6 Local Search Marketing DIY Tips for the Crafting Industry

Posted by MiriamEllis

Think crafting is kids’ stuff? Think again. The owners of quilting, yarn, bead, fabric, woodworking, art supply, stationers, edible arts, and related shops know that:

• The crafting industry generated $44 billion in 2016 in the US alone.
• 63% of American households engage in at least one crafting project annually, while more than one in four participate in 5+ per year.
• The top three craft store chains in the country (Michaels, JOANN, Hobby Lobby) operate nearly 3,000 locations, just among themselves.
• There are an estimated 3,200 US storefronts devoted to quilting alone. Thousands more vend everything from the stuff of ancient arts (knitting, with a 1,000-year history) to the trendy and new (unicorn slime, which, yes, is really a thing).

Our local search marketing industry has devoted abundant time to advising major local business categories over the past couple of decades, but crafting is one substantial retail niche we may have overlooked. I’d like to rectify this today.

I feel personally inspired by craft store owners. Over the years, I’ve learned to sew, quilt, embroider, crochet, knit, and bead, and before I became a local search marketer, I was a working fine artist. I even drafted a sewing pattern once that was featured in a crafting magazine. Through my own exploration of arts and crafts, I’ve come to know so many independent business owners in this industry, and have marketed several of them. These are gutsy people who take risks, work extremely hard for their living, and often zestfully embrace any education they can access about marketing.

Today, I’m offering my six best marketing tips for craft retailers for a more successful and profitable 2020.

First, a quick definition of local search marketing

Your store is your location. Your market is made up of all of your customers’ locations. Anything you do to promote your location to the market you serve is considered local search marketing. Your market could be your neighborhood, your city, or a larger local region. Local search marketing can include both offline efforts, like hanging eye-catching signage or getting mentioned in local print news, and online efforts, like having a website, building listings on local business listing platforms, and managing customer reviews.

Whatever you do to increase local awareness about your location, interact online with customers, bring them through your front door, serve them in-store, and follow up with them afterwards in an ongoing relationship counts. You’re already doing some of this, and in the words of Martha Stewart, “It’s a good thing.” But with a little more attention and intention, these six tips can craft even greater success for your business:

1. Take a page from my Google scrapbook

To engage in local search marketing is to engage with Google. Since they first started mapping out communities and businesses in 2004, the search engine giant has come to dominate the online local scene. There are other important online platforms, but to be in front of the maximum number of potential customers and to compete for rankings in Google’s local search results, your crafting business needs to:

1. Read the Guidelines for representing your business on Google and follow them to the letter. This set of rules tells you what you can and can’t do in the Google My Business product. Listing your business incorrectly or violating the guidelines in any way can result in listing suspension and other negative outcomes.
2. Create your free Google My Business listing once you’ve read the guidelines. Here’s Moz’s cheat sheet to all of the different fields and features you can fill out in your listing. Fill out as many fields as you possibly can and then Google will take you through the steps of verifying your listing.
3. Reckon with Google’s power. As our scrapbook says, Google owns your Google My Business listing, but you can take a lot of control over some of its contents. Even once you’ve verified your listing, it’s still open to suggested edits from the public, questions, reviews, user-uploaded photos and other activities. Main takeaway: your GMB listing is not a one-and-done project. It’s an interactive platform that you will be monitoring and managing from here on out.

2. Weave a strong web presence

Your Google My Business listing will likely be the biggest driver of traffic to your craft store, but you’ll want to cast your online net beyond this. Once you feel confident about the completeness and ongoing management of your GMB listing, there are 4 other strands of Internet activity for you to take firm hold of:

Your website

At bare minimum, your website should feature:

• Your complete and accurate name, address, phone number, email, and fax number
• Clear written driving directions to your place of business from all points of entry
• A good text description of everything you sell and offer
• An up-to-date list of all upcoming classes and events
• Some high-quality photos of your storefront and merchandise

A more sophisticated website can also feature:

• Articles and blog posts
• Full inventory, including e-commerce shopping
• Customer reviews and testimonials
• Online classes, webinars and video tutorials
• Customer-generated content, including photos, forums, etc.

The investment you make in your website should be based on how much you need to do to create a web presence that surpasses your local competitors. Depending on where your store is located, you may need only a modest site, or may need to go further to rank highly in Google’s search engine results and win the maximum number of customers.

Your other local listings

Beyond Google, your business listings on other online platforms like Yelp, Facebook, Bing, Apple Maps, Factual, Foursquare, and Infogroup can ensure that customers are encountering your business across a wide variety of sites and apps. Listings in these local business information indexes are sometimes referred to as “structured citations” and you have two main choices for building and maintaining them:

• You can manually build a listing on each important platform and check back on it regularly to manage your reviews and other content on it, as well as to ensure that the basic contact info hasn’t been changed by the platform or the public in any way.
• You can invest in local listings management software like Moz Local, which automates creation of these listings and gives you a simple dashboard that helps you respond to reviews, post new content, and be alerted to any emerging inaccuracies across key listing platforms, all in one place. This option can be a major time saver and deliver welcome peace of mind.

