Posted by randfish

What’s more important: drawing in more traffic, or converting the traffic you have? When it comes to your landing pages, that may be a tough question to answer. After watching today’s Whiteboard Friday, you’ll be better equipped to decide whether your site should opt for an SEO focus, a conversion focus, or a strategic balance of both.

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 landing pages and conversion-focused landing pages versus SEO-focused landing pages.

So a few weeks back, I was at Unbounce’s CTA Conference up in Vancouver, Canada, which was an amazing event, one of the best conferences that’s put on in our industry, in my opinion. I got a question from a few folks there about how to decide whether to target a landing page toward SEO, toward conversion rate optimization and conversion-focused, or whether we could combine those. So I thought we’d chat a little bit about that today. It is quite doable.

An SEO-focused landing page has a few features that are unique from a conversion-focused landing page. In fact, both of them are unique. So what I’m going to do is use the example of Little Hotelier. Little Hotelier offers reservation software, front desk software for small hotels, B2Bs, guesthouses. I thought we could imagine basically a resource page on their website that was really a landing page that’s focused on SEO around a hotel booking site database. So, of course, one of the things you have to do if you’re a small hotel, or a B2B, or a guesthouse is you’ve got to get listed on hundreds if not thousands of different listing sites — Booking.com, Expedia, Travelocity, Kayak, etc., etc., all the way down the list, down to the very local-focused ones or regional-focused ones.

Managing all those listings is a real pain. So is managing the front desk and the bookings and making sure that everything is convenient. So Little Hotelier manages all this for us and has a resource page. It’s not quite as good as the one I’m going to describe here. But let’s just imagine for a sec that they have this list of all the hotel booking sites, a database of it with all the information you might want. Then, of course, they have their conversion-focused page, littlehotelier.com, their homepage, which is really all-in-one business software for B&Bs, and guesthouses and small hotels. This is very conversion-focused. They’re trying directly to get people to buy the product.

This page is much more resource-focused. They’re trying to get people to see, “Hey, here are all of those sites that, well, of course, Little Hotelier can help list you on and manage for you, but also here’s just generic and general information about them.” I think it’d be awesome if they listed all of these sites and included things like traffic and the number of bookings that they saw from those sites in 2015, the requirements to get listed, and the submission page. Then they could have a CTA, a call to action like, “Let Little Hotelier manage hotel bookings for your property.”

This would work really as an SEO-focused landing page. It’s designed to draw traffic in, to drive keywords like “list of hotel booking sites,” “where to submit my small hotel,” “most visited hotel booking sites.” You could even make regional-focused ones of this, like “hotel listing sites New Zealand” if they wanted to have a New Zealand-focused set of sites where you could submit or manage yourself in the booking world. This one is really much more targeted, hypertargeted, only focused on the keywords that are going to convert people directly, like “small hotel software” or “B&B hotel reservation software,” that kind of stuff.

The differences and identifying your needs

The differences between these two and the way to identify whether you need one or the other or need a mix of them is to ask a few questions. First off:

• Are you trying to rank for generic keywords or conversion-focused keywords?
• Are you trying to rank for both?
• Are you not worried about keyword rankings at all and you’re only concerned with conversion?

If you’re only concerned with conversion, then you want this one. But if you are worried about both ranking for keywords and trying to convert some visitors, you probably want a more content-focused page like this one, a more SEO-focused landing page.

Bounce rate and engagement rate

One of the needs that you have with SEO is that you need low bounce rate and high engagement rate. But the reverse is true here. You don’t necessarily need to worry about bounce rate, engagement rate, you only need to worry about conversion rate.

SEO-focused: So this needs a low bounce rate and a high click-through rate. You want people staying on this page, you want them to click the call to action, and you want them to investigate more.

Conversion-focused: But on this page, actually a high bounce rate is okay if the conversion rate is high. So if people are converting from this page, it doesn’t matter too much if a lot of people visit and many of them go away from here. That’s not too important to you. You’re just worried about conversion rate and optimizing for that conversion rate. If you can bring that up a percent, you don’t mind if bounce rate also goes up 5% or 6% or 7% because you’re turning people off who are the wrong customers.

Keyword targeting

SEO-focused: Here, you’ve got to have keyword-targeted content. That means the content itself needs to fulfill all the requirements that Google has and that visitors have around what they’re looking for.

Conversion-focused: This, keyword targeting is secondary or might even be unnecessary entirely.

Editorial links

SEO-focused: This needs to be able to earn editorial links or it can’t rank. If it can’t earn editorial links, it’s going to have a very, very difficult time with manual link building to a conversion-focused page. Commercially-focused pages are much tougher.

Conversion-focused: But this one doesn’t even need to worry about links at all.

Audience

SEO-focused: This one has to serve many audiences. It’s treated really like a piece of content that helps anyone who’s looking for this information and then has a CTA, a call to action on the page.

Conversion-focused: But this one needs to be heavily focused on one particular audience, the particular audience Little Hotelier is trying to convert who’s the right customer for them, for their software. Hopefully, those folks are already qualified.

SEO-focused: These folks over here are not necessarily qualified. This might be part of the qualification process. If you visit this page and you then say, “Huh, I’m kind of interested in letting them manage my bookings,” maybe you should end up here, on this landing page that is conversion-focused.

Traffic

SEO-focused: This page should be driving traffic to those more conversion rate-focused pages.

