seo

Posted by jennita

More and more businesses and organizations of all sizes are realizing the importance of building an online community. I’m curious though, have you considered integrating SEO into your Community management, or even making sure you’re considering Community in your SEO tasks?

Now, usually when you think about SEO, you’re thinking about Google searches, building links, creating good content, getting your content shared, keyword research, crawlers, bots, indexation, and so on. You probably have thought about the conversion funnel and getting people to buy your product or sign up for your newsletter. But have you ever thought about how using your SEO can help you actually build a community?

When it comes to community, you think customer service, blogging, user-generated content, forum threads, interacting on social media, industry events, and casual meetups. Essentially it’s all about the people, right?

But I want to talk about these two areas can work together nicely. Not only is it important to build a community because they will help you with your SEO, but you want to use your SEO to help find the community as well!

Hello Relationship Building

Combining your SEO and Community efforts means you’re building relationships with people, not just ranking higher. You’re investing in your future by ensuring that you have those brand advocates, link builders, content sharers, etc. for years to come. Since it’s the people who promote you because they trust and like you and/or your service, they’re the ones to focus on.

Not only will building a community help your SEO, but you’ll find the opposite true as well. Think about it, your future community members are the ones searching for you. How often have you searched for a brand name, rather than going directly to their website? In a previous job, we did usability studies and asked people to walk through various scenarios. At the end of each one, we asked them to go back to the home page. More than half of the users typed in the brand name in Google to get back to the home page, rather than clicking the logo. INSANE right? But it happens.

Also, when you do your SEO right, you’ll attract the people who fit right into the community. For example, doing a search for “geeky family…” quickly brings up thinkgeek.com. That’s the *exact* type of person they’re looking for, and exactly what I’d like to see. 🙂

Who do you think is going to link to you? Yep, that would be your community. They’re the “linkerati�, those folks who have blogs, own companies, and they tweet, pin and circle.

Mmm hmmm. Links, shares, tweets, likes, etc.

Use Your Community to Improve Your SEO

Ok, you’re going to tell me “Yeah, it’s called Link Building, Jen.� And you’re right! But the part that’s different is that you’re going to focus on building a relationship with people. The content you create will be what your community cares about and really wants to link to. That means you’re probably going to have talk less about yourself.

One important piece in this is making sure you have someone in charge of the community. You probably already have someone focused on SEO, but what about your community? Kate Morris wrote a great post earlier this year titled, Your Best Link Building Tool in 2013: Community Manager. It’s so true! Get someone to care about your SEO, Social, Community, and Content together (just one person, or a team!), and you’re going to find that whole link building things gets a bit easier.

Following are some tactics to build a relationship with your community and get some great links from them at the same time:

Make it super easy to share.

This sounds pretty straightforward right? I mean, you’d never actually put up great content then make it difficult for people to share, right? Sadly, this happens more often than I’d like to think. It often occurs when you have different people working on various aspects of a site. For example, I’ve seen times when the Social person assumes the Developer obviously knows to do this, and the SEO thinks the Social person will make sure it’s done, and so on.

Or sometimes your CEO wants the only CTA on the page to be a subscribe to the blog via email button. ehem.

Not only do you want it to be easy, but also you want to focus on sites that your community cares most about. I know I want a big easy button to push, don’t make me think.

Focus your content on what your community cares about.

It’s cool and all to put together an amazing piece of content, but if *your* community, the people who care about your brand, isn’t interested in it, then you’re not getting the full potential from that content. 

Take Mint.com for example. They have online software to help you do your finances… boooooring. But their blog is extremely useful because they talk about what their community/users care about. They don’t *just* focus on themselves all the time.

This also isn’t something that’s *only* on your site. You want to to this with your social content as well. One of the best examples of this, is the way ThinkGeek plays to their community of geeks. 🙂 *giggle*

There are various ways to do find out what your people care about, and one of the easiest ways is to simply ask. Set up a quick and easy form and ask people to tell you what they want to read about. We did this back on the blog several years ago and it shaped the content we wrote for the next year and a half (at least).

Feedback on the SEOmoz Blog: What Can We Do For You?

There are also quite a few great tools out there that help you curate content and find out what the people in your community talk about.

Additional Reading:

Webinar with Gianluca Fiorelli – Social Content Curation: Why, How, and What

Give them data, or something else they want.

Again, this is one of those that seems like simple common sense. But we all seem to mess it up. Whether you’re a job board, a dating site, a webinar provider, an online store, or even a news site, you have data. You have information about the people who use your site, what they do on your site and how they use it. This information is extremely interesting and can make for great content.

