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New site Hotspot Law like ZocDoc for lawyers

The startup is entering a mature vertical but one “in need of an upgrade.”



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Tactics and Strategies that Help You Look (and Think) Like a Pro

This week, we’ve got a bunch of tips, tactics, and strategies to help you get more out of the work…

The post Tactics and Strategies that Help You Look (and Think) Like a Pro appeared first on Copyblogger.


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VMware CEO: Why Can’t We Build the Telco Network Like the Clouds?

VMware CEO Pat Gelsinger suggests that with the advent of 5G the telco network should be built like the clouds. “Why can’t we build the telco network like the clouds have been built for with scalability, flexibility, efficiency, and agility?” says Gelsinger. “That’s really the idea of the telco cloud. As people go to what’s called NFV, network function virtualization, and as they’re looking ahead to 5G services, can’t we have a new architecture for building the telco cloud? But it also is flexible and scalable and helps them do services between 4G and 5G.”

Pat Gelsinger, CEO of VMware, discusses 5G and building the telco network like the clouds in an interview at the Mobile World Congress in Barcelona with CNBC:

Building the Telco Network Like the Clouds

What it really is about it’s saying that over the last decade and a half we’ve gotten pretty good at building clouds. Why can’t we build the telco network like the clouds have been built for with scalability, flexibility, efficiency, and agility? That’s really the idea of the telco cloud. As people go to what’s called NFV, network function virtualization, and as they’re looking ahead to 5G services, can’t we have a new architecture for building the telco cloud? But it also is flexible and scalable and helps them do services between 4G and 5G. It also helps them bridge so as they build these new services they can run them on the old as well as prepare services for the new.

The telco market is like 80 percent the size of the data center and cloud market. This is big. It’s a huge adjacent market that largely we’ve never touched before. We’re really excited about that. If you think about what we’ve done, it’s about building this rock-hard infrastructure that never goes down. Data centers, businesses, and banks running it told the telco networks that they need rock-hard never-goes-down infrastructure. We really find a huge opportunity there.

2020 is the Year for 5G

I’ve said for a few years that I think 2020 is the year (for 5G implementation). I think when you when you see a show like this everybody’s starting to really gear up. The trials are underway. I really see 2020 as really where it’s going to happen. Right now the national anthem is playing and next year the game gets started. If you’re going to be a cloud you’ve got to be efficient. That helps the bottom line by building more cost efficiency and operational efficiency. You have to do that. But ultimately, it’s about the new services that 5G is going to introduce.

It’s hard to say how much Huawei (potentially being banned in Europe) is going to impact. Obviously, people who have large positions with Huawei today, it becomes easy to add 5G onto it. It is somewhat dependent on carrier and market. Our view of what we’re trying to do with virtualization is to minimize unique dependencies on any particular hardware market. Part of our value proposition exactly helps customers navigate through the 4G to 5G transition as well as picking different key hardware vendors. That’s what that virtualization layer does so we think we actually help customers.

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What the Local Customer Service Ecosystem Looks Like in 2019

Posted by MiriamEllis

Everything your brand does in the new year should support just one goal: better local customer service.

Does this sound too simple? Doesn’t marketing brim with a thousand different tasks? Of course — but if the goal of each initiative isn’t to serve the customer better, it’s time for a change of business heart. By putting customers, and their problems, at the absolute center of your brand’s strategy, your enterprise will continuously return to this heart of the matter, this heart of commerce.

What is local customer service in 2019?

It’s so much more than the face-to-face interactions of one staffer with one shopper. Rather, it’s a commitment to becoming an always-on resource that is accessible to people whenever, wherever and however they need it. A Google rep was recently quoted as saying that 46% of searches have a local intent. Mobile search, combined with desktop and various forms of ambient search, have established the local web as man’s other best friend, the constant companion that’s ever ready to serve.

Let’s position your brand to become that faithful helper by establishing the local customer service ecosystem:

Your Key to the Local Customer Service Ecosystem

At the heart sits the local customer, who wants to know:

  • Who can help them, who likes or dislikes a business, who’s behind a brand, who’s the best, cheapest, fastest, closest, etc.
  • What the answer is to their question, what product/service solves their problems, what businesses are nearby, what it’s like there, what policies protect them, what’s the phone number, the website URL, the email address, etc.
  • Where a business is located, where to find parking, where something is manufactured or grown, etc.
  • When a business is open, when sales or events are, when busiest times are, when to purchase specific products/services or book an appointment, etc.
  • Why a business is the best choice based on specific factors, why a business was founded, why people like/dislike a business, etc.
  • How to get to the business by car/bike/on foot, how to learn/do/buy something, how to contact the right person or department, how to make a complaint or leave feedback, how the business supports the community, etc.

Your always-on customer service solves all of these problems with a combination of all of the following:

In-store

Good customer service looks like:

  • A publicly accessible brand policy that protects the rights and defends the dignity of both employees and consumers.
  • Well-trained phone staff with good language skills, equipped to answer FAQs and escalate problems they can’t solve. Sufficient staff to minimize hold-times.
  • Well-trained consumer-facing staff, well-versed in policy, products and services. Sufficient staff to be easily-accessible by customers.
  • In-store signage (including after-hours messaging) that guides consumers towards voicing complaints in person, reducing negative reviews.
  • In-store signage/messaging that promotes aspects of the business that are most beneficial to the community. (philanthropy, environmental stewardship, etc.) to promote loyalty and word-of-mouth.
  • Cleanliness, orderliness and fast resolution of broken fixtures and related issues.
  • Equal access to all facilities with an emphasis on maximum consumer comfort and convenience.
  • Support of payment forms most popular with local customers (cash, check, digital, etc.), security of payment processes, and minimization of billing mistakes/hassles.
  • Correctly posted, consistent hours of operation, reducing inconvenience. Clear messaging regarding special hours/closures.
  • A brand culture that rewards employees who wisely use their own initiative to solve customers’ problems.

