Public warned not to approach 'vulnerable' man last seen in Guildford who could have weapon

Surrey Police asked anyone who has seen Darryl to contact the force 'urgently'

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/public-warned-not-approach-vulnerable-14730063

Rats seen at King George V Playing Field in Dorking close to children's play area

The council said it is trying to deal with the problem

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/rats-seen-king-george-v-14726266

Dorking's Kuoni moves into stunning new offices inspired by world travel

Staff suggestions were taken into account and it even has a pool table

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/dorkings-kuonimoves-stunning-new-offices-14721005

E-fit of Guildford serial flasher released after man exposes himself to several women

Police are seeking the man after "a number of incidents" of indecent exposure in the Guildford area

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/e-fit-guildford-serial-flasher-14729459

Efforts to stop Mole Valley kids drinking are effective despite recent statistics, says youth worker

Statistics from Public Health England showed the amount of children in the district admitted to hospital due to alcohol was double the national average

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/efforts-stop-mole-valley-kids-14675830

More than 35 burglaries a week reported in west Surrey since April, say police

Surrey Heath police has issued advice to reduce the risk of being burgled

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/more-35-burglaries-week-reported-14727785

Report into care of Parsons Green Tube bomber by Surrey County Council will not be made public

Surrey County Council has carried out a learning review into its handling of Parsons Green Tube bomber Ahmed Hassan

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/report-care-parsons-green-tube-14728798

Caroline’s Corner: Sharing my ambitions, goals and statistics

Witnesses to Banstead Co-op overnight ram-raid describe 'big crashes and men with guns'

A BMW crashed into the front of the Banstead Co-op store at around 2.30am on Thursday morning (May 31)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/witnesses-banstead-co-op-overnight-14727086

Amber weather warning for south east as 'torrential downpours and frequent lightning' forecast

The Met Office is warning that thunderstorms could lead to torrential downpours, frequent lightning, flooding and travel disruption

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/amber-weather-warning-south-east-14727695

Boy hit by car in Horsell 'expected to make full recovery'

The four-year-old had "broken free" of the adult holding his hand and run into the road by the Lakeview Recreation Ground in Sythwood

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/boy-hit-car-horsell-expected-14725866

Developer behind Drake Park in Walton is not giving up on garden village plan

An appeal against the council's refusal of a "garden village" in green belt land in Walton was refused by the Secretary of State

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/developer-behind-drake-park-walton-14723160

Homelessness expected to rise once universal credit arrives in Guildford, council warns

A borough council report says the welfare reform presents "major risks" ahead of its introduction in Guildford in October

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/homelessness-expected-rise-once-universal-14721047

Ash Vale Silent Soldier memorial second to be 'vandalised' in two weeks

The Silent Soldier memorials are part of a campaign by the Royal British Legion marking 100 years since the end of the First World War

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/ash-vale-silent-soldier-memorial-14727247

M25 delays as van engulfed in flames during afternoon rush-hour

Motorists were advised by Highways England to allow extra time for their journeys

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/m25-delays-van-engulfed-flames-14726682

BMW smashes into Banstead Co-op in early hours ram-raid

Surrey Police is appealing for witnesses following an overnight ram-raid at the Co-op in Nork Way

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/bmw-smashes-banstead-co-op-14726744

Safe emptied at Chertsey Co-op after raid by four-strong balaclava gang

The robbery took place in Chertsey on Saturday night (May 26)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/safe-emptied-chertsey-co-op-14726022

Post Office seeks buyer for Farncombe branch, reigniting hopes that it will reopen

Residents are hoping that Farncombe Post Office will reopen soon

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/post-office-seeks-buyer-farncombe-14718126

Kingston man charged over Woking Hobbycraft police incident

Jake Bartley, 24, of Douglas Road, Kingston has been charged with common assault and causing a public nuisance

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/kingston-man-charged-over-woking-14725248

Surrey's SEND budget faces further cuts as families prepare for judicial review

Campaigners have been granted a judicial review of the county council's cuts to SEND services

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/surreys-send-budget-faces-further-14724867

Huge support for new performing arts library team as frustration grows on decision delay

A large number of people turned up at County Hall expecting the council to make a decision on the Surrey Performing Arts Library's future

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/huge-support-new-performing-arts-14723543

Thunderstorms set to hit Surrey again as Met Office issues third yellow warning this week

The warning will last from Thursday morning (May 31) to Friday evening (June 1)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/thunderstorms-set-hit-surrey-again-14724372

Esso selects preferred route for aviation fuel pipeline through Surrey

The preferred option passes through parts of Farnborough, Frimley, Chertsey and Addlestone

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/esso-selects-preferred-route-aviation-14724594

When Google changes up: Should I abide every decision they make?

Media / attachment URL: what to do with them?

In our major Yoast SEO 7.0 update, there was a bug concerning attachment URL’s. We quickly resolved the bug, but some people have suffered anyhow (because they updated before our patch). This post serves both as a warning and an apology. We want to ask all of you to check whether your settings for the redirect of the attachment URL’s are correct. And, for those of you who suffered from a decrease in rankings because of incorrect settings, we offer a solution that Google has OKed as well.

Is redirect attachment URLs set to “Yes”?

You need to check this manually: unless you have a very specific reason to allow attachment URLs to exist (more on that below), the setting should be set to “Yes” . If the setting says “Yes”, you’re all set. You can find this setting in Search Appearance, in the tab Media.

Is your attachment URL set to “No”?

If your attachment URL is set to “no”, there are two different scenario’s which could apply to you. You could intentionally have set this setting to “no”, but the setting  could also be turned to “no” without your intent.

Intentionally set to “No”

If you intentionally put the setting of the attachment URL to “No”, you’ll probably be aware of that fact. In that case, your attachment URL’s are an important aspect of your site. You’re linking actively to these pages and these pages have real content on them (more than just a photo). This could for instance apply to a photography site. If you want this setting to say “No”, you’ll probably have put a lot of thought in this. In this case, you can leave your setting to “no”. You’re all set!

Unintentionally set to “No”

It is also possible that you notice that the setting is set to “No” and this was not intentionally. You’ve suffered from our bug. We’re so very sorry. You should switch your toggle to “Yes” and save the changes. Perhaps you need to do a little bit more, though. There are (again) two scenario’s:

Traffic and ranking is normal

Ask yourself the following question: have you noticed any dramatic differences in your rankings and traffic in the last three months (since our 7.0 update of march 6th)? If the answer to this question is no, than you should just turn the redirect setting of the attachment URL to “Yes” and leave it at that. You did not suffer from any harm in rankings, probably because you’re not using attachment URL’s all that much anyway. This will be the case for most sites. After switching your toggle to “Yes” and saving the changes, you’re good to go!

Traffic and ranking have decreased

In the second scenario, you notice that the redirect attachment URL setting is set to “No” and you did indeed suffer from a dramatic decrease in traffic and ranking. We’re so very sorry about that. Make sure to switch the setting of the attachment URL to “Yes” immediately.  In order to help you solve your ranking problem, we have built a search index purge plugin. Download and install this plugin here. More on the working of this separate plugin below.

What to do if you’re not sure

If you’re not sure whether you’ve been affected by this, and your Google Search Console is inconclusive: don’t do anything other than setting the setting to “Yes”. See “What did Google say” below for the rationale.

What do attachment URL’s do anyway?