OKCupid blog – OKTrends

OkCupid did a great thing with their blog, they took the data gathered from use of their site, to create amazing content that get shared like crazy. Why do these posts get shared so much? They’re relatable and they use real data from real people. They’re not giving out names or private information, but they are using their data in super unique ways.

What information do you have that you can turn into interesting content?

Make it easily embeddable

Please, for the love of all things grumpy cat, make it easy to re-use the amazing content you create. When your community loves something that you’ve created, they’ll want to re-use it. Then make sure the embed code, has not only a link, but also the embed code.

Simply Hired

Slideshare does an excellent job of this. They’ve essentially made it so that their community is building links to them every day, over and over. When you embed a Slideshare presentation, it adds a link and an easy way to embed the presentation yourself. Brilliant!

Using Social Analytics For Testing from Jennifer Lopez

This is a presention I gave last month at Interactivity Digital in Florida. Right after I finished the presentation, I uploaded it to Slideshare. It’s a really great way to get reach a new audience and they do a great job of getting users to create links back t their site. 🙂

Make sure they’re sharing the way you want them to

Have you ever found a website or page that you were so excited about that you couldn’t wait to tell all your friends about it? But when you share it on Facebook, the page doesn’t look quite right. This happened to me when I found out about the Nutella Truck. All the excitement of thinking that a Nutella truck would come through Seattle got me all giddy. This is the page I wanted to share:

However, when I tried to share it on Facebook, this is what actually showed up:

Yikes! When you look at the code on the page, they did have a title tag. But they were missing a meta description and the image on the page was a CSS background image. The only text on the page that Facebook could find was the “No Purchase Necessary” mumbo jumbo which made for a bad sharing experience. The only good that came from this experience was that I now have a great example of what not to do. 😀

Open Graph tags

Make sure your open graph tags are set up correctly. Dana Lookadoo wrote a great post that walks you through the importance of the open graph tags and how to set it all up. Essentially having these tags set up will ensure that when your content is shared on Facebook and Google+ the way you want it to show up.

Facebook Debugger

Did you know, that the first time a link is shared on Facebook, it gets cached. Usually this makes perfect sense, but there are times when the first share of a page changes. Take for example, the open graph code we originally had on moz.com. It was all about the upcoming launch and talked about “Top Secret Project.” Obviously, on launch day, we changed all the information, but Facebook still had the old open graph information. So when people started sharing the new site, it still looked like this:

But no problem, we ran on over to the Facebook Debugger: https://developers.facebook.com/tools/debug, input the page, and it recached the page. After doing this, Keri then shared the page on her feed to make sure it looked right. Voila!

By running the page through the Facebook debugger, we recached the page which pulled in all the new information. So from that point forward, all new shares were correct!

Twitter Cards
Setting up Twitter Cards is a really great way to get a rich snippet of your content directly into the Twitter feed. So rather than having to click on the link to see what it’s all about, you get a nice preview. Here’s a good example of a post from yesterday at Search Engine Land:

Last year, AJ Kohn wrote a great post about how to implement Twitter cards. I definitely recommend checking out his post on how to set it all up on your site.

Make your community do the work. [UGC baby!]

This sounds a little harsh, but I mean it in the nicest way possible. Your community members will write content in the form of blog posts, comments, reviews, etc. if you give them an easy way to do it. Here at Moz, we have YouMoz and Q&A that serve has the big areas for us where you, the user, are creating the content.

Another example I like to show off is ModCloth. What I like most, is the way they have their reviews set up. Not only do you add your commentary, but you also add your height, waist, bra, and hip sizes. Plus, buyers can add the size they bought and show pictures of themselves in the clothing! This is a really great way to show off the product and build up your community content at the same time.

Use your SEO to build your Community

“But this is what already I do!� you say. And it’s partially true, you’re working on getting your site/pages ranking for certain keywords. But are you thinking about how they will become longtime community members and brand advocates because of it? I want to walk you through a couple scenarios.

Let’s say that I was looking for more information about young people who get cancer and how they are coping with it. I might do a search something like this:

Which would lead me to a site called StupidCancer.org, which just happens to be a community for young people living with and recovering from cancer and treatments. Because they’ve done a good job of targeting their site to the correct group of people, I easily found their site.

Let’s try another scenario, where I would take my search further than just getting to the site. In this scenario, I’m looking for something to do with my daughter this weekend, so I start to do a search.

Obviously redtri.com is doing a great job ranking for the terms I’m looking for, as they show up for both the #1 and #2 spots. Once I get to the site, I realize that they have weekly calendars with really great stuff for kids! From there I check out both their Twitter and Facebook pages and determine that Facebook is the right one for me and I “like� them.

