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Google Glossary: Revenge of Mega-SERP

Posted by Dr-Pete

The Google landscape is constantly changing. Two years ago, I created the Mega-SERP, and within days it was already outdated. This time, we’ve set out to create a more permanent glossary of Google features – a reference that we’ll update as the SERPs (Search Engine Results Pages) change.

If your focus is on organic SEO, why should you care about the wider world of Google features? Put simply, because rich SERP features are no longer the exception to the rule. Across 10,000 keywords tracked daily by the MozCast project, this is what we saw as of September 1, 2015:

Of course, this is just one data set, but even with a healthy margin of error, the story is clear – Google SERPs are dynamic and feature-rich. In our data set, 97% of keywords show at least one rich or paid feature. Only 3% of these SERPs are still pristine, organic wilderness. Times have changed.


Table of Contents

This glossary is organized by the sections in the graph above and is an attempt to cover major SERP features currently seen on Google. To make it easy to come back and see what you’re interested in (or check out new features), here are a few jump-links to the sections:

This list won’t cover every variation (there are dozens, possibly hundreds, of variations of Knowledge Panels, for example), but our goal is to cover every significant feature. We’re also working to find common naming conventions between the SEO industry and Google. If you think something is missing or incorrect, please leave a comment.

Each feature in this glossary is paired with a thumbnail image, which shows the approximate location that feature occupies on a hypothetical SERP. The light-gray boxes show generic SERP elements, and the dark-gray box shows the location of the feature. In this instance, the feature appears in the left-hand column, mixed with organic results.

New & In Testing

Let’s start with what’s new and currently in testing. We’ll update this section regularly as Google introduces new features, so we’re going to keep it at the top of the post. As these features roll out and accumulate some history, we’ll move them to other sections.


“Claim this business” in Local Panel (Sep 2015)

Google seems to be testing functions to “Claim this business” and “Suggest an edit” directly in the Local Knowledge Panel. Previously, these features existed much deeper in Google’s local SEO functionality.

Search: “mustangs unlimited” (Manchester, CT)


“I’m Feeling Curious” Card (Sep 2015)

Type “I’m feeling curious” into Google, and you’ll get a card-like feature with a random trivia question. Like Featured Snippets, these factoids come from indexed pages and include attribution.

Search: “i’m feeling curious”


Popular Times (Sep 2015)

Some local Knowledge Panels are beginning to show a graph of “Popular Times” (by day of the week), to help visitors sort out when best to visit a location, especially popular destinations.

Search: “art institute of chicago”


Book an Appointment (Aug 2015)

In partnership with Demandforce (an Intuit company), Google launched the ability for local businesses to book appointments from the Knowledge Panel. Searchers are given a dropdown list of appointment types, which takes them directly to the Demandforce website.

Search: “bjs auto repair” (Chicago)


Twitter Results (Aug 2015)

Google recently made a new agreement with Twitter and has started displaying tweets directly in SERPs, mixed in with organic results. Unlike Google+ results, Twitter results do not seem to require or be affected by personalization.

Search: “rick bayless”


Home Services Ads (Aug 2015)

Google has announced their entry into the home services market, and they’ve started testing a pilot program in a couple of niches in the San Francisco area. The AdWords team has confirmed that this result is part of that test. We have no timeline on when and how this program might expand.

Search: “plumbers”

Organic & Enhancements

It all started with 10 blue links, so that’s where we’ll start the rest of this glossary. This section will also include “enhancements” – add-ons to organic links that enhance them but aren’t technically stand-alone SERP features.


Simple Organic Results

They’re the things we spend all of our time chasing. A simple organic result, if such a thing even exists these days, has a linked title (in blue), a destination URL (in green), and a “snippet” of descriptive text.

Search: “tacos are the best”

Only 13 reasons?! Step it up, BuzzFeed!


Organic w/ Date Add-on

Sometimes, Google will algorithmically add information to a snippet. One of the most common examples is a date-stamp added to news and blog results. These add-ons appear at the beginning of the snippet.

Search: “are tacos healthy”


Organic w/ Virtual Path

Google will occasionally replace a page’s URL with a breadcrumb-style path. These URL rewrites are common on mobile SERPs and will likely become more common on desktop. These virtual paths replace the destination URL.

Search: “walking taco news”


Organic w/ Long Snippet

Most descriptive snippets are limited to about two lines (conventional SEO wisdom is to keep them below 155 characters). Recently, though, longer snippets have appeared, often paired with Featured Snippets.

Search: “how much is a taco bell”


Organic w/ Brand Dropdown

Brands and other known entities may get an additional linked reference to their name. Clicking on it reveals a dropdown with general information about the entity.

Search: “taco bell menu”


Organic w/ Mini Sitelinks

For internal links or on-page anchors, Google will occasionally display mini-sitelinks directly to those pages/anchors. These sitelinks occupy a single row below the result snippet.

Search: “how many tacos are there”


Organic w/ Full Sitelinks

Dominant entities in the #1 position may be rewarded with a set of full sitelinks. A #1 result can have anywhere from 1-6 full sitelinks, and each row of sitelinks displaces one organic result. So, a #1 result with 5-6 full site links (3 rows) removes 3 organic positions from page 1.

Search: “taco johns”


Organic w/ Mega-Sitelinks

When someone searches for an exact domain (suggesting clear brand intent), Google may display an expanded pack of up to 10 sitelinks. The full pack of sitelinks occupies 5 organic positions, dominating the SERP.

