Summary: SEO For Humans: Integrating Personable Tactics Into A Technical Strategy on #SEOchat

Moderator: @shuey03

How has your keyword research evolved to become more user centric?

@AJutah   Moving away from Google Keyword Planner to communities, forums and other places to mine potential keywords helps a ton. Also using Analytics to look at your own site search queries helps identify good keyword ideas.

@lancemoore22   Google is increasingly focusing on user intent instead of robot search terms. Ex: Google auto complete. I focus on local keyword strategies too. It’s important to remember the mobile market too. They search differently.
@Where2GetIt   You said it! A1. We know the importance of local intent and base our clients’ keyword strategies around it.
@directom   Can we really treat mobile users as a different persona? Mobile should really be targeted as users in the research phase.
@lancemoore22   I think it depends on the biz. A biz in a touristy place might have a dif strategy. Thoughts? I really meant more of a local than solely mobile one.
@creativecalif    True. If you’re on your phone, the need/search is more immediate rather than desktop which is more research-based.

@BrianRBaker4   Gather keywords from GWMT Also looking at forums, and other places where people discuss the topic.

@Tinu   Don’t know that I was ever NOT user centric. My philosophy’s always been write great content for your target, Then tweak for SEO. BUT. I do take into account context more, local, mobile. If helping a restaurant chain, how does it need to differ by locale?
@AlanBleiweiss   You’re spot on! User centric HAS evolved to more local, mobile.

@markdhansen   We look at personas and try to identify keywords based on the language they use.

@directom   It HAS to be user centric. Just because you want to rank for a keyword doesn’t mean your user is using that keyword. If you don’t know your target, you’re surely going to miss. With regards to mobile: mobile users are researching, then convert on desktops.

@AlanBleiweiss   Proper SEO keyword research should have ALWAYS been user centric.

@KristiKellogg   Personalized results demand we focus on the USER, not just keywords. Get to know how/ why they search. Anticipate their needs.

@shuey03   We like to look for less head keywords, and more long tail, specifically question based strings.

@DragonSearch   Long tail, long tail, long tail. @mcgswagg did a killer presentation at #SearchLove on the keywords that your top referral pages rank for.

@creativecalif   Instead of just searching for “most searched” terms, we spend extra time looking at intent. We may ignore the most popular search terms, instead focusing on relevancy.

@alexpeerenboom   I take a little more time to consider all possible meanings & context of different audience, user intent.
@creativecalif   Agree! We also have to tell our clients that industry lingo may not match up with the user’s search terms.

@BruceClayInc   Mobile has played a major role in this – there’s no such thing as an non-personalized search on mobile. Persona research is key.

@rderdoski   Talk to your client, ask the sales team what the most common questions are, types of phrases used, find discussions online.

@cjmonteblanco   Understand why we exist as a business, offered services, and users intent behind utilizing them.

@melaniensaxe   Google instant is a great way to see exactly what humans are searching for right now.

@mwilton13   I’ve started using communities, Q&A sites, Analytics demographic data, etc. in addition to Keyword Planner.

@Tony_DWM   Implicit / explicit needs, matching the offline journey / experiences / emotions of the searcher. Offline to online = win.
@shuey03   I love that… many marketers overlook the offline journey.
@Tony_DWM   Thats why marketing (offline & online) is the core of KW research. Many never step back to u/stand their customers journey.

What precautions do you take when optimizing your web pages to ensure they resonate with people, not just the search engines?

@dan_patterson   Design for people first. Search engines don’t buy anything.

@AJutah   A/B testing is important. Test design, copy and CTAs continuously. Most visitors hate jargon. Explain your products & services in modern, everyday language. Check out this WP plugin.

@DragonSearch   Images. Alt text is great for search engines, but the quality of the image is crucial for users. Engines don’t see that.

@Tinu   I read every word of copy aloud at some point. People subvocalize when they read. if it doesn’t sound right, it won’t fly. I also think: what would make me care about this if I was into this content? How could I make it more useful? Aesthetics & knowing your audience are helpful. On 1 of my sites I have older retirees who hate pics for some reason. Split test a million times then just asked them. One guy said he thought sites with images were talking down to him.

@mwilton13   Don’t obsess over your keywords and SEO. Create the content for your user and then tweek for SEO later if you really have to.

@SocialMichelleR   I write and create for people. They are the ones that comment and share. The brands that really get it, hire writers. I keep the “conversation” in my head. Who am I writing for, how would they respond to what I wrote?
@shuey03   Another overlooked step by many marketers. there’s power in reading it outloud.
@BrianRBaker4   great technique! It’s hard to get in that mindframe for me
@SocialMichelleR   Not everyone is a writer at heart. Just like I would be a disaster at coding

@rderdoski   Always go back to the purpose of the page when creating/reviewing content – are you providing the info they are looking for. And again go back to what sales said about language being used, pain points, common questions -is your content addressing this.

@directom   Write like a person. If you don’t, it’ll just look spammy.

@BruceClayInc   Write with the user in mind. That’s the first priority- that ensures it will resonate. Use good writers. That’s what they do.

@pjmckeown   For textual content, write how you speak. For me, I often dictate content into something like Dragon.
@dan_patterson   It really is good to read copy outloud. You can catch a lot of things that way. I’ve rewritten so many things after reading them out loud. It made sense in my head until I read it that way.

@markdhansen   Have a writing/editing process. Prose first. SEO second. But, SEO informs the prose you decide to write.

@creativecalif   We have a team with different perspectives look them over and offer feedback. That way we don’t get too focused & miss the mark. Every time someone searches, they’re asking a question. Did you answer that question, or just “word vomit” info onto the screen?

@emily_C27   Apart from using tools like Analytics and Webmaster tools, stay well-read in your industry. Use @feedly.

@CaitlinBoroden   I think a nice visual display should not be overlooked! Paragraph upon paragraph can be daunting. Break things up!

@KristiKellogg   Keep keywords in mind, but don’t let them override what a user would actually want to read. Write what you’d like to read.
@SocialMichelleR   Keywords inform topic. Stay on topic and keywords take care of themselves for the most part.

@melaniensaxe   Avoid industry jargon and make sure the reading level is appropriate.

@tonyxrandall   Design is cool & all but as a user, a fancy site is secondary to me. give me an informative About page w/o all the fancy shit. Also if your page “links” are just filters that bring me to a specific place on the same page, i’m gonna be frustrated.
@CaitlinBoroden   Especially with FAQ pages. Table of content is beyond helpful.
@SocialMichelleR   Not to mention the fancy shit slows page load on mobile.
@dan_patterson   It’s true, sometimes design can be a distraction. It should highlight and amplify, not take the place of content
@bill_slawski   Buildiing a good FAQ can be a lot of work, but worth the effort, especially if people ask.

@Tony_DWM   A) Study / research white papers or industry periodicals & ask people who deal with clients on the front line.

What types of content seems to perform well in the search engines but have high user engagement and why?

@pjmckeown   Easy to consume, and lengthy content work well for us. If formatted well. Videos also rock for us.
@cjmonteblanco   If companies produced quality videos and visuals, search engines can make them more accessible to users.

@AJutah   LISTS! Most people hate “listicles”, but well-researched and valuable lists can perform very well in the SERPs.
@alexpeerenboom   Good evergreen content as well, depending on the topic. World moves fast, lists can be updated.
@BrianRBaker4   Good point, Alex! #SEOChat Evergreen content is important for SEO, NOT social though
@AJutah   Unless you count referral traffic from Pinterest.

@creativecalif   Our most popular articles have been “how to” guides. Teach someone HOW to do something, don’t just tell them to do it.

@KristiKellogg   Have unique content that anticipates and addresses a user’s interests or questions. Make your content go above and beyond.
@BruceClayInc   That can mean adding images, infographics, insights from influencers, curation, et. Serve the reader.

@emily_C27   Blog posts are always a go-to. Video can have a high user engagement and that can boost search rank.

@Tony_DWM   Those types that, more than any others, answer the searchers query emphatically, clearly & compel them take action. The types that, literally, make you want to shout out “this!”. If searchers do this, they’ll act, share &/or amplify it. Our best client content is a mixture of rich media (video, pdf’s, sign ups etc) covering all senses.
@rderdoski   Videos generally do really well across a wide audience too
@Tony_DWM   Esp for those industries where visuals / testimonials are key

@DragonSearch   [NUMBER] Ways to [ADJECTIVE] Your [NOUN] on [PLATFORM]. As noted, if the content is truly great, it will perform well almost anywhere.

@directom   Gonna straightforward on this one. GOOD. CONTENT. Also helps if it’s indexable. Quite standard, but we love blogs.

@dan_patterson   I think you first have to think about what kind of “engagement” you’re looking for. Different content types have dif engagement.

@BrianRBaker4   Our best performing content has been CASE STUDIES! #SEOChat like this one.

@markdhansen   Technical “how to” posts. The readers are trying to learn – so they stay on page. Good “how tos” can become evergreen.

@Tinu   When I do the writing, I get both high engagement and great search results from long form content and images, period. Had 2 clients who did everything my audit said Except maintain and 301 their image library. Took them a year to recover.
@BrianRBaker4   Really? What industry was it? I feel like that is heavily industry specefic
@Tinu   1- nonprofit client that has a lot of animal pics on their site. 2- had a site with a lot of tables/charts people refer to. Then there was a site I used to have that summarized the post in images with text. So it depends on how one uses images.

@bill_slawski   Blog posts that specifically address your audiences pain points and problems.
@DragonSearch   We sat down with a client’s support team and brainstormed content ideas from real world customer queries.

@rderdoski   Resource hubs that address a need, how to’s for a common problem (think local search), evergreen content.

@ebiziq   Question-answering content provides opportunities for using keywords naturally. Once again, usefulness for the end user is key!

@rderdoski   Building out a great ‘about’ page can perform surprisingly well – people like people!

@Where2GetIt   For clients—location pages that give all-in-one contextual, actionable info to searchers get engagement.

How do you scale influencer outreach without losing a personal touch?

@AJutah   Ask company contacts for access to any archived content, including brochures, past ad campaigns and research.

@SocialMichelleR   I spend time with them in social settings like #SEOchat. Seriously, though. I do try to connect via Twitter, LinkedIn, G+ something & share what they do before I ever email or ask.

@emily_C27   Create a list of industry blogs to actually follow! Start leaving comments long before reaching out.
@CaitlinBoroden   How do you keep up with this? Do you target a few blogs a day?
@emily_C27   Yep! Just by making it part of the daily routine. Track using a tool like @buzzstream or just by using tags in Gmail.

@Tinu   We split into teams, usually 1 to 15 people & get to know people before we ask them for anything. Especially with blogger relations or high profile influencers we try to pick only people we actually give a crap about. If it works out, great. We light promote a few things, feel them out, support where we can, THEN ask.

@BrianRBaker4   BuzzStream. But I ALWAYS add personal touches to the email reachout. I never used canned emails for the entire thing.

@BruceClayInc   Do you already KNOW an influencer? Start there. If you’re interested in a prospective influencer, figure out how YOU can help them.

@DragonSearch   Recently, we’ve been looking for reciprocal followers on Twitter and starting outreach that way. We’ve also gone for mid-level influencers and then done social ads with the content they produce.
@AJutah   Not all customers are social influencers. It’s about connecting with potential leads, not just Twitter addicts.
@SocialMichelleR   But you never know which happy customer might just become an influencer

@rickhardman   IMO – Personal touch is important enough not to “scale” w/automation – but tools help keep things organized & efficient.

@AJutah   Network with these influencers without having an agenda (at first). Be genuine, and offer to help them share their content.
@SocialMichelleR   Right. We saw value in what they had to say, that’s why we thought them influential.
@AJutah   Make friends with local media too. Local reporters are usually looking for experts to share insight for their stories.
@SocialMichelleR   HARO has been an awesome help to me lately.

@directom   Document everything about them. What they like, their interests. It helps to actually care who they are. Twitter is an amazing tool for engagement. Court them first and make sweet tweets together.

@Tinu   We have a dirty mnemonic device for that where we replace the word Ask with the F word to teach people how to be good Askers. 10 secret rules for mastering the art of a skillful __k. Getting influencers to want to help is like trying to get a date to give you the goodies. Brute force techniques get you uggos. When they WANT to help and they CARE about helping? Your job is mostly just making it Stupid easy to participate. I should clarify that though. By “brute force” I mean just randomly verbally spamming everyone with “hey wanna date me.”

@rderdoski   Repeatable processes + building relationships. Influencers are people too! start forging a relationship you can use again. Always ‘get to know’ your influencer before reaching out and be transparent and real in our outreach – no spammy canned emails!

@rjonesx   Favorite them in twitter. Flattery is a wonderful drug.

@creativecalif   Return is so much greater when you invest in personalization. Worth it to spend time writing personal emails rather than form. We’d rather spend one hour building a real relationship with one influencer than one hour faking it with 100.

@tonyxrandall   This is one thing that i don’t care to scale. honestly, i just treat everyone i talk to equally regardless of “influence”.

@bill_slawski   Start following on social media, including lists/circles to make it easier to follow.

@beyondcontent   Money, gifting, event invites, flattery, promises, ego-stroking, whatever works

@tonyxrandall   Networking with only “influencers” is incredibly short sighted and so selfish. make friends with everyone, don’t be a jerk.
@bill_slawski   It’s funny; if you’re helpful to everyone, you may end up getting surprised by whom you’re helping.
@rderdoski   Agreed you can’t forget about the little guys – brand evangelists are a powerful thing
@tonyxrandall   yeah, idk, i’d rather become good friends w/ someone w/ little influence and benefit throughout their entire “growth”

@ebiziq   Be in it for your own enrichment and be authentic. Always be a value-adding member of the community first and foremost.

@Tony_DWM   By making it their journey as much as yours. Win / win on a personal & professional level. Inspire & support.

How do you scale social media efforts (following, engaging, etc.) without losing a personal touch?

@SocialMichelleR   Truth is, we don’t want influencers for a one night stand. We want a long term relationship. Treat them like friends.

@rjonesx   Persistence, show them you care about establishing that relationship.

@rickhardman   IMO – Personal touch is important enough not to “scale” w/automation – but tools help keep things organized & efficient
@creativecalif   What are your favorite tools for keeping things organized?
@rderdoski   So many tools so little time! It’s important to capture influencer interactions & build relationships I’ve used @RavenTools
@creativecalif   Thanks for the tip! We currently use @sproutsocial.

@Where2GetIt   First,establish firm goals/objectives for your social presence. This will keep your brand from seeming robotic.

@justinkofron   Keep an constant eye on what the community is talking about, and set aside dedicated time to be in the moment and interact live.

@Tinu   On the one hand, I think social scales to a point. It doesn’t do as well as a broadcast medium. But light touches help spark bigger things. I try to write everything as if speaking with 1 person. People do the same in kind. My way of scaling that personal touch is to choose a new handful of people to get deeper with every day. It’s not for everyone. But I’d rather have 1000 rock solid connections than 10,000 flaky ones. 1000 easy to convert or 1% of 100k harder converts are the exact same number.The person I know who the best at scaling the personal touch on social hands down in @amyvernon. @AmyVernon has an excellent guide on Slideshare to what she calls Narrowcasting. And @Zaibatsu is some kind of Social Sorcerer. From his celebrity followers to people who barely get Twitter they all LOVE him.
@AmyVernon   And here’s the Slideshare you referenced on #narrowcasting

@directom   Engagement, even on a personal level, is scalable. Engage with EVERYONE

@AJutah   Realize one person can’t do everything!

@Tony_DWM   Vulnerability & choosing to make everyone I speak to’s day a little better, if possible, w/o return..

