Summary: Landing Pages: Building, Best Practices and Results on #SEOchat

Moderator: @bloomreachinc

Who owns building landing pages in your org? What platform/tool do they use to build?

@kkenyon86 I do, we use @WordPress beause it’s where our site was built.

@ChrisJEverett A mixture of Content Strategy, Creative & Analytics Folks work together on landing page design & implementation.
@bloomreachinc Sounds like all the right people. Once the plan is in place, who tactically builds it?
@ChrisJEverett We have in-house developers who handle landing page implementation.

@EricLanderSEO At @d50media our development & digital media teams own landing page development. They’re using FoundationPress iterations. In my consulting work, landing pages vary greatly – most frequently falling within the native or existing set of tools.

@jacquesbouchard We all own it, depending on the purpose. PPC landing pages go to one department, content-based are another. For clients, sometimes we build them, or they do. For our own site, we all have a say, but one dept. leads.

@Affil4you Creative and marketing work closely with some of our clients

@MattLacuesta The marketing team builds the LPs with the Kentico framework built by dev with copy from creative.

Are there any tactical or technical hurdles to building and launching landing pages?

@EricLanderSEO Yes. As a consultant, I most frequently run into issues with 3rd party plugins, GTM containers and teaching about exclusions. At @d50media we tend to already have most roadblocks out of the way before LP development begins.

@jacquesbouchard Working within the various CMS’s of our clients can be a big challenge. Sometimes it’s not even possible to negotiate it.
@bloomreachinc In those cases, do you just hand off creative to their teams to physically build.
@jacquesbouchard It’s more that we don’t have access to their CMS’s and their IT lacks bandwidth/training. Creative is no problem.

@officialryguy having the speed you need in client approval! Client buy-in is key to successful ANYTHING AND EVERYTHING!

What entry point is your biz focused on most when it comes to landing pages: Email organic, PPC, social?

@ChrisJEverett Primarily PPC, Email, & Social Campaigns but we also have worked on LPs for Direct Offline as well

@EricLanderSEO For the agency, we’re an even split of paid social / content marketing and traditional PPC. LOTS more happening in mobile now. Following @d50media’s mLab event w/ our AdWords team, we realized that page speed & code efficiency was key.

@kkenyon86 Although we have social aspects, we tend to focus more on organic or PPC for landing pages.

@jacquesbouchard It depends on the campaign. Very often, it’s PPC, but for some webinars, for example, E-mail or even LinkedIn is the focuys.

@MattLacuesta We create the most for PPC and Paid Social, gotta provide most relevant content based on Ad Copy.

@bravomedia1 Direct Entry Point from #PPC & #Social

@officialryguy I would say PPC and email marketing, but you’d have to ask @erikapdx!!

@khepritech Not much to say here.. We focus on helping them understand what pages are working and generating leads or sales. we push for never just having one.

What metrics do you use to determine success of a landing page? How does that change by channel?

@ChrisJEverett It depends on the mission of the campaign, but certainly whatever “conversion” is defined by.

@EricLanderSEO Awesome question. At a very high level – paid media LPs are geared for conversion; Organic LPs are geared for user engagement. For paid media pages, we look at bounce, conversion rate, on-page goals and events, etc. Need to PROVE interaction. For organic pages, we look more at time on page, repeat sessions, navigation paths, etc. Conversions, too.
@jacquesbouchard Time on page is tricky – an increase may mean they simply had a harder time finding what they wanted.
@bloomreachinc Interesting. Are the organic LPs more content and less product?
@EricLanderSEO Almost always, yes. I’d also consider top level ranking SEO pages in this bucket;
@jacquesbouchard You say something like “top-level ranking SEO pages” where I work, and it definitely wouldn’t go over well.

@khepritech Anything from leads,Email sign ups/ sales etc

@jacquesbouchard Depends on the campaign, but the simple answer is we define the “conversion”, and success is built and developed around that.

@officialryguy conversion rate…. maybe a little CTR and take a look at rank a little… I come to #SEOchat for the comments on this one!!

@kkenyon86 Because of the nature of our business (auto shipping) we go by number orders gained from the landing pages.

@bravomedia1 A/B Testing Landing Page for Performance – Use Google Analytics to see what’s working – what’s not!

On your landing pages what content is resonating most: videos, graphics, pictures, product (singular) or products (plural)?

@Affil4you Honestly the most enticing deals you can offer and a nice mix of customer education. Also depends if your buying traffic to the page or looking for organic rank.

@EricLanderSEO For paid search, big above the fold CTA’s and vivid imagery. For paid social, content sprinkled with mini infographic elements.

@bravomedia1 Great Offer Combined w/ Awesome Video, Give Away & Beautiful Graphic-that makes the user WANT to engage.

@MattLacuesta Depends on campaign, but video seems to have best engagement and conversion.

@kkenyon86 Again because of the nature of the business, content. Pictures help, but being able to give details & explanation is important.

@jacquesbouchard I mean, that’s all nice. But focus on the landing page being a strong piece of a larger digital strategy. Make it make sense.

@khepritech I think it really depends on the purpose of the landing page and how you are sourcing your traffic. you really have to keep in mind that some times you may not hit the goal you set but find other interesting data. I have seen landing pages that taking a high #Seo rank but never generate leads. But still get the company great exposure.

@officialryguy Custom imagery for sure. We work with a lot of designers, and the images are top hits. We are exploring more video.

Are you using subtitles to appease those who can’t or won’t have sound?

@bravomedia1 @neilpatel Great Blog on subject.

@MattLacuesta No subtitles, but a transcription on organic pages has been working well from and SEO perspective

@jacquesbouchard Is video niche specific? Example: if they’re likely to see the page on a train, is sound restrictive.
@bloomreachinc A recent survey showed a staggering number of people prefer to watch w sound off (from cubes, trains, etc?)

@officialryguy In @youtube videos, we have been adding cards with CTA to product pages and it seems to be working for us 🙂

@Affil4you I think your golden as long as you don’t have auto play. Also using video hosting services that are search friendly are great.

How are you personalizing landing pages? (Or are you even to that stage yet?)

@bravomedia1 Content Creation that Speaks Directly to Target Audience! ie., “CT Homeowners…”

Where do you normally place primary messaging: H1 or H2, text or image, etc?

@bravomedia1 Where EVER it Belongs!

@Affil4you I think a nice mix of both will serve you the best

@khepritech Once again are you going for #PPC traffic or just straight organic. Did you set them up coming in from social etc

How long do you normally keep landing pages live? When do you retire them?

@jacquesbouchard For PPC, as long as the campaign. For Organic, as long as the content is no longer stale.
@kkenyon86 Agreed – Landing pages aren’t a “set it and forget it” part of a campaign!

@bravomedia1 If they apply@ a later (seasonal) date, keep! if not 301 redirect 2 the next best page related 2 old pg

Summary: Using Tools, Resources and 3rd Parties to Improve SEO on #SEOchat

Moderator: @EricLanderSEO

How many different resources (people, vendors, tools) are actively working on your SEO campaigns?

@kg7maj   Myself right now using all things Google products. I’ve had as much as 3-4 people & multiple tools. In the past, Google tools, SEM Rush, designers developing landing pages. SEO focused Google Keyword Planner Secondary SEO tools, Google Webmaster Tools/Search Console & Google Analytics.

@tannerpetroff   If we throw tools in the mix, at least a dozen at any given time.
@EricLanderSEO   Whoa. That’s a lot! Later on, I’ll be asking which of those 12 are the most important.

@emily_C27   PPL: 4; Vendors: 0; Tools: 16,343829 (roughly ;))

@kkenyon86   Counting me-1, tools-5, vendors-1 (web people for all the coding and stuff!)

@ChrisJEverett   At least a Dozen Tools, 2 Full Time Staffers Who work for me and dozens of contractors who specialize

@fighto   Jun 2 People – 2 to 3; Vendors – 1 to 2; Tools – 1 to 2 consolidated via APIs (1 to 5 at a time).

@EddyDeMelo   For our clients, 10+, at least.

@CaitlinBoroden   Depending on the size of client but typically 3-4 people and a handful or so of tools.

@Tinu   Including the execution team for the SEO side of reputation management? About 125. Only because the temp worker team is elastic. We have a much smaller team for regular SEO. But we usually sub-contract.

@bravomedia1   SEO Resources #GoogleAnalytics Search Console Bing WMT, Rocking Programmer & Me SEO Diva!

@Randomhero180   Tools – around 12, People – 2 or 3, Vendors – 0.

@YoungbloodJoe   People: 3-5; Tools: 25-40; Vendors: 1.

@thompsonpaul   It’s me, plus a 8 or 9 tools depending on the client’s needs (solo consultant).

@jacquesbouchard   I have a huge range of clients. It ranges between me and a few tools to possibly 100 people, dozens of tools, and many vendors.

@ISODevelopers   Too many! Our favorites are @moz and @googleanalytics. They help us easily identify our audience and SEO opportunities.

@YoungbloodJoe   have ranges we can consider?
@EricLanderSEO   Ranges by client, or based on some other factors?
@YoungbloodJoe   annual budget ranges? think exact amounts is kind of private for most of us.
@EricLanderSEO   Completely understood, @YoungbloodJoe – How about percentages for tools vs. people vs. software
@YoungbloodJoe   Tools: 25%; People: 50%; Innovation: 25%.

@EricLanderSEO   There’s a lot of different answers to Q1, which I expected. To help us understand how 12 tools are possible, lets move on.

What is your organization’s total annual budget for the SEO resources currently used?

@kkenyon86   That, unfortunately, is a taboo word here. @Moz is pretty great! @googleanalytics is a big help! I’m in-house!
@EricLanderSEO   Agreed, I’ve been using @Moz for years and they’ve always earned a spot in my budgets.
@thompsonpaul   Interesting comments about Moz – I’ve been using it for years but it’s likely on the way out. Still no proper shared account system.
@Tinu   We greatly reduced our costs with @Moz. And who can live w/o @randfish & Friday whiteboards. c’mon.

@bravomedia1   Best Resources are the people who know what they are doing & software to garner Business Intelligence to make it all work. That is a variable since SEO is so tightly linked to programming – it depends on the client & the site.

@jacquesbouchard   I don’t know the answer to that. We do vary the tools by client as well, and direct our budget to help pay for them as needed.

@Tinu   Annual resources not including humans… $4k. Annual price of all external paid SW tools etc. The biggest chunk is @moz. also Ahrefs, free tools, internal things, services.

@kg7maj   I’m in-house as well. The budget is what we can simply afford.

@fighto   I’m agency-side, mostly enterprise clients

@patrickcoombe   well, we use licenses for @screamingfrog Scrapebox, @ahrefs and a few others so not that much

Most tools cover the basics well. Which tools offer you unique benefits or services?

@kkenyon86   I feel like @Moz has good diversity. I was actually showing our intern their system today, forgot about all the tools!

@bravomedia1   My Favorite Tools are FREE! G-Analytics, GSC, BingWMT, @Screamingfrog, @w3c & human intelligence!
@kkenyon86   @screamingfrog @w3c Free is helpful.
@EricLanderSEO   Do yo find many clients have Bing WMT setup? Many of ours do not, sadly.
@bravomedia1   I set them up for Bing Webmaster Tools. If one relies only on the client – stuff doesn’t get done! Since i’m strictly White Hat only – I make sure it’s all in the clients name/website – everything! Right down to the host.
@patrickcoombe   the ones that have 10% or more referral traffic from Bing, we’ll set it up OR if they ask specifically.
@EricLanderSEO   I’ve had clients who simply cannot comprehend why they need a microsoft account.

@YoungbloodJoe   For hashtags: @RiteTag; For Reddit: Redective; For Content: FaqFox; more at http://ToolHighlightTuesday.com

@thompsonpaul   Been using @CognitiveSEO more & more. Aggregates link data from all 3 major sources & provides effective way to manually review.

@EricLanderSEO   I’ve always <3 Open Site Explorer from @Moz myself, that’s what keeps me there. Good stuff from @RavenTools & their auditor, too.

@kg7maj   Back in my agency days, very very few had Google Analytics and/or Webmaster Tools established.

@nemofindsworld   GA, GSC, Brightedge and most of all – @screamingfrog. The API integration of GA/GSC with screaming frog has been a great update.
@thompsonpaul   Gotta agree w/ @nemofindsworld the @screamingfrog integration with GA and GSC is like gold. As is new ability to schedule crawls
@EricLanderSEO   I love @screamingfrog as well. Finding that @DeepCrawl and @RavenTools provide a Saas version of similar.

@emily_C27   @semrush provides a great interactive visual display that I find unique. Great for taking screenshots and sharing with clients too.

@YoungbloodJoe   http://Majestic.com is a great tool as well as SEMRush, sort of must haves for any SEO. How did I forget about BuiltWith?
@EricLanderSEO   Agreed. I’d also lump in @spyfu into that bucket, too. I also make use of @DeepCrawl often nowadays.
@nemofindsworld   Yes to both of them! Using Majestic for backlink audits and competitive research is excellent.

@gyitsakalakis   for the locals @MozLocal & @yext

@TheBuyerGroup   @SlackHQ offers great benefits for communicating with teams internally & externally.

@EddyDeMelo   @Moz, @screamingfrog, and @PitchboxApp are some of my favorites, now.

@fighto   Jun 2 The way I use tools, the differentiator ends up being the amount of data I can extract. Makes tools like SEMRush valued.

