Summary: Link Building in Difficult Niches on #SEOchat

Moderator: @stephbeadell

What are some of the most difficult industries for link building that you’e worked in?

@stephbeadell   Mine – clown costumes.

@sonray   Casino parties, breast augmentation and mobile self storage!

@matthewayoung   I had a difficult time getting into link acquisition in custom bedding. Just couldnt win with that one. Small mom and pop health insurance brokerages.

@davidprohq   Pawnshops

@paramaya   DUI attorneys

@lancemoore22   Pediatric neuro surgery. It gives me a headache

@bruceclayinc   Broadly speaking, e-commerce can be tough because it’s easy to look “spammy.”

@nateplaunt   Spine surgery device manufacturers.

When you get one of these difficult assignments, where do you go for link building ideas?

@matthewayoung   There’s a sweet spreadsheet i have with a risk-reward matrix of over 300 link building ideas. Dont know how I came by it… I like to also look to competitors in the space to see what sites of note are linking to them.
@lancemoore22   When you find those links do you or your client reach out “asking” for a link?
@matthewayoung   I’ve emailed and called, as have my clients. It shouldnt be arbitrary though, give something to link to.
@sonray   I try to get an email address from the client to offer legitimacy.

@davidprohq   First stop, finding web mentions of my clients where they’re not linked and ask for a link back. I also search for “best [business - industry] in [city]” – Then do some outreach to get my client listed. Competitor link analysis as well. @moz tools to find web mentions as well as “business name” -site:businesssite – lot’s of citations though. That query is for a Google search by the way. I’m not big on directories, but I do make sure they’re listed in DMOZ.
@paramaya   Depends on the directory. Some are critical.

@thinksem   Hm. I could tell you that, but then I’d have to kill you. No, seriously. I’m kidding. FWIW, I think we need to be asking ourselves, should we still be doing “traditional” link building these days?
@chelseabeaadams   Y.E.S.

@paramaya   Fnd out where competitor’s backlinks come from and find out where the target audience lives online.

@d50media   A step below the obvious. Had experience with an article about divorce. Could have gone to counselors, but went to lawyers.

@lancemoore22   Their competitors, ‘Google’ niche sites, & find local forums and directories that make sense.

@bruceclayinc   Start with content audit — are you creating things worth linking to? Do competition comparison & survey your client/customer.
@thinksem   YES! “content worth linking to” <– extremely important, especially in the coming year, IMO.
@chelseabeaadams   I like the content audit angle, @BruceClayInc. The heart L.B. needs to be writing about topics your niche wants to reference.

@sonray   I go for a long bike ride and think through it. Note underused assets and draw on previous successes. I also dig through my contacts list and black box of luminaries to see who I know and who I need to know.

@directom   Competitive research and link reclamation.

@kristikellogg   First, understand the user’s intent w/ searches. Develop link magnets by finding out what’s missing or could be done better.

@d50media   Don’t be afraid to get on the phone. Team member @StephStMartin wrote article on phone-based outreach.

Is content king in these cases? What do you do if there isn’t budget/resources for content?

@matthewayoung   If there isnt $$ for content, there isnt $$ for SEO. Equal to content’s importance is the context for that content.

@thinksem   If no $$ for content, we use the old content (assuming it exists) but sprinkle it w/”SEO”. Not ideal but better than nothing.

@d50media   Absolutely. Strong content = good resources. And people will link to something they think is valuable for their audience. If you don’t have a budget, think socially. Connect with people & find opportunities for links/articles through social.

@directom   We try to find a useful resource our clients offer, maybe a glossary or infographic we can get out there.

@paramaya   Rework existing content into something new. Improve conversions. Improve technical… to name a few.

@bruceclayinc   If there aren’t resources for content, make them. Resources/budget are integral to #SEO. Find a way.

@davidprohq   Make a budget for it! :) Try to valuitize what is already on the site so I could do outreach sufficiently. Worthy noting – a lot of sites that rank high, aren’t content centric. It’s not the content but the value a website provides.

@kristikellogg   If you REALLY can’t afford content, find a great writer & trade services. Or get an English-major intern. Get creative.

@chelseabeaadams   You can’t acquire links to content if there isn’t content worth linking to; it’s pretty simple. I like the repurposing tips.

Sometimes bloggers/journos are hesitant to link to the site you’re promoting. How do you get them to overcome their objections?

@paramaya   Bribe them with food?

@davidprohq   Always has to be a win-win. The win for them is the value their giving their readers for the valuable business they mention. There should be somewhat of a relationship their first. Like @wilreynolds said in a presentation – stalk em’!
@chelseabeaadams   Well – I think that all goes back to “how do we define content,” David. They don’t have to be *article* centric, but surely the page needs content (meat; value) worth linking to.
@davidprohq   Definitely something there – there was an article I read of websites with no content ranking high – I’ll find it.

@stephbeadell   In e-commerce, I find that having a content-only section of the site (like a blog) and pushing that really helps.

@sonray   I never mention the link, it’s always about helping and serving a need. The link then becomes a fringe benefit. I want traffic & conversions, traffic or a citation <—- that's my gold ring with linkbuilding. I talk about it in PR terms. Most understand relationship building and working together.
@chelseabeaadams   Pitch it as creating X that adds value to the community in order to extend reach & attract the right audience.

@d50media   Give them a link first. Have them do a guest blog with links on your site. Tis the season: You give before you receive.

@matthewayoung   As @garyvee would say, stop trying to close on the first try like a 19 yo guy. Build relationships, they matter.

What tools do you rely on most for these difficult link building tasks?

@ryaninnz   Moz for analytics.

@sonray   Twitter, IFTTT, hustle and patience; analysis and rebooting. Spreadsheets.

@matthewayoung   Majestic, especially now that it categorizes links from different sites – good for niche research.

@paramaya   OSE, ahrefs, majestic for competitive research and a lot of good old-fashioned searching.

@davidprohq   My gmail account – Also finding people that share related articles by using @followerwonk and @BuzzSumo for shareable articles.

@bruceclayinc   @MajesticSEO deserves a shout out, for sure.
@lancemoore22   Any advantages of using Majestic over OSE?
@bruceclayinc   Majestic has more data — it will catch the most links.

@davidprohq   OSE, @MajesticSEO, and @ahrefs – I use all of them. I have San Diego clients – landing a link on a major website featuring the best seafood restaurants in San Diego.

@sonray   I create a lot of feeds and alerts; push a lot of things to Evernote. Depends on who I’m stalking and how.

@kristikellogg   Find competitor’s referer domains in majesticSEO & perform “site:” searches w/ kywds to find related pages that are linking.

@chelseabeaadams   Oh, and one last shameless plug. Learn more about link building in the new @BruceClayInc #SEO tutorial

Summary: Google Updates – Panda, Penguin, & Pigeon on #SEOchat

Moderator: @ThunderActive

Has the Penguin 2.0 or 3.0 update hurt too many innocent sites?

@bruceclayinc   That’s a hard question. What does “innocent” mean here, really? There are definitely innocent sites that were impacted.
@thunderactive   Innocent as in didn’t intend to “game the system.”

@directom   We haven’t seen actual “innocent” sites get hit, however we have seen sites get hit quite hard due to spammy links. It doesn’t seem that submitting domains to the disavow tool helps very much either!

@paramaya   Of the three, I think Pigeon has done the most harm to sites that were already adhering to best practices.
@gobrandify   See your point. We’ve seen that Pigeon’s restrictions have left ‘droppings’ on many unsuspecting/innocent sites.

@ramirez_robert   Many sites impacted who hired shady SEOs in good faith & got burned. Company’s can’t claim ignorance tho. must know guidelines.
@directom   Exactly! We have clients in that very same situation!

@matthewayoung   Intent has nothing to do with it, I think. All sites have bad links, and not knowing is not an excuse to Google.

@chrisjeverett   I have seen the impact of negative SEO first hand. People penalized by Penguin for competitors spamming their sites.

What are your favorite tools for finding unnatural links?

@matthewayoung   I like Majestic. It’s always a good one. Especially now that it provides context for linking domains by categorizing by topic.

@alexpeerenboom   No 1 tool is going to find everything. Combo of GWT, Moz, Ahrefs, Majestic.

@bruceclayinc   @tryMajestic and ahrefs are the tools our #SEO analysts rely on for backlink profile analysis.

@chrisjeverett   Ahrefs, WMT, OSE, SEO Spyglass.

@ramirez_robert   Majestic, Ahrefs, GWT pull from as many sources as possible. Finding bad links is manual process though. No quick way to prune.

Panda 4.1 aimed for “great diversity of high-quality small & medium sized sites”. Has anyone seen this result IRL?

@bruceclayinc   Tough one. For 1 data point, see the 90-day downward trend of domain diversity from @Moz. Domain diversity can also be hard to suss out with increasing personalization, search history & circle-influenced results.

@searchrook   Nope. If anything, they’re out of reckoning. And why should “size” have anything to do with quality?

@matthewayoung   Not really. I’ve had sites benefit, but I cant point to one specific thing; Google rolled out 3 algo updates at the same time.

@directom   Seems that the only the slightest movement (upwards) comes with each of #panda updates for the small to mid-sized sites.
@thundermax   I’ve seen similar changes with each update. Here’s SEL’s list of updated through late Sept.

@chelseabeaadams   Some good Panda 4.1 IRL data in this @Marketingland article.

Has anyone seen the effects of the new Google Maps quality guidelines yet?

@gobrandify   Not anything significant yet. @Philrozek and other local SEOS suggest we wait a bit more and see.

@lindsaymineo   Not yet. There’s speculation as to how much Google will enforce the new guideline changes. Enforcement speculation from an #InsideLocal webinar this week, also mentioned here.
@bruceclayinc   Agree with @LindsayMineo. Does this guideline change effect biz? Is it a rule that needs to be enforced or does it affect rank?
@lindsaymineo   I feel there are too many special conditions and Google hasn’t laid out specific enough guidelines for businesses.

@bruceclayinc   Regarding Google Maps & Google My Business optimizations, read @localseoguide’s. Gist: GMB is small % traffic.
@chelseabeaadams   Interesting insight, @BruceClayInc! The concept of GMB not being the number one priority for local optimization is a big shift.

Do you think these new Maps guidelines are an extension of the Pigeon update?

@ChelseaBeaAdams   Pigeon has a major impact on local. And the GMB guidelines update will impact local. But do they overlap..? Well… not necessarily. Do YOU think these new Maps guidelines are an extension of the Pigeon update?
@thunderactive   We think they’re definitely related, but too soon to tell how close they are on the update family tree.

@directom   SEOs spent so much time optimizing for local and Google continues to change things…local pack search results come and go.

@ramirez_robert   #Google has always had trouble getting local right. The new guidelines are more about better organized local listings.

Has there been spillover from Pirate Update 2 into sites that aren’t only copywritten content?

@paulaspeak   Whoa, I haven’t heard of the Pirate Update. What’s that?
@matthewayoung   Pirate was a pretty sweet update. One of my clients showed a lift post release. It’s actually the second release – meant to fight piracy of content.
@thunderactive   The Pirate 2 update penalized sites deemed to be violating copyright laws. More here.

Do you fear future Google updates or look forward to them?

@thundermax   Ha! That’s like asking about the dentist!
@chelseabeaadams   Perfect answer, @ThunderMax. Sometimes the dentist ends up making things better, but bobody *looks forward to* going.

@lindsaymineo   Both!

@directom   Keeps us on our toes..we just tread lightly. If we follow ALL best practices there “SHOULDN’T” be any reason for fear!!

@kevinknechtion   No sense in fearing what we can’t accurately predict. Good UX and quality content will prevail. Robots scare me though. A lot.

@matthewayoung   I get a little excited, especially when clients may benefit, but i love sharing the info with them the most.

Summary: Effective Data Presentation on #SEOchat

Moderator: @anniecushing

@thompsonpaul   And joining us is “the woman who makes data sexy” – Ms Annie Cushing @anniecushing. She’s a long-time analytics specialist who has built a new career helping all of us learn to communicate data better.

@anniecushing   Great to be here w/ all of you lovely marketers! And thank you for the invite, @thompsonpaul!

What are the biggest mistakes you see in data reporting?

@anniecushing   The biggest mistake I see, by far, is loading up reports with too much unprocessed data. Loads of tables, charts, etc. with no insights. The report/dashboard recipient is assaulted with a wall of data w/ no idea what to do w/ it.

@paulaspeak   A mistake I see is not carefully reporting context & making general, sweeping claims. But data is for specific conditions.

@bruceclayinc   Mistake: listing facts w/out providing info on what they mean. More important than the raw data is what you need to DO with it.

@thompsonpaul   I was gonna say reporting stuff people don’t care about or can’t act on – so close.

@igalst   Reporting the same data over and over again with no conclusions. I see that alot.
@anniecushing   I see that a lot too. Tell people the story the data is telling YOU.

@plumlytics   True charts are pretty but if they lead to no wear they are just vanity data reports.
@anniecushing   I disagree. I think reports should be filled with charts and graphs over data dumps in tables. Easier to process.