When you upload an image in WordPress, WordPress does not only store the image, it also creates a separate so-called attachment URL for every image. These attachment URLs are very “thin”: they have little to no content outside of the image. Because of that fact, they’re bad for SEO: they inflate the number of pages on your site while not increasing the amount of quality content. This is something that WordPress does, which our plugin takes care off (if the setting is correctly turned to “Yes”).

Historically, we had had a (default off) setting that would redirect the attachment URL for an image to the post the image was attached to. So if I uploaded an image to this post, the attachment URL for that image would redirect to this post. In the old way of dealing with this, it meant that images added for other reasons (like say, a site icon, or a page header you’d add in the WordPress customizer), would not redirect.  It also meant that if you used an image twice, you could not be certain where it would redirect.

In Yoast SEO 7.0 we introduced a new feature to deal with these pages. Now, we default to redirecting the attachment URL to the image itself. This basically means attachment URLs no longer exist on your site at all. This actually is a significant improvement.

What did the bug do (wrong)?

The bug was simple yet very painful: when you updated from an earlier version of Yoast SEO to Yoast SEO 7.0-7.0.2 (specifically those versions), we would not always correctly convert the setting you had for the old setting into the new one. We accidentally set the setting to ‘no’. Because we overwrote the old settings during the update, we could not revert this bug later on.

The impact of the bug

For some sites our bug might have a truly bad impact. In Twitter and Facebook discussions I’ve had, I’ve been shown sites that had the number of indexed URLs on their site quintupled, without adding any content. Because with that setting being “No” XML sitemaps was enabled for attachments. As a result of that, lots and lots of attachment URLs got into Google’s index. Some of those sites are now suffering from Panda-like problems. The problem will be specifically big if you have a lot of pictures on your website and few high quality content-pages. In these cases,  Google will think you’ve created a lot of ‘thin content’ pages all of a sudden.

The vast majority of the websites running Yoast SEO probably hasn’t suffered at all. Still, we messed up. I myself, am sorry. More so than normal, because I came up with and coded this change myself…

What did Google say?

We have good contacts at Google and talk to them regularly about issues like these. In this case, we discussed it with John Mueller and his first assessment was similar to mine: sites should normally not suffer from this. That’s why we don’t think drastic measures are needed for everyone. Let me quote him:

“Sites generally shouldn’t be negatively affected by something like this. We often index pages like that for normal sites, and they usually don’t show up in search. If they do show up for normal queries, usually that’s a sign that the site has other, bigger problems. Also, over the time you mentioned, there have been various reports on twitter & co about changes in rankings, so if sites are seeing changes, I’d imagine it’s more due to normal search changes than anything like this.”

We’ve also discussed potential solutions with him. The following solution has been OK’d by him as the best and fastest solution.

What does this search index purge plugin do?

The purpose of the search index purge plugin is to purge attachment URLs out of the search results as fast as possible. Just setting the Yoast SEO attachment URL redirect setting to “Yes” isn’t fast enough. When you do that, you no longer have XML sitemaps or anything else that would make Google crawl those pages, and thus it could take months for Google to remove those URLs. That’s why I needed to be creative.

Installing this plugin will do the following two things:

• Every attachment URL will return a 410 status code.
• A static XML sitemap, containing all the attachment URLs on a given site will be created. The post modified date for each of those URLs is the activation date and time of the plugin.

The XML sitemap with recent post modified date will make sure that Google spiders all those URLs again. The 410 status code will make sure Google takes them out of its search results in the fastest way possible.

After six months the attachment URLs should be gone from the search results. You should then remove the search index purge plugin, and keep the redirect setting of the attachment URLs set to “Yes”.

Advice: keep informed!

We try to do the very best we can to help you get the best SEO out of your site. We regularly update our configuration wizard and there is no harm whatsoever in running through it again. Please regularly check if your site’s settings are still current for your site. We do make mistakes, and this release in particular has led us to a rigorous post mortem on all the stages of this release’s process.

We regularly write about things that change in Google, so stay up to date by subscribing to our newsletter below. If you want to understand more of the how and why of all this, please do also take our new, free, SEO for Beginners course, which you’ll get access to when you sign up.

The post Media / attachment URL: what to do with them? appeared first on Yoast.

from Yoast • SEO for everyone https://yoast.com/media-attachment-urls/

'Eggs and ketchup' thrown at Camberley home, suspect returns to 'kick and shout' next day

The suspect returned after throwing the food items to shout at the victim and kick their door, say police

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/eggs-ketchup-thrown-camberley-home-14675490

Elderly Bagshot couple scammed by fake police officer who stole their bank card

The couple have previously been targeted at their home address

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/elderly-bagshot-couple-scammed-fake-14691331

Devastating washing machine fire in Sheerwater prompts advice to 'reconsider routine'

Surrey Fire and Rescue attended the fire in Sheerwater on Tuesday evening (May 29)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/devastating-washing-machine-fire-sheerwater-14723736

Windows smashed in attempted daylight burglary at Guildford jewellers

An eyewitness said four men in balaclavas tried to break into the Maunder Watch Co in North Street

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/windows-smashed-attempted-daylight-burglary-14723261

Guildford infant school asks for donations to combat changes to government funding

With one more day to go, more than £1,000 has been raised for the Guildford school and donors can even choose what materials they can buy

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/guildford-infant-school-asks-donations-14722931

Man found with 'possibly life-changing injuries' in Guildford's Bedford Road car park

The man is in a "critical, but stable condition" and police are not treating the incident as suspicious

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/man-found-possibly-life-changing-14722598

Surrey County Show 2018: Farmers, foodies and firefighters turn out for annual Stoke Park celebration

From women riding horses in 1840's dress, to a three year old cattle farmer this years show was as Surrey as it gets.

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/surrey-county-show-2018-farmers-14721247

Morrisons' huge new 'Big Daddy Breakfast' has 19 items - and it looks AMAZING

And it'll only set you back £6

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/morrisons-huge-new-big-daddy-14722460

Green Oak School in Godalming, which was facing closure, receives promising Ofsted report

Inspectors visited the Godalming school in April, shortly before Surrey County Council decided to postpone closure notices

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/green-oak-school-godalming-facing-14719719

Dealer jailed after routine traffic stop uncovers cocaine, cannabis and cash in Shepperton

A specialist police drugs dog was used to reveal bags of cocaine and cannabis in the dealer's vehicle

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/dealer-jailed-after-routine-traffic-14722192

Getting Real with Retail: An Agency’s Guide to Inspiring In-Store Excellence

Posted by MiriamEllis

No marketing agency staffer feels good when they see a retail client getting reviews like this on the web.

But we can find out why they’re happening, and if we’re going above-and-beyond in our work, we just might be able to catalyze turning things around if we’re committed to being honest with clients and have an actionable strategy for their in-store improvements.

In this post, I’ll highlight some advice from an internal letter at Tesla that I feel is highly applicable to the retail sector. I’d also like to help your agency combat the retail blues headlining the news these days with big brands downsizing, liquidating and closing up shop — I’m going to share a printable infographic with some statistics with you that are almost guaranteed to generate the client positivity so essential to making real change. And, for some further inspiration, I’d like to offer a couple of anecdotes involving an Igloo cooler, a monk, reindeer moss, and reviews.

The genuine pain of retail gone wrong: The elusive cooler, "Corporate," and the man who could hardly stand

“Hi there,” I greeted the staffer at the customer service counter of the big department store. “Where would I find a small cooler?”

