massively unhappy with that. There's a whole load of variables that go into that, right?


MozCon 2015 - 20 - Marketing Innovations: Creative PR, Content, and SEO Strategies with Lexi Mills

Firstly, you've got things like, who is on holiday? Like right now, loads of the industry


will be on holiday. Christmas, nobody works. Okay, so you're going to send triple the amount,


so failure is proportional. And is it really failure? You know, with the duck story or


even with the chocolate bathroom story, do you know how many times I called the mirror?


Do you know how many times I called the mail online? Did I fail the first three times that


they told me to go away? No. I succeeded the fourth time because of the first three, so


it's how you view failure.


So okay, Lauren Rothering on Twitter, excellent question. She was asking about, you used a


lot of photography examples. Do you find that people are more receptive to photos or how


often do like infographic things like charts and graphs work for you?


Which ones do you prefer to look at? When you're scanning through the front page of


a major news site, what catches your eye? For me, it's going to be a cool, pretty picture.


And so I would argue that that's how you make the decision, but the exact answer is actually


probably photographs and video. Video is becoming even more important. If you've got video,


you go to the very top of the pile. If you've got great images, probably second. If you


don't have any, then you're really fighting the black hole of a journalist's inbox.


Let's talk about success metrics a lot. You put a lot of slides up about how many stories


you got, how many links you got. Are those the primary success metrics that you're working


with? What are you reporting to your client?


So this is really interesting. When I was SEO side, it was all about links and traffic.


When now I'm sitting on the PR side, it's kind of bizarre because it can be anything.


You got a client comes to you and they say, I want to get in The Guardian. Okay, why?


Because I do. No, no, no. Why? Because that's where my readers are. Okay. Well, will your


readers click through from The Guardian? Because my experience is that readers never click


through from The Guardian. And so you have to keep asking why and why and why. And sometimes


they get upset. Not everyone thinks it's a good game. But at the end of the day, you


need to work out what it is they're really looking for and then they'll see the reason


for whatever metrics that will actually help you measure that, whether you've achieved


that. So we measure rankings. But for example, for bathrooms.com, we don't manage technical.


I'm limited. So I can say that yes, rankings have moved and that yes, we've contributed


significantly. But I can't say that we contributed entirely to that. So I like to


report on everything that I measure absolutely everything. But as I say, I always put the


core metrics at the top and everything else below.


Let's see. They say when you give a speech, leave the audience wanting more. I want so


much more right now. I want to learn. I basically just want to hire you. So thank you very much.


A Site Migration: Redirects, Resources, & Reflection [MozCon 2017] — Jayna Grassel

So January 29th, 2017, that is the day that Dick's Sporting Goods migrated its website.


If you heard us talk, you would think that we were war veterans, our team.


We talk about pages that we lost, but they're not forgotten.


We would talk about those formidable experiences where we had to band together, unite together,


even when spreadsheets got a little out of sorts hours before we were ready to launch.


So I'd like to tell you some of our stories, not because I want to recount them so that


you can hear of the chaos and courage that we had that day, but I want to tell you it


because hopefully you're either in the middle of a migration, you're planning a migration,


or you have gone through one yourself and you've seen the success that you can have.


So let me show you what our plan looked like.


Three months out, we had read all the technical audits, all the strategies, and we said, we


know exactly what we're going to do.


Here are the five things that will help make our migration a success.


First, we want to start early and have a process.


Second, we want to preserve those top traffic driving pages because that's what sends the


majority of visits to our site.


Third, as any good SEO would, we wanted to use one-to-one redirects.


The fourth thing we planned to do was we wanted to set the expectations with our leadership


that rankings would stabilize in 8 to 12 weeks.


We didn't really have a clear picture, but we gave ourselves enough of a buffer to make


that our target goal.


And then finally, we wanted to monitor performance so that we could analyze how we were actually


doing at a high level.


This looks like five great tips, right?


Everyone's probably tweeting this out, good plan, good solid migration strategy.


Wrong.


Do not do these things.


I will tell you what our plan actually should have looked like.


We should have waited because as any SEO will know, our work is the very last step in the


process.


We should have been a little more patient, not gotten in there too soon because we didn't


have a complete website.


Secondly, long tail pages are what actually saved or sabotaged our traffic.


We had our eye on the high level pages, the workout clothes, the golf clubs, the running


shoes of the world, but in reality, we had to go a little bit deeper because that's where


we really saw the impact to our visits.


Third, redirects work.


We all love 301s.


They're great when you're going through a site migration, no argument there, but the


problem is those redirect tools, they have limits and those limits, they'll sometimes


fail you.


It'll take three months for rankings to stabilize.


If someone asks you how long, three months.


If they're walking past you in the hall and they say, hey, how you, three months.


Three months is what it's going to take.


You write this down and you tell your leadership that is how much time you need.


And then finally, we really had to get specific with our analytics.


Everything was looking great at the top level, but it's only when we started looking at individual


pages that we were able to identify and fix our problems.


So lesson one, have a process.


Processes are good.


They're good for your team.


They're good for your business partners.


Everyone wins when people know what to do, but wait to do the work.


And why do I say that?


Well, because we had a little chaos in the creation of our website.


New pages, they're going to be created fast and often.


We have about a 30 to 40 person team who's creating pages and it gets a little messy


when things are just churned out.


URLs were changing daily.


Yes, daily.


So not only from Monday to Tuesday, but from 9 a.m. to 3 p.m., you suddenly have new pages,


new URLs, things can change and that affects your world.


And then finally we had an incomplete product catalog.


So what this means is something like our yoga shoes page, we didn't know if we would have


it upon migration because we didn't have any yoga shoes that were currently live in our


non-prod environment.


So maybe that assortment would go somewhere else and we would have to change our strategy.


We weren't quite sure.


So redirect mapping looks really, really messy whenever you have URLs that change every day,


every week, every month.


So on our old site we had a page called category ID 4418838.


God bless natural language URLs that came on our new platform.


And one month out we were told that page would actually be called running shoes.


Great.


We love this.


Very simple for us to understand.


Then one week out our partners came to us and said, oh, actually, we're going to change


the URL.


It's going to be running shoes-1.


Being the flexible SEO team that we were, not a problem.


We'll update our thousands of thousands of redirects that we have to this one page.


We'll update it running shoes-1.


But then plot twist.


Four days out we were told that that URL was now going to be called shop running shoes.


Now you can imagine this is just one small example, but if this happens multiple times


and you're mapping back redirects that you're getting ready to submit, it can get a little


crazy.


This slide, this calendar, this still gives me night terrors.


Let me show you what I mean here.


So January 29th, this is when we migrated our website.


Everything was great.


We had our early process, early plan.


We wanted to get ahead of things.


And so we told the teams December is when we want you to have the final site that we


can go in and look at, UAT, map our redirects, do all of our SEO work.


Didn't happen.


Holiday got a little busy.


Not a problem.


Again, flexible SEO team.


We got this.


January 5th, we said maybe beginning of the year we'll start fresh, we'll have a great


site to work with.


All right, not a problem.


Maybe January 10th, you know, give ourselves a couple weeks to really get things finalized.


January 10th was going to be the day that we would have a final site.


January 18th, we thought.


January 19th, 20th, did not happen.


Now as all the SEOs in the room, this should panic you when you find out that we did 75%


of our redirect mapping those last four days.


My team will tell you.


They would text their husbands.


Hey, I might be a little late.


You know, at 630 I'm not coming home.


Rolls around, I will see you tomorrow.


I am not coming home tonight.


So a shout out to my great team.


You know, we're all working late hours, 90 hour weeks, but again, like the war heroes


that they are, they put in those late hours to make sure that even though our business


partners got us a little crazy at the end, we were still able to do those redirects.


Which brings us to lesson two.


Preserve the top pages, but don't neglect the long tail.


Long tail keywords are really, really important.


Our plan, even though we wanted to keep everything good at the high level, we should have focused


on those long tail keywords that actually added up to really, really big traffic.


Something like sand spike rod holders, I'm not even sure what those are, but we sell


them on Dick's Sporting Goods.


We had the number one rank.


And this little guy gets about five visits a day.


There are five humans out there somewhere searching for sand spike rod holders.


This did not make our cutoff during migration.


We saw the numbers flat line and said, oh, we actually need little pages like this, because


when you have about 3,000 pages that get two, three visits a day, those pages can actually


add up to a lot of volume.


So focus on the long tail when you're going through a migration.


Because when we looked at it, 76% of Dick's traffic, it comes from pages with less than


200 visits a day.


So we were really focused on that maybe top four graphs here on the right, but we should


have been focused on that last and final bar.


Fun fact for you is that on Dick's site, we have 50,000 pages that get less than 10 visits


a day.


And so the question then becomes how you guide 50,000 pages through a migration?


I don't know.


It gets really, really hard.


It's a lot of volume.


We have a very large ecommerce website, and it's hard to devote all the attention, especially


when you're talking about a lot of pages.


So lesson three, redirects.


This is any good SEO will tell you.


This is what you should be focused on when you're actually migrating from an old platform


to a new platform.


So they're very, very critical, but what's even more critical we found was the actual


process that we used to execute these redirects.


Our team submitted 120,000 redirects.


This is a large ecom site.


So not all of this was manual.


We did use some tools to map back certain products to where they now lived on the new


site, but our team did a large portion of manual mapping back, finding those running


shoes pages and mapping them back to their new equivalents.


The redirects worked just fine.


301s were in place when we launched.


Everything was great, but we did not test the tool limits.


We worked with our business partners.