@jacquesbouchard   Screaming *yawn* Frog is *yawn* so good, etc. http://webpagetest.org for speed suggestions,GroupHigh for blog research.

What considerations factor into your decision to spend money on external tools or resources?

@gyitsakalakis   Do they help us meet our clients’ business objectives.

@kg7maj   1 Do we need it; 2 Cost; 3 What’s the potential return

@ChrisJEverett   Scope of the Project, Time we Have, Cost Associated, and Effectiveness of the Tool.

@TheBuyerGroup   Will it save the team time? Does it make everyone more productive? How does it integrate w/other tools.
@EricLanderSEO   Integration is so key these day, especially with many tools looking to leverage same sources in diff ways.

@jacquesbouchard   Do I have a solid, client(s)-approved strategy that will need this a LOT in a way that justifies the spend? If yes, then go.
@patrickcoombe   no matter what tool I find (and love) I still find myself using Pingdom for website speed.
@thompsonpaul   Be very careful w/ Pingdom – it’s a totally synthetic result – bears no relation to real user speed.
@jacquesbouchard   But so’s http://webpagetest.org , right?
@thompsonpaul   Nope – completely different – especially if you customise WPT’s ability to define connection speed. Pingdom runs tests directly off internet backbone – speed and latency no real user will ever see.

@EddyDeMelo   Will it save me time, make me more efficient, of provide me with insights that would be difficult to get elsewhere?

@APJussaume   Affordability, potential value gained for client, ease of use, & seemless integration with popular social platforms

@bravomedia1   Only consider spending $ on something essential to the project Tools NOT necessary when the best R FREE

@kkenyon86   Me-Easy to use, lots of options. Boss-ROI (do we get leads/quotes to orders by using it)
@EricLanderSEO   Great point. Many SEO tools are data specific, not business results oriented.
@kkenyon86   When it’s not something I specialize in (ex: coding, html, etc) or when my plate gets too full (ex: hire an intern)

@EricLanderSEO   Also, to summarize answers to Q4… TIME is MONEY!

@TrinityInsight   Is it something our whole office can use (sometimes simultaneously)? Does it make our jobs easier?

@ISODevelopers   Picking keywords is critical. We look for functions that compliment our clients’ goals and expedite our marketing process.

@trinityinsight   #shamelessplug but our Chrome Extension is super helpful when auditing new clients.

What special circumstances lead you to seek third party consultants or agencies?

@YoungbloodJoe   We’re usually the third party… but I guess if a needed talent isn’t on staff or easily hired.

@patrickcoombe   great ? – for e.g. we had an IIS / ASP server that needed optimizing, which is totally foreign to me / us. OR if the job is too large for our agency, we will refer it out (and maybe get a finders fee of course). Another recent e.g. we had a website that was integrated with a CRM so we consulted with the CRM maker.
@EricLanderSEO   Specialty tools are important. I’ve had lots off success w/ @Moz Local recently – no one else provides same.

@kg7maj   Resources, skill level & workload. Believe it or not, money isn’t the driving factor, but still is.

@jacquesbouchard   At previous jobs, when they did it cheaper, faster, and/or better than we could. Cheaper/faster: linkspam cleanup.

@michelljernigan   Langauage barriers. There’s a lot you can do to optimize for international w/o being fluent, but translators can really help.

@bravomedia1   When the Expertise needed is not on our team Then we collaborate & eventually they become part of R team!

@ChrisJEverett   If a client wants a service outside our core competency or we have a relationship that adds value.

@TheBuyerGroup   When internal teams don’t have expertise in an area you find one that does &keeps up w/ fast moving changes of the digital world.

You’re starting a new SEO campaign and can ONLY choose 3 resources (or tools) to use. What are they?

@bravomedia1   GoogleAnalytics, GSC, W3C. W3C sets the standards – which Google eventually follows!
@YoungbloodJoe   except for in regards to voice search. Google is ignoring VoiceXML, standard since 1999.

@Navahk   @BruceClayInc free seo tool set, @buzzsumo and @googleanalytics

@gyitsakalakis   Depends, but @googleanalytics, @screamingfrog & @urlprofiler (w/ @moz, @Majestic @ahrefs piped in…)

@ISODevelopers   1. Google Analytics 2. Moz 3. Google PageSpeed Insights

@ChrisJEverett   @ahrefs , @screamingfrog , @Moz if I had to choose only 3. These cover most bases.

@emily_C27   ooo tough one! I’d have to go with @screamingfrog @Moz PRO and @semrush. Ahh I forgot GA! Can’t be done without that.
@EricLanderSEO   We are too much alike in that regard. @raventools new auditor is really fighting to get in my top 3

@jacquesbouchard   Screaming Frog, Google Analytics/Search Console, http://webpagetest.org . I’m cheating a little bit, but I see GA and GSC as basically one package. Like it’s Microsoft Office.

@michelljernigan   Google Analytics, Screaming Frog, Ahrefs

@YoungbloodJoe   1. Our live roadmap (API dash) 2. Client’s own tracker (Moz/Ahref) 3. Screaming Frog/Xenu. We ask our clients to own all of their tracking accounts (i.e. @Moz) so they have data in perpetuity. Saves us $$ too.
@EricLanderSEO   Often overlooked, but @Moz ’s campaign manager is so reliable.

@patrickcoombe   @ahrefs @screamingfrog and hmmmm…bash?

@Tinu   @Moz. They have two tools that I trust implicitly and one very underrated one that has no equal. (kwd difficulty). Google. Webmaster tools, Analytics, etc. Not as great for data as it once was but helpful. Humans. If I can’t have more than three tools the third is human intelligence & labor. I’ll outsource, subcontract. There are some things I can’t rely on just automation and software for – I need both intelligent SEO people & worker bees.

@TrinityInsight   Great question! We pick Google Analytics, Screaming Frog + Ahrefs!

@officialryguy   Search Console, Long-tail Pro, Screaming Frog (or I use @robhammond’s SEO Crawler too)

@nemofindsworld   I hope to never be restricted to just 3 but… @semrush. @majestic and @screamingfrog – API integration for GA/GSC

How have you been able to leverage software or vendors to help grow your team’s capabilities?

@EddyDeMelo   Leveraging contractors and vendors for various forms of content creation – whether text or visual – has allowed us to scale up.

@ChrisJEverett   Building relationships and networking has helped us expand further into social and inbound channels

@bravomedia1   Of Course! Only take on ppl who are smarter than me in their line of expertise!
@YoungbloodJoe   reporting in SC != open standards or even good reporting :/

@kkenyon86   I think it all boils down to specialities and talents. If it’s something you’re team doesn’t do, no experience, etc

@patrickcoombe   most of the growth we experience is from non-#SEO software #SEOchat such as @basecamp or @ProsperWorks. oh let’s not forget my favorite: @Skype (username: patrickcoombe) I’m not a fan of these new fangled chat apps.
@TrinityInsight   Yes! <3 @basecamp, @teamwork & @HipChat for internal communications

@TrinityInsight   We’re fans of automation marketing software that streamlines processes while still allowing us the reins for personalization!

What recent changes in SEO have necessitated the use of 3rd parties most?

@bravomedia1   Tough ? as SEO is both TECHNICAL & MARKETING combined as an expert in SEO you have to know both. What affects SEO? EVERYTHING! UX, Code, Design, Copy, User Exp, ETC.
@YoungbloodJoe   & becoming PR, Packaging, Branding, Distribution, and R&D. @fighto had a good write up on AMP.. where is that link Paul?
@fighto   My Search Engine Land post on AMP.

@emily_C27   The number of changes alone calls for a need. Sometimes its good to just have a fresh pair of eyes and a second opinion.

@YoungbloodJoe   I’d rather pull all nighters learning & staying ahead than to rely on third parties.

@Tinu   Mobile and local. And SEO ready images. Hard to find images that are both fast loading and eye catching.

@EricLanderSEO   Recent emphasis on mobile speed has forced many folks to consider 3rd parties recently. Do you see the same?
@patrickcoombe   not for all in one, but smaller stuff like CDNs or maybe these responsive image frameworks etc

What’s the best/worst experience you’ve had using a third party resource?

@gyitsakalakis   Easy. @googleanalytics (not provided).

@bravomedia1   Worst when client adds 3rd party into mix, Yoodle, YP, Spam Stuff! Makes me crazed!

@Tinu   Best experience? @moz. When I got cancer I had to reduce my costs and pause my account for a while. They worked with me. I know I sound like a fangirl but @moz has earned it. & through their collaborative SEO reports that they have a braintrust.

Summary: Local SEO Best Practices on #SEOchat

Moderator: @ChrisJEverett

Multi-Location/City Businesses: When to use Local Landing Pages, when to use Subdomains/separate sites?

@GregJLee   Same brand=same domain.DA trumps other signals.Citations/links will boost DA. Same city=same page.Optimize page for city/metro.

@EricLanderSEO   Larger franchises w/ many locations & web based services/apps skew to subdomains; Single business w/ fewer skew subfolder. Elaborating, businesses with location finders, ordering, different inventory, etc. benefit most from subdomains.

@mikecrimmins   A few years ago it was all subdomains or separate sites. Now I want separate landing pages. I should note, most of my clients are small to medium sized biz so they don’t have a ton of locations.

@jonfoulds   I love using optimized folder structure (state/city/etc) instead of separate sites for easy navigation and avoiding confusion. If it’s the same brand, subdomain could work for separate categories, but then local folders off of that.

@s4socialmedia   Multi domains can be useful for multi locations business while local landing pages can be used for city business.

What are some of the challenges facing businesses with multiple locations within the same city?

@mikecrimmins   Going after the same keywords. Something I’ve had issues with in both organic and paid.

@EricLanderSEO   Overlapping radial footprints; Old search technology reliant on pure distance, not roads, neighborhoods, etc.

@GregJLee   W/many nearby locations NAP easily mixed up by public & other sources.Pushes Google to post wrong info.

@Affil4you   I would think trying to stay away from using the same copy. Especially if you own both locations etc.
@GregJLee   Great point @Affil4you . Unique descriptions is a pain in neck for 100s locations. Especially locations that all do the same thing!

@s4socialmedia   Stable #seo strategy, right #keywords targeting, etc.

@jonfoulds   Major challenge is on the site (landing pages) – differentiating between locations is so important for content/UX.
@ChrisJEverett   In this case, would you use a Neighborhood name, zip code, N/S/E/W?
@jonfoulds   Neighborhood, yes – gearing content toward the location as being an expert in the particular area and why.

@PeterThistle   Competing with themselves. One location does fine, another not. Hard to explain to clients why one is being neglected!
@khepritech   Exactly! Had to tell that from just a bad location.

@nemofindsworld   The locations competing with one another and targeting similar keywords. Providing unique, valuable content for the locations.

We all know the importance of citations & links, but IYO what are the most underrated ranking factors?

@EricLanderSEO   Comprehension. Use @Moz Local to syndicate changes, but complete FAR more than the minimum information needed. Rewards await. In other words, use tools to save time on monotonous tasks, reinvest that time on improving every detail possible.

@GregJLee   Brand authority! – is there a wikipedia page? + Positive reviews & social signals add to that.

@khepritech   My personal opinion is to be tied in with local blogs and sites…. Foodie blogs, Travel sites etc based upon business. Respond to critics and reviews on blogs for local things not just the big 5.

@s4socialmedia   Interlinking of the website #content should have more value.

@seanvanguilder   schema markup

@jonfoulds   Reviews – might impact carousel visibility, map CTR, etc.. Also structured data for locations (could impact if not already).

Do you handle citation cleanup in-house? If not, Pros/Cons come from outsourcing citation work?

@khepritech   It seems in some ways we have lost the ability to reach out to our local influences and such because we are stuck in the numbers.

@seanvanguilder   We leave that to the client or partner with an agency. borders too close on reputation management.

@mikecrimmins   We do it in house with tools like Moz Local. Haven’t gotten to where we need help. Plus, I like making sure it’s done 100%

@emily_C27   Pros ease Con: less control/more back and forth with site screening.

@jonfoulds   As an agency, it depends on client’s need and # of locations. Pros and cons to every tool, but budget is important to them!

@Affil4you   I say in house. Honestly do you want some one outside of your company culture handling this?
@ChrisJEverett   Totally agree. If you hire trainable people, you should be able to keep it in-house.

Aside from Yext & Moz Local, what other citation building aggregators should SEOs consider using?

@GregJLee   U can still get a FREE Yahoo Local Listing. Just keep clicking U’ll find it

@emily_C27   @whitespark can be tedious when filtering through listings but it’s worked. Also, @moz OSE for looking at competition.

@jonfoulds   Recommend @Momentfeed for large companies w/ lots of locations. MozLocal for maybe a couple of locations.

@ChrisJEverett   Does anyone use @bright_local to manage citations?
@emily_C27   Oh yeah, I’ve used it to start with; seems to deliver a shorter, more quality list. Thx for reminding me!
@ChrisJEverett   You’re right @emily_C27 I think it’s like $65/mo

What are some of your favorite sources and methods for earning local backlinks?

@mikecrimmins   local influencers, articles that mention the client but don’t have a link, etc. Small city and we have an active social media dept, so it’s often finding someone that has a connection.

@gyitsakalakis   participation with local orgs (volunteering, sponsorships, scholarships, etc). Publish local (hyper-local topics, language, etc).
@ChrisJEverett   Doing good in the community and earning links? That’s a winwin

@khepritech   Go out to local events or host local events. Host your local bloggers group if you can. Run contests with local influences in your business arena. Get social!
@ChrisJEverett   Great points for earning local links!

