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marți, 13 mai 2014
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Auditing the Moz Q&A: Optimization and Insights
Auditing the Moz Q&A: Optimization and Insights |
Auditing the Moz Q&A: Optimization and Insights Posted: 12 May 2014 05:16 PM PDT Posted by gfiorelli1 One month ago I had a crazy idea: analyzing one year of Moz Q&As, and Trevor was even crazier accepting it. My original idea was both to understand the most common issues the Moz Community discusses and asks for help with, and also to understand how the trends in our industry are reflected in Q&A. After the first few days of digging into the data, though, I started seeing that there was a problem: a sub-optimal Q&A structure is preventing a truly accurate analysis of the same. For this reason, this post has been conceived as a two part series:
This first part goes beyond the simple analysis of a community and, using the Moz Q&A section, takes into account and discusses issues that are common to all Q&A sites. The second part will published within a few weeks (I'm still "digesting" data and discovering great insights). Auditing a Q&A site/sectionBefore people were sharing kittens and selfies on Facebook and Instagram, "social" was a synonym of "forums" in Internet-speak. In forums, people were (and still are) sharing knowledge, funny things, and questions. Forums were the first collaborative space in the web, maybe the purest symbol of the web philosophy. The forum's collaborative nature and crowdsourced knowledge is so strong that – upon reflection – the success of social networks, which mimic forums (Reddit is a clear example), must be essentially attributed to it. The advantages and difficulties of a Q&A site/sectionQ&A sites are a specific variant of the forum idea, and their model is quite simple: People ask and answer questions about certain topics. From an SEO point of view a well executed and maintained Q&A site/section has great positive effects:
Its positive effects, then, have clear reflections on branding and thought leadership. The simplest ideas, though, are usually the most complex to shape into something real. The first difficulty is building a community that is able to feed the Q&A in the first place. Even if I know people who could create hundreds of fake accounts all asking and answering questions in order to "show" a lively forum and thus attract new members, if you are creating a Q&A section as a feature in your site, then it may be better to create it when you already have even a small (but loyal) community. Here is not the place to discuss how to build a community around your brand (check The Truly Monumental Guide to Building Online Communities by Mack Web Solutions for more on that), but if you are creating a Q&A section you must think at it as a product. Hence, first you must conduct an audience analysis, define the personas that you want to target with the Q&A, and from there, build the architecture of the section and shape its voice. Moz doesn't have this problem, as it has one of biggest and more loyal communities in its niche. Nevertheless, even if I am sure that Moz has portrayed what kind of personas are using its Q&A well, I tend to believe that this section of the Moz site has been designed more for marketers with at least a minimum of experience in the use of forums than it was for marketing newbies. A very brief history of the Moz Q&AThe Q&A section was created in 2007 as a a Freemium feature. Only Pro subscribers could ask a limited number of questions per month to SEOmoz, but everybody (if the question wasn't labeled as "private") could read the Q&A. In 2012, Moz revamped the Q&A section, eliminating the "private" questions and opening it to everybody, also introducing gamification rules (the "500 thumbs up rule") which:
What didn't really change was the architecture of the Q&A itself, which is partly still operating. From the image above, apart from the funny Roger image, we can see how the categories were very broad back in 2012. That gave way to the more detailed architecture we see today. First commandment: Strive for a perfect Q&A IA and navigationChoosing a very broad architecture, especially in Q&As and Forums, can be a great idea in order:
But it also has some risks, such as:
The two issues listed above can be enhanced, then, by offering Q&A users the ability to enter their questions in up to a maximum of five categories, also in different topical areas. This freedom, however, is:
Hey Gianluca, weren't you saying Moz Q&A was broad? Here I see a complex taxonomy! Yes! The Moz Q&A has evolved through the years for the better, and the taxonomy used right now is very clear (check it out by trying to ask a question), but it still has issues, especially from a navigation point of view. For instance, when we enter the Q&A home page we see by default the latest-submitted questions, but if we want to restrict our search, we may have a panic attack, because we can choose between 45 categories, and many appear to be very similar. Too much freedom is not freedom, therefore: When offering users navigation through a taxonomy, it is always better to funnel them from broad to a more detailed offering, using both contextual menus and a way to go back in the architecture navigation. Unfortunately, the Moz Q&A lacks both:
Avoid confusion between categories and tagsIn the recent past there was a sort of "anti-tags" crusade, especially in the blogging world. This can be attributed to the misuse of tagging, which is usually considered to be a synonym of categorizing things, when the two in reality have a very different nature:
If used well, then, tags can really improve the usability of a Q&A site:
From an SEO point of view, then, a well thought-out tagging system (which includes both a suggested tag engine and, ideally, a semantic tagging consolidation engine, and takes into account the duplicated content issue) can help the Q&A site become visible to an even greater set of queries, thanks especially to the semantic topical nature of the Tags' pages. Use category pages as topical hubsWhen it comes to category pages, Q&As (and Forums in general) may present us some of the same uncertainties that categories in classified ads or eCommerce sites present, the main one being related to the weight we want to give to category pages in relation to the pages of the questions themselves. In the case of Moz (just speculating here, now) the doubt was certainly greater, because the Moz Blog's categories tend to overlap those of the Q&A section. This is immediately understandable if we look at the "link building" topic, which is both a Q&A and a Blog category (also because the Q&A categorization was modeled after that of the Blog, which came first). In this case, Moz has decided that the blog is its main content asset (and has been since the beginning), and therefore the blog categories should have priority. They acted in order to have them ranking over the Q&A's. And it did well. But we could choose to follow the opposite path, using Q&A as the main content asset and, therefore, using its categories and sub-categories pages as "topical hubs." The concept of the topical hub is becoming more important every day, because of the evolution of Google itself and its shift to semantics and "understanding things" as opposed to simply indexing pages. A topical hub, to be clear, is a page where people interested in a topic can start their research and navigation about the topic and its subtopics. They find relevant content about the topic itself, and these pages are some of the most important landing pages from an organic search perspective. A topical hub, in the case of a Q&A category and tag page, should therefore evolve from being a simple paginated list of questions. It should move from being a transition page to become a full "reference page". What are the elements of a topical hub?