@zoesoto   I think setting goals and representing them with data is the best way to do it.
@anniecushing   I couldn’t agree more! You’d be surprised at how many companies want a dashboard but have few goals in place.

@michaelburjack   Unless report is printed (ha!), let me _dig_ into the data to uncover meaning and understanding. No depth = no understanding.

What are the biggest differences between dashboards and reports?

@ericlanderseo   Dashboards are high level visuals of predictable metrics. Reports are run to identify the meaty, juicy data stories.
@anniecushing   Dashboards should give you details too but show more trends.

@paulaspeak   I think of a report as static data capturing a moment in time, and dashboards as a framework for always-current data. True?
@anniecushing   Yes, I agree w/ this wholeheartedly!

@thompsonpaul   I’ve always worked off assumption a dashboard is regularly updated data, but report is the analysis of the data?
@anniecushing   Dashboards should always include analysis of the data. Or they’ll become irrelevant. Some of this is semantics. Dashboards are a type of report – delivered regularly. They focus on bus obj’s and KPIs. Dashboards aren’t just for alarms and should be both actionable and tactical.
@tony_dwm   Dashboards reveal the story. Some on the surface, some by digging deeper. Reports tell the story to execs & CEO’s

@paulaspeak   Ha! But how do you make dashboards “actionable” and “tactical”? Care to elaborate (in 140 chars)?
@anniecushing   Make sure you tell recipients exactly what they should do. Use contextual elements to point out wins. Ignore the giant orange arrow (from a preso). But this was a chart I gave a client. This is a screenshot of their data before. All tables. That chart made them thousands of $$.
@thompsonpaul   Wow – perfect example of data puke vs data that leads to decision and action.
@anniecushing   It’s one of my faves. They were spending thousands on AdWords when MSN was converting MUCH better.

@ericlanderseo   Annie, do you find that dashboards need to improve or change over time?
@anniecushing   Absolutely. They need to be living organisms that keep pace w/ the company’s bus objectives. I default to whoever writes my check. :)

If we want to improve -what are the most important things to focus on when building dashboards?

@igalst   Visualizing the 20% that matter to you. I prefer to focus on the top 4-5 things only in dashboards.

@bruceclayinc   The most important thing to focus on are those that generate traffic: social, email, PPC etc. Focus your energy/maximize ROI.

@tony_dwm   This should change per client. What are the most important metrics for their business objectives & goals? eCom sales, Retail (site to increased footfall?), Pro Serv Lead Gen (submission forms), Charities (exposre/don’s)
@thompsonpaul   Agreed, Tony, but I was thinking Q3 more about conceptual approaches than specific inclusions.

@thompsonpaul   Any other ideas for conceptual approaches for good dashboards, as opposed to specific content?

@fighto   A good dashboard focuses on business goals and get straight to the point. You can save the insight for a phone call.
@fogelrivka   If your dashboard is interactive then you have to editorialize.
@anniecushing   Not sure what you mean. Although editorialize has neg connotations, you want to provide analysis.
@fogelrivka   Yes – I meant analysis. A few bullet points with call-outs.
@anniecushing   Agreed! Bosses and clients love playing w/ interactivity. It’s like permission marketing but w/ data. They get to control how much/little data they want to see. They go over really well.
@igalst   Yep, as kids, the C-level they like visuals. Credit to @aknecht – saw that in one of his slides once.

@michaelburjack   A good dashboard leads to insights. A bad dashboard only generates questions (which, once answered, should be dashboarded).

What are the most important/most useful tools for communicating complex data effectively?

@michaelburjack   It’s rare that a proper time-series graph can’t answer a question. Important to chose carefully what’s on the Y-axis though.
@anniecushing   They certainly serve a purpose but can be rudimentary. Segmentation often requires text-based categories.

@thompsonpaul   I’m struggling to automate the data part of reports so can spend more focus on doing/reporting analysis.
@anniecushing   Most marketers are. But so much money is lost in manually gathering data. I automate ALL of the data collection w/ APIs, so I can spend my brain power on analysis.

@bruceclayinc   @avinash did a great article on this topic: Analysis To Insights To Action, Faster! All about visuals. Visuals (images, infographics) take the data to the next level. Also, they’re incredibly shareable.

@fogelrivka   Do you play with secondary axes in client-facing interactive charts?
@michaelburjack   I’m in-house so client-facing is management-facing. And yes, absolutely.
@anniecushing   Influential I use secondary axes a lot! E.g, sessions vs bounce rate, revenue vs conversion rate.
@fogelrivka   And then just educate that this is relative, not absolute! I find that last step a bit more difficult.

@tony_dwm   Using custom dashboards w/ software like @RavenTools (w/ annotations) can save tons of time (& expense).
@paulaspeak   Re: tools, agree with @Tony_DWM, but our analysts use SEOToolSet (proprietary). Best of both worlds: data rich + custom rpts.

@thompsonpaul   Would be remiss if didn’t mention Annie’s whole course on using APIs to collect data/turn into solid reports. She’s incredibly generous with tools/templates/how tos over there.
@anniecushing   The course also includes weekly office hours where you can ask anything. So you get 40+ hrs of access to me.

Any suggestions for what to do if people aren’t reading/acting on your reports?

@fogelrivka   Make your reports actionable, and present them to the person responsible for performance.

@alanbleiweiss   If clients/team members don’t read / act on reports, see if your reports are overwhelming them. Clients / team may need more guidance, education to know how to read / act on reports. If they don’t read/act on reports after all that, it’s time to wash your hands of responsibility.
@anniecushing   Yes, exactly. The report should serve as the talking points for your client calls/meetings.

@thompsonpaul   I like to check up & see if there’s somebody else who should get it instead – or a different version.
@anniecushing   Exactly. I always ask if anyone will be viewing from a Mac. If so, I make sure I don’t use Mac-unfriendly featurse

@tony_dwm   Remind them of why they hired you in 1st place. If they’re not reading/acting, what’s their percption of success?

What are other resources to learn more about data visualisation?

@anniecushing   My Excel heroes are @MrExcel, @contextures, @onlinetrainingh, and @excelisfun. You can also learn a lot from them.

Summary: Looking Ahead to Google 2015 on #SEOchat

Moderator: @dr_pete – Marketing Scientist and Google Chaser

@dr_pete   Another big year almost behind us. Finally got a Penguin refresh, big changes to Knowledge Graph, News, and Local. Let’s recap.

Will you be more or less worried about algo updates (Panda, Penguin, etc.) in 2015?

@timbiden   Less. Though I’m not doing SEO for clients anymore. So my opinion probably doesn’t count for much.

@d50media   Less worried. Most of the changes have been where the industry is headed. These aren’t “red alert” updates.

@markstjohnson   Less. Algo is just a reflection of what sites should be doing anyway. We try and stay ahead of the curve. I think just saying that also doesn’t matter is a bit simplistic but it’s more about looking at the motivation behind algo changes. And then anticipating the sorts of changes that might be made in the future. Staying a step ahead.

@ericlanderseo   Less worried. There are fewer major issues and rolling algorithms make it less significant when one update occurs.

@kristikellogg   If you don’t break any rules and you focus on creating quality content, you don’t have to worry about the algo updates.
@danleibson   If only that were true with Pigeon.
@dr_pete   So, I disagree with that. New features, verticals, etc. have high impact even on white-hat SEO. Rules can change. I think that’s valid when it comes to punitive updates/penalties, certainly.
@kristikellogg   I was referring to algo updates :) (“Panda, Penguin, etc.”). Obviously you have to stay on your toes in general.
@dr_pete   Fair enough. I think some updates are getting grayer, but most still focus on core problem areas that are avoidable.

@mattstannard   Personally I am less worried as I now use #bing but obviously for clients its important.

@ryanayres53   Less. We focus on what we can control and that wins in the long run. Follow best practices and ride the waves.

@dr_pete   One thing I’m seeing is that changes are more targeted – very high-impact for smaller groups. You have to know what affects you. As I said in a post about Penguin 3.0, it’s like unemployment. If rate drops from 7% to 5% but you’re jobless, % doesn’t matter.

@bruceclayinc   The key is to be agile — always stay on top #algo news and you won’t get caught by surprise.
@dr_pete   Agreed – maybe only 5% impacts you, but you’ve got to know which 5% it is

@1petemcallister   Less worried about Panda & Penguin but more worried about SERP real estate and Google acting as affiliates.
@timbiden   You hit the nail on the head.

@dr_pete   Ok, let’s dive into some specifics. Big changes in Knowledge Graph this year, and I’m going to give some examples. Case in point – new, scraped answer boxes. Here’s one with an image and a brand call-out. Here’s a brand new one that expands to include related topics. Here’s a query where almost everything about the fold is KG or answer box.

How are you adjusting your SEO strategy in 2015 because of the Knowledge Graph?

@dr_pete   This is what I see for “title search” (expanded).

@timbiden   This is what I see when I search “Title Search”. #LOL

@thos003   Reviews. In all seriousness, for local companies the knowledge graph that shows up focuses on G+ which is: Image, Map, & Reviews.
@dr_pete   Yeah, and I think the local KG can actually be great – builds credibility, gets people to your location/hours faster.
@thos003   Do you believe it is worth a SMB’s time and energy to attempt to gain a spot in Google’s knowledge graph?
@dr_pete   Local? Yeah, I think so. Really dominates that brand SERP and adds a ton of credibility, IMO. Plus most of those things you’d do to get in the local KG have other SEO/brand benefits.
@thos003   Aside from their own KG.. Like getting into the related articles section for say “pest control”, seems tough. And yes, every location should be aware of what shows in their own knowledge graph.

@ericlanderseo   Content authority is key. You need blended quality, attribution, links/socialization & properly structured data.

@digitaldionne   I wish I could say I had some sweeping plan, but I find I am so overwhelmed just trying to get folks on fleek with basics.
@dr_pete   I think that’s the pain most of us feel. How do you do it all?
@bruceclayinc   Don’t chase the #algo, but stay agile and be ready for changes — for example, Google authorship. Expect shakeups.

@pseo_inc   ”Voice search and natural language search will continue to expand rapidly.” Article on Searchengineland.

@chelseabeaadams   Getting serious about symantic markup and entities is a great way to adjust for the ’15 knowledge panel. As a low-fi solution, I’m using on-page tables a lot to take advantage of structured snippets.

@paulaspeak   Regarding the KG taking over everything above the fold, it’s scary for SEO until you realize in mobile, people scroll.
@dr_pete   I’d argue, though, that in mobile people may be more inclined to take a quick answer and leave.

@joseph_klok   Any idea why Google has reverted to showing multiple same domain listings in SERPs since September? Ex: Google [patagonia shirts]
@dr_pete   Seems to vary wildly from day-to-day. Google tweaks domain “diversity” all the time.

@TurbanSEO   Adjustments aren’t needed in 2015 if content is gold and semantic structured data was coded correctly.
@dr_pete   What if your semantic data causes Google to scrape your content, and that answer kills your CTR? Playing devil’s advocate, but I think the situation is much more complex in some verticals than good content/code.

@egabbert   We always did this, but when targeting a keyword, try to start the post with a “What is X?” section and define the term.

@dr_pete   I think SERP awareness is critical. Answer boxes may only impact a couple percent, but if it’s your money term it’s huge.
@ozaemotion   I’m not sure that Google will keep going with answer box in future as they’re not generating result perfectly.
@1petemcallister I am very rarely satisfied with an answer box, need to click through 90% of the time.
@chelseabeaadams   I think they’ll take the answer box to the next level. Remember, they’re wrkng toward the “Star Trek computer” answer engine.
@paulaspeak   Google always refines and improves. Answer boxes will get better over time. We can’t wish them away.

@bruceclayinc   The Knowledge Graph is BIG. Use it to your advantage by creating in-depth content, implementing structured data, incl. tables.

@thompsonpaul   I’m actually pretty concerned with how willing Google now is to steal content from sites to keep eyeballs on their own properties.

@kristikellogg   Use consistent structure, link logically, use tables to present data in a templated way to create a consistent feel.

How will your local SEO strategy change in 2015? Will you be more or less focused on local?

@gyitsakalakis   Pigeon has made mess. Directories, DA and spammers are winning. DA = Domain Authority. Survey data.

@ericlanderseo   Absolutely has to, yes. There’s a movement reminiscent of inferred citations that local will continue to be built on. Hyperlocal comment & reviews in predictable work environments will help Google & others to expand review accuracy.

@directom   Because of the rise in mobile, local will be more important in 2015

@joseph_klok   Consistent for my industry since Sept. Had been a 8 months with only 1 domain listing. Curious if others are seeing same?
@dr_pete   Huh, interesting – I haven’t seen major drops/gains across the board. Google keeps tweaking SERP-by-SERP.

@dr_pete   FYI, testing suggests Google may kill the local carousel, and replace it with this (2 examples)

@d50media   Local SEO will need social more than ever. Google+ reviews will prove to be more important for leads.
@directom   Google+ reviews are extremely important. But do you see a rise in the usage of Google+ as a platform?
@d50media   Not many customers use it. Regardless, post there. It’s important for SEO (we’ve seen Google+ posts on page 1 of SERPs). Such a grey area though. You aren’t supposed to run contests for them, so it’s up to the client to encourage G+ reviews.

