Tag Archive | "Posts"

The 7 Keys to List Posts that Are Worth Writing (and Reading)

A lot of smart writers can’t stand list posts. What’s a list post? It’s also known as a numbered list…

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Don’t give up on Google Posts

Since a GMB listing is a major local ranking factor for a business, keeping listings fresh with content improves findability in search.



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The Results of Our ‘Secret Contest’: 5 Winning Blog Posts from Our Certification Community

Did you know that Copyblogger certifies terrific content marketers? Well, we do, and we’ve been thinking about more ways we…

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Why You Should Think Twice about Writing How-To Posts

“Write what you know.” It’s an old adage you’ve probably heard before. And many bloggers and content writers have taken…

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What to Do with Your Old Blog Posts

Posted by -LaurelTaylor-

Around 2005 or so, corporate blogs became the thing to do. Big players in the business world touted that such platforms could “drive swarms of traffic to your main website, generate more product sales” and even “create an additional stream of advertising income” (Entrepreneur Magazine circa 2006). With promises like that, what marketer or exec wouldn’t jump on the blog bandwagon?

Unfortunately, initial forays into branded content did not always dwell on minor issues like “quality” or “entertainment,” instead focusing on sheer bulk and, of course, all the keywords. Now we have learned better, and many corporate blogs are less prolific and offer more value. But on some sites, behind many, many “next page” clicks, this old content can still be found lurking in the background.

This active company blog still features over 900 pages of posts dating back to 2006

This situation leaves current SEOs and content teams in a bit of a pickle. What should you do if your site has excessive quantities of old blog posts? Are they okay just sitting there? Do you need to do something about them?

Why bother addressing old blog posts?

On many sites, the sheer number of pages are the biggest reason to consider improving or scaling back old content. If past content managers chose quantity over quality, heaps of old posts eventually get buried, all evergreen topics have been written about before, and it becomes increasingly harder to keep inventory of your content.

From a technical perspective, depending on the scale of the old content you’re dealing with, pruning back the number of pages that you put forward can help increase your crawl efficiency. If Google has to crawl 1,000 URLs to find 100 good pieces of content, they are going to take note and not spend as much time combing through your content in the future.

From a marketing perspective, your content represents your brand, and improving the set of content that you put forward helps shape the way customers see you as an authority in your space. Optimizing and curating your existing content can give your collection of content a clearer topical focus, makes it more easily discoverable, and ensures that it provides value for users and the business.

Zooming out for a second to look at this from a higher level: If you’ve already decided that it’s worth investing in blog content for your company, it’s worth getting the most from your existing resources and ensuring that they aren’t holding you back.

Decide what to keep: Inventory and assessment

Inventory

The first thing to do before accessing your blog posts is to make sure you know what you have. A full list of URLs and coordinating metadata is incredibly helpful in both evaluating and documenting.

Depending on the content management system that you use, obtaining this list can be as simple as exporting a database field. Alternatively, URLs can be gleaned from a combination of Google Analytics data, Webmaster Tools, and a comprehensive crawl with a tool such as Screaming Frog. This post gives a good outline of how to get the data you need from these sources.

Regardless of whether you have a list of URLs yet, it’s also good to do a full crawl of your blog to see what the linking structure looks like at this point, and how that may differ from what you see in the CMS.

Assessment

Once you know what you have, it’s time to assess the content and decide if it’s worth holding on to. When I do this, I like to ask these 5 questions:

1. Is it beneficial for users?

Content that’s beneficial for users is helpful, informative, or entertaining. It answers questions, helps them solve problems, or keeps them interested. This could be anything from a walkthrough for troubleshooting to a collection of inspirational photos.

Screenshots of old real estate articles: one is about how to select a location, and the other is about how to deal with the undead

These 5-year-old blog posts from different real estate blogs illustrate past content that still offers value to current users, and past content that may be less beneficial for a user

2. Is it beneficial for us?

Content that is beneficial to us is earning organic rankings, traffic, or backlinks, or is providing business value by helping drive conversions. Additionally, content that can help establish branding or effectively build topical authority is great to have on any site.

3. Is it good?

While this may be a bit of a subjective question to ask about any content, it’s obvious when you read content that isn’t good. This is about fundamental things such as if content doesn’t make sense, has tons of grammatical errors, is organized poorly, or doesn’t seem to have a point to it.

4. Is it relevant?

If content isn’t at least tangentially relevant to your site, industry, or customers, you should have a really good reason to keep it. If it doesn’t meet any of the former qualifications already, it probably isn’t worth holding on to.

These musings from a blog of a major hotel brand may not be the most relevant to their industry

5. Is it causing any issues?

Problematic content may include duplicate content, duplicate targeting, plagiarized text, content that is a legal liability, or any other number of issues that you probably don’t want to deal with on your site. I find that the assessment phase is a particularly good opportunity to identify posts that target the same topic, so that you can consolidate them.

Using these criteria, you can divide your old blog posts into buckets of “keep” and “don’t keep.” The “don’t keep” can be 301 redirected to either the most relevant related post or the blog homepage. Then it’s time to further address the others.

What to do with the posts you keep

So now you have a pile of “keep” posts to sort out! All the posts that made it this far have already been established to have value of some kind. Now we want to make the most of that value by improving, expanding, updating, and promoting the content.

Improve

When setting out to improve an old post that has good bones, it can be good to start with improvements on targeting and general writing and grammar. You want to make sure that your blog post has a clear point, is targeting a specific topic and terms, and is doing so in proper English (or whatever language your blog may be in).

Once the content itself is in good shape, make sure to add any technical improvements that the piece may need, such as relevant interlinking, alt text, or schema markup.

Then it’s time to make sure it’s pretty. Visual improvements such as adding line breaks, pull quotes, and imagery impact user experience and can keep people on the page longer.

Expand or update

Not all old blog posts are necessarily in poor shape, which can offer a great opportunity. Another way to get more value out of them is to repurpose or update the information that they contain to make old content fresh again. Data says that this is well worth the effort, with business bloggers that update older posts being 74% more likely to report strong results.

A few ways to expand or update a post are to explore a different take on the initial thesis, add newer data, or integrate more recent developments or changed opinions. Alternatively, you could expand on a piece of content by reinterpreting it in another medium, such as new imagery, engaging video, or even as audio content.

Promote

If you’ve invested resources in content creation and optimization, it only makes sense to try to get as many eyes as possible on the finished product. This can be done in a few different ways, such assharing and re-sharing on branded social channels, resurfacing posts to the front page of your blog, or even a bit of external promotion through outreach.