@Affil4you   Instead of just typing about your local area get your support behind some events in your area

@jonfoulds   Depends on company, but engage real community with events, volunteering, etc. and people will share. Utilize site for content. Also, social is often local now – engage community on Foursquare, Instagram, etc.

@emily_C27   I still think guest-posting is a great method if you can find an opportunity for less than $1,000.00!!

What are the top 3 local SEO tools (aggregators, competitive, reviews) you can’t live without?

@khepritech   Want that .edu love start sponsoring local school events! Want .gov donate to the county sheriff or city etc. It is not just good for your business it is good for your community that helps your business thrive.

@gyitsakalakis   Google My Business… @MozLocal @yext

@GregJLee   Love the county sheriff idea for .gov!

@jonfoulds   Google My Business (most important one imo!), Local ranking tool like Moz, & good ol’ Excel for data manipulation.

How have you used http://Schema.org to improve #localseo for your clients/websites?

@mikecrimmins   http://schema.org is my standard and something I train my staff on.

@BKVadvertising   Adding schema to contact info, reviews and events are essential to local SEO-maximizes Google Knowledge Panel.

@jonfoulds   My goal – implement structured data for every local client. So important for geo searches and impacting knowledge graph.

The Specific Local Biz schemas are somewhat limited (dentist, childcare). Which would you like to see?

@khepritech   Honestly childcare is huge. More for legal as well.

@gyitsakalakis   here’s one we use a lot: https://schema.org/LegalService. but answer directly /seoagency.

@ChrisJEverett   Clarified: What NEW Specific Local Business Types would you like to see added?

@jonfoulds   Museums or concert venues would be awesome, more stuff for tourism.

@GregJLee   review stars for a service (not product or business) would be cool.

@emily_C27   Yes! I’d like to see more treatment, software, and education options for clients I work with.

Parting Shots: What is the top local SEO tip for 2016 you can leave us with?

@gyitsakalakis   for local links, don’t obsess over domain authority… Focus on localness and relevance.

@khepritech   Don’t just do business in your local community. Be in your local community

@Affil4you   Don’t just listen to the numbers. Listen to the users..> They will tell you everything

@GregJLee   Google See Inside – streetview inside can be really cool for your client
@ChrisJEverett   Customers like to know what to expect when they get to your place of business, as well!

@jonfoulds   Always focus on how you can positively impact the local community and local user. Great UX and share-ability will follow.

@BKVadvertising   Local SEO needs to be an ongoing brand building effort + social activity.

Summary: What You Need For a Killer Competitive Analysis on #SEOchat

Moderator: @randfish

What competitive analysis info is of greatest value/use to your marketing campaigns?

@CLRochelle   Top third party partnerships that are offering content and links.

@seanvanguilder   Keyword analysis. Seeing where competitors are outranking my client and that steers content creation and backlink analysis.
@randfish    +1. Do you manually do KW analysis on those sites? Use @SEMRush? Something else?
@seanvanguilder    Yes I do use SEMRush and of course @Moz. Then Excel to look for the overlaps and where they’re being outranked.

@patrickcoombe    The budget that they have for SEO / IM is very helpful, also what keyword targeting strgy. is actually working. Also what their content funnel looks like…everyone writes blog posts, but HOW they are using them can be very telling.
@randfish    Interesting… How would you uncover budget? Preferably without corporate espionage?
@patrickstox    There’s a pretty simple way to do this that works well in the car sales industry, ask.
@patrickcoombe    the question is…do you believe them? do you agree
@GregGifford    I’ve never seen anything that accurately shows budget other than direct access to AdWords/Facebook
@patrickcoombe    normally we don’t…but “in a perfect world / 3 wishes scenario” having their budget would be very helpful.

@Rhea    Top performing content, traffic driving terms (BEHAVIOR HINTS!), content strategies, growth strategies, link profiles. % of SERP overlap for competitive terms and the gaps + more informational “competitors” for more natural / awareness queries. message and whether that aligns with execution–are they an informed competitor w/a strategy? Here’s a gap analysis we’re doing w/KWs in the health space. Top 3 comps on left, client on right. Comp’s user data to validate persona, content that doesn’t perform visibly, retention efforts.

@ChrisJEverett    Competitive Keyword and Website Content Analysis.

@s4socialmedia    The best competitive analysis comprises customer study with emphasis on interest, reach, engagement and utility.

@kkenyon86   What are they/we doing better or different? This can be either keywords or social media.

@ajutah    I always run a gap analysis for content. What’s my competition writing about, and how can I do it better? Drives links, shares.
@randfish    Love it. What tools and/or processes do you use for that?
@ajutah    I have a custom Excel sheet with data from OSE on client, competitors. Top anchor text and backlinks helps build strategy.

@PeterThistle    What keyword set is working for them.

@Tinu    I like data that has context. Things that tell me WHY not just *what* – domain strength for example.

@emily_C27    Specifics of their content marketing efforts. Who’s mentioning them? What makes them different?

@nemofindsworld    Starting off with keyword research, then analyzing search competition for content strategy and comparing backlinks.

@scin383    I like Content Analysis…see whats questions the competitors are NOT answering sufficiently.

@ferkungamaboobo    • Unique Selling propositions • Subniche targets • Geographic Target Choice

@lisabuyer    Media coverage and top performing content and do something similar yet completely different

@deegs20    I like to look at competitors depth/quality of content, niche back links, and local presence.

@MyNameIsTylor    @brightedge has a feature that displays shared ranking keywords of sites ranking for keywords you’re targeting.
@nemofindsworld    Their keyword gap analysis feature in the data cube is great for finding new kw and content opportunties.

@tannerpetroff    Finding out where competitors are finding big wins, and how also where they are missing opportunities.

@desiredlex    what sort of questions people are asking in the competitor blog comments and then create content that answers them.

@randfish    For me: – Traffic to smaller competitors; – Their conversion+retention rates; – Which features/aspects their customers love/use.

What type of competitive data that you need is hardest to get (or least accurate)?

@CLRochelle    Def @SimilarWeb, newswires & then some good ‘ol Google & SM searching. User engagement. Third party tools always seem to be off or don’t paint a full picture.

@seanvanguilder    backlink data. have to use numerous tools to find competitor links and most of the time the data is outdated.

@patrickcoombe    also what do ya’ll think of my new wall deco? #SEO friendly enough?

@emily_C27    Email marketing comp. data is a tougher one, yet so important! Maybe there’s a tools that gives back more than subscribing.

@kkenyon86    How they acquired SM followers. Really other than that, there’s usually a tool for it, @Moz or otherwise.
@randfish    Yeah; that’s a tough one. Would be fascinating to get that insight!
@ferkungamaboobo    one really commonly used outside of marketers is https://www.twitteraudit.com/
@kkenyon86    Almost scared to find out our own!
@patrickcoombe    one small way would be to set a scraper to grab their ads even 10-20x per week (see ad type etc).
@emily_C27    With that, what about where exactly URLs are being shared on #socialmedia?; not just the shared count.

@Navahk    The competitors budget – what are they spending (in social) for those results.

@ajutah    How traffic is actually converting on the competitor’s site. Can estimate based on best practices, but always just a guess.

@ignivasolutions    Content quality, backlink sources, features/services competitor is offering, what is working for them say content etc.

@nemofindsworld    If i’m looking at competition in a niche market it can be challenging to find the keyword data/engagement metrics you need.
@untypicalman    or when it is a very niche market and the client doesn’t have direct competitors. That could be challenging.

What are your favorite tools for competitive intelligence (links, traffic, mentions, social, landing page monitoring, etc)?

@scin383    The level of ‘support’ from the company itself for overall SEO efforts vs the Competition (budget, time, dev hours, etc).

@Tinu    Mostly things that would fall under corporatre espionage lol. When will their budget run out? What are their converstion rates?
@randfish    Someone should definitely create a tool called “CorpEspionage” and offer those features 🙂
@Tinu    that would rock. If I get funding for that you get a cut. Followerwonk! Forgot that one. Tweetreach and Tweetbinder too.

@seanvanguilder    @semrush, @moz, @sproutsocial, @screamingfrog, url profiler, @ahrefs, http://monitorbacklinks.com and more.

@s4socialmedia    Website traffic and social signals.
@randfish    Which tools do you like for those?
@s4socialmedia    I prefer Google Analytics and Sprout Social

@bravomedia1    @Moz of course! And @spyfu, @screamingfrog

@emily_C27    @semrush for KW/monthly traffic and @Moz OSE for DA, PA, and backlinks. @BuzzSumo @kkenyon86 hmmm haven’t tried it for that but I’ll give it a go!

@Navahk    Just a few of my favorite #smm things @LikeAlyzer @googleanalytics @Talkwalker @BuzzSumo.

@nemofindsworld    @Majestic for links, @brightedge/@semrush for keywords, @screamingfrog for technical insight on competitors & @Moz for local.

@Rhea    @Moz, Web Explorer, @ahrefs, @BuzzSumo, @spyfu, @google(!), @getSTAT, @googlechrome (tools!), @msexcel

@Tinu    Moz obvi. Advanced version of the Keyword difficulty tool is underrated. Ahrefs for link loss. Buzzsumo. I miss Topsy.
@randfish    We were just talking about building the advanced SERPs analysis from KWD into hhttps://moz.com/explorer yesterday.

@RyanJones    I use a ton of tools: @semrush @ahrefs @Majestic @SimilarWeb to name a few.

@PeterThistle    @Moz, @semrush, Wayback Machine, a sense of how much and often competitors sites are being invested in.

@patrickcoombe    I <3 @followerwonk (social) OSE (links) and @semrush (traffic) …I also got a tour of @moz's new tool at #searchlove 🙂

@kkenyon86    @spyfu @Moz are probably my top 2.

@ajutah    • SpyFu – keywords • “Compete” – traffic estimates • SEMrush – competitive content ideas • ScreamingFrog – landing page ideas
@tannerpetroff    People never underestimate what you can do with @screamingfrog – It’s easily one of my most critical tools.
@ajutah    I also love using FreshKey for identifying awesome bottom-funnel keywords http://freshkey.com/
@tannerpetroff   Is this a web tool or a desktop program?
@ajutah    Desktop. I run it on my Macbook at home. They have promos once in a while- I bought it for $9.99 when it was on sale.

@scottclark    Moz (woo hoo), SEMRush, SpyFu, BuzzSumo, Newsle.
@randfish    Curious — what do you do with Newsle? I haven’t checked them out in a long while.
@scottclark    Oh yeah..Newsle is now LinkedIn “connectionss in the news” – I encrg ppl to conn w competitors after confs & use it. Oh yeah..Newsle is now LinkedIn “connectionss in the news” – I encrg ppl to conn w competitors after confs & use it.

@scin383    Followerwonk, Mention, SEMRush, SEOClarity, Touchgraph (yes, touchgraph!

@deegs20    Clique Hunter, Open Site Explorer, Screaming Frog.
@randfish    Not familiar with CliqueHunter – what’s the scoop there?
@deegs20    @Majestic product, can compare up to 10 sites for a backlink analysis, pulls in tons of sort-able data: https://majestic.com/reports/cliquehunter
@BruceClayInc    Interesting way to see relationships btw sites.

@BruceClayInc    Hi Rand et al! For comp research, the Research Summary tool in SEOToolSet analyzes multiple competitor landing pages at once.

@kidakaka    Root domain counts, link profile using @Moz.

@BruceClayInc    For link research, Majestic tops the list. We also watch all the SMM analytics for mentions, etc.

@rebeldotcom    We use Google Analytics, Alexa, Sprout Social and Social Rank.

@tannerpetroff    @semrush @moz @spyfu @SimilarWeb – I’m actually surprised fewer people are mentioning SEMrush.
@randfish    I think @semrush might be so ubiquitous as to be a given 🙂 @Moz @spyfu @SimilarWeb.

How do you ID which competitors to focus on? Big, entrenched players, smaller, but fast-rising sites, indirect competitors, etc?

@seanvanguilder    Depends on the client. But usually a mix of all those.

@lisabuyer    See who has been covered by the media recently – they means they are PRoactive.
@randfish    Smart! Any particular methodology you use for media tracking/comparison?
@lisabuyer    1.Media 2. Reporter 3. Engagement 4. Sentiment 5. Opportunity/Threat 5. Action 6. Twitter list

@s4socialmedia    For me, it would largely depend on the niche and company size and targeted location.

@Rhea    http://Mention.com , Google News, @KnowEm (check registered profiles), subscribe to comp’s feed in a @SlackHQ channel. ID competitors based on: true industry, aspirational, awareness & SERP comps (latter w/@getSTAT).

@STATrob    Why use that table instead of using the Competitive Landscape charts?

@Tinu    Whose weaknesses we can best exploit, what will have greatest mean effect, what’s most in line w stated/hidden goals. How well we can execute, give the tools we’ll have. Does content need to run through a compliance agency?

@patrickcoombe    we focus on #SMB so its usually obv. who we have to beat out. we look at rankings (not positions) and social metrics.

@Fliesentisch    for links I just love @lnkresearchtool

@emily_C27    I look at a competition combo of those with shared competitive kws and known industry competitors; large and small.

