There are some queries, voice-oriented queries that work with Google Assistant and Google


The Truth About Mobile-first Indexing [MozCon 2017] — Cindy Krum

Home that don't even have the visual aspect.


So we're going to do a live demo and hope that the demo gods are with me.


Play a C sharp.


So that's the canonical answer.


That's what a cow sounds like.


That's the only thing that a cow sounds like and that's the only thing that a C sharp sounds


like.


Google doesn't give you options.


You don't get to choose which C sharp they play.


What instrument or whatever.


That's it.


We can also do translation.


Say car in French.


Okay.


So that's cool.


But again, if you're an SEO, it's terrifying because you don't get any credit for second


place.


And Google's not telling us how to be in first place, but I'm going to talk about it.


So again, incumbent or replacement technology.


This is new stuff.


It's a whole new game.


So to understand how those things work, you have to understand feeds and XML and why they're


important.


Feeds and XML that people feed directly to Google almost always rank in position zero.


They're at the top if you search for like a movie time.


Google's not crawling these movie theaters every day to get their updated movie schedule.


It's coming in as a feed.


Shopping feeds.


They're getting updated, availability, pricing, all the time.


Sports scores, that's updated in a feed constantly.


Google couldn't crawl this fast.


Weather, that's a feed.


Exchange rates, that's a feed.


Now these ones, for the most part, are not Google-owned properties.


They're properties that are working with Google to get them the information that they know


that people need.


So if you were lucky enough to say, hey Google, we have a feed and you're not really helping


customers or searchers that much by showing regular results, maybe you should show a feed,


then you could be the first one, like weather.com, to have the feed that Google features.


And the feeds, remember, XML feeds or other kinds of feeds, are just information that


Google throws into a presentation layer.


Right?


It's easy.


Easy, easy, easy.


So if you're in an industry where these things aren't happening, what I would advise you


to do is to figure out how you can put your information, especially if it's updating on


a regular basis, into a feed and then try and send it to Google.


And try and work with Google, find someone, make sure that everyone knows that your feed


exists.


And then you get position zero.


Without SEO, really.


That's not SEO, is it?


Or maybe it is.


Hosting in Firebase.


Who was here last year?


Woo!


OK.


Last year I talked about Firebase and I still love the title of my presentation.


It was called Indexing on Fire.


It was so cool.


And what Firebase is is a Google product that's all about hosting.


They host your apps and they give this service to you so that you get better measurement


but more ability to do cool things like do live updates to your apps without people having


to do another download.


Stuff like that.


So Firebase is really, really cool.


But it's basically just hosting.


And hosting is actually wonderful for Google if they can get you to host your content with


them, what don't they have to do?


Crawl it.


They just have it.


So they can know it.


They can crawl it at their own pace.


They can know when you change it because they see it in the hosting records and then they


re-crawl it right away when you change it and they don't have to crawl randomly hoping


that they'll find something new.


What else do they get?


Engagement data.


They know what the most popular stuff on your stuff is because they can see what's getting


the engagement.


So they know what people like and when they like it.


Hosting is powerful.


And the balance between the cost of hosting versus the cost of crawling has switched.


The cost of crawling has gone way up because there's so much stuff to crawl it's not efficient


anymore but the cost of hosting has gone way down.


We have Moore's Law getting us more and more storage ability for cheaper and cheaper.


And there are lots of instances where we're seeing Google hosting having a great impact


like AMP.


What happens in AMP?


You give all your content over to Google to host it.


It's in Google's cloud.


Also just FYI on that first one, below the AMP stuff is the news, separate index or not


a separate index but kind of a feed.


And then below it is the Twitter feed, the fire hose.


That's a feed too.


Notice all this stuff at the top?


Fancy.


Answers.


Answers are from a crawl but Google lifts the answers and hosts it themselves.


Same thing with image thumbnails and video thumbnails.


Anything they see is valuable enough they'll lift it and host it themselves because they


know their server is faster than yours and they can show it really fast if they host


it they can have a really rich nice experience at the top of the page without relying on


anyone else's servers.


They can vet it, stuff like that.


If your page goes down they're hosting it so it doesn't matter.


They still have a good experience.


Hosting is powerful.


Conversions, things like that, they just host all this information.


This is different, this utility is different from the conversion ratios because it's just


it doesn't change the conversion, the currency conversion changes all the time but cups to


pints doesn't so they just host that and do the math up at the top.


Events, they aggregate these and host the information.


We talked about the thumbnails and YouTube, of course they host the YouTube content too.


New traffic information, now they're putting the traffic information as its own unique


thing that you can open a new window.


That's cool.


So with Firebase, Firebase handles the hosting and they're encouraging people to integrate


with Firebase because it has a lot of benefits for webmasters but also because it involves


you hosting your content with them and they see value there.


But Firebase is pivoting the message.


It was just about apps but they're also including PWAs but not including websites.


Why?


Because websites are harder.


Also who remembers instant apps?


Instant apps live in the cloud but they're native apps that you can access on your phone


through the browser and they're indexable on dynamic deep links so apps are hard to


link because they don't have URLs but in Firebase you can overlay URLs on anything by creating


a dynamic deep link.


Okay, other things, JSON and JSON-LD.


So JSON, this might be too technical but stay with me, it's really simple.


JSON is basically a flat database file.


Let's just think of it, get rid of the rest of it, just think of it briefly like that


and JSON-LD is a flat database file with schema.


Pretend.


That's the simplified understanding.


And Google is pushing people towards JSON-LD all over the place.


We've seen the shift where they want schema in JSON-LD in the head of your HTML.


We have clients that Google is working with directly saying hey, maybe for this kind of


content let's move that schema into a separate file.


Why?


They don't even have to crawl the web page then if it's in a separate file.


They just go get that.


Information association files that tell Google this is the web version and this is the app


version and they are the same, JSON essentially.


PWA service workers generate JSON files that live on your phone.


And data sets.


You can mark up data sets with schema now.


This was a sneaky thing that they added during Google I.O.


They updated all their schema.org data and guides and they added how do you mark up a


database with schema.


Snuck it in.


This is new.


This is ranking.


This is how it's going to happen in the future.


So PWAs.


PWAs I mentioned as part of Firebase stands for progressive web apps.


This was a big deal in my talk last year but if you weren't here, who now knows what a


PWA is?


Oh, come on.


So PWAs are like kind of like plug-ins, like browser plug-in but they open their own browser


window and restyle it.


So they lean really hard on the code of the browser but then restyle it and add their


own content.


And that makes them really fast and really light and it means that you don't have to


download a new app to make your app experience work because you're leaning on the code of


the browser, the browser code, the browser app.


It's like a spinoff of your browser.


Fast, they convert really well, users love them.


Those PWAs use service workers to manage caching on your phone.


So caching is where you save all the information that you've accessed before.


And the service worker allows this app to reaccess any text or images that you've accessed


before because it's cached locally.


So it works offline for anything that you've done before.


And people are creatures of habit.


They look at the same thing over and over again.


That's not a problem for everything that you do on your phone for it to work offline.


But for some things, it really is.


So the service worker does that.


The service worker actually creates a file that is literally called index.db and it's


basically an API for Google's crawler.


I asked Googlers, someone who wasn't media trained, how does Google crawl the service


worker?


And he said we don't.


We crawl the API.


It creates.


That's how.


It's a database, just the content, not the design stuff, not the HTML, just the text


and the images.


Or videos, whatever.


And then the PWA has an app shell that's a separate file and works to do that.


Google has added the availability to see what's caching in a service worker to Chrome dev


tools so that people can go in there and see how is offline first going to work here.


The reason we know that they like this and that they care about it and that it's going


to continue to be a thing is that Google is turning a bunch of the content that they've


been using in Google now, on Android anyway, into PWAs.


Who's seen this?


You guys are asleep.


Wake up!


Okay.


So this one, you're in the thing that I was saying, the restaurant search that's going


to replace Yelp.


Can I add it to my home screen?


Yes, I can.


Now I have the Google restaurant PWA added to my home screen.


And I can open it from my home screen.


It's web content that looks like an app on my phone and it's Google.


It's happening in a lot of different things.


We have food, we have sports, we have traffic.


It works for Google Translate.


They are spinning off all of their AI learning stuff and all of their knowledge graph into


PWAs because people like them and they're fast and they work offline.


That's new.


All right, app to app plug-ins.


That's not really a thing.


I made that up because there's not a name for this.


But Google on Android phones is giving people apps that crawl the content in their other


apps and include that content in their app.


Google is sending out things to, like sending out apps that will aggregate the app content


on your phone and represent it in their app.


Google Home does this.


Especially it was much more obvious when it was called the Chromecast app.


They would say do you want to start watching Archer again and cast it?


Yes, I do.


Right?


They knew what I was watching in Netflix and they brought it up there.


Okay?


So they're crawling the other apps and they're doing that with deep links.


Same thing is happening in Android Auto.


Android Auto can open whatever map that I've used Google Maps recently for.


It knows what I was playing in audible and what chapter I'm on exactly.


It will start exactly where I was.


It knows where I've gone recently.


It knows where I am.


And I can toggle between all of those things and interact with, for instance, my audible


book or what I was playing on Google Music or what I was playing even in Amazon Music.


And it will play it with all the controls in the Android Auto app.


Android Wear.