@bruceclayinc   Make sure your listings in directories have accurate data b/c they’re probably going to outrank you in local search. Spend time focusing on getting good listings in respectable local directories so your contact & business info is easy to find.
@thompsonpaul   Yea, right up until Yelp nukes those good reviews and exchanges them for negative. Actually-get Yelp reviews from users who already have many reviews. Otherwise nearly always filtered out.

@1petemcallister   No traffic for anyone but Wikipedia and advertisers then. Just need to wait for Wikipedia to inevitably get shafted now.

@kristikellogg   Go after citations, mentions and REVIEWS. Mobile traffic is soaring — local search is paramount.

@thos003   Seems the google carousel’s orientation may vary based on device/screen, no?
@dr_pete   Carousels are definitely mobile-inspired, and make much more sense on mobile. Desktop implementation is odd at best.

@chelseabeaadams   I think we need to mention mobile content optimization when talking about local in 2015. The two go hand in hand for conversion.

@cgrcreative   With the rise in mobile traffic and the value coming from review sites like Yelp, a local strategy is an absolute necessity.

@dr_pete   Paid is also evolving, and is encroaching on organic. I’ll give some examples. Here’s a new paid carousel (in testing) – much bigger footprint than paid shopping currently.

@dr_pete   Here’s another paid (PLA) format in testing – large, full-screen.

@dr_pete   We’re seeing paid elements pop up in the Knowledge Graph, like buying songs or TV episodes and we’re seeing KG entries that are almost completely paid, like this single-product listing.

@markstjohnson   What does the filter button offer? That would be new for the SERP or am I being dumb?
@dr_pete   I’m not entirely sure, because it’s broken on my capture. We see them on some PLAs – price, features, etc

@youngbloodjoe   Yes, but also looking beyond local serps. Looking at FB local, local app adoption, and local data optimization.

Are you being hit by new paid elements, and how will you adjust in 2015?

@1petemcallister   Glad they clearly marked it as sponsored in a light grey font in the top right hand corner of the ad section.

@ramirez_robert   If you can’t beat’m, join’m? Paid campaigns should be part of any online marketing strategy. In some verticals, is a necessity.

@cgrcreative   May not be new, but the ability to advertise and promote on Facebook has definitely opened doors to new opportunities.

@dr_pete   If you sell a physical product, I think you’re going to see big changes ahead. Plus, if you’re in hotel, travel, credit cards, insurance, music, TV, movies, mortgages, SEO… Well, you know, just everybody, basically.

@lisabuyer   Sometimes the best #PR is paying to reach the right audience at the right time on the right channel.

Have you been impacted by the “In The News” update? Seeing some major shake-ups with big publishers.

@dr_pete   Sites like Reddit and Twitter now qualify as news sources, in some cases (and often not in a good way). Did a search for “cheese” the other day, and top news results was an article on Reddit about a sandwich in Brooklyn. It wasn’t even an article that took off. It was basically just “Hey, we made a new sandwich.”

@hellemans   PPC is now should be an integral part of overall digital strategy in 2015! Bing Ads just got +1 by Ebay dumping Google Ads.

@chelseabeaadams   We (@BruceClayInc) have been listed “In The News” for artilces that are query relevant, but not “news.”

How do you think intelligent agents and voice search will impact SEO (Siri, Cortana, Amazon’s Alexa…)?

@dr_pete   H/T to @YoungbloodJoe on that one – lot of talk about Amazon’s new “Echo” device this week. Will we find ourselves optimizing for voice appliances soon, especially for consumer products?

@thompsonpaul   Longer tail queries & more natural search query terms for sure – re impact of Siri, Cortana, Echo etc.
@dr_pete   Yeah, good point – voice drove Hummingbird, to some extent, so it’s already impacting us daily.

@pseo_inc   Google Now is already on desktops.

@callmelouzander   Entity- and Concept-based optimizing rather than words or short phrases. New Mac OS (and Google Now) blend mobile & desktop.

@bruceclayinc   They already have impacted #SEO. Post-Hummingbird we should be focused on long-tail and answering queries in our content.

Summary: The Mobile Experience & Potential Role in Search Rankings on #SEOchat

Moderator: @bloomreachinc

What % of organic search traffic is now mobile on your (or your client’s) site?

@matthewayoung   Usually between 20-40%

@bruceclayinc   Mobile traffic is up and climbing across the board for ALL our clients.

@trainingceo   About 24% here (just checked) excluding table.

@dan_patterson   we’re >20%

@crbawden   A little under 10%, but growing as we move more content to responsive.
@bloomreachinc   Interesting. That’s on the low side. What type of site/content is the site?
@crbawden   Software, so we consider it very low, but as we build mobile experience mobile traffic noticeably increasing.
@kevinwaugh   Same numbers here, ecommerce site with low organic ranking. Overall mobile is above 30%.

@callmelouzander   Varies by client, but 10-40%. Whether tablet=mobile depends on how your site is served to users, I’d think.

@trainingceo   For us, tablet is around 5% of total. Pretty minimal compared to mobile.

@bloomreachinc   Mobile traffic is at 45-50% going up!

@kristikellogg   Some of our ecommerce sites see as much as 50% coming from mobile.

Is your site responsive? Or do you have an “m.dot” site?

@trainingceo   Responsive all the way!

@matthewayoung   All sites are responsive and those that arent are moving that direction.

@dan_patterson   Yes we are responsive.

@bruceclayinc   Responsive.

@trainingceo   Both Google and Bing made it clear long ago that m.dot sites aren’t the way to go.

@crbawden   Responsive, we decided that our customers would benefit more from the same experience rather than just mobile focus.

@kevinwaugh   Nope, not even a mobile version at this time. Development of one is a pipe dream.
@matthewayoung   so true for a lot org

@lancemoore22   Is there a better way than responsive?
@matthewayoung   Depends on the intent of the site – Dynamic serving may be better suited for ecommerce than RWD.
@callmelouzander   Frankly, it depends. Some news sites are too big for responsive. But in general it’s great way to go.

@kristikellogg   Most sites are going responsive. While that’s preferred configuration, the chief thing is UX. UX should determine the design.
@matthewayoung   Mobile UX = Mobile SEO

@jessesem   m.dot atm. We’re working on a 3 screen responsive though.

@lisabuyer   Most responsive. @copyblogger has a cool new platform #Rainmaker that seems interesting for brands to make an easy switch.

For those who’ve gone responsive, was SEO a factor in that decision?

@dan_patterson   SEO and also usability were a factor.

@crbawden   That factor was second only to what we felt the customers were asking for

@trainingceo   Usability and cool factor were probably more at the forefront, but SEO definitely a major consideration.

@bruceclayinc   From an #seo perspective, responsive design offers much cleaner code.

@chelseabeaadams   SEO & #UX. Google is serious about delivering optimal experience & it won’t rank sites w/ poor UX highly.
@matthewayoung   They’ve already added mobile UX reporting to GWT.
@trainingceo   Not to mention non-optimal sites won’t get as many long clicks which are also somewhere in that algorithm.

From a mobile experience perspective, has your company (or customer) focused on the mobile site? App? Or both?

@crbawden   Both, we started putting out apps and that was partially what helped us justify responsive content on the site.

@trainingceo   We’re still pretty young, so focused on the mobile web experience here

@matthewayoung   Client sites are informational so responsive works for initial entries, but for repeat interaction, apps are recommended.

@trainingceo   Before leaving the agency space, I saw more brands focused on mobile web as opposed to apps, but app discussions increasing. Whether website or app, must always give the customer a reason for using it.

@callmelouzander   So far mostly mobile experience. Still a lot of growth to be done in App Store Optimization.

@bloomreachinc   More so focused on a mobile site vs an app. Some of our bigger clients are vice versa!

@bruceclayinc   Apps are great, but they have to make sense. You should only implement them if they’re going to be useful for your audience.
@matthewayoung   Agree, why would you order from amazons mobile (dynamic serving) site? App is better suited for mobile experience.
@chelseabeaadams   Fun Fact! Some things – like Kindle eBooks – you HAVE to order from Amazon mobile site; can’t DL them from the app. Amazon is actually a great case study of a biz that requires both a mobile site & an app. Not ideal UX, but IIWII.

@igalst   The focus for the past 2 years was on apps (both app stores), now on a new revised m. site.

@alanbleiweiss   Most sites I audit still have poor process times desktop and mobile. Most sites don’t have responsive yet. Many that do get code wrong and cause new crawl problem. Also poor mobile UX. Use @googlewmc new mobile UX reports and Google Page speed insights tool to help. With @Googlewmc mobile UX reports you see which pages have which problems. If u go responsive be sure u don’t unintentionally screw up crawl, unique URL/Title/H1 needs w/endless scroll. Check @Googlewmc error reports – they have smartphone specific error info (404, 403, 500, etc). Don’t do responsive/fluid design just for SEO. Don’t block CSS /JavaScript from crawlers. Also test mobile speeds with WebPageTest.org’s mobile emulator.

@chelseabeaadams    We focus on the mobile site b/c it makes more sense for our biz. For eCom, an app often makes a lot of sense. Many stats we’re seeing flying around these days are in ref to App traffic. IE: “mobile taffic passes PC”! That’s APP traffic.

@crbawden   Since our mobile experience is new we’ve focused on overall mobile traffic + pages per visit to measure initial appeal. And carefully moving to which content has garnished the most mobile interaction.
@bloomreachinc   Yes, those engagement metrics are key, especially when you consider mobile influence on desktop and in-store.

@kristikellogg   Page Time! Mobile sites should load in ONE SECOND or your users will leave.

@callmelouzander   Make sure you’ve got attribution figured out. Low conversion rate on mobile don’t always mean bad UX. Some users might research on mobile, purchase on desktop.
@trainingceo   Making the transition easier (wishlist, saved cart, etc) is a key for that behavior.
@crbawden   We see that quite frequently especially since we do a lot of B2B business.

@matthewayoung   Maile Ohye has a great couple of vids on how to use GA to assess poor mobile UX. Large tap targets, objective driven (short) content, fast load times, no popups, etc.
@kevinwaugh   This, CTAs should be the size of a thumb print. Many sites ignore this.

@bruceclayinc   Google’s pagespeed insights tool helps you see how Google determines mobile UX. Pay attention to amount of visitors, conversions and bounce rate looking at segmented traffic.

@chelseabeaadams   Conversion! If your mobile site has great UX w/ CTA buttons ATF, strong filtering, & easy forms you should see conversion wins. Another mobile win = site speed! Google wants your ATF content to load in UNDER ONE SECOND! If you’re making their 1s rec: #Win. Reference Doc. I don’t consider user testing a way to gauge analytical success; I consider user testing a means to increase conversion.
@bloomreachinc   Possibly. But it can also give a human, narrative voice to the metrics. Powerful stuff when sharing internally

@kristikellogg   The mobile user prefers short blocks of text, not lengthy missives. Keep it clean and to the point, and swipable.

@callmelouzander   #rant I know it’s been said but please no PDFs on your mobile site! I’m talking to you, menus that automatically download!

@bloomreachinc   Anyone using qualitative approaches, like @usertesting, to see what their visitors really think?
@crbawden   Yep, both Qualtrix and UserZoom, helps a lot, but also not fully representative of population.

Rank in order of importance for mobile experience (most to least): Site search, navigation, recommendations, personalization.

@trainingceo   Navigation, Site Search, Recommendations = Personalization in my opinion.
@chelseabeaadams   I thought of “recommendations” as “local” — but, yes, it would still be personalized based on geo.

@crbawden   Loaded question b/c they vary in importance at different stages of the visit, but I’d lean toward mobile navigation.

@kevinwaugh   Navigation, personalization, search, recommendations. Navigation because people still do that.

@callmelouzander   Navigation, Personalization, Search, Recommendation. If your nav makes sense then search shouldn’t be needed too often.
@chelseabeaadams   Think of the REI app/mobile site. Just b/c their toggle menu works great doesn’t mean search is expendable. Users search when they’re ready to make a conversion. They know what they want already; do you have it? [search]. It’s just another one of those things “it all depends.” [On your biz; your goals; your format; etc.].
@callmelouzander   I thought of Amazon too. Depends on business, size of site. For most sites, tho, nav is more important, imho.

@bruceclayinc   Navigation, recommendations (esp. if targeting local), site search, personalization. It depends on your vertical. Check out our Mobile SEO Checklist, freshly published this week.

@bloomreachinc   As a benchmark for importance of mobile search, we see 15% of mobile visitors use search but they are 45% of mobile revenue.

@chelseabeaadams   User Testing can be an epiphanic experience that catalyzes change; Didn’t meant to imply it was expendable.

Who do you think does mobile experience well?

@chelseabeaadams   REI — the mobile site and the app. I reference them several times in my recent mobile article.

@crbawden   Onstar, because their mobile site is m.onstar.com so looks like monster. But mobile experience it aweful.

@kristikellogg   Buzzfeed. Vogue. NYTimes. AirBnb. Paypal. Facebook

Summary: The Changing Landscape of Local SEO on #SEOchat

Moderator: @tannerpetroff

Let’s talk Pigeon – who has seen changes in traffic or rankings? Any industries seeing big gains or losses?