The follow-up

Once your blog has been pruned and you’re working on getting the most value out of your existing content, an important final step is to keep tabs on the effect these changes are having.

The most significant measure of success is organic organic traffic; even if your blog is designed for lead generation or other specific goals, the number of eyes on the page should have a strong correlation to the content’s success by other measures as well. For the best representation of traffic totals, I monitor organic sessions by landing page in Google Analytics.

I also like to keep an eye on organic rankings, as you can get an early glimpse of whether a piece is gaining traction around a particular topic before it’s successful enough to earn organic traffic with those terms.

Remember that regardless of what changes you’ve made, it will usually take Google a few months to sort out the relevance and rankings of the updated content. So be patient, monitor, and keep expanding, updating, and promoting!

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Google Posts adds products and offers

Now you can not only highlight what’s new or upcoming events in Google Posts, you can also highlight new products and offers.



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How to Boost Bookings & Conversions with Google Posts: An Interview with Joel Headley

Posted by MiriamEllis

Have you been exploring all the ways you might use Google Posts to set and meet brand goals?

Chances are good you’ve heard of Google Posts by now: the micro-blogging Google My Business dashboard feature which instantly populates content to your Knowledge Panel and individual listing. We’re still only months into the release of this fascinating capability, use of which is theorized as having a potential impact on local pack rankings. When I recently listened to Joel Headley describing his incredibly creative use of Google Posts to increase healthcare provider bookings, it’s something I was excited to share with the Moz community here.


Joel Headley

Joel Headley worked for over a decade on local and web search at Google. He’s now the Director of Local SEO and Marketing at healthcare practice growth platform PatientPop. He’s graciously agreed to chat with me about how his company increased appointment bookings by about 11% for thousands of customer listings via Google Posts.

How PatientPop used Google Posts to increase bookings by 11%

Miriam: So, Joel, Google offers a formal booking feature within their own product, but it isn’t always easy to participate in that program, and it keeps users within “Google’s walled garden” instead of guiding them to brand-controlled assets. As I recently learned, PatientPop innovated almost instantly when Google Posts was rolled out in 2017. Can you summarize for me what your company put together for your customers as a booking vehicle that didn’t depend on Google’s booking program?

Joel: PatientPop wants to provide patients an opportunity to make appointments directly with their healthcare provider. In that way, we’re a white label service. Google has had a handful of booking products. In a prior iteration, there was a simpler product that was powered by schema and microforms, which could have scaled to anyone willing to add the schema.

Today, they are putting their effort behind Reserve with Google, which requires a much deeper API integration. While PatientPop would be happy to provide more services on Google, Reserve with Google doesn’t yet allow most of our customers, according to their own policies. (However, the reservation service is marketed through Google My Business to those categories, which is a bit confusing.)

Additionally, when you open the booking widget, you see two logos: G Pay and the booking software provider. I’d love to see a product that allows the healthcare provider to be front and center in the entire process. A patient-doctor relationship is personal, and we’d like to emphasize you’re booking your doctor, not PatientPop.

Because we can’t get the CTAs unique to Reserve with Google, we realized that Google Posts can be a great vehicle for us to essentially get the same result.

When Google Posts first launched, I tested a handful of practices. The interaction rate was low compared to other elements in the Google listing. But, given there was incremental gain in traffic, it seemed worthwhile, if we could scale the product. It seemed like a handy way to provide scheduling with Google without having to go through the hoops of the Maps Booking (reserve with) API.

Miriam: Makes sense! Now, I’ve created a fictitious example of what it looks like to use Google Posts to prompt bookings, following your recommendations to use a simple color as the image background and to make the image text quite visible. Does this look similar to what PatientPop is doing for its customers and can you provide recommendations for the image size and font size you’ve seen work best?

Joel: Yes, that’s pretty similar to the types of Posts we’re submitting to our customer listings. I tested a handful of image types, ones with providers, some with no text, and the less busy image with actionable text is what performed the best. I noticed that making the image look more like a button, with button-like text, improved click-through rates too — CTR doubled compared to images with no text.

The image size we use is 750×750 with 48-point font size. If one uses the API, the image must be square cropped when creating the post. Otherwise, Posts using the Google My Business interface will give you an option to crop. The only issue I have with the published version of the image: the cropping is uneven — sometimes it is center-cropped, but other times, the bottom is cut off. That makes it hard to predict when on-image text will appear. But we keep it in the center which generally works pretty well.

Miriam: And, when clicked on, the Google Post takes the user to the client’s own website, where PatientPop software is being used to manage appointments — is that right?

Joel: Yes, the site is built by PatientPop. When selecting Book, the patient is taken directly to the provider’s site where the booking widget is opened and an appointment can be selected from a calendar. These appointments can be synced back to the practice’s electronic records system.

Miriam: Very tidy! As I understand it, PatientPop manages thousands of client listings, necessitating the need to automate this use of Google Posts. Without giving any secrets away, can you share a link to the API you used and explain how you templatized the process of creating Posts at scale?

Joel: Sure! We were waiting for Google to provide Posts via the Google My Business API, because we wanted to scale. While I had a bit of a heads-up that the API was coming — Google shared this feature with their GMB Top Contributor group — we still had to wait for it to launch to see the documentation and try it out. So, when the launch announcement went out on October 11, with just a few developers, we were able to implement the solution for all of our practices the next evening. It was a fun, quick win for us, though it was a bit of a long day. :)

In order to get something out that quickly, we created templates that could use information from the listing itself like the business name, category, and location. That way, we were able to create a stand-alone Python script that grabbed listings from Google. When getting the listings, all the listing content comes along with it, including name, address, and category. These values are taken directly from the listing to create Posts and then are submitted to Google. We host the images on AWS and reuse them by submitting the image URL with the post. It’s a Python script which runs as a cron job on a regular schedule. If you’re new to the API, the real tricky part is authentication, but the GMB community can help answer questions there.

Miriam: Really admirable implementation! One question: Google Posts expire after 7 days unless they are events, so are you basically automating re-posting of the booking feature for each listing every seven days?

Joel: We create Posts every seven days for all our practices. That way, we can mix up the content and images used on any given practice. We’re also adding a second weekly post for practices that offer aesthetic services. We’ll be launching more Posts for specific practice types going forward, too.

Miriam: Now for the most exciting part, Joel! What can you tell me about the increase in appointments this use of Google Posts has delivered for your customers? And, can you also please explain what parameters and products you are using to track this growth?

Joel: To track clicks from listings on Google, we use UTM parameters. We can then track the authority page, the services (menu) URL, the appointment URL, and the Posts URL.