Website

Good customer service looks like:

  • Content that solves people’s problems as conveniently and thoroughly as possible in language that they speak. Everything you publish (home, about, contact, local landing pages, etc.) should pass the test of consumer usefulness.
  • Equal access to content, regardless of device.
  • Easily accessible contact information, including name, address, phone number, fax, email, text, driving directions, maps and hours of operation.
  • Signals of trustworthiness, such as reviews, licenses, accreditations, affiliations, and basic website security.
  • Signals of benefit, including community involvement, philanthropy, environmental protections, etc.
  • Click-to-call phone numbers.
  • Clear policies that outline the rights of the consumer and the brand.

Organic SERPs

Good customer service looks like:

  • Management of the first few pages of the organic SERPs to ensure that basic information on them is accurate. This includes structured citations on local business directories, unstructured citations on blog posts, news sites, top 10 lists, review sites, etc. It can also include featured snippets.
  • Management also includes monitoring of the SERPs for highly-ranked content that cites problems others are having with the brand. If these problems can be addressed and resolved, the next step is outreach to the publisher to demonstrate that the problem has been addressed.

Email

Good customer service looks like:

  • Accessible email addresses for customers seeking support and fast responses to queries.
  • Opt-in email marketing in the form of newsletters and special offers.

Reviews

Good customer service looks like:

  • Accuracy of basic business information on major review platforms.
  • Professional and fast responses to both positive and negative reviews, with the core goal of helping and retaining customers by acknowledging their voices and solving their problems.
  • Sentiment analysis of reviews by location to identify emerging problems at specific branches for troubleshooting and resolution.
  • Monitoring of reviews for spam and reporting it where possible.
  • Avoidance of any form of review spam on the part of the brand.
  • Where allowed, guiding valued customers to leave reviews to let the greater community know about the existence and quality of your brand.

Links

Good customer service looks like:

  • Linking out to third-party resources of genuine use to customers.
  • Pursuit of inbound links from relevant sites that expand customers’ picture of what’s available in the place they live, enriching their experience.

Tech

Good customer service looks like:

  • Website usability and accessibility for users of all abilities and on all browsers and devices (ADA compliance, mobile-friendliness, load speed, architecture, etc.)
  • Apps, tools and widgets that improve customers’ experience.
  • Brand accessibility on social platforms most favored by customers.
  • Analytics that provide insight without trespassing on customers’ comfort or right to privacy.

Social

Good customer service looks like:

  • Brand accessibility on social platforms most favored by customers.
  • Social monitoring of the brand name to identify and resolve complaints, as well as to acknowledge praise.
  • Participation for the sake of community involvement as opposed to exploitation. Sharing instead of selling.
  • Advocacy for social platforms to improve their standards of transparency and their commitment to protections for consumers and brands.

Google My Business

Good customer service looks like:

  • Embrace of all elements of Google’s local features (Google My Business listings, Knowledge Panels, Maps, etc.) that create convenience and accessibility for consumers.
  • Ongoing monitoring for accuracy of basic information.
  • Brand avoidance of spam, and also, reporting of spam to protect consumers.
  • Advocacy for Google to improve its standards as a source of community information, including accountability for misinformation on their platform, and basic protections for both brands and consumers.

Customers’ Problems are Yours to Solve

“$ 41 billion is lost each year by US companies following a bad customer experience.”
-
New Voice Media

When customers don’t know where something is, how something works, when they can do something, who or what can help them, or why they should choose one option over another, your brand can recognize that they are having a problem. It could be as small a problem as where to buy a gift or as large a problem as seeking legal assistance after their home has been damaged in a disaster.

With the Internet never farther away than fingertips or voices, people have become habituated to turning to it with most of their problems, hour by hour, year by year. Recognition of quests for help may have been simpler just a few decades ago when customers were limited to writing letters, picking up phones, or walking into stores to say, “I have a need.” Now, competitive local enterprises have to expand their view to include customer problems that play out all over the web with new expectations of immediacy.

Unfortunately, brands are struggling with this, and we can sum up common barriers to modern customer service in 3 ways:

1) Brand Self-Absorption

“I’ve gotta have my Pops,” frets a boy in an extreme (and, frankly, off-putting) example in which people behave as though addicted to products. TV ads are rife with the wishfulness of marketers pretending that consumers sing and dance at the mere idea of possessing cars, soda, and soap. Meanwhile, real people stand at a distance watching the song and dance, perhaps amused sometimes, but aware that what’s on-screen isn’t them.

“We’re awesome,” reads too much content on the web, with a brand-centric, self-congratulatory focus. At the other end of the spectrum, web pages sit stuffed with meaningless keywords or almost no text as all, as though there aren’t human beings trying to communicate on either side of the screen.

“Who cares?” is the message untrained employees, neglected shopping environments, and disregarded requests for assistance send when real-world locations open doors but appear to put customer experience as their lowest priority. I’ve catalogued some of my most disheartening customer service interludes and I know you’ve had them, too.

Sometimes, brands get so lost in boardrooms, it’s all they can think of to put in their million-dollar ad campaigns, forgetting that most of their customers don’t live in that world.