Moz should suggest the Link Building Moz Academy videos in its Link Building category page in Q&A. Help your analysts, empower your moderatorsAs we have seen, every Moz subscriber can include a question in up to five categories. Even though this is great for the users, from an analysis point of view it can make collecting insights quite difficult. For instance, when I was analyzing one year of Moz Q&As, it was very hard to understand which category to attributing the main value to, because the large majority of the questions had been associated with more than one category (many in all the five categories allowed). For this reason, apart from creating a tag system, it would be a wise idea to empower the moderators so that they can eventually place a question in a better-suited category and/or eliminate a question from an inappropriate or inconsistent category. (Re)discover the importance of internal searchInternal search is the secret feature that makes sites with a massive amount of content stand out and be loved by their users. It's obviously not the only one, but when we think of sites like Amazon, Zillow, Tripadvisor, or Yelp, we can easily understand how internal search plays a major role in how a user of those sites is satisfied. For that same reason, a certain specialization within SEO (one which is becoming more and more important) is what can be defined as Vertical Search Engine Optimization, meaning optimizing for the internal search algorithms of sites like the ones I just mentioned. A Q&A site's internal search, then, is essential for:
We should not forget, finally, how the analysis of internal searches can help us re-discover a big percentage of the keywords Google hides behind the (not provided) wall. If you have a small Q&A site, maybe the best solution is to rely on the Custom Search Engine offered by Google, which is also relatively easy to connect to Google Analytics. But if you have a big Q&A site, then Google CSE may be not enough. In that case, even if there exist third-party commercial solutions, creating a native internal search algorithm is the best choice. This is the path Moz followed, but is its algorithm a good one? It is not bad, but it could be improved. In fact, when we perform an internal search (try "how to use hreflang?"), the internal SERP offered is not really the best one: The first-ranking question is dated 2012; the second and fourth have responses, but are still tagged as not answered. The best question is ranking third. Sure, Moz's internal search allows us to refine our searches using advanced filters (for instance, searching for questions similar to ours in a determined category), but still, that should be an option, not a necessity. So, what should the ranking factors be in a vertical Q&A search algorithm like the one Moz uses? Here are some suggestions:
Don't forget the "suggested question" featureSomehow related to the internal search algorithm issue, we can also find the "suggested question" issue. This is something Quora was quite able to solve: When someone is writing a question, Quora interprets the question they are writing (not always very well, to be honest) and presents the asker a list of already-answered questions that might solve the one they are about to ask. If the questions presented are not satisfying the user, they can still proceed to post their own question. This feature is very helpful, again, for preventing the Q&A from being flooded with very similar questions, which is both useless for the users and the Q&A site itself (not to mention that it could be a potentially substantial duplicate content generator). Pay attention to design changesWhen I started analyzing the more than 20,000 questions users posted in Moz's Q&A between May 2013 and April 2014, the first thing I noticed was an large decline in the number of questions posted after May 2013. We must remember that one year ago this site rebranded from SEOmoz to Moz. At first, then, I thought that the fall in the Q&A postings was due to some SEO factors. But, after sharing this insight and discussing it with the Moz marketing team, I focused on the re-design of the site as the potential reason for that drop. In fact, if we look how the SEOmoz.org menu was, we will see that the Internal Q&A link was easily reachable by the users from the main menu: In the Moz.com site, the link to the Moz Q&A can be discovered and clicked only if we first click on "Community," opening the community hub page, and then click on Q&A. Just moving the internal link away from the main menu may have caused the drop in posts. What's in the second part of this post?This is the end of the fist part of this "Auditing the Moz Q&A" mini-series. In the second part we will have a lot of fun, because analyzing 20,000+ questions can really offer us a realistic portrait of our industry's fears, hopes, and trends. I want to leave you with a teaser: The Moz community has an obsession, and it's not cats, sex, or whatever: It's Google. 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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“Thinking is the hardest work there is” – How do I create new blog post ideas?
