Summary: Pitching Bloggers and Journalists on #SEOchat

Moderator: @stephbeadell from Buzzstream

It’s not just about *what* you pitch but *who* you pitch to. How do you find bloggers and journalists to reach out to?

@dan_patterson   I’m sure a lot of people still use HARO. I know there are plenty of other services as well. If you have a good PR team or contracted firm, they should have relationships already as well. Work with them.

@ThinkSEM   Look at bloggers & journalists who are relevant to your industry. If possible, cultivate a relationship first. Social is our favorite because we can consistently & authentically interact w/ influencers in blogging & journalism.
@stephbeadell   Social is great, too, because you can engage quickly (and not get buried in somebody’s inbox)

@KristiKellogg   If you’re trying get them to write content for you, Google & LinkedIn. Do the work to identify high-quality writers by reading. You’re not going to find THE BEST writers on places like Crowdsource, for example. They’re useful for some projects, though.
@ThinkSEM   Yes! Also, make each pitch unique to the writer by researching before the pitch.

@stephbeadell   I agree, it’s so much easier when you already have relationships. Google & social media are a great place to start.

@mikecassidy   I know a lot more about being pitched than pitching, but identify those who write about what ur pitching. Their work is out there.
@dan_patterson   So I’m curious.. as someone that get’s pitched, what tactics/approaches stand out to you?
@mikecassidy   Hearing from those who understood my work & my audience.

@GoBrandify   Research. Separate who is responding to conversation &who is generating it. Engage with both but pitch to generators.
@stephbeadell   Finding the source is a great tactic. Where do you begin? On social? Google?
@GoBrandify   We use our niche news outlets in addition to Google and social.

@TrinityInsight   Blogger networks are great for discovering local influencers, like @PSMMoms & @PhillyBlogLove!

@contentbycara   Social Media. Twitter is best.
@lisabuyer   It helps when they have a strong presence.

Lots of people talked about leveraging relationships. What are some of your favorite tactics for building them?

@BruceClayInc   If your aim is to get media exposure, engage with targeted journalists on social media — that’s one tactic. Following them and providing them with valuable insights. If you see they’re writing a story and you have expertise, reach out.
@stephbeadell   What type of engagement works best for you? Replies, RTs, asking questions?
@ThinkSEM   Retweeting their content is great, but what’s even better is starting a conversation.
@BruceClayInc   Agreed. No “tactics” per se, but more efforts to show our authenticity. Try to be where they are & show our value.
@stephbeadell   I use TweetDeck quite a bit for influencer stalking.
@BruceClayInc   TweetDeck is great, absolutely. And you can look to Klout scores, as well, to help identify influencers.

@TrinityInsight   Our golden rule is to never start a conversation by diving right into business! Always take time to catch up & see what’s new.

@AndreaMLehr   Always send a follow up thanking for the post, continue to connect with them on Twitter by RTing stories, etc.

@mikecassidy   Occasionally sending stories, ideas that might not necessarily benefit you/your clients is helpful.
@stephbeadell   I think that’s a great tactic. It also has the benefit of making you a resource and a subject matter expert for them.

@KristiKellogg   Best way to catch a journo’s attention is through a GOOD press release.
@mikecassidy   Releases are still important. A bad one will kill you.
@stephbeadell   Do you find that sending releases via wire services still works? Or is email better?
@mikecassidy   I always preferred email. Editors are more on top of wires. I’d rather it be “my story” than an ed’s.
@KristiKellogg   Wire, no questions asked. I AM a journalist, and I have never followed up on PR-y email. EVER. It’s tantamount to spam.
@stephbeadell   Curios, lots of people saying social media is key. Do you like it when people pitch you via social?
@KristiKellogg   I’ve never actually had someone pitch to me via social — but I have had them ask questions about PR/SEO/SMM- and I happily answer.
@mikecassidy   Secret is to not send a PR-y email. Handcraft it. Know your audience etc. Tho I could be in a email-liking miniority.
@KristiKellogg   That makes sense. If like, it was a targeted ACTUAL email, not just spammy, I could dig it.
@lisabuyer   @tekgroup study says journalist actually favor PR email comm – I know, crazy.
@stephbeadell   I can see that. Email is a lot easier to track and follow up on. Thanks!!
@lisabuyer   Social is good to connect or you can quick pitch DM.

@dancsummers   Treat bloggers with repsect, and leverage your genuine shared interests. Dont look to build only onesided relationships

@JennineMiller   Agree w/ everyone about using social. Also send them other info they may be interested in, even if it’s not your own stuff.

@stephbeadell   Looks like checking in with journalists and sending them relevant articles/tips (not about your own brand) helps a lot.

@dan_patterson   Sounds like the short story is to use wires and direct outreach. Probably varies by industry a little, too?
@stephbeadell   And likely by how popular (and overwhelmed with pitches) the blogger/journalist is.
@lisabuyer   Social too.

@hallstigerts   Building the best + strongest relationships require authenticity, time, and generosity. Be helpful before you ask for a favor.

@contentbycara   To build a relationship, you need to make it about them before you ever make it about you.

How do you prioritize bloggers and journalists? What are the metrics and/or signals that matter most to you & your brand(s)?

@lisabuyer   Where your audience is matters most.
@stephbeadell   Do you look at follower cnts & then combine that with what you know about customers? How do you find where audience is?
@GoBrandify   Think about who your audience is paying more attention to and interacting more with.

@BruceClayInc   Obvious knowledge & experience in the field they’re covering. If we’re hiring them, an understanding of SEO/keyword research.

@AuthorityLabs   Skill levels, relevancy & writing abilities are critical. There is no “priority” w/out these things.

@AdamDince   It’s all about having topical authority, being high-quality and building relationships with journalists. Surveys will help you find out what your audience reads. From there, find out who those journos follow and read.
@hallstigerts   In your exp., when is the most effective time and what is the best way to serve up an audience survey?
@stephbeadell   Great question. We’ve promoted customer feedback surveys in our newsletters before. That worked well.
@AdamDince   SurveyMonkey (if you have email addresses). Google Surveys, if you don’t.
@hallstigerts   I like that idea: offering useful content before, at the time of the ask instead of a standalone ask.
@Tony_DWM   The easier you make it for them to say ‘yes’ the more they’ll say it. Ie saying ‘no’ = dumb.
@AdamDince   Agreed! However, if you’ve already built up trust & goodwill, asking is fine. Keep the ask simple.

@KristiKellogg   A good journalist should be smart. Succinct but engaging. Objective. Relentless in their pursuit of the truth. Ever curious.

@TrinityInsight   In ecommerce, we prioritize those with a strong online presence & following that will result in increased traffic/click-thrus

@lisabuyer   If it’s a media outlet that your target audience pays attention to – blogger, journalist, contributor are the same value.

@stephbeadell   Agreed, relevance is important. But does anybody look at metrics like domain authority, comments, or follower counts, too?
@AuthorityLabs   Those are important, but what matters most to us are people that can provide the information our readers need/want.
@AndreaMLehr   DA is huge for us.
@hallstigerts   I’ve looked at DA and Twitter chatter before taking writing guest post contributions. But now I’m changing that to a focus on my connection to the requester and who their audience is.
@TrinityInsight   Yep, we do! Also look @ the relevancy of topics they cover – typically niche writers > jacks/jills of all trades
@AndreaMLehr   We use DA to determine whether or not a publisher deserves an exclusive.
@stephbeadell   I use domain authority as a gauge of how big or small a site is, especially when trying to understand new verticals.

@contentbycara   I look for 3 things: Are they talking about things that matter? Do they have a following? Do they engage with it?

In your mind, what are the elements of a great pitch?

@lisabuyer   Short, succinct, clear and personal are no BS are elements of a great pitch?

@GoBrandify   Something succinct, informative and powerful.

@Tony_DWM   Past post depth & detail, social engagement (approachable) & influence within subject area & routes to contact.

@AuthorityLabs   Will comment on what we reject “We can write on any topic” & “We have been published on…” sites we don’t respect.

@KristiKellogg   Concise. To the point. Hype-free. If you’re hiring them, a clear statement of what’s expected, $, etc. Professional. Friendly.

@AndreaMLehr   Elements of a great pitch? It won’t sound like a pitch.
@lisabuyer   Right! Like you are actually trying to help them.

@contentbycara   A great pitch includes why it’s beneficial to both parties.

@stephbeadell   Short, straightforward, and professional seem to be what everyone agrees makes a great pitch.

@Tony_DWM   Know thy prospect, don’t talk ‘white scarves’ to ‘red hat wearers’, short yet engaging (Time = Money) & WIIFM. WIIFM = What’s in it for me? Must be answered & pitch must show a clear win/win. Prep for questions & answers.

@KevinWaugh   A great pitch should highlight the benefits for them, not you. “How To Win Friends & Influence People” covers this.

@dancsummers   Help them see the value for their site, audience, etc, without being pushy, and without sounding like your using a template.

@TrinityInsight   The best pitches spell out exactly why they should care & make next steps for promotion as easy as possible!

@mikecassidy   Oh, and a great pitch doesn’t start, “Dear [name],…” I got one today.
@KevinWaugh   Don’t forget “I hope you are doing well”, that always comes off as spam.
@TrinityInsight   What greeting do you prefer from those you aren’t personally familiar with?
@KevinWaugh   Tell me exactly who you are and have some social proof. 99% of spammers can’t do that. Show me.
@mikecassidy   I’m partial to “Mike,” … but yes opening with the reason I’d find the pitch interesting is good. Citing relevant work I’ve published is fine, actually.

What’s your process for managing the pitching process? What tools do you use?

@AndreaMLehr   @google streak. We also continually update a spreadsheet that has publishers divided by verticals.
@lisabuyer   I JUST started using Streak about 2 months ago!!! Love it.

@stephbeadell   I use @BuzzSumo and @Followerwonk for research then @BuzzStream for relationship mgmt & pitching. I use TweetDeck a lot, too.

@Tony_DWM   @BuzzSumo @Followerwonk @BuzzStream. Yep, use all these power-houses too, except TweetDeck.

Do follow-ups actually work? When do you send them? What should they say?

@lisabuyer   How about a handwritten note!

@Tony_DWM   They can, but timing is key. Too short & you’re pushy. Too long & they forget (if they noted you in 1st place). What to say is dependent on initial pitch & what the ‘next steps’ were. Initial email should have advancements.
@stephbeadell   Agreed. My industry is small. I’m always afraid of looking pushy, so I err on the side of caution.
@hallstigerts   I limit myself to one follow-up, and send 7-10 days after my initial email. Usually comes off well.

@AndreaMLehr   I’ll send additional assets in follow ups, or a screenshot that shows the topic is trending via @google.
@stephbeadell   I like that, adding value rather than just looking pushy or needy!

@TrinityInsight   Follow-ups work like a charm – just shoot over a quick sentence or two to jog the recipient’s memory.

@contentbycara   Quick personal follow ups do work. People are busy; reminders never hurt.

@JennineMiller   The when depends on the situation but always follow up! Something short like telling them you shared their piece on social.

@RonellSmith   Follow-ups CAN work, but are most effective if a relationship is in place first.

What are some of the most important points you stress when training new employees on how to pitch?

@AndreaMLehr   Personalize it; add value; make it short.

@TurbanSEO   Pitching has changed its course.. we educate with data points which could benefit in short term or long run.

@Tony_DWM   Being themselves but paramount: KNOW who it is their pitching to. Ppl relate to ppl, not posts. Ppl = long term. Or a superior knowledge of the land-scape is known or via a FOAF influencer intro (warm).

@stephbeadell   I always encourage people to pitch like they’re writing to a busy, friendly, colleague. Keeps voice human and not too salesy.
@JennineMiller   Yes! Busy journalists appreciate getting to the point & being real. Don’t treat them like your personal media outlet.

@RonellSmith   Like a journo: “Get to know your beat.” Build relationships w/key contacts before they are needed. Greatest examples of this are NFL and political reporters. PR folks miss that. Seen it for years.
@hallstigerts   Some of my best relatnshps were developed online; then meeting in-person solidifies. But online relationships do take more work to make an impression. #SoMuchNoise
@RonellSmith   Begins w/the desire to build a relationship. You can make it work from there.
@AdamDince   Also, don’t be afraid to ask a connection for an introduction via LinkedIn.
@hallstigerts   WAY better than a default direct connection request. Too many of those. No context.

@JennineMiller   Research! Make sure you’re not wasting your efforts or their time pitching to the wrong people & please spell their name right!

@contentbycara   Take the time to listen first. Then personalize.

@TrinityInsight   Make every email thoughtful & flawless! Also, it’s important to keep track of positive correspondences for future use.