Search: “tacobell.com”


Organic w/ Internal Search

Searches with clear brand intent may display a search box that allows you to search the Google index for a single website (the equivalent of a “site:” search). This option only seems to be available in the #1 organic position and is usually accompanied by Full Sitelinks.

Search: “food network”


Organic w/ Review Stars

Review stars and rating data are sometimes displayed for products, recipes, and other relevant items. Review/rating data is shown between the destination URL and snippet.

Search: “best taco holders”


Organic w/ Video Thumbnail

Video results (especially YouTube) may display a thumbnail of that video. Video results used to be a true vertical but are now more of an organic enhancement.

Search: “taco of destiny”

I have absolutely no idea what’s going on in this video.


Organic w/ Recipe Thumbnail

Recipes are eligible for a specialized square thumbnail. This type of thumbnail was also used for results with authorship, but that display format has been discontinued.

Search: “brisket taco monkey” (yeah, you heard me)

There is a recipe site called “in sock monkey slippers”, and so every result title is in the form of “Some food – in sock monkey slippers”. This is an act of pure genius.


Organic w/ Knowledge Snippets

Knowledge Snippets are factoids from the Knowledge Graph that complement an organic result. The snippets appear in a list-like format below the search snippet.

Search: “when was the taco invented”

Special thanks to Patrick Bos for finding me a taco-related Knowledge Snippet.


Organic w/ Forum Results

Discussion forum results sometimes show a special snippet with links to related results. These appear as individual rows below the snippet, and may show additional data.

Search: “in-depth taco discussion”


Organic w/ Event Results

Similarly, pages about events may show rich snippets that link to specific dates and locations. These appear as individual rows below the snippet, and may show additional data.

Search: “taco events”

Vertical Results

Verticals results are blocks of specialized results that are triggered for searches with specific types of intent and use ranking rules beyond the core organic algorithm. Each block of vertical results takes the place of one organic result (as of this writing).


Image Results

Image results are displayed as a horizontal row of image links, which click through to a Google Images search. Image results may appear in any organic position.

Search: “show me the tacos”


Image Mega-block

For searches that are clearly image related (containing keywords like “pictures” or “photos”), Google may display a large block of images that takes up three organic positions.

Search: “best taco pics”


News Results

Time-sensitive and newsworthy topics may generate a block of results from Google News. Since the “In the news” update in late 2014, a wider variety of sites are eligible to rank in the news block.

Search: “taco news”


In-depth Articles

For broad or ambiguous terms, Google may return a block of “in-depth” articles, which are almost indistinguishable from organic results. They follow somewhat different ranking rules than core organic, and are dominated by large publishers. Each block of three occupies only one organic position.

Search: “tacos”


Google+ Results

In personalized search, Google may return matching posts from your Google+ circles. Like other verticals these results are intermixed with organic results, but they don’t occupy an organic position.

Search: “talking tacos”

The Knowledge Graph

The “Knowledge Graph” covers a lot of ground, from semantic data from human-edited sources (such as WikiData) to semantic data extracted from the Google index to private data partnerships. We’ll use the term “Knowledge Graph” loosely for the purposes of this glossary.


Knowledge Panels (Person)

The most familiar incarnation of the Knowledge Graph is the Knowledge Panel, a rich entity that appears in the right-hand column of Google desktop searches. This is a pretty typical example, containing images, a descriptive snippet, relevant factoids, and related searches.

Search: “glen bell”


Knowledge Panels (Celebrity)

Actors/actresses, musicians, and other celebrities may have very rich Knowledge Panels, including information about music and movies, social profiles, and more. This has nothing to do with tacos – I just love Justin Timberlake.

Search: “justin timberlake”


Knowledge Panels (Brand)

Brands may also qualify for Knowledge Panels. Big brands may list detailed information (like the one below), but even smaller brands and local businesses that Google recognizes as entities can qualify for a Knowledge Panel.

Search: “chipotle”


Knowledge Panels (Nutrition)

Food items may show a specialized Knowledge Panel with nutrition facts. Google is constantly adding specialized Knowledge Panels and will likely continue. Sometimes, though, ignorance is bliss – just enjoy your taco in peace.

Search: “tacos”


Disambiguation Boxes

When a search is ambiguous, and Google doesn’t have additional data (like search history), they may display a disambiguation box. The example below is a rich one, covering astronomy, mythology, and science-fiction television.

Search: “andromeda”


Medical Knowledge Panels

Early in 2015, Google launched a first of its kind – original content in the Knowledge Panel. Medical Knowledge Panels are curated by Google along with third-party professionals, and even contain original illustrations.

Search: “irritable bowel syndrome”


Knowledge Cards

Knowledge Cards (AKA “Answer Boxes”, “Direct Answers”) return semantic data directly from the Knowledge Graph. These answers are usually factual, such as a date, relationship, measurement, or some verifiable piece of information.

Search: “where is my taco”


Knowledge Cards w/ Reminder

Knowledge Cards are driven by mobile search, and tie neatly into newer formats, such as Google Now. This is an example of a date-based answer that allows a logged-in searcher to submit information directly to Google Now.

Search: “when is national taco day”


Definition Cards

Queries liked “definition of[word]” and “origin of [word]” may show a special definition card, that includes definitions, origin information, usage trends, and pronunciation. Some less common words may show this card even without “definition” in the search.

