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Creating a Local SEO Welcome for New Neighbors and Travelers

Posted by MiriamEllis

In our ongoing quest for local prominence, are we leaving anybody out in the cold? For years, a fundamental message I’ve shared with almost every incoming local business client is that they need local SEO, specifically, because they need to be found on the web by local people. I’d estimate that 98% of everything our industry writes about is tied to this concept, and while this focus is sensible, today I’d like to highlight an underserved (but enormous) target local market: non-local people.

Consider these statistics:

These numbers create a context in which there are literally millions of consumers arriving in unfamiliar towns on a daily basis, in need of a variety of local resources they’ll discover using the Internet. In this article, I’d like to help your local business get discovered with a welcoming, supplementary local SEO strategy based on the understanding that newcomers matter. We’re going to dive into location data management, attribution, and reviews, with an eye to newcomer needs.

What do newcomers really need?

Residents of your city or town have likely already established their favorite restaurant, grocery store, doctor, school, place of worship and pet supply shop. While there are certainly tactics you can employ for trying to edge out the competition to become someone’s new favorite destination, chances are good that longtime locals won’t have too much trouble actually locating you at 123 Main St. if you’re doing good, essential local SEO.

They already know where Main St. is in relationship to other streets, how long it will take to get there and, if they’re established neighbors, what the parking situation is like in that part of town.

Non-locals know none of this. Your city is a blank slate to them, and they’ll be using their desktop and mobile devices to start filling in that slate to create a picture of their destination, both before and after they arrive in town. If you’re not providing the necessary signals to foster transactions with newcomers, if they never learn that your local business exists, it’s a direct hit to your wallet, week after week, year after year.

Which types of local businesses need to appeal to new neighbors and travelers to avoid foregoing desirable revenue? Let’s break that down by industry:

localneeds.jpg

As we can see, a significant number of industries can serve either new neighbors or travelers, and in some cases, both. Let’s look at three intelligent ways to put out the welcome mat for these important consumers.

1. Basic location data management

While settled residents may be able to parse out that your business is actually located on 5th Street rather than 5th Avenue when encountering inconsistent data about your company on the web, don’t expect newcomers to inuit this. Step one in welcoming this user group is to ensure that you’ve got your core name, address, and phone number (NAP) correct in two places:

A) Your website

For the single-location business, this should be easy. Audit every page and element (like the header and footer ) of your website where you mention any part of your NAP for accuracy. Correct any errors. Pay particular attention to your branding. Don’t be The Tree Restaurant on your Contact Us page, The Green Tree Restaurant on your About page, and Green Trees Cafe in your logo. You want to make a cohesive brand impression on your website so that consumers can clearly match it to your real-world signage as they drive through town.

For multi-location businesses, things are a little more complex. In addition to checking that NAP is correct on each of the landing pages you create for each location, be certain those pages are accessible via a well-functioning store locator widget which enables users to search by city (not just by zip code, as most newcomers will not know local zip codes).

B) Your local business listings

Hopefully you’re already engaging in active location data management of your local business listings/citations to help local consumers find you, but know that inconsistencies on major platforms could result in particularly heavy newcomer losses as users get misdirected, lost, and drift away, never to return.

You want a clear NAP dataset on the most important platforms, keeping in mind that even if a particular platform isn’t that popular in your own city, it may be significant in the regions from which newcomers hail. You can do a speedy citation health check for free using the Moz Check Listing tool, which audits your listings on foundational platforms like Google My Business, Bing, Apple Maps, Yelp, Facebook, etc. Correct any inaccurate data the tool surfaces for you, and back up this work with a manual check of any niche directories that apply to your city or industry.

If you find you’ve got significant inconsistencies, or have a large number of locations to manage, you may want to consider purchasing an automated location data management service like Moz Local.

Beyond basic NAP

In addition to managing the NAP on your website and citations, there are 5 elements that are crucial to ensuring newcomers connect with your business:

  1. Driving directions
    Be sure directions and map place markers are accurate on your major citations and, for newcomers, put additional effort into writing up the best possible set of driving directions on your website. Write them out coming from the four cardinal directions and be sure you are associating your business with any major local landmarks that are easily seen from the road. Alert consumers to the presence of hazardous road conditions they may encounter coming from a particular direction and offer detours or shortcuts. Don’t leave out how to navigate large shopping centers if you’re located in one.
  2. Hours of operation
    It’s especially important if your business has seasonal/holiday hours to ensure that you are updating all relevant pages of your website and all of your major local business listings to reflect this for newcomers. If your business is seasonal (like a farm stand or pumpkin patch), set your Google My Business hours when you open for business, and when your season closes, remove them so that they appear ‘un-set,’ with the plan to re-set them next open season. If you have special hours for Christmas or other holidays, follow these directions to avoid Google stamping your listings with a warning that the hours may be inaccurate.
  3. Parking information
    Urban parking can be so appallingly complicated that it has led to the launch of booking services like Parkwhiz, but be sure you’re detailing parking information on your own website, regardless of city size. Don’t forget RV parking accessibility for travelers, whether parking is free, or if paid, the forms of payment local meters/lots accept. Parking info can be especially helpful for people with health concerns, so if on-site parking is unavailable, estimate how far the consumer will have to walk to reach your destination. A lack of parking data once caused me to have climb over cement barriers in a split-level parking lot in search of a salad on a 90+ degree day — it would have been courteous for the grocery store to have saved me from this silly situation with clear directions.
  4. Description
    Google may have replaced their former owner-authorized business description display with their in-house custom description, but most other local business listing platforms still allow you to pen your own. To play to a newcomer audience, which may be forming a very fast impression from your listings via a mobile device, pack your descriptions with the most persuasive information you can think of to help them make a decision. Is it that you’re kid-friendly, carry a certain brand, won a best-in-city award? In the fewest words possible, highlight the most impactful elements of your business to connect with high conversion, targeted newcomers.
  5. Forms of payment
    Failing to inform travelers that your business is cash-only is a deal-breaker, and many major retailers now even refuse to accept checks (which can come as an inconvenient surprise to out-of-towners). Numerous local business listings enable you to specify forms of payment accepted, and you should also at least include a visual representation of supported transaction methods on your website. For your most sophisticated consumers, if you support digital wallets, Bitcoin, or other popular payment alternatives, be sure to highlight this fact.

I recommend that you give first priority to getting your basic location information into beautiful shape on your website and local business listings so that the process of finding your business is as foolproof as possible for newcomers. Now let’s look at some elements that can influence being chosen once you’ve been found.

2. Attribution

It’s no secret in the local SEO industry that Google, Yelp, and other powerhouses are now actively crowdsourcing attribution from reviewers, but if local business attributes are new to you, let’s summarize.

Basically, attributes are snippets of descriptive content that differentiate the nature or features of a given business. Some of the data in the previous section would actually be considered attributes, such as whether a business features free parking, accepts Apple Pay, or offers 24-hour services. In practice, attributes are valuable to search engines in helping them determine the relevance of a result to a given user, and they’re valuable to users in helping to make decisions about whether a specific business provides exactly what they’re seeking.

