Interactive map of January break-ins at Oxted shops as owners face repairs and cash losses

Three shops have been burgled, each of them on two occasions, since the start of January

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/interactive-map-january-break-ins-15759889

Neighbours kick down door of burning home in Sunbury to rescue four-year-old boy

They had talked to him through the letterbox to get him to unlock the door, but he didn't understand

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/neighbours-save-boy-burning-home-15760102

Unauthorised traveller encampment moves into Sutherland Memorial Park in Burpham

Guildford Borough Council is monitoring the situation

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/unauthorised-traveller-encampment-moves-sutherland-15761071

RSPCA criticises 'social media misinformation' after Ripley Hurst Farm raided over animal welfare concerns

A spokesman said there was no truth to rumours the horses removed from the farm had been taken to North Yorkshire to be slaughtered

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/rspca-criticises-social-media-misinformation-15761442

Stranglers back Guildford Star Inn against noise complaint that could close pub where band began

JJ Burnel said people "should get up in arms" about the threat to the venue, where a plaque has been unveiled commemorating The Stranglers' first gig

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/stranglers-back-guildford-star-inn-15734665

What type of content should a cornerstone article be?

Guildford pub bombings inquests to resume 45 years after attack, coroner decides

The inquests into the deaths of five people at the Horse and Groom in North Street were suspended following the conviction of the Guildford Four

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/guildford-pub-bombings-inquests-resume-15759683

'Complete change of culture' needed at Surrey district council, claims councillor

Not all members feel like they are being treated equally and fairly

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/complete-change-culture-needed-surrey-15760364

Surrey weather: 'Heavy snow likely' as amber warning issued for South East

The amber weather warning accompanies the yellow warning for the south of England already in place

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/surrey-weather-heavy-snow-likely-15759467

Man in 70s dies following M25 multi-vehicle crash near Cobham Services, police confirm

His next of kin have been informed

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/m25-crash-man-70s-dies-15760116

In pictures: M25 closed due to multi-vehicle crash that leaves two people seriously injured

Three vehicles, including a lorry, were involved in the crash that closed the anticlockwise carriageway

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/pictures-m25-closed-due-multi-15759182

Guildford Casino nightclub owner's 'brash' tower block plans refused by councillors

Michel Harper previously said the building would be an "impressive architectural addition" to Guildford - but councillors disagreed

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/guildford-casino-tower-plans-refused-15758015

Kings College in Guildford has made significant improvements despite 'disappointing' GCSE results, principal says

Principal Alastair McKenzie said the "disappointing" figures should be viewed in the "wider context" of the school's performance

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/kings-college-guildford-made-significant-15732064

M25 closed: Police confirm two people seriously injured in multi-vehicle crash involving lorry

A woman in her 60s and a man in his 70s have suffered serious injuries

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/two-seriously-injured-m25-crash-15758139

M25 closed: Road not expected to reopen until at least midday after multi-vehicle crash

The entire carriageway has been closed due to a serious multi-vehicle crash between junctions 10 and 9

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/m25-crash-reopen-expected-midday-15757989

Diversion routes after M25 closed anticlockwise near A3 due to multi-vehicle crash

The carriageway has been fully closed due to a multi-vehicle crash near Cobham services

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/diversion-m25-closed-crash-traffic-15757878

The 10 worst primary schools in Surrey according to The Real Schools Guide 2019

Our guide aims to paint a far more comprehensive picture than traditional league tables

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/10-worst-primary-schools-surrey-15688098

Surrey's 10 best pubs in 2019 according to TripAdvisor

We looked at the ratings for pubs across the county based on customer reviews on TripAdvisor

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/surreys-10-best-pubs-2019-15728134

Ice and fog set to blast Surrey as Met Office issue another yellow weather warning

Areas of freezing fog will form tonight and will be slow to clear tomorrow morning

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/ice-fog-set-blast-surrey-15756188

Surrey recycling centre closures put on hold as council agrees to look at other options

Recycling centres in Dorking, Cranleigh, Warlingham and Bagshot will not be closing in April

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/surrey-recycling-centre-closures-put-15756447

Horley social club makes eye-watering discovery in alleyway by back door

*Warning* article contains content of an adult nature

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/horley-social-club-makes-eye-15754085

Man charged with attempted murder after teenage boy shot in Witley

A Thursley man is due to appear in court next month

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/man-charged-attempted-murder-after-15754820

Some people begging for money in Walton 'not homeless or in need' according to police

One male was talking on his mobile phone when he was removed from the area by officers

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/people-begging-money-walton-not-15753917

What is a keyword strategy?

To get traffic, you need people willing to visit your site. To get them to visit your site, you need to know what they are looking for, which words they use and what type of content would fit their intent best. In short, you need a keyword strategy. In this SEO Basics article, we’ll take a brief look at what keyword strategy is and how it goes hand in hand with keyword research.

What is keyword strategy?

While many simply talk about doing keyword research to find out what terms you should use, what you do after that is just as important: this is your keyword strategy. A keyword strategy contains every decision you take based upon your findings in your keyword research project, whether it’s about the content you’re planning to write or how you are going to track the results in Analytics. Keyword strategy is about how you want to target those keywords, now and in the future. 

Read our ultimate guide to keyword research for SEO for an all-encompassing overview of all things keyword research. In addition, we have online training on keyword research as well.

A keyword strategy forms when looking at yourself and your environment

You need to have plenty of insights if you want to make informed decisions about your keyword strategy. Start by thoroughly investigating yourself, your product and your competitors.

Looking at yourself

A good keyword strategy starts with looking at yourself and your business. What are you doing and why? What are your goals? What’s your uniqueness in this world? What is the message you want to send? How’s your branding? Why would anyone want to visit your site? Better insights lead to a better understanding of what you want to achieve as to not waste resources. There’s no use focusing on the wrong things.

Looking at search intent

After you’ve fleshed out your uniqueness, it’s time to look at how. Search intent is the why behind the search that should lead to your site. Do you know your audience? Are people only looking for information or are they willing to buy stuff as well? Are there ways for you to target specific intents with focused content to influence this?

Looking at words

Words are at the center of everything. By doing keyword research, you should get great insights into the words people use to find what they are looking for. Now, you need to produce user-oriented content that fits their intent and goals perfectly. 

Looking at competition

While writing up your keyword strategy you need to take a good look at your competitors. What are they doing? How well are they ranking for terms you’d like to attack? What kind of content do they have? Are there ways for you to improve on that? Have you thought about looking at the long tail?

Looking at the search engines itself

Of course, while looking at your competitors, you’ll often use search engines to see how they are doing. Doing these types of searches can give you great insights into the strategy of your competitors. It also gives you a very good feel of what happens when you type in your main focus keyphrase. What’s the on-screen real estate like? Are there featured snippets you could target? Are there other types of rich results? Is there a local pack?

In some markets, if you track developments over time, you might see that search engines are increasingly giving answers that lead to no-click searches. Always keep an eye on search engines, but don’t go obsessing about every little algorithm update.

Looking at data

Of course, analyzing data plays a big role in the success of your keyword strategy. Both before and after, Google Analytics provides invaluable insights into the performance of your site. Even Google Search Console can give a lot of stuff to think about and opportunities to pursue!

How are you targeting your keywords?

Checking your analytics regularly to keep track of your SEO performance is incredibly important, but can’t have performance without content tailored to the specific needs and goals of your strategy. If you’ve ran through all the steps and did a thorough keyword research, you should have an idea of what you should target and how you should do that. You can use these insights to create the content you need to make a success of your strategy. There’s a lot you can do:

• Make landing pages
• Create specific types of content for the different search intents
• Maybe make specific content to get featured snippets
• Or maybe voice search is something that might fit your strategy?
• Or apps?
• Video?
• Something else entirely?

Many roads lead to Rome, but some roads are more difficult than others. You could say that you get to Rome fastest via the highway, but there you might run into a traffic jam because everyone wants to take that route. Sometimes, it’s better to take that rarely traveled mountain pass — the results might wow you!

Update your keyword strategy

On the way, there’s a lot that can happen and your keyword strategy should take that into account. Regularly re-evaluate your keyword strategy. Have there been significant changes in the world around you that need to be assessed? It might be that your users’ language changed or that a new competitor is gobbling up market share. Keep an eye on things and adjust where necessary!

The post What is a keyword strategy? appeared first on Yoast.

from Yoast • SEO for everyone https://yoast.com/what-is-a-keyword-strategy/

Three men wanted by police after Woodhatch stabbing leaves teenager with 'serious injuries'

An 18-year-old man from Redhill was taken to hospital with serious, but not life threatening, injuries.