I start getting updates about new kids plays in town and fun things to do over the weekend. So what do I do, I share them! I click on them! I take my daughter to do fun things!

Because of that very first search, I now visit the site pretty much every week. I rely on them to tell me what’s going on in the city for kids. And I recommend the site, over and over again.

These are only two scenarios of using SEO to build your community, but there are tons more. I’d like to challenge you to work with your other team members, the person who manages social, the dev who works on the blog, the SEO, etc. to see how you can work together. What can you do to make sure you’re making the best peanut butter and jelly sandwich out there?

[ok, did I just take that PB & J think too far?]

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Posted by @petebrayToday, we’re happy to announce a partnership between Followerwonk and Buffer to help you optimize your tweeting. We’re really excited to be teaming up with such a great product and company, and the combination of our apps really… Continue reading →

Posted by MatthewBarby

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

I recently took some time out to do a bit of travelling across East Asia (which was incredible!) and decided that I would, along with a group of friends, set up a travel blog. Knowing that I would be embarking on some amazing adventures, I thought it’d be a waste not to blog about them. Plus, the idea of bringing in a little extra cash to go into my travel fund helped in my decision.

After a month or so of development the site was finally ready and I wanted to start thinking about how to get some traffic going on the website. Whilst paid advertising and social media were a huge part of the strategy, I knew that appearing in the search engines for a wide selection of long-tail phrases was going to be instrumental to the blog’s success. This is when I began developing my link building strategy and, after trialing out some very successful approaches, I’ve decided to now share my link building tactics with you all – you can thank me later 🙂

Identifying My Link Targets

As a brand new blog it can be really tough to gain links from high authority sites. Unless you have something particularly unique or special (and even then you might struggle), it’s an uphill battle to get your content in front of anyone. With this in mind I decided to start off small. However, the general rule of thumb that I kept for any links that I was looking to build was this:

“The link must have a genuine potential to generate traffic back to the blog”

Resource/Links Pages

Many blogs and other websites have ‘useful links’ or ‘ useful resources’ pages. These pages generally list partner websites, relevant blogs or other sites that they work with. Although these types of links aren’t going to result in ground-breaking link building wins they could, if you prospect correctly, provide a link that will not just give you an SEO boost, but actually generate traffic to your site as well. These types of links are particularly relevant for the travel industry.

A lot of people write-off these types of links, classing them as ‘spammy’ or ‘low quality links’. Now, whilst I agree that they aren’t enormously powerful, I disagree that they are useless. To find the pages where I wanted to get a link placed back to my blog, I followed these quick steps:

1. First, I ran this query through Google – intitle:travel blog inurl:”links” OR “resources”.
2. I then went into Google’s search settings and selected to view 100 results per page instead of 10.
3. Once I had 100 listings, I scraped all of the URLs using the ‘Scrape Similar’ plugin for Chrome and exported them to a .CSV file.
4. I did a bit of manual work to remove irrelevant links and then grabbed the domain/page authority for each of the links using MozCheck.com and pasted this into the sheet. I could then sort the links by page authority and remove any that had a PA lower than ~25. This helped to find higher quality targets.
5. After witling the list down to around 40 targets, I scanned the amount of outbound links on the pages using Niels Bosma’s SEOtools plugin for Excel and sorted the list by pages with the lowest number of outbound links on them. This not only improved the power of the link by it also meant that there was more of a chance that I would get some traffic from the page.
6. Finally, I got in touch with webmasters from the sites to see if they would list my site on theirs (using only branded anchor text) in exchange for their site appearing on the ‘Our Friends’ section of my blog.

The end result was that I managed to gain around 15 links to my blog that actually brought through some traffic as well. This took me around 3-4 hours in total (including outreach) and helped to create a nice bit of domain diversity to the site’s link profile. On top of this, it also helped me to start building a few relationships with webmasters that turned out to be very useful later down the line.

Useful: within this article I explain how to sort through link targets in Excel in a bit more detail.

**BONUS: here is the outreach email template that I used when contacting webmasters…

Hi NAME HERE,

Just thought I would drop you a quick mail regarding your website, DOMAIN URL HERE. I really enjoy the stuff you write and it has been getting me excited for my travelling trip!

I am starting up a travel blog myself and it has just gone live a couple of days ago. The blog will follow our group as we travel across East Asia and Australia (we leave today!). I was just wondering if you would be kind enough to drop a link to the blog (http://www.meltedstories.com) on your links page (URL OF THEIR LINKS PAGE HERE) as it would be a big help. I’ve added you onto my ‘Our Friends’ page anyway because it will be a great resource for my readers.

