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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/row2rio-skipper-hails-greatest-experience-11258790

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sian-blakes-partner-admits-killing-11261293

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/thames-ditton-driver-no-licence-11259271

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/pensioner-who-died-fatal-guildford-11257371

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/hillsborough-referee-recalls-shocking-tragedy-11259329

8 Old School SEO Practices That Are No Longer Effective - Whiteboard Friday

Posted by randfish

[Estimated read time: 14 minutes]

Are you guilty of living in the past? Using methods that were once tried-and-true can be alluring, but it can also prove dangerous to your search strategy. In today's Whiteboard Friday, Rand spells out eight old school SEO practices that you should ditch in favor of more effective and modern alternatives.

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

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat about some old school SEO practices that just don't work anymore and things with which we should replace them.

Let's start with the first one — keywords before clicks.

Look, I get the appeal here. The idea is that we've done a bunch of keyword research, now we're doing keyword targeting, and we can see that it might be important to target multiple keywords on the same page. So FYI, "pipe smoking," "tobacco smoking," "very dangerous for your health," not recommended by me or by Moz, but I thought it was a funny throwback keyword and so there you go. I do enjoy little implements even if I never use them.

So pipes, tobacco pipes, pipe smoking, wooden pipes, this is not going to draw anyone's click. You might think, "But it's good SEO, Rand. It's good to have all my keywords in my title element. I know that's an important part of SEO." Not anymore. It really is not anymore an important . . . well, let's put it this way. It's an important part of SEO, which is subsumed by wanting to draw the clicks. The user is searching, they're looking at the page, and what are they going to think when they see pipes tobacco, pipes, pipe smoking, wooden pipes? They have associations with that — spammy, sketchy, I don't want to click it — and we know, as SEOs, that Google is using click signals to help documents rank over time and to help websites rank over time.

So if they're judging this, you're going to fall in the rankings, versus a title like "Art of Piping: Studying Wooden Pipes for Every Price Range." Now, you're not just playing off the, "Yes, I am including some keywords in there. I have 'wooden' and 'pipes.' I have 'art of piping,' which is maybe my brand name." But I'm worried more about drawing the click, which is why I'm making this part of my message of "for every price range." I'm using the word "stunning" to draw people in. I'm saying, "Our collection is not the largest but the hand-selected best. You'll find unique pipes available nowhere else and always free, fast shipping."

I'm essentially trying to create a message, like I would for an AdWords ad, that is less focused on just having the raw keywords in there and more focused on drawing the click. This is a far more effective approach that we've seen over the last few years. It's probably been a good six or seven years that this has been vastly superior to this other approach.

Second one, heavy use of anchor text on internal links.

This used to be a practice that could have positive impacts on rankings. But what we've seen lately, especially the last few years, is that Google has discounted this and has actually even punished it where they feel like it's inappropriate or spammy, manipulative, overdone. We talked about this a little in our internal and external linking Whiteboard Friday a couple of weeks back.

In this case, my suggestion would be if the internal link is in the navigation, if it's in the footer, if it's in a sidebar, if it's inside content, and it is relevant and well-written and it flows well, has high usability, you're pretty safe. However, if it has low usability, if it looks sketchy or funny, if you're making the font small so as to hide it because it's really for search engines and not for searchers and users, now you're in a sketchy place. You might count on being discounted, penalized, or hurt at some point by Google.

Number three, pages for every keyword variant.

This is an SEO tactic that many folks are still pursuing today and that had been effective for a very long time. So the idea was basically if I have any variation of a keyword, I want a single page to target that because keyword targeting is such a precise art and technical science that I want to have the maximum capacity to target each keyword individually, even if it's only slightly different from another one. This still worked even up to four or five years ago, and in some cases, people were sacrificing usability because they saw it still worked.

Nowadays, Google has gotten so smart with upgrades like Hummingbird, obviously with RankBrain last year, that they've taken to a much more intent- and topic-matching model. So we don't want to do something like have four different pages, like unique hand-carved pipes, hand-carved pipes, hand-carved tobacco pipes, and hand-carved tobacco smoking pipes. By the way, these are all real searches that you'll find in Google Suggest or AdWords. But rather than taking all of these and having a separate page for each, I want one page targeting all of them. I might try and fit these keywords intelligently into the content, the headline, maybe the title, the meta description, those kinds of things. I'm sure I can find a good combination of these. But the intent for each of these searchers is the same, so I only want one page targeting them.

Number four — directories, paid links, etc.

Every single one of these link building, link acquisition techniques that I'm about to mention has either been directly penalized by Google or penalized as part of an update, or we've seen sites get hit hard for doing it. This is dangerous stuff, and you want to stay away from all of these at this point.

Directories, well, generic directories and SEO directories for sure. Article links, especially article blasts where you can push an article in and there's no editorial review. Guest content, depending on the editorial practices, the board might be a little different. Press releases, Google you saw penalized some press release websites. Well, it didn't penalize the press release website. Google said, "You know what? Your links don't count anymore, or we're going to discount them. We're not going to treat them the same."

Comment links, for obvious reasons, reciprocal link pages, those got penalized many years ago. Article spinners. Private link networks. You se private and network, or you see network, you should just generally run away. Private blog networks. Paid link networks. Fiverr or forum link buys.

You see advertised on all sorts of SEO forums especially the more aggressive, sketchy ones that a lot of folks are like, "Hey, for $99, we have this amazing package, and I'll show you all the people whose rankings it's increased, and they come from PageRank six," never mind that Page Rank is totally defunct. Or worse, they use Moz. They'll say like, "Domain authority 60-plus websites." You know what, Moz is not perfect. Domain authority is not a perfect representation of the value you're going to get from these things. Anyone who's selling you links on a forum, you should be super skeptical. That's somewhat like someone going up to your house and being like, "Hey, I got this Ferrari in the yard here. You want to buy this?" That's my Jersey coming out.

Social link buys, anything like this, just say no people.

Number five, multiple microsites, separate domains, or separate domains with the same audience or topic target.

So this again used to be a very common SEO practice, where folks would say, "Hey, I'm going to split these up because I can get very micro targeted with my individual websites." They were often keyword-rich domain names like woodenpipes.com, and I've got handmadepipes.net, and I've got pipesofmexico.co versus I just have artofpiping.com, not that "piping" is necessarily the right word. Then it includes all of the content from all of these. The benefit here is that this is going to gain domain authority much faster and much better, and in a far greater fashion than any of these will.

Let's say that it was possible that there is no bias against the exact match domain names folks. We're happy to link to them, and you had just as much success branding each of these and earning links to each of these, and doing content marketing on each of these as you did on this one. But you split up your efforts a third, a third, a third. Guess what would happen? These would rank about a third as well as all the content would on here, which means the content on handmadepipes.net is not benefitting from the links and content on woodenpipes.com, and that sucks. You want to combine your efforts into one domain if you possibly can. This is one of the reasons we also recommend against subdomains and microsites, because putting all of your efforts into one place has the best shot at earning you the most rankings for all of the content you create.

