Tips episode on how to export and group pages in order to filter out important issues.


Technical Tips: Measuring the Impact of Technical Strategies on Rankings

Next, you'll want to gather the highest priority keywords associated with the pages that you're


attempting to impact.


Remember, you're wanting to keep track of the way your technical improvements are affecting


that page's ability to rank.


Head over to Keyword Explorer, Ranking Keywords and paste the URL of the page you're working


with.


If there's a large number of keywords here, you may want to choose to track only those


that are the highest priority or maybe those that are currently ranking lower on page one


or page two by using the filters here.


Select the keywords that you want to track and then add to your campaign.


If these pages are not ranking for any keywords yet, you can also add the phrases directly


to your campaign that you're going to be targeting on that page and attempting to compete for.


Now return to your campaign and go into your rankings.


Data for the newly added keywords won't be available until your campaign's next scheduled


update.


You can see these listed in your track keywords labeled as not collected.


In order to identify these keywords as a group that you're wanting to report on together,


we're going to assign labels.


Select the keywords that you just imported for this page, add label and name accordingly.


I want to be able to associate these pages with their ranking URL.


So I'm going to label these content shares and links, technical fixes.


Next it's time to set up our custom report.


Navigate to custom reports, create and schedule a new report and we're going to start from


scratch.


Create your report and give it a name.


Next it's time to select which modules from the campaign we want to put onto our report.


We're going to start in rankings and we're going to select the keywords that we've applied


that filter to.


We may also want to add a graph in order to have a visual representation.


Next in your site crawl, we're going to go into all crawled pages and we're going to


filter for the URL that we're working on.


We may also want to add the issue category for what you've just addressed.


Next in schedule and share, we're going to select to have this automatically run on either


a weekly or monthly basis and then we can also select for it to be sent to custom email


addresses.


And we're finished.


Now that your custom report is all set to automatically generate, you can sit back and


monitor how the technical tasks you've worked on affect your site's ranking over time.


I hope this has been helpful and gives you an opportunity to measure your technical SEO


How to Build an SEO-intent Based Framework for Any Business [MozCon 2017] — Katie Cunningham

Hi, I'm Katie Cunningham and I'm very excited to be here today.


I actually want to give a shout out to Joel.


I really only pitched because I followed him on Twitter and he talked about pitching his


community speaking job and now I'm here today to speak for you at my first MozCon ever.


I'm here to talk on building an intent-based SEO campaign for any business.


I'm currently the SEO manager at Adept Marketing which most of you have probably never heard


of.


We're a digital agency within Columbus, Ohio.


For those of you that don't know, we are currently a ways away from Ohio right now.


You may have heard of us for Kornfields or LeBron James or a state that's important come


election season.


I promise you we're a lot more than that.


One of my clients is actually the Ohio State University Wexner Medical Center.


You may have heard of the University of Ohio, they're kind of good at football sometimes.


We've been working with them for about three years now to give a context of how big they


are.


They have over 102 locations, a lot of them multi-service or hospitals.


Over 1500 physicians and treat over 450 plus conditions just listed on the website.


What I'm getting at here is it is huge and marketing is hard, especially in healthcare.


There's a lot of nuances to it and especially helping with SEO.


We've been working with them for three years with kind of a general market goal of improving


market share.


As marketers, we know we can influence that very well.


There's no measurement, there's no focus.


We started working with departments.


How can we drive more patient appointments for a specific department within the healthcare


organization?


We're getting there but it still was, if you're telling me what to do for sports medicine,


that's a big department.


We had to get more focused with something like a campaign.


For example, drive 20 more appointments a month for LASIK.


We can understand that.


They might build a paid campaign around it, email campaign, put new content up.


They came to us wanting to know how to do SEO.


They don't want an unlimited budget.


They can't always pay to be first position.


They want to know how can they take advantage of SEO to do this in a cash friendly way.


So we had to come up with a process to support something like this.


And that came down to intent.


We can't rank for every LASIK term in the world.


The Mayo clinics, the web MDs, even Google owns the kind of dictionary terms of healthcare.


We have to find the user intent that might turn someone into a patient.


And that all starts with the user journey.


LASIK is simple to understand.


It's someone being proactive and going through a healthcare scenario that they are deciding


to go through.


Still map out all the steps that they're going to go through.


I'm actually going through this right now.


Do I really want to put a laser on my eye in a few weeks stage?


But not all healthcare scenarios are straightforward like this.


This is a little bit more like buying a car or something like that.


A lot of them are not straightforward.


You might be healthy one day and find out you're sick now.


You have to get a referral to a specialist.


You might have to get surgery, a treatment plan, all these different steps.


But each one of those steps still is the opportunity for someone to be searching online and you


can be showing your content.


It just changes what the intent looks like.


We had to build a process that could be applied to a proactive healthcare scenario or a reactive


one.


It had to be a framework that could be applied, you know, regardless of what that user journey


might look like.


Taking something very complex and making it simple.


You've probably seen something like this before.


Every agency has it on their website, kind of an SEO framework.


But what I did was turn this into a very specific template and process that applies the framework


of finding intent within this entire process.


It will take you from goals to audit to research to strategy, how to execute and how to measure.


So you can build your own intent-based framework for your business.


I'm going to give away that template for free at the end of this.


But first I'm going to walk through how you actually do it.


Each one of these next steps will kind of correlate with a slide or a tab in the Google


Sheet template that I'm going to go away or give away for you guys to go apply for your


own business.


At the start of a campaign, you'll want to document all your goals.


This is what we use for the healthcare campaigns when they generally have kind of, you know,


paid and all that stuff behind there.


We need to be in the loop of what that campaign might look like, what the target audience


is and what their target user journey, what are the touch points.


LASIK, you can understand.


You can identify, all right, someone's going to make a consultation, they're going to get


their surgery, they need post-surgery care.


Aortic valve replacement surgeries are not that straightforward.


I can't help market it unless I understand.


And all this information might come from the doctors or different stakeholders within their


organization.


So build kind of a template or a questionnaire that you can get in front of different stakeholders'


eyes so you can get the information you need to build your campaign.


The goals and landing page data is kind of self-explanatory, but you want to make sure


you document what goals you're going to track, what KPIs, what's the value of those KPIs


and what pages you're going to be targeting them on.


The Wexner's website is huge.


They only might have a few pages on LASIK.


We should document that here and then start performing our content audit, kind of audit


what current state we're at right now.


What current content do we have?


We might have a page on LASIK services, might have it on are you a candidate for LASIK,


a few blog posts here and there, see what you have right now and how is it performing,


where is it getting traffic, how can you improve it and what content do people actually want.


You'll identify that a lot in the user journey.


Next perform keyword research to identify modifiers.


I'm not here to tell you how to do keyword research, but I am here to tell you that you


need to find the intent-based modifiers that you might be adding to LASIK to make it more


of an intent-based search.


Adding something like best LASIK makes it, you know, someone's looking for the best LASIK


doctors around them, they might be looking for the best laser eye surgery, there's actually


different types.


I start by doing, putting my seed keywords within a tool like SEMrush or Moz and bucketing


out what common terms I'm seeing.


Find keyword frequency, find those different modifiers that are also unique to your business


that you know that might not actually be up there.


I like to turn something like this into a pivot table so I can see modifier groups,


how much search volume there is, where are we ranking right now, kind of gives you an


idea of what opportunity you can be focusing on.


Next map them to the intent stages.


If you do not know much about the different intent stages, I would recommend going and


reading everything on Stat's website.


They have done a great amount of research on intent.


For healthcare, we don't focus too much on informational and commercial mainly because


informational is owned by WebMD and Mayo Clinic and Google.


But there is opportunity to do long tail keywords and focus on the questions people are asking.


That's a big long-term play of content that we could be building.


Commercial might be people researching third-party websites and we have to do reputation management


or reviews, it might not be an SEO play necessarily.


We always focus at least for healthcare on local navigating and transactional.


We mainly focus on all of these because locally no one is going to travel three states away


for LASIK.


We don't need to rank nationally for that.


We care about how we rank locally within our own market.


I actually have a blog post on our Adapt's website that you guys can download an Excel


template where you input each one of your own business keywords that will be different


than mine in here and every service line that I do will be slightly different.


You can input them in one tab and on the next put all your keyword research and it will


automatically bucket the different keywords into what intent stage they are.


So you can start seeing what are those high-intent keywords that you should be targeting.


For example, if I add surgery to LASIK, okay, someone might be trying to get LASIK surgery


or they just might want to know what LASIK surgery is.


If I then add in near me on top of it, that has just become a very high-intent based keyword.


We want to rank in any market that we have a location in for that.


Once you find those high-intent modifiers, map out your keyword list even more, you might


have to adjust and create terms that necessarily don't have search volume but they have high


intent so you want to make sure you're able to rank for them.


In this scenario, I've added near me to a different variety of keywords that we might


not have search volume for but we would still want to make sure we own within the market.


Once you have your prioritized list of keywords, you've mapped out all your different modifiers,


map each keyword to the target URL you want to rank.


In this scenario for near me search, we probably want a localized kind of service page or even


the location that does LASIK within their area.


Then map each keyword to the specific appointment or KPIs, it might be an appointment request,


it might be click to call for a local, it might be a local pack.


It will be different depending on the types of intent that you see.


If we're building content or blog posts, it might be engagement, it might just be people,


you know, the rankings that we see for those terms if we show up in the answer boxes or


anything like that.


All your KPIs will tell you what to set up tracking for.


Always make sure you have the goal set up with each one of these campaigns, there's


different goals that might be added to the website, make sure you're able to track it.


