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Posted by randfish Getting readers on board with your ideas isn't the only way to achieve content success. Sometimes, stirring up a little controversy and earning a few rivals can work incredibly well — but there's certainly a right and a wrong way to do it. Rand details how to use the power of making enemies work to your advantage in today's Whiteboard Friday. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. Today, we're going to chat about something a little interesting — how content can succeed by making enemies. I know you're thinking to yourself, "Wait a minute, I thought my job was to make friends with my content." Yes, and one of the best ways to make close friends is to make enemies too. So, in my opinion, I think that companies and businesses, programs, organizations of all kinds, efforts of all kinds tend to do rea...

Posted by ronell-smith MozCon 2013 (left to right): Greg Gifford, Nathan Bylof , Nathan Hammer, Susan Wenograd, and myself I remember my first MozCon like it was yesterday. It’s the place where I would hear the quote that would forever change the arc of my career. “The world is freaking complicated, so let me start with everything I don’t know,” said Google’s Avinash Kaushik , during the Q&A, after speaking at MozCon 2013. “Nine hundred years from now, I will fix what’s broken today. …Get good at what you do.” Though I didn’t know it at the the time, those were words I needed to hear, and that would lead me to make some career decisions I desperately needed to make. Decisions I never would have made if I hadn’t chosen to attend MozCon, the Super Bowl of marketing events (in my opinion). Walking into the large (gigantic) room for the first time felt like being on the Space Mountain ride at Disneyland. I hurriedly raced to the front to find a seat so I could take in all of ...

Posted by lkolowich You just ran what you thought was a really promising conversion test. In an effort to raise the number of visitors that convert into demo requests on your product pages, you test an attractive new redesign on one of your pages using a good ol’ A/B test. Half of the people who visit that page see the original product page design, and half see the new, attractive design. You run the test for an entire month, and as you expected, conversions are up — from 2% to 10%. Boy, do you feel great! You take these results to your boss and advise that, based on your findings, all product pages should be moved over to your redesign. She gives you the go-ahead. But when you roll out the new design, you notice the number of demo requests goes down. You wonder if it’s seasonality, so you wait a few more months. That’s when you start to notice MRR is decreasing, too. What gives? Turns out, you didn’t test that page long enough for results to be statistically significant. Because ...

Posted by rjonesx. It's not every day that I write about content. To be honest, it's probably a once-a-year kind of thing. I will readily admit that I'm a "links are king" kind of SEO, and have been since starting in this industry more than a decade ago. However, I do look over the fence from time to time to see if the grass is greener and, on occasion, I actually like what I see. Prior to joining Moz, I was a consultant at an agency like many of you reading this blog post. More often than not, one of the key concerns of my clients was what to write about. It seems that webmasters and business owners alike can easily acquire writer's block after trudging through the uninspiring task of turning a list of keywords into website copy. So where do you look when you have run out of words Numbers. Alright, stick with me here. I imagine for some of you the idea of poring over numbers to remedy writer's block would be like trying to stop a headache with a brick....

Posted by randfish Most SEO campaigns need three kinds of links to be successful; targeting your content to influencers can get you 2/3 of the way there. In this Whiteboard Friday, Rand covers the tactics that will help your content get seen and shared by those with a wide and relevant audience. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat about how to create content that is specifically influencer-targeted in order to earn the links and attention and amplification that you often need. Most SEO campaigns need 3 types of links: So it's the case that most SEO campaigns, as they're trying to earn the rankings that they're seeking, are trying to do a few things. You're trying to grow your overall Domain Authority . You're trying to get some specific keyword terms and phrases ranking on your site for ...

Posted by randfish I just finished reading Jan Schaumann's short post on Why Companies Should Pay for Their Employees to Attend Conferences . I liked it. I generally agree with it. But I have more to add. First off, I think it's reasonable for managers and company leaders to be wary of conferences and events. It is absolutely true that if your employees attend them, there will be costs associated, and it's logical for businesses to seek a return on investment. What do you sacrifice when sending a team member to an event? Let's start by attempting to tally up the costs: Lost productivity – Usually on the order of 1 to 4 days depending on the length of the event, travel distance, tiredness from travel, whether the team member does some work at the event or makes up with evenings/weekends, etc. Given marketing salaries ranging from $40K–$100K, this could be as little as $150 (~1 day's cost at the lower end) to $1,900 (a week's cost on the high end). Cost of...

Posted by Dr-Pete As more people look for financial advice online, brick-and-mortar wealth management firms and financial advisors are competing harder than ever for search customers. More than 70% of millennials use search engines for research, and 15% of 18–34 year-olds are turning directly to search engines for financial advice. As consumers in their 20s and 30s grow their wealth, have families, and begin planning for the future, who is best situated to capture their attention online? This turns out to be a more difficult question than you might think. Focusing on Google, there are three major areas where financial service providers can compete: organic results, local results, and paid results (ads). Even organic results are increasingly localized, with top rankings varying wildly from city to city, and traditional organic results are often pushed below both ads and the local 3-pack. Local packs command a large amount of screen real-estate — here’s a local pack for “financial pl...