Structured citation management is critical to any local business for two key reasons. Firstly, it can be a source of valuable consumer discovery and new customers for your shop. Secondly, it ensures you aren’t losing customers to frustrating misinformation. One recent survey found that 22% of customers ended up at the wrong location of a business because online information about it was incorrect, and that 80% of them lost trust in the company when encountering such misinformation. Brick-and-mortar stores can’t afford to inconvenience or lose a single customer, and that’s why managing all your listings for accuracy is worth the investment of time/money.

Your unstructured citations

As we’ve just covered, a formal listing on a local business platform is called a “structured citation.” Unstructured citations, by contrast, are mentions of your business on any type of website: local online news, industry publications, a crafter’s blog, and lists of local attractions all count.

Anywhere your business can get mentioned on a relevant online publication can help customers discover you. And if trusted, authoritative websites link to yours when they mention your business, those links can directly improve your search engine rankings.

If you’re serving a market with little local competition, you may not need to invest a ton of time in seeking out unstructured citation opportunities. But if a nearby competitor is outranking you and you need to get ahead, earning high-quality mentions and links can be the best recipe for surpassing them. All of the following can be excellent sources of unstructured citations:

• Sponsoring or participating in local events, organizations, teams, and causes
• Hosting newsworthy happenings that get written up by local journalists
• Holding contests and challenges that earn public mention
• Joining local business organizations
• Cross promoting with related local businesses
• Getting featured/interviewed by online crafting magazines, fora, blogs, and videos

Read The Guide to Building Linked Unstructured Citations for Local SEO for more information.

Your social media presence

YouTube, Instagram, Pinterest, Facebook, Twitter, crafting forums...choices abound! How much time and where you invest in social media should be determined by two things:

• What your local competition is doing
• Where your potential customers spend social time

If your shop is literally the only game in town, you may not need to win at social to win business, but if you have multiple competitors, strategic social media investments can set you apart as the most helpful, most popular local option.

In your social efforts, emphasize sharing, showing and telling — not just selling. If you keep this basic principle in mind, the DIY revolution is at your fingertips, waiting to be engaged. One thing I’ve learned about crafters is that they will travel. Quilting retreats, knitting tours, and major craft expos prove this.

If you or a staff member happen to create one of the most-viewed videos on YouTube for the three-needle bind off or crafting felt succulents, it could inspire travelers to put your shop on their bucket list. One of my favorite knitters in the world films the English/Swedish language Kammebornia podcast which is so idyllic, it would certainly inspire me to visit the island of Gotland if I were ever anywhere nearby. Think what you can do via social media to make your shop an aspirational destination for even non-local customers.

3. Abandon fear of ripping out mistakes (and negative reviews)

As the old adage goes, “Good knitters are good rippers.” When you drop a stitch in an important project, you have to know how to see it, patiently rip out stitches back to it, and correct the mistake as skillfully as you can. This exact same technique applies to managing the reviews customers leave you online. When your business “drops the ball” for a customer and disappoints them, you can often go back and correct the error.

Reviews = your business’ reputation. It’s as simple (and maybe scary) as that. Consider these statistics about the power of local business reviews:

• 87% of consumers read local business reviews (BrightLocal)
• 27% of people who look for local information are actually seeking reviews about a particular store. (Streetfight Mag)
• 30% of consumers say seeing business owners’ responses to reviews are key to them judging the company. (BrightLocal)
• 73.8 percent of customers are either likely or extremely likely to continue doing business with a brand that resolves their complaints. (GatherUp)

To be competitive, your craft store must earn reviews. Many business owners feel apprehensive about negative reviews, but the good news is:

• You can “rip out” some negative reviews simply by responding well to them. The owner response function actually makes reviews conversational, and a customer you’ve made things right with can edit their initial review to a more positive one.
• Most consumers expect a business to receive some negative reviews. Multiple surveys find that a perfect 5 star rating can look suspicious to shoppers.
• If you continuously monitor reviews, either manually or via convenient software like Moz Local that alerts you to incoming reviews, there is little to fear, because customers are more forgiving than you might have thought.

For a complete tutorial, read How to Get a Customer to Edit Their Negative Review. And be sure you are always doing what’s necessary to earn positive reviews by delivering excellent customer service, keeping your online listings accurate, and proactively asking customers to review you on Google and other eligible platforms.

4. Craft what online can’t — 5 senses engagement

Consider these three telling statistics:

• Over half of consumers prefer to shop in-store to interact with products. (Local Search Association)
• 80% of U.S. disposable income is spent within 20 miles of home (Access Development)
• By 2021, mobile devices alone will influence $1.4 trillion in local sales. (Forrester)

There may be no retailer left in American who hasn’t felt the Amazon effect, but as a craft shop owner, you have an amazing advantage so many other industries lack. Crafters want to touch textiles and fibers before buying, to hold fabrics up to their faces, to see true colors, and handle highly tactile merchandise like beads and wood. When it comes to fulfilling the five senses, online shopping is miles behind what you can provide face-to-face.

And it’s not just customers’ desire to interact with products that sets you apart — it’s their desire to interact with experts. As pattern designer Amy Barickman of Indygo Junction perfectly sums it up:

“To survive and thrive, brick-and-mortar stores must now provide experiences that cannot be replicated online.”

The expertise of your staff, the classes you hold, and tie-in services you offer, the sensory appeal of your storefront, the time you take to build relationships with customers all contribute to creating valued interactions which the Internet just can’t replace.

