MOZ 2015 Search Engine Ranking Factors

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MOZ 2015 Search Engine Ranking Factors

Every two years, Moz surveys the opinions of dozens of the world’s brightest search marketers and runs correlation studies to better understand the workings of search engine algorithms. We gather this data to gain insight into the factors that may help—or hurt—a website’s visibility in search engines.

This year, Moz surveyed over 150 leading search marketers who provided expert opinions on over 90 ranking factors.

In addition, the Data Science team at Moz, lead by Dr. Matthew Peters, ran an extensive correlation study to determine which features of websites and webpages are associated with higher search rankings. For the first time this year, Moz partnered with several data partners to enhance the study, including SimilarWeb, DomainTools, and Ahrefs.

Note that these factors are not “proof” of what search engines use to rank websites, but simply show the characteristics of web pages that tend to rank higher. Combining this understanding with both experience and knowledge of search engine algorithms can help lead to better SEO practices.

Please see the entire article, data and related information at: https://moz.com/search-ranking-factors

J.R. Atkins shares MOZ 2015 search faCTORS

 


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Social Media, Mobile Apps & SEO

What do these things have to do with each other? Simply put; Social Media and Mobile Applications are affecting Search Engine Optimization.

Think of Google as a “Content Eating Monster” and Google loves to “eat” social media generated content. Google also indexes certain Social Media content. For example, did you know that Google looks at your Twitter Authority? The more “Klout” you have, the more authority Google gives your Tweets and Re-Tweets. Also, when someone of a higher authority than you, re-tweets your tweet, then you get a little boost in your authority. Google also likes LinkedIn, such as the three websites you can reference on your profile, especially when you customize their names or “anchor text.” These three websites are looked at as “do follow” by Google and they help your Google ranking. One other tip about LinkedIn, make sure someone completes the information on products and services on your LinkedIn company profile.

Mobile Apps usage is continuing to increase in volume due to several factors:

  1. Increasing Smartphone Adoption
  2. App Publisher Growth
  3. A Steady Increase in Time Spent on Apps

 

Like any new technology, there will be those who drag their feet. For the rest of us, we need to be figuring out how we can make use of this change. Have you looked at “Responsive Web Design ?“ This strategy for website design allows the website to automatically adjust to screen size and resizes the images and content of the website to fit any screen size. Responsive Web Design may be enough for your organization or you may need a custom developed App. Either strategy will help your customers, employees and channel partners communicate more effectively through their mobile device.

With the increase usage of Apps come the increasing effect on search rankings. Google now gives higher authority to faster loading pages both on
computer and mobile devices. An increase in App usage also means users are more sensitive to ease of use, page load times and quick access to

Dallas social media speaker J.R. Atkins comments on Social, Mobile & SEO

A Model for Social, Mobil & SEO

information. Every day, more searches are being done on a mobile device instead of a personal computer. Some advertisers are shifting from Pay-per-click to Pay-per-call; they only pay for the Ad when a customer clicks on their phone number to call from their smart phone.

The adjacent model describes how social media and mobile apps work to enhance search engine optimization. I look forward to hearing your thoughts on the convergence of these three related technologies.

 

Future Events of Note

10-11-11 Social,Mobile & SEO – What’s Love Got to Do with Them?

10-12-11 NewTechnology and the Next Threat to National Security: Joel Brenner

10-13-11 New Technology and the Next Threat to National Security: Joel Brenner

10-18-11 Some Considerations on African Economic … from Ambassador Jerry Lanier

10-20-11Smart Business, Social Business Book Tour comes to Dallas

10-20-11 October Meeting of the Dallas Safari Club

10-21-11 Steve Inskeep of NPR’s Morning Addition in Dallas

10-22-11 WorldFest in Addison Circle

10-23-11 Last Tuesday Happy Hour at the Ritz-Carlton

10-26-11 Digital Dallas @ the AT&T Foundry


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Social Media and Sales 2.0, a Case Study with NTC Texas

As I speak on Sales 2.0 I get all kinds of questions and statements. At a recent talk at the Las Colinas Country Club to a group of business leaders named “Untyed” I was confronted with an individual whose company is walking the talk of sales 2.0 – Linda Borek of NTC Texas.

