Posted by EllieWilkinson

Welcome to the second edition of Next Level! In the first Next Level blog post, the Success Team and Help Team here at Moz created 10 video walkthroughs to help you “power up” your knowledge of the Moz tools. We’re continuing the educational series with a new video and a workflow showing you how to take on your competitors using Moz. Read on and level up!

For SEOs, the battle to rank highest in the search results often comes down to survival of the fittest. But if you know how to size up your competition, you can gain the upper hand and become king of the jungle! Come on a SERP-fari in this Next Level video and try these three ways to use the Moz tools to out-hunt all the other lions.

Workflow summary

To review, here’s an outline of the three steps to scoping out the competition!

(You’ll need a Moz Pro subscription to use Keyword Difficulty and Fresh Web Explorer. If you aren’t yet a Moz Pro subscriber, you can always try out the tools with a 30-day free trial.)

1. After you’ve entered three competitors in your Moz Analytics campaign settings, head over to the Keyword Difficulty tool to get a detailed look at the search results for keywords you’re targeting. Don’t forget to run a full SERP analysis report for even more data!
2. Next, investigate your competitors’ recent links and brand mentions using Fresh Web Explorer to get some content and link building ideas.
3. Finally, head over to Followerwonk to find potential Twitter followers to poach from your competitors.

Looking for other resources to help you plan your attack? Here are some that might help. Go get ’em, tiger! (But watch out for zebras…)

• Open Site Explorer’s New Link Building Opportunities Section (and a Slight Redesign) – Learn more about OSE’s new link opportunities section, particularly the “link intersect” tool, which can help you find pages that are linking to your competitors but not you.

• Moz Academy: Competitive Analysis with the Keyword Difficulty Tool – Get a detailed walk-through of how to use the Keyword Difficulty and SERP Analysis tool to beat your competition.

• The Illustrated SEO Competitive Analysis Workflow – Dive into the competitive research process with this illustrated guide. There’s also a terrific list of resources at the end of the article.

If you have other ways of using the Moz tools to rule the jungle, we’d love to hear them! Sound off in the comments below.

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Posted by Cyrus-Shepard

Topic n. A subject or theme of a webpage, section, or site.

Several SEOs have recently written about topic modeling and advanced on-page optimization. A few of note:

• Rand Fishkin’s What SEOs Need to Know About Topic Modeling & Semantic Connectivity
• Bill Sebald’s How To Work Relationships and Concepts Into Your Copy
• My own More than Keywords: 7 Advanced Concepts of On-page SEO

The concepts themselves are dizzying: LDA, co-occurrence, and entity salience, to name only a few. The question is “How can I easily incorporate these techniques into my content for higher rankings?”

In fact, you can create optimized pages without understanding complex algorithms. Sites like Wikipedia, IMDB, and Amazon create highly optimized, topic-focused pages almost by default. Utilizing these best practices works exactly the same when you’re creating your own content.

The purpose of this post is to provide a simple framework for on-page topic targeting in a way that makes optimizing easy and scalable while producing richer content for your audience.

1. Keywords and relationships

No matter what topic modeling technique you choose, all rely on discovering relationships between words and phrases. As content creators, how we organize words on a page greatly influences how search engines determine the on-page topics.

When we use keywords phrases, search engines hunt for other phrases and concepts that relate to one another. So our first job is to expand our keywords research to incorporate these related phrases and concepts. Contextually rich content includes:

• Close variants and synonyms: Includes abbreviations, plurals, and phrases that mean the same thing.
• Primary related keywords: Words and phrases that relate to the main keyword phrase.
• Secondary related keywords: Words and phrases that relate to the primary related keywords.
• Entity relationships: Concept that describe the properties and relationships between people, places, and things. 

A good keyword phrase or entity is one that predicts the presence of other phrases and entities on the page. For example, a page about “The White House” predicts other phrases like “president,” “Washington,” and “Secret Service.” Incorporating these related phrases may help strengthen the topicality of “White House.”

2. Position, frequency, and distance

How a page is organized can greatly influence how concepts relate to each other.

Once search engines find your keywords on a page, they need to determine which ones are most important, and which ones actually have the strongest relationships to one another.