This advantage ties in deeply with the quality of your staff hiring and training practices. One respected survey found that 57% of customer complaints stem from employee behavior and poor service. Specifically in the crafting industry, staff who are expert with the materials being sold are worth their weight in gold. Be prepared to assist both seasoned crafters and the new generations of customers who are just now embracing the creative industries.

Play to your strengths. In every way that you market your business, emphasize hands-on experiences to draw people off their computers and into your store. In every ad you run, blog post you write, phone call you answer, listing you build, invite people to come in to engage all five senses at your place of business. Soft lighting and music, a tea kiosk, fragrant fresh flowers, some comfy chairs, and plenty of tactile merchandise are all within your reach, making shopping a pleasure which customers will want to enjoy again and again.

5. Learn to read your competitors’ patterns

Need to know: there are no #1 rankings on Google. Google customizes the search engine results they show to each person, based on where that person is physically located at the time they look something up on their phone or computer. You can walk or drive around your city, performing the identical search, and watch the rankings change in the:

Local Packs

Maps

Organic results

If you’re doing business in an area with few competitors, you may only need to be aware of one or two other companies. But when competition is more dense and diverse, or you operate multiple locations, the need for competitive analysis can grow exponentially. And for each potential customer, the set of businesses you’re competing with changes, based on that customer’s location. 

How can you visualize and strategize for this? You have two options:

1. If competition is quite low, you can manually find your true local competitors with this tutorial. It includes a free spreadsheet for helping you figure out which businesses are ranking for your most desired searches for the customers nearest you. This is a basic, doable approach for very small businesses.
2. If your environment is competitive or you are marketing a large, enterprise craft store brand, you can automate analysis with software. Local Market Analytics from Moz, for example, is designed to do all the work of finding true competitors for you. This groundbreaking product multi-samples searchers’ locations and helps you analyze your strongest and weakest markets. Currently, Local Market Analytics focuses on organic results, and it will soon include data on local pack results, too.

Once you’ve completed this first task, you have one more step ahead if you find that some of your competitors are outranking you. You’ll want to stack up your metrics against theirs to analyze why they are surpassing you. Good news: we’ve got another tutorial and free spreadsheet for this project! What emerges from the work is a pattern of strengths and weaknesses that signal why Google is ranking some businesses ahead of others.

Knowing who your competitors are and gathering metrics about why they may be outranking you is what empowers you to create a winning local search marketing strategy. Whether you find you need more reviews, a stronger website, or some other improvement, you’ll be working from data instead of making random guesses about how to grow your business.

6. Open your grab bag

Every craft store and craft fair has its grab bags, and who can resist them? I’d like to close out this article by spilling a trove of marketing goodies into your hands. Sort through them and see if there’s a fresh idea in here that could really work for your business to take it to the next level.

• Be more! This year, Michaels has partnered with UPS at 1,100 locations in a convenience experiment. You run a craft store, but could it be more? Is there something lacking in your local market that your shop could double as? A meeting house, a lending library, an adult classroom, a tea shop, a Wi-Fi spot, a holiday boutique, a place for live music?
• Tie in! Your quilt shop can support apparel sewers with a few extra solids, textiles, and some fun patterns. Your yarn shop can find a nook for needle arts. Your woodshop could offer wooden needles for knitting and crochet, wooden hoops for embroidery, wood buttons, stamps, and a variety of wood boxes for crafters. You may sell everything needed for beading jewelry, but do you have the necessary supplies to bead clothing? Crafters are hungry for local resources for every kind of project, especially in rural areas, suburbs, and other communities where there are few businesses.
• Teach! There are so many arts and crafts that are incredibly challenging to learn without being shown, face-to-face. Not everyone is lucky enough to have a grandparent or parent to demo exactly how you do a long tail cast on or master the dovetail joint. If you want to sell merchandise, show how to use it. Look at JOANN, which just unveiled its new concept store in Columbus, Ohio, centered on a “Creators Studio”. One independent fabric shop near me devotes half its floorspace to classes for children — the next generation of customers!
• Email! Don’t make the mistake of thinking email is old school. Statistics say that 47% of marketers point to email marketing as delivering the highest ROI and 69% of consumers prefer to receive local business communications via email. If you’re one of the 50% of small business owners who hasn’t yet taken the leap of creating an email newsletter, do it!
• Survey! Don’t guess what to stock or how to do business. Directly ask your customers via email, social media, and in-store surveys what they really want. I’ve seen businesses abandon scented products because they found they were deterring migraine-prone shoppers. I’ve seen others implement special ordering services to source hard-to-access items in-store instead of letting consumer drift away to the online world. Giving the customer what they want is the absolute key to your store’s success.
• Go green! Whether it’s powering your shop with solar, supporting upcycling crafts, or stocking organic and sustainable inventory, embrace and promote every green practice you can engage in. Numerous studies cite the younger generations as being particularly defined by responsible consumption. Demonstrate solidarity with their aspirations in the way you operate and market.

Doers, makers, creators, crafters, artisans, artists… your business exists to support their drive to embellish personal and public life. When you need to grow your business, you’ll be drawing from the same source of inspiration that all creative people do: the ability to imagine, to envision a plan, to color outside the lines, to gather the materials you need to make something great.