One of the first lightbulb moments in the history of online content marketing was the we-you shift. Instead of writing, “We’re here, isn’t that great?”, we began writing, “You’re here and your problem can be solved.” This is the simple but elegant evolution that brands, on the whole, need to experience.

2) Ethical Deficits

Sometimes, customers aren’t lost because a brand is too inwardly focused, but rather, because its executives lack the vision to sustain an ethical business model. Every brand is tasked with succeeding, but it takes civic-minded, customer-centric leadership to avoid the abuses we are seeing at the highest echelons of the business world right now. Google, Facebook, Amazon, Uber, and similar majors have repeatedly failed to put people over profits, resulting in:

  • Scandals
  • Lawsuits
  • Fines
  • Boycotts
  • Loss of consumer trust
  • Employee loss of pride in company culture

At a local business level, and in a grand understatement, it isn’t good customer service when a company deceives or harms the public. Brands, large and small, want to earn the right of integration into the lives of their customers as chosen resources. Large enterprises seeking local customers need leadership that can envision itself in the setting of a single small community, where dishonest practices impact real lives and could lead to permanent closure. Loss of trust should never be an acceptable part of economies of scale.

The internet has put customers, staffers, and media all on the same channels. Ethical leadership is the key ingredient to building a sustainable business model in which all stakeholders take pride.

3) Lack of Strategy

Happily, many brands genuinely do want to face outward and possess the ethics to treat people well. They may simply lack a complete strategy for covering all the bases that make up a satisfying experience. Small local businesses may find lack of time or resources a bar to the necessary education, and structure at enterprises may make it difficult to get buy-in for the fine details of customer service initiatives. Priorities and budgets may get skewed away from customers instead of toward them.

The TL;DR of this entire post is that modern customer service means solving customers’ problems by being wherever they are when they seek solutions. Beyond that, a combination of sufficient, well-trained staff (both online and off) and the type of automation provided by tools that manage local business listings, reviews and social listening are success factors most brands can implement.

Reach Out…

We’ve talked about some negative patterns that can either distance brands from customers, or cause customers to distance themselves due to loss of trust. What’s the good news?

Every single employee of every local brand in the US already knows what good customer service feels like, because all of us are customers.

There’s no mystery or magic here. Your CEO, your devs, sales team, and everyone else in your organization already know by experience what it feels like to be treated well or poorly.

And they already know what it’s like when they see themselves reflected in a store location or on a screen.

Earlier, I cited an old TV spot in which actors were paid to act out the fantasy of a brand. Let’s reach back in time again and watch a similar-era commercial in which actors are paid to role play genuine consumer problems – in this case, a family that wants to keep in touch with a member who is away from home:

The TV family may not look identical to yours, but their featured problem – wanting to keep close to a distant loved one – is one most people can relate to. This 5-year ad campaign won every award in sight, and the key to it is that consumers could recognize themselves on the screen and this act of recognition engaged their emotions.

Yes, a service is being sold (long distance calling), but the selling is being done by putting customers in the starring roles and solving their problems. That’s what good customer service does, and in 2019, if your brand can parlay this mindset into all of the mediums via which people now seek help, your own “reach out and touch someone” goals are well on their way to success.

Loyal Service Sparks Consumer Loyalty

“Acquiring a new customer is anywhere from five to twenty times more expensive than retaining an existing one.”
Harvard Business Review

“Loyal customers are worth up to ten times as much as their first purchase.”
White House Office of Consumer Affairs

I want to close here with a note on loyalty. With a single customer representing up to 10x the value of their first purchase, earning a devoted clientele is the very best inspiration for dedication to improving customer service.

Trader Joe’s is a large chain that earns consistent mentions for its high standards of customer service. Being a local SEO, I turned to its Google reviews, looking at 5 locations in Northern California. I counted 225 instances of people exuberantly praising staff at just these 5 locations, using words like “Awesome, incredible, helpful, friendly, and fun!”. Moreover, reviewers continuously mentioned the brand as the only place they want to shop for groceries because they love it so much. It’s as close as you can get to a “gotta have my Pops” scenario, but it’s real.

How does Trader Joe’s pull this off? A study conducted by Temkin Group found that, “A customer’s emotional experience is the most significant driver of loyalty, especially when it comes to consumers recommending firms to their friends.” The cited article lists emotional connection and content, motivated employees who are empowered to go the extra mile as keys to why this chain was ranked second-highest in emotion ratings (a concept similar to Net Promoter Score). In a word, the Trader Joe’s customer service experience creates the right feelings, as this quick sentiment cloud of Google review analysis illustrates:

This brand has absolutely perfected the thrilling and lucrative art of creating loyal customers, making their review corpus read like a volume of love letters. The next move for this company – and for the local brands you market – is to “spread the love” across all points where a customer might seek to connect, both online and off.

It’s a kind of love when you ensure a customer isn’t misdirected by a wrong address on a local business listing or when you answer a negative review with the will to make things right. It’s a kind of love when a company blog is so helpful that its comments say, “You must be psychic! This is the exact problem I was trying to solve.” It’s a kind of love when a staff member is empowered to create such a good experience that a customer tells their mother, their son, their best friend to trust you brand.

Love, emotions, feelings — are we still talking about business here? Yes, because when you subtract the medium, the device, the screen, it’s two very human people on either side of every transaction.

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How to Rock MozCon 2018 Like the Marketing Superhero You Are

Posted by FeliciaCrawford

MozCon is just around the corner, meaning it’s time to share one of our absolute favorite posts of the year: the semi-official MozCon Guide to Seattle!