Conversion-focused: This page, yes, it might rank for some keywords, but it’s primarily concerned with direct conversions, and hopefully it’s receiving traffic from other onsite channels, like this one, or offsite paid channels that are driving very targeted visitors.

What I’d urge you to do is ask yourself these questions when you’re considering a landing page. Am I trying to earn traffic that might be interested in my content? If so, you’re building one of these (SEO-focused). If you’re trying to target an audience that is already qualified, that’s already familiar with you, or that you’re trying to get familiar with your product, then you’re really trying to convert them, in which case you want one of these (conversion-focused).

Conversion-focused: These pages are great for doing tons of landing page testing and optimization. They’re great for videos. They’re great for testimonials.

SEO-focused: These types of pages are great for content. They’re great for serving all sorts of visitor intense. They’re great for targeting a large set of keywords that all have the same searcher intent.

When you try and mix these, things get a little challenging. That’s where you really need to balance out and decide: “Hey, what is my primary goal here? Serve the searcher audience, which may not be conversion-focused, or convert people and not worry so much about the searcher audience. Maybe try to capture them on other pages before they get here.”

All right, everyone, look forward to your comments, and we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Posted by Alex-T

When it comes to brick-and-mortar storefronts, local businesses often struggle to compete with neighboring big brands. Statistics show that, even for a well-known local store that’s established a strong relationship with its customers and built a community through the years, having such a neighbor can be detrimental. But what about a newly opened business? Does it have any chance of competing with popular brands? My experience has led me to believe there’s only one way a locally owned business can overcome big competition: it needs to take advantage of local SEO.

Recently, in collaboration with Accuranker, I conducted a survey that touches upon the difficulties local businesses face when trying to become visible in Google’s local results. We analyzed more than 300,000 local SERPs across multiple industries (beauty, medical services, auto services, legal, shopping, etc.) to get a clear understanding of what the chances are for a local site to seem attractive to Google.

One of the more curious insights our research revealed is that the legal services niche is among the most competitive. Sure, this finding isn’t rocket science. In fact, I bet on some level you were aware of this (or at least you had a gut feeling). However, this issue is much more complex than it seems. The legal services niche far surpasses other niches in terms of competition and prices.

Does this mean that the legal services niche falls under radically different rules and requires unique SEO tactics? This is exactly the question I set out to answer, and you’re most welcome to follow me on my little investigation!

Gathering the data for this article

After reading this article, you’ll understand the biggest challenges that any legal website faces when trying to become visible in the SERPs. The data here will help ensure that your future strategies are based on informed decisions. Moreover, you’ll be able to streamline your creative process and find non-standard approaches that will cement your success in the legal industry.

To conduct proper research on what SEO strategies local businesses employ in the legal services niche, I took the following steps:

1. I made a list of keywords unrelated to any brand (which could hardly be classified as local).
2. I identified the most competitive places in the US for this industry in order to analyze how legal sites build a presence in this extremely aggressive environment

The first step was simply to do keyword research, which involved a bit more manual work than usual — I tried my best to filter out branded keywords and ones that weren’t relevant to local searches.

With the help of Statista I was able to get a list of the states in America that have the highest employment rates in the legal niche:

This graph shows US states with the highest number of employees in legal occupations in the United States as of May 2014. Source: statista.com

You can see that California, New York, and Florida have the highest number of employees in this industry, hence these locations are the most “densely populated” by law firms and lawyers, and, as a result, the competition in these states should be higher than in other states. After I made a list of the most competitive locations, I was ready to move on to the next step — analyzing the domains that appear in SERPs for the keywords I had previously selected.

Now let’s see what my findings revealed.

The top 5 SEO challenges for the legal niche

The extreme competitiveness of the legal services niche might be explained by the fact that this market generates more than $248 billion USD in revenue (according to a recent report provided by Statista) with only a relatively small number of searches.

To give you a better understanding of the size of the legal services industry in the US, let’s compare it with a bigger market: for instance, if we look at ecommerce, we can clearly see that the revenues generated by the two niches in question are nearly the same (ecommerce sales surpass $256 billion USD), despite the fact that ecommerce traffic share figures are four times greater than in legal services. It’s safe to say that the legal niche has turned out to be a ridiculously competitive market, because it’s an outrageously profitable one. I’m also certain that the success of any SEO activity depends on a deep understanding of how the industry and its major players work.

In the next section, you’ll learn about the main challenges that legal businesses face.

#1. Online legal business are dominating local SERPs

Statistics from an IbisWorld report confirm that the online legal services niche was able to generate $4 billion USD in 2015. Moreover, in recent years this niche has been steadily expanding due to the fact that consumers are interested in getting legal services online. That’s why it doesn’t come as a surprise that a company named Rocket Lawyer generates more than 30,000 searches monthly (according to Google Keyword Planner) by helping users deal with their legal issues online. This number of searches proves that online legal services are gradually becoming popular, and people don’t want to spend their time scheduling an appointment with a lawyer anymore.

Now you’re probably wondering how this trend is affecting local SEO, right?

Knowing that New York, Miami, and Los Angeles are among the most competitive locations for the legal niche, I decided to find out which sites are the most visible in local search results there. I took into account more than 500 different keywords related to legal services and compiled a list of the domains that most appeared most frequently for those keywords. And here are the top three domains that remain visible in local search results in all three cities:

• Findlaw.com
• Avvo.com
• Lawyers.com

After making this list, I double-checked these websites to make sure that all of them belong to the online legal services niche. I also decided to dig deeper and manually checked the top twenty domains that were most visible across all the locations I analyzed, in order to understand what kind of legal services they provide. I found out that 55.6 percent of the sites I analyzed belong to the online legal services niche. That means that local businesses now have to compete not only with global businesses, but also with online legal businesses that, by default, have better positions in SERPs, as the main goal of their business is to increase their online presence by getting more organic traffic from Google.