Local search marketing is a template for ensuring that your business is ready to serve every crafter at every stage of their journey, from the first spark of an idea, to discovery of local resources, to transaction, and beyond. I hope you’ll take the template I’ve sketched out for you today and make it your own for a truly rewarding 2020.

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 https://moz.com/blog/local-seo-crafting-industry
via IFTTT

Los eventos integrados en la Búsqueda de Google llegan a España y Alema

Los usuarios siempre están buscando cosas que hacer. Hoy presentamos la experiencia de eventos en la Búsqueda de Google, que ofrece a los usuarios de España y Alemania nuevas formas de descubrir eventos en dispositivos móviles y ordenadores. Con ello, se extiende a otros países esta función, que ya estaba disponible en Estados Unidos, el Reino Unido y Latinoamérica. Ahora, cuando hagas búsquedas como "eventos cerca de mí" o "conciertos" en tu móvil, podrás consultar una lista con eventos proporcionados por distintos sitios web colaboradores. De este modo, tendrás directamente en la Búsqueda información útil sobre cada evento, así como enlaces a los sitios web para obtener más información y comprar entradas. También presentamos una nueva experiencia de recomendaciones para ayudar a los usuarios a descubrir eventos que se correspondan con sus intereses.

La experiencia de eventos destaca dónde pueden consultar más información sobre un evento los usuarios o dónde pueden comprar entradas y, de este modo, les anima a visitar tu sitio web.

Cómo conseguir que tus eventos se muestren en Google

Hay tres formas de hacer que tus eventos puedan aparecer en Google:

• Si utilizas un sitio web de terceros para publicar eventos:
• Comprueba si el sitio web donde publicas eventos ya participa en la experiencia de búsqueda de eventos en Google.
• Si tu proveedor de eventos está integradoen Google, puedes seguir publicando tus eventos en ese sitio web de terceros. No hace falta que sigas leyendo.
• Si utilizas un CMS y no puedes editarno tienes acceso a tu código HTML:
• Ponte en contacto con tu CMS para saber si hay un complemento que pueda añadir datos estructurados a tu sitio web.
• También puedes utilizar el Marcador de datos para que Google conozca tus eventos sin editar el código HTML de tu sitio web.
• Si no tienes problemas para editar el código HTML:
• Si solo tienes unos cuantos eventos en tu sitio web, puedes usar el Marcador de datos.
• Utiliza los datos estructurados para integrarte directamente en Google. Tendrás que editar el código HTML de las páginas de eventos. Consulta cómo integrarte en la experiencia de eventos en Google.

Prácticas recomendadas para utilizar datos estructurados

Te recomendamos que compruebes que tus etiquetas cumplan exactamente el esquema de eventos pertinente y los atributos recomendados que se detallan en las directrices para desarrolladores. Por ejemplo, utiliza el campo de descripción para describir el evento con mayor detalle y así evitar tener que repetir atributos como el título del evento, la fecha o la ubicación, o poner énfasis en otras funciones del sitio web.

También puedes utilizar la herramienta de pruebas de resultados enriquecidos para verificar que los campos de tus etiquetas sean correctos.

Herramientas adicionales para ayudarte a verificar tus etiquetas y supervisar tus eventos

Search Console te muestra las impresiones y otras métricas clave de tus eventos, y te ayuda a monitorizar el rendimiento a lo largo del tiempo. También puedes controlar los problemas relacionados con las etiquetas de eventos para poder identificarlos y solucionarlos más fácilmente utilizando las siguientes herramientas de Google:

• Utiliza el informe de rendimiento de Search Console para mostrar los datos de la vista de lista o de detalles de eventos correspondientes a un evento determinado que aparece en los resultados de la Búsqueda. Puedes obtener estos resultados automáticamente con la API de Search Console.
• Utiliza el informe de estado de resultados enriquecidos de Search Console para saber qué pudo leer Google y qué no de tu sitio web, y para solucionar errores relacionados con los resultados enriquecidos.

Si tienes alguna duda, ponte en contacto con nosotros en el foro de ayuda del Centro para webmasters.

Publicado por Emily Fifer, directora de producto

from El Blog para Webmasters http://webmaster-es.googleblog.com/2019/12/events-launching-germany-spain.html
via IFTTT

‘Tis the Season for Reporting (And a New Mini Guide)

Posted by Roger-MozBot

How is it already reporting season again? Time to generate those dreaded end-of-year SEO reports that take hours to create and mere seconds for your client to skim through and toss to the side. We’ve all been there. But here's the thing: it’s absolutely necessary! Not only for you and your team to track progress, but to prove value to your clients as well.

Reporting for SEO can feel like a time-black-hole. You have an infinite amount of data that you have to sort through and piece together to tell a story. You know that you saw something, somewhere at some point that proved a strategy worked, but of course, now that you need it you can’t find it and now you’ve been looking for it for an hour and you just want to get back to the SEO part of your job.

What if we told you we could help you create reports that matter to your team and your clients in less time with better output? Today we launched our newest brainchild, the Mini Guide to SEO Reporting, our free guide to help you create the most effective SEO reports for your business.

Give it a read!