“Thinking is the hardest work there is” – How do I create new blog post ideas? |
“Thinking is the hardest work there is” – How do I create new blog post ideas? Posted: 13 May 2014 12:34 AM PDT Every blogger fears that empty white screen on the computer. You have Word open but no letters, no words, no sentences. What am I meant to write about? This post will take you through some quick tips to help you come up with blog ideas from creating posts to serve all your audiences to narrowing the scope of your topic. The IdeaIn the words of Henry Ford, "Thinking is the hardest work there is, which is probably the reason why so few engage in it." This is a good example of why people often churn out the same topics over and over. I search for SEO blogs because that's what I am interested in and I get hundreds appear in the SERPS but a lot of them are saying the same thing. Where's the value? If your blog idea is one that’s been written about a million times before, try finding that unique angle. I love this post on the White.net blog from 2008 because it cleverly combines creativity with entertainment. Topic ScopeSo you have your idea, great! The next step should be changing the topic that is broad and making it narrow. For example, if we said your post was "10 social media tips for beginners" – you can make it more niche by changing it to "10 LinkedIn tips for beginners". You can also take it one step further, "10 LinkedIn company profile tips for beginners". Bingo! You have just created a bunch of post ideas from one idea and changed the scope of your topic. The Time FrameLet's start with a topic that is broad. Let's say, "The Art of SEO". It would take a long time to create a post on this. But if you wanted to find that needle in the haystack, you can change-up the time frame. For example, "The biggest changes in SEO during 2013". Or if you want a smaller timeframe "What you missed in SEO last month". Serve ALL your audiencesChances are, you have more than one audience you are targeting and the likelihood is that they aren't all interested in reading the same post. For example, a post for an entry-level individual and a specialist might both be about LinkedIn but one of the posts will be strategic and the other will be more tactical. Sounds hard? It's not. It's actually fairly simple. The easiest thing to do to begin with is change the title. For example, "What an entry-level marketer should know about LinkedIn" and "What every marketing specialist should know about LinkedIn". Obviously the difference will be the posts, but the topic is the same; LinkedIn tips. Negative vs Positive?When the majority of people think of creating ideas for their blog, they mainly think with a positive mindset – I know I do "5 LinkedIn rules you should always follow". It does make a lot of sense because you're creating content that you want people to consider is helpful. But it's OK to embrace the 'dark side'. Let's take the example I used above and turn it negative, "5 LinkedIn rules you should never follow". It's OK to push the boundaries, besides, sometimes these are the posts that are more enjoyable to write anyway! Not fit for purposeNot every topic is going to be a great choice. Some of the ideas you generate may not fit in with your brand guidelines or you may feel you're generating ideas that have been used so many times they're wearing thin. Ideas don't have to be set in stone, your marketing strategy may change or you might want to blog about some breaking news within your industry that you have to post ASAP otherwise you might die! It's time to be ruthless and honest with yourself – what just doesn’t cut the mustard? If you have a list of ideas but not the patience to sit down and actually write a post, check out Bobby's blog post on writing tools for those who are easily distracted. He shares some writing tools with you to help you stop procrastinating and get back to writing. There we have it! Some tips on creating new ideas for your blog. What techniques do you use to drum up new and interesting topics to blog about? Let me know in the comments! The post "Thinking is the hardest work there is" – How do I create new blog post ideas? appeared first on White.net. |
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Seth's Blog : No is essential
No is essential
If you believe that you must keep your promises, overdeliver and treat every commitment as though it's an opportunity for a transformation, the only way you can do this is to turn down most opportunities.
No I can't meet with you, no I can't sell it to you at this price, no I can't do this job justice, no I can't come to your party, no I can't help you. I'm sorry, but no, I can't. Not if I want to do the very things that people value my work for.
No is the foundation that we can build our yes on.