This has always been kind of like plug-ins because there's just not a big enough utility


to do that.


But you're buying little plug-ins that work mainly off the memory on your phone but send


it through Bluetooth to the watch screen.


It's like apps in apps or app-to-app situations.


What's fascinating here, especially from an ASO scenario, is that in most of these cases


you can download apps directly from these utilities without having to be thrown to the


Google Play Store.


They're surfacing and letting you download new apps that work with this existing app


here without the friction of opening up the Google Play app.


Also, two weeks ago, Google announced that soon you're going to be able to download apps


directly from a Google search result, from a SERP page.


So people won't have to go to the store there either.


They're cutting down on the friction, at least for Android users.


And that means that the ASO is that much more powerful.


The app store optimization, the app packs, stuff like that.


We're cutting out the websites, right?


The apps that are in the Google Play Store, they kind of have a URL but not really, right?


They wouldn't need it anymore.


This is happening to some degree in Apple as well with iMessage.


It's their chat bot that can integrate.


You can build iMessage integrations on your app and interact with the native apps on your


phone with chatting to them.


That's kind of cool.


But then the really big new thing here that I think illustrates the point is Google Actions.


So to understand Google Actions, you have to understand Google Assistant.


When I was saying, how do you say car in French, it was with Google Assistant.


And Google Assistant lives in the Google Home, lives in a Pixel phone, but Google wants to


put the Assistant everywhere.


And this is the chat bot loop that I was talking about with AI narrowing down exactly what


you want.


And you can see it knows things.


You can ask it questions.


It knows things.


It gets that basically from the knowledge graph.


But it knows lots of other things too.


Now what do we see here?


What do these three things have in common?


Google gets them in feeds.


This is the stuff that Google's getting in an updated feedy kind of way, XML kind of


way.


And you can query it to know what's going on now because they don't want you to query


the SERP because that, if it's not showing the feed at the top, the content might have


had to be crawled and it might not be fresh enough.


Google is also using this interaction to crowd source and micro source what people want.


So I say, what is the weather in Portland?


It gives me the weather in Portland, makes a silly joke, like don't forget to read code.


And then it says, do you have other questions?


Lots of people wanted to know what about the weekend or what about tomorrow?


And so without doing another search, I can say, yes, I would like to know about tomorrow


and click it again.


It's trying to anticipate your next query based on your first query, just like it did


with the Florence and the machine in knowledge graph, right?


But they're also taking AI or taking information from other places and feeding it to their


AI.


Who's seen these in a bounce result on their phone?


It slides in other things.


When you search for that but didn't find it on that web page, what did you really mean?


Did you mean this query, this query, or this query?


Because we have other information that seems like it might be what you want.


Click here.


And that information feeds back, what did people mean when they searched for this?


What did they really want?


Why didn't you find it?


How could we help you find it?


Same thing people also ask.


That's helping them, that's feeding the AI.


So here's an example of a Google action.


This is the open table action.


It ranks in regular search results.


You don't have to be in Google Assistant.


It's pushing other search results down.


It ranks in position zero.


I search for make a reservation at route down.


It's a place in Denver.


It gives me the action with a logo, make a reservation, what day do you want it, what


time, how many people.


It knows the default settings.


And it lets me use radio buttons to pick, continue.


It'll even give me confirmation.


And if I try and rebook it, like I think something went wrong, look at the far right, it says


no, you already got that.


You want another reservation that same day?


It's confused, right?


It's giving me instant feedback in the app and in the web.


You don't have to have the app for this to work.


It's all happening in the cloud.


You just have to have an account and be logged in.


What's interesting is, or what's cool is, that action works on voice only searches as


well.


Works with the Assistant, works with Google Home.


You have a visual and a verbal interface, and the bots do the work to present it wherever


you're trying to access it.


This is mobile first indexing.


This is portable first indexing.


It works wherever you need it.


So it's actually not all that complicated to do this if you have content separate from


design, separate from a presentation layer.


It basically is creating an API, and that API interacts with other APIs, like a fulfillment


service if you're ordering paper towels or something like that, and it interacts with


the information Google already has in the cloud about you and your payment methods and


your address, stuff like that.


And so Google loves APIs, and there are a lot of other APIs out there, but APIs just


basically allow my stuff to connect to your stuff even though they were built by different


developers who didn't know each other and don't do things exactly the same way.


So it joins things up that were separate, and Google uses APIs for lots of things that


are mobile first, like app indexing.


I don't know if you know, but app indexing can be public or private.


Google is indexing things for public search in a regular search result, but also indexing


your own app behavior on your phone.


So is Apple.


And now they've launched Google Cloud, so you can search for it and say, I know I did


this thing.


I don't remember which device it was on.


Where do I find it?


And it's all saved to your cloud.


This is a clear indication that they're wanting everything off the device and on the cloud.


This is another thing where they're capturing things in the cloud on all my different devices.


This is a story of my day, and this is like part of the Android OS on a Pixel.


It says I started off at home and I took two pictures of my dog.


He's cute.


Then I drove somewhere.


Then I walked somewhere.


Then I went to Inc Coffee.


Then I went to TJ Maxx.


Then I went to downtown Denver.


Then I went home.


Then I took more pictures of my dog.


It's taken things from the map and the camera.


It knows how fast I was going, what method of transportation I was using, so that it


can personalize the information and feedback it gives me based on my habits and what I


interact with and what I use.


So where is this all going?


Google wants the assistant on all the different devices.


It wants to have AI and information about you and everything else indexable from the


cloud so that it can be a presentation layer anywhere, so that it can let you search and


find what you need anywhere.


For that to work, it has to happen in the cloud.


What if cloud-first programming is the new SEO or maybe feed-first programming or something?


Is that possible?


What if URLs aren't the end-all be-all of indexing?


I think AI and big data is getting us there.


It lets Google generate static content software apps like those Google Knowledge Graph PWAs


on the fly, basically.


It's like what Will was talking about yesterday, Will Reynolds.


Google can go in and do this automatically with software and replace you if you're not


doing it for them first or if you're not sending them the feed first.


And it's going to rank in position zero at the top because they host it.


So you've got to be more clever to be at the top of mobile-first indexing.


Google is also enabling people to create their own chat bots.


This is the interface on a Google Pixel where with your Google Home, you can set up keywords


to do something and you can say, hey, Google all that jazz, and it's going to play all


that jazz or it's going to flash the lights, right?


Dance party.


Whatever.


You can create your own keywords and program them to do whatever you want with your connected


devices.


So there's an auto response.


There are also the ability to, if you're using Google Post out of Google Plus for business,


they've just added the ability to create autoresponders in messaging so that small businesses can


say when someone asks any query that includes the word hours, we respond with the hours


for today.


When someone asks this question, we respond with this.


What's that sound like?


It's a simple chat bot.


You're saying query answer, right?


They're letting small businesses create chat bots there too.


Now just remember Chrome is a browser, but it's beginning to work like a remote OS.


You can run Android apps on Mac and PC, on Google Chrome.


Android is now bigger than Windows.


Google's taking over.


Google wants AI.


Google doesn't care about URLs anymore.


This is mobile first indexing.


You can get the presentation here.


These are the stars of the presentation.


Daily SEO Fix | What is Keyword Cannibalization?

Hi there, I'm Sam from the Content Marketing team and I'm here to talk to you about keyword


catalyzation and why it should be avoided.


To start off, let's talk about what keyword catalyzation is.


Keyword catalyzation is an issue that occurs when multiple pages on your website are targeting


the same or very similar keywords.


For example, a website has a product page for a sleep mask and then they also have a


blog post or several blog posts that have to do with that sleep mask.


If the blog post starts ranking for the keywords that are used on the product page, this could


lead to problems.


Saying that, keyword catalyzation isn't black and white.


It's important to look at the situation as a whole and to dig into what the intent actually


is for each piece of content.


Keyword catalyzation should be avoided because search engines like Google choose the targeted


keywords best page to rank first in search results.


Older and lower quality pages can outrank a newer and more substantial piece of content


for the same targeted keyword.


As a result, your own pages will start to battle against one another to compete for


that top spot.


Let's say that two competing pages are both underperforming.


Combining the information from both articles into one could result in a higher ranking


for the targeted keywords rather than the two articles on their own.


A valuable solution to avoiding keyword catalyzation is to monitor and identify the pages on your


website that target the same keyword to ensure the best content is ranking well.


Throughout the rest of the series, we will explore different strategies for monitoring


How to Use the "Keywords by Site" Data in Tools to Improve Your Keyword Research and Targeting - WBF

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


This week we're going to chat about the keywords by site feature that exists in now Moz's toolset.


We just launched it this week.


And SEMrush and Ahrefs who've had it for a little while.


And there's some other tools out there that also do it.


So places like KeyCompete and SpyFu and others.


And basically the way you can think of this is in SEO software there's two kinds of ranking


data, rankings data, keyword rankings data.


There's keywords that you have specifically selected or your marketing manager, your SEO,


has specifically selected to track over time.


So I've said I want to track X, Y, and Z.


I want to see how they rank in Google's results, maybe in a particular location or a particular


country, and I want to see the position and I want to see the change over time.


Great.


That's your set that you've constructed and built and chosen.


But then there's what's called a keyword universe, right?


An entire universe of keywords that's maintained by a tool provider, right?


So SEMrush has their particular database, their universe of keywords for a bunch of


different languages.