Okay, so maybe it's not the MOST mini mini-guide that ever did mini. But in comparison to the Beginner's Guide to SEO, it's definitely a munchkin! We like to think it's chock full of easy-to-read chapters and plenty of actionable-insights, a few of which we’d like to share with you now.

1. More data, more problems

The idea for the mini guide was born after we noticed a trend in SEO reporting — they're often cobbled together and extremely time intensive. Many SEOs rely on multiple platforms to gather all of the data needed to make recommendations and track progress. So, when they want to report back to their clients, they have to go to all of the different platforms to collect the necessary data. This makes everything ten times more complicated because many of the platforms use differing jargon and have different data exporting processes, and when it comes time to piece it all together, it’s extremely difficult to maintain a consistent tone or a clear story to follow.

That leads us right into the first actionable insight: your reports need to be KonMaried. Well, kind of. In reporting, you can’t quite ask if a data point brings you joy, but you can ask if a data point is meaningful. You need to ask yourself, your team, and most importantly your client which data points are meaningful to your SEO campaign. Once you nail down the must-haves, stick to them! You can always reassess later, but filling up your report with irrelevant data makes it less appealing to the client and easier for them to gloss over. Plus, narrowing down some of the data you have to report on will allow you to spend more time on SEO and less time on reporting.

To get the conversation started with your client, we created a downloadable one sheet with thirty must-ask questions about reporting.

2. The TL;DR report

We know that most people who get their hands on our reports don’t read them front to back, but we want to make sure that they get all of the important insights — that’s where the TLDR, or wins/losses, report comes in.

In the mini guide, we recommend an “at-a-glance” type report that is simply a bullet list of insights like:

• What goals were met
• What goals weren’t meant
• Any discrepancies that need to be considered while reading the rest of the report
• One-sentence explanations of the most important findings for the reporting period

This easy to read format will ensure that all of the information you need to get across, gets across. You can think of this section as a summary or a table of contents. The rest of the report will simply go over the data that backs the claims you make in the TLDR report.

A very important note to be made here is that there will be losses, and you need to be upfront about that with your clients. Don’t fudge the data because that will set you up for an inevitable break in your relationship with the client (maybe bring fudge with the data instead — a client with chocolate is a happy client). It's much better to be transparent about the strategies that are simply not working or the goals that aren’t being met.

Likewise, if you are having trouble with setting or achieving goals, we also go through a step-by-step process on goal setting for clients. It takes into account everything from the client’s SWOT and competitive analyses to what it means to create a SMART goal.

3. Simplify the complex

Keeping things easy-breezy when reporting is especially tough when it comes to technical SEO. Though technical SEO is extremely important, it can seem rather bland to clients (especially when they are not up to scuff on the terminology). In the mini guide, we go through some of the ways you can simplify and improve the reporting you do on technical SEO.

First things first: you need to make sure your clients know what you're talking about, so use their language! It may be slightly different for each client, but having this foundation set is critical for keeping clients engaged and eager about the improvements you are making.

Once the foundation is set, we suggest covering what you’ve done and what you’re planning on doing in context of their respective impacts. When listing these action items, be sure to explain the benefits that can be expected. Just because someone understands what a meta description is doesn’t mean they’re going to understand than an optimized meta description can increase click-through rates. Some of the things you do in a reporting period may be expected or something you’re checking off of a list, but other things may be the result of running into an unforeseen issue — be sure to address both! This helps to establish trust and show your client that you're staying on top of their SEO, even if they aren’t 100% sure what to expect.

Give it a read

That’s it, no more spoilers. To get the rest of the juicy details you're going to have to read it for yourself!

See how mini this guide really is

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 https://moz.com/blog/new-mini-guide-seo-reporting
via IFTTT

Lanzando un nuevo Centro de Editores de Noticias

Hoy estamos anunciando el lanzamiento de un nuevo Centro de Editores para ayudar a los publishers a manejar cómo se ven sus contenidos en los distintos productos de Google. El nuevo Centro de Editores une dos herramientas preexistentes: Producer y el Centro de Editores de Google Noticias, mejorando su funcionalidad y la experiencia de usuario.
Las nuevas características del Centro de Editores incluyen una manera más simple de manejar la identidad de tu publicación, como por ejemplo la posibilidad de incluir versiones de logos claras y oscuras. También ofrece una organización más simple que permite a quienes administran múltiples publicaciones alternar entre ellas e incluye configuraciones de permisos mejoradas para facilitar la colaboración entre colegas. Además, para configurar secciones en Google Noticias los editores ahora pueden apuntar a las URL de las secciones de sus sitios web en lugar de a los feeds RSS. El contenido para Noticias ahora vendrá directo desde la web, tal como lo hace para los resultados de búsqueda.
El Centro de Editores se lanza hoy en los cuatro idiomas de las herramientas previas (inglés, español, francés y alemán) y se extenderá pronto a nuevos idiomas. Puedes obtener más información aquí.

from El Blog para Webmasters http://webmaster-es.googleblog.com/2019/12/google-publisher-center.html
via IFTTT

Becoming an Industry Thought Leader: Advanced Techniques for Finding the Best Places to Pitch Guest Posts

Posted by KristinTynski

If you’re involved in any kind of digital PR — or pitching content to writers to expand your brand awareness and build strong links — then you know how hard it can be to find a good home for your content.