@marcusbowlerhat   Not a huge difference in the UK. Still a lot of spammy results. More important than ever to have citations optimised for users.

@tannerpetroff   I’ve noticed significant changes in the results with local packs, but only minor dips/gains in traffic.

@hortensesoulier   Saw big changes for 1 in the tourism industry (less traffic to local pages) but not confident that it’s 100% Pigeon related.
@tannerpetroff   Interesting. If not Pigeon related, do you think it was manual action or algorithmic?
@hortensesoulier   No manual action but I’m thinking seasonality, ripples from lesser spend on display/PPC. Mobile traffic took a big hit. Organic traffic was the most impacted though and especially mobile.

@ericlanderseo   Only observations are when packs get smaller in SERPs to expose problems where multiple listings show (verified and unverified).
@marcusbowlerhat   Yep, more important than ever to have the authoritative citations dialled in and 100% consistent.

@matthewayoung   Not much to report with my clients specifically, but that doesnt mean there werent changes. Im sure if I set my search sip to my local area, it would show more of an impact – set to US right now, smh.

@paramaya   We heard from a few clients post-Pigeon who check rankings, but the fluctuation didn’t really translate to lost conversions.

Is there anything you’ve stopped doing entirely for local businesses since Pigeon?

@tannerpetroff   Truth be told, I’ve stopped ignoring Google+ and hoping it would just go away.

@paramaya   Not at all. We were already placing an emphasis on optimizing client listings on the top citation sites.

@matthewayoung   Optimizing for local terms. Pigeon and personalization are more than picking up the slack. With Hummingbird’s conversational components and Pigeon, Google understands query without having local keywords on site.

@ericlanderseo   Stopped working directly w/ Google, actually. We see stronger success leveraging @Moz Local & similar platforms. Post update, centralized listing management is far more effective than (hoping) to see Google update on its own for local. Google updates it’s algo and results, we stop working with them directly. Go figure.
@tannerpetroff   Good call. Did you have negative experiences working directly with G? Or just better results elsewhere?
@ericlanderseo   Better results in the form of faster updates, resolved conflicts, and (anecdotally, perhaps) ranking in small packs.

@hortensesoulier   Would definitely not ignore G+ especially with increasing personalization which has a big impact on local visibility.
@d50media   You may be able to ignore G+ from an SEO listing perspective, but wouldn’t recommend ignoring it for social.
@hortensesoulier   Agreed, but from a local search perspective, G is a data hub and cannot be ignored if only for presence and consistency.
@matthewayoung   Though G+ has its own place in SEO – search experience optimization (picked that up from #pubcon)

@bruceclayinc   The job is still the same. There’s nothing our analysts have pulled back from.
@marcusbowlerhat   Totally agree, nothing has really changed with regards to what you have to do. Quality is and always was important.

How do you feel on-page SEO is changing for local businesses?

@bruceclayinc   Local keywords should continue to be optimized for local pages. Name, address, phone numbers should continue to be consistent.

@hortensesoulier   On-page local is not about local terms anymore but structured data and consistency in business information.

@marcusbowlerhat   It’s not, that’s the point. NAP on every page, optimised page titles, think of the user. Domain authority plays a bigger part.

@tannerpetroff   I think site-wide optimization is more important than before, no more “title, headings & schema on just home page” business.

@ericlanderseo   I’m seeing more inferred citations and 3rd party reviews being aggregated by Google *and* other sources. So, Google sees the info, infers it to be true (branded site, list of locations) & then imports that into maps. I’ve seen addresses on domains begin to create new listings on Google Maps, for example – serving as a citation. It’s spotty but believe it or not, pigeon seems to like big brands! #notnewforgoogle.

@paramaya   It has always been important that sites are optimized for queries with local intent. It’s just much more important now.

@matthewayoung   More of an emphasis on rich snippets now. This is a must for any local business, not to mention Google My Business as well. Ensuring proper schema markup is implemented, and testing it through the structured data tool is key. Local isnt just about on-page. So many off page things orgs can do – G+ brand page, claiming maps listings, Yelp!, etc.

@kristikellogg   I wrote about the NAP some months back in this local #SEO guide — still applies.

@callmelouzander   Not Local specific, but Google introduced Structured Snippets which gain you more space in the SERP. Shows G cares about structure.

@crystalware   Still the same game. Local pages optimized with local keywords, NAP, schema. Presenting right content for decision validation.

Do you feel a changing weight in links or citations for local businesses?

@ericlanderseo   Haven’t seen enough to draw any direction or conclusions, sadly.
@tannerpetroff   At least it doesn’t seem like anything has been devalued though, right?
@ericlanderseo   Not yet for us, no. It could be more a product of our clients’ markets though.

@tannerpetroff   I think links and domain authority are going much further than before – AKA brands.

@d50media   Yelp, Google Reviews, etc. are going to become more & more important for businesses. Those stars stick out.
@jeremyriveraseo   Remember that you COULD build a 3rd party site that hosts reviews in a niche industry you operate within. Don’t forget that stars also appear for good Schema markup and use of those reviews on site.

@sonray   Quality > quantity still rules in the local space. Placements that go beyond digital are the best IMO. Getting off site reviews within the service area can help get you away from centernoid basis and extend local reach.

@paramaya   I think co-occurrence is becoming just as important as links and citations, especially in directory listings.
@hortensesoulier   Co-occurence could definitely be a factor -is in Google Books & might be expanded.
@tannerpetroff   Lots of talk of co-occurrence and co-citation lately. Any studies you can point us to?
@paramaya   Not handy. Will have to find.

@bruceclayinc   Importance is increasing. As mobile search continues to climb, a strong local presence (complete w/ strong links) is paramount.

@marcusbowlerhat   Get involved with local businesses & organisations. Get the links & citations competitors can’t easily copy.

Has your local SEO reporting changed in recent months? Why or why not?

@ericlanderseo   YES. Leverage those third party toolsets. Again, @Moz Local is great. We’ve begun using Bridg as well.

@tannerpetroff   I’ve started including Clicks for Driving Directions & GMB impressions thanks to a post by @GregGifford

@ericlanderseo   Reporting on local requires more than Google Places & Google Analytics – and listings *live* in SO MANY places.

@sonray   Nope, still all about that traffic and conversions, no treble.
@tannerpetroff   I always find CTR tough to measure accurately, regardless of what data you think you have.

@matthewayoung   Yes, but not to the extent that everything has changed. Minor shifts. Then again, I dont have a lot of local clients.
@tannerpetroff   Seems like most changes I make to reporting are minor shifts. Best not to shake things up too much.

@crystalware   Not really, reporting is about meeting goals. A change in tactics doesn’t necessarily result in a change to the reporting.

@marcusbowlerhat   not really other than putting more focus on reviews & reputation aspects. Local often just part of a bigger picture.

@paramaya   Local SEO reporting has changed for specific clients but only where it informs specific business goals. Reporting hasn’t changed in response to any algorithm changes. “User is the new centroid” is only possible because people carry a location-tracking device wherever they go.

What impact do you feel changing technology/devices will have on local SEO?

@matthewayoung   Mobile is a huge impact on local. Hummingbird was designed with mobile at the center. And Google drops the mic. Case and point. Majority of searches on mobile are of a local intent. This was a no brainer for Google. Also the teen demo loves voice search.
@tannerpetroff   For sure. It’d be interesting to see correlation between timing of Hummingbird & # of locally focused searches.

@bruceclayinc   The fact that mobile search has exceeded desktop search is definitely a game changer. SEOs have no choice but to pay a lot of attention to SEO for mobile.
@sonray   I think we’re going to see a faster/greater adoption with wearables than we’ve seen with mobile.

@sonray   Mobile and wearables are the ultimate in personalized search.
@tannerpetroff   Glad you brought that up. I think local search will become the ultimate in personalized search in time.

@kristikellogg   As wearables become more commonplace, that will also affect SEO, esp. local – only time will tell how exactly.

@marcusbowlerhat   Local is all about mobile – who Google’s a taxi on there desktop? Some niches are more local than others. Google pushing voice hard in UK with TV adverts. My kids often search with voice first.

What tools do you use to help manage your local search campaigns?

@tannerpetroff   I couldn’t do what I do without @whitespark or @MozLocal

@paramaya   Google spreadsheets more than anything else, also @bright_local.

@marcusbowlerhat   UK friendly tools are few & far between / flakey. Google search operators do the job admirably.

Summary: Tactical Social Ads on #SEOchat

Moderator: @Sonray – Jason White, Director of SEO @DragonSearch in beautiful NY.

@sonray   Let’s kick the tires & light the fires on this #seochat – tactical social ads & how they help achieve #SEO goals.

How many are currently running social media ads and what are your primary goals? If not, why not? Planning to do so?

@sofiarattes   I recently planned a social media campaign for my summer internship that is launching now!

@ericlanderseo   We do plenty of social advertising @d50media. Most are focused on lead gen opportunities which makes retargeting key.

@nikbernstein92   I am interested in running social media ads for a start up company that I am working for, but need to learn more info.

@trainingceo   Not running social ads yet, but plan to. (We just launched and are focused on organic social at the moment).

@strydedotcom   We’re running dozens of ads at the moment, for our clients. Goals vary from page likes, to blog traffic, etc.

@jenninemiller   Running ads for all clients. Main goals is higher CTR to website for conversions, signups, requests for more info, etc

@kevinwaugh   I’m not and not in the future at this time. Mostly I see it as spam in the newsfeed. I’m more content based myself.

@marcusbowlerhat   Yup. Goals vary, mostly more page likes, some general exposure. Targeting people who like X can be powerful. Need to think beyond ads – it’s not always to sell something. Approach dependant upon goals.

@kevin_douglasuf   Im not using ads but I want my social media pages to blow up beyond just the #uf campus Any ways to maximize views for my vines
@trainingceo   One rec – spend the time to engage with others in the Vine community. Also, try to connect with Vine compilers.

@jenninemiller   It’s all about the dark posts (promoted only, not on timeline) & exclusion targeting so you avoid spamming. Proud to announce that our typical reach of 20-30k usually results in less than 2 ‘hide posts’! CTR is pretty good but it depends on your bid & budget. Right now seeing higher CTR promoting page link posts (up 100%).

@gobrandify   We’ll occasionally promote social ads for our content (chats, whitepapers etc) since our clients are primarily brands.

@erikacanfijn   I am not currently running any ads, but I’m not managing any company or community accounts. They can come off as spam though.

@lancemoore22   Using Facebook to retarget people who’ve visited a website.

@KevinWaugh   Doesn’t Facebook restrict some brand’s timeline access to paid even if someone “likes” them?
@jenninemiller   Organic reach is down @KevinWaugh but a little spend goes a long way when you target existing fans. Sad but true.
@kevinwaugh   That is the part that irks me with Facebook, the acquisition costs are sunk but now have no return.

What is/was your greatest hurdle to overcome when setting up social ads? Students: What do you struggle with?

@ericlanderseo   Ad approval. Every medium has different requirements on imagery, text, etc. Lots to learn with rejected ads. We learned a lot recently regarding promoted content w/ imagery. i.e., text in the image cannot exceed x%. Perception is that you can pay to promote anything, and that’s far from true. FB tends to be quite strict. (Another learning) tracking attribution on leads generated in social can also be very messy. GA on it’s own won’t work.
@trainingceo   But the Multi-Channel Attribution Modeling tool can help (though not perfect)
@ericlanderseo   Sure can, but only in certain environments. Something on-site is needed to validate platform numbers.
@trainingceo   And a good CRM setup so you can confirm the ROI generated from those leads.
@amirlearner   Brand lift gets a bit more difficult, even with tools.

@strydedotcom   Getting the audience right. Laser-targeting takes a bit more time, but the ROI is huge.
@sonray   The success is within getting the audience just right and slicing/dicing the messaging.

@jenninemiller   Power Editor! I feel like I’m relearning it every time but we always figure it out.

@marcusbowlerhat   You need a plan and clear goals before going to the adverts – with clarity what you want what you need to do is way clearer.

@helllonina   Ad restrictions on Facebook.
@jenninemiller   Agreed w/ @helllonina. I swear I’m using only 20% text! Bookmark FB grid tool.

@sofiarattes   It’s hard to follow the fine line between spamming your friends and promoting your brand.

@hayley_zagacki   I struggle with having enough content and having a limited reach beyond UF to use ads in the first place.

@erikacanfijn   I’m only using personal accounts, but I think making sure you are getting your target audience engaged and not seen as spam.

@starkey_ellis   Turning friendships into professional relationships without turning brand into spam.

@mahiza_moore   Using social media to direct more relevant traffic to your blogs or website

@gobrandify   It can be challenging to promote without spamming.

@francesca923   Finding the right medium to reach out to target audiences.

@kevin_douglasuf   Deciding when it’s worth it to start paying for ads and when the content you have is good enough to warrant investment.