Significantly, in May of 2016, Google rolled out version 3.0 of the Google My Business API, a new feature of which is the ability for developers to directly add attributes to Google My Business listings. And, as the year closes out, many users are finally seeing promised attribute functionality within the Google My Business dashboard. We can take all this as a clear signal that Google is zooming in on attribution, which they base on business categories. While dashboard attribution is still limited as of writing this, I predict we’ll see it expanding in 2017.

To conceptualize the practical application of attributes, I find it’s helpful to imagine consumer personae. Let’s hypothesize that our restaurant franchise is hoping to win a transaction from a group of six travelers on a family vacation. They are on the road a bit late one evening near one of our locations and are hungry for supper:

  • Dad would be glad to find an all-you-can eat buffet.
  • Mom would love to hear some live music.
  • There are three children; one is gluten-intolerant, one is a vegetarian, and one is a toddler who needs a booster seat and can’t eat full portions.
  • Grandmother urges that they find a salad bar because everyone has been eating too much fast food on this trip.
  • The dog would prefer not to be left in the car all evening.

Look through this very abridged list of Google My Business API attributes applicable to restaurants to see if you can match them to the family members (hey, this is like a game!):

bool.jpg

If some or all of these attributes describe our restaurant location, and we’ve either added them to Google My Business or are earning them from our reviewers on Google, Yelp, or Trip Advisor, we’re making a strong case for being shown as a relevant answer to the family’s search query, and to being chosen by them. Good start! But, I’d like to take the concept of attribution one step further as it relates to local SEO.

I’m not privy to the methodology Google used to come up with their extensive list of attributes for all sorts of business categories, but I’d invite local enterprises and agencies to view attributes as a fascinating roadmap to website content development. Imagine taking the above set of descriptors and writing something like this, in natural language, on the website landing page for our restaurant’s location in Santa Fe:

salsa.jpg

What we’ve done here is to take Google’s attribute hints as to what consumers are looking for and have turned them into a statement that helps a newcomer make a quick, informed mobile decision (call it a ‘micro-moment’ and you’re really being cool!).

For thoroughness, I would recommend combining Google’s attributes with those you are personally prompted to enter when leaving your own reviews on various platforms, and fine-tune it all based on your unique expertise drawn from serving your customer base. It could be that a driving motivation for newcomers to your city and business would be proximity to a point-of-interest, accepting mobile payments, or serving organic food. Think of attributes as clues from search engines, review sites, and directories that you can pass along to customers to qualify your business as the answer to their needs.

Finally, I’d like to take the exploration of attributes one step further. I reached out to TouchPoint Digital Marketing owner, David Deering, who is one of our industry’s foremost experts on local business Schema. I asked if there was a direct relationship between attributes and Schema, and he explained:

“Unfortunately schema.org does not have corresponding properties and values for local business attributes. But there are ways to mark them up anyway. Some are rather straightforward and others take a little more coding but they all can be marked up in one way or another.
Schema.org recently added the “amenityFeature” property for the Place type (which includes the LocalBusiness type) and for LodgingBusiness of which Hotel is a subtype of. So a local business can do something like this to say that it offers free parking, free wifi, that it’s wheelchair accessible and so on:

"amenityFeature": [  
    {  
    "@type": "LocationFeatureSpecification",  
    "name": "Free Parking",  
    "value": "True"  
    },  
    {  
    "@type": "LocationFeatureSpecification",  
    "name": "Free WiFi",  
    "value": "True"  
    },  
    {  
    "@type": "LocationFeatureSpecification",  
    "name": "Wheelchair Accessible",  
    "value": "True"  
    },  
    {  
    "@type": "LocationFeatureSpecification",  
    "name": "Serves Breakfast",  
    "value": "True"  
    }, 
    {  
    "@type": "LocationFeatureSpecification",  
    "name": "Has All-You-Can-Eat Buffet",  
    "value": "True"  
    }       
],

By the way, that is the structure that would need to be used if a business was marking up more than one amenity or attribute.
A hotel could also do something like this to mark up the fact that they have an indoor swimming pool that is open everyday from 7 AM to 10 PM. It’s possible that a similar structure could be used to mark up, say, Happy Hour (I guess that depends if a restaurant’s Happy Hour could be considered an “amenity” or not. I’m not sure.).

"amenityFeature": {   
    "@type": "LocationFeatureSpecification",   
    "name": "Indoor Swimming Pool",   
    "hoursAvailable": [   
    {    
        "@type": "OpeningHoursSpecification",    
        "dayOfWeek": "http://schema.org/Sunday",
        "opens":  "07:00:00",
        "closes": "22:00:00"    
        },
        {    
        "@type": "OpeningHoursSpecification",
        "dayOfWeek": "http://schema.org/Monday",
        "opens":  "07:00:00",
        "closes": "22:00:00"    
        },
        {    
        "@type": "OpeningHoursSpecification",
        "dayOfWeek": "http://schema.org/Tuesday",
        "opens":  "07:00:00",
        "closes": "22:00:00"
        },
        {
        "@type": "OpeningHoursSpecification",
        "dayOfWeek": "http://schema.org/Wednesday",
        "opens":  "07:00:00",
        "closes": "22:00:00"
        },
        {
        "@type": "OpeningHoursSpecification",
        "dayOfWeek": "http://schema.org/Thursday",
        "opens":  "07:00:00",
        "closes": "22:00:00"
        },
        {
        "@type": "OpeningHoursSpecification",
        "dayOfWeek": "http://schema.org/Friday",
        "opens":  "07:00:00",
        "closes": "22:00:00"
        },
        {
        "@type": "OpeningHoursSpecification",
        "dayOfWeek": "http://schema.org/Saturday",
        "opens":  "07:00:00",
        "closes": "22:00:00"
        }
        ],

And schema.org does have a direct and simple way to mark up the fact that a restaurant accepts reservations and whether or not smoking is allowed. It would simply be:
  "acceptsReservations": "True",
  "smokingAllowed": "False",    
The same goes for if a hotel or lodging business allows pets:
 "petsAllowed": "True",
Now how much of this Google and the other search engines will use, it’s hard to say. But it certainly can’t hurt for a business to mark up their attributes and amenities on their site. If a website’s markup matches the attributes they’ve included on their Google My Business listing, I think that can only help. And we never know what Google will begin pulling out of a site’s structured data to use for something, so I stick by my motto: Mark up as much as possible and be as thorough as possible.”

In sum, in markets where you are looking for a competitive edge, exploration of thorough Schema amenity markup can dovetail, and might sometimes even correlate, with attribution development, enabling you to define features of your business is way your competitors may be overlooking.