@LauraLeeSEO    Whoever I think is reasonable to compete with! If I am a big site, then a big competitor. If not, then a smaller one.
@randfish    I hear you. I always worry, even if I’m bigger, about the new entrants who are growing fast.
@LauraLeeSEO    I guess I should clarify not just “big” but established and high-quality. I look at the disruptive, smaller sites too.
@AliciaRagaller    Agree, Just because you’re big doesnt mean that you dont have to compete w/ smaller sites w/ good SEO & link building.
@LauraLeeSEO    Definitely! Like I said, whatever I think is reasonable given time, budget, etc =)

@tannerpetroff    All competition deserves some focus, otherwise someone will sneak past you.

@ndyjsimpson    I start by asking the client who they “think” are competitors

@aviw    related:http://mysite.com

@PeterThistle    I like to get a representative sample of competitors: big, comparable size, direct business, keyword.

@thompsonpaul    Treat each of those groupings separately-visibility into each is important but strategy determines which one is focus.

@BruceClayInc    Google is the indicator of who your competition is. Choose your #SEO battles by kwd topic.

@kkenyon86    We start with who else is on reviews sites we use for our business and look for those who compete with us there.

@b_shumway    Google target kws/phrases, survey the landscape, identify targets, outcontent the competition, repeat.

@Navahk    I like the old school approach Trade show – checking out the newbies, who’s attending, how big the booth sizes, promos, etc.

@LollySpindler    We tend to look at HubSpot marketing grade, traffic rank, and linking domains (+ mozRank) to find our competition.

@Tinu    Budget. Timeframe. Available talent. (ninjas vs minutemen) How educated/cooperative is the client?

@bravomedia1    identify competitors in #1234 spots in Organic SERP 4 the most relevant keyword phrases i need 2 RANK 4

@nemofindsworld    Start by asking the client who they have identified, then conduct your own research in the SERPs to ID search competitors. Once you have a pool of competitors, combine and analyse the data you have on them and organize into tier groups to target.

@scin383    Depends, but usually try to go after a niche in the industry that the ‘big guys’ are neglecting or can be beat on.

Favorite graphs/visuals to show your team/manager/client illustrating competitive comparison?

@ajutah    Depends on the medium, but many small wins > a few big wins (over time at least). I like using SEMrush visualizations, but adding them to a custom slide deck that explains the reasons behind strategy.

@seanvanguilder    There are so many but similar to the insights questions I use graphs from @semrush, @moz (multiple ones).

@bravomedia1    SERP’s w/ Google Analytics.

@tannerpetroff    I’ve always loved OSE’s ‘Compare link metrics’. So easy to digest.

@Rhea    personal fave as well. Easiest way in a snapshot BUT this overwhelms MANY clients. Info overload
@tannerpetroff   Totally can. Especially when explaining diff between page, subdomain, and root domain metrics.
@Rhea    yup. I wish this existed in a simpler form.

@randfish    Still one of my favorite easy ones is Google Trends (e.g. Fitbit).

@scin383    I personally like Touchgraph’s charts to show who your competitors are on specific keywords.

@emily_C27    With so much numerical data to show, I categorize it brackets using graphs: On page metric, backlink metrics, social, local.

@PeterThistle    Those small line graphs showing Traffic and NumberOfKeywordsInTheTopTwenty work well.

@BruceClayInc    Agreed. Where there is a clear course change on terminology, Google Trends paints the picture clearly.

@LollySpindler    HubSpot’s Reporting Add On tool is pretty easy to use & user friendly.

@untypicalman    I’m all about using graphs/tables that are easy to digest & highlighting the client (so they can see where they are in comp.)

@Rhea    LOVE trends. Here’s a term targeted by client VS where the industry was going

@BruceClayInc    That’s the power of Google Trends! No one can argue with that graph. Perfect for C-suite presos.

@Rhea    I LOVE @Moz’s keyword difficulty tool.

@nemofindsworld    The storybuilder dashboards from @brightedge offer great visuals in graph/chart forms – clients always engage with them.

@randfish    Similarly, I like to use Fresh Web Explorer to show mentions/media+blog links over time.

@TheBuyerGroup    Take the data & customize w/ tools like @Visually & @canva.

@ajutah    I love @Moz’s pro tools, but I wish there were more practical tutorials on the blog that show tasks you can use them for.

@JimCorcoran    I like to look at social and content reach.

@robertvonheeren    One of the useful tools to prepare Venn diagrams especially for large datasets I use: Useful. custom made Venn diagramms (3 to 6 competitors) e.g. for keyword or backlink overlaps and strength comparison.

How do you track competitors’ progress vs. your own? Tools? Spreadsheets? Intermittent check-ins? Not at all?

@wonderwall7    The most successful clients I’ve seen are most focused on their own stuff, not what everyone else is doing.

@RyanJones    we use data visualization to show us vs competitors and opportunity.

@ajutah    I monitor the SERPs for keywords bringing me new search traffic (via Analytics), but don’t have a formal tracking process.

@bravomedia1    Yes Cking Competitors once in a while. I believe it is BEST 2 focus on ur own successes online & ROI.

@BruceClayInc    Have to plug our Ranking Monitor here. It tracks your rankings & top 30 sites for your kwds over time.

@LollySpindler    HubSpot (I swear I’m not a HubSpot robot!) and BuzzSumo.

@scin383    Most of our clients are just happy to be getting better quality traffic to their sites, they stop caring about comp lol.

@Rhea    only track competition w/annual strategy review. My $.02: use the data, make a plan, execute. Setup notifications, but FOCUS. It’s unrealistic to not look at competition. You need to understand industry trends. #SEOChat It’s not a daily/monthly activity though.

Summary: Cross-team collaboration on #SEOchat

Moderator: @CaitlinBoroden

How do keep your marketing teams connecting – close proximity? daily check-ins? weekly scrums? project management tools?

@s4socialmedia   A cross-team collaboration plays a great role. Recently, read an article on offline tactics for better online mktg. It would be always great to have market data ready for #SEO planning. This would be only done with cross team collaboration.

@tannerpetroff   Cross team collaboration is tricky, so I’m pumped for this one! Vastly different methods based on agency vs in-house vs contractors/freelancers, etc. On big projects, I prefer weekly inter-team scrums, and daily small team scrums.
@AJUTAH   True, especially if you’re working remotely.

@thompsonpaul   Cross-team communication – the mythical beast of SEO/Web Marketing .

@AJUTAH   Yes, yes and yes. Marketing can be effective within a silo. We started doing mid-week scrums at @followfoxtail, and ending the week with related trainings.

@madelineg_sea   All of the above. Open spaces in a marketing environment are helpful for cross-team communication.

@jpsherman   In larger orgs start by offering presos (with lunch) to other teams, sales, engineering, etc. Show how search & seo can be a force multiplier to their efforts, show them the value & how it affects them. Be transparent in your work, share your plans, your successes, failures – show others that seo makes their job easier.
@jacquesbouchard   Good point. When I worked in-house for an enterprise-level, training was a powerful outreach tool as well. And follow up when they cooperate to show data that proves that the collab made a positive difference.

@evanauerbach   Not to spill the beans on the @DragonSearch blueprints, but open-floored seating has been key for cross-team collabos.

@BRAVOMedia1   All of the Above! Love @basecamp, @toggl, @Skype & my #Droid

@iankeir1   I think that scrums and check-ins help to facilitate collaboration. Search and seo work best together!

@knelmerraji   Collaboration is key. To make sure our team’s on the same page, we use a #Scrum methodology & hold daily stand ups to check in.

@jacquesbouchard   Close proximity, shared chat rooms, extracurricular integration, company meetings, and lots of knowledge sharing.

@rajnijjer   Chat for checkins & weekly scrum, projects managed w/ tool like @flowapp everyone has kanban visibility.

@igalst   Daily stand up meetings, Jira for everything, round table meetings for team brainstorming, 1 Pocket account to share news/posts.

@GreatDentalWeb   We live by @teamwork (Projects and Desk) and @SlackHQ! Both platforms allow for constant communication and organization.

@Think_Tank_Mktg   daily check-ins, we use slack and FB messenger, bi-weekly department meetings, luncheons, communication is queen! Don’t be afraid to walk into someone’s office. Either. Never forget the face 2 face.

CaitlinBoroden So it looks like a mix of meetings and project management tools. So my natural next #seochat question would be….

What project management tools are you using and what sets them apart from the rest?

@iankeir1   @basecamp is crucial for us so that everyone has access to the data they need
@igalst   I once contacted them to ask for a sharing feature between users, they didn’t go for it but a single account worked well.
@CaitlinBoroden   I think they have recently added the functionally to share. I could be wrong though.

@jpsherman   Trello, Jira & #opensource video conferencing tool Bluejeans – Also some internal CMS to share content.

@jacquesbouchard   Freckle, Basecamp, Trello, and creative application of Google Docs. Basecamp and GDocs in particular are great for collab.
@AJUTAH   Do you use Basecamp and Trello together?
@jacquesbouchard   No, it varies by client. Some use one or the other to collab with us. We use BC for internal stuff as well. #seochat

@bl_bennett12   Our internal team uses Drive for collaborative pieces & big projects. JIRA for task assignments, @slack for immediate.

@AJUTAH   Google Calendar to plan my day, and @teamwork for task management and milestone planning.

@BRAVOMedia1   Scrum is often thought of as methodology, I see it more as a UX for managing. My Fav is @basecamp & @toggl – Keeps us on the same page & record time!

@Think_Tank_Mktg   We use @google documents and Teamwork. Great products for greater efficiency.

@thebbsagency   We use @teamwork. Is a breeze to use and gives us the ability to communicate, share files, and keep up to date on work.

@madelineg_sea   We use @basecamp – It’s simple and easy to use. Makes onboarding new team members easy

@igalst   We use #Jira after trying so many. I feel it’s better for cross team work. Still, #GoogleDrive is used a lot more often.

For the agency crowd: how do you structure your account management? Do you have a rep from each department? SEO, PPC, Dev etc.

@knelmerraji   Yes, definitely. Each person on the team has a speciality to bring the best service possible.

@jpsherman   At larger agencies, i worked in “cells” 1 SEO, 1 dev, 2 acct managers 1 team lead – the leads worked w/ other team leads.
@CaitlinBoroden   This is really interesting! @DragonSearch is on the smaller side so it’s great to see how others scale up.

@s4socialmedia   It is good to have individual rep for every department, as it would make account management easy and better.

@jacquesbouchard   We generally have reps by department, particularly between SEO and PPC. Rarely, one rep will do double duty.

@tannerpetroff   Best I’ve seen is one person to manage relationship, and ‘specialists’ who answer detailed project questions from each dept.
@jacquesbouchard   I’ve been on the client side of that, and it can be frustrating to have to always work with a middle man.
@tannerpetroff   Me too, and it’s tough. But it’s necessary unless you hire a contractor or work with a tiny agency.
@jacquesbouchard   Why necessary?
@tannerpetroff   Ever tried getting access to all 50 people that touch your campaign on large project?
@jacquesbouchard   And each one is an expert? That seems like too many hands in the decision-making pot.
@tannerpetroff   Not necessarily decision makers, but fulfillers. They’re the ones that really know what’s happening.

For the inhouse crowd: how do you facilitate collaboration and keep to goals?

@AJUTAH   Best if organic/paid strategies managed by one team and one point of contact.
@bl_bennett12   Agreed… we have an Acquisition team across organic and paid channels for all things, makes communication more fluid.

@knelmerraji   There is too much change and evolution in digital marketing to expect one person to be the true expert in more than 1 thing. It’s all about knowing the client and communicating with them the way that they feel comfortable.

@Think_Tank_Mktg   We keep goals because our bottom line is client satisfaction and industry participation.

@BRAVOMedia1   Aside of Software we’ve discussed, Open Communication, Mindfulness, & Conscious Thinking

@bl_bennett12   Our marketing structure requires collaboration btwn Content/Acquisition/Creative/MarTech. We have PM’s to handle scope of.

@s4socialmedia   Having individual rep would also make knowledge sharing better with deep domain insights. When it comes to inhouse, make other teams part of the process to attain desired success.

@madelineg_sea   Our relationship managers are the ones working day-to-day on the account. We know the account and can speak to it.

@jacquesbouchard   Inclusion through education and candid sharing of data – even when it’s not good data. I take the role of an in-house.

One of the closest teams I work with is PPC. What tips and tricks have you learned from PPC?

@bl_bennett12   Ad text can help give insights on Metadata, and discover new KW through SQR. Gotta bounce to a meeting. Till next week, all.

@AJUTAH   PPC data is a goldmine for bottom funnel keyword opportunities.

@BRAVOMedia1   Not Really a Trick But I’ve Screensharedw/ My Team Aspects of #PPC that are Relevant to Organic #SEO. We’re all talking the same thing. #PPC is GREAT for #Keywords!

@s4socialmedia   For me great PPC recipe consists of right keywords, precise ad copies and well structured landing page.

@rajnijjer   Cross Functional Check-ins and results reporting so everyone is aligned.

@CaitlinBoroden   A recent tip I heard was to learn from the PPC teams title & meta skills. They usually do much more testing and refining. You can also learn a lot from their keyword targeting. What keywords are getting volume? Have high CTR? etc.

@jpsherman   Wanna collaborate with #ppc teams? work w/ who runs your onsite search to get hyper relevant queries. An SEO that works well with a good PPC pro will collaborate to focus on high conversion words to optimize naturally.
@tannerpetroff   I love site search metrics. It’s rare that people really utilize them to the fullest
@jpsherman   at Red Hat, it’s an area that I spend the most time on, optimizing on-site search – i get such great data.

