How to Move Rankings Up On Older, Existing Content - Whiteboard Friday

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How to Move Rankings Up On Older, Existing Content - Whiteboard Friday Posted: 16 May 2013 02:12 PM PDT Posted by randfish Many owners of established, older pages are facing a similar issue: they've been ranking decently for a keyword for some time, but they want to move into the coveted number one spot. However, older pages don't drive a ton of new press, new social signals, or awareness. If you want to boost your rankings for the same keyword you've been targeting for awhile, how can you move up to move the needle on your business? Adjusting your existing, quality content can be used to help bump your site up in the SERPs. In today's Whiteboard Friday, Rand lays out the tactics you can use to boost your older page to the next level! Here is a screenshot of the whiteboard used in today's video:    Video Transcription "Howdy Moz fans, and welcome to another edition of Whiteboard Friday. This week I want to get a little down in the gritty details. Sometimes you've got a situation like this. Someone's performed a search for air conditioners. You're ranking number four. From an SEO perspective your real need is not, "Let me expand things and look at bunch of different channels." It's, "If I could move this ranking up, I could really move the needle on our business because this is a highly performing, a highly converting term, and I really want to move it just on this particular piece." Hyper-tactical, but it's good to know all the ways that you can move the needle on this. So if you want to go from number four to number three to number two and you've got essentially an older page, not a new page – so you're not getting lots of new press, attention, or awareness, driving all these social signals, etc. – and you're not targeting a new keyword, you have this kind of stale, older page and you want to get it ranking, there's a bunch of tactics that you can pursue, and I want to talk about each of them in a bit of detail. So number one, point more external links to the URL. This is probably the most classic thing that folks in the SEO field have done over the last decade, 12 years. It does work, and it still does work, although it's less powerful than it used to be because search engines, Google in particular, are looking at such a broader set of figures and data sources for their ranking signals. However, a few things about this. This is going to be pretty darn hard to do with commercial content. It's much easier if you got educational or non-promotional stuff, because reaching out and getting links from other types of folks, from other websites is much easier when it's authentic and not directly promotional or not directly revenue generating, that kind of thing. Now this is much easier for folks who are in like a non-profit space or in an educational or content space because they can reach out and say, "Hey, I have this great resource. I think your people might like it. Do you want to shoot over a link to it? Can I contribute something to your site and point to it?" Yes. It's much harder to do that when you have a page that's ranking for air conditioners and you're just trying to beat out three other e-commerce retailers for air conditioners. This is the way it goes. I do have some specific recommendations. I'm not going to dive into every one of these, but these are the tactics that, in my experience, work the best. So that's guest content, basically when you're writing on other people's sites. Of course, just like everything, it's got to be authentic, got to be high quality. You can't just be spamming other people's sites or submitting to really low quality ones. Promotions do tend to work pretty well. If you're doing a promotion on your air conditioners, other people may pick that up. You can get press and attention, social attention. Partnerships can work well. Testimonials and reviews. So other people who are writing reviews about maybe an air conditioner line that you've just launched, or someone's writing a review about a new air conditioner that's come out, and you happen to be the retailer featuring that, you can be included in those types of places. List inclusion, if you know about a list that already exists where people are covering places to get air conditioners online, you can get included in those. Again, be really careful. You don't want to go to those spammy, generic directories. You want to be going to high-quality lists. CNET Reviews is very different from Articles-about-electronics-online.info. Apologies if that's your site. If not, we should register it. I'm kidding. Press and blogs, of course. Social media pushes you can do, especially if you've got something to announce around air conditioners. Summer's coming up, right? A Facebook page, a push on Pinterest, a push on Twitter, or on Google+. Link reclamation, meaning you go back and find places that used to link to you that don't anymore, places that used to link to your competition but those links are now broken. You can go talk to those kinds of folks. Those are the kinds of link building techniques that have worked best, in my experience. Please be so super careful not to build the wrong links. If you haven't watched it already, Matt Cutts has been tweeting and talking in video – Matt Cuts being the head of the Web Spam Team at Google – talking about how they're going to be taking even more aggressive action than what they took with Penguin in a Penguin 2.0 algorithm that's coming out in the next few weeks. So just please be super cautious about where you're getting these external link sources from. Especially since links are a little less powerful than they used to be and because a lot of the linking sources are more dangerous than they once were, there are some other ways I want to mention. Those include increasing your click-through rate. Now, I'm not trying to say here that correlation equals causation, or that it even implies that, but what we do know is more people clicking through on your listing means fewer people clicking through to your competitors and a higher chance that some of those people are going to take actions that we know does increase ranking, so things like linking to you and sharing you and those kinds of things. Your page is clearly providing a more compelling experience. That tends to be exactly what Google's algorithm is trying to accomplish, and so increasing your click-through rate can help with this. One of the ways that this can be done, and this is not to say that Google is sort of biased to people who do it, but if you supplement with PPC, with paid search ads, it tend to be the case, and lots of people have tried different tests around this and gotten different performance, but, on average, it tends to be the case that one plus one equals a little more than two. I put 2.25 for that. Your mileage may vary. But basically, if I take a look over here and I've got my air