I’m about to share the process you can use to identify the best, highest ROI publishers for building consistent, mutually beneficial guest posting relationships with.

This knowledge has been invaluable in understanding which publications have the best reach and authority to other known vertical/niche experts, allowing you to share your own authority within these readership communities.

Before we get started, there’s a caveat: If you aren’t willing to develop true thought leadership, this process won’t work for you. The prerequisite for success here is having a piece of content that is new, newsworthy, and most likely data-driven.

Now let’s get to the good stuff.

Not all publications are equal

Guest posting can increase awareness of your brand, create link authority, and ultimately generate qualified leads. However, that only happens if you pick publishers that have:

• The trust of your target audience.
• Topical relevance and authority.
• Sufficiently large penetration in readership amongst existing authorities in your niche/vertical.

A big trap many fall into is not properly prioritizing their guest posting strategy along these three important metrics.

To put this strategy into context, I’ll provide a detailed methodology for understanding the “thought leadership” space of two different verticals. I’ll also include actionable tips for developing a prioritized list of targets for winning guest spots or columns with your killer content.

It all starts with BuzzSumo

We use BuzzSumo data as the starting point for developing these interactive elements. For this piece, the focus will be on looking at data pulled from their Influencer and Shared Links APIs.

Let’s begin by looking at the data we’re after in the regular user interface. On the Influencers tab, we start by selecting a keyword most representative of the overall niche/industry/vertical we want to understand. We’ll start with “SEO.”

The list of influencers here should already be sorted, but feel free to narrow it down by applying filters. I recommend making sure your final list has 250-500 influencers as a minimum to be comprehensive.

Next, and most importantly, we want to get the links’ shared data for each of these influencers. This will be the data we use to build our network visualizations to truly understand the publishers in the space that are likely to be the highest ROI places for guest posting.

Below you can see the visual readout for one influencer.

Note the distribution of websites Gianluca Fiorelli (@gfiorelli1) most often links to on Twitter. These sites (and their percentages) will be the data we use for our visualization.

Pulling our data programmatically

Thankfully, BuzzSumo has an excellent and intuitive API, so it’s relatively easy to pull and aggregate all of the data we need. I’ve included a link to my script in Github for those who would like to do it themselves.

In general, it does the following:

• Generates the first page of influencers for the given keyword, which is about 50. You can either update the script to iterate through pages or just update the page number it pulls from within the script and concatenate the output files after the fact.
• For each influencer, it makes another API call and gets all of the aggregated Top Domains shared data for each influencer, which is the same as the data you see in the above pie chart visualization.
• Aggregates all the data and exports to a CSV.

Learning from the data

Once we have our data in the format Gephi prefers for network visualizations (sample edge file), we are ready to start exploring. Let’s start with our data from the “SEO” search, for which I pulled the domain sharing data for the top 400 influencers.

A few notes:

• The circles are called nodes. All black nodes are the influencer’s Twitter accounts. All other colored nodes are the websites.
• The size of the nodes is based on Page Rank. This isn’t the Google Page Rank number, but instead the Page Rank within this graph alone. The larger the node, the more authoritative (and popular) that website is within the entire graph.
• The colors of the nodes are based on a modularity algorithm in Gephi. Nodes with similar link graphs typically have the same color.

What can we learn from the SEO influencer graph?

Well, the graph is relatively evenly distributed and cohesive. This indicates that the websites and blogs that are shared most frequently are well known by the entire community.

Additionally, there are a few examples of clusters outside the primary cluster (the middle of the graph). For instance, we see a Local SEO cluster at the 10 p.m. position on the left hand side. We can also see a National Press cluster at the 6-7 p.m. position on the bottom and a French Language cluster at the 1-2 p.m. position at the top right.

Ultimately, Moz, Search Engine Journal, Search Engine Roundtable, Search Engine Land are great bets when developing and fostering guest posting relationships.

Note that part of the complication with this data has to do with publishing volume. The three largest nodes are also some of the most prolific, meaning there are more overall chances for articles to earn Tweets and other social media mentions from industry influencers. You could refining of the data further by normalizing each site by content publishing volume to find publishers who publish much less frequently and still enjoy disproportionate visibility within the industry.

Webmasters.Googleblog.com is a good example of this. They publish 3 to 4 times per month, and yet because of their influence in the industry, they’re still one of the largest and most central nodes. Of course, this makes sense given it is the only public voice of Google for our industry.

Another important thing to notice is the prominence of both YouTube and SlideShare. If you haven’t yet realized the importance and reach of these platforms, perhaps this is the proof you need. Video content and slide decks are highly shared in the SEO community by top influencers.

Differences between SEO and content marketing influencer graphs

What can we learn from the Content Marketing influencer graph?

For starters, it looks somewhat different overall from the SEO influencer graph; it’s much less cohesive and seems to have many more separate clusters. This could indicate that the content publishing sphere for content marketing is perhaps less mature, with more fragmentation and fewer central sources for consuming content marketing related content. It could also be that content marketing is descriptive of more than SEO and that different clusters are publishers that focus more on one type of content marketing vs. another (similar to what we saw with the local SEO cluster in the previous example).

Instead of 3 to 5 similarly sized market leaders, here we see one behemoth, Content Marketing Institute, a testament to both the authority of that brand and the massive amount of content they publish.