@jacquesbouchard   PPC is excellent at creating clear ROI reports and keeping it about metrics. I try to use that mentality more often.

@madelineg_sea   #seo & #ppc go hand in hand. You can align your strategies for improved performance & increase brand recognition. We produced a webinar on the benefits of aligning #SEO & #PPC strategy – check it out.
@jacquesbouchard   Really, SEO is a glue that brings together, PPC, Contentn Strategy, Design, IA, UXD, brand, social, etc.

@igalst   To focus on ROI.

SEO & Social go hand in hand too. How can Social help SEO and vise versa? How do you bring your initiatives together?

@iankeir1   Social can drive traffic to help SEO, and good SEO can give Social a boost.

@AJUTAH   I’ve been looking at Suggested Bid in Adwords planner. Higher bids typically see more competition which can = more conversions. Social visibility can sometimes lead to more visibility in search engines. ie link opportunities, tweets in Google SERPs, etc. Paid social can also give you insights into audience targeting and keyword opportunities.
@tannerpetroff   Love looking at PPC data when conversion tracking is set up correctly.
@CaitlinBoroden   Also seeing links to Facebook embedded videos in the SERPS too!

@jpsherman   the collaboration & transparency between #seo, #social, #ppc & other tactics is THE key for excellence.

@s4socialmedia   The common thread that keeps #seo and social together is #content.
@jacquesbouchard   And networking. I can’t tell you how many guest posts and outreach efforts on social won me big SEO success.

@madelineg_sea   A cohesive multi-channel strategy can be key for success in the digital space.

@igalst   For new products/pages, Social is super helpful in spreading the word out. So important for branded searches for SEO.

@BRAVOMedia1   Social is what ppl are talking about/ interested in Use knowledge 2 Optimize 4 that Subject/Query on LP.

@jacquesbouchard   SEO and Social converge on the blog 100%, and should be working together on every content calendar. Along with that, SEO’s bring the data that can show social success, help us understand user journey, and which venues work.

Speaking of collaborating – every project requires some brainstorming. Do you brainstorm with the full marketing team and why?

@BRAVOMedia1   Brainstorm with everyone who Cares! #Clients, #Team, My Mother!

@jpsherman   small brainstorming group, turned into a preso, turned into a constructive critique & action plan. In a larger org, the process can take a day or longer – depending on schedules – rarely more than a week.

@s4socialmedia   You need to make everyone part of the process to achieve desired results. Collaboration is the key.

@knelmerraji   We absoultely brainstorm as an entire agency. Ppl think differently and may spark another person to come up with a great idea.

@igalst   Not always but trying to. A diverse team will have such a wide range of experiences that you can’t know who’ll crack it.

@AJUTAH   Absolutely collab with the full team. Good marketing happens when it’s cross-channel.

How do you keep your brainstorm/collaboration meetings on track? Any method to the madness?

@jpsherman   Semper Gumby – always be flexible. For brainstorming meetings always start off with a good description of: Task, Condition, Standards. Hit all 3 = good meeting.

@tannerpetroff   I always have these meetings 1.5hrs before lunch, with the promise that upon successful completion we all go out for lunch.

@BRAVOMedia1   A Pre-Meeting Outline of What the Meeting is about w/ Accountability & Next Steps.

@s4socialmedia   The meetings should be followed with constant email threads to keep everyone the same page.

@knelmerraji   We usually have to bring food to keep people engaged! But I think it’s about including everyone and being excited.

@jacquesbouchard   By preparing beforehand, and providing the notes/outlines/expectations that will help everyone else do the same. Guide it.

@igalst   Only one person is speaking, and one person is typing. Always set up a follow up before you leave the meeting room.

How do you facilitate continued learning across teams?

@tannerpetroff   Going back to food as a motivator… Lunch and learn!
@CaitlinBoroden   Lunch and Learns are always a fantastic idea @tannerpetroff! Who teaches them – your team? other local industry members?
@tannerpetroff   Done it several ways, but I really like rotating between departments, one person prepares and teaches.
@CaitlinBoroden   I really like this approach. Nice and well rounded.

@BRAVOMedia1   Openness “Sharing is Caring”. Always Remember the 3 G’s, growth, graditude & giving.

@emily_C27   Monthly all-agency training sessions where we talk trends in a specific area.

@jacquesbouchard   Cross training for subjects that are relevant to multiple departments, like analytics, Google Tag Manager, keywords, etc.

@s4socialmedia   Through multiple ways: Team building games, knowledge series, Q&As, polls, blogs etc. Games that build trust, make teams familiar to each other, tests their character, create proxy mkt situations.

@CaitlinBoroden   We have training sessions where everyone is invited from Biz Dev to Design and anywhere inbetween.

@jpsherman   critical to create a culture of openness, transparency, accountability & sharing – in all things. Encourage people to publish, invite critique from ppl you trust, love the fact that critique is polish 🙂
@tannerpetroff   Love this approach. I hate how much we praise success and belittle ‘less than perfect’ – It’s a necessary step.
@jpsherman   my mantra (in that i repeat it to myself to make me relax) is “don’t let the perfect be the enemy of the good”.

@knelmerraji   Sending team members to relevant conferences and encouraging them to take time each day to research and read about trends.
@CaitlinBoroden   Every Monday morning after my emails, I take an hour to catch up on all the industry and trends. I love it!
@knelmerraji   It’s so important because it seems like trends are changing quickly. If you fall behind, you’re in big trouble!

@AJUTAH   When I’m training on SEO, I like creating a test website to experiment on.
@tannerpetroff   Yes, create a sandbox environment people can screw up and mess with without consequences!

@igalst   Blocking out blocks of time to learn and for tutorials. Today you read, tomorrow you tell everyone how it works. Always works.

Summary: How to Create Content Like a Chewbacca Mom on #SEOchat

Moderator: @MatthewAYoung

Why do you think the Chewbacca Mom video was viewed over 140M times?

@tannerpetroff    Genuinely, I’m not sure. I haven’t even seen it…

@MatthewAYoung    Personally, i think there’s something be said about content that makes people feel something. Its contagious.

@EricLanderSEO    It blends pop culture with a cult like, generational following. Candace Payne’s authenticity speaks volumes too. Genuine. Authentic. Real. No fancy cameras, props or scripts. Just honest to goodness passion.
@MatthewAYoung    Yeah, the star wars thing helps, but authenticity is key, and brands can learn alot from this. And the original format was live video, which is pretty cool.
@EricLanderSEO   Don’t overlook that! Facebook has been annoying about live videos and notifications, too. Virality ensued

@s4socialmedia    For me, it’s right mix of excitement, exclusivity and content.

@Tony_DWM    The unabated joy of witnessing humans simply having a laugh. And the power of sharing that delight socially

@tannerpetroff    Alright, now that I’ve watched the video, I totally get why people connect with it. That was awesome.

@kkenyon86    It’s an everyday person just showing joy in something and sharing!

@rajnijjer    Combine Star Wars, the biggest media brand in the world + Happiness + Nerds = Contagious over the Internet.
@MatthewAYoung    It’s a pretty kitsch toy too. You open your mouth and you sound like chewie. Life’s simple pleasure.

What qualities does shareable content have in common?

@tannerpetroff    Most shareable content evokes emotion. Next most shareable content is extremely useful.
@MatthewAYoung    Agreed. Dont be afraid to create content that makes your audience feel something. It’s what brands want.
@EricLanderSEO   See also, Donald Trump’s media coverage.
@tannerpetroff    Especially when it comes to ads, if your audience doesn’t feel something it’s hard to get traction.

@kkenyon86    Relatable, enjoyable, & personable. If people can relate to it, it’s something that’s close to home, and most of all enjoyable!

@EricLanderSEO    Emotional appeal to an audience. It could incite rage or cause insane amounts of laughter, as we’ve seen. Sharing content often triggers an emotional attachment in either supporting/opposing the gist of the content shared.
@MatthewAYoung    Make them angry too – not all content should be beer and skittles. Good point.

@s4socialmedia   The best quality is to create awareness and answer popular curiosity.
@MatthewAYoung   Thats especially good for micormoments.

@BrandifyChat   All shareable and shared content invokes interest. This can be through key words, emotions, visuals or more.

@bravomedia1   Shareable Content is Engaging to target audience and adds value

@rajnijjer    To create shareable content, start with Persona, then address their needs by invoking curiosity.
@MatthewAYoung   Knowing the audience is key in creating content that resonates and invites reaction. Yes!

Is there a formula to follow for content to go viral?

@EricLanderSEO    Of course! Try, fail, try, fail again, try, fail harder, try, fail miserably. And then luck out. Now, you can certainly increase your chances of success – but viral content ignites when it’s beyond your control.

@tannerpetroff    Cover all your bases, throw in something crazy, and hope it sticks.

@kkenyon86    I think #ChewbaccaMom is just another great example that who knows what will go viral. I think it’s also about knowing your audience, but nothing is guaranteed to go viral.
@MatthewAYoung   But when we distill it down, there are things we can learn to bake into viral content, yes?
@tannerpetroff    I’ve been in meetings where the goal was “to get this video to go viral” and I just can’t help but laugh.

@bravomedia1   Viral content is HAS to stimulate & engage the audience enough so that they WANT to Share it.

@s4socialmedia   The formula is to think like a publisher and act like a marketer. Your #content need to address your audience.
@MatthewAYoung   I would also add to that to create content like a human being.

@EricLanderSEO    Think of the word viral, and consider how something can spread through the masses. Viral content is a (good) virus for content.

How would you describe your content strategy? What role does content marketing play?

@EricLanderSEO   So much to say on this one… Our content strategy starts with audience needs, then hits on business needs. Can’t serve ourselves before a visitor’s. Produce media to assist your core audience in doing/learning/feeling something – and tease actions from it. Then motivate or incentivize your audience to do those things contextually. You become their energy source in a sense. he “strategy” is layering in repeatable process, improving your skills and growing your audience and engagement. Content is content. Marketing is marketing. Strategy is what connects the two – positively or negatively.

@kkenyon86   I’m a #copywriter. It’s the main part of my strategy!

@jakebohall    There is no recipe for viral… it is a side effect of great content, timing, and luck. Content Strategy: Provide value, show authority. Identify audience information needs, demonstrate/highlight thought leadership.
@MatthewAYoung    Good point. Chance plays a big role, and I think we can learn things from random events.

@s4socialmedia    My #content strategy would be user-centric which will convert my #ContentMarketing efforts into user #engagement.

@BrandifyChat   Our content is produced with data/user value in mind. We aim to give our readers informative/actionable content.

@bravomedia1   Holistic! Content marketing HAS to stimulate ur audience to achieve desired effect.
@MatthewAYoung    I like the holistic approach, especially as it relates to biz goals. Balance in all things.
@BrandifyChat   Yes! This traces back to one question: Do you understand who your readers are?
@Bravomedia1   Just answered this in a Guest Blog with @ErenMckay yesterday! Check it out.

What types of content have been most effective for you/your clients? Wh

@EricLanderSEO    Long form investigative pieces, multimedia posts (w/ imagery or video) and infographics have been our best performers. And getting back to our roots, OPTIMIZED content has been the most successful. Invest in SEO of your media.

@jakebohall    Depends on the client industry and the persona targeted… Step 1: Know your audience, then the “type” becomes clear.
@MatthewAYoung    Authority is a big one, especially as it relates to how SEs view a site. Yes, it all starts with knowing who you’re reaching and how. My process always starts with research/listening.
@jakebohall    Not just SEs. You want customers to know you are the expert. Why we tell clients to write their own content.
@MatthewAYoung    True, no one is more intimately acquainted with their industries than clients. They just need nudging.

@s4socialmedia   I have been focussing more on #UGC for its authenticity, trust factor and reliability

@kkenyon86    Relevant, whether to the industry, events, or, if you’re lucky, the two together.

@bravomedia1   Content again that engages the targeted audience enuf so that they convert!

Any tips on how brands can use live video to reach an audience?

@EricLanderSEO    Facebook and YouTube are both great if you can get the following in place to help see it (go live at the right time). The great thing about live video, too, is that it has an interestingly long lifecycle. Many people will revisit to recall exp.
@MatthewAYoung   Perhaps one of the engines behind the 140M Chewbacca Mom view, no?
@EricLanderSEO   For sure. Just ask every major network that has since had #ChewbaccaMom on since her video went live.

@s4socialmedia   Excitement, education, reward and feedback.

@ErenMckay   This post helps those learning FB live.

@bravomedia1   On #Website, #YouTube & other #SocailMedia Platforms where the auidence hangs out!
@MatthewAYoung   That’s right – context is equal to content.

It may not get 140M views, but how do you measure the success of published content?

@EricLanderSEO    Engagement, links, replies, shares, conversions. All depends on the business objectives, if there are any.
@MatthewAYoung   Thats a dangerous game. Let’s hope there are biz objectives
@EricLanderSEO    You took the bait! Candace had no business objectives w/ #ChewbaccaMom – so how come that’s successful?
@bravomedia1   Yeah there are! Biz Goals, Mission & Purpose, Meeting the target audience expectations.
@EricLanderSEO    But “business” is a word of suggestion, no? Earning likes on Facebook (Candace Payne) isn’t for business. My point being, sometimes engagement is simply a self gratifying result of amazing content.

@kkenyon86    When you’ve reached the RIGHT people, creating buzz that leads to phone calls-sales-inquiries.

@s4socialmedia    The best measurement is to understand #customer reactions. There is something beyond numbers.