conditioner page and I also have an ad on the sidebar or on the top up here, it tends to be the case that the click-through rate here, plus the click-through rate here, is a little more than if I just had a paid ad or if I just had the organic listing. So two listings on the page slightly better than one and one. So that's certainly an angle you can try again. Again, I urge you to test this, not to just take it on blind faith. Included in that test methodology should be testing modifications to the title and the description. So if your air conditioner page here has got a description and a title and a URL – the URL matters too, and you can do things like 301 redirect the old one to a new one – this can move the needle. I have found a lot of the time that what I'd call keyword-stuffed, kind of SEO 1.0, back in the late '90s, early 2000s type of things where it says, "Air conditioners, your air conditioners, get the best air conditioners here," followed by a brand name that's kind of off, after what people can see in the title in the search results, doesn't perform nearly as well as a brand people recognize, a compelling title that has a little bit of authenticity, a little bit of your brand and your culture and your unique value proposition embedded right in the title and the description. The same story with the URL. Lots of hyphens separating something, a longer URL, a dynamic URL versus one that has readable keywords in it and readable text in there. Again, you're going for authenticity. You're going for, "Boy, what would I click on? What do I tend to click on? What do people like?" Think of this just like you'd think of a paid search ad. You want to optimize all the areas of this and try and test it and get better performance out of that click-through rate. Another thing you can obviously do is add rich snippets. These are things like we could add a video to the page and add the video XML sitemap so that we get the video markup next to that result. We could add rel=author and get our profile picture next to it, assuming we connected with Google+. For some types of rich snippet results, recipes in particular, news items, you can add images and get those in there. For other types of results, air conditioners, any ecommerce result, you can have star reviews and number of reviews. All of those things can help move the needle on click-through rate. Number three, improve and revitalize the page's content itself. Again, this isn't always a direct needle mover. It can be indirect. But Google is pretty sophisticated with analyzing content. Better content, I don't mean better content in terms of it has more keywords stuffed into it, or better content in terms of it just happens to be longer or more in-depth. I mean more compelling, more uniquely valuable, more interesting, more worthy of being shared, more special. That kind of stuff tends to perform better in Google. They've got a wide variety of text-based content analysis algorithms that tell them all sorts of stuff about a page, not just keywords and TFIDF and stuff like that. So things like rich media, video, images, graphics, the layout design, the user experience, the visual aesthetics, how the page looks, these actually can move the needle, not just on how it performs in the search results, but how it performs in terms of conversion rate. Conversion rate actually tends to be tied pretty nicely to how it performs in search results, because again, Google is looking at all those pieces of the algorithm, trying to piece together what provides the best experience for our users. Text content too. I'm not just talking about keywords. I'm talking about that unique value. If you haven't seen the Whiteboard Friday on unique value versus unique content, you should check that out. I know I didn't have enough room, so I switched sides. Number four, internal links and redirects. So there are a few things that can happen here. Sometimes you have an orphaned page. It's only linked to from one section. You've got to drill way deep down into a subcategory or sub-subcategory to find this page on your site. E-commerce sites are particularly messy with this kind of stuff a lot of the time. Make sure that the page is getting link love, internal link love, relevant link love. I'm not  talking about stuffing an anchor text-rich link in the footer of every page or the category section or something like that. I'm talking about when you have pages that are relevant to air conditioning, you have a page on summer appliances, you have a page on electronics, you have a page on what should homeowners be thinking about to upgrade their homes, great. Make sure that you're linking to your air conditioner page. Those are relevant pages where people would want to see that. If you're confused, do an "air conditioners"site:yourdomain. See all the pages where you mentioned it, and yet have somehow failed to link over to your air conditioner's page that you actually got. Consolidation. This is a really powerful one. So this is essentially saying, "I'm going to take all the pages that are targeting that same term or phrase and 301 them all together." We've done this a number of times on Moz, because we'll have a bunch of old blog posts or old content pages that are all talking about exactly the same thing. Then we go, "Man, why do we have seven of these? And, by the way, six of them are more than three years old." Let's just take those and 301 them back to the most relevant, most high-quality content. If we have some content that was on those other pages that we want to put on the existing one, let's do that. Let's consolidate so people don't get lost in terms off which is the most relevant page about air conditioners on your site. Google shouldn't be confused about that either, and that can actually really move the needle. I've seen that a number of times pop us from page two to page one, or pop us from the bottom of page one to the top five results, that kind of stuff. Number five, newer signal, but something that I'm pretty sure in this year's ranking factors is going to prove to be very interesting, and that is branding, co-occurrence, and mentions. What I mean by this is if your brand name, that's usually your domain name and usually your company name as well, is often connected with the words "air conditioners" – by connected I mean connected when the press talks about you, when third party sites talk about you, when people blog about you, when social media users talk about you – if those words tend to appear frequently together, your brand plus thing you want to rank for, you tend to do quite well. We've seen some early signals that mentions, that co-occurrence of terms, phrases plus brand can really move the needle. So don't ignore that either. All right. Hope these five techniques are things that you can try out. Share your experiences with the rest of the Whiteboard Friday readers in the comments, and I'll look forward to seeing 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!

