Friday, September 30, 2016

Preguntas más frecuentes sobre AMP en los foros para webmasters

AMP-forum-newlogo.jpg

Las últimas semanas hemos estado muy ocupados en el Centro para Webmasters de Google recopilando diferente información sobre Accelerated Mobile Pages que esperamos que te sea útil. Hemos abordado los temas siguientes:

   ¿Qué es AMP?

   Cómo empezar a usar Accelerated Mobile Pages

Cómo puede ayudarte Google Search Console a AMPlificar (AMPlify) tu sitio web

   Cuál es la mejor forma de analizar los problemas con Accelerated Mobile Pages

   Ocho cuestiones que hay que tener en cuenta al AMPlificar (AMPlify) un sitio web

También hemos visto que en los foros para webmasters se plantean preguntas sobre cómo empezar a utilizar AMP en la Búsqueda de Google. Pensamos que esta compilación de preguntas frecuentes te puede ser útil:

P: Estoy pensando en crear páginas AMP para mi sitio web. ¿Cuáles son las ventajas de hacerlo? ¿Para qué tipos de páginas y sitios web están pensadas las páginas AMP?

A los usuarios les gusta que el contenido se cargue de forma rápida y sin interrupciones, por lo que el uso del formato AMP puede fomentar que los usuarios consuman tu contenido e interaccionen con él desde dispositivos móviles. Las investigaciones han concluido que el 40% de los usuarios abandonan los sitios web que tardan más de tres segundos en cargarse. The Washington Post detectó que, con la adopción de AMP, disminuyó un 88% el tiempo de carga de los artículos y, en consecuencia, aumentó un 23% el número de usuarios recurrentes provenientes de las búsquedas en móviles.

El formato AMP es ideal para todos los tipos de contenido web estático, como noticias, recetas, carteleras de cine, páginas de productos, reseñas, vídeos, blogs y mucho más.

P: En Search Console se registran errores en páginas AMP que ya hemos corregido. ¿Por qué se siguen viendo?

La respuesta más concisa es que los cambios en las páginas AMP tardan aproximadamente una semana en actualizarse en Search Console. Si te interesa obtener una respuesta que explique el porqué en profundidad, consulta la entrada detallada sobre los desfíos relacionados con la latencia en Search Console que ha compartido John Mueller, analista de tendencias de webmasters de Google.

P: Nuestras páginas AMP no se muestran en la Búsqueda de Google. ¿Qué debemos hacer?

Solo las páginas AMP válidas son aptas para mostrarse en la Búsqueda de Google. Puedes comprobar si tus páginas AMP lo son y asegurarte de que todo el contenido nuevo sea válido con el validador web de HTML para AMP, con la extensión para Chrome o para Opera, o con un proceso más automatizado, como una tarea cron.

Si bien la opción de incluir datos estructurados schema.org en las páginas AMP (recomendamos JSON-LD) es una buena práctica en general, es especialmente importante para los editores nuevos. El contenido de noticias será apto para mostrarse en la sección Noticias destacadas de los resultados de la Búsqueda de Google siempre que incluya propiedades de etiquetas válidas. Para probar los datos estructurados, utiliza la herramienta de prueba de datos estructurados.

Si tienes más preguntas y no has encontrado la respuesta en este artículo, comparte tus sugerencias en los comentarios o en la página Google Webmasters de Google+. Como siempre, también puedes escribir en el foro de ayuda para webmasters.

Escrito por Tom Taylor, Community Manager de AMP. Publicado por Joan Ortiz, equipo de Calidad de Búsqueda.




from El Blog para Webmasters http://ift.tt/2ds3TJh
via IFTTT

Ocho consejos para ayudar a tus clientes a AMPlificar (AMPlify) sus sitios web


A continuación te ofrecemos una lista con las ocho cosas que debes tener en cuenta a la hora de ayudar a tus clientes a AMPlificar (AMPlify) sus sitios web (y avanzarte a su curiosidad) después de que hayamos anunciado que ampliamos la asistencia para Accelerated Mobile Pages.


1. Empezar puede ser sencillo

Si en un sitio web se utiliza un sistema de gestión de contenido (CMS) popular, poner en marcha páginas AMP es tan fácil como instalar un complemento. En los sitios web en los que se utiliza código HTML personalizado o que se han creado desde cero, se necesitarán recursos de desarrollo adicionales.