@emily_C27   Are users engaged? Have you received any publicity..positive or negative?
@MatthewAYoung   This gets into good old fashion PR. Love it. Sometimes you have to pound the pavement with content Marketing

@ErenMckay   Depends on the goals, may be brand awareness for large corps, it may be email optins & phone calls for small biz. Go back, rewrite it to make it better, change images, titles & subheadings then republish & socialize new post.
@MatthewAYoung   Yes, no such thing as a bad idea, just poorly executed ones. Go back and tweak!
@bravomedia1   Tweak, Test, Re-Work, Re-publish & keep fingers crossed!

What do you do with content that falls flat?

@bravomedia1   TEST & Re-Work Content so that it meets the users goals

@jakebohall    Every piece of content should have goals defined before creation.. and you can measure success based on meeting those goals.
@MatthewAYoung   All part of setting expectations.
@jakebohall    When you create content, set a date for revisiting (lifecycle). Know that you’ll get another chance when it pops up again. Content always gets revisited, success or failure.. this is how we keep things evergreen.

@BrandifyChat   Much like any other kind of marketing, the key is to evolve. Think of ways to refresh and repurpose content.

@s4socialmedia   Experiment with ideas.

@kkenyon86    If you think there may be some life in it, try to revise. Otherwise, pretend it never happened.

@EricLanderSEO    Repurpose it down the line. Extract it’s value and reinvest. The key with content that falls flat is to learn why it happened, and then prevent the same from happening down the line.
@MatthewAYoung   Those who do not learn from History…also create bad content? Cant remember how that one goes.

Summary: How to Create “Pillar Content” for Links, Traffic & Leads on #SEOchat

Moderator: @AJUTAH

@AJUTAH   We’re talking Pillar Content today. My definition: A piece of content on a website that consistently drives links, traffic and leads via search engines & social media.

Let’s start with the WHAT. What is your own definition of Pillar Content?

@jpsherman   related, but a bit different – pillar content is the topics/ concepts/ products from which other content branches from

@madelineg_sea   Evergreen content that is timeless and drives traffic to your site

@seanvanguilder   Centers of Excellent, how to guides, core blog topics around your service offerings. Think of Moz’s seo for beginner’s guide.

@emily_C27   Pillar content is a more robust form of content that can be broken down into smaller pieces for repurposing. ebook>>blog post

Now the HOW. How would you use data to research what the topic if your Pillar Content should be?

@seanvanguilder   Competitive keyword analysis, look at overlapping themes/topics and use @answerthepublic to find a series of questions on theme.

@emily_C27   Keep up on your reading and listen to the pain points within the industry. Topics should be interesting, yet still broad.

@jpsherman   Generally don’t start w/ data, but by being embedded in related communities gives you insight. this is a critical & valuable difference between in-house & agency content dev – very good point!

@EricLanderSEO   Pillar content tends to be the base for which phrases and long tail queries are built from. A top level category, for example

@madelineg_sea   Learn about what visitors are searching for and expand around those keywords/phrases. Start with your core products/services and write blog articles on them!

@duel   Understanding your customer’s wants & needs. Value proposition canvas is a good framework to use.

What *types* of keywords would you incorporate into your Pillar Content?

@EricLanderSEO   Less about keywords and more about answering queries that appear as Google search suggestions for the pillar terms. So, for “guayusa” you’d look to discuss side effects., health benefits, guayusa vs yerba mate, etc.
@AJUTAH   I agree with the 2nd part of this, but could you explain why “less about keywords”?
@EricLanderSEO   Simply a desire to think less about keywords and more about searchers’ needs. I’m anti-keyword-density man! So, if you have a page about “guayusa,” you don’t need to hammer that home to reinforce 2nd layer IMO.
@AJUTAH   IMO, keywords = searchers’ needs
@EricLanderSEO   True. And KWs ARE critically important. But keywords can also be used interchangeably at times.
@AJUTAH   Keywords are important to research for pillar content, in order to target visitors in different parts of the sales funnel.
@EricLanderSEO   Again, agreed. Just be mindful of search suggestions to guide you. KeywordTool.io and UberSuggest = key!
@AnInternetRobot   I get queasy whenever anyone asks “What Keyword density should I aim for?” It’s the past coming back to haunt us.
@jacobwarwick   Can you blame folks for not staying up to speed on technical SEO?
@AnInternetRobot   “Keyword Density” is not technical SEO. It’s clumsy correlation. It’s “Guru Garbage”.
@jacobwarwick   I agree, but the general misconception is that all SEO is “too technical” to understand.
@AnInternetRobot   I think that’s our fault. You make it sound like wizardry and people throw money at you.
@jacobwarwick   It’s not that it’s wizardry, but like other tactics, it requires learning curve to understand.
@EricLanderSEO   Not sure what the points of contention are here. We’re all in agreement that it needs to go, yes?
jacobwarwick I think the way the industry tends to talk about SEO can be complicated Need to make it relatable.
@AnInternetRobot   So say we all.

@jpsherman   First step is to understand the intent of humans using keywords – transactional, informational, other. I tend to see keywords as the vehicles through which intent is communicated – optimize for inquisitive people, not engines. However, since keywords are still important, focusing on the types of keyword phrases that serve to answer a need.

What on-page SEO elements are important for Pillar Content?

@EricLanderSEO   Title tags (still, SO MUCH so), a single H1, tight and compact URL, listed elements and structured data.

@madelineg_sea   Relevant title tags, content, h1s, etc…

@seanvanguilder   Lots of pretty pictures :D. quality content, videos with schema markup and transcript.

@jpsherman   yes, the basics are still critical, but don’t forget video, images & other media types.

@emily_C27   Did someone say internal linking?
@jpsherman   yasss, internal linking that creates relational connections for search engines to understand #seochat very good!
@JesseTeske   Internal linking is under valued. Some of the biggest wins Ive seen are from building the right links on the right pages.
@EricLanderSEO    No, we need to keep the family recipe secret, dammit! Really though, we’ve seen how key that is recently.

@JesseTeske   Message matching with kws. KWs aren’t dead but you need to be strategic with them. Meta data. Write and design for the user.

What are some practical ways to supercharge the authority of this Pillar Content right out of the gate?

@JesseTeske   Ensure your content targets the customer journey so that you build authority. Promote the right content on relevant platforms.

Should this Pillar Content drive organic search traffic, or use it in a funnel with a landing page and opt-in?

@EricLanderSEO   Why can’t “both” be a good answer here?
@AJUTAH   If it’s behind a gate, you wouldn’t want it to be indexed.
@EricLanderSEO   Fair, wasn’t sure that you meant a walled garden; But even so – couldn’t the same content serve both.
@emily_C27   The beauty of repurposing.

@emily_C27   What do you think about doing both? ebook for lead gen. Super post for organic traffic?
@jacobwarwick   Both is good, you don’t need to limit it directly to ebooks though.

@AJUTAH   So maybe we define “Pillar Content” differently than a lead magnet?
@EricLanderSEO   I think so. “lead magnet” is restrictive to lead gen. I’m thinking local search, ecom, lead gen, et. all.
@AJUTAH   But the goal of SEO is also to generate leads. See @DigitalMktr definition

What are some tools you can use to create Pillar Content?

@AJUTAH   I **love** Content Builder from @ThriveThemes – @authorityhackr

What are some examples of Pillar Content that you’ve come across?

@AJUTAH   For more info about Pillar Content, read this @copyblogger post

Summary: Pubcon SEO Masters Share Topis and Trends on #SEOchat

Moderator: @LisaBuyer

The @Pubcon masters @stonetemple @jlaratro @cshel @graywolf @billhunt @scottpolk.

Mobile SEO is a must 2016. What best practices are critical & where are websites still falling short?

@stonetemple   Too many sites don’t use the Vary User Agent HTTP header. If you are on a mobile subdomain, you need the Vary header to control how ISPs see your mobile site. Also, why do we design sites for desktop and then simple shrink that down into a smartphone size? Shouldn’t we design a mobile site for it’s own sake, and not just shrink a desktop site to fit?

@jlaratro   Mobile is simple, use a responsive design that passes as mobile friendly by Google and still has a great user experience.

@PeterThistle   Understanding mobile is a different user experience.
@gyitsakalakis   Different user needs & intents.

@kg7maj   Responsive design & keeping in mind the screen is smaller (aka different UX/UI).

@madelineg_sea   Responsive design & dynamic serving

@jpsherman   be obsessive about site load speed – even if you have a responsive or variable design, speed is the foundation for actual use.

@amalein   The responsive design is fundamental in the website and you need a good strategy of social media.

@ISODevelopers   To ensure that google lists your site on mobile search page, the most critical practice is optimizing webpages for all devices.

What are the 2016 Meta Tags best practices and why?

@stonetemple   test, test, and test, to optimize CTR. You first meta description is NOT perfect, so if you test, over time, you can lift CTR in the SERPs.

@jlaratro   Titles should represent the concept of the page, descriptions are the complete thought. They both should read well and be marketable. We are fighting for very precious space on a SERP. Make it count.
@stonetemple   great way to summarize it!
@ISODevelopers   Great point Joe, a lot of people forget about the importance of seo in headings, but search bots always remember!

@jpsherman   Title Tag – a good title tag will hook attention – Description Tag – will tell them why the NEED to click. Understand the different needs of the user & page: transactional META is different than informational META.
@stonetemple   agreed. meta description should describe the benefits of clicking, and do so with a soft sell.

@madelineg_sea   Ensure meta tags are actionable to the user and stay relevant to the content on the page.

@amalein   Optimize The meta title (the size and keywords) and the meta description

@MotyMalkov   Both tags should combine a listing as clickable and expressive as AdWords ad would be, or better.

Where is the Penguin Update we have been waiting the last 6 months for?

@stonetemple   Not much to say here, other than I think it will be sometime soon! Hardest part of an algo like Penguin for Google is the last 10% of optimizing to get it right. They’ve been sweating bullets over this one.
@jlaratro   has one of the best pipelines into Google right now, so my A3. is “what he said”!

@jlaratro   I miss @mattcutts being more public in our world!
@lisabuyer   Let’s bring him back! @mattcutts where are you?
@stonetemple   would be great to hear from @mattcutts again!
@jlaratro   @mattcutts is still very much there, he just stepped away from the “lightening rod” aspect of his job. Still miss him though.

@jpsherman   not sure where it is… but i’m guessing … something something climate change?

@kg7maj   Good question… been asking the same. lol. New mobile update was released this morning.

How would you forecast Google “weather”? Some call it calm, some stormy w/ chance of penalty looming.

@stonetemple   We had the mobile update today. NOTE: Impact may take 2 to 3 weeks for you to see. That’s because they update the algo, but Google still needs to recrawl for it to take affect!

@jlaratro   the mania that used to happen around big Google updates has been gone for quite some time.

@PeterThistle   Who knows, maybe they’re rolling stuff out in drip mode instead of one big bang. Deceptively calm.

@kg7maj   Maybe it’s me, but it seems like half the time these “Google weather forecasts” are wrong.
@stonetemple   That’s partly true because the data sample used by the forecasters is small.

@tannerpetroff   @mozcast says the last couple days have been a bit stormy, but the last month has overall been fairly quiet.

@ISODevelopers   Sounds like it may be continuosly updated soon. We are evaluating our site links, just to be safe.

The need for speed. How critical is speed & how do you balance UI & SEO?

@stonetemple   YES! (could have made that my whole answer), speed matters a ton, to users for sure. Consider AMP! I know its crude and adoption isn’t wide, but our tests show 72% reduction in page size. So even without a ranking boost, AMP is smoking fast!

@jpsherman   Speed *is* UI

@kg7maj   Speed is critical. No one is going to wait for the site to load. If it takes too long, they’re gone. Also, Google factors.

@gyitsakalakis   Tantamount. Speed = UX + SEO

@RyanJones   It’s silly to talk about speed for ranking. talk about speed for users. and users for ranking.
@stonetemple   agreed!
@AlanBleiweiss   yes exactly! I explain speed matters for ranking because it matters for users
@tannerpetroff   Not silly when you’re trying to get buy-in with higher ups.

@amalein   The websites have to be fast, the speed is critical for SEO and for the user experience.

@ISODevelopers   Page speed directly impacts exit rate. UI should cooperate with SEO for a design that pleases #searchengines & users.

SEO Sorcerers or Sources? So many opinions, so little time. Where do you go for a reliable SEO sources?

@stonetemple   Very challenging, because there is so much disinformation out there. So who can show the data, and who has the right sources of information? That said, Search Engine Land and Moz are great sources of info. We try to do the best on our blog too. Some great conferences too, such as @pubcon! Finally, over time, learn what works, who gives good advice, and stick with them. Links are still one of the TOP ranking factors, don’t ever doubt it!
@kg7maj   Yes & give the type of information you’re looking for & feel is important to you.
@lisabuyer   And you do an excellent job! #SEOchat see right here https://www.stonetemple.com/blog/

@jlaratro   Not going too public with my answer here, but I have seen some very poor and incorrect articles lately on high quality sites.
@stonetemple   agreed, you need to filter the content on all sites, and use critical thinking to evaluate.

@kg7maj   Keep it simple… @sengineland & @seroundtable & @rustybrick weekly video recap. Got burned out of reading all things digital marketing few years ago. Took a break, reevaluated. Now reading less & know more. If you get links “organically”, little to worry about the bad links Google hates that will penalize your site.