They told us, not a problem.


Submit all the redirects you want.


They underestimated how aggressive our team would actually be in wanting to submit one-to-one


redirects, and the tool itself could actually not handle the volume.


What this meant is we actually had to reduce our scope 12 hours before we launched.


We are Dick's Sporting Goods.


We should not be reducing anything 12 hours before we actually launch.


I am on the phone with my director.


We are looking at a shared spreadsheet determining where we were comfortable not launching certain


redirects when we flicked that switch on January 29th.


All of the redirects eventually went in, but upon launch we did not have those full map


backs that we wanted.


We should have talked through with the team how to handle certain things as well.


We assumed they would be the same from the old platform to the new platform.


Do not assume anything.


We should have talked through how to handle dead pages, how to handle 404 pages, how to


handle parameters that were appended to our old site and how they get passed back on the


new site.


Specifically for something like dead pages, we had the team that was actually putting


the redirects in place, and they decided that, you know, it's not really good for customers


to see a dead page when they come to the new site and the new platform.


This was a decision made not by a lot of people, probably maybe by one or two people, just


haphazardly, hey, not a good customer experience to show dead pages that error out.


Why don't we put a blanket redirect on the site and take everyone who hits an error page


to the home page?


Sounds reasonable, right, from a business perspective, but as an SEO, you should hate


this idea.


What that did is it actually hid some errors and it didn't allow those to surface for our


team to then go and use error reporting and quickly fix those after we launched.


So it was something that we had to have a couple meetings on and had them lift that


redirect in order for us to find the errors.


Talk through these things with the teams that are actually executing some of your redirects


before you go live and you'll save yourself a lot of trouble.


This brings us to lesson four.


Rankings will fluctuate but expect stability in three months.


I'll show you exactly what this looked like.


Google understood our new site structure, very happy that they were able to crawl, index


our new pages, understand our full migration when we transitioned everything over, but


it took them about three months for ranks to stabilize.


So if you're going through migration, set this expectation for three months, not only


for search engines to understand your new site, but also for you to understand your


new site.


Everything was completely different for our team.


Processes were different, how pages got created were different, how the site handled out of


stock products was different.


Everything completely changed.


And so we had to evaluate and redo how we did some of our processes.


And it took our team about three months to get on board with everything that was changing.


Of course, technical SEO, large portion of site migrations, we had everything in place.


Everything was really nice and buttoned up for this portion.


Canonical tags were set.


We had our site maps in place.


We updated our robots file.


So from a technical perspective, we really felt strong here.


One of the interesting things we learned about the migration was actually how Google interacted


with our old pages.


So they kept our old pages from our old site indexed for 100 days, pretty much to the exact


day after we migrated.


They weren't sending any traffic to these pages.


They weren't still getting ranked for appropriate results.


But we still saw in Google Search Console that they kept our old URL structures ranking


for 100 days.


Until that suddenly dropped off a cliff just like that.


So currently we have about 3% of our 250,000 old URLs that are still in that index.


But Google did have a brief period of separation anxiety where they didn't want to get rid


of some of the URLs that they had known and come to love from the past decade on our site.


The other interesting thing we really learned is that Google had a grace period for deleted


pages.


They were kind to us in terms of preserving our traffic for a bit until we were able to


recoup that and rebuild the page.


So in this particular example we had a page that was ranking.


We replatformed.


It was not carried over.


Why?


No one knows.


Not going to point any fingers.


But that page did not exist on our new platform.


Google still sent visits to that page for about a week after we migrated until it completely


bottomed out.


They're like, all right, we tried to give you a little grace period.


This page doesn't exist.


We're going to stop ranking it and sending visits to it.


So our team actually saw this by getting really deep and detailed with our reporting.


We were able to rebuild that URL and Google was kind to us in that we regained our rankings


and you can see that our visits came back maybe even a little higher than we were previously.


So it's a grace period.


They understand when you're moving a giant site like this that things happen, especially


on a very large scale like our site and they had a very kind grace period to us where we


were able to regain our visits.


One of the particular ways we were able to do this with this page is because our URLs


for some of our pages didn't change before and after we migrated it.


If you want a number here from the top thousand URLs that we were monitoring, 91% of them


maintained the same URL before and after they migrated.


Now remember I was showing you some of those natural language URLs.


So we actually work with a fantastic partner called Searchdex.


They're our SEO agency and they really help us contain our same authority on one URL.


And so before migration we had this category ID that was 1524963.


Very keyword friendly you might notice.


And then after migration that page was called workout clothes.


But to the search engines they only saw the canonical tag that was set to this page slash


product slash workout clothes.


And we really think that partnering with Searchdex was a key way that we were able to successfully


migrate our website.


All of the authority for our category pages, our family pages, everything is really consolidated


and focused on this one keyword friendly URL before and after we migrated.


Which brings us to our final lesson.


Analyze high level reporting because everyone wants to know how you're doing.


You're monitoring that very closely the first couple days after you migrated.


But don't be afraid to get really deep and really specific with your reporting.


Because when we reported on things at the very high level, traffic looked great.


Year over year visits were growing at the same rate.


Everyone was happy.


Our team celebrated first days after.


We didn't see this big dive.


We didn't have to spend any of our reserve funds in paid search.


Everything was looking good.


High level is great.


Everyone take a vacation.


SEO team we are done.


We did it.


We migrated dicks.


But when we actually looked a little bit lower we found that the true impact was seen at


the divisional level and at the page level.


And so it takes a lot of time when you start reporting at this level.


You're looking at running shoes.


Then you're looking at tree stands.


Then you're looking at golf balls.


Then you're looking at yoga mats.


And so you have to get really specific and really deep to find things like that graph


where I showed Google had the grace period of our deleted traffic.


You're not going to find that on any of your reports.


Only by looking at a lot of page numbers year over year, month over month, day over day,


are you able to identify these kind of opportunities.


My father has a saying that he would tell me when I was in college finishing my finals.


He would say run through the wire.


Much like a marathoner finishes a race very strong.


He would encourage me and say give all you have at the very end.


Don't slow down.


Don't stop.


And so that's the same advice that I gave to the team.


Guys, we can do this migration.


I know it's January 28th and we're flipping the switch tomorrow morning at 5 a.m.


But we can do it.


Run through the wire.


Finish strong.


Let's make sure everything is nice and buttoned up.


What we didn't know is we would have to run some more.


We weren't done with our race even after we hit that migration day.


It did take us about three months to understand new processes.


But one of the good things about this, even when we were still working those late hours,


is we had the chance to educate our business partners.


After we migrated, people really started to care about SEO because they saw some of those


declines in their divisional reporting.


And they said, hey, what do you guys do again?


Keywords, pages, Google, traffic.


You're the ones who send all of our visits to the website.


Sure do.


So now we now have a seat at the table and we're involved in a lot more campaigns and


a lot more business initiatives.


So one of the great things that came out of this migration was we were able to really


influence people and educate them a little bit more.


So if you're going through a migration or one's upcoming for you, set the expectation


with your teams that you're going to have to work really, really hard up until that


point of migration.


But then you're going to have to work really, really hard after you migrate.


So we learned some very valuable lessons from our migration.


We should have waited.


Do less early on and wait until the very end.


And you don't have to go back and redo your work.


We learned that long tail pages were really the key.


They saved or sabotaged our traffic.


So we love long tail keywords now.


Some of our top level pages, they're always going to rank.


Running shoes is running shoes.


But what's really going to make the difference is something like pink kayaks.


Not only pink kayaks, but 100 of its friends exactly like it.


Redirects work, but don't forget to test the redirect tools because they do have their


limits.


It will take three months, three months for rankings to stabilize.


And then you should always remember to get really specific and detailed with your reporting


so you can find errors, identify them, and then quickly correct them.


Thank you.


Does Fixing Old Broken Links Still Matter to SEO — Whiteboard Friday

Howdy Moz fans! Welcome to another edition of Whiteboard Friday. I'm Cyrus Shepherd.


I'm a full-time SEO consultant working here with Moz. Today I want to talk to you about


a subject I saw on Twitter that I thought was really interesting. Does fixing old broken


links still matter to SEO? Now I thought this was a great question because fixing broken


links is an SEO best practice. You read about it all the time. But if you've been doing


SEO long enough, like I have, you've run into situations where you're fixing a broken link


or you found a page with hundreds of broken links, maybe thousands of broken links, you


fixed it, you redirected it to a new target, and nothing happened. So does this happen


all the time? Is this common? Has Google changed the way it treats broken links? What's going


on here? What are best practices and what steps can we take to increase our chances


of seeing a benefit from fixing broken links? That's what we're going to talk about today.


So let's start off with why do we fix broken links? This is the basic stuff, the introduction.


Links pass link signals. Google uses links for things like page rank, anchor text, and


so when they find links they can give you a rankings boost. When a page 404s, when those


links break, when they go to a page that doesn't work, those link signals don't have a chance


to pass anymore, and that can hurt your SEO. Usually this is formed by, these are caused


by one of two reasons. One, the link itself is just bad. It points to a page that doesn't


exist on your website or something like that. There's a weird parameter in it. Someone typed


it in wrong. But oftentimes pages break on your own site. You remove a page. You don't


redirect it to another page. A combination of these factors means that on any given site


you can find tens, hundreds, thousands, even millions of links sometimes because this is


a very common scenario. So that's why we fix broken links to regain that link juice and


get that ranking benefit that Google is looking for. So it's supposed to work and oftentimes


it does work and a lot of times it's great, but there are times when it doesn't work.