What’s Sales 2.0?                    

Let’s begin with a definition of Sales 2.0 which means integrating the power of Web 2.0 and on-demand technologies with proven sales techniques to increase sales velocity and volume. In plain English, it means using your website and social media to generate sales leads and to support the
sales process. Most companies are just now implementing social media but NTC Texas is using Social Media, email newsletters and their website to support their sales process. They are a good
example of a company putting the concepts of Sales 2.0 into practice.

Dallas social media speaker J.R. Atkins writes about Sales 2.0 and NTC Texas

The CEO

About a week after the Untyed presentation, I met with Linda Borek and Britney Chan of NTC Texas, a provider of credit card processing and other merchant services. They explained how they started with Social media and built their platforms for delivering results.  As CEO, Linda began
learning about social media as an early adopter of LinkedIn. She saw how connecting on line could build relationships and provide communication.  She started attending workshops and event where people were teaching and talking about social media. Then she found HubSpot an on-line marketing and SEO company that provides great learning resources. In time Linda hired HubSpot to help NTC Texas with their social media, metrics, and lead generation strategy.

Staff Support

Linda was smart enough to realize that she needed help and contacted her staffing company, Randstad, to provide a marketing coordinator to help with social media and marketing in
general.  She also started educating the entire staff on how social media marketing was the wave of the future. Now she has 3 members of her staff that are Hub Spot Certified as In-bound Marketing Specialists and one of them is Britney Chan, who fills the role of Social Media/SEO
Marketing Director.

Creative Brief

One of Britney’s first tasks was to prepare a creative brief for NTC Texas’s “Social Media Platform and Art Direction” project. This 3 page document contained the recommended direction for the company on Social Media. The next planning document was the “Social Media Strategy & Pilot Launch” which spelled out in detail the strategy, directive on how to get started and integrate the social media platforms, key messages and consumer points and measurements to know when and if they were successful. The 5 platforms Britney recommended and implemented for NTC Texas are:

  1. Facebook Fan Page
  2. Twitter
  3. LinkedIn
  4. YouTube
  5. Website

Data Driven Company

As a data driven company it is important for Linda to have metrics to see the results of their social media efforts. With HubSpot as the backbone of NTC’s website SEO and marketing she has a host of reports available for metrics. Here is a just a few of the key indicators tracked by NTC Texas:

  • Website traffic ranking compared to competitors
  • Website Indexed Pages
  • Keyword ranking
  • Inbound links
  • Organic searches
  • Visit to lead conversion rate
  • Twitter Grade
  • Monthly lead reach

Dallas social media speaker J.R. Atkins recommends HibSpot

 

 

CRM + Social Media =Sales 2.0

The leading edge of sales force automation and the Sales 2.0 movement is the combination of a CRM (Customer Relationship Management too) and Social Media. In a perfect world, a sales person would receive a notification in the CRM system that a prospect is ready to be approached. The sales person would then click on the notification and see how the prospect has engaged with the on-line content from the company. They might see that the prospect has attended webinars, viewed video content, read the company blog, connected with staff on LinkedIn, “liked” the companies Facebook Fan Page and is a follower on Twitter. All this information would likely
mean that the prospect would welcome a call or email from the sales person.

This is the future of marketing and sales working together and this is exactly where NTC Texas is headed with the integration of Oracle CRM and HubSpot. “By tying our social media, website and email marketing into the CRM we can see who is looking for information on our products and services,” says Linda Borek. “When we provided valuable content our community responds.”