@lizclancy_   Finding a balance between getting your message out and spamming. Hard to do when you are trying to build an audience from zero

@mahiza_moore   My biggest struggle is personalizing with my target audience without sounding robotic or too much like an advertisement.
@delia_albert   How can we make the content more interesting and personal?
@__ohmickey__   Thats when you change things up a little. Altering a tweet or post helps make it more personal.
@marcusbowlerhat   You have to have more to offer as a reason to follow the account. Ask the question – why would someone follow me?

@lancemoore22   Good article on ad retargeting

@berniezilio   Social Ads are depended on reaching the right audience! The interest targeting is the hard / finding the right customer!

Some/all social advertising platforms are geared to increase vanity social metrics, how are you using ads to increase traffic?

@sydneybrodie   what do you mean by vanity social metrics? What is that exactly?
@sonray   Vanity metrics are usually considered a follower since counting followers is vanity providing little value w/o engagement

@strydedotcom   For FB, you can target ads specifically for clicks to your blog/website, thus increasing traffic. Obviously, you need stellar copy and content, but that’s a given.

@thebuyergroup   .@LisaBuyer on Paying to Play

@lancemoore22   Try and offer them a reason to visit your website…a free consultation, free advice, sale, something of value. Visually appealing and not over spamming- ads are bait on the hook- have to reel the traffic in.
@__ohmickey__   yes but you have to be careful not to spam. Just remember to personalize it a bit!
@delia_albert   Try and offer them a reason to visit your website…a free consultation, free advice, sale, something of value.
@strydedotcom   Great advice, a call to action is necessary!
@sophianapoles   make the content interactive so they are more likely to share.

@trainingceo   Always keep focused on why you’re on social – driving traffic to site? Pay attention to clicks. A/B test like crazy! Focusing on community engagement? Whole different set of metrics (like comments and shares).

@gobrandify   We always advise brands to geo-target their advertising and pay attention to #LOCAL factors to ensure effective ads

@erikacanfijn   I would say using ads to promote an offer or incentive to actually go to your page. Like if a store has a 20% code.

@jenninemiller   Twitter Promoted Tweet option is doing well and I love that it’s PPC. Just make sure the Tweet clearly explains the landing page.

@helllonina   Use certain ads to target key publics.

@berniezilio   I think it’s a push and pull system. Don’t give all the info at once. Give enough to keep clients coming to you.

@ericlanderseo   Driving to content w/ FB Insights has been great for us. Drive traffic now, get access to them later.

@nikipayne   Social ads should be geared toward engagement, not vanity metrics.

@lanibuildafort   Social ads convey the importance of branding! Using the right words in your ad can cement the brand leads to increasing traffic.

@bruceclayinc   We’ve used Facebook campaigns for “Clicks to Website” & “Event Responses” which require those actions.

Better to keep users on the same social network or do you nudge them elsewhere? Success or horror stories?

@trainingceo   Let social users engage where they’re comfortable, but make other channels/options clear. “Don’t like being limited to 140 chars? Join the convo on FB” (or G+, LI, etc.) is a common msg I’ve seen for cross-pollination.

@mahiza_moore   It is imp. to vary social networks but only on platforms that your target audience is active on or it will be useless.

@lanibuildafort   It is better to mix it up & use different platforms & def success stories! invite the consumers, don’t scare them away.

@ericlanderseo   Retargeting across multiple networks is super creepy. Finding ways to connect networks w/interactions is awesome. Example: Drive content for sharing w/ Tweet oriented messaging. Once there, push to FB w/ commentary.

@strydedotcom   Good question! We don’t have people jumping form platform to platform. A content or campaign has a very specific purpose and intended platform. Channel integration is necessary at times but there needs to a focus.

@delia_albert   I think it’s about segmenting and reaching different audiences where they prefer.

@jenninemiller   Lol, G+ is slow to grow so we’ll throw the occasional “join the conversation, join our community” on other networks.

@bruceclayinc   Depends on the goal of the particular communication. Do Know or Go? “Do” would require a nudge to that conversion point.

@kevin_douglasuf   Depends on the content you create. I split between YouTube and vine and I like to use Twitter and fb as a promotion platform.

@eitanschapsis   Def keep on same social media. Their influence on 1 social media site they’re active on can be totally nonexistent on another.

@sonray   I’ve had decent success sending twitter users to a G+ post that links to a blog post. More analysis is found on g+ post. The expanded commentary is key to making it work as it’s not the best usability but the metrics can be nice. And then refine the campaign off of the data collected! Tweet has the hook for G+. I usually do it when I’m RT content for a second time. Helps G+ growth (sometimes).

@jenninemiller   Hosting a contest on one platform, heck yeah. You have a fan base elsewhere, use it to help your campaign.

@nikbernstein92   I think moving from one to another is fine because it attracts all different types of audiences.

@nikipayne   Users have no reason to go to another network if they are getting the same value on their preferred network. Users need a reason to follow you elsewhere. What can they get from you on one network that they can’t get on another?

@lizclancy_   People prefer different types of SM outlets. Let options be known but make sure each outlet has a clear target audience.

@francesca923   Different platforms for different measures. Mixing it has worked great. I’ve been able to reach audiences w/ varied interests.

@marcusbowlerhat   It all depends on the goal. Tie each campaign to a relevant landing page.

Do you find the data gained from a social campaign applicable to other marketing channels?

@jenninemiller   Yes. Which posts got the most attention helps us format messaging on other platforms. Also, email collection rocks for retarget. If you have an email they’ve already opted in & said “I’m interested in your post” so it shouldn’t bother them. Also, don’t use every email list in every campaign to avoid spamming. You can also exclude email lists. It’s the most expensive but also the most qualified targeting you can do! Build your email lists SEOchat-ers!

@paramaya   Any data that helps you better understand your target audience is applicable to other marketing campaigns.
@jenninemiller   Sure @paramaya! You can upload your email lists to FB & Twitter and then target them w/ your ads vs. targeting everyone.

@trainingceo   Social data can be useful for content marketing and email, since they start with user engagement.

@strydedotcom   Perhaps not channels, but other departments for sure! Data from social helps with content writing, SEO, email marketing, etc.

@bruceclayinc   Good question. Interested in others’ thoughts. We’ve used social data to build personas.

@marcusbowlerhat   There is a temptation to generalise but social is just another tool to get in front of folks. You still need an offer / usp. Success or failure the data should be useful. Even if it only shows what doesn’t work. It can also be a cheap way to A/B test offers, ad text etc.

@kevin_douglasuf   Learning from past marketing campaigns mistakes definitely help alter the strategies for future ones.

@lancemoore22   Yes. Easy to compare across channels and observe which ads are not performing well at all.

@trainingceo   I like it, as long as it’s presented as a choice and not a requirement to engage with the brand.

@ericlanderseo   YES! The data always differs from search marketing (paid and organic) because it’s another layer of audience exposure.

@lizclancy_   Yes. See what works, what doesn’t. Even if it just helps you understand your target audience better – what do they respond to?

@francesca923   Data helps manage how you market & advertise your content. The more you know, the better success rate.

What improvements do you see coming from social ads in the next six months?

@jenninemiller   There is so much happening to Twitter Ads right now. Not sure what to expect but it’s definitely going in the right direction. Personally, as a Facebook & Twitter user, I’m hoping that brands will learn to do better social ads ;) I clicked a link for a coat I liked yesterday & it brought me to view all coats. I would have bought the one but got annoyed and left. I’m also hoping G+ will get rid of there 1,000 followers before advertising rule. The ads could help reach our targets.
@strydedotcom   I hope so, we haven’t seen as much success with Twitter’s ads as we have with FB.
@jenninemiller   True but our new Twitter rep has been very helpful.

@ericlanderseo   It’s all about Facebook & what they can do with Atlas. $3B digital advertising market and Google dominates. New blood! I also believe that Yahoo! Gemini is a tip of the cap; More native social adverting (perhaps on own sites) would be key. The great thing about YHOO Gemini is that big time CPC keywords are still very cheap for that reason. Wild west.

@trainingceo   I think we’ll see more focused targeting & better integration (they’ll feel less like ads). At least I hope.

@berniezilio   More shifting from organic to paid. That’s for sure. Brands might also focus more on maintaining brand loyalty.

@ericwagner1017   Highly targeted, customizable, interactive, viral.

@eitanschapsis   I’ve been seeing corporate Tumblr accounts hone in on audiences in better and smarter ways, through adapted humor/graphics.
@delia_albert   Interesting! Tumblr seems to attract a very niche audience.
@francesca923   I’m noticing the same thing with the use of #gifs and memes. They definitely help to grab the audience’s attention.
@delia_albert   Agreed! I think that’s the way to reach our generation. We LOVE GIFs.
@eitanschapsis   I’ve seen a Coca-Cola ad, with just a great GIF, get GREAT impressions JUST bc of the quality of the GIF.

@marcusbowlerhat   It’s all about Atlas.

@erikacanfijn   I think there’s so much going on social media, so it will become more specific and harder to get those ads.

@kevin_douglasuf   Hoping to see more creative content that don’t stick out like a sore thumb on my timeline.

Time to love on somebody – give a shout out to a brand or practitioner who you think is ‘doing social ads right’

@eitanschapsis   Tumblr has a different dynamic than other SM sites. For a popular account, check out @DennysDiner- they do it right.
@lizclancy_   @DennysDiner — unconventional but funny and appealing to younger customers

@eitanschapsis   New_Fork_City on Insta for NY foodies, @DennysDiner on Tumblr for WEIRD humor

@jenninemiller   Shameless self plugin to @LisaBuyer of @TheBuyerGroup. Learned so much from them!

@berniezilio   @Oreo – you guys get it.
@jenninemiller   Love! KitKats too

@ericlanderseo   I’d cast my vote w/ EA Sports. The FIFA & Madden advertising / landing page experiences have been revolutionary in ’14. They’ve also managed to innovate at an incredibly high level of scale. Massive, international audiences.

@__ohmickey__   I can tell you who doesn’t. @KimKardashian @KrisJenner spam my Facebook. I had to unfollow them.

@erikacanfijn   @NissanUSA and @InfinitiGlobal

@amirlearner   for e-com I have a big time crush on @DollarShaveClub

@francesca923   Example @LanaDelRey with @CocaCola gif. Intentional? I think it works.

Summary: SMM and Publishing on #SEOchat

Moderator: @KelseyLibert

@kelseylibert   In #seochat today: the marketing industry in the context of a collaborative study by @BuzzSumo and @fractlagency, analyzing 2.6B shares.

Which two social networks are most important for your strategy and why?

@kmacwilkinson   Facebook and Twitter due to their popularity and reach among users. These platforms get the point across. I also think Linkedin is a great platform that is growing in numbers and opportunities.

@damarislopezpr   I’ve found that Facebook & Twitter are most important because I feel like most of my audience has those 2 platforms.
@jslopez2015   I agree with @DemarisLopezPR facebook and twitter are most imporant but then again it depends on your target audience.

@matthewayoung   This is all dependent on the target audience. FB and Twitter are defaults, but different audiences call for different channels.

@bruceclayinc   Our #SMM mix is in flux based on engagement we see & opportunities new feature releases present. Currently invest most: FB & G+. We’re looking to experiment with LinkedIn to add paid promotion and publisher platform to our efforts.

@rachvelasquez1   I most often use Facebook and Twitter because that is where the people I want to reach are most active.

@sonray   Depends on the campaign goals but largely Twitter and LinkedIn.
@kelseylibert   LinkedIn, very interesting! Targeting a lot of B2B?
@sonray   Yes, LinkedIn offers a strong way to target via paid & a search box that can drive lots of traffic from profiles.
@bruceclayinc    LinkedIn publisher platform & SEO

@zoberkat   FB and Twitter are good, but I find Tumblr and YouTube to be great platforms for different targets.

@kylerthomas_   I actually prefer Facebook and #Instagram. I like portraying my message using elaborate pictures.

@joerega   Facebook & Twitter because that’s where the audience is but Google+ when I want something in 6 seconds.

@suzyqschrim   I use facebook more often but I’m learning the value in the use of Twitter.

@kelseylibert   Most engaged platforms, in order: 1. Facebook 2. Twitter 3. Google+ 4. Pinterest 5. LinkedIn.

@kevinwaugh   For #ecommerce , Pinterest is a great lead gen, anf Facebook simply due to community size.

@joliva24   Facebook & Instagram because visual posts are so important & get lots of feedback.
@matthewayoung   Huge for younger demos!

@kateriawynn   I personally love visual social media. I prefer Instagram, Facebook, and Youtube for my information.

@paramaya   It definitely depends on the target audience. #SEOchat LinkedIn (better leads) & Twitter (keeping up with industry) for my biz.

@searchrook   The #SEO audience is most active on Twitter, so it’s #1 #2 would be G+ due to communities (better than LI groups).

@DigitalDionne   I know everyone will say FB and TW – but don’t sleep on @Pinterest – a strong image can drive traffic for sure. People love pictures. English will eventually be replaced with Emoji in all settings. Imagine divorce proceedings.

Do the engagement metrics change your opinion on Q1, why or why not?

@ericlanderseo   Yes, absolutely. Networks that permit tracking URLs & organic connectors require analysis and reactionary opt.