Don’t worry if you don’t want to add our blog, but if you let me know your Twitter handle anyway then I will make sure we follow you and drop you some retweets! You can follow us at @melted_stories.

Feel free to get in touch at any time though!

Matthew Barby
Just an Honest Backpacker 🙂
www.meltedstories.com
@melted_stories
facebook.com/MeltedStories

Prospecting Through Competitive Research

The next stage of my link building strategy was to do some competitive research. For many SEOs this is a staple part of any link building campaign and can reveal some very interesting insights into what other websites related to your own are doing to acquire links.

My first port of call is always the amazing, and strangely under-rated, ‘Competitive Link Finder‘ tool from SEOmoz. By simply plugging in the URLs of five other travel blogs, similar in style to mine, I was able to instantly get 20 solid link targets from a list of around 45. This took me 15 minutes to do and I just placed all of the links into an outreach spreadsheet that I created. Here are the types of links that I found:

• High authority travel blogs that my competitors have guest posted on.
• Blogs that run weekly ‘photo of the week’ competitions that will link to your photo if you win.
• Good quality travel-niche directories.
• ‘Top travel blogger’ lists and competitions.
• Content that my competitors have collaborated on in order to get a mention.
• Links to interview articles where my competitors have answered questions on a high authority blog and have received a link in return.

All this within 15 minutes – not bad, eh?

Every bit of information that I gathered I kept inside a link prospecting spreadsheet. This formed the basis of my link building strategy and allowed me to identify a list of targets that I could approach with a variety of content and propositions. My advice for any blog owner would be to do the same because it allows you to sustain your link building efforts in the long term. Then, every few months, I do some further research and add to the spreadsheet.

Acquiring Links from Your Targets

Now that I’d done some competitive link research, it was time to plan out the approaches that I would take to actually acquire links from my targets. This can often be the place where many people hit a brick wall. During the early stages of my time at Wow Internet, I found that I was overcomplicating the process of acquiring links. However, the reality is that it’s often best to keep things simple. You don’t necessarily have to spend a fortune on creating an amazing infographic, or bit of video content. More often than not, all you need to do is simply ask (I know, crazy, right?).

Guest Blogging

Guest blogging has taken some stick recently and I can, in some cases, see why. A recent post on the SEOmoz blog by James Finlayson outlined the slippery slope of poor guest post content and I completely agree. This brings me back to my initial link building rule:

“The link must have a genuine potential to generate traffic back to the blog”

Forget judging your guest blog opportunities based solely on the PA/DA of the site and start thinking more about site engagement. If I see a website with a domain authority score of 40 but there are no comments from readers and minimal social shares, then I would generally ignore this site, in favour of a site with lower DA but more comments/social shares. This is particularly important when building links to a blog, so as the old saying goes – don’t judge a book by its cover!

Finding Guest Blogging Opportunities and Gaining Them

I had already found a handful of guest blogging opportunities from my competitive research, but I knew I would need a much greater sample size to work with in order to build a solid profile of high quality links. This, unfortunately, takes quite a bit of time. This is where I took a leaf out of Paddy Moogan’s book.

I recently read Paddy’s link building book (which was awesome) and he talked about outsourcing menial research tasks through oDesk in order to save time and increase productivity overall. One thing that Paddy stressed was to only outsource micro-tasks and leave as little obscurity to the task as possible. With this in mind I put together an extensive brief for the task of finding travel blogs that accepted guest posts and fit the following criteria:

• PR of at least 2.
• The blog must be English speaking and related to travel.
• Must have some form of interaction on the blog posts.
• Should have social shares on the recent articles.
• Must have posted new content within the last 2 months.

**BONUS: you can take a look at the full brief that I used for the link research project here.

As you can see in the link research brief, I didn’t just want to simply gather the URLs of the blogs but I tried to get as much information on them as possible. This was so that I could use this valuable data for other link building methods and also to connect with the blog owners through social media and build long-term relationships with them. The data that I asked the oDesk applicant to gather for me was:

• The website URL.
• The name of the website.
• A contact name.
• A contact email (if possible).
• The URL of the contact page.
• Twitter handle of the contact.
• The Facebook page URL of the website (if relevant).
• The title of the most recent article posted (this is so I can easily see if the website is relevant without having to visit each one and check).

One week and $30 later, I had a list of 50 different guest blog targets – amazing! Don’t underestimate the power of giving a good brief to a freelancer; it really can make the world of difference.

Useful: the name of the freelancer I used for the link research project (who is now also doing some further research for me now, as well) is Michael Howells. Here’s a link to his oDesk profile.