I like to build out custom segments so I can easily report on all the pages that have LASIK


in it so I don't have to keep going into analytics and filtering multiple times, it makes reporting


a lot easier.


For localized search, Google My Business as bad as the data can be sometimes are incorrect.


We still need to focus on using that to see are people clicking to call, are they getting


directions, are they getting the information they need and just not going to the website?


And then we set up keyword tracking.


We do this to gather universal result data.


It's a huge piece of intent-based search that Google changes what type of SERP features


it's showing based off the intent it's assuming.


Our biggest ones to focus on generally are the local pack because people are searching


locally for a lot of these treatments or the answer boxes and people also ask.


There's other forms you could build, you know, videos or anything like that.


It will depend on your market and it will depend on what intent you're focusing on.


My favorite to do this for is using stats search analytics.


They're great for a large data set.


As a hospital, we have to track in different areas of the city for every location they


have so we can track LASIK near me in different areas using different zip codes and then we


can do mobile versus desktop and really dig into the data and what our competitors are


doing and what opportunities we can leverage.


Moz, if you're a smaller client, is a great idea.


We use it for kind of one location dentists or something like that.


You're able to still get that kind of universal result data, just not as big of a data set.


Once you have that, you've done all your research, build out an action plan.


This is just an example of a very basic action plan that could be something that might need


to be done at some point.


If we are focusing on those local terms, we might need to improve local rankings, we might


need to work on local listings, but there's a dependency on resource availability.


Prioritize your action plan based off the impact and level of effort and what you're


able to accomplish.


As a consultant, I know that my client generally doesn't have the resources they need right


away for something like this, so we might prioritize something lower level of effort


that has a high impact and then revisit it down the road when we're able to have resources


to support it.


If you're working in-house, you'll probably go and start implementing on your action plan.


As a consultant, you have to turn that action plan into something your client will understand,


get on the same page, and want to implement.


I do this by delivering the strategy within a strategic document, just kind of a Word


document that recaps everything we did.


If you're delivering this to a client, your document might move past your point of contact,


so you need to include an executive summary, recap of everything you did, what the current


state analysis you saw, and where you saw opportunities, strategy to get there, so that


they know why you got to that conclusion and they don't have questions.


Always include very specific recommendations and tactics for your client to go implement.


Otherwise, they won't do it.


If you give someone a very vague recommendation and they have tons of other things going on,


they are not going to make that a priority.


So spell it out as much as you possibly can.


Do it with process documents.


For content, we use a recommendations document that pulls out all the current content from


a page into a Word document, crosses out what we want them to change, highlight what we


want them to put in, and give it back to them and document when we change and made those


optimizations.


Makes it very easy for your client to be able to go into the CMS and know what to change


and yet they don't have to question what you're doing.


Next build a KPI-driven automated report.


All those goals you documented throughout the process, that's going to go into this


report.


Don't make it more complex than it needs to be.


Stress on that.


You need to build a report that pulls out the KPIs they care about, makes them easily


understand it, see the trends, and see how content is performing.


On the flip side of that, I generally try to build out a report that gives more detail


for me, so if they ask questions, I have insights and I don't have to pull that data for myself.


I make this a report that is automated and can be sent to them every month so we don't


have to keep spending time reporting.


Clients don't really enjoy when you spend 10 hours pulling reports every month instead


of doing strategy for them.


So we use supermetrics or a variety of Google Data Studio if we just need Google data and


trust it if it's working correctly, which sometimes it does not, FYI.


And BlockSpring is kind of an alternative to supermetrics if you're interested in a


different tool.


So you've done all the work, you've executed, you're reporting on it, rinse and repeat.


You might need to revisit and tweak your strategy as you're going or you're going to take that


entire framework, go through that entire process, and apply it to a completely different user


journey.


I might move from doing LASIK for a month to doing deep brain stimulation the next.


It's really fun.


But I want you to be able to take this and apply it to your own business.


So I'm giving away this entire template that we use, it's from start to finish, walk through


the tabs.


There's more detail in here.


I didn't want to stand up here and walk through a Google sheet.


But you can get it at resources.edepmarketing.com slash SEO campaign.


I'm going to tweet it out after this as well.


Make a copy, ask me any questions that you have.


And I just want to leave with this isn't just for healthcare.


I just used a very intense healthcare scenario because healthcare is complex.


I use the same framework for all industries.


My e-commerce clients, if they have a specific product they want to focus on, I use the same


process to find what keyword opportunities we have based off user intent.


If you are doing B2B, still do the same thing, map out your user journey, find those opportunities.


I want you to be able to build a strategy that works for your own business, utilizing


my template as a framework, but tweak it for what works for you.


Keep the processes and the framework and the idea of focusing on intent as your main goal.


Thank you so much.


EAT and the QRG - Whiteboard Friday

Hey Moz fans, my name is Marie Haynes from Marie Haynes Consulting and I'm going to talk


EAT and the QRG - Whiteboard Friday

to you today about EAT and the Quality Raiders guidelines.


EAT and the QRG - Whiteboard Friday

By now you've probably heard of EAT, it's a bit of a buzzword in SEO.


EAT and the QRG - Whiteboard Friday

I'm going to share with you why EAT is a big part of Google's algorithms, how we can take


EAT and the QRG - Whiteboard Friday

advantage of this news and also why it's really, really important to all of us.


EAT and the QRG - Whiteboard Friday

Let's talk about the Quality Raiders guidelines.


EAT and the QRG - Whiteboard Friday

These guidelines are a document that Google has provided to this whole army of Quality


EAT and the QRG - Whiteboard Friday

Raiders.


EAT and the QRG - Whiteboard Friday

There are apparently 16,000 Quality Raiders and what they do is they use this document,


EAT and the QRG - Whiteboard Friday

the Quality Raiders guidelines, to determine whether websites are high quality or not.


EAT and the QRG - Whiteboard Friday

Now the Quality Raiders do not have the power to put a penalty on your website.


EAT and the QRG - Whiteboard Friday

They actually have no direct bearing on rankings.


EAT and the QRG - Whiteboard Friday

But instead what happens is they feed information back to Google's engineers and Google's engineers


EAT and the QRG - Whiteboard Friday

can take that information and determine whether their algorithms are doing what they want


EAT and the QRG - Whiteboard Friday

them to do.


EAT and the QRG - Whiteboard Friday

Ben Gomes, the Vice President of Search at Google, he had a quote recently in an interview


EAT and the QRG - Whiteboard Friday

with CNBC and he said that the quality Raiders, the information that's in there is fundamentally


EAT and the QRG - Whiteboard Friday

what Google wants the algorithm to do.


EAT and the QRG - Whiteboard Friday

So we believe that if something is in the Quality Raiders guidelines, either Google's


EAT and the QRG - Whiteboard Friday

already measuring this algorithmically or they want to be measuring it.


EAT and the QRG - Whiteboard Friday

And so we should be paying close attention to everything that is in there.


EAT and the QRG - Whiteboard Friday

There was a guide that was produced by Google earlier in February of 2019 and it was a whole


EAT and the QRG - Whiteboard Friday

guide on how they fight disinformation, how they fight fake news, how they make it so


EAT and the QRG - Whiteboard Friday

that high quality results are appearing in the search results.


EAT and the QRG - Whiteboard Friday

And there were a couple of things in here that were really interesting.


EAT and the QRG - Whiteboard Friday

The guide talked about the fact that they take the information from the Quality Raiders


EAT and the QRG - Whiteboard Friday

and that allows them to build algorithms.


EAT and the QRG - Whiteboard Friday

And so we know that it's really important that the things that the Quality Raiders are


EAT and the QRG - Whiteboard Friday

assessing are things that we probably should be paying attention to as well.


EAT and the QRG - Whiteboard Friday

And the thing that was the most important to me or the most interesting at least is


EAT and the QRG - Whiteboard Friday

this line that said, our ranking systems are designed to identify sites with a high indicia


EAT and the QRG - Whiteboard Friday

of EAT, of expertise, authoritativeness and trustworthiness.


EAT and the QRG - Whiteboard Friday

So whether or not we want to argue whether EAT is a ranking factor, I think that's semantics.


EAT and the QRG - Whiteboard Friday

What the word ranking factor means, what we really need to know is that EAT is really


EAT and the QRG - Whiteboard Friday

important in Google's algorithms.


EAT and the QRG - Whiteboard Friday

And we believe that if you're trying to rank for any term that really matters to people,


EAT and the QRG - Whiteboard Friday

your money or your life really means if it's a page that is helping people make a decision


EAT and the QRG - Whiteboard Friday

in their lives or helping people part with money, then you need to pay attention to EAT


EAT and the QRG - Whiteboard Friday

because Google doesn't want to rank websites that are for important queries if they're


EAT and the QRG - Whiteboard Friday

lacking EAT.


EAT and the QRG - Whiteboard Friday

So it's important to know that EAT has three parts and a lot of people get hung up on just


EAT and the QRG - Whiteboard Friday

expertise.


EAT and the QRG - Whiteboard Friday

I see a lot of people come to me and say, but I'm a doctor and I don't rank well.


EAT and the QRG - Whiteboard Friday

Well, there's more parts to EAT than just expertise and so we're going to talk about


EAT and the QRG - Whiteboard Friday

that.


EAT and the QRG - Whiteboard Friday

But expertise is very important.


EAT and the QRG - Whiteboard Friday

In the quality Raiders guidelines, which each of you, if you have not read it yet, you really,


EAT and the QRG - Whiteboard Friday

really should read this document.