NTC Texas has come a long way since Linda first started seeking to understand how social media and digital marketing could lead to growth for the company. As the staff has learned and grown, so have the company results.” Now we are on the verge of measuring everything from engagement to customer purchase.” (Linda Borek)

Future Events of Interest

8/11/11                August DFW IT Pro Networking Lunch

8/12/11                Luncheon for the Tech Titans Horizon Finalists

8/17/11                AMA Luncheon: Brand Awareness is not Enough

8/17/11                DFW WAC & Dallas Bar: “Prohibition” – Film Preview with Ken Burns

8/18/11                Social Business Panel by Peter Kim

8/18/11                Dallas Safari Club Kick Off Meeting

8/19/11                Lunch with Nikki Haley, Gov. S. Carolina

8/29/11                DFW WAC: “Raw Opium” – The Economist Film Project

8/30/11                The Last Tuesday Happy Hour at the Ritz-Carlton Dallas

9/22/11                World Affairs Council Dinner Featuring Keynote by Thomas Friedman

 

 


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Is SEO the basis of the Ad Agency of the Future?

As I observe the changing landscape of advertising and see the effect that social media and on-line / digital media is having on Ad budgets and campaigns, I have to ask; Is Search Engine Optimization the basis for the Ad Agency of the future? In short, yes!

Dallas Social Media Speaker J.R. Atkins is a fan of the TV Show Mad Men on AMCThe television show, Mad Men, does a great job of portraying the historical model of the Ad agency. The agency creative people pitch an idea to the client and when the client buys it, the agency places ad content on TV, radio, outdoor space and print media. Yet, with SEO, if you follow this path you may find the cost to place your message on-line and getting a “high Google ranking” is beyond your budget.

The successful agency of the future will begin with a review of the digital landscape, a competitive analysis of key words that can be optimized and build a campaign. Once the digital or on-line “Ad Buy” has been considered, then the agency will look at traditional media buys that coordinate with the on-line media.

For a good example of SEO done wrong and how to do SEO the right way, read the article from the Search Engine Journal, “JC Penny’s Black Hat SEO Backfires.” In summary:

“The short-term benefits of black hat SEO do not make any sense to the longevity of a business.  It is better to focus your attention on developing real links from reputable websites and communities mostly using Content Marketing with articles, news releases, documents (e.g. PowerPoint), Videos, and Social Media.  Aside from the obvious benefits of Content Marketing being a credible linking strategy, the benefits for brand reputation, brand credibility and brand awareness include:

  • Dallas Social Media speaker J.R. Atkins warns against Black Hat SEOTraffic from Search Engines
  • Traffic from Non-Search Engines
  • Owning more search results using 3rd Party website where your content is distributed

Linking strategies are labor intensive and take time.  This process also requires four types of linking that include:

  • Direct Linking to website home page
  • Direct Linking using targeted keywords
  • Cross Linking distributed content
  • Deep Linking inside of your web pages”

When an organization combines digital / on-line media with traditional media they get a campaign that produces immediate results. So, the next time you embark on a marketing campaign for your organization, consider the role SEO will play in the advertising mix. Ask your agency if SEO is the basis of their work or just something they have added to the mix because of customer demand. The way your advisors and vendors think about SEO will shape not only your campaign but your company and profits.

Please post your comments below.


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Components of Google’s Ranking Algorithm

Google has one of the most sought after secret formulas much like the coveted Coke Syrup but only more so.

Dallas Social Media Speaker J.R. Atkins comments on SEO blog

In a recent blog post on The Daily SEO Blog by randfish, a point is made for the increasing importance of How You Describe Your Content with key words. This is what I call good valuable content. When I talk about The big 5 of Social Media I say that the 3 keys to success on Social Media are

  1. Be Interesting
  2. Content is King (good valuable content)
  3. Give to Get.

Please read the rest of the article fomrmore insight on SEO. But doesnt it make since that if you offer a good valuable product or service, and thus proved good content about that product or service, then people will find you and Google will give you a high ranking? So is this really a secret or just good business?

I look forward to your comments.


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