@stephbeadell   I feel like I can’t talk about pitching/training without sharing this great post from @Kevin_Raposo. So good.

@JennineMiller   Not just about pitching but @crestodina makes some great points about pitching in this @BruceClayInc vid.

Summary: State of SEO: Recent Events & Future Outlooks on #SEOchat

Moderator: Dan Summers of @Elevated_Com

Recently Google decided to stop supporting authorship in their SERPs. Do you feel that author rank exists despite this change?

@KristiKellogg   Matt Cutts has been very clear that Google is invested in developing the algo to reward good authors. So, I think in one way or another, it’s coming eventually. How Google is looking at authorship doesn’t really effect us, though — we still have to create unique, high-quality content. From a #contentmarketing perspective, nothing has changed.
@FogelRivka   Do you think that a different entity optimization algo, or a revamped author rank, will resurface in future?
@Elevated_Com   I definitely think we will see this emerge again, exactly how is hard to say though!
@gregdixson   But the code on the sites should still be marked up accordingly surely.
@KristiKellogg   What we know, according to John Mueller, is that it does no harm … so, yes, why not keep doing it.
@FogelRivka   Well, you wouldn’t implement more, because $. But you don’t need to take it down
@gregdixson   I’d prob still suggest implementing it. Code which makes sense is win & if they use author ranking win+
@FogelRivka   If client’s going to put their dollars somewhere, I’m not going to push for authorship though.

@dan_patterson   I think it still exists in some regard, just the way they’re trying to figure it out has changed.

@strydedotcom   It is interesting how much time Google invested in Author Rank, making all us marketers a bit more hesitant to jump ship.

@gregdixson   Yes author rank is definitely there despite authorship removal. Google will make sense of content by author.

@yankeerudy   While they aren’t using it now as a signal, they sure collected a bunch of data about it. Can’t imagine they won’t use that.
@strydedotcom   Yes. Just because searchers don’t see, doesn’t mean Google isn’t using it.
@KevinWaugh   Even if Google says the data does not count, that does not mean it does not count.

@igalst   yes, just a visual update until they will realize what to do with the SERPs design. Google needs this authority factor.

@Jason_Pruitt   Do any other SEO epxerts notice any ranking difference in how a site is created through hand-coding, DreamWeaver, or Muse?
@DigitalDionne   I’ve heard there’s no particular benefit, though I know CMSs seem to lend themselves to random codebloat.

@BruceClayInc   Google still has interest in rewarding published experts w/ better rankings, but will look at signals other than rel=author.
@Tony_DWM   Indeed, plus Google’s data extraction process does a far better job of finding & connecting identities & entities.
@FogelRivka   Yes, but are those experts domain-level or still cross-site? Sorry, was asking about G rewarding published experts (Bruce Clay) or what you call entities.
@Tony_DWM   Published experts regardless of domain or cross-site ie subject-matter expert entities (both co’s & ppl).

Pigeon Update @whitespark reported 23.4% drop in local pack results. What other impacts have you noticed?

Whitespark report

@gregdixson no cases in point but interesting to see how different industry sectors were affected by Pigeon & whitespark’s studies.

@GoBrandify   @Mblumenthal noted, “One major change was a shifting of the calculations for distance around a search.” Interesting.

@BruceClayInc   Post-pigeon, directory sites are on the rise. Yelp has definitely gained more visibility.

What steps have you taken to secure your site in light of HTTPS as a ranking signal. How big of an impact do you expect to see?

@KevinWaugh   The rankings increase maybe minimal at best, but sites that handle any info should be secure, even in using 3rd party APIs.
@HortenseSoulier   Agreed it’s a necessity for ecommerce, banking, etc type of site handling private info.

@strydedotcom   Being that it is a “lightweight” signal, it may not be worth the effort to switch over.

@HortenseSoulier   Don’t see it as a priority right now. Difficult & expensive implementation for established sites for little expected results.

@FogelRivka   It’s a question of whether the negative impact from a sitewide 301 to HTTPS will see higher benefit from the new use of HTTPS.
@KevinWaugh   Not only that, but tracking could be affected by the change.
@FogelRivka   And interagency! Making sure analytics people make changes, pricing out the URL change with dev, etc.

@paulaspeak   Not all sites should go the secure route & get the slight boost. Many have written about it; lots of pros & cons to consider.

@gregdixson   I’m not satisfied there’s enough of a positive impact from moving to HTTPS. It’s way down on the list of to-do’s.
@paulaspeak   Yes, agreed, but if you take payments on your site, of course you go HTTPS (same as before the announcement).
@gregdixson   yes agreed! payments make it a given part of web dev.
@KevinWaugh   Unless the software has it built in or you know what you are doing, I would not even consider it.

@BruceClayInc   Test HTTPS and make sure it is secure — use third party tools for verification. An unsecured https site with failed security can be at risk with Google.

@gregdixson   side question: would anyone like to explain why HTTPS needs relative URL’s?
@Elevated_Com   It is not required, it just makes the transition easier from http to https
@KevinWaugh   Correct, relative URLS also can reduce 404s in HTTP->HTTPS and domain changes.
@gregdixson   I see, but surely relative URL’s worse for on-page SEO? Just wondering why they can’t be absolute.
@Elevated_Com   It has no direct impact on your on-page seo, it just makes life easier for developers and testing.

@yankeerudy   Don’t plan on wasting time setting up a cert if the site doesn’t need it, just to get a slight boost.

@KristiKellogg   All YMYL pages should have HTTPS. It may be too soon to tell how much of a ranking boost https will give, but I suspect it will grow over time.

@igalst   I’m not really buying it to be honest, and no plans for it at the moment as we already had one 301 (domain change)

What common pitfalls have you experienced, or seen others experience, while attempting to move their site to HTTPS?

@HortenseSoulier   Haven’t really dealt with it first hand but I would assume redirect strategy is the priority and could be a problem for some.

@strydedotcom   We’ve seen issues with crawling and indexing, but nothing so major that it can’t be avoided.

@BruceClayInc   Clients sometimes implement https but end up indexing both http and https for same pages. This, obv, causes issues. And then we fix it.

In the future will implied links (entity mentions) hold as much weight as links currently do? What importance do they have now?

@HortenseSoulier   With semantic search, data will be more easily extracted than now & links won’t be as necessary to identify/connect entities. So will move toward less weight for actual links. For now they are still a major factor but the more mentions the better!
@Elevated_Com   So do you think “mention building” might be easier than traditional “link building”?
@HortenseSoulier   It’s still hard to get people’s interest but easier to get mentions since people are so scared to link to wrong site.

@gregdixson   ”as much weight” could be a bit too far, but definitely a factor. It would be more a decrease in backlink weighting we’ll see.

@BruceClayInc   With the removal of rel=author, we know that Google will likely be looking for other ways to determine expertise and authority.

@yankeerudy   Citations in all their forms will become more of a ranking factor, at least until trolls & such mess them up.
@Elevated_Com   Kind of holds true for most known ranking factors I guess.

@igalst   Only if Google will really be able to interpret the context of the mentions, they are not there yet.
@paulaspeak   I wouldn’t underestimate what Google is capable of. They are disregarding rel=author bc they don’t need our tags anymore.
@HortenseSoulier   They still need tags or some type of data. They are not yet at the level of fully understanding implicit data.
@paulaspeak   Well, some tags, yes. Google still looks at rel=publisher, for instance.

If linking went away as a ranking signal altogether, in what way would your SEO focus & efforts change?

@strydedotcom   I hate to say it, but it does come down to quality content here. With links removed from the picture.

@KristiKellogg   From a content perspective, it wouldn’t change at all. Content would still be high-quality/optimized for search and readers. The anchor text situation would change dramatically, too.
@paulaspeak   Within a website, though, links & anchor text would still inform SEs of subjects & hierarchy.

@yankeerudy   Unlikely IMHO, but if it did we’re still doing quality content, solid coding, and building credibility.

@BruceClayInc   Ultimately, software would have to be rewritten to look for citations rather than links.

@Elevated_Com   Sounds like everyone is thinking Content. Anything else you might do?
@HortenseSoulier   Social will definitely get bigger in my opinion. Not necessarily as ranking factor but as identity marker.
@gregdixson   Social would need to become a factor to replace links too. But I’d say links as ranking are here to stay.

@KevinWaugh   If linking went away as ranking signal, I would still do it becuase it can bring in traffic, which trumps ranking.
@gregdixson   True, but linking for ranking is how Google makes sense of things. They don’t care for traffic.

What SEO tactic do you do today that you feel will still be effective 5 years from now? Looking for more than just “Content”!

@HortenseSoulier   Everything that has to do with technical setup i.e site architecture, URL structure, meta, schema, page speed, UX, etc.
@gregdixson   I agree with @HortenseSoulier Technical SEO. Good markup, schema and microdata, Page speed & site performace.

@strydedotcom   Building relationships with others in the industry.
@paulaspeak   Yes, building rels & engagement through social media in conjunction w/ web content = forever SEO strategy.

@BruceClayInc   What would NOT change is the necessity to research/read/learn heavily — DAILY — to keep up with the latest algo changes. Also, practically, user-friendly navigation, HTML sitemaps, SEO elements like page titles, H1 tags, meta tags, etc.

@KevinWaugh   Augmented reality searching through Google Glass will be huge in 2018. Place your blog stickers everywhere, get traffic!

@TurbanSEO   Structured Data, Schema may still be used five years down the road hopefully!

@yankeerudy   I guess my 3 legged stool is still valid.

@KristiKellogg   Optimizing for mobile devices will only increase in importance. Opportunities in mobile will expand. Consider that in 5 years people will probably have web-enabled watches, smart cars, smart appliances, etc. (re: “mobile”). Furthermore, I know we’re not talking content, BUT -SEO is where UX and crawlability come together. Content will still matter.
@strydedotcom   Mobile is driving huge traffic from social, so ensuring optimization across platforms and devices is paramount.

@igalst   Mentions on the biggest sites (PR), social signals, mobile (+wear) compatibility.

Summary: On-page Search vs. Social Sharing on #SEOchat

Moderator: @jennita

How do you ensure your content looks great both in the SERPs + when shared on social networks

@8keith    SERP’s & Social can be a challenge – keywords vs great headings.

@jesephm    Luckily when talking WordPress @yoast’s plugin allows simple customization of meta/og/card tags – So that’s where I live.
@8keith   @Yoast is to #SEO what HomeDepot is the the home renovator. #Access #Strategy #easy
@jennyhalasz   I love @Yoast, but I think a lot of people still implement it incorrectly
@8keith   Jenny, so true, this is where you & all great coaches come in! @Yoast provides PRO training & plenty of YouTube vids avail.

@BradyDCallahan   Can you make sure content looks good in SERPs now? Post-rich snippet reduction? Social: twitter cards + open graph.
@jennita   you can get the right title, description, internal links, etc!
@BradyDCallahan   Yes! For sure, I was thinking of visuals. Yes, absolutely: title, descriptions, sitelinks, authorship, all important.
@paulaspeak   SERP result isn’t as snazzy w/o rich snippets, for sure! Back to basics w/ Title & Description using search keyword

@strydedotcom   We optimize for SERPs first, then pay attention on each network it’s shared. We also brainstorm extensively on how to integrate keywords into creative headlines.

@HortenseSoulier   Structured data! Twitter cards, Open Graph & Schema are a must for enhanced results in SERPs and social sharing. Of course also pay attention to titles, description & images (having the right size is important, especially on Google+).

@BruceClayInc   Use open graph tags to dictate the photo and snippet that will be seen via social sharing.

@jesephm   We altered our feature image dimensions for optimal display on social. When applicable though, we upload custom image on share.

@ramirez_robert   Writing custom OG tags can be helpful. The message on displayed SERPs and socail shares can (and should) be unique.
@strydedotcom   Rarely. Social shares get very specialized depending on the platform.
@jennita   Hmm if you use OG and twitter cards, you’re pretty well covered. You can TOTALLY customize!

@PearlyWrites   Create site content targeting visitors.On social, make sure the wording / visual (social content) is speaking to your community. For site content, a strategy should be created targeting the buyer persona(s) through validation & research. In social, same content can be promoted to target your community,depending on the network & past research of what engages.

@gregdixson   Titles & Meta descriptions are key for SERP visibility then correct markup for Social.

@jennyhalasz   I think making additional tweetable snippets is a good idea too.
@jesephm    easily sharable but also easy on the eyes for readers. It’s a win-win
@lisabuyer   It’s why #PR + #Social + #SEO is so yummy together!

@semxer   For SERPs, we take care of meta, title so it looks good … for #socialmedia, we make use of snippets like twitter card.