AMP-Result-v3-CellPhoneCase.gif


2. No todos los tipos de sitio web son adecuados

El formato AMP es ideal para todos los tipos de contenido web estático, como noticias, recetas, carteleras de cine, páginas de productos, reseñas, vídeos, blogs y mucho más. Sin embargo, no es tan útil para aplicaciones de una sola página y con una gran carga de funciones interactivas o dinámicas, como la asignación de rutas, el correo electrónico o las redes sociales.


3. No es necesario que #AMPlifiques (AMPlify) todo el sitio web

Añade AMP al sitio web de un cliente de forma progresiva, empezando por páginas de contenido estático sencillas, como artículos, productos o entradas de blog. Estas páginas se denominan "leaf", y los usuarios acceden a ellas a través de las plataformas y los resultados de búsqueda. Con unos sencillos cambios, también aportarás las ventajas de AMP al sitio web. Con este enfoque podrás conservar la página principal y otras páginas del "navegador" que podrían requerir funcionalidades dinámicas avanzadas que no sean de AMP.

Si estás creando desde cero un nuevo sitio web con mucho contenido, puedes plantearte crear todo el sitio con AMP desde el principio. Consulta las directrices para empezar para saber cómo hacerlo.


4. El proyecto AMP es de software libre y todavía está en evolución

Si el caso de uso de un sitio web todavía no se admite en el formato AMP, puedes plantearte rellenar una solicitud de funciones en GitHub o incluso diseñar un componente tú mismo.


5. Puede ser que las páginas AMP tengan que cumplir requisitos adicionales para mostrarse en determinados lugares

Para mostrarse en los resultados de búsqueda de Google, las páginas AMP solo necesitan contener código HTML para AMP válido. Algunos productos que integran AMP pueden tener más requisitos aparte de la validación de AMP. Por ejemplo, para que las páginas AMP sean aptas para la sección Noticias destacadas de Google, tendrás que marcarlas con datos estructurados con la etiqueta Article.


6. No hay cambios en la clasificación de los resultados de la Búsqueda

El hecho de que una página o un sitio web tenga páginas AMP válidas y aptas no influye en la clasificación del sitio web en la página de resultados de búsqueda. La única diferencia es que los resultados web con versiones de AMP se etiquetarán con el icono:

7. El formato AMP en Google está llegando a todo el mundo

Los resultados de búsqueda de AMP en Google se implementarán en todo el mundo durante las siguientes semanas. El carrusel de Noticias destacadas, que muestra contenido de AMP lleno de novedades, también está disponible en numerosos países e idiomas.


8. Tienes ayuda al alcance de la mano

Hay toda una serie de recursos útiles que te ayudarán si tienes alguna pregunta:

Foro de ayuda para webmasters: haz preguntas sobre AMP y sobre la implementación que hace Google de AMP

Stack Overflow: haz preguntas técnicas sobre AMP

GitHub: solicita una función o contribuye

¿Cuáles son tus mejores consejos para páginas de #AMPlificación (#AMPlify)? Háznoslos saber a través de los comentarios que encontrarás más abajo o de la página Google Webmasters de Google+. Como siempre, si tienes preguntas o necesitas ayuda, puedes escribir en nuestro foro de ayuda para webmasters.

Escrito por Tom Taylor, Community Manager de AMP. Publicado por Joan Ortiz, equipo de Calidad de Búsqueda




from El Blog para Webmasters http://ift.tt/2dcaDjT
via IFTTT

Cuál es la mejor forma de analizar los problemas con Accelerated Mobile Pages


Cuando #AMPlifiques (#AMPlify) tu sitio web con Accelerated Mobile Pages, es importante que vayas consultando periódicamente el estado de validación de las páginas AMP, ya que solo las válidas serán aptas para mostrarse en la Búsqueda de Google.

Al implementar AMP, a veces las páginas contienen errores que provocan que la Búsqueda de Google no las indexe. Las páginas también pueden contener advertencias, que corresponden a prácticas no recomendadas o que se van a convertir en errores en un futuro.