EAT and the QRG - Whiteboard Friday

It's a little bit long, but it's full of so much good information.


EAT and the QRG - Whiteboard Friday

The Raiders are given examples of websites and they're told this is a high quality website.


EAT and the QRG - Whiteboard Friday

This is a low quality website because of this.


EAT and the QRG - Whiteboard Friday

And one of the things that they say for one of the posts is this particular page is to


EAT and the QRG - Whiteboard Friday

be considered low quality because the expertise of the author is not clearly communicated.


EAT and the QRG - Whiteboard Friday

So the first clue we can gather from this is that for all of our authors, we should


EAT and the QRG - Whiteboard Friday

have an author bio.


EAT and the QRG - Whiteboard Friday

Perhaps if you are a nationally recognized brand, then you may not need author bios.


EAT and the QRG - Whiteboard Friday

But for the rest of us, we really should be putting an author bio that says, here's why,


EAT and the QRG - Whiteboard Friday

here's who wrote this post, here's why they're qualified to do so.


EAT and the QRG - Whiteboard Friday

Another example in the quality Raiders guidelines talks about, it was a post about the flu and


EAT and the QRG - Whiteboard Friday

what the quality Raiders were told is that there's no evidence that this author has medical


EAT and the QRG - Whiteboard Friday

expertise.


EAT and the QRG - Whiteboard Friday

And so this tells us, and there are other examples where there's no evidence of financial


EAT and the QRG - Whiteboard Friday

expertise and legal expertise is another one.


EAT and the QRG - Whiteboard Friday

If you think about it, if you were diagnosed with a medical condition, would you want to


EAT and the QRG - Whiteboard Friday

be reading an article that's written by a content writer who's done good research, might


EAT and the QRG - Whiteboard Friday

be very well written.


EAT and the QRG - Whiteboard Friday

But or would you rather see an article that is written by somebody who's been practicing


EAT and the QRG - Whiteboard Friday

this area for decades and has seen every type of side effect that you can have from medications


EAT and the QRG - Whiteboard Friday

and things like that.


EAT and the QRG - Whiteboard Friday

Obviously, the doctor is who you want to read.


EAT and the QRG - Whiteboard Friday

Now I don't expect us all to go and hire doctors to write all of our content because there


EAT and the QRG - Whiteboard Friday

are very few doctors that have time to do that and also the other experts in any other


EAT and the QRG - Whiteboard Friday

YMYL profession.


EAT and the QRG - Whiteboard Friday

But what you can do is hire these people to fact check your posts.


EAT and the QRG - Whiteboard Friday

We've had some clients that have seen really nice results from having content writers write


EAT and the QRG - Whiteboard Friday

the post in a very well researched and referenced way.


EAT and the QRG - Whiteboard Friday

And then they've hired physicians to say this post was medically fact checked by Dr. So


EAT and the QRG - Whiteboard Friday

and so.


EAT and the QRG - Whiteboard Friday

So this is really, really important for any type of site that wants to rank for a YMYL


EAT and the QRG - Whiteboard Friday

query.


EAT and the QRG - Whiteboard Friday

One of the things that we started noticing in February of 2017, we had a number of sites


EAT and the QRG - Whiteboard Friday

that came to us with traffic drops.


EAT and the QRG - Whiteboard Friday

And that's mostly what we do.


EAT and the QRG - Whiteboard Friday

We deal with sites that were hit by Google algorithm updates.


EAT and the QRG - Whiteboard Friday

And what we were noticing is a weird thing was happening.


EAT and the QRG - Whiteboard Friday

Prior to that sites that were hit, they tended to have all sorts of technical issues.


EAT and the QRG - Whiteboard Friday

And we could say, yes, there's a really strong reason why the site is not ranking well.


EAT and the QRG - Whiteboard Friday

These sites were all ones that were technically for the most part sound.


EAT and the QRG - Whiteboard Friday

But what we noticed is that in every instance, the posts that were now stealing the rankings


EAT and the QRG - Whiteboard Friday

they used to have were ones that were written by people with real life expertise.


EAT and the QRG - Whiteboard Friday

This is not something that you want to ignore.


EAT and the QRG - Whiteboard Friday

We'll move on to authoritativeness.


EAT and the QRG - Whiteboard Friday

Authoritativeness is really very, very important.


EAT and the QRG - Whiteboard Friday

And in my opinion, this is the most important part of EAT.


EAT and the QRG - Whiteboard Friday

Authoritativeness, there's another reference in the Quality Raiders guidelines about a


EAT and the QRG - Whiteboard Friday

good post.


EAT and the QRG - Whiteboard Friday

And it says the author of this blog post has been known as an expert on parenting issues.


EAT and the QRG - Whiteboard Friday

So it's one thing to actually be an expert.


EAT and the QRG - Whiteboard Friday

It's another thing to be recognized online as an expert.


EAT and the QRG - Whiteboard Friday

And this should be what we're all working on is to have other people online recognize


EAT and the QRG - Whiteboard Friday

us or our clients as experts in their subject matter.


EAT and the QRG - Whiteboard Friday

That sounds a lot like link building, right?


EAT and the QRG - Whiteboard Friday

We want to get links from authoritative sites.


EAT and the QRG - Whiteboard Friday

The guide to disinformation actually tells us that PageRank and EAT are closely connected.


EAT and the QRG - Whiteboard Friday

And so this is very, very important.


EAT and the QRG - Whiteboard Friday

I personally believe, I can't prove this just yet, but I believe that Google does not want


EAT and the QRG - Whiteboard Friday

to pass PageRank through sites that do not have EAT, at least for YMYL queries.


EAT and the QRG - Whiteboard Friday

And this could explain why Google feels really comfortable that they can ignore spam links


EAT and the QRG - Whiteboard Friday

from negative SEO attacks because those links would come from sites that don't have EAT.


EAT and the QRG - Whiteboard Friday

So how do we do this?


EAT and the QRG - Whiteboard Friday

It's all about getting recommendations from experts.


EAT and the QRG - Whiteboard Friday

The Quality Raiders guidelines say in several places, the Raiders are instructed to determine


EAT and the QRG - Whiteboard Friday

what do other experts say about this website, about this author, about this brand?


EAT and the QRG - Whiteboard Friday

It's very, very important that we can get recommendations from experts.


EAT and the QRG - Whiteboard Friday

I want to challenge you right now to look at the last few links that you have gotten


EAT and the QRG - Whiteboard Friday

for your website and look at them and say, are these truly recommendations from other


EAT and the QRG - Whiteboard Friday

people in the industry that I'm working in or are they ones that we made?


EAT and the QRG - Whiteboard Friday

In the past, pretty much every link that we could make would have the potential to help


EAT and the QRG - Whiteboard Friday

boost our rankings.


EAT and the QRG - Whiteboard Friday

And now the links that Google wants to count are ones that truly are people recommending


EAT and the QRG - Whiteboard Friday

your content, your business, your author.


EAT and the QRG - Whiteboard Friday

And so I did a Whiteboard Friday a couple of years ago that talked about the types of


EAT and the QRG - Whiteboard Friday

links that Google might want to value.


EAT and the QRG - Whiteboard Friday

And that's probably a good reference to find.


EAT and the QRG - Whiteboard Friday

How can we find these recommendations from experts?


EAT and the QRG - Whiteboard Friday

How can we do link building in a way that boosts our authoritativeness in the eyes of


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Google?


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And the last part, which a lot of people ignore, is trustworthiness.


EAT and the QRG - Whiteboard Friday

And people would say, well, how could Google ever measure whether a website is trustworthy?


EAT and the QRG - Whiteboard Friday

I think it's definitely possible.


EAT and the QRG - Whiteboard Friday

Google has a patent.


EAT and the QRG - Whiteboard Friday

Now we know if there's a patent that they're not necessarily doing this.


EAT and the QRG - Whiteboard Friday

But they do have a patent that talks about how they can gather information about a brand,


EAT and the QRG - Whiteboard Friday

about an individual, about a website, from looking at a corpus of reviews, blog posts,


EAT and the QRG - Whiteboard Friday

and other things that are online.


EAT and the QRG - Whiteboard Friday

And what this patent talks about is looking at the sentiment of these blog posts.


EAT and the QRG - Whiteboard Friday

And now some people would argue that maybe sentiment is not a part of Google's algorithms.


EAT and the QRG - Whiteboard Friday

I do think it's a part of how they determine trustworthiness.


EAT and the QRG - Whiteboard Friday

And so what we're looking for here is if a business really has a bad reputation, if you


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have a reputation where people online are saying, look, I got scammed by this company,


EAT and the QRG - Whiteboard Friday

or I couldn't get a refund, or I was treated really poorly in terms of customer service,


EAT and the QRG - Whiteboard Friday

if there is a general sentiment about this online, that can affect your ability to rank


EAT and the QRG - Whiteboard Friday

well.


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And that's very important.


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So all of these things are important in terms of trustworthiness.


EAT and the QRG - Whiteboard Friday

You really should have very credible and clear contact information on your website that's


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outlined in the quality writers guidelines.


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You should have information on your refund policy, assuming that you sell products.


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And it should be easy for people to find.


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And all of this information, I believe, should be visible in Google's index.


EAT and the QRG - Whiteboard Friday

We shouldn't be no indexing these posts.


EAT and the QRG - Whiteboard Friday

Don't worry about the fact that they might be kind of thin or irrelevant or perhaps even


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duplicate content.


EAT and the QRG - Whiteboard Friday

Google wants to see this, and so we want that to be in their algorithms.