Mozscape API Wiki Update Posted: 16 May 2013 05:03 AM PDT Posted by Zach Corleissen Greetings, Mozfolk! My name is Zach, and I'm a technical writer here at SEOmoz. We've consistently heard from you that Mozscape needs better documentation. I'm pleased to tell you: your requests have been granted! The Mozscape wiki just underwent a thorough update and review by developers, help teamsters, and testers. We incorporated your feedback from help tickets and forums to make Mozscape easier for new users to learn, and more functional for experienced users to reference. Hopefully this documentation update helps you get the most value from Mozscape. If you haven't taken a look through our documentation yet, we hope it encourages you to see how Mozscape data can help your business grow. Legacy documentation: a (very) brief history Like documentation at most startups, the legacy documentation for Mozscape was inconsistent. Not all features were documented; for example, metadata supports a command called index_stats, which returns information about the contents of the current Mozscape Index update. It's been in production for a while, but hasn't been documented until now. (Check it out, it's pretty cool.) When features changed, sometimes the changes weren't documented. Well-intentioned authors added and edited content in ways that weren’t always comprehensive, followed by other well-intentioned authors who did the same. Not everything made sense, either; the next_update and last_update features of the metadata API return dates for the next scheduled and most recent Mozscape Index updates, but the value returned is in Unix Epoch format, which only makes semi-intuitive sense if you already understand the "Expires" part of signed authentication. I compare Mozscape legacy documentation to how pearls are formed: created in gradual layers; often valuable; frequently irritating. With these updates, the Mozscape documentation is definitely on the mend and ready for your viewing pleasure. What's new (and a new feature) The What's New page makes it easier to track feature changes in future updates. From now on, any time we add or change features in Mozscape, the change and the date it went live will appear there. For example: as of May 15th, Mozscape now supports HTTP Secure. What's different: easier to learn If you're an SEOmoz PRO user and have never tried Mozscape, now is the perfect time! Our help team emphasized that we need a better introduction to Mozscape, especially for how Mozscape calls are formed. We responded by streamlining the introduction and improving the way we describe Mozscape’s call anatomy. What's different: easier to reference The query parameters are now organized in the way you're actually using them: Scope and Sort together, and Limit and Offset together. We distributed parameters and values specific to each endpoint into their respective articles; for example, possible Scope values for the links endpoint... ...are discrete from the possible values of Scope for the anchor-text endpoint: Glossary entries are re-pointed to existing (and often better) resources on SEOmoz's main site whenever possible, and we added a few much-needed entries. (How did we get this far without defining target and source URLs?) What's different: complete parameter value tables A complete list of parameter values is a big improvement for Mozscape users. For example, the links API accepts the Sort parameter, but the possible values of Sort weren't listed. Also, only some values of the Sort and Scope parameters are compatible. Today's doc update addresses both of these: What's different: better organization We're excited to release re-organized topics and reduced duplicate information. An example of all three is free vs. paid access to Mozscape. Here's what it looked like before: Here's what it looks like with one of the most-requested features: a side-by-side comparison of free versus paid access to Mozscape. The legacy documentation referred to different “versions” of Mozscape for free and paid users. This isn't technically accurate, as there's only one version of Mozscape with different access tiers. Also: notice the cleaner fonts and layout? Our awesome UI guy, Kenny brought the API wiki in line with our site-wide standards. Best Practices is a single article now. It used to be a category: Most of the "best practices" in the legacy documentation weren't best practices per se; they were required practices. For example: there's no way to use Mozscape without signed authentication, making it a practice that's "required" rather than "best." With the update, Best Practices now lives up to its name with value-adding information about batching calls and maximizing your value by making requests in parallel. What's different: less information? Our users are pretty hardcore (a good thing!), so you may notice that two or three topics now contain less information than previously. For example, some response fields were listed as being "for internal use and subject to change". If a response field can only be generated from an internal call, there's no reason to expose it to users, so we removed them from the documentation...and it would be a rare feature indeed that wasn't subject to change. I know what you might be saying. "But less information is less transparent! Less transparent is less TAGFEE!" That's true; transparency is critical for good documentation. When it comes to user guides, though, more does not always mean better. TAGFEE also means empathy; if extraneous details make it harder to learn Mozscape, then the documentation lacks empathy, and that's bad. We're striving for the right balance between abundant information (transparency) and providing knowledge that will actually help you (empathy). Mozscape is awesome, and we want it to be as valuable for you as possible. Closing with a question How can we keep improving Mozscape documentation? Please let us know 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!