So what could be going on here during these times that it doesn't work? So here's four


reasons why fixing broken links may not be effective in certain situations. First of


all, the links may not have counted in the first place. The truth is there's a lot of


links Google just doesn't count. These could be spam links, manipulative links, links they


find that are non-editorial. Just because a tool reports a link as being broken or pointing


to a non-existent page doesn't mean that link actually has value. So that could be one reason


why fixing the broken link may not work. Second reason, the links where Google may have counted


those links but they were considered low value or not fresh. Consider a link on a page that's


a broken link from a page that's 10 years old. It doesn't have very much traffic or


no traffic. It's buried at the bottom. No one even visits this page. Google doesn't


even rank it. Would you expect Google to attach a lot of value by fixing that broken link?


Probably not. So a lot of times when you're fixing broken links you may find low value,


not fresh links, pages that aren't updated. They may not pass a lot of value and fixing


them may not have a lot of benefit. Third, and this is a really common reason, you fixed


the link but you redirected it to an irrelevant URL or an URL that's not as pertinent. We


see this a lot with sites that discontinue an entire section and they redirect everything


to the home page. They get rid of a subdomain, they redirect to a category page or something


like that. Google will often report these as soft 404s, meaning they see your redirect


but they don't think the page that you're redirecting to is as relevant as the original


page or the page that was broken or intended to be there in the first place. So that's


another reason why Google may not pass these link signals through these links when they


see a soft 404 or they see you redirecting to a page that just isn't relevant as the


original. The fourth reason it may not work, there's this phenomenon, this theory that


Google may not rely on live links. That these link signals don't necessarily have to be


there all the time for Google to pass value to them. Now Google advises us when we do


redirects to leave those redirects in place for a year. Now why would they say a year?


The theory is that after a year the link signals, any value in those link signals has already


passed. Rand Fishkin noticed this phenomenon, named it ghost links several years ago, where


links that no longer exist might already have passed their value. So sometimes we don't


really know how Google treats these older links but sometimes it may not be necessary


for links to be live for them to pass value so fixing them doesn't really have an impact.


Again this is an area where we don't have a lot of insight into how Google actually


works but it's possible that the link signals have simply passed on their relevance anyway.


So what can we do about it? What can we do about these situations to maximize fixing


old broken links on our website? So here are my five best practices. One, yes you should


fix broken links. Do continue to fix broken links because we don't know which links Google


is counting and there are several, often many instances where it does work and you can see


a benefit. Plus it's just a good user experience when users are coming from one URL to another.


They don't want to see broken pages and those link signals can pass relevance and value


to Google. Two, prioritize pages and links with high authority. Your site may have thousands


of broken links or millions of broken links. You don't need to fix all of them but what


you want to prioritize are the high value links. The pages with lots of links pointing


to them or links from pages that have lots of value themselves. We score pages here at


Moz on a value called page authority. Most SEO tools have, a lot of SEO tools have different


metrics that help rank pages based on links. So fix the pages with your highest number


of links, your highest page authority or whatever score you're using and prioritize links from


pages themselves that also have high page authority. These are going to be your most


valuable links to fix. Third, we want to prioritize links with freshness signals. We want to avoid


these ten year old pages. Well we don't necessarily need to avoid them but we want to prioritize


the most important pages. So what are freshness signals? Generally these are, we want to prioritize


links from pages that get traffic themselves, that are regularly updated, that get links


coming to them. There are many, many different types of freshness signals. There's an old


post I wrote a while back, we'll link to it in the transcript below but we definitely


want to prioritize those links that have the highest value. Fourth, we want to make sure


we're redirecting to relevant URLs. You don't want to redirect everything to your home page


or necessarily a category page that's off topic. A question to ask is, is the page you're


redirecting to ranked for the same types of keywords as the old URL or would it provide


a good user experience to someone coming from the old link or would the user be confused?


The closer you are in topicality to the original page, the more likely those link signals are


to pass from one target onto another. Ideally you're linking to the exact same page and


it just happens to be a broken page and you can fix it and it's relevant and everything's


great. But in cases where you can't redirect to a relevant page as close as possible or


maybe you just shouldn't redirect at all because 404s are okay. They're a natural


part of the internet. It's not always bad to have a 404. Which brings us to best practice


number five, you don't have to fix every link. This happens all the time. Broken links


are a natural part of the internet. Moz, if we go into our broken links report, we have


tens of thousands of broken links. It would not be worth our time to fix every one of


them and it would be a waste of money and effort. But fixing the good ones, fixing the


ones with high authority, with freshness signals and redirecting to relevant URLs or the original


URLs, those are the ones that we're going to have value of. So you don't want to give


your developers a list of 10,000 broken links and say, hey, fix all these. They're going


to be mad at you and you're not going to see the value out of it. So if you want some


tips on how to fix broken links, how to find those high value links, we have a video from


Dr. Pete on tips on exactly how to do that using Moz. You can use many other tools, Google


Search Console and others are great at this. So yes, fix those broken links. You don't


have to fix all of them and that's how you're going to get the value. Leave us your tips


Link Gap Analysis: Link Intersect

Hi there, my name is Emily and I work on the learning team here at Moz. Welcome to this


Link Gap Analysis: Link Intersect

daily SEO fix series on competitive link research.


Link Gap Analysis: Link Intersect

In this video I will show you how to use Moz's link intersect tool to find any gaps there


Link Gap Analysis: Link Intersect

may be in both you and your competitors link profiles.


Link Gap Analysis: Link Intersect

This is called link gap analysis. The link intersect tool within link explorer will show


Link Gap Analysis: Link Intersect

you sites that are linking to your competitors but not to you. This is a clever way to explore


Link Gap Analysis: Link Intersect

your competitors back link profile and gives you some helpful ideas about which sites you


Link Gap Analysis: Link Intersect

may want to reach out to when building inbound links.


Link Gap Analysis: Link Intersect

But what if you don't know who your competitors are just yet? Before we move on why not have


Link Gap Analysis: Link Intersect

a look at our new suite of competitive research tools. These tools can help you figure out


Link Gap Analysis: Link Intersect

who your competitors are and knowing exactly who your competitors are will set you up for


Link Gap Analysis: Link Intersect

greater success throughout this daily SEO fix series.


Link Gap Analysis: Link Intersect

Feel free to pause this video now before we jump into link gap analysis.


Link Gap Analysis: Link Intersect

Okay let's head to the link intersect tool. Firstly choose from root domain, subdomain


Link Gap Analysis: Link Intersect

or exact page. You will then input your own website and up to 5 competitor websites in


Link Gap Analysis: Link Intersect

the fields provided. That is A through E. Once you've done that click find opportunities.


Link Gap Analysis: Link Intersect

Scroll down to the list of link intersections. This is a list of all the sites that are linking


Link Gap Analysis: Link Intersect

to your competitors but not to you. The list shows the URL, the domain authority of that


Link Gap Analysis: Link Intersect

website and the spam score. The sites that are getting links from this listed site are


Link Gap Analysis: Link Intersect

shown in the column with the corresponding letter and if you drop down the arrow to the


Link Gap Analysis: Link Intersect

right it will show you the top referring page. You can sort the results by any of these columns.


Link Gap Analysis: Link Intersect

For example if you wanted to see those sites that have the largest DA score you could sort


Link Gap Analysis: Link Intersect

by DA. This can be a great way to help you decide which links may be best for you to


Link Gap Analysis: Link Intersect

work on based on your backlink strategy. Now there are a few ways you can keep track


Link Gap Analysis: Link Intersect

of your link building efforts. The first would be to add links or root domains to link tracking


Link Gap Analysis: Link Intersect

lists so you can keep track of who you've reached out to. To add pages or root domains


Link Gap Analysis: Link Intersect

to a link tracking list select them using the check boxes to the left of each link and


Link Gap Analysis: Link Intersect

then click add to link tracking list on the top right. You can also export the data you're


Link Gap Analysis: Link Intersect

seeing to a CSV by using the link on the top right. You now have the knowledge you need


Link Gap Analysis: Link Intersect


20 Years in Search & I Don't Trust My Gut or Google - Presented by Wil Reynolds

So if you're thinking, Will, did you just come out to hate me now?


Yes, because you're probably not going to like me by the time this presentation's over.


I'm going to show you realities and things that are right in front of your face like


I typically try to do that you're not doing that's making Google a lot of money.


Anybody in here want Google to make more money?


Well, then you need to pay attention to every freaking one of these slides.


So what I showed last year helped me to find $97,000 in waste in a PPC account in 52 minutes


that paid for my SEO project.


Isn't it nice when you find a way to pay for your own shit?


Oh hey, I want you to build some pages and I found all this wasted money in your paid


account that will let me build them to help you win.


Silos suck.


Thank you, Heather.


That presentation was awesome.


Also, another reason why you're probably not going to like this presentation, there's nothing


to write down.


This is changing mentality because last year I gave you every step to do and you still


don't do it.


So go watch the fucking video from last year.


If you don't like the words that come out of my mouth, I apologize, but I speak how


I feel and what's in my heart, so therefore I will continue to curse.


You have a minute and a half to go because I'm not going to censor myself when I'm this


passionate about some shit.


If you can't get over that, then you're going to miss out on the larger point.


So give me a one.


I don't care.


I'm going to help you save money because I'm taking the shit out of Google's mouth.


$43,000 in inefficiency found in two hours allowed my client to afford to get half of


the cost of GA360, which they so desperately needed.


They didn't have the money.


I said, give me their paid search account.


Two hours later, here's $43,000 back.