Ahrefs has their keyword universe keywords that each of those two companies have selected.


And Moz now has its keyword universe, a universe of, I think in our case, about 40 million


keywords in English in the US that we track every two weeks.


So we'll basically get rankings updates.


And SEMrush tracks their keywords monthly.


I think Ahrefs also does monthly.


Depending on the degree of change, you might care or not care about the various updates.


Usually for keywords you've specifically chosen, it's every week.


But in these cases, because it's tens of millions or hundreds of millions of keywords, they're


usually tracking them weekly or monthly.


So in this universe of keywords, you might only rank for some of them, right?


It's not ones you've specifically selected.


It's ones the tool provider has said, hey, this is a broad representation of all the


keywords that we could find that have some real search volume, that people might be interested


in who's ranking in Google, and we're going to track this giant database.


And so you might see some of these your site ranks for, in this case, seven of these keywords


your site ranks for, four of them your competitors rank for, and two of them both you and your


competitors rank for.


And there's a bunch of cool data, very, very cool data that can be extracted from a keyword


universe.


And most of these tools that I mentioned do this.


So they'll show you how many keywords a given site ranks for over time.


So you can see, oh, Moz.com is growing its presence in the keyword universe, or it's


shrinking.


Maybe it's ranking for fewer keywords this month than it was last month, which might


be a telltale sign of something going wrong or poorly.


You can see the degree of overlap between several websites' keyword rankings.


So for example, I can see here that Moz and Search Engine Land overlap here with all these


keywords, and in fact, in the Keywords by Site tool inside Moz, and in SEMrush, you


can see what those numbers look like.


I think Moz actually visualizes it with a Venn diagram.


And here's Distilled.net.


They're a smaller website.


They have less content, so it's no surprise that they overlap with both.


There's some overlap with all three.


I could see keywords that all three of them rank for, and I could see ones that only Distilled.net


ranks for.


You can also grab estimated traffic.


So you would be able to extract out.


Moz does not offer this, but SEMrush does.


You could see, given a keyword list and ranking positions and an estimated volume and estimated


click-through rate, you could say, we're going to guess, we're going to estimate that this


site gets this much traffic from Search.


And you can see lots of folks doing this and showing, hey, it looks like this site is growing


its visits from Search, and this site is not.


Systrix does this in Europe really nicely, and they have some great blog posts about


it.


You can also extract out the most prominent sites given a set of keywords.


So if you say, hey, here's a thousand keywords, tell me who shows up most in this thousand


keyword set around the world of vegetarian recipes.


And the tool could extract out, okay, here's the small segment.


Here's the galaxy of vegetarian recipe keywords in our giant keyword universe, and this is


the set of sites that are most prominent in that particular vertical, in that little galaxy.


So some recommended applications, things that I think every SEO should probably be doing


with this data, and there are many, many more.


I'm sure we can talk about them in the comments.


But first and foremost, identify keywords that you probably should be tracking that


should be part of your reporting.


It'll make you look good, and it will also help you keep tabs on important keywords where


if you lost rankings for them, you might cost yourself a lot of traffic.


And monthly granularity might not be good enough.


You might want to say, hey, no, I want to track these keywords every week.


I want to get reporting on them.


I want to see which page is ranking.


I want to see how I rank by geo.


So I'm going to include them in my specific rank tracking features.


And you can do that by jumping into, well, in the Moz keywords by site, you'd go to keyword


explorer.


You'd select the root domain instead of the keyword, and you'd plug in your website, which


maybe is IndieHackers, a site that I've been reading a lot of lately and I like a lot.


And you could see, oh, cool, I'm not tracking StockTradingBot or ARK servers, but those


actually get some nice traffic.


And in this case, I'm ranking number 12.


That's real close to page one.


If I put in a little more effort on my ARK servers page, maybe I could be on page one


and I could be getting some of that sweet traffic.


I mean, 4,000 to 6,000 visit searches a month, that's really significant.


So great way to find additional keywords you should be adding to your tracking.


Second, you can discover some new potential keyword targets when you're doing keyword


research based on the queries your competition ranks for that you don't.


So in this case, I might plug in First Round.


First Round Capital has a great content play that they've been doing for many years, and


IndieHackers might say, gosh, there's a lot of stuff that startups and tech founders are


interested in that First Round writes about.


Let me see what keywords they're ranking for that I'm not ranking for.


So you plug in those two, Tomas' tool or other tools, and you could see, aha, I'm right.


Look at that.


They're ranking for about 4,500 more keywords than I am, and then I could go get that full


list and I could sort it by volume and by difficulty, and then I could choose, okay,


these keywords all look good.


Check, check, check, check, check.


Add them to my list in Keyword Explorer or in Excel or Google Docs if you're using those,


and go to work.


And then the third one is you can explore keyword sets.


I'm going to urge you to.


I don't think this is something that many people do, but I think that it really should


be, which is to look outside of your little galaxy of yourself and your competitors, direct


competitors, to large content players that serve your audience.


So in this case, I might say, gosh, I'm indie hackers.


I'm really competing maybe more directly with first round, but you know what?


HBR, Harvard Business Review, writes about a lot of stuff that my audience reads.


I see that people on Twitter that are in my audience share it a lot.


I see people in our forums discussing it and linking it out to their articles.


Let me go see what they are doing in the content world.


And in fact, when you look at the Venn diagram, which I just did in the Keywords by Site tool,


I can see, oh my God, look, there's almost no overlap, and there's this huge opportunity.


So I might take HBR and I might click to see all their keywords and then start looking


through and sort again probably by volume and maybe with a difficulty filter and say,


which ones do I think I could create content around?


Which ones do they have really old content that they haven't updated since 2010 or 2011?


And those types of content opportunities can be a golden chance for you to find an audience


that is likely to be the right types of customers for your business.


That's a pretty exciting thing.


So in addition to these, there's a ton of other uses.


And I'm sure over the next few months, we'll be talking more about them here on Whiteboard


Friday and here on the Moz blog.


But for now, I would love to hear your uses for tools like SEMrush and the AATRUS Keyword


Universe feature and Moz's Keyword Universe feature, which is called Keywords by Site.


And hopefully, we'll see you again next week for another edition of Whiteboard Friday.


#WhiteboardFriday: How to Explain Domain Authority to a Non-SEO

SEO is actually really hard to explain.


There's so many concepts, but it's also really important to explain so that we can show value


to our clients and to our employers.


My name is Andy Crestadina.


I'm the co-founder of Orbit Media Studios.


We're a web design company here in Chicago.


I've been doing SEO for 20 years and explaining it for about as long.


This video is my best attempt to help you explain a really important concept in SEO,


which is domain authority, to someone who doesn't know anything at all about SEO, to


someone who's non-technical, someone who's maybe not even a marketer.


Here is one framework, one set of language and words that you can use to try to explain


domain authority to people who maybe need to understand it but don't have a background


in this stuff whatsoever.


Okay, here we go.


Someone searches.


They type something into a search engine.


They see search results.


Why do they see these search results instead of something else?


The reason is search ranking factors determined that these were going to be the top search


results for that query or that keyword or that search phrase.


There's two main search ranking factors in the end, two reasons why any web page ranks


or doesn't rank for any phrase.


Those two main factors are, first of all, the page itself, the words, the content, the


keywords, the relevance.


SEOs, we call this relevance.


So that's the most important, that's one of the key search ranking factors is relevance,


content and keywords and stuff on pages.


I think everyone kind of gets that.


But there's a second super important search ranking factor.


It's something that Google innovated and is now a really, really important thing across


the web and Allsearch.


It's links.


Do these pages have links to them?


Are they trusted by other websites?


Have other websites kind of voted for them based on their content?


Have they referred back to it, cited it?


Have they linked to these pages and these websites?


That is called authority.


So the two main search ranking factors are relevance and authority.


Therefore, the two main types of SEO are on-page SEO, creating content, and off-site SEO, PR,


link building and authority.


Because links basically are trust.


Web page, links to web page, that's kind of like a vote.


That's a vote of confidence that's saying that this web page is probably credible, probably


important.


So links are credibility.


Good way to think about it.


Quantity matters.


If a lot of pages link to your page, that adds credibility.


That's important that there's a number of sites that link to you.


Also important is the quality of those links.


Links from sites that they themselves have many links to them are worth much more.


So links from authoritative websites are more valuable than just any other link.


It's the quantity and the quality of links to your website or links to your page that


has a lot to do with whether or not you rank when people search for a related key phrase.


Right?


If the page doesn't rank, it's got one of two problems almost always.


It's either not a gray page on the topic or it's not a page on a site that is trusted


by the search engine because it hasn't built up enough authority from other sites, related


sites, media sites, other sites in the industry.


The name for this stuff originally in Google was called PageRank.


Capital P, capital R, one word, PageRank.


Not web page, not search results page, but named after Larry Page, the guy who kind of


came up with this, right?


One of the co-founders at Google.


PageRank was a number, one through 10, that we all used to kind of know.


It was visible in this toolbar that we used back in the day.


They stopped reporting on that.


They don't update that anymore.


We don't really know our PageRank anymore, so you can't really tell.


So the way that we now understand whether a page is credible among other websites is


by using tools that emulate PageRank by similarly crawling the internet, looking to see who's


linking to who, and then creating their own metrics, which are basically proxy metrics


for PageRank.