“We don’t have any,” he mumbled.

“You don’t have any coolers? Like, an Igloo cooler to take on a picnic to keep things cold?”

“Maybe over there,” he waved his hand in unconcern.

And I stood there for a minute, expecting him to actually figure this out for me, maybe even guide me to the appropriate aisle, or ask a manager to assist my transaction, if necessary. But in his silence, I walked away.

“Hi there,” I tried with more specificity at the locally owned general store the next day. “Where would I find something like a small Igloo cooler to keep things cold on a picnic?”

“I don’t know,” the staffer replied.

“Oh…” I said, uncomfortably.

“It could be upstairs somewhere,” he hazarded, and left me to quest for the second floor, which appeared to be a possibly-non-code-compliant catch-all attic for random merchandise, where I applied to a second dimly illuminated employee who told me I should probably go downstairs and escalate my question to someone else.

And apparently escalation was necessary, for on the third try, a very tall man was able to lift his gaze to some coolers on a top shelf… within clear view of the checkout counter where the whole thing began.

Why do we all have experiences like this?

“Corporate tells us what to carry” is the almost defensive-sounding refrain I have now received from three employees at two different Whole Foods Markets when asking if they could special order items for me since the Amazon buyout.

Because, you know, before they were Amazon-Whole Foods, staffers would gladly offer to procure anything they didn’t have in stock. Now, if they stop carrying that Scandinavian vitamin D-3 made from the moss eaten by reindeer and I’ve got to have it because I don’t want the kind made by irradiating sheep wool, I’d have to special order an entire case of it to get my hands on a bottle. Because, you know, “Corporate.”

Why does the distance between corporate and customer make me feel like the store I’m standing in, and all of its employees, are powerless? Why am I, the customer, left feeling powerless?

So maybe my search for a cooler, my worries about access to reindeer moss, and the laughable customer service I’ve experienced don’t signal “genuine pain.” But this does:

This is genuine pain. When customer service is failing to the point that badly treated patrons are being further distressed by the sight of fellow shoppers meeting the same fate, the cause is likely built into company structure. And your marketing agency is looking at a bonafide reputation crisis that could presage things like lawsuits, impactful reputation damage, and even closure for your valuable clients.

When you encounter customer service disasters, it begs questions like:

1. Could no one in my situation access a list of current store inventory, or, barring that, seek out merchandise with me instead of risking the loss of a sale?
2. Could no one offer to let “corporate” know that I’m dissatisfied with a “customer service policy” that would require me to spend $225 to buy a whole case of vitamins? Why am I being treated like a warehouse instead of a person?
3. Could no one at the pharmacy see a man with a leg wound about to fall over, grab a folding chair for him, and keep him safe, instead of risking a lawsuit?

I think a “no” answer to all three questions proceeds from definite causes. And I think Tesla CEO, Elon Musk, had such causes in mind when he recently penned a letter to his own employees.

“It must be okay for people to talk directly and just make the right thing happen.”

“Communication should travel via the shortest path necessary to get the job done, not through the 'chain of command.' Any manager who attempts to enforce chain of command communication will soon find themselves working elsewhere.

A major source of issues is poor communication between depts. The way to solve this is allow free flow of information between all levels. If, in order to get something done between depts, an individual contributor has to talk to their manager, who talks to a director, who talks to a VP, who talks to another VP, who talks to a director, who talks to a manager, who talks to someone doing the actual work, then super dumb things will happen. It must be ok for people to talk directly and just make the right thing happen.

In general, always pick common sense as your guide. If following a 'company rule' is obviously ridiculous in a particular situation, such that it would make for a great Dilbert cartoon, then the rule should change.”
- Elon Musk, CEO, Tesla

Let’s parlay this uncommon advice into retail. If it’s everyone’s job to access a free flow of information, use common sense, make the right thing happen, and change rules that don’t make sense, then:

1. Inventory is known by all store staff, and my cooler can be promptly located by any employee, rather than workers appearing helpless.
2. Employees have the power to push back and insist that, because customers still expect to be able to special order merchandise, a specific store location will maintain this service rather than disappoint consumers.
3. Pharmacists can recognize that patrons are often quite ill and can immediately place some chairs near the pharmacy counter, rather than close their eyes to suffering.

“But wait,” retailers may say. “How can I trust that an employee’s idea of ‘common sense’ is reliable?”

Let’s ask a monk for the answer.

“He took the time...”

I recently had the pleasure of listening to a talk given by a monk who was defining what it meant to be a good leader. He hearkened back to his young days, and to the man who was then the leader of his community.

“He was a busy man, but he took the time to get to know each of us one-on-one, and to be sure that we knew him. He set an example for me, and I watched him,” the monk explained.

Most monasteries function within a set of established rules, many of which are centuries old. You can think of these guidelines as a sort of policy. In certain communities, it’s perfectly acceptable that some of the members live apart as hermits most of the year, only breaking their meditative existence by checking in with the larger group on important holidays to share what they’ve been working on solo. In others, every hour has its appointed task, from prayer, to farming, to feeding people, to engaging in social activism.

The point is that everyone within a given community knows the basic guidelines, because at some point, they’ve been well-communicated. Beyond that, it is up to the individual to see whether they can happily live out their personal expression within the policy.

It’s a lot like retail can be, when done right. And it hinges on the question:

“Has culture been well-enough communicated to every employee so that he or she can act like the CEO of the company would in wide variety of circumstances?”

Or to put it another way, would Amazon owner Jeff Bezos be powerless to get me my vitamins?

The most accessible modern benchmark of good customer service — the online review — is what tells the public whether the CEO has “set the example.” Reviews tell whether time has been taken to acquaint every staffer with the business that employs them, preparing them to fit their own personal expression within the company’s vision of serving the public.

An employee who is able to recognize that an injured patron needs a seat while awaiting his prescription should be empowered to act immediately, knowing that the larger company supports treating people well. If poor training, burdensome chains of command, or failure to share brand culture are obstacles to common-sense personal initiative, the problem must be traced back to the CEO and corrected, starting from there.

And, of course, should a random staffer’s personal expression genuinely include an insurmountable disregard for other people, they can always be told it’s time to leave the monastery...

For marketing agencies, opportunity knocks

So your agency is auditing a valuable incoming client, and their negative reviews citing dirty premises, broken fixtures, food poisoning, slowness, rudeness, cluelessness, and lack of apparent concern make you say to yourself,

“Well, I was hoping we could clean up the bad data on the local business listings for this enterprise, but unless they clean up their customer service at 150 of their worst-rated locations, how much ROI are we really going to be able to deliver? What’s going on at these places?”

Let’s make no bones about this: Your honesty at this critical juncture could mean the difference between survival and closure for the brand.

You need to bring it home to the most senior level person you can reach in the organization that no amount of honest marketing can cover up poor customer service in the era of online reviews. If the brand has fallen to the level of the pharmacy I’ve cited, structural change is an absolute necessity. You can ask the tough questions, ask for an explanation of the bad reviews.

“But I’m just a digital marketer,” you may think. “I’m not in charge of whatever happens offline.”

Think again.