@kmacwilkinson   Yes, because if you are using a platform that doesn’t bring in $’s and results, then change needs to happen.

@joerega   No because different posts yield different responses.

@joliva24   The stats should definitely be taken into consideration, but so should your targeted demographics!

@jslopez2015   A little bit yes but I think within the next year LinkedIn will be number 1. Linkedin offers a way to branch out in your career professionally and a lot of businesses are plugged into it now.

@matthewayoung   Absolutely, they do. Gotta go where the audience is. This goes beyond content, and achieves context as @garyvee would say.

@damarislopezpr   Yes, you need to see where your content is doing the best and where it needs improving.
@sonray   totally; race strengths and improve weakness.

@kevinwaugh   Yes, one is lead gen and the other is brand building. Pinterest has no issue with links off of Pinterest, but Facebook does. Linkedin has kinks to work on. Groups for instance seem to be a lost cause (No tie in from main page).
@kelseylibert   Would you say engaging in discussions is a lost cause? I’ve heard the contrary from sales.
@kevinwaugh   Discussions are vital, but Linkedin ignores it. An email digest that has no content is only outreach. I think that is Linkedin’s struggle, converting it from a resume house to a community. I’m on Twitter to engage & learn, Facebook for family stuff, LinkedIn to get me noticed in a job search.

@searchrook   Engagement metrics should seriously influence your opinion *and* cause you to change it quickly.

@kylerthomas_   Yes, content needs to be built based on where it’s doing best.

@rachvelasquez1   Definitely. I want to be where my metrics say are the most beneficial.

@zoberkat   No, because the target market I want to focus on might be different from the most popular social media sites.

Have you noticed a specific content format or tone shared more on a specific social network?

@kmacwilkinson   Pictures win on Facebook and Twitter.

@sonray   Totally, each network reacts differently to content before you even consider how the vertical will react.

@matthewayoung   Yes, the other networks allow publishers to be more jovial, whereas linkedin has a tendency to be all business. Example, I share content on LinkedIn, but only as it relates to my audience and the inductry in which i reside. I think it comes down to creating personas and publishing content to support those personas per each social channel.

@dyannlesn   Linkedin provides us with a much more business/professional network while Facebook seems to be casual. What I love about twitter is that by choosing who you follow you can determine how casual/business oriented.

@joliva24   LinkedIn has a more professional and conservative tone, whereas the others can be more casual & humorous.

@jslopez2015   I would say sports updates are always on twitter and have them up by the second, other than that not really.

@damarislopezpr   I feel like a Tweet or FB post with a pictures does way better with engagement.

@paramaya   Every social network has it’s cultural differences, which affect sharing trends. Some are more nuanced than others.

@rachvelasquez1   I use LinkedIn solely as a professional resource but have a little bit more fun on other networks

@joerega   YES! Each platform has its own culture: Google+ allows for titles on posts, etc..
@bruceclayinc   Good point. Formatting options in G+ makes long-form, almost mini-blog posts fitting content.

@damarislopezpr   I feel like Facebook is more casual than Twitter from what I’ve observed.

@ericlanderseo   Absolutely, yes. Engagement on image posts on FB is producing. On LI, the interaction is limited to likes only.

@kylerthomas_   Yes, Facebook is more about sharing “funny” content, whereas Linkedln is all about business and networking.
@kmacwilkinson    Which do you think is more effective with their content?
@kylerthomas_   Honestly, I’m not 100 percent sure. I have a Linkdeln, but don’t utilize it as much as I should be.
@matthewayoung   That’s not to ignore that FB doesnt have its place in business – like when youre applying for a job lol.

@zoberkat   Definitely! There are different options for each social media site and different personalities too.
@dyannlesn   Thats a great way to describe it … “personalities”.

@seewynter   Certain platforms are more likely to have a creative and whimsical tone, esp those that are heavy on visuals like Pinterest.

@kelseylibert   We used @AlchemyAPI to analyze text, opinions & attitudes of the articles shared on each social network.

What topics do you see trending most on particular social networks?

@zoberkat   Pop Culture, Politics, Sports seem to be the top three I notice on social media.
@paramaya   Right. It’s why we need well-researched personas. We have to blast away our own assumptions.
@kelseylibert   Agreed! We started w/ 5 personas, though I think we need 50. I wonder how many personas are needed on avg?

@dyannlesn   I think current events trend the most on twitter, or at least trend there first…then Facebook.

@damarislopezpr   I’ve been seeing a lot of sports, national news and international news trending on Twitter lately.

@jslopez2015   You always know what is trending with celebrites, and sports once again, and how people feel about a show they are watching. Also whenever a national tragedy occurs that will trend for a couple of days.

@joerega   News, Complaints and, unfortunately, whatever the Kardashians are up to.

@kylerthomas_   I think Twitter is more hard-news, FB more social news, Instagram more #selfies.

@kmacwilkinson   Things trending on social networks are tailored by mostly season, sports #gogators, work, school, jobs.

@matthewayoung   Current events, mostly. If something’s happening, people will be talking, including brands (which is a fine line of course).

@paramaya   I want to answer every question with “It depends…” It depends on the network.
@nikipayne   I agree with @paramaya. Trending topics depend on what curated feeds you are following or that network’s feed algorithm.

@kevinwaugh   My trends on Facebook & Twitter are completely different, mostly due to network having a < 1% overlap.

@seewynter   Although the majority is pop culture, I am happy to say that social networks are starting to share world news more frequently.

@rachvelasquez1   I use Twitter to follow news so global news is what I see trending most often.

@kateriawynn   The topics I tend to see trending the most are scandals or leaked information. America loves gossip.

@kelseylibert   Our analysis of 2.6B shares showed the following keywords by social network.

@kylerthomas_   hmm – I always saw Twitter as the world-news center.

@kelseylibert   We also analyzed keyword usage by publisher headlines, and found:

@thekelsinator   Great article on Instagram being used to break news.

What top 5 publishers do you think dominate social media and why?

@kmacwilkinson   I think that Buzzfeed dominates Facebook. I feel like every other post I see is from there.
@kylerthomas_   Amen to that. #Buzzfeed definitely dominates Facebook.
@seewynter   YES. I get drawn in by its “list” form. I can’t help but want to know the 9 reasons why Disney changed my life.

@damarislopezpr   @NPR is all over almost every social media platform although they don’t utilize all of them frequently. I also agree that BuzzFeed dominates Facebook. I can’t go on without seeing a BuzzFeed link.

@dyannlesn   I feel like it had a lot to do with who your friends are and what you look at on your own time. Mashable and EliteDaily are definitely in my top 5.

@ericlanderseo   Answers.com is doing a lot more on FB it seems, unsure how much of that is paid exposure though. Other sites doing well with social traffic? SI.com, CBS News, CNN, BuzzFeed.

@zoberkat   So many choices… I see a lot of @HuffingtonPost articles.

@matthewayoung   How can you name just 5? So many publishes with great content. I really enjoy @mashable and the @HuffingtonPost.

@jslopez2015   #buzzfeed, #MSN i know for sure dominate the social media world they always have something to say.

@rachvelasquez1   BuzzFeed and EliteDaily are all over my Facebook newsfeed.

@joerega   TMZ, Fox News Huffington Post, NPR and anyone who pays to be promoted.

@nikipayne   The answer to that largely depends on what kind of content you like as Facebook factors that into their algorithm.
@kelseylibert   We’re talking more big picture: who as a publisher has the most shares on their articles? Not in any individual newsfeed.

@kelseylibert   No single publisher has become omnipresent on all social networks.

@kelseylibert   Check out our full graph of “publisher shares by social network”:

For a top-tier publisher, how many FB shares does a successful article usually have?

@kmacwilkinson   That is a tough one..I would say that depends on the topic and size of the company and what group. If i had to guess I’m going to agree with @DamarisLopezPR and say at least 1,000.

@dyannlesn   Im stumped on this one…over 10,000?

@damarislopezpr   I feel like top tier publishers need normally have shares in the thousands.

@jslopez2015   I’m going to guess at least a couple thousand, especially if they are top-tier. But then again it depends on your target audience, and what they want.

@searchrook   Could easily be 10k. That said, FB shares are part of the success of the article, rather than outcome.

@matthewayoung   For top publishers im going to say over 100k, just a guess.

@joerega   Depends on the amount of followers but to be considered “successful,” I’d say at least 100.

@kelseylibert   We’re talking the top 190 publishers, think @BuzzFeed @HuffingtonPost @mashable and the like. Most publishers in our study averaged < 5,000 shares per article.

Do you find yourself, or your clients, taking a particular tone with content pitched to publishers?

@kateriawynn   I feel like you really can’t say. Sharing a lot on FB can be overwhelming so shares is always objective. Always, always, always! I see it everyday. It’s all about making the contact work for the audience. It’s cool to see in action.

@kmacwilkinson   The tone depends on the audience and the content that is being pitched.

@joliva24   Nowadays, I feel like online publishers are looking for funny, image-heavy content.
@kateriawynn   I feel the same way. Pictures are always a big hit because everyone’s attention spans is so limited.

@zoberkat   Yes. You should have a particular brand image to show in your tone of content.

@damarislopezpr   Of course content being pitched to CNN will have different tone than content pitched to BuzzFeed.

@matthewayoung   Yes, when I write blogs, I have to write for that audience. Goes without saying #seochat – but that shouldnt take away from style. A tip of the hat to @VirginiaNussey and @BzzContent for helping craft that voice.

@jslopez2015   The goal is to stay professional but I agree with the fact that it depends on the who and what.

@joerega   Yes. Brand voice is important so conveying tone needs to be reviewed.

@dyannlesn   Content is the most important factor, but it always depends on your audience. So yes.

@SeeWynter   Media pitches should model the behavior of a chameleon: they should fit the color/tone of the publisher.

@jslopez2015   I understand why though, as humans we tend to remember the negative over the positive.
@kelseylibert   This elaborates on that point.

@kelseylibert   News organizations tended to publish more negatively toned articles than any other type of outlet.

@kelseylibert   @BuzzFeed & @Upworthy published the most neutral articles. The most positive publisher was @Mashable

@joliva24   I can definitely tell. I see more tragedies than stories about puppies
@zoberkat   I’m not surprised. Articles about death and injustice are never a happy uplifting story.

@kelseylibert   Click here for interactive dashboards of all 2.6 billion shares: frc.tl/10lMbAm.

Summary: SEO Case Studies on #SEOchat

Moderator: @BruceClayInc

We’re organizing today’s chat into sections: first WHY, then HOW-TO, and last, case study EXAMPLES.

What’s the real value for a business in providing case studies?

@strydedotcom   It gives an objective understanding of a business’ problem and subsequent solution solution. Case Studies help overlay the business benefit of utilizing a service which achieved measurable results, clear proof is given.
@virginianussey   I like that, case studies illuminates a biz’s problem solving process.
@strydedotcom   Yes! Which is a difficult facet to communicate.

@matthewayoung   At a base level, speaking from an seo perspective, it’s relevant links to an engagement object. The value added is brand awareness, the tooting of one’s horn.
@bruceclayinc   Yes, case studies as a pure #SEO play.

@virginianussey   The biz value for providing case studies? Influence principles: authority and consensus. Testimonials of past success!
@thinksem   Testimonials are a huge benefit. Great answer!

@gobrandify   First and foremost, they help a business self-evaluate. And they can help position business as thought leaders.

@evanauerbach   The real value for a business to provide case studies to potential clients comes down to one thing. Results. Action Plans = Strategy | Case Study = Outcomes. Businesses want buy-in on results, not theory. Good case studies do that.

@nikipayne   From a business standpoint, case studies help validate credibility and demonstrates your ability to get results for a client.

@paramaya   Case studies can be a goldmine for SEO, but they provide social proof to prospects.
@bruceclayinc   Social proof+SEO content=win.

@lisabuyer   Case studies can also be a nice #PR play! Optimize for success!
@matthewayoung   I look at it like free advertising, proof is in the pudding kind of stuff. Either way, its critical.

Have you published case studies to show your or your company’s work on a client or project? Why or why not? Results?

@matthewayoung   Yes, I published a couple when I was at @BruceClayInc because who wouldnt want to advertise 300% increases in traffic. To my first point, as a matter of engagement objects and content marketing, there is a lot of potential value there.

@virginianussey   I have to admit that case studies is not our strongest stack in the @BruceClayInc content library.

@nikipayne   No, but I’m interested in learning about how to put an effective case study together.

@lisabuyer   Case studies take dedication to create and are proactive versus a reactive strategy, but worth the time and effort! Sometimes case studies that are too fluffy come across as #PR Spin, be sure to have solid numbers and measurement.
@strydedotcom   YES! Hence the distinction between “tooting” and factually reporting.
@dragonsearch   Good point. Some C-Level peeps only look at metrics; might not read the words at all and that’s OK!

@paramaya   Published for clients but not for us. Too much time spent on clients and not enough focus on our own, I guess. Case studies can draw unexpected traffic due to long-tail, driving new content strategies, new keyword focus.

@evanauerbach   Case Studies – to publish or not? Of course! Transparency builds client trust & client trust is a major key to success. Using case studies to show off your high-end clientele is a big no-no. I’ve see people do it, and its tacky.