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Find Out Why President Obama Is in Baltimore

Your Daily Snapshot for Friday, May 17, 2013   Find Out Why President Obama Is in Baltimore Today, President Obama is headed to Baltimore, Maryland to talk early childhood education, infrastructure, and ensuring hard work leads to a decent living. Watch the video and learn more about why President Obama is in Baltimore today. In Case You Missed It Here are some of the top stories from the White House blog: West Wing Week: 05/17/13 or "We the Geeks" Welcome to West Wing Week, your guide to everything that's happening at 1600 Pennsylvania Avenue. David Simas: "A gesture that means something" Deputy Senior Advisor David Simas sends a message to the White House email list, asking people to speak out in support of the Affordable Care Act. President Obama and Prime Minister Erdogan of Turkey Hold a Press Conference Following their bilateral meeting, President Obama and Prime Minister Erdogan of Turkey held a press conference in the Rose Garden. Today's Schedule All times are Eastern Daylight Time (EDT). 10:00 AM: The President receives the Presidential Daily Briefing 11:00 AM: The President departs the White House 11:25 AM: The President arrives Baltimore, Maryland 11:35 AM: The President visits an Elementary School 1:05 PM: The President tours Ellicott Dredges  1:20 PM: The President delivers remarks 2:15 PM: The President visits a community center 3:00 PM: The President departs Baltimore, Maryland 3:25 PM: The President arrives the White House Indicates that the event will be live-streamed on WhiteHouse.gov/Live Get Updates Sign up for the Daily Snapshot Stay Connected     Facebook Twitter YouTube Flickr Google+       This email was sent to e0nstar1.blog@gmail.com Sign Up for Updates from the White House Unsubscribe | Privacy Policy Please do not reply to this email. Contact the White House The White House • 1600 Pennsylvania Ave NW • Washington, DC 20500 • 202-456-1111