@BRIMagency   Optimizing content for SERPS + #socialmedia all starts with proper keyword research. Start w/ good keywords & meta-data!

@AuthorityLabs    You have to care about both. Shares bring immediate traffic & help w/branding. The SERPs bring long-term traffic.

How do you measure the *value* of the SERP vs. the share? Do you even care about both?

@jesephm    the SERP has long term value in sustained traffic. The share is more personal, increases exposure and well, we know who did it. A combination of @sproutsocial @buzzsumo and Twitter Analytics
@8keith    Love @sproutsocial .. Love @Buzzsumo .. I recommend both

@HortenseSoulier    SERP value is more about bringing targeted traffic while social shares are for brand exposure and expanding your reach.

@jennyhalasz   SERP is mass audience, Social is targeted.

@jennita   haha so which is it ladies? I think they’re more similar than you think.

@jennyhalasz    LOL, I guess we’re both right.
@lisabuyer   Hilarious – when done right both bring targeted traffic.
@FogelRivka    It also depends on your client KPIs. Bottom line for your business, too, after all.
@HortenseSoulier    Haha, still going with mine. SERPs bring traffic from specific queries you rank for – more targeted.
@jennyhalasz    Yeah, but I argue that social is a more targeted user base. People chose to follow you.
@jennita    not only your followers see your tweets or your content
@jennyhalasz    Well your follower sees your content. and then they RT and their followers see it, and so on and on.
@jennita    exactly, which expands your exposure.
@HortenseSoulier    Exactly with new Twitter tests you can see tweets from people your friends follow for example, same with G+.

@KristiKellogg   As for social sharing, that is also a key metric — a lot of shares means you’re writing what your audience WANTS to see.
@FogelRivka    not necessarily. if users are interested in oem but all they see is editorial in the first slots, then they scroll. And that makes all the difference.

@veratusk    I measure the SERP in relation to $ made vs measure share by lifetime/loyal customers.

@BradyDCallahan    Traffic! Even better: conversions!

@8keith    Yes, SERP is priority but then Social Snippets use fun catchy headings, keywords if possible.

@BruceClayInc    Both are very important. Don’t think SEO VS Social; they’re sides of the same coin. The best Internet marketing is holistic.

@PearlyWrites   Measuring SERP vs share opens doors to what content works best in search vs social. Offers new ideas that may have not been thought of otherwise for content, chats, contests, quarterly surveys, etc.

@_WordMistress    There’s a lot of talk about which metrics to measure but what do you tell the small business owner with an already full plate?
@FogelRivka    Always sales, and direct line from traffic to sales through some correlation slides.
@jesephm    metrics can be time consuming but they can save time and money in the long run if interpreted properly
@paulaspeak    Truth. SMBs can be overwhelmed! They have more direct access to customers to ask what brought them, though!
@_WordMistress    That’s a great point. It’s important to make that connection with customers; helps you determine future campaigns.

@gregdixson   SEO’s value the SERP more, that said without the Social shares, results are going to be limited. You can quickly test & get a feel for what will resonate on Social, that can then feed into your SEO strategy.

Who does a great job w/ social sharing title & description different than the title tag & meta description?

@jennyhalasz   In my circles, @stonetemple and @AndyBeal do a great job of this.

@jennita    Huffington Post does this well sometimes, and I know Disney does as well.

@KristiKellogg    Unfortunately, I’m not in the habit of comparing other companies’ social descriptions vs. their meta descriptions. Really, though, no one should be relying on JUST descriptions when sharing socially — the shares should be tailored to each individual platform and offer more than a description. In that vein, @MarkTraphagen, @PaulaSpeak and @BruceClayInc are particularly savvy at Google+ sharing – they add value.
@jennyhalasz    That’s a great point. Part of what I dont’ like about automated apps. I share differently depending on the channel. Twitter vs. Linkedin for ex… very different.
@jennita    it’s Twitter cards vs OG tags – you can make them different and focused
@jesephm    FB and Twitter shouldn’t be linked for marketing uses. They’re completely different.
@noeticsound    I like to write my share text, not use the autopopulation, still think pubs should suggest something.

@jennita    Often times companies use this as a way to change the social title to be more click-baity.
@KristiKellogg    I typically ignore “click-bait” titles — I’m imm. turned off by them, which is apparently the norm in light of FB’s statement.

@semxer    Have seen Niel Patel coming up with some great titles.

@8keith    Click-Baiting is an Integrity Issue .. if you, your biz, brand is integrous you won’t do it nor recommend it.
@FogelRivka   Unless your business is about click-bait and people are reading you for it. e.g., buzzfeed, upworthy.
@8keith    Excellent Point – but then by definition, clicking on the link wasn’t baiting me, right?
@FogelRivka   It’s only baiting if title doesn’t reflect content. A dramatic title might just be a better title. It gets you to click

@HortenseSoulier    If you’re a major publisher full customization for each social platform can become extremely time consuming though.

@KeriMorgret    I don’t like the way HuffPo changes the titles so much for sharing, however.
@jennyhalasz   Yeah, I’m turned off if the title in social doesn’t match the content.
@jennita   but is that because we’re SEOs I wonder?
@jennyhalasz   Maybe, but it feels more personal than that. I’m offended the pub wasted my time.
@8keith    I feel its ok so long as the titles are in line with the content I’m about to read.

@AuthorityLabs    Sad thing is clients don’t seem to get that snazzy titles that bring lots of non-quality traffic are not the best thing.
@jennita    so how do you help them understand?
@AuthorityLabs    Explain & explain. Lots of traffic doesn’t equal an ROI. Too many people are focused on big traffic numbers. Education is important.
@8keith    lower bounce rate by … um .. more dramatic titles in the “Related Content” section .. haha!
@AuthorityLabs    Shocked that at this point in our industry businesses are still focused on traffic only.
@jennita    luckily not all businesses.
@AuthorityLabs   Yes, thankful for that. Don’t follow the Buzzfeeds of the world!
@jennita   Sometimes they actually have good content! It’s rare, but it does happen

@BRIMagency    Social title/descrip. are proven to have better CTR when posed as a question, or if they involve a number (Ex: “5 Ways To…”)

@8keith    What I coach: I prefer someone LIKE my FB page after reading an engaging piece of content – not a fake like by just asking.
@jennita   yea yea I’m glad FB did away with that like before reading junk
@noeticsound    yeah, fake likes are the result of social metrics as a goal, not as a means to a deeper relationship.

@PearlyWrites    Using an interesting point from the content to post on social (depending on network) I find works if it’s actually in the piece.

With FB using engagement to crack down on click-bait headlines, will Google take a similar approach to SERPs?

@jesephm    With some of the technical aspects behind the change I wouldn’t be surprised if Google is already weighing bounce/time on page.

@jennyhalasz    I’m inclined to say no. Unless you mean Google News SERPs?

@ramirez_robert    Google already is using user engagement to judge the value of content. Low dwell time is like bamboo to Panda.

@KeriMorgret    I think Google already has, to a degree. They change title tags to match query.

@noeticsound    i think it’s facebook taking a google-like approach.

@HortenseSoulier    They are already doing it – Semantic search means better understanding and ability to see discrepancies between titles/content

@jennita    Q4 addition: Google is always measuring quality right? Will they use bounce rate as a sign of engagement?
@8keith    but a bounce isn’t always a bad.. If the article is read – mission accomplished, right? When I look at my bounces and see 60-90 avg time on page, I know we’re good.
@jennita    for sure, it’s in addition to time on site
@semxer    bounce rate is little tricky, as it can vary from site to site. different for blog and different for service website.
@Ozaemotion    No, Google is not considering a analytics data.
@jennyhalasz   I believe they already have been using “bounce-back” as a metric for some time. Before we get too crazy here, there’s a diff between bounce rate and bounce back. Bounce rate comes from GA – private data.

@Ozaemotion    I don’t think so because Google is now becoming knowledge engine rather than saying search engine.

@strydedotcom   There’s a key difference in the method of interaction with content via SERPs and FB that changes priorities.

@gregdixson    Google’s goals are different from facebook. They serve up the results of a search query, whereas FB is to keep users on. That said there must be some big bounce on clickbaity content, so Google may start to discount that in rankings sure.
@jennita   hmm you don’t think Google wants to keep you on google?
@gregdixson    Of course, but what’s the alternative? Bing haha. seriously though FB needs to maintain stickiness so a clean newsfeed.
@FogelRivka    Knowledge Graph. You could keep clicking around KG links in the research phase and never leave.
@ramirez_robert    Google’s goal is to give the best SERP possible. They want you to keep using Google. Not stay on the SERP.
@gregdixson    Agreed, so they also look to clean the SERPs of clickbait. Just not sure how they’d factor into the algo.

@paulaspeak    FB created the click-bait problem in the first place. There’s a great analysis by @EliFennell.

@TurbanSEO    Google I think are a step ahead in this arena for click bait, all they have to do is test it and make it vigorous in algo.

@BigRyanPark    Though I hate blatant click bait, where is the line drawn between drama and bait?
@jennita    that’s a great question. I don’t mind a dramatic title if the content is good!!
@FogelRivka   Dramatic titles get click-through (often immediate goal), though of course you’d build toward low bounce rate.

@jennyhalasz    here’s the thing though. Most of the time those clickbaity titles get you stuck in an endless loop of “you may also like”.

@KeriMorgret    A lot of times, I open a link from FB in an incognito window to minimize tracking/retargeting. Might mess with their metrics.

@jennita    If you see a click-bait/dramatic title on social, you click on it, & it has amazing content that you’d expect, is that ok?
@KristiKellogg    Yes — but that seems to be the exception, not the rule
@strydedotcom    Yes. I think the underlying definition of click-bait is a catchy title with ZERO substance.
@jennyhalasz    it’s ok, but inside I’m annoyed with myself for following it.
@DigitalD_    click bait is click bait. What is ideal and expected for one user is complete nonsense for someone else.
@gregdixson    Absolutely! I hate clickbait, yet for some it’s the only content on the web they’re ingesting & regurgitating!

@KristiKellogg    I think that, as a journalist, I just can’t get on board with headlines that are deceptive and flout journalism 101. One solution, I suppose, would be to use these “clickbait” headlines WITH a subheading that provides actual information. Which would only work, of course, if the article actually held merit.

@PearlyWrites    Legit social posting that actually gives you what you expect when you get to the content? That = awesome!

@SPoulton    IMO, clickbait really means bait & switch – if the content rocks then they have me hook, line & sinker!

@paulaspeak    Speaking of writing good click-bait titles :) Here’s a tool to measure EMV h/t @mindydweinstein

We care about engagement in social, but what about in search? What engagement metrics matter most for both?

@jennyhalasz   Time on site definitely. And conversion is still the ultimate.

@Ozaemotion   Goals

@AuthorityLabs   I want a discussion from organic traffic – comment, question, interaction, and moving on to a related article. And for sales, clearly move on through the site and buy.

@jesephm   This is an ‘easy answer’ but it really depends on the goal of the content. Is it sales? branding? news? Set goals per campaign

@KeriMorgret    Honestly, one of the metrics I care about is did they engage with my CTA or checkout page.

@BradyDCallahan    Time on site, bounce and exit rate, and returning visitors. Of course, converting goals. Depends on page’s purpose.

@FogelRivka    engagement: time on site,bounce rate,exit rate. also you want the next pages to match the intended conversion funnel.

@gregdixson    Overall Social growth, follower / fan count + Shares and measuring back on site > Time on site, bounce.

@BruceClayInc    For search, setting (and meeting) conversion goals, bounce rate, and overall traffic increases are key engagement metrics.

@TurbanSEO    Engagement is valid more in search than in social. It begins with the time the visitor sees the title on SERP.

Summary: Google Penalty Removal on #SEOchat

Moderator: @thompsonpaul with renown penalty removal specialist @Marie_Haynes

How many of us have had to handle penalty removal tasks in the past year? What type?

@Marie_Haynes   I’ve had a few penalties to deal with. :) Probably a couple of hundred if you include all consultations. We do mostly link related issues. Penguin is a TOUGH one to deal with mostly bc it’s been so long bw refreshes.

@thompsonpaul   I’ve had several penalty situations for clients this year – but more algorithmic “pressure” than manual penalties.

@moonlightmktgco   Recently a client had some penalties due to spammy links in the backlink profile. Working on cleaning that + some other issues.

@lancemoore22   I’ve not had to, but hope to learn how to deal with them today.

@AlanBleiweiss   I’ve dealt with thin content, on site spam links, doorway penalties, inbound links and more. Many on site issues can now result in manual penalties if big enough an issue.

@NatePlaunt   I have worked on several link related issues and manual penalties this year.