For those of you following the yellow brick road of I-5 into the heart of the Emerald City to spend three days absorbing all the SEO insight you can hold, this should help you plan both how you spend your time at the conference and outside of it. For those watching on the sidelines, scroll along and you’ll find a treasure trove of fun Seattle ideas and resources for future cons or trips you might make to this fair city by the sea.

And if you’ve been waffling on whether or not to take the plunge (to attend the conference — I wouldn’t recommend plunging into the Puget Sound, it’s quite cold), there may still be time:

Register for MozCon!

We’re now over 99% sold out, so act fast if you’ve got your heart set on MozCon 2018!

Official MozCon activities:

We know you’re here for a conference, but that’s only part of your day. After you’ve stuffed every inch of space in your brain with cutting-edge SEO insights, you’re going to want to give yourself a break — and that’s exactly why we’ve put together an assortment of events, activities, suggestions, and Seattle insider pro tips for how to fill your time outside of MozCon.

The MozCon kickoff party!

With day one behind you, we’re guessing you’ll be some mix of energized, inspired, and ready to relax just a bit. Celebrate the first day of MozCon at our Monday night kickoff party with a night of networking, custom cocktails, and good music at beautiful Block 41 in Belltown.

Meet with fellow marketers and the Mozzers that keep your SEO software shiny while you unwind after your first full day of conferencing. It’s our privilege and delight to bring our community together on this special night.

Our famously fun MozCon Bash

There ain’t no party like a MozCon party! We invite all MozCon attendees and Mozzers to join us on Wednesday night at the Garage Billiards in Seattle’s Capitol Hill neighborhood. From karaoke to photobooth, from billiards to shuffleboard, and peppered liberally with snacks and libations, the Wednesday Night MozCon Bash is designed to celebrate the completion of three days of jam-packed learning. This is the industry party of the year — you won’t want to miss it!

Birds of a Feather lunch tables

In between bites of the most delicious lunch you’ll find in the conference circuit, you’ll have the opportunity to connect with your fellow community members around the professional topics that matter most to you. Each day there will be seven-plus tables with different topics and facilitators; find one with a sign noting the topic and join the conversation to share advice, learn new tips and tricks, and discover new friends with similar interests.

Monday, July 9th

  • Google Analytics & Tag Management hosted by Ruth Burr Reedy at UpBuild
  • Content-Driven Link Building hosted by Paddy Moogan at Aira
  • Mobile App Growth hosted by Emily Grossman at Skyscanner
  • Content Marketing hosted by Casie Gillette at KoMarketing
  • Local SEO hosted by Mike Ramsey at Nifty Marketing
  • Podcasting hosted by Heidi Noonan-Mejicanos at Moz
  • Workflow Optimization hosted by Juan Parra at Accelo

Tuesday, July 10th

  • SEO A/B Testing hosted by Will Critchlow at Distilled
  • Community Speaker Connection hosted by Sha Menz at Moz
  • PPC + SEO Integration hosted by Jonathon Emery at Distilled
  • Meet Your Help Team hosted by Kristina Keyser at Moz
  • Agency Collaboration hosted by Yosef Silver at Fusion Inbound
  • Site Speed hosted by Jono Alderson at Yoast
  • Featured Snippets hosted by Rob Bucci at STAT Search Analytics
  • Voice Search hosted by Dr. Pete Meyers at Moz

Wednesday, July 11th

  • Content Marketing Q&A hosted by Kane Jamison at Content Harmony
  • Paid Search Marketing for High-Cost Keywords hosted by Trenton Greener at the Apex Training
  • SEO A/B Testing hosted by Will Critchlow at Distilled
  • Team Hiring, Retention, & Growth hosted by Heather Physioc at VML
  • Local Search hosted by Darren Shaw at Whitespark
  • Machine Learning & Advanced SEO by Britney Muller at Moz
  • Reporting Q&A hosted by Dana DiTomaso at Kick Point

The delight is in the details

MozCon is literally brimming with things to do and ways to support our attendees when they need it. Aside from our hosted events and three days’ worth of talks, we’ve got things to fill in the cracks and make sure your MozCon experience is everything you’ve ever wanted from a conference.

Photobooth with Roger: Admit it — you see that cute, googly-eyed robot face and you just want to hug it forever. At MozCon, you can do just that — and memorialize the moment with a picture at the photobooth! Roger’s a busy bot, but his photobooth schedule will be posted so you can plan your hugs accordingly.

Ping pong play sesh: Don your sweat bands and knee-high socks and keep your paddle arm limber! During breaks, we’ll have ping pong tables available to burn some excess energy and invite a little casual competition.

The world map of MozCon: Ever play pin the tail on the donkey? Well, this is sort of like that, but the donkey is a world map and (thankfully) there’s no blindfold. You’ll place a pin from wherever in the world you traveled from. It’s amazing to see how far some folks come for the conference!

Local snacks galore: Starbucks, Piroshky Piroshky, Ellenos Yogurt, and Top Pot Donuts will happily make themselves acquainted with your tastebuds! Carefully chosen from local Seattle businesses, our snacks will definitely please your local taste pallet and, if past feedback is to be believed, possibly tempt you to move here.

Stay charged: Pining for power? Panicking at that battery level of 15% at 10am? Find our charging sofas to fuel up your mobile device.

MozCon is for everyone

We want marketers of all stripes to feel comfortable and supported at our conference. Being “for everyone” means we’re working hard to make MozCon more accessible in many different ways. The Washington State Convention Center is fully ADA compliant, as are our other networking event venues. But it’s important for us to get even better, and we welcome your feedback and ideas.