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Other things, too.


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If you have a medical site or any type of site that can be supported with scientific


EAT and the QRG - Whiteboard Friday

references, it's very important that you do that.


EAT and the QRG - Whiteboard Friday

One of the things that we've been seeing with recent updates is a lot of medical sites are


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dropping when they're not really in line with scientific consensus.


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This is a big one.


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If you run a site that has to do with natural medicine, this is probably a rough time for


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you because Google has been demoting sites that talk about a lot of natural medicine


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treatments.


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And the reason for this, I think, is because a lot of these are not in line with the general


EAT and the QRG - Whiteboard Friday

scientific consensus.


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Now, I know a lot of people would say, well, who is Google to determine whether essential


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oils are helpful or not?


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Because I believe a lot of these natural treatments really do help people.


EAT and the QRG - Whiteboard Friday

The problem, though, is that there are a lot of websites that are scamming people.


EAT and the QRG - Whiteboard Friday

And so Google may even err on the side of caution in saying, look, we think this website


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could potentially impact the safety of users, and you may have trouble ranking well.


EAT and the QRG - Whiteboard Friday

So if you have posts on natural medicines, on any type of thing that's outside of the


EAT and the QRG - Whiteboard Friday

generally accepted scientific consensus, then one thing you can do is try to show both sides


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of the story.


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Try to talk about how actually traditional physicians would treat this condition.


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And that can be tricky.


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The other thing that can speak to trust is your ad experience.


EAT and the QRG - Whiteboard Friday

I think this is something that's not actually in the algorithms just yet.


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I think it's going to come.


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Perhaps it is.


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But the Quality Raiders guidelines talk a lot about if you have ads that are distracting,


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that are disruptive, that block the readers from seeing content, then that can be a sign


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of low trustworthiness.


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I want to leave you with this last quote, again, from the Quality Raiders guidelines.


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And this is significant.


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The Raiders are instructed that if any one of expertise, authoritativeness, or trustworthiness


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are lacking, then they are to rate a website as low quality.


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Again, that's not going to penalize that website, but it's going to tell the Google engineers,


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wait a second, we have these low quality websites that are ranking for these terms.


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How can we tweak the algorithm so that that doesn't happen?


EAT and the QRG - Whiteboard Friday

But the important thing here is that if any one of these three things, the E, the A, the


EAT and the QRG - Whiteboard Friday

E, are lacking, it can impact your ability to rank well.


EAT and the QRG - Whiteboard Friday

So hopefully this has been helpful.


EAT and the QRG - Whiteboard Friday

I really hope that this helps you improve the quality of your websites.


EAT and the QRG - Whiteboard Friday

I would encourage you to leave a comment or a question below.


EAT and the QRG - Whiteboard Friday

I'm going to be hanging out in the comment section and answering all of your questions.


EAT and the QRG - Whiteboard Friday

I have more information on these subjects at mariehaines.com slash EAT and also slash


EAT and the QRG - Whiteboard Friday

trust, if you're interested in these trust issues.


EAT and the QRG - Whiteboard Friday

So with that, I want to thank you.


EAT and the QRG - Whiteboard Friday

I really wish you the best of luck with your rankings and please do leave a question for


EAT and the QRG - Whiteboard Friday


How to Configure Google Analytics for Local Businesses — Whiteboard Friday

Hey, Mazers. My name is Alex and I'm the founder of Rotinski Digital. We are a local SEO consultancy


for small and medium-sized businesses. And today what I want to talk about is how to


configure Google Analytics for local businesses. Now Google Analytics is a super powerful and


efficient tool when used properly and when configured accurately. This tells us important


information about our website, our visitors, what pages are performing well, perhaps even


which search queries we're coming from, especially when it's connected with Google Search Console.


A lot of important information that can help us to make valuable business decisions for


our online marketing or SEO efforts. Now there's five important steps we're going to talk about


today for how we can configure our Google Analytics account the most efficiently. The


first one is to exclude bots and spiders. Now this is important because some studies


have found that upwards of 25% of all traffic is bot traffic. Any of us that have really


gotten super granular into our Google Analytics account, I'm sure we've actually seen some


of those examples of very obvious bot traffic. And so the way we can actually do this is


Google actually makes a nice little tool within Google Analytics. You go to Admin, View, View


Settings and there's a nice little box that says Bot Filtering. And what this does is


it pulls from the IAB, the Interactive Advertising Bureau, and it actually makes sure that it


pulls from the list of known spiders and bots and makes sure we're to filter against that.


The next step we want to filter spam traffic and personal traffic. Now the reason for this


is inaccurate data is worthless data, right? If we don't have accurate information, it's


really going to struggle to make accurate business decisions regarding our SEO efforts


or our online marketing. I can't tell you how often I run into business owners who have


wildly inaccurate numbers and they're trying to make decisions based off of it. So it's


super important that we get as accurate information as we can. There always will be some margin


of error, but anything we can do to minimize that, the better. The way we can filter out


our own traffic is to go to Admin, View, View Filters, and then Add Filters. And what we


want to do is make sure to filter out our own IP address, perhaps the IP address of


our team, our home office, our physical main office location, things like this. The way


we can do that is to search, what's my IP in Google? You'll actually be able to find


your IP address and then from there you can actually exclude it. Number three, setting


up goals. Goals are super important because setting up goals actually helps us to track


our success. It's success tracking. So we can set up goals by going to Admin, View,


Goals and then New Goal. There's a variety of different goal types that we might be able


to set up. It really depends on the business and what you're looking for, but one of the


most popular ones is a thank you page or a destination based goal. For example, imagine


you're an HVAC company who's trying to acquire new customers and you want to see how is your


website performing, which pages are bringing the traffic and what's the URL path or the


goal path, if you will. So a way we can track that is by using a destination based goal.


We want to make sure that after somebody fills out a form, they actually are sent to that


thank you page and every time somebody interacts with that thank you page, they land on it,


it can actually be counted as a goal. This is really helpful to see the success of what


we're looking for. Whatever it is, our business goals, what we're trying to achieve that month


or that quarter, that we can track that accurately. Now another type of goal, there's more than


two, but we're just going to talk about two today. Destination based goals versus event


based goals. Event based goals are a little more advanced to set up, not too tricky, but


a little bit more so than destination based goals. Event based goals have nothing to do


with a specific page or URL, but actually, as you might guess, the actual event that


happened. So for example, if a user fills out a form or they click a specific button,


those are examples that can be tracked to an event based goal. Now there's some pros


and cons to each. Destination based goal, if you have any specific parameters within


the URL and it doesn't match exactly, you might not be able to be counting for that


goal. A way around this is you can change it from equals to, to begins with. Another


option, it's probably a little bit more of a better option, is to learn regular expressions.


That can help us to kind of filter out those different options and get us more accurate


information. And with event based goals, another little caveat that we want to watch out for


is to make sure that we have proper validation set up. So for example, if a user starts to


fill out a form but doesn't actually fill it out, when they first click that button,


it might have been tracked as a goal, even though they didn't actually complete that


goal. So there's a couple extra steps we want to make sure that we can figure out before


we kind of publish it and leave that. That way we can get accurate information. Number


four, connect Google Analytics to Google Search Console. Now we have these two powerful resources


of reporting and information and we want to make sure they can talk to each other efficiently.


As we all know, Google Search Console has a lot of valuable data regarding our organic


search, what specific search queries, specific pages, how they're performing, the average


position, lots of information like this. We want to make sure that it's connected to our


Google Analytics account. Now a way we can do that is by going to Admin, Property, Property


Settings and then there's a little choice there for Search Console. Now before we do


this, always make sure that you actually have your Google Search Console account set up.


That's always step one. So if we can get that set up, then it's going to be a lot easier


to connect those two. In fact, you can't do it unless you set up your Google Search Console.


So make sure that's set up and then make sure you can connect those. And then last but not


least, use UTM tracking codes. UTM tracking codes are a really powerful way for us to


track the effectiveness of specific campaigns. Where did our users come from, our website


visitors coming from, and what specific sources or mediums or campaigns were effective in


that regard? An example of this is you can add a UTM tracking code in your Google My


Business link profile so that any users that come from Google My Business in your Google


Analytics account, you'll be able to accurately see that categorization of website visitors


that came specifically from Google My Business. Now this needs to be done regularly, right?


Not in the sense of the Google My Business, but it needs to be done regularly for each


campaign. So if you're a smaller local business who maybe has a limited amount of time or


budgets for whoever might be working on this, maybe it's better to focus on just some of


the larger campaigns. Anything that's a little bit more permanent or any specific large campaign.


Perhaps you're doing a local event or you have a special promotion a couple times a


year. Those might be events where we really want to track the effectiveness of these campaigns


in using UTM tracking codes. We can actually set this up for anyone who's interested in


setting up their UTM tracking code. You can use Google's campaign URL builder and we will


make sure to link to that exact page here in the notes below. But there's a couple different


components of a UTM tracking code. Now we're just going to focus on three today. Those


being the medium that they came from, the source, and then the campaign name. So an


example of this might be the medium being email, the source being whatever specific


newsletter was sent out, and then the campaign name would be what you actually want it to


show up as in Google Analytics. How you want that campaign categorized. So those are the


three different sections of what might be included in your UTM tracking code. You can


all enter that in within the Google's campaign URL builder. There's also a variety of other


URL builders, but Google provides one that makes it nice and easy for us. One last pro


tip. Learn Google Tag Manager. There's a bit of a learning curve to Google Tag Manager,


but it's definitely possible. I guarantee you can do it. When you learn Google Tag Manager,


it makes a lot of these other things a lot easier, especially with setting up things


like event-based goals and connecting some of our different accounts like Google Search


Console and Google Analytics even. Google Tag Manager is a super powerful tool. That's


all we have today for this week's Whiteboard Friday. Please feel free to reach out, ask


any additional questions on Twitter at Alex Rotinski. You can also reach me at rotinskidigital.com.