Number six, exact and partial keyword match domain names in general.

It's the case like if I'm a consumer and I'm looking at domain names like woodenpipes.com, handmadepipes.net, uniquepipes.shop, hand-carved-pipes.co, the problem is that over time, over the last 15, 20 years of the Web, those types of domain names that don't sound like real brands, that are not in our memories and don't have positive associations with them, they're going to draw clicks away from you and towards your competitors who sound more credible, more competent, and more branded. For that reason alone, you should avoid them.

It's also that case that we've seen that these types of domains do much more poorly with link earning, with content marketing, with being able to have guest content accepted. People don't trust it. The same is true for public relations and getting press mentions. The press doesn't trust sites like these.

For those reasons, it's just a barrier. Even if you thought, "Hey, there's still keyword benefits to these," which there is a little bit because the anchor text that comes with them, that points to the site always includes the words and phrases you're going after. So there's a little bit of benefit, but it's far overwhelmed by the really frustrating speed bumps and roadblocks that you face when you have a domain like this.

Number seven — Using CPC or Adwords' "Competition" to determine the difficulty of ranking in organic or non-paid results

A lot of folks, when they're doing keyword research, for some reason still have this idea that using cost per click or AdWords as competition scores can help determine the difficulty of ranking in organic, non-paid results. This is totally wrong.

So see right here, I've got "hand-carved pipes" and "unique wooden pipes," and they have an AdWords CPC respectively of $3.80 and $5.50, and they have AdWords competition of medium and medium. That is in no way correlated necessarily with how difficult they'll be to rank for in the organic results. I could find, for example, that "unique wooden pipes" is actually easier or harder than "hand-carved pipes" to rank for in the organic SEO results. This really depends on: Who's in the competition set? What types of links do they have and social mentions do they have? How robust is their content? How much are they exciting visitors and drawing them in and serving them well? That sort of stuff is really hard to calculate here.

I like the keyword difficulty score that Moz uses. Some other tools have their own versions. Doctor Pete, I think, did a wonderful job of putting together a keyword difficulty score that's relatively comprehensive and well-thought through, uses a lot of the metrics about the domain and the page authority scores, and it compensates for a lot of other things, to look at a set of search results and say, "This is probably about how hard it's going to be," and whether it's harder or easier than some other keyword.

Number eight — Unfocused, non-strategic "linkbait"

Last one, some folks are still engaging in this, I think because content strategy, content marketing, and content as a whole has become a very hot topic and a point of investment. Many SEOs still invest in what I call "nonstrategic and unfocused link bait." The idea being if I can draw links to my website, it doesn't really matter if the content doesn't make people very happy or if it doesn't match and gel well with what's on my site. So you see a lot of these types of practices on sites that have nothing to do with it. Like, "Here are seven actors who one time wore too little clothing." That's an extreme example, but you get the idea if you ever look at the bottom ads for a lot of content stuff. It feels like pretty much all of them say that.

Versus on topic link bait or what I'd call high quality content that is likely to draw in links and attention, and create a positive branding association like, "Here's the popularity of pipes, cigarettes, electronic cigarettes, and cigars in the U.S. from 1950 to today." We've got the data over time and we've mapped that out. This is likely to earn a lot of links, press attention. People would check it out. They'd go, "Oh, when was it that electronic cigarettes started getting popular? Have pipes really fallen off? It feels like no one uses them anymore. I don't see them in public. When was that? Why was that? Can I go over time and see that dataset?" It's fundamentally interesting, and data journalism is, obviously, very hot right now.

So with these eight, hopefully you'll be able to switch from some old school SEO techniques that don't work so well to some new ways of thinking that will take your SEO results to a great place. And with that, we'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/clandon-park-fire-archaeologist-speaks-11248944

Tributes paid to Lee Taylor who was found dead after unexpected death of wife

The body of Lee Taylor, who disappeared after the unexpected death of his wife, was found by police who discovered his vehicle in a remote car park

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/tributes-paid-lee-taylor-who-11251292

Heathrow Airport plane struck by lightning in 'big flash and bang'

Incredible footage captured near Heathrow shows moment lightning strikes plane on approach to airport

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/heathrow-airport-plane-struck-lightning-11254996

HG Wells alien-themed short story competition launched

The competition marks 150 years since the birth of the author who lived in Woking when he wrote The War of the Worlds

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/hg-wells-alien-themed-short-11253406

Why is this man exercising in his pants beside the A3?

He was dressed in tight black pants AND a tie, we should add

from getsurrey - News http://www.getsurrey.co.uk/lifestyle/fun-stuff/man-exercising-pants-beside-a3-11254059

Why on earth is this man exercising in his pants beside the A3?

He was dressed in tight black pants AND a tie, we should add

from getsurrey - News http://www.getsurrey.co.uk/lifestyle/fun-stuff/earth-man-exercising-pants-beside-11254059

Bank holiday weekend: Things to with your kids around Surrey and Hampshire

A guide to what's going on, things to do, events and family attractions over the long weekend,April 30-May 2

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/bank-holiday-weekend-things-your-11249895

A3 crash causes northbound delays from Guildford to M25

Police said no-one was injured in the two-vehicle collision on Thursday morning

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/a3-crash-causes-northbound-delays-11253934

Thursley set to get four defibrillators dotted around the village

The village already has two fitted in the village including one in a red phone box and another at a bus stop

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/thursley-set-four-defibrillators-dotted-11248983

The Local SEO Agency’s Complete Guide to Client Discovery and Onboarding

Posted by MiriamEllis

Why proper onboarding matters

Imagine getting three months in on a Local SEO contract before realizing that your client’s storefront is really his cousin’s garage. From which he runs two other “legit” businesses he never mentioned. Or that he neglected to mention the reviews he bought last year. Worse yet, he doesn’t even know that buying reviews is a bad thing.

The story is equally bad if you’re diligently working to build quality unique content around a Chicago client’s business in Wicker Park but then realize their address (and customer base) is actually in neighboring Avondale.

What you don’t know will hurt you. And your clients.

A hallmark of the professional Local SEO department or agency is its dedication to getting off on the right foot with a new client by getting their data beautifully documented for the whole team from the start. At various times throughout the life of the contract, your teammates and staff from complementary departments will be needing to access different aspects of a client’s core NAP, known challenges, company history, and goals.

Having this information clearly recorded in shareable media is the key to both organization and collaboration, as well as being the best preventative measure against costly data-oriented mistakes. Clear and consistent data play vital roles in Local SEO. Information must not only be gathered, but carefully verified with the client.

This article will offer you a working Client Discovery Questionnaire, an Initial Discovery Phone Call Script, and a useful Location Data Spreadsheet that will be easy for any customer to fill out and for you to then use to get those listings up to date. You’re about to take your client discovery process to awesome new heights!

Why agencies don’t always get onboarding right

Lack of a clearly delineated, step-by-step onboarding process increases the potential for human error. Your agency’s Local SEO manager may be having allergies on Monday and simply forget to ask your new client if they have more than one website, if they’ve ever purchased reviews, or if they have direct access to their Google My Business listings. Or they could have that information and forget to share it when they jump to a new agency.