@rderdoski   Using ed calendars, scheduling tools, alerts..you can boost efficiency-time saved there should be dedicated to being personal

@bill_slawski   Keep your expectations reasonable, your actions responsible, and your goals achievable. rinse. repeat.

@creativecalif   Build relationship w/ light touches on social media before diving in & making a more substantial relationship w/ an influencer.

@Tripp_Hamilton   Don’t send DMs that look like form-letters when you get a follow-back (I see this a lot). Looks really shady.

Summary: Mistakes, missed opportunities and messaging to clients on #SEOchat

Moderator: @bloomreachinc

“A man of genius makes no mistakes. His errors are volitional and are the portals to discovery.” James Joyce

Do you distinguish between mistakes (like typos) and mistakes (like strategic)?

@Casieg   Of course. A mistake in a blog post is very different than a mistake in direction of a program. Different consequences.

@MatthewAYoung   Yes, one cost more money than the other. Admittedly though, as a grammarian, typos are intolerable.

@directom   Despite both being mistakes, one carries more weight in severity.

@EricLanderSEO   Absolutely, yes. Distinguish them in your labeling… Ex: Errors can be corrected. Mistakes are learning opportunities.

@BruceClayInc   The best part about a typo is you can go back in and edit it with ease … strategy mistakes aren’t usually so simple.

@CaitlinBoroden   Absolutely. Small typos can go undetected by users. Larger problems not so much.

@BerkleyBikes   We try to avoid both, but one has more dire consequences! Using the wrong version of “their” is minor. An ad slogan promoting rape culture is a REAL BIG problem.

@emily_C27   Any mistake is still a mistake. The type of mistake may affect the negative or, in tun, positive level of impact it may have.

@tannerpetroff   Yes, sometimes strategic mistakes are subjective, more like learning experiences. Typos are just oversight. Very different.

@BrianRBaker4   Keep track of your data. Constantly test, adjust, and optimize!

@AJutah   Clients may appreciate the transparency when a mistake is made, but they usually want to see a proactive response.

@creativecalif   Small mistakes can be corrected & not indicative of your abilities. Strategic mistakes are a sign of needing to develop foresight and taking the time to learn.

@Randomhero180   One is much easier and quicker to fix and the other may take a while to notice.

@AdamOnTheKeys   You plan for minor mistakes, and develop a process for fixing them. Strategic mistakes though can be damaging.

@jacquesbouchard   Yes, although the two types of mistakes aren’t mutually exclusive. For example, a missing semicolon in a CSS file.

@GoBrandify   For us consistent/clean location info is a constant effort and strategic mistakes spawn from these small errors.

How do you learn from each mistake and operationalize what you learned?

@Casieg   I think when you make a type mistake, you are super aware going forward. The bigger ones are often harder to see immediately.

@MatthewAYoung   I think it’s all in defining process to create sound products. Review both work and strategies with multiple people.

@KristiKellogg   The best part of a mistake is that you can learn. Communicate success &mistakes to team members so you learn from one another.

@directom   Step one is confronting the issue and identifying the cause. Refer back to your processes.

Agencies, gurus, friends, consultants, Moz, how do you deal with conflicting SEO advice?

@KristiKellogg   Flip a coin. Get to know your sources; if you hear something suspicious, see how if authorities are weighing in. Look for evidence.
@BruceClayInc   Yes — and if there’s even a hint of #blackhat, ignore that advice and go with the other.

@BerkleyBikes   Recognize that very little of what we know is set in stone & that it changes CONSTANTLY. Plus, every scenario is different.

@AJutah   SEO is like the field of medicine, in that we have research and best practices to follow, which are industry standards.

@jacquesbouchard   Ultimately, I take my OWN advice. If the solution fits my personal observations and is good for the user, I run with it. And like medicine, you can get two different opinions from two reputable doctors.

@AJutah   And like medicine, you can get two different opinions from two reputable doctors. It seems like there’s always a shiny new object to try, but common sense and best practices still win at the end of the day.

@EricLanderSEO   Important to level-set with environmental variables. B2B, B2C, eCom, etc. & technologies have different requirements.

@Casieg   Depends on what it is but sometimes it’s worth listening the reasoning. SEO can be quite subjective.

@MatthewAYoung   Rely on the SEO basics as your guiding principles.

@directom   Data is data. From there, intuition must be trusted. If your intuition is flawed, time to reevaluate.

@tannerpetroff   Know best practices, know there’s always another way, determine risk tolerance, do your homework, make an educated decision.

@dan_patterson   Watch out for “shiny object” advice. Don’t just jump on something because you read an article that just wanted attention.

@creativecalif   Use common sense, test yourself, and at the very least, follow webmaster guidelines. If the big G or others say not to do something, don’t risk it.

@CaitlinBoroden   Avoid S.O.S. – Shiny Object Syndrome. Learned that from SearchLove

@henryoloughlin   I usually go with the basics – good content, the right keywords, internal linking – then check Moz for more technical stuff.

@MatthewAYoung   Approach claims with skepticism and try to qualify/confirm as best you can.

@MackSnapMatt   Research.Cross reference. Experiment. When all else fails, ask my direct supervisor. In my experience, SEO seems largely subjective. And there are always fringe factors that can totally change everything.

@Randomhero180   It’s a constantly changing industry I like to stick with best practices as a baseline before anything else.

@AdamOnTheKeys   As long as my focus is always on the target audience and addressing their needs first, it’s hard to go too far astray.

What was your costliest mistake (to either $ or reputation) in SEO?

@EricLanderSEO   Most costly mistake I’ve been involved? Uncovering an X-robots header disallow that prevented a $800k site from going “live”

@Casieg   I once forgot to turn a paid campaign off…accidentally spent about $8k. Not too bad but thought I was gonna be in trouble. Biggest SEO mistake – letting a client dictate the program. Didn’t manage it properly & in turn it wasn’t successful.
@EricLanderSEO   @Casieg just reminded: Once went to lunch w/o a budget cap running broad match “travel” terms in AdWords. VERY expensive lunch.

@MatthewAYoung   I’ll bite. It’s not a single thing, but a series of things that cause clients to leave after only a year.

@BrianRBaker4   I think the biggest mistake is getting a client’s site penalized. Never done it personally but my old company has (many times!). Another common mistake I see is accidentally robot txt blocking the whole site.
@Casieg   Ugh yes! We had a client who was using us for social. Their SEO company left it on the new site & deindexed site.

@henryoloughlin   Just not knowing what I was doing when I started doing SEO/content yet still taking clients, I’d say. Another mistake – trying to predict results for one client from another industry. So much about SEO success is competition.

@CaitlinBoroden   The biggest problem I’ve come across is the noindex tag accidentally being added to the site.

@chriswtam   Not properly managing expectations.

@Tinu   My costliest mistake is always the failure to set realistic expectations, then follow up to make sure they’re understood. Any other mistake I made had that at its roots.

@jacquesbouchard   My greatest _lesson_ has been to focus on long-term, sustainable strategy and not overreacting over month-over-month metrics.

@BerkleyBikes   Not super costly, but one time I coded a bunch of schema & used the wrong quotations (the curly ones) – none of it worked.

@AJutah   I consulted with a client that I didn’t properly vet at the onset. Lesson: be picky with who you work with.

@AdamOnTheKeys   Costly mistake – putting in way more hours than we billed for a client.

@searchrook   Not upselling associated marketing services more frequently. Missed learning as well as profit opportunities.

What was the biggest risk you took that paid off in SEO?

@BerkleyBikes   I find myself taking more risks on social. I’ve pushed the limits on a client’s comfort level to produce great content.

@Casieg   Funny enough, going back to previous answer – spending too much time on a project. Solidified relationship & drove results. Turned into long term client…and we no longer need to spend too much time on them.
@EricLanderSEO   Re; A4: @Casieg – if you mean scary as all hell, you’re right. Could work 90+ hour weeks one week & 4 hrs. the next. Crazy times.

@szahurones   Push for a different writing style (team) on our most important pages. Focused on semantic connectivity. Improved rankings.

@MatthewAYoung   Changing the architecture and internal linking structures of a site. Shout out to @BruceClayInc and siloing!

@AJutah   Ecommerce client was with another agency that built a ton of spammy links. I recommended starting over with a new domain/brand. They were understandably upset; we ended up parting ways. I knew my recommendation was in their best interest, though.

@jacquesbouchard   Adding noindex tags to 24,000 garbage pages on a site I managed. At the time, it was terrifying, but traffic went up strongly.

@EricLanderSEO   Quit the 1st SEO agency I founded & became an affiliate for 3+ years. Learned technical SEO items I’d never otherwise know. When it’s all on you, there’s no one to blame and all the learning in the world. Back in 2003, that was a great call to make.

@directom   It may seem straightforward, but when you have ALOT of content and decide to make a site migration.

@henryoloughlin   That’s a good one. We’re about to do that with a client. I just hope it works at this point.

@searchrook   Using exact match anchor text on links from content to landing pages. Works* if you have branded links too.

@creativecalif   Moving from in-house to starting an agency. Big leap to think my knowledge from working with one company could apply to others and I risked failing miserably. Luckily, it paid off well in the end.

@AdamOnTheKeys   Collaborating with social and PPC for a client. Cross promotion really drove organic results.

@BrianRBaker4   I would say removing or disavowing links – always scary!

@Tinu   Being less analytical and focusing solely on the quality of content short term. I’m often petrified of that. & usually wrong.

What is the one thing you regret not doing?

@henryoloughlin   I wish I knew, and I’d try it out.

@jacquesbouchard    I regret that I didn’t start reading SEO blogs regularly until I was in SEO for a about 3 years. Word of mouth is not enough.

@AJutah   Not getting into affiliate marketing sooner.

@BrianRBaker4   Not taking enough risks. Being successful in #SEO requires taking risks, and thats something I am sometimes uncomfortable with!

@MatthewAYoung   Not being able to connect the dots. SEO touches so much and it’s to the benefits of clients to know enough to be dangerous. Thinking of SEO as existing in a vacuum is also regrettable.

@directom   For us, not collaborating with our #PPC team on a more consistent basis. Getting caught up can hide good opportunities.

@creativecalif   Having patience with the process of getting results. Accelerating the process will only hurt you.

@alexpeerenboom   When they don’t follow through on content creation. They remain stagnant when competitors are consistently producing, engaging.

@CaitlinBoroden   Not being ‘pushy’ enough with certain clients. Some are too cautious. I wish I’d been more vocal with my thoughts.

What is the one thing you regret your client not doing (that you advised)?

@EricLanderSEO   Writing more. Had wrote 800+ articles across major sites on SEO from 2002 – 2008, then moved on. It’s held me back because. I missed commentary & challenges that kept me fresh. I became complacent with what I knew about SEO. Now, it’s learning 24/7.

@Casieg   Too many to capture in one #seochat.

@searchrook   Profiteering with directory and article submission.

@jacquesbouchard   Building their content strategy from chaos into a guided, proactive campaign.

@directom   Low hanging fruit here, but listening to us about adopting mobile-friendly design.

How did you explain your mistakes to your boss? To your clients?

@Casieg   Own up. Go in with an apology and more importantly, a solution.

@MatthewAYoung   Boss, I made the wrong recommendation. Here’s how im going to fix it. Own up to your mistakes.

@emily_C27   Always show transparency, followed by an immediate back-up plan!;) Don’t be afraid to ask for help from your boss/co workers.
@Casieg   Yes! Ask your boss for help if you need it. That’s part of their job.

@searchrook   By stating it clearly, keeping it short, apologizing and suggesting a solution.

@AJutah   Set the right expectations at the beginning, and they’ll view minor “mistakes” as the ebb and flow of a fluid campaign. Be transparent, thoroughly explain what happened, and proactively present a solution. I’d say clients care more about their bottom line than if it was a teachable moment for their SEO manager.

@szahurones   Apologize. Explain why it happened (lack of knowledge, time, resources, etc). Explain how it won’t happen again. Prove it.

@directom   Embrace mistakes. Own them. Have a plan of attack. Succed. Win!

@TheShitSEO   I always tell the client that Google is doing a dance and that rankings will resume in a few months. By that time I’m well gone.

@jacquesbouchard   Point blank. Admitting mistakes, owning them, and presenting sensible solutions are important parts of building trust.

@EricLanderSEO   As a director, I tend to help get passed those mistakes – not present them upwards to CEO. But, I’d recommend that you use judgment when you bring them up. Explain the rationale, expectation and then focus on learnings. Everythings a learning experience. As a leader, you need to show how mistakes create opportunities for you and the organization to grow from.

@AdamOnTheKeys   Blame the intern? In all seriousness, bring solutions to your boss, not problems.

@bloomreachinc   Own it. Teach the lesson you learned. Present the plan of action.

@creativecalif   Just be upfront and honest, and show them that you learned from it.

@TheShitSEO   Tell client that the $20K they spent with you went on building valuable relationships that will stand the test of time with G. SEOs are scared of clients. Stamp your authority and dominance by slapping them in the face then saying “I’m here to rank!!!”

@directom   Nice to see so many other SEO professionals agreeing on tackling mistakes.

Summary: Images: Exploring Free And Paid Options For Your Content on #SEOchat

Moderator: @AJutah

What role does visual content have in marketing?

@ThinkSEM   Visual plays a HUGE role in marketing! Tweets/blog posts get more shares/reads/etc; 1,000 words and all that.

@EricLanderSEO   Content’s visual presentation has a long standing role in SEO. From code bloat to CSS to rich media & now HTML5 – it’s critical. In today’s world, an SEO needs to understand how to present chunked content to appease users’ diverse topical interests. And cater to their short attention spans!

@CaitlinBoroden   Visuals are huge! They grab your attention and hopefully fast.

@directom   With the growth of Instagram and Facebook video, visual content is where the user’s attention is. So it’s VITAL. Users’ attention spans are dwindling at an alarming rate. Better grab them while you can!

@SocialMichelleR   The visual has every roll to play in marketing. Packing, logos, design, video, social… It’s all images.

@paulaspeak   A big one! Look at @NeilPatel — some of the arguably best written text out there, but still packed full of images.

@creativecalif   Content w/ visuals perform better than those without across platforms! Visuals are consistently written content’s secret weapon.

@blogambitions   These days visual marketing is the most important driver. Unfortunately, for us lacking visual talent.

@BruceClayInc   Visuals = impact, attention, #boom

@noeticsound   Cvideo, animated gifs, images…the web’s gone visual. pinterest, youtube, instagram, vine are visual-first platforms.
@SocialMichelleR   The web and the world have always been visual. Search engines are catching up to the human experience.

@creativecalif   A weak visual is a sure way to have the user quickly scroll past your content.

@DragonSearch   I try to include a visual with everything these days. So_much_more_engagement.

Images and photos are licensed differently. How can you find out if you can use an image?

@ThinkSEM   If it’s not yours, do DILIGENT research. Can use Google’s search tools as a quick-&-dirty way; ALWAYS give credit tho’.

@EricLanderSEO   With regards to SEO, start with Google’s Reverse Image search and see where it’s used – and ALWAYS check embedded META data.
@BruceClayInc   Google Reverse Image search, noting that.
@EricLanderSEO   I’ve found some nefarious folks who save an image, clear out META content embedded and claim ownership. Beware!
@noeticsound   Yeah, often it’s better just to pay for stock than investigating to verify legitimacy “for free.”
@EricLanderSEO   Understand that, but original images trump stock, IMO all day long. Can’t beat authenticity. But if you’re using your own images, check for those hot linking directly to your images and be aggressive w/ C&D notes.

@noeticsound   As in what tools can you use? either make yourself, grab stuff with clear open licensing, or pay for stock getty et al.