#2. Google doesn’t give priority to local legal businesses in organic search results

Apart from the strong presence of online businesses in local organic SERPs, I was struck with the steady visibility of the top twenty websites that appear in local search results in New York, Los Angeles and Miami. The shocking truth I discovered about Google local SERPs is that less than 20 percent of sites were unique across all the studied locations. This means that search results are occupied by global and online businesses in 80 percent of cases. Furthermore, the top three most visible domains remain the same in all three cities, and they are as follows:

• Findlaw.com,
• Avvo.com, and
• Lawyers.com.

I also discovered that all three of these websites belong to the online legal services niche, and, despite SEO visibility, have a good number of backlinks. I am of the opinion that local businesses have no chance of competing with them whatsoever.

As I studied the 20 percent of websites that are unique, two curious cases of locally based businesses caught my eye — Injurylawyers.com and Cellinoandbarnes.com. Let’s take a closer look at these two websites.

From Injurylawyers.com’s “Contact” page, I learned that it operates mostly in Florida. However, I don’t think that the reason it ranks so highly in local search results in Miami is because of its physical presence there. Even at a quick glance, it becomes clear that Injurylawayers.com is ranking so high in local results because of its website’s overall performance. As you can see from the screenshot below, its website has a good number of referring domains, as well as a decent amount of organic traffic:

Source: ahrefs.com

Another site that caught my attention — Cellinoandbarnes.com — has a branch based in New York. The history of this legal company begins over 50 years ago, and without any doubt Cellino and Barnes is a well-known and trusted bran. Plus, Google recognizes it as a brand. The very fact that its brand name is being searched for more than 6,000 times a month speaks volumes about the trustworthiness of this legal company:

All these facts show that Cellinoandbarnes.com’s visibility in New York SERPs is because of the domain’s general performance in Google US organic search results:

Source: spyfu.com

My quick research proves that, in practice, Google doesn’t give priority to NY-based legal companies and still mostly relies on general ranking factors. And it seems obvious now that any online business can easily outperform an offline SMB legal company by increasing the number of backlinks, brand mentions, and site visits it receives.

#3. The local pack is still a saving grace for local businesses

One year ago, Google implemented a major change that dramatically minimized local businesses’ chances of becoming visible in local packs: Google replaced the 7-pack in SERPs with a 3-pack. And I was quite interested to figure out what kinds of businesses now hold these three positions in the legal niche, and whether these results are local.

Despite the fact that local organic SERPs are fully occupied by big online businesses, the local pack still is the best way to remain present in Google for locally based legal companies. My research revealed that 67 percent of sites that appear in local packs for legal services are hyper-local and local. To arrive at this percentage, I analyzed the domains that appear in local packs in New York, Miami, and Los Angeles in terms of their SEO performance in Google US (to do this, I used Serpstat’s Batch analysis tool).

I was also curious what share of online presence the local legal businesses that appeared in the local pack had, along with the breakdown by states. To mark sites as local, I checked their their traffic with the help of the Serpstat’s Batch Analysis Tool. (I’d like to note that I find Serpstat’s figures most relevant for such purposes, as they parse raw data from Google US. You can easily spot which sites are global and which are local.) And here’s what I found:

1. Miami – 60% of legal websites appear in the local pack
2. Los Angeles – 35% of legal websites appear in the local pack
3. New York – 15% of legal websites appear in the local pack

This was quite an insight, since I assumed that California would be the most competitive location for the legal niche, because — as you may recall from the beginning of this post — it’s the state most densely populated by law firms. Also, it’s surprising to find New York only at third place in this list. Yet, as you can see, Miami has the greatest number of local sites that are present in local pack. Therefore, I believe that being featured in local search results in New York requires a lot more resources than it does to achieve the same visibility in Miami. And this is something that every SEO expert should be aware of.

#4. You can’t stand out without a site — even in local pack results

It’s a well-known fact that Google’s local pack provides businesses with the opportunity to appear at the top of Google SERPs even without a website. According to my previous research, which I conducted in collaboration with the AccuRanker team, the local pack works much better for less competitive niches. What I tried to clarify here is whether you can stand out in a local pack without a website in such an unconventional and competitive niche as legal services. Unfortunately, no, you cannot.

To prove this, I analyzed 986 local SERPs in order to figure out if legal brands can appear with or without a website. My findings showed that 86 percent of legal businesses that pop up in local packs have a website. This means that even if your business is visible in local packs without a website, in a majority of cases, it’ll be considered by potential clients as less trustworthy, since users usually expect to see a link to a particular domain.

Without a link to a professional-looking website, your business will seem less credible — not only to potential clients, but also to Google. Nevertheless, it’s not unusual for large, global companies to be trusted more than small, local ones. Therefore, small companies need to instill confidence in their potential clients by having a website.

#5. There’s no correlation between a legal website’s ranking number one in a local pack and its number of reviews

I’m certain that every business owner understands the importance of customer reviews. It’s a no-brainer that a level of trust is instantly established when a potential client sees that a local business has reviews. And it definitely increases the likelihood of said client to convert. Also, the very presence of Google native reviews is thought to be among the Top 50 local search ranking factors.