Here are a few of the ways we’ve worked to make MozCon a welcoming event for everyone:

  • A ramp on the stage
  • Live closed captioning of the main event
  • Walkways for traffic flow
  • Menus featuring options or special meals (that actually taste good) for dietary restrictions
  • A nursing room
  • Gender-neutral bathroom options
  • Lots of signage
  • T-shirts that fit different body types
  • Visible staff to help make everyone’s experience the best possible
  • A proud partnership with 50/50 Pledge, furthering our commitment to better representation of women on stage
  • Strict enforcement of our Code of Conduct and TAGFEE

Bespoke city exploration — Get to know Seattle!

In years past, Tuesday nights were reserved for our MozCon Ignite event, where brave folks from myriad backgrounds would share stories in lighting-fast Ignite-style talks of five minutes each — the only rule being it can’t be about marketing!

While MozCon Ignite has always been a much-loved and highly anticipated event, we’ve also listened closely to your feedback about wanting more time to network on your own, plan client dinners, go on outings with your team, and in general just catch your breath — without missing a thing. That’s why this year, we’re folding Ignite into the official MozCon schedule so everyone can benefit from the tales shared and enjoy a fun five-minute break between SEO talks.

Wondering about what topics will be covered at Ignite this year?:

  • The Ninja Kit to NOT Get Sick While Traveling by Dana Weber at Seer Interactive
  • My Everest: How 10 Years of Chasing Tornadoes Came Down to One Moment by Tom Romero at Uncommon Goods
  • Baseball Made Me a Better Engineer by Tom Layson at Moz
  • Trailblazer: How Reading One Book Changed My Life for Good by Lina Soliman at OSUWMC
  • Drag Queen Warlocks, Skateboarding Sorcerers, & Other Folks by Jay Ricciardi at Tableau
  • Voice Dialogue Therapy: Listening to the Voices Inside Your Head by Kayla Walker at Distilled

We’re opening up Tuesday night as your chance to explore the Emerald City. We’ll have a travel team onsite at the conference on Tuesday to help you and your friends plan an exciting Seattle adventure. Perhaps you’ve met a fantastic group of like-minded folks at a Birds of a Feather lunch table and would love to talk featured snippets over fresh fish n’ chips at the Pike Place Market. Maybe you’ve always wanted to catch the view at the top of the Space Needle (recently renovated and reopened to provide even better views!). Or perhaps a quiet sunset picnic overlooking the water at Gasworks Park seems like the perfect way to relax after a long day of learning and networking. Regardless of whatever floats your boat, we encourage you to plan local meetups, invite your newfound and long-standing friends, and forge a few irreplaceable Seattle memories.

Wondering what there is to do, drink, eat, and see in Seattle?

Well, who better to ask than us Seattleites? Using tons of real suggestions from real Mozzers, we’ve put together a Google Map you can use to guide your exploration outside the confines of the event venue — check it out below!

Seattle’s got more to offer than we can name — get out there and discover the renowned Emerald City quirks and quaintness we’re famous for!

Travel options:

Seattle’s got a pretty solid transit system that can get you where you need to go, whether you’re traveling by bus or train. The city also has its share of rideshare services, as well as taxis, bikes, ferries, and water taxis, depending on where you’re headed.

Public transportation

  • King County Metro Trip Planner: Traverse the city by bus! You can also download an app to get real-time bus info (I like the One Bus Away app, developed here in Seattle by University of Washington grads)
  • Light Rail: Connecting the north end to the south, the Light Rail can move you across Seattle quickly (and even drop you off right at SeaTac for your flight home!)
  • Water taxis and ferries can float you right across the Sound (and offer a lovely view while they’re at it)
  • A Transit Go ticket or ORCA card will happily power your public transit excursions
  • Bikeshare programs: As you wander the city, you may notice brightly colored bicycles patiently awaiting riders on the sidewalks. That rider could be you! If you’re feeling athletic, take advantage of the city’s bikeshare programs and see Seattle on two wheels.

Rideshares and taxis

  • Uber & Lyft can get you where you need to go
  • Moovn is a Seattle startup rideshare company
  • Two taxi services, Seattle Yellow Cab and Orange Cab, allow for online booking via their apps (or you can call ‘em the old-fashioned way!)

Are you ready to rock MozCon?!

If you’re already MozCon-bound come this July, make sure to download the app (must be on mobile) and join our Facebook group to maximize your networking opportunities, get to know fellow attendees, and stay up-to-date on conference news and activities.

If you’re thinking about grabbing a ticket last-minute, we still have a few left:

Grab a ticket while you can

And whether you’re going to be large, in charge, and live at the conference or just following along at home and eagerly waiting the video release, follow along with the #MozCon hashtag on Twitter to indulge in the juicy tidbits and takeaways attendees will undoubtedly share.

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What Ethical, Effective Selling Looks Like

There’s a well-loved myth out there that if you do something reasonably remarkable and distribute passionate content, you’ll automatically have an audience who will support you in style for the rest of your life. You don’t have to do anything scary. Like sell, for example. Now if that works for you, that’s terrific. So does
Read More…

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How to Use Instagram Like a Beauty Brand

Posted by zeehj

Does your brand’s activity on its social accounts impact its search rankings? Maybe. Maybe not. But does it matter anyway?

I shouldn’t have to convince you that investing in a social media for your company is worth it; even in light of Facebook’s recent data breach, we are so reliant upon our social profiles for real human interaction that leaving them is not a real option. In fact, the below statistics from Pew Research Center’s 2018 Social Media Use Survey indicate that we’re not going to give up our social media profiles any time soon.