@gobrandify   The more we promote the collateral, the more requests. It’s just a matter of bringing this info to their attention.

How often do prospective clients request to see your case studies? Is it more or less than in previous years?

@strydedotcom   We typically supply our prospects with case studies, it’s a great way for them to get to know how we operate.

@bruceclayinc   About 80% request a case study or a portfolio highlight. The case study could make or break point for a prospect client.

Are case studies becoming outdated in an era of online reviews? @NeilPatel wrote that many are “faked.” Are they trusted?

@strydedotcom   I feel as though only reviews are even more easily faked than a case study.

@paramaya   No reason to have either/or. Case studies can reinforce reviews and vice versa.

@matthewayoung   Contextually they are different, so i dont see one replacing the other, or becoming outdated. It is a good question, without playing politics with #s, how do you make incredible facts believable in a case study?

@virginianussey   I’d love to know more about this. I’ve never read many case studies when evaluating cos and yet always read reviews.

@alexpeerenboom   I think the best case studies can feature reviews/testimonials. Help tell a story about success.
@bruceclayinc   Yes, testimonial style quotes in our case studies brings the numbers and charts to life!
@evanauerbach   I like what i’m hearing, Alex. All case studies should tell stories – and why can’t reviews be a part of it?

@evanauerbach   If case studies can be faked, so can online reviews! Trust is built in the source of the information, not the medium.

@bruceclayinc   @NeilPatel just published a case study on how he used a case study to grow sales by 185%.

@dragonsearch   Faked case studies stick out like a sore thumb. Easy to spew metrics, but it’s the context that matters. Can’t fake that.
@matthewayoung   Agreed, i mean have you ever read a fake Yelp review – Dead giveaway.

@gobrandify   There’s no telling for sure! Some companies produce them to show authenticity, others may simply be faking.

@jacquesbouchard   If you DO have legitimate case studies, be vigilant for plagiarism of them. I’ve seen that often.

In general, what are the essential components for a case study?

@matthewayoung   Identify the issue and set the goals. Dont’ create a rudderless ship, er, case study. Define the actions taken to achieve the goals. Get a quote from the client about the success of the project, etc.

@bloomreachinc   It should be narrative, telling the story of goals, execution and results, but with a real focus on the people.

@strydedotcom   Remember to give enough history and background to adequately set up the issue addressed.

@gobrandify   History. Goals. Actions. Results. But always have a story.

@dragonsearch   Environment/Problem + Solution + Outcome = the main 3 chapters of the story.

@evanauerbach   Four elements of a good case study -Relatability -Tell a good story -Be consistent in your data -Talk strategy

@TurbanSEO   The Before and After photos! SEO plastic surgery!
@bruceclayinc   So we’re talking rankings, conversions … any other essential data to show?
@dragonsearch   Remember, the reader will verify with a vanity search. What if they get a diff result?
@paramaya   And they likely will get a different result.
@30lines   Too easy to manipulate those rankings, different for everyone. Focus on traffic and conversions instead.
@lisabuyer   #Truth! Before and after traffic always works. Also Time on site. Quality of traffic!

Specifically for an SEO client success story, what data or metrics do you collect for the case study?

@matthewayoung   Analytics data is good, but conversion data is HUGE. Case studies should address how a project affected the bottom line.
@dragonsearch   YES! It’s all about the conversions. Great opportunity to get the new prospect thinking right.

@marcusbowlerhat   The metrics have to be born of the goals. The metrics exist only to validate how you used SEO to get what the client wanted.
@dragonsearch   A good point about how/when to show what case studies to who.

How do you put together a case study? Do you have a process for case study production? When do you start?

@matthewayoung   I admit case studies are never front of mind when I start a project, but it’s wise to try and get a case study from all clients.

@gobrandify   We take real client successes stories. Work with clients to produce collateral we’re both proud of.
@matthewayoung   So important to keep in mind – case studies are mutually beneficial.

@virginianussey   A case study may start b4 u know it’s 1. Treat every project like a potential CS in the making. Baseline measurements for all! A process for case study production… Baseline @ start of project, see success, get client approval, collect data, make pretty.

@marcusbowlerhat   If the goals are well defined and the project well documented then you should already have the bones.

How do you persuade your client or customer to be profiled in a case study?

@strydedotcom   Typically, when a client’s situation is stellar enough to be featured in a case study, they happily oblige.

@evanauerbach   Any successful case study should make your client look like the real winner. Do the work first. Present it to them with their goals in mine, not yours. If they’re happy, you’re happy.
@dragonsearch   The client = the hero in the story.
@matthewayoung   I like that “hero of the story”. I may use that one day…with your permission of course.

@matthewayoung   When the project has been successful and you have great rapport with clients, persuasion comes easy.
@paulaspeak   Some clients don’t want the public knowing they’re using an #SEO firm and refuse. Right?
@matthewayoung   That’s a possibility, but in my experience, no client of mine has refused the free publicity. But as @VirginiaNussey said, enterprise clients may be a little hesitant.

@lisabuyer   That is tough, because they don’t want competitors to know. Maybe offer an incentive at the beginning.

@virginianussey   Sometimes with big cos you run into NDAs and case studies are a no, which is too bad.

@gobrandify   We position the case studies as opportunities for brands to show that they are industry leaders, not followers.

If your clients develop their own case studies, do you optimize them for just the client name or other (eg: “best x co”)?

@strydedotcom   We haven’t encountered that quite yet. Our clients typically look to our content writers to be a big part of the process.

@matthewayoung   Both I think, but its not enough to rely soley on long tail and brand. Social pushes can play a big part as well.

@virginianussey   I’d think case study content could work for #SEO on both fronts that way.

@paramaya   Clients often leave out valuable info in case studies, so we help them optimize or write for them. An example would be a hyperlocal client who leaves out location-related info (city, state, etc) in case studies.
@paulaspeak   Yes, good service to provide. It’s always hard to write about yourself in any circumstance.
@paramaya   Copywriting is incorporated into our SEO services. #seochat “Let us rewrite that for you….”

@marcusbowlerhat   Easy – free exposure aka SEO!

What are the greatest challenges or obstacles you encounter with creating case studies?

@strydedotcom   Finding/creating eye-pleasing methods of data presentation

@matthewayoung   Making the time to research and create a case study. Could never seem to do it with my workload – had to force myself.

@virginianussey   For us it’s getting @BruceClayInc’s biggest clients to agree to be named. More powerful when the client is named.

@paramaya   Walking the fine line between too much info and too little.

@dragonsearch   Greatest challenge from a #bizdev perspective is needing one from an account manager RIGHT NOW! Better to create w/o need.

Share one of your own case studies and explain why it’s good. Link to it, if applicable

@gobrandify   We just put out two awesome case studies check them out!

@virginianussey   We got lucky when an independent research firm asked to interview our testimonial clients. Considered our top testimonial client relationships, got feedback on Quality of Work, Ability to Meet Deadlines, Value for $.
@paulaspeak   Those 4 testimonials were better than case studies, and pretty detailed, too.
@matthewayoung   I remember Sylvan and Soundproof Cow very fondly. Thos were good projects.

What other company’s case studies do you admire and why?

@paulaspeak   Hubspot’s case studies have nice online presentation & great client quotes.

Summary: SEO Mobile Matters on #SEOchat

Moderator: @Lisabuyer

BrightEdge data tells us that mobile is outpacing desktop x10. How are you preparing for that?

@kristikellogg   The mobile market will generate an est. $261 billion more in ’15 than in ’12. DO WHATEVER IT TAKES TO IMPROVE YOUR MOBILE NOW.

@bruceclayinc   Invest in the user experience. Optimize for page speed, have a mobile checkout, clickable phone numbers, clear contact info.
@sonray   agree; prepping the simple things makes the roi case stronger too.

@matthewayoung   First and foremost have a site that delivers to mobile UX. It’s a loaded answer i know. Optimize images, espcially if youre running responsive. It’ll weigh you down if youre not careful.

@suzzicks   Biggest thing is to have a mobile strategy and test it for crawlability. Google likes Responsive design because it is easiest to crawl, & easiest for users. Even w/o responsive strive for these goals.

@hortensesoulier   Mobile sites first with responsive designs, improved loading speed and mobile-soecific features.

@crbawden   Building out better mobile conversion options, because conversions are what really matter right??

@kevinwaugh   Modifying design, but also content to reduce wordiness.

@trinityinsight   Page load times are going to be key, as will checkout security for #ecommerce mobile sites.

@jenninemiller   First step, we’ve been trying to upgrade all of our sites with responsive design.

@sonray   shorten urls and make money.

On a scale of 1-10, how prepared are brands for mobile users?

@bruceclayinc   From what we’re seeing, most major brands are prepared for mobile with responsive sites or apps. Small biz not as much.
@kristikellogg   Agree with @BruceClayInc — major brands get it. @Target, for example, even made a separate app (Cartwheel) just for couponing.

@suzzicks   I’m going with…most brands 3 or 4. Even big brands are missing the boat.
@crbawden   I’d agree, and even when there’s awareness the turnover time is often way too long.
@trinityinsight   3 or 4 sounds right.. most brands are prepared for #mobile shopping, but not buying! Mobile conversion rates are low.
@suzzicks   @TrinityInsight People convert offline from mobile a lot of the time.

@dan_patterson   Seems like it’s all over the place. Some brands have adapted, a lot haven’t. The ones that haven’t stand out.
@jenninemiller   Same @dan_patterson! I think sites that don’t become mobile optimized are going to see really high bounce rates =/
@5le   Even something like creating a mobile team takes months of planning.

@matthewayoung   5/10. All I know is that I get furious when a brand does not have a mobile site. Automatic Bounce! Some brands I’ve talked to are not that impressed with the 15-20% of traffic from mobile devices. It’s a shame.

@sonray   5 – I’m finding equal mix between not aware, aware, have a mobile option, have a mobile strategy.
@kevinwaugh   @Sonray is right, but also I am finding the “don’t care” crowd as well, which makes it -10.

@lisabuyer   Looks like brands are all over the place when it comes to Mobile SEO.

@5le   I think brands are aware of the shift to mobile, but big companies move very slowly in actually making changes.
@dan_patterson   I’m guessing a lot of the older companies have major tech hurdles to overcome to do it.

@jenninemiller   4/10 because everyone else is saying 5. Agree w/ @BruceClayInc. Big brands are getting there, small businesses need guidance.

@bryantgarvin   Ways brands really fail with mobile is by simply not changing the input type on form fields for mobile.

@kmullett   We generally get a wide mix, but for multi-site, dealer network clients, it is frequently “not at all prepared.”

@igalst   Advertisers are having a hard time adapting to mobile too. It simply takes more time for the bigger brands.
@callmelouzander   Appsolutely not! Part of mobile strategy is detemining if an app is best for your users.
@bryantgarvin   But “creating an app” should not be a standalone #mobilestrategy but rather complementary.

How can brands best SHIFT into a mobile SEO and social strategy? Where do they start?

@bruceclayinc   First off, don’t forget the basics of #SEO & #Social – they apply no matter the device. That being said … content on a mobile device should be shorter — it’s a better user experience on mobile.

@5le   First they have to build a mobile team. They need someone that is focused on mobile and not just a side job.
@dan_patterson   For sure. And that’s for the ones that are trying to do it right. Just takes time to adapt old systems to new tech.
@5le   Super relevant post about what news sites are doing to improve mobile.

@matthewayoung   Start by determining what kind of experience is most applicable to users – mdot, responsive, app, etc. As for social, learn how to deliver content to users per that platform, or as @garyvee would say, ‘context is king’. Dont forget analytics, especially if an org is running an app as its main point of mobile user engagement.
@fogelrivka   Well responsive is usually better than m.dot and an app is usually a second step after a responsive site.

@fogelrivka   Use responsive design to avoid needing much of a shift.Social is a different story and requires building up a team.
@matthewayoung   Yes, but not all experiences call for responsive, especially for ecommerce sites.

@crbawden   Going to differ for each brand, we’ve found it best to transition one section at a time then testing to ensure success. Make sure you’re solving specific problems with mobile transition, don’t just put up mobile content so it’s there.

@kmullett   Start with analytic/audience research. How to best solve their problems & answer questions on mobile & desktop. What’s dif? Please keep in mind that RWD is “A” method that reduces common SEO mistakes, it is not “THE” only option.
@lisabuyer   What a concept! Starting with analytics first to see what’s going on! :) I love it!

@callmelouzander   Figure out what it’s like to use your site on mobile device. Try it on your own mobile devices & segment data in analytics.

@gobrandify   Start looking into responsive design and the best networks for the brand to start participating within.

@kristikellogg   As to content being shorter, absolutely. The LATimes launched a completely redesigned site. Articles are read with side-swiping. Content on mobile shouldn’t be one longggggg block of text — it should be in navigable chunks. WITH PICTURES. AND VIDEOS.
@bryantgarvin   To that point though mobile sites had better damn well account for mobile internet speeds and adjust accordingly.

@bryantgarvin   Mobile shouldn’t be just shrunk down & a changed layout but a completely different user experience.