Search: “definition of taco”


Rich Knowledge Cards

Some Knowledge Cards return rich, structured information, including images. The example below shows Dr. Seuss’ birthday, but also includes a picture, a list of birthdays of other childrens’ authors, and a header that restates the question.

Search: “dr. seuss birthday”


Knowledge Cards w/ Graph

Knowledge Cards may return even more specialized and structured data, such as a graph. The example below shows the population of Mexico City over time. This graph also includes source attribution.

Search: “population of mexico city


Conversion Cards

There are some unique features that look like Knowledge Cards. One example is conversion calculators. The taco one below is just for fun, but Google also allows many types of unit and currency conversions.

Search: “how many calories in a taco”


Calculator Cards

Google also includes a fully-featured scientific calculator, that can be triggered by simple formulas, such as “7 X 6” or “sqrt(1764)”. The example below is a Google Easter Egg. Some formulas, such as “sin x” will launch a graph card instead.

Search: “answer to life the universe and everything”


Mortgage Calculators

Google is beginning to invest in more specialized calculators, such as this mortgage calculator, which triggers for a wide range of competitive queries. Expect to see more niche calculators and tools in the near future.

Search: “mortgage calculator”


Google Now Cards

Some personalized data, especially data from Gmail, can be pulled directly into Google-Now-style Knowledge Cards. This includes upcoming flight information, frequent flyer numbers, hotel bookings, and product purchases.

Search: “my flights”


Live Results (Sports)

“Live Results” are a special type of card driven by private partnerships in select verticals. Many of these contain very rich data. There are multiple examples in both professional and college sports, including the box score card below.

Search: “cubs score”


Live Results (Weather)

Another common Live Result is regional weather forecasts. This is another very rich feature that includes current conditions, a short-term forecast, a long-term forecast, and even some interactive features in the UI.

Search: “seattle weather”


Live Results (Stock Quote)

Financial information for many ticker symbols is also available via live results. Nearly real-time results (including after-hours trades) are available from major financial news sources, along with graphs over multiple time windows.

Search: “yum stock quote”


Mega-Video Cards

Googles “Mega-Video” format promotes a single video to a prominent card-like result, with a very large thumbnail and song/artist data. Mega-Videos are dominated by YouTube and the Vevo music video network.

Search: “never gonna give you up”


Lyrics Cards (from Google Play)

In the first half of 2015, Google started to display song lyrics directly in a card-like format. Lyrics are taken directly from Google Play and link to Google Play for more information and the option to purchase the song.

Search: “never gonna give you up lyrics”


Menu Results

Restaurant menus for specific locations may be shown in a specialized, card-like format. These generally list the name of the restaurant, the address, and tabbed categories that allow you to scroll through a text-based menu.

Search: “el pollo loco menu” (Seattle)


Featured Snippets

When Google wants to answer a question that isn’t in the core Knowledge Graph, they may attempt to find that answer in the index. This creates a special class of organic result with information extracted from the target page.

Search: “who invented tacos”


Featured Snippets w/ Tables

As Featured Snippets expand, they are also becoming more richly formatted, including images, lists, and tables. The example below shows a Featured Snippet made up of tabular data.

Search: “how much is a taco”


Related Questions (AKA “People Also Ask”)

The Related Questions card shows algorithmically-generated questions that Google believes might relate to your search. Each question expands to something that looks like a Featured Snippet. Related Questions are mixed into organic results and their location may vary.

Search: “chipotle name origin”


Knowledge Carousels

Some niche searches may bring up a carousel with a black background that extends across both columns. This carousel may also have unique search filters related to the search. The image below is truncated for a close-up view.

Search: “best movies of 1984”


Rich Lists

Another carousel format presents lists in a table across both columns. This format seems to be expanding, and can include songs, travel destinations, nutrition information, and other list-style data.

Search: “songs by taco”

Local Results

Local SEO has changed dramatically in the past couple of years, and local features are evolving rapidly. Especially if you have a brick-and-mortar business, it’s important to be very familiar with Google’s local space.


Local Packs

In mid-2015, Google phased out the familiar 2-7 result local pack (that blended with organic results), and rolled out a new 2-3 result entity that’s more closely aligned with Google Maps.

Search: “gastroenterologists” (Seattle)


Local A/B/C Packs

In some cases, Google may display a variant local pack with A/B/C labels and map pins. This sometimes occurs when all of the locations in a pack are related to the same entity (such as a restaurant chain).

Search: “taco bell” (Seattle)


Local “Snack” Packs

Before re-launching local packs, Google rolled out the “snack pack”, a specialized local 3-pack with search filters, and no direct website link. These packs are still being used in some niches, including general restaurant searches.

Search: “mexican food” (Seattle)


Authoritative One-boxes

If Google finds a single, authoritative location for a search, they may return a “one-box”. This is a single local result represented by a map pin and address/phone, integrated into an organic result.

Search: “topolobampo” (Chicago)


Local Knowledge Panels

Often tied with Authoritative One-boxes, Local Knowledge Panels display rich information about a local business, including address, phone, hours, reviews, and, most recently, a graph of when you should expect a crowd.

Search: “frontera grill” (Chicago)

Ads & Shopping

Google’s financial empire is built on pay-per-click (PPC) ads, but in recent years the simple Google ad block has transformed into a rich advertising ecosystem. Here are a few of the more prominent types of paid results.