Moz has one.


It's called Domain Authority.


When spelled with a capital D, capital A, that's the Moz metric.


Other SEO tools also have their own, such as SEMrush has one called Authority Score.


Ahrefs has one called Domain Rating.


Alexa has another popular tool called Competitive Power.


They're all basically the same thing.


They are showing whether or not a site or a page is trusted among other websites because


of links to them.


We know for a fact that some links are worth much, much more than others.


We can do this by reading Google Patents or by experiments or just best practices and


expertise and first-hand knowledge, that some links are worth much more.


But it's not just that they're worth a little more.


Links from sites with lots of authority are worth exponentially more.


It's not really a fair fight.


Some sites have tons and tons and tons of authority.


Most sites have very, very little.


So it's on a curve.


It's a log scale.


It's on an exponential curve, the amount of authority that a site has and its ranking


potential.


That the value of a link from another site to you is on an exponential curve.


Links from some sites are worth exponentially more than links from other smaller sites,


smaller blogs.


These are quantifiable within these tools, tools like Moz, tools that emulate the page


rank metric.


What they can do is look at all of the pages that rank for a phrase, look at all the authority


of all those sites and all those pages, and then average them to show the likely difficulty


of ranking for that key phrase.


The difficulty would be more or less the average authority of the other pages that rank compared


to the authority of your page.


And then determine whether that's a page that you actually have a chance of ranking for


or not.


This could be called something like keyword difficulty.


I searched for baseball coaching using a tool I used in Moz, and I found that the difficulty


for that key phrase was something like 46 out of 100.


In other words, your page has to have about that much authority to have a chance of ranking


for that phrase.


There's a subtle difference between page authority and domain authority, but we're going to set


that aside for now.


Squash coaching, wow, different sport, less popular sport, less content, less competitive


phrases ranking for that key phrase.


Wow, squash coaching, much less competitive.


The difficulty for that was only 18.


So that helps us understand the level of authority that we would have to have to have a chance


of ranking for that key phrase.


If we lack sufficient authority, it doesn't matter how awesome our page is, we're not


likely to ever rank.


So it's really important to understand one of the things that domain authority tells


us is our ranking potential.


Are we sufficiently trusted to be able to target that key phrase and potentially rank


for that?


That's the first thing that the domain authority defines, measures, shows.


The second thing that it shows, which I mentioned a second ago, is the value of a link from


another site to us.


So if a super authoritative website links for us, high domain authority site, that domain


authority in that case of that site is showing us the value of that link to us.


A link from a site, a brand new blog, a young site, smaller brand, would have a lower domain


authority indicating that that link would have far less value.


So bottom line, domain authority is a proxy for a metric inside Google, which we no longer


have access to.


It's created by a SEO tool, in this case Moz, when spelled with a capital D, capital A,


it's a Moz's own metric.


It shows us two things.


Domain authority is the ranking potential of pages on that domain.


And secondly, domain authority measures the value of another link to another site should


that site link back to your site.


That's it.


Hope this was helpful.


Feel free to pass this along to anyone that you're trying to explain this to.


Add to it, let us know in the comments, and hope this was useful.


And it was a huge pleasure and honor to be able to make a Whiteboard Friday for Moz.


Again, Andy from Orbit Media.


Hypothesis Testing in SEO & Statistical Significance - Whiteboard Friday

Howdy Moz fans, I'm Emily Potter and I work at Distilled over in our London office.


And today I'm going to talk to you about hypothesis testing and SEO and statistical significance.


At Distilled we use a platform called ODN, which is Distilled Optimization Delivery Network,


to do SEO A-B testing.


Now, in that we use hypothesis testing.


And you may not be able to deploy ODN, but I still think today that you can learn something valuable from what I'm talking about.


So when we're using hypothesis testing, we use four main steps.


First, we formulate a hypothesis. Then we collect data on that hypothesis.


We analyze the data and then we draw some conclusions from that at the end.


The most important part of A-B testing is having a strong hypothesis.


So up here I've talked about how to formulate a strong SEO hypothesis.


Now we need to remember that with SEO we are trying to look to impact three things to increase organic traffic.


We're either trying to improve organic click-through rates, so that's any change you make that makes your appearance in the SERP seem more appealing to your competitors and therefore more people will click your ad.


Then, or you could improve your organic rankings so you're moving higher up, or we could also rank for more keywords.


You could also be impacting a mixture of all three of these things, but you just want to make sure that one of these is clearly being targeted or else it's not really an SEO test.


Now next, we collect our data. Again, at Distilled we use the ODN platform to do this.


Now with the ODN platform we do A-B testing and we split pages up into statistically similar buckets.


So once we do that we take our variant group and we use a mathematical analysis to decide what we think the variant group would have done had we not made that change.


So up here we have the black line and that's what that's doing.


It's predicting what our model thought the variant group would do if we had not made any change.


This dotted line here is when the test began.


So you can see after the test there was a separation. This blue line is actually what happened.


Now because there's a difference between these two lines we can see a change.


If we move down here we've just plotted the difference between those two lines.


Because the blue line is above the black line we call this a positive test.


Now because this is all, this green part here is our confidence interval and this one as a standard is a 95% confidence interval.


Now we use that because we use statistical testing.


So when the green lines are all above the zero line or all below it for a negative test we can call this a statistically significant test.


And for this one our best estimate is that this would have increased sessions by 12% and that roughly turns out to be about 7,000 monthly organic sessions.


Now on either side here you can see I have written 2.5%.


That's to make this all add up to 100 and the reason for that is that you never get 100% confident result.


There's always the opportunity that there's a random chance and you have a false negative or positive.


And that's why we then say we are 97.5% confident this was positive.


That's because we have 95 plus 2.5.


Now at Distilled we've found that there's a lot of circumstances where we have tests that are not statistically significant but there's pretty strong evidence that they had an uplift.


If we move down here I have an example of that.


So this is an example of something that wasn't statistically significant but we saw a strong uplift.


Now you can see our green line still has an area in it that is negative and that's saying there's still a chance that at 95% confidence interval this was a negative test.


Now if we drop down again below I've done our pink again.


So we have 5% on both sides and we can say here that we're 95% confident there was a positive result.


That's because this 5 is always above as well.


Now the reason we do this is to try and be able to implement changes that we have a strong hypothesis with and be able to get those wins from those instead of just rejecting it completely.


Now part of the reason for this is also that we say we're doing business and not science.


Here I've created a chart of when we would maybe deploy a test that was not statistically significant.


And this is based off how strong or weak the hypothesis is and how cheap or expensive the change is.


Now over here in your top right corner when we have a strong hypothesis and a cheap change we probably deploy that.


For example, we had a test like this recently with one of our clients at Distilled where they added their main keyword to the H1.


This final result looks something like this graph here.


It was a strong hypothesis, it wasn't an expensive change to implement and we decided to deploy that test because we were pretty confident that that would still be something that would be positive.


Now on this other side here if you have a weak hypothesis but it's still cheap then maybe evidence of an uplift is still reason to deploy that.


You'd have to communicate with your client.


On the expensive change with strong hypothesis point you're going to have to weigh up the benefit that you might get from your return on investment if you calculate your expected revenue based off that percentage change that you're getting there.


When it's a weak hypothesis and expensive change we would only want to deploy that if it's statistically significant.


Now we need to remember that when we're doing hypothesis testing all we're doing is trying to test the null hypothesis.


That does not mean that a null result means that there is no effect at all.


All that that means is that we cannot say that this change, we cannot accept or reject the hypothesis.


We're saying that this was too random for us to say whether this is true or not.


Now 95% confidence interval is being able to accept or reject that hypothesis and we're saying our data is not noise.


When it's less than 95% confidence like this one over here we can't claim that we learned something the way that we would with a scientific test but we could still say we have some pretty strong evidence that this would produce a positive effect on these pages.


Now when we talk to our clients about this it's because we're aiming really here to give a competitive advantage over other people in their verticals.


Now the main advantage of testing is to avoid those negative changes.


We want to just make sure that changes we're making are not really plummeting traffic and we see that a lot.


At Distilled we call that a dodged bullet.


Now this is something I hope that you can bring into your work and to be able to use with your clients or with your own website.


Hopefully you can start formulating hypotheses and even if you can't deploy something like ODN you could still use your GA data to try and get a better idea of changes that you're making or helping or hurting your traffic.


How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem

Our next speaker was recently named She's Mercedes Businesswoman by Mercedes-Benz among


women such as Sheryl Sandberg, COO of Facebook.


She's also the founder of TLA Black Women in Tech and she was chosen by the BBC as their


brand strategy expert and in fact I have caught her on the BBC a couple times now and I feel


like elf because I start screaming I know her, I know her.


Super cool, she's unbelievable, I am one of her biggest fans and she's also a founder


of a creative agency called Three Colors Rule.


So please join me in welcoming this international keynote superstar, Flavilla Fonging.


Hey everybody, thank you so much for watching, listening to my talk Beyond Marketing.


I am super excited about what I'm going to share during this session with me.


I'm obviously, I'm sorry I can't be here and see a total of you but it's okay, I'm going


to get the best to the best of what we have.


It's going to be still very interactive, I'm going to spend some time chatting in the chat


box so get connected, stay connected, talk as much as you want and I'm going to be there


and try to give you as much amazing content as we can possibly get in a 30-minute session.