Humans are social creatures. It makes sense that we love being on social networking sites. We crave interaction with fellow humans. We’re also highly likely to trust the recommendations of our friends and family (Nielsen) and those recommendations often influence our purchasing decisions. We ask our loved ones for advice on where to put our dollars in myriad ways, all at different price points:

  • What coffee shop do you like to go to?
  • Which mascara is that?
  • What are you reading right now?
  • Where’d you get that tie?
  • What neighborhoods are you looking to move to?
  • What schools are you looking to send Anna to?

Yes, those same searches occur online. They also frequently occur in tandem with testimonials from the people in our lives (depending on how thorough we want or need to be).

So if you have a thing that you want to sell to a group of people and you’re still not pursuing a social strategy, I don’t understand what you’re doing. Yes, it’s 2018 and I still find myself trying to persuade clients to proactively use (the right) social networks to promote their brand.

For the sake of this piece, we’re going to focus on organic usage (read: free, not paid advertising) of Instagram. Why just Instagram? 35% of US adults say they use Instagram as of 2018, up from 28% in 2016. This was the greatest growth across top social networking sites reported by Pew Research Center. Additionally, its 35% usage puts it at the third most popular social networking platform, behind only Facebook and YouTube.

Other good news? It may be easier for brands’ posts to appear in users’ Instagram feeds than on their Facebook feeds: Facebook still wants to prioritize your family, friends and groups, while The New York Times reports that Instagram is updating its algorithm to favor newer posts rather than limit the accounts in your feed.

So should every brand have an Instagram? Maybe? But notice I’ve been primarily using the word “brand,” not “company” or “business.” That’s deliberate. Companies (only) provide customers with a service or sell a product. Brands provide customers (followers) with an identity. (If you want to dive further into this, I highly recommend this presentation by former Distiller Hannah Smith.)

The best companies are brands: they’ve got identities with which consumers align themselves. We become loyal to them. We may even use the brands we purchase from and follow as self identifiers to other people (“I’m a Joe & the Juice kind of guy, but not Starbucks,” “I never use MAC, only NARS,” “Me, shop at Banana Republic?! I only go to Everlane!”). Not every company should be on Instagram — it doesn’t make much sense for B2Bs to invest time and energy into building their company’s presence on Instagram.

Instagram is not for your consulting firm. And probably not for your SaaS company, either (but prove me wrong)!

It’s for celebrities. It’s to show off your enviable trip. It’s for fashion blogs. Sneakerheads. Memes. Art. Beauty brands. It’s really great for beauty brands. Why? Instagram is obviously great for sharing pretty photos — and if you’re a beauty company, well, it’s a no-brainer that you should have an active account. And it also has incredible built-in features to organically promote your posts, engage customers, and sell products with actual links to those products on your photos.

So, if you’re going to use Instagram, do it right. If you want to do it right, do it like a beauty brand.

First things first: Why do beauty companies’ IG posts look better?

Glossier

Onomie

Milk

Let’s get the obvious out of the way: each account features beautiful models, pretty sceneries, and cosmetics in clean packaging. That said, it’s not just the subject of the IG photos that matters: each of these IG accounts’ photos have been curated and edited together, so that their photos look cohesive when you view them in IG’s grid format. How do they do that? Let’s look at three posts from these accounts.

Glossier

Onomie

Milk

It’s hard (for me) to pick apart precisely why these photos are aesthetically pleasing — and it doesn’t help that I’m neither a photographer, nor a designer. That said, here is my rudimentary, non-designer take on why these photos look great together:

#1: Their subjects are beautiful (duh)

#2: There are limited primary focal points, and tons of negative space (though the medicine cabinet and floral arrangement photos are arguably “busy”)

#3: Their hues are complementary (pinky-pearlescent-pastels, anyone?)

There’s a lot of pink. And white. And pastels. And more pink. And then, occasionally, pops of color (think: a new violet lipstick shade).

Color schemes remain consistent across Onomie’s, Milk’s, and Glossier’s photos — these beauty brands don’t suddenly change their color palettes from one photo to the next. In fact, they are most likely implementing the same Instagram filters for each photo, or at least editing the color balances so that the photos complement each other. They are deliberately catering to Instagram’s 3×3 grid photo format (or 3×4, or 3×5, depending on your screen size). While many users do see IG posts in their “feeds” when they open the app, users are still motivated to look at IG accounts’ for a number of reasons: IG profiles are the only place where you can add hyperlinks on Instagram, and is also where accounts can pin stories for users to revisit.

But how on earth do they do it? They may have professional photographers, or graphic designers they can beg to normalize their color balances across photos. However, I don’t think that most companies necessarily need this mastery in-house in order to have an Instagram profile that looks good to mere mortals.

What I can assure you is that they plan, plan, plan out their posts in advance. In order to do this effectively, of course, you need the right tools. Here’s your starter pack of IG apps:

  • VSCO
    • Freemium phone app
    • Enables you to edit photos like a master — VSCO goes way beyond a small set of filters
    • Has its own community and image feed within the app, separate from IG
    • VSCO can’t post directly to IG (yet), but you can easily download any edited photo
  • Planoly
    • Freemium desktop tool and phone app
    • Can visualize your photos in a grid format with your other IG photos
    • Built-in analytics
    • Can schedule and post directly to IG, with captions and hashtags
  • Unum
    • Free
    • Offers some photo editing tools
    • Can drag and drop photos to plan out how they will appear alongside your other uploads, in grid format
    • Can post to IG, but no scheduling features

This may sound like a lot of work, and for non-designers in particular it’s pretty challenging. That said, the fruits of your labor can be used again and again. In fact, that’s precisely what these beauty brands do on IG: if they’re featuring a product (again, hello lipstick shades), they show off that product’s different colors, on different skintones. Basically, rinse and repeat with your IG photos: this repetition is great for those with sparse content calendars, and still looks great.