Feel free to send me an email. I'm more than happy to speak to the Moz community. Absolutely


love everybody who's here. Really appreciate you guys' time. That's all for this week,


Google Has an Organic Quality Score that SEOs Need to Optimize For - Whiteboard Friday

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


This week we're going to chat about organic quality score.


So this is a concept.


This is not a real thing that we know Google definitely has, but there's this concept that


SEOs have been feeling for a long time that, similar to what Google has in their AdWords


program with a paid quality score, where a page has a certain score assigned to it, that


on the organic side, Google almost definitely has something similar.


And I'll give you an example of how that might work.


So for example, if on my site.com I have these three, this is a very simplistic website,


but I have these three subfolders, products, blog, and about, I might have a page in my


products, you know, 14axq.html, and it has certain metrics that Google associates with


it through activity that they've seen from browser data, from clickstream data, from


search data, and from visit data from the searches and bounces back to the search results,


and all these kinds of things, right?


All the engagement and click data that we've been talking about a lot this year on Whiteboard


Friday.


So they may have these metrics, right?


PogoStick rate and bounce rate and a deep click rate, right, the rate with which someone


clicks to the site and then goes further in from that page, the time that they spend on


the site on average, the direct navigations that people make to it each month through


their browsers, the search impressions and search clicks, perhaps a bunch of other statistics


like whether people search directly for this URL, whether they perform branded searches,


what rate do unique devices in one area versus another area do this with?


Is there a bias based on geography or device type or personalization or all these kinds


of things?


But regardless of that, you get this idea that Google has this sort of sense of how


the page performs in their search results.


And that might be very different across different pages and obviously very different across


different sites.


So maybe this blog post over here in slash blog is doing much, much better on all these


metrics and has a much higher quality score as a result.


Now when we talk to SEOs and I spend a lot of time talking to my fellow SEOs about theories


around this, a few things emerge.


I think most folks are generally of the opinion that if there is something like an organic


quality score, it is probably based on this type of data, right, queries, clicks, engagements,


visit data of some kind.


We don't doubt for a minute that Google has much more sophistication than the super simplified


stuff that I'm showing you here and I think Google publicly denies a lot of single types


of metric like, no, we don't use time on site.


Time on site can be very variable and sometimes low time on site is actually a good thing.


Fine, but there's something in there, right?


They use some more sophisticated format of that.


We also are pretty sure that this is applying on three different levels and this is in observation


from experimentation as well as from Google statements which is domain wide, so that would


be across one domain, right?


If there are many pages with high quality scores, Google might view that domain differently


from a domain with a variety of quality scores on it or one with generally low ones.


Same thing for a subdomain, so it could be that a subdomain is looked at differently


than the main domain or that two different subdomains may be viewed differently and if


content appears to have high quality scores on this one but not on this one, Google might


generally not pass all the ranking signals or give the same weight to the quality scores


over here or to the subdomain over here.


Same thing true with subfolder, although to a lesser extent.


In fact, this is kind of in descending order, so you can generally surmise that Google will


pass these more across subfolders than they will across subdomains and more across subdomains


than across root domains.


Third, a higher density of good scores to bad ones can mean a bunch of good things.


More rankings and visibility even without other signals.


Even if a page is sort of lacking in these other quality signals, if it is in this blog


section and this blog section tends to have high quality scores for all the pages, Google


might give that page an opportunity to rank well that it wouldn't ordinarily for a page


with those ranking signals in another subfolder or on another subdomain or on another website


entirely.


Be some sort of what we might call benefit of the doubt type of boost even for new pages.


So a new page is produced.


It doesn't yet have any quality signals associated with it, but it does particularly well.


As an example, within a few minutes of this Whiteboard Friday being published on Moz's


website, which is usually late Thursday night, very early Friday morning at a specific time,


I will bet that you can search for Google Organic Quality Score or even just Organic


Quality Score in Google's engine and this Whiteboard Friday will perform very well.


And one of the reasons that probably is is because many other Whiteboard Friday videos,


which are in this same subfolder, Google has seen them perform very well in the search


results.


They have whatever you want to call it.


Great metrics, a high organic quality score.


And because of that, this Whiteboard Friday that you're watching right now, the URL that


you see up in the bar up above is almost definitely going to be ranking well, possibly in that


number one position, even though it's brand new.


It hasn't yet earned the quality signals, but Google assumes.


It gives it the benefit of the doubt because of where it is.


And then C, we surmise that there's also more value that gets passed from links, both internal


and external, from pages with high quality scores.


That is right now a guess, but something we hope to validate more because we've seen some


signs in some testing that that's the case.


If this is true, and it's up to you whether you want to believe that it is or not, even


if you don't believe it, you've almost certainly seen signs that something like it's going


on.


And I would urge you to do these three things to boost your organic quality score or whatever


you believe is causing these same elements.


First off, you could add more high performing pages.


So if you know that pages perform well and you know what those look like versus ones


that perform poorly, you can make more good ones.


Second, you can improve the quality score of existing pages.


So if this one is kind of low, you're seeing that these engagement and use metrics, the


SERP click-through rate metrics, the bounce rate metrics from organic search visits, all


of these don't look so good in comparison to your other stuff.


You can boost it, right?


Improve the content, improve the navigation, improve the usability and the user experience


of the page, the load time, the visuals, whatever you've got there to hold searchers' attention


longer to keep them engaged and to make sure that you're solving their problem.


And when you do that, you will get higher quality scores.


And the third thing you can do is remove low performing pages through a variety of means.


You could take a low performing page and you might say, hey, I'm going to redirect that


to this other page which does a better job answering the query anyway.


Or hey, I'm going to 404 that page.


I don't need it anymore.


In fact, no one needs it anymore.


Or I'm going to noindex it.


Some people may need it.


Maybe the ones who are visitors to my website who need it for some particular direct navigation


purpose or internal link purpose.


But Google doesn't need to see it.


Searchers don't need it.


I'm going to use the noindex either in the meta robots tag or in the robots.txt file.


One thing that's really interesting to note is we've seen a bunch of case studies, especially


since MozCon when Brittany Muller, Moz's head of SEO, shared the fact that she had done


some great testing around removing tens of thousands of low quality, really low quality


pages, performing pages from Moz's own website and seeing our rankings and our traffic for


the remainder of our content go up quite significantly, even controlling for seasonality and other


things.


That was pretty exciting.


When we shared that, we got a bunch of other people from the audience and on Twitter saying,


I did the same thing.


When I removed low performing pages, the rest of my site performed better, which really


strongly suggests that there's something like a system in this fashion that works in this


way.


I'd urge you to go look at your metrics, go find pages that are not performing well, see


what you can do about improving them or removing them, see what you can do about adding new


ones that are high organic quality score.


Let me know your thoughts on this in the comments.


We'll look forward to seeing you again next week for another edition of Whiteboard Friday.


Web Search 2019: The Essential Data Marketers Need- Presented by Rand Fishkin

You're probably anticipating, oh, here's Rand Fishkin.


He talks a lot about web search.


He's going to say some very kind and wonderful things about Google because he's always nice


and respectful and warm and wonderful to Google.


In fact, Google and Rand, best friends, BFFs, well-known fact.


That's not entirely accurate.


I give Google a hard time, not because I don't like them or the company, but because I have


a lot of challenges with their behavior over the last five or six years.


That being said, Google has done amazing, remarkable, wonderful things for all of us.


They have built up an amazing industry and they kind of run the web, so maybe I should


be kinder to them for fear of being kicked off.


I have so much data to get through today, but before I start, I wanted to give you a


quick who is this Rand person.


If you don't know, I started the company Moz, which runs MozCon, obviously, with my mom,


Jillian Musik.


Jillian and I went half a million dollars into debt building a consulting business and


then slowly, slowly paid it off by learning SEO and doing that for clients.


I then wrote a book about this, if you care about that, called Lost & Foundered.


This is my grandfather, Seymour Fishkin.


He is 92 years old.


My grandmother is 93.


She's even older.


They are both still doing well out in New Jersey.


I don't think I've ever had a better day than when my grandparents came to the launch for


the book.


That was pretty incredible.


It is amazing to be 40 years old and to be able to call your grandparents on the phone.


I left Moz last year and started a new company with this fine-looking gentleman here, Casey


Henry, who is just lovely.


Today I have six stories for you and a tremendous amount of information.


I thought I would try and put that information into some form of narrative to help it be


absorbed a little bit better.


That being said, there are a ton of charts and graphs that will be gone through in 10


seconds or less.


That seems a little rude not to make them all available.


If you go to this URL, bit.ly, web search 2019, you will find a Google Drive file.


That Google Drive file has the PowerPoint you can download and install it or you can


view it through Google Drive itself.


Not every slide will look quite as perfect and polished depending on whether you have


the fonts installed, but that's okay.


Let's start with a story about how we use the web.


Some of you may be remember back in the 1980s when MTV launched and the very first video


that came out was of course the Bugles video killed the radio star.


In 2001, there were all those news articles about how computers and the internet are going


to be the death of television.


We talked about how apps are going to make websites redundant.


I think I probably had hundreds of conversations over the course of those few years after the


iPhone launched about that.