Can you now do that thing?


Yes.


And if you're going, well, how did we do it?


Last year, the videos are on YouTube.


Buy the old CDs.


You didn't do it.


There it is.


You know how to Google shit, right?


Google it.


Find it.


I have poured hundreds of hours into teaching you how to do this yourself.


All right.


Here's the power of looking at big data.


It happened to us a couple of weeks ago.


So I have a client who allowed me to disclose them.


They are a company called Drexel.


They hired me when Seer was four people.


They're still a client today.


It means so much that they've been with us on this whole journey back when no one else


would pick us but pizza shops and hair salons.


How do you become?


See, we took 55 million engrams.


Google that.


Figure that out later.


There's a lot of slides today.


We took 55 million engrams of every search term for every client, broke all those words


down into single, by, try, and quad grams.


And we started seeing little outliers like, how do I become?


And because every column is every one of my clients, it scrolls.


So I have more than just that few.


You can see that I said, wow, why is there 28 how do I becomes for that one client?


Who is that client that's Drexel?


So that helps me to cut through the bias that I bring as a marketer by looking at the data


at scale.


And we looked at our old ad.


It's fine.


But we went, right, like, when you search in education and you're looking for a degree,


you're not looking for a degree.


You're looking to change your life.


You're looking to become something.


Nobody's like, I want to become a library.


I don't want to become an MS in, you know, library information sciences.


I want to become a librarian.


By looking at 50 something million engrams across every client, we found the outlier


for become.


And we had 174% increase in click through rate.


You have to slice this data.


I mean, it was like, oh, client outlier become, change the ad, put become in it, boom.


173% increase in click through rate.


Okay, now, next step, guys and girls, is now we have to go through all their organic pages


and say all the organic pages that are ranking with degree words, let's try become words


so we already have the proof that it works.


The other thing that drives me crazy is I don't like individual smarts.


Every client deserves that analysis.


So it drives me crazy when we find something really smart for one client and I have no


way to scale it for all the others.


That's why I have to use big data because it's unfair to find something that's that


impactful for a client and go, I hope everybody else read the email that said, check this


out.


They're not.


So what you do is now we're bringing in, we just did this this morning, so one of my data


engineers said, oh, I can bring in the title and description.


Authority Labs gives me a title and description for every search term in the entire data warehouse.


So then I said, well, let me search for every become keyword for every client and search


all the titles and descriptions where we don't have the word become.


This is going to be fixed for all of our clients in a matter of weeks, not going through client


and project after project after project trying to be like, did you get this to your client?


No, I was out on vacation.


They're on vacation, whatever.


I'm finding this at scale.


It's important.


The other thing I'm gonna remind you of throughout this presentation is that companies act in


their best interests and we, my friends, are getting clowned by Google.


You are being made a fool of daily and it's sad, but I'm gonna get them back because I'm


gonna show you what they've been doing.


But before we get to that, this is my seventh freaking Moscon, I believe.


And thank you.


Stop that because I'm about to give you some bad news.


I've stood up on this stage and talked about the thousands of websites that I've worked


on in my 20-year career.


August, this year marks 20 years every day of my life working on search.


I've looked at millions of words.


Yeah, and I come up here and I tell you all that stuff.


I'm telling you today that experience means nothing.


Most times I was wrong or lucky because I was taking anecdotal shit for one client and


trying to be like, hey, look at this thing that I did.


You're like, well, Will's been doing this for 20 years and he's worked on thousands


of sites.


You know there's 1.9 billion websites on the internet?


So now think about it.


I looked at 1,000 in 20 years and there's 1.9 billion and you listen to me?


Imagine if I built you a keyword strategy where I gave you three keywords.


Here's your keyword strategy.


Be like, moron, there's more than three keywords.


And this guy was a big part of it, Marcus Tober.


And here's why.


He was sitting in a conference once and he showed how ranking factor guides were just


complete garbage.


And at that time, you know, I'm always asked to be in them.


I get the freaking spam email from your outreach saying, well, will you be my ranking factors


guide?


Let's say, okay, I'll do it.


And then I was like, oh my God, I know nothing because I didn't know that like images impact


different things at the vertical level.


I didn't know that.


And neither did anybody else that you were asking what their ranking factors were.


Not me, not Rand, none of us.


Could we don't cut our data this way?


And therefore we were looking at things generically.


We were getting anecdotal stuff for, you know, these three sites that I worked on at a 1.9


billion.


You want to build your strategy off of that?


You have to learn to find the outliers.


So I'm in the audience like, this is embarrassing.


And I'm like, oh man, I've been jumping in the best practices sucker hole.


Hey, what do you say?


Oh, well Russ said, so I'm just going to do that.


I hate this question.


Don't ask me this for the next two days.


Well, what do you think about click through rates, page speed, voice search, because all


I'm going to say to you is what do you think about pulling your own data so I can give


you an answer in your vertical instead of some shit that I'm going to make up?


Hey, Will, you know, well, what's, how hard is this keyword to rank for?


And what's the value if I rank for it?


Well, if I don't bring in rich snippets, don't you think that this might make that word a


little bit harder to rank for or a little bit lower value?


If you're not bringing snippets into that equation, how do you know?


Now some people might say, oh, but there's tools out there that'll kind of take that


into account.


Okay.


Next slide.


Because you know what really makes a keyboard difficult, losing trust?


Losing trust.


Here we go.


You Google something.


WikiHow shows up.


How likely are you to click on it just because it's number one?


Where in your data set do you bring in the news to know that maybe somebody lost trust


and that's why your project is performing better?


We'll talk about that a little bit later.


But also it's when you're being trusted.


You can get a lot more out of a brand that shows they care about people in the same way


that Casey was talking about it.


You're just going to get more for the same rankings.


So when someone says, hey, Will, you know, in this position, what do you typically see


as a click-through rate?


I can go into my data and I can look at my click-through rate curve by industry and give


you all that.


But if they're not a trusted brand, it's going to put a dampener on that.


Even keywords suggest, in my opinion, makes things more difficult.


You know, you're getting married.


You're looking for your bridesmaid dress.


You go to type in David's bridal in the letter B. Bankruptcy?


Oh, wait, wait, wait.


I'm getting married.


They're going bankrupt?


Does that mean that my bridesmaids aren't going to get their dresses?


If you have ever done a search and seen the word scam show up in the suggestion and changed


your behavior, this affects click-through rates, doesn't it?


Where does that exist in your data set?


So I just started questioning how much I really knew.


You know, it's hard when you're on these stages and people are like, yay, Will's coming.


And I'm like, I don't know shit, man.


I've seen the vastness of what I don't know.


I'm trying to share with you a way to get there so you can learn as well.


The other thing for me, God bless you, is I stay in hypothesis mode.


And I will share with you something, a hypothesis that I had yesterday I was able to answer


in about, no, no, this was last week.


I had a hypothesis last week, I was able to answer this in about a minute and a half to


two minutes.


With e-commerce marketers, please pay attention.


Actually no, anybody, e-commerce SaaS, this happens a decent amount too.


You search for a word with the word with.


All of those variants affect whether or not you're the right answer.


So if you're going after the main word, I'm telling you the word with is crushing your


value in PPC.


Is crushing your yield.


Because Google's going to let you show up for that word even though you don't actually


offer all those derivatives of wedding dresses.


So I looked at it for every client.


Instantly.


A minute later.


Every client with the word with, I could look at what their CPAs were.


You can see examples of certain words that I have over there.


You can see that across my client base I spent a half a million dollars on words that include


with.


I've submitted 80,000 unique queries and I've summed them up by client.


So once I found out that with was a problem, I overlaid industry and saw that e-comm is


a real problem.


And e-comm, if your business is one where you don't manage all the different with versions


that people could put in, go ahead, pull down a search term report like I showed you how


to do last year.


Type in the word with and look at the CPA for your with keywords versus the core keyword


that's probably under the CPA so Google's going to have you still bidding.


So now I want to give you the reason why I believe that we have to move into this place


of big data.


I thought Heather Physiok, wait a second, Heather's presentation?


Girl.


That shit was good.


Because what I've learned is that when you combine data from different teams, they start


being forced to work together.


They can't work in those silos anymore.


Your customers don't see the difference between paid and organic.


Why are our teams working like I'm the paid team?


I thought we were in this to solve problems for people and people don't think that way.


So the first problem is your data is too small.


It's just too small, guys.


I found 80,000 words in my database that just included with.


We got a lot of freaking data.


We have a client.


They were tracking 5,000 keywords, I believe, in stat.


We went and pulled all their paid search terms, checked the rankings for all of them to do


our organic and PPC integration.


We ran rankings for 2.1 million search terms on desktop then on mobile.


When you do that, folks, it leads you to strategies that most of you would not look at.


Most of you would look at this strategy and go, Will's off his rocker.


Is Will really telling me that he's going to target keywords that have no search volume?


Moron.


I'm going to go jump in the best practices hole of what I was just showing three speakers


ago, right?


All right.


Go ahead and jump in the best practices hole.


Keep sitting there like, Will, really?


Like, ugh, like, hmm.


So let me get this right, Will.


You're telling me that I should be targeting zero search volume keywords?


Yes.


Let me show you the data.


Here's a client.


Monthly search volumes in that little slicer in the top left.


A thousand searches or more got them 331 conversions.


Let's get ready for the math lesson.


Would you rather have 331 conversions?


Don't get smart with me like, well, what about the quality?


Not today, y'all.


Would you rather have 331 conversions or 745 conversions?


Which number is bigger?