Google Search Console es un servicio gratuito que te permite comprobar en qué páginas AMP ha identificado errores Google. Cuando sepas qué páginas URL están experimentando problemas, podrás utilizar las herramientas prácticas que te ofrecemos a continuación para comprobar más fácilmente los detalles del error de validación.

1. Herramientas para desarrolladores en el navegador

Para utilizar las herramientas para desarrolladores para la validación, sigue estos pasos:

  1.  Abre tu página AMP en el navegador.
  2. Añade "#development=1" a la URL, por ejemplo, http://localhost:8000/released.amp.html#development=1.
  3.  Abre la consola Chrome DevTools y comprueba si hay errores de validación.

Los errores se mostrarán en Developer Console de una forma similar a esta:
Screen grab of AMP Validator errors in chrome developer console

2. Extensiones de AMP para navegadores

Con las extensiones de AMP para navegadores (disponibles para Chrome y Opera), puedes identificar y depurar rápidamente las páginas AMP que no sean válidas. Al examinar tu sitio web, la extensión analizará todas las páginas AMP visitadas y dará una indicación de la validez de cada una de ellas.

Red AMP icon indicating invalid AMP document.
Si una página AMP contiene errores, el icono de la extensión se mostrará de color rojo y se indicará el número de errores detectados.
Green AMP icon indicating valid AMP document.
Si una página AMP no contiene errores, el icono se mostrará de color verde y se indicará el número de advertencias, si es que hay alguna.
Blue AMP icon indicating AMP HTML variant if clicked.
Si la página no es de AMP pero en ella se indica que hay una versión de AMP disponible, el icono se mostrará de color azul con un icono de enlace. Al hacer clic en la extensión, el navegador se redirigirá a la versión de AMP.

Al utilizar las extensiones, podrás ver qué errores o advertencias tiene la página haciendo clic en el icono de extensión. En cada problema se muestra la línea original, la columna original y un mensaje que indica cuál es el problema. Si existe una descripción más detallada, verás el enlace "Más información" que te dirigirá a la página correspondiente de ampproject.org.
screenshot

3. Validador web de AMP

El validador web de AMP, disponible en validator.ampproject.org, proporciona una IU web sencilla para probar la validez de tus páginas AMP.

validator-web-ui

Para utilizar la herramienta, introduce una URL de AMP, o copia y pega el código fuente, y el validador web mostrará mensajes de error entre las líneas. Puedes realizar modificaciones directamente en el validador web. Después, se activará una revalidación que te permitirá saber si los ajustes que has propuesto permiten solucionar el problema.

¿Cuál es tu forma favorita de comprobar el estado de las páginas AMP? Comparte tu opinión en la sección de comentarios que encontrarás a continuación o en la página Google Webmasters de Google+. Como siempre, si tienes preguntas o necesitas ayuda, puedes escribir en nuestro foro de ayuda para webmasters.

Escrito por Tom Taylor, Community Manager de AMP. Publicado por Joan Ortiz, equipo de Calidad de Búsqueda.





from El Blog para Webmasters http://ift.tt/2dw2wP1
via IFTTT

Optimizing for RankBrain... Should We Do It? (Is It Even Possible?) - Whiteboard Friday

Posted by randfish

If you've been stressing over how to optimize your SEO for RankBrain, there's good news: you can't. Not in the traditional sense of the word, at least. Unlike the classic algorithms we're used to, RankBrain is a query interpretation model. It's a horse of a different color, and as such, it requires a different way of thinking than we've had to use in the past. In today's Whiteboard Friday, Rand tackles the question of what RankBrain actually is and whether SEOs should (or can) optimize for it.

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

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat about RankBrain SEO and RankBrain in general. So Google released this algorithm or component of their algorithm a while ago, but there have been questions for a long time about: Can people actually do RankBrain SEO? Is that even a thing? Is it possible to optimize specifically for this RankBrain algorithm?

I'll talk today a little bit about how RankBrain works just so we have a broad overview and we're all on the same page about it. Google has continued to release more and more information through interviews and comments about what the system does. There are some things that potentially shift in our SEO strategies and tactics around it, but I'll show why optimizing for RankBrain is probably the wrong way to frame it.

What does RankBrain actually do?