The outcomes of disorganized onboarding can range from minor hassles to disastrous mistakes.

Minor hassles would include having to make a number of follow-up phone calls to fill in holes in a spreadsheet that could have been taken care of in a single outreach. It’s inconvenient for all teammates when they have to scramble for missing data that should have been available at the outset of the project.

Disastrous mistakes can stem from a failure to fully gauge the details and scope of a client’s holdings. Suddenly, a medium-sized project can take on gigantic proportions when the agency learns that the client actually has 10 mini-sites with duplicate content on them, or 10 duplicate GMB listings, or a series of call tracking numbers around the web.

It’s extremely disheartening to discover a mountain of work you didn’t realize would need to be undertaken, and the agency can end up having to put in extra uncompensated time or return to the client to renegotiate the contract. It also leads to client dissatisfaction.

Setting correct client expectations is completely dependent on being able to properly gauge the scope of a project, so that you can provide an appropriate timeline, quote, and projected benchmarks. In Local, that comes down to documenting core business information, identifying past and present problems, and understanding which client goals are achievable. With the right tools and effective communication, your agency will be making a very successful start to what you want to be a very successful project.

Professional client discovery made simple

There’s a lot you want to learn about a new client up front, but asking (and answering) all those questions right away can be grueling. Not to mention information fatigue, which can make your client give shorter and shorter answers when they feel like they’ve spent enough time already. Meanwhile your brain reaches max capacity and you can’t use all that valuable information because you can’t remember it.

To prevent such a disaster, we recommend dividing your Local SEO discovery process into a questionnaire to nail down the basics, a follow-up phone call to help you feel out some trickier issues, and a CSV to gather the location data. And we’ve created templates to get you started...

Client Discovery Questionnaire

Use our Local SEO Client Discovery Questionnaire to understand your client’s history, current organization, and what other consultants they might also be working with. We’ve annotated each question in the Google Doc template to help you understand what you can learn and potential pitfalls to look out for.

If you want to make collecting and preserving your clients’ answers extra easy, use Google Forms to turn that questionnaire into a form like this:

You can even personalize the graphic, questions, and workflow to suit your brand.

Client Discovery Phone Script

Once you’ve received your client’s completed questionnaire and have had time to process the responses and do any necessary due diligence (like using our Check Listings tool to check how aggregators currently display their information), it’s time to follow up on the phone. Use our annotated Local SEO Client Discovery Phone Script to get you started.

No form necessary this time, because you’ll be asking the client verbally. Be sure to pay attention to the client’s tone of voice as they answer and refer to the notes under each question to see what you might be in for.

Location Data CSV

Sometimes the hardest part of Local SEO is getting all the location info letter-perfect. Make that easier by having the client input all those details into your copy of the Location Data Spreadsheet.

Then use the File menu to download that document as a CSV.

You’ll want to proof this before uploading it to any data aggregators. If you’re working with Moz Local, the next step is an easy upload of your CSV. If you’re working with other services, you can always customize your data collection spreadsheet to meet their standards.

Keep up to date on any business moves or changes in hours by designing a data update form like this one from SEER and periodically reminding your client contact to use it.

Why mutual signals of commitment really matter

There are two sides to every successful client project: one half belongs to the agency and the other to the company it serves. The attention to detail your agency displays via clean, user-friendly forms and good phone sessions will signal your professionalism and commitment to doing quality work. At the same time, the willingness of the client to take the necessary time to fill out these documents and have these conversations signals their commitment to receiving value from their investment.

It’s not unusual for a new client to express some initial surprise when they realize how many questions you're asking them to answer. Past experience may even have led them to expect half-hearted, sloppy work from other SEO agencies. But, what you want to see is a willingness on their part to share everything they can about their company with you so that you can do your best work.

Anecdotally, I’ve fully refunded the down payments of a few incoming clients who claimed they couldn’t take the time to fill out my forms, because I detected in their unwillingness a lack of genuine commitment to success. These companies have, fortunately, been the exception rather than the rule for me, and likely will be for your agency, too.

It’s my hope that, with the right forms and a commitment to having important conversations with incoming clients at the outset, the work you undertake will make your Local team top agency and client heroes!

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/9375/3185995

Police issue fresh appeal for information after body found on railway line in Camberley

The 41-year-old man Frimley man was found dead near the Frimley Road bridge on Sunday April 3

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/police-issue-fresh-appeal-information-11253445

'Simply wonderful' kids thanked by police after human arrow helped catch suspected burglars

The children visited the helicopter base in Redhill after they helped police by forming a human arrow during an Easter egg hunt

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/simply-wonderful-kids-thanked-police-11253460

Manchester United youngsters Marcus Rashford and Jesse Lingard enjoy Thorpe Park visit

Thorpe Park welcomed some young Man Utd graduates who were pictured in white gloves on The Stealth ride

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/manchester-united-youngsters-marcus-rashford-11252143

Tragic University of Surrey graduate 'jumped from office block over gambling debts', inquest hears

"He died of shame, he took his life because of gambling," the devastated father of Josh Jones told the inquest

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/tragic-university-surrey-graduate-jumped-11253157

HG Wells alien-themed short story competition launched

The competition marks 150 years since the birth of the author who lived in Woking when he wrote The War of the Worlds

from getsurrey - News http://www.getsurrey.co.uk/lifestyle/competitions/hg-wells-alien-themed-short-11253406

Mum's horror as BOILING water poured through ceiling onto son's bed

The youngster has been sleeping in his mum's bed and is "still having nightmares" about what happened

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/mums-horror-boiling-water-poured-11250864

'Simply wonderful' Capel kids thanked by police after human arrow helped catch suspected burglars

The children visited the helicopter base in Redhill after they helped police by forming a human arrow during an Easter egg hunt

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/simply-wonderful-capel-kids-thanked-11253460

Manchester United pair Marcus Rashford and Jess Lingard head to Thorpe Park

Thorpe Park welcomed some young Man Utd graduates who were pictured in white gloves on The Stealth ride

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/manchester-united-pair-marcus-rashford-11252143

Watch as diggers demolish old Guildford fire station for furniture store development

Video shows construction diggers tearing down what remains of the 1930s fire station building

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/watch-diggers-demolish-old-guildford-11251988

Southern and RMT union to hold talks to end next conductors' strike

Southern Rail claimed the industrial action was "completely unnecessary" and "no staff would lose their jobs" under proposals to bring in driver-only operated trains

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/southern-rmt-union-hold-talks-11250646

East Clandon crash sees car end up in field after snow

The driver of the car injured his nose but the other man in the car was uninjured

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/east-clandon-crash-sees-car-11253236

CCTV images show missing Ayan Omar as police search for Shepperton teenager

The images shows Ayan Omar catching bus on evening she disappeared and in a McDonald's restaurant

from getsurrey - News http://www.getsurrey.co.uk/news/cctv-images-show-missing-ayan-11252840

'Sweet' schoolgirl died from multiple injuries after being thrown from car in A31 Farnham crash, inquest hears

The inquest revealed horrific details of how Pravini Angel Parathisan, 11, died when she was thrown out of the car and struck by multiple vehicles

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sweet-schoolgirl-died-multiple-injuries-11248444

Sunbury crash leaves motorcyclist in hospital with chest and pelvis injuries

Green Street in Sunbury was closed for several hours following the collision

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sunbury-crash-leaves-motorcyclist-hospital-11252832

Woman jailed for 10 years after man suffered 'suspected stab injuries'

Surrey Police said the court case had resulted in "taking a dangerous woman off our streets"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/woman-jailed-10-years-after-11242086

Sometimes it snows in April - But how and why did flurries fall over Surrey?