AdWords Ads (Top/Bottom)

Traditional AdWords ads come in many flavors now, but the most common type appears at the top and/or bottom of the left-hand column, above and below organic results. Each ad has a colored [Ad] label next to it.

Search: “tequila gift baskets”


AdWords Ads w/ Extensions

Traditional ads can have many different extensions and enhancements, just like organic results. The example below has review stars, Google+ follower count, and mini-sitelinks. Ads may also qualify for full sitelinks.

Search: “chichen itza tours”


AdWords Ads (Right Column)

Ads in the right-hand column are a bit smaller, horizontally, and may appear in packs with up to eight total ads. The [Ads] label only appears once in the right-hand column, above the first ad.

Search: “destination weddings”


Paid Shopping (Left Column)

Paid Shopping results or Product Listing Ads (PLAs) sell products directly with rich information, such as images and pricing. Paid Shopping results in the left column usually appear as a horizontal row of products.

Search: “taco shells”


Paid Shopping (Right Column)

Shopping results in the right-hand column are very similar, but they may take up multiple rows. Google has experimented with larger Paid Shopping results, but most current results are either one or two rows of products.

Search: “buy tortillas”


Paid Shopping w/ Rows (Right)

For a smaller product count, paid shopping in the right-hand column may also be displayed as one product per row. The functionality is similar, but this allows for additional space and a line of ad copy.

Search: “pace picante”


Paid Product Panels

Unique product models may trigger a specialized entity that looks like a Knowledge Panel but is actually a sponsored result. The example below is from a smartphone search, which shows retailers and the option to filter by carrier.

Search: “iphone 6”


Movies w/ Watch Now Ads

Knowledge Panels for movies that are available to watch online may display “Watch now” ads to services such as Google Play, Amazon, etc. These are currently labeled with the AdWords [Ads] marker.

Search: “cloudy with a chance of meatballs 2”


Music w/ Listen Now Ads

Similarly, Knowledge Panels for musical artists and album titles may give you paid listings to listen to songs online. Recently, some books have added “Read now” ads as well. Expect this type of paid feature to expand.

Search: “futuresex”


Hotels w/ Book a Room Ads

Some Local Knowledge Panels for hotels allow you to check availability dates and link directly to booking services. Google is actively expanding both organic and paid hotel elements, including amenities data.

Search: “hotel monaco” (Seattle)



Paid Flight Results

Flight searches can trigger a number of paid features. The example below is a card-like format that allows you to check and book flights directly via the Google Flights engine.

Search: “flight from chicago to seattle”

Acknowledgements

Cataloging and naming the Google feature ecosystem is not something I could ever do alone. Many features were spotted and named long before I re-entered the industry, most notably by the tireless work of Danny Sullivan and Barry Schwartz. I’d also like to thank Jennifer Slegg for her great work over the past year identifying and tracking down names for new features. Thanks also to Gary Illyes at Google, for being willing to talk openly with us about new features and naming conventions. Special thanks to the local SEO community for their ongoing generosity and geekery, and my sincere apologies for ever creating the name “snack pack”. Finally, thanks to Kevin on our design team for being willing to listen to instructions like “Think glossary + Godzilla + tacos!” without murdering me.


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A Picture of You: Results of the 2015 Moz Blog Reader Survey

Posted by Trevor-Klein

The Moz Blog is built to help you all become better marketers. We couldn’t possibly succeed in that goal if we didn’t have a good sense for who you are and what you’d like to (and need to) see, so we did what anyone would do to get that sense: ask.

This summer, we released a survey to ask you all about yourselves, your work, and your thoughts about the Moz Blog. This is the second time we’ve done this in the last several years, which makes these results all the more exciting—now we have trending data.

The results from the survey are below, with a list of key takeaways at the end of the post (feel free to scroll for the tl;dr). We’ve included stats, where available, from the 2013 survey as well, giving the data a historical benchmark.

We’ll use what we learned to keep making the Moz Blog more relevant, more actionable, and more valuable for you all, and we’d like to extend our sincerest thanks to the more than 750 of you who responded.

Let’s get down to it!

Who our readers are

What is your job title?

Back in 2013, as as we expanded our products to emphasize areas of marketing outside of just SEO, we all thought our community would expand along with them. When we released this survey in December of that year, more than six months after rebranding from SEOmoz and a few months after we rolled out our new suite of software, still very little had changed.

Now, nearly two years later, after countless blog posts about content marketing, local search marketing, social media, branding, and more, we’re only just beginning to see a shift.

I’m normally not a huge fan of word clouds, but they’re fairly effective in illustrating things like this. Here’s a cloud made from all of your job titles in this year’s survey:

JobTitles.png

And here’s the cloud from the 2013 survey, nearly two years ago:

Job Title Wordle 2.PNG

It’s remarkable how similar the two are, but we can begin to see the change.

Our audience is clearly predominantly marketing managers with a heavy emphasis on SEO. The word SEO is smaller in this year’s cloud, though, and “digital” and “content” are larger. It definitely looks as though we’re seeing more content marketers among our audience, and the numbers back that up.