Headlines in retail land are horrid right now:

• The mall crisis is secretly morphing into a full-on Armageddon - Business Insider
• America’s ‘Retail Apocalypse’ Is Really Just Beginning - Bloomberg
• Retail Wreck? Over 1,000 Stores Close in a Single Week - NBC
• 8 Companies Amazon is Killing - Investopedia
• These major retailers have closed more than 5,000 stores in 2017 - Clark.com

If you were a retail brand C-suite and were swallowing these predictions of doom with your daily breakfast, wouldn’t you be looking for inspiration from anyone with genuine insight? And if a marketing agency should make it their business to confront the truth while also being the bearer of some better news, wouldn’t you be ready to listen?

What is the truth? That poor reviews are symptoms smart doctors can use for diagnosis of structural problems.
What is the better news? The retail scenario is not nearly as dire as it may seem.

Why let hierarchy and traditional roles hold your agency back? Tesla wouldn’t. Why not roll up your sleeves and step into in-store? Organize and then translate the narrative negative reviews are telling about structural problems for the brand which have resulted in dangerously bad customer service. And then, be prepared to counter corporate inertia born of fear with some eye-opening statistics.

Print and share some good retail tidings

Print your own copy of this infographic to share with clients.

At Moz, we’re working with enterprises to get their basic location data into shape so that they are ready to win their share of the predicted $1.4 trillion in mobile-influenced local sales by 2021, and your agency can use these same numbers to combat indecision and apathy for your retail clients. Look at that second statistic again: 90% of purchases are still happening in physical stores. At Moz, we ask our customers if their data is ready for this. Your agency can ask its clients if their reputations are ready for this, if their employees have what they need to earn the brand’s piece of that 90% action. Great online data + great in-store service = table stakes for retail success.

While I won’t play down the unease that major brand retail closures is understandably causing, I hope I’ve given you the tools to fight the “retail disaster” narrative. 85% more mobile users are searching for things like “Where do I buy that reindeer moss vitamin D3?” than they were just 3 years ago. So long as retail staff is ready to deliver, I see no “apocalypse” here.

Investing time

So, your agency has put in the time to identify a reputation problem severe enough that it appears to be founded in structural deficiencies or policies. Perhaps you’ve used some ORM software to do review sentiment analysis to discover which of your client’s locations are hurting worst, or perhaps you’ve done an initial audit manually. You've communicated the bad news to the most senior-level person you can reach at the company, and you've also shared the statistics that make change seem very worthwhile, begging for a new commitment to in-store excellence. What happens next?

While there are going to be nuances specific to every brand, my bet is that the steps will look like this for most businesses:

1. C-suites need to invest time in creating a policy which a) abundantly communicates company culture, b) expresses trust in employee initiative, and c) dispenses with needless “chain of command” steps, while d) ensuring that every public facing staffer receives full and ongoing training. A recent study says 62% of new retail hires receive less than 10 hours of training. I’d call even these worrisome numbers optimistic. I worked at 5 retail jobs in my early youth. I’d estimate that I received no more than 1 hour of training at any of them.
2. Because a chain of command can’t realistically be completely dispensed with in a large organization, store managers must then be allowed the time to communicate the culture, encourage employees to use common sense, define what “common sense” does and doesn’t look like to the company, and, finally, offer essential training.
3. Employees at every level must be given the time to observe how happy or unhappy customers appear to be at their location, and they must be taught that their observations are of inestimable value to the brand. If an employee suggests a solution to a common consumer complaint, this should be recognized and rewarded.
4. Finally, customers must be given the time to air their grievances at the time of service, in-person, with accessible, responsive staff. The word “corporate” need never come into most of these conversations unless a major claim is involved. Given that it may cost as much as 7x more to replace an unhappy customer than to keep an existing one happy, employees should be empowered to do business graciously and resolve complaints, in most cases, without escalation.

Benjamin Franklin may or may not have said that “time is money.” While the adage rings true in business, reviews have taught me the flip side — that a lack of time equals less money. Every negative review that cites helpless employees and poor service sounds to my marketing ears like a pocketful of silver dollars rolling down a drain.

The monk says good leaders make the time to communicate culture one-on-one.

Tesla says rules should change if they’re ridiculous.

Chairs should be offered to sick people… where common sense is applied.

Reviews can read like this:

And digital marketers have never known a time quite like this to have the ear of retail, maybe stepping beyond traditional boundaries into the fray of the real world. Maybe making a fundamental difference.

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from The Moz Blog http://tracking.feedpress.it/link/9375/9306489

Caterham's M&P Electrical to close after 25 years in the valley

"Where there's change and progress there's always going to be losers and we happen to be the losers in this one."

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/caterhams-mp-electrical-close-after-14705868

Large Lingfield derelict house fire on the bank holiday weekend could have been deliberate

Eight fire crews and at least 40 fire fighters attended the hosue fire from early on Saturday morning (May 26) for about 15 hours

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/large-lingfield-derelict-house-fire-14718672

Before and after shots show New Pond Road bridge replacement after bank holiday work

Network Rail staff worked throughout the bank holiday weekend to put the new bridge in place

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/before-after-shots-show-new-14720396

Mother thanks ‘lovely’ staff after unexpectedly going into labour in Brooklands Marks and Spencer

This is not just any labour, it’s a Marks and Spencer labour

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/mother-thanks-lovely-staff-after-14719917

Child airlifted to hospital after being hit by car outside Horsell playing field

The air ambulance landed at Lakeview Recreation Ground before taking the child to St Peter's

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/child-airlifted-hospital-after-being-14720505

CCTV images released after 'persistent shoplifting' in Dorking

CCTV images have been released of two men the police want to chat to

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/cctv-images-released-after-persistent-14720503

Passengers treated for whiplash after bus heading to Thorpe Park hits railway bridge in Staines

Both lines on top of the railway bridge were examined by Network Rail after the incident on Tuesday (May 29)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/passengers-treated-whiplash-after-bus-14720070

Men arrested on suspicion of hate crimes and assault following Thames Ditton Co-op incident

Several police cars, as well as an ambulance, were seen outside the store on Monday morning (May 28)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/men-arrested-suspicion-hate-crimes-14719467

Camberley police officer dismissed for 'discrediting the service'

The officer was dismissed from the police force following a misconduct hearing on Wednesday (May 23)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/camberley-police-officer-dismissed-discrediting-14718614

Tunsgate Quarter: Finishing touches to Guildford's shopping development to take place end of next month

The shopping centre opened its doors to members of the public two months ago

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/tunsgate-quarter-finishing-touches-guildfords-14719026

Neighbour argument over bonfire leads to fight and broken ankle, court hears

The argument in a village near Guildford led to an arrest and court appearance for one of the men on Tuesday (May 29)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/neighbour-argument-over-bonfire-leads-14719522

What is a content delivery network (CDN)?