White flakes in April is not entirely uncommon it seems - in 1950, we had up to a foot of snow in one area - and temperatures can change rapidly during the month

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/sometimes-snows-april-how-flurries-11250721

Bagshot nudist jailed for indecent assault on young girl

David Richards, 67, received a three-and-a-half year jail term for the assaults in 1992

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/bagshot-nudist-jailed-indecent-assault-11250153

Find your shop’s niche

After you’ve determined your shop’s mission, you should focus on finding the right niche for your (online) business. Merriam Webster defines a niche as “the situation in which a business’s products or services can succeed by being sold to a particular kind or group of people”. If you have found your niche, your products, sales, communication and marketing can be optimized to target that specific group’s needs and wishes. In this post, we’ll try to help you find your shop’s niche. We’ll go into the two most important pillars of your niche: your product and your customer.

Who is your customer?

If you want to determine who your customer is, it might help to determine a number of buyer types. Buyer types help you realize there’s probably not just one customer profile for your website. I can relate to a study about buyer types (partially funded by Carnegie Mellon and the Russell Sage Foundation) that divides your customers into three main groups:

• Unconflicted, also called the Average Spenders. The majority of buyers (61% according to the study). A group of buyers that make common, logical buying decisions and that care about value-based pricing. “I need something, where can I find the best buy with the best reviews for the company and product.”
• Spendthrifts (15%). A small group of rather uncontrolled buyers. “I want it now, even though I don’t really need it right now.” This group will be triggered by premium products and cares less about the price. This group is more than other groups triggered by scarcity, for instance.
• Tightwads (24%). You’ll need to work hard to convince this buyer to purchase your products. They’ll do more research, need more details. More than the other groups, this is the type of buyer that will highly value a proper blog on your website.

This is a very rough division of customers. Of course your (potential) customers have many more characteristic. Marieke wrote a post about getting to know your audience that might help you with analyzing your existing online audience.

Besides that, I think we can be all of these three customers mentioned above. It just depends on the type of product you want to buy online, and perhaps even the amount of money we’ve reserved for this specific purchase. The tough job for you as an online shop owner is to send the right triggers to the right person at the right time. Just thinking about how to do this will narrow your niche. I’d like to add an extra question to that: what’s your product?

What’s your product?

It might seem silly to ask yourself what your product is. However, it’s important to know your product (and its users) to be able to find and narrow down your niche. If you’re an online art shop, the world is your competition. If your online goal is to rank for ‘art’, stop dreaming and get to work. You need to focus on long-tail keywords, so to say. Your niche is described by your product and a number of limitations or perhaps better: specifications.

B2C or B2B?

Are you (mainly) selling to end-users or other businesses? You might have expected that question under ‘Who is your customer”, but I beg to differ. When you start your business, you unconsciously think about selling B2C (business to consumer) or B2B (business to business). I think that in most cases the decision B2C or B2B isn’t made in a business plan. Your business grew in a certain direction because of other choices you’ve made:

• What is my main product?
• What other products relate to that?
• Do all these products fit a certain product group/assortment?
• Does it pay off to invest in the option to sell more related products?

Does it matter if your customer is a business or a consumer? Obviously, there are differences between the two. Consumers require other care than businesses:

Businesses will come to your site, order and go. The reason could be that you are the cheapest one for that specific product in Google Shopping. I think most B2B customers will be in the Unconflicted group, mentioned above.

Consumers, on the other hand, want to experience your company and products. There will be more emotional buying in that group, which aligns more with the Tightwads group. This obviously depends on the product you are selling.

Is it possible to serve both B2C and B2B customers? Most definitely. Example: we sell plugins. A consumer will purchase one, a business might want to buy several to use for their clients. That is why we offer bulk prices. We know we serve both groups.

Improve the sharing experience of your products on social media such as Pinterest! Get our WooCommerce SEO plugin »

Finding your niche

Now that we’ve given you some food for thought on your customers and your product, let’s determine your niche. This process aligns nicely with the process of finding long tail keywords. Let me repeat the definition of a niche: “the situation in which a business’s products or services can succeed by being sold to a particular kind or group of people”.

In case of a luxury pen shop, that could mean the shop’s niche is ‘luxury fountain pens for people that live in the Netherlands and are willing to spend an extra buck for quality and extra service’.

I trust this way of specifying your niche has got you thinking about your own niche.

Your niche evolves

One last thing about niches: they evolve. Or perhaps I should say your business evolves, and that might alter your niche. If you sell fountain pens and find that a lot of people buy a certain brand, you might open a brand specific online shop. This could also work the other way around: if you expand to a certain niche and purchase a company (or domain name) in that niche, you could consider merging it into your main website and/or maintaining the specialized online shop.
The evolution of your niche could, or perhaps I should say should, be a continuous process. Be sure to monitor that evolution.

Read more: ‘Analyzing your audience’ »

from Yoast • The Art & Science of Website Optimization https://yoast.com/find-shop-niche/

London Marathon runner breaks world record for running famous race - as a dinosaur

Bet you never knew THIS London Marathon world record existed...

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/london-marathon-runner-breaks-world-11249765

Clandon Park fire: 'Iconic' State Bed rescued from burned out remains of historic mansion

"It’s an enormous relief and a great joy to have successfully retrieved this iconic part of Clandon Park’s history," said the National Trust

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/clandon-park-fire-iconic-state-11249478

Barrister offers to pay back drug smuggler's ill-gotten gains... of just £1

Prosecutor Simon Connolly pulled a £1 coin out of his pocket after the judge ordered Martin Aylott, who had just £8.35 in his account, pay back a 'nominal fee'

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/barrister-offers-pay-back-drug-11239383

Stray of the Day: Zeek

Get Surrey searches for loving fur-ever homes for stray and unwanted pets

from getsurrey - News http://www.getsurrey.co.uk/lifestyle/stray-of-the-day-zeek-11247845

Send auction house to host auction day in support of cancer charity

Ewbank's has pledged to donate the proceeds of the items sold to Macmillan Cancer Support

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/send-auction-house-host-auction-11185217

Greggs reveals new 400 calorie or less healthy menu boasting sandwiches, salads and hearty soups

Grab a new healthier snack from the high street favourite starting from May 2

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/greggs-reveals-new-400-calorie-11248514

9 tasty Caribbean dishes you must try at Turtle Bay Staines

Turtle Bay Caribbean restaurant will open its doors in Staines this summer

from getsurrey - News http://www.getsurrey.co.uk/whats-on/food-drink-news/9-tasty-caribbean-dishes-you-11222756

Old Woking Cricket Club aims to hit council plans for six

Woking Borough Council has its eye on the club's ground to carry out the next stage of the Hoe Valley Flood Alleviation project

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/old-woking-cricket-club-aims-11223158

Measuring Content: You’re Doing it Wrong

Posted by MatthewBarby

The traditional ways of measuring the success or failure of content are broken. We can’t just rely on metrics like the number of pageviews/visits or bounce rate to determine whether what we’re creating has performed well.