**DOUBLE BONUS!: as I’m feeling particularly generous, I’m going to give you the list of 50 awesome travel-related guest blog opportunities that Michael gathered for me. You’re welcome 🙂

Once I had the list of guest blog targets, it was then time to identify which would be the best places to start reaching out to. This is an important and often over-looked stage of many outreach campaigns. Bearing in mind that I had only a little bit of content on my blog, I needed to try and find an angle to work on with my pitch. To do this I split up my guest blog targets into sub-sections based on their primary theme (i.e. if five of the websites all specialised in backpacking on a budget then they would go in the same group).

Once I’d categorised all of the websites in my list, I had to now decide what I would use in my pitch to the webmasters that would gain their trust and allow me to post on their site. In my armoury were a wealth of photos that I had taken during my time travelling and a whole host of first-hand experiences. From looking at many of the websites that I was targeting for links, it was clear that they were heavily focused around lots of good images and most of them preferred to have the author’s voice clearly present throughout most of their articles. Knowing this, I carried out the following steps:

1. Highlighted blogs that talked about East Asia specifically in a few of their articles.
2. Narrowed down the list to find which of them accepted guest authors more frequently.
3. Picked ten initial targets and began to follow all of their social media accounts, comment on their articles and share their content through my blog’s Twitter/FB/G+/Pinterest.
4. Got in touch with the webmasters in a friendly, quick email that let them know who I was, my travel plans and a brief intro to my blog. I then mentioned that I was looking to write for some travel blogs about my adventures and wanted to see if they would consider letting me do this on their blog.
5. If I received a reply, I made sure that I looked at the types of articles they posted on their blogs and then gave only relevant suggestions for possible article titles.

After I had a few articles published on different travel blogs it meant that I could reference these articles in my next flurry of outreach. This proved to be really effective as I progressed and gaining guest post opportunities seemed to get easier and easier. One tip that I would give to anyone doing any outreach is not to mention ‘links’ at all in your written communication as you risk losing your legitimacy as a genuine blogger. Travel blog owners particularly don’t enjoy this.

**Bonus: Here’s one of the outreach emails that I sent to a travel blog owner (as you can see, I keep it as personal as possible):

Hi Shannon,

I hope you’re well. We spoke around a month ago simply about a link exchange for my travel blog, Melted Stories. I have something slightly different to ask about now!

Firstly I just want to say how much me and my girlfriend enjoy your blog (especially considering my girlfriend, Laura, is also a vegetarian).

I know that you don’t really do this on your blog but my girlfriend and I have just finished 2 months of travelling around and experiencing Thailand and I wondered if you would consider letting us do a guest post on your blog?

It would be related to an experience that we had within Thailand and one that we feel would fit in with your audience. For example, we recently visited Chiang Mai and took a trip across to all the best places to see, including spending a day looking after ex-working elephants and visiting the tigers (that are most definitely not drugged!).

I won’t babble on too much because I know you must be busy but you can take a look at some of both myself and Laura’s writing at these links (below) and if you could let me know either way that would be great.

http://www.meltedstories.com/monkeys-muay-thai-and-magical-marine-life-in-ko-phi-phi/
http://www.meltedstories.com/sun-sea-and-snorkelling-in-koh-tao-3/

Also, we would love to have you write on our blog so if that’s something that would interest you then you can have a free reign on what you talk about!

Matt
www.meltedstories.com
@melted_stories

Take Guest Blogging to the Next Level – Become a Columnist

I have to admit that this wasn’t something that I necessarily planned from the outset but, as I moved forward with the guest blogging activities that I was doing, it became an obvious next step.

One of the first articles that I wrote was for the WildJunket Magazine, an online general travel publication. During my conversations with the magazine editor, Nellie Huang, I started to form a good relationship and she then asked me if I would consider becoming a regular columnist on the blog, specialising in ‘travel tech’. I jumped at the chance, of course, and as a result of this I write 2-3 articles a month for the website and get some great links back to my blog. Not only this but WildJunket have a huge social following and loads of activity on their website. This was certainly something that I could use to my advantage.

After I had written a few articles for Nellie I got in touch with her to discuss any ways in which she could help me out, for example, with sharing my content, getting in touch with other bloggers and any other ways she could suggest. The response was really positive and Nellie allowed me to use the WildJunket press pack when contacting websites and she also said that if I wanted to write a sponsored post for companies on the blog then that is fine too (as long as it fit in with the editorial guidelines). On top of this she agreed to share anything I wished on the WildJunket social media accounts, which was great. I then added the following paragraph into my outreach emails:

As well as running Melted Stories, I am also a regular columnist for Wild Junket, which receives over 1.65 million pageviews a month and has a Twitter following of just under 30,000. Any article that I did write for you would be shared across all of my personal social media accounts, plus that of Wild Junket and Melted Stories, so it could be a win-win situation 🙂

This dramatically increased the number of replies that I received from webmasters. My advice would be to try and secure a similar type of setup on related blogs within your own industry. Look for blogs that have clear topic areas and, once you’ve built a relationship with the webmasters, suggest that you could become a regular columnist specialising in a specific topic on their blog.