@MotyMalkov   Depends on analytics:mobile-speed the*out & don’t worry bout UI; desktop-make it yellow in Gspeed insights.

@amalein   We need information 365 X 12 X 24. The things changes in seconds

@TheBuyerGroup   Going to conferences like @Pubcon is a great SEO resource along w social too!

@jpsherman   it was @jennyhalasz who taught me so much of what I know about #seo I cannot say enough great things about her.

@RyanJones   don’t just take somebody’s advice. test and learn for yourself. Too many “checklist SEOs”

@ISODevelopers   Target users are the sorcerers! The most effective keywords will reveal when you listen to your clients and the community.

The SEO link story. What’s the bottomline on links? Can you share your top Do’s & Don’ts?

@stonetemple   Aim high! Better to get a few authoritative links than a bunch of crappy ones. Great link campaigns are hard to separate from building a true (even is only local) brand. crappy=poor quality sites, marked by low relevance, or low readership. Many use DA to identify good vs. bad sites, but it should be used only as a 1st order estimate.
@RyanJones   “crappy” – I would add anything that you automated or paid for as well.

@jlaratro   Think Link Portfolio and Link Diversity. Plenty of ways to market your content if it is great.

@kg7maj   I like getting links “organically.” If you produce good content that people can find, they’ll link.

@jpsherman   interact with the communities in your industry, your local community & the passionate people.

@amalein   It depends of the links, you have to know the DA and PA to make a good linkbuilding strategy.

@jpsherman   for earning links, think less like a marketer & more like an enthusiastic collaborator

@AlanBleiweiss   The only way to GUARANTEE organic ranking is to skip critical thinking. Use AdWords instead. Forget critical thinking for SEO. Drink a cup of fairy dust each morning! It’s all you need.

@willduder   Don’t be obsessed with number of backlinks. Do associate yourself with reputable and trusted sites.

@ISODevelopers   Do take advantage of Google AdWords and Analytics to get the most relevant links!

Goals. What are some examples of short & long term SEO goals & your definition of short or long term

@stonetemple   #1 goal for SEO should be to ROI positive for the business at an acceptable level. After ROI, next goals for me are some combo of rankings and increases in non-branded organic traffic. For e-commerce sites, fixing their faceted navigation is ALWAYS a short term goal.

@scottpolk   short term is to make sure your site is not hindering its own ability to rank. Long-term – speak to your customers/visitors and of course lay SEO over the top.

@kg7maj   Short term/day-by-day: continuously get high rankings & increased traffic. Long term: Stay ahead of the curve in SEO.

@jennyhalasz   Another goal not yet mentioned is to build a strategy. Too much of SEO is reactive rather than proactive.

@amalein   Short term (1-2 m): Technical specifications and web architecture. Long term (+6 m): Create engagement- Work in content.

@MotyMalkov   Rankings (relevant)> Impressions> Clicks> Conversions> ROI/month> ROI/quarter> ROI/year> campaign ROI.

What will be your main focus at @Pubcon #LasVegas in your #SEO Masters Session?

@stonetemple   I’ll be doing the SEO session with @jlaratro and @billhunt. My focus is links and the new algos.

@jlaratro   Laying the foundation for @stonetemple and @billhunt to go uber advanced!

@billhunt   I’ll be taking @jlaratro and @stonetemple segments and how to scale them for large and small sites. Conferences typically offer those nuggets the curious and innovative can run with

@jpsherman   Totally not a SEO Master @Pubcon, but I’ll shamelessly plug my talk about optimizing your on-site / internal search

SEO Learning Curves-What’s the big deal on investing in attending a conference vs online learning?

@stonetemple   Conferences are like a firehose, and the networking is awesome. Online learning doesn’t offer networking. Also, for conferences, you made a commitment, so easier to follow thru.

@jlaratro   Online learning has benefits for uniformity and group training, but can get dated quickly. Conferences are great for the tidbits that matter if you know how to find them. (hint: it includes who you know).

@scottpolk   networking and conversations … online (twitter) can suck – too much crap info, in-person is the way to go. don’t be afraid to ask questions – we are all (well most of us) very open and receptive.

@jennyhalasz   The networking cannot be matched. If you’re there to learn and not sell, you will find even the masters will share with you. cxns at conferences extend onto FB, twitter, slack, etc. We bounce q’s and ideas off each other all the time!

@gyitsakalakis   It’s the people

@jpsherman   conferences, like @pubcon are critical to learn the things you didn’t know that you didn’t know

@kg7maj   It’s the networking, discussing industry topics face-to-face & hear from leaders. Estimating half of the conferences I’ve attended was 100% networking purposes, the other half was for education. Don’t forget the contests as well.

@RyanJones   the contacts and friends I’ve made at conferences are invaluable. Also, they seem to re-ignite my internal passion/fire. If you approach me at a conference with a beer, I’ll answer any question you have.
@jennyhalasz   What Ryan said. As long as the question isn’t “will you buy my product”.
@stonetemple    easy question to answer, NO, I won’t buy your product ;->

@lighthousewebms   Chances to meet the authority in the industry. Keeps you on your toes.

@fighto   The big differences with conferences are really the networking IMO (and the interactive nature of them), but online is good too.

@ISODevelopers   Networking opportunity is definitely one of the perks. It’s about building relationships with other professionals.

@amalein   In a conference the advantage is the networking, learn in a “real-time” with people, online the flexibility and cost.

What’s next in SEO? Share your prediction.

@stonetemple   Well, the Penguin refresh has to come at some point, doesn’t it?
@jennyhalasz   No. It actually doesn’t. Not sure at this point that it will. Kind of like toolbar PR updates.
@stonetemple   Thnking further out, we’ll see more advanced algos, including more machine learning.

@scottpolk   links are dead, Penguin is dead, Pandatory does not exist. always be planning your strategy 18-24 month in advance … always. another #SEO future hope is we will focus on the intent of the query along with the device, mode and location.

@jennyhalasz   A Penguin refresh? Oh never mind, that’s just crazy talk. Sadly I think we’ll see more regulation/legal issues. Lots of lawsuits being filed now about domains sold with known penalties. It’s a “duh”, but no one mentioned it. Further saturation into mobile.
@stonetemple   well if domain is sold with known penalty, they should be sued.

@jpsherman   not so much the future of search, but I’d love to see Virtual Reality applied to Data Visualization for search.

@kg7maj   Google will make it harder for ranking in some industries (ie: Knowledge Graph. Winners will be those who think of the user.

@amalein   Social SEO. SEO adapted to the new technologies.

@RyanJones   voice search increases. It’s about verbs. Focus on helping users accomplish their task.
@stonetemple   Agree with @RyanJones on voice search. This will continue to scale, and rapidly!
@jpsherman   mobile rich answer snippets that talk back to the user? dunno if that’d be annoying or awesome.

What are some of your favorite SEO tools and conferences and why?

@stonetemple   Pubcon is one of the very top conferences out there. I love @pubcon vegas every year! For tools, we use OSE, Majestic, ahrefs (all 3) for link data. The @smx team does an awesome job, so you definitely should go. Try for Advanced this year. More tools: SearchMetrics, SEO Clarity, BrightEdge, Conductor are the top enterprise platforms. SimilarWeb and SEMRush are really great too!

@billhunt   My fave tools are the human brain and the question why.

@scottpolk   Conferences: @Pubcon , @affiliatesummit

@jennyhalasz   I <3 @Pubcon and @smx advanced. High quality content, great attendees, well priced. Tools= @screamingfrog @DeepCrawl and @Majestic.

@thompsonpaul   MozCon has a different vibe than many I’ve attended. Even better networking than most. As for tools – @CognitiveSEO is developing into a really solid resource – combines OSE. HREFS, Majestic data in one place. Gonna be interesting to see how fast the tools are able to adapt to the new SERP column width/character counts. For those using Yoast SEO – have a look at The SEO Framework – really solid to entry into WP plugins.

@ISODevelopers   YoastSEO makes it easy to optimize pages in #Wordpress. We also like to look at competitor page source code.

@kg7maj   SEO tools… the free stuff… Google Webmaster Tools, Bing Webmaster Tools, Google Keyword Planer. Yoast SEO is a must if you are working on a WordPress site.

@bl_bennett12   @Screaming Frog and @semRush are a few of my favorite things

@RyanJones   I use semrush, moz, ahrefs, similarweb, screaming frog, majestic and a ton of homegrown tools.

Summary: Social Traffic Analytics and Monitoring Tools on #SEOchat

Moderator: @KristiKellogg and @BruceClayInc

As you monitor your social activity, what social-related KPIs are you looking for? Followers? Shares? Traffic? etc.

@kkenyon86   Definitely looking for interaction, build our brand awareness. If they turn into a follower – bonus.
@BruceClayInc   By “turn into follower” do you mean in the SM network, or in general (like customer, advocate)?
@kkenyon86   SM network – the business I’m in, it’s all about being top of mind for micromoments.

@madelineg_sea   We’re looking at followers, interactions, and shares as well.
@CaitlinBoroden   Interaction and engagement is a huge one! We don’t want to be talking into the abyss.

@KristiKellogg   I’m tracking social traffic, as well as followers, retweets, shares, interaction with influencers, etc. I’m paying attention to Twitter, Facebook, LinkedIn, Google+ and Instagram — though Instagram doesn’t provide much data.
@iankeir1   I agree. You have to look at the entire social media picture as a whole.
@madelineg_sea   Totally. Looking at all of the metrics together is where you’ll get your real insights.

@jonfoulds   reach, clicks, shares, growth in followers over time

@PeterThistle   Engagement/Interaction

@Navahk   Website clicks

@nemofindsworld   Depends on business objectives and the social media platform being used..but ultimately helping to cultivate brand awareness.

@kg7maj   Followers… what portion of them engage via RTs & at mentions. Less concerned about followers as base is formed for engagement. If the website is key for revenue generation, link clicks are monitored. Can’t be the only thing you’re putting on social.

@digishapatel288   for brand awareness and getting more engagement followers are important.

Are you paying for a subscription to any tool? What do you get from it that you couldn’t get for free?

@CaitlinBoroden   We use the premium version of @hootsuite around the office. The calendar scheduling tool is a lifesaver.

@Navahk   Yes! Better reporting

@TheBuyerGroup   You can customize reporting with paid tools.

@iankeir1   We use @Brandwatch at our office. It’s helpful in seeing advanced reach metrics.
@paulaspeak   I haven’t heard of @Brandwatch before. Is it a rep. mgmt. tool mostly?
@iankeir1   to an extent, yes. would definitely recommend checking out a demo.
@Brandwatch   Hi Paula! We’re a social listening tool. We help brands gather data from organic convos across the web.

@Magencyllc   We love @hootsuite and @RavenTools.

@BruceClayInc   Okay, we’ve got people paying for @HootSuite Pro and @RavenTools. What else?

@kkenyon86   Not for SM, but website analytics.

@madelineg_sea   @SproutSocial and @AudienseCo for their reporting capabilities.
@KristiKellogg   LOVE @SproutSocial!

@VirtualPBX   Our primary KPIs are engagements and traffic.

@kg7maj   For social analytics, Facebook Insights & Twitter Analytics are powerful. A few good ones for Instagram are available.

@jonfoulds   Depends on the client and how extensive their needs are for reporting/scheduling/etc. Some do, some don’t. We’ve used NUVI, Sprout Social, Hootsuite.

@digishapatel288   I am using @socialpilot_co for social media activity and fb branding.

@ebiziq   Big fan of @SproutSocial. Their inbox system is the best. Plus great collaborative tools and reporting. FWIW we’re curious about @MeetSOCI too. Seems like a great tool for an agency solution. Has anyone given them a try?

@kg7maj   My favorite Instagram analytics tool is iconosquare (http://clwy.us/1MKMiNj ). Iconosquare is free, shows followers/unfollowers & engagement figures. For inbound traffic & web analytics, Abobe SiteCatalyst is powerful. http://clwy.us/1SUt83P.

@VirtualPBX   Followerwonk allows marketers to grow their Twitter followers with their target customers.

@tannerpetroff   I haven’t used NUVI in a couple of years, but last time I did it had a long way to go.

@DavidProHQ   I use/pay for @semrush @moz Followerwonk, @SproutSocial, @simplymeasured @RavenTools and use @hootsuite and @buffer.
@KristiKellogg   Do you use each for different purposes? Which is the best?
@DavidProHQ   I LOVE @semrush – Audits, keyword tracking & research , SEO ideas, ad ideas, brand mentions, GREAT reports, etc.

@netvantage   @SproutSocial is our go-to for social media.

@Magencyllc   @RavenTools allows white labeled reporting & combines many kinds of analytics in 1 place.

@kg7maj   Apparently you have to pay for some iconosquare features. Love Facebook Insights. Very comprehensive & provides a lot of good details (including when your followers are FB). I’m not a big Instagram user, so the pay part is new to me. Platform still useful when used.
@paulaspeak   Similarly, I like the insights in Google+ for that network. Lots of detail!

@jimit_ab   I use @mentohq. its new and advanced social media scheduling tool which generates content based on your products.

What tools (paid or free) monitor social referrer traffic and conversions on your website best?

@DavidProHQ   Google Analytics and Facebook Conversion Tracking.

@netvantage   Definitely Google Analytics. It is an all in one tracker for traffic, conversions, etc.