When I first did this analysis, I looked at the average of the last three weeks of appointments compared to the 4 days after launch. Over that period, I saw nearly an 8% increase in online bookings. I’ve since included the entire first week of launch. It shows an 11% average increase in online bookings.

Additionally, because we’re tracking each URL in the knowledge panel separately, I can confidently say there’s no cannibalization of clicks from other URLs as a result of adding Posts. While authority page CTR remained steady, services lost over 10% of the clicks and appointment URLs gained 10%. That indicates to me that not only are the Posts effective in driving appointments through the Posts CTA, it emphasizes the existing appointment CTA too. This was in the context of no additional product changes on our side.

Miriam: Right, so, some of our readers will be using Google’s Local Business URLs (frequently used for linking to menus) to add an “Appointments” link. One of the most exciting takeaways from your implementation is that using Google Posts to support bookings didn’t steal attention away from the appointment link, which appears higher up in the Knowledge Panel. Can you explain why you feel the Google Posts clicks have been additive instead of subtractive?

Joel: The “make appointment” link gets a higher CTR than Posts, so it shouldn’t be ignored. However, since Posts include an image, I suspect it might be attracting a different kind of user, which is more primed to interact with images. And because we’re so specific on the type of interaction we want (appointment booking), both with the CTA and the image, it seems to convert well. And, as I stated above, it seems to help the appointment URLs too.

Miriam: I was honestly so impressed with your creativity in this, Joel. It’s just brilliant to look at something as simple as this little bit of Google screen real estate and ask, “Now, how could I use this to maximum effect?” Google Posts enables business owners to include links labeled Book, Order Online, Buy, Learn More, Sign Up, and Get Offer. The “Book” feature is obviously an ideal match for your company’s health care provider clients, but given your obvious talent for thinking outside the box, would you have any creative suggestions for other types of business models using the other pre-set link options?

Joel: I’m really excited about the events feature, actually. Because you can create a long-lived post while adding a sense of urgency by leveraging a time-bound context. Events can include limited-time offers, like a sale on a particular product, or signups for a newsletter that will include a coupon code. You can use all the link labels you’ve listed above for any given event. And, I think using the image-as-button philosophy can really drive results. I’d like to see an image with text Use coupon code XYZ546 now! with the Get Offer button. I imagine many business types, especially retail, can highlight their limited time deals without paying other companies to advertise your coupons and deals via Posts.

Miriam: Agreed, Joel, there are some really exciting opportunities for creative use here. Thank you so much for the inspiring knowledge you’ve shared with our community today!


Ready to get the most from Google Posts?

Reviews can be a challenge to manage. Google Q&A may be a mixed blessing. But as far as I can see, Posts are an unalloyed gift from Google. Here’s all you have to do to get started using them right now for a single location of your business:

  • Log into your Google My Business dashboard and click the “Posts” tab in the left menu.
  • Determine which of the options, labeled “Buttons,” is the right fit for your business. It could be “Book,” or it could be something else, like “Sign up” or “Buy.” Click the “Add a Button” option in the Google Posts wizard. Be sure the URL you enter includes a UTM parameter for tracking purposes.
  • Upload a 750×750 image. Joel recommends using a simple-colored background and highly visible 42-point font size for turning this image into a CTA button-style graphic. You may need to experiment with cropping the image.
  • Alternatively, you can create an event, which will cause your post to stay live through the date of the event.
  • Text has a minimum 100-word and maximum 300-word limit. I recommend writing something that would entice users to click to get beyond the cut-off point, especially because it appears to me that there are different display lengths on different devices. It’s also a good idea to bear in mind that Google Posts are indexed content. Initial testing is revealing that simply utilizing Posts may improve local pack rankings, but there is also an interesting hypothesis that they are a candidate for long-tail keyword optimization experiments. According to Mike Blumenthal:

“…If there are very long-tail phrases, where the ability to increase relevance isn’t up against so many headwinds, then this is a signal that Google might recognize and help lift the boat for that long-tail phrase. My experience with it was it didn’t work well on head phrases, and it may require some amount of interaction for it to really work well. In other words, I’m not sure just the phrase itself but the phrase with click-throughs on the Posts might be the actual trigger to this. It’s not totally clear yet.”

  • You can preview your post before you hit the publish button.
  • Your post will stay live for 7 days. After that, it will be time to post a new one.
  • If you need to implement at scale across multiple listings, re-read Joel’s description of the API and programming PatientPop is utilizing. It will take some doing, but an 11% increase in appointments may well make it worth the investment! And obviously, if you happen to be marketing health care providers, checking out PatientPop’s ready-made solution would be smart.

Nobody likes a ball-hog

I’m watching the development of Google Posts with rapt interest. Right now, they reside on Knowledge Panels and listings, but given that they are indexed, it’s not impossible that they could eventually end up in the organic SERPs. Whether or not that ever happens, what we have right now in this feature is something that offers instant publication to the consumer public in return for very modest effort.

Perhaps even more importantly, Posts offer a way to bring users from Google to your own website, where you have full control of messaging. That single accomplishment is becoming increasingly difficult as rich-feature SERPs (and even single results) keep searchers Google-bound. I wonder if school kids still shout “ball-hog” when a classmate refuses to relinquish ball control and be a team player. For now, for local businesses, Google Posts could be a precious chance for your brand to handle the ball.

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The Very Best of the Moz Blog 2017: Our Top 50 Posts

Posted by FeliciaCrawford

Now, I know we technically have a few days left in 2017, but I’m ready to dive head-first into a fond, full-blown retrospective. Each year we look back on what we’ve published, compiling and sharing the pieces you liked best. Normally we divvy it up via various metrics: traffic, 1Metric score, total thumbs up, total comments, the best of YouMoz, and so on and so forth. This year, however, we’re doing things just a little differently.

A lot has changed in the past year…

The way we run the blog has changed in a few significant ways from the days of yesteryear. YouMoz, our user-generated content blog, was retired in the autumn of 2016 (though we hope to resurrect it in another form someday). We reduced our publishing frequency a bit, and refocused our content on core SEO topics after spending 2015 and 2016 branching out into other marketing subjects (like social media and content marketing). We also made some big changes with regards to commenting: we closed comments on posts older than 30 days (they became veritable spam factories), and implemented stricter moderation filters to better catch spammy comments fishing for either a link or easy MozPoints.

And if I’m being completely honest, I don’t think the “Best of” posts from years past have offered you, our beloved readers, as much value as they should’ve. The most excited comments on those posts occur when someone discovers a gem they’d missed, when a post reaches out to you from the masses of online content clamoring for your attention and speaks to you. The way we formerly ranked “the best” resulted in a lot of overlap; the same few posts with lots of thumbs up, a busy comments section, and high traffic overwhelmed the leaderboard.