@creativecalif   A good rule for free images is to use sites that make the licensing info readily available like Wikicommons and Flickr.

@SocialMichelleR   Always use a service, trying to find an original via search can be a nightmare.

@directom   Hopefully an image is already marked for resuse in Google images. This isn’t always the case.

@AJutah   FYI, http://creativecommons.org explains image licenses and how to use photos the right way.

@paulaspeak   It can take some digging and the will to find out. Be careful, because “Creative Commons” has many license levels.

@creativecalif   A step up from Google Reverse Image Search is Wolfram Alpha’s reverse search. Displays entity data. http://ow.ly/MXk41

How do you make sure your company is being compliant with image licensing?

@ThinkSEM   By doing your research before ever posting an image anywhere (unless you’re using your own photography/designs/images).

@EricLanderSEO   For purchased rights photography we maintain an image bank w/ all use recorded & links to original licenses. Ext: In the sense of providing unique content – yes. Images are content, and well done – Image search can be a huge win.

@directom   Not so much an issue for a small agency. Processes should dictate sourcing protocols.

@BruceClayInc   Our process for obtaining images incl purchasing (*the right*) image licenses + a collection of free-for-all sources

@creativecalif   Establish company-wide guidelines for sourcing photos and stick to specific sources.
@directom   THIS. Processes shall always be your savior. Get it right and get everyone on board with accepted protocols.

@SocialMichelleR   Image usage should be part of the editorial process. Part of editor /community Mgr duties. Our editors took care of image purchases and then we had an archive of all kinds of things we were clear to use.

@AJutah   Does license compliance fall under the realm of SEO? Should consultants/agencies educate brands about it?
@ThinkSEM   Depends on how big the biz is. Regardless, rules need to be put in place for how images are obtained, etc.
@SocialMichelleR   Absolutely consultants need to educate clients about image compliance.
@BruceClayInc   We’ve made image selection a conscious process as a team. We all know the risks of using illegal images & it’s top of mind.

@Where2GetIt   Compliance is important for providing valuable content. Be transparent/help clients understand its role.

@creativecalif   While not part of SEO proper, licensing often does become a peripheral part of the job. Should educate brands about licensing when possible. They usually appreciate knowing you’re ensuring their content ethical.

Where do you find Creative Commons images?

@EricLanderSEO   Flickr Advanced Image search. Check the right boxes, be selective and that’s the best source, IMO. For the #SEOChat users looking for that Flickr tool – here’s a direct link: https://www.flickr.com/search/advanced/ … – Then click on “any license.”
@paulaspeak   Also, most Flickr images require attribution, so be sure to put links in caption to creator, license.
@EricLanderSEO   YES! -> All Creative Commons imagery requires some attribution. Check your source
@BruceClayInc   For CC images, our image editorial guidelines include how to source. See http://bit.ly/1IAWC6I

@ThinkSEM   Flickr, 500px, http://creativecommons.org …or any myriad of Google searches for same.

@AJutah   Check out this list of free images by @dustntv http://dustn.tv/images/

@AdamOnTheKeys   I use PhotoPin, it makes finding creative commons easy as well as attribution.

@CaitlinBoroden   I’ve used this site in the past but you all are making me question everything ;) http://www.morguefile.com/

@creativecalif   Flickr’s The Commons and Creative Commons pages, Wikicommons, & use of Google Images’ licensing filter.

How do you optimize your images for SEO?

@EricLanderSEO   The 2002 basics of ALT tags still apply, but you need to include micro data layers when possible, too. And now that mobile is *such* a priority, consider SVGs & scalable vector imagery to support retina displays & reduce Kbs.
@ThinkSEM   Major reason for so many hating RWD. They think it’s the technology; it’s the massive images!
@CaitlinBoroden   You’ve got me googling. micro data layers = image schema?
@EricLanderSEO   Yes! Take a deep er dive here, too – https://schema.org/ImageObject
@Where2GetIt   Sidenote: Thoughts on the newest #schema updates?

@ThinkSEM   1–make sure they’re correctly compressed (save for web) so as not to slow load time. 2–use good alt text. 3–name them well.

@emily_C27   Give them all descriptions to start!

@directom   Considering the avg page load time. Don’t let the image size destroy the UX because you wanted a pretty picture.

@creativecalif   Adding proper keywords to image names and tags. Easy way to make a significant difference.

What are some good ways to repurpose your content into shareable images?

@SocialMichelleR   Make sure images are Pinterest-friendly. Turn written text into slide shows or video. My go-to is @canva.

@EricLanderSEO   Simple graphics w/ text that fully supports FB’s OpenGraph and Twitter card resolutions. Also, no more than 20% text on image.
@SocialMichelleR   Facebook, Twitter, AND Pinterest all use the OpenGraph markup :) That’s what I call bank for your buck.
@directom   Although the 20% mainly refers to Facebook, it’s generally an awesome guideline for text on images.
@EricLanderSEO   20% rule – @directom – Yes. The key is to have 1 image that works for all. Then when you need to pay on FB for push, it’s done.

@BruceClayInc   Regular #SEOChat -er @MatthewAYoung has the answers: #1 Thing You Can Do to Improve Mobile UX: Image Optimization. For blog content we use @yoast WordPress SEO plugin & always include an image with FB OG & Twitter Card markup.

@ThinkSEM   Turn content into images/infographics; put them on Pinterest/Flickr/Tumblr; turn them into slideshares.

@creativecalif   Big part is making sure images are optimized for the platform. Tweak dimensions so they fit perfectly to FB & Twitter’s formats.

How can you make stock photos look…less like stock photos?

@SocialMichelleR   hehehehehe did I mention @canva ? Yeah that too

@CaitlinBoroden   Snapseed is great app to spruce up your phone images right from your phone. Android and iOS. Experiment with different crops and/or aspect ratios. They can change it up a bit. Also, when overlaying with text play around with font to spice things up as well.

@EricLanderSEO   GREAT question. I’d recommend cropping, framing, overlays and desaturating all but most important element in pic IF ALLOWED. I can’t tell you how many images I buy big versions of just to crop and utilize a well composed rectangular section of.

@ThinkSEM   PhotoShop, Canva, PicMonkey…shoot, even SnagIt or PowerPoint if you have to!

@DustinNay   Don’t use stock photos. A7: filters, crop, b/w (depends on use). I hate stock photos so I avoid if I can. Also, remember to pay attention to which CC license the image uses, if altering a free CC image.

@AJutah   Good Quora thread on this topic.

@directom   Use your gut in selecting your image. If it looks cheesy, it probably looks like a stock photo.

@creativecalif   To make stock images feel less sterile, we use elements of them to create larger image w more personality. Or we make a minor, personal change that relates to its usage like with this Chris Farley reference.

What can you do if you don’t have the budget for a stock photo service?

@ThinkSEM   Find free images to use & make them your own in Canva/etc. Or, better yet: TAKE your own! Personalized & custom touch.

@SocialMichelleR   Shoot more of your own photographs and create your own visuals.

@BruceClayInc   For free images, we’ve been liking a lot of these sources rounded up by @HubSpot.

@EricLanderSEO   Exchange link equity (via attribution) for the images you can license for free… Or get creative and use your smartphone!

@AJutah   Why not create your own stock photo bank? Offer photos for brand mentions, no-follow links or social shares!

@DustinNay   CC obviously, also http://rgbstock.com , http://freeimages.com (formerly sxc.hu), http://pixabay.com. There are also occasionally corporate sites or photo bloggers who share CC images on their sites (search intitle: + filetype. Also, caution: not all CC images on CC sites (like Flickr) are actually CC. We received Getty letters for images an intern found on Flickr thinking they were CC. Be careful (reverse image search b4 use).
@paulaspeak   As long as you check the license restrictions. “CC” doesn’t mean “use it however you want for free.”

@directom   Sometimes photos of real scenes/objects aren’t necessary. GIMP is always free.

Viral images like memes are great, but how can you impact your site’s conversion rates?

@AJutah   Here’s a “stock photo” I took and turned into a Pinterest image. Got some delicious el lotes out of it too!

@EricLanderSEO   Viral images acquire traffic, not convert on it. For user focused imagery, rely on @nngroup. Regarding this link – Know that conventions become conventions why? Because they work!
@AJutah   It’s all about attribution though! Map out the conversion path in Analytics.

@ThinkSEM   and do more of what works :) As with any conversion rate influencer (or detractor!). Pay attention.

@directom   This is a PSA; STOP USING MEMES. It comes off as cringey and they are wrought with terrible attempts at humor.
@noeticsound   The definition of meme has really transformed over the past few years.

@creativecalif   For more, check out our blog we posted yesterday on this topic.

Summary: Mobile SEO on #SEOchat

Moderator: @dan_patterson

How does mobile SEO differ from desktop SEO?

@ThinkSEM   It’s the same except visitors find you w/a different device. You’ve still got to follow optimization “best practices,” etc.

@SocialMichelleR   For one thing search behaviors and keywords are not the same desktop vs mobile Think voice search on mobile. Personally I think that search intent can be very different desktop vs mobile. While I might search for a great hamburger on my phone, I won’t do that on desktop. But I won’t go searching for research for a blog post I’m writing on my phone. That’s serious desktop work.

@CJLio   More about UX and UI, while still focusing on delivering content that’s valuable and a reflection of your desktop site.

@pjmckeown   Different experiences. Keep it short and to the point, who wants to read pages of text on mobile.

@MatthewAYoung   OK, following SEO 101 still works, but mobile has more considerations for short attention spans – more intent driven, esp local. Much of the SEO is taken care of esp w/ RWD. CRO comes into play during and after. I think there may be more technical considerations with UX and speed, ie “mobile friendliness”.

@dan_patterson   For those joining us that aren’t familiar with the acronym RWD, it’s “Responsive Web Design”

@BruceClayInc   The main difference is the context; it’s a question of WHERE you’re meeting your user & tailoring that content to the context.

@AgentPalmer   I don’t think it does. It’s still based on content. And serving that content to a user… But I could be in the minority. All I know is that I do not use my phone as anything other than a communication device. Searches happen on my computer.
@dan_patterson   Seems the overall trend is going the other way though. More and more search is happening on mobile.
@SocialMichelleR   What about getting directions on google maps? I think mobile has changed what we have to consider as “search”
@AgentPalmer   Fair point. @SocialMichelleR I’ve used my phone for directions. I do not search for content on my phone, like research type stuff.

@thompsonpaul    So much of mobile search is also about local for SMB clients.

@chriswtam   Search intent is the big differentiator.

@KristiKellogg   There are different priorities at play — mobile means EVEN MORE speed. Content that is created to be consumed on the go, etc.

@kougarov   I’d say it’s the same principles, but adapted for the different intent of mobile users plus usability and relevance challenges.

@AJutah   Often it’s different search intent. Mobile users tend to use different queries and context.
@pjmckeown   We haven’t seen many different queries between the two yet, but I suspect we will.
@AJutah   Think of those searching for local restaurants with their mobile device, vs. those back at the office on a desktop.
@pjmckeown   Oh absolutely, I do it as well. But from our biz perspective, mobile and desktop are pretty similar so far.
@ThinkSEM   I’d wager the queries are similar; INTENT is different. Search for restaurants on desktop/mobile=where is it?
@dan_patterson   I think it’s important to note that every business can be a little different in all this.
@AJutah   For sure. I’m drawing on my own habits. Desktop= [restaurants in Salt Lake City] vs mobile= [restaurants]
@pjmckeown   Agreed for sure. Our biggest user base is Ipad, our biggest conversion base is desktop.
@dan_patterson   I use Yelp for searching for restaurants more than I do Google.
@paulaspeak   So do I. Reviews give so much information, but of course aren’t available for all bus. types.

@EricLanderSEO   Different indexes, different search behaviors, different web usage abilities, different… Everything!

@DragonSearch   Often more urgency in mobile search. Lots of stuff I wouldn’t bother with on my phone, unless I needed it quickly or remotely.

@propecta   Agree that the basics are the same, but some might need to focus a little more local, keywords/intent may be different.

@ChelleDear   Mobile affects everyone very differently from desktop.Local is integrated heavily into search.Results vary widely from desktop.

How do you do decide whether to go responsive or mobile-specific site? Which do you prefer and why?

@ThinkSEM   We only do RWD. Our clients are lead-gen focused, so ALL devices need to be able to access sites. Only way to go for us.

@BruceClayInc   The answer is entirely dependent on the site and its content. The chief metric should be user experience.
@KristiKellogg   UX is chief concern. BUT if you can do responsive design (Google’s preference), all the better.

@kougarov   I’d always go responsive. Managing mobile/desktop subdomains is an unnecessary extra challenge. I’d only spool up an m. if desktop was too far gone and redesign wasn’t in the cards due to time/budget/resource.
@ThinkSEM   Agreed. Of course, our clientele is such that RWD works 100% of the time. I can see where it might not for some. That’s a good point to make. Worked at a place that had a LOT of clients like that.
@pjmckeown   Do you change the content based on screen size? Potential lost opportunity if not.
@kougarov   If I was doing the spec, I would absolutely granulize it that far down.

@SocialMichelleR   Honest answer is that it depends greatly on the site and the business they do.

@MatthewAYoung   This depends on the intent of the site – like ecommerce. Wouldnt touch that with an 10 foot RWD pole.

@AgentPalmer   It usually depends, but I prefer responsive, because it maintains a similar UI across all devices, making it consistent.

@CaitlinBoroden   If possible A/B test. A client did a huge overhaul including responsive but the .mobi is still killing it in conversions.
@paulaspeak   Was the content the same in both A/B? Was it organic traffic that made diff, or what?
@CaitlinBoroden   50/50 split sending mobile traffic to .mobi and .com. The .mobi is much more simplified and lead to more contact fills.
@paulaspeak   In A/B test of .mobi vs. responsive mobile site, makes sense that better UX –> more conversions.
@CaitlinBoroden   Exactly but still a surprise for us! The .mobi has a really outdated feel to it and the .com is much more slick.

@CJLio   It has a lot to do with resources. RWD is great bc you can guarantee almost every page is mobile, but takes a lot more time.

@alexpeerenboom   We’ve simply joined the responsive camp for a while now, have been ahead of the curve.

@KristiKellogg   Google’s Gary Illyes has made it VERY clear that there are no penalties for NOT using responsive design, however.
@MatthewAYoung   They prefer it because it requires less index resources, just to add to this thought.

@DragonSearch   I’m a personal fan of RWD. Offers more consistency with the desktop site, plus less to keep track of.
@ThinkSEM   Right. It’s ONE website, designed/developed such that it offers the best UX regardless of device. BOOM. Done.
@MatthewAYoung   I agree, I prefer it. If done right, its so much easier and less resource heavy.

What are some examples where you think a mobile specific site could be better than responsive?

@SocialMichelleR   e-comm like amazon and eBay.

@MatthewAYoung   Amazons site is adaptive (dynamic serving) and they pull it off wonderfully, but in most cases, use the app.

@ChelleDear   When you want to deliver less content for a cleaner experience, I suppose.
@ThinkSEM   But w/RWD you can denote how much content/which content to show users. That’s the beauty of it. That’s exactly what you can do w/RWD: different layout for best functionality based on screen size.
@ChelleDear   So you can chunk your content differently? Break out paras differently for easy reading?
@ThinkSEM   Sure. Layout/functionality/content/nav/etc. are all denoted to lay out “this way” dependent on screen. But, again: you HAVE to have a designer/developer who’s good at RWD. Otherwise it won’t be good UX.
@MatthewAYoung   Its possible to have RWD and have it not be mobile friendly, which is at the heart of this. It’s all controlled through stylesheets and breakpoints based on screen size.