However, this study of legal services has already revealed that there are quite a few peculiar ranking factors that business owners need to keep in mind in order to succeed in this niche. That’s why I was curious to know whether there’s any correlation between a site’s number of customer reviews and its ranking #1 in a local pack.

With the help of the AccuRanker team I was able to get the sum of reviews that show beside each result in local pack. Afterwards, I analyzed more than 2,000 local SERPs in New York, Los Angeles, and Miami. And here’s what I found:

There’s no correlation between ranking in the first position in a local pack and your number of reviews.

For instance, in New York local pack results, the companies that appear in the third position have 824 total reviews. Those that appear in the first – 732. Moreover, I noticed a good number of cases in which a company that had a solid number of reviews was ranked in the third position, while a business that hadn’t even been reviewed yet was ranked in the first.

Another striking insight I gained: most legal sites never show their potential visitors more than 2 reviews. Based on this data, I can say that this represents an overall industry trend of a lack of native Google reviews. That’s why Google ranks businesses that haven’t been reviewed so highly. Even if you have a significant number of customer reviews, it won’t help your business rank higher in local pack results.

One final note

Without any doubt, the legal niche presents a lot of unique local SEO challenges that other industries hardly ever face. The high penetration of online legal services into the existing legal market is changing the current business landscape — in particular, it’s drastically affecting local results. Online legal businesses are stealing an outrageous amount of web traffic from local companies, without giving them even a slim chance of ranking as well in local SERPs.

Fortunately, local legal businesses still have priority in local packs, but the highly competitive environment is forcing them to improve their online presence by creating a website. Since a majority of the companies that appear in local packs have sites, your potential clients’ expectations are ratcheting up. In fact, this trend may reinforce searchers’ opinions that businesses without a website are untrustworthy. Furthermore, it seems that Google also prefers to show users local legal businesses that have a site, rather than those that don’t. The only good news is that your number of reviews doesn’t really influence your rankings in local packs.

Still, if a local legal business is interested in attracting clients via the Internet, it shouldn’t hesitate to look for alternative ways of generating traffic in both organic and paid search channels.

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Posted by jenstar

Are you ready for AMP? Ready or not, it’s coming to Google search results, and it’s arriving in a big way. Google has announced that they’ll be showing Accelerated Mobile Pages in their search results for the “ten blue links.”

This means that sites that aren’t news-specific now have the opportunity to show AMP pages in Google’s search results.

AMP is a very lightweight version of a webpage that has been stripped of the many elements that cause a regular webpage to display slowly, such as tons of cookies, third-party Javascript, and slow-loading ad networks. This results in a page that loads lightning-fast, which is great for those who are on slower connections or simply don’t want to wait for a regular, heavier page to load.

AMP has had a fairly positive reception both from site owners and from users. It’s much faster and more streamlined for searchers, especially on mobile devices that tend to be a little bit slower connection-wise.

Not a ranking boost

It’s important to note that AMP pages in the mobile search results do not receive an additional ranking boost. Google currently has the mobile-friendly ranking boost, and because AMP pages are mobile-friendly, they receive the same ranking boost.

There isn’t an additional incentivized reason to use AMP strictly for ranking purposes. Don’t switch everything to AMP simply because you think you’ll get an additional ranking boost to help you beat out competitors.

There are indirect ranking benefits, though. For example, if searchers seek out AMP results, some sites could see higher clickthrough rates on their AMP pages. And as consumer awareness grows about AMP, that will likely rise.

Replacing mobile results

Google isn’t showing additional search results based on AMP specifically. Sites with AMP won’t show two versions of the same page in the search results, one mobile and one AMP. Rather, if any of the pages in the SERPs have an AMP version, Google will show that instead of the mobile or desktop page that would normally appear.

Just as a mobile-friendly page has a tag at the front of the description snippet showing that it’s mobile-friendly, AMP has the same thing. For AMP, those results are tagged with AMP and an encircled lightning bolt before the description.

Will you be penalized for not displaying AMP?

No, Google is not planning to penalize a site simply because it isn’t AMP. Your site will still have the same positioning in mobile search results as the mobile version of the page.

Google will simply replace the mobile-friendly page — or the desktop page, if a mobile-specific page isn’t available — and show the AMP version of the page.

For sites that don’t have an AMP version of their page in the SERPs, Google will opt to show the mobile-friendly page first, or the desktop page if there’s no mobile-friendly version. But sites that are AMP-less will not be demoted in any way.

Do other ranking factors apply to AMP?

There’s no reason to believe that some of the regular ranking factors wouldn’t apply to AMP pages, especially for those websites that are currently AMP-only. However, because of the nature of AMP, they likely wouldn’t be a concern.

This will include things like page speed. Because AMP pages are significantly faster than mobile pages, there’s no reason for a site owner to worry that they could be negatively impacted in rankings because of slow page speed.

Likewise, with the above-the-fold algorithm that targets sites with significant ads above the content, this again isn’t cause for concern as most AMP pages are “ad-light.”

But it is important to remember that while Google is crawling the mobile version and AMP version of pages, rankings are based on the desktop page. Thus, faults with the desktop page — such as slow page speed — could impact the overall performance of your AMP page positioning.

Should sites ditch their mobile version for AMP?