What criteria now determines “best”?

At the end of 2017, we’re starting fresh. First, I’ve taken our ten most popular blog post categories by traffic — these represent the topics readers are actively seeking information on. Next, I thought about which metric matters most to me when I consider the success of a blog post. Traffic, thumbs, social shares… Nice to see, yes, but they don’t paint a very clear picture of a post’s impact. I found myself returning to my favorite blog post metric again and again: the comments.

A post with a lively comments section can be many things. Perhaps it sparked questions or debate; perhaps the findings were controversial; perhaps it was simply inspiring. Whatever the reason, a heavily commented-on post represents something that struck a chord, that convinced a person to peek out from behind their keyboard shield and contribute a thought, something that coaxed a little extra effort and commitment from our community. As a silent lurker myself, I am consistently blown away by the humility, genius, and generosity you all display in the blog comments section every day.

So there we have it: this year’s Best of the Moz Blog 2017 is a list of the top five most-commented posts in the top ten blog categories. That’s fifty unique blog posts throughout the year on a variety of topics, some of which you may have missed. Most blog posts fall into several of our categories, but every post will only be listed once; if it’s hit the top five in a more popular category, I’ve taken it out of the running for the rest. It’s my sincere hope that this list uncovers something useful for you, something that helps make your job and day just a little easier.

Without further ado, let’s get this party started!

(If you’re curious, check out the Best of 2016 and the Best of 2015, too.)


The top 5 Whiteboard Fridays

Whiteboard Friday is far and away our most popular blog category, earning three times as much traffic as the rest. Because it always overlaps with at least one other category, you’re bound to get a tidy grab bag of SEO takeaways with this list!

10 Things that DO NOT (Directly) Affect Your Google Rankings

Rand Fishkin, September 22nd

Thumbs: 85
Comments: 180

What do the age of your site, your headline H1/H2 preference, bounce rate, and shared hosting all have in common? You might’ve gotten a hint from the title: not a single one of them directly affects your Google rankings. In this rather comforting Whiteboard Friday, Rand lists out ten factors commonly thought to influence your rankings that Google simply doesn’t care about.

What Do Google’s New, Longer Snippets Mean for SEO?

Rand Fishkin, December 8th

Thumbs: 100
Comments: 136

Featured snippets and meta descriptions have brand-new character limits, and it’s a huge change for Google and SEOs alike. Learn about what’s new, when it changed, and what it all means for SEO in this episode of Whiteboard Friday. (And this is cheating, but for good measure, you might follow up with Dr. Pete’s official recommendation for meta description lengths in 2018.)

What Links Can You Get that Comply with Google’s Guidelines?

Marie Haynes, January 20th

Thumbs: 68
Comments: 112

If you’ve ever been the victim of a Google penalty, you know how painful it can be to identify the problem and recover from the hit. Even if you’ve been penalty-free thus far, the threat of getting penalized is a source of worry. But how can you avoid it, when it seems like unnatural links lurk around every corner?

In this Whiteboard Friday, we warmly welcome Google penalty and unnatural link expert Marie Haynes as she shares how to earn links that do comply with Google’s guidelines, that will keep your site out of trouble, and that can make a real impact.

7 ‹Title Tag› Hacks for Increased Rankings + Traffic – Whiteboard Friday

Cyrus Shepard, May 5th

Thumbs: 185
Comments: 103

You may find yourself wondering whether the humble title tag still matters in modern SEO. When it comes to your click-through rate, the answer is a resounding yes! In this Whiteboard Friday, we welcome back our good friend Cyrus Shepard to talk about 7 ways you can revamp your title tags to increase your site traffic and rankings.

Comment Marketing: How to Earn Benefits from Community Participation

Rand Fishkin, January 13th

Thumbs: 53
Comments: 97

It’s been a few years since we’ve covered the topic of comment marketing, but that doesn’t mean it’s out of date. There are clever, intentional ways to market yourself and your brand in the comments sections of sites, and there’s less competition now than ever before. In this Whiteboard Friday, Rand details what you can do to get noticed in the comments and the benefits you’ll reap from high-quality contributions.


The top 5 posts in On-Page SEO

The results of our recent Moz Blog Reader Survey highlighted on-page SEO as the topic you’d most like to learn about, so it’s not surprising to see that this category sits right under Whiteboard Friday for popularity. There’s an interesting theme that emerges from these top posts: it seems we’re still working on many of the same things, but how we treat them has necessarily changed over time.

How Links in Headers, Footers, Content, and Navigation Can Impact SEO – Whiteboard Friday

Rand Fishkin, October 20th

Thumbs: 68
Comments: 92

Which link is more valuable: the one in your nav, or the one in the content of your page? Now, how about if one of those in-content links is an image, and one is text? Not all links are created equal, and getting familiar with the details will help you build a stronger linking structure. This Whiteboard Friday covers links in headers and footers, in navigation versus content, and how that can affect internal and external links, link equity, and link value between your site and others.

It’s Time to Stop Doing On-Page SEO Like It’s 2012

Rand Fishkin, February 6th

Thumbs: 84
Comments: 91

On-page SEO has evolved in the past five years. Rand outlines the changes in five succinct tactics: move beyond keyword repetition rules; searcher intent matters more than raw keywords; related topics are essential; links don’t always beat on-page; and topical authority is more important than ever.

The Wonderful World of SEO Meta Tags [Refreshed for 2017]

Kate Morris, April 13th

Thumbs: 46
Comments: 67

Which meta tags are absolutely necessary, which are dependent on your situation, and which should you absolutely ignore or remove? Kate Morris refreshes her original 2010 post on the subject of meta tags, sharing a few new tips and reiterating what’s remained the same over the past 7 years.

Designing a Page’s Content Flow to Maximize SEO Opportunity – Whiteboard Friday

Rand Fishkin, December 1st

Thumbs: 54
Comments: 48

Controlling and improving the flow of your on-site content can actually help your SEO. What’s the best way to capitalize on the opportunity present in your page design? Rand covers the questions you need to ask (and answer) and the goals you should strive for in this edition of Whiteboard Friday.

How to Do a Content Audit [Updated for 2017]

Everett Sizemore, March 22nd

Thumbs: 49
Comments: 31

Learn how to do content audits for SEO in this comprehensive, updated guide by Everett Sizemore, including tips for crawling large websites, rendering JavaScript content, and auditing dynamic mobile content.