Three primary techniques for communicating this include:

• Position: Keywords placed in important areas like titles, headlines, and higher up in the main body text may carry the most weight.
• Frequency: Using techniques like TF-IDF, search engines determine important phrases by calculating how often they appear in a document compared to a normal distribution.
• Distance: Words and phrases that relate to each other are often found close together, or grouped by HTML elements. This means leveraging semantic distance to place related concepts close to one another using paragraphs, lists, and content sectioning.

A great way to organize your on-page content is to employ your primary and secondary related keywords in support of your focus keyword. Each primary related phrase becomes its own subsection, with the secondary related phrases supporting the primary, as illustrated here.

As an example, the primary keyword phrase of this page is ‘On-page Topic Targeting‘. Supporting topics include: keywords and relationships, on-page optimization, links, entities, and keyword tools. Each related phrase supports the primary topic, and each becomes its own subsection.

3. Links and supplemental content

Many webmasters overlook the importance of linking as a topic signal.

Several well-known Google search patents and early research papers describe analyzing a page’s links as a way to determine topic relevancy. These include both internal links to your own pages and external links to other sites, often with relevant anchor text.

Google’s own Quality Rater Guidelines cites the value external references to other sites. It also describes a page’s supplemental content, which can includes internal links to other sections of your site, as a valuable resource.

If you need an example of how relevant linking can help your SEO, The New York Times famously saw success, and an increase in traffic, when it started linking out to other sites from its topic pages.

4. Entities and semantic markup

Google extracts entities from your webpage automatically, without any effort on your part. These are people, places and things that have distinct properties and relationships with each other.

• Christopher Nolan (entity, person) stands 5’4″ (property, height) and directed Interstellar (entity, movie)

Even though entity extraction happens automatically, it’s often essential to mark up your content with Schema for specific supported entities such as business information, reviews, and products. While the ranking benefit of adding Schema isn’t 100% clear, structured data has the advantage of enhanced search results.

For a solid guide in implementing schema.org markup, see Builtvisible’s excellent guide to rich snippets.

5. Crafting the on-page framework

You don’t need to be a search genius or spend hours on complex research to produce high quality, topic optimized content. The beauty of this framework is that it can be used by anyone, from librarians to hobby bloggers to small business owners; even when they aren’t search engine experts.

A good webpage has much in common with a high quality university paper. This includes:

1. A strong title that communicates the topic
2. Introductory opening that lays out what the page is about
3. Content organized into thematic subsections
4. Exploration of multiple aspects of the topic and answers related questions
5. Provision of additional resources and external citations

Your webpage doesn’t need to be academic, stuffy, or boring. Some of the most interesting pages on the Internet employ these same techniques while remaining dynamic and entertaining.

Keep in mind that ‘best practices’ don’t apply to every situation, and as Rand Fishkin says “There’s no such thing as ‘perfectly optimized’ or ‘perfect on-page SEO.'” Pulling everything together looks something like this:

Download High Resolution Image

This graphic is highly inspired by Rand Fishkin’s great Visual Guide to Keyword Targeting and On-Page SEO. This guide doesn’t replace that canonical resource. Instead, it should be considered a supplement to it.

5 alternative tools for related keyword and entity research

For the search professional, there are dozens of tools available for thematic keyword and entity research. This list is not exhaustive by any means, but contains many useful favorites.

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 SamuelScott

This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of Moz, Inc.

Earlier this year, I published a Moz post that aimed to introduce the basic principles of public relations that SEOs and digital marketers, I argued, need to know. (Specifically, the post was on media relations and story-pitching as a means of getting coverage and “earning” good links.)

Following the positive response to the post, Moz invited me to host a recent Mozinar on the integration of PR and SEO. ( You can listen to it and download the slides here for free!) As a former print journalist who later became a digital marketer, I love to discuss this niche because I am very passionate about the topic.

In summary, the Mozinar discussed:

• Traditional marketing and communications theory
• Why both inbound and outbound marketing are needed
• An overview of the basic PR process
• How to use PR software
• Examples of messaging and positioning
• Where to research demographic data for audience profiles
• How to integrate SEO into each step of the workflow
• How SEO and PR teams can help each other
• Why the best links come as natural results of doing good PR and marketing
• “Don’t think about how to get links. Think about how to get coverage and publicity.”