Okay, but they’re not popular just because of their looks, right? Why are beauty brands on IG so damn popular?

Yes, looks matter. IG is a visual platform. Sorry not sorry. And yes, we’re talking about beauty brands that have budgets to advertise their accounts and products on IG, which also contributes to their popularity. However, that’s not the whole story.

They use hashtags and photo tags.

Hashtags

Just like on Twitter (and Facebook, to a degree), hashtags are a natural way to boost exposure and get “discovered.” That’s largely because IG users can also follow hashtags, in the same manner as following a handle. And, just like on Twitter, it matters which hashtags you use. IG also allows users to add up to 30 hashtags per post — and yes, this can look spammy, but if you’re using IG like a beauty brand, you’ll separate your caption from your hashtags with periods-used-as-line-breaks or as a separate comment after you post.

So, where should you begin hunting for hashtags? Unfortunately, the Cambridge Analytica debacle has extended to Facebook’s other properties, including Instagram. It seems like one direct response to this is to limit the number of API calls we can make of IG. This means awesome services like websta.me can’t serve up the same amount of information around hashtags as they once did.

That said, Tagboard is one option for content and social media marketers to use. I like to use it to suss out hashtag intent (in answering whether this the right hashtag to use for this post). *Readers: if you’ve got tools you love to find hashtags on IG, add them in the comments below for us, please!

Otherwise, your best bet (as far as I know) is to search for hashtags directly in Instagram’s Discover area, under Tags. There, you can see how many times those hashtags have been used (what’s popular?) and then click through to see what photos have been tagged.

Photo tags

Beauty brands also take advantage of photo tagging on their posts when they can: if they are featuring a celebrity (like the magnificent Tracee Ellis Ross), they can tag her IG directly onto this post. Not only does this let Tracee (or, more likely, her social media manager) know, but depending on her settings this photo now shows up under her tagged photos on her profile — for her fans to discover.

Similarly, if you’re a business selling products and you’ve been approved for shopping on IG, you can also tag your products in your photos so that users can click through directly to their product pages. This is a no-brainer. Just do it.

They talk to their followers.

We already know that it’s best practice to engage and respond to followers on social media (within reason), and IG is no different. Onomie, Milk and Glossier all have downright spirited conversations in their photos’ comments sections by prompt fellow ‘grammers to participate in a few ways. They:

They add stories.

IG’s “Stories” feature is another great tool that Onomie, Milk, and Glossier all use. They’re like IG posts, but ephemeral (they only last 24 hours) and do not live in your main feed: users can access these stories from the top of their IG feeds, and from the account’s main icon. In some cases — especially brands selling products — these accounts may choose to “pin” evergreen stories to their IG profiles, so that users can access them beyond the 24-hour lifespan.

Stories are an excellent way to gather additional insights from followers (outside of comments) because you can run polls (with clickable elements) to collect simple data (“Should our next product help alleviate dry or oily skin?”). What’s more is that, depending on users’ notification preferences, stories automatically push notifications to followers’ phone screens. This means that even if a user is not using the app, they will be notified of new, temporary content.

If your brand (or your client) isn’t taking advantage of IG’s great marketing tools, it’s time to stop waiting and get ‘gramming. Especially if your target audiences are using the platform, there is no reason not to test out all the ways it allows you to engage its community.

Share your favorite IG tools, tips, and accounts below, so that other Moz readers can get inspired. And if you’re passionate about marketing, come join our team, and help me convince more awesome brands to take over Instagram. (JK. Kinda.)

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Google (Almost Certainly) Has an Organic Quality Score (Or Something a Lot Like It) that SEOs Need to Optimize For – Whiteboard Friday

Posted by randfish

Entertain the idea, for a moment, that Google assigned a quality score to organic search results. Say it was based off of click data and engagement metrics, and that it would function in a similar way to the Google AdWords quality score. How exactly might such a score work, what would it be based off of, and how could you optimize for it?

While there’s no hard proof it exists, the organic quality score is a concept that’s been pondered by many SEOs over the years. In today’s Whiteboard Friday, Rand examines this theory inside and out, then offers some advice on how one might boost such a score.

Google's Organic Quality Score

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 organic quality score.

So this is a concept. This is not a real thing that we know Google definitely has. But there’s this concept that SEOs have been feeling for a long time, that similar to what Google has in their AdWords program with a paid quality score, where a page has a certain score assigned to it, that on the organic side Google almost definitely has something similar. I’ll give you an example of how that might work.

So, for example, if on my site.com I have these three — this is a very simplistic website — but I have these three subfolders: Products, Blog, and About. I might have a page in my products, 14axq.html, and it has certain metrics that Google associates with it through activity that they’ve seen from browser data, from clickstream data, from search data, and from visit data from the searches and bounces back to the search results, and all these kinds of things, all the engagement and click data that we’ve been talking about a lot this year on Whiteboard Friday.

So they may have these metrics, pogo stick rate and bounce rate and a deep click rate (the rate with which someone clicks to the site and then goes further in from that page), the time that they spend on the site on average, the direct navigations that people make to it each month through their browsers, the search impressions and search clicks, perhaps a bunch of other statistics, like whether people search directly for this URL, whether they perform branded searches. What rate do unique devices in one area versus another area do this with? Is there a bias based on geography or device type or personalization or all these kinds of things?