Tip: Industry-relevant online magazines can be a particularly good target for this.

Sponsored Posts and Paid Tweets

This is likely to cause some controversy amongst a few readers, but in my opinion this can be a fantastic way of driving traffic through to your website and encouraging links back to your content.

Sponsored Posts

A sponsored post is, in essence, a guest post that you pay for. Many websites, especially within the travel industry, will allow you to write an article promoting your products/services in return for payment. Matt Cutts has voiced his opinion on this activity a few times and has said the following:

“Clear disclosure of sponsorship is critical, and that includes disclosure for search engines. If link in a paid post would affect search engines, that link should not pass PageRank (e.g. by using the nofollow attribute).”

My suggestion is not simply to find blogs that offer this and then place a link to your site within them. What I would suggest is using sponsored posts to increase your online community. To do this I found websites that had a particularly large social following, loads of interactivity on the website and a captive niche audience. I then wrote a post related to my travels and a little intro to my travel blog. What I found was that I was able to bring over some good levels of traffic from the post and capture some new readers for my blog – exactly what I wanted!

NOTE: If I ever pay for a sponsored post then I make sure that any links back to my site are ‘nofollowed’ because it’s not worth the risk of having a Google penalty imposed.

Paid Tweets

These are similar, in a way, to sponsored posts and are pretty self-explanatory – you pay someone to tweet something from their twitter account.

Again, there are going to be a few people who say how wrong this is and that they would never do this for one of their clients, etc, etc. What I would say to those people is that if you would be prepared to pay for advertising space on someone’s website then what’s the difference in paying them to tweet your content on Twitter?

I must admit that I’ve only done this a couple of times and have had varying results, but in one case I managed to generate a few hundred visits to one of the articles on my blog, which is often more than I would get with a banner ad and for a fraction of the cost! There is also the advantage of being able to expand your own Twitter following in the process, which is another added bonus.

Useful: You can use BuySellAds.com to search for Twitter users that sell tweets within your niche.

Bringing it all Together

It’s still early days for my travel blog but I’ve had some awesome initial results and hopefully this article has given you a few ideas of your own to help you go out and build some quality links to your blog. The key message that I’m trying to convey here is the importance of building relationships online and forming a solid community within your blog.

Simple things like blog commenting, which was traditionally a staple part of link building, has now become a fantastic way to build relationships with bloggers and actually drive traffic back to your own blog. A lot of link building can be quite indirect and it isn’t always the quickest to do, but if you follow my one simple rule then you should be able to keep on the right track:

“The link must have a genuine potential to generate traffic back to the blog”

I’d love to hear your own link building triumphs, so be sure to let me know in the comments of the blog or get in touch with me on Twitter or Google+. Before you do that, here’s an awesome photo of my partner and me with a tiger in Thailand…

 

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Posted by Erica McGillivray

 I’m really excited that we’re bringing Karen McGrane, CEO at Bond Art + Science, to this year’s MozCon. A veteran of the content world, she’s a champion of making great content accessible to your audience. Karen proclaims that mobile is the best thing that’s ever happened for content. In fact, she wrote a book on it. She’ll be talking “The Mobile Content Mandate” at MozCon, and you won’t want to miss it.

When Karen’s not rooting for seamless content across all devices, you might find her on Twitter @karenmcgrane and maybe chatting about artichokes. Which as I interviewed her, I wanted to know more about both.

What’s inspired you lately?

I always get a huge burst of energy at this time of year. My birthday is April, and springtime always feels like a fresh start. I like to work outside on my terrace when the weather starts getting warm. I’m sitting outside right now! It feels like a good way to get things done and pretend that I’m on vacation at the same time.

Since you’ll be talking about mobile content strategy at MozCon this year, what mobile devices are your favorite to use?

I’m a pretty devoted iOS user—I’m on my third iPhone and second iPad (the iPhone 5 and iPad mini.) I think cross-platform use and testing is a huge challenge on mobile. My developer friends spend a lot of time (and often, money) putting together device labs for testing. We’ve been through this before on the desktop web, and hopefully we’ll move quickly to ensure cross-platform and cross-browser consistency on the mobile web too—that’s what we need to ensure the web grows and evolves.

What sites are your favorite to access on mobile devices?