@trinityinsight   Create a strategy centered around #UX. It’s all about giving the user what they need & finding a company that can implement!

@suzzicks   Start by making every conversion possible on a mobile phone and tablet.
@virginianussey   That sounds awesome, and maybe a tweet isn’t the format to expand, but I wish I knew more about what that meant.

@brightedge   Do not take a one-size-fits-all approach to mobile measurement. Conversions vary dramatically.

@kevinwaugh   Understand how customers act on mobile. Example: CTAs should be the size of a thumb.

What are the biggest roadblocks when it comes to optimizing for mobile?

@dan_patterson   RESOURCES
@bryantgarvin   Especially when management doesn’t see the full picture. i.e cross device conversions.

@bruceclayinc   Clients that don’t see the need for mobile. Lack of resources and/or money.

@matthewayoung   Poor UX – slow load times, uncompressed images, clickable elements too close together, no clear action on the page, etc. What I like to tell clients.

@kristikellogg   A bad desktop site to begin with.

@hortensesoulier   Resources! Shift to responsive design or mobile app creation is complex. Also figure out the relationship btw desktop/mobil.

@5le   Not understanding mobile usage.
@lisabuyer   Social PR Crazy though, mobile is now a business life necessity.

@crbawden   Getting trigger happy without proper planning. Not a roadblock in it self but creates many other roadblocks.

@jenninemiller   Agree with everyone on resources and I’ll raise you “educating the clients.” But showing the value shouldn’t be a tough sell.

@kevinwaugh   Speed, no one wants to wait anymore.

@kristikellogg   And yes, everyone’s mentioning load time — let’s remember it’s 1 SECOND on mobile. As @LisaBuyer said … Snooze and LOSE

@suzzicks   Developers who don’t know what they don’t know. Trusting mobile developers to make good decisions for SEO is very risky.

@kmullett   Selecting the right partner(s) that aren’t just doing what’s popular, but understands what they should be doing. Have an independent SEO review sites a prospective partner has done recently for technical SEO aptitude.

@bryantgarvin   Mobile in many cases is still very research-centric, so you need to tell the story well to be able to get the resources you need.

@brightedge   ”Misconfigured websites lost 68% of smartphone traffic”. “27% of Websites Are Misconfigured for Smartphones, Still Massive Opps For Traffic.” – Our free report download. Our CEO @jimyu will be sharing more Mobile SEO insights at #SMX in October.
@kristikellogg   I interviewed @JimYu (CEO of @BrightEdge) on his upcoming Mobile #SEO session at @SMX. Get the scoop.

@gobrandify   Convincing a client that mobile/responsive=not just a trend. And moving away from the original site’s UI/UX.

What are the ultimate Do’s and Don’ts for mobile SEO in 2015?

@suzzicks   Do test your site on multiple phones and tablets, on iOS and Android. Do use Google PageSpeed to get direct feedback from Google about your site. Do crawl your site with mobile user-agents –Do track your m.site.com results separately in WMT. Do report regularly on the desktop/tablet/mobile organic traffic split. Don’t rely on apps for mobile conversions — Don’t have faulty redirects — Don’t have slow load time. Mobile SERPS are changing. Try a ‘retailer + product’ search on your phone. Its crazy.

@bruceclayinc   DO use responsive design. DO optimize for speed. DON’T use Ajax. DON’T redirect to your homepage.

@dan_patterson   The Ultimate Don’ts: Don’t Ignore it’s importance. Don’t Ignore making it a priority.

@kristikellogg   DO optimize your CTA’s for mobile. DO have SHORTER quality content that is created with the MOBILE user in mind.

@callmelouzander   Make sure all mobile users get appropriate exp. 1 client sent ipads to desktop site, android tablets to mobile. Big no-no.

@crbawden   Test, then test again, unfamiliar territory that’s changing continually so testing is essential! Don’t overlook customer’s differing intent from each device, same visitor may use 3-4 devises at different stages.

@mumar_khan   The most important thing for Mobile SEO in 2015 will be “Technical SEO”

@5le   Do make your whole funnel responsive. It doesn’t help just to have a homepage look good on mobile, but not conversion funnel.

@brightedge   Do: Utilize all mobile data at your disposal. Track, measure and optimize/optimize and measure. Don’t: Take your eye off the SERP. Do not take a one-size-fits-all approach to mobile measurement.

@kevinwaugh   Don’t get crazy on mobile, keep it simple. Save the fireworks for the desktop.

@kmullett   Don’t think of RWD, by itself, as SEO. It is part of the bigger technical and conversion methodology. Do put yourself in the customers shoes. What would they want to see, and what are they trying to find when mobile.

@bryantgarvin   Shouldn’t have to be said… but Don’t have a site made with flash.
@kevinwaugh   Don’t forget intro pages with crazy sequences. It’s vogue now.

@igalst   Do use rel=”alternate” & canonical between the relevant pages.

@trinityinsight   Do test the taxonomy and architecture of your site’s navigation with users before implementing.

What type of content works best for mobile?

@hortensesoulier   Visual content, images, videos, easy to share. Shorter form content easy to consume.

@gobrandify   Short, digestable info. Videos and photos.

@matthewayoung   Objective driven content #seochat Users are looking for something specific. Keep it short and sweet and to the point.

@suzzicks   Quick-loading and easy to read. Simple forms, and simple calls to action.
@virginianussey   Can I ask what the best practices are for video re: mobile experience? Recommended? Useful?

@dan_patterson   Keep in mind that paragraphs compress on a smaller screen. Long blocks make my eyes bleed.

@bruceclayinc   Short content that gets to the point. PICTURES. VIDEOS. And make sure to use a simple layout with straightforward design.

@callmelouzander   It depends on how your customers use mobile. I’ll read entire article on my phone; most people want snippets.

@kevinwaugh   Quick content with light on the images. Customer wants to come in, read, maybe share or convert, then leave. Like a speed run. Also make sure the font is easy to read, don’t pick an obscure font.

@kristikellogg   Consider @BuzzFeed content. The articles are really just lists with pictures — and admit it, we all <3 those asinine articles.
@dan_patterson   Except the gif ones. Those struggle on mobile and desktop sometimes.

@lisabuyer   Say yes to @slideshare and @Haikudeck for visual mobile content.

@trinityinsight   Buyer’s guides including simple how to’s and ideas for inspiration. & Supply visitors w/ plenty of product information!

@bryantgarvin   downloadable PDFs… am I right?
@danbarker   PDFs often do fine on mobile.
@callmelouzander   Speaking of going into a rage…that makes me mad, PDFs on a phone. Too much trouble.
@bryantgarvin   Absolutely! PDFs just don’t yell – responsive, mobile-optimized, design to me.

How can marketers best benchmark and measure for mobile?

@danbarker   Most of the same type of content works on mobile as on desktop; the *format* of that content should often differ. The usual way is: segment the two in Google Analytics. You can get 85% of what you need there.

@bruceclayinc   Measure page speed with Google’s page speed tool and, as always, look at Google Analytics — but segment by device!

@suzzicks   @Brightedge and @SearchMetrics are both good. If not, WMT, GA and Omniture – same old, same old! Add in GooglePageSpeed though.

@kevinwaugh   Make sure it performs better over time. If speed is 2 seconds at start, strive for 1 second etc.

@brightedge   Check out theses free #Share14 mobile sessions presentations – Password is BEshare14. There is some great content from @RosettaMktg @richnaimy.

@trinityinsight   When starting out, speed time and bounce rate are going to be the KPIs.

@kmullett   Adding to @bruceclayinc: yslow, pingdom, gtmetrix, mobitest, check on older devices, 3g (not just wifi), etc.

As we head into 2015, what are some trends in mobile optimization that marketers need to know about?

@suzzicks   Single-page mobile architecture. This is WAY harder to SEO and much riskier.
@callmelouzander   Agreed. New/flashy tech is not always good for your site, and I’ll be glad when parallax/infinite scroll goes away.
@suzzicks   I don’t hate infinite scroll or single page architecture – they are ok for users, but HARD or IMPOSSIBLe for bots.

@matthewayoung   For complex, enterprise level sites, adaptive mobile sites may be the way to go. Omnichannel marketing will be huge in ’15 as well. Hummingbird, all the way!

@trinityinsight   Push notifications are a great boon to mobile apps & largely unused by businesses atm.

@danbarker   The big one: higher res/bigger screen iphones. Similarish to Samsung S4/S5/Note, which often convert higher.

@kevinwaugh   Screen sizes and content relation (does a title cut-off too soon?)

@bruceclayinc   5-6 word phrases are being searched more than 2-3 word phrases — indicating a rise in voice-assisted search (Siri).
@callmelouzander   Exactly; so we can stop trying to rank for that 1 cherished keyword, it’s about concepts and long tail now.
@suzzicks   Following up on # of words in queries – even typing people form questions in mobile; “Can my dog eat avacado”

@thompsonpaul   Remember, even if you set Google Analytics to speedtest 100% of visits it’ll ignore safari-based visits. Use RUM like Pingdom.

Do you have any tips for how bloggers can best serve the mobile reader?

@suzzicks   Get responsive blog templates, and focus on readability and load time. OG tags and twitter cards. Always sharing desktop url and not mobile. Testing shares for mobile-frendliness in iOS FB app.

@kevinwaugh   I know you want to share content, but don’t beat me in the face with it.

@matthewayoung   Get a template (WordPress) that also has built in responsive. Done.

@kmullett   Always look to solve problems, answer questions, and entertain if possible while doing so. And test, test, test. If recommending responsive (RWD), please educate on the other factors too. RWD by itself isn’t SEO. It can be done well or wrong.

@igalst   Google wear and the iWatch. Will be more and more relevant for app developers over time.

@danbarker   Generally, bigger text works nicely, ‘short & sweet’ is a myth: longreads work just as well/better on mobile.

@ramirez_robert   Write strong titles, summaries and break your content up with eye-catching headings. Make it easier for mobile users to read.

@trinityinsight   Make it easy as possible to leave comments & share content on social.
@callmelouzander   Agreed- just make sure you’re monitoring the comments for spam.

Moving forward, what mobile optimization strategies should we leave behind?

@bruceclayinc   Be leery of widgets and plugins – they can create broken or poorly rendered pages.
@kristikellogg   Agree with @BruceClayInc. If you do use a plugin or widget, go through considerable testing. We also need to move beyond the basics — mobile users are sophisticated and expect top-tier UX and updates. AND … let’s say goodbye to Flash. “Bye Flash.”

@suzzicks   Single-page mobile sites that tell people to download the app (Bleh!)

@hortensesoulier   Pop ups on mobile that are improssible to close! Done with that.

@matthewayoung   What Google might consider faulty redirects. Weak interstitials. The idea that responsive is the end all, be all for mobile. Good UX takes precedence.

@trinityinsight   Transitioning into the PC version of the site without warning – no thank you!

@ramirez_robert   Still see sites forwarding users to mobile homepage when target page doesn’t exist on mobile site. Big no-no.

@jenninemiller   Links that start a download when clicked. I think I have 10 copies of someone’s resume saved on my phone from that.

@danbarker   Generally people are more comfortable scrolling on mobile, ‘above the fold’ a fading phrase. ‘link opens in new window’ another thing that’s lessened quite a lot, and people get more annoyed about on mobile.

What do brands NEED to have ready by 2015 for mobile SEO? THE MUST LIST

@kmullett   Analytics and resources to research, measure, test, and adjust mobile efforts as needed.

@danbarker   Pagination of long pages fading a little (unless done via lazy loading). Ideally: your ‘mobile’ strategy needs to be folded into your overall strategy. the two are no longer separate.

@zoesoto   Accessible and readable from every device, good UX on mobile, not because it’s responsive it means they have it done.

@suzzicks   An arsenal of testing devices, crawlers, and analytics.

@matthewayoung   Fast load times, image optimization, esp on RWD, Objective driven content, no faulty redirects, and actually have mobile.

Recommended readings – books, white papers, blog posts, conference sessions on Mobile SEO?

@suzzicks   Dude – My book is still great!

@lisabuyer   Check out the mobile sessions and tracks @SMX East and @pubcon Vegas

@bruceclayinc   Recent look at 8 Common Mobile Website Pitfalls to Avoid for #SEO.

@callmelouzander   @BridgetRandolph has good stuff on understanding what method’s best for your business.

@trinityinsight   Recent post on our blog – 2014 Mobile Sales Up 79.9% for #eCommerce Leaders, Nearly Half From Apps.

@matthewayoung   I like the Mobile section on @Marketingland

@danbarker   @lukew’s books are good. running a bunch of mobile user tests via (eg) @usertesting, or face-to-face very valuable.

@brightedge   The Majority of Search Traffic Will Soon Be Mobile – BrightEge Mobile Share Report.

@callmelouzander   Here’s a cheat sheet for mobile design on BCI blog.
@matthewayoung   One plug deserves another.

@virginianussey   I liveblogged a lively sesh @SMX West in March on app store optimization & SEO for mobile apps.

@jserramktg   Review: #BuzzSumo Ups The Ante In Content Analysis – @larrykim

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