But regardless of that, you get this idea that Google has this sort of sense of how the page performs in their search results. That might be very different across different pages and obviously very different across different sites. So maybe this blog post over here on /blog is doing much, much better in all these metrics and has a much higher quality score as a result.

Current SEO theories about organic quality scoring:

Now, when we talk to SEOs, and I spend a lot of time talking to my fellow SEOs about theories around this, a few things emerge. I think most folks are generally of the opinion that if there is something like an organic quality score…

1. It is probably based on this type of data — queries, clicks, engagements, visit data of some kind.

We don’t doubt for a minute that Google has much more sophistication than the super-simplified stuff that I’m showing you here. I think Google publicly denies a lot of single types of metric like, “No, we don’t use time on site. Time on site could be very variable, and sometimes low time on site is actually a good thing.” Fine. But there’s something in there, right? They use some more sophisticated format of that.

2. We also are pretty sure that this is applying on three different levels:

This is an observation from experimentation as well as from Google statements which is…

  • Domain-wide, so that would be across one domain, if there are many pages with high quality scores, Google might view that domain differently from a domain with a variety of quality scores on it or one with generally low ones.
  • Same thing for a subdomain. So it could be that a subdomain is looked at differently than the main domain, or that two different subdomains may be viewed differently. If content appears to have high quality scores on this one, but not on this one, Google might generally not pass all the ranking signals or give the same weight to the quality scores over here or to the subdomain over here.
  • Same thing is true with subfolders, although to a lesser extent. In fact, this is kind of in descending order. So you can generally surmise that Google will pass these more across subfolders than they will across subdomains and more across subdomains than across root domains.

3. A higher density of good scores to bad ones can mean a bunch of good things:

  • More rankings in visibility even without other signals. So even if a page is sort of lacking in these other quality signals, if it is in this blog section, this blog section tends to have high quality scores for all the pages, Google might give that page an opportunity to rank well that it wouldn’t ordinarily for a page with those ranking signals in another subfolder or on another subdomain or on another website entirely.
  • Some sort of what we might call “benefit of the doubt”-type of boost, even for new pages. So a new page is produced. It doesn’t yet have any quality signals associated with it, but it does particularly well.

    As an example, within a few minutes of this Whiteboard Friday being published on Moz’s website, which is usually late Thursday night or very early Friday morning, at least Pacific time, I will bet that you can search for “Google organic quality score” or even just “organic quality score” in Google’s engine, and this Whiteboard Friday will perform very well. One of the reasons that probably is, is because many other Whiteboard Friday videos, which are in this same subfolder, Google has seen them perform very well in the search results. They have whatever you want to call it — great metrics, a high organic quality score — and because of that, this Whiteboard Friday that you’re watching right now, the URL that you see in the bar up above is almost definitely going to be ranking well, possibly in that number one position, even though it’s brand new. It hasn’t yet earned the quality signals, but Google assumes, it gives it the benefit of the doubt because of where it is.

  • We surmise that there’s also more value that gets passed from links, both internal and external, from pages with high quality scores. That is right now a guess, but something we hope to validate more, because we’ve seen some signs and some testing that that’s the case.

3 ways to boost your organic quality score

If this is true — and it’s up to you whether you want to believe that it is or not — even if you don’t believe it, you’ve almost certainly seen signs that something like it’s going on. I would urge you to do these three things to boost your organic quality score or whatever you believe is causing these same elements.

1. You could add more high-performing pages. So if you know that pages perform well and you know what those look like versus ones that perform poorly, you can make more good ones.

2. You can improve the quality score of existing pages. So if this one is kind of low, you’re seeing that these engagement and use metrics, the SERP click-through rate metrics, the bounce rate metrics from organic search visits, all of these don’t look so good in comparison to your other stuff, you can boost it, improve the content, improve the navigation, improve the usability and the user experience of the page, the load time, the visuals, whatever you’ve got there to hold searchers’ attention longer, to keep them engaged, and to make sure that you’re solving their problem. When you do that, you will get higher quality scores.

3. Remove low-performing pages through a variety of means. You could take a low-performing page and you might say, “Hey, I’m going to redirect that to this other page, which does a better job answering the query anyway.” Or, “Hey, I’m going to 404 that page. I don’t need it anymore. In fact, no one needs it anymore.” Or, “I’m going to no index it. Some people may need it, maybe the ones who are visitors to my website, who need it for some particular direct navigation purpose or internal purpose. But Google doesn’t need to see it. Searchers don’t need it. I’m going to use the no index, either in the meta robots tag or in the robots.txt file.”

One thing that’s really interesting to note is we’ve seen a bunch of case studies, especially since MozCon, when Britney Muller, Moz’s Head of SEO, shared the fact that she had done some great testing around removing tens of thousands of low-quality, really low-quality performing pages from Moz’s own website and seen our rankings and our traffic for the remainder of our content go up quite significantly, even controlling for seasonality and other things.

That was pretty exciting. When we shared that, we got a bunch of other people from the audience and on Twitter saying, “I did the same thing. When I removed low-performing pages, the rest of my site performed better,” which really strongly suggests that there’s something like a system in this fashion that works in this way.

So I’d urge you to go look at your metrics, go find pages that are not performing well, see what you can do about improving them or removing them, see what you can do about adding new ones that are high organic quality score, and let me know your thoughts on this in the comments.

We’ll look forward to seeing you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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