The top 5 posts in Local SEO

Local SEO overlaps with what we think of as traditional SEO in many ways, so it’s not surprising at all to see this category near the top. There’s still a lot of doubt and apprehension, it seems, when it comes to local SEO best practices and what really works, and the top posts in this category reflect that.

Local SEO Spam Tactics Are Working: How You Can Fight Back

Casey Meraz, March 28th

Thumbs: 48
Comments: 75

It’s very clear that spam tactics in Google’s local results are earning higher rankings. In this post, Casey Meraz identifies exactly what spammers are doing to get ahead, what they can get away with, and what you can do to fight back against the problem plaguing local results.

Not-Actually-the-Best Local SEO Practices

Miriam Ellis, December 11th

Thumbs: 47
Comments: 72

Not all common practices in local SEO are the best practices. In fact, some of them can be pretty darn harmful. Check out Miriam’s list of what-not-to-dos (and what-you-should-actually-dos) in this comprehensive blog post.

The 2017 Local SEO Forecast: 10 Predictions According to Mozzers

Miriam Ellis, February 14th

Thumbs: 35
Comments: 67

From Google providing intimate details about businesses to Amazon expanding even further into the local scene, local SEO stood to see a lot of change this year. Check out what the SEOs at Moz had to say about what to prepare for in 2017.

Proximity to Searcher is the New #1 Local Search Ranking Factor

Darren Shaw, February 22nd

Thumbs: 58
Comments: 65

Forget everything you thought you knew about the most impactful local ranking factors — searcher proximity just may be the number-one thing influencing where a local business shows on the SERPs.

How to Perform a Basic Local Business Competitive Audit

Miriam Ellis, August 22nd

Thumbs: 32
Comments: 65

Are you outranked in Google’s Local Pack? Then it’s high time to perform a competitive business audit. Use this example analysis and downloadable spreadsheet to analyze the strengths and weaknesses of multiple businesses and devise a plan to win.


The top 5 posts in Basic SEO

Basic SEO is another category that enjoys a lot of overlap with other topics; perhaps that’s one reason why it’s so popular. This year’s top posts in this category cover a range of subjects, and all are pretty useful for someone learning (or leveling up in) SEO.

Aren’t 301s, 302s, and Canonicals All Basically the Same? – Whiteboard Friday

Dr. Pete, March 3rd

Thumbs: 62
Comments: 69

They say history repeats itself. In the case of the great 301 vs 302 vs rel=canonical debate, it repeats itself about every three months. In this Whiteboard Friday, Dr. Pete explains how bots and humans experience pages differently depending on which solution you use, why it matters, and how each choice may be treated by Google.

How to Prioritize SEO Tasks [+Worksheet]

Britney Muller, September 21st

Thumbs: 41
Comments: 64

An absolute essential if you want to keep yourself from getting overwhelmed, Moz’s own SEO Britney Muller offers five tips for prioritizing your SEO work: setting specific goals, identifying important pages for conversions, uncovering technical opportunities via a site crawl, time management, and providing consistent benchmarks and reporting.

5 Tactics to Earn Links Without Having to Directly Ask – Whiteboard Friday

Rand Fishkin, July 28th

Thumbs: 71
Comments: 63

Typical link outreach is a tired sport, and we’ve all but alienated most content creators with our constant link requests. In this Whiteboard Friday, Rand outlines five smart ways to earn links to your site without having to beg.

“SEO Is Always Changing”… Or Is It?: Debunking the Myth and Getting Back to Basics

Bridget Randolph, July 19th

Thumbs: 56
Comments: 60

We’re so fond of the idea that SEO is hard because it’s always changing. But is that really true? Bridget Randolph challenges a common industry refrain and brings us back to the basics of what’s really important in our work.

How to Target Multiple Keywords with One Page – Next Level

Brian Childs, June 15th

Thumbs: 45
Comments: 56

In this edition of our educational Next Level series, you’ll learn an easy workflow for researching and targeting multiple keywords with a single page.


The top five posts in Link Building

A thousand years from now, when the Space Needle has toppled into Puget Sound and our great-great-great-great-etc. grandchildren are living on Mars, link building will still prove to be one of the most popular subjects on the Moz Blog. And you get a double-whammy of goodness this year, because they just so happen to all be Whiteboard Fridays!

Should SEOs Care About Internal Links? – Whiteboard Friday

Rand Fishkin, May 26th

Thumbs: 85
Comments: 87

Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.

How to Prioritize Your Link Building Efforts & Opportunities – Whiteboard Friday

Rand Fishkin, February 17th

Thumbs: 73
Comments: 81

We all know how effective link building efforts can be, but it can be an intimidating, frustrating process — and sometimes even a chore. In this Whiteboard Friday, Rand builds out a framework you can start using today to streamline and simplify the link building process for you, your teammates, and yes, even your interns.

The 3 Easiest Link Building Tactics Any Website Can Use to Acquire Their First 50 Links – Whiteboard Friday

Rand Fishkin, September 8th

Thumbs: 81
Comments: 77

Without a solid base of links, your site won’t be competitive in the SERPs — even if you do everything else right. But building your first few links can be difficult and discouraging, especially for new websites. Never fear — Rand is here to share three relatively quick, easy, and tool-free (read: actually free) methods to build that solid base and earn yourself links.

When and How to Use Domain Authority, Page Authority, and Link Count Metrics – Whiteboard Friday

Rand Fishkin, June 16th

Thumbs: 50
Comments: 71

How can you effectively apply link metrics like Domain Authority and Page Authority alongside your other SEO metrics? Where and when does it make sense to take them into account, and what exactly do they mean? In this Whiteboard Friday, Rand answers these questions and more, arming you with the knowledge you need to better understand and execute your SEO work.

Image Link Building – Whiteboard Friday

Britney Muller, December 15th

Thumbs: 48
Comments: 63

Image link building is a delicate art. There are some distinct considerations from traditional link building, and doing it successfully requires a balance of creativity, curiosity, and having the right tools on hand. In this Whiteboard Friday, Moz’s own SEO and link building aficionado Britney Muller offers up concrete advice for successfully building links via images.


The top 5 posts in Advanced SEO

2017′s top posts in the advanced SEO category cover just about every post type we like to publish (and that you like to read): in-depth case studies, Whiteboard Fridays, best practice advice, and solid how-tos.

[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months

Dmitry Dragilev, April 19th

Thumbs: 73
Comments: 140

If you’ve been struggling to take the number-one spot in the SERPs for a competitive keyword, take a cue from this case study. Dmitry Dragilev shares his team’s 8-step methodology for ranking first in a popular niche.

