Stating the obvious here, but content is a massively important part of any inbound marketing campaign. The problem that most of us run into — and I know this well from years of SEO consulting with publishers — is that even "good" content can fade from view without a share, link, or conversion. Engaging an audience isn't as simple as clicking "publish."
So, how do we avoid making phantom content a habit?
For Moz, timely data has been a big part of the answer. Over the years, we've built internal tools like 1Metric to guide our work. It's a simple strategy, but the more analysis we perform, the better we understand our audience. The better we understand our audience, the easier it is to produce engaging content.
When we blog and talk about those tools, folks in the community remind us that having something similar for their own use would be really helpful.
Well, we took that feedback to heart and, about a year ago, set out to create a product that helps marketers and content creators optimize their content efforts. Now, after lots of hard work, we’re ready to roll back the curtain on our latest offering: Moz Content.
Posted by MiriamEllis “My business makes local deliveries, but doesn’t have a storefront. How do I handle listings management?” “I work from home. How should I be doing local SEO?” “Are there any tips for doing local SEO for clients like NerdWallet or Credit Karma that serve all customers virtually?” Queries like these about doing local SEO for businesses with nuanced, hidden, or no physical locations and with varied models of customer fulfillment are AMA FAQs and perennial topics on marketing fora. Attendees at the recent Moz Webinar on The ROI of Local SEO repeatedly asked about this subject. Business owners and marketers who haven’t serendipitously discovered Google’s various guidelines are left wondering how to promote non-brick-and-mortar brands. Even where there’s awareness that such guidance exists, Google is continually evolving its stance. It’s easy to make mistakes, overlook updates, and miss out on opportunities. The great news is, there are local marketing possibilit...
When someone regularly adds new content to their sites, they face an inevitable question: What happens to my older articles? The way blogging works is really unfair to your past work: It gets buried in archives, losing traffic and relevance. Is there a way to keep your content always up-to-date? Yes, but first let’s discuss the why. Why update your content? Keeping your content fresh and updated is more than overcoming the unfairness of your past work fading away. It's actually a legit marketing tactic that saves money and makes your users’ on-site experience smoother. So let’s dive into why updating old content is so important: 1. User experience The most obvious reason is that you want each of your site pages to be an effective entry landing page: Outdated content and broken links will likely result in bounces. These are lost leads and clients. 2. Search engine optimization When it comes to SEO, content updates offer quite a few advantages: Maintaining more consisten...
Posted by AnnSmarty Somehow, many businesses I’ve come across online have one glaring problem in common: a very weak and unconvincing About Us page. This doesn’t make any sense in my mind, as the About page is one of the most important brand assets, and unlike link building and social media marketing, it doesn’t require any ongoing effort or investment. An About page is often part of a buying journey. It can drive people to your site and help convince them to deal with you. And, in these uncertain times , you can use it to help build trust in you and your business. Creating a solid About page is a one-time task, but it will boost both brand loyalty and conversions for many months to come. Why is your About page so important? It is often an entry page Whether you’re a business owner or blogger, your About page tends to rank incredibly well for brand-driven search queries (those that contain your name or your brand name). If nothing else, it shows up in your sitelinks: Or your m...
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