@AJutah   Radio listeners often just want to stream the station, so in that case a standalone site/app will do the trick. Also hotel listings sites need a UI that is designed from scratch, that a responsive version of the desktop can’t provide. You can also use rel=”alternate” to serve mobile devices.

@AgentPalmer   I’m sure they exist. But I do NOT want the user confused, when they’ve been to the site on desktop & come back on mobile.

@SocialMichelleR   Just because it’s responsive, may not make purchase buttons finger-friendly. If you are looking for money to change hands, you need to be sure mobile can convert. If content consumption is the goal RWD rocks.
@ThinkSEM   True…but that’s not a RWD problem, that’s a designer/developer problem Need to have a good design/dev.

@kougarov   If converting traffic is ~60% or more mobile, I’d do dedicated mobile. Or mobile-first responsive, to be precise. With old sites, someone extremely clever and creative could probably sneak mobile responsive code into an aging desktop design.

@KristiKellogg   Speaking of Amazon, MozCast is anticipating they get slammed – only 62% of their URLs are mobile-friendly.

@DragonSearch   I think the benefits of mobile-specific are outweighed by the drawbacks. Of course, there are always exceptions.

With “mobilegeddon” upon us, have you seen any negative effects?

@pjmckeown   Nothing as of yet, but constantly on the watch for it.
@SocialMichelleR    What tools do you use to watch for changes in mobile ranking?
@pjmckeown   BrightEdge, manual, and GWT (mobile keyword info).
@bensmith130   Authority Labs and Search Metrics for me.

@BruceClayInc   Not yet, no shakeup. However, it’s important to remember Google said it would take a week for the roll-out to be complete.

@CaitlinBoroden   Nothing major just yet.

@thompsonpaul   I think to many people missed Google’s repeated statement that this update would be a rolling process. Too many seem to be assuming because sky hasn’t fallen within 2 days that nothing’s gonna happen.
@dan_patterson   I thought that was pretty clear. Mainly just wondering if there have been any early casualties noticed.
@thompsonpaul   I’m seeing a LOT of posts claiming it is a bust. (Fishkin’s comments on Moz a prime example).

@EricLanderSEO   Not for our clients, but we’re seeing an increased amount of rushed execution in competitive sets. Pushing bad mobile in haste.

@DragonSearch   Too early to tell yet. Not enough sample data following the claimed date of the change (4/21)

@ThinkSEM   Not w/our site our clients’, since we’ve been using RWD for 3+ years. Besides, “full effecs” haven’t taken place yet.

@MatthewAYoung   All is quiet so far. Did the analysis and worst case, the org wont lose much traffic anyway. RWD launching soon thank goodness.
@paulaspeak   I’d imagine most searches for Adobe products use brand-name queries, no? Those results shouldn’t fall (IMO).
@MatthewAYoung   Exactly, intent is key driver of the results, and brand search is heavy on intent. This is confirmed by Google btw.

@alexpeerenboom   Don’t anticipate any negative effects, with most sites being RWD. Tested them in Google’s mobile tool as well.

@KristiKellogg   Slight fluctuations, but remember, people in our industry are monitoring all this RIGHT NOW – which can create false inflation. Changes, I’ll be checking MozCast on the daily for a global forecast.

@CJLio   I RT’d this the other day: Google’s “Mobile-Friendly” Update Could Impact Over 40% Of Fortune 500. Initially, we may not see much in the first week. But who knows when Google pushes updates, so it could flex a lot.

@propecta   Little changes for now, but Google has said that it will take about a week to roll out. Still waiting.

For clients/sites that end up being hit by “mobilegeddon,” what is your recovery plan?

@EricLanderSEO   Stay focused on verifiable, technically oriented information. It’s too early to get caught up in supposed algorithm factors.

@SocialMichelleR   From what I understand recovery from this hit won’t be like recovering from “penalties”.
@paulaspeak   Right. I read that Google said every time they crawl a page it can be qualified as “mobile-friendly.” No waiting!

@propecta   Assuming the site is mobile-friendly it’s going to take some personalized keyword+user intent research.

@BruceClayInc   Complete overhaul. OR prioritize pages & get important mobile-friendly (m., responsive template, dynamic serving- w/e works)

@AgentPalmer   We all know that this isn’t the end! For SEO change is a constant! That’s just the way it goes.

@ThinkSEM   If we designed it, it’s mobile-friendly. If it gets hit by “MG,” then we need to speed up the site or make another tiny tweak.
@thompsonpaul   Google was pretty clear THAT speed wasn’t a measure in this version of the mobile-friendly criteria.
@ThinkSEM   Which is interesting; one of the major factors in their own Pagespeed Insights for mobile-friendliness test is speed
@thompsonpaul   Oh, yea – in general fully agree mobile speed is critical – just wasn’t part of this specific mobile-friendly algo update
@ThinkSEM   Yup. Run sites thru Pagespeed Insights, fix speed issues, all of a sudden it’s a wonder site. Always fix speed!
@ThinkSEM   Almost forgot. Did search & site was NOT listed as mobile-friendly. But it IS. Ran it thru Pagespeed; speed issues.
@thompsonpaul   That’s interesting – though seeing a number of recently updated sites showing non-MF because haven’t been re-crawled yet.

@emily_c27   Some good news to recover:”Google will most likely reprocess new mobile-friendly pages quickly” – Moz

@AJutah   Identify reason for rankings/traffic loss, then create a plan to optimize the site’s mobile experience to increase conversions.

@DragonSearch   First step would *probably* be to figure out if there’s low-hanging fruit and easy wins to be had. Second step would *probably* be to identify key pages (read: money-makers) and work on fixing those first.

How do you get stubborn clients on-board with being more mobile-friendly?

@SocialMichelleR   Show them that their competitors just jumped over them in rankings or demonstrate that beating competitors to the mobile-friendly punch will have immediate benefits.

@EricLanderSEO   Screenshots of the Google Mobile- Friendly and Page Speed Insights results (red, failure, etc.) have been great for this. If you show them real live evidence that Google’s not pleased, it’s as solid as an argument as you can have to improve.

@CaitlinBoroden   Scare them! just kidding :) It’s a process of explaining the benefits and it that doesn’t take using some data to back it. If they are tracking key goals show them the different in conversion rate/totals between mobile and desktop helps too.

@alexpeerenboom   Educate them on news like the mobile update, make sure they understand the data in their own GA, show them competitors.

@chriswtam   Not agency-side, but I imagine this works: “Are you willing to risk a drop of XX% of mobile traffic?”

@CJLio   Combination of analytics and competitors. Nothing shows urgency like a high bounce rate and percentage of mobile traffic.

@pjmckeown   After the fact, show them the drop in conversions/revenue. #SEOChat Oh and since they still care, show rankings.

@AJutah   Case studies and testimonials go a long way. Also use a deep voice to show your authority. Google Analytics dashboards are great visualizations of where traffic comes from. This is a good one.

@BruceClayInc   Using analytics, figure out how much revenue has come from mobile over the last 3 months. Explain that number will only grow.

@paulaspeak   @melaniensaxe says the best way is to write convincing blog posts. I tend to agree.

@DragonSearch   Show them a graph depicting traffic drop as a result of mobile-friendliness. Visual data always helps. If possible, determine a dollar value in lost revenue from lost mobile traffic. That gets trickier though.

@MatthewAYoung   Search for their main KWs on mobile and show them how they dont rank thanks to Mobilegeddon

@tycarsons   Show clients the data. % of mobile users visiting the site. Desktop vs. Tablet vs. Mobile conversion rates and volume.

@krystalvadhar   Easy, show them #SEOanalytics from both cases & they’ll jump on board real quick

What do you think are going to be the next big changes for SEO in the mobile arena?

@AJutah   I see the term “mobile” disappearing from our vocabulary. Desktop computers may go the way of the dinosaur IMO.

@EricLanderSEO   More differentiation in SERPs. “Mobile friendly” labels & colored box lines will give way to usable features & tappable actions.

@DragonSearch   I’d like to see Google get smarter and recognize sites that pass it’s M-F test, but still suck on mobile.

@BruceClayInc   The algo will becoming better at understanding UX. sites blocking resources from crawls will lose ranking.

@CaitlinBoroden   I’m interested to see how much wearable tech is adopted. It could end up being a huge influence!

@CJLio   You probably be seeing more schema purely dedicated to mobile as well. I think that will play a huge part in rankings.

@propecta   There’s this. Google is about to complete their big data machine.

@MatthewAYoung   Local will drive mobile search queries even more and voice search will directly influence how we deliver content.

Summary: Getting Started with Schema Markup on #SEOchat

Moderator: @tannerpetroff

What’s the difference between Schema, microdata, and rich snippets?

@BruceClayInc   Schema is a vocabulary. Microformats is a syntax. Rich Snippets are what you hope to gain from using them.
@KristiKellogg   Yes — and when you use all three of them together, that makes SEO strategy.

@CallMeLouzander   Schema is the language, microdata the way you use it, and snippets are what you get if used properly. schema.org lets you pick microdata, JSON,or RDF-a to implement on your site. If you’re new to schema, get to know http://schema.org and http://schema-creator.org/ trying out different things.

@AJutah   Schema = vocabulary. Microdata = formatting. Rich snippets = how these display in Google SERPs.

@tannerpetroff   Microdata is the syntax, Schema defines what syntax is available, and Rich snippets are the extra bits in SERPs.

@creativecalif   Schema is the language used to push microdata to the search engines, which then display the data as rich snippets.

@GoBrandify   Schema allows shared vocabularies and is based on microdata. Rich snippets provide extra data.

Why is Schema markup important to you and your business?

@alexpeerenboom   Schema provides an extra layer of understanding to the search engines, whether or not you get rich snippets from it.
@tannerpetroff   Good point. Most people think of Schema as a means to rich snippets, but a lot of markup doesn’t provide snippets.

@KristiKellogg   At a basic level, it affords you control over the way your site is represented in the SERP.
@tannerpetroff   More control in the days of ever-changing results pages is a big deal!

@RyanDahlen   Large brand w answer box results, knowledge graph entries, but also have smaller biz that need reviews, event snips, loc deets.
@alexpeerenboom   Yes, it helps Google build its Knowledge Graph as well.

@BruceClayInc   By allowing you to control reviews, ratings, event details, etc. you can optimize your SERP presence and drive CTR.

@tannerpetroff   It gives Google and searchers insight as to what my content really means, hopefully giving them more reason to click through.

@CallMeLouzander   Great way to publicize upcoming events/promotions. Using Event markup, you can get dates & times in SERPs.
@tannerpetroff   Have you seen an increase in attendance because of the snippets?
@CallMeLouzander   Sorry, no data at hand; but if you’ve got events planned, Google might scrape the content anyway, why not markup?
@tannerpetroff   Great point! If you ever do a study, keep us posted. That would be cool data to see.

@GoBrandify   We encourage schema because it gives more control on your visibility in SERPs and drive clicks. We can all agree that marking up reviews is great to highlight customer experiences. Customers trust each other!

@KristiKellogg   Let’s not forget that #Schema is the ONLY way to modify your breadcrumb URLs for the mobile SERP.

@creativecalif   My favorite schema is the review markup – those 5 stars look really good in search engine results! Prioritizes the sexy stuff! Communicates to SE which info on web page is important, & helps display attractive info in the SERPs.

@thompsonpaul   Don’t forget Schema is also the only way to get your site’s internal search box into the SERP instead of the deadly general one.
@CallMeLouzander   Just make sure your internal search works! A big task for some sites w/ terrible internal search. Good point tho.

Have you implemented Schema markup before? If so, what do you use most frequently and find most effective? If not, why not?

@MichaelBurjack   Review markup is great; the stars are eye-catching. Also price markup; last-modified markup; breadcrumbs; etc.

@BruceClayInc   For local businesses, we find location markup extremely important AND effective. For e-commerce, reviews and ratings are big.

@CallMeLouzander   Users rate/reviewing your product/service not only gets ratings but lets you crowdsource your content creation! I have found it can take long time to get rich snippets after implementing ratings markup. Sometimes months.

@GoBrandify   Marking up anything from hours to local sales & promotions is also effective. Mark up what customers want to see.

@creativecalif   We always use the local business markup for customers – helps solidify local SEO signals. Another cog in the wheel of #localseo!

@marcusbowlerhat   Location for local businesses and reviews for ecommerce / insurance or anyone relevant. Reviews are the real win.

@thompsonpaul   Definitely Local Business markup, plus events and reviews are most common Schema markup used for clients. The thing if you don’t have the internal search Schema – SERP search box will lead YOUR visitors to more competitors.

Which rich snippets in results pages do you find most useful as a user?

@MichaelBurjack   As a user, I like seeing *anything* :-) it gives me confidence that the destination site has thought about their content a bit.

@alexpeerenboom   I find reviews, events, and recipe snippets most useful. Knowledge Graph is a great product too.
@tannerpetroff   If I cooked, I would love recipe snippets. Unfortunately, I have the equivalent of two left feet in the kitchen.

@tannerpetroff   Reviews for products, publish dates, and location snippets are all ones I look at frequently.

@BruceClayInc   Across verticals, anything that allows you to stand out in the SERP. Is that video? stars? product count? Depends on industry. Say you’re doing e-commerce in particular – power shoppers will be more drawn to ratings, most likely. So optimize accordingly.

@EricLanderSEO   In general, reviews are best – but specifically software & app reviews with ratings, votes, cost, etc. It’s naturally “mobile”.

@melaniensaxe   As a user, I like images, ratings, yeah almost anything.

@marcusbowlerhat   Reviews by a country mile. Local is often dominated by local results so less scope for snippets. Reviews make me want to click.

@creativecalif   Local business markup is useful to quickly see a company’s hours, location, number, etc when doing a search.
@tannerpetroff   I love local business markup. It’s an incredible time saver.

When you’re not the one implementing changes, how do you get buy-in to spend resources implementing Schema?

@EricLanderSEO   Visuals showing the SERP potential, especially competitive. Clients LOVE to see how to dominate more real estate for free.

@tannerpetroff   I show examples of what snippets will look like, case studies with CTRs, and some simple math using webmaster tools data.

@BruceClayInc   Sometimes it’s as simple as telling them you want to publicize content they’ve already created. Made videos? Mark ‘em up so they show up in SERP. Implemented reviews? Throw some schema on that.

@creativecalif   Schema is v. easy to implement, esp. using CMS like #WordPress. Just need to show them how. Minimal resources w/ great benefits. we like the All-In-One WP plugin. Makes it easy to implement Schema on a page-by-page basis.
@tannerpetroff   Very true. Some WP plugins even implement almost everything for you.

If you are the one implementing Schema, what are some of the best tools & resources to guide you?

@BerkleyBikes   I love this schema cheat sheet. Also, @Notepad_plus is an absolute MUST.

@creativecalif   All-In-One #Wordpress plugin all the way! Easy to implement Schema on a page-by-page basis.

@CallMeLouzander   http://schema-creator.org/ and http://schema.org ; and a code validator like Notepad++ to test!

@tannerpetroff   This post on the Kiss Metrics blog is pretty helpful

@BruceClayInc   http://Schema.org and a testing tool, plus Yoast to see how WordPress will handle breadcrumbs.

@creativecalif   Also use Google’s guide to know what you can actually use for the SERPs.

Where do you think the future of rich snippets in search results is headed?

@BerkleyBikes   Search results will be increasingly media-based and less text focused.

@KristiKellogg   Anyone need a Schema how-to? See “How to Use Schema Markup to Improve Your Website Visibility in Search”

@CallMeLouzander   Google is recoding sites to optimize them; so they’re looking to integrate SERPs & sites more closely. So I think SERPs will ultimately help drive conversions for sites that are up to date. Convert from SERPS? Why not.

