, or building links to your content containing these desirable keywords.

To create this report, a similar process as the backlink gap analysis one is followed; only the data source changes. Go to SEMrush again and input your first competitor’s domain name. Then, click on the “Organic Research” positions report in the left-side navigation menu and click on "Export" on the right.

Once you download the CSV file, paste the content into the “Keyword Import - Competitor 1” tab and then repeat the process for competitors 2–4 and your own website.

The final report will now populate on the “Keyword Gap Analysis” tab marked in green. It should look like the one below:

This data gives us a starting point to build out complex keyword mapping strategy documents that set the tone for our client campaigns. Rather than just starting keyword research by guessing what we think is relevant, we have hundreds of keywords to start with that we know are relevant to the industry. Our keyword research process then aims to dive deeper into these topics to determine the type of content needed to rank well.

This report also helps drive our editorial calendar, since we often find keywords and topics where we need to create new content to compete with our competitors. We take this a step further during our content planning process, analyzing the content the competitors have created that is already ranking well and using that as a base to figure out how we can do it better. We try to take some of the best ideas from all of the competitors ranking well to then make a more complete resource on the topic.

Using key insights from the audit to drive your SEO strategy

It is critically important to not just create this report, but also to start taking action based on the data that you have collected. On the first tab of the spreadsheet template, we write in insights from our analysis and then use those insights to drive our campaign strategy.

Some examples of typical insights from this document would be the average number of referring domains that our competitors have and how that relates to our own backlink profile. If we are ahead of our competitors regarding backlinks, content creation might be the focal point of the campaign. If we are behind our competitors in regards to backlinks, we know that we need to start a link building campaign as soon as possible.

Another insight we gain is which competitors are most aggressive in PPC and which keywords they are bidding on. Often, the keywords that they are bidding on have high commercial intent and would be great keywords to target organically and provide a lift to our conversions.

Start implementing competitive analyses into your workflow

Competitive analyses for SEO are not something that should be overlooked when planning a digital marketing strategy. This process can help you strategically build unique and complex SEO campaigns based on readily available data and the demand of your market. This analysis will instantly put you ahead of competitors who are following cookie-cutter SEO programs and not diving deep into their industry. Start implementing this process as soon as you can and adjust it based on what is important to your own business or client’s business.

Don’t forget to make a copy of the spreadsheet template here:

Get the Competitive Analysis Template

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Drive into a new career with Argos and deliver Christmas gifts from Woking

Argos in Woking is recruiting 15 temporary staff to deliver Christmas gifts - and there are great perks for new team members

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/drive-new-career-argos-deliver-13804841

Men sought in connection with burglary at Cobham jewellers pictured at shop two days before break-in

The two men, pictured in CCTV stills, visited a jewellers in Cobham two days before a "high value" burglary, Surrey Police has said

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/men-sought-connection-burglary-cobham-13806851

Kind-hearted woman who stopped to comfort injured dog on A3 'didn't want her to be alone'

The former Haslemere resident pulled over on the A3 slip road to comfort a dog which had been struck by a car

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/kind-hearted-woman-who-stopped-13807252

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David Dyer has twice come under threat by gun-wielding robbers, but says his four decades at Cradler's House in the High Street have been 'great fun'

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/two-armed-robberies-cant-mar-13800113

Stoke Road closure: Drivers appear to ignore or miss the 'road closed' signs in place

The Guildford road is closed until Sunday (October 29) due to cabling work

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/stoke-road-closure-drivers-appear-13807149

South Western Railway 'disappointed' as RMT announces 48-hour strike opposing 'ludicrous' extension of driver-only operation

South Western Railway and Southern Rail staff will stage a 48-hour strike on Wednesday November 8 and Thursday November 9         

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/south-western-railway-disappointed-rmt-13805481

Long-awaited Horley development site becomes home for first families

Westvale Park has been in the planning for more than a decade and won't be finished until 2025, but this year the first residents finally moved in

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/long-awaited-horley-development-site-13801570

Why police may be struggling to solve these Surrey armed robberies

Dr Emily Finch is a senior lecturer of criminal law at the University of Surrey and says the fact people are 'bad witnesses' may be to blame

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/police-struggling-solve-surrey-armed-13802352

Ambitious plans to create a new town square in Dorking put forward by former teacher

A proposal to redevelop St Martin's Walk has been designed to "make Dorking more of a centre for visitors"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/ambitious-plans-create-new-town-13791969

Heathrow third runway: Consultation reopened after government publishes new evidence on noise and air quality

The government still supports the construction of a new runway at the west London airport

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/heathrow-third-runway-consultation-reopened-13806227

Surrey councils to close taxi and private hire licensing loophole to clamp down on sexual exploitation of children

Surrey Councils are asking to hear your views on it

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/surrey-councils-close-taxi-private-13794307

A brand new gym opens in Redhill town centre and the launch of Travelodge hotel has been confirmed

The Gym is now open at the Warwick Quadrant development

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/brand-new-gym-opened-redhill-13802398

Dorking Punchbowl Lane fire: 100 tonnes of hay goes up in flames after massive fire breaks out in barn