The second one is just for search terms that the tools that you all use say have zero search


volume every month.


Double the number of conversions by only looking at the keywords that your tools are telling


you have zero search volume.


How can a word have zero search volume but gotten me 745 freaking conversions?


Oh, man, I love this slide.


I can't wait for somebody, oh, we're not going to target that word.


It's got zero searches, Will.


Okay.


Just put the word in your title and all these zero search term words and you will probably


rank number one because they're really easy to get.


Let's keep going.


I have a client that's been with us for 11 years and their business has not changed much.


Let's say they did Blu-ray players, but that's all they did was Blu-ray players.


You can kind of imagine that over time people just aren't looking for Blu-ray players as


much.


You get it, serious decrease in the topic.


You're smart people.


Guess what's up, 1,271% in spite of that massive decline?


Number of unique search terms.


Over 11 years, they went from 4,492 to 57,000.


Most of us are tracking, I put 300 words in, 400 words in.


I used to do the same thing.


But imagine how much worse it is when you have a product suite like this.


They do one thing.


All they do is sell Blu-rays.


Imagine all the searches that are done to eventually outfit your gear.


That my friends is why small data is dangerous.


I'm going to sort by monthly search volume.


Seriously, like every time I even hear monthly search volume, I kind of giggle a little bit.


Now of course I use it when I have to when I don't have impression volume or conversion


data out of paid.


God bless you.


But that's the first problem.


The second problem is your data is too siloed.


Like I said before, great marketers have daily hypotheses.


I have a job at SIR.


My job is to be like, bring me your hypotheses.


I need to have my team be able to act on a hypothesis faster than anybody else.


That's why we got to get our data right.


I had a hypothesis.


I wanted to qualify SEO opportunities with paid data.


Vendors are like, yeah, we can put all that in a big query.


You look around at different vendors and all their logos telling you that all the data


comes in one place and it's set up in minutes.


I looked at one company who said this and I tried a bunch of them out.


The first, I paid $100,000 for one of these companies to help us do this.


I did it for free.


I showed you last year on how to do it in Power BI after dropping 100G.


I asked this question.


All my data is in big query, right?


My PPC data, my SEO data.


Yeah.


I said, great.


Can I see which PPC words and SEO words together in one visual?


They were like, yeah, we're going to go find another sucker to sell another $100,000 to


because you're asking really tough questions.


I don't know about you, but who in here has felt my pain on hiring a vendor for hundreds


of thousands of dollars?


You're like, wow, it never even worked the way you told me it would.


It's painful, but it led me to doing it for myself for free.


They still haven't figured out how to do it yet.


Here's a hypothesis that I have.


I'm going to walk you through how I build out the data infrastructure quickly to let


me hypothesis test.


I believe that scandal impacts PPC, impacts everything, impacts click-through rates, impacts


traffic, everything.


You take your PPC data daily and you get news results daily.


If you're thinking, how do I get news results?


Here it is.


You know, MozBot's stat.


It's a freaking box.


When you do your CSV exports, it will tell you when the news is showing up.


If you track the news every day, you can see when your brand name or your competitor's


brand name is now in the news and spiking.


When your paid team's like, yo, we rebuilt the account, crushed it.


I'm like, oh, there was a scandal the other day.


My data tells me that you might be wrong.


They're like, no.


Because I don't know a paid search team on the planet who says, oh no, I bring in news


right next to all my paid data so whenever the news is changing, I know that it might


have been something like that that caused my numbers to go up or down.


Maybe my client's like, your rebuild sucks.


It's like, no, your company got caught for doing some shady stuff.


Or maybe it's the other way.


Maybe your paid search is performing so well, but because you compete with Wells Fargo,


people are like, I don't trust them right now.


It's still in the news cycle.


Therefore, maybe your paid performed better because people don't trust your competitor


anymore.


You need that data and it's got to be sitting next to all your other data or it's useless.


I have another hypothesis around targeting Fortune 1000s.


We have a client that goes, we target the Fortune 1000.


So we go, all right, well then let's get the Fortune 1000.


You go out, you Google it, you download it.


We then said to the client, well, what kind of sectors do you want?


Oh, I want healthcare and I want materials.


Those are the ones that we're really growing in.


Click, click.


We want ones that are growing in profit right now.


We want slice.


We get a whole new set of states to go target.


We now connect it to their Google data by state, so we repull all their paid data by


state.


So now we start finding things like this.


So now we can have a conversation with our paid search team that says maybe, just maybe,


I'm not saying you have to, but maybe we could structure the account to be able to bid by


state because we're budget constrained.


So now if we know the states that are most likely to have the most Fortune 1000s where


we typically convert, I don't want to run out of my budget in freaking Wyoming where


there's nobody that matches the criteria of the way the business is trying to grow.


People in Wyoming just click it.


And then you run out of budget and now you're not showing up in Maryland.


It happened to me.


We were doing GA 360 ads to grow our GA 360 practice.


Agency people in New York were draining my account and not converting.


The good part about me having my own money on the line, you're going to see some fiery


shit later because I'm mad that I had to waste money that Google got.


I'm doing this with one client with Medicare data.


They said, oh, Medicare changes.


It's like you start opening your eyes to like, oh, well, Medicare changes by state and those


things affect how much of this you can do.


Then where is there a data set that gives me all the data on Medicare?


Let me connect to your sales force.


Let me connect to your inventory.


The other issue I mentioned earlier, so you know how I caught that become bias example?


This is just another example of how we bring bias in.


I mean, all this shit, my experience, my ratings at MozCon and all that told me I might know


something about keyword research.


Data told me I was wrong.


Deck plan.


I want you to think.


You're a content marketer.


You do the search.


You sort by search volume.


The word deck plan shows up.


You go, okay, deck plan.


What content are you thinking is the right content for that query?


I want you to think because if you're like me, I thought this, not this.


Shout out, James.


One of our freaking guys goes to this thing every year.


I'm just like, I'm not going to follow you on Instagram for a week.


Enjoy yourself.


He kicks fucking ass.


Love him on my team.


Looking at Google's results broke out the bias.


I went, wait, why all of a sudden is it bringing up Princess Cruises?


I have a hypothesis now that this is seasonal.


People pick cruises at certain times of year, and I'm wondering if the SERPs actually change.


It's like all decking stuff.


Then during cruise season, do I see cruise stuff creep up?


The other thing is you have to start building out your content or your keywords in a way


where you break those words in individual words and run analyses on them.


The reason why is because the words MSC mean nothing to you.


When you stem all the words, I found that MSC is a freaking cruise line.


My bias didn't tell me.


I didn't know anything about cruises because I don't do cruises.


Therefore, my lack of knowing everything in the world led me to waste money for my client,


but now I have a tool that keeps that from happening.


You've got to break down each one of those individual search terms into engrams so you


can start to understand what's the meaning of these things.


Why am I seeing MSC with deck plan?


I know what decking is, and I know what all those words are, but I don't know what MSC,


oh my God, it's a cruise ship, and morons are clicking on those freaking ads even though


they're looking for cruise ships, and my client does decking.


All right, I'm going to keep moving.


The next thing is your data is slow.


You got to be nimble.


You got to be able to react.


On a certain day, I think it was 6-26, 6-24, there was a lot of clicks on the words around


student loans.


This is why you got to check the news every day, put it next to your pay data.


Bernie Sanders starts talking about getting rid of all your student loans.


People are like, oh, student loan bailout, spikes, but we got Wells Fargo and Discover


matching to it trying to sell you a student loan, not the intent, but you didn't know


it, and you freaked out that day because you weren't going to hit your conversion goals


and your CPA was through the roof.


Oh my God, the client's going to be so pissed.


It's like, well, you got to shoot Bernie Sanders then.


I can't prevent you from... I couldn't negate bailout, but if I don't have a feedback loop


that tells me within 24 hours that that word has changed, it's a problem.


If anybody in this room is working on Elizabeth Warren's campaign, respect.


You found out instantly the intent and you're bidding correctly.


All right, now I'm going to talk about some devilish Google shit.


So Google does about 116 billion in revenue from ads.


They're like, oh, put in how much you're willing to pay to get a customer, how much you want


to pay to get a click.


They're like, just log in from your hammock and we'll just be like, all goals were hit.


It's cool.


All goals were hit.


Go back to sleep.


We got machine learning.


The devil, my friends, is always in the detail because Google says, you can't look at 100,000


words.


We got AI.


We built cars that drive themselves.


What did you do?


Just trust us.


We have a car that drives itself.


You can't even walk to work without tripping over the freaking sidewalk.


Trust us.


We have bestowed this, oh, if you're at Google, you must be smart kind of thing on Google.


Yeah, they got some smart people, but they don't always put them on all the things that


could help us out as marketers.


I've reviewed 30 PPC accounts.


More since then.


I looked at a couple in this past week.


15% of almost all paid that I find is wasted.


When I say wasted, I mean it's like, oh, people are looking for cruise ships and you don't


sell cruise ships and Google's never gonna tell you that.


They're gonna let you just, you know, and you're taking selfies in front of their fucking


signs.


It's like, you paid for all that with your dumb ass clicks.


I feel like somewhere like Sergey just looks at the cameras like, look at these fucking


dumb ass marketers.


They're taking pictures in front of the sign like, I'm at Google's campus.


Google has a $17 billion business on fake clicks.


Not fake.


There are people who don't care that you're paying for it.


Go click.


Oh, it's a deck.


I don't want to build a deck.


I was looking for a cruise ship.


Then why did you click on my ad that said build a deck?