Mobile is going to kill desktop.


Voice search now, voice search is going to kill web search.


Let me tell you why I'm so skeptical about this.


Here is radio listenership, online and offline, podcast use.


Those numbers look like they're going up and to the right.


Here is time spent on television and mobile devices.


I've stolen a few of these from Mary Meeker's excellent Internet Trends deck, but you can


see that yes, it looks like television use is going down a little bit and mobile device


use is going up.


Maybe mobile is cannibalizing television.


Maybe.


Oh, what are we doing on our devices?


We're watching television.


Look at TV use.


Look at 2015 versus 2005.


There's actually more linear television watched in 2015 than in 2005.


That's madness.


Here's desktop and mobile.


Mobile has overtaken desktop percentage-wise, but we see here's desktop and mobile ad spend


versus time spent.


They have balanced out now.


Advertisers, marketers, all of us have distributed our investments reasonably well with the exception


of podcasts and radio.


Here's hours spent.


Look.


Do you see what I see?


Mobile didn't kill desktop.


It just killed all our free time.


You see usage predictions like this.


Every event that I go to, there are session after session about the dangers of voice search,


how voice search is going to cannibalize web search and web search, how voice answers are


going to be seriously problematic.


Okay.


I think there's some truth to this reality.


Maybe there's some fair concern here, but let's poke just a little bit deeper.


I tried hundreds of searches.


Brittany, I'm pretty sure you have actually found a couple of searches where the answers


are different, but I tried them and I could not find one where there was any difference


between if I typed it in to my mobile device or my desktop device versus I spoke it to


my device.


As long as the device has a screen, the answers seem to be exactly the same.


The results are the same.


However, if I talk to the device and I ask it for a voice answer, then I get a big difference.


This is no search opportunity for anyone, no branding opportunity for anyone, no traffic


for anyone, no clicks for anyone, very, very minimal value to marketers, if any value to


marketers.


You can imagine maybe a few searches where you could get some.


I'll give you voice answers, but we do not have statistics about voice answers.


Every number that you see or have seen out in the web is either a survey about how often


voice answers are used, survey data being, in my opinion, extraordinarily unreliable,


or it is numbers coming from Amazon's Alexa or Siri or Google talking about voice search,


voice search, not voice answers.


I tried to look.


I asked the folks at Jumpshot, who I work with closely, you would think, I'm going to


present so much Jumpshot data in this deck that you might think to yourself, does Rand


work with or for Jumpshot?


Do they pay him?


No.


In fact, I pay Jumpshot, but I love their data and they have incredible stuff and they're


very kind and generous to me.


When I said, hey, I need all this data for MozCon, they put it all together and got it


to me last week.


I have very fresh data for you, all the way up to June of this year.


You can see Google search data in browsers, which is unfortunately all that Jumpshot can


get, they can't get app data, is plateauing.


When you add in app data, when you factor in the fact that Google's mobile search app


is used probably at least half the time for all searches that are done on mobile, it's


almost certainly still growing.


There are, as Sarah noted earlier, more searches than ever before, more people searching than


ever before.


Browser-based usage is still at all-time highs.


We are not seeing a decline in number of pages visited per month or number of domains visited,


other than the app cannibalization I mentioned.


But even in the browser, right on desktop, we're seeing the same that we saw years and


years ago, meaning the web is still where all this activity is taking place.


And I asked Jumpshot, hey, can you tell me who's sending web traffic?


Well, I don't know if that's good news or bad news, but Google is absolutely dominant.


I think this is no surprise why the search industry has gotten so massive over the last


few years.


So if we go back in time, right, like over 40 years, video grew, but it never killed


radio.


You could argue today that radio or Radio Plus podcasts are healthier than they've ever


been, more used than they've ever been.


TV, same story, desktop, it's barely shrunk.


Websites still dominate apps.


For anyone outside the top 25 apps, websites are absolutely the right investment.


And despite voice, web use, web search keeps growing.


So I am extremely skeptical when someone says new technology will destroy old usage.


That is not the pattern we have seen over the last 40 years of technology adoption.


I don't buy it.


If you're someone who thinks, oh, I think cryptocurrency will end the use of regular


money, I have my skepticism, right?


If you think AI will kill all the jobs, I have a lot of skepticism.


And I think we have the data to back that up.


So for each of these stories, I'm going to try and succinctly show you what it means


for you as a marketer.


And I think in this case, we're talking about three things.


One, both mobile and desktop are still big.


If you are building mobile first, that's fine.


If you are building mobile only, I think that's dangerous because desktop use is still very


high.


Desktop conversion rates are quite high.


And I'll show you later that click-through rates on desktop are much higher than they


are on mobile, meaning that for many folks who get organic search traffic, desktop is


still a big place to play.


If you're thinking about a big investment in voice answer SEO, right, essentially trying


to build apps for it, trying to solve queries that way, I think it's too early.


I don't think this is the year to make that investment.


If you are at the very cutting edge and you're obsessed with it and you think you have just


the right app for it or just the right company for it, okay, great.


You do you.


I think for 99% of us, it's not the right investment to make yet.


That's not to say that there's not a lot of other voice investments that aren't worthwhile.


And third, video podcast websites all continue to be excellent investments.


Mobile apps, I don't see it.


I don't think most companies will benefit from having a separate mobile app.


There are exceptions, sure.


But unless you are mobile-centric and very app-centric, I think for the vast majority


of traffic earners through SEO, the way to go is still the web.


This is a fun story.


Oh, how delightful.


Remember I said I was going to say wonderful things about Google?


So Google has a very, very competent, very smart CEO who is extraordinary at growing


that business.


I think if any of you are stockholders in Google over the last 10 years, you've certainly


been very, very happy with Sundar Pichai.


Mr. Pichai went to Congress in December of last year, so six months ago, six, seven months


ago, and sat down and got asked loads of questions by lots of members of Congress.


Some of them were reasonably intelligent questions, some of them less so.


A few of those questions really pissed me off.


Sorry, the answers to them really pissed me off.


Here are three.


What percentage of search engine result pages result in the user terminating the search


without clicking anything, clicking on a link to a website that was hosted by Google itself


or by Alphabet itself?


And you can see the CEO's answers, which I think is a total dodge.


It does not directly answer the question.


There is no way that it is true that Google doesn't measure that.


I find that disingenuous at best and an outright bald-faced lie at worst.


And I don't know how it is okay to go in front of the United States Congress and sit down


and be asked questions that you know the answer to and not tell the truth.


That seems dangerous to me.


Do they not have power over CEOs?


Maybe I'm not understanding how democracy and capitalism work together, but fine.


If Google's CEO won't answer these questions, Jumpshot and I will do it for them.


Here you go.


Zero-click searches.


This is in Q1 of 2019.


I'll show you a little Q2 data in a sec.


Paid clicks, 41%.


This is across mobile and desktop.


We have about 10 million.


Jumpshot has about 10 million devices that they monitor in the United States.


So very statistically significant amounts here.


Paid clicks, 3.58.


Alphabet, these are all properties owned by Alphabet, but it's probably not entirely comprehensive


but close.


And zero-click searches, 48.96%.


Fairly substantial.


If you take a look over time, the last three years, you will see that Google sent about


20% fewer organic visits.


This is via browser, right, because we don't have app data, but we can assume it is quite


similar, app search being very similar to mobile experience, than in 2016.


So that is a substantial decline.


The app, I think the Google mobile search app probably grew more than 20% over that


time.


So there are probably a similar number or even more clicks available.


But you can definitely see the trend, which is Google cannibalizing a lot of that.


If we go back in time to 2016, right, it's Q1 2016, we're having this conversation.


There are 26 organic clicks for every one paid search click.


Every one paid ad click has accordingly, right, across all of Google, 26.


11 is still big.


I mean, that's an order of magnitude and a little more bigger.


Organic search is still an order of magnitude larger than paid search in terms of traffic


overall.


But a lot of that is probably organic clicks that are going to, for branded search and


informational search, it's not necessarily commercial.


Fascinatingly, you might have seen in Q1 of this year that Google's ad revenue earnings


growth rate was down a little bit.


Bloomberg made this kind of ruthless chart.


I don't know if you can see the axis over there, but it tries to make the problem worse


than it is.


The shareholders reacted pretty negatively to this though, right, sending Google's stock


price down significantly for those of you who are Google shareholders.


And Google reacted.


They're not going to take that standing down.


Do you know how they reacted?


You can just shout it out.


It's cool.


That's right.


Yes, correct.


They changed how the ads looked so that it was very hard to tell the difference between


ads and non ads.


This is what it looked like in April and then in late May, they made it look like that.


This is on the mobile version.


And as a result, I asked Jumpshot for the June data.


Look at that.


Plus 16% ad click through rate growth over just that month, that one change.


That is pretty good.


Even being able to grow 16% by making a little green ad logo into a little black one.


That is a sweet lever to be able to pull for growth.


And Google, I think they try and argue that they're not a monopoly.


So again, I looked at the Jumpshot data for all searches across all the places where search


happens on the web and 95% of it in the United States happens on Google properties.


Not a monopoly, what are you talking about?


You might recall that in 2013, the Obama FTC investigated Google.


They investigated Google and their findings were beyond damning.


Officials concluded that Google illegally scraped other websites for reviews and other


information and passed off the content as its own.


They threatened to remove sites from its search engine if it couldn't scrape their content.


Oh, damn.


It barred advertisers from using data obtained on Google search ad campaigns for ad campaigns


on other search engines.


Ooh, ooh.


And caused significant harm to websites by favoring its own shopping, travel, and local


content in searches.