How Google AdWords (PPC) Does and Doesn’t Affect Organic Results – Whiteboard Friday

Rand Fishkin, November 17th

Thumbs: 68
Comments: 89

It’s common industry knowledge that PPC can have an effect on our organic results. But what effect is that, exactly, and how does it work? In this Whiteboard Friday, Rand covers the ways paid ads influence organic results — and one very important way they don’t.

SEO Best Practices for Canonical URLs + the Rel=Canonical Tag – Whiteboard Friday

Rand Fishkin, July 14th

Thumbs: 62
Comments: 87

If you’ve ever had any questions about the canonical tag, well, have we got the Whiteboard Friday for you. In this episode, Rand defines what rel=canonical means and its intended purpose, when it’s recommended you use it, how to use it, and sticky situations to avoid.

How to Uncover Hidden Keyword-Level Data Using Google Sheets

Sarah Lively, February 13th

Thumbs: 42
Comments: 83

Which keywords are driving your organic traffic? Keyword-level data doesn’t have to be (not provided). Sarah Lively shares a smart solution using two free add-ons for Google Sheets.

How Long Should Your Meta Description Be? (2018 Edition)

Dr. Pete, December 19th

Thumbs: 49
Comments: 76

The end of November saw a spike in the average length of SERP snippets. Across 90K results, we found a definite increase but many oddities, such as video snippets. Our data suggests that many snippets are exceeding 300 characters, and we recommend a new meta description limit of 300 characters.


The top 5 posts in Technical SEO

Technical SEO posts are some of my favorite categories to publish (which is perhaps a strange sentiment coming from a poetry major). The debate that recently raged — about whether it’s necessary or unnecessary for SEO — will always stick with many of us, as will Rand’s excellent Whiteboard Friday rebuttal on the topic.

XML Sitemaps: The Most Misunderstood Tool in the SEO’s Toolbox

Michael Cottam, April 11th

Thumbs: 43
Comments: 83

XML sitemaps are a powerful tool for SEOs, but are often misunderstood and misused. Michael Cottam explains how to leverage XML sitemaps to identify and resolve indexation problems.

JavaScript & SEO: Making Your Bot Experience As Good As Your User Experience

Alexis Sanders, June 20th

Thumbs: 56
Comments: 79

More and more, we’re realizing it’s incredibly important for us as SEOs to understand JavaScript’s impact on search experience. Can search engines see your content and experience your site the way a user does? If not, what solutions can you use to fix it?

Pros and Cons of HTTPS Services: Traditional vs Let’s Encrypt vs Cloudflare

JR Ridley, September 13th

Thumbs: 38
Comments: 78

Thinking about going secure? It’s more important than ever, with Google issuing security warnings for many non-secure sites in Chrome. This comparison of three popular HTTPS services will help you determine the best option for implementing an SSL certification on your site.

Mastering Google Search Operators in 67 Easy Steps

Dr. Pete, March 1st

Thumbs: 82
Comments: 76

Google search operators are like chess – knowing how the pieces move doesn’t make you a master. Dive into 67 examples, from content research to site audits, and level up your search operator game.

Unlocking Hidden Gems Within Schema.org

Alexis Sanders, October 18th

Thumbs: 45
Comments: 69

Schema.org can be a confusing resource if you’re trying to learn how to use and implement structured data. This mini-guide arms you with the right kind of thinking to tackle your next structured data project.


The top 5 posts in Keyword Research

The posts generating the most buzz in our keyword research category seem to revolve around quick yet effective wins and tactical advice. And with time constraints being one of the biggest challenges reported in our Reader’s Survey, it’s really no surprise.

The Lazy Writer’s Guide to 30-Minute Keyword Research

Britney Muller, July 26th

Thumbs: 52
Comments: 54

Keyword research doesn’t have to be a marathon bender. A brisk 30-minute walk can provide incredible insights — insights that connect you with a wider audience on a deeper level. Britney Muller shares several ways to get your keyword research tasks done efficiently and well.

The Keyword + Year Content/Rankings Hack – Whiteboard Friday

Rand Fishkin, February 10th

Thumbs: 63
Comments: 49

What’s the secret to earning site traffic from competitive keywords with decent search volume? The answer could be as easy as 1, 2, 3 — or more precisely, 2, 0, 1, 7. In this Whiteboard Friday, Rand lets you in on a relatively straightforward tactic that can help you compete in a tough space using very fresh content.

3 Tactics for Hyperlocal Keywords – Whiteboard Friday

Rand Fishkin, February 24th

Thumbs: 63
Comments: 47

Trying to target a small, specific region with your keywords can prove frustrating. While reaching a high-intent local audience is incredibly valuable, without volume data to inform your keyword research, you’ll find yourself hitting a wall. In this Whiteboard Friday, Rand shares how to uncover powerful, laser-focused keywords that will reach exactly the right people.

Which of My Competitor’s Keywords Should (& Shouldn’t ) I Target? – Whiteboard Friday

Rand Fishkin, November 24th

Thumbs: 45
Comments: 44

You don’t want to try to rank for every one of your competitors’ keywords. Like most things with SEO, it’s important to be strategic and intentional with your decisions. In this Whiteboard Friday, Rand shares his recommended process for understanding your funnel, identifying the right competitors to track, and prioritizing which of their keywords you ought to target.

NEW in Keyword Explorer: See Who Ranks & How Much with Keywords by Site

Rand Fishkin, October 23rd

Thumbs: 41
Comments: 43

It’s not often that a product-focused post makes our blog’s Best of the Year list, so this is both interesting and heartening to see. We worked really hard to bring better data and more usefulness to Keyword Explorer this year, and y’all left some really kind sentiments in the comments. Thanks for always being here for us, folks! :)


The top 5 posts in Content

I won’t say it, I promise. ;) But content is just as important as ever, and the rather vague advice of “create great content and the rest will come” has certainly gotten a bit exhausting over the years. We’ve made an effort to publish more actionable ways to think about and use content, and it seems like that’s been resonating with you so far!

Refurbishing Top Content – Whiteboard Friday

Britney Muller, February 3rd

Thumbs: 66
Comments: 82

You’ve got top-performing content on your site that does really well. Maybe it’s highly converting, maybe it garners the most qualified traffic — but it’s just sitting there gathering dust. Isn’t there something else you can do with content that’s clearly proven its worth?

As it turns out, there is! In this Whiteboard Friday, Britney Muller shares three easy steps for identifying, repurposing, and republishing your top content to juice every drop of goodness out of it.