Firefighters were called to the fierce fire at Goldenlands Farm at around 8am on Tuesday (October 24)

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/dorking-punchbowl-lane-fire-100-13805116

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Nearly 150 babies born in the region in 2016 weighed a whopping 11lbs or more

from getsurrey - News http://www.getsurrey.co.uk/news/health/you-live-south-east-youre-13805776

Flight of the Conchords announce three London dates on UK tour - here's how to get tickets

The New Zealand comedy duo will be heading to the UK for the first time in seven years

from getsurrey - News http://www.getsurrey.co.uk/whats-on/comedy-news/flight-conchords-announce-three-london-13804580

Make your own Prosecco kit goes on sale ahead of Christmas

That's right fizz fans, you can now make your own Prosecco at home

from getsurrey - News http://www.getsurrey.co.uk/whats-on/shopping/make-your-prosecco-kit-goes-13800635

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Hofmeister Helles has been crowned Best Lager of 2017 in the International Wine and Spirits Competition Beer Awards

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/meet-reigate-man-who-makes-13805389

Man accused of sex attack and kidnap of teenager near Clacket Lane services found not guilty

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/man-accused-sex-attack-kidnap-13801476

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from getsurrey - News http://www.getsurrey.co.uk/news/property-news/imagine-working-alice-wonderland-themed-13804953

HTTP 503: Handling site maintenance correctly for SEO

When this woman comforted a poor dog after it was hit by a car on the A3, everyone said EXACTLY the same thing - and it's beautiful

Get Surrey readers roundly praised the kindness of a woman who stopped to help after a dog was hit by a car on the A3 last week

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woman-comforted-poor-dog-after-13803990

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/firefighters-rescue-man-trapped-toilet-13799892

Emile Cilliers trial: Army sergeant accused of trying to kill wife by tampering with parachute sent sexy messages to lover while spouse was in operating theatre

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from getsurrey - News http://www.getsurrey.co.uk/news/hampshire-news/emile-cilliers-trial-army-sergeant-13804740

Yoast SEO 5.7

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Around 30 positions will be lost at the company's sales office in Weybridge

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/computer-reseller-misco-collapses-administration-13803458

Woman violently kicked in the stomach by cyclist during 'unprovoked' attack in Sunbury

The woman was left with bruising on her stomach and arm after the attack on Ashridge Way

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woman-violently-kicked-stomach-cyclist-13803733

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from getsurrey - News http://www.getsurrey.co.uk/whats-on/shopping/barbour-clothing-store-returns-guildford-13803049

Dorking Punchbowl Lane fire: Dramatic first photos show huge blaze at farm

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/dorking-punchbowl-lane-fire-dramatic-13803525

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from getsurrey - News http://www.getsurrey.co.uk/whats-on/whats-on-news/theres-huge-film-coming-surrey-13786424

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/youtube-star-amazing-arabella-wears-13800762

Tangential Content Earns More Links and Social Shares in Boring Industries [New Research]

Posted by kerryjones

Many companies still don’t see the benefit of creating content that isn’t directly about their products or brand. But unless you have a universally interesting brand, you’ll be hard-pressed to attract much of an audience if all you do is publish brand-centric content.

Content marketing is meant to solve this dilemma. By offering genuinely useful content to your target customers, rather than selling to them, you earn their attention and over time gain their trust.

And yet, I find myself explaining the value of non-branded content all too often. I frequently hear grumblings from fellow marketers that clients and bosses refuse to stray from sales-focused content. I see companies publishing what are essentially advertorials and calling it content marketing.

In addition to turning off customers, branded content can be extremely challenging for building links or earning PR mentions. If you’ve ever done outreach for branded content, you’ve probably gotten a lot of pushback from the editors and writers you’ve pitched. Why? Most publishers bristle at content that feels like a brand endorsement pretending not to be a brand endorsement (and expect you to pay big bucks for a sponsored content or native advertising spot).

Fortunately, there’s a type of content that can earn your target customers’ attention, build high-quality links, and increase brand awareness...

Tangential content: The cure for a boring niche

At Fractl, we refer to content on a topic that’s related to (but not directly about) the brand that created it as "tangential content."

Some hypothetical examples of tangential content would be:

• A pool installation company creating content about summer safety tips and barbeque recipes.
• A luggage retailer publishing country-specific travel guides.
• An auto insurance broker offering car maintenance advice.

While there’s a time for branded content further down the sales funnel, tangential content might be right for you if you want to:

1. Reach a wide audience and gain top-of-funnel awareness. Not a lot of raving fans in your “boring” brand niche? Tangential topics can get you in front of the masses.
2. Target a greater number of publishers during outreach to increase your link building and PR mention potential. Tangential topics work well for outreach because you can expand your pool of publishers (larger niches vs. a small niche with only a few dedicated sites).
3. Create more emotional content that resonates with your audience. In an analysis of more than 300 client campaigns, we found the content that received more than 200 media mentions was more likely than low-performing campaigns to have a strong emotional hook. If your brand niche doesn’t naturally tug on the heartstrings, tangential content is one way to create an emotional reaction.
4. Build a more diverse content library and not be limited to creating content around one topic. If you’ve maxed out on publishing content about your niche, broadening your content repertoire to tangential topics can reinvigorate your content strategy (and your motivation).