Death at Weybridge train station not being treated as suspicious, police confirm

A 44-year-old woman was pronounced dead by ambulance crew after being struck by a train at the station

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/death-weybridge-train-station-not-14719222

Woman, 79, who died in Frensham crash named as family release heartbreaking tribute

Police said they want to find out what happened to provide the family some kind of closure following the crash in March

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/woman-79-who-died-frensham-14718549

Irn-Bru manufacturer recalls glass bottles which causes caps to 'pop off unexpectedly'

AG Barr is asking customers to open bottles with care to release the pressure

from GetSurrey - News https://www.getsurrey.co.uk/whats-on/food-drink-news/irn-bru-manufacturer-recalls-glass-14718517

Two-car crash on M3 causes heavy traffic in morning rush-hour

The collision happened at around 7.30am on Tuesday morning (May 29)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/two-car-crash-m3-causes-14718463

Correction regarding story about rats at playing field

Pictures which purported to show rats near a play area at King George V playing fields in Effingham were, in fact, taken at a different location

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/correction-regarding-story-rats-playing-14718518

County council increases spending on external agency social workers to more than £9m last year

In its latest report, Ofsted stated external agencies contributed to overworking social workers due to poor referrals and contacts

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/county-council-increases-spending-external-14705788

31 things to do and places to go in Surrey on a rainy day

How to make the best of the drizzle with a packed list of more than a dozen attractions and activities in Surrey

from GetSurrey - News https://www.getsurrey.co.uk/whats-on/family-kids-news/things-to-do-rainy-day-9143865

Yellow warning for rain in Surrey with 'flooding a possibility', Met Office warns

The Met Office has issued a yellow weather warning for Tuesday (May 29)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/yellow-warning-rain-surrey-flooding-14717661

Tracking Your Link Prospecting Using Lists in Link Explorer

Posted by Dr-Pete

I'm a lazy marketer some days — I'll admit it. I don't do a lot of manual link prospecting, because it's a ton of work, outreach, and follow-up. There are plenty of times, though, where I've got a good piece of content (well, at least I hope it's good) and I want to know if it's getting attention from specific sites, whether they're in the search industry or the broader marketing or PR world. Luckily, we've made that question a lot easier to answer in Link Explorer, so today's post is for all of you curious but occasionally lazy marketers. Hop into the tool if you want to follow along:

Open Link Explorer

(1) Track your content the lazy way

When you first visit Link Explorer, you'll see that it defaults to "root domain":

Some days, you don't want to wade through your entire domain, but just want to target a single piece of content. Just enter or paste that URL, and select "exact page" (once you start typing a full path, we'll even auto-select that option for you):

Now I can see just the link data for that page (note: screenshots have been edited for size):

Good news — my Whiteboard Friday already has a decent link profile. That's already a fair amount to sort through, and as the link profile grows, it's only going to get tougher. So, how can I pinpoint just the sites I'm interested in and track those sites over time?

(2) Make a list of link prospects

This is the one part we can't automate for you. Make a list of prospects in whatever tool you please. Here's an imaginary list I created in Excel:

Obviously, this list is on the short side, but let's say I decide to pull a few of the usual suspects from the search marketing world, plus one from the broader marketing world, and a couple of aspirational sites (I'm probably not going to get that New York Times link, but let's dream big).

(3) Create a tracking list in Link Explorer

Obviously, I could individually search for these domains in my full list of inbound links, but even with six prospects, that's going to take some time. So, let's do this the lazy way. Back in Link Explorer, look at the very bottom of the left-hand navigation and you'll see "Link Targeting Lists":

Keep scrolling — I promise it's down there. Click on it, and you'll see something like this:

On the far-right, under the main header, click on "[+] Create new list." You'll get an overlay with a three-step form like the one below. Just give your list a name, provide a target URL (the page you want to track links to), and copy-and-paste in your list of prospects. Here's an example:

Click "Save," and you should immediately get back some data.

Alas, no link from the New York Times. The blue icons show me that the prospects are currently linking to Moz.com, but not to my target page. The green icon shows me that I've already got a head-start — Search Engine Land is apparently linking to this post (thanks, Barry!).

Click on any arrow in the "Notes" column, and you can add a note to that entry, like so:

Don't forget to hit "Save." Congratulations, you've created your first list! Well, I've created your first list for you. Geez, you really are lazy.

(4) Check in to track your progress

Of course, the real magic is that the list just keeps working for you. At any time, you can return to "Link Tracking Lists" on the Link Explorer menu, and now you'll see a master list of all your lists:

Just click on the list name you're interested in, and you can see your latest-and-greatest data. We can't build the links for you, but we can at least make keeping track of them a lot easier.

Bonus video: Now in electrifying Link-o-Vision!

Ok, it's just a regular video, although it does require electricity. If you're too lazy to read (in which case, let's be honest, you probably didn't get this far), I've put this whole workflow into an enchanting collection of words and sounds for you:

I hope you'll put your newfound powers to good. Let us know how you're using Tracking Lists (or how you plan to use them) in the comments, and where you'd like to see us take them next!

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/9375/9295750

Surrey County Show 2018: The 10 most Surrey things to happen at this year's event

I'm guessing most county shows don't have a "wealth asset management tent"

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/surrey-county-show-2018-10-14716967

Further action taken against owners of Padd Farm who owe more than £1.5 million

Daniel and Linda Beach were jailed in February after failing to pay back the money

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/further-action-taken-against-owners-14698262

Dorking Nuts Challenge HQ raided for Land Rovers and rifles

The equipment was stolen from Henfold Lane, Beare Green

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/dorking-nuts-challenge-hq-raided-14700579

Reigate mum donates East Surrey Hospital's first 'baby facetime' for bedridden mothers with sick newborns

The BABI Carts means poorly mums can watch their newborn babies in the special care unit while they recover

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/reigate-mum-donates-east-surrey-14676556

Annelieke’s analytics: Technology report in Google Analytics

Horley Chequers Hotel remains abandoned and is being vandalised with no sign of promised refurbishment

The site has fallen into disrepair in spite of a company buying it and promising a multi-million pound restoration

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/horley-chequers-hotel-remains-abandoned-14700852

Family pays tribute to Crawley woman Christina Abbotts as man appears in court charged with murder

Christina Abbotts was found dead at her home in Gossops Green on Friday (May 25)

from GetSurrey - News https://www.getsurrey.co.uk/news/local-news/family-pays-tribute-crawley-woman-14715472

5 spectacular videos of lightning storm seen from Surrey

The thunderstorm, which reached 40,000ft in the air, could be seen from up to 80 miles away

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/5-spectacular-videos-lightning-storm-14714738

Horley bomb hoax accused appear in court and deny all charges

Christopher Gower, 20, and a 17-year-old who cannot be named because of his age, appeared at Guildford Crown Court on Friday (May 25)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/horley-bomb-hoax-accused-appear-14708825

5 amazing things you probably didn't know about Effingham

The village may be small but some of its residents have changed the course of history

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/5-amazing-things-you-probably-14706877

Death of Crawley woman Christina Abbotts sees Amersham man charged with murder

Zahid Naseem, 47, will appear at Brighton Magistrates' Court on Monday (May 28)

from GetSurrey - News https://www.getsurrey.co.uk/news/local-news/death-crawley-woman-christina-abbotts-14714772

Donald John Clarke missing person search finds body

Formal identification has not yet taken place

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/donald-john-clarke-missing-person-14714419

How Much Data Is Missing from Analytics? And Other Analytics Black Holes

Posted by Tom.Capper

If you’ve ever compared two analytics implementations on the same site, or compared your analytics with what your business is reporting in sales, you’ve probably noticed that things don’t always match up. In this post, I’ll explain why data is missing from your web analytics platforms and how large the impact could be. Some of the issues I cover are actually quite easily addressed, and have a decent impact on traffic — there’s never been an easier way to hit your quarterly targets. ;)

I’m going to focus on GA (Google Analytics), as it's the most commonly used provider, but most on-page analytics platforms have the same issues. Platforms that rely on server logs do avoid some issues but are fairly rare, so I won’t cover them in any depth.