@JohnStockTrader   How do we know if a penalty is on our posts or pages? Is there a way to find out?
@AlanBleiweiss   Only if G provides samples.

How do you like to go about identifying bad links? Tools?

@Marie_Haynes   I’m not a huge fan of most tools. I’ve seen too many sites fail reconsideration bc they relied too much on them. I think you *can* use link auditing tools provided you do a very thorough manual audit alongside. I’ve also seen automated tools suggest disavow on awesome links from news outlets. I do have a tool that structures my link audit sheet for me. (Spent the summer programming it.) But that’s about all I use. Of course, if you count OSE, ahrefs, majestic as tools I would say they’re essential, alongside of GWT. For large sites, we break gather 1 link from every linking domain, remove the nofollows, apply our disavow blacklist and then we manually assess every single remaining domain. It can take a long time. But we are quite good at getting penalties removed on the first try with this method. One tool I do use a lot is Scrapebox. (Shock!) I use it for finding links not on GWT, ahrefs, etc. And…I’m becoming a fan of @spamflag. A nifty Chrome extension to flag where your link is on the page.
@BrettASnyder   Always risks in automation.
@CallMeLouzander   Couldn’t agree more. Tools only help sort the links; a lot of the work gets done manually.
@TurbanSEO   Manual link audit for me it means going through lists and lists of backlinks reports 4 comparision.

@joehall   Do partial match link penalties pose the same risk level as other penalties?
@Marie_Haynes   Controversial topic and the answer is NO ONE KNOWS. :) Will be writing an article soon (w group opinions) on this. I recommend cleaning up partial match issues. Every site I’ve seen who got it ended up dropping rankings.
@joehall   Yeah I agree, the impact of those are so blurry.
@joshbachynski   I have of course disagreed w/ this -G has already selected your “suspect” links – no need to burn more.
@Marie_Haynes   Yeah, Josh and I disagree. May be contacting you to give your opinion in my article about this.

@joshbachynski   Penalty removal tools can’t remove any penalties – google didnt write them.

@thompsonpaul   I like CognitiveSEO’s tool because it does a good job of allowing manual review of what it finds right in its tool.

@BruceClayInc   No tool is perfect — manual link checking is a critical component in identifying bad links.
@lancemoore22   Do you just evaluate each link one-by-one?
@BruceClayInc   We start with tools, but looking granularly is also essential.

@MUmar_Khan   @Marie_Haynes when you’re executing a link removal strategy, do you only take care of do follows or no follows also your concern?
@Marie_Haynes   Almost always just followed links.
@MUmar_Khan   Ok! and how do you tackle those webmasters that straightaway asked you to pay?
@Marie_Haynes   I rarely pay for link removal.
@MUmar_Khan   Then Disavow is the only option left for those links.

@MarketingMeisha   Anyone have any insight on how long it takes to bounce back after doing link audit / cleanup?
@thompsonpaul   Huge variations in how long it takes to clear. Many are still waiting after nearly a year.
@AlanBleiweiss   Recovery after penalty removal ranges from overnight to hopeless depending on circumstance. Remove bad links, the artificial signals are gone. Need to replace them with real signals.
@CallMeLouzander   You don’t bounce back right where you were b/c u have fewer links. You need to slowly build genuine authority.

@BrettASnyder   Penalty Removal by @Marie_Haynes: ID 1 link/domain, remove nofollows, cross-ref against known blacklist & manually review remaining.

@moonlightmktgco   For large link graphs, look @ domain level. Pivot tables in excel can group links by domain, making it easy to consolidate.

@BrettASnyder   Manual component still the #1 most important “tool” in any SEO strategy, period.

@adamkoontz   Are you maintaining your own disavow blacklist or is it public?
@Marie_Haynes   It’s currently a part of my own in house tool. But I may open that to the public soon.
@CallMeLouzander   My 2 cents: after 2 or 3 recovery projects you start to develop a 6th sense about some sites, certain domains.
@adamkoontz   Ahh the sixth sense. SEO has always been a little art and science. Even moreso today it seems.

I know Marie’s recently been asked by Google for feedback on penalty notifications – do you find them helpful or confusing?

@Marie_Haynes   I recently spoke w the search quality team to give feedback on clarifying the responses to reconsideration requests. For example…when Google says, “We’ve processed your request” that usually means sitewide–>partial. But it’s not clear. We talked about an hour. Lots of feedback. Urged them to refresh Penguin.

@thompsonpaul   I find the vague and even contradictory wording confuses clients – and then they need more hand-holding.

@SeashellMan   Could penguin penalize a site algorithmically between known updates?
@joshbachynski   Only if Google is releasing penguin and not telling us… :-) or payday loans also has penguin inside it. etc.
@Marie_Haynes   I think a Penguin drop happens w Penguin refresh. BUT, there are other algos using links.

@BruceClayInc   It’s always helpful to know if there is a problem with the web site. We can always determine what the problem is and fix it.

How many of you have actually encountered mistakes made by Google in applying penalties?

@Marie_Haynes   I have seen SOOO many Google mistakes. Had 3 cases this wk where Google reapplied a penalty w/ no new notification. In all 3 cases we immediately applied for recon and within 24 hours had another “manual spam action revoked”. Here’s a case where G reapplied a penalty and there was no “request a review button”: I believe all recons are read by a human…but whether that is a knowledgable Google employee is debatable.

@Ozaemotion   Do you think Google is taking reconsideration request manually?
@Marie_Haynes   Yes, every recon request is read by a human. I believe Google when they say this.

@AlanBleiweiss   Some Manual reviewers have claimed on-site violations that turned out to be inbound. Some manual reviewers have ignored removed link spreadsheet.
@Marie_Haynes   They don’t always have to look at the sheet if it is obvious enough/not enough work is done.
@AlanBleiweiss   I’ve seen recon rejected that gave removed links as example for penalty staying.
@Marie_Haynes   John Mueller admits that sometimes they make mistakes with the examples they give. But often what we think is a mistake is not. For example, take this case where a disavowed link was given. Their disavow file was improperly formatted. The link wasn’t disavowed after all. Also, if you disavow on the url level, you might think you’ve disavowed a link but you’re likely missing some. Always do domain: .
@AlanBleiweiss   Some manual reviewers are downright lazy, reckless in response to recon requests. It’s a mass scale program so inevitable recon requests won’t all be properly handled
@Marie_Haynes   I would not doubt it if some “first pass” reviewers are outsourced cheap labourers. Could be wrong about that tho.
@thompsonpaul   What about the idea that the example links provided are meant to show a pattern, rather then specifics?
@Marie_Haynes   Yes! if you get an example link you’ve already removed, it’s likely indicative of an overall pattern to fix.

@Syed_R_   How many reconsideration requests are too many? Does the law of diminishing returns apply?
@Marie_Haynes   According to John Mueller you can file as many recons as you want, w no negative effects. But,if you file too many too quick you’ll start getting Loooooong wait times for responses.
@joshbachynski   Wait. You can file after 2 or 3 penalties, doesn’t mean they will lift it. Likely not.

@GoGetterVette   What website about penalty can you recommend for a project manager who’s in-charge of #SEO to better guide an SEO team?
@TurbanSEO   This book is good guide.

How possible is it to recover from Penguin algorithmic pressure without a Penguin refresh?

@Marie_Haynes   IMO, recovery from Penguin between refreshes is virtually impossible. You can possibly do it with tricky redirects and starting new sites. But really you need to clean up and WAIT for that refresh. And of course you need to have good links and a good site too. This is why I want to set my answering machine to say, “I’m not in…and you need to wait for a Penguin refresh.”
@paulaspeak   Interesting poll on this.

@joshbachynski   Start a new site that is totally different or they will auto-301 your penguin to you.
@adamkoontz   Meh, really? Site would have to be WAY different according to @CyrusShepard.
@joshbachynski   yup. Although there are very “tricky” ways to get out of penguin in the meantime…
@Marie_Haynes   Hello Mr. Blackhat. :)
@thompsonpaul   Have you had to just give up on getting out from under a penalty and recommend starting over w/ new site?
@Marie_Haynes   I have recommended starting over to many sites. BUT, you need to start w new content and new url.

@ramirez_robert   Very hard, but not impossible. @glenngabe has some good articles about #penguin recoveries during #panda refreshes.

@AlanBleiweiss   Too many site owners only focus on link cleanup, ignore critical site flaws. Some penguin refresh waiters can get org traffic just fixing site issues.
@Marie_Haynes   I’ve seen many sites do a thorough link cleanup when really their problem was Panda (which is not about links). I had 3 sites come to me for “recovery” help where they actually had problems with their analytics code. Traffic was actually ok.

@BruceClayInc   Earlier this week, Bruce Clay, Inc. experts did a HOA on planning for the next Penguin update.

How do you go about deciding whether the problem you’re dealing with is Penguin of Panda?

@Marie_Haynes   Look at your organic traffic in Analytics. Look closely at the date of drops to see if they coincide with algo changes. In GA, look at Acquisition – Keywords – Organic and set the date to go back a couple of years. If you don’t have Google Analytics, often Semrush can show the drops as well. If your drop happened right after a redesign, don’t assume it’s an algo that got you. So many potential other issues! I see so many sites that have Panda, AND Penguin issues AND other problems ie. keyword stuffing, above the fold, etc.
@ShahMenz   Not to mention good, old fashioned crawl issues, site speed problems and anything else you can think of!

@joshbachynski   this tool checks for panda and penguin in your traffic. I also use Barry’s site to see algo drops that go unreported – this really helps for panda monthly refreshes, etc.
@AlanBleiweiss   Panguin Tool is a start I always go to in my audits, as well as GWT, GA
@CallMeLouzander   Panguin tool helps by overlaying your analytics over known updates.

@navneetkaushal   We usually do a full audit via analytics, semrush, sistrix and copyscape to determine the issue.

@AlanBleiweiss   Sometimes i see drop across all referrers, not just G. Dont assume its just a G penalty.
@thompsonpaul   Huge! Must segment to G organic only!

@ramirez_robert   If the drop in visibility happened within the last 3 months, looking at GWT impression data can be really helpful.

@BruceClayInc   We recommend looking at the Google organic search traffic, checking for a traffic dips, and comparing them to Google’s updates. Site owners should be pruning links regularly, whether they have a penalty or not. That’s how you avoid a penalty to begin with.

@KristiKellogg   And remember, Penguin and Panda are not mutually exclusive — you can be suffering from both, potentially.

@Syed_R_   Seems like Google open to enhancing their system for lifting penalties? Is this good or bad and why?
@Marie_Haynes   I really do believe they are trying to make the process of removing penalties more clear.

@navneetkaushal   For us recent issues has been poor design, low quality cookie clutter content. We are now seeing more and more of these.

@buzzflymedia   Sometimes manual penalties die off. Is the risk of algo penalty still looming?
@Marie_Haynes   DEFINITELY!

Is it worth using disavow tool even no manual penalty? Any chance that could hurt rather than help?

@Marie_Haynes   I think every site that has ever engaged in manipulative SEO needs to use the disavow tool. Can the disavow tool hurt you? Yes, if you are disavowing good links. But if you’ve got bad links they MUST go. Disavowing could save you from the next Penguin hit. So even if you’re not affected now, you could be!

@ramirez_robert   Disavow tool can help in recovering from algo penalty, but not until there’s a Penguin refresh. Disavow tool is no substitute for manually removing links. Only disavow what you can’t remove.
@Marie_Haynes   Good point @ramirez_robert. Should you always remove? I remove what is easy to remove and disavow the rest (for Penguin).
@ShahMenz   If I want it disavowed, I want it GONE.
@Marie_Haynes   But if you’re only able to do it via email outreach, the success rate is usually low. My point is that I don’t do outreach campaigns for algo issues.

@TypeAccord   You should definitely be disavowing potential unnatural links even without a penalty, if you have the resources to audit. Need to remember a site can acquire dodgy links even without past SEO.
@Marie_Haynes   Good point @TypeAccord – Even “clean” sites should keep an eye on their backlinks from time to time. Don’t be afraid to disavow.
@TypeAccord   From what we’ve seen there is no such thing, in Google anyway, as a ‘clean’ site.

@ShahMenz   First step after submitting a reconsideration request should always be “Fix everything that’s broken!” to maximize recovery.

@BruceClayInc   Distancing yourself from known spam should never hurt you.
@joshbachynski   Have to disagree – in trying to remove the spam we will take out good links too – wait until you get a penalty.
@Marie_Haynes   But if the next Penguin gets you then you’re stuck till the next refresh.

@CallMeLouzander   Don’t wait for a penalty to clean your site and backlink profile. The time to recover may be disastrous.