In a numerical breakdown of the words we see most often (and the total number of responses in each survey was nearly identical), “seo” drops from 233 to 194, and “content” jumps from 34 to 51. Here are the rest of the most common words seen, along with the number of times they occurred in each year’s survey:

Word

2015 survey

2013 survey

seo

194

233

marketing

235

169

manager

137

154

specialist

84

55

director

61

52

analyst

38

44

online

35

43

consultant

24

42

strategist

44

37

content

51

34

ceo

15

31

search

21

30

marketer

19

26

owner

20

24

social

15

9

chief

3

3

What percentage of your day-to-day work involves SEO?

The idea that our audience is finally broadening is supported by another statistic: the amount of SEO that our readers do in their day-to-day work. Whereas the 2013 survey skewed a bit more toward the high end of the scale, there’s a significant spike in responses between 0-10% this year. The median value reported dropped from 60% to 50%.

On a scale of 1-5, how advanced would you say your knowledge of SEO is?

The plot thickens, though, when we turn to actual SEO ability. We asked everyone to self-report their knowledge of SEO, on a scale from 1 (“I’m a beginner”) to 5 (“I’m an industry expert”), and the similarity to the 2013 survey is staggering:

There are fewer people reporting themselves as industry experts, but not many. So, people have the same skill level, but SEO is less a part of their day-to-day work. To me, that implies their skill sets are growing, and the industry is simply demanding a broader gamut of work from them. They’re becoming more and more T-shaped.

Do you work in-house, or at an agency/consultancy?

One note before we dive into this one: There should have been an additional option on the survey for independent freelancers. Without that option, we assume (since those folks do some of their own work and some work for clients) that most of them fell into the “both” category below, but we can’t really be sure.

With that grain of salt in mind, there are clearly more in-house marketers than agency/consulting marketers in our audience:

At the same time, nearly half of our readers have some work for external clients. It’s good to know that the set of skills unique to that type of work are relevant on our blog.

What are some of the biggest challenges you face in your work today?

As it was in 2013, this is my favorite question we asked. It was open-ended, and thus was such an easy question for respondents to skip (not many people usually want to type their own answers in a survey), but 621 people responded out of just over 750 total times the survey was taken. There were some easily visible recurring answers, and the top 20 are as follows:

Challenge

# of Mentions

Constant changes in the industry/technology

73

Lack of knowledge and unrealistic expectations of colleagues/clients/bosses

65

Convincing clients of value of the work

60

Lack of time

53

Content creation/curation

35

Link building

33

Team/resource constraints

33

Analytics

30

Proving ROI

28

Overwhelmed by too much content, too many tools

26

Budget constraints

23

Finding and promoting to the right audience

22

Communication/trust issues, politics

18

Rankings

17

CRO

14

Juggling different kinds of work/clients

14

Diversifying skill sets and proritizing channels

14

Complexity of work

14

Integration of siloed marketing teams

12

Reporting

12

Of note, half as many people noted content marketing as a great challenge this year as noted it in 2013. If that’s any indication, we’re getting better at it, or at least are better able to wrap our heads around it than we were before.

Above all, though, the top issues are largely the same: The industry is constantly changing, and it’s incredibly difficult to find time to stay abreast of those changes. There’s too much shoddy content to sift through (likely thanks to the rise of content marketing), and clients and bosses still largely don’t understand the value in our work, as it’s quite difficult to prove the ROI of what we do.

How our readers read

How often do you read posts on the Moz Blog?

We asked readers how often they read the Moz Blog (which has a new post published nearly every weekday), and there’s definitely a difference from 2013:

In all likelihood, this is largely due to the broader gamut of topics we include in our editorial calendar these days. We now have content marketers in our audience who aren’t always interested in advanced SEO, and technical SEO veterans who aren’t interested in brand strategy. For that reason, more people are reading regularly, but fewer are reading every day. This also likely has something to do with the lack of time we noticed in the question above.

On which type(s) of devices do you prefer to read blog posts?

This was surprising in 2013, but the numbers were even more extreme this time around:

A whopping 71% of blog readers prefer to read posts on a desktop or laptop machine, up from 68% a couple of years ago. Just about all the numbers are the same here; it seems as if a group of folks who switched between laptops and tablets decided they’d rather stick to full machines.

Of note here is a theory we had last year that Moz Blog readers decided they preferred desktops because our blog wasn’t mobile-friendly. We had, in effect, trained them to prefer reading on full screens, because it was just plain difficult to read on mobile devices. By the time this year’s survey was sent out, though, the blog had been mobile-friendly for more than two months. There’s always the chance that habits take more than two months to break, but if you ask me, that’s evidence that our readers really do prefer to read posts on a laptop or desktop.

What our readers think of the blog

What percentage of the posts on the Moz Blog would you say are relevant to you and your work?

While there’s not much change from the 2013 numbers, we’re still quite happy to see that the majority of readers say that the majority of posts are relevant to their work. There’s a slightly greater concentration of posts in the 11-40% range than there was before, which we can expect to go along with a broadening of post topics. Interesting to also see an increase in responses in the 91-100% range—I’d guess an increase in marketing generalists, and fewer folks with narrower sets of skills, leads to that change. (I’d love to hear any other theories in the comments!)

Do you feel the Moz Blog posts are generally too basic, too advanced, or about right?

One thing we regularly wonder is whether the posts we’re publishing are too basic to actually be valuable, or if they sail right over the heads of our readers. As it turns out, it’s pretty well balanced:

The inner circle in the donut chart above is data from 2013. The numbers from this year (the outer circle) are nearly identical, moving a few (statistically insignificant) responses from “Too basic” to “Just right.”