So what is it that RankBrain actually does? A query comes in to Google. Historically, classically Google would use an algorithm, probably the same algorithm, at least they've said sort of the same algorithm across the board historically to figure out which pages and sites to show. There are a bunch of different ranking inputs, which we've talked about many times here on Whiteboard Friday.

But if you search for this query today, what Google is saying is with RankBrain, they're going to take any query that comes in and RankBrain is essentially going to be a query interpretation model. It's going to look at the words in that query. It's potentially going to look at things possibly like location or personalization or other things. We're not entirely sure whether RankBrain uses those, but it certainly could. It interprets these queries, and then it's going to try and determine the intent behind the query and make the ranking signals that are applied to the results appropriate to that actual query.

So here's what that means. If you search today — I did this search on my mobile device, I did it on my desktop device — for "best Netflix shows" or "best shows on Netflix" or "What are good Netflix shows," "good Netflix shows," "what to watch on Netflix," notice a pattern here? All five of these searches are essentially asking for the very same thing. We might quibble and say "what to watch on Netflix" could be more movie-centric than shows, which could be more TV or episodic series-centric. That's okay. But these five are essentially, " What should I watch on Netflix?"

Now, RankBrain is going to help Google understand that each of these queries, despite the fact that they use slightly different words and phrasing or completely different words, with the exception of Netflix, that they should all be answered by the same content or same kinds of content. That's the part where Google, where RankBrain is determining the searcher intent. Then, Google is going to use RankBrain to basically say, "Now, what signals are right for me, Google, to enhance or to push down for these particular queries?"

Signals

So we're going to be super simplistic, hyper-simplistic and imagine that Google has this realm of just a few signals, and for this particular query or set of queries, any of these, that...

  • Keyword matching is not that important. So minus that, not super important here.
  • Link diversity, neither here nor there.
  • Anchor text, it doesn't matter too much, neither here nor there.
  • Freshness, very, very important.

Why is freshness so important? Well, because Google has seen patterns before, and if you show shows from Netflix that were on the service a year ago, two years ago, three years ago, you are no longer relevant. It doesn't matter if you have lots of good links, lots of diversity, lots of anchor text, lots of great keyword matching. If you are not fresh, you are not showing searchers what they want, and therefore Google doesn't want to display you. In fact, the number one result for all of these was published, I think, six or seven days ago, as of the filming of this Whiteboard Friday. Not particularly surprising, right? Freshness is super important for this query.

  • Domain authority, that is somewhat important. Google doesn't want to get too spammed by low-quality domains even if they are publishing fresh content.
  • Engagement, very, very important signal here. That indicates to Google whether searchers are being satisfied by these particular results.

This is a high-engagement query too. So on low-engagement queries, where people are looking for a very simple, quick answer, you expect engagement not to be that big. But for something in-depth, like "What should I watch on Netflix," you expect people are going to go, they're going to engage with that content significantly. Maybe they're going to watch a trailer or some videos. Maybe they're going to browse through a list of 50 things. High engagement, hopefully.

  • Related topics, Google is definitely looking for the right words and phrases.

If you, for example, are talking about the best shows on Netflix and everyone is talking about how hot — I haven't actually seen it — "Stranger Things" is, which is a TV program on Netflix that is very much in the public eye right now, well, if you don't have that on your best show list, Google probably does not want to display you. So that's an important related topic or a concept or a word vector, whatever it is.

  • Content depth, that's also important here. Google expects a long list, a fairly substantive page of content, not just a short, "Here are 10 items," and no details about them.

As a result of interpreting the query, using these signals in these proportions, these five were basically the top five or six for every single one of those queries. So Google is essentially saying, "Hey, it doesn't matter if you have perfect keyword targeting and tons of link diversity and anchor text. The signals that are more important here are these ones, and we can interpret that all of these queries essentially have the same intent behind them. Therefore, this is who we're going to rank."

So, in essence, RankBrain is helping Google determine what signals to use in the algorithm or how to weight those signals, because there's a ton of signals that they can choose from. RankBrain is helping them weight them, and they're helping them interpret the query and the searcher intent.

How should SEOs respond?