3. Reviews

Here on the Moz Blog, we’ve previously discussed the vital importance of giving special treatment to reviews and testimonials on your website. And, as for reviews on third-party websites, I’m going to make a guess that you’ve already seen studies like this one indicating that a whopping 92% of consumers now read online reviews. Most recently, we’ve covered how to make maximum use of the owner response function available on many review platforms as a form of customer service, reputation management, and free marketing.

But there’s a subject we haven’t yet broached regarding reviews that is highly relevant to serving newcomers, and which recently came up in an exchange I had with Phil Rozek surrounding his excellent article, If Nobody in Your Area Cares About Yelp, Should You Still Bother Getting Reviews There?.

Phil brainstormed 7 great reasons for caring about review giant Yelp, including the visibility of Yelp in-SERP stars for your brand searches in Google, and the fact that Yelp feeds reviews to a number of other important platforms like Apple Maps and Bing Places. What I added to Phil’s list is that, even if Yelp isn’t big in your town, it may be huge in the cities from which your newcomer customers hail.

Surveys have repeatedly cited that Yelp is a much bigger deal on the coasts than in the interior United States. Yet, imagine a large hotel located within 3 miles of the newly-built Minnesota Viking’s U.S. Bank Stadium in Minneapolis. Local people may not be leaving a ton of Yelp reviews of this hotel. Now, imagine that the San Francisco 49ers (having a MUCH different season than this one) are playing in the NFC Championship game at U.S. Bank Stadium on their way to Superbowl glory. San Franciscans are about to pour into Minneapolis, and they’ll be looking at Yelp in extraordinary proportions to find a hotel. If our hypothetical lodging facility has neglected Yelp because it’s no big deal in their home city, they could be losing out on a very lucrative moment.

This scenario is applicable to all third-party review platforms and all relevant local businesses located near major points-of-interest or event sites. This past summer, Wesley Young used his hometown of Frisco, TX to estimate that that 33% of local commerce was generated by non-locals. Meanwhile, here’s an interesting map of the places Americans were moving to and from in 2016. I would recommend that all local businesses consider gathering intel as to the cities that send them the most newcomers, and the review platforms most used in those cities of origin, to be sure a strong reputation is being developed there.

Completing the welcome

In addition to utilizing local business listing data management, attribute-driven website content, and city-of-origin review management to attract newcomers, here are a few more things you can do to round out the welcome message:

  • If you’ve discovered that certain cities tend to send your city of location a significant amount of newcomers, geotarget paid advertising to be shown to that demographic.
  • Your resident local customers may have the leisure to research your business from their desktop computers, but most of your traveling customers will be on their mobile devices. The quality of the mobile experience your website provides is especially critical to this user group.
  • Most good-sized towns and nearly all cities have welcome centers or tourism boards, many of which produce print materials for visitors. Consider advertising in these publications if your industry is included in my above infographic on local needs. And, if you print your own brochures, seek to have them included in the lobbies of as many local hotels and other businesses as possible.
  • Consider offering a new neighbor discount if you’d like to capture this demographic. Businesses like the Welcome Wagon have been facilitating this form of advertising for almost a century. Or, be your own welcoming committee utilizing both print and social media to promote one-time discounts for new homeowners in your area.
  • Look for tie-in opportunities with other local businesses. If our hypothetical family of 6 vacationers dines at Salsa Roja restaurant, could your auto garage, pottery shop, or swim center advertise on the back of the menu, alerting the family to your existence for tomorrow’s things-to-do agenda? How about getting a coupon code included in that ad, or doing some other form of cross-promotion with the restaurant?
  • Speaking of things-to-do, realize opportunities for publishing best-in-city guides to a particular subject that ties into your business model. For example, a gift shop specializing in nature-themed merchandise near a state or national park could write a wild bird guide listing species to be spotted in the area. A gym could publish a guide to the healthiest restaurants in the city or the best places to run. A pediatrician could write about fun places to take kids in their town. A cell phone store could map out areas of highest connectivity in a rural area. A key benefit to this type of relational topic development will be brand discovery by new neighbors and travelers while they are engaging with the useful content.

If your business is tourism-based (like a hotel chain), it’s likely you are already implementing most of these techniques, but it’s my hope that this article will have helped many more industries consider how crafting an appeal to new or non-locals is both applicable and savvy.

At the opening of this piece, I called this a ‘supplemental’ local SEO strategy, to be implemented as appropriate in addition to all you are already doing well to serve your resident population. The amount of resources you devote to this supplemental effort should be based on a) research as to the number of newcomers and tourists your city receives annually and b) the need for your business to distance itself from competitors with a superior effort.

If your findings are good and your need to compete is strong, why not make 2017 the year you extend a well-planned welcome to your share of those millions of consumers who will be on the move?


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Featured Snippets: From Start to Finish

Posted by Dr-Pete

You’ve been hearing a lot about featured snippets from us at Moz lately, including how they power answers on the latest technology wish-list item, Google Home. I hope by now that you understand the value of ranking “#0,” but you might be left wondering where to start. How do you find questions, determine if they have featured snippets, and track them over time?

I’m happy to say that, between Keyword Explorer and Moz Pro, we now have all of the tools you need to practically tackle featured snippets in a way that will be familiar for almost any SEO. This post takes you through the full featured snippet discovery and tracking cycle, from start to finish.

Step 1 – Finding questions

Finding question phrases that might trigger featured snippets is, first and foremost, a keyword research problem. So, let’s fire up Keyword Explorer and check out some keywords for “seo.” Click on “Keyword Suggestions” and you’ll see a list like this one…

The third phrase on this list — “how to do seo” – certainly looks promising. Indeed, if I run a Google search for that phrase, I see a featured snippet from Search Engine Land:

This is all well and good, but it’s going to take a lot of manual digging through keywords to find questions. Isn’t there an easier way? Thankfully, yes. On the pull-down on the upper left, the last option is [are questions]. Give it a try, and you’ll get back something like these results…

I’ve filtered the list to contain only phrases with search volumes of 101+, and now we’ve got a pretty solid list. These questions are a mix of machine-gathered and machine-generated, so some of them will need a human touch, but it’s a great starting point.

Step 1b – More questions

Here’s another trick to try out. What if you’re interested in a specific type of question, like “Why…?” questions? Try entering a generic question into Keyword Explorer, such as “why seo.” You’ll get back ideas like these:

Non only do some of these queries show featured snippets, but this kind of research is also great for content brainstorming. These are exactly the kinds of questions people want answered, including prospective customers.

Step 2 – Choosing questions

So, let’s put our first list to work. You might want to verify the presence of featured snippets manually, in some cases, but since I’ve only got 38 questions to deal with, I’m going to go ahead and track all of the ones that seem reasonable. So, I’ll select what I want from my list, and then, using the pull-down above the keyword list, I can add those keywords to a list in Keyword Explorer:

In this case, I’ve selected 20 keyphrases of the 38 I filtered out. Give the list a little time to collect stats, and then you can visit the list page directly. At first glance, we’ve already got some good news on the list page – 16 of 20 phrases are showing featured snippets:

Scroll down to the full list details, and you can see more stats for the keywords/questions. You can use these stats to filter your options down even more, but since I’ve only got 20 in this list, I’m going to go ahead and add them all to one of my Moz Pro campaigns. Just select “I want to…” at the top-left and then [Add … to campaign]:

You’ll get a pop-over (which is hopefully self-explanatory) asking you to select a campaign.