Side note: Our test setup (multiple trackers & customized GA)

On Distilled.net, we have a standard Google Analytics property running from an HTML tag in GTM (Google Tag Manager). In addition, for the last two years, I’ve been running three extra concurrent Google Analytics implementations, designed to measure discrepancies between different configurations.

(If you’re just interested in my findings, you can skip this section, but if you want to hear more about the methodology, continue reading. Similarly, don’t worry if you don’t understand some of the detail here — the results are easier to follow.)

Two of these extra implementations — one in Google Tag Manager and one on page — run locally hosted, renamed copies of the Google Analytics JavaScript file (e.g. www.distilled.net/static/js/au3.js, instead of www.google-analytics.com/analytics.js) to make them harder to spot for ad blockers. I also used renamed JavaScript functions (“tcap” and “Buffoon,” rather than the standard “ga”) and renamed trackers (“FredTheUnblockable” and “AlbertTheImmutable”) to avoid having duplicate trackers (which can often cause issues).

This was originally inspired by 2016-era best practice on how to get your Google Analytics setup past ad blockers. I can’t find the original article now, but you can see a very similar one from 2017 here.

Lastly, we have (“DianaTheIndefatigable”), which just has a renamed tracker, but uses the standard code otherwise and is implemented on-page. This is to complete the set of all combinations of modified and unmodified GTM and on-page trackers.

Two of Distilled’s modified on-page trackers, as seen on https://www.distilled.net/

Overall, this table summarizes our setups:

Tracker	Renamed function?	GTM or on-page?	Locally hosted JavaScript file?
Default	No	GTM HTML tag	No
FredTheUnblockable	Yes - “tcap”	GTM HTML tag	Yes
AlbertTheImmutable	Yes - “buffoon”	On page	Yes
DianaTheIndefatigable	No	On page	No

I tested their functionality in various browser/ad-block environments by watching for the pageviews appearing in browser developer tools:

Reason 1: Ad Blockers

Ad blockers, primarily as browser extensions, have been growing in popularity for some time now. Primarily this has been to do with users looking for better performance and UX on ad-laden sites, but in recent years an increased emphasis on privacy has also crept in, hence the possibility of analytics blocking.

Effect of ad blockers

Some ad blockers block web analytics platforms by default, others can be configured to do so. I tested Distilled’s site with Adblock Plus and uBlock Origin, two of the most popular ad-blocking desktop browser addons, but it’s worth noting that ad blockers are increasingly prevalent on smartphones, too.

Here’s how Distilled’s setups fared:

(All numbers shown are from April 2018)

Setup	Vs. Adblock	Vs. Adblock with “EasyPrivacy” enabled	Vs. uBlock Origin
GTM	Pass	Fail	Fail
On page	Pass	Fail	Fail
GTM + renamed script & function	Pass	Fail	Fail
On page + renamed script & function	Pass	Fail	Fail

Seems like those tweaked setups didn’t do much!

Lost data due to ad blockers: ~10%

Ad blocker usage can be in the 15–25% range depending on region, but many of these installs will be default setups of AdBlock Plus, which as we’ve seen above, does not block tracking. Estimates of AdBlock Plus’s market share among ad blockers vary from 50–70%, with more recent reports tending more towards the former. So, if we assume that at most 50% of installed ad blockers block analytics, that leaves your exposure at around 10%.

Reason 2: Browser “do not track”

This is another privacy motivated feature, this time of browsers themselves. You can enable it in the settings of most current browsers. It’s not compulsory for sites or platforms to obey the “do not track” request, but Firefox offers a stronger feature under the same set of options, which I decided to test as well.

Effect of “do not track”

Most browsers now offer the option to send a “Do not track” message. I tested the latest releases of Firefox & Chrome for Windows 10.

Setup	Chrome “do not track”	Firefox “do not track”	Firefox “tracking protection”
GTM	Pass	Pass	Fail
On page	Pass	Pass	Fail
GTM + renamed script & function	Pass	Pass	Fail
On page + renamed script & function	Pass	Pass	Fail

Again, it doesn’t seem that the tweaked setups are doing much work for us here.

Lost data due to “do not track”: <1%

Only Firefox Quantum’s “Tracking Protection,” introduced in February, had any effect on our trackers. Firefox has a 5% market share, but Tracking Protection is not enabled by default. The launch of this feature had no effect on the trend for Firefox traffic on Distilled.net.

Reason 3: Filters

It’s a bit of an obvious one, but filters you’ve set up in your analytics might intentionally or unintentionally reduce your reported traffic levels.

For example, a filter excluding certain niche screen resolutions that you believe to be mostly bots, or internal traffic, will obviously cause your setup to underreport slightly.

Lost data due to filters: ???

Impact is hard to estimate, as setup will obviously vary on a site-by site-basis. I do recommend having a duplicate, unfiltered “master” view in case you realize too late you’ve lost something you didn’t intend to.

Reason 4: GTM vs. on-page vs. misplaced on-page

Google Tag Manager has become an increasingly popular way of implementing analytics in recent years, due to its increased flexibility and the ease of making changes. However, I’ve long noticed that it can tend to underreport vs. on-page setups.

I was also curious about what would happen if you didn’t follow Google’s guidelines in setting up on-page code.

By combining my numbers with numbers from my colleague Dom Woodman’s site (you’re welcome for the link, Dom), which happens to use a Drupal analytics add-on as well as GTM, I was able to see the difference between Google Tag Manager and misplaced on-page code (right at the bottom of the <body> tag) I then weighted this against my own Google Tag Manager data to get an overall picture of all 5 setups.

Effect of GTM and misplaced on-page code

Traffic as a percentage of baseline (standard Google Tag Manager implementation):

	Google Tag Manager	Modified & Google Tag Manager	On-Page Code In <head>	Modified & On-Page Code In <head>	On-Page Code Misplaced In <Body>
Chrome	100.00%	98.75%	100.77%	99.80%	94.75%
Safari	100.00%	99.42%	100.55%	102.08%	82.69%
Firefox	100.00%	99.71%	101.16%	101.45%	90.68%
Internet Explorer	100.00%	80.06%	112.31%	113.37%	77.18%

There are a few main takeaways here:

• On-page code generally reports more traffic than GTM
• Modified code is generally within a margin of error, apart from modified GTM code on Internet Explorer (see note below)
• Misplaced analytics code will cost you up to a third of your traffic vs. properly implemented on-page code, depending on browser (!)
• The customized setups, which are designed to get more traffic by evading ad blockers, are doing nothing of the sort.

It’s worth noting also that the customized implementations actually got less traffic than the standard ones. For the on-page code, this is within the margin of error, but for Google Tag Manager, there’s another reason — because I used unfiltered profiles for the comparison, there’s a lot of bot spam in the main profile, which primarily masquerades as Internet Explorer. Our main profile is by far the most spammed, and also acting as the baseline here, so the difference between on-page code and Google Tag Manager is probably somewhat larger than what I’m reporting.

I also split the data by mobile, out of curiosity:

Traffic as a percentage of baseline (standard Google Tag Manager implementation):

	Google Tag Manager	Modified & Google Tag Manager	On-Page Code In <head>	Modified & On-Page Code In <head>	On-Page Code Misplaced In <Body>
Desktop	100.00%	98.31%	100.97%	100.89%	93.47%
Mobile	100.00%	97.00%	103.78%	100.42%	89.87%
Tablet	100.00%	97.68%	104.20%	102.43%	88.13%

The further takeaway here seems to be that mobile browsers, like Internet Explorer, can struggle with Google Tag Manager.