$17.4 billion to put in context is roughly Starbucks's entire fucking revenue in 2017.


Everything that every person at Starbucks wakes up to do across the whole globe is what


Google has taken out of all your asses without you knowing it.


Turkey.


Different than this Turkey.


So why did they match my clients to the word Turkish?


You fucking know that that's the wrong answer.


You know it, you greedy motherfuckers.


That's wrong because your entire organic side does not rank my client for Turkish words


because you know they sell Turkey and it pisses me off.


You know why it pisses me off?


Because I targeted the word GA 360 trying to grow my fucking business and they don't


let you exact match anymore.


So they're just going to match you to other shit like Georgia 360 and I paid money for


that.


I paid money for that.


I could have done a lot of good for my team, my community with that fucking money.


Yeah, I'm fucking hot because it's our money and we run around taking selfies at their


freaking offices.


So I said fuck that.


All my data is in BigQuery.


Thanks Google.


I like some of your shit.


And I pulled every exact match close variant for every client because I'm not letting this


happen to my clients.


We have a tool that runs every 24 hours on every stemmed word that comes into our MCC.


We have found $10 million in savings so far this year and we're expecting that.


We're doing a rolling three year savings and when you say, well, well, how did you come


up with the number three?


Is it to make the number look big?


No.


We calculated the number of days from the time that our tool first caught that word


was a piece of shit keyword and how long it took for you to negate it.


It's 1323.89 days.


You can't find this shit because they're saying let the machines learn on your dime.


92.79% of all the search terms in my data warehouse have never converted from my clients.


I dig through that 92.79% every day like my life depends on it.


See what happens?


Our tool in theory, this is a visual for a client, somebody I did a freak before, and


we caught the word related to classes back in, I had to blur all that out, sorry, November


Our tool said, oh, in November 2015, that word was bad.


It's still getting clicks today.


Their agency has no freaking idea.


None, because they don't have a tool that parses every freaking pieces of words and


figures out where they're spending, where they're not spending.


So we built a little tool.


It's not great, but we try to take our learnings that we can do at scale and put them into


this tool called Saving Ben.


That's the only URL you should care about.


And it may not work, and I don't want to hear about it if it doesn't, because Google's not


doing shit to help you save a dime.


I'm trying to do something, so give me feedback that makes it better?


Cool.


Rewrite my code to help everybody in this room save some money?


But you're not going to do it.


So you waste the money.


I'm making my money on Google through my clients, not through their stock.


Google A B tests stuff on us and pulls CRO on us all day long.


We don't even realize it.


And the sad part is the small businesses get fucked.


That's the really sad part.


At least the people in this room are professionals.


We know what Google's up to.


So is Google a... I'm sorry.


I'm realizing you probably had to type in a lot of swears.


I'm so sorry.


That I am actually sorry about.


You didn't have to type it.


Oh, man, that's great.


That's great.


All right.


I got more to show you, so let me go.


So when you click on add negative... Now, mind you, yes, I probably could have done


a better job of not going after the word Google services, but seriously, Google?


Is Google a free service, yes or no?


I had to pay for that.


You all know I'm not a good answer for that.


So when you click on negate, Google exact matches the negative.


But when you go to add a word, they just say... Had to blur some of it out.


What's your match cost per click?


And we're not going to even tell you how we're matching you.


Why?


Because we all know it's probably freaking broad.


Suck the money out, get a new sucker in the auction.


Now, some of you might be thinking, well, Google does stem words, Will.


They stem individual words and they show you this little thing here in the lower left.


This is one query that I got.


One query.


Looks like a homework question to me, which I can also identify at scale using WebShrinker.


Run WebShrinker on every domain that shows up in your data warehouse and it will categorize


the ones as homework sites.


And you can increase the salience really high and you'll be like, oh my God, here's where


I'm spending money and giving it to Google for people looking for homework questions.


Really big in banking and in healthcare.


I'll continue.


I'll give you that query.


And Google says, oh, we're going to give you a bunch of stemmed words.


Now, I'm not that smart, guys.


I'm not.


But if you look at that really closely, you're like, oh, so Google stems words, Will.


They took one long ass query that got one click in my entire campaign and that's what


they chose to show me.


They broke that thing down into eight individual words.


Isn't that some gangster shit?


And then there's like a, you know how if you're in AdWords, they have like a little second


panel and you can click on the next version of that?


They repeated it again.


But Google's so smart.


So you're not smart enough to know that a term that only gets one click, that's like


20 words long, that I don't want to know each one of those words.


Why don't you take the words that are spending a ton of money for me, getting a lot of clicks,


and break all those down and show me the different stem words?


They're like, we're not doing that.


You might spend less money, clown.


So let's talk about Google's machine learning.


They're not going to use it to help you save money.


To me, this is straight up willful freaking ignorance.


They'll use close variant for misspellings.


They won't use close variant to show you any negatives you've done that you could also


add to your negative list.


Same technology, we're not going to use it for you.


So what happens is, one of my friends worked at David's Bridal.


I hit her up and I'm like, your agency's still targeting the word bankruptcy accidentally.


We have a tool that would have caught that in 24 to 48 hours if you wanted us to use


it for you.


And she's like, no, no, no, no, I'll just have them negate it.


Okay.


So they negated it.


But then we also look at these other clues from Google out of organic where they show


shit that actually matters and we go, oh, well, they think that your bankruptcy is connected


to David's Bridal News.


Yeah, you're still bidding on that word.


They're not going to use all that machine learning.


It's funny, the machine learning that tells them that is not connected to the machine


learning that makes you bid there.


All the same company, suckers.


That's how they get us.


And all these clicks are just one or two or three clicks a year.


So they're so small we never see them.


I'm getting my money back for that one click on that bad word, aren't I?


Because all you are going to be like, yep, going to go do that thing Will said to do


last year and we're all going to save ourselves a lot of money in our accounts and do the


cool shit that you're learning from your presenters.


So David's Bridal Chapter 11.


This is where bias comes into play.


So the team member, they don't know everything about bankruptcy, but they go, oh, I looked


at bankruptcy, it's similar to Chapter 11.


But then they're not pulling all these at scale.


So they're not finding words like docket or Bloomberg or Chapter 13, which could be an


exact match close variant to Chapter 11.


So Google's going to automatically negate Chapter 13.


So my paydads don't show up for it.


No, they're not.


They're taking that click to my e-comm people pay attention.


You are paying for clicks that are disgusting.


I typed in the word Rolex store.


Think about what I probably want.


Google nails it.


Boom.


Good job, organic Google.


I want a freaking map.


Awesome.


Why are you showing me this?


Clickbait, that's why.


Because when you see a watch for $323,000, you can't help but click on it, even if you're


not going to buy it.


Window shopping gets expensive.


Who pays for curiosity and paid clicks?


You do.


As I was doing this for a client, I'm so dumb, I didn't even know this.


Who here has a limit on the number of negatives you can put in an account where Google goes,


oh, you can't put any more negatives in?


You can't put any more in.


So what if I'm showing up for stuff I don't want to show up for in e-comm?


You're screwed?


You have to rebuild all your accounts?


I didn't know that.


I was showing this for an e-comm client.


They're like, you know we ran out of negatives?


I'm like, you can run out of negatives?


That's some gangster shit.


They're never going to limit you on the number of keywords you can have, but they'll limit


you to the number of negatives because that's how you save money.


And who, I didn't even know this.


I'm not the smartest guy.


I forgot.


My team was like, yo, this tool you're building is actually super helpful in e-comm because


we can't pick keywords.


So who's got to trust Google?


You.


How do you feel about trusting Google to match your product feeds after what I just showed


you?


And do you have a mechanism to police them?


They do a lot of good.


They're organic search rules.


I'm just asking them to use the same machine learning that makes their organic search find


me everything I wanted on the paid side so my clients don't have to waste a bunch of


money on stuff that they know they don't do.


So I go to image search.


Oh, I'm looking for my slide deck.


I need images of a Rolex store.


Nailed it.


Great job, Google.


What?


That's messed up, man.


Because, you know, I'm just sitting there like, oh, I'll click on that $15,000 watch.


Who would buy a $15,000 watch?


Click.


Phew.


Embroidered baby blankets.


You know, embroidered.


They're stitched, I believe.


So I actually clicked on all these.


Sorry if you're at any of these companies.


Thanks for being part of my experiment.


You're paying for them anyway.


At least I'm helping you to save the money.


Look at it that way.


50% of them are not embroidered.


You don't even know you're showing up for it and you can't even target the word embroidered


or stitched because you have to upload your feed, from what I understand.


But on organic, no, you can't show up if your stuff isn't stitched.


Google's not going to use that machine learning to help you out.


So me and my ragtag team of freaking data engineers with my dumb ass had to build something


to help.


And everything I'm showing you, you don't have to use our tools.


I showed you how to do this last year.


What's going to be really painful is if you do your own year slicer from last MozCon to


this one and you find all the waste and realize I gave you the fucking tools to do it last


year and you think of all the things you were told no to this year.


No, we don't have the money for that landing page.


Sorry.


No, we don't have the money for more consulting in your project.


No, I'm sorry.


We don't have the money for it.


And you're like, it was sitting there.


I just didn't do the things that the guy told me to do last year.


If you think people know where the ads are, put on the mask clown because Google's messing


around with stuff like this.


Thank you, Dan Schor for sharing this.


That's gross.


Sponsored.


They're tricking people into clicking on your ads and you're the one who stuck holding the


bag.


So what does it look like when you stop guessing about your data and you join it together?


Client says, hey, Will, what do you think about voice search?