Alright, develop an effective brand ecosystem to increase client loyalty and lifetime client


value.


I think there's something more important especially in day and age right now, we are all separated


and obviously we stay connected, we need to be able to bring something to our clients


and make them stay with us and I think the moment I have it right now, you know, COVID-19


has created a situation that helps us think about how we can do things differently so


it is very relevant.


So I've put for you three objectives that I want to achieve by the end of the session.


The first one is quite a following of faithful individuals who buy from you frequently.


If you have value placements that you don't have to spend a lot of time on marketing acquisition,


you can just focus on building a great relationship with your customers and I think that's extremely


important.


Objective number two is to use the Beyond Marketing which I'm going to share with you,


I'm so excited about that, activity to create the most engagement.


So this is something that I've decided, I realized that I was doing and my clients were


doing as well and I want to show you the methodology in terms of how to do Beyond Marketing because


you know, what is Beyond Marketing?


We're going to be talking about that.


And the last objective is create a brand ecosystem that increases your client lifetime value


again.


I talk a lot about lifetime value because as we experience the session that we are entering


or we are already in, it means that we have to find ways to get people to buy from us


no matter what is happening.


Okay, are you excited?


Please write in the chat box if you're excited because I am.


Tell me, tell me everything.


All right, so if you've watched, you know, some of my previous talk, I love to talk about


the DAC system because it's a system that I've created to really help my clients understand


how they can create a brand, create the right foundation for a brand.


And it's very simple.


D stands for distinguish, A stands for attract and C stands for convert and convert.


And we do that for a lot of psychology and understanding the consumer behavior, but I


can explain how you can do it really for yourself.


If you are using new business or even if you are evaluating what your business is to be,


you need to start with your brand strategy, really what makes you remarkable?


What makes you, people choose to buy from you?


What is the value that you're bringing?


When you have that, you can really find a way to really align the way you talk about


where you find a position for your business with where you present it.


Because if you do this, try to try the identity before the strategy, then you're doing the


wrong order.


Now, we see the marketing, the sales and the digital activities are really the way for


you to the ways for you to bring customers towards you.


But quite often what I see is that people forget to do one or the other and they wonder,


well, I have a great brand, I have a great identity, but clients are not coming to me.


Have you done any marketing?


Have you done any sales?


Have you done any digital activities?


No, you need to do something about it.


Or sometimes you have loads of leads, but you see people don't convert.


So it means there's something wrong, either with your strategy or something wrong with


your identity.


So really make sure that you do them in the right order.


I wanted to give you the basics of what really help, will help you get a brand that really


makes a big difference and really stay for as long as you want to be.


So let's get started.


This is something that I've shared a number of times as well.


And I love to explain really the journey of a brand with the customers.


How has it evolved over the decades and the years?


So I wanted to get an example that everybody can relate.


Everybody knows Nike and Nike has always been very forward when it comes to brand evolution


and what they've done.


But they've also made some mistakes and I'm going to show you that.


The first one, when we started looking at the marketing and how advertising was done,


it was very much about the price really.


Very much focused in terms of how, how to use a product because we're talking about


products that were very new in the market.


People wanted to understand what you need to wear a pair of trainers.


What does it mean?


From that point, if you look at the seventies, the nineties, people wanted choices.


Think about the first era of when people were buying their first car.


Everybody had exactly the same car.


Now everybody want their own personalization.


That's really the area that really defined what you wanted to wear.


But also you put, you know, want to have one of one thing that you don't want to have one


dress you really wanted to have more than one dress, dresses.


And that's the same thing that Nike has applied to really showcase that no matter what activities


you have, we have the trainer, trainer for you, trainers for you.


What do you think happened?


This is probably an area that really changes everything right in the box.


Tell me, I want to know.


Okay, let me reveal.


This is the area where brand model kicks in because now, especially if you think about


now, everything becomes a quickly public.


If you do something wrong, people call you on the nonsense and you can't not ignore that.


That's how you damage your brand.


And obviously people didn't want to wear trainers from kids who are made in poor countries.


They didn't want that.


So they had to change and be very, a bit more transparency.


I would say complete transparency, let's be honest, but be more transparent in terms of


how things were done.


And that was super extremely important.


So what followed is really, if you heard, tell me if you heard about Simon Sinek, who


talks a lot about the magic of what starts with your wife's magical something.


Why? I'm rephrasing the sentence, but you get the point.


It was very much about positioning.


Why are you doing it?


You know, so it was, if you look at the advertising campaign of Nike, you didn't even present


the product.


It was very much about pushing for greatness, you know, finding your greatness, being the


person that people want to be around and being, you know, pushing yourself in the athlete


within you.


And that's really where they were.


Now we are in the last phase of how brands communicate with their audience.


Can somebody tell me, I'll write it in the box.


Where do you think we are right now?


Have a guess.


I'll give you a couple of seconds.


Well, to be honest, you know it already.


You know, we literally living into it.


We are extremely connected more than ever.


If you look at how people interact, you know, we couldn't even imagine not being online.


I spent my time on Instagram, I spent my time on LinkedIn.


I've connected with amazing people on Twitter.


That also only happened for the power of social media.


So you have to look at how you actually communicating and how you are behaving about your customer.


So if you transform your audience as a community, they become your brand advocates.


And that's really the goal that you want to have.


You want to have people who have the same goals, the same niche, or even if you create


sub-niches if you have different audiences, but get them to connect with one another.


And that way they will never want to leave.


And that's what Nike has done for a number of, you know, apps and also the things that


we do with personal trainers, get people to run, you know, people share their runs and


so forth.


There's a lot of things that are happening.


So that's what I wanted to share with you.


Really just like the foundation of what we're going to be talking about, but really getting


to understand that.


So go beyond the expected.


That's the first thing I will tell you.


And I love that.


Go beyond the expected.


And I'm going to show you as well how you can do it and how companies have done it even


during COVID-19.


Go beyond to support their ultimate goals.


That's really the secret of marketing.


And I'm going to show you really how you can get to think like that.


All right.


Just so you know, what I'm sharing with you, it's a bit of a preview in terms of my book


that I'm writing.


Okay.


That's what I'm getting there, but you're going to love it.


I'm excited.


I'm so excited.


So providing something better and convenient make you remarkable.


I keep reading my stuff because it's so important.


People really sometimes go over the surface and really don't understand the importance


of really understanding what makes you remarkable.


I remember listening this morning, actually, to one of the small talk, two minute talk


from Seth Goldin, and he talks about his company who does, you know, unmatchable, you know,


unmatched socks.


And they make about 12 million ton of them because they really understood exactly what


is about the socks anymore.


It was about the little girls who wanted to have something to say and want to be different.


And that's really what you need to understand.


I'm going to show you more details of what I mean by that.


So let's get into the subject.


Are you ready?


Yes.


You ready?


Okay.


I'm ready.


I'm excited.


I'm ready again.


So what is the correlation between this hairdresser and this group of people who seems to be having


a great time of their life?


I wish I was a music fan not expecting social distancing whatsoever.


And they are drinking on this beautiful place around the beach, I'm presuming somewhere


in Miami or maybe somewhere in Spain, in Barcelona.


What is the correlation between those two photos?


Can somebody guess and tell me what does a hairdresser has to do with this group of people


on the other side?


What do you think?


What do you think it is?


No?


That's okay.


Somebody give me that.


I'm not going to say anyway.


I'm going to leave it until the end.


Okay.


Let's get into a small self brand ordered by this hairdresser.


So the first question I want you to ask yourself is what services can you get at the hair salon?


I think it's pretty simple.


If you come to the hair salon not to look, have a better hairstyle, there's something


wrong.


So really wash, pretty standard wash treatments, cut and styling.


That's when you come to the hairdresser.


You don't come, you also come from a chatting and gossiping or whatever is in you.


I don't know, but when I go to the hairdresser, it's a day because we have so much to say


every day, but people say like, how do you spend all day in the salon?


That's me.


But again, that's a different experience.


You don't have to do it like me.


Second question is what outcomes do your customers expect?


Really think about if you are a hairdresser, what outcomes do your customers expect?


So obviously come have a great hairstyle, you know, come on, you come on looking rough,


especially after COVID-19.


And when you come on looking amazing afterwards, you want to be like refresh, it's a brand


new me.


Welcome to normal.


I can take everything that I can.


I can.


Yes, you can.


And I assure you can no matter what.


Question number three is what is a common customer journey?


So look back, if you are running a hairstyle, what it will look like.


So I guess if we talked about, remember what we talked about, you buy that point, you have


a great brand.


So you would have been doing some marketing, you'd be doing some advertisement, all sorts


of things to get people into the store, right?


Then obviously when they come in, you know, if they need to book or work in, what are


they, come to the salon and get the head on.


That's a really typical customer journey from hearing about your brand to actually sitting


on your chair and doing something.


The next question is what are the issues customers may be dealing with?


What are the issues a customer may be dealing with?


Just try to think about from their point of view, like they want to get hairstyle, something's


happening, they forget COVID-19, that's another matter, but I'm going to give you a couple


of them to give you a sense of what it is about.


So it could be a lack of time.


Sometimes you think, oh my gosh, I don't have time to go to the salon and I really need


a hair appointment.


Sometimes it could be budgets, like I really love this, you know, this hairdresser, but


every time she costs me 200 pounds or $300, goodness, how much?