“The primary thing we look for with news is impact, not traffic,” says Jonah Peretti, Founder of BuzzFeed. One of the ways that BuzzFeed have mastered this is with the development of their proprietary analytics platform, POUND.

POUND enables BuzzFeed to predict the potential reach of a story based on its content, understand how effective specific promotions are based on the downstream sharing and traffic, and power A/B tests — and that’s just a few examples.

Just because you’ve managed to get more eyeballs onto your content doesn’t mean it’s actually achieved anything. If that were the case then I’d just take a few hundred dollars and buy some paid StumbleUpon traffic every time.

Yeah, I’d generate traffic, but it’s highly unlikely to result in me achieving some of my actual business goals. Not only that, but I’d have no real indication of whether my content was satisfying the needs of my visitors.

The scary thing is that the majority of content marketing campaigns are measured this way. I hear statements like “it’s too difficult to measure the performance of individual pieces of content” far too often. The reality is that it’s pretty easy to measure content marketing campaigns on a micro level — a lot of the time people don’t want to do it.

Engagement over entrances

Within any commercial content marketing campaign that you’re running, measurement should be business goal-centric. By that I mean that you should be determining the overall success of your campaign based on the achievement of core business goals.

If your primary business goal is to generate 300 leads each month from the content that you’re publishing, you’ll need to have a reporting mechanism in place to track this information.

On a more micro-level, you’ll want to be tracking and using engagement metrics to enable you to influence the achievement of your business goals. In my opinion, all content campaigns should have robust, engagement-driven reporting behind them.

Total Time Reading (TTR)

One metric that Medium uses, which I think adds a lot more value than pageviews, is "Total Time Reading (TTR)." This is a cumulative metric that quantifies the total number of minutes spent reading a piece of content. For example, if I had 10 visitors to one of my blog articles and they each stayed reading the article for 1 minute each, the total reading time would be 10 minutes.

“We measure every user interaction with every post. Most of this is done by periodically recording scroll positions. We pipe this data into our data warehouse, where offline processing aggregates the time spent reading (or our best guess of it): we infer when a reader started reading, when they paused, and when they stopped altogether. The methodology allows us to correct for periods of inactivity (such as having a post open in a different tab, walking the dog, or checking your phone).” (source)

The reason why this is more powerful than just pageviews is because it takes into account how engaged your readers are to give a more accurate representation of its visibility. You could have an article with 1,000 pageviews that has a greater TTR than one with 10,000 pageviews.

Scroll depth & time on page

A related and simpler metric to acquire is the average time on page (available within Google Analytics). The average time spent on your webpage will give a general indication of how long your visitors are staying on the page. Combining this with ‘scroll depth’ (i.e. how far down the page has a visitor scrolled) will help paint a better picture of how ‘engaged’ your visitors are. You’ll be able to get the answer to the following:

“How much of this article are my visitors actually reading?”

“Is the length of my content putting visitors off?”

“Are my readers remaining on the page for a long time?”

Having the answers to these questions is really important when it comes to determining which types of content are resonating more with your visitors.

Social Lift

BuzzFeed’s “Social Lift” metric is a particularly good way of understanding the ‘virality’ of your content (you can see this when you publish a post to BuzzFeed). BuzzFeed calculates “Social Lift” as follows:

((Social Views)/(Seed Views)+1)

Social Views: Traffic that’s come from outside BuzzFeed; for example, referral traffic, email, social media, etc.

Seed Views: Owned traffic that’s come from within the BuzzFeed platform; e.g. from appearing in BuzzFeed’s newsfeed.

This is a great metric to use when you’re a platform publisher as it helps separate out traffic that’s coming from outside of the properties that you own, thus determining its "viral potential."

There are ways to use this kind of approach within your own content marketing campaigns (without being a huge publisher platform) to help get a better idea of its "viral potential."

One simple calculation can just involve the following:

((social shares)/(pageviews)+1)

This simple stat can be used to determine which content is likely to perform better on social media, and as a result it will enable you to prioritize certain content over others for paid social promotion. The higher the score, the higher its "viral potential." This is exactly what BuzzFeed does to understand which pieces of content they should put more weight behind from a very early stage.

You can even take this to the next level by replacing pageviews with TTR to get a more representative view of engagement to sharing behavior.

The bottom line

Alongside predicting "viral potential" and "TTR," you’ll want to know how your content is performing against your bottom line. For most businesses, that’s the main reason why they’re creating content.

This isn’t always easy and a lot of people get this wrong by looking for a silver bullet that doesn’t exist. Every sales process is different, but let’s look at the typical process that we have at HubSpot for our free CRM product:

1. Visitor comes through to our blog content from organic search.
2. Visitor clicks on a CTA within the blog post.
3. Visitor downloads a gated offer in exchange for their email address and other data.
4. Prospect goes into a nurturing workflow.
5. Prospect goes through to a BOFU landing page and signs up to the CRM.
6. Registered user activates and invites in members of their team.

This is a simple process, but it can still be tricky sometimes to get a dollar value on each piece of content we produce. To do this, you’ve got to understand what the value of a visitor is, and this is done by working backwards through the process.

The first question to answer is, “what’s the lifetime value (LTV) of an activated user?” In other words, “how much will this customer spend in their lifetime with us?”

For e-commerce businesses, you should be able to get this information by analyzing historical sales data to understand the average order value that someone makes and multiply that by the average number of orders an individual will make with you in their lifetime.

For the purposes of this example, let’s say each of our activated CRM users has an LTV of $100. It’s now time to work backwards from that figure (all the below figures are theoretical)…

Question 1: “What’s the conversion rate of new CRM activations from our email workflow(s)?”

Answer 1: “5%”

Question 2: “How many people download our gated offers after coming through to the blog content?”

Answer 2: “3%”

Knowing this would help me to start putting a monetary value against each visitor to the blog content, as well as each lead (someone that downloads a gated offer).

Let’s say we generate 500,000 visitors to our blog content each month. Using the average conversion rates from above, we’d convert 15,000 of those into email leads. From there we’d nurture 750 of them into activated CRM users. Multiply that by the LTV of a CRM user ($100) and we’ve got $75,000 (again, these figures are all just made up).