Step 3 – Tracking questions

This is where the fun really begins. Once we’ve collected campaign data on the new keywords, go to your campaign, select the “Rankings” menu, and then go to “SERP Features.” I’ve added the label “questions” to my new keywords, just to make tracking easier. You’ll see a graph of all features across the top, and then a search filter and list below. I’m going to filter on my label, and I end up with something like this:

From here, I can easily see which keywords have which features (featured snippets are marked by the scissors icon). For featured snippets, the color codes also show which snippets my campaign is represented in vs. my campaign competitors. For example, the snippet for “how to do SEO” is occupied by a competitor I track. Notice, though, that I also rank #2 for that query, and there’s an additional option labeled “Insights” next to the ranking. Click on that, and you’ll see a message from our lead SEO, Britney Muller:

Featured snippets are organic results that Google visually enhances and places above organic position 1. For this reason they appear more authoritative to users and experience higher click-thru rates. Since you are in the top 5 organic results, you may have a chance to win this featured snippet and increase your traffic.

We’ve determined that, if you rank in the top 5 and don’t currently occupy the featured snippet, this is a good opportunity to invest in rewriting your content to better target that question and potentially take the “#0” spot. Looking across my entire list, which I pruned down to only 20 questions, I can immediately spot a solid handful of opportunities – specific query/page combos to target for featured snippets.

Step 4 – Getting to work

I’ve written more in other posts about how to win featured snippets, and Ronell Smith had a good post recently on keeping those hard-won snippets. The next step is doing the work and continuing to track your question keyword list until the scissors finally turn blue:

I’d like to say that featured snippets are something you get to keep forever, but like organic rankings, they’re awarded in real-time and are an ongoing battle. Fortunately, with Moz Pro, you can monitor featured snippets just as you would organic rankings.

You can try out some question research in Keyword Explorer for free (even if you’re not a Moz Pro customer), so give it a spin and start thinking about how you can provide better answers for search users.


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SEO and Digital Trends in 2017

Posted by gfiorelli1

Disclaimer: This post, as with every post that aims to predict the future, should be taken with a grain of salt — no matter how authoritative the author.

The main purpose of this post is to offer ideas and open a constructive discussion around the future of SEO and digital marketing over the next 12 months.

Days of Future Past

2016 is, finally, close to its end.

It was an intense year, especially when it came to SEO and Google in particular. Because I’m deeply convinced that we cannot attempt any preview of the future without considering what happened in the past, I invite you to look back at the events that have marked the evolution of Google in the past 10 months.

It is important to note that, contrary to more classic Google timelines, I prefer to see all Google-related events in the same place. I believe it’s the only way we can escape from a too-narrow vision of where Google is headed:

Click to view a larger image

Blue: Official Google Updates
Red: Businesses/companies acquired by Google/Alphabet
Green: Main posts in Google Webmaster Blog
Purple: Main Google patents published
Brown: Products Google launched in the market

What we can learn from this timeline?

This:

  1. Google is steadily moving to a mobile-only world. Mobile-first indexing seems like the inevitable consequence of a year (or more) almost exclusively dedicated to evangelizing and forcing a change of mindset from desktop to mobile.
  2. Albeit links are still essential for rankings (see Penguin 4.0), Google’s investigative efforts seem almost fully devoted to entity, predictive, and personalized search. Again, quite logical if we consider deeply personal devices like mobile and home assistants.
  3. For the same reason, voice search seems to be the next frontier of search, partly because Bing — using a different business strategy than Google — may represent a big competitor in this arena.
  4. Since John Giannandrea has become the Senior Vice President of Search at Google, machine and deep learning began to be used by default in every facet of Google Search. Thus, we should expect them to be used even more in 2017, perhaps with specific algorithms improving Hummingbird at every phase.
  5. In a mobile-only world, the relevance of local search is even higher. This seems to be the strategic reason both for an update like Possum and all the tests we see in local, and also of the acquisition of a company like Urban Engines, whose purpose is to analyze the “Internet of Moving Things.”
  6. The acquisition of startups like MoodStock and EyeFluence (but also Anvato and Famebit) seems to suggest that video/images and video/images marketing will be a central focus for Google, perhaps also because YouTube is struggling against Facebook (and not just Facebook) when it comes to videos/images and their monetization.

The shift from desktop-first to mobile-first

Until now, SEOs have considered mobile search to be one of the many specializations of SEO, on the same level as local search or international SEO.

That mentality did not change much when, back in 2015, Google announced AMP. Moreover, us SEOs considered AMP just another (often annoying) “added task” to our implementation checklist, and not as a signal of the real intentions of Google: Mobile search is all search.

With the announcement of mobile-first indexing, though, these intentions are now 100% clear, and somehow they represent a Copernican Revolution: After 18 years of prioritizing desktop, now we have to prioritize mobile.

The reason for this epochal change is evident if we look at the source of the search traffic (both organic and paid) for our sites:

Click to view a larger image

I designed this chart using the search traffic data Similarweb offers us. For all the industries categorized by Similarweb, I took the first five websites per search traffic volume in the USA during last November, and saw for each one of them how much traffic was from desktop and how much from mobile during the past three months.

Even though this analysis cannot be considered exhaustive and granular, as I hadn’t considered the industries subcategories and I hadn’t considered the “long-tail websites,” surely it’s indicative of a trend.

The results are clearly telling us that mobile search is bringing more traffic to websites than desktop: 20 industry niches out of 24 see mobile as their first source of traffic.

The four industry niche exceptions to this general rule are important ones, though:

  1. Computer & Electronics
  2. Internet & Telecom
  3. Science
  4. Travel

A good example of a website that still sees desktop search as its main source of search traffic is Tripadvisor.com:

  • Desktop search traffic represents 71% of all traffic from desktop
  • Mobile search traffic represents “only” 55.79% of all traffic from mobile

However, these same percentages should also make us reflect. They don’t mean that TripAdvisor isn’t visited on mobile, but that other channels are relevant traffic sources on mobile more than desktop (such as direct, not to mention the mobile-only app).

AMP, then, was the main character in the Google Search-branded storytelling about mobile this year.

Google announced AMP in October 2015, and by April already 37% of news sites’ articles had an AMP version, according to a study by the GDELT Project.

However, the same study reported that, globally, only 40% of all news sites articles had a mobile version of any kind.

It must be underlined that the GDELT Project study refers only to news sites and not ecommerce or other kinds of websites, which see heavier use of mobile or responsive versions. Nevertheless, it can still be considered a good barometer of the reality of the web overall.