We also asked readers who didn’t say posts were “just right” to quantify the extreme to which they thought the posts were either too basic or too advanced:

This is interesting—people who see posts as too advanced feel more strongly about that response than the people who see posts as too basic. That implies we have some true beginners among our readers who would benefit from coverage of the basics in easy-to-digest formats.

In general, what do you think about the length of Moz Blog posts?

This is a question we didn’t ask last time. We wanted to get a sense for whether readers had any strong feelings about the length of posts. Our suspicion was pretty well confirmed:

More than 1/5 of responses indicated our posts are too long, a much greater percentage than we’d like to see. This is really good feedback; we do tend to err on the comprehensive side, but could certainly put more effort into removing extraneous text from posts.

What, if anything, would you like to see different about the Moz Blog?

We also asked an open-ended question about whatever you all would like to see different about the Moz Blog. Reading through the responses was one of the most heartening things I’ve done in my time as the manager of the Moz Blog—a heartfelt thank-you to everyone who offered words of encouragement and ideas for how we can make this blog even better.

Here were some of the most common themes:

Request

# of responses

More step-by-step / how-to guides

37

More WBF / video-based content

27

More case studies

22

Too wordy/verbose; more to-the-point

18

Shorter posts

18

More posts

11

More Rand, Dr. Pete, Cyrus

11

More international content & translations

11

More accessible for beginners

9

More explicit takeaways for each post

8

More interactive elements

8

Better categorization / IA

7

More technical posts

7

More posts from respected influencers

6

More news / timely analysis

6

What our readers want to see

This was a telling question when we read through the responses in 2013, and not a lot has changed:

Which of the following topics would you like to learn more about?

Search engine trends, Mobile SEO, and CRO are all new categories we added this year. Other than that, the top three remain the same—advanced SEO, content marketing, and data analysis. Social media was bumped down a few spots, and branding was bumped down a few more spots. Design/UX was bumped up significantly, and one of the biggest gainers was basic SEO—something that, until recent years, we didn’t see a lot of demand for on our blog.

More than anything, it’s pretty clear that SEO and content marketing are still the hottest topics, and there’s far more demand for advanced SEO than there is for basic SEO. That said, we’re definitely seeing demand for a wide spectrum.

Which of the following types of posts would you most like to see on the Moz Blog?

We added a few options to this question this year to try and get a better sense for your preferences. Two of the strongest categories weren’t chosen quite as often, causing a general flattening of the graph, but it’s still quite easy to get a feel for what you all like to see by checking out the results:

A word we often use to describe great posts is “actionable.” If readers can finish the post and immediately have a new tool or tactic at their disposal that they’re excited to use, we’ve done our jobs well. It’s easy to see that reflected in the above results. Making people think is good. Getting them to put their own work in new contexts is great. But the posts that really win are those that show instead of telling, offering readers a quick lesson that helps immediately improve their work.

What happens now

Now we go to work.

This is a wealth of data that can help us continue to improve the Moz Blog, and the next step is to put it all into action. Here’s a good start:

Primary takeaways

  • The greatest challenges faced by our audience haven’t changed much in two years. Keeping up with a constantly changing industry. Convincing other people (clients, bosses, etc.) that channels like SEO and content marketing — while long-term investments with fuzzy ROI — are worthwhile investments. You all are constantly battling to have work in the first place, let alone actually get that work done, and there isn’t enough time to get all that done. Our job now is to take those challenges (and the rest that you all named above) and find industry experts who can help you through them.
  • The traditional blog format, where all posts are published to a single channel to the same audience, is no longer cutting it. Our range of topics is broad enough and our audience diverse enough that we need to find better ways to deliver our content to readers, helping them filter out what they don’t need and more quickly hone in on what they do.
  • The vast (vast) majority of our readers still prefer to read blog posts on desktops and laptops, so while we’re happy the Moz Blog is finally responsive, we won’t shy away from developing features because they primarily benefit desktop/laptop users.
  • We have a growing contingent of beginners in our audience. While the majority of readers are more experienced and advanced, we should focus on making all of our posts as accessible as possible, reducing unnecessary jargon and linking to additional resources. Nobody should feel like a post goes straight over their heads, or like they’re not experienced enough to glean value from it.
  • Two full years after the rebrand from SEOmoz, our audience is shifting ever so slightly toward a broader skill set than its SEO roots. It is continuing to become more T-shaped, as even the experts among us are finding less of their day-to-day work to do with SEO. Our posts (while never forgetting those roots) should continue to reflect that diversification.
  • Through their self-identification as agency employees or consultants as well as their predominant challenge in convincing clients their work is worth time and money, it’s clear that agency professionals with client-based work make up a large portion of our audience. We haven’t posted much to specifically help this group, and will likely make more of an effort along those lines.
  • There is a general call for shorter posts, but it’s not simply shorter: It’s more concise. More compendious. We’ll work on continuing to hone our editorial rigor to ensure we’re cutting verbose language and off-topic rambling. We certainly don’t want to make you all read things you don’t need to.
  • With that concision in mind, we’ll address the clear demand for more case studies and more actionable how-tos and step-by-step guides.

All of that, combined with your stated preferences for topics and styles, gives us a great place to start making improvements.

Thanks again to everyone who sent us their thoughts; we couldn’t do what we do without you. =)


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Remembering Dana Lookadoo

Posted by jennita

Today we mourn the loss of our dear friend, long-time community member, and constant shining star in the industry, Dana Lookadoo.