So you think, on birthdays, especially now, COVID-19, you know, I'm probably going to


let my roots go a bit white and wait a bit later.


It could be the fact that your preferred hairstylist is always unavailable, it is always busy,


you have to wait for a long time.


So really it's good to, you know, a lot of people don't enough get themselves into the


shoes of their customers and then you learn so much by not, I will also never make assumptions,


but I said like, if you have a conversation with your customers and say, oh, I haven't


seen you in a long time, what happened?


When you get to know them, oh, okay.


When you start seeing some new information that will help you find new solutions for


your customers so you can better serve them, be remarkable.


Obviously, no follow-up assistance.


You know, a number of times, and I keep saying to my hairdresser, like, tell me next time


I need to come because I usually, you always tell me I come too late.


But if she didn't have something in place, you know, tell me like, hey, your next appointment


is due, it's time now to book your time.


Probably more likely to come, I think.


So really I want to list a couple of examples of what would be the issue, issues while your


customers are not coming as often or as regularly or stop coming even worse.


Question number five, how can she deliver her service product differently?


I think it's really hard when you have low differentiation for a commodity kind of basis,


especially when it comes to hairstyling and there's always a way to become a brand.


But a lot of people really don't understand the power of having a business and the power


of having a brand.


Obviously, when you, when your brand, your Starbucks, when your business, your coffee


shop, that gives the power to charge more for that.


So which one do you want to be?


I always ask people, which one do you want to be?


Everybody wants to be Starbucks.


Yes.


But for that, you need to ask yourself how exactly are you doing things differently?


In that case, she can have a booking appointment.


She brings it up, should I say, a pampering experience.


So you know, how often you come to the salon, you can get champagne, you can get manicure,


even a massage.


You know, you can, it always feels obviously chargeful if you want to, because you can,


if you want to offer your people a glass of champagne, that's obviously something that


you can use extra charge.


But you know, obviously the thing is, you know, it's like, you know, I always look at


business as a personal relationship.


You know, the reason why you fall in love with someone, it's not one of the big things.


So the little things that they do on the regular that makes you want to stay with them.


And the same thing, you know, if you look at the relationship with the brand, it's exactly


the same story.


Six, what can she do to resolve customers' issues?


Again, we're talking about mobile hairstyles, you can do that, you don't have time to come


to me, I'll come to you.


Or again, something like home hairstyling kit with video tutorials.


You can't afford to have me, I will create a kit for you, just deliver to your house.


And then you watch a video to do it yourself.


Pretty good.


Service reminder.


And I think, you know, the second option would have to be perfect during COVID-19.


If I was a hairdresser, that's what I would be doing.


I would be biking on that.


So service reminder.


That's some of the examples that you can really look at, listening to your issues from your


customers and find a solution.


Question seven.


What experience may she want to create in the mind of her customers?


How what is the experience?


Remember, we talk about experience a lot when it comes to branding, you know, you can be


a coffee shop or you can be Starbucks.


If you think about the experience of getting to a Starbucks, it's exactly the same, no


matter where you go to.


Yes, they're very clear on that.


In her case, it can be the Hollywood experience at home or at, you know, at a salon.


No matter where you go, you still get that same Hollywood experience.


Question number eight.


How can she create this experience?


Obviously, she can hire the best hairstylist of these celebrity stylists, video tutorials,


if you can't really pay them every day, luxury salon design and pampering.


So this is really what transport people, you know, some, again, as I say, what you do,


people expect you to do it well, but everything around it, that's what really create reason


why I say, well, you know, I understand why I'm paying 300 dollars to go to this hairstylist.


She's amazing.


And I feel like I feel like a princess when I come out.


I'm not doing this, but I'm doing it.


Okay.


So this is the assumption people make.


Yes.


When it comes to marketing, you think, okay, this is where I need to stop.


But when you think about your market, you will go a bit further.


Let me tell you why.


Your clients don't choose to continue buying from you because you meet their expectation.


I'm going to read that again because it's super important.


Your clients don't choose to continue buying from you because you meet their expectation,


but because you exceed those expectations.


Remember what I told you when you're in a relationship and this person is great with


you and the reason why you fell in love with that person was for the little things that


you did not expect from them.


It's the same thing for business.


Always compare.


I always compare love and business.


Obviously, we know that, but you know, except from that, it's the same thing.


It's a bad relationship at the end of the day.


So everybody recognize this man?


Who is this man?


If you've never been to any fashion show, if you've never even watched a fashion show,


go back online and look for Carla Gafield because these shows were always phenomenal.


And the reason why it was always phenomenal and that's what he always say, we must always


surprise.


This is the rule.


So when you get into the car, like I've showed you, you didn't even come from a collection.


You came from the entire experience.


Even the models were having so much fun.


The idea of being able to cut off a car like a film was something that you wanted to take


on your books.


Yes.


So really think about how you're always surprising your customer and take them beyond just what


they expect from you.


All right.


Let's move to the next slide.


So keep them interested.


Keep adding value.


Always focus on adding value.


Always, always, always adding value.


They be loyal and become your brand advocates.


This is exactly the magic.


People say to me, oh, you get recommended for so many things at a time.


It's because I really spend a lot of time having this relationship with my customers.


I want them to win because when they win, first I can brag about it.


And first I can actually say that what I'm doing works.


It's not just about business because when they win and I know that they're trying to


achieve something amazing for other people, it's important that we get this across.


And that's really what makes a difference.


And I really wanted to articulate that as much as I can.


Really focus on listening.


And again, people say, oh, my gosh, I have thousands of millions of customers.


Again, you can do it on a smaller or bigger scale.


Just having this conversation, you know, delegate on how you want to do it on a different level.


You know, whatever it is supporting and for the community, you listen.


You can see people commenting.


People tell you.


You also have to listen to the negative feedback because that really feeds you and helps you


understand how fast we can improve, but as well as the positive feedback.


All right.


So go beyond expected.


I will do this again and go beyond the go beyond to support the ultimate goals.


OK, so I'm going to take you to the next step.


This is a question.


Remember this question.


What benefits do her customers expect from her?


So usually they come to a salon to live with a great hairstyle.


If they came to look like a witch, unless it was Halloween, then there would be a certain


issue here.


So this is why I want to ask you, is this enough to keep them buying from her?


Please tell me in the box.


Is this enough to keep them buying from her?


What do you think?


Is this enough?


OK, let's ask the next question.


This is my beyond question, go beyond marketing question.


What are the ultimate goals of her clients?


Remember that people who come to the salon, they actually don't come for a hairstyle.


You may think, what do I come for then?


Really think beyond that.


That's really why the magic word is, what is really the reason why they come?


When you come, I can give you a lot of examples.


If you go to a restaurant, if you go to a certain type of restaurant, you don't come


for food.


You come for something else.


So let me give you some examples.


To be respected.


So when I look great, my hairstyle is great and I look dressed, I have certain people


treat me in a certain way.


It could be a reason.


Be attractive.


I'm single, I'm ready to mingle.


So therefore, I have powerful hair for men, or whatever.


It could be a way.


It could be a fit group.


I want to be part of a certain society and I want people to feel that I could be invited


to certain places.


So therefore, this is the way to look I want to portray.


We all want to belong to something.


This is why social media is so powerful.


We feel that this ethnicity as human kind, because of that, we have a desire to stay


connected.


Thank God for technology, thank God for Zoom, thank God for social media, for all the platforms


that allows us to stay connected.


I can't imagine even me not having my team around.


I need this.


I need to feel that I'm being part of something.


And her will come to the hair salon.


You can see that she actually, her ultimate goal is to feed a group.


Feed a group.


And that's why the magic is when you understand why your clients come to you specifically,


what is the ultimate goal beyond just the work that you do.


You know, anything that we do is part of the bigger picture.


You know, I stay healthy.


I want to do this.


I choose instead of drinking milk, I drink soya milk.


This is not just about the milk, you know.


There's a bigger picture behind that.


It can be, I want to live until 100 years.


Okay, that seems a bit long.


But to be honest, back in the day, we used to live that far away.


But it could be that this is the ultimate goal.


That's why you need to be able to grab and really find a way to really align your activities,


your beyond marketing activities to what they're trying to want, what they really want.


So do you remember at the beginning when I asked you what is the correlation between


the hairdresser and this beautiful photo of this?


This is what it was about.


The idea that this young girl, she's like millennial, she's cool, she wants, she knows


when she comes to this hairdresser, she's going to have access to this private event


on a beach, which has happened every year.


It's part of a journey.


And you could, that tribe, that group, people want to be part of.


This is really what it's about.


You know, they want to feel like they're part of something.


So we see it wasn't even about the hair anymore.


It was about something else.


So really think about how Nike has always been advertising.


When you look at the Nike campaign, do they actually show you trainers?


They probably even show you trainers.


They have this phase when they understand that when we have a vision and that vision


aligns with our customers, their ultimate goals, we can go beyond that.


We can provide something.


We can create a group of people that will be faithful to us no matter what.


I hope I'm giving you some great value information that you feel like, oh my gosh, I'm going


to rethink everything.


And I really want you to feel excited about that because there's so much you can learn.


Business is like love.


Don't move too fast, but don't move too slow.


Yes?


So really find a way as well when you have this attention of your customer, when they're


trying to fall in love with you, how you're maintaining.