@KristiKellogg   I have yet to see a tool do something (in regards to social traffic tracking) that good old Google Analytics couldn’t do.
@kg7maj   For traffic, Google Analytics can’t be beat, but some brands need a more powerful solution, like Adobe. it has a lot more complex powerful features. It costs a lot of money. I know Toyota & American express use it.
@CaitlinBoroden   the same issue was brought up in the @inboundorg thread

@CaitlinBoroden   Well, I can say, that I don’t think it’s GA. I’m constantly seeing mismatches for FB ads data.

@Magencyllc   @googleanalytics does it really well for free and you can also integrate that into @RavenTools

@tannerpetroff   You can never go wrong with proper setup of @googleanalytics and Google Tag Manager.

@jonfoulds   Something I’d love to figure out how to do better! Currently using Facebook insights often and Google Analytics.

@karo_linab   Google Analytics is the best starting point, our acquisition team also uses @Marketo and @Tableau to get super granular.

@bl_bennett12   Anyone using SEMrush new social integrations in their account? we haven’t connected yet, would appreciate feedback/experience.

@PeterThistle   Google Analytics – allows easy comparison of social traffic to performance of all other channels: organic, paid, etc.

@nemofindsworld   GA offers a wealth of data for free, especially for traffic. We also use @brightedge for measuring impact of likes/shares on FB.

@ebiziq   Google Analytics is the go-to, with well thought out URL tagging of course.
@tannerpetroff   Exactly. All your mismatched tracking issues can be solved with the wonderful world of URL tagging.

Have you been able to use reports from social monitoring tools to prove ROI to the C-suite?

@kg7maj   Yes, I have. It varies from business to business. It can be inbound traffic to company promotions.

@ebiziq   We’ve found the task feature in @SproutSocial is very helpful for this oddly enough. Tracking the journey and so on.

@netvantage   Yes, from @sproutsocial as well as Facebook, Google+ & Twitter’s analytics. (Twitter’s analytics is so underrated).

What tools do you use to identify influencers?

@kg7maj   This is one I need help with.

@karo_linab   @simplymeasured has great influencer reports for Twitter. Twitter analytics is a great free option!

@ebiziq   Ok, we’re starting to sound like an advertisement for @SproutSocial but… you guessed it. Never overlook the Discovery tab.

@tannerpetroff   Used to use Topsy until it died 🙁 Now I’m using Followerwonk.
@kg7maj   Awesome for crowdsourcing & social data.

@kg7maj   I’ve been trying @Zoomph as of late. Very good for locating influencers, hashtag analytics, demographics & content.

@paulaspeak   It depends on the industry. But it looks like @Onalytica might be a good one based on http://goo.gl/IHvmXv

@KristiKellogg   I don’t use tools to find influencers. But, admittedly, I only am looking for influencers in an industry I already know. If I was pinpointing influencers for a client, i.e. a different industry, I think a tool would be critical.

@netvantage   Followerwonk from @Moz is a great tool for identifying influencers and helping with social growth.
@DavidProHQ   Apr 21 I’ll say that @Moz has definitely been bringing innovation to the internet marketing sphere, not just SEO.

@jonfoulds   Great question. Haven’t found a good tool personally. My social peeps here may have but not on the reg.

@DavidProHQ   @buzzstream @buzzsumo @ninjaoutreach @ahrefs and @followerwonk
@seanvanguilder   @buzzstream @buzzsumo @ninjaoutreach @ahrefs @followerwonk love all of those

@jimit_ab   I am big fan of @copromote to identify influencers.

What’s one thing that you haven’t been able to find from a social analytics tool?

@kg7maj   Potential followers/influencers who engage. Seen a lot of potential ones when searching, only to see no at mentions or RTs. Not analytics related, but tool related. Wish there was a way to schedule to Instagram. Tools exist to remind you to post. You can schedule, but only to get a notification via mobile to post. It then opens Instagram to post in real-time.
@NuviSteve   Since its mobile based there isn’t a tool that does it directly. Ours allows you to push content to a mobile device though. Here’s some fun visuals I gathered on it.

@sociallyclimb   accurate sentiment analysis – hard to get that one right!
@PeterThistle   There was a LOT of interest and promise around “sentiment” 5 years ago – but gone quiet since hard to do.

@DavidProHQ   I’d like to have better reporting on Instagram & Pinterest. All social channels integrated. Platforms leave 1 or 2 out.

@VirtualPBX   Keyword tracking across all of our social channels.

@jonfoulds   Accurate sentiment is a difficult one as well as site conversions if an E-commerce site. Other than Google Analytics that is.

@sociallyclimb   Why can’t more social networks provide something basic like a history of the number of followers? Many don’t!

@jimit_ab   it’s hard to identify how much time user has spent on our post for viewing. I do not find such thing in any analytics tool
@tannerpetroff   Behavior > Site Content > All Pages > Avg Time on Page – is that not what you’re looking for
@jimit_ab   Those are helpful to understand the behaviour of our own web page. It’s hard to identify time spent on your FB posts by users
@tannerpetroff   Ah, for social. Not on-site. That makes more sense.
@kg7maj   That figure isn’t accurate though.
@tannerpetroff   Oh boy, if we want to start digging into accuracy
@kg7maj   No argument Google Analytics isn’t the most accurate, but very good as a guide.

@ebiziq   A tool for a high volume agency that organizes content by industry/other segment. Although I think @MeetSOCI does that? Oh, and more insights/features for instagram of course.

@netvantage   Like most have said, accurate sentiments and categorization options to help better understand conversations would help.

Can you share an example of how you’ve leveraged data gathered from a social analytics tool? How has it affected your strategy?

@jonfoulds   Learning what types of social content works better for which audiences. i.e. what converts on Twitter may not work for FB!

@karo_linab   We’ve used social data to find our KPI benchmarks to help measure our monthly performance and optimize/troubleshoot if needed.

@kg7maj   It’s impacted the timing of social posts/activity & the type of content I post on social.

@netvantage   We leverage social data to help predict what content works best with our audience! It’s key to understand your audience.

@sociallyclimb   We’ve used industry keyword data to find audiences & events where discussed to build social ad campaigns around.

@VirtualPBX   We use Buffer Analytics to track the content that is “popular” to our audience. For example, Our audience loves sports cars so we post about sports cars every now and then.

Do you use the tools for your business, for your clients or for both?

@iankeir1   Both in our case

@sociallyclimb   YES to all! Why not also monitor for mentions of your own name as well! See where you’re an influence!

@jonfoulds   As a digital marketing agency, both.

@netvantage   Yes, we use the tools for both Netvantage and clients!

@kg7maj   Mainly for business purposes. Will occasionally look at personal out of curiosity (or look at new features).

What social media tools that we haven’t mentioned could you not live without?

@KristiKellogg   @Tweepi, @ClicktoTweet, @CoSchedule, @Canva. Oh thought of another one! Gramblr lets you post to Instagram via your PC — but it’s glitchy.

@sociallyclimb   Not a social media tool, but we couldn’t integrate all the information without good ol’ Excel.
@bl_bennett12   If you use Excel, & data gets more complex, highly recommend @Tableau.. multiple APIs integrations to sync data
@BruceClayInc   Agreed! Excel is a workhorse we can’t live without, either.

@kg7maj   TweetDeck, FaceBook Pages Manager app, Facebook Business Manager.

@jimit_ab   again @mentohq i can live without for their aweson tweet generation and ecomm integration feature

@karo_linab   @meetedgar is a life saver when it comes to content scheduling for Twitter! So it’s a one time thing, you don’t have to schedule individual tweets! Just add and remove content within categories. Oh! and @Canva! How could i forget about the best graphic design tool and it’s FREE!
@jimit_ab   You should checkout @socialpilot_co if content scheduling is the main aim. it supports FB, Pinterest, Tumblr.

@VirtualPBX   Creative apps such as Canva and Pablo are a necessity.
@kg7maj   Second @canva. Very easy for a non-creative to create graphics.

@netvantage   People keep talking about tools for @Pinterest. Although it’s strictly Pinterest, @TailwindApp has been helpful for us!

@digishapatel288   recently I found @mentohq. It’s a really awesome tool for online sellers! I can’t live without.

@nemofindsworld   I cannot speak highly enough about @canva, great tool for creating compelling visuals – easy to use and a good free version.

Are you worried about “dark” social referrer data? Taking any steps to bring it to light?

@kg7maj   Yes, very much so, especially with the increase in “direct” traffic. Can be any reasons for it being “Direct.”

Summary: Accellerated Mobile Pages on #SEOchat

Moderator: @MatthewAYoung

What are Accelerated Mobile Pages (AMP) and what do they do?

@CaitlinBoroden   They are fast – perfect for mobile devices! They provide a more stripped down version of a page with basic styling features.

@seanvanguilder   It’s all about speed

@iankeir1   They are a great way to get your content found on mobile devices

@BruceClayInc   AMP stands for Accelerated Mobile Pages — it’s currently available to news publishers and makes for a better mobile experience.
@MatthewAYoung   Better is right. UX is key here, especially when it comes to SEO.

@nemofindsworld   AMP is a project to create fast-loading mobile pages using stripped-down forms of HTML. AMP could also be seen as an open source response to Facebook’s instant articles.

@michelljernigan   Accelerated mobile pages are ideal for ranking well with newsworthy content.

@kg7maj   AMP is quick, easy, user friendly way to get content on mobile for publishers. One misconception about AMP, from talking to people, is it’s only for mobile & only for publishers. Not for your mom & pops.

@KristiKellogg   #AMP: open source project geared toward enabling publishers to load articles instantly for mobile readers.

How does AMP directly/indirectly affect SEO?

@KristiKellogg   If Google says “this is important & you should do this,” the #SEO community jumps to it – especially with today’s focus on mobile. At Dallas State of Search, @Methode revealed #AMP IS the next big thing. h/t @jenstar
@BruceClayInc   Considering Google #AMP for #SEO? Read our full article on #AMP!

@kg7maj   AMP is another way of getting your published content out there. It’s extra exposure, thinking you may go to the site eventually.

@BerkleyBikes   I think the current implications are greater than rankings and affect digital marketing as a whole. For example: more limited analytics, remarketing options, etc.

@seanvanguilder   AMP is another piece of Usability with SEO. HTTPS/2 will be next.

@iankeir1   It’s about getting your content out there, and seen by more people

@MatthewAYoung   AMP also offers an incredible UX opportunity for sites, and Google has been known to look at usability factors

@nemofindsworld   AMP definitely offers more consideration with UX but it also really helps with exposure on news-related queries.

Does using AMP help rankings?

@CaitlinBoroden   Rankings in the way that articles get featured in one of the top carousels in search, yes.
@MatthewAYoung   Which is a big vote of confidence if youre a publisher, no doubt.

How do you sell clients/orgs on implementing AMP?

@MatthewAYoung   To @KristiKellog s point, tell them that Google has been talking about this for months. “it’s the next big thing” in mobile

@yourwillowtree   #amp increase the UX which means a potential for more sharing and more exposure

@iankeir1   When the future of search is mobile, AMP is a good way to get ahead of the curve.

@KristiKellogg   #SEO clients need to hear that updating NOW gets them ahead of the curve. @maileohye said this yesterday.
@kg7maj   Being ahead of the curve also allows you & the client to test things out, trial & error. Win win for all.
@nemofindsworld   Exactly. Investing now will benefit clients in the future as rank signals for mobile usability increase.

@CaitlinBoroden   No plans for clients yet (doesn’t fit needs) but I’d like to test the WP Plugin so I have some experience. Anyone use it?

@kkenyon86   How do you convince your manager of the importance of AMP (in house marketing, small company)
@MatthewAYoung   I would point to the past. Orgs thought the same thing about RWD, until mobilegeddon.

@nemofindsworld   Impact of not opting into AMP – decrease in organic impressions/clicks as AMP carousel + paid search pushes org listings down

@kg7maj   Educate on the organic opportunity, user friendliness & potential for increased traffic.

What does AMP mean for content marketing?

@MatthewAYoung   More to the point, How does AMP change the way content is created, or optimized?

@nemofindsworld   Content marketers will have to think about attracting CTR on AMP results with engaging headlines, hero image and intro copy.

@kg7maj   Content will have to be optimized for AMP to Google standards. The type of content shouldn’t change, especially if it’s working.

How does a brand leverage AMP even if they’re not in Google News?

@kg7maj   Blog articles, especially if the brand produces a lot of articles.

@MatthewAYoung   We talked preparedness earlier. What’s to say Google doesnt come out and say this is the standard for all mobile content pages
@iankeir1   It’s a good point @MatthewAYoung, better to start implementing now.
@PeterThistle   Expect they’re testing/developing in the News vertical, will deploy in general web later.
@MatthewAYoung   As I would expect. Much like Instant articles.

Let’s talk analytics for a second. How do you track AMP KPIs?

@MatthewAYoung   Well, since i have the floor no one will mind a shameless plug. @AdobeAnalytics has the ability to track AMP pages.

@seanvanguilder   I would think load time, organic referrals on mobile, time on site, etc.

@kg7maj   Clicks & views. Curious to know more about tolls & extensions used to compile in KPIs specifically for AMP.

Look into your crystal ball– what’s next for AMP?

@MatthewAYoung   I for one think that AMP goes for wider implementation, especially since FB Instant Articles is open to all publishers.

@iankeir1   I think that AMP will become more the norm, and at some point could become a ranking signal for Google
@MatthewAYoung   Anything related to Google dialing it up to 11 again in May with regard to mobile perhaps.
@iankeir1   I personally don’t think it will be a serious update, but they are definitely getting serious about mobile.