Does that actually change how we do SEO? A little bit. A little bit. What it doesn't do, though, is it does not say there is a specific way to do SEO for RankBrain itself. Because RankBrain is, yes, helping Google select signals and prioritize them, you can't actually optimize for RankBrain itself. You can optimize for these signals, and you might say, "Hey, I know that, in my world, these signals are much more important than these signals," or the reverse. For a lot of commercial, old-school queries, keyword matching and link diversity and anchor text are still very, very important. I'm not discounting those. What I'm saying is you can't do SEO for RankBrain specifically or not in the classic way that we've been trained to do SEO for a particular algorithm. This is kind of different.

That said, there are some ways SEOs should respond.

  1. If you have not already killed the concept, the idea of one keyword, one page, you should kill it now. In fact, you should have killed it a long time ago, because Hummingbird really put this to bed way back in the day. But if you're still doing that, RankBrain does that even more. It's even more saying, "Hey, you know what? Condense all of these. For all of these queries you should not have one URL and another URL and another URL and another URL. You should have one page targeting all of them, targeting all the intents that are like this." When you do your keyword research and your big matrix of keyword-to-content mapping, that's how you should be optimizing there.
  2. It's no longer the case, as it was probably five, six years ago, that one set of fixed inputs no longer governs every single query. Because of this weighting system, some queries are going to demand signals in different proportion to other ones. Sometimes you're going to need fresh content. Sometimes you need very in-depth content. Sometimes you need high engagement. Sometimes you don't. Sometimes you will need tons of links with anchor text. Sometimes you will not. Sometimes you need high authority to rank for something. Sometimes you don't. So that's a different model.
  3. The reputation that you get as a website, a domain earns a reputation around particular types of signals. That could be because you're publishing lots of fresh content or because you get lots of diverse links or because you have very high engagement or you have very low engagement in terms of you answer things very quickly, but you have a lot of diverse information and topics on that, like a Dictionary.com or an Answers.com, somebody like that where it's quick, drive-by visits, you answer the searcher's query and then they're gone. That's a fine model. But you need to match your SEO focus, your brand of the type of SEO and the type of signals that you hit to the queries that you care about most. You should be establishing that over time and building that out.

So RankBrain, yes, it might shift a little bit of our strategic focus, but no, it's not a classic algorithm that we do SEO against, like a Panda or a Penguin. How do I optimize to avoid Panda hitting me? How do I optimize to avoid Penguin hitting me? How do I optimize for Hummingbird so that my keywords match the query intent? Those are very different from RankBrain, which has this interpretation model.

So, with that, I look forward to hearing about your experiences with RankBrain. I look forward to hearing about what you might be changing since RankBrain came out a couple of years ago, and we'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com


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



from Moz Blog http://ift.tt/2dbeB9p
via IFTTT

Thursday, September 29, 2016

How to Build Backlinks Using Your Competitors’ Broken Pages

Posted by TomCaulton

We all know building backlinks is one of the most important aspects of any successful SEO and digital marketing campaign. However, I believe there is an untapped resource out there for link building: finding your competitors' broken pages that have been linked to by external sources.

Allow me to elaborate.

Finding the perfect backlink often takes hours, and it can can take days, weeks, or even longer to acquire. That’s where the link building method I've outlined below comes in. I use it on a regular basis to build relevant backlinks from competitors' 404 pages.

Please note: In this post, I will be using Search Engine Land as an example to make my points.

Ready to dive in? Great, because I'm going to walk you through the entire link building process now.

First, you need to find your competitor(s). This is as easy as searching for the keyword you’re targeting on Google and selecting websites that are above you in the SERPs. Once you have a list of competitors, create a spreadsheet to put all of your competitors on, including their position in the rankings and the date you listed them.

Next, download Screaming Frog SEO Spider [a freemium tool]. This software will allow you to crawl all of your competitors website, revealing all their 404 pages. To do this, simply enter your competitors' URLs in the search bar one at a time, like this:OOskptt.png

Once the crawl is complete, click "Response Codes."

e4LciHG.png

Then, click on the dropdown arrow next to "filter" and select "Client Error 4xx."

HYi6TWa.png

Now you'll be able to see the brand's 404 pages.

Once you've completed the step above, simply press the "Export" button to export all of their 404 pages into a file. Next, import this file into to a spreadsheet in Excel or Google Docs. On this part of the spreadsheet, create tabs called "Trust Flow," "Citation Flow," "Referring Domains," and "External Backlinks."