At the end of the Mozinar, the community had some intriguing and insightful questions (no surprise there!), and Moz invited me to write a follow-up post to provide more answers and discuss the relationship between SEO and PR further.

Follow-ups to the PR Mozinar

Before I address the questions and ideas at the end of the Mozinar, I just wanted to give some more credit where the credit is certainly due.

People like me, who write for major publications or speak at large conferences, get a lot of attention. But, truth is, we are always helped immensely by so many of our talented colleagues behind the scenes. Since the beginning of my digital marketing career, I have known about SEO, but I have learned more about public relations from observing (albeit from a distance) The Cline Group’s front line PR team in Philadelphia over the years.

So, I just wanted to thank (in alphabetical order) Kim Cox, Gabrielle Dratch, Caitlin Driscoll, Max Marine, and Ariel Shore as well as our senior PR executives Bill Robinson and DeeDee Rudenstein and CEO Josh Cline. What I hope the Moz community learned from the Mozinar is what I have learned from them.

Now, onto the three Mozinar Q&A questions that had been left unanswered.

• Why do you use Cision and not Vocus or Meltwater or others?

I do not want to focus on why The Cline Group specifically uses Cision. I would not want my agency (and indirectly Moz) to be seen as endorsing one type of PR software over another. What I can do is encourage people to read these writings from  RMP Media Analysis, LinkedIn, Alaniz Marketing and Ombud, then do further research into which platform may work best for them and their specific companies and needs.

(Cision and Vocus recently agreed to merge, with the combined company continuing under the Cision brand.)

• Do you have examples of good PR pitches?

I’ve anonymized and uploaded three successful client pitches to our website. You can download them here: a mobile-advertising network, a high-end vaporizer for the ingestion of medicinal herbs and a mobile app that helps to protect personal privacy. As you will see, these pitches incorporated the various tactics that I had detailed in the Mozinar.

Important caveat: Do not fall into the trap of relying too much on templates. Every reporter and every outlet you pitch will be different. The ideas in these examples of pitches may help, but please do not use them verbatim. 

• Are there other websites similar to HARO (Help a Reporter Out) that people can use to find reporters who are looking for stories? Are the other free, simpler tools?

Some commonly mentioned tools are My Blog U, ProfNet, BuzzStream and My Local Reporter. Raven Tools also has a good-sized list. But I can only vouch for My Blog U because it’s the only one I have used personally. It’s also important to note that using a PR tool is not a magic bullet. You have to know how to use it in the context of the overall public relations process. Creating a media list is just one part of the puzzle.

An infographic of integration

And now, the promised infographic!

I told the Mozinar audience we would provide a detailed infographic as a quick guide to the step-by-step process of PR and SEO integration. Well, here it is:

A second credit to my awesome colleague Thomas Kerr, who designs most of The Cline Group’s presentations and graphics while also being our social media and overall digital wizard.

Just a few notes on the infographic:

First, I have segmented the two pillars by “PR and Traditional Marketing” and “SEO & Digital Marketing.” I hate to sound stereotypical, but the use of this differentiation was the easiest way to explain the integration process. The “PR” side deals with people and content (e.g., messaging, media relations, and materials, etc.), while the “SEO” side focuses on things (e.g., online data, analytics, and research, etc.). See the end of this post for an important prediction.

Second, I have put social media on the online side because that is where the practice seems to sit in most companies and agencies. However, social media is really just a set of PR and communications channels, so it will likely increasingly move to the “traditional marketing” side of things. Again, see the end.

Third, there is a CMO / VP of Marketing / Project Leader (based on the structure of a company and whether the context is an agency or an in-house department) column between SEO and PR. This position should be a person with enough experience in both disciplines to mediate between the two as well as make judgment calls and final decisions in the case of conflicts. “SEO,” for example, may want to use certain keyword-based language in messaging in an attempt to rank highly for certain search terms. “PR” might want to use different terms that may resonate more with media outlets and the public. Someone will need to make a decision.

Fourth, it is important to understand that companies with numerous brands, products or services, and/or a diverse set of target audiences will need to take additional steps:

The marketing work for each brand, product, or service will need its own specific goal and KPI(s) in step one. Separate audience research and persona development will need to be performed for each distinct audience in step two. So, for a larger company, such as the one described above, parts of steps 3-8 below will often need to be done, say, six times, once for each audience of each product.