Speaking of “barometers,” the Consumer Barometer with Google for 2016 is showing us important trends for the USA, like this one:

The percentage of people mainly using a smartphone is growing, while the percentage of people mainly using desktop is decreasing with respect to 2015 (or is stable if we consider the last 5 years).



Beware, though: If you analyze the trends in other countries, like some Asian or European ones, the percent of people using mainly smartphones is even greater.



Does this mean that we should neglect desktop search? No! If wid, it would be a big mistake, especially if our website were an ecommerce site.

The chart below, based on the same Consumer Barometer with Google data, tells us clearly that desktop is still by far the most-used device for product research (desktop is in orange):

Click to view a larger image

This insight must be considered if we’re planning to redesign our site, to find a balance in terms of site usability for both desktop and mobile… and I cannot help but think that the subtle (and recently not-so-subtle) suggestion from Google of moving from mobile/responsive to PWA is also influenced by this reality.

What to plan for 2017?

Prepare for mobile-first indexing

When Google announced mobile-first indexing last November 4th, it did not say that the change would happen that same day, or even after a few days.

Google, instead, said this:

To make our results more useful, we’ve begun experiments to make our index mobile-first.

This means that we are still in a desktop-first index, but it’s almost sure that it’ll switch to mobile-first in 2017.

As happened with Mobilegeddon in 2015, Google is giving us plenty of time for:

  1. Creating a mobile version with any possible format (m. site, responsive, adaptive, PWA) of our site if we still haven’t (remember how few news sites’ articles have a mobile version?).
  2. Making the content and pages presented both in mobile and desktop versions the same. Be aware that this is the only possible way to really lose rankings, because if in desktop search we have visible content and pages that were discarded in our mobile version, when mobile-first deploys, it will lose that SEO visibility. For this reason, Google suggests responsive as the easiest way to avoid this problem.
  3. Implementing structured data in our mobile versions, because it’s usually neglected in the interest of speed (and Google needs that information!).
  4. Eventually — and hopefully — reconsidering all the user experience and conversion optimization we offer on desktop and mobile (check out this deck by Talia Wolf from MozCon). For instance, in recent months — because of the Google demotion of tabbed content — many websites started to get rid of tabs and present all their content at once. This limitation won’t apply anymore once mobile-first comes.
  5. Rethinking and planning a new link building strategy if we have a separate m. mobile site. This is more of a defensive strategy suggestion, though, because we still don’t know what will happen to inbound links to desktop versions in a mobile-first indexing world. It may happen that Google will find a way to make the Link Graph independent from the nature of the sites.

In light of what Google has told us about mobile-first indexing, and that you can find finely discussed here in this Q&A on Search Engine Land, If I had to give an extreme suggestion, it would be this:

if you have a very bad mobile version, and if you know that you’re not going to have a new, fully functional one in time for the end of 2017, then (absurdly) it could be better for you to have a desktop-only site.

In fact, Google has repeatedly said that mobile-first does not mean that it won’t index the desktop version of a site. To the contrary: If a site doesn’t have any mobile version, Google will index and consider for rankings its desktop one. And this will be the case even if that same website has an AMP version.

Finally, I strongly urge you to update (or download, if you still don’t use it) Screaming Frog.

In its very recent 7.0 version, Screaming Frog allows us to fetch and render crawled pages, something that before was only possible (and with a painful one-by-one URL process) via Google Search Console. Obviously, remember to set up Screaming Frog to emulate the Googlebot smartphone crawler.

Moreover, Screaming Frog now also alerts us to any blocked resource that could impede the correct rendering of our pages, again just as GSC does — but without the pain.

AMP

Despite some concerns AMP is generating amongst some bigs news sites, web owners, and SEOs, it doesn’t seem that Google will reduce pressure for a large number of websites to adopt it.

On the contrary! In fact, if AMP was at first directed to news websites (and blogs), recently Google started presenting AMP results for recipe sites too:

And for an ecommerce website like Ebay (one of the founders of the AMP Project):

Therefore, if your website is already receiving a great volume of traffic from mobile search, you might start scheduling the creation of an AMP version.

This should be a priority for a blog, a news site, or a recipe site.

However, if you have an ecommerce site, it could be interesting to AMP-lify a category to test the performance and ROI of creating an AMP version of it, as the AMP Project suggests here. Not every functionality that’s standard in ecommerce is possible with AMP, but if I had to bet, this is the niche where the AMP Project will see its biggest enhancements; Google and Ebay are too deeply involved to ignore it.

That said, if you are an ecommerce site, while it can be exciting to experiment with AMP, your real strategic choice should be going PWA.

Resources about AMP

Progressive Web Apps (PWA)

I am quite confident that If there’s a main trending topic for 2017, it will be Progressive Web Apps.

Not only has Google already started evangelizing it publicly via its Webmaster blog and developer website, but Googlers are informally suggesting it in conferences and private chats.

As we’ve seen above, ecommerce websites are not yet fully AMP-lifiable.

Moreover, three seconds is the new fast, according to this study Google presented last September. Even a very well-optimized responsive or m. site can barely perform with an average SiteSpeed like that if we consider how heavy web pages are right now.

Then comes the other obsession of Google: security… and PWA only works with HTTPS.

So, it’s as easy as summing 1+1 to foresee how Google will push websites’ owners to go PWA.

The only setback to this evangelization, ironically, could be mobile-first indexing, which is still very uncertain in all its details, hence causing people to hold off.

However, if you’re an ecommerce site, don’t have an app, or are reconsidering the opportunity of constantly maintaining two apps (iOS and Android) because of the need to rationalize costs, then Progressive Web Apps can be your best choice, as they allow a website to work as if it were an app (and offline, too).

Again, as we sometimes forget, SEO’s future will be determined on a macro- and micro-scale by business decisions.

Resources about PWA

Understanding language is the holy grail of machine learning

This phrase is the headline of the Natural Language Understanding Team page page on Google’s Research website. The author of this phrase? John Giannandrea, Senior Vice President for Search at Google.

On that same page, we also find this:

Recent research interests of the Google NLU team include syntax, discourse, conversation, multilingual modeling, sentiment analysis, question answering, summarization, and generally building better learners using labeled and unlabeled data, state-of-the-art modeling, and indirect supervision.

With that declaration in mind, we have a better understanding of what Google is doing by simply looking at some patents this team has published:

Context, as you can see, tends to be recurrent, and — as anyone who’s studied linguistic and semantics knows — this is a very easy thing to understand.

A classic example is how “carro” means “car” in Mexico and means “carriage” or “wagon” in Spain. The meaning of a world can radically change because of context, in this case cultural context.

Context is fundamental for understanding the meaning of the implicit and compound facets of any conversation, which is fundamental for the successful development of completely new search environments like Google Assistant and Google Home. Will Critchlow (with the collaboration of Tom Anthony) explained this well at The Inbounder last May:

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Finally, context and natural language are partly the basis (for what we know) of the infamous RankBrain, as vectors too are contextual (and contexts by themselves), as Bill Slawski explains in this post.