Lost data due to GTM: 1–5%

Google Tag Manager seems to cost you a varying amount depending on what make-up of browsers and devices use your site. On Distilled.net, the difference is around 1.7%; however, we have an unusually desktop-heavy and tech-savvy audience (not much Internet Explorer!). Depending on vertical, this could easily swell to the 5% range.

Lost data due to misplaced on-page code: ~10%

On Teflsearch.com, the impact of misplaced on-page code was around 7.5%, vs Google Tag Manager. Keeping in mind that Google Tag Manager itself underreports, the total loss could easily be in the 10% range.

Bonus round: Missing data from channels

I’ve focused above on areas where you might be missing data altogether. However, there are also lots of ways in which data can be misrepresented, or detail can be missing. I’ll cover these more briefly, but the main issues are dark traffic and attribution.

Dark traffic

Dark traffic is direct traffic that didn’t really come via direct — which is generally becoming more and more common. Typical causes are:

• Untagged campaigns in email
• Untagged campaigns in apps (especially Facebook, Twitter, etc.)
• Misrepresented organic
• Data sent from botched tracking implementations (which can also appear as self-referrals)

It’s also worth noting the trend towards genuinely direct traffic that would historically have been organic. For example, due to increasingly sophisticated browser autocompletes, cross-device history, and so on, people end up “typing” a URL that they’d have searched for historically.

Attribution

I’ve written about this in more detail here, but in general, a session in Google Analytics (and any other platform) is a fairly arbitrary construct — you might think it’s obvious how a group of hits should be grouped into one or more sessions, but in fact, the process relies on a number of fairly questionable assumptions. In particular, it’s worth noting that Google Analytics generally attributes direct traffic (including dark traffic) to the previous non-direct source, if one exists.

Discussion

I was quite surprised by some of my own findings when researching this post, but I’m sure I didn’t get everything. Can you think of any other ways in which data can end up missing from analytics?

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/9375/9286301

Police car keys 'stolen' by suspect in Camberley to avoid being caught

The key were later found in a bush, say police

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/police-car-keys-stolen-suspect-14712052

Guildford councillor says council 'FULLY support' music venue The Star Inn after noise complaint

The Stranglers played their first gig at The Star Inn music venue

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/guildford-councillor-says-council-fully-14709633

Yellow weather warning extended by Met Office for Surrey rain over bank holiday weekend

The Met Office say the warning will remain in place until 6am on Monday (May 28)

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/yellow-weather-warning-extended-met-14711643

Epsom St Helier opens secret garden for patients - here's 5 reasons why it's amazing

The space is more than just a garden to those who built it

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/epsom-st-helier-opens-secret-14706664

Man who collapsed in Fleet Sainsbury's dies in hospital

"The death is not being treated as suspicious and a file will be prepared for the coroner in due course," say Hampshire constabulary

from GetSurrey - News https://www.getsurrey.co.uk/news/hampshire-news/man-who-collapsed-fleet-sainsburys-14710486

Merstham crash as pedestrian struck by vehicle airlifted to St George's Hospital

"The patient has been taken to St George's hospital in Tooting with potentially serious injuries," confirmed the ambulance service

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/merstham-crash-pedestrian-struck-vehicle-14710346

Missing elderly man from Hersham 'doesn't have his glasses or hearing aid'

Donald John Clarke was last seen at his home in Hersham on Friday night (May 25). He is described as white, around 5 ft 4, of a slim build with short grey hair, but bald on the top

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/missing-elderly-man-hersham-doesnt-14710050

Fleet Sainsbury's was closed after man collapsed

The store has now reopened

from GetSurrey - News https://www.getsurrey.co.uk/news/hampshire-news/fleet-sainsburys-closed-after-man-14709722

Flu put more than 200 people in the South East in intensive care this winter

The annual flu report has been published by Public Health England

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/flu-put-more-200-people-14703496

Teletubbies Live tickets go on sale - meet Tinky-Winky, Dipsy, Laa Laa and Po

Here's how to get tickets to Teletubbies Live

from GetSurrey - News https://www.getsurrey.co.uk/whats-on/family-kids-news/teletubbies-live-tickets-go-sale-14704219

RHS Garden Wisley: Three new 'living laboratory' gardens revealed for 2020

The new gardens designed by two award winning landscape gardeners will promote 'well being', 'wildlife' and 'world foods'

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/rhs-garden-wisley-three-new-14707394

University of Surrey backs charity's call to restrict cars outside schools to tackle air pollution

More than 50% of parents are concerned about air pollution impacting their child's health

from GetSurrey - News https://www.getsurrey.co.uk/news/surrey-news/university-surrey-backs-charitys-call-14707617

Sainsbury's Fleet Road store closed after police incident

A witness saw a large police presence rushing to the store at around 8.20am

from GetSurrey - News https://www.getsurrey.co.uk/news/hampshire-news/sainsburys-fleet-road-store-closed-14709507

Daughter and residents pay tribute to veteran Fetcham shopkeeper Jean Smith

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How Do You Set Smart SEO Goals for Your Team/Agency/Project? - Whiteboard Friday

Posted by randfish

Are you sure that your current SEO goals are the best fit for your organization? It's incredibly important that they tie into both your company goals and your marketing goals, as well as provide specific, measurable metrics you can work to improve. In this edition of Whiteboard Friday, Rand outlines how to set the right SEO goals for your team and shares two examples of how different businesses might go about doing just that.

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 chatting about SEO goals, how to set smart ones, how to measure your progress against them, how to amplify those goals to the rest of your organization so that people really buy in to SEO.

This is a big challenge. So many folks that I've talked to in the field have basically said, "I'm not sure exactly how to set goals for our SEO team that are the right ones." I think that there's a particularly pernicious problem once Google took away the keyword-level data for SEO referrals.

So, from paid search, you can see this click was on this keyword and sent traffic to this page and then here's how it performed after that. In organic search, you can no longer do that. You haven't been able to do it for a few years now. Because of that removal, proving the return on investment for SEO has been really challenging. We'll talk in a future Whiteboard Friday about proving ROI. But let's focus here on how you get some smart SEO goals that are actually measurable, trackable, and pertain intelligently to the goals of the business, the organization.

Where to start:

So the first thing, the first problem that I see is that a lot of folks start here, which seems like a reasonable idea, but is actually a terrible idea. Don't start with your SEO goals. When your SEO team gets together or when you get together with your consultants, your agency, don't start with what the SEO goals should be.

• Start with the company goals. This is what our company is trying to accomplish this quarter or this year or this month.
• Marketing goals. Go from there to here's how marketing is going to contribute to those company goals. So if the company has a goal of increasing sales, marketing's job is what? Is marketing's job improving the conversion funnel? Is it getting more traffic to the top of the funnel? Is it bringing back more traffic that's already been to the site but needs to be re-earned? Those marketing goals should be tied directly to the company goals so that anyone and everyone in the organization can clearly see, "Here's why marketing is doing what they're doing."
• SEO goals. Next, here's how SEO contributes to those marketing goals. So if the goal is around, as we mentioned, growing traffic to the top of the funnel, for example, SEO could be very broad in their targeting. If it's bringing people back, you've got to get much more narrow in your keyword targeting.
• Specific metrics to measure and improve. From those SEO goals, you can get the outcome of specific metrics to measure and improve.