We can also see several specific clusters. For instance, the “SEO blogs” cluster in blue at the 8-9 p.m. position and the more general marketing blogs like Hubspot, MarketingProfs, and Social Media Examiner in green and mauve at the 4-5 p.m. position.

The general business top-tier press sites appear quite influential in this space as well, including Forbes, Entrepreneur, Adweek, Tech Crunch, Business Insider, Inc., which we didn’t see as much in the SEO example.

YouTube, again, is extremely important, even more so than in the SEO example.

Is it worth it?

If you’re already deep in an industry, the visualization results of this process are unlikely to shock you. As someone who’s been in the SEO/content marketing industry for 10 years, the graphs are roughly what I expected, but there certainly were some surprises.

This process will be most valuable to you when you are new to an industry or are working within a new vertical or niche. Using the python code I linked and BuzzSumo’s fantastic API and data offers the opportunity to gain a deep visual understanding of the favorite places of industry thought leaders. This knowledge acts as a basis for strategic planning toward identifying top publishers with your own guest content.

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 https://moz.com/blog/advanced-techniques-to-pitch-guest-posts
via IFTTT

The Local Algorithm: Relevance, Proximity, and Prominence

Posted by MaryBowling

How does Google decide what goes into the local pack? It doesn't have to be a black box — there's logic behind the order. In this week's Whiteboard Friday, renowned local SEO expert Mary Bowling lays out the three factors that drive Google's local algorithm and local rankings in a simple and concise way anyone can understand.

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

Video Transcription

Hi, Moz fans. This is Mary Bowling from Ignitor Digital, and today I want to talk to you about the local algorithm. I'd like to make this as simple as possible for people to understand, because I think it's a very confusing thing for a lot of SEOs who don't do this every day.

The local algorithm has always been based on relevance, prominence, and proximity. 

1. Relevance

For relevance, what the algorithm is asking is, "Does this business do or sell or have the attributes that the searcher is looking for?" That's pretty simple. So that gives us all these businesses over here that might be relevant. For prominence, the algorithm is asking, "Which businesses are the most popular and the most well regarded in their local market area?"

2. Proximity

For proximity, the question really is, "Is the business close enough to the searcher to be considered to be a good answer for this query?" This is what trips people up. This is what really defines the local algorithm — proximity. So I'm going to try to explain that in very simple terms here today.

Let's say we have a searcher in a particular location, and she's really hungry today and she wants some egg rolls. So her query is egg rolls. If she were to ask for egg rolls near me, these businesses are the ones that the algorithm would favor.

3. Prominence

They are the closest to her, and Google would rank them most likely by their prominence. If she were to ask for something in a particular place, let's say this is a downtown area and she asked for egg rolls downtown because she didn't want to be away from work too long, then the algorithm is actually going to favor the businesses that sell egg rolls in the downtown area even though that's further away from where the searcher is.

If she were to ask for egg rolls open now, there might be a business here and a business here and a business here that are open now, and they would be the ones that the algorithm would consider. So relevance is kicking in on the query. If she were to ask for the cheapest egg rolls, that might be here and here.

If she were to ask for the best egg rolls, that might be very, very far away, or it could be a combination of all kinds of locations. So you really need to think of proximity as a fluid thing. It's like a rubber band, and depending on... 

• the query, 
• the searcher's location, 
• the relevance to the query, 
• and the prominence of the business 

....is what Google is going to show in that local pack.

I hope that makes it much clearer to those of you who haven't understood the Local Algorithm. If you have some comments or suggestions, please make them below and thanks for listening.

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 https://moz.com/blog/local-algorithm-relevance-proximity-and-prominence
via IFTTT

Convince Your Boss to Send You to MozCon 2020 (Plus Bonus Letter Template!)

Posted by cheryldraper

It’s that time of year again. Professional development budgets are being distributed and you're daydreaming of Roger hugs and fist bumps. Well, this is a call to arms! It's time to get down to business and convince your boss that you HAVE to go to MozCon 2020.

You're already well acquainted with the benefits of MozCon. Maybe you're a MozCon alumnus. You may have lurked the hashtag once or twice for inside tips and you’ve likely followed the work of some of the speakers for a while. But how are you going to relay that to your boss in a way that sells? Don’t worry, we’ve got a plan.

(And if you want to skip ahead to the letter template, here it is!)

Copy the template

Step #1 - Gather evidence

Alright, so just going in and saying “Rand Fishkin is brilliant and have you seen any of Britney Muller’s Whiteboard Fridays lately?!” probably won’t do the trick — we need some cold hard facts that you can present.

MozCon delivers actionable insights

It’s easy to say that MozCon provides actionable insights, but how do you prove it? A quick scroll through our Facebook Group can prove to anyone that not only is MozCon a gathering of the greatest minds in search, but it also acts as an incubator and facilitator for SEO strategies.

If you can’t get your boss on Facebook, just direct them to the blog post written by Croud: Four things I changed immediately after MozCon. Talk about actionable! A quick Google (or LinkedIn) search will return dozens of similar recaps. Gather a few of these to have in your toolbelt just in case.