She passed away early Monday morning after struggling with pain and other issues she endured resulting from her bicycle accident in 2013. Her husband Ed posted about her passing in a private Facebook group many folks were a part of. They will be setting up an education fund that we’ll post more about when we have all the details.

Earlier this year we wrote more about the accident, and more importantly about how much Dana has given to this community. From her comments on the blog, to running webinars, and speaking at MozCon, she’s been an active, welcoming member for as long as I can remember.

In early 2009, I was the newest member of the SEOmoz SEO Consulting team (yea, we had that back in the day). Let’s just say I was slightly scared to death because I was a big nobody, and everyone else on my team was a “somebody” in the SEO industry. What I found, though, was a community of folks who welcomed me, and who made me feel right at home.

During my first SEOmoz Training Seminar (now known as MozCon) that year, Dana Lookadoo made a point to find me and welcome me personally to Moz. She asked if she could get a picture of the two of us. I thought she had to be crazy to want a picture with me. Some nobody. But that’s who Dana was. She would go out of her way to make you feel comfortable, to introduce you to other folks, and she always had that big warm smile.

From that point on, Dana and I became industry friends and would run into each other at conferences all over the country. She would inevitably take lots of photos and introduce me to people I was too shy to talk to (yes, I can be shy).

One time at SMX West 2010, I had decided I was going to make a video asking people industry-related questions to see if they knew the answers. But I was having a hard time asking people. I mentioned this to Dana. Of course, she had no problem talking to folks, so she began helping me, introducing me to people, getting the conversation started. She was so dang good at it, so I simply let her roll with it. What came out of it was a silly, somewhat awkward (and a bit horrifying to see the old me), wonderful video.

“Man on Street” – A Who’s Who in Search Marketing

Posted by Moz on Wednesday, March 10, 2010

I’ll never forget telling her in 2010 that I had just found out I had colon cancer and that I’d be having surgery in a week. She was concerned and worried, but all her thoughts were about how to ensure my recovery went well. We talked about changing diet habits, then went on and on about how to be healthy.

Then in 2011, after I’d been going through chemo treatments for almost eight months, one morning I couldn’t get out of bed. I had pushed myself too hard, fallen into a deep depression and my body had given up on me. Dana often called me, and although I didn’t actually want to talk to anyone, I would answer, and then just cry. She’d just listen to me cry and tell me how much I was loved. She was concerned and went through the trouble of finding me a well regarded naturopath, made me an appointment and offered to pay for the services! I will never forget her love and her generosity during that horrible time.

The day I told her I had cancer.

After her accident, I went to visit her at her home. I remember feeling so happy to be able to return the love and friendship she had given me during my time of need. Dana will forever be a shining star; she will live on in our hearts and memories.

Dana was always full of love and light. She cared deeply about helping others and connecting people. We all have a story about Dana. I’d love to hear yours.


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Moz’s Acquisition of SERPscape, Russ Jones Joining Our Team, and a Sneak Peek at a New Tool

Posted by randfish

Today, it’s my pleasure to announce some exciting news. First, if you haven’t already seen it via his blog post, I’m thrilled to welcome Russ Jones, a longtime community member and great contributor to the SEO world, to Moz. He’ll be joining our team as a Principal Search Scientist, joining the likes of Dr. Pete, Jay Leary, and myself as a high-level individual contributor on research and development projects.

If you’re not familiar with Mr. Jones’ work, let me embarrass my new coworker for a minute. Russ:

  • Was Angular’s CTO after having held a number of roles with the company (previously known as Virante)
  • Is the creator of not just SERPscape, but the keyword data API, Grepwords, too (which Moz isn’t acquiring—Russ will continue operating that service independently)
  • Runs a great Twitter profile sharing observations & posts about some of the most interesting, hardcore-nerdy stuff in SEO
  • Operates The Google Cache, a superb blog about SEO that’s long been on my personal must-read list
  • Contributes regularly to the Moz blog through excellent posts and comments
  • Was, most recently, the author of this superb post on Moz comparing link indices (you can bet we’re going to ask for his help to improve Mozscape)
  • And, perhaps most impressively, replies to emails almost as fast as I do 🙂

Russ joins the team in concert with Moz’s acquisition of a dataset and tool he built called SERPscape. SERPscape contains data on 40,000,000 US search results and includes an API capable of querying loads of interesting data about what appears in those results (e.g. the relative presence of a given domain, keywords that particular pages rank for, search rankings by industry, and more). For now, SERPscape is remaining separate from the Moz toolset, but over time, we’ll be integrating it with some cool new projects currently underway (more on that below).

I’m also excited to share a little bit of a sneak preview of a project that I’ve been working on at Moz that we’ve taken to calling “Keyword Explorer.” Russ, in his new role, will be helping out with that, and SERPscape’s data and APIs will be part of that work, too.