However, the complexity does not end there.

Online and offline is the same thing

Essentially, as more and more human activity occurs online, we are rapidly approaching a point where the offline and online worlds are merging into the same space. “Traditional” and “online” marketing are all collectively becoming simply “marketing.”

Above is our modern version of traditional communications and marketing theory. A sender decides upon a message; the message is packaged into a piece of content; the content is transmitted via a desired channel; and the channel delivers the content to the receiver. Marketing is essentially sending a message that is packaged into a piece of content to a receiver via a channel. The rest is just details.

As Google becomes smarter and smarter, marketers will need to stop thinking only about SEO and think more like, well, marketers. Mad Men’s Don Draper, the subject of the meme at the top of the page, would best the performance of any link builder today because he understood how to gain mass publicity and coverage, both of which have always been more important than just building links here and there. The best and greatest numbers of links come naturally as a result of good marketing and not as a result of any direct linkbuilding. In the 2014 Linkbuilding Survey published on Moz, most of the (good) tactics that were described in the post – such as “content plus outreach” – are PR by another name.

At SMX West 2014 (where I gave a talk on SEO and PR strategy), Rand Fishkin took to the main stage to discuss what the future holds for SEO. Starting at 6:30 in the video above, he argued that there will soon be a bias towards brands in organic search. (For an extensive discussion of this issue, I’ll refer you to Bryson Meunier’s essay at Search Engine Land.) I agree that it will soon become crucial to use PR, advertisingand publicity to build a brand, but that action is something the Don Drapers of the world had already known to do long before the Internet had ever existed.

But things are changing

The process that I have outlined above is a little vague on purpose. The lines between SEO and PR are increasingly blurring as online and offline marketing becomes more and more integrated. For example, take this very post: is it me doing SEO or PR for our agency (while first and foremost aiming to help the readers)? The answer: Yes.

In a Moz post by Jason Acidre on SEO and brand building, I commented with the following:

Say, 10 years ago, “SEOs” were focused on techie things: keyword research, sitemaps, site hierarchy, site speed, backlinks, and a lot more. Then, as Google became smarter and the industry become more and more mature, “SEOs” woke up one day and realized that online marketers need to think, you know, like marketers. Now, I get the sense that digital marketers are trying to learn all about traditional marketing as much as possible because, in the end, all marketing is about people — not machines and algorithms. What the f&*# is a positioning statement? What is a pitch? I just wish “SEOs” had done this from the beginning.

Of course, the same thing has been occurring in the inverse in the traditional marketing world. Traditional marketers have usually focused on these types of things: messaging documents, media lists, promotional campaigns, the 4 Ps, and SWOT analyses. Then, as more human activity moved to the Internet, they also woke up one day and saw an anarchic set of communications channels that operate under different sets of rules. Now, on the other end, I get the sense that traditional marketers are trying to learn as much as possible about SEO and digital marketing.  What the f&^% is a rel=canonical tag? What is Google+ authorship? I just wish traditional marketers had done this from the start.

In fact, such a separation between SEO and PR is quickly dying. Here is a simplified version of the marketing and communications process I outlined at the beginning:

Traditional marketers and communications professionals have used this process for decades, and almost everything that (the umbrella term of) SEO does can fit into one of these boxes. A message can appear in a newspaper article or in a blog post. Content can be a sales brochure or an e-book. A channel can be the television or Facebook. A lot of  technical and on-page SEO is simply good web development. The most-effective type of off-page SEO is just PR and publicity. Public-relations executives, as I have written elsewhere, can also learn to use analytics as yet another way to gauge results.

It all goes back to this tweet from Rand, which I cite in nearly every offline conversation with the marketing community:

SEO as an entity (sorry for the pun) unto itself is quickly dying. The more SEO entails, the more the umbrella term becomes useless in any meaningful context. For this reason, it is crucial that digital marketers learn as much as possible about traditional marketing and PR.

So, in the end, how does one integrate public relations and SEO? By simply doing good marketing.

Want more? Don’t forget to watch the Mozinar — I’d love to get your feedback 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!