@KristiKellogg   Sites should be contacted for a rel=”nofollow” to be added to the links, followed by link removal. No response? then disavow.

@Syed_R_   If one disavows a good link is there a way to ‘re-avow’? does it take long to recover?
@Marie_Haynes   You can reavow by uploading a new file without that link in it. However reavowing takes much longer than disavowing.
@joshbachynski   Disavow is like robots txt – just remove it from list and it will be “re-avowed” – i dont think it actually does anything.
@TypeAccord   You take out of disavow and wait for Google to recrawl the linking site, although suspect there may be a loss in equity.

When’s the next Penguin refresh rolling out. And why so long?

@Marie_Haynes   I have inside information. PENGUIN IS REFRESHING TONIGHT AT 5 EST. Nah, j/k I kept wanting to tweet that though. John Mueller said in a recent hangout they know ppl are waiting for a Penguin refresh. They’re working on it.

@buzzflymedia   If 15k of 23k backlinks are from a PR7 directory ( for lawyers’ profiles), can I ignore?
@Marie_Haynes   Were they self made for SEO reasons? Do they offer any value outside of SEO? Those are the ?’s to ask.
@buzzflymedia   I worry Google’s algo won’t see that they’re legit, just see numbers. Or maybe they’ll safely ignore them. Tough one.
@Marie_Haynes   The algo is created to catch people who are overtly cheating. Any site I’ve seen get hit was FULL of a LOT of spam.

Summary: The Art of Corporate Blogging on #SEOchat

Moderator: @shuey03

What are some of the reasons for a business to start a blog?

@ThomasJArmitage   Besides traffic value, I love how it makes writers stay up on trends and new things in the field. Strengthens writing skills too.

@BruceClayInc   Thought leadership, knowledge transfer, brand awareness, increased site traffic, legitimate links to high quality posts.

@MatthewAYoung   Blogs help brands develop personality, engage their target audience and their industry.

@paulaspeak   To inform and educate people on a subject — builds an audience AND establishes your expertise. Good for SEO & branding.

@shuey03   The obvious, to begin to create thought leadership. I think a blog also creates some validation that you are the real deal and creates another layer of trust.

@andrea_tuttle   Also attract attention from consumers who are in the learning/research phase.

@realemilylouisa   Create, share, and cultivate your own brand voice.

@gregdixson   To reinforce the brand, attract a readership, show authority, and often times provide content for their own site.

@AlanBleiweiss   With a blog u can bring conversation from social channels to your site. Social channels may come and go, change. Your blog can be a constant in the midst of change.

@davidmalmborg   What I love about these answers is not one person has said it’s to add more keywords to your site.
@KristiKellogg   And … if it HAPPENS to coincide with a desirable keyword target, all the better.
@gregdixson   Absolutely. It’s not just about keywords — it’s about offering valuable and compelling content.

@KristiKellogg   There is no reason for a business NOT to start a blog. A blog is SO worth the investment. You can’t afford not to have a blog.
@paulaspeak   Some industries don’t lend themselves to blogging. The CIA … and proctologists, to use an @Ammon_Johns example.

@victorpan   Some businesses can alleviate phone calls to their customer line via their blog :) Blogs aren’t always about increasing leads.

What are some of the most important metrics that should be measured to determine the success of a blog?

@ThomasJArmitage   I like when embedding media is within the posts and measuring those interactions. Videos plays. Downloads. Great to do A/B testing of conversions on-site during days with blog posts versus days without.

@RiaFiscina   Avg Pages per Session, setting up events for half and whole article reads.

@davidmalmborg   Avinash put out a great “Dashboard” post earlier this week, and think could be changed for the blog section.
@andrea_tuttle   As someone else said, it depends on your goals – but I use CRM tools to track behaviors towards conversions.
@scottcowley   I remember we used to track it through analytics at @seocom – conversions from blog subdirectory as landing pages.

@bloomreachinc   Traffic, shares, engagement, etc. Also leverage in other areas (lead gen, PR, drafts for ebooks and other content.

@MatthewAYoung   Engagement metrics like time on site, pages/visit, bounce, social shares, comments. RSS subscribers? or is that passe?
@RiaFiscina   Definitely something to monitor.
@scottcowley   Not passe at all, especially if you have a good e-mail marketing program that helps convert blog subscribers.
@alexpeerenboom   I don’t think so. Marketing/SE Land mentions some of their highest referral traffic is Feedly. Shows me RSS still works in some circles. But it’s important to allow visitors different ways to subscribe/follow.
@scottcowley   Been watching F500 corporate blogs – some removed the RSS feature in favor of e-mail subscriptions.

@alexpeerenboom   Standard metrics: pageviews, time on page, etc. Engagement metrics: social shares, comments, retweets, etc.
@gregdixson   oh yea comments too – a good indicator, although many sites doing away with comments in light of social.
@ThomasJArmitage   I’ve also been seeing many move away from comments. Too much spam. And social is easier.
@paulaspeak   I remember when @copyblogger turned off comments, preferring to engage in social media.
@gregdixson   yep opting for Google+.Other sites too, facebook commenting etc. No barriers-users often signed in anyway

@scottcowley   Metrics – # of leads/sales/microconversions from blog post entry pages, # of new visitors, # of backlinks to blog posts.
@shuey03   love micro conversions… something @avinash talks about a lot

@BruceClayInc   Traffic first and foremost, especially traffic that results in conversions.

@realemilylouisa   Gotta toss the social shares hat into the ring!

@GoBrandify   People often overlook the ratio of returning/new visitors and bounce rate. Those can be telling of your influence.

@ramirez_robert   Traffic, Retention (return visitors), Referrals (in the form of links) and Conversions (contact forms, time on page)

@KristiKellogg   It’s also important analyze WHERE the traffic is going. What topics are your users most interested in? Create more of it. Another thing to consider is when, where, and how your blog/articles are being quoted. Good articles should be referenced. You can also use ClearVoice to easily see what articles are being shared most across sites (@CVContent). I dig it.

@paulaspeak   The “most imp” metric depends on your goals, of course. But getting lots of engagement makes my day as a blogger.

@victorpan   Good metrics will flag what your next step should be. Bad content to visitor intent fit? Need CRO? etc.

@andrea_tuttle   Not trying for a personal plug, but I wrote about conversion KPIs and content recently. Might be helpful.

What are the core components of a solid blogging strategy?

@AlanBleiweiss   Focus on Educating, evoking emotion, expressing unique voice to succeed in blogging.

@strydedotcom   First, know your target audience, buyer personas, and their respective pain points. Don’t forget to repromote! Hitting publish and forgetting about the next day is such a waste of your time.
@ThomasJArmitage   Especially now that we know exactly how many Twitterers are actually seeing each tweet (i.e. very few)
@paulaspeak   Google Plus – favorite for this.

@MatthewAYoung   Be current, be timely in posting, know the audience for which you write. Have excellent editorial staff – wink wink @BruceClayInc

@GoBrandify   Solid posts with links within. Strong themes. Relevant posts. Reactive posts that create conversation.

@ramirez_robert   Understanding personas and crafting content that will engage your target reader.

@shuey03   Defining your audience and building out buyer/reader personas should top the list

@RiaFiscina   There are other parts, but I’m solidly behind annual audits, perhaps even semi-annually if you post a lot. This goes back to @KristiKellogg’s point earlier about knowing which topics hit home.
@gregdixson   Agreed. Researching topics and then drilling down to individual posts forms the best strategies.

@realemilylouisa   Make sure your content has a point and an opinion. Now is not the time to be meek!
@Tony_DWM   Very common: posts that leave readers confused or underwhelmed. Reader mentality: does it help, inspire, motivate?
@ThomasJArmitage   Nothing worse than finishing a post and thinking: “That’s it? What just happened?”
@Tony_DWM   You can tell when authors live & breathe topics. The words, style, insight, depth command respect.
@AuthorityLabs   Right, and less blah please! I would prefer 2 awesome posts a month than 20 just okay posts.

@gregdixson   Knowing you audience!!! Serving them with consistently with well researched content which will resonate with them.

@BruceClayInc   Consistency is a major component; you should be updating the blog 2-3 X a week. Other major factors are quality & relevance.

@alexpeerenboom   Know your resources: who can write, who can create photos/videos/graphics, who can provide data. Keep them organized.

@scottcowley   If you’re blogging for thought leadership, you have to bring something new to the table. Marketing bloggers still don’t get this. We’ve got a lot more thought followers than thought leaders in the blogosphere. Much more fun–in-depth research helps me become a much better writer and thinker in the process too. Important to remember that major corporations have many blogs–each targeting a specific topic/audience.

@ThomasJArmitage   Assign writers, topics & deadlines. Great to have several people invovled (many perspectives). And know when to expect content.

@KevinWaugh   A good component is accepting the idea of experimentation. Try new topics on the blog, something might stick.

@bloomreachinc   May sound obvious, but quality writing. We added a “storyteller” (@mikecassidy) 6 months ago. HUGE jump. @mikecassidy’s ability to uncover interesting stories and engage sources has really been wonderful.
@ThomasJArmitage   There’s def a difference between a [technical] writer and a storyteller.

@KristiKellogg   This is a good time to point out who’s actually writing for a blog matters very much. Your writers should be TOP QUALITY. Hire journalists with proven track records that can write and research like nobody’s business. DON’T SKIMP in this area. Let’s just be real — author rank IS coming.

@davidmalmborg   I think newsletters need to be on the list.
@GoGetterVette   I agree,blog posts need to be sent out. Doesn’t stop after you click ‘publish’ Ppl need a sign up for updates.

@victorpan   Cover an audience need better than everyone else, and do so with style. good storytelling gives you style points. Have a content promotion strategy. You know, so you actually do work that reaches people.
@gregdixson   Yes, a sharing schedule for each piece of content (share more than once, cover timezones, etc.)

@strydedotcom   Might be obvious, but edit and proof-read all posts.
@KristiKellogg   YES to the people talking about proofreading — editors are essential, even it’s just one writer editing the other writer’s post.

@danbarker   1. intended audiences 2. content themes 3. frequency of above 4. promo means 5. tech 6. measures 7. review points

@HilaryB_SWK   This is more “blogging best practices” than CORPORATE blogging best practices. There are limits to corporate blogging. Suddenly you have to be the voice of many people in a company–and having a clear personality can get tricky.
@dan_patterson   Maybe break it up in different ways?
@HilaryB_SWK   The content? such as give varying views on a single facet of the company/products?
@dan_patterson   I was thinking more have a few different voices. Each “personality” covers a different aspect of the company.

@ramirez_robert   BTW, @iPullRank has written the bible for IDing personas. Not exclusively blog relevant, but very useful.

When producing blog content, what types of content work best in a corporate environment and why?

@andrea_tuttle   It depends on the industry
@GoBrandify   Agree with @andrea_tuttle but if it shows that a company is truly knowledgeable about its industry, it will work.

@JoelKlettke   Content format should be dictated by audience/objective not the fact that you’re a corporation. Asking “what format works for corporations” is totally backwards because it negates unique audience, subject matter, etc. This Q shows me how many marketers are stuck on “paint by numbers” solutions and so-called “best practices” that aren’t.

@Tony_DWM   Very common: posts that leave readers confused or underwhelmed. Reader mentality: does it help, inspire, motivate? And the ‘unwritten contract’ is broken. Every post req’s a responsibility to know thy audience!
@AuthorityLabs   Honestly, I just want to learn something, anything so I know I didn’t waste my time on the click.

@CVContent   When producing blog content for any environment, the most important aspect is knowing your audience.

@gregdixson   Corporate is usually long form articles, B2b info, Stats. The key is to find interesting ways to present sometimes boring info.

@BruceClayInc   It depends on the industry, but across the board, though, a professional, informative & positive brand voice are desirable.

@bloomreachinc   Context for whatever it is your company does. Cover the bigger picture where your people or tech make an impact.

@ThomasJArmitage   I feel like long video posts & infographics work best for corporate. These readers want to learn moreso than just be entertained. Do the test: Would my target audience GAF? Is there a takeaway that makes readers want to share? Is it a pleasant read?

@danbarker   First define ‘best’ based on intended outcome (sales, shares, links, idea promotion, goodwill, registration, etc).

@scottcowley   Best content (from PR survey that @kelseylibert shared): exlusive research, breaking news, relevant.

@dan_patterson   You’ll have hits and misses. Don’t be afraid to try new things, but also track what you’ve done to see what grabs attention.

@davidmalmborg   Does content curation help or hinder your creation process?
@strydedotcom   Helps! Creating blindly without looking what’s already out there is doing yourself a disservice.
@JoelKlettke   TOTALLY depends on what you’re curating & why. If no unique value add, enormous waste of time.