@BruceClayInc   Google wants the SERPs to be interactive. If you keep up to date, you can let Google be a conduit for your conversions.

@creativecalif   We think as Google expands its Knowledge Graphs, rich snippets will be more important to users, & will decrease CTR in the SERPs.

Summary: The life of an SEO on #SEOchat

Moderator: @CaitlinBoroden

What does your day to day work look like?

@Casieg   It varies between internal meetings, client meetings, and actual client work but no day is ever the same. #bestpart
@jgambacurta   I agree, it’s rarely the same for me as well, though meetings are pretty infrequent for me (thankfully!).

@jgambacurta   Day to day? Collaborating with content team, exploring intersection of SEO & PR, competitive analyses.

@BruceClayInc   3 days a week the SEO analyst team starts the day sharing internal learnings regarding new developments & client findings.
@CaitlinBoroden   That sounds great! We typically start each Monday with a team scrum and cap it with a Friday sharejam.
@Casieg   Us too! Monday morning all hands meeting FTW.

@AJutah   #SEO day-to-day: 1. Read a blog post 2. Review day’s goals 3. Respond to email 4. Get workin’. The key to staying organized is using a project management system. There’s so much chaos that can often throw your day for a loop. I like to keep things simple, so @Trello works great for me. For collaboration, we just started using @TeamGlip.
@jgambacurta   I agree. We’re a huge fan of @wrike here at @Postali!
@NusigmaLabs   We love @insightlyapp and use it for all our Project Mgmt needs and yes @trello for notes.
@AJutah   Trello is great for task management. You can create projects for each client to keep track of tasks.

@emily_C27   site opts, link-building, meetings, & constant email checking!

@directom   My day to day kind of resembles a roller coaster… or maybe even a tornado! #seochat Best said, “no day is EVER the same!”

@theguycornernyc   Updating website bios, blog posts and social media.

@chriswtam   Catching up on industry news, check emails, analytics, team standup, then working on daily goals.

@AlanBleiweiss   What does my day look like as an SEO? Chaos. Total and utter chaos. #ThisSEOLife.

@creativecalif   Reading the latest SEO news, checking rankings, reviewing analytics, building relationships, and consuming far too much coffee.

@alexpeerenboom   Coming from a web-dev firm, it’s a lot of on-site SEO work (keyword research, competitive analysis, meta data, analytics). But also a lot of research, following news, and groups like.

@kimberleeann   Responding to emails/calls with clients take up most of my mornings and then I dive into Analytics, reporting.

@igalst   Coffee, stats, emails, blogs, to do list, meeting, task1, 2, 3, checking out the web, meeting, task4, calls, walk, emails, home.

@whirledview   Day to day: tons of emails and scrambling to hit deadlines. Never enough focus on my own business!

@jacquesbouchard   Client work. A good metaphor would be the movie How To Train Your Dragon. Each has their own need – all are challenging.

How do you keep the lines of communication open between your team and clients? Any tips?

@Casieg   Internally, we all sit next to each so that’s easy. For clients, we use Basecamp, email, and for some, gchat. And Google drive. Lots of shared docs.

@emily_C27   Lots of CCing

@chriswtam   Daily 15m team standups for transparency.
@jacquesbouchard   Daily standups can be very disruptive for productivity. How do you best mange your workflow with them?
@chriswtam   We start our days off with them. The key is to keep them very short and tactical.
@jacquesbouchard   Cool. It’s so easy to have those run over or become unproductive. I had some mediocre experiences with dailies.
@Casieg   same. I didn’t love them when we did them at my old co but they were in morning so was over quickly.
@chriswtam   Yeah, definitely needs strict moderation. It’s been working for us though.

@alexpeerenboom   We use Basecamp primarily for project management and client communication. @SlackHQ has been a game changer though for internal team communication!

@AJutah   Hand-deliver reports if you can, and reach out by phone often. Emails tend to get lost in the shuffle. Also, I recommend a good ol’ pad of paper and pen. Write out your day’s goals, and cross them off one by one.
@CaitlinBoroden   Emails disappear just like socks in the wash I swear.

@whirledview   Many of my clients have their own collaboration software, like Basecamp, JIRA, etc. You’ve got to be adaptable!

@mlscarzello   Delegation and group messaging/email. Gdrive!!!

@cate   We’re big fans of Slack to streamline internal communications.

@jgambacurta   CC’ing and @SlackHQ help us with staying on top of all the latest client/team news.

@kimberleeann   Our team uses @SlackHQ, I highly reccomend it!

@igalst   With a daily stand up meeting, shared docs, open door policy

@AlanBleiweiss   How do I keep info flowing btw clients & my team? By being an sole proprietor. No pesky team. Of course, having no team means nobody to catch my bad grammar. Like “An sole proprietor”.

@creativecalif   Each of our team members keep open lines of communication with our clients, including email and phone calls. Each client has their own communication system. For one, we communicate through Slack. Internally, most of our communication is verbal/email-centric. And can’t forget about our famous whiteboard!
@Casieg   Same here. We try to use BC but some use Teamwork, Box, Dropbox, ect.
@creativecalif   Same! We’re surprised our Dropbox hasn’t runneth over yet. Luckily, we now have 2 tb at our disposal!
@jacquesbouchard   I found box and dropbox weren’t collaborative as GDrive when my job had it. I used ti for big storage only.

@jacquesbouchard   Keeping everyone involved but keeping communication concise so people read it. Build personal connections with all contacts.

@ThinkSEM   Obvs. intro of team to clientele, exchanging of emails/numbers is important.

@BruceClayInc   Thanks for all the productivity & communication tool referrals chatters! Have to check these out. We’re a Basecamp+email group. Pro tip! Sync Basecamp @37signals to Google Calendar. You’ll see Basecamp to-dos & events in GCal!
@jacquesbouchard   Basecamp can be powerful! I used to be a big fan of 5pm when I used it.

@directom    We use client touch points -min. 4 on a monthly basis – 2 email & 2 calls to keep regular contact! Communication is key! We really rely on @RedboothHQ for task management and sharing common information in the notes section.

How often are you all going in and checking on GA, your tool of choice, PM systems? Daily? Weekly? Monthly?

@cate   I depend on weekly scheduled check-ins. Otherwise I tend to get sucked down the rabbit hole of spending too much time on it.

@kimberleeann   Definitely monthly, but if I have the time I will go through weekly and just check that everything is tracking correctly.

@Casieg   So much time in GA. Definitely multiple times daily but that’s across multiple accounts. Varies per client.

@ChelseaLikeNY   Keep an eye on them daily to make sure there aren’t problems or areas for action, but report weekly!

@whirledview   Constantly checking all the things!

@CJLio   You need to be checking GA and GWT daily IMO. Same with PM. Metrics are our biggest asset, needs to be daily.

@AlanBleiweiss   How often do I check GA, other tools, etc.? Way too often. #ItsAnObsession Actually, I monitor dozens of client accounts. Maybe 1x/month or less #NoTimeForThat. I DO check most client accounts every time someone screams “Hey was there a Google update?”

@AJutah   Check Analytics often, but don’t get hung up on traffic. Set action items for the week based on KPIs, not just metrics.

@jgambacurta   I check GA 2-3x a week, and I check @Wrike + @todoist multiple times per day.

@chriswtam   All things daily.

@ThinkSEM   For PPC clients, checking GA daily; for SEO it’s weekly. Also GWT & other tools.

@igalst   All tools including GA are split to 2, a daily quick check, and a weekly deeper report. A couple of things are checked monthly.
@AJutah   Custom dashboards for Analytics are great for that. Do you have any favorites?
@CaitlinBoroden   I’ve found some great ecommerce dashboards that save a ton of time
@igalst   Absolutely. We customized a few, top content, changes in traffic channels etc etc.
@AJutah   Check out these Analytics dashboards.

@creativecalif   We check WMT, GA, rank reports, and backlinks daily. Better to identify problems quickly and address them immediately.

@directom   GA daily for each client, focusing on the specific tasks and end goals. Measuring success and failures.

@jacquesbouchard   Depends on the client – some almost daily, some every week or so. More monitoring after big changes on the site or in Google.

@HeatherMktg   We check GA reports weekly, monthly and quarterly.

How do you keep up with all of the latest in our industry?

@kimberleeann   Twitter, constantly checking twitter when I have down time to see quick updates of whats going on in the industry.

@Casieg   I spend ~1 hour a day going through my feed reader. And of course the Twitters. We also have an internal email distribution list where we share news/articles with the team.

@AlanBleiweiss   I keep up with industry changes by only working on client stuff 10 – 20 hours a week at most.

@BerkleyBikes   #seochat of course!

@meg_furey   We have a Weekly Download where we discuss new SEO tools and cool articles written by others in the industry!

@chriswtam   @feedly is amazing for this. I also have my own @SlackHQ channel for all things SEO to keep the team updated.
@alexpeerenboom   Same, plus channels for web design, web development.
@alexpeerenboom   Feedly is a daily go-to ever since Google Reader shut down. I’ll read shorter, breaking-news type stuff right away, then save longer articles for later.
@cate   Same here. I dig @Flipboard as well.

@ThinkSEM   Need 2 set aside time every week (day?;) to read up on latest n’ greatest. Also push for the boss to send you to good conf.
@jgambacurta   Agreed. Any conferences you’d recommend? I went to @smx Advanced last June, fantastic experience + learned a lot.

@jgambacurta   SEO-related news on Feedly + Twitter. That’s all I have time for at the moment! Conferences can be great too.

@creativecalif   We follow key sites, like @seroundtable, @sewatch, Google’s Webmaster Forums, and run our own experiments occasionally!

@whirledview   Too hard for me to follow everything. I try focus on specific areas and people and know everything there is to know about them. And I follow @rustybrick and creatively use @IFTTT and @feedly.

@cate   A good feed reader/industry news app is critical for catching useful articles. Twitter chats are also an awesome tool!

@jacquesbouchard   I browse ~16 SEO blogs in @TheOldReader daily, and I talk a lot. Share your knowledge, and others reciprocate.

@ChelleDear   I read a lot of industry blogs, LI communities, & Google+ communities. I also take in a lot of slideshare content.

@directom   Google Alerts are set for specific searches & I use blog subscriptions. Every morning begins with @seroundtable daily recaps!

Anyone want to share their go to sources for information?

@cate   @Moz and @crestodina on @orbiteers always has great stuff.

@AlanBleiweiss   Following great sources like @sengineland, @sejournal, @jenstar, etc. helps a lot in keeping up with industry. Lots of great sources. Others include @Moz @Rustybrick @Marketingland. @pjmckeown @HeroicSearch @sengineland @sejournal @jenstar I don’t care for @Inboundorg due to lack of balance “thumb down” option.

@Casieg   @sengineland @moz @rustybrick @stonetemple … so many more…

@AJutah   @inboundorg and @rustybrick for SEO news, and my trusty RSS feeds of my favorite sites. I look up to: @cmicontent, @backlinko, @sengineland, @jasonacidre, @bruceclayinc, @stonetemple.

@CJLio   @Mike_Arnesen for schema. @ericward for links. @randfish for overall content strategy. @jacquesbouchard for ideas/problems!

@CaitlinBoroden   @mlscarzello Constantly. Probably too often.

@tonyxrandall   http://seo-theory.com , http://seobythesea.com , http://seroundtable.com . also there’s a cool app called Nuzzel. The big seo blogs are great if you want to read the same article spun 1000 different ways.

@creativecalif   Our social media strategist is constantly finding industry articles via Twitter; pins them to a private pinboard to read later. For social media and online marketing news, we like @hootsuite @fastcompany @contently @mashable.

@BerkleyBikes   @cate @Moz I too enjoy the @crestodina/@orbiteers blogs. I put together a few twitter lists of different industry resources for @DragonSearch. IIRC, they’re public.

@jacquesbouchard   I’m fans of @JShehata @debramastaler @seosmarty and @Casieg. For blogs, @rustybrick and @Moz are my starting points.

@pjmckeown   @HeroicSearch @AlanBleiweiss @sengineland @sejournal @jenstar Don’t forget @Inboundorg. Follow hashtags too. #AtomicChat #SocialChat, #SMX.

@ThinkSEM   @moz, @sengineland, anything @neilpatel writes, @unbounce for conversion stuff, @semrush, lots more!

@meg_furey   I spend a lot of time on Twitter checking out SEO thought leaders are reading and sharing with followers!

@CJLio   Some other good sources: @billsebald @EricLanderSEO and @neilpatel.

@jgambacurta   @Moz @randfish @sejournal @sewatch @searchinfluence are my go-to resources for latest SEO industry news.

@ChelleDear   Recommend SEO by the sea, Blind Five year old, @dr_pete, @semrush, @seobook.

@BrettASnyder   @nshivar puts together a solid roundup every week that I almost always find at least 1 solid resource.

@directom   Shoutout to: @Linkdex @semrush @sengineland @rustybrick @googlewmc I could really just keep going on!

@whirledview   Go-to information sources: @bill_slawski, @seoskeptic, @ajkohn, @adamsherk, so many others.

How do you network best – online, conferences, meet ups?

@emily_C27   I’ve always done best in person. Love to attend industry-related conferences and get that face to face.

@cate   Definitely a combination. Without an in-person component to networking I find the connection isn’t as strong.

@jacquesbouchard   My best networking contacts are current/former coworkers and people I worked with through guest blogs. Events, not as often.

@Casieg   Conferences are my fave but Twitter definitely gives you the ability to “meet” people beforehand. I should clarify…conferences but specifically the post conference events, where alcohol is involved.
@jacquesbouchard   How do you meet people at conferences? My connections are about 95% superficial from them.
@ThinkSEM   Find out who the speakers are; Tweet that you’re excited to hear them speak; walk up & introduce w/handle
@Casieg   I usually just go up to people and start talking to them. Esp if we’ve met online. Many have turned into real friends.
@jacquesbouchard   I do all that! Usually, it takes me 3+ times before they have any idea who I am, lol. Almost everyone I know in my personal life I met from online. But professionally I’m not as savvy there.
@igalst   I made a few very interesting connections and even friends at SMX, both Israel and New York.

@pjmckeown   I’ve made my best contacts over dinner at conferences, then follow digitally.

@ThinkSEM   Most of our networking is via Twitter (ahem, in chats ;) BUT it’s always best to meet IRL. Conferences, local meet-ups, etc.

@jgambacurta   I enjoy meet-ups and conferences for networking!

@CJLio   All are great. Explain to your parents what you do and have them tell their friends. It’s honestly the best foot in door.

@ChelseaLikeNY   Online! Twitter and LinkedIn specifically are great ways to find common ground, then reach out, smartly of course.

@AlanBleiweiss   Networking is critical to this work. Establish real relationships (all the cliche’ methods are valid). I prefer to start engaging (Twitter, FB, G+ – whatever works for you) then get to conferences, meetups.

@AJutah   I’ve been to conferences, meet-ups and seminars, but Twitter chats are still the best for networking/learning.

@ChelleDear   Used to be twitter. I thought Google+ was dead until last week. I’ve found very active communities and met many experts there.
@kimberleeann   Same! I had written Google+ off but the communities for certain industries seem to be alive and well.

@davidmalmborg   Running and being a part of #SLCSEM has been a big deal for my networking.

Any tips for the conference newbie to many connections?

@Casieg   Everyone has to start somewhere. The biggest thing is to not be intimidated and join the conversations happening. My first conference I connected with @AaronFriedman before & met up at show. Just one person can make you more comfortable. This industry is full of friendly folks.

@HeroicSearch   Just have to go out and meet the people. Introduce yourself and begin a chat.