Well, let me look across my 55 million engrams and look at all the OK Googles across all


my clients looking for outliers.


Let me look for things like where can, oh, that's a different intent than show different


intent than how different intent by industry or client.


So now I'm not giving generic, hey, and the voice search is growing and stuff.


I'm like, no, in your vertical with your data, these are the kind of words that people use.


This is the type of intentionality.


I got to connect it to your pay data.


So I can tell you if those words actually have ever converted for you or not.


Now mind you, it's all misspelled OK Googles because Google won't give us that data.


I asked John Mueller.


I was like, yo, what about the voice search?


You guys keep talking about how big it is.


How about you put that in search console?


They go, we look at it as an input device like a keyboard.


Really?


Like a keyboard dog?


What are we going to do?


This so we can hold them accountable?


How do I?


This is how we found the how to become.


I was just randomly searching through 55 million engrams like how do and I went, oh, become


outlier.


But you, the letter you versus why you know, make.


So now when you think of all the things that you just saw from Casey, it's like, oh, well,


how to make that might be really good for a kind of cool image thing on Instagram to


show people how to make the thing.


And I know the exact client who has an outlier for how to make.


So I'm going to give them that strategy.


What I'm not going to do is tell every client that, well, now you need to do that thing


that Casey said.


I can now take Casey's idea and figure out exactly what clients it's most applicable


for.


So I don't waste my other client's time and money.


They trust me with their budgets.


I take that personally.


Therefore, I need to say if I can get the data to help you not to waste your money and


protect you, I need to do that.


They deserve that.


So when it comes to clients taking my money, I got one thing for freaking Google.


Are Google taking my clients money?


I don't think so.


Homie don't play that.


Game over.


Stop guessing, get your data, and let's take some money back from Google because they've


been taking it from us for so long.


Let's do this.


I told you guys I would sit at my laptop and help every one of you get this money back.


And you know how many of you responded to that tweet saying I got my data ready?


Zero.


I will be out here forever until my fingers fall off to help you guys begin this process.


So I'm not trying to sell you on shit.


I'm not going to email you afterwards.


I just am sick of Google taking my money and your money.


So let's go do something about it.


Weird, Crazy Myths About Link Building in SEO You Should Probably Ignore - Whiteboard Friday

Howdy Moz fans and welcome to another edition of Whiteboard Friday.


This week we're going to chat about some of the weird and crazy myths that have popped


up around link building.


We've actually been seeing them in the comments of some of our blog posts and Whiteboard Fridays


and Q&A, and so I figured, hey, let's try and set the record straight here.


First off, never get links from sites with a lower domain authority than your own.


What?


No, that is a terrible idea.


Domain authority, just to be totally clear, it's a machine learning system that we build


here at Moz.


It takes the looks at all the metrics.


It builds the best correlation it can against Google's rankings across a broad set of keywords


similar to the Moz cast, 10,000.


And then it's trying to represent all other things being equal and just based on raw link


authority, how well would this site perform against other sites in Google's rankings for


a random keyword.


That does not in any way suggest whether it is a quality website that gives good editorial


links that Google is likely to count that are going to give you great ranking ability


that are going to send good traffic to you.


None of those things are taken into account with domain authority.


And so when you're doing link building, I think DA can be a decent sorting function,


just like spam score can.


But those two metrics don't mean that something is necessarily a terrible place or a great


place to get a link from.


Yes, it tends to be the case that links from 80 or 90 plus DA sites tend to be very good


because those sites tend to give a lot of authority.


And it tends to be the case that links from sub 10 or 20 tend to not add that much value.


And maybe if they also have a high spam score, you might want to look more closely at them


before deciding whether you should get a link.


But new websites that have just popped up or sites that have very few links or local


links, that is just fine.


If they are high quality sites that give out links editorially and they link to other good


places, you shouldn't fret or worry that just because their DA is low, they're going to


provide no value or low value or hurt you.


None of those things are the case.


Second one, never get links from any directories.


Okay, I know where this one comes from.


We have talked a bunch about how low quality directories, SEO focused directories, paid


link directories tend to be very bad places to get links from.


Google's penalized not just a lot of those directories, but many of the sites whose link


profiles comes heavily from those types of domains.


However, lots and lots of resource lists and link lists and directories are also of great


quality.


For example, I searched for a list of Portland bars.


Portland Oregon, of course, known for their amazing watering holes.


And I found PDX Monthly's list of Portland's best bars and taverns.


And they list, what do you know, it's a directory.


It's a total directory of bars and taverns in Portland.


Would you not want to be on there if you were a bar in Portland?


Of course you would want to be on there.


You definitely want those.


There's no question.


Give me that link, man.


That is a great freaking link.


I totally want it.


This is really about using your good judgment and about saying there's a difference between


SEO and paid link directories and a directory that lists good authentic sites because it's


a resource.


You should definitely get links from the latter, not so much from the former.


Number three, don't get links too fast or you'll get penalized.


I always try and think about this, like Google has some sort of penalty line where they look


at, oh well, look at that.


We see in August Rand got 17 links.


He was under at 15 in July, but then he got 17 links in August.


That is too fast.


We're going to penalize him.


No, this is definitely not the case.


I think what is the case, and Google has filed some patent applications around this right


in the past with spam, is that a pattern of low quality links or spammy looking links


that are coming at a certain pace may trigger Google to take a more close look at a site's


link profile or at their link practices and could trigger a penalty.


Yes, if you are doing sketchy gray hat, black hat link building with your private networks


and your link buys and your swapping schemes and all these kinds of things, yeah, it's


probably the case that if you get them too fast, you'll trip over some sort of filter


that Google's got.


If you're doing the kind of link building that we generally recommend here on Whiteboard


Friday and at Moz more broadly, you don't have risk here.


I would not stress about this at all.


So long as your links are coming from good places, don't worry about the pace of them.


There's no such thing as too fast.


Number four, don't link out to other sites or you'll leak link equity or link juice or


page rank or whatever it is.


I really like this illustration of the guys who are like, my link juice, no.


This is just crap.


So all right, again, it's rooted, it's a myth rooted in some fact, right?


Historically, a long time ago, page rank used to flow in a certain way and it was the case


that if a page had lots of links pointing out from it, you know, that if I had four


links, right, that a quarter each of the page rank that this page could pass would go to


each of them.


And so if I added one more, oh, now that's one fifth, then that becomes one fifth, then


that becomes one fifth.


This is old, old, old school SEO.


This is not the way things are anymore.


Page rank is not the only piece of ranking algorithmic goodness that Google is using


in their systems.


You should not be afraid of linking out.


You should not be afraid of linking out without a nofollowed link.


You in fact should link out.


Linking out is not only correlated with higher rankings.


There's also been a bunch of studies and research suggesting that there's something causal going


on, right?


So followed links were added to pages.


Those pages actually outranked their non-link-carrying brethren in a bunch of tests, and I'll try


and link to that test in the Whiteboard Friday.


But regardless to say, don't stress about this.


Number five, variations in anchor text should be kept to precise proportions.


So this idea that essentially there's some magic formula for how many of your keyword


anchor text, anchor phrases should be branded, partially branded, keyword match, links that


are carrying anchor text that's specifically for the keywords you're trying to rank for,


and random assorted anchor texts.


You need some numbers like these.


Also crazy idea.


Again, rooted in some fact, the fact being if you are doing sketchy forms of link building,


of any kind, it's probably the case that Google will take a look at the anchor text and if


they see that lots of things are kind of keyword matchy and very few things contain your brand,


that might be a trigger for them to look more closely.


Or it might be a trigger for them to say, hey, there's some kind of problem.


We need to do a manual review on this site.


So yes, if you are in the gray black hat world of link acquisition, sure, maybe you should


pay some attention to how the anchor text looks.


But again, if you're following the advice that you get here on Whiteboard Friday and


at Moz, this is not a concern.


Number six, never ask for a link directly or you risk penalties.


This one I understand, right, because there have been a bunch of cases where folks have


essentially, organizations have sent out emails, for example, to their customers saying, hey,


if you link to us from your website, we'll give you a discount or hey, we'd like you


to link to this resource and in exchange this thing will happen, something or other.


I get that those penalties and that press around those types of activities has made


some people sketched out.


I also get that a lot of folks use it as blackmail against someone.


That sucks.


Google may take action against people who engage in manipulative link practices.


But for example, let's say the press writes about you but they don't link to you.


Is asking for a link from that piece a bad practice?


Absolutely not.


Say there's a directory like the PDX monthly and they have a list of bars and you've just


opened a new one.


Is asking them for a link directly against the rules?


No, certainly not.


So there's a lot of good ways that you can directly ask for links and it is just fine.


When it's appropriate and when you think there's a match and when there's no sort of bribery


or paid involvement, you're good.


You're fine.


Don't stress about it.


Number seven, more than one link from the same website is useless.


This one's rooted in the idea that essentially diversity of linking domains is an important


metric and it tends to be the case that sites that have more unique domains linking to them


tend to outrank their peers who have only a few sites linking to them, even if lots


of pages on those individual sites are providing those links.


But again, I'm delighted with my animation here.


The guy's like, no, don't link to me a second time.


Oh my God, Smashing Magazine.


If Smashing Magazine is going to link to you from 10 pages or 50 pages or 100 pages, you


should be thrilled about that, right?


Moz has several links from Smashing Magazine because folks have written nice articles there


and pointed to our tools and resources.


That is great.


I love it.


And I also want more of those.


You should definitely not be saying no.