@strydedotcom   On the whole, a corporate blog will function very differently than, say, a travel blog. Tone and length come to mind first, corporate blogs might need to be more authoritative and/or informative.

@Tony_DWM   For good examples of short posts that kick butt (not all need to be long) see @JoelKlettke’s blog. August is ‘short-post’ month.

@Thos003   With all this talk of blogs & content, we need to realize consumers control the media they consume today. Produce consumable media.

@KristiKellogg   It’s also important for any blog to stand out & be interesting — corporate or otherwise. Offer something unique.

@paulaspeak   Corporate blogs that are primarily promotional miss the mark. Need to mostly help, educate &/or entertain about your subject.

@scottcowley   In some ways, doing curation WELL is harder than doing unique content well, since it requires really discriminant taste.

@victorpan   Something with a SFW tag ;) Data driven posts also make your readers feel smarter. e.g. #SFW

What are the most important things you can do to get your blog content seen by the right audience?

@strydedotcom   Highly targeted social promotion, with great copy that reinforces the great content.

@CVContent   Present content where your unique audience lives; they aren’t going to come to you!

@KristiKellogg   Encourage sharing by collaborating w/ influencers. Their audience becomes your audience – & therein lie new opportunities. Invest in paid promotions, as well. Test and retest and retest again to achieve the highest ROI.
@GoGetterVette   brilliant idea. Do u have tips on how to approach influencers?
@KristiKellogg   Authenticity. & offer influencers opportunities 2collaborate that are mutually beneficial. We’re all in it together.

@ThomasJArmitage   Must take time to craft social posts for the blog. Custom, branded image. Provoking headline. Easily shareable. Promoted w/ $

@realemilylouisa   When you go to promote via social, vary you tone/copy on each platform it’s shared on.

@scottcowley   How does BuzzFeed get the right audience? By making their headlines SO hypertargeted, resulting in immediate self-selection. Sometimes, it’s OK to say “this post is specifically for project managers in their mid-30′s in New England.”
@AuthorityLabs   I love when people do that!
@scottcowley   It’s like I’m forced to click if the headline is specific enough. And then I say “I can’t believe I fell for it.”

@bloomreachinc   It’s a mix of social, email, paid, lead nurturing, PR pickups and enabling usage by account management, sales, etc.

@victorpan   Be where they are. Know their habits. Try out similarweb – add social and display ads. Email… be everywhere!

@KevinWaugh   Promote on social properly, don’t use same terms between them and expect results. Also use rich snippets in each network.

@gregdixson   Social sharing to get eyeballs. Ensure everything is formatted correctly – especially facebook OG tags.

@BruceClayInc   The starting point for getting your blog content seen is research — find out where your desired audience is and be there.

@stonetemple   Email still works, but other channels are often better. InMail is really good, as is G+ since you can DM there.

Summary: Careers & The Future of the SEO Role on #SEOchat

Moderator: @BloomReachInc

How do you want others in the org to perceive you? And the SEO role?

@Sonray   Marketer Top to Bottom first and foremost.

@lancemoore22   Honest, tech savvy, learner, and a helper.
@ThinkSEM   Love that you emphasize both learning & teaching. So important!

@ThinkSEM   Because SEO is always changing & evolving, we want to be seen as staying on top of trends & growing our skills.
@bloomreachinc   One step ahead is the place to be (and be seen)

@alexpeerenboom   An educator, a trusted partner.
@paulaspeak   Trustworthy and expert are essential.

@KevinWaugh   I want others in my org to look to us for guidance on digital efforts. SEO is the most fast changing compared to print or email.

@BruceClayInc   We have earned a reputation for being a thought-leading, knowledge-transferring, always ethical firm. Which is exactly what we are and how we want to be seen.

@MatthewAYoung   As the voice of reason for sound online marketing know-how. What we do is make websites better – simple as that. Team player is part of it too – SEOs also have to play nicely with SMMs, SEMs, CROs, designers, etc.

@MichaelMooneyy   Constantly-evolving, results/data guided, anti-ego, customer focused, product concerned.
@lancemoore22   Results driven is KEY!

@KristiKellogg   As a content strategist, I want to be seen as an top-tier writer/journalist that also keeps #SEO & marketing in mind.
@bloomreachinc   Great to see the focus on content and not just the technical side of SEO.
@KristiKellogg   Thanks! We’ve got to keep the reader in mind, first and foremost.

@miklevin   As the seer and connector of difficult-to-see dots, with the communication ability to help others do exactly the same.

@bloomreachinc   Sounds like being a savvy educator who is one step ahead is the way everyone wants to be perceived.

Team player is part of it too – SEOs also have to play nicely with SMMs, SEMs, CROs, designers, etc.

@MatthewAYoung   Getting to the top levels of the org. Distilling complex ideas for CMOs. also getting better at producing killer pots of coffee.

@lancemoore22   Content writing, website design, local optimization, and much more.

@alexpeerenboom   Since joining the great @daylightstudio team, more coding and design skills.

@Sonray   Sales is a good way to learn how to talk about complex issues while learning how other SEOs fail the client.
@MatthewAYoung   Absolutely. May not be selling products, but an SEO needs to sell concepts to have buy in.

@KevinWaugh   Data analysis, more data heavy languages (SQL, Mongo, Hadoop etc) transition from SEO to CX, BI ventures. At least for me.

@BruceClayInc   The most successful Internet marketing keeps #SEO, #PPC, #contentmarketing & #socialmedia in mind- so we need all these skills.

@miklevin   In the build vs. buy equation, everyone can buy the same tools. Focus on build, or maybe using bought-tools in unexpected ways.

@KristiKellogg   Savvy research skills and the ability to deftly mine analytics are skills every #SEO and #contentmarketer NEED.

@HortenseSoulier   Understanding how social media works with SEO, content distribution and outreach.

Careers are built on results and visibility. Assuming you have results, how are you getting visibility?

@MatthewAYoung   LinkedIn, guest authoring, submitting pitches for panels at conferences, the list goes.It’s all about engagement. I think it’s all about awareness, presentation – not just about data, but also about narrative.

@Sonray   Focus on bringing value to my clients and saying yes to every opportunity offered. The rest happens on its own.

@AdamDince   IMO, Visibility relies on your ability to sell results & your role in achieving them. Selling is an important skill.

@HortenseSoulier   For search/community visibility: being consistently involved in social media, creating personal content & branding. Inside the org, being proactive, offer insights/help and people will naturally think of getting you involved.

@BruceClayInc   White papers, blog posts, newsletter articles, social media, awards, conference presentations, books, our weekly radio show.

@KristiKellogg   High-quality articles. Anything that isn’t high-quality erodes your personal brand. Every article should be useful and unique.

@KevinWaugh   Visibility comes down to this tactic: Grow org I’m with now, document all of it, build network on Twitter & Linkedin.

@miklevin   You have to be an expert on things OTHER than SEO so to != echo chamber. I’m teaching the world to run @Raspberry_Pi as servers.

Let’s say you’re promoted, who would you hire to fill your role? How would their skills differ from yours when you started?

@Sonray   Depends on what the weakness of the team is; race your strengths and train your weakness!
@KevinWaugh   I think trying to plug a weakness on the team with a person makes the team riskier at turnover. In scenario of adding person to plug weakness, both. Someone else leaves, new hire is behind 8 ball. For the team, skills gap gets wider, with loss productivity trying to cover weakness till training complete.
@Sonray   Which makes cross training important. Skills shouldn’t be silo’d & we expect our team to train others.
@KevinWaugh   Cross training is essential, but many orgs avoid it, main “reason” is loss time on main skill’s use.
@Sonray   Cross training & learning is essential to our philosophy. Holistic marketing is our focus.
@KevinWaugh   For an agency that works, for an org that has the assembly line mentality, it’s a struggle.

@MatthewAYoung   Panda and Penguin werent around when I started, so any new hire should have a firm grasp of algorithms. Content marketing know-how is a must for anyone entering the SEO field. Interested in someone who sees SEO as kaizen. Not a practice of finding smoking guns, but small improvements in succession.
@KevinWaugh   Those individuals who see that will see bigger business problems too IME.

@SydneyRThompson   Coming from an intern, I would give it to any starving college student eager to learn about PR and SEO w/ good work ethic.
@KevinWaugh   Work Ethic + Thirst to learn + Drvie to take new projects? I’ll take those folks day in day out.

@miklevin   If you can actually be replaced, you have not been doing your best. Hire someone with curiosity and passion.

@HortenseSoulier   Not necessarily experienced but quick and eager to learn, easy to train.

Who do you look at in the SEO field and aspire to be like?

@KristiKellogg   Bruce Clay (@BruceClayInc). He is THE Godfather of #SEO and we all know it. #NoOneEvenComesClose

@SydneyRThompson   My boss @lisabuyer, it still astounds me how she manages to balance work and life and is a social PR genius

@vitaminEDU   Definitely someone who has a deep (and balanced) understanding of analytics, SEO, and content.

@JennineMiller   There are so many but @jlaratro is a phenomenal SEO, always eager to help others learn & do better! Don’t know how he does it!

@Sonray   Oh, opportunity to love on someone! I’ve looked up to @portentint for many years. He’s a knowledgeable giver!

@MatthewAYoung   As a former @BruceClayInc employee, I will give him the obligatory nod. But there are so many others. Content and context is huge to me so I look to Gary Vaynerchuk (@garyvee) for inspiration.

@KevinWaugh   I don’t know if I aspire to be like anyone in #SEO, call it rude or selfish, I just kind of sponge of the hive mind more.

@HortenseSoulier   Everybody :) mainly @DavidAmerland, @aaranged (Aaron Bradley), @ajkohn, @stonetemple (Eric Enge), @bill_slawski, @Ammon_Johns

@miklevin   Either the brains behind @Mashable Velocity or the similarly clever folks making landing pages viable again.

What are your concerns – the things that could impede an SEO pro from moving up the ladder?

@BruceClayInc   Failure to stay on top (EVERY DAY) of algo update, changes and news. Failure to stay up-to-date makes for a useless #SEO.
@SydneyRThompson   I agree, I feel like every day I learn about another tool, news headline, social media site, it can be overwhelming!

@miklevin   Integrity. You have to call things out as busy make-work when that’s what it is and not make everyone push on ropes. When sites “top out” at the amount of traffic they can generate given their current content, clients need honesty.

@MatthewAYoung   That SEO becomes an automated process. SEOs lose site of other marketing avenues, that SEO is part of the whole. SEO cannot exist in a marketing vacuum.

@Sonray   Believing the hype and propaganda.

@KevinWaugh   That SEO is not marketing, copy writing, IT or even design & development. Most orgs have IC roles for SEO, which top out sooner.

@HortenseSoulier   Failure to integrate SEO with other departments so it’s not part of the strategy development process but focused on technical.

@KristiKellogg   Lack of ethics. Comply w/ Google guidelines, or reap the consequences; take a short cut & you will face the music eventually.

Summary: Link Building for Local SEO on #SEOchat

Moderator: @tannerpetroff

The Pigeon update just came along. Who has noticed significant changes in traffic since the update?

@tannerpetroff   I haven’t noticed any earth-shattering changes, but for some companies, I’ve seen a drop in traffic with fewer ‘pack’ results.

How important do you feel links are for local SEO? Why?

@tannerpetroff    I feel like links are always undervalued for local. With as personalized & localized as search has become, those links send some really powerful signals for localized search results.

@KristiKellogg   A link is a link is a link — as long as it’s high quality and well-deserved, a link will help you rank. If we’re going to get specific, it’s also advantageous to get links from city or county-related sites. Keep it geo-relevant.

@GoBrandify   Links are important for SEO but there are more factors that contribute to successful local SEO. We call them “The Six Pillars”.

Which types of local results do you like to see (and rank for) most? (local organic, map pack, carousel, etc)

@tannerpetroff   Local organic & map packs are sending a lot of leads for my clients. Haven’t seen much good come from carousel results yet.

How do you feel links compare to citations for ranking a website locally?

@tannerpetroff   Still might be too early to tell, but I think links are taking on more weight since Pigeon. Still not quite that of citations.

@ramirez_robert   Links becoming more and more important, but I think citations are a trust factor for local listings – wouldnt abandon them yet

@Tony_DWM   Both fundamental & show Google ‘entity’ proof. NAP irregularities & review spam can result in loss of rankings.
@tannerpetroff   So true. I’ve seen some NAP horror stories that have taken months or years to clean up.
@Tony_DWM   Same! Key is getting clients to ensure that NAP’s are identical. Had one today where G+ had ’82a’ street # & NAP had ’82′ :( My suggestion. Provide a basic NAP format & get clients to use. Simple? Hell yes. Effective? You bet :)
@tannerpetroff   Do you have a specific format you have everyone follow?
@Tony_DWM   We create a co info data-sheet incl NAP, emails, tels, prod / serv descriptions, specialisms, payment, hours etc. The key is to make the process for us / our clients as *simple* to use as poss (ie idiot proof!) So forethought req. That data-sheet can then be expanded to other areas of online marketing. Suggest adding accreditations / qual’s too!