Or, if you have the time, pick out some of the event tweets from previous years that relate most to your company. The MozCon hashtag (#MozCon) has plenty of tweets to choose from — things like research findings, workflows, and useful tools are all covered. Some of our favorites from last year are listed below.

Attendees are often given access to exclusive tools and betas by the speakers, and that is something you don’t want to miss!

The networking is unbeatable

The potential knowledge gain doesn’t end with keynote speeches. Many of our speakers stick around for the entire conference and host niche- and vertical-specific Birds of a Feather tables over lunch, in addition to attending the networking events. If you find yourself with questions about their strategies, you'll often have the ability to ask them directly.

But the speakers aren’t the only folks worth networking with. We hand-select industry vendors to attend the conference and showcase their products. These vendors are also available for training and showcases throughout the entire conference.

Lastly, your peers! There's no better way to learn than from those who overcome the same obstacles as you. Opportunities for collaboration and peer-to-peer learning are often invaluable (especially those that happen over yummy snacks) and can lead to better workflows, new business, and even exciting partnerships.

Step #2 - Break down the costs

This is where the majority of the conversation will be focused, but fear not, Roger has already done most of the heavy lifting. So let’s cut to the chase. The goal of MozCon isn’t to make money — the goal is to break even and lift up our friends in search.

Top-of-the-line speakers

Every year we work with our speakers to bring cutting-edge content to the stage. You can be sure that the content you’ll be exposed to will set you up for a year of success.

Videos for everyone

While your coworkers won’t be able to enjoy Top Pot doughnuts or KuKuRuZa popcorn, they will be able to see all of the talks via professional video and audio. Your ticket to MozCon includes a professional video package which allows you (and your whole team) to watch every single talk post-conference, for free. (It's a $350 value for the videos alone!)

Good eats

MozCon doesn’t do anything on-par. We strive to go above and beyond in everything we do, and the food options are no exception. MozCon works with local vendors to ensure there are tasty, sustainable meals for everyone, including those with special diets. From breakfast to lunch and all the snacks in-between, MozCon has you covered (and saves your T&E budget a few bucks, as well).

Swag

Not to brag, but our swag is pretty great. Everyone gets their very own special MozCon memorabilia, in addition to other useful and fun items that vary from year to year. Previous gifts include “conference health” fanny packs (complete with Emergen-C!), moleskin notebooks, reusable water bottles, and phone chargers.

Discounts

This is probably the detail that'll make your boss's ears perk up. There are indeed discounts available for MozCon tickets! If you're buying now through January 31st 2020, Early Bird pricing is in effect, which saves you a cool $200 off regular ticket costs. If you've got a team interested in attending, we offer group discounts for parties of 5+ as well. And my final top-secret tip: if your company already subscribes to a Moz product, you can save even more —up to $700 off per regular-priced ticket if you snag Early Bird pricing, or $500 off after January 31st. That's a real chunk of change!

Step #3 - Be prepared to prove value

It’s important to go into the conference with a plan to bring back value. It’s easy to come to any conference and just enjoy the food and company (especially this one), but it’s harder to take the information gained and implement change.

Make a plan

Before approaching your boss, make sure you have a plan on how you're going to show off all of the insights you gather at MozCon! Obviously, you'll be taking notes — whether it’s to the tune of live tweets, bullet journals, or doodles, those notes are most valuable when they're backed up by action.

Putting it into action

Set expectations with your boss. "After each day, I'll select three takeaways and create a plan on how to execute them." Who could turn down nine potential business-changing strategies?!

And it really isn’t that hard! Especially not with the content that you'll have access to. At the close of each day, we recommend you look back over your notes and do a brain-dump. 

• How did today's content relate to your business? 
• Which sessions resonated and would bring the most value to your team? 
• Which strategies can easily be executed? 
• Which would make the biggest impact?

After you identify those strategies, create a plan of action that will get you on track for implementing change.

(Fun fact — if you're traveling, this can actually be done on the plane ride home!)

Client briefs

If you have clients on retainer, ongoing training for employees is something those clients should appreciate — it ensures you’re staying ahead of the game. Offer to not only debrief your in-house SEO team, but to also present to your clients. This sort of presentation is a value add that many clients don’t get and can set your business apart.

These presentations can be short blurbs at the beginning of a regular meeting or a chance to gather up all of your clients and enjoy a bit of networking and education.

Still not enough?

Give the boss a taste of MozCon by having them check out some videos from years past to get a taste for the caliber of our speakers. And if you're wanting to break into the speaking circuit, you can also take your shot at securing a community speaker spot onstage. Most years, the call for community speakers opens up in early springtime — keep an eye on the Moz Blog for your chance to pitch!

Lastly, the reviews speak for themselves. MozCon is perfect for SEOs of any level and we even factor in time for you to get a little work done in-between sessions — Vaneese can tell you!

Our fingers are crossed!

Alright friend, now is your time to shine. We've equipped you with some super-persuasive tools and we'll be crossing our fingers that the boss gives you the "okay!" Be sure to grab the letter template and make your case the easy way:

Copy the template

If you can make it, we promise to spoil you to the tune of endless Starbucks coffee, tons of new friends, and an experience that will change your perspective on search. We hope to see your smiling face at MozCon 2020!

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 https://moz.com/blog/convince-your-boss-to-send-you-to-mozcon-2020
via IFTTT