Sadly, many sites still aren’t optimized for the mobile web. The New York Times mobile website is pretty weak — they’ve invested more in apps — so I still visit their desktop site from my mobile browser. (I led the redesign of that site in 2005, so I’m intimately familiar with it!)

In some cases, the mobile website is actually better than the desktop site. Travel is one category where they’ve invested in optimizing for local users, so in many cases the mobile site is faster and simpler. Booking.com provides a great mobile experience, and it shows. Their revenue from mobile bookings tripled from $1 billion to $3 billion last year. 

Banking is another category where they’ve invested a lot in transactional applications. I’m consistently impressed by the mobile banking app from my bank, Chase. But banks have a long ways to go in delivering content to mobile users—most offer only a paltry subset of product and customer service content compared to the desktop.

You’re an extremely proficient writer and speaker. Do you have a certain writing routine that you apply to your daily schedule? A time, a place, a device to start with, a process, music?

If I’m writing an article or a new talk, I must ensure that I have a clear schedule. I need an entire day to focus on the writing, and I can’t concentrate if I’m trying to fit it in around client conference calls and meetings. Given any opportunity to distract myself, I will do it! So I also try to make sure my apartment is tidy, and I’m at inbox zero, otherwise I’ll find myself vacuuming under the bed instead of writing.

I like to write on the sofa or outside on my terrace—I find it easier to focus when I’m away from my desk. I sit at my desk and use two monitors when I’m making slides for a talk, but when I’m writing I prefer to just use my laptop.

On your website, your tagline says “On a good day, I make the web more awesome.” Who are the people out there making the web more awesome that you admire?

I’m so grateful to so many people. I’ve learned a lot and been genuinely blessed to work with some amazing people over the years.

The team at Arc90 does some really impressive work, and they are smart people. They put out the read-it-later app Readability, as well as a bunch of projects with banks and publishers.

I teach in the MFA program in Interaction Design at the School of Visual Arts in New York. I teach design management, which is essentially “business skills for user experience designers.� Liz Danzico is the chair of the program, and she’s assembled a fantastic lineup of instructors and every year it’s a great group of students. I learn a lot being a part of it.

And, of course, I’m indebted to Jeffrey Zeldman and the various teams at A List Apart, An Event Apart, and A Book Apart. I write a column for ALA; my book was published by ABA; and I’ve spoken at AEA many times. Zeldman has a real knack for connecting amazing people, and my work is so much better because of the high standards they set.

In addition to being on the cutting-edge of mobile, you’re also a computer history geek. Who’s your favorite unknown scientist or major contributor in computers that made a huge impact on what we do today?

Well, she’s not exactly unknown, but Grace Murray Hopper is an amazing woman and a fantastic role model for our industry. She spent 40 years in the Navy as a computer scientist, retiring as a rear admiral. There are not many programmers who have a U.S. Navy Destroyer named after them, but the U.S.S. Hopper is named for her. I describe her as “the person who taught computers to speak our language.” She came up with the first “compiler,” which essentially allowed people to type commands in English, rather than in binary. It took her years to convince people that computers could do more than just arithmetic.

Okay, now what I’ve been dying to know, what’s your favorite way to cook an artichoke?

I eat a lot of artichokes. My everyday preparation is simply to steam the whole artichoke and serve it with a vinaigrette made of lime juice and good olive oil. For a fancier preparation, I like to braise the artichokes, searing them first and then simmering them in chicken stock and white wine. The only trick to braising is you need to pull off most of the tough outer leaves—I usually yank off what I think is right, then take off another layer. If you can get baby artichokes, they are especially nice when braised and served with the braising sauce over pasta. (I like to serve them with scallops.) Yum.

Yum indeed. Thank you so much, Karen, for sharing a little bit of the future, a little bit of history, and a little bit about artichokes with us. You can follow Karen on Twitter @karenmcgrane or better yet, join us for her MozCon talk.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

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Posted by Erica McGillivray

 I’m really excited that we’re bringing Karen McGrane, CEO at Bond Art + Science, to this year’s MozCon. A veteran of the content world, she’s a champion of making great content accessible to your audience. Karen proclaims that mobile is the best thing that’s ever happened for content. In fact, she wrote a book on it. She’ll be talking “The Mobile Content Mandate” at MozCon, and you won’t want to miss it.

When Karen’s not rooting for seamless content across all devices, you might find her on Twitter @karenmcgrane and maybe chatting about artichokes. Which as I interviewed her, I wanted to know more about both.

What’s inspired you lately?