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/stabbing-woodhatch-reigate-surrey-police-15754296

Appeal to find Horley man, 27, wanted on recall to prison

Police say he is believed to have links to the Horley and Crawley areas

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/appeal-find-horley-man-27-15754356

Felling ash trees in Norbury Park right thing to do to protect public, says council

A number of trees are infected with ash dieback which can make trees brittle and prone to falling

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/felling-ash-trees-norbury-park-15753899

Police officers assaulted at Guildford train station after reports of man 'being aggressive'

British Transport Police said the assaulted officers went on to help a man struck by a train at Woking station on the same day

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/police-officers-assaulted-guildford-train-15752715

Benidorm cast is in Woking performing in a stage version of the ITV sitcom

Writer of the TV series Derren Litten said the stage show is a "long lasting dream come true"

from Surrey Live - News https://www.getsurrey.co.uk/whats-on/comedy-news/benidorm-cast-woking-performing-stage-15745978

Man jailed for 14 more months for stealing bikes worth nearly £10,000 in Oxted

Ricky Clair said he was in Oxted for a party and did not remember all the events of the night

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/man-jailed-14-more-months-15744810

Surrey councillor 'fully committed' to maintaining controversial countryside car parking charges

Cllr Mike Goodman said he was “fully committed” to keeping the charges and that the revenue was already “doing something for the environment”

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/surrey-councillor-fully-committed-maintaining-15752762

No 'immediate plans' to rebuild Lakers Youth Centre two years after devastating fire

The mayor of the borough has branded the decision "disappointing"

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/no-immediate-plans-rebuild-lakers-15752668

Pupils regularly hurt staff at 'dangerous' Wey House School, damning Ofsted report finds

Inspectors found some pupils had not attended the school for more than a year and staff did not act on safeguarding concerns

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/pupils-regularly-hurt-staff-dangerous-15745792

£750,000 facelift for Horley town centre to encourage alfresco dining and public events

Cash to rejuvenate the pedestrian precinct put aside in 2008 is finally being spent

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/750000-facelift-horley-town-centre-15742880

Video shows diseased trees being felled in Norbury Park as campaigners question scale of removal

Heavy machinery is being used by Surrey Wildlife Trust to cut down diseased ash trees and those at risk of contamination     

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/video-shows-diseased-trees-being-15729011

The best primary schools in Surrey according to the 2019 Real Schools Guide

More than 200 primary schools across Surrey have been rated in the guide

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/best-primary-schools-surrey-according-15748675

B2B Local Search Marketing: A Guide to Hidden Opportunity

Posted by MiriamEllis

Is a local business you’re marketing missing out on a host of B2B opportunities? Do B2B brands even qualify for local SEO?

If I say “B2B” and you think “tech,” then you’re having the same problem I was finding reliable information about local search marketing for business-to-business models. While it’s true that SaaS companies like Moz, MailChimp, and Hootsuite are businesses which vend to other businesses, their transactions are primarily digital. These may be the types of companies that make best-of B2B lists, but today let’s explore another realm in which a physical business you promote is eligible to be marketed both locally and as a B2B.

Let’s determine your eligibility, find your B2B opportunities, identify tips specific to your business model, analyze an outreach email, explore your content with a checklist, and find an advantage for you in today’s article.

Seeing how Google sees you

First to determine whether Google would view your brand as a local business, answer these two questions:

1. Does the business I’m marketing have a physical location that’s accessible to the public? This can’t be a PO Box or virtual office. It must be a real-world address.
2. Does the business I’m marketing interact face-to-face with its customers?

If you answered “yes” to both questions, continue, because you’ve just met Google’s local business guidelines.

Seeing your B2B opportunity

Next, determine if there’s a component of your business that already serves or could be created to serve other businesses.

Not totally sure? Let’s look at Google’s categories.

Out of the 2,395 Google My Business Categories listed here, there are at least 1,270 categories applicable to B2B companies. These include companies that are by nature B2B (wholesalers, suppliers) and companies that are B2C but could have a B2B offering (restaurants, event sites). In other words, more than half of Google’s categories signal to B2B-friendly companies that local marketing is an opportunity.

Let’s look at some major groups of categories and see how they could be fine-tuned to serve executive needs instead of only consumer needs:

Food establishments (restaurants, cafes, food trucks, caterers, etc.) can create relationships with nearby employers by offering business lunch specials, delivery, corporate catering, banquet rooms, and related B2B services. This can work especially well for restaurants located in large business districts, but almost any food-related business could create a corporate offering that incentivizes loyalty.

Major attractions (museums, amusements, cultural centers, sports centers, etc.) can create corporate packages for local employers seeking fun group activities. Brands looking to reduce implicit bias may be especially interested in interacting with cultural groups and events.

Professional services (realty, financial, printing, consulting, tech, etc.) can be geared towards corporate needs as well as individuals. A realtor can sell commercial properties. A printer can create business signage. A computer repair shop can service offices.

Personal services (counseling, wellness, fitness, skill training, etc.) can become corporate services when employers bring in outside experts to improve company morale, education, or well-being.

Home services (carpet cleaning, landscaping, plumbing, contracting, security, etc.) can become commercial services when offered to other businesses. Office buildings need design, remodeling, and construction and many have lounges, kitchens, restrooms, and grounds that need janitorial and upkeep services. Many retailers need these services, too.

Entertainers (comedians, musicians, DJs, performance troupes, etc.) can move beyond private events to corporate ones with special package offerings. Many brands have days where children, family members, and even pets are welcomed to the workplace, and special activities are planned.

Retailers (clothing, gifts, equipment, furniture, etc.) can find numerous ways to supply businesses with gear, swag, electronics, furnishings, gift baskets, uniforms, and other necessities. For example, a kitchen store could vend breakfast china to a B&B, or an electronics store could offer special pricing for a purchase of new computers for an office.

Transportation and travel services (auto sales and maintenance, auto rentals, travel agencies, tour guides, charging stations, etc.) can create special packages for businesses. A car dealer could sell a fleet of vehicles to a food delivery service, or a garage could offer special pricing for maintaining food trucks. A travel agency could manage business trips.

As you can see, the possibilities are substantial, and this is all apart from businesses that are classic B2B models, like manufacturers, suppliers, and wholesalers who also have physical premises and meet face-to-face with their clients. See if you’ve been missing out on a lucrative opportunity by examining the following spreadsheet of every Google My Business Category I could find that is either straight-up B2B or could create a B2B offering:

See local B2B categories

The business I’m marketing qualifies. What’s next?

See which of these two groups you belong to: either a B2B company that hasn’t been doing local SEO, or a local business that hasn’t created a B2B offering yet. Then follow the set of foundational tips specific to your scenario.

If you’re marketing a B2B company that hasn’t been doing local SEO:

1. Know that the goal of local SEO is to make you as visible as possible online to any neighbor searching for what you offer so that you can win as many transactions as possible.
2. Read the Guidelines for Representing your business on Google to be 100% sure your business qualifies and to familiarize yourself with Google’s rules. Google is the dominant player in local search.
3. Make sure your complete, accurate name, address, and phone number is included in the footer of your website and on the Contact Us page. If you have multiple locations, create a unique page on your website for each location, complete with its full contact information and useful text for website visitors. Make each of these pages as unique and persuasive as possible.
4. Be sure the content on your website thoroughly describes your goods and services, and makes compelling offers about the value of choosing you.
5. Make sure your website is friendly to mobile users. If you’re not sure, test it using Google’s free mobile-friendly test.
6. Create a Google My Business profile for your business if you don’t already have one so that you can work towards ranking well in Google’s local results. If you do have a profile, be sure it is claimed, accurate, guideline-compliant and fully filled out. This cheat sheet guide explains all of the common components that can show up in your Google Business Profile when people search for your company by name.
7. Do a free check of the health of your other major local business listings on Moz Check Listing. Correct errors and duplicate listings manually, or to save time and enable ongoing monitoring, purchase Moz Local so that it can do the work for you. Accurate local business listings support good local rankings and prevent customers from being misdirected and inconvenience.
8. Ask for, monitor, and respond to all of your Google reviews to improve customer satisfaction and build a strong, lucrative reputation. Read the guidelines of any other platform (like Yelp or TripAdvisor) to know what is allowed in terms of review management.
9. Build real-world relationships within the community you serve and explore them for opportunities to earn relevant links to your website. Strong, sensible links can help you increase both your organic and local search engine rankings. Join local business organizations and become a community advocate.
10. Be as accessible as possible via social media, sharing with your community online in the places they typically socialize. Emphasize communication rather than selling in this environment.