You shouldn't be stopping your link efforts around a site, especially if it's providing


great traffic and high quality visits from those links pointing to you, right?


It's not just the case that links are there for SEO.


They're also there for the direct traffic that they pass.


So you should definitely be investing in those.


Number eight, links from non-relevant sites or sites or pages or content that's outside


your niche, outside your niche, won't help you rank better.


This one I think is rooted in that idea that Google is essentially looking and saying like,


hey, we want to see that there's relevance and a real reason for site A to link to site


B. But if a link is editorial, if it's coming from a high quality place, if there's a reason


for it to exist beyond just, hey, this looks like some sort of sketchy SEO ploy to boost


rankings, Googlebot's probably going to count that link and count it well.


I would not be worried about the fact that if I'm coffeekin.com and I'm selling coffee


online or I have a bunch of coffee resources and corvettecollectors.com wants to link to


me or they happen to link to me, I'm not going to be scared about that.


In fact, I would say that the vast majority of the time, off-topic links from places that


have nothing to do with your website are actually very, very helpful.


They tend to be hard for your competitors to get.


They're almost always editorially given, especially when they're earned links rather than sort


of cajoled or bought links or manipulative links.


So I like them a lot and I would not urge you to avoid those.


So with that in mind, if you have other link ideas, link myths or link facts that you think


you've heard and you want to verify them, please, I invite you to leave them in the


comments below.


I'll jump in there.


A bunch of our associates will jump in there.


Folks from the community will jump in and we'll try and sort out what's myth versus


reality in the link building world.


Take care.


How to Diagnose Pages that Rank in One Geography But Not Another - Whiteboard Friday

Howdy, Moz fans, and welcome to this edition of Whiteboard Friday.


This week we're going to chat about rankings that differ from geography to geography.


So many of you might see that you are ranking particularly well in one city, but when you


perform that search in another city or in another country, perhaps, that still speaks


the same language and has very similar traits, then maybe you're not performing well.


Maybe you do well in Canada, but you don't do well in the United States.


Maybe you do well in Portland, Oregon, but you do poorly in San Diego, California.


And sometimes you might be thinking to yourself, well, wait, this search is not particularly


local or at least I didn't think of it as being particularly local.


Why am I ranking in one and not the other?


And so here's a process that you can use to diagnose.


First thing we need to do is confirm that the rankings you see or that you've heard


about are accurate.


And this is actually much more difficult than it used to be.


It used to be you could scroll to the bottom of Google and change your location to whatever


you wanted.


Now Google will geolocate you by your IP address or by a precise location on your mobile device,


and unfortunately you can't just specify one particular location or another unless you


know some of these SEO hacks.


So the first one is Google has an ad preview tool where you can specify and set a particular


location that's at adwords.google.com slash a bunch of junk slash ad preview.


We'll make sure that the link is down in the notes below.


Second one you can use is the ampersand near equals parameter.


Now some SEOs have said that this is not perfect, and I agree it is imperfect, but it is pretty


close.


We've done some comparisons here at Moz.


I've done them while I'm traveling.


It's not bad.


Occasionally you'll see one or two things that are not the same.


The advertisements are frequently not the same.


In fact, they don't seem to work well, but the organic results look pretty darn close.


The maps results look pretty darn close.


So I think it's a reasonable tool that you can use.


That is by basically changing the Google search query from, so this is the URL in the search


query, from google.com slash search question mark q equals, and then you might have, you


know, ice plus cream or WordPress plus web plus design.


And then you use this, ampersand near equals and the city and state here in the United


States or city and province in Canada or, you know, city and region in another country,


and in this case I'm going with Portland plus OR.


And this will change my results.


You can give this a try yourself.


You can see that you will see the ice cream places that are in Portland, Oregon when you


perform this search query.


For countries, you can use another one.


You can either go directly to the country code Google, right, so for the UK, google.co.uk


or for New Zealand, google.co.nz or for Canada, google.ca, right, and then you can type that


in.


You can also use this parameter ampersand gl equals instead of ampersand near.


This is, you know, global location equals the country code, and then you could put in


ca for Canada or uk for the UK or nz for New Zealand.


Okay.


You can also do this with the MozBar.


So the MozBar kind of hacks the near parameter for you, and you can just specify a location


and create a search profile.


Do that right inside the MozBar.


That's one of the very nice things about using it.


Another thing you can do is do rank tracking with a platform that supports location-specific


rankings.


Some of them don't.


Some of them do.


Moz does right now.


I believe SearchMetrics does if you use the enterprise.


Oh, I'm trying to remember if Rob Bucci said Stat does.


Well, Rob will answer in the comments, and he'll tell us what their stat does.


I think that they do.


So next, once you've figured out whether this ranking anomaly that you perceive is real


or not, you can step two, look at who is ranking in the one where you're not and figure out


what factors they might have going for them.


Have they gotten a lot of local links, right, location-specific links from these websites


that are in that specific geography or serve that geography, you know, local chambers of


commerce, local directories, those kinds of things.


Do they have a more hyper-local service area, right?


So do they serve, you know, on a map, right, if this is the city, do they serve that specific


region and you serve a broad set of locations all over the place and maybe you don't have


a geo-specific region that you're serving.


Do they have localized listings, right, listings in places like, you know, where Moz Local


or a competitor like Yext or Whitespark might push all their data to.


Those could be, you know, things like Google Maps and Bing Maps and directories, local


data aggregators, Yelp, TripAdvisor, et cetera, et cetera.


Do they have rankings in Google Maps?


If you go and look and you see that this website is ranking particularly well in Google Maps


for that particular region and you are not, that might be another signal that hyper-local


intent and hyper-local ranking signals, ranking algorithm is in play there.


And then next you can look at are they running local AdWords ads.


I know this might seem like, wait a minute, Rand, I thought ads were not directly connected


to organic search results.


They're not, but it tends to be the case that if you bid on AdWords, you tend to increase


your organic click-through rate as well because people see your ad up at the top and then


they see you again a second time and so they're a little more biased to click.


Therefore, buying local ads can sometimes increase organic click-through rate as well


and it can also brand people with your particular business.


So that is one thing that might make a difference here.


Step three, so now we're not considering who's ranking but we're considering who is doing


the searching, right?


These location-based searchers and what their behavior is like.


Are they, for example, less likely to search for your brand because you're not as well


known in that region?


Are they less likely to click your site in the SERPs because you're not as well known?


Is their intent somehow different because of their geography?


Maybe there's a language issue or a regionalism of some kind, right?


This could be a local language thing even here in the United States where parts of the


country say soda and parts of this country say pop and maybe those mean two different


things and pop means, oh, it's a popcorn store in Seattle because there's the pop brand.


But in the Midwest, pop clearly refers to types of soda beverages.


Are they more or less sensitive to a co-located solution?


So it could be that in many geographies, a lot of your market doesn't care about whether


the solution that they're getting is from their local region and in others, it does.


Classic one on a country level is France whose searchers tend to care tremendously more that


they are getting.fr results and that the location of the business they are clicking


on is in France versus other folks in Europe who might click a.com or a.co.uk with no


problem.


Step four, you're going to divide the search queries that you care about that have these


challenges into three different types of buckets.


One is hypergeosensitive.


So this would be sort of the classic geospecific search where you see maps results right up


at the top.


The SERPs change completely from geo to geo.


So if you perform the search in Portland and you perform it in San Diego, you see very,


very different results.


Seven to nine of the top ten at least are changing up.


And it's the case that almost no non-local listings are showing in the top five results.


So when you see these, this is probably non-targetable without a physical location in that geography.


And so if you don't have a physical location, you're kind of out of business until you get


there.


If you do, then you can work on the local ranking signals that might be holding you


back.


Semi-geosensitive.


I've actually illustrated this one over here because this can be a little bit challenging


to describe.


But basically, you're getting a mix of geospecific and global results.


So for example, I use the ampersand near equals Portland, Oregon because I'm in Seattle and


I want to see Portland's results for WordPress web design.


WordPress web design, when I do this search all over the United States, the first one


or two results are pretty much always the same.


They're always this web-savvy marketing link and this creative block, and they're very


broad.


They are not specifically about a local provider of WordPress web design.


But then you get to number three and four and five, and the results change to be local


specific businesses.


So in Portland, it's these Mozak design guys.


Mozak, no relation to Moz, to my knowledge anyway.


In San Diego, it's Kristin Faulkner, right, who's ranking number three.


And then other local San Diego WordPress web design businesses at four and five.


It's kind of this mix of geo and non-geo.


You can generally tell this by looking and changing your geography in this fashion, seeing


those different things.


Some of the top search results usually will be like this, and they'll stay consistent


from geography to geography.


In these cases, what you want to do is work on boosting those local specific signals.


So if you are ranking number five or six and you want to be number three, go for that.


Or you can try and be in the global results, in which case you're trying to boost the classic


ranking signals, not the local ones, so you can get up there.


For non-geosensitive, those would be, I do this search, I don't see any local specific


results.


It's just a bunch of nationwide or worldwide brands.


There's no maps, usually only one, maybe two geo-specific results in the top ten, and they


tend to be further down.


And the SERPs barely change from geo to geo.


They're pretty much the same throughout the country.


So once you put these into these three buckets, then you know which thing to do, right?


Here it's pursue classic signals.


You probably don't need much of a local boost.


Here you have the option of going one way or the other, boosting local signals to get


into these rankings or boosting the classic signals to get into those global ones.


And here you're going to need the physical business.


All right, everyone, hope you've enjoyed this edition of Whiteboard Friday, and we'll see


you again next week.