Now that you’ve imported all of their 404 pages, you need to dissect the images and external links if there are any. A quick way to do this is to highlight the cell block by pressing on the specific cell at the top, then press "Filter" under the "Data" tab.H3YN9BG.pngLook for the drop-down arrow on the first cell of that block. Click the drop-down arrow, and underneath "Filter by values," you will see two links: "Select all" and "Clear."

Press "Clear," like this:

ZERYiSm.pngThis will clear all preset options. Now, type in the URL of the competitor's website in the search box and click "Select all."SKqXxQ2.png

This will filter out all external links and just leave you with their 404 pages. Go through the whole list, highlighting the pages you think you can rewrite.

Now that you have all of your relevant 404 pages in place, run them through Majestic [a paid tool] or Moz’s Open Site Explorer (OSE) [a freemium tool] to see if their 404 pages actually have any external links (which is what we're ultimately looking for). Add the details from Majestic or Moz to the spreadsheet. No matter which tool you use (I use OSE), hit "Request a CSV" for the backlink data. (Import the data into a new tab on your spreadsheet, or create a new spreadsheet altogether if you wish.)

Find relevant backlinks linking to (X’s) website. Once you've found all of the relevant websites, you can either highlight them or remove the ones that aren’t from your spreadsheet.

Please note: It's worth running each of the websites you're potentially going to be reaching out to through Majestic and Moz to find out their citation flow, trust flow, and domain authority (DA). You may only want to go for the highest DA; however, in my opinion, if it's relevant to your niche and will provide useful information, it's worth targeting.

With the 404s and link opportunities in hand, focus on creating content that’s relevant for the brands you hope to earn a link from. Find the contact information for someone at the brand you want the link from. This will usually be clear on their website; but if not, you can use tools such as VoilaNorbert and Email Hunter to get the information you need. Once you have this information, you need to send them an email similar to this one:


Hi [THEIR NAME],

My name is [YOUR NAME], and I carry out the [INSERT JOB ROLE – i.e., MARKETING] at [YOUR COMPANY'S NAME or WEBSITE].

I have just come across your blog post regarding [INSERT THEIR POST TITLE] and when I clicked on one of the links on that post, it happened to go to a 404 page. As you’re probably aware, this is bad for user experience, which is the reason I’m emailing you today.

We recently published an in-depth article regarding the same subject of the broken link you have on your website: [INSERT YOUR POST TITLE].

Here's the link to our article: [URL].

I was wondering if you wouldn’t mind linking to our article instead of the 404 page you’re currently linking to, as our article will provide your readers with a better user experience.

We will be updating this article so we can keep people provided with the very latest information as the industry evolves.

Thank you for reading this email and I look forward to hearing from you.

[YOUR NAME]


Disclaimer: The email example above is just an example and should be tailored to your own style of writing.

In closing, remember to keep detailed notes of the conversations you have with people during outreach, and always follow up with people you connect with.

I hope this tactic helps your SEO efforts in the future. It's certainly helped me find new places to earn links. Not only that, but it gives me new content ideas on a regular basis.

Do you use a similar process to build links? I'd love to hear about it in the comments.


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



from Moz Blog http://ift.tt/2dtkYDe
via IFTTT

Wednesday, September 28, 2016

How a Single Piece of Content Increased Our DA by +7 Points [Case Study]

Posted by sergeystefoglo

Content marketing has been discussed and researched more in the last 5 years than ever before.

Source: Google Trends

There are various kinds of content marketing strategies out there. Blog promotion, infographics, video strategies, and creative content are some. Depending on your goals, some are more effective than others.

At Distilled, we’ve been fortunate enough to work on many creative content pieces with some incredible clients. This article is going to focus on a piece of content that my team and I created for a client. We’ll take a look at both the creation process and the tangible results of the piece we made.

Note: In general, you don’t want to rely on one piece of content for link acquisition. It’s recommended to focus on multiple pieces throughout the year to add link diversity and give your content pieces a good chance to succeed. The following is simply a case study of one piece of content that worked well for my client.


Client backstory: We need links!

Our client is Ginny’s (shoutout to Matt and Cailey). Ginny's is an ecommerce business based in the beautiful state of Wisconsin.