If you’re marketing a local business that hasn’t created a B2B offering yet:

1. Research your neighborhood and your community to determine what kinds of businesses are present around you. If you’re not sure, reach out to your local Chamber of Commerce or a local business association like AMIBA to see if they have data they can share with you. Doing searches like “Human Resources Event Seattle” or “People Ops Event Seattle” can bring up results like this one naming some key companies and staffers.
2. Document your research. Create a spreadsheet with a column for why you feel a specific business might be a good fit for your service, and another column for their contact information.See if you can turn up direct contact info for the HR or People Ops team. Phone the business, if necessary, to acquire this information.
3. Now, based on what you’ve learned, brainstorm an offering that might be appealing to this audience. Remember, you’re trying to entice other business owners and their staff with something that’s special for them and meets their needs..
4. Next, write out your offering in as few words at possible, including all salient points (who you are, what you offer, why it solves a problem the business is likely to have, available proof of problem-solving, price range, a nice request to discuss further, and your complete contact info). Keep it short to respect how busy recipients are.
5. Depending on your resources, plan outreach in manageable batches and keep track of outcomes.
6. Be sure all of your online local SEO is representing you well, with the understanding that anyone seriously considering your offer is likely to check you out on the web. Be sure you’ve created a page on the site for your B2B offer. Be sure your website is navigable, optimized and persuasive, with clear contact information, and that your local business listings are accurate and thorough — hopefully with an abundance of good reviews to which you’ve gratefully responded.
7. Now, begin outreach. In many cases this will be via email, using the text you’ve created, but if you’ve determined that an in-person visit is a better approach, invest a little in having your offer printed nicely so that you can give it to the staff at the place of business. Make the best impression you possibly can as a salesperson for your product.
8. Give a reasonable amount of time for the business to review and decide on your offer. If you don’t hear back, follow up once. Ideally, you’re hoping for a reply with a request for more info. If you hear nothing in response to your follow-up, move on, as silence from the business is a signal of disinterest. Make note of the dates you outreached and try again after some time goes by, as things may have changed at the business by then. Do, however, avoid aggressive outreach as your business will appear to be spamming potential clients instead of helping them.

As indicated, these are foundational steps for both groups — the beginnings of your strategy rather than the ultimate lengths you may need to go to for your efforts to fully pay off. The amount of work you need to do depends largely on the level of your local competition.

B2B tips from Moz’s own Team Happy

Moz’s People Ops team is called Team Happy, and these wonderful folks handle everything from event and travel planning, to gift giving, to making sure people’s parking needs are met. Team Happy is responsible for creating an exceptional, fun, generous environment that functions smoothly for all Mozzers and visitors.

I asked Team Happy Manager of Operations, Ashlie Daulton, to share some tips for crafting successful B2B outreach when approaching a business like Moz. Ashlie explains:

• We get lots of inquiry emails. Do some research into our company, help us see what we can benefit from, and how we can fit it in. We don't accept every offer, but we try to stay open to exploring whether it's a good fit for the office.
• The more information we can get up front, the better! We are super busy in our day-to-day and we can get a lot of spam sometimes, so it can be hard to take vague email outreach seriously and not chalk it up to more spam. Be real, be direct in your outreach. Keeping it more person-to-person and less "sales pitchy" is usually key.
• If we can get most of the information we need first, research the website/offers, and communicate our questions through emails until we feel a call is a good next step, that usually makes a good impression.

Finally, Ashlie let me know that her team comes to decisions thoughtfully, as will the People Ops folks at any reputable company. If your B2B outreach doesn’t meet with acceptance from a particular company, it would be a waste of your time and theirs to keep contacting them.

However, as mentioned above, a refusal one year doesn’t mean there couldn’t be opportunity at a later date if the company’s needs or your offer change to be a better fit. You may need to go through some refinements over the years, based on the feedback you receive and analyze, until you’ve got an offer that’s truly irresistible.

A sample B2B outreach email

“La práctica hace al maestro.”
- Proverb

Practice makes perfect. Let’s do an exercise together in which we imagine ourselves running an awesome Oaxacan restaurant in Seattle that wants to grow the B2B side of our business. Let’s hypothesize that we’ve decided Moz would be a perfect client, and we’ve spent some time on the web learning about them. We’ve looked at their website, their blog, and have read some third-party news about the company.

We found an email address for Team Happy and we’ve crafted our outreach email. What follows is that email + Ashlie’s honest, summarized feedback to me (detailed below) about how our fictitious outreach would strike her team:

Good morning, Team Happy!

When was the last time Moz's hardworking staff was treated to tacos made from grandmother's own authentic recipe? I'm your neighbor Jose Morales, co-owner with my abuela of Tacos Morales, just down the street from you. Our Oaxacan-style Mexican food is:

- Locally sourced and prepared with love in our zero-waste kitchen
- 100% organic (better for Mozzers' brains and happiness!) with traditional, vegan, and gluten-free options
- $6–$9 per plate

We know you have to feed tons of techies sometimes, and we can effortlessly cater meals of up to 500 Mozzers. The folks at another neighboring company, Zillow, say this about our beautiful food:

"The best handmade tortillas we've ever had. Just the right portions to feel full, but not bogged down for the afternoon's workload. Perfect for corporate lunches and magically scrumptious!"

May I bring over a complimentary taco basket for a few of your teammates to try? Check out our menu here and please let me know if there would be a good day for you to sample the very best of Taco Morales. Thank you for your kind consideration and I hope I get the chance to personally make Team Happy even happier!

Your neighbors,
Jose y Lupita Morales
Tacos Morales
www.tacosmorales.com
222 2nd Street, Seattle – (206) 111-1111

Why this email works:

• We're an inclusive office, so the various dietary options catch our eye. Knowing price helps us decide if it's a good fit for our budget.
• The reference to tech feels personalized — they know our team and who we work with.
• It's great to know they can handle some larger events!
• It instills trust to see a quote from a nearby, familiar company.
• Samples are a nice way to get to know the product/service and how it feels to work with the B2B company.
• The menu link, website link, and contact info ensure that we can do our own exploring to help us make a decision.

As the above outreach illustrates, Team Happy was most impressed by the elements of our sample email that provided key information about variety, price and capacity, useful links and contact data, trust signals in the form of a review from a well-known client, and a one-on-one personalized message.

Your business is unique, and the precise tone of your email will match both your company culture and the sensibilities of your potential clients. Regardless of industry, studying the above communication will give you some cues for creating your own from the viewpoint of speaking personally to another business with their needs in mind. Why not practice writing an email of your own today, then run it past an unbiased acquaintance to ask if it would persuade them to reply?

A checklist to guide your website content

Your site content speaks for you when a potential client wants to research you further before communicating one-on-one. Why invest both budget and heart in what you publish? Because 94% of B2B buyers reportedly conduct online investigation before purchasing a business solution. Unfortunately, the same study indicates that only 37% of these buyers are satisfied with the level of information provided by suppliers’ websites. Do you see a disconnect here?

Let’s look at the key landing pages of your website today and see how many of these boxes you can check off:

My content tells potential clients...

☑ What my business name, addresses, phone numbers, fax number, email addresses, driving directions, mapped locations, social and review profiles are

☑ What my products and services are and why they meet clients’ needs

☑ The complete details of my special offers for B2B clients, including my capacity for fulfillment

☑ What my pricing is like, so that I’m getting leads from qualified clients without wasting anyone’s time

☑ What my USP is — what makes my selling proposition unique and a better choice than my local competitors

☑ What my role is as a beneficial member of the local business community and the human community, including my professional relationships, philanthropy, sustainable practices, accreditations, awards, and other points of pride

☑ What others say about my company, including reviews and testimonials

☑ What my clients’ rights and guarantees are

☑ What value I place on my clients, via the quality, usefulness, and usability of my website and its content

If you found your content lacking any of these checklist elements, budget to build them. If writing is not your strong suit and your company isn’t large enough to have an in-house content team, hire help. A really good copywriter will partner up to tell the story of your business while also accurately portraying its unique voice. Expect to be deeply interviewed so that a rich narrative can emerge.

In sum, you want your website to be doing the talking for you 24 hours a day so that every question a potential B2B client has can be confidently answered, prompting the next step of personal outreach.

How to find your B2B advantage

Earlier, we spoke of the research you’ll do to analyze the business community you could be serving with your B2B offerings, and we covered how to be sure you’ve got the local digital marketing basics in place to showcase what you do on the web. Depending on your market, you could find that investment in either direction could represent an opportunity many of your competitors have overlooked.