Comparison of tangential vs. on-brand content performance

In our experience at Fractl, tangential content has been highly effective for link building campaigns, especially in narrow client niches that lack broad appeal. While we’ve assumed this is true based on our observations, we now have the data to back up our assumption.

We recently categorized 835 Fractl client campaigns as either “tangential” or “on-brand,” then compared the average number of pickups (links and press mentions) and number of social shares for each group. Our hunch was right: The tangential campaigns earned 30% more media mentions and 77% more social shares on average than the brand-focused campaigns.

So what exactly does a tangential campaign look like? Below are some real examples of our client campaigns that illustrate how tangential topics can yield stellar results.

Most Hateful/Most Politically Correct Places

• Client niche: Apartment listing site
• Campaign topic: Which states and cities use the most prejudiced/racist language based on geo-tagged Twitter data
• Results: 67,000+ social shares and 620 media pickups, including features on CNET, Slate, Business Insider, AOL, Yahoo, Mic, The Daily Beast, and Adweek

Why it worked

After a string of on-brand campaigns for this client yielded average results, we knew capitalizing on a hot-button, current issue would attract tons of attention. This topic still ties back into the client’s main objective of helping people find a home since the community and location of that home are important factors in one’s decisions. Check out the full case study of this campaign for more insights into why it was successful.

Most Instagrammed Locations

• Client niche: Bus fare comparison and booking tool
• Campaign topic: Points of interest where people post the most Instagram photos in North America
• Results: 40,000+ social shares and more than 300 pickups, including TIME, NBC News, Business Insider, Today, Yahoo!, AOL, Fast Company, and The Daily Mail

Why it worked

Our client’s niche, bus travel, had a limited audience, so we chose a topic that was of interest to anyone who enjoys traveling, regardless of the mode of transportation they use to get there. By incorporating data from a popular social network and using an idea with a strong geographic focus, we could target a lot of different groups — the campaign appealed to travel enthusiasts, Instagram users, and regional and city news outlets (including TV stations). For more details about our thought process behind this idea, see the campaign case study.

Most Attractive NFL Players and Teams

Client niche: Sports apparel retailer

Campaign topic: Survey that rates the most attractive NFL players

Results: 45,000+ social shares and 247 media pickups, including CBS Sports, USA Today, Fox Sports, and NFL.com

Why it worked

Since diehard fans want to show off that their favorite player is the best, even if it’s just in the looks department, we were confident this lighthearted campaign would pique fan interest. But fans weren’t the only ones hitting the share button — the campaign also grabbed the attention of the featured teams and players, with many sharing on their social media profiles, which helped drive exposure.

On-brand content works best in certain verticals

Tangential content isn’t always necessary for earning top-of-funnel awareness. So, how do you know if your brand-centric topics will garner lots of interest? A few things to consider:

• Is your brand topic interesting or useful to the general population?
• Are there multiple publishers that specifically cover your niche? Do these publishers have large readerships?
• Are you already publishing on-brand content that is achieving your goals/expectations?

We’ve seen several industry verticals perform very well using branded content. When we broke down our campaign data by vertical, we found our top performing on-brand campaign topics were technology, drugs and alcohol, and marketing.

Some examples of our successful on-brand campaign topics include:

• “Growth of SaaS” for a B2B software comparison website
• “Influencers on Instagram” for an influencer marketplace
• “Global Drug Treatment Trends” for an addiction recovery client
• “The Tech Job Network” for a tech career website

Coming up with tangential content ideas

Once you free yourself from only brainstorming brand-centric ideas, you might find it easy to dream up tangential concepts. If you need a little help, here are a few tips to get you started:

Review your buyer personas.

In order to know which tangential topics to choose, you need to understand your target audience’s interests and where your niche intersects with those interests. The best way to find this information? Buyer personas. If you don’t already have detailed buyer personas built out, Mike King’s epic Moz post from a few years ago remains the bible on personas in my opinion.

Find topics your audience cares about with Facebook Audience Insights.

Using its arsenal of user data, this Facebook ads tool gives you a peek into the interests and lifestyles of your target audience. These insights can supplement and inform your buyer personas. See the incredibly actionable post “How to Create Buyer Personas on a Budget Using Facebook Audience Insights” for more help with leveraging this tool.

Consider how trending news topics are tangential to your brand.

Pay attention to themes that keep popping up in the news and how your brand relates back to these stories (this is how the most racist/bigoted states and cities campaign I mentioned earlier in this post came to be). Also anticipate seasonal or event-based topics that are tangential to your brand. For example, a tire manufacturer may want to create content on protecting your car from flooding and storm damage during hurricane season.

Test tangential concepts on social media.

Not sure if a tangential topic will go over well? Before moving forward with a big content initiative, test it out by sharing content related to the topic on your brand’s social media accounts. Does it get a good reaction? Pro tip: spend a little bit of money promoting these as sponsored posts to ensure they get in front of your followers.

Have you had success creating content outside of your brand niche? I’d love to hear about your tangential content examples and the results you achieved, please share in the comments!

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