Using this final figure of $75,000, we could work backwards to understand the value of a single visitor to our blog content:

 ((75,000)/(500,000))

Single Visitor Value: $0.15

We can do the same for email leads using the following calculation:

(($75,000)/(15,000))

Individual Lead Value: $5.00

Knowing these figures will help you be able to determine the bottom-line value of each of your pieces of content, as well as calculating a rough return on investment (ROI) figure.

Let’s say one of the blog posts we’re creating to encourage CRM signups generated 500 new email leads; we’d see a $2,500 return. We could then go and evaluate the cost of producing that blog post (let’s say it takes 6 hours at $100 per hour – $600) to calculate a ROI figure of 316%.

ROI in its simplest form is calculated as:

(((($return)-($investment))/($investment))*100)

You don’t necessarily need to follow these figures religiously when it comes to content performance on a broader level, especially when you consider that some content just doesn’t have the primary goal of lead generation. That said, for the content that does have this goal, it makes sense to pay attention to this.

The link between engagement and ROI

So far I’ve talked about two very different forms of measurement:

1. Engagement
2. Return on investment

What you’ll want to avoid is actually thinking about these as isolated variables. Return on investment metrics (for example, lead conversion rate) are heavily influenced by engagement metrics, such as TTR.

The key is to understand exactly which engagement metrics have the greatest impact on your ROI. This way you can use engagement metrics to form the basis of your optimization tests in order to make the biggest impact on your bottom line.

Let’s take the following scenario that I faced within my own blog as an example…

The average length of the content across my website is around 5,000 words. Some of my content way surpasses 10,000 words in length, taking an estimated hour to read (my recent SEO tips guide is a perfect example of this). As a result, the bounce rate on my content is quite high, especially from mobile visitors.

Keeping people engaged within a 10,000-word article when they haven’t got a lot of time on their hands is a challenge. Needless to say, it makes it even more difficult to ensure my CTAs (aimed at newsletter subscriptions) stand out.

From some testing, I found that adding my CTAs closer to the top of my content was helping to improve conversion rates. The main issue I needed to tackle was how to keep people on the page for longer, even when they’re in a hurry.

To do this, I worked on the following solution: give visitors a concise summary of the blog post that takes under 30 seconds to read. Once they’ve read this, show them a CTA that will give them something to read in more detail in their own time.

All this involved was the addition of a "Summary" button at the top of my blog post that, when clicked, hides the content and displays a short summary with a custom CTA.

This has not only helped to reduce the number of people bouncing from my long-form content, but it also increased the number of subscribers generated from my content whilst improving user experience at the same time (which is pretty rare).

I’ve thought that more of you might find this quite a useful feature on your own websites, so I packaged it up as a free WordPress plugin that you can download here.

Final thoughts

The above example is just one example of a way to impact the ROI of your content by improving engagement. My advice is to get a robust measurement process in place so that you’re able to first of all identify opportunities, and then go through with experiments to take advantage of the opportunity.

More than anything, I'd recommend that you take a step back and re-evaluate the way that you're measuring your content campaigns to see if what you're doing really aligns with the fundamental goals of your business. You can invest in endless tools that help you measure things better, but if core metrics that you're looking for are wrong, then this is all for nothing.

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

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Sprinter Sacre gives Sandown Park finale a golden glow

Comeback king's victory at bet365 Jump Finale overshadows the rest to finish classic campaign

from getsurrey - News http://www.getsurrey.co.uk/sport/other-sport/horse-racing/sprinter-sacre-gives-sandown-park-11247218

Guildford MP backs call for £150m station redevelopment to be reappraised

Anne Milton's call for the Guildford railway station to be reassessed follows heavy criticism of the plans by residents

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-mp-backs-call-150m-11238883

Crooked Hindhead dentist who swindled £222,000 from NHS struck off after fraud convictions

Mark Walewski has been banned from dentistry indefinitely for his 'grave' convictions - in which he stole money by claiming for bogus appointments

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/crooked-hindhead-dentist-who-swindled-11243050

Fatal Guildford crash driver who hit elderly woman was 'distracted' by hands-free mobile phone, court hears

Jane Hobbs, 70, died in hospital a day after she was hit as she made her way to the North Street market

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/fatal-guildford-crash-driver-who-11246757

Snow in April - but if you blinked then you probably missed it!

Travel carnage as snow flurries grip the county... only joking, we had about 10 minutes of the white stuff

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/snow-april-you-blinked-you-11247253

Southern conductors' strike causes disruption for passengers

RMT members are striking over plans for driver-only operated trains which they deems as unsafe

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/southern-conductors-strike-causes-disruption-11247342

CCTV footage released after alleged theft of collection box from Caterham skate park

In the space of just a few seconds a man is seen opening the door and picking up the collection box on the counter before leaving

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/cctv-footage-released-after-alleged-11245498

Three men in court over alleged helicopter drugs smuggling plot

Two Dutch nationals and a man from west London have appeared in court

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/three-men-court-over-alleged-11243386

Everything you need to know about change in law on car seats

Under the new rules, backless booster seats will only be approved for use for children taller than 125cm

from getsurrey - News http://www.getsurrey.co.uk/news/uk-world-news/everything-you-need-know-change-11247106

Man charged over Virginia Water 'machete attack'

Matthew Newland is accused of affray and possession of an offensive weapon

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/man-charged-over-virginia-water-11244790

'Malicious' armed robbery at Horley jewellers sparks police CCTV appeal

Police described the alleged raid as a "malicious attack" which left the victim "understandably anxious"

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/malicious-armed-robbery-horley-jewellers-11245958

Should Cranleigh village officially become Cranleigh town?

After nearly 800 homes have been approved in two years, is it time for the UK's biggest village to accept township status?

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/should-cranleigh-village-officially-become-11223202

Susan Boyle led away by officers after row with 'staff at Heathrow Airport'

The former Britain's Got Talent singer was described by an onlooker as having a tantrum

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/susan-boyle-led-away-officers-11244949

CCTV police appeal after theft of Claygate dog just before Christmas

Luckily Maximus was found dumped, taken to a kennel and reunited with his owners 24 hours after the "sickening" burglary

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/cctv-police-appeal-after-theft-11244010

WordPress robots.txt example for great SEO

The robots.txt file is a very powerful file if you’re working on a site’s SEO. At the same time, it also has to be used with care. It allows you to deny search engines access to certain files and folders, but that’s very often not what you want to do. Over the years, especially Google changed a lot in how it crawls the web, so old best practices are no longer valid. This post explains what the new best practices are and why.

Google fully renders your site

No longer is Google the dumb little kid that just fetches your sites HTML and ignores your styling and JavaScript. It fetches everything and renders your pages completely. This means that when you deny Google access to your CSS or JavaScript files, it doesn’t like that at all. This post about Google Panda 4 shows an example of this.

The old best practices of having a robots.txt that blocks access to your wp-includes directory and your plugins directory are no longer valid. This is why, in WordPress 4.0, I opened the issue and wrote the patch to remove wp-includes/.* from the default WordPress robots.txt.

A lot of themes also use asynchronous JavaScript requests, so-called AJAX, to add content to the page. By default, WordPress used to block these. So I created the ticket for WordPress to allow Google to crawl the admin-ajax.php URL in wp-admin. This was fixed in WordPress 4.4.