For an even greater advantage, though, let’s look directly at your competitors. You can research them by:

1. Visiting their websites to understand their services, products, pricing, hours, capacity, USP, etc.
2. Visiting their physical premises, making inquiries by phone, or (if possible) making a purchase of their products/services to see how you like them and if there’s anything that could be done better
3. Reading their negative reviews to see what their customers complain about
4. Looking them up on social media, again to see what customers say and how the brand handles complaints
5. Reading both positive and negative media coverage of the brand

Do you see any gaps? If you can dare to be different and fill them, you will have identified an important advantage. Perhaps you’ll be the only:

• Commercial cleaning company in town that specializes in servicing the pet-friendly hospitality market
• Restaurant offering a particular type of cuisine at scale
• Major attraction with appealing discounts for large groups
• Commercial printer open late at night for rush jobs
• Yoga instructor specializing in reducing work-related stress/injuries

And if your city is large and highly competitive and there aren’t glaring gaps in available services, try to find a gap in service quality. Maybe there are several computer repair shops, but yours is the only one that works weekends. Maybe there are a multitude of travel agents, but your eco-tourism packages for corporations have won major awards. Maybe yours is just one of 400+ Chinese restaurants in San Francisco, but the only one to throw in a free bag of MeeMee’s sesame and almond cookies (a fortune cookie differentiator!) with every office delivery, giving a little uplift to hardworking staff.

Find your differentiator, put it in writing, put it to the fore of your sales process. And engineer it into consumer-centric language, so that hard candy buttons with chocolate inside them become the USP that “melts in your mouth, not in your hands,” solving a discovered pain point or need.

B2B marketing boils down to service

“No one is useless in this world who lightens the burdens of another.”
- Charles Dickens

We’re all in business to serve. We’re all helpers. At Moz, we make SEO easier for digital and local companies. At your brand, _________?

However you fill in that blank, you're in the business of service. Whether you’re marketing a B2B that’s awakening to the need to invest in local SEO or a B2C on the verge of debuting your new business-to-business offering, your project boils down to the simple question,

“How can I help?”

Looking thoughtfully into your brand’s untapped capacities to serve your community, coupled with an authentic desire to help, is the best groundwork you can lay at the starting point for satisfaction at the finish line.

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/9375/11025857

Thousands of police investigations closed within 24 hours in Surrey including burglary and arson

Investigations into serious offences including burglary, theft and arson were among those closed within 24 hours of being reported

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/thousands-police-investigations-closed-within-15734046

Guildford's Stoke Park crocodile will be difficult to replace after 'mindless vandalism', council say

The crocodile, which has stood in the park for decades, was targeted by vandals earlier this month

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/guildfords-stoke-park-crocodile-difficult-15748001

Guildford man became 'shaky and teary' when caught with bags of cannabis sealed in underwear

Joshua Smith-Stroud was given a community order after being arrested for possession with intent to supply cannabis

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/guildford-man-became-shaky-teary-15746758

Leatherhead's Barton's Bookshop to close as owner plans world travel and tinkering with Austin 7

Peter Snell said he would still be involved in Leatherhead life when the shop closes next month

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/leatherheads-bartons-bookshop-close-owner-15746842

Open source design: claiming ownership over design conventions

Surrey County Council's former chairman breached code of conduct over 'outdated' comments, panel finds

Councillor Peter Martin resigned as chairman over comments made in a job interview

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/surrey-county-councils-former-chairman-15747921

Man in 20s seriously injured after being hit by train and trapped underneath it at Woking station

The man, in his 20s, was taken to St George's Hospital in Tooting following the incident at Woking railway station

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/man-hit-train-woking-station-15746567

MORE snow and ice weather warnings issued for Surrey this week

The Met Office has issued further warnings for later in the week

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/more-snow-ice-weather-warnings-15747064

Travellers move into Guildford Spectrum leisure centre car park

There are around eight caravans at the site

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/travellers-move-guildford-spectrum-car-15746063

Man killed by 'sucker punch' which caused him to hit head on pavement, court hears

Boe Raishbrook is on trial at Guildford Crown Court charged with manslaughter in connection with a fight in Epsom

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/man-killed-sucker-punch-caused-15745069

Chiddingfold Surgery to relocate to Milford Hospital after fire destroyed building earlier this month

Over the past two weeks, NHS Property Services have been busy refurbishing Cedar Ward at Milford Hospital ready for use by Chiddingfold Surgery

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/chiddingfold-surgery-relocate-milford-hospital-15745739

130-year-old Redhill and Reigate Golf Club to close because it is 'financially unviable'

Reigate and Banstead Borough Council says the land will now be maintained as common land

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/130-year-old-redhill-reigate-15745166

£30 million plan to upgrade M25 Junction 6 and A22 Felbridge traffic light junction

Tandridge District Council says it is seeking funding for the upgrades as part of its 4,000-home South Godstone garden village proposal

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/30-million-plan-upgrade-m25-15745047

Network Rail says it hasn't even discussed Godstone station revamp with council despite authority's claim

Tandridge District Council claimed it has had "regular meetings" with Network Rail in connection with the South Godstone garden village proposal

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/network-rail-says-hasnt-even-15734057

Morrisons launch £10 family meal deal in its cafés

All this week, a family of four can eat out for £10 at Morrisons cafés

from Surrey Live - News https://www.getsurrey.co.uk/whats-on/food-drink-news/morrisons-launch-10-family-meal-15742169

More Gutenberg integrations, eCommerce solutions and an updated Roadmap

Today’s edition of my roundup consists of lots of little interesting bits and updates. It’s been a relatively quiet week, as far as news from the WordPress Community is concerned. But that doesn’t mean there’s nothing to share! Let’s talk some more about Gutenberg integrations and eCommerce solutions!

More Gutenberg integrations

In my previous Roundup, I listed a couple of interesting Gutenberg related solutions, and quite a few people reached out to me privately that they’d like to see this more often.

MathML Block

So, with that in mind, I’d like to share Adam Silverstein’s MathML block for Gutenberg. This Gutenberg block uses MathJax to render MathML formulas in the editor and on the front end of a website. It’s a niche plugin, for sure, but a very cool one for those of us that need to display fancy math formulas on our sites.

CoBlocks

You may think that Gutenberg isn’t quite ready yet for building full web pages, but Rich Tabor suggests otherwise. With more than a dozen custom blocks already available in his CoBlocks plugin, the addition of Row and Columns blocks takes things to the next level. You can now add one, two, three, or four column block areas and, with that, start crafting beautiful web pages within the block editor.

WordPress Roadmap

As you may have read in my previous Roundup, Joost took on a new role for the WordPress Project as Marketing & Communications Lead of WordPress. One of the first things he managed to get done in his new role is a much-needed update to the WordPress Roadmap. If you have never read it, now would be a good time, as it now clearly lists the 9 priorities for 2019.

WordPress and eCommerce

Extending your WordPress site with an eCommerce plugin nowadays is quite easy to do. Especially with one of the two largest eCommerce solutions out there for WordPress: EDD and WooCommerce. And even though there’s very little you cannot do with either of those two plugins, there’s always room for more options. One of the companies seeing room for improvement is BigCommerce. They’ve been around for a while, but recent updates to their plugin make their solution more interesting. Check out their recent announcement post to see what makes them stand out.

Bonus read

There’s one more thing I’d like to share. I came across an interview with Ernst Pfauth that I’d like to share with you. Even though this only slightly touches WordPress, I do think you’ll find it interesting. Ernst is co-founder and CEO of The Correspondent. And no, that’s not built on WordPress, but Ernst did start using WordPress back in 2006. The interview, over at our friends from Post Status, has lots of great insights that I think are also relevant for our WordPress world.

The post More Gutenberg integrations, eCommerce solutions and an updated Roadmap appeared first on Yoast.

from Yoast • SEO for everyone https://yoast.com/gutenberg-integrations-ecommerce-solutions-and-updated-roadmap/

Rewriting the Beginner's Guide to SEO, Chapter 6: Link Building & Establishing Authority

Posted by BritneyMuller

In Chapter 6 of the new Beginner's Guide to SEO, we'll be covering the dos and don'ts of link building and ways your site can build its authority. If you missed them, we've got the drafts of our outline, Chapter One, Chapter Two, Chapter Three, Chapter Four, and Chapter Five for your reading pleasure. Be sure to let us know what you think of Chapter 6 in the comments!

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Chapter 6: Link Building & Establishing Authority

Turn up the volume.

You've created content that people are searching for, that answers their questions, and that search engines can understand, but those qualities alone don't mean it'll rank. To outrank the rest of the sites with those qualities, you have to establish authority. That can be accomplished by earning links from authoritative websites, building your brand, and nurturing an audience who will help amplify your content.

Google has confirmed that links and quality content (which we covered back in Chapter 4) are two of the three most important ranking factors for SEO. Trustworthy sites tend to link to other trustworthy sites, and spammy sites tend to link to other spammy sites. But what is a link, exactly? How do you go about earning them from other websites? Let's start with the basics.

What are links?