It's not like they didn't know.


But there was a political intervention from, specifically from the Obama administration.


Anybody who follows me online knows that politically speaking, I was generally a big fan of it.


Of the Obama administration.


But I think this was a terrible, terrible move.


I think you can see the impact and influence of lobbying and the connection between Google


and the Obama administration from this decision not to make action.


There were four FTC officials who voted against taking action and three who voted for it.


This was a very close vote.


The Trump administration, which I have many problems with, but their justice department


is currently reopening an investigation.


This time it's not the FTC, it's the justice department reopening an antitrust probe of


Google and Congress is going to start asking questions.


I've actually been emailing weirdly with some members of Congress.


I know, me?


What are they thinking?


I like turtles.


All right.


So how does this, how does this impact you?


How does this impact us as search marketers?


Google's behavior here means paid click-through rate has risen, but if history is any guide,


every time they make a change like this, you essentially see the click-through rate go


up and then it quickly goes down again.


So over the next six months, paid click-through rate is likely to go down as searchers get


more familiar with the new ad format and become immune to it, right?


Become familiar.


Organic click-through rate is still very high.


And there are a ton of opportunity, there's a ton of opportunity still in Google search.


There's probably just as much as there was three, four, five years ago, maybe even a


little bit more because of the growth of the mobile app.


However, however, if you are an SEO who can invest in and win branding value, marketing


value from zero-click searches, searches that result in no click at all, you are going to


be significantly ahead of your peers.


I'm going to talk about zero-click searches a little more later on.


And finally, the 2020 general election and the Democratic primary are almost certainly


going to have a very big impact on web search and on Google.


If it is the case that Joe Biden, who I think is currently in the lead for the Democratic


nomination, if he wins that, he is almost certainly going to act similarly to the Obama


administration and we are much less likely to see action taken against Google.


If however, someone like an Elizabeth Warren wins, she has put out plans to potentially


split Google and YouTube, potentially split out maps, I think that would create a tremendous


amount of competition and opportunity, also complexity, but could be a very, very interesting


and different landscape.


And of course, if the Trump administration wins again, we would probably see some form


of penalty fine action taken.


So it's weird.


I cannot remember a time ever speaking at MozCon, ever in the history of my 20 years


in SEO, when an election probably determined what would happen with Google and search.


That is remarkable.


Okay, let's, speaking of zero-click searches, let's talk briefly about on-serp SEO.


I don't know if many of you saw this, there was a story on Social Media Examiner from


Michael, I think his name is Stelzner, and he's the owner, he's the founder of Social


Media Examiner, and he talked about how Google search traffic is dying.


It's over, it's dead.


How many times have you heard that before?


Oh my God, it's killing me, man.


The only thing that's dead is saying Google and SEO are dead.


But here's the case that he made, it's not a super strong case, but it is interesting.


He said, I rank number three for social media, which is impressive.


That is a search that gets a tremendous amount of volume, a tremendous amount of volume,


millions of searches a year.


That is where I show up.


He's not wrong.


And here's his Google search console.


My God, 1.4 million impressions, 11,000 clicks.


That is ugly.


That sucks.


Damn.


Yikes.


I feel a lot of empathy for that.


That's a lot of work to get to that ranking and get very minor benefit.


And they're not alone.


This was uploaded by Lily Ray, who's a wonderful SEO.


And you can see there, Lily was working with a client, unnamed client, added the FAQ schema


to the pages on the website and saw that happen.


Essentially impressions rose dramatically, ranking rose dramatically, clicks fell dramatically.


I think a lot of SEOs are very scared about this.


You're going to listen, I think Brittany Muller is talking about how to get featured snippets,


how to put schema into your website's pages, how to get all this rich markup and data.


If this is what's going to happen, I'd be pretty nervous about going to my boss or my


client, my team and saying, hey, I'm going to get us a higher ranking and a featured


snippet and we're going to lose a lot of traffic.


Who's excited?


Who's with me?


Yeah, those zero click searches are brutal.


Here's click through rates.


This is just the United States, but there's June, 50% for the first time.


Very first time in June, zero click searches, when you blend mobile and desktop, more than


half of all searches are now zero click.


That's not pretty either.


You search for a shrug emoji.


This is a very important emoji to me.


It's the one where the little guy is like, whoo, which I need all the time.


I search for it all the time and then I just copy it from the SERP and paste it into usually


Twitter.


I usually need it as a reply on Twitter.


There's the shrug emoji.


If I'm HubSpot, okay, this is a 10 blue link search.


There's no featured snippet.


There's not a lot of stuff mucking up the results, non-link stuff mucking up the results.


What is the value in ranking for this search?


It's pretty hard to earn ROI here.


If I, however, look at something like stake temperature medium, what's the temperature


I should aim for on my grill with my thermometer?


There's a featured snippet.


It's pretty rich, but there is a clear path to ROI.


If I'm these folks down here, right, the Thermo Pro, yeah, I probably want that featured snippet,


even if it doesn't mean clicks.


I'd rather have it.


How does this impact you?


I believe that the way to think about this is via a simple decision tree.


This is what I would show to my team, my boss, my client, whoever it is, when I'm asked about,


hey, should we use this markup?


Hey, should we install the schema?


Hey, should we optimize for this search that's going to get us probably fewer clicks if we


do it right?


Here's the decision tree.


Can I benefit from ranking for this query without traffic?


Is the branding value, the opportunity to control the information that people see, is


that valuable?


If the answer is no, all right, go find other keywords.


There are plenty of them.


The long tail is super long.


There's more demand there than ever before.


If the answer, however, is yes, you've got to ask a second question.


Is your team or your client going to give you credit?


If that answer is no, go for those other keywords.


If, however, it's yes, it's time to invest in on-serp SEO.


On-serp SEO is the practice of optimizing for what appears in the results, even if and


when it doesn't draw traffic.


What about structured data?


Feel similar.


Are you going to gain or lose value from adding that structured data to your page, assuming


that Google may use that in an answer box that takes away clicks?


If you can gain value from that, branding value, marketing value, familiarity, go for


it.


If you're going to lose, you have to ask the next question, which is, I'm going to lose,


but would I rather have it than a competitor?


Would I rather have it than a competitor?


Maybe if that answer is, I'd rather not have it than go find other keyword opportunities.


Otherwise, you still need to optimize.


It's a heavy topic.


Back in 2012, a very evil man went to Newtown Elementary School, the Sandy Hook Elementary


School, and killed 26 children with a gun.


I don't really know.


I don't know how to process that.


I don't know how to deal with that.


I don't even have kids.


I don't know how to deal with that, but the worst part, maybe even worse than the killer


himself, was what happened afterward, which is that when you searched Google for the Sandy


Hook Elementary School shooting, you found thousands, maybe millions of results from


websites and conspiracy theorists who believed that the event was staged by actors and somehow


connected to chemtrails and just insanity.


You can read interviews with the parents who lost their kids that day, who were basically


driven mad, driven out of town, driven to suicide, multiple people driven to suicide


because of the conspiratorial belief that their children never existed, that it was


all a fake.


Just heartbreaking.


Google took a long time to take this seriously, but eventually they did.


There was a piece in The Guardian just a few days ago talking about what Google did to


react in particular to mass shootings.


It's unfucking believable that we have so many mass shootings in the United States that


this is an issue that comes up again and again for Google, but it does.


Every time it does, there's conspiracy theories around it.


Google has this notion of authority.


They say authority.


I believe they mean both authority and correctness in their algorithm.


They ramped it up.


They basically said, for queries like this, we should increase our notions of authority,


increase the weight of authority in our rankings so that we surface high-quality content rather


than misinformation in this critical time.


I don't think that's perfectly transparent, but I think it is suggestive of something


that is real and going on in the search results and affecting a lot more than just conspiracy


types of searches.


If you search for Sandy Hook shooting today, you will not see that conspiracy stuff.


I couldn't even find it going to page four, page five.


Google has essentially gotten rid of that type of stuff.


They've done that for a lot of searches.


Measles.


Of course, this related conspiratorial anti-vaxxer movement that is completely non-scientific


and medically bereft of any value and very harmful to immunocompromised children who


can't be vaccinated.


We had an outbreak here in Washington State, actually, at the border with Oregon recently.


Despite measles being eliminated, you can see that it's rising again due to this.


Google is trying to surface information.


They've made a lot of changes, especially in the vaccine space and medical information


space, to do the same thing they did in the mass shooting space, which is to provide accurate


information from trustworthy authoritative sources.


They do this for things like, is the Earth flat?


Which, as many of you might have known, the flat Earth conspiracy theory.


This is a real thing.


I'm not kidding you.


It has risen dramatically.


There are people who believe that the Earth is absolutely flat.


I assume they've never been in planes, but I have no explanation for this other than


madness reigns supreme.


The answer box there is, that's a good start.


It's a good start, but the results are similar.


This is not just true for these types of searches.


Cyrus, you pointed out a few weeks ago on Twitter that this website, Merkola.com, which


has been a source of anti-vax information, misleading medical information, been sued


by the government for…


My favorite one that they have is the doctor behind the website claims that when you go


outside and get sunshine and you get critical vitamin A, you can't take a shower afterward


because you'll wash off the vitamins.


This is a very popular website.


They were getting a ton of traffic.


But Google, basically, in one of their recent algorithmic updates, determined this is not


an authoritative website.


We need to decrease their ranking dramatically.


In a lot of cases, I think a question to ask is, does this rank because it has the right


links or because it best satisfies searchers or it has the best on-page SEO or the most


accurate info or it structures information the best so that Google can put it up there


or it comes from a trusted source.