We have a short attention span.


That's one thing we can do about it.


Even if you think about a relationship, you have to keep on bringing back the flame into


the world.


So how are you doing that for yourself?


Is it super important that we do this?


As a brand strategist, I do it all the time.


I have fun because I'm lucky to work with brands that I really love and they always


have some fantastic ideas.


And being part of that journey with them makes it so exciting and I really love it.


And the reason why I'm doing this is because I really want you to feel like you are part


of that journey with you and you can implement some of the things that I share and I do in


my clients within your business as well.


So let's look at the journey because the thing when you look at beyond marketing, you're


like, listen, I'm at the start of my business, so I'm at a point where we don't think about


going, we go after it like night.


We don't have that kind of budget.


And I say, you know, I understand.


I understand.


And I'm going to show you how you can do it face by face as you grow your business or


even it or you can even split your activities around different elements of the beyond marketing


approach.


So when your customer, you haven't built a relationship with your customer yet, really


think about it.


You know, that's a good example of a relationship.


You know, if you always, you know, if you give say, hey, I'm this, I'm that, you know,


you talk about yourself and you're not providing enough value, people will just disconnect.


So always think about how much value you can provide.


If you think about, you know, when you want to get a good, I will say if I'm a personal


entrepreneur, first thing I want to do, I'll create a lot of videos, a lot of great tips


people can take, but at the end of the day, people can learn themselves.


People who are really committed to results, who actually hire them and say, Hey, I want


to do this.


So really what you want to do is to build awareness.


Remember you build this brand strategy phase where you are, where you're trying to really


articulate what makes you unique.


That's when you also build, you know, you also build what people should choose and what


makes you remarkable.


But the center say, I'm remarkable because of that.


But also let me give you lots of great value because I know you're going to benefit from


that.


Yes.


This is where you educate.


Educate, educate, especially when people are not familiar with your brand, familiar with


the type of services that you do.


You know, I work a lot with technology companies and that's what they always tell them.


You focus on the education piece because you are asking people to change their habit.


And by nature we are created of habit and we don't like change.


So don't go too fast.


Take it easy.


Okay.


When you have secured that plan and say, okay, now I've decided to buy from you.


You need to go further than that.


You need to say, okay, now, not only I'm going to do a great job, but I'm going to go beyond


and provide you great services.


You know, so say for example, I'll give an example to say, Hey, I was supposed to give


you this strategy or give you a strategy in three weeks and then you do it in two and


a half weeks.


Yes.


It's about like, you know, great services, great customer service, great quality.


You really care about the success.


You really care about delivering a great result for them.


Then that's magical.


Then when you have that, you have great customer side of your service is how you keep them


involved in your journey.


How you really tell them, tell people about their stories, you know, involve them in being


part of your brand.


I think nowadays people really underestimate the power of micro influences, you know, whatever


it is in B2B or B2C, you don't have to go to the Kim Kardashian, to be honest, I wouldn't


go there.


I would go for the small ones.


I really believe in buying to my brand and really put them forward and really say, Hey,


we want you this month to represent us because we're really proud about what you do.


And I'm using people here, people who have much more trust in you, hear from somebody


that is your customer when it comes from your own mouth.


So again, reward and recognition is part as well of your journey.


And that is why you really build that community.


And that's why you transform your customers into advocate.


But remember as anything in life, you know, everything goes into phases.


So awareness and understanding provide value commitment deliver, because we don't like


to be too quick, quick service delivery when you're wasting your time and your time advocacy


and community make them people that will be proud of staying with you forever.


So you look at it this way.


The first phase is a creative discovery.


When you have great customer success excellence, as I mentioned before, and partnership and


innovation, I'm going to show some example in a minute.


So it makes more sense.


I hope it makes sense for everybody.


Give me a like, give me a yes.


It makes sense.


But yes, I'm here in the past.


I'm going to be chatting with you.


Launch.


Obviously, when you launch in your business, this is where you spend most of your time.


You scale and then you expand.


As you see, as you get bigger, you will see that you, you focus on your marketing will


evolve.


You probably spend, if you like, spend more time in the bonding phase, but if you are


a smaller business and trying to scale, you can spend more time in great quality services.


So you really evaluate where your business is so you can do something.


You can provide, you can create, get the best return on investment for yourself.


Yes.


So don't go think like a big company because first, not everybody has a big budget.


And you really think about how well you are in your business and how you can really apply


the different activities that I've given you.


All right.


So I hope it's going to make you think differently about everything that you do.


Really think about how you can do.


So in the case, if I was a hairdresser, you can do a partnership with a hotel.


For example, we feel that we have the same type of customers as you.


Let's do this event together every year.


Then you bring cocktails, you bring like all sorts of brands around it and that creates


something that people want to remember.


Remember what great brands do, they create experiences, stories that you will remember


for your life.


It's not so much about what you do, it's about the memories that you create.


It's the same thing as individuals.


Again, let me talk about the example of Nike before.


Again, Nike, you know, done really great.


They didn't have this.


We created a consistent, they've done that.


Because they could have just been selling trainees, but they understood that the bigger,


remember the ultimate goals of the customers as well was around building that, the inner


effort we knew.


Let us give you and challenge yourself.


You share your track, you share your run route, everybody has to see how far you've gone,


and then you have your music in your ear.


And all of these things, it works.


It works, really.


It really works.


Google, obviously, has done really, really well.


They started with just being a search engine and look at how far they've gone.


We understand I'm serving businesses.


Yes?


And trust me, obviously, look at how the situation, people who are on the cloud have learned less


they've been, people who have not had that, have this struggle for COVID-19.


When we move into isolation, my team was not at all affected because we've always been


in, I've always allowed my team to work from where they want.


And therefore, that didn't affect us at all.


And it was great, we were able to offer a great service that I can't expect it.


I love this.


This is during COVID-19.


Give me some examples during COVID-19.


This is Paintbox.


And I love what they've done.


They actually did, you know, they basically do nail polish.


And it is quite like a great Zoom call where women can, you know, women, in men as well


if they want to, can really just do some tutorials.


And it was a great way to stay connected.


You know, it doesn't have to be big, but people obviously have been in and out about Zoom


now.


A lot of people like us knew about Zoom for a long time, but people are new to Zoom.


So it's a great way to stay connected and show your creation and do something fun with


your brand.


You know, you can just, again, you could just be selling nail polish, but they went further


than that.


And that's what makes a difference.


We're not going to talk too much about Apple.


We know they're great at this.


But again, here again, innovation may be part of your company culture to keep your customer


engaged.


You could be able to make Marc Jacobs with Coca-Cola.


Great combination.


You understand very clearly that supermodels don't drink, don't have sugar in their body.


They want to stay, you know, as slender as possible.


So great combination is color lines.


They could have chosen another brand, which was this one for a very big, very specific


purpose that really helps you understand, you know, the ability to just innovating.


If you can't bring innovation within your business, partner other people to bring innovation


externally.


That's really going to keep you excited.


Again, I love this one.


This was for Valentine's Day.


Once Moonpink did a collaboration with KFC.


I thought it was very funny.


People who don't really, you know, probably against Valentine's and all sorts of things


like that really, really did that and make a lot of noise.


It was really great.


And everyone, this was a negative campaign for Burger King during the isolation time.


And you can see what they've done here was really good.


They showed you that you can't come to us, but we're going to give you exactly the step


by step to get all the ingredients to get yourself to make yourself your own Burger


King burger.


How cool is this?


Again, a collaboration with Carrefour, a French supermarket and Uber.


Remember where you started?


Yes?


Because that's really what needs to stay in touch.


You know, when you think about going to be able to remember where you started, because


your vision was the reason your customers wanted it to you.


So you think about brands like Dove as well, really shook at you in COVID-19.


The reason that no matter why you're still beautiful.


Yes.


The reason was Nike was really strong in terms of what they believe in terms of quality and


against something that's what people choose to buy from Nike still no matter what they


believe in.


Okay.


So I want to finish off with this and tell you that remember the good words as well of


innovation must be part of your company culture to keep your customer engaged.


Remember that it's super key, super, super, super key.


Remember the good words as well.


I was able to be too soon.


Remember the good words of Carla Garfield in a way you must always surprise.


So if you think one of the last time you surprise your customer doing something amazing and


you know, you had Father's Day, you've done something for my Father's Day, calling your


customers, your male customers in which I'm happy Father's Day was a great way to just


bring build that bond you have with your audience, with your customers.


All right.


I hope you enjoy my talk, but I didn't want to leave you there.


I want you to give you more value.


So I've created, during COVID-19 I realized that not anybody can work with me because


of distance obviously, or sometime in a different country.


So I created my first brand coaching program.


You can have access to that right now.


So just with threecolorsworld.co.uk slash Flavilla, take a screenshot if you want to.


And I've also reserved a number of limited brand assessments.


So be quick, get it before I say, you know, I don't take more people.


And I hope you enjoy, I hope you enjoy my session.


I really enjoyed sharing this with you.


And I hope that's going to revolutionize the way you do your business and get something,


create a brand that people love and build a brand that people love and get you where


you want to be.


I'm really excited to do this with you.


So thank you so much.


You can find me on all social media platforms, Instagram, LinkedIn, Twitter, where I'm very,


very Marvy, but you know what, that's me.


I can't help it.