Inbound links, also known as backlinks or external links, are HTML hyperlinks that point from one website to another. They're the currency of the Internet, as they act a lot like real-life reputation. If you went on vacation and asked three people (all completely unrelated to one another) what the best coffee shop in town was, and they all said, "Cuppa Joe on Main Street," you would feel confident that Cuppa Joe is indeed the best coffee place in town. Links do that for search engines.

Since the late 1990s, search engines have treated links as votes for popularity and importance on the web.

Internal links, or links that connect internal pages of the same domain, work very similarly for your website. A high amount of internal links pointing to a particular page on your site will provide a signal to Google that the page is important, so long as it's done naturally and not in a spammy way.

The engines themselves have refined the way they view links, now using algorithms to evaluate sites and pages based on the links they find. But what's in those algorithms? How do the engines evaluate all those links? It all starts with the concept of E-A-T.

You are what you E-A-T

Google's Search Quality Rater Guidelines put a great deal of importance on the concept of E-A-T — an acronym for expert, authoritative, and trustworthy. Sites that don't display these characteristics tend to be seen as lower-quality in the eyes of the engines, while those that do are subsequently rewarded. E-A-T is becoming more and more important as search evolves and increases the importance of solving for user intent.

Creating a site that's considered expert, authoritative, and trustworthy should be your guiding light as you practice SEO. Not only will it simply result in a better site, but it's future-proof. After all, providing great value to searchers is what Google itself is trying to do.

E-A-T and links to your site

The more popular and important a site is, the more weight the links from that site carry. A site like Wikipedia, for example, has thousands of diverse sites linking to it. This indicates it provides lots of expertise, has cultivated authority, and is trusted among those other sites.

To earn trust and authority with search engines, you'll need links from websites that display the qualities of E-A-T. These don't have to be Wikipedia-level sites, but they should provide searchers with credible, trustworthy content.

• Tip: Moz has proprietary metrics to help you determine how authoritative a site is: Domain Authority, Page Authority, and Spam Score. In general, you'll want links from sites with a higher Domain Authority than your sites.

Followed vs. nofollowed links

Remember how links act as votes? The rel=nofollow attribute (pronounced as two words, "no follow") allows you to link to a resource while removing your "vote" for search engine purposes.

Just like it sounds, "nofollow" tells search engines not to follow the link. Some engines still follow them simply to discover new pages, but these links don't pass link equity (the "votes of popularity" we talked about above), so they can be useful in situations where a page is either linking to an untrustworthy source or was paid for or created by the owner of the destination page (making it an unnatural link).

Say, for example, you write a post about link building practices, and want to call out an example of poor, spammy link building. You could link to the offending site without signaling to Google that you trust it.

Standard links (ones that haven't had nofollow added) look like this:

<a href="https://moz.com">I love Moz</a>

Nofollow link markup looks like this:

<a href="https://moz.com" rel="nofollow">I love Moz</a>

If follow links pass all the link equity, shouldn't that mean you want only follow links? Not necessarily. Think about all the legitimate places you can create links to your own website: a Facebook profile, a Yelp page, a Twitter account, etc. These are all natural places to add links to your website, but they shouldn't count as votes for your website. (Setting up a Twitter profile with a link to your site isn't a vote from Twitter that they like your site.) It's natural for your site to have a balance between nofollowed and followed backlinks in its link profile (more on link profiles below). A nofollow link might not pass authority, but it could send valuable traffic to your site and even lead to future followed links.

• Tip: Use the MozBar extension for Google Chrome to highlight links on any page to find out whether they're nofollow or follow without ever having to view the source code!

Your link profile

Your link profile is an overall assessment of all the inbound links your site has earned: the total number of links, their quality (or spamminess), their diversity (is one site linking to you hundreds of times, or are hundreds of sites linking to you once?), and more. The state of your link profile helps search engines understand how your site relates to other sites on the Internet. There are various SEO tools that allow you to analyze your link profile and begin to understand its overall makeup.

How can I see which inbound links point to my website? Visit Moz Link Explorer and type in your site's URL. You'll be able to see how many and which websites are linking back to you.

What are the qualities of a healthy link profile?

When people began to learn about the power of links, they began manipulating them for their benefit. They'd find ways to gain artificial links just to increase their search engine rankings. While these dangerous tactics can sometimes work, they are against Google's terms of service and can get a website deindexed (removal of web pages or entire domains from search results). You should always try to maintain a healthy link profile.

A healthy link profile is one that indicates to search engines that you're earning your links and authority fairly. Just like you shouldn't lie, cheat, or steal, you should strive to ensure your link profile is honest and earned via your hard work.

Links are earned or editorially placed

Editorial links are links added naturally by sites and pages that want to link to your website.

The foundation of acquiring earned links is almost always through creating high-quality content that people genuinely wish to reference. This is where creating 10X content (a way of describing extremely high-quality content) is essential! If you can provide the best and most interesting resource on the web, people will naturally link to it.

Naturally earned links require no specific action from you, other than the creation of worthy content and the ability to create awareness about it.

• Tip: Earned mentions are often unlinked! When websites are referring to your brand or a specific piece of content you've published, they will often mention it without linking to it. To find these earned mentions, use Moz's Fresh Web Explorer. You can then reach out to those publishers to see if they'll update those mentions with links.

Links are relevant and from topically similar websites

Links from websites within a topic-specific community are generally better than links from websites that aren't relevant to your site. If your website sells dog houses, a link from the Society of Dog Breeders matters much more than one from the Roller Skating Association. Additionally, links from topically irrelevant sources can send confusing signals to search engines regarding what your page is about.

• Tip: Linking domains don't have to match the topic of your page exactly, but they should be related. Avoid pursuing backlinks from sources that are completely off-topic; there are far better uses of your time.

Anchor text is descriptive and relevant, without being spammy

Anchor text helps tell Google what the topic of your page is about. If dozens of links point to a page with a variation of a word or phrase, the page has a higher likelihood of ranking well for those types of phrases. However, proceed with caution! Too many backlinks with the same anchor text could indicate to the search engines that you're trying to manipulate your site's ranking in search results.

Consider this. You ask ten separate friends at separate times how their day was going, and they each responded with the same phrase: "Great! I started my day by walking my dog, Peanut, and then had a picante beef Top Ramen for lunch." That's strange, and you'd be quite suspicious of your friends. The same goes for Google. Describing the content of the target page with the anchor text helps them understand what the page is about, but the same description over and over from multiple sources starts to look suspicious. Aim for relevance; avoid spam.

• Tip: Use the "Anchor Text" report in Moz's Link Explorer to see what anchor text other websites are using to link to your content.

Links send qualified traffic to your site

Link building should never be solely about search engine rankings. Esteemed SEO and link building thought leader Eric Ward used to say that you should build your links as though Google might disappear tomorrow. In essence, you should focus on acquiring links that will bring qualified traffic to your website — another reason why it's important to acquire links from relevant websites whose audience would find value in your site, as well.

• Tip: Use the "Referral Traffic" report in Google Analytics to evaluate websites that are currently sending you traffic. How can you continue to build relationships with similar types of websites?

Link building don'ts & things to avoid

Spammy link profiles are just that: full of links built in unnatural, sneaky, or otherwise low-quality ways. Practices like buying links or engaging in a link exchange might seem like the easy way out, but doing so is dangerous and could put all of your hard work at risk. Google penalizes sites with spammy link profiles, so don't give in to temptation.

A guiding principle for your link building efforts is to never try to manipulate a site's ranking in search results. But isn't that the entire goal of SEO? To increase a site's ranking in search results? And herein lies the confusion. Google wants you to earn links, not build them, but the line between the two is often blurry. To avoid penalties for unnatural links (known as "link spam"), Google has made clear what should be avoided.

Purchased links

Google and Bing both seek to discount the influence of paid links in their organic search results. While a search engine can't know which links were earned vs. paid for from viewing the link itself, there are clues it uses to detect patterns that indicate foul play. Websites caught buying or selling followed links risk severe penalties that will severely drop their rankings. (By the way, exchanging goods or services for a link is also a form of payment and qualifies as buying links.)

Link exchanges / reciprocal linking

If you've ever received a "you link to me and I'll link you you" email from someone you have no affiliation with, you've been targeted for a link exchange. Google's quality guidelines caution against "excessive" link exchange and similar partner programs conducted exclusively for the sake of cross-linking, so there is some indication that this type of exchange on a smaller scale might not trigger any link spam alarms.

It is acceptable, and even valuable, to link to people you work with, partner with, or have some other affiliation with and have them link back to you.

It's the exchange of links at mass scale with unaffiliated sites that can warrant penalties.

Low-quality directory links

These used to be a popular source of manipulation. A large number of pay-for-placement web directories exist to serve this market and pass themselves off as legitimate, with varying degrees of success. These types of sites tend to look very similar, with large lists of websites and their descriptions (typically, the site's critical keyword is used as the anchor text to link back to the submittor's site).