What We Learned From Analyzing 1.4 Million Featured Snippets

A.J. Ghergich, January 17th

Thumbs: 48
Comments: 78

From optimal snippet length, to practical application tips, to which queries prefer tables, lists, or paragraphs, learn everything you need to know to supercharge your snippet wins.

The Perfect Blog Post Length and Publishing Frequency is B?!!$ #÷x – Whiteboard Friday

Rand Fishkin, August 18th

Thumbs: 76
Comments: 65

The perfect blog post length or publishing frequency doesn’t actually exist. “Perfect” isn’t universal — your content’s success depends on tons of personalized factors. In this Whiteboard Friday, Rand explains why the idea of “perfect” is baloney when it comes to your blog, and lists what you should actually be looking for in a successful publishing strategy.

Learning to Re-Share: 4 Strategies to Renew, Refresh, and Recycle Content for Bigger Reach

Jen Carney, August 2nd

Thumbs: 31
Comments: 51

You’ve spend too much time and effort on content creation to share it only once. Check out four smart strategies you can implement today to improve the reach of your existing content.

How to Build the Right Content Marketing Strategy for SEO Growth

Alli Berry, November 15th

Thumbs: 30
Comments: 51

Keywords are important for innumerable SEO tasks, but driving your content marketing strategy isn’t one of them. Your strategy should be based on the audience you’re trying to reach if you want your organic traffic to convert.


Paid Search Marketing

While it perhaps seems a little strange for an SEO blog to cover, paid search plays an important part in our digital marketing world, and as reported in our Reader’s Survey, plenty of us wear more than one hat. Here are the top posts from 2017 that generated the most commentary about all things paid:

Do iPhone Users Spend More Online Than Android Users?

Martin Meany, October 11th

Thumbs: 27
Comments: 71

iPhone users tend to spend 3x as much as Android users, according to an analysis of 31 million mobile e-commerce sessions. Digital marketers can capitalize on this revelation via Facebook and AdWords.

Branding Success: How to Use PPC to Amplify Your Brand

Purna Virji, February 21st

Thumbs: 34
Comments: 44

You might be surprised to learn that branding and PPC go hand-in-hand. Find out how to leverage your PPC campaigns to strengthen your brand and win conversions and loyalty from your customers.

No, Paid Search Audiences Won’t Replace Keywords

Kirk Williams, May 30th

Thumbs: 33
Comments: 29

Keywords or audience targeting? Kirk Williams sets out to argue that far from being dead, keywords are still the most useful tool in the paid search marketer’s toolbox.

Paid Social for Content Marketing Launches – Whiteboard Friday

Kane Jamison, September 29th

Thumbs: 31
Comments: 29

Stuck in a content marketing rut? Relying on your existing newsletter, social followers, or email outreach won’t do your launches justice. Boosting your signal with paid social both introduces your brand to new audiences and improves your launch’s traffic and results. In this Whiteboard Friday, we’re welcoming back our good friend Kane Jamison to highlight four straightforward, actionable tactics you can start using ASAP.

The Step-By-Step Guide to Testing Voice Search Via PPC

Purna Virji, March 21st

Thumbs: 30
Comments: 24

Conversational interfaces are becoming more and more popular, but it’s hard to know where to start when it comes to voice search. A $ 50 PPC budget is enough to jumpstart your voice search keyword list and strategy — learn how in this step-by-step guide.


Top comments by thumbs up

Comments are my favorite blog post success metric, and it simply wouldn’t do if we didn’t honor the folks who contributed the most popular comments in 2017. Thank you, all of you, for sharing your thoughts with the greater Moz and SEO community, and for taking precious time out of your day to make the blog a more interesting and better place. And for all the comment lurkers out there like me, I offer you solemn solidarity and zero judgment (but I’d be delighted to see y’all venture out from behind the screen now and again ;) .

1. Praveen Sharma on “10 Things that DO NOT (Directly) Affect Your Google Rankings – Whiteboard Friday” – 58 thumbs up

Short, sweet, accurate, relevant advice is the name of the game. :) We’ve had feedback before that some readers come to the blog for the comments as much as the post itself, and this example shows why. Thanks for sharing your insight, Praveen!

2. SEOMG on “7 ‹Title Tag› Hacks for Increased Rankings + Traffic – Whiteboard Friday” – 42 thumbs up

Much like the above, this comment exemplifies clear, useful examples related to the post topic. You rock, SEOMG!

3. Praveen Sharma on “The 3 Easiest Link Building Tactics Any Website Can Use to Acquire Their First 50 Links – Whiteboard Friday” – 39 thumbs up

Swooping in again with another helpful tidbit to add to the blog post at hand, Praveen’s made it on the Top 10 list twice. We really appreciate your contributions, Praveen!

4. Trevor Klein on “Moz Transitions: Rand to Step Away from Operations and into Advisory Role in Early 2018” – 38 thumbs up

A bittersweet comment that clearly struck a chord with many in our community. Rand, I hope you know how much we all love and appreciate you! And Trevor, thank you so much for your candid and genuine thoughts; you truly spoke for all of us there.

5. Gianluca Fiorelli on “SEO Best Practices for Canonical URLs + the Rel=Canonical Tag – Whiteboard Friday” – 30 thumbs up

Gianluca’s comments on the Moz Blog are legendary; each one is a treasure, a miniature blog post in and of itself. Thank you for sharing your smarts with us, Gianluca!

6. Rand Fishkin on “What Do Google’s New, Longer Snippets Mean for SEO? – Whiteboard Friday” – 28 thumbs up

By using the comments section to clarify a few points about his Whiteboard Friday video and highlight his advice, Rand adds extra value and oomph to the post as a whole… and the community responded. :) Thank you for always leaving 10X comments, Rand!

7. Eric Hahn on “10 Things that DO NOT (Directly) Affect Your Google Rankings – Whiteboard Friday” – 26 thumbs up

The discussion in the thread spurred by this helpful, on-topic comment is the kind of lively, educational back-and-forth we love to witness. Thank you for inspiring folks to ask questions and learn, Eric!

8. Igor Gorbenko on “What Do Google’s New, Longer Snippets Mean for SEO? – Whiteboard Friday” – 25 thumbs up

It makes me really happy that our community has — and rewards — such awesome personality. Igor, thank you for your wit and your insights! ᕕ(⌐■_■)ᕗ ♪♬

9. Tim Soulo on “Moz Transitions: Rand to Step Away from Operations and into Advisory Role in Early 2018” – 22 thumbs up

The blog community definitely resonated with all the heartfelt, personal stories shared on this post. Tim, thank you for sharing!