Moreover, Google finally seems serious about understanding one of the most common (and most complex) aspects of natural language: metaphors. And once they’re able to understand the meaning of metaphors, understanding the meaning of all the other rhetorical figures people use when talking (and writing) will be an easy incremental step for Google.

Why does Google have this irresistible interest in natural language?

Sure, on an ideal level, it’s because Google wants “to provide the better answer to users’ needs,” and to do that, Google must:

  1. Understand what each web document is about (semantics);
  2. Understand what users are actually searching for, now more and more using their voice and typing in the search box (natural language processing).

Another ideal reason is that “You don’t need to be at your desk to need an answer“.

But then there are more earthly (aka: business) reasons:

  1. Voice Assistants adoption is growing, as reported by MindMeld;
  2. 40% of Voice Assistant users started using it only 6 months ago, which is a sign that the “early adopters” phase seems passing testimony to the “mainstream users” phase;
  3. Already 20% of mobile queries are Voice Search (and will be 50% in 2020, according to Microsoft);
  4. The primary setting for voice search is our home (followed by our car), according to a KPCB study;
  5. Already in 2014, Google was reporting that the biggest percentage of voice search users were teens. Those teens are growing, getting jobs, and becoming parents;
  6. Amazon sold about 5 million Amazon Echo in the last two years, and Amazon reported that “Echo Dot and Echo Tap, two smaller and cheaper versions of the traditional Echo device, accounted for at least 33 percent of sales in the past six months” (source: Geekwire).

These are some of the reasons why Google developed Google Assistant (a completely new search environment, as defined by Google itself at Google I/O) and Google Home, and that’s why Google announced that Voice Search reporting will come to Google Search Console in the future.

As in the past with Android, Google is entering in the market when all its competitors are already established. Let’s see, thanks to the adoption of Android as a mobile OS, if it will be able to recover its position and eventually become the market leader.

What to plan for 2017?

When it comes to natural language, voice search, and intelligent voice assistants, what SEOs can do is more related to optimizing for the parsing and indexing phases of the Google algorithm than to rankings themselves.

I talked about this idea in my last post here on Moz — Wake Up, SEOs – the NEW New Google is Here — so I won’t repeat myself, but I do suggest you go read it (again).

More concretely, I would plan these tasks for the first month of 2017:

This is needed not only because Google will eventually use mobile-first indexing and these usually don’t have schema implemented, but also because structured data is one of the fundamental tools Google uses for understanding the meaning of a web document. Moreover, Google is really pushing rich cards for mobile search, somehow replicating the incentivization strategy used in the past with rich snippets.

Are you worried about performance? Then it’s time to adopt JSON-LD (paranoiac thought: is this also a reason why Google strongly insisted on JSON-LD for structured data?).

Featured snippets are even more prominent on mobile search, and also used by Google Home to offer answers, even though — as wisely said by Dr. Pete here on Moz — it’s still not clear how that will translate into a click to our website.

Right now there are several tools that allow us to investigate and know what queries fire up a featured snippet (apart from all the other SERPs features). The ones I use are these:

    • GetStat
    • Moz, both Keyword Explorer (SERPS Analysis) and Moz Pro Campaigns (SERP Features and Analyze Keywords in the Rankings section)
    • SEMRush, in the Positions page of the Organic Research section of its Domain Analysis, which also offers to visualize a snapshot of the SERP for each keyword

SEMRush SERP snapshot, and an example of how a featured snippet can be generated from an ecommerce category page (the SEO for Amazon must be very happy, I bet).

  • Start using the Google Assistant API and experiment with custom voice commands
  • RankBrain is one of the fundamental bricks toward a natural language based search engine, so if you have not already done it, start rethinking keyword research, and stop generally talking about “topics” with no real actionable strategy behind it.
  • Consider branding as an SEO strategy
  • One of main characteristics of Google, enhanced by entity search and context, is personalized search.

    Personalization, then, seems to be even more important if we consider personal assistants.

    Personalization means that Google will more often present content from websites that are in our search history or — through search entities — linked from websites already present in our search history.

    This means that if, on a short, tactical level it’s important to target long-tail queries, on a longer, strategic level the ideal is making our brand synonymous with our products and services. This can be achieved by targeting higher up the funnel with the right content in the right format, published and promoted at the right moment to the right people. This is very well described Jono Alderson at Searchlove London in 2015 (here’s the video recording):

    Searching higher up the funnel from Jono Alderson

  • Reconsider Bing!

If you think that Bing is only “that search engine with cool background photos,” it’s time to change your mind. Bing is fueling the search of Siri and Alexa, apart from being the default search engine of Cortana. If you calculate how many iOS/OS X, Windows 10, and Amazon Echo devices are used, then you have a rough idea of how Bing could be important as voice search grows. You can read more about voice search, Cortana, and Bing in this post by Purna Virji.

SE.LO.MO (Search Local Mobile)

Only a few years ago digital marketers used to talk a lot about SO.LO.MO. (SOcial, LOcal, and MObile).

We were all talking about Foursquare marketing. Then Foursquare changed to Swarm, and we no longer talk about SO.LO.MO., partly because the marketing philosophy behind it has become a default practice.

However, now with mobile as the first search traffic source and the unstoppable success of personal assistants and chatbots (I invite you to look this deck by Jes Stiles), the idea of doing marketing locally and mobile is even more pressing and promising, although there are technologies like beacons that don’t seem able to conquer the market, maybe because they’re too advanced with respect to consumer behavior.

Returning to TripAdvisor as an example, if we look at which queries bring more organic traffic from mobile (and excluding branded searches), we see these:

Click on the image to see a larger version

Apart from telling us that people in the USA really like to go out for dinner without any clue on where to go, what this simple analysis shows is that people search on the go more and more. They’ve finally understood that searches are localized and they don’t need to explicitly indicate their location. Perhaps even more important, they now fully know that their results pages are personalized.

What this snapshot above is not telling us, though, is a trend that could become the new normal in the next future: longer verbose queries because of voice search.

In fact, if we dig into the Similarweb mobile keyword report, we can start finding these kind of queries:

The SERPs answering these queries, though, also show us one problem and one opportunity:

  1. The problem is that these SERPs, while having a clear local intent, quite often do not present any local search pack.
  2. The opportunity is that, despite these queries indeed being “local,” Google fails to offer relevant results able to answer them (see the “five star restaurants like salvatores in western new york” as an example).

Therefore:

  1. Thinking of local search only as MyBusiness optimization may limit the opportunities businesses (especially local businesses) can have to earn SEO visibility and traffic.
  2. Also, local business websites should start working to intercept the potential traffic generated by those kinds of queries. There is a real opportunity in those kind of queries, simply because (still) nobody is really thinking about them (apart fromTripAdvisor, as its result for “where to get breakfast near grand hotel francais paris” testifies).

How to achieve that?