There are many more manipulative link building tactics that search engines have identified. In most cases, they have found algorithmic methods for reducing their impact. As new spam systems emerge, engineers will continue to fight them with targeted algorithms, human reviews, and the collection of spam reports from webmasters and SEOs. By and large, it isn't worth finding ways around them.

If your site does get a manual penalty, there are steps you can take to get it lifted.

How to build high-quality backlinks

Link building comes in many shapes and sizes, but one thing is always true: link campaigns should always match your unique goals. With that said, there are some popular methods that tend to work well for most campaigns. This is not an exhaustive list, so visit Moz's blog posts on link building for more detail on this topic.

Find customer and partner links

If you have partners you work with regularly, or loyal customers that love your brand, there are ways to earn links from them with relative ease. You might send out partnership badges (graphic icons that signify mutual respect), or offer to write up testimonials of their products. Both of those offer things they can display on their website along with links back to you.

Publish a blog

This content and link building strategy is so popular and valuable that it's one of the few recommended personally by the engineers at Google. Blogs have the unique ability to contribute fresh material on a consistent basis, generate conversations across the web, and earn listings and links from other blogs.

Careful, though — you should avoid low-quality guest posting just for the sake of link building. Google has advised against this and your energy is better spent elsewhere.

Create unique resources

Creating unique, high quality resources is no easy task, but it's well worth the effort. High quality content that is promoted in the right ways can be widely shared. It can help to create pieces that have the following traits:

• Elicits strong emotions (joy, sadness, etc.)
• Something new, or at least communicated in a new way
• Visually appealing
• Addresses a timely need or interest
• Location-specific (example: the most searched-for halloween costumes by state).

Creating a resource like this is a great way to attract a lot of links with one page. You could also create a highly-specific resource — without as broad of an appeal — that targeted a handful of websites. You might see a higher rate of success, but that approach isn't as scalable.

Users who see this kind of unique content often want to share it with friends, and bloggers/tech-savvy webmasters who see it will often do so through links. These high quality, editorially earned votes are invaluable to building trust, authority, and rankings potential.

Build resource pages

Resource pages are a great way to build links. However, to find them you'll want to know some Advanced Google operators to make discovering them a bit easier.

For example, if you were doing link building for a company that made pots and pans, you could search for: cooking intitle:"resources" and see which pages might be good link targets.

This can also give you great ideas for content creation — just think about which types of resources you could create that these pages would all like to reference/link to.

Get involved in your local community

For a local business (one that meets its customers in person), community outreach can result in some of the most valuable and influential links.

• Engage in sponsorships and scholarships.
• Host or participate in community events, seminars, workshops, and organizations.
• Donate to worthy local causes and join local business associations.
• Post jobs and offer internships.
• Promote loyalty programs.
• Run a local competition.
• Develop real-world relationships with related local businesses to discover how you can team up to improve the health of your local economy.

All of these smart and authentic strategies provide good local link opportunities.

Refurbish top content

You likely already know which of your site's content earns the most traffic, converts the most customers, or retains visitors for the longest amount of time.

Take that content and refurbish it for other platforms (Slideshare, YouTube, Instagram, Quora, etc.) to expand your acquisition funnel beyond Google.

You can also dust off, update, and simply republish older content on the same platform. If you discover that a few trusted industry websites all linked to a popular resource that's gone stale, update it and let those industry websites know — you may just earn a good link.

You can also do this with images. Reach out to websites that are using your images and not citing/linking back to you and ask if they'd mind including a link.

Be newsworthy

Earning the attention of the press, bloggers, and news media is an effective, time-honored way to earn links. Sometimes this is as simple as giving something away for free, releasing a great new product, or stating something controversial. Since so much of SEO is about creating a digital representation of your brand in the real world, to succeed in SEO, you have to be a great brand.

Be personal and genuine

The most common mistake new SEOs make when trying to build links is not taking the time to craft a custom, personal, and valuable initial outreach email. You know as well as anyone how annoying spammy emails can be, so make sure yours doesn't make people roll their eyes.

Your goal for an initial outreach email is simply to get a response. These tips can help:

• Make it personal by mentioning something the person is working on, where they went to school, their dog, etc.
• Provide value. Let them know about a broken link on their website or a page that isn't working on mobile.
• Keep it short.
• Ask one simple question (typically not for a link; you'll likely want to build a rapport first).

Pro Tip: Earning links can be very resource-intensive, so you'll likely want to measure your success to prove the value of those efforts. Metrics for link building should match up with the site's overall KPIs. These might be sales, email subscriptions, page views, etc. You should also evaluate Domain and/or Page Authority scores, the ranking of desired keywords, and the amount of traffic to your content — but we'll talk more about measuring the success of your SEO campaigns in Chapter 7.

Beyond links: How awareness, amplification, and sentiment impact authority

A lot of the methods you'd use to build links will also indirectly build your brand. In fact, you can view link building as a great way to increase awareness of your brand, the topics on which you're an authority, and the products or services you offer.

Once your target audience knows about you and you have valuable content to share, let your audience know about it! Sharing your content on social platforms will not only make your audience aware of your content, but it can also encourage them to amplify that awareness to their own networks, thereby extending your own reach.

Are social shares the same as links? No. But shares to the right people can result in links. Social shares can also promote an increase in traffic and new visitors to your website, which can grow brand awareness, and with a growth in brand awareness can come a growth in trust and links. The connection between social signals and rankings seems indirect, but even indirect correlations can be helpful for informing strategy.

Trustworthiness goes a long way

For search engines, trust is largely determined by the quality and quantity of the links your domain has earned, but that's not to say that there aren't other factors at play that can influence your site's authority. Think about all the different ways you come to trust a brand:

• Awareness (you know they exist)
• Helpfulness (they provide answers to your questions)
• Integrity (they do what they say they will)
• Quality (their product or service provides value; possibly more than others you've tried)
• Continued value (they continue to provide value even after you've gotten what you needed)
• Voice (they communicate in unique, memorable ways)
• Sentiment (others have good things to say about their experience with the brand)

That last point is what we're going to focus on here. Reviews of your brand, its products, or its services can make or break a business.

In your effort to establish authority from reviews, follow these review rules of thumb:

• Never pay any individual or agency to create a fake positive review for your business or a fake negative review of a competitor.
• Don't review your own business or the businesses of your competitors. Don't have your staff do so either.
• Never offer incentives of any kind in exchange for reviews.
• All reviews must be left directly by customers in their own accounts; never post reviews on behalf of a customer or employ an agency to do so.
• Don't set up a review station/kiosk in your place of business; many reviews stemming from the same IP can be viewed as spam.
• Read the guidelines of each review platform where you're hoping to earn reviews.

Be aware that review spam is a problem that's taken on global proportions, and that violation of governmental truth-in-advertising guidelines has led to legal prosecution and heavy fines. It's just too dangerous to be worth it. Playing by the rules and offering exceptional customer experiences is the winning combination for building both trust and authority over time.

Authority is built when brands are doing great things in the real-world, making customers happy, creating and sharing great content, and earning links from reputable sources.

In the next and final section, you'll learn how to measure the success of all your efforts, as well as tactics for iterating and improving upon them. Onward!

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/9375/11023305

Statue of suffragette Emily Davison needs funding so £20,000 of developer cash could be used

Epsom and Ewell Borough Council intends to set aside the money to help fund the project

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/statue-suffragette-emily-davison-needs-15744730

Up to 9,000 Tesco roles affected by move to 'simplify business', retailer says

Tesco says it will close the deli counters in 90 of its larger stores in the UK

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/up-9000-tesco-roles-affected-15744561

Woman caught with cocaine and heroin on A23 in Merstham admits intent to supply drugs

Police found a large quantity of cash and two mobile phones in her vehicle then uncovered multiple wraps of cocaine on her

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/woman-caught-cocaine-heroin-a23-15729065

Six vehicle crash caused FOUR HOURS of M25 traffic with SEVEN MILE queues

The crash took place shortly before 8am on Monday (January 28) and was cleared just after midday

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/m25-crash-traffic-lane-closed-15742554

A243 Leatherhead dual carriageway that approaches M25 Junction 9 to partially close for seven weeks

"It's going to be a complete gridlock nightmare"

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/a243-leatherhead-dual-carriageway-approaches-15728754

Amazon delivery note lists Horley woman's safe place as 'back willie bin'

The package was left in the safe place that the woman had told Amazon about

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/amazon-delivery-note-lists-horley-15741665

Police 'extremely concerned' for welfare of missing Horley man as appeal launched to find him

Steven Palmer, 41, was last seen at around 11.30pm on Friday (January 25)