10. Gianluca Fiorelli on “Comment Marketing: How to Earn Benefits from Community Participation – Whiteboard Friday” – 21 thumbs up

In an incredibly meta turn of events, Gianluca’s comment on our Comment Marketing Whiteboard Friday rounds out the list of 2017′s top comments on the Moz Blog. I don’t think there’s a person on this Internet that’s done a better job of personal comment marketing than Gianluca! :)


Here’s to you!

Thank you all, each and every one of you, for helping to keep our little community a thriving, nurturing place to learn SEO, share ideas, and hey, even make mistakes now and again. It’s an honor to have a hand in providing content to such a TAGFEE and brilliant group of people, and I can’t describe how excited I am for all that 2018 will bring.

Let me know in the comments how you liked the change-up this year, what other “Best of” formats or lists you might find helpful, and any other ponderings or thoughts you might have — and thank you again for reading!

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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Top 10 Content Marketing Posts of 2017

top content marketing posts
Content makes the Marketing world go ‘round, especially with our work here at TopRank Marketing. While content has been a steady drumbeat in the marketing mix over the past 7-8 years, marketers are still hungry for best practices, examples and the latest trends.

Lucky for our readers, we have excellent content marketers contributing to our blog including Ashley Zeckman, Josh Nite, Caitlin Burgess and one of our new content team members this year who has made quite a splash: Anne Leuman.

As a body of work, this collection of our top 10 content marketing posts represents an incredibly useful resource, full of practical examples and relevant topics for CMOs to copywriters. As you put finishing touches on your 2018 content marketing planning, I hope these posts prove useful.

I’m going to take the most popular content marketing post with 5,500+ social shares (50 Influential Women in Content Marketing 2017) out of the list below because it’s not an article per se. You may still find it useful though, as it recognizes 50 talented professionals in the content marketing world ranging from Ann Handley to Amanda Todorovich to Amisha Gandhi and many more.

Now, on to the top 10! These are ordered by a combination of search visibility and social engagement:

Data Informed Content Marketing
What CMOs Need to Know About Data Informed Content Marketing – Lee Odden
39% of marketers are increasing spending on content marketing but only 41% are clear on what an effective content marketing program looks like. The missing link is data and this post highlights 3 sources of data marketers can use to better inform their content and 3 areas of focus for creating better content experiences. Expertise is also shared from experts including Tami Cannizzaro from CA Technologies and Josh Mueller from Dun & Bradstreet.


How 7 Startups Skyrocketed to Success with Content Marketing – Anne Leuman
Anne hit it out of the park with her first post ranking in the top 10 content marketing posts of the year! As marketers, we learn from examples and in this post, Anne outlines 7 blog and content marketing success stories ranging from Blue Apron to Glossier.


[Infographic] The In-Flight Guide to Content Marketing
– Ashley Zeckman
It wouldn’t be a great list of content marketing posts if it didn’t include an example of how we co-created content with content marketing experts to promote the Content Marketing World conference to other content marketers! With a “fly the friendly skies” metaphor, this infographic and advice from top experts highlights how marketers can plan their content marketing programs more effectively. Experts featured include: Tim Washer, Michael Brenner, Zerlina Jackson, Adele Revella, Ardath Albee and many more.


11 Content Marketing Tips to Build Your B2B Business
– Josh Nite
Josh brings his special writing magic to the topic of content marketing more consistently than any writer I know. In this post Josh builds upon another post on content marketing strategy (also included in this list) to highlight 11 practical steps B2B marketers can take to make content more valuable to customers and in turn, driving business goal achievement.


Content Conversations: Top Content Marketing Lessons Learned in 2017
– Ashley Zeckman
During the MarketingProfs B2B Forum, Ashley and our team shot video interviews with an impressive cast of content marketing influencers including conference organizer Ann Handley and famous content marketing pros like Joe Pulizzi and Chris Brogan. The post also includes highly quotable tips from brand marketers at GE Digital, LinkedIn, and Cisco as well.


How 6 B2B Brands Climbed to New Heights with Content Marketing
– Anne Leuman
At TopRank Marketing, we are very much focused on B2B marketing and in this post, Anne shines a light on 6 examples of B2B brands ranging from IBM to Slack plus takeaways for each to help marketers learn from the success of others in our industry.


The 5 W’s (and an H) That Guide Your Content Marketing Strategy
– Josh Nite
This post should be a pre-requisite for anyone making decisions about how their company will invest in, plan, create and promote content to affect business goals. Josh outlines the essentials of who, what, why, when, where and how of content marketing that is sure to guide you in the right direction.


Feeling Stuck? 5 Tips to Restart your Content-Creating Brain
– Josh Nite
Every writer and content marketer that is responsible for creating high quality content on a consistent basis runs into this situation: being stuck. With great empathy for his fellow content creators, Josh outlines 5 practical tips that content marketers can use to put your brain back on the track to creative content success.


Cracking the Code: 3 Steps to Building Influence with Content Marketing
– Ashley Zeckman
At TopRank Marketing, we walk the talk with our own marketing, especially when it comes to content collaboration with industry experts. Evidence of that fact is that many of the posts in this top 10 list include contributions from influencers. In this post, Ashley shares some of the secret sauce of how companies of any size or type can approach their content marketing collaboration efforts more effectively.


5 Outdated Content Marketing Tactics (And What to Do Instead)
– Josh Nite
Up to his neck in content creation on a daily basis, Josh has deep experience to draw from when it comes to sharing advice with other content marketers. In this post Josh highlights what he feels are tired tactics and their fresh replacements.

There you go – 10 of our top content marketing posts for 2017. A HUGE THANK YOU to Ashley Zeckman, Josh Nite, Anne Lueman, Caitlin Burgess, Nick Nelson, Tiffani Allen, Alexis Hall and Elizabeth Williams for contributing posts on content marketing topics!

We published well over 100 posts specifically about content marketing this year and we’re working to improve the effectiveness of those efforts. To that end, we’re making a number of editorial changes to our blog in 2018 and one of them is a refinement of our topical focus to make sure we are delivering what our community is most interested in.

What content marketing and content focused topics would you like us to focus on for 2018? Data? AI? Technology? Video and Interactive? Basics or advanced tactics? Case studies? We’re all ears and welcome your feedback.

Of course, with the success of our content marketing efforts for brands like LinkedIn, SAP, Dell and many more B2B industry giants, we are continuing to grow our content marketing dream team. If you’re an experienced B2B content marketing manager that wants to start 2018 with a great team of smart content marketers, you’ll want to check this out.


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SearchCap: Facebook food ordering, Google Posts automation & machine learning

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Facebook food ordering, Google Posts automation & machine learning appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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