This question is going to become a bit more interesting as this rolls out to the 10 blue links. There are sites that are currently only available in AMP, such as the AMP Project website itself. But with Google now showing the AMP version in place of the mobile version, should site owners be concerned about having a mobile site?

Well, as of now, this is a Google AMP initiative. Other search engines haven’t announced the use of AMP in their own search results. First you’ll need to consider whether other search engines have issues with sites that are AMP-only — for reference, Bing has no problems indexing AMP-only sites.

Another consideration is that AMP pages are definitely more bare-bones than your typical mobile page. You need to look at it from a user-experience point of view. Are there elements on a page that will negatively impact your customer’s experience if they’re not displayed on AMP?

Also, look at it from a resource perspective. For sites that maintain a separate m.site already, maintaining three versions of the page could be impactful from a resource and work hours perspective. This won’t be as much of a concern for those using responsive design, since changes made to desktop automatically get rolled out to the mobile version.

Will users gravitate to AMP results?

Just as many searchers gravitate towards search results that are tagged “mobile-friendly,” it’s very likely that some searchers, especially those on slower connections or those concerned about their data usage, will gravitate to those results that are in AMP format.

Also, because AMP pages tend to be less ad-heavy when compared to their mobile counterparts, some prefer AMP for this reason alone.

How popular is AMP?

At Google I/O, Google revealed that it has more than 150 million AMP documents indexed in their search results. And those documents are coming from 650,000 domains.

Many new sites are getting on board with AMP daily, and many large sites have added AMP pages to their entire website.

Is it country-specific?

Google is still rolling out AMP in the news carousel internationally. When AMP rolls out in the “ten blue links,” it will be an international launch. So even if your country isn’t currently showing AMP in the news section of the search results, AMP will show in the main search results when this goes live.

Is it live now?

No, this isn’t pushed live in the SERPs right now. Google has not said precisely when this will happen, other than they’ll be making “this feature more broadly available later this year.”

Google notes that they’ve delayed this launch to allow sites time to implement Accelerated Mobile Pages before it goes live for all results. Because of AMP being so new and due to the learning curve involved, pre-announcing the change is particularly welcome in this case.

Ecommerce sites

Ecommerce sites can effectively implement AMP, and many have successfully done so in preparation for the suspected launch. But with no specific timeline for when it’s going live, there’s a good chance this could go live in time for the upcoming holiday shopping season.

At the very least, ecommerce sites should make sure their content pages are AMP-ready. It doesn’t seem as though the various shopping carts have made their software or plug-ins AMP-friendly yet. But I expect that, on the heels of Google’s announcement, they’re scrambling to make their carts (or at the very least the product pages created through the cart software) AMP-friendly.

How to view AMP in search results

Google is only showing this to searchers who search through the Google AMP Demo URL, which can be accessed at g.co/ampdemo.

The demo shows how Google currently plans to display AMP in the search results, although Google could change the appearance before the official launch goes live in the SERPs.

Tracking AMP analytics

For those who have yet to set it up, Google does include information about AMP in their search analytics. You can drill down and see the specific keywords, positioning, clicks, and more just for AMP alone.

To find it, login to Search Console, click on Search Traffic, then Search Analytics. Underneath “Search Appearance” you can select “AMP.” Now you can drill down into AMP by pages, queries, etc. to learn more about how your AMP pages are seen and performing in search.

Setting up AMP

For those that are using a popular CMS such as WordPress or Joomla, there are already plug-ins to convert pages into AMP format. This makes it very easy for websites to make their websites AMP-enabled for searchers looking for AMP specifically.

Wordpress AMP Plugin

Baby-step your way into AMP

You don’t have to implement AMP across the entire site at once. You can choose to test it out on a few pages first, or convert sections at a time so the errors are less daunting. Those errors would also be cleaned up as you roll out the next section of the site to AMP.

AMP errors

It can take up to a week or so for AMPs to show up in Google Search Console, so it’s important that you go back and check which AMP errors show up on your site. There are some common errors, usually related to markup used in themes or missing logos, but Google’s help documents are fairly intuitive.

Google shows AMP errors on a per-page basis in their Google Search Console error reporting. And until these errors are fixed, those particular pages will not show AMP in the search results. The pages that are error-free will show. Site owners can correct the most widespread or significant errors first, then tackle the individual pages with errors.

AMP errors also show up on individual pages for specific elements on the page, such as where you might have embedded video or other elements that are not AMP-friendly.

You can find AMP errors, along with the number of indexed AMP pages, in the AMP section (within the Search Appearance section) of Google Search Console.

Google also has an AMP validator available.

Advertising on AMP pages

For those site owners concerned about loss of revenue, there are ad networks that comply with the AMP standards and can be used on your AMP pages.

The AMP Project maintains an extensive list of supported ad networks, including the most popular ones (AdSense, DoubleClick, and OpenX).

Social sharing & AMP

One of the newer features that Google has added to AMP is the ability to include share buttons for various social media platforms. Some site owners were reluctant to lose the potential for shares, since many sites derive a significant portion of their traffic this way.

The <AMP-SOCIAL-SHARE> tag doesn’t yet support all social media platforms, but it supports the most popular ones (such as Facebook, Twitter, Pinterest, and Google+).

Checking for AMP validation

There’s a great extension for Chrome that will show you if an AMP validates properly, as well as show you any webpage that has an AMP version available. This is pretty handy if you need to do competitive research and wish to learn more about the pages or types of pages that your competitors have AMP enabled for.