Probably not by trying to target all the infinite possible combinations of local searches a user can do in relation to our kind of business and our location. That would be equal to creating content of very poor quality, when thinking about how Hummingbird and, in many aspects, RankBrain work.

This leads me to redirect you back to the previous chapter of this post about semantics, natural language, and context.

David Mihm advises to Think of your website (or your client’s websites) as an API, adding that:

Even if you’re not a publisher in the traditional sense of the word, you should prepare for a time when no one ever visits your website. Awareness, research, and conversion will all happen in search results, and the companies whose websites facilitate that paradigm on the leading edge will be rewarded with more customers while competitors scramble to catch up. This means as much Schema.org and JSON-LD markup as possible, and partnering with third parties that have cut deals with Google to facilitate transactions (see: OpenTable and ZocDoc).

Because David is surely more expert in local search than I, if you want to dig into what could be the trends in this very important SEO area, I invite you to read his predictions in the Tidings blog.

THE IRRESISTIBLE ASCENT OF VIDEO (and the images strike back)

Video

This post by Content.ly is old (July 2015), but it shared still-interesting stats via an Emarketer study about the growth of video consumption online.

Consumption of video online is growing, even though — apparently — it’s not really stealing time away from TV.

Things look different if we look at “generations” (I don’t really like marketing segmentations such as “millennials,” but we can still use them for brevity):


What this chart is forgetting, though, is the youngest audience (from 4–13 years old). If you have a child around those ages, you’ll agree that she consumes video mostly online. For instance, my kids’ idols are Iron Man, Aragorn, Luke Skywalker, and DanTDM, a YouTuber, who shares his videos while playing games like Minecraft.

Let’s add a final stat about what device is used the most for watching videos online:

Laptop & desktop are still the most-used devices, but smartphone is quickly growing.

Consider that:

  1. The average age kids start owning a smartphone is 10.3 years;
  2. Children from 5 to 13 years old (and also young people up to 20 years old) tend to me more visual than textual;
  3. Their influence on the buying habits of their parents has been known for many years and, in 2012, it was equal to $1.2 trillion USD in spending.

I talk a lot about kids because they are the most crystal-clear example of why every technological platform is so devoted to video and video live streaming right now (Instagram being the last one announcing it on 11/21). However, this trend in consuming videos online (and YouTube still is the most-used channel) is common to almost every age group of Internet users.

Finally, if we pair to this video frenzy the equally irresistible rise of native advertising (pro tip: follow Melanie Deziel), then see that Google acquired companies like Anvato (a “video platform that guarantees video playback and monetization from signal to every screen” as it describes itself) and Famebit (an “Influencer Marketing Platform for YouTube, Instagram, and More”, as its title tag recites) is not a surprise at all.

Google needs to find new ways of monetizing videos… and YouTube is not enough anymore.

More concretely, if we think about our 2017 SEO and digital marketing strategy, video seems to be a channel that we should start exploring more seriously, if we did not consider it before.

And when it comes to digital PR, we should start considering online videos stars as much (if not more) influencers as any classic blogger.

Images

In 2017, for almost the same reasons explained above for video, we should expect a return in interest for images marketing, especially in Google search.

Let’s be honest: Images search, as it is right now, is the dinosaur of Google search. For us SEOs it hasn’t been useful in bringing traffic to our websites for many years and, for Google, it’s not profitable.

Maybe this is one of reasons why Google bought Moodstock and invests so much intellectual and machine learning efforts in image recognition.

People do showrooming… They go into a store, take photos of products with their smartphone, and then search for online offers for those same products.

It should not be silly to think that Google could “help” this search thanks to image recognition, because it already does it quite well with its reverse image search feature.

Moreover, with Schema.org/Product, we can tag the images of our products so that Google can easily pair product images to other characteristics like prices, offers, and stock availability.

With this data, it could start monetizing the Images vertical once for all.

[NOTE: As I was writing this, Google announced that it will start showing product schema rich snippets in image search results… so this is no longer a risky preview, but partly a reality!]

VR

What is the last company did Google acquire? Eyefluence.

What physical product did Google launch in October? The DayDream VR headset.

What was the most exciting feature that YouTube (and other platforms) rolled out? 360.

I’ll let you fantasize about the opportunities VR represents for the smart digital marketers.

Maybe in 2017 VR will still be an “early adopters” technology, but if I were you, I’d start preparing myself and clients to it.


Credits: The images in this post, if you didn’t guess it already, are from the HBO show Westworld.

The captions in the photos are from sci-fi movies and TV series titles (have fun discovering them)


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Reach and Influence: Your First Marketing Priority

Posted by EricEnge

When you first start out with content marketing, you often have a very basic challenge: you have to build an audience for your content. Even if you’re a large brand with lots of people who are passionate about you, they’re not yet conditioned to see you as a publisher of valuable content. In other words, either way, you’ve got work to do.

In today’s post, I’m going to outline why you should focus on reach and influence, and how to do it so that your content marketing efforts can deliver the maximum ROI.

Map your marketplace

The first thing to realize is that number of potential customers in a marketplace is finite, and so are the number of major media sites and blogs that have any real audience. A typical audience reach for the bloggers and media in a marketplace might look something like this:


Traditionally, SEOs have focused on trying to publish content on as many different domains as possible. In the early days of SEO, the theory was that getting links from as many different domains as you could was how you maximize overall rankings impact.

This still has an element of truth to it today if you view the Google algorithm from a narrow perspective, but I believe it’s best to take a more holistic view of the market. Frankly, I don’t want the hard task of fighting for every link I get; I want people to give them to me because I’ve shown I deserve them.

I don’t want to fight for every link I get; I want to earn them because I’ve shown I deserve them.

For that reason, we urge our clients to focus on building authority, reach, and influence. If you do this well, you establish a solid base for earning links organically. Consider the value of publishing content and having it get links with minimal effort on your part.

While you all shudder at the concept of “build it and they will link to you,” if you implement a fully integrated campaign with an audience that is anxious to see what you have to say, the task of attracting links becomes significantly easier.

To make that work for you, you’ll need relationships with key influencers, bloggers, and media people, and you’ll need to prioritize who are the people who can help you most.

The catch is, the most influential players in a marketplace have assets to protect (their relationship with their audience), and they’re not going to help you unless you find ways to help them bring even more value to their audience.

That means you’ll need to establish your business as a top source of content and ideas. You’ll also need to be seen by them as a partner, and that you support their goals, not just your own. So now, let’s get to work!

Identify your real audience

First, let’s look at another map, this time looking at the makeup of the people in a given market:

Who in this chart do you think might reshare your content or link to it? It’s certainly not the laggards, or even the early or late majority. Generally speaking, these are not the people with large social media followings, or highly popular blogs or columns on your market. The people who do have these things are highlighted here:

Innovators and Early Adopters are the ones that might share or link your content in a way that has a large impact. If your content is not good enough to interest them, then you’ve failed. Not only can they get more eyeballs on your content, but when they reshare it, it acts as an endorsement of its value.