We knew that regardless of how much optimization was done on the site, their lack of incoming links would be a huge barrier to success. This quickly became a topic of discussion for us.

The general rule of thumb: the more linking root domains (LRDs) your site has, the stronger the domain authority should be. And the stronger the linking root domains are, the better it is for your DA. In other words, it’s better to get 1 strong link (DA 80+) than 10 weak links (DA 20-). Kudos if the links are topically relevant to your website/brand.

So, my team and I sat down and started thinking of different ways we could accomplish the task of increasing LRDs and (hopefully) DA for my client.


The process of creating a link-worthy story

Here are the steps my team and I went through for this particular client.

Note: For an extensive look at creating creative content, please see the following articles:

Ideation

The first step in the creative process is ideation, because without great ideas you can’t a have a great piece of content. It’s important to give yourself enough time for ideation. Don’t rush it, and be sure to include various team members with different backgrounds to get as many ideas as possible. Note: stock up on coffee/Red Bull and snacks for this.

Validation

Typically after an ideation session you'll have many potential ideas. It’s important to go through and validate them. When I say "validate," I mean making sure others haven’t already done something similar, or that creating the piece is actually possible (you have access to the right data, etc.)

Note: For more information on researching and validating your creative ideas, read this post titled “Researching Creative Ideas: 10 Dos and Don'ts.”

Pitching

At this point you'll have a handful of ideas that are not only on-brand and interesting, but have great potential in being picked up by various sources. Put together a nice deck and pitch your ideas to the client. The goal is to get your client to pick one (or a few, depending on the budget).

Note: Here’s an awesome write-up on a framework for pitching creative ideas to your clients.

Gathering the data

Once your client signs off on a piece, it’s time to dive into the data! Depending on the piece you're creating, this might look like scraping websites and doing a ton of research to get the right data you need. Take your time on this, as you want to make sure your data is accurate and relevant.

Design

During this part of the process, it’s a great idea to start mocking up some potential designs. If your piece is smaller, this might be a quick and simple task. If you have a data visualization, this will be longer. Typically, it’s a good idea to create 2–3 mockups and give your client some options.

Development

Once your client signs off on a particular design, it’s time to dive into development.

Copy

The actual copy for the piece doesn’t have to happen after the development, but it’s usually a good idea to allow the copywriter to see how much space they have to work with. What you don’t want is for your copywriter to write 500 words when the designer has made space for 100. Communication is key in this process.

Testing

Once the piece is built, it’s important to test it out on various browsers and devices. Ask people to give it a run and try to fix as many errors/bugs as possible.

Promotion

Depending on your timeline, you might want to start promotion sooner than this. The important thing to note is to consider pre-pitching and reaching out to contacts to gauge their interest in the piece as soon as possible. Keep your contacts updated and be sure to give them everything they need for their stories.

Note: For further reference on pitching journalists, please see this post titled, “Beyond the Media List: Pro-Active Prospecting for Pitching Creative Content.”

Launch

It’s time to launch!

Push

On the day the piece launches, be sure that you are reminding journalists, reaching out to contacts, sharing the piece on social media, and making your social campaigns live.

Celebrate

There are a lot of steps to building a creative piece, so don’t underestimate the work that goes into it! After you launch the piece be sure to have a beer, give yourself a pat on the back, or do whatever it is you need to do to celebrate.


Post-ideation: What we came up with

After the process outlined above, our team came up with 50 States of Bacon.

The idea was simple: Everyone likes bacon, but who likes it the most? Ginny’s caters to a lot of people who love deep frying, so this was on-brand. We decided to use Instagram’s (now difficult to access) API to extract 33,742 photos that were tagged with #bacon and located within the USA. To normalize for population distribution and Instagram usage, we also collected 64,640 photos with the tags #food, #breakfast, #lunch, and #dinner.

To make this data more visual, we made it interactive and included some fun facts for each state.


What happened after we launched the piece?

So, what happened after we launched the piece? Let’s dive in.

Here are some of the larger websites 50 States of Bacon got picked up on.