The lightning bolt will appear green for a page that is AMP, and it will show blue with a link to tell you that an AMP version of the page is available. Just click it to view the page as AMP instead.

This extension also enables you to view the page from a desktop computer. Right now, the Google AMP demo requires you to use it from a mobile device, which isn’t ideal for those looking at AMP from a site-owner perspective.

Getting help with AMP

Google also has an AMP support forum on the Google Webmaster Help forums for site owners running into any issues implementing AMP or getting it indexed properly. Multiple AMP experts regularly post in the forum answering questions and troubleshooting.

AMP resources

Suddenly find yourself having to get up to speed with AMP and don’t know where to start? Here are some useful industry resources.

• The AMP Project (and bonus, it’s all done in AMP!)
• Google’s AMP documentation in Google Webmaster Help
• Guide to Getting Started with AMP
• AMP Github for developers
• AMP Webmaster Help Forums at Google

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Posted by MiriamEllis

Researchers estimate that it’s up to 25 times more expensive for a company to acquire a new customer than to keep an existing one, making ongoing investments in consumer satisfaction a priority. There’s nothing more disheartening to a local business owner than receiving a very negative review — and given that as little as 13% of consumers will patronize a business with a 1- or 2-star rating, there may be nothing more important than the owner taking every possible step to resolve negative reviews with speed and skill.

Negative reviews don’t write themselves. While looking at restaurant reviews recently, I came across an owner-consumer interaction that perfectly encapsulates the typical steps that take a transaction from bad to worse. It serves as a diagram of how these costly scenarios begin, proceed, and escalate, ultimately resulting in permanent damage to the company’s reputation.

The blame isn’t one-sided, and my goal here isn’t to make the customer or the owner out to be “the villain.” Rather, I’d like to point out key elements that actually worsen the situation, rather than improving it. Both owners and consumers sincerely want to feel satisfied, and the good news is that, in most cases, the only thing standing in the way of this is responsible communication.

Let’s take a look!

Image courtesy of Blake Patterson on Flickr.

The key to the “Food Truck Fiasco”

This story begins at a family-owned Philly Cheesesteak food truck that signed up to be a concession at a festival in the Southwest. One customer describes what happened on the day of the event this way, with my interpretation to the right:

	Key to Review
Grabbed “The Storm” (cheesesteak with green chiles) for $9 when they were parked outside the bike and brew festival.	Customer sets the scene for his story.
The woman told us it would take 20 minutes, but when we arrived back it took at least an additional 15 minutes to get our food. I’m sorry, but 45 minutes wait for a sandwich simply isn’t acceptable. The sandwich was super small for the price, I could’ve eaten 3 of these things easy and I’m not a big person. I expect more for a $9 sandwich	The legitimate complaint in wait time, improper expectations being set, food portions, and pricing. These are honest grievances.
from a crappy concession trailer with zero overhead.	The revenge. Customer vents his disappointment with cutting, dismissive language. He insults the business.
EDIT: Like several other Yelpers, I had originally rated them higher, but reduced my rating after I received a nasty email from the owner shaming me for my feedback. Seriously, that is how you treat customers after making them wait 45 minutes for a super overpriced sandwich? If you can’t handle honest feedback, then you should probably find another line of work. Keep it classy, [name removed].	The worst possible outcome: owner’s response leads to consumer editing his original review to dock stars and complain of a second bad interaction with the business. The customer is permanently lost, and the world is informed.

The customer’s complaints are certainly understandable: he was honestly disappointed that it took so long for his food to be ready and then felt the portions were overpriced. It didn’t help matters that the staff over-promised and under-delivered in estimating the wait time. Up until this point, the consumer is blameless. But then he makes two mistakes:

1. He makes no mention of voicing his complaints to the owner or staff in-person, at the time of service.
   Upon receiving his small sandwich after 45 minutes of waiting, it would have taken him just one minute more to say, “I really want to speak the owner about this. I’m not happy with what just happened.” It’s the customer’s responsibility to speak up on his own behalf — to the let the owner know there is a problem for him to resolve.
   
   
2. Having failed to take on the responsibility of voicing his complaints directly to the owner at the time of service, the customer then vents his feelings to the world in the form of a negative review.
   Not only this, but his remarks about a “crappy concession trailer” are mean-spirited, showing zero respect for the reality that this is, in fact, another human being’s livelihood. Being dismissive of someone’s job is uncivil, snobbish, rude, etc. Using language like this is unlikely to make friends, and is unlikely to bring out the best in the owner whom he is now, in fact, goading and insulting.

Regardless of the customer’s tone, the owner’s job is to be professional at all times. I’ve seen adept business owners handle even the rudest customers with a skill that leaves me in awe, but in this case, the owner of the food truck went down the worst possible road. Far from remedying the initial negative review, the owner’s response brought the customer back with further negativity, including taking off stars. Here’s how the owner responded (Eds. note: original spelling and grammar intact), with my interpretation on the right:

Reading between the lines of the owner’s response, a picture emerges of a business that underestimated how busy it would be at an event and did not have adequate cooking facilities or staff to fulfill orders within a normal timeframe. This was the initial mistake that set the stage for all that transpired. Unfortunately, the owner then worsened the scenario by making the following additional mistakes:

1. He confused his business with himself.
   Learning not to take business criticism personally is Reputation Management 101 for all owners and staff, and it can be the hardest instinctive mindset for anyone to overcome. If you’ve put your heart into your business, it is genuinely challenging not to view criticism as a personal attack … but you mustn’t get stuck there. You’re offering goods and services; paying customers expect to receive them. Business is transactional, not personal, and the customer is not signing up to hear about your fatigue or family problems. All this customer wanted was the sandwich he ordered. This is not personal.
   