How do you prospect for locally relevant links?

@tannerpetroff   My favorite thing to do is give testimonials to local services I use all the time.

@BruceClayInc   Find your most successful competitors and examine their link profile for local opportunities.

@lancemoore22   Research competitors links, look for local blogs, look for local newspapers.
@tannerpetroff   Totally. Chances are your competitors have local links. Find ‘em!

@NicJM34   I’ll do a quick google search for competitors, run a backlink report and work that list.

@ramirez_robert   Social media monitoring can be useful and reveal link opportunities from people/ groups that are active in your community.
@tannerpetroff   Very interesting. I’ve used social monitoring for industry related opportunities, but not local. Great tip!
@NicJM34   I love @RavenTools social monitoring! Awesome tool for building links in an active conversation!

What are some of your favorite resources or tools for localized link building?

@tannerpetroff   For resources, here’s an oldie, but a goodie from the Moz blog. For tools, I use @whitespark almost every day. Also an old resource, but came across this the other day from @SEERInteractive.

@Tony_DWM   Google (!), your own circle of suppliers, customers, influencers & biz relationships (networking, communities)
@tannerpetroff   I’m amazed that when I ask clients if they have connections that would link to them and they say “No.”
@Tony_DWM   That’s because they view links the wrong way. Would they tweet or socially share someone’s info? Link is no diff :)

@KristiKellogg   Given the topic of #seochat, I think it’s OK to promote this article I wrote recently: “Optimize your Local Business”.

What questions do you have for your peers you want answered?

@lancemoore22   What tools do you use to get listed in the big directories like: Localeze, Acxiom, InfoUSA, etc.

Summary: Customer Discovery Funnel on #SEOchat

Moderator: @peoplesknees and @CaitlinBoroden from @DragonSearch

Every online biz has steps that people take to become a customer. What’s your # 1 conversion goal?

@Sonray   Making my clients oodles of money so they can swim through it like my friend here.

@andrea_tuttle   Our initial conversion goal is a form submission, expressing interest, but our #1 conversion goal is a signed contract!
@CaitlinBoroden   Yes, a form submission is an excellent first step in the funnel. Conversions often take time.

@JennineMiller   It varies for each client but a generic first goal is to get a request for more info, be it a download or contact form.
@peoplesknees    Yes, definitely. Good conversions are either us (the biz) getting more info or them (customer) receiving more info.

User experience on your website is key to keeping users on site & converting. What makes a great user experience? The worst?

@Sonray   It’s 2014, why are we still taking over screens and using popups?!?! The good is when a website tests every aspect in an effort to improve little by little.
@CallMeLouzander   Couldn’t agree more. Makes the user feel out of control. Don’t be that website!

@andrea_tuttle   Clear calls-to-action, intuitive navigation, NO POP UPS

@KevinWaugh   Simplicity and definition is a great UX to me, sometimes there is too much noise. This 100x times easier and better than a complete redesign.
@Sonray   It’s a responsible way to make sure those changes don’t get misinterpreted by search engines too

@Etela   The page has to provide what the user came for – know your users, what their needs are & give it to them on the landing page. And then you collect data and test continually.
@CaitlinBoroden   I always try and think in the users shoes. Okay, they’re sitting at their desk/on their phone. What will they do next?

@scottkrager   SPEED above all else. A zippy fast website is a happy website and happy visitors.

@CallMeLouzander   A site that knows why it exists. I’m surprised by how many sites are just a nest of content with no focus.

@JennineMiller   Better mobile experiences. This @Bruceclayinc blog explains it all.

Tell us about a situation where you discovered a conversion obstacle! What was it? How did you discover it?

@Sonray   Client was recommending products mid-checkout which confused users & caused abandonment; plotted the checkout.

@peoplesknees   Speaking of mobile (@JennineMiller) I once discovered on a site images were hoover only, click & sent to home page. #nogood
@JennineMiller   Really! That’s awful! Can you imagine the amount of potential clients lost from frustration?
@CaitlinBoroden   Another frustration with mobile.. fonts too tiny!

@Etela   CTA lead to a 404 page.

What’s your process of analyzing conversion funnels & obstacles? How do you identify things that others missed?

@Sonray   Call me old fashion but I manually map out the journey & variables then analyze GA if that was setup correctly.

@KevinWaugh   I walk through the process, over and over. The Book “Outside In” discusses this.

@peoplesknees   Sometimes I try to *be* the customer going through my website’s ideal conversion funnel. Step into their shoes.

@sydrenee5   I would look at it from a customers perspective and try to perfect what they are seeing. Go over it again and again.
@Etela   Yes, put yourself into the client’s shoes. Also examine the collected data, analyze and look for opportunities.

@JennineMiller   Test it yourself, have co-workers test, have clients test & then evaluate. Can’t fix it if you don’t know where it’s broken.

Do you ever think about it: Once a user converts, what do you want them to do next?

@Sonray   Enter the next funnel! Read a blog post, engage on social, hug someone.

@tomtheseoguy   Share, share and share again!

@KevinWaugh   Move to being a brand advocate (a commodity), which we can do by creating a post conversion experience to win over more. I want them to look like this.
@Sonray   Best use of a stock image I’ve seen in months! +1 good sir. +1!
@CallMeLouzander   Absolutely. Post-conversion like review (user-generated content) & feedback. Good source of ideas.

@sydrenee5   Have the best possible experience so they are willing to share and share and share again to maximize traffic. Maybe it’s because of my age but I have noticed that utilizing videos that catch customers attention works very well.

@JennineMiller   In a sweepstakes we’re running right now, once the person converts (enters) the next page makes it easy for them to share! I would forget otherwise and I’m happy to write something and appreciate their concern with my experience

@Etela   Depends on goals but be satisfied w/ the purchase so they return again, write review, share w/ their networks, become advocates.

Let’s touch on testing CTAs: What’s the biggest tip you’d give to a newbie?

@RiaFiscina   A/B test your heart out.

@Sonray   Pay attention to what the PPC team is doing.

@CallMeLouzander   Make the text descriptive. What will clicking get them and why do they want that outcome?

@sydrenee5   I AM a newbie so I would just find a pro and practice practice and get lots of great explanations from this chat.

@Etela   To actually DO it! So many times people just talk the talk but don’t actually do it

@JennineMiller   Re: CTAs #JustDoIt
@Sonray   lol, made me think of Nike’s robots.txt file.

What role do you see mobile taking in the conversion funnel? Any predictions for the future?

@KevinWaugh   It will reduce barrier of entry of being in front of a stationary place, it will expand times of opportunity also.

@sydrenee5   Is it safe to say I feel like mobile is just going to take over everything, everywhere.

@CallMeLouzander   Great question. Seems not all industries should expect same conv rate on mobile as desktop. Some users research on mobile but purchase on desktop. Thoughts? Optimizing for mobile is essential. But know your audience and how they shop.
@Sonray   It could change on product even but totally agree!
@peoplesknees   That’s true! And sometimes i’m in the store shopping and doing comparison shopping on my phone!
@CaitlinBoroden   I agree! For some reason I feel more comfortable entering credit card info on a desktop instead of my phone.
@KevinWaugh   Think that is generational, they want to call & place order out of fear of online, but we just place order on web.
@RiaFiscina   Not too sure on this. It’s difficult for me to enter my info on a mobile device, so I use my comp. It’s likely due to improper implementation of responsive design. Or lack of forethought about it.
@CallMeLouzander   Not necessarily. If product is really expensive, requires purchase orders or requisition forms, won’t sell on mobile.
@JennineMiller   I think it’s a combo of responsive design & safety. I feel like people can hack my phone more easily.
@JennineMiller   You can do mobile to in-store conversions too. @Target’s amazing app Cartwheel does just that.
@Sonray   My wife will not get off of that app. Drives me nuts when we’re in the store!
@JennineMiller   Haha nice, but you can see how mobile makes it happen @Sonray. I bought things I would have forgone because of good discounts.

Summary: MozCon themes & takeaways on #SEOchat

Moderator: @Sonray

With superb internet available, the social media component to mozcon was crazy! How did you follow along & could you keep up?

@noeticsound   I sadly didn’t tune in at all. hoping to catch up this weekend on the news. Some colleagues were there, and i’m hoping that some good writeups emerge. maybe you’ve got the hot links.

@RiaFiscina   I couldn’t keep up. I tried!

@alexpeerenboom   Dedicated hashtag column in my Tweetdeck and I just followed along as best as I could.

@aaronmarth   I kept my eye on the steady stream of conf tweets during. I’m planning on going thru all the decks, notes and blog posts now.

@Sonray   .@hallstigerts took EPIC #MozCon 2014 notes. Also, @gzlatin has been hunting for comments for his blog post rumored to drop tomorrow. Aaron was one of the most epic tweeters at #mozcon, his stream is worth the review! @sitecrafting.

@alexpeerenboom   All the decks are posted online.

One of the major takeaways I got was to TEST for yourself. How many of us are running regular tests? On what?

@KevinWaugh   ”Testing is not needed, we know our customer” – An out of touch marketing person. #theystillexist #theywontdie. It’s an ego thing, most time it is HIPPOs in an org. If they might be wrong, they shut down the dialogue.

@Sonray   Try, Experiment, Success, Teach…just made that up. Meant more along the lines of testing the theories we learn about to see how they apply/work for us.

@noeticsound   Nowadays i’m working with ads. testing is constant: sites, creative, timing. i love running parallel campaigns test v control. With SEO in enterprise, controlled testing is really challenging. so much of the work is education and buy in. I really value testing, but it just so rarely happened in SEO. when it did, it wasn’t controlled. maybe i was the problem.

@Sonray   What are you testing on Mobile? Speed? CTR? Conversions?
@lisabuyer   Mobile experience in social media channels.

@GoGetterVette   used to do buyer’s cycle, landing pages forms, but not actual Google or FB ads

@joshmccormack   Part of our biz is QA testing. Test on dozens of OS/Browser/hardware combos (mobile too) and see many problems. Web dev, QA testing & strategy. Mainly post dev, real users trying out sites on everything possible.

Theme 1: Big agencies & PR firms are coming for us. Are you taking this seriously? What evidence do you see?

@lisabuyer   Big agencies and PR firms need a crash course in #SEO and #Social because they tried to ignore change.

@Sonray   Do you follow PR or Mad Ave marketing firms? Are you building out your skills to match theirs?
@noeticsound   I guess i am a mad aver…not literally but at big global agency in NYC. don’t think the skills are so different though.
@GoGetterVette   What skills are necessary? Meaning SEO/PR/marktg hybrid workers? I do follow some PR and marketing agencies?
@Sonray   PR firms tend to have the relationships but SEO’s understand the value of links.
@KevinWaugh   I’ll add my thoughts: code (HTML at least) metadata, copywriting, site architecture, analytics.
@GoGetterVette   What I aim for. Jack of all trades,there’s a big demand for ppl who can see the big picture and execute well.
@JennineMiller   Yes & no. Build skills you need & have time to work on but don’t offer things you’re not going to be able to keep up with. Worst experience was working for a PR firm that decided out of the blue to offer social media services. Those poor clients.

Theme 2: Using social to yoink competitor’s strategy – where is your favorite place to go to steal your competitor’s cheese?

@Sonray   Examples included scraping competitors open twitter lists and finding similar communities via Open Graph.

@sydrenee5   I like using Facebook’s pages to follow feature, just to keep tabs and see what works that we could repurpose.
@Sonray   Do you track via IFTTT or just follow in your regular feed? What things excite you. I use IFTTT and Evernote; makes my stalking stealth and on my terms.
@sydrenee5   Using the regular feed right now, still trying to set up my formulas for IFTT, and just seeing what works for them! We follow via facebook interests so you don’t have to like competitors pages, don’t want to give them the extra help.

@noeticsound   Glad you brought this up. not using social per se, but derivation is often my first move. who’s good? what do they do?
@Sonray   Competitive stalking could easily be it’s own.
@joshmccormack   From my tenure on “Madison Avenue” big ad agencies are a facade with acct execs, designers and little else.

@lisabuyer   @followerwonk is kind of cool for 007 investigatiions. You can compare followers.
@Sonray   All My Tweets is great too!

Theme 3: Just do it. Goals, A/B testing & Content ideas – what or who inspires you to stay on your game & push your limits?