Website

Domain Authority

Other

US News

94

Tweeted from account (115K+)

Mashable

96

Tweeted from account (6.95M+)

AOL Lifestyle

98

Referred 1,200+ visitors

Eater

85

N/A

Daily Dot

85

Tweeted from account (274K+)

Here is what the LRDs and DA looked like before we launched the piece, and then after 4 months of it being live:

Before Launch

4 Months Later

Linking Root Domains 450 600
Domain Authority 29 36

Let’s break this down by metric. Here's a graph of the LRDs over time (we launched the piece at about the start of the uplift).

The domain authority didn’t budge until about 4 months after we launched the piece. We weren’t actively pursuing any other link-based campaigns during this time, so it’s safe to say the creative piece had a lot to do with this boost in DA.

Note: Since DA is refreshed with new pools of data, this observation wouldn’t have been as valid if the DA only moved one or two positions. But, since it moved 7 positions so close to the launch of this piece, I feel like it’s safe to assume the piece contributed greatly.

Does this mean if you do a similar piece that your DA will also increase? No. Does it give us a good example on what can happen? Absolutely.


A note on LRDs, DA, and setting expectations

Setting expectations with clients is hard. That's even more true when you both know that links may be even more important than user engagement with your campaign. To make sure expectations are reasonable, you may want to encourage them to see this campaign as one of many over a long period of time. Then there's less pressure on any individual piece.

So, it’s important to set expectations upfront. I would never tell a client that we can guarantee a certain number of links, or that we guarantee an increase in domain authority.

Instead, we can guarantee a piece of content that is well-built, well-researched, and interesting to their target audience. You can go one step further and guarantee reaching out to X amount of contacts, and you can estimate how many of those contacts will respond with a "yes" or "no."

In fact, you should set goals. How much traffic would you like the piece to bring? What about social shares? What seems like a reasonable amount of LRD’s you could gain from a piece like this? Benchmark where you currently are, and make some reasonable goals.

The point I’m trying to make is that you shouldn’t promise your client a certain amount of links because, frankly, you'd be lying to them. Be upfront about what this looks like and show examples of work you’ve done before, but make sure to set their expectations correctly up front to avoid any conflicts down the road.


Conclusion

There's a lot to be learned from the results of creative campaigns. The goal of this article is to share one piece that I’ve worked on with a client while highlighting some things that I learned/observed along the way. If you'd like to see more campaigns we’ve worked on at Distilled, take a look at our creative roundup for last year.

To wrap things up, here are the key takeaways:

  • Creative pieces take a lot of thought, work, and time. Don’t underestimate the task at hand.
  • Don’t frame the project as only focused on gaining links. Instead, aim for creating a compelling piece of content that is on-brand and has the potential to gain traction.
  • Oftentimes it’s best not to put all your eggs in one basket. Plan multiple pieces throughout the year.
  • If your research is right and you pitch the piece to the correct people, this is a strategy that can gain your domain some very strong LRDs. In this particular case, 110 linking root domains (and counting).
  • …But those links won’t come easy. You need to pre-pitch, remind, and re-pitch your contacts. There are many great pieces of content being published daily; you need to be proactive about ensuring your spots online.
  • There are other benefits to doing pieces like this aside from links. Social shares, brand awareness, and referral traffic are some other metrics to look at.
  • It is possible to increase your DA by doing a piece like this, but it takes time. Be patient, and continue doing great work in the meantime.

Other thoughts

  • There are some arguments to be made that a piece of content like this only has spikes and doesn’t do any good for a brand. I don’t believe this to be true. The way I see it, if a piece is too evergreen, it might not gain as many strong links. At the same time, if a piece is completely left-field and doesn’t fit with the brand, the links might not be as impactful. I think there's a fine line here; it should be up to your best judgment on the pieces you should create.
  • This piece could potentially be updated every year to gain more links or traction (although it would be a lot more difficult with Instagram drastically limiting their API).
  • It’s possible that this piece didn’t have a direct impact on DA, but because there were no other link acquisition strategies during the 4 months, we can safely assume the two are correlated.
  • There's an argument to be made that jumping from the 20s to the 30s is much easier than from 40s to 50s when you’re speaking of DA. We know that it gets more difficult to increase DA as it gets higher, so do keep that in mind.

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



from Moz Blog http://ift.tt/2cK9Tzr
via IFTTT