Robots.txt denies links their value

Something else is very important to keep in mind. If you block a URL with your site’s robots.txt, search engines will not crawl those pages. This also means that they cannot distribute the link value pointing at those URLs. So if you have a section of your site that you’d rather not have showing in the search results, but does get a lot of links, don’t use the robots.txt file. Instead, use a robots meta tag with a value noindex, follow. This allows search engines to properly distribute the link value for those pages across your site.

Not sure what to block and what not to block? Need a check on your SEO strategy? Order a website review »

Our WordPress robots.txt example

So, what should be in your WordPress robots.txt? Ours is very clean now. We no longer block anything! We don’t block our /wp-content/plugins/ directory, as plugins might output JavaScript or CSS that Google needs to render the page. We also do not block our /wp-includes/ directory, as the default JavaScripts that come with WordPress, which many themes use, come from these directories.

We also do not block our /wp-admin/ folder. The reason is simple: if you block it, but link to it somewhere by chance, people will still be able to do a simple [inurl:wp-admin] query in Google and find your site. This type of query is the type of query malicious hackers love to do. If you don’t do anything, WordPress has (by my doing) a robots meta x-http header on the admin pages that prevents search engines from showing these pages in the search results, a much cleaner solution.

What you should do with your robots.txt

You should log into Google Search Console and under Crawl → Fetch as Google, use the Fetch and Render option:

If it doesn’t look like what you’re seeing when you browse your site, or it throws errors or notices: fix them by removing the lines that block access to those URLs from your robots.txt file.

Should you link to your XML Sitemap from your robots.txt?

We’ve always felt linking to your XML sitemap from your robots.txt is a bit nonsense. You should be adding them manually to your Google and Bing Webmaster Tools and make sure you look at their feedback about your XML sitemap. This is the reason our Yoast SEO plugin doesn’t add it to your robots.txt. Don’t really on them to find out about your XML sitemap through your robots.txt .

Read more: ‘Google Panda 4, and blocking your CSS & JS’ »

from Yoast • The Art & Science of Website Optimization https://yoast.com/wordpress-robots-txt-example/

Police launch appeal to find missing Shepperton teenager

Ayan Omar was last seen at her home in Shepperton on Sunday after and police are growing increasingly concerned for her welfar

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/police-appeal-launched-find-missing-11241575

U2's Bono in 'bucket list' dreams of Guildford woman diagnosed with terminal cancer

Nearly £7,500 has been raised to help 37-year-old Sara Nicolson complete her 'bucket list' after she was diagnosed with secondary cancer in March

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/u2s-bono-bucket-list-dreams-11242466

London Marathon fundraising drive after tragic David Seath death

Former army colleagues of the regimental captain have also pledged to complete the last three miles of the marathon course in his memory

from getsurrey - News http://www.getsurrey.co.uk/news/local-news/london-marathon-fundraising-drive-after-11243419

Staines community action group 'not invited' to Environment Agency's flood plan meeting

The Environment Agency did not publicise Tuesday night's meeting on social media as it thought it "might draw" the River Ash Action Group 

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/staines-community-action-group-not-11242576

Guildford woman's bucket list plea to U2 star Bono after terminal cancer diagnosis

Nearly £7,500 has been raised to help 37-year-old Sara Nicolson complete her "bucket list" after she was diagnosed with secondary cancer in March

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildford-womans-bucket-list-plea-11242466

Top Gear host Chris Evans' Chiddingfold pub up for sale for more than £1m

Together with Mulberry co-owner Camilla Hansen, the new host of Top Gear has put the pub up for sale after 10 years at the helm

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/top-gear-host-chris-evans-11239495

'British Disneyland': What can we expect from London Paramount theme park plans?

An exciting new theme park could open near Surrey - but what might it be like?

from getsurrey - News http://www.getsurrey.co.uk/whats-on/family-kids-news/british-disneyland-what-can-expect-11239137

Guildford's past and present merged together in stunning sequence

You won't believe how different some parts of the town look

from getsurrey - News http://www.getsurrey.co.uk/news/nostalgia/guildfords-past-present-merged-together-11219114

London Marathon runner from Tadworth surprises girlfriend with marriage proposal near finish

With just 400 metres left, George Colairo, 28, stopped and tells his partner: "I ran all this way to ask you one question"

from getsurrey - News http://www.getsurrey.co.uk/news/uk-world-news/london-marathon-runner-tadworth-surprises-11240473

Has Guildford's brazen Aldi 'thief' who allegedly stole elderly woman's purse struck again?

Northampton Police have released CCTV footage of a near-identical incident and are linking it with the alleged theft at Aldi in Burpham in December

from getsurrey - News http://www.getsurrey.co.uk/news/surrey-news/guildfords-brazen-aldi-thief-who-11226960

What 300+ Content Marketing Campaigns Can Teach You About Earning Links

Posted by KelseyLibert

[Estimated read time: 9 minutes]

In a recent Whiteboard Friday about 10x content, Rand said to expect it to take 5 to 10 attempts before you’ll create a piece of content that’s a hit.

If you’ve been at the content marketing game for a while, you probably agree with Rand. Seasoned content marketers know you’re likely to see a percentage of content flops before you achieve a big win. Then, as you gain a sense for why some content fails and other content succeeds, you integrate what you’ve learned into your process. Gradually, you start batting fewer base hits and more home runs.

At Fractl, we regularly look back at campaign performance and refine our production and promotion processes based on what the data tells us. Are publishers rejecting a certain content format? Is there a connection between Domain Authority (DA) and the industry vertical we targeted? Do certain topics attract the most social shares? These are the types of questions we ask, and then we use the related data to create better content.

We recently dug through three years of content marketing campaigns and asked: What factors increase content’s ability to earn links? In this post, I’ll show you what we found.

Methodology

We analyzed campaign data from a sample of 345 Fractl campaigns that launched between 2013 and 2016. To compare linking performance, we set benchmarks based on the industry averages for links per campaign from our content marketing agency survey: High success (more than 100 placements), moderate success (20–100 placements), and low success (fewer than 20 placements).

We looked at the relationship between the number of placements and the content’s topic, visual assets, and formatting. "Placement" refers to any time a publisher wrote about the campaign. In terms of links, a placement could mean dofollow, cocitation, nofollow, or text attribution.

Which content elements can increase link earning potential?

The chart below highlights the largest differences between our high- and low-success campaigns.

We found the following characteristics were present in content that earned the most links:

1. Highly emotional
2. Broad appeal
3. Comparison
4. Pop culture-themed

The data confirmed our assumptions about why some content is better than others at attracting links, as all four of the above characteristics were present in some of our biggest hits. As an example, our Women in Video Games campaign checked all four of those boxes.

It paired a highly emotional topic (body image issues) with a strong visual contrast. It also included a pop culture theme that appealed to a niche audience (video game fans) while also resonating with a broader audience. To date, this campaign has amassed nearly 900 placements, including links from high-authority sites such as BuzzFeed, Huffington Post, MTV, and Vice Motherboard.