2. He refused to accept responsibility for the customer’s bad experience.
   The response penned by the owner is not an admission that the customer’s legitimate dissatisfaction stemmed from poor planning or poor execution on the part of the business. The owner refuses to say, “My fault, I’m sorry.”
   
3. He failed to see the owner response function as his last chance to save a bad situation.
   He views it as a place to justify himself by correcting the customer’s attitude, expectations, and sentiments. Once the negative review has already been published, the owner response function is likely the only life preserver left.
   
   Given the costliness of replacing a lost customer and the way a negative review can cost a company future business, the owner response field is not a platform for a lecture; it’s a platform for making the greatest possible effort to make amends.
   
4. Finally, the owner devolved into personal insults, betraying a fundamental lack of professionalism.
   A business is professional. A customer is just a person. Even if your customer cannot utter a single sentence without using colorful expletives, professionals are meant to be trained to communicate in business-appropriate language at all times. What this owner has done is to reveal to the whole world that he refers to his customers in insulting terms if they have a complaint. Once anyone reads that, they know not to expect empathy if they encounter a problem with the business.

Perhaps the most powerful element of the owner response function is that it is not just for a single customer to read, but for all future customers to read. Respond well, and you may not only win a second chance with the customer, but also prove to all future potential customers that they will be treated with respect, empathy, and fairness by your company.

Crafting a powerful owner response

If the food truck owner were my client, this is a sample of how I would have helped him respond, with my key on the right:

Contrast the owner’s real response with this sample suggested response, and you are likely to come away with a completely different, more positive impression of the business. A few quick suggestions for coming across well:

• Keep length reasonable; don’t write a novel
• Beware of sounding like you’re on your high horse; use common, neighborly language
• Make sure you’ve apologized
• Where appropriate, explain what went wrong and describe any steps you’ve taken to correct an issue
• Extend your offer of something nice to try to make it better
• Welcome further feedback; it could lead to the reviewer updating their review with positive sentiment

Those are quick tips that should immediately help you to improve your reputation in the eyes of all who read your owner responses. Ready to dig deeper into developing a powerful, permanent mindset for all future tough transactions? Read on.

3 empowering tactics for better reputation management

Every business encounters criticism. Meet this reality better prepared with these three tips:

1. In business, we wear the mask.

When your spouse tells you’re inattentive, when your friend points out that you chew with your mouth open, when your children berate you for not letting them adopt another dog, it’s personal. It’s your privilege to respond with tears, embarrassment, a lecture, or whatever you feel you need to express at that moment, reacting to personal criticism in your private life.

In business, it’s different. In a civil society, and particularly in a business setting, it’s simple reality that we tend to suppress strong reactions and strong words for the sake of professionalism.

If you feel the color rising to your face when a customer insinuates that you actually founded your whole company for the purpose of ripping him off for $9.99, try picturing in your mind the image of the most serene, inscrutable face of a statue you’ve ever seen. Perhaps it’s the face of the Buddha, or a classical Greek god, or a Tlingit totem being. Imagine donning that mask, like a zone of safety, between the disgruntled customer’s business complaint and your personal life. It’s cooler behind the mask and you can respond to almost any commercial criticism, knowing your personal feelings are completely safe behind the barrier you’ve established.

2. Muster empathy to integrate as much of yourself into the interaction as you feel comfortable with.

Now that you’ve tried on the mask, and you’ve got your worries, your insecurities, loves, family, and everything else personal safely behind its barrier, see how much of yourself you feel safe putting outside the mask for the world to see.

Your life may feel too divided if your business and personal worlds are kept 100% separate, and you may not be able to pour the full passion of your heart and intellect into the business you are building if you have to be a statue at all times. Some customers may be so irrational in their expectations or conduct that the only way to manage them is with a marble coolness or a wooden face, but hopefully that will be the exception. For most customers, this technique will help you integrate your genuine human feelings into a situation in which distress is being expressed.

Picture a person you not only really love, but also of whom you feel protective. For just a moment, substitute that special person for the complaining customer. Imagine that it is your grandmother who had to wait in line for 45 minutes (she might have gotten heat stroke), or your nephew who was still hungry after being overcharged for lunch (he’s had trouble getting up to a healthy weight), or your spouse who was treated rudely (how dare someone disrespect him/her), or your friend whose product broke after a week of use (she can’t afford to replace it). Suddenly, that customer is transformed from an unknown complainer into an important person who deserves fair, empathetic treatment.

Integrate as much of the empathy you’d feel for a friend or relative as you can for the customer. The health of your local business, and your good feelings about the way you conduct it, depend upon turning as many unknown neighbors as you can into loyal customers and, hopefully, friends.