Daily SEO Fix - Finding Ranking Keywords

Hi, my name is Kerry and I'm from the Mozpro Onboarding team. Today we're going to find


our competitors' ranking keywords. In your Mozpro tool, in the keyword research section,


click on explore by safe and paste in the URL for the website that you want to find


the ranking keywords for. Click on analyze and it will show you the number of ranking


keywords as well as their top positions. If we scroll down and click on top ranking keywords,


it will give us a list of the ranking keywords for that URL. I can add these by using this


tick mark and adding to a keyword list. So I'm going to call this keyword list folding


bikes. And now if we go to the lists on the left hand side, we can compare our newly created


list with the list we created earlier. This will allow us to benchmark our progress within


a certain area. Like for example, we can see the average difficulty of our keywords we're


already ranking for is 28 versus the difficulty score for the keywords I want to run for is


34. It's really useful to be able to see this information at a glance. I hope this is helpful.


And if you're new here, please be sure to book a one to one walkthrough with one of


MozCon 2014 - 25 - Annie Cushing - Demystifying Data Visualization for Marketers

So today I'm going to be talking about demystifying the data visualization process.


I'm just going to put my water down here.


And the reason I'm going to be addressing this is as I was preparing and even trying


to think through my topic, I thought, what is something that I actually struggle with?


So I thought, you know, if I can kind of address something that's a weakness for me, then I


can also benefit from my own preparation.


So I thought about data visualization that may be somewhat of a surprise that I struggle


with that.


But where I struggle is that typically what I would do before I prepared this presentation


is I would go into the marketing tool, export the data, and because I love playing with


data in Excel, I'd bring it into Excel and I'd kind of tool around until I found some


kind of visualization that worked, and then I would just call that serendipity.


I'd be like, oh, wow, this radar chart really works.


Serendipity.


But it actually wasn't serendipity.


It was a lack of planning and a lack of a strategy.


So what I did for this presentation is I pulled together an actual data visualization strategy


and framework that you'll be able to take and apply to your data.


So I'm going to be focusing exclusively on Google Analytics data for this presentation


for a couple reasons.


One, if you can visualize Google Analytics data, the rest of marketing data is a walk


in the park.


Finally, the naming conventions in Google Analytics, as you'll see, map beautifully


to Excel, making it the ideal tutor.


Now, my approach may seem a bit karate kid-esque.


I mean, you may feel like we're kind of like waxing cars and painting fences as we get


started.


But if you can visualize the interplay between Google Analytics and Excel, you're going to


be infinitely more efficient in your data visualization workflow, and it's also going


to become less intimidating to you.


Now, just to let you know right from the beginning, I'm not going to go into the details of this


is how you build this chart, this is what you use this chart for, et cetera, et cetera.


But I did write a monster blog post that will be published on the Moz blog by the end of


the presentation, which has tons of resources, all kinds of tips, tricks, ways to trick out


your charts, all kinds of links to video tutorials and stuff like that.


So I don't leave you unassisted.


All right.


So first we're going to talk about Excel.


So and I'm going to specifically focus on Excel charting just to bring some scope to


this presentation.


And there are two components to Excel charts that you need to understand.


And those are data series and categories.


Categories, you want to think of them as like buckets.


And the data series is like the data that goes into the buckets.


And I'm telling you, I'm going to break this down into the simplest of terms so hopefully


everyone can grasp this.


But let's imagine you take a pile of Legos and you put it in front of a group of kids


and you say, okay, I want you to organize these by color into separate bins and then


I want to know how many red Lego bricks are there, how many green, blue, et cetera, et


cetera.


Those individual bins, those are your categories.


Your categories would be red, yellow, blue, white, black.


And the data series would be the count of Lego bricks.


If you weighed them, then you would have an additional data series that would be the weight


of Lego bricks.


If you knew the cost, then you would have an additional data series called cost.


But you would have the same categories which would be the colors.


Now let's jump into an actual chart and let's look at the underbelly of Excel charts.


The way you do that is if you right click on any chart in Excel and choose select data,


you're going to see this select data source dialogue.


And what you'll notice here, this one is for the PC, and you see the data series to the


left and categories to the right.


So going back to our Lego example, if we were charting that, you would see all the colors,


red, yellow, blue, green, et cetera, et cetera.


The data series would be count, weight and cost.


Here we have analytics data.


This is what it looks like on the Mac.


Similar to the PC, you have data series on the left, categories on the right, but that's


about all these two dialogues have in common.


Unfortunately, as with most features in Excel for Mac, the select data source dialogue is


significantly inferior to that of the Mac in two different ways.


One, the sort option is gone.


So you'll notice where the arrow is pointing, two little triangles.


These allow you to sort your data series.


This is especially helpful whenever you're building any kind of stacked chart, so like


a stacked area chart, stacked column chart, stacked bar chart.


What you want to do is order your data series so that you have your big fat large data series


on the bottom, let's say, of a stacked area chart.


With the data series getting incrementally smaller as you go up, that way you have like


your least significant data points at the top, and instead of having which I see a lot


with marketing data where it's like a little tiny data series and then you have a big fat


one and then you have two tiny ones, the problem with that is it's much more difficult to interpret.


So if I'm charting out mediums and I'm charting out, let's say, revenue, I want to see, whoa,


email is at the bottom of that stack and it's huge, it's our cash cow.


And that makes it a lot easier to interpret.


So on the Mac, let me back up here.


On the Mac, you'll see that it's just gone.


There is no sorting option.


And if you want to re-sort your data series on the Mac, you actually have to select the


data series, then click remove, then add it back in by clicking the add button, and then


you have to manually tell Excel, okay, here's the name for the data series, in this case


sessions, here are the values, and here is the category access label.


There we go.


Which leads us to our second issue of suck.


And that is if you look on the PC, you have one area in that select data source dialogue


where all of your category access labels are listed.


It makes sense because you only have one set of access labels for a single chart.


In the example of our Legos, we have colors.


Obviously they apply to all of the data series.


On the Mac, for some strange reason, you have to tell Excel for every data series that you


create, oh, yeah, the category access labels are still in B2 to B10.


It's inefficient and redundant.


But as long as you know the inefficiencies and you know how to rock it, you'll be fine.


So now when you create a chart, your categories are going to show up in along your axes, and


your data series are going to show up in the legend.


Typically the data series are going to be values.


So going back to our Legos example, again, count, weight, cost, with marketing data,


it might be sessions, revenue, e-commerce, conversion rate, ROI, margin, impressions,


whatever it is, those are going to show up in the legend.


There are a couple examples where you don't have actual data in the legend, but we'll


get to those.


Okay.


So now let's just let Excel kind of simmer on the back burner for a little bit and turn


our attention to Google Analytics.


Yes, I'm a child.


So Google Analytics also has two primary components, just like we saw with Excel, but those are


called dimensions and metrics.


Dimensions are the far left column in any standard Google Analytics report.


Typically you're only going to see one dimension, but if you want more than one dimension, you


can do that a couple of different ways.


You can either apply a secondary dimension, which you see an arrow pointing to, or you


can create a custom report with a flat table style and get two dimensions.


That way I link to a blog post with a video that shows you how to do that.


So don't worry.


If you want more than two dimensions, you need to use the API.


If you use the API, you actually get up to seven dimensions, which is pretty cool.


Metrics are all the columns to the right of the dimension.


And a good way to think of metrics is if it can be measured with a number, it's a metric


for the most part.


Now, there are a few dimensions that actually have numeric values, such as days to transactions


or visits to transactions.


You'll see zero, one, two.


But if you bring that data into Excel, it actually comes into Excel as text because


it's a dimension.


Okay?


All right.


So remember I said earlier, I'm using Google Analytics because it maps so beautifully to


Excel.


But if you grasp this, you're going to be able to apply it to any marketing data.


Here's the mapping.


So dimensions are a lot like buckets in Google Analytics.


So they map to categories in your Excel charts.


Similarly, metrics map to data series.


So if you can just kind of envision when you're in Google Analytics and you're trying to figure


out how you're going to chart these, just think, all right, dimensions are going to


become my categories.


Metrics are going to become my data series.


There is one time where the dimensions will actually show up in the data series, and I'll


show you that.


Having laid the framework, now we're just going to jump in.


And I am going to go through systematically all of your charting options, depending on


how many dimensions and metrics you choose.


So let's start off.


Let's say you have zero dimensions and multiple metrics.


I hate to start off in a downer, but you can't do this in the standard UI.


So if you go to Google.com forward slash analytics, Google Analytics requires you to have at least


one dimension.


But the API doesn't have that restriction.


But if you spend enough time in Google Analytics, like I do, you're going to find hacks and


workarounds.


I know how marketers are, so many of you when you hear API, because I was the same way,


it was just like, oh, no, that's for propeller heads.


So for those of you who are scared of APIs, let's hack some Google Analytics.


So the name of the game here is to find a dimension that will just give you one bucket.


If you can find a dimension in your Google Analytics data that will give you one bucket,


you're in business.


This here is a really popular option for, like, monthly reports.


Let's say you have a dashboard and you just want an overview of the total number of sessions,


which used to be called visits, or total goal conversions, total revenue, whatever it is,


total impressions.


This is the way to get those numbers.


This is the only way to get those numbers from the standard Google Analytics.


So one option is this user-defined dimension.


And what this does, for most of you, if you apply the user-defined dimension, you're only