Measurable goal metrics

So that list is kind of right here. It's not very long. There are not that many things in the SEO world that we can truly measure directly. So measurable goal metrics might be things like...

1. Rankings. Which we can measure in three ways. We can measure them globally, nationally, or locally. You can choose to set those up.

2. Organic search visits. So this would be just the raw traffic that is sent from organic search.

3. You can also separate that into branded search versus non-branded search. But it's much more challenging than it is with paid, because we don't have the keyword data. Thus, we have to use an implied or inferred model, where essentially we say, "These pages are likely to be receiving branded search traffic, versus these pages that are likely to be receiving non-branded search traffic."

A good example is the homepage of most brands is most likely to get primarily branded search traffic, whereas resource pages, blog pages, content marketing style pages, those are mostly going to get unbranded. So you can weight those appropriately as you see fit.

Tracking your rankings is crucially important, because that way you can see which pages show up for branded queries versus which pages show up for unbranded queries, and then you can build pretty darn good models of branded search versus non-branded search visits based on which landing pages are going to get traffic.

4. SERP ownership. So ideas around your reputation in the search results. So this is essentially looking at the page of search results that comes up for a given query and what results are in there. There might be things you don't like and don't want and things you really do want, and the success and failure can be measured directly through the rankings in the SERP.

5. Search volume. So for folks who are trying to improve their brand's affinity and reputation on the web and trying to grow the quantity of branded search, which is a good metric, you can look at that through things like Google Trends or through a Google AdWords campaign or through something like Moz's Keyword Explorer.

6. Links and link metrics. So you could look at the growth or shrinkage of links over time. You can measure that through things like the number of linking root domains, the total number of links. Authority or spam metrics and how those are distributed.

7. Referral traffic. And last, but not least, most SEO campaigns, especially those that focus on links or improving rankings, are going to also send referral traffic from the links that are built. So you can watch referral traffic and what those referrers are and whether they came from pages where you built links with SEO intent.

So taking all of these metrics, these should be applied to the SEO goals that you choose that match up with your marketing and company goals. I wanted to try and illustrate this, not just explain it, but illustrate it through two examples that are very different in what they're measuring.

Example one

So, first off, Taft Boots, they've been advertising like crazy to me on Instagram. Apparently, I must need new boots.

• Grow online sales. Let's say that their big company goal for 2018 is "grow online sales to core U.S. customers, so the demographics and psychographics they're already reaching, by 30%."
• Increase top of funnel website traffic by 50%. So marketing says, "All right, you know what? There's a bunch of ways to do that, but we think that our best opportunity to do that is to grow top of funnel, because we can see how top of funnel turns into sales over time, and we're going to target a number of 50% growth." This is awesome. This can turn into very measurable, actionable SEO goals.
• Grow organic search visits 70%. We can say, "Okay, we know that search is going to contribute an outsized quantity of this 50% growth. So what we want to do is take search traffic up by 70%. How are we going to do that? We have four different plans.
  • A. We're going to increase our blog content, quality and quantity.
  • B. We're going to create new product pages that are more detailed, that are better optimized, that target good searches.
  • C. We're going to create a new resources section with some big content pieces.
  • D. We're going to improve our link profile and Domain Authority."

Now, you might say, "Wait a minute. Rand, this is a pretty common SEO methodology here." Yes, but many times this is not directly tied to the marketing goals, which is not directly tied to the business goals. If you want to have success as an SEO, you want to convince people to keep investing in you, you want to keep having that job or that consulting gig, you've got to connect these up.

From these, we can then say, "Okay, for each one, how do we measure it?" Well...

• A. Quantity of content and search visits/piece. Blog content can be measured through the quantity of content we produce, the search visits that each of those pieces produce, and what the distribution and averages are.
• B. Rankings and organic traffic. Is a great way to measure product pages and whether we're hitting our goals there.
• C. Link growth, rankings, and traffic. That's a great way to measure the new resources section.
• D. Linking root domains plus the DA distribution and maybe Spam Score distribution. That's a great way to measure whether we're improving our link profile.

All of these, this big-picture goal is going to be measured by the contribution of search visits to essentially non-homepage and non-branded pages that contribute to the conversion funnel. So we have a methodology to create a smart goal and system here.

Example two

Another example, totally different, but let's try it out because I think that many folks have trouble connecting non-e-commerce pages, non-product stuff. So we're going to use Book-It Theatre. They're a theater group here in the Seattle area. They use the area beneath Seattle Center House as their space. They basically will take popular books and literature and convert them into plays. They'll adapt them into screenplays and then put on performances. It's quite good. We've been to a few shows, Geraldine and I have, and we really like them.

So their goal — I'm making this up, I don't actually know if this is their goal — but let's say they want to...

• Attract theater goers from outside the Seattle area. So they're looking to hit tourists and critics, people who are not just locals, because they want to expand their brand.
• Reach audiences in 4 key geographies — LA, Portland, Vancouver, Minneapolis. So they decide, "You know what? Marketing can contribute to this in four key geographies, and that's where we're going to focus a bunch of efforts — PR efforts, outreach efforts, offline media, and SEO. The four key geographies are Los Angeles, Portland, Vancouver, and Minneapolis. We think these are good theater-going towns where we can attract the right audiences."

So what are we going to do as SEOs? Well, as SEOs, we better figure out what's going to match up to this.

• Drive traffic from these regions to Book-It Theatre's pages and to reviews of our show. So it's not just content on our site. We want to drive people to other critics and press that's reviewed us.
  • A. So we're going to create some geo landing pages, maybe some special offers for people from each of these cities.
  • B. We're going to identify third-party reviews and hopefully get critics who will write reviews, and we're going to ID those and try and drive traffic to them.
  • C. We're going to do the same with blog posts and informal critics.
  • D. We're going to build some content pages around the books that we're adapting, hoping to drive traffic, that's interested in those books, from all over the United States to our pages and hopefully to our show.

So there are ways to measure each of these.

• A. Localized rankings in Moz Pro or a bunch of other rank tracking tools. You can set up geo-specific localized rankings. "I want to track rankings in Vancouver, British Columbia. I want to track rankings from Los Angeles, California." Those might look different than the ones you see here in Seattle, Washington.
• B. We can do localized rankings and visits from referrals for the third-party reviews. We won't be able to track the visits that those pages receive, but if they mention Book-It Theatre and link to us, we can see, oh yes, look, the Minneapolis Journal wrote about us and they linked to us, and we can see what the reviews are from there.
• C. We can do localized rankings and visits from referrals for the third-party blog posts.
• D. Local and national ranking, organic visits. For these Book-It content pages, of course, we can track our local and national rankings and the organic visits.

Each of these, and as a whole, the contribution of search visits from non-Seattle regions, so we can remove Seattle or Washington State in our analytics and we can see: How much traffic did we get from there? Was it more than last year? What's it contributing to the ticket sales conversion funnel?

You can see how, if you build these smart goals and you measure them correctly and you align them with what the company and the marketing team is trying to do, you can build something really special. You can get great involvement from the rest of your teams, and you can show the value of SEO even to people who might not believe in it already.

All right, everyone. Look forward to your thoughts and feedback in the comments, and we'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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