The Website Migration Guide: SEO Strategy & Process

March 6, 2018 | SEO Resources
Posted by ModestosWhat is a site migration? A site migration is a term broadly used by SEO professionals to describe any event whereby a website undergoes substantial changes in areas that can significantly affect search engine visibility — typically substantial changes to the site structure, content, coding, site performance, or UX. Google's documentation on site migrations doesn't cover them in great depth and downplays the fact that so ofte
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3 Ways Query Stream Ontologies Change Search

March 4, 2018 | SEO Resources
Search engines trained us to use keywords when we searched – to try to guess what words or phrases might be the best ones to use to try to find something we are interested in. That we might have a situational or informational need to find out more about. Keywords were an important and essential part of SEO – trying to get pages to rank highly in search results for certain keywords found in queries that people would search for. SEOs still o
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Declining Organic Traffic? How to Tell if it’s a Tracking or Optimization Issue

March 4, 2018 | SEO Resources
Posted by andrewchocoPicture this scenario. You're a new employee that has just been brought in to a struggling marketing department (or an agency brought on to help recover lost numbers). You get access to Google Analytics, and see something like this: (Actual screenshot of the client I audited) This can generate two types of emotional response: excitement or fear (or both). The steady decline in organic traffic excites you because you have so m
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Google’s Second Most Important Algorithm? Before Google’s Panda, there was Phil

March 3, 2018 | SEO Resources
They named the project Phil, because it sounded friendly. (For those who required an acronym, they had one handy: Probabilistic Hierarchical Inferential Learner.) That was bad news for a Google Engineer named Phil who kept getting emails about the system. He begged Harik to change the name, but Phil it was. – Steven Levy, In The Plex: How Google Thinks, Works, and Shapes Our Lives. How does Google decide which Adsense advertisements to show on
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Dynamic Pricing and the New Formula for Profit

March 2, 2018 | Web Marketing
Dynamic pricing or flexible pricing isn't new. Before the 19th century, customers haggled for discounts, and loyal patrons were often given a “friendly price.” Mass marketing introduced a little more science by using demographic research, and more recently big data and analytics, but lost the shopkeeper's ability to directly negotiate with a customer. Prices now are mostly set according to market segment and supply-demand, not based on firsth
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The #1 Reason Paid Ads (On Search, Social, and Display) Fail - Whiteboard Friday

March 1, 2018 | SEO Resources
Posted by randfishPouring money into a paid ad campaign that's destined to fail isn't a sound growth strategy. Time and again, companies breaking into online ads don't see success due to the same issue: they aren't known to their audiences. There's no trust, no recognition, and so the cost per click remains high and rising.In this edition of Whiteboard Friday, Rand identifies the cycle many brands get trapped in and outlines a solution to make th
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How to Diagnose SEO Traffic Drops: 11 Questions to Answer

February 28, 2018 | SEO Resources
Posted by Daniel_MarksAlmost every consultant or in-house SEO will be asked at some point to investigate an organic traffic drop. I've investigated quite a few, so I thought I'd share some steps I've found helpful when doing so. Is it just normal noise?Before you sound the alarm and get lost down a rabbit hole, you should make sure that the drop you're seeing is actually real. This involves answering two questions: A.) Do you trust the data? This
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Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

February 26, 2018 | SEO Resources
Posted by Dr-PeteEarly search engines were built on an unspoken transaction — a pact between search engines and website owners — you give us your data, and we'll send you traffic. While Google changed the game of how search engines rank content, they honored the same pact in the beginning. Publishers, who owned their own content and traditionally were fueled by subscription revenue, operated differently. Over time, they built walls around the
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MozCon 2018: Making the Case for the Conference (& All the Snacks!)

February 25, 2018 | SEO Resources
Posted by Danielle_LaundersYou've got that conference looming on the horizon. You want to go — you've spent the past few years desperately following hashtags on Twitter, memorizing catchy quotes, zooming in on grainy snapshots of a deck, and furiously downloading anything and everything you can scour from Slideshare. But there's a problem: conferences cost money, and your boss won't even approve a Keurig in the communal kitchen, much less a tic
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How (and Whether) to Invest in and Structure Online Communities - Whiteboard Friday

February 22, 2018 | SEO Resources
Posted by randfishBuilding an online community sounds like an attractive idea on paper. A group of enthusiastic, engaged users working on their own to boost your brand? What's the hitch?Well, building a thriving online community takes a great deal of effort, often with little return for a very long time. And there are other considerations: do you build your own platform, participate in an existing community, or a little of both? What are the bene
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