3. Master catching complaints before they become negative reviews.

It may seem counterintuitive to want to receive as many complaints as possible, but when you consider that they are your best safeguard against the publication of negative reviews, making your business complaint-friendly is incredibly smart! Implement these tips:

• Install visible in-store signage detailing options for requesting help with a complaint. Wall signs, window signs, signs on counters, tables, menus, aisles, print materials, and company vehicles can all alert customers to complaint-receptivity.
• Signage can include a complaint hotline text message number and phone number, both of which should be regularly monitored for activity.
• One recent survey found that 57% of consumer complaints revolve around poor customer service/employee behavior. This means that the quality of your hiring and training practices are the key to ensuring satisfaction. Go one further. Be sure all staff are trained to resolve complaints or escalate them through a defined hierarchy (manager, owner, etc.).
• Instruct all staff who deal with the public to invite complaints with clear language, like “Was there anything you couldn’t find, anything we can do better, etc.?”
• Be sure your website is mobile-friendly and includes a visible complaint form.
• Gather emails at the time of service and email customers shortly thereafter to request feedback, both positive and negative. Follow up quickly on any negative experiences and make every effort to remedy them.
• Assign a staff member for each store who regularly checks popular social media sites for mentions of your business and who is empowered to reach out any time negative sentiment appears.
• Document all complaints, identify patterns, and implement solutions. Your complaint document will be an absolute goldmine for resolving common problems before future customers experience them.
• Consider purchasing paid products that help you analyze your social media opportunities and manage your reputation. Followerwonk and GetFiveStars are good places to start. Don’t leave things up to chance — know your stats and actively control the conversation that’s happening about your business! Be as connected and engaged with your consumers as you possibly can.

Speaking of GetFiveStars, I highly recommend taking the time to read the series of articles they’ve been publishing regarding the subject of consumer complaints, including some really insightful surveys. My favorite tip from co-founder Mike Blumenthal is this one:

“Make a complainer feel like your most valued customer because, in some ways, they are.”

Happier endings for everybody

The art of customer service is one you’ll be training yourself and your staff in for as long as you serve the public. Even if you’ve made every effort to catch complaints on the spot, no method is foolproof and every business is almost guaranteed to have to deal with a negative review here and there.

Some customers will not speak up for themselves, even when expressly invited to do so, because they are shy, dread confrontation, or are so accustomed to being treated poorly that they don’t believe their voice will be genuinely heard. They may utilize online reviews as substitute for having to “make a fuss” in person about their dissatisfaction.

Then there are those truly awful customers no business can avoid. They may have entitlement issues, unrealistic expectations, unpleasant personalities, or even have made it a life practice to throw tantrums in hopes of receiving free stuff. They may utilize online reviews as a place to spew rude language and invent false accusations because they have personal problems.

No business is immune to either type of customer, but if you plot out your company’s reputation management course, you can weather most storms and end up looking like one smooth sailor! Your plan might look something like this timeline:

I continue to be amazed at how many negative reviews slip through and sit unanswered on major review platforms, raising doubts in potential customers’ minds and giving a neglectful impression of the business.

With the right mindset that delineates comfortable boundaries between your personal and business worlds, cultivation of empathy, a clear plan, and concentrated devotion to staff training, no business need suffer dread of negative feedback, and can, in fact, view it as a powerful resource for making meaningful improvements pre-guaranteed to resolve existing issues. And when those negative reviews do squeak through your process, a beautiful, professional response can write a happy ending, just like this one:

*Review star screenshots used in this post from Yelp.

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!

Posted by ronell-smith

Topic Trends, the latest feature added to Moz Content, allows marketers to quickly access a snapshot of the most popular and the most relevant content in any vertical.

By accessing the content in the Content Search index, Topic Trends highlights the topics that were written about most frequently in the previous five days.

Since the presidential election is the hottest thing going at the moment, it’s little surprise that election news is dominant:

Topic Trends displaying the most current, most popular topics

This feature is based on the Sharing Trends Graph, which highlights the number of articles matching your search in the Moz Content index, in addition to factoring in the median number of shares per article.

By typing “Featured Snippets” into the search field, for example, you get a two-line graph that’s rich in details that can instantly inform your content strategy:

• The grey line represents the number of articles published about the topic being searched for over the last five days.
• The green line depicts the median shares of those articles.

“We’re using the graph as a rough indicator of audience interest in the topic,” says Jay Leary, Moz’s senior product manager for Moz Content and one of the lead architects behind the product. “It’s sort of like a Google Trends, but instead of searches for a topic, we’re looking at the sharing of articles about the topic.”

Below the graph you’ll find a list of results along with their content metrics, including Reach, Links, Discovery Date and a host of other metrics, including those associated with social shares:

Created by content marketers, for content marketers

Ever since Matthew J. Brown announced the Beta version of Moz Content at MozCon 2015, we’ve been focused on designing, creating and delivering a tool that will make it easier for marketers to create the types of content that’ll resonate with their audiences.

The Tracked Audits feature is ideal for brands who already have an audience, but if you’re just getting started, the focus is usually on research. That’s where Content Search comes in.

The Tracked Audits feature, for example, provides marketers with all of the information a normal content audit would, but has the added dimension of an extended and customizable timeline.

Instead of spending hours manually (which I’ve done numerous times; it’s no fun) you can simply have updates emailed to you detailing everything you need to know to track content performance.

Also, thanks to Content Search, you can find the most popular pieces of content from across the web via a simple topic search:

Results returned for the query “content marketing”

Not only will this allow you to be better informed about the content types and content topics you should create, but it also alerts you to who your main competitors are for content you desire to create, as well.

Share your feedback

If you haven’t tried Moz Content yet, now is as good a time as any to give it a whirl: https://moz.com/content

If you’ve already been using the product, try out the newest feature and let us know what you think.

Either way, we’d love to hear from users of the product. We’re always looking for ways to improve it and welcome your input.

Feel free to share your thoughts in the comments below.

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!