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/police-extremely-concerned-welfare-missing-15742188

Sat nav blamed as motorist drives WRONG WAY around M3 Sunbury Cross roundabout

Spelthorne police released CCTV footage that captures the moment, and said the driver pulled out in front of one of their officers

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/sat-nav-blamed-motorist-drives-15741841

Police refuse to reveal number of drivers caught by M23 roadwork average speed cameras

The force said it would 'diminish the effect on road safety' but added not all cameras are active all of the time

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/surrey-m23-average-speed-cameras-15724949

Motorcyclist suffers 'life-changing' injuries in Deepcut crash where two vehicles caught fire

A motorcyclist in his 20s is thought to have suffered "life-changing injuries"

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/motorcyclist-suffers-life-changing-injuries-15741823

Surrey's best performing schools revealed after new figures released by Department for Education

The Department for Eduction has released its latest figures showing how well schools across England are doing

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/surreys-best-performing-schools-revealed-15731300

'Incongruous' and 'poor quality' is Guildford council's verdict on Casino nightclub tower plans

Nightclub owner Michel Harper said the building would be an "impressive architectural addition" to Guildford, but the council disagrees

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/incongruous-poor-quality-guildford-councils-15732934

Guildford's Stoke Park crocodile vandalised months after being repainted

The crocodile has stood in the park for decades and is fondly remembered by many Guildford residents

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/guildfords-stoke-park-crocodile-vandalised-15739536

Holocaust Memorial Day: Staines survivor recounts horrors of concentration camp

Marion Selma Strehlow was sent to Theresienstadt at the age of eight and still has nightmares about her time there

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/holocaust-memorial-day-staines-holocaust-15723372

Epsom pair to face trial for charges including assault on three police officers

Craig Button and Thomas Daly deny all charges

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/epsom-pair-face-trial-charges-15727986

Police seek woman heard 'calling for help' outside Camberley Travelodge after 'altercation'

Police say they are "extremely concerned" for the woman's welfare

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/police-seek-woman-heard-calling-15738508

Weather warning in place for Surrey as snow forecast by Met Office

The Met Office has issued a yellow warning and says there is a risk of traffic disruption and cancelled trains and flights

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/weather-warning-place-surrey-snow-15738253

Police officer who punched handcuffed man in the head given community order

PC Matthew Fitzgibbon punched a man who "posed no threat" to him

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/police-officer-who-punched-handcuffed-15731861

Two men arrested over Epsom East Street break-in during unauthorised traveller encampment

The encampment in the office car park left after a notice was served by the landowner

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/two-men-arrested-over-epsom-15738025

Guildford Holocaust survivor remembers Nazi fever in 1930s Germany and surviving the London Blitz

Beatrice Gould was six years old when she told she was a "dirty Jewish girl" by another child

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/guildford-holocaust-survivor-remembers-nazi-15722670

For the love of beer: Hop Stop to open new bar in Reigate’s Bell Street this spring

It will become the third specialist beer place to open in the town in two years

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/love-beer-hop-stop-open-15731494

Elmbridge dispersal order expanded to Claygate as fight against knife crime continues

Surrey Police believes "two specific groups of youths" from Kingston and Elmbridge are involved in a series of knife incidents

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/elmbridge-dispersal-order-expanded-claygate-15735738

Runaway horses in Sunbury caught by police metres from busy dual-carriageway

"Neigh joke" as police catch runaway horses in the nick of time

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/runaway-horses-sunbury-caught-police-15725402

Arrest after fight near Woking building site leaves man with 'life-threatening' injuries

Detective Inspector Andy Greaves said: "This is a nasty incident and we are doing everything we can to establish the full facts at this early stage."

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/arrest-after-fight-near-woking-15735605

Police warn not to approach wanted man with links to Staines, Stanwell, Egham and Ashford

Nathan Gerard Turner, 33, is wanted in connection to an ongoing criminal investigation

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/police-warn-not-approach-wanted-15734990

New Horley shop Sweet Vintage opens in Victoria Road selling homeware and gifts

The shop will sell toys, gifts and homeware and opened in the unit vacated by Mellow Miles Cycles

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/new-horley-shop-sweet-vintage-15717584

Surrey set for new zero plastic shop as Fetcham business expands to Ashtead

After a successful year at Greenwise greengrocers in Fetcham, Fetch'em From The Cupboard is opening a store in Ashtead

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/surrey-set-new-zero-plastic-15698288

UFC GYM to open in Surrey and Nottingham as world famous brand expands to UK

UFC GYM is not your average gym, and this is why

from Surrey Live - News https://www.getsurrey.co.uk/whats-on/whats-on-news/ufc-gym-open-surrey-nottingham-15690100

Man suffers serious head injuries following building site fight in Woking town centre

Two men were involved in an "altercation" in Victoria Way, police said

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/man-suffers-serious-head-injuries-15734666

Five men charged with multiple offences following Blindley Heath 'biker' attack

All five were charged with ten offences relating to the incident in November last year

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/five-men-charged-multiple-offences-15734281

'He was a cut above': Family and friends mourn the passing of Kevin Black

Journalist Mr Black informed and touched communities in Tandridge and the surrounding areas over a long career

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/kevin-black-funeral-edenbridge-friday-15734049

Man in his 30s dies after BMW and van crash in Compton

South East Coast Ambulance service said one patient was sadly pronounced dead at the scene

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/man-30s-dies-after-bmw-15731323

Aldi 'delighted' about prospect of Walton return as store plans submitted

The budget retailer has applied for planning permission to convert an existing store in the town

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/aldi-delighted-prospect-walton-return-15733003

Royal Mail worker stole £13,000 from letters and packages to fund £300-a-week gambling habit

Judge Peter Moss told Rajendra Rana he was putting his family and home at risk through his gambling

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/royal-mail-worker-stole-13000-15731643

Moving to a new city and keeping your business’s website

Imagine the following situation: you have a local business, like a shop, or service business, and you carefully optimize your website to make sure people can find you, online and in real life. You add your data to Google My Business and work on a great local content SEO strategy. Also, you make sure you get some quality local backlinks and reviews. As a result, your business is thriving, and all is well, right?

But then, life ‘gets in the way’, and for one reason or another, you end up moving to another state or even a different country. Of course, you don’t just want to give up your business! So, how do you make sure your current website will continue to draw in new business? What can you do, besides updating your data in Google My Business, to target a new city?

Ninos Hozaya was in this situation, and emailed us this question:

The website for my business is doing great, but now I’m moving to another country. I want to open the same business and keep the website. What’s the best way to target a new city, in terms of SEO?

Watch the video or read the transcript for my answer!

Changing your site after you’ve moved

“Well, the best way, in all of these things, is to be honest. Change the targeting on your texts, so change where you are located, where you’re coming from, etc. But, also tell them that you’ve moved.

Use the references from your old city for your new city, because that’s the only thing you have right now. So keep all that, but just mention the name of your new city in your title and everywhere. Good luck!”

Want to know all about ranking locally? Read our Ranking your local business series!

 

The post Moving to a new city and keeping your business’s website appeared first on Yoast.

from Yoast • SEO for everyone https://yoast.com/video/ask-yoast-moving-to-new-city/

Woman, 55, admits arson of Woking council home and assaulting police officer

The 55-year-old will be sentenced in February

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/woman-55-admits-arson-woking-15728739

Limited edition Marvel Superheroes prints signed by Stan Lee go on display at Guildford gallery

Spiderman, Iron Man, Thor and Captain America are all included in the collection celebrating the life of Marvel figurehead Stan Lee, who died in November 2018 aged 95

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/limited-edition-marvel-superheroes-prints-15710536

Girl, 12, punched in face a 'number of times' by teenage girl in Frimley

Surrey Police is appealing for witnesses to the incident, which happened opposite The Railway Arms in Frimley

from Surrey Live - News https://www.getsurrey.co.uk/news/surrey-news/girl-12-punched-face-number-15730146

Redirects: One Way to Make or Break Your Site Migration - Whiteboard Friday

Posted by KameronJenkins

Correctly redirecting your URLs is one of the most important things you can do to make a site migration go smoothly, but there are clear processes to follow if you want to get it right. In this week's Whiteboard Friday, Kameron Jenkins breaks down the rules of redirection for site migrations to make sure your URLs are set up for success.

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

Video Transcription

Hey, guys. Welcome to this week's edition of Whiteboard Friday. My name is Kameron Jenkins, and I work here at Moz. What we're going to be talking about today is redirects and how they're one way that you can make or break your site migration. Site migration can mean a lot of different things depending on your context.

Migrations?

I wanted to go over quickly what I mean before we dive into some tips for avoiding redirection errors. When I talk about migration, I'm coming from the experience of these primary activities.