Seth's Blog : Every day is an investment

 

Every day is an investment

You're not lucky to have this job, they're lucky to have you. Every day, you invest a little bit of yourself into your work, and one of the biggest choices available to you is where you'll be making that investment.

That project that you're working on, or that boss you report to... worth it?

Investing in the wrong place for a week or a month won't kill you. But spending ten years contributing to something that you don't care about, or working with someone who doesn't care about you... you can do better.

     

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Mish's Global Economic Trend Analysis

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EU Emissions Trading in Tatters (As It Should Be) Posted: 16 May 2013 03:48 PM PDT The Wall Street Journal reports Emissions trading in Europe in Tatters. The European Union's flagship program to fight global warming—a regional carbon-emissions trading system—suffered a major blow Tuesday when legislators rejected a proposal aimed at saving the market from collapse. After the European Parliament's rejection, spooked investors drove the already depressed price of carbon emission permits down by nearly half. Benchmark electricity prices also fell. Europe's Emissions Trading System, launched in 2008, was intended to protect the environment by raising the cost of polluting and encouraging businesses to invest in cleaner technologies. Slack demand for electricity because of the recession and an abundance of permits helped push the price of emitting a ton of carbon below €5 ($6.60) earlier this year, from nearly €30 in 2008. On Tuesday, the price dropped to €2.55 before recovering partially to €3.20. Without some intervention to reduce supply, "the ETS will almost certainly collapse," said Kash Burchett, a London-based analyst at consulting company IHS Energy. "Prices will likely sink below €1 per ton as participants recognize that there is no political will at present to restore the market mechanism to functioning order," he said. Scheme Flawed From the Start "Today's vote is a historic failure," said Joris den Blanken, EU climate policy director at environmental advocacy group Greenpeace. Really? No not really. Today's vote is one of the few common sense things the EU has done in years. Giving existing polluters credits that they could sell, and credits that new polluters had to buy, is preposterous. Hopefully this will bury the idea forever, but don't count on it. Please note that I am not praising pollution. I am against this method of doing something about it. I also disagree with the entire concept of man-made "global warming" in the first place. Even if it exists, the odds that government will do something reasonable about it is close to zero. For further discussion of EU clean energy silliness, please see Paul Krugman "Was" Right. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific.

Philly Fed Slips Into Contraction (Again); Current Conditions Recessionary, Future Expectations Far Too Optimistic Posted: 16 May 2013 10:25 AM PDT The Philly Fed Business Outlook Survey shows regional activity weakened with current indicators negative. The Six-Month Outlook brightened in what I believe is rampant over-optimism. "The current activity index has shown no pattern of sustained growth over the past seven months, generally alternating between positive and negative readings." Note the negative slope of current conditions and future expectations. Current conditions are in recession territory. Philly Fed at a Glance Business Outlook Survey May vs. April 6 Months From Now Series Data Apr Index Increase No Change Decrease May Index Apr Index Increase No Change Decrease May Index Business Conditions 1.3 23.8 41.8 29.0 -5.2 19.5 44.5 36.3 12.2 32.3 New Orders -1.0 27.4 35.5 35.3 -7.9 24.3 47.2 34.2 12.7 34.5 Shipments 9.1 23.9 39.3 32.4 -8.5 26.5 47.1 29.1 15.4 31.7 Unfilled Orders -8.7 12.6 60.5 21.9 -9.3 -2.1 24.4 61.7 7.5 16.9 Delivery Times -13.8 10.2 68.3 16.2 -6.0 -4.5 12.1 69.4 10.2 1.9 Inventories -22.2 25.3 52.2 21.1 4.1 -13.3 19.6 55.2 20.8 32.3 Prices Paid 3.1 18.1 69.2 11.2 6.9 26.6 36.8 51.9 6.0 30.7 Prices Received -7.5 7.0 81.3 10.3 -3.3 8.3 24.5 63.4 6.3 18.2 Number of Employees -6.8 13.7 63.9 22.4 -8.7 8.2 23.9 56.8 14.0 10.0 Average Workweek -2.1 14.7 54.7 27.2 -12.4 6.6 26.4 53.9 12.3 14.1 Capital Expenitures - - - - - 7.8 25.4 52.4 13.9 11.5 Key May Index Numbers Business Conditions: -5.2 New Orders: -7.9 Shipments: -8.5 Unfilled Orders: -9.3 Number of Employees: -8.7 Average Workweek: -12.4 Margin Squeeze Price Paid +6.9 Prices Received  -3.3 Looking ahead,  future expectations rose from 19.5 to 32.3, yet businesses are not backing that optimism up with a huge jump capital expenditure plans or hiring plans although both showed small increases.   Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific.