Cater to this audience. Even for a large brand, it’s essential that you get good engagement here, as it helps give your content credibility.

Go to where your target audience resides on the Interwebs

Your target customer spends a lot of time in various places across the Internet. Consider engaging with them where they are.

The reason for doing this is to accelerate the growth of your audience and their engagement with your content. I often refer to this as getting in front of OPA (“Other People’s Audiences”). It’s one of the most powerful ways to increase your own audience and loyalty. It also creates opportunities to build your own direct audience.

That said, you need to do this with great care. If you dive willy-nilly into public forums with commercial messages you’ll be seen as self-serving and overly aggressive. Better approaches include:

  1. Establish columns on high-authority media sites
  2. Share valuable info via your social media presences
  3. Interact with influencers online
  4. Participate in online and offline events (webinars, conferences)

These are just a few ideas. Remember, you’re there to add value, and adding value doesn’t mean showing people all the great things they can do with your products. Create useful, non-commercial, content, or address questions without your products or services being the explicit answer.

Adding value doesn’t mean showing people all the great things they can do with your products.

The role of columns

As we’ve established, the top media sites have the most influence in a marketplace. Here’s another way of looking at it:

If you’re looking for OPA, the top media sites that cover your market have plenty of it, and if you’re allowed to publish on their sites without having to pay for it, they also provide an implied endorsement. Old-school SEO would tell us that columns are not that valuable because Google used to value visibility on a larger number of domains more than they valued repeat presence on the higher-authority sites, but digital marketing life is no longer that simple.

You can argue about how far that pendulum at Google has swung, but you can’t deny that it makes sense that an ongoing relationship with an authoritative site is a stronger indication of your authority than ten meaningless one-time relationships with sites no one, or almost no one, ever visits. If you don’t think that Google gets this, you’re definitely stuck far in the past.

Other publishing efforts

It’s great to get high-value columns, but not every major media site will grant you that opportunity. Let’s say you manage to get a column on three of the top sites. This may expose you to this type of reach:

There will also be major media sites where getting a column or publishing content is not an option. But, can you build relationships with their editors and writers? Will they reach out to you for fact checking or quotes when they write a related story? Are they interested in interviewing you?

A deliberate program to build these relationships is a must in any reach and influence building strategy. Some of the key steps are:

  1. Build a list of the top relationships you should target
  2. Try to obtain info on their social accounts and email addresses
  3. Study what they’re about, and what’s most important to them
  4. Actively reshare their relevant stories via your social media
  5. Engage with them in ways that will add value, and that shows them why a relationship with you would be valuable for them
  6. Consider implementing targeted paid social campaigns that will expose them to your best content
  7. See if you can structure opportunities to meet them face-to-face.

Use all of these tactics to map out your strategy and show yourself as a leader in your market, and to show your willingness help them with their needs.

The role of influencers

Media people are influencers in their own right, but there are types of influencers as well. Their presence may be in other places, such as social media or streaming media, and there are usually many of these out there in any given market. With these types of influencers you can potentially leverage a few additional tactics, such as:

  1. Interview them and publish the result on your site
  2. Pay them to reshare your content on social
  3. Pay them to write for you (and ask them to share the article via their social)
  4. Engage them to help you more broadly as a spokesperson
  5. Find ways to collaborate on projects with them and then co-promote the results
  6. Or, try a more limited project-based engagement

The value here is very similar to that of major bloggers and media. Their engagement with you reinforces the quality and value of what you’re doing online. As with the media, there are probably a small number of influencers with significant reach. The cool thing here is that the people they influence only overlap partially with the people reached by media. Let’s look at how they overlap:


If you are able to establish relationships with a few of the top ten (non-media) influencers, your reach and influence will go up yet one more notch.

Organic social media

Social media is a great way to build relationships directly with bloggers, media, influencers, and to access your target customer base. Too many businesses view social media in a very tactical way. Either they focus on pushing commercial messages through their accounts, or they work towards shallow goals, such as increasing likes or followers.

If you’re looking to expand your true reach and influence, you should leverage the strengths that social media has to help you accomplish that. Even in a world where major social platforms such as Facebook are limiting organic reach, there is still much to be gained by posting high-value content on these platforms. First of all, not all of the social media platforms limit your organic visibility, and there are also many community opportunities on them as well. And second, you can use that content as a sort of “credibility calling card” as you try to build relationships on social with influencers. If they look at your profile, your content serves as a resume that says you’re worth engaging with.

But nothing free lasts forever, so make a point of finding ways to migrate the relationships you create on social media sites onto other platforms.

Make a point of finding ways to migrate your relationships on social media sites onto other platforms.

One way to do that is to share great content published on your site, and then find ways to lure people into signing up for a newsletter, your app, or find some other way to get them connected with you going forward. By all means, don’t abandon your connection with them on the social media platform where it started, but don’t be wholly dependent on that platform either.

Paid social

There are tons of opportunities in the world of paid social, and they are worth exploring. Some of the platforms, such as Facebook, offer tremendous targeting options that allow you to get extremely granular with your campaigns. Have a mailing list of 10,000 people? Imagine targeting a Facebook ad campaign that runs solely in front of that audience. Sounds awesome, doesn’t it?

You can actually do this, but the only catch is that the email address you have for them has to be the one that’s used for the user’s Facebook account. In our experience, that may cut the actual list reached by half or so, but this type of campaign is still an enormous value add.

There are other effective ways to target on paid social media platforms, but the big key is to invest the time to get your targeting right. So many companies dabble in social media advertising, try a few things, look for an instant return, and then give up. You need to have patience to figure out your best targeting options, and work to get it right.

To do that, you’ll need to invest some money with a not-so-great ROI for a while, in order to get enough data to get your targeting where it needs to be. If you’re willing to do this, you can gain a nice market edge for yourself, especially since it’s very possible your competition isn’t willing to put in that effort.

One approach to help with extending your reach and influence is to build a list of bloggers, media, and influencers, and do the hard work of building targeted ad campaigns just to that list. This is a great way to get your content in front of those that matter most.

We’ve seen results in campaigns like this that deliver engagement (likes, clicks, reshares) for as little as $0.30 per action. Other campaigns we’ve run have shown action rates in the $1 range, but this is still a phenomenal value.

Summary

Keep your focus on the goal of extending your reach and influence. No matter how large your brand is today, you’re living in an uncertain world. If you’re heavily dependent on organic search results in Google, know that the concept of the search box is likely to disappear in the next five years. Or, if you’re heavily dependent on people walking in to your stores, you’ve already seen the massive shift of activity online. More change is guaranteed, and the exact shape it will take is not clear to anyone.

Your best defense in a rapidly changing world is a passionate and engaged audience that feels loyalty directly to you, and that you have ways of connecting with directly. Build this. Cultivate this.

Then, no matter what direction things go in the future, you’ll be in a position to continue to grow and prosper.


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