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luni, 12 mai 2014
Mish's Global Economic Trend Analysis
Mish's Global Economic Trend Analysis |
- "Treasuries Can't Lose"
- Separatists Ask Putin to Annex Donetsk Following Referendum; Sanction Hypocrisy and Warship Sales
- Gazprom Sends Ukraine Gas Bill, Will Halt Shipments on June 3 if Unpaid
- Japan's Current Account Surplus Collapses
Posted: 12 May 2014 08:50 PM PDT Whenever I hear 0% or 100% I start to question things. Certainly, the odd that the moon crashes into the earth tomorrow is as close to 0% as one can get, but what about the notion "Treasuries Can't Lose"? I am a long-term treasury bull right now. But I would never suggest they cannot lose. However, Jeffrey Gundlach, co-founder and chief executive officer of DoubleLine Capital LP, is willing to state just that. Please consider In Gundlach's 'No Normal' World, Treasuries Can't Lose Jeffrey Gundlach, the star fixed-income manager whose mutual fund beat 97 percent of its rivals the past three years, has a simpler explanation for why investors have gotten the bond market so wrong this year: the aging of America.I am sympathetic to the arguments presented by Gundlach. I even made similar arguments at Wine Country Conference (videos will be available shortly). However, it is a huge mistake to suggest something is 0% or 100%. No one knows for certainty what the Fed will do, how the US economy will react, or how the global economy will react. Treasuries can lose here, and they might, even though my bet is with Gundlach. Moreover, anlysis should not stop there. For example, 5-year treasuries may lose money even if 30-year treasuries gain. I like treasuries here, especially long-duration, but it is hugely wrong to make statements "treasuries cannot lose". 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. |
Separatists Ask Putin to Annex Donetsk Following Referendum; Sanction Hypocrisy and Warship Sales Posted: 12 May 2014 11:38 AM PDT Separatists in Donetsk claim a turnout of 74.9% in a referendum on self-determination with 89.7% voting in favor of self-rule. Ukraine says turnout was 32%. I suspect the truth is somewhere in between but that's a pretty wide gap. Even 32% turnout seems respectable given the circumstances. The Ukrainian government claims the election was a farce and the US called it illegal. Nonetheless, Separatists Urge Russia to Annex Donetsk in Wake of Referendum. In a statement, Denis Pushilin, one of the separatist leaders in Donetsk, said the rebels had asked Moscow to consider absorbing the self-proclaimed Donetsk People's Republic, "based on the will of the people and on the restoration of a historic justice".France to Honor Warship Contract Russia While the US pressures European nations for more sanctions, many of which on individuals who have nothing to do with the crisis, France Won't Cancel Warship Deal with Russia France will press ahead with a 1.2 billion-euro ($1.66 billion) contract to sell helicopter carriers to Russia because cancelling the deal would do more damage to Paris than to Moscow, French diplomatic sources said on Monday.Sanction Madness At a meeting today to discuss more sanctions, the EU and US agreed to sanction 13 more individuals but did not name names. In addition, the EU also slapped asset freezes on two firms in the Crimean region. In the stupid bluff of the day, British Foreign Secretary William Hague reiterated the EU's threat to move to wider sanctions on whole sectors of the Russian economy if the tension in Ukraine does not subside. Precisely who is responsible for the tension? And who is in control of Donetsk? If Hague isn't bluffing, the threat is just plain stupid. Either way, warship sales to Russia must go on! So does the madness, hypocrisy, bluffs, threats, and endless stream of propaganda from both sides. 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. |
Gazprom Sends Ukraine Gas Bill, Will Halt Shipments on June 3 if Unpaid Posted: 12 May 2014 10:02 AM PDT Russia has given Ukraine three weeks in which to pay its gas bill, otherwise shipments stop. The only way Ukraine could pay the prior bill is funds from the IMF. Future gas will be prepayment only. Bloomberg reports Gazprom Threatens to Halt Gas Shipments to Ukraine on June 3. Tomorrow, OAO Gazprom (GAZP) will send Ukraine a bill for June, Chief Executive Officer Alexey Miller said today at a meeting with Russian Prime Minister Dmitry Medvedev. If the bill isn't paid by June 2 the neighboring country won't receive any Russian gas from 10 a.m. the next morning, Miller said.Ukraine is willing to pay for gas but only if Russia lowers the bill. Russia will only lower the bill if Ukraine pays past debts. One side or another has to give. But if the situation is resolved, the IMF will effectively send billions of dollars to Russia when the US and EU have sanctions in place (and threatening more of them). Does any of this make any sense? 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. |
Japan's Current Account Surplus Collapses Posted: 12 May 2014 01:13 AM PDT Japan has piled up record trade deficits month after month, thanks to Abenomics. The Yen is down about 26% from the 2011 high, but contrary to expectations, the Yen decline did not sufficiently boost exports. However, the value of imports soared, primarily due to rising energy costs. The saving grace is that although Japan had a trade deficit, investment gains more than offset the difference. That's about to change. The Wall Street Journal reports Japan Current Account Surplus Smallest on Record. Japan posted its smallest current account surplus on record in the fiscal year that ended in March as structural changes in the economy undermine Prime Minister Shinzo Abe's efforts to achieve growth through exports.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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