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Damn Cool Pics

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• Angry Owner Destroys $423,000 Maserati
• Transparent Bathroom Door
• The Dangerous Effects Of Crack Cocaine [Infographic]

Angry Owner Destroys $423,000 Maserati Posted: 16 May 2013 06:08 PM PDT An angry car owner from Qingdao, China hired three men to destroy his Maserati Quattroporte in front of the local dealer to protest "bad service".

Transparent Bathroom Door Posted: 16 May 2013 04:33 PM PDT Here is a very interesting restroom located at Cafe Diglas in Vienna, Austria. The glass turns cloudy once it's locked!

The Dangerous Effects Of Crack Cocaine [Infographic] Posted: 16 May 2013 04:17 PM PDT While the act of smoking crack cocaine results in an immediate, intense high, these feelings of elation only last about fifteen minutes. Unfortunately, with long-term use, the high is replaced by a greatly increased risk of heart attack, stroke and heart disease – as well as a life-altering addiction. Over 25 million Americans have used cocaine at least once in their lives, and because of the culture surrounding drug use, many of these people are at risk of being a part of dangerous situations, including violence and risky sexual activity. Click on Image to Enlarge. Via bestdrugrehabilitation

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A gesture that means something

Hi all -- Today, Republicans in the House of Representatives are going to come together, cast a vote, and try to repeal the Affordable Care Act just as they've done nearly 40 times before. Don't expect much to come of it. The health care law was passed by Congress, signed by the President, and upheld by the Supreme Court. It's been the law of the land for more than three years. It's not going anywhere. We know that, and so do the lawmakers on Capitol Hill. But instead of creating jobs and growing the economy, some of them want to make yet another gesture of protest -- even if it's meaningless. So we're responding with a little gesture of our own, and we need your help. We're asking people like you to speak out, to let us know if you're one of the 85 percent of Americans who've already benefitted from the health care law, and make a public stand in support of Obamacare. Lend your name now. Repealing the Affordable Care Act would mean that 6.6 million young adults would lose the option of staying on their parent's health insurance. It would mean that 34.1 million seniors would pay more for preventive care like mammograms and colonoscopies, and 18 million middle-class families lose the opportunity to save money on their monthly premiums starting in 2014. But this isn't about numbers; this is about our families's lives. And we're not just asking you to share your stories for the sake of speaking out. We're building a network of people to help make sure that everyone has the information they need as we implement the law. We'll keep you in the loop as we reach important milestones. We'll make sure you have all the key facts so that you can share them in your communities. If you lend your name, we'll make sure you're part of that network. This is a chance to do more than send a message about your support for the Affordable Care Act. It's an opportunity to be part of making the law a success. Show your support for the health care law today: http://www.whitehouse.gov/healthreform/stories Thanks, David David Simas Deputy Senior Advisor The White House   This email was sent to e0nstar1.blog@gmail.com. Unsubscribe | Privacy Policy Please do not reply to this email. Contact the White House The White House • 1600 Pennsylvania Ave NW • Washington, DC 20500 • 202-456-1111