It looks like these two ranking factors, which haven't historically been a huge part of


what we thought about in SEO, are on the rise.


We're sort of moving from this world where links, clicks, keywords are important still,


but so too are accuracy and comprehensiveness.


Google sort of has this concept of queries where if there's no particularly right or


dangerous answer, then it is totally fine to not have as authoritative information in


there.


But if that risk is high and the wrong answer could cause serious harm, are vaccines safe?


Homeopathic cancer cures, right?


That's dangerous stuff.


Best Star Wars movie?


Meh.


A lot of people could rank for that.


Capybara memes?


Maybe Ian thinks it's super important.


I know you need your Capybara memes, but for the rest of us, less so.


I think it pays to ask the question, could authority and comprehensiveness and accuracy


come to your SERP and are you set up for success if that happens?


This evolving algo, again, three big things.


I think establishing your site as an authority or earning links from or content on existing


authorities to control the information could have big ranking benefits.


Improving your content accuracy, that means up to date, it means comprehensive, it means


correct, could boost your rankings and earn you those featured snippets.


Being at the cutting edge, especially in YMYL, your money or your life types of queries,


as Google calls them, could have adverse effects if you are rejecting authoritative consensus.


If all of the important websites in your space say that one thing is going on and you say


something different, it may take until there's a change in basically the popular view before


you can rank for that stuff.


Several years ago at MozCon, I talked about a story from the outline about the business


celebritynetworth.com.


The outline did a wonderful story on them, basically talking about how they had contacted


Google, had contacted, emailed the founders of Celebrity Net Worth and said, hey, we would


love to use your information in our rankings.


We would like to have an answer box that has all your stuff in there.


Do you know what they offered to pay?


That's correct, zero dollars.


They offered to pay absolutely nothing.


The founders of Celebrity Net Worth said, no, we're not interested in working with you.


Despite that, Google stuck all the information in there.


They called the website, they put the instant answers in, and Celebrity Net Worth knew that


they did it because the founders put a bunch of their friends' names in with false values


and then found that when you Googled net worth of a person who's a random friend of the founder,


the answer from Celebrity Net Worth came up.


This I thought was a relatively isolated event.


It proved to be something very different.


The Wall Street Journal recently wrote about a lyrics website called genius.com, one of


my favorite SEO case studies of all time.


Genius.com saw that Google was scraping their information, putting them into the lyrics


box and was claiming that they paid a third party service, which was supposedly aggregating


the lyrics themselves.


Genius did something genius.


They took the apostrophes, two different kinds, a straight apostrophe and a curly apostrophe,


and they put them into their lyrics so that in Morse code, the curly and straight apostrophes


in the song lyrics would spell out the words, red-handed.


And then they brought it to the Wall Street Journal.


The journal published a piece about it.


They published a video about it, shaming Google.


A week later, Google changed how they display lyrics credits.


They are now in there.


Now, there are still some genius results in there that are improperly credited to someone


else, but at least genius knows who's scraping them and putting that data in for Google and


then charging Google money because Lyric Fine does have a contract with Google.


18 months ago, I don't know if you recall, there was the Getty Images issue where they


made the change to add links in there.


They added links in knowledge panels and images and featured snippets.


I think this was a while ago, but the knowledge panel is newer and this has a big impact for


all of us because if Google is using your work without crediting your site, which I


think is going to happen to more and more people, your ally is the press.


Google appears to take real action when the press is contacted.


That Justice Department investigation we talked about earlier, I believe that is going to


lead investigators to seek out cases where Google has caused real business harm.


If this is happening to you or to your clients and you can prove it by whatever means, it


has never been a better time to be vocal.


Finally, when Google does return link credit to SERPs, like in the images especially, opportunity


rises.


There is a lot of opportunity that is probably being missed by SEOs in some of those places.


All right, my last story.


Let's talk a little bit about engagement.


We are going to get into the social media realm and I'll explain in a minute why this


is so absolutely crucial, even if all you do is search.


Organic reach, a few years ago, was in the 4-5% range and we were complaining bitterly


because it had dropped from 20%.


The average Facebook page with, I think, more than 10,000 fans is now 0.09%.


What?


Twitter, 0.048%.


Instagram, 1.73% and following.


It looks like this number is even lower as of last month.


What's rising is viral content, content that sales across the web that essentially across


all of social media rather than our feeds being as personalized as it had been in the


past.


A lot of the content is being shown to many, many more of us from a few sources.


I think it's reasonable to ask this question.


Rand, I'm an SEO.


I do content stuff.


Why should I care about social reach?


Because the content that earns traction on these platforms, Twitter in particular, which


I know many people think, gosh, Twitter is like this little microcosm, it is not representative,


but Twitter is where action happens that turns into what high-influence accounts amplify


across all platforms, Facebook included, Instagram included.


It's what people search for.


It's what bloggers who are very heavily on Twitter write about.


It's what journalists who are very, very heavy and overrepresented on Twitter write about.


It's what earns links without action.


It's what the press cites.


It's what tends to rank in Google, which is why I believe the correlation is so high between


social shares and rankings.


I think we have to care about this, unless you love doing manual link outreach.


The way these systems work is that they predict how interesting and engaging a particular


tweet or an Instagram post or whatever it is.


They all are using machine learning systems to figure out what engages us, what addicts


us to the platform, what keeps us on there.


When I look at my Twitter feed, this is the tweet the algorithm thinks is most likely


to engage me, keep me on there, get me to reply, get me to share.


This is what they think is second most, third most, et cetera.


Instagram same way.


Explore tab, feed, same way.


They think this video of Megan Rapinoe is going to keep me watching.


They're right.


I totally watched it.


They think these images will keep me in the app.


This is how YouTube decides that after I watch this Chemtrails conspiracy video, I should


find out if the earth is actually flat.


27 million views.


This is not like a small conspiracy, my friends.


This is how Facebook decides what goes into our feed.


This is one of my favorite examples from Facebook.


The six and a half million views, 110,000 likes in seven hours, 30,000 people watching


it right now, totally fake.


None of it is real.


There is no plastic bits mixed into rice.


Plastic bits are more expensive to make than rice.


This is total insanity.


But it engages, keeps us there.


Engagement, not amplification, powers social reach now.


It used to be that the retweet or the share was the way to get content out there.


Now it is the thing that people engage with and therefore a lot has changed.


These are trained to create, these machine learning algorithms are trained to create


addiction based on engagement.


That can kind of have some nasty side effects, it turns out.


This is my wife Geraldine's Twitter account.


She sends wonderful and lovely tweets.


She's very well followed on Twitter.


You can see this delightful tweet.


Look down at the bottom, beautiful reply from Christy.


I just love your love for each other.


So inspiring.


Please keep writing.


That is a wonderful comment, but you know what it does not do?


It does not make Geraldine go back into Twitter and check every five minutes for more people


replying and addict her.


You know what does that?


High controversy content.


High controversy content that gets lots of people hating you and tragically, my wife


is called the C word on Twitter more than anyone else.


I think I should probably get an award.


Geraldine should get an award for that.


I guess maybe the James Beard award is like a, yeah, for being called the C word 10,000


times a day.


In fact, articles get written about the insults that are hurled at Geraldine.


Why are these people even seeing these tweets?


We asked this question and dove into it and when I looked at why this was happening, the


answer became very clear, which is that people who don't follow very many people on Twitter


are being shown Geraldine's content even though they don't follow her because Twitter's algorithm


has learned that it engages them.


Especially, no offense, but white conservative men in their 30s to 60s who are on Twitter


get shown a disproportionate amount of Geraldine's tweets.


Her content is not made for them, but it pisses them off, which engages them, which Twitter's


algorithm has learned engages them, and so it shows them more.


This is a weird externality, very weird externality.


If we go back five years in time, social reach was basically, okay, Twitter, you want to


get retweets.


Facebook, you want to get shares.


Instagram, you want to get large numbers of likes.


LinkedIn, you want to get shares by well-connected accounts.


YouTube, it's views and embeds and links and keywords.


But in 2019, it's basically whatever signals the machine learning system has found to correlate


strongly with engagement.


That's quite different.


Those are things like comments and clicks, comments and messages.


On Instagram, the influencer communities that hook up on the Telegram app to privately message


each other to say, hey, please boost my content on Instagram, they are asking for comments,


not likes, because comments tell the machine learning system there's more engagement.


How does this impact you?


As an SEO and content creator, if you want to earn links from high authority sources


without doing outreach, amplification and traffic from link likely audiences, branded


search demand, people searching for your content, diversity of traffic sources, and subscribers


who want to get your content every time you produce it, you need to win on social.


Social platforms are where this activity is primarily taking place, and outreach is so


hard comparatively.


How do you do that?


You play to these algorithms bias for onsite engagement.


It is not drawing the click, it's drawing the engagement.


You use those high engagement streaks to build up your algorithmic reputation with Instagram,


Facebook, LinkedIn, Twitter, YouTube, et cetera, and then you spend those engagement streaks


to earn visits and hopefully subscribers.


All right, friends.


It's my belief that the future of SEO is a few things.


It is a less trackable time, both because of the changes that ITP are making, Firefox


is making, the Chrome browser is making, and because on-serp SEO appears to be a very big


part of our future.


We have a way bigger and more competitive industry than ever before.


This is 2015.


When I did this search, 634,000 LinkedIn profiles said they had SEO in their job title or description.


Oh, damn.


We got big fast, friends.


Fast.


We got a 70% increase in five years.