CMS moving/URL format

One example of a migration I might be referring to is maybe we're taking on a client and they previously used a CMS that had a default kind of URL formatting, and it was dated something.

So it was like /2018/May/ and then the post. Then we're changing the CMS. We have more flexibility with how our pages, our URLs are structured, so we're going to move it to just /post or something like that. In that way a lot of URLs are going to be moving around because we're changing the way that those URLs are structured.

"Keywordy" naming conventions

Another instance is that sometimes we'll get clients that come to us with kind of dated or keywordy URLs, and we want to change this to be a lot cleaner, shorten them where possible, just make them more human-readable.

An example of that would be maybe the client used URLs like /best-plumber-dallas, and we want to change it to something a little bit cleaner, more natural, and not as keywordy, to just /plumbers or something like that. So that can be another example of lots of URLs moving around if we're taking over a whole site and we're kind of wanting to do away with those.

Content overhaul

Another example is if we're doing a complete content overhaul. Maybe the client comes to us and they say, "Hey, we've been writing content and blogging for a really long time, and we're just not seeing the traffic and the rankings that we want. Can you do a thorough audit of all of our content?" Usually what we notice is that you have maybe even thousands of pages, but four of them are ranking.

So there are a lot of just redundant pages, pages that are thin and would be stronger together, some pages that just don't really serve a purpose and we want to just let die. So that's another example where we would be merging URLs, moving pages around, just letting some drop completely. That's another example of migrating things around that I'm referring to.

Don't we know this stuff? Yes, but...

That's what I'm referring to when it comes to migrations. But before we dive in, I kind of wanted to address the fact that like don't we know this stuff already? I mean I'm talking to SEOs, and we all know or should know the importance of redirection. If there's not a redirect, there's no path to follow to tell Google where you've moved your page to.

It's frustrating for users if they click on a link that no longer works, that doesn't take them to the proper destination. We know it's important, and we know what it does. It passes link equity. It makes sure people aren't frustrated. It helps to get the correct page indexed, all of those things. So we know this stuff. But if you're like me, you've also been in those situations where you have to spend entire days fixing 404s to correct traffic loss or whatever after a migration, or you're fixing 301s that were maybe done but they were sent to all kinds of weird, funky places.

Mistakes still happen even though we know the importance of redirects. So I want to talk about why really quickly.

Unclear ownership

Unclear ownership is something that can happen, especially if you're on a scrappier team, a smaller team and maybe you don't handle these things very often enough to have a defined process for this. I've been in situations where I assumed the tech was going to do it, and the tech assumed that the project assistant was going to do it.

We're all kind of pointing fingers at each other with no clear ownership, and then the ball gets dropped because no one really knows whose responsibility it is. So just make sure that you designate someone to do it and that they know and you know that that person is going to be handling it.

Deadlines

Another thing is deadlines. Internal and external deadlines can affect this. So one example that I encountered pretty often is the client would say, "Hey, we really need this project done by next Monday because we're launching another initiative. We're doing a TV commercial, and our domain is going to be listed on the TV commercial. So I'd really like this stuff wrapped up when those commercials go live."

So those kind of external deadlines can affect how quickly we have to work. A lot of times it just gets left by the wayside because it is not a very visible thing. If you don't know the importance of redirects, you might handle things like content and making sure the buttons all work and the template looks nice and things like that, the visible things. Where people assume that redirects, oh, that's just a backend thing. We can take care of it later. Unfortunately, redirects usually fall into that category if the person doing it doesn't really know the importance of it.

Another thing with deadlines is internal deadlines. Sometimes maybe you might have a deadline for a quarterly game or a monthly game. We have to have all of our projects done by this date. The same thing with the deadlines. The redirects are usually unfortunately something that tends to miss the cutoff for those types of things.

Non-SEOs handling the redirection

Then another situation that can cause site migration errors and 404s after moving around is non-SEOs handling this. Now you don't have to be a really experienced SEO usually to handle these types of things. It depends on your CMS and how complicated is the way that you're implementing your redirects. But sometimes if it's easy, if your CMS makes redirection easy, it can be treated as like a data entry-type of job, and it can be delegated to someone who maybe doesn't know the importance of doing all of them or formatting them properly or directing them to the places that they're supposed to go.

The rules of redirection for site migrations

Those are all situations that I've encountered issues with. So now that we kind of know what I'm talking about with migrations and why they kind of sometimes still happen, I'm going to launch into some rules that will hopefully help prevent site migration errors because of failed redirects.

1. Create one-to-one redirects

Number one, always create one-to-one redirects. This is super important. What I've seen sometimes is oh, man, it could save me tons of time if I just use a wildcard and redirect all of these pages to the homepage or to the blog homepage or something like that. But what that tells Google is that Page A has moved to Page B, whereas that's not the case. You're not moving all of these pages to the homepage. They haven't actually moved there. So it's an irrelevant redirect, and Google has even said, I think, that they treat those essentially as a soft 404. They don't even count. So make sure you don't do that. Make sure you're always linking URL to its new location, one-to-one every single time for every URL that's moving.

2. Watch out for redirect chains

Two, watch out for chains. I think Google says something oddly specific, like watch out for redirect chains, three, no more than five. Just try to limit it as much as possible. By chains, I mean you have URL A, and then you redirect it to B, and then later you decide to move it to a third location. Instead of doing this and going through a middleman, A to B to C, shorten it if you can. Go straight from the source to the destination, A to C.

3. Watch out for loops

Three, watch out for loops. Similarly what can happen is you redirect position A to URL B to another version C and then back to A. What happens is it's chasing its tail. It will never resolve, so you're redirecting it in a loop. So watch out for things like that. One way to check those things I think is a nifty tool, Screaming Frog has a redirect chains report. So you can see if you're kind of encountering any of those issues after you've implemented your redirects.

4. 404 strategically

Number four, 404 strategically. The presence of 404s on your site alone, that is not going to hurt your site's rankings. It is letting pages die that were ranking and bringing your site traffic that is going to cause issues. Obviously, if a page is 404ing, eventually Google is going to take that out of the index if you don't redirect it to its new location. If that page was ranking really well, if it was bringing your site traffic, you're going to lose the benefits of it. If it had links to it, you're going to lose the benefits of that backlink if it dies.

So if you're going to 404, just do it strategically. You can let pages die. Like in these situations, maybe you're just outright deleting a page and it has no new location, nothing relevant to redirect it to. That's okay. Just know that you're going to lose any of the benefits that URL was bringing your site.

5. Prioritize "SEO valuable" URLs

Number five, prioritize "SEO valuable" URLs, and I do that because I prefer to obviously redirect everything that you're moving, everything that's legitimately moving.

But because of situations like deadlines and things like that, when we're down to the wire, I think it's really important to at least have started out with your most important URLs. So those are URLs that are ranking really well, giving you a lot of good traffic, URLs that you've earned links to. So those really SEO valuable URLs, if you have a deadline and you don't get to finish all of your redirects before this project goes live, at least you have those most critical, most important URLs handled first.

Again, obviously, it's not ideal, I don't think in my mind, to save any until after the launch. Obviously, I think it's best to have them all set up by the time it goes live. But if that's not the case and you're getting rushed and you have to launch, at least you will have handled the most important URLs for SEO value.

6. Test!

Number six, just to end it off, test. I think it's super important just to monitor these things, because you could think that you have set these all up right, but maybe there were some formatting errors, or maybe you mistakenly redirected something to the wrong place. It is super important just to test. So what you can do, you can do a site:domain.com and just start clicking on all the results that come up and see if any are redirecting to the wrong place, maybe they're 404ing.

Just checking all of those indexed URLs to make sure that they're going to a proper new destination. I think Moz's Site Crawl is another huge benefit here for testing purposes. What it does, if you have a domain set up or a URL set up in a campaign in Moz Pro, it checks this every week, and you can force another run if you want it to.

But it will scan your site for errors like this, 404s namely. So if there are any issues like that, 500 or 400 type errors, Site Crawl will catch it and notify you. If you're not managing the domain that you're working on in a campaign in Moz Pro, there's on-demand crawl too. So you can run that on any domain that you're working on to test for things like that.

There are plenty of other ways you can test and find errors. But the most important thing to remember is just to do it, just to test and make sure that even once you've implemented these things, that you're checking and making sure that there are no issues after a launch. I would check right after a launch and then a couple of days later, and then just kind of taper off until you're absolutely positive that everything has gone smoothly.

So those are my tips, those are my rules for how to implement redirects properly, why you need to, when you need to, and the risks that can happen with that. If you have any tips of your own that you'd like to share, pop them in the comments and share it with all of us in the SEO community. That's it for this week's Whiteboard Friday.

Come back again next week for another one. Thanks, everybody.

Video transcription by Speechpad.com

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