@sydrenee5   My boss ;D @lisabuyer

@JennineMiller   My teammates and myself. We push our own limits and each other because we love getting things right. @thebuyergroup love!

@alexpeerenboom   The community. This chat, live tweets from Mozcon, Hangouts. It’s great seeing ideas and info being shared.

Theme 4: Technical SEO vs. Content – Which is providing you a greater return?

@DerekOstler   I have had huge success with Technical SEO with new clients. After the techincal stuff is done then we focus on content.

@JakubMovic   Technical SEO is always number one. Especially with clients with smaller budget

Many speakers were discussing how they improve communication via reporting – is this a focus of yours? What steps do you take?

@DerekOstler   Reporting is always good; however, reporting on the right things like traffic, sales, CRO, etc is what they really care about.
@Sonray   And educating on why those metrics matter!

@KevinWaugh   I try to tailor the report to the audience, senior people get cliff notes and pictures, peers get more detailed stuff.

@Etela   In reporting but also overall communications; we need to ensure they understand how what we do ties into their biz goals.

@RiaFiscina   Yes. I’ve developed quite a few new reports over the past year. The most important part is BE CLEAR.

Summary: Exclusive Publisher Research and Content Marketing Best Practices on #SEOchat

Moderator: @KelseyLibert

@KelseyLibert   The first half of the #SEOchat we’ll focus on #content creation, and the second half we’ll focus on how to get your content placed. The data in this #SEOchat is based off of an exclusive study I did with over 500 digital publishers.

How many stories do you think the average writer publishes per day?

@SEOAware   Good writers are okay writers?
@KelseyLibert   Great question. Let’s say the average top-tier writer at a Time, CNN, etc. So, great writers!
@SEOAware   I am honestly not sure. I do more than write :) If I only had writing to do I wonder if I could publish more.
@nikipayne   I wonder the same thing.

@MichelleDLowery   A top-tier writer likely doesn’t publish every day because top-tier content should take more than a few hours to create. Well, there are so many variables, too. What type of story? How long? For what type of venue? How much research is needed?
@nikipayne   Good point. A1: I honestly don’t think there is a one size fits all answer to this question.
@CallMeLouzander   I agree- short piece on something familiar vs new topic makes big difference.
@MichelleDLowery   Exactly. The existing knowledge the writer brings is important.
@SEOAware   Yeah, for me coming up with unique topics takes a good amount of time.
@MichelleDLowery   Ideation, research, editing…content creation is about much more than just the writing.
@SEOAware   I come up with topics & try to ensure my ideas are not similar to rehashed content.
@MichelleDLowery   Agreed. Sometimes, though, I think it’s possible to take existing content and write from a different perspective.
@BrianHarnish   I agree! Writing from a different perspective can create a unique spin on existing content ideas.
@SEOAware   I agree, but as soon as I feel like I am reading “rehashed” I am out of there :) @AlanBleiweiss Yeah its all about adding real value to an already written about topic.
@KelseyLibert   It’s also great to take one angle, and do a short study to expand upon it. Then you bring something new.
@MichelleDLowery   Exactly. Did the writer leave something out? Has something changed since original piece was published?
@KelseyLibert   It also gets a great discussion going, between two parties who may have different views.
@BrianHarnish   Hey – SEO is dead!!! Now that’s rehashed ;)
@russiansearchmk   Yes, we often use Russian content and offer a perspective for international clients.

@MatthewAYoung   Depends on whether theyre paid by the word
@nikipayne   Do people still do that? I don’t think I’ve ever been paid by word before
@MatthewAYoung   Yes, they do. Though I think theyre the wrong people you want writing your content.

@KristiKellogg   I write .5 #SEO stories a day … i.e. 2 a week … and that’s on a good week. Quality articles take time. I will say that news stories are a different creature. My all-time record was 12 stories in 1 day. That was a long day.

@tannerpetroff   I bet the “average” writer publishes more than once a day. Great writers take their time.
@KelseyLibert   Great point! It’s easy to do spinoff articles, but when writing high quality content, the research takes more time.

@AlanBleiweiss   Yeah one of my 4,000 word posts takes time. Not going to do that daily, or every week.
@MatthewAYoung   My posts have a tendency to be weighty tomes as well – nothing like 4k words though.
@AlanBleiweiss   Well to be fair, some of mine are shorter. Like 1500 to 2,000 words.
@MatthewAYoung   That’s about right for me. Sometimes drives the editors crazy when theyre looking for 450. I got a lot to say!

When pitching writers, do you usually pitch ideas to collaborate on, or do you pitch a finished asset?

@MatthewAYoung   A combination of both. I try to make ideas fresh with new perspectives.

@rymcgonagill   I like to pitch ideas for collaboration, especially when dealing with previous contacts.

@tannerpetroff   I try to pitch half-polished ideas. Open to collaboration, but polished enough that they can say yes/no.

@CallMeLouzander   At the very least you want to know that you’re writing to address a need or answer a question, so some collaboration is needed.

@PassionFruitCG   It’s a bit different for us because our content creation is aimed at clients, although we guest post here and there.

@KelseyLibert   Looks like most people are into collaborating, which is great because it’s what 70% of top tier writers want!

What characteristics does the perfect piece of content possess?

@CaroSamsing   Content creation has a context, good timing and is reader’s focused. You don’t get that combination right unless you iterate. The most important piece is that it’s relevant for your target audience.

@rymcgonagill   Original/exclusive research should always be #1.

@SEOAware   Actionable tips, sources, educational info.

@BruceClayInc   It anticipates audience needs & answers them. It is optimized for search. It is well researched and written. Includes graphics.

@MatthewAYoung   Part news, part opinion (though not much), part application, part relevance, and a whole lot of quality. You also have to speak to the audience as well. Know who you are writing for and sometimes the rest flows from that.
@KelseyLibert   Many content marketers struggle with targeting a campaign to the publisher’s audience, not their client’s agenda.
@MatthewAYoung   Exactly. It’s a fine line. Achieving the marketing/content objectives and keeping clients happy. As @garyvee would say, it’s not so much about content as it is about context.

@CallMeLouzander   Sometimes it’s about taking complex topics and making them more comprehensible; that can be a real value for readers.
@rymcgonagill   yes to this 1000 times! Making something more easily digestible is always a great tactic.

@AlanBleiweiss   Good content characteristics: add value, solve a problem, answer a question, evoke emotion. Depends on situation.

@KristiKellogg   It is valuable, unique, creative, thoughtful, edited- it cites quality sources. It is a useful resource. It is engaging.

@PassionFruitCG   It’s genuine. Not pandering to the audience, providing real value with both data and understanding behind it.
@CallMeLouzander   yes, gimmicks are a way of disguising that you’ve got nothing to say!

@PeterThistle   Perfect content contains something new to a given audience: factual information, or interpretation of, insights into.

@tannerpetroff   I think amazing content is the stuff that resonates with who you’re speaking to, whether it’s short, simple informative, etc.

What content formats do you find to be most successful? For example, infographics vs videos, etc?

@andrea_tuttle   I’ve found the most success with infographics or checklists.
@KelseyLibert   Is there a certain vertical you find checklists to work best in?
@andrea_tuttle   Markets who seek quick education or guidance. I find that checklists serve as bite-size instructional content.

@rymcgonagill   Formats that can effectively communicate the information as simply as possible. If this is a regular infographic, great.

@SEOAware   I find that meeting a need, offering a solution(s) and pleasing the visual eye often ends in success.

@alexpeerenboom   Content that involves the audience- surveys, interviews, etc. You get their expertise & help in promotion.
@CallMeLouzander   exactly. Audience engagement means audience investment.

@MatthewAYoung   This all depends on the audience you want to reach and where the audience resides. 9 second vids on Facebook are good for that audience, gifs on tumblr are good for that audience, etc.

@MichelleDLowery   Again, it depends on the information being conveyed, to whom, and for what purpose. Not all content is ideal for infographics.
@andrea_tuttle   Very true. But I have found that they get high CTR and perform the best in organic search.
@MichelleDLowery   But again, those stats would depend on the topic and the audience.

@BruceClayInc   Content dictates format. Some things work better in infographics (statistics) & others are better in video (real-time chats).
@MatthewAYoung   And context dictates the content.
@CallMeLouzander   @MatthewAYoung What was it you said about context first? Guess you’re onto something…audience determines content and format.
@MatthewAYoung   Yes, the content on the site is different than the content published on Twitter, FB, G+, Snapchat, Vine, Instagram. And so different are the audiences for each platform. Tell the same story across all and marketers miss out.

@CaroSamsing   Platforms play an important roll on the formatting of content. It’s important to be aware that every channel has it’s language.

@BradyDCallahan   Depends on industry of client, but find video works best mostly because it takes time/money & few do it well.

@russiansearchmk   We love providing info graphics when they are relevant to the content piece, especially when providing #marketresearch.

@SEOAware   I don’t think anything can be successful until you define your audiences and determine what they need and/or want.

@victorpan   Infographics, charts, listicles, case studies, blogs, how-tos… it really depends on the target audience’s favorite medium.

@KelseyLibert   Looks like everyone agrees that the audience should be the central focus point when deciding on content format.

@KelseyLibert   If you want to create something that can be widely syndicated, data visualizations are the way to go. #SEOchat (@tableau hint hint)

@KelseyLibert   Next up in the #SEOchat, let’s discuss how to get your #contentmarketing campaigns placed with high-authority publishers!

If you were to weigh the importance of networking before pitching, how important would it be?

@victorpan   Relationships pre-seed your success. If you’ve already established trust, content promotion is a breeze. Super important.

@PassionFruitCG   Very. Otherwise, you’re just cold calling, and no one enjoys that, least of all those being called.

@SEOAware   Networking is critical.

@tannerpetroff   For top-tier content, I’d go with 11 on a scale of 1-10.

@feviyu   Easy to pitch but who is going to listen unless they know you?

@victorpan   Kick-ass content will help you create relationships. Hard-selling content your target doesn’t care about loses them.

@vitaminEDU   Without networking, pitching is cold-calling. Relationships are everything!

@BradyDCallahan   Let’s be honest: pitching is an absolute crapshoot unless you’ve networked. Even HYPER-targeting your pitch is a low % rate.

@MatthewAYoung   Networking – its HUGE!

@stonetemple   Research related posts already exist on the site, figure out what you can write to fill a hole in their coverage.
@andrea_tuttle   Agreed! Also, refer to the publishers editorial calendars to see what topics they will be covering and when.

What channel(s) do you most frequently send your pitches through? or find to be most successful?

@rymcgonagill   Email email email. Never call a writer without an invitation first.
@tannerpetroff   Not sure I agree with that for everything. For press, sometimes it’s easiest to call the hotline and pitch them.

@stonetemple   Email still works, but other channels are often better. InMail is really good, as is G+ since you can DM there. Short communications are definitely king. Your email is an INTERRUPTION!

@victorpan   Follow first on social media, pitch later on e-mail, share things relevant to them on social, 2-day follow-up on e-mail.
@MatthewAYoung   Word. Conversation, digital befriending are key – kind of the point of social anyway.

@MatthewAYoung   Social channels (PM) followed up with emails have always been a good outreach method for me.
@victorpan   If they’re interested, they’ll call you. Maybe. Short e-mails preferred if pitching to a journalist.

@victorpan   Though as short as your e-mail and headline may be, pitch with a story. Polish your hooks folks.

@KelseyLibert   Most writers want you to stay away from social media pitches. Instead, use SM to network weeks prior to the pitch.

Do you try to send your pitches at a specific time, or day of the week?

@victorpan   Depends on the person being pitched. Pitches are like ads. Good thing social media gives us hints on when’s a good/bad time. When there’s no prior relationship, first thing in the morning (8-9AM) or after lunch (1-2pm). Time zones matter!

@vitaminEDU   Tuesday-Thursday mornings. Fridays, too, if it’s necessary.

@victorpan   Caveat about general “best times to pitch” studies… they’re averages. They’re often not your type of audience either. The relationships you build shouldn’t be a statistic either.

@KelseyLibert   Make sure to check the writer’s timezone, and use @boomerang to schedule your email for the ideal time.

@KelseyLibert   We weren’t able to cover all of the takeaways today. Check out our @BuzzStream webinar for deeper insights.

@stonetemple   Question: who do you have create content for you? Rented writer, in-hour expert, or extranl expert?
@KelseyLibert   We mostly use internal writers, though we work with PhD’s when doing more advanced research.
@stonetemple   I like that approach. Internal people will know their stuff! Too much “blather” published these days.
@MichelleDLowery   External writers can know their stuff too. Depends on writer, their experience, and their methods. :-)