In Q1 of this year, I pitched our executive team and product strategy folks for permission to work on Keyword Explorer and, after some struggles (welcome to bigger company life and not being CEO, Rand!), got approval to tackle what I think remains one of the most frustrating parts of SEO: effective, scalable, strategically-informed keyword research. Some of the problems Russ, I, and the entire Keyword Explorer team hope to solve include:

  • Getting more accurate estimates around relative keyword volumes when doing research outside AdWords
  • Having critical metrics like Difficulty, Volume, Opportunity, and Business Value included alongside our keywords as we’re selecting and prioritizing them
  • A tool that lets us build lists of keywords, compare lists against one another, and upload sets of keywords for data and metrics collections
  • A single place to research keyword suggestions, uncover keyword metrics (like Difficulty, Opportunity, and Volume), and select keywords for lists that can be directly used for prioritization and tactical targeting

You can see some of this early work in Dr. Pete’s KW Opportunity model, which debuted at Mozcon, in our existing Keyword Difficulty & SERP Analysis tool (an early inspiration for this next step), and in a few visuals below:

BTW: Please don’t hold the final product to any of these; they’re not actual shots of the tool, but rather design comps. What’s eventually released almost certainly won’t match these exactly, and we’re still working on features, functionality, and data. We’re also not announcing a release date yet. That said, if you’re especially passionate about Keyword Explorer, want to see more, and don’t mind giving us some feedback, feel free to email me (rand at moz dot com), and I’ll have more to share privately in the near future.

But, new tools aren’t the only place Russ will be contributing. As he noted in his post, he’s especially passionate about research that helps the entire SEO field advance. His passion is contagious, and I hope it infects our entire team and community. After all, a huge part of Moz’s mission is to help make SEO more transparent and accessible to everyone. With Russ’ addition to the team, I’m confident we’ll be able to make even greater strides in that direction.

Please join me in welcoming him and SERPscape to Moz!


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!

Continue reading →

Moz’s Acquisition of SERPscape, Russ Jones Joining Our Team, and a Sneak Peek at a New Tool

Posted by randfish

Today, it’s my pleasure to announce some exciting news. First, if you haven’t already seen it via his blog post, I’m thrilled to welcome Russ Jones, a longtime community member and great contributor to the SEO world, to Moz. He’ll be joining our team as a Principal Search Scientist, joining the likes of Dr. Pete, Jay Leary, and myself as a high-level individual contributor on research and development projects.

If you’re not familiar with Mr. Jones’ work, let me embarrass my new coworker for a minute. Russ:

  • Was Angular’s CTO after having held a number of roles with the company (previously known as Virante)
  • Is the creator of not just SERPscape, but the keyword data API, Grepwords, too (which Moz isn’t acquiring—Russ will continue operating that service independently)
  • Runs a great Twitter profile sharing observations & posts about some of the most interesting, hardcore-nerdy stuff in SEO
  • Operates The Google Cache, a superb blog about SEO that’s long been on my personal must-read list
  • Contributes regularly to the Moz blog through excellent posts and comments
  • Was, most recently, the author of this superb post on Moz comparing link indices (you can bet we’re going to ask for his help to improve Mozscape)
  • And, perhaps most impressively, replies to emails almost as fast as I do 🙂

Russ joins the team in concert with Moz’s acquisition of a dataset and tool he built called SERPscape. SERPscape contains data on 40,000,000 US search results and includes an API capable of querying loads of interesting data about what appears in those results (e.g. the relative presence of a given domain, keywords that particular pages rank for, search rankings by industry, and more). For now, SERPscape is remaining separate from the Moz toolset, but over time, we’ll be integrating it with some cool new projects currently underway (more on that below).

I’m also excited to share a little bit of a sneak preview of a project that I’ve been working on at Moz that we’ve taken to calling “Keyword Explorer.” Russ, in his new role, will be helping out with that, and SERPscape’s data and APIs will be part of that work, too.

In Q1 of this year, I pitched our executive team and product strategy folks for permission to work on Keyword Explorer and, after some struggles (welcome to bigger company life and not being CEO, Rand!), got approval to tackle what I think remains one of the most frustrating parts of SEO: effective, scalable, strategically-informed keyword research. Some of the problems Russ, I, and the entire Keyword Explorer team hope to solve include:

  • Getting more accurate estimates around relative keyword volumes when doing research outside AdWords
  • Having critical metrics like Difficulty, Volume, Opportunity, and Business Value included alongside our keywords as we’re selecting and prioritizing them
  • A tool that lets us build lists of keywords, compare lists against one another, and upload sets of keywords for data and metrics collections
  • A single place to research keyword suggestions, uncover keyword metrics (like Difficulty, Opportunity, and Volume), and select keywords for lists that can be directly used for prioritization and tactical targeting

You can see some of this early work in Dr. Pete’s KW Opportunity model, which debuted at Mozcon, in our existing Keyword Difficulty & SERP Analysis tool (an early inspiration for this next step), and in a few visuals below:

BTW: Please don’t hold the final product to any of these; they’re not actual shots of the tool, but rather design comps. What’s eventually released almost certainly won’t match these exactly, and we’re still working on features, functionality, and data. We’re also not announcing a release date yet. That said, if you’re especially passionate about Keyword Explorer, want to see more, and don’t mind giving us some feedback, feel free to email me (rand at moz dot com), and I’ll have more to share privately in the near future.

But, new tools aren’t the only place Russ will be contributing. As he noted in his post, he’s especially passionate about research that helps the entire SEO field advance. His passion is contagious, and I hope it infects our entire team and community. After all, a huge part of Moz’s mission is to help make SEO more transparent and accessible to everyone. With Russ’ addition to the team, I’m confident we’ll be able to make even greater strides in that direction.

Please join me in welcoming him and SERPscape to Moz!


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!

Continue reading →