I always get a huge burst of energy at this time of year. My birthday is April, and springtime always feels like a fresh start. I like to work outside on my terrace when the weather starts getting warm. I’m sitting outside right now! It feels like a good way to get things done and pretend that I’m on vacation at the same time.

Since you’ll be talking about mobile content strategy at MozCon this year, what mobile devices are your favorite to use?

I’m a pretty devoted iOS user—I’m on my third iPhone and second iPad (the iPhone 5 and iPad mini.) I think cross-platform use and testing is a huge challenge on mobile. My developer friends spend a lot of time (and often, money) putting together device labs for testing. We’ve been through this before on the desktop web, and hopefully we’ll move quickly to ensure cross-platform and cross-browser consistency on the mobile web too—that’s what we need to ensure the web grows and evolves.

What sites are your favorite to access on mobile devices?

Sadly, many sites still aren’t optimized for the mobile web. The New York Times mobile website is pretty weak — they’ve invested more in apps — so I still visit their desktop site from my mobile browser. (I led the redesign of that site in 2005, so I’m intimately familiar with it!)

In some cases, the mobile website is actually better than the desktop site. Travel is one category where they’ve invested in optimizing for local users, so in many cases the mobile site is faster and simpler. Booking.com provides a great mobile experience, and it shows. Their revenue from mobile bookings tripled from $1 billion to $3 billion last year. 

Banking is another category where they’ve invested a lot in transactional applications. I’m consistently impressed by the mobile banking app from my bank, Chase. But banks have a long ways to go in delivering content to mobile users—most offer only a paltry subset of product and customer service content compared to the desktop.

You’re an extremely proficient writer and speaker. Do you have a certain writing routine that you apply to your daily schedule? A time, a place, a device to start with, a process, music?

If I’m writing an article or a new talk, I must ensure that I have a clear schedule. I need an entire day to focus on the writing, and I can’t concentrate if I’m trying to fit it in around client conference calls and meetings. Given any opportunity to distract myself, I will do it! So I also try to make sure my apartment is tidy, and I’m at inbox zero, otherwise I’ll find myself vacuuming under the bed instead of writing.

I like to write on the sofa or outside on my terrace—I find it easier to focus when I’m away from my desk. I sit at my desk and use two monitors when I’m making slides for a talk, but when I’m writing I prefer to just use my laptop.

On your website, your tagline says “On a good day, I make the web more awesome.” Who are the people out there making the web more awesome that you admire?

I’m so grateful to so many people. I’ve learned a lot and been genuinely blessed to work with some amazing people over the years.

The team at Arc90 does some really impressive work, and they are smart people. They put out the read-it-later app Readability, as well as a bunch of projects with banks and publishers.

I teach in the MFA program in Interaction Design at the School of Visual Arts in New York. I teach design management, which is essentially “business skills for user experience designers.� Liz Danzico is the chair of the program, and she’s assembled a fantastic lineup of instructors and every year it’s a great group of students. I learn a lot being a part of it.

And, of course, I’m indebted to Jeffrey Zeldman and the various teams at A List Apart, An Event Apart, and A Book Apart. I write a column for ALA; my book was published by ABA; and I’ve spoken at AEA many times. Zeldman has a real knack for connecting amazing people, and my work is so much better because of the high standards they set.

In addition to being on the cutting-edge of mobile, you’re also a computer history geek. Who’s your favorite unknown scientist or major contributor in computers that made a huge impact on what we do today?

Well, she’s not exactly unknown, but Grace Murray Hopper is an amazing woman and a fantastic role model for our industry. She spent 40 years in the Navy as a computer scientist, retiring as a rear admiral. There are not many programmers who have a U.S. Navy Destroyer named after them, but the U.S.S. Hopper is named for her. I describe her as “the person who taught computers to speak our language.” She came up with the first “compiler,” which essentially allowed people to type commands in English, rather than in binary. It took her years to convince people that computers could do more than just arithmetic.

Okay, now what I’ve been dying to know, what’s your favorite way to cook an artichoke?

I eat a lot of artichokes. My everyday preparation is simply to steam the whole artichoke and serve it with a vinaigrette made of lime juice and good olive oil. For a fancier preparation, I like to braise the artichokes, searing them first and then simmering them in chicken stock and white wine. The only trick to braising is you need to pull off most of the tough outer leaves—I usually yank off what I think is right, then take off another layer. If you can get baby artichokes, they are especially nice when braised and served with the braising sauce over pasta. (I like to serve them with scallops.) Yum.

Yum indeed. Thank you so much, Karen, for sharing a little bit of the future, a little bit of history, and a little bit about artichokes with us. You can follow Karen on Twitter @karenmcgrane or better yet, join us for her MozCon talk.

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 →