@cate   Connect online to offline! Put your handle on your name tag & focus on turning Twitter friends into f2f connections.

@AJutah   Get out of your hotel room and meet people! Personal interactions can be great learning opportunities.

@ThinkSEM   Find out who’s going from community b4, meet up in person. Same w/speakers. Go to after-conference happy hour. Beer=friends.

@emily_C27   Conferences can be dull. Be attentive to those who seem to be engaged & interacting. Those are the peeps you want to talk to.

@CaitlinBoroden   I have had great chats just sitting in my seat waiting for the speakers to start. Talk to your neighbors!

@creativecalif   Live tweeting conferences w/ valuable quotes & takeaways helps start convo online, makes nice segue to in-person relationships. Sticking around afterward provides a great opp. to make connections w/ peers. Also, pose one-on-one questions to panelists, etc.

@jgambacurta   Don’t feel like you have to meet everyone – have real conversations. I hate when people flighty/looking for the big guys.
@jacquesbouchard   YES. And I’ve had very little correlation between how “big” the person and how useful the connection has been.

@CJLio   If you recognize someone from a blog post, let that be the introduction. Comment on how you like their piece or had questions. Also look for others tweeting in the same session as you. You can collaborate/discuss on the session.

@jacquesbouchard   Take notes on who you meet immediately. Help others whenever possible. Follow up with a thoughtful tweet/e-mail afterwards.

@igalst   I found this post by @dr_pete.

@davidmalmborg   Use twitter to meet people around the globe, and conferences to meet them in person.

@tonyxrandall   Ditch your business card. replace it with getting peoples’ email and adding them to your contacts immediately, & vice versa.

How do you stay involved build relationships with some great fellow SEOs?

@chriswtam   Grab coffee whenever possible.

@AJutah   Twitter chats, for one! I’ve meet a lot of great SEOs each week who are clearly smarter.

@pjmckeown   That’s the difficult part. Thank god for Twitter, FB and LI. #seochat I have twitter lists of ppl I meet and where.

@directom   Has been the BEST way to meet my fellow SEO’s! blog comments, webinars, and hangouts are useful as well.

@igalst   Social Media of course, but also emails, calls, and meet the person for beer when you’re in town!

@ChelleDear   I’ve found that other SEOs like to group video chat. Google hangouts are a thing for them. And twitter chats to an extent. I’ve found a # of hangouts through the G+ communities. Webinars seem to be big on some sites w/ participation.

@ThinkSEM   Social media makes it SUPER-easy to reach out, ask ?, comment, mention, stay on the radar, etc.

@AaronFriedman   I actually started hosting hangouts 1:1 w/ ppl I connect with. I call it #chatsacrosstheworld. Actually once convinced @mattcutts to join me. We had a blast! I promised @mattcutts I wouldn’t talk about SEO. so we just… talked. It was fun!

@CJLio   Don’t be afraid to jump in on a conversation, whether it be Twitter or blog comments. Add value to the conversation though.

@tonyxrandall   Maintain connections and treat everyone like they matter regardless of any level of “influence” you want to pin on them.

@AJutah   Which Twitter chats do you participate in?
@Casieg   I personally am flighty on them but @Fassooo does #bufferchat #semruschat #seochat weekly on behalf of @KoMarketing
@jacquesbouchard   @Fassooo @KoMarketing SEMRushchat is great. I wish I could make more time for it.

@creativecalif   We help & connect with fellow SEOs within communities like @reddit. Enjoy working w/ other professionals to solve tough probs.

@jacquesbouchard   I meet them on their terms & participate in a valuable way. Be where they’re active (Twitter, Facebook, LinkedIn, their blog).

@AlanBleiweiss   I connect 1 on 1 digitally via Twitter and FB DMs and email, SMS text. For group connection, I jump into #SEOChat, #SocialChat and recently #boogiesocial and instigate trouble where I can.

Summary: Socialmedia’s Impact on SEO on #SEOchat

Moderator: @AndreaMLehr

Anyone can have a social media account, but a social media PRESENCE is what helps SEO. How do you build your brand’s presence?

@AgentPalmer   Consistency, quality and strategy, as opposed to random posting and guessing.Let’s face the facts, there is enough guessing and whims going on during the planning and strategizing!

@emily_C27   Engagement, engagement! Follow, build lists, and PARTICIPATE in chats.

@MatthewAYoung   First, you have to know your audience and where they reside. Cant market on Pinterest if you’re looking to reach dudes.

@EricLanderSEO   Consistency, personalized responses and transparency on expectations of social channels.

@RiaFiscina   Good strategy for target market. From there being consistent and genuine to your brand in your interactions. Btw, personalized interaction with your followers is KEY.

@DragonSearch   Actively engaging and not just broadcasting. Soooo many accounts that just plug content into Hootsuite and go on autopilot. Also, being active on multiple networks. I can’t think of a single client that’s only active on one network. Diversify!
@MatthewAYoung   Whole-heartedly agree. Listening to the audience is key.
@dan_patterson   I agree with this, but focus on where your audience actually is. That’s going to be diff business to business.
@DragonSearch   Agreed. Chances are, customers are active in more than 1 place. Don’t put all your eggs in one basket, so to speak.
@dan_patterson   Definitely. But also, don’t spend a ton of time on networks that your audience doesn’t use much.
@Thos003   Active on multiple networks.. cumbersome for small business owners. I’d rather see domination on one.
@dan_patterson   Agreed. Gotta manage your resources.
@DragonSearch   Until that network goes down, or something happens to the account. Then it’s back to square one.
@dan_patterson   In that case, focus on the main networks of course (Twitter, FB, etc) Less chance of that happening at least.
@Thos003   Bulwark is really only doing well on FB & Youtube.. Pinterest & Twitter have not been as productive.
@DragonSearch   Let’s pretend ALL of Facebook goes down (however, unlikely). Where would people turn? My point is: diversify your SMM so you’re not reliant on 1 social media traffic source.
@dan_patterson   To whatever else is hot for their audience at that time.
@Thos003   Can totally happen. FB could join MySpace graveyard. I’m sure we will see the signs before it does. Most business owners want to spend LESS time on social media. You’ve got to spend that time whatever makes that time most valuable. If diversity works then great, but I’d rather get value from one and then diversify.
@DragonSearch   There’s also a balance of short-term vs. long-term.

@directom   Have a personality. People don’t want to feel like they are interacting with a robot. Social media allows brands to open up. Also, be topical and give people original, engaging content. We have found that original content usually outperforms everything.

@OldhamJared   To me Presence is about connecting with Fans/Customers.

ChelleDear My audience is community-based, so it’s all about engagement. Understanding their needs, delivering, & engaging in real time.

@c0Sabrina   Engagement, building keywords into content, having a content calendar that caters to user profiles, optimizing past campaigns. Practice a good blend of informational and entertaining content.

@CJLio   Provide value, informative content. Listen and Engage with customers. Be a 2 way street. Building lasting relationships.

@jacquesbouchard   Develop a distinct and engaging brand voice, interact with your audience, provide value, and let yourself (and others) have fun.
@MatthewAYoung   Voice is critical in reaching an audience and building brand presence. Without it, orgs sound a little schizo.
@jacquesbouchard   I find that many brands try to avoid this by adopting NO voice — which is wildly boring.

@MeetEdgar   For us, we try to ensure that our presence (i.e. our tone, personality, etc.) is consistent across all networks. That’s key!

@dan_patterson   In many ways social should just be an extension of your company’s customer service.

@AndreaMLehr   Social media is a conversation: Engage with your audience and offer valuable content to show your investment in them.

@megaga_hubert   Building high-quality content across a multitude of #social channels…all about broadening that digital footprint.

Social media boosts link potential: More shares means a greater chance for publisher pickup. How do you increase content shares?

@c0Sabrina   Easy. Give them content that’s worth sharing. That includes knowing who you’re talking to, studying what they respond to, etc.

@EricLanderSEO   Include mentions to users when they’re most active; On FB, you have to pay to get activity. Boosted posts work well for shares. When you include others’ accounts in your social messaging, ego-shares can be expected. Old trick, but still works.

@AndreaMLehr   Create quality content. Whether it’s entertaining or supports a cause, it should be compelling enough to share.

@RiaFiscina   Direct your content directly to users, when they’re on the service. That and make sure it’s on point for the market.

@directom   Have content that compels people to share it. Teach them, make them feel inspired, anything that makes them want to share.

@MatthewAYoung   Write engaging content that fulfills the promise of the headline. Also, sponsored posts to keep content at top of stream.
@BruceClayInc   Agree with you there, Matt.

Agree with you there, Matt.

@MeetEdgar   Adding visuals almost always helps with shares. And then making sure you’re re-sharing your best content over time also is key!
@c0Sabrina   Great point but also equally important to remember a visual does not guarantee engagement. Esp now with so much clutter.

@DragonSearch   [Sarcasm] By putting “Plz RT my Tweet” at the end of every message! [/sarcasm] Serious answer for Q2: I always check for OpenGraph Tags and social share buttons. Combined, they complete a cycle.

@Casieg   First step is creating content your users are interested in sharing. Look at what already gets shared.
@AndreaMLehr   Looking at what already does well and catering it to your target audience is a great approach!

@CJLio   A big part is after the click. Make sure social share buttons are always visible within content. Click 2 Tweets, plugins, etc.

@jacquesbouchard   Market your content internally via e-mail, and add click-to-tweets in the e-mail for lazy sharing.

@qnary   Create content worth sharing — Recycling information is not enough; be the creator of knowledge and lead the pack.

Social profiles rank high for brand queries. Take a moment to see which profiles pop up for you. How do you ensure consistency?

@MatthewAYoung   I think this is mostly governed by the perceived intent of the query, but you can do things like profile optimization.

@RiaFiscina   I’ve found writing the longest desc first then shortening for other sites works best. So fb 1st, then twitter’s. It maintains the same voice, tone, etc, without a tone of rewrites. Another approach is using the same writer for all sites.
@Casieg   Agreed. We provide recs for clients across profiles even if we don’t run accounts. Needs to be consistent with brand.

@EricLanderSEO   Provide consistent messaging across channels. For WP users, think about establishing OG descriptions that foster organic shares. Less tactical than last response, make sure you’re connecting profiles to one another & can then rank them for branded SERPs.OG items should be used for help in reinforcing organic shares of your content – from others.

@MeetEdgar   Again, it’s mostly about making sure the voice and tone are as consistent as possible across all networks.

@BruceClayInc   Owning your brand SERP, that’s a nice feeling. Maintaining consistency is a gift of the detail oriented. Hope you’ve got one!

@directom   Our social team works hard to make sure that all of our networks’ messaging aligns for consistency.

@CJLio   I’d make sure to customize post to each platform. The more in tune you are with the audience on that platform, the better. Don’t forget about social schema! It’s not included in Open Graph for brand queries. I think that will be huge.
@MeetEdgar   That’s an important tip! You don’t always want to share the exact same message on every social network.
@AndreaMLehr   Great point, although every audience identifies with your brand, each platform caters to different demographics.

@AndreaMLehr   Our Facebook, Twitter, and LinkedIn channels pop up. Our mission, ’leverage the science behind great content’ is clearly visible.

Another way social affects SEO: social platforms ARE becoming search engines. Which social site do you use the most for this?

@RiaFiscina   Youtube, hands down.
@MatthewAYoung   I second this. Youtube all the way. Second most popular search engine.

@AgentPalmer   Google, because it doesn’t matter what you think of Google+, Google itself is a social platform.

@EricLanderSEO   Twitter, all the time. I love TweetDeck, but native Twitter Search is great on the go for current events.
@MatthewAYoung   Love using @hashtagify for trending topics as well, for content ideas, if anything else.

@directom   Personally, i use Twitter for this. It’s my go to for any type of news searches. Also, if you’re a huge sports fan, Twitter is great for staying up to date with your teams and the latest news surrounding them.

@jacquesbouchard   I use YouTube as a video search over Google’s. Otherwise, I honestly don’t use them for that.

@emily_C27   I use this for brands that I know have a lot of visuals to share, that put their products on display. I search FB and Insta

@DragonSearch   A small biz might not update their website or Google listing, but hours of operation are almost always correct on Facebook.

@CJLio   Youtube is huge, but not everyone markets video. #Hashtags are massive for IG. Too many brands undervalue search on Pinterest.

@MeetEdgar   We use Twitter’s search functions a lot – especially to keep track of what ppl are saying about Edgar and automation in general.

@ChelleDear   Twitter. PS: Read not too long ago that Google may be brining tweets back into the search feed. Anyone else read that?
@MatthewAYoung   They announced this a while back, but I havent seen any integration of tweets into the SERPs.

@c0Sabrina   Each platform has dif ways to search, affecting what content we search for. That’s why I love customized platform messaging.

@Casieg   Keywordtool.io offers youtube keyword insights. Definitely valuable. Agree with @MatthewAYoung on #hashtagify

@AgentPalmer   Facebook scares me more than Google… If I could stop using it I would… But there is a community there.

What is one reason people unfollow brands?

@EricLanderSEO   Inability to respond in a timely or complete manner for service needs. One way conversations is another reason for declines in followers for brands. Social is NOT simply broadcasting on deaf ears.
@CJLio   I hear that @EricLanderSEO. Did you see FB is testing an average response time for pages for messages?

@emily_C27   Too many vs too few posts throughout the day/week. Must show you are actively engaged without being annoying!

@CJLio   No real value, straight selling. No engagement for customer service or unhappy customer service. Another big reason for UnFollow is CLICKBAIT. You’ll never guess what happens next.

@MatthewAYoung   Lack of relevance, too salesy, poor customer service, lack of engagement, etc. I could go on for days.

@directom   They’re not getting the content they want or they are becoming bored with the brand. Also, too much posting can drive followers away. There is definitely a sweet spot for posting.

@RiaFiscina   Lack of actual engagement and relevancy.

@c0Sabrina   Too many unrelated, not useful, or overly promotional posts is one reason why I personally unfollow.

@MeetEdgar   We just wrote about this! One major reason people unfollow brands is too much self-promotion. Another reason is not using automation/scheduling correctly – if you *sound* like a robot, it makes your brand less authentic.

@SocialMediaKD   Too many posts without any value…too “often” posting.

@jacquesbouchard   Boundary issues. I unfollow when self-promotion is too heavily (irrelevant), or when the posts are flooding my feed (pushy).

@DragonSearch   Too much self promotion, generic content, lack of activity. Posting too frequently, spammy practices.

@Thos003   Not just brands… We don’t like to follow people if all we see are tweets with links and no engagement.

@Jennifer_Asc   If it’s a one-time purchase, (ie. family home), they may stop following after the transaction.
@Casieg   Similar to branded support accounts. Once they answer your question, you no longer need to follow.

Some of you mentioned a lack of engagement, so what do followers expect when it comes to brand engagement to maintain followers?

@RiaFiscina   More than shouting “buy my stuff now”. Posting things that are entertaining or useful instead of a sales pitch. You know, that whole listening and responding to your audience thing.

@EricLanderSEO   SLAs exist on social media, so you need to tell someone when they can/should expect a response through SM channels. I’ve also found the old 4-1-1 social media rule to work well for those looking to build a brand’s engagement up. It helps weed out trolls from legitimate customers & helps foster communal responses from brand champions.
@AndreaMLehr   Interesting idea to let followers know when they should expect a response; definitely beneficial to both parties.

@ChelleDear   I’ll speak as a consumer. I enjoy humor. Go for 80/20. You can attempt to sell, but make me laugh the other 80% of the time.
@dan_patterson   This is why I’m still a fan of Old Spice.

@emily_C27   Responses to followers, posting examples of actual customers using product/service. Showing real life.