Read on for more takeaways on how to increase your content’s link-earning potential.

Content that evokes a strong emotional response is extremely effective at earning links.

Emotional impact was the greatest differentiator between our most successful campaigns and all other campaigns, with those that secured over 100 placements being 3 times more likely to feature a strong emotional hook than less successful campaigns.

Example: The Truth About Hotel Hygiene

Our Truth About Hotel Hygiene earned more than 700 placements thanks to a high "ick" factor, which gave it emotional resonance paired with universal interest (most people use hotels). We’ve also found including an element of surprise helps strengthen the content’s emotional impact. This study definitely surprised readers with a shocking finding: The nicest hotels had the most germs.

Example: Perceptions of Perfection

In our Perceptions of Perfection campaign, audiences were surprised to see drastically how designers altered a woman’s photo to fit their country’s standards of beauty. The surprise factor added an additional layer of emotionality to the already emotional topic of women’s body image issues, which helped this campaign get nearly 600 placements.

Choose content topics with wide appeal to increase potential for high-quality links.

So we’ve proven emotionally provocative content can attract a lot of links, but what about high-quality links? We found a correlation between high average domain authority and content topics with mass appeal. Broad topics appeal to a greater range of publishers, thus increasing the number of relevant high-authority sites your content can be placed on.

Some verticals may have an advantage when it comes to link quality too. Campaigns for our travel, entertainment, and retail clients tend to have a high average domain authority per placement since these verticals naturally lend themselves to content ideas with mass appeal.

Some examples of campaign topics with a DA-per-placement average above 55:

• Cities That Hate Tourist
• Most Googled Brands in Each State
• Data Breaches by State and Sector
• Airline Hygiene Exposed
• Deadliest Driving States

Pro tip: A site’s influence matters more than the type of link you’ll acquire from it. Don’t fear nofollow links; for two of our best-performing campaigns of all time, the initial links were nofollows from high-authority sites. A nofollow link on a high-authority site can lead to syndication on hundreds of other sites that will give dofollow links.

Use rankings and comparisons to fuel online discussion.

Contrast was a recurring theme in our high-performing campaigns, with strong contrasts achieved through visual or numerical comparisons. More than half of our highest-performing campaigns centered around a ranking or comparison, compared to just a third of our lowest-performing campaigns. Pitting two or more things against one another fuels discussion around the content, which can lead to more placements.

Example: Comparing Siri, Cortana, and Google Now

Comparing Cortana was a hands-on study for which participants gave a command to their virtual assistant and rated their satisfaction with the response. Comparing the three most widely used smartphone assistants attracted the attention of techies (especially Apple fans) as well as the broader public, since most people have one of these assistants on their smartphone.

Example: Airport Rankings

The Airport Rankings campaign looked at which airports offered the best and worst experiences, based on data including the volume of canceled flights, delays, and lost luggage. Local publishers loved this campaign; many focused on the story around how their regional airport fared in the rankings. Since most travelers have lived through at least one terrible airport experience, the content was extremely relatable too.

Pro tip: Side-by-side visualizations pack a high-contrast visual punch that helps drive linking and social shares. This type of contrasting imagery is extremely powerful visually since it’s easy to process. It helps evoke an immediate response that quickly engages viewers.

Incorporate a geographic angle to earn international or regional links.

Did you notice a majority of the broad-topic campaigns with a high domain authority listed above also had a geographic angle? In addition to broad appeal, geography-focused topics help attract interest from international and regional publishers, thus securing additional links.

Example: Most Popular Concert Drugs

The Most Popular Concert Drugs, one of our most successful campaigns to date with nearly 1,900 placements, examined the connection between music festivals and drug mentions on Instagram. Many global sites featured the story for its worldwide festivals, including publishers in the U.K., France, Italy, Australia, and Brazil. Had we limited our selection to U.S. festivals, it’s doubtful this campaign would have attracted as much attention.

Example: Most Instagrammed Locations

As with the example above, pairing a geographic angle with Instagram data proved to be a winning formula for the Most Instagrammed Locations campaign. We featured the most Instagrammed places in both the U.S. and Canada, which helped the campaign secure additional coverage from Canadian publishers.

Pro tip: To extend a campaign’s reach to the offline world, consider pitching relevant TV and radio stations with geo-themed content that offers new data; traditional news outlets seem to love these stories. We’ve had multiple geo-focused campaigns featured on national and local news stations simply because they saw the story getting covered by online media.

Include pop culture references to pique audience interest.

Our campaigns with more than 100 pickups were nearly twice as likely to incorporate a pop culture theme than our campaigns with fewer than 20 pickups. Content that ties in pop culture is primed for targeting a niche of dedicated fans who will want to share and discuss it like crazy, while it simultaneously resonates on a surface level for many people. Geek-culture themes, such as comic books and sci-fi movies, tend to attract a lot of attention thanks to rabid fan bases.

New School vs. Old School

Trending pop culture phenomena are best for making your content feel relevant to the current zeitgeist (think: a Walking Dead theme that appeals to fans of the show while also playing up the current cultural obsession with zombies).

On the other hand, old school pop culture references are effective for creating strong feelings of nostalgia (think: everything in BuzzFeed’s ’90s category). If your audience falls within a certain age bracket, consider what would be nostalgic to them. What did they grow up with, and how can you weave this into your content?

Example: Fictional Power Sources

Fictional Power Sources looked at which iconic weapons, vehicles, and superpowers featured in movies were the most powerful. Rather than focusing on one movie, we featured a handful of popular movies — including Star Wars, Back to the Future, and The Matrix — which increased it the campaign’s appeal to movie fans.

Example: Sitcom Cribs

Sitcom Cribs looked at the affordability of the living spaces on various TV shows — could the “Friends” characters really afford their trendy Manhattan digs? By featuring a lot of older TV shows, this campaign had a high nostalgia factor for audiences familiar with classic ’90s sitcoms. Including newer TV shows kept the campaign relevant to younger audiences too.

Pro tip: To increase the appeal, feature a range of pop culture icons as opposed to just one, such as a list of movies, musicians, or TV shows. This adds to the range of pop culture fans who will connect with the content, rather than limiting the potential audience to one fan base.

Earning high-quality links is just one benefit of creating content that incorporates high emotionality, contrast, broad appeal, or pop culture references. We’ve also found these characteristics present in our campaigns that perform well in terms of social sharing.

In particular, emotional resonance is a key ingredient, not only for earning links but also for getting your content widely shared. Our campaigns that received more than 20,000 social shares were 8 times more likely to include a strong emotional hook than campaigns that received fewer than 1,000 shares.

How can you ensure these elements are incorporated into your content, thus increasing its linking and sharing potential? In a previous post, I walk through exactly how we create campaigns like the examples I shared above. Check it out for a step-by-step guide to creating engaging, highly shareable content.

What observations have you made about your most successful content? I'd love to hear your thoughts on which content elements attract the most links and shares.

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/9375/3172346