@directom   They expect a two-way conversation. They want to see brands’ personalities. They want to be talked to, not talked at.
@Casieg   I love that answer. Brands have to offer something of interest and/or helpful to their audience.
@jacquesbouchard   And they don’t want to be ignored. I’m always amazed at how few brands _respond_ to comments.

@DragonSearch   User-generated content can be brilliant & amazing. It’s a shame when a business does nothing with it.

@jacquesbouchard   Relevance (about them), emotional engagement (even if it’s just excitement), interactivity and within their personal bandwidth.

@AndreaMLehr   Close to 25% of our respondents expect a response within a day on Facebook; only 19% expect the same response time on Twitter.

@CJLio   Even if doesn’t relate to customer service, “Thanks for the kind words” goes miles. @DollarShaveClub does an amazing job.

@MeetEdgar   At the very least, they expect you to answer their questions and acknowledge their comments. As for social customer service… well, we have a post about that, too!

@MatthewAYoung   The same as creating quality content, making interactions personal makes them memorable. Thanks to @mindydweinstein for that.

What do followers want to see, and how frequently?

@EricLanderSEO   Is “new content and resource” and “when relevant” a suitable answer?

@emily_C27   Different types on content: User based, informational, promotional. A few/day on twitter, 1/day on Facebook.

@RiaFiscina   It depends on the audience and the service, if we’re talking about post style. Otherwise, I’m with @EricLanderSEO.

@CJLio   Depends on the content. If providing value or informational post, I would say every day. More brand awarness. 1-2x per week.

@MeetEdgar   They want to see a variety of content – and especially content that is valuable to them in some way. As far as frequency, it totally depends on the network. Basically enough to stay visible, but not so much as to be annoying.

@Casieg   That’s where analytics come in! :) what is your audience responding to and when? That info can help determine what/when/freq.

@jacquesbouchard   Find out by identifying your audience, building audience and brand personas, and testing EVERYthing on an ongoing basis.
@directom   Exactly. Basic crisis management. Don’t let things spiral out of control. See what you can do to fix the problem.

@AndreaMLehr   In terms of content type, our study found that images are the most popular, followed by videos and customer reviews.

@directom   Completely depends on the brand, but they should know what their target audience wants.

@AndreaMLehr   68% said that they would want a brand to post between 1-2 times per day on Facebook; 63% on Twitter; 72% on LinkedIn.

Summary: Getting Your Site Ready for Google’s Mobile Ranking Update on #SEOchat

Summary: Getting Your Site Ready for Google’s Mobile Ranking Update on #SEOchat

Moderator: @LisaBuyer

What makes a good mobile site?

@stonetemple   Many things! A good UI for mobile is the #1 thing you need. Reasonable speed in loading is #2. Next up, you need proper SEO tagging: depends on your implementation.
@scottyhonolulu   Don’t forget content! Doesn’t matter if your site loads quickly and looks pretty if its missing engaging content.

@BruceClayInc   Good mobile sites are fast. They’re designed with the on-the-go user in mind. They’re intuitive and easy to use.

@ThinkSEM   A good “mobile” site = good UX, links spaced apart, easy to use for fat fingers, no pinch/zoom required, etc.

@jlaratro   Whatever makes the score in GMT high when checking mobile compatibility. I am a big fan of the accordion style content to be on the up and up with SEO rules.

@MatthewAYoung   Mobile sites should deliver to the users expectations. Objective-driven and fast. If you’re in Google’s camp, good mobile site should be responsive, but that’s debatable. Sometimes other formats best fit different types of sites. Ecommerce for example.
@marktraphagen   I’ve heard Googlers say that resposive is not always the best solution for every site. Responsive is just Google recommendation because it’s relatively easy. But not only way.
@MatthewAYoung   I know. It says in their guidelines. They accept other types, but recommend RWD. Less resource heavy on the index.
@CaitlinBoroden   Agreed. I’ve seen great things done with a simple, back to basics mobile version of a site.
@ThinkSEM   I’d argue that it’s not responsive that’s the problem; it’s layout (& lack of attention to it)

@KristiKellogg   As for content, it’s not the same as on desktop- content, too, should be tailored for the mobile experience. Google has been VERY clear that it doesn’t HAVE to be responsive design — that’s just they’re preference.

@marktraphagen   We would hold up our http://stonetemple.com as a good mobile ready site. We converted last Oct.

@Etela   Content is crafted for the user on the go.

@jacquesbouchard   Speed and usability are key. Responsive is not always the key — they can be four times slower than a dedicated mobile site.

On a scale of 1-10 how prepared are website owners for mobile?

@stonetemple   It’s really bad! Lots of people are just not ready. April 21 will have lots of people screaming! Even though they are warned, they not ready. They recommend RWD, but are clear that it will not getting ranking benefits over other implementations.
@jlaratro   Agree 100% with @stonetemple . We get soooo many GMT notices about sites not being mobile friendly. For head type keyword queries many of the results already say “mobile friendly.” Long tail keywords may really feel an effect in aggregate. Or this will be very low hanging optimization opportunity.

@CaitlinBoroden   I’d say 50/50. Plenty ahead of the game but many others so far behind they can’t update in time for the deadline.

@marktraphagen   Even a huge site like Moz says they won’t be ready by 21 April. Curious as to how much organic traffic people get from mobile. Ours is currenlty around 19%.

@directom   Ours really varies by client and what their industry is.
@marktraphagen   Thanks. I’m hearing 10-20% for a lot of sites, tho ecomm sites tend to be higher.
@jacquesbouchard   I generally see 15-30%, never more than 40% so far.
@dan_shure   Do we know if there’s still “lost” organic mobile traffic due to iOS?
@stonetemple   I believe that was fixded.
@JelaniSBurton   Groupon did an experiment last year finding 60% of organic 2 be direct.

@jacquesbouchard   Not very. Mobile is still viewed as “accessory” or irrelevant for many, making it a hard sell. Many will be left behind.

@scottyhonolulu   This will affect large companies that the most. They also have the most to lose if not 100% mobile-ready.

@ThinkSEM   Can’t throw out a number, but I can say I think a lot of ppl will rush it & not do “mobile-friendly” correctly.

@CJLio   For me, the good website owners/marketers already had mobile in place long before this was announced.

@BruceClayInc   At large, people aren’t ready. “96% of users have visited a site that doesn’t work well on their mobile device.” @sewatch

@AgentPalmer   Not enough… Too many don’t even see a difference between phone and tablet.

What’s the No. 1 factor that causes you to bounce on mobile?

@MatthewAYoung   Slow load times, easy. Sites that serve desktop experience on mobile. That really gets my goat.

@KristiKellogg   Load time. Get it together people.

@ThinkSEM   Teeny tiny text; teeny tiny links. i.e., lots of pinch/zooming.

@marktraphagen   Going to a site that is hard to read/navigate on mobile on my iPhone makes me leave almost always. Line lengths that don’t fit my mobile screen. Mobile friendly isn’t just for ranking – it’s for your users!
@DragonSearch   Me too, but I’m always surprised how long people will stick it out on a poor mobile site.
@marktraphagen   Oh sure, that happens. But I end up w/ a bad feeling toward the site or brand.

@HortenseSoulier   Slow loading and not optimized once you reach the page (text too small to read and links to small to click on).

@CaitlinBoroden   Sad to say I’m impatient. If it doesn’t load quickly I will likely leave just as quickly.

@jacquesbouchard   If I need to scroll horizontally, or my big fat thumbs aren’t going to get me around the site well enough.

@CJLio   Has to be site speed. Anything less than 3 seconds, I’m gone. It’s probably even shorter for the normal consumer.

@ivan_temelkov   UX/UI. That’s if I had to summarize it. Stuffed content, excessive imagery, poor CTAs. Goes inline with the UX/UI I mentioned though.

@stonetemple   Speed is one of the top factors to drive a bounce. But scroll bars are up there too! Another mobile site issue. Enable form autocomplete to make that much better for users. The number one reason to go mobile is the users (mt @marktraphagen) Google s/b secondary.

@alexpeerenboom   Full desktop version. Having to pinch zoom and scroll all around is horrible.

@directom   When the content is so small and you have to expand all the content.

@jlaratro   Calling (big thumbs up), but that not be a bounce if the link click is counted.

@BruceClayInc   Slow load time, strange formatting, too much text, too small text.

@tonyxrandall   I’m a patient person, but if i have to exit more than one pop up ad on your mobile site then i’ll want to negative seo your ass.

@Jennifer_Asc   Depends. I don’t need a local ice cream shop’s website to be mobile. Financial services though? It better be.

@DragonSearch   The usual suspects: Tap targets too close together. Tiny text. Forms that don’t work on mobile.
@dan_shure   Google released this recently for mobile forms.

How have you audited your #SEO exposure if you are not deemed mobile friendly by Google?

@stonetemple   Look at your total mobile traffic. Assume half of it is at risk. That’s just a working guess! Assume half your mobile traffic is at risk if you are not ready.

@ThinkSEM   Well, Google’s mobile-friendly test is a place to start; ask clients/others for input on better UX.

@AgentPalmer   I’m in the process of building my mobile site, but it’s based on statistics… 85% of my visits are desktop users.
@Jennifer_Asc   I have dual screens at work, so my tablet is nothing like my desktop.

@MatthewAYoung   I think this is dependent on intent. Ex. branded search may not be as affected as non-brand.

@marktraphagen   Recently I was having wifi problems on an airline. Their cust svc sent me to a complaint form that was unusable on my iphone.

@ivan_temelkov   Accessibility, Indexation, On-Site, & Off-Site + Top 3 competitors incl. direct/indirect. Great article on Technical SEO audit from @Moz.

@propecta   Google offers a great Mobile Usability Report in Webmaster Tools.

@RiaFiscina   Run the site through tools made available from Google, etc, then we check index status. After that we do a typical audit.

What are some useful tools to evaluate mobile SEO?

@BruceClayInc   Start with Google’s tool
@stonetemple   The mobile friendly tool from Google is the most important one for compliance.

@ThinkSEM   Well, for starters: your mobile device.
@MatthewAYoung   I was also going to suggest Chrome’s mobile emulator if you dont have a phone handy, but who doesnt have a phone handy?!

@AgentPalmer   Don’t forget the device you are using isn’t the ONLY device that exists!
@DragonSearch   Always gotta test on iOS, Android, Windows, tablets, etc. Often works well on one and “meh” on another.

@jlaratro   the Google pagespeed tool is one.

@CJLio   Google pagespeed for developers is a must. Analytics obviously.

@propecta   This is a great resource for a mobile audit and action plan! #shameless

@marktraphagen   One of the best “tools” may be watching some real people try to navigate your site & get their feedback.

@DragonSearch   For a quick check of what works and what doesn’t, run a “site:” query on a mobile device.

@marktraphagen   You just like to show off your fancy schmancy slides. ;-)
@kmullett   That is almost not true. ;-)

@stonetemple   Mobile Moxie @Suzzicks also offers some great tools too.

@alexpeerenboom   And when developing your site for mobile, Browserstack provides simulation across different devices and mobile browsers.

What questions should you ask when talking to your SEO team about mobile SEO?

@jlaratro   Are we ready? What benchmarks are in place to compare against? What is the immediate plan if things go wrong?

@RiaFiscina   What is local search volume like for clients keywords and if we can leverage them better.

@BruceClayInc   Have you readied the pages that garner the highest traffic? (This update is hitting on a page by page basis.)

@ThinkSEM   1st one — “Do you understand what mobile SEO is?”

@ivan_temelkov   Device consistency. Loading times. UX/UI. Typography. What is the #1 goal you’re wanting to accomplish from an end-user?

@stonetemple   I’d ask about the UI design work that was done. The right UI is HUGE in terms of conversions. If the implementation is mobile subdomain or dynamic serving, do they no what the HTTP Vary: User Agent Header is. For small businesses, if they are on WordPress, this makes mobile friendliness easy.

@MatthewAYoung   What do the users expect from our mobile presence?

@CJLio   How deep is our mobile site? 2) How long does our site take to load? 3) What’s bounce rate? 4) Most frequent visited pages?

@propecta   How about, “How do our goals/CTAs need to change for mobile platforms?” ‘Cause if ur not converting .

@RockstarPPC   Google wants everyone to be “mobile friendly” – they launched the @adwords app not compatible for iPhones.

What stats should the #CMO look at to tell if a website is mobile optimized?

@ThinkSEM   As much as I hate this metric, Bounce Rate (initially).

@stonetemple   I’d start with mobile traffic now, and after 4/21. I’d also want to know what pages are getting most traffic and conversions from mobile. Then you can make darn sure that the design of those pages rock!
@ThinkSEM   And, more importantly: what’re they doing?

@directom   Mobile engagement: pageviews, bounce rate, time on site etc.

@MatthewAYoung   Page load speed, engagement metrics by device, page views etc. Id also want to know the search volume breakdown by device for target KWs as well.

@CaitlinBoroden   Mobile time on site. How long are they staying? Do they bounce right away?

@propecta   Goals completed!

@ivan_temelkov   Mobile devices in @googleanalytics & In-Page Analytics.

@Etela   Page views, time on site, conversions, etc

@ivan_temelkov   Also New vs. Returning Visitors on mobile devices in segmented fashion.

@marktraphagen   David Kutcher has a great Google Analytics dashboard to show your mobile traffic. Install in 1 click.

@jacquesbouchard   Tap target closeness, whether the CTA’s translate to mobile well, ease of use, lack of errors, speed, and overall appeal.

@CJLio   As CMO, they should be more focused on UX. Is our audience provided a unique and branded experience as our desktop.

What’s the worst case scenario for a website that is not prepared by April 21?

@ThinkSEM   They lose mobile traffic (organic) they’d previously enjoyed.

@MatthewAYoung   Worst case, mobile traffic drops. Let me clarify – mobile traffic for non-branded search takes a hit. Intent will trump all.

@stonetemple   Well, it can bring a big traffic drop! I think it will be material on 4/21, and then Google will dial it up over time.
@ThinkSEM   Exactly — it won’t be one huge drop; it’s a page-by-page deal so I think organic mobile traffic will “decline.”

@ivan_temelkov   Non mobile-friendly, period. More precisely no mobile site version or responsive design.

@marktraphagen   Google said the 21 April changes will take a week to roll out, so don’t go by first day results necessarily.

@jacquesbouchard   Probably not as big as the hype suggests. Google’s already been giving mobile preference in mobile. They’ll keep layering it in.
@marktraphagen   Not sure there’s been any “preference” yet other than the mobile friendly tag. They always might be testing, but that’s not going to be a huge effect.

@propecta   Traffic drops – 1/3 of organic search is happening on mobile now.

@directom   It will easliy point out which pages are most interacted with via mobile!

What does a small business need to know about mobile SEO in 2015?

@ThinkSEM   They need to know how it affects their business.

@ivan_temelkov   Nearly 60% of web visitors are using mobile devices.

@jlaratro   Bootstrap.

@MatthewAYoung   Mobile is SEO in 2015!

@KristiKellogg   It’s essential, rather than an option.

@stonetemple   The #1 thing is that mobile is a HUGE deal, and not just because of Google. They should also know their metrics – how much traffic they have via mobile today. And, what it will take to get mobile friendly!

@AgentPalmer   SEO is more than just throwing random content on your site!

@scottyhonolulu   Its time to take mobile SEO seriously. Not adopting mobile will have actual, measurable consequences.

@marktraphagen   Google said the mobile ranking factors only work on mobile search, right @stonetemple?
@stonetemple   That’s right @marktraphagen !

@marktraphagen   Google said more than half of searches are now mobile. Need any other reason to be mobile friendly?

@MatthewAYoung   A small business needs to know that 60%+ of people who search locally end up visiting the brick and mortar location.

@CJLio   You have a unique opportunity as small business to provide a top notch experience with usually small site. Don’t just settle.

@propecta   For B2Bs: 90% of execs use mobile to research business purchases.

Do you think the April 21 mobile SEO change is a different algo or index?

@AgentPalmer   Could be a mix, but the bottom line is that it is Different!

@BruceClayInc   No. It is still the same index, although Google’s Gary Illyes made it clear that separate indexes might be a future reality.

@stonetemple   I think it will be both to some degree. A different algo that results in a different index.

@ivan_temelkov   Definitely an algo, but an index will follow.

@MatthewAYoung   Could be a modification to the current algo. Don’t want to diminish the importance of Hummingbird, which goes hand in hand.

If you could create your own #SEO mobile conference session, what would it be?

@ThinkSEM   It would focus on CRO for mobile devices; not just being “mobile-friendly”
@jlaratro   It is really interesting to think how this works on different types of keywords (head terms vs long tail).

@MatthewAYoung   You’re baby is ugly, how to fix common mobile SEO issues you’re ignoring

@stonetemple   “How to capitalize on the mobile revolution” would be session title!
@ThinkSEM   Hmmm…sounds like you’re already putting a dec together, Eric?
@stonetemple   I have a real start on it. ;->
@MatthewAYoung   Almost sounds like a TED talk!

@CJLio   The intent of a mobile user vs. a desktop user and why it matters. Here’s one for fun. Can your mom navigate your mobile site fluidly?

@KStarkweather   I would hold a conference with a focus on designing for mobile before/along with designing for desktop.

@YoungbloodJoe   “how voice search will kill the website”

@ivan_temelkov   Tough one. Importance of Mobile SEO & Changing Consumer Behavior

@propecta   User Intent for Mobile!

@DragonSearch   It would be called “Going Mobile” and speakers would walk on stage with entrance music from The Who.

Tell us your most reliable #SEO mobile resources and secrets?

@ThinkSEM   Secrets? Analytics. Knowing your visitors/converted clients. Good UX no matter the device. CRO.

@ivan_temelkov   Google Mobile-Friendly Test, Google PageSpeed Insights, Google Analytics

@marktraphagen   Sharing again easy to install mobile dashboard by David Kutcher

@MatthewAYoung   No secrets here.When in doubt just use your phone to look at mobile site. Don’t overthink it. Chrome dev tools has a mobile emulator. Has all the phones and sizes.

@stonetemple   LMGTFY (let me google that for you) ;-> Tons of great articles written about this.

@jlaratro   Old School – #Webmasterworld and #Mediapost

@YoungbloodJoe   Just saw this bulk URL checker for mobile friendly URLs. Also http://www.browserstack.com/screenshots is good for testing your site in mobile / desktop browsers.

@BruceClayInc   Tons of articles on mobile SEO here

@stonetemple   Interview with Google’s Gary Illyes here

@chriswtam   User agent switcher on Chrome. No more whipping out the phone!

@CJLio   And most reliable??? Ask a few customers to beta test your m site. See what their perspectives are they’ll tell you the truth.

@flic92   Get your friends to check your site on both android and apple devices. Always helps to check function on all mobile platforms.

What is the top SEO mobile mantra you live by?

@KristiKellogg   “Just do it.”

@ThinkSEM   Whatever you do, do it for the user.

@stonetemple   Good article today by @w2scott.

@chriswtam   It’s all about the user experience.

@ivan_temelkov   Simple. Great UX/UI.

@stonetemple   users, users, users (it all starts there)! Seriously, if you master that, the SEO tagging required is simple. And, as Google evolves, they are going to make this a bigger and bigger factor, not just on mobile.

@ivan_temelkov   [HOW TO] Prepare Your Mobile-Friendly Website for Upcoming Mobile-Search Algorithm and this one as well.

@MatthewAYoung   If you aint mobile, you aint nothin!

@jacquesbouchard   I’m not the mantra type, but I do believe that mobile content should be as close to 1:1 to desktop as is UX possible.

@marktraphagen   I think @duaneforrester said at SMX West if you’re mobile ready for Google, you’re good for Bing too.

Summary: Apps- The New SEO Frontier on #SEOchat

Moderator: @BruceClayInc

Are apps part of your digital marketing plan at this point or in the future?

@emily_C27   Not for my agency at this very moment but I can definitely see a more immediate need for some of our clients.

@MatthewAYoung   Depends on the client. Most of my enterprise clients who focus on retention have apps, but not primary outreach mode. Apps are geared more towards repeat visits. Have you ever shopped on the amazon site on your phone? You used the app and not the site in a mobile browser.
@jacquesbouchard   They’re such an investment and a hard sell, and they don’t make sense for most businesses.
@KristiKellogg   While apps ARE an investment, if you get a user to download one, you’re top of mind, constantly with them, etc. If you can get them to buy in, apps are an amazing opportunity to be where your users are.
@MatthewAYoung   But how you get them to download is another issue (and form of SEO) entirely.
@BerkleyBikes   Not everyone needs an app. There’s gotta be a saturation point.
@MatthewAYoung   I think that saturation point happened a long time ago. Too many choices. Word of mouth is how i get apps. I dont know where to start when i go to the app store. Paralysis.
@Casieg   Same. Hear about it from friend, try it out, and if I like it, I keep it. Otherwise, it’s off my phone.
@CaitlinBoroden   I only have maybe a handful of extra apps installed on my phone. Am I the only one?
@KristiKellogg   I don’t have that many, but once it gets on my phone I never actually delete them.
@Berkleybikes   I’m super attentive to what apps I download. Even on a flagship phone, lots of apps = slower.

@samueljscott   Depends. Apps are delivery mechanisms for products. Do apps if you want people to be able to use the product on mobile devices.

@jacquesbouchard   No.

@Casieg   Not currently but for a few of our clients they are.

@BerkleyBikes   Not in the immediate future, but never say never.

@CaitlinBoroden   Sadly, none to speak of.

@BrianRBaker4   No. We work with SMB and focus on mobile friendly & responsive website design instead.

@billsebald   Apps are always a card to play for us.

@Randomhero180   Haven’t considered apps to be a part of our plan. Most of our clents are local businesses.
@emily_C27   Same for me here! Seems like everything is starting to localize these days though, even apps.

@JohnBertino   Talk about evergreen content – solve a need/intent w/ an app and collect links/shares/traffic for eternity.

@Jennifer_Asc   Not us, but some of our clients. Depends. If your client is Zynga, then it’s a must. If John Deere it’s not crucial.

@GoBrandify   Yes! And before the adoption rate grows, we encourage brands we work with to get involved too.

@igalst   Yes, both iOs and Android. Tradets prefer the apps experience, as they have to be updated constantly.

Google said links to a user’s apps may show up in SERPs beg. Feb. 26. Have you enabled deep links to an app?

@emily_C27   This new one from #Google seemed to have come up rather quickly; while it’s important, I’m not sure if it makes sense for all.

@billsebald   Yup. Also schema them up where you can.

@MatthewAYoung   not for the apps im working with. (sad face)

@Casieg   Our clients who are using apps are using them internally for sales teams. Less so marketing & def not SEO.

@igalst   Yes, about a year ago. Can’t wait for it to work with un-installed apps as well.
@BruceClayInc   If you’ve enabled deep linking, have you seen evidence of SERP visibility increasing since 2/26?
@igalst   A very slight increase, nothing drastic. In the photo – sessions from google to the app.
@BruceClayInc   Thanks for sharing the results. That’s a measurable increase from app deep links!

@BruceClayInc   This resource walks you through coding for deep linking.

@CaitlinBoroden   I came across this nifty one last night.
@paulaspeak   I do use my Weather.com app all the time.

@paulaspeak   Google says people are spending more than 80 percent of their time on mobile in apps. That’s compelling.

@KristiKellogg   People on average install 26 apps on their phone (many apps are left out) & 5 percent of apps drive 92 percent of all app downloads.

@Casieg   If you’re interested in app indexing, definitely check out @justinrbriggs blog. Lots of good stuff.

When DOES developing an app make sense?

@GoBrandify   When your brand sees a way to help its customers. Apps take extra effort so you must give value through them.

@emily_C27   The more niche and focused your product or service is, the better. Apps need to be simplified and narrowed.

@MariaEisenhart   When the app is an additional resource to the consumer and adds new business benefit w/o taking away from other medias.

@MatthewAYoung   So existential, I love it. Reminds me of college. When content needs to be packaged for consumption for users.

@CJLio   When you have unique content or experience and a wide user base. If it’s already on your website, it shouldn’t be in the app.

@Randomhero180   If you have something to offer to the customer. An informational app isn’t fun for consumers.

@CrowdContent   When it makes your user/audience’s life easier. Ask your audience. Do they want an app? If so, start building.

@jacquesbouchard   When your site offers something unique and is “app”able, or it bypasses what would otherwise be a barrier to mobile usability.

@Jennifer_Asc   When the Co. is providing services remotely (ie. banking), yes. If people need to physically be there. (ice cream stand), no.

@JesseStoler   When the demand is there. No point in creating something if no one is going to see the value in it.

@tannerpetroff   An app makes sense when you have the budget & capabilities to do it right, & there’s a legitimate need for the app.

@KristiKellogg   If an app has exclusive content in the form of coupons, discounts, and free things, it’s always a good idea. Money talks.
@CaitlinBoroden   Target’s Cartwheel app is a great example of this.
@KristiKellogg   Yes Cartwheel is great. Victoria’s Secret and Macy’s also have awesome apps with exclusive content.
@MariaEisenhart   check out the @toryburch app it has awesome content updated frequently!

@irleslie   Depends on your goals. Can’t make a blanket yes or no statement on that.

@BerkleyBikes   When your site REALLY can’t offer the functionality that you need on mobile.

What reasons compel someone to download an app?

@emily_C27   What can the consumer get out of it? Discounts? Coupons? I think Delta and Starbucks!

@irleslie   Needs to solve a problem/make my life easier (that is unless it’s Candy Crush.)

@BerkleyBikes   Functionality that would be a major PITA on a mobile browser, or if the app is much better than the mobile version of the site.

@jacquesbouchard   This chat reminds me of a decade ago when SEO’s/webmasters were crazy about getting users to bookmark them.

@GoBrandify   In our experience, we work with multi-location brands. Users are looking for directions, reviews, deals& events.
@BruceClayInc   It’s worth pointing out that your approach is user-centric w/ apps that give users what they’re looking for. Smart.

@KristiKellogg   In order to have someone download an app, they need to know you even have it! Make sure you get the word out. And practically, that can mean optimizing a page promoting your app so that it shows up (fingers crossed) as a site link. Or, #traditional, have promo material in your business/store letting people know there is, in facts, an app to be downloaded!
@tannerpetroff   If it’s not showing up, you can use GWT to remove other sitelinks and give your app page a better chance.

@tannerpetroff   For me, I only download an app if it makes my life easier or better.

@lisabuyer   Makes life easier

@Casieg   Has to offer something that makes life easier and is better than the web experience.

@KristaNeher   It solves a problem.

@MatthewAYoung   App Store optimization (ASO) is a real thing and its been around for years. I am reminded of the iphone ads from years past – There’s an app for that LOL.

@Randomhero180   Makes getting info or ordering something easier, entertainment, Freebies/coupons.

@kenhkelly   It has to help improve someones life, either by entertainment or functional productivity.

@CJLio   Obviously word of mouth marketing needs to be immense already. Most users dload app and don’t come back after 2 weeks.
@MatthewAYoung   Ive seen this happen and its brutal. People read about it download it and never use again.
@lisabuyer   I am guilty of that, I have to do an app cleaning every 3 months.
@CJLio   It’s almost becoming an addiction. Have it just to have it withouthout really seeing the true value.

@samueljscott   To get downloads, put some benefit or feature in the app that is only in the app.

What are your strategies/tips when it comes to app store optimization?

@MatthewAYoung   There it is! Consider SEO 101 level items. Optimizing the titles and descriptions with keywords, using video and images. Also, linking to the app listing in Google and/or Apple is a good thing as well.

@lisabuyer   This is critical for max exposure.

@kenhkelly   As a consumer, I hate when someone puts reviews before description. I leave the app and move to the next. Description first! Show me what the app ACTUALLY looks like. Not some crazy rendition that’s miles away from the truth.

@CaitlinBoroden   Demo images are huge for me. Show me what the app looks like before I download it.

@BruceClayInc   We know reviews are critical to app store ranking.

@CJLio   You really need to put in the time with AppStore optimzation, descriptions, and screenshots. Cater to your audience! I hardly ever see companies politely asking for a review! If you deliver a great product/value, don’t be afraid to ask.

@MariaEisenhart   Too many times I have searched for an app I wanted to try but I don’t remember the name & it was lost forever. Offer something unique that is not offered unless you review an app.

@KristiKellogg   Again …. incentivize! If I can get something for free I WILL review your app. And I’m sure I’m not alone on this.

@samueljscott   Spread links in site footers to your app in app store & use the app category for the exact-match anchor text (Not really! :)

@KristaNeher   In-app prompts at the right time.

@igalst   Ask a returning user if he likes the app, ask to rate the app only if he does.

@CrowdContent   Build a killer app that deserves an awesome review, and/or ask the user to review once they have used app successfully. CTA!

How do analytics and tracking change when you’re looking at an app vs. a website?

@CaitlinBoroden   Can’t say I’ve implemented it myself but I found this useful for an overview.

@igalst   Well tracking is much harder, less tools are available. (Almost) no referrals or keyword data at all.

@CJLio   Never really monitored analytics for an app. But how hasn’t GA figured out the conundrum of app traffic to desktop yet?

Do you expect wearables to change how apps are developed and used in the future?

@GoBrandify   Definitely. Wearables& #IOT will make location even more important when it comes to app development/optimization.
@Jennifer_Asc   Location apps drain batteries it seems, on my phone anyway. Battery life will need to improve.
@GoBrandify   Definitely. That was a huge concern during the #AppleEvent as well!

@emily_C27   There will always be a shiny new toy to alter some of the ways we operate. Smart phones were a big one! The #applewatch now

@igalst   Personally yes, but it feels that people are skeptical since Google Glass.

@KristiKellogg   Hello, #InternetofThings
@lisabuyer   Can’t live without my #Fitbit
@Casieg   Agreed. I already have high expectations for my Fitbit app. I can’t imagine those expectations being lowered.

@MariaEisenhart    100%, As a consumer I would hope there is a clean and simplified version of the app for wearables.

@lisabuyer   Any apps that tie in health and fitness optimization and wearables are a huge play.

@JesseStoler   Absolutely. Any new app will not pick up steam if they aren’t designed for whatever smart wearable is fashionable at the time.

@CJLio   Great question! Honestly, I could see developers making two versions. One for mobile, one for wearables. Only necessities.
@Jennifer_Asc   And then you’ll have customers who want the streamlined wearable as a lean version for their mobile.

@Casieg   I think that like anything, companies will need to develop for where their users are. If they are using wearables, def.

Besides lack of use, what makes you remove an app from your mobile device?

@KristiKellogg   Bugs, for one.

@CaitlinBoroden   Too many ads! That I accidentally click on all of the time grr.

@CJLio   Battery use. Not worth it if it diminishes the rest of your daily mobile activities.

@lisabuyer   Over promise and under deliver. Despite all the bad publicity #yelp app receives, I love it and live by it for so many things – directions, phone#.

@GoBrandify   Privacy concerns, bad UX, little value. There are tons of reasons but no excuse to make these mistakes!

@kenhkelly   Bugs, popups/ads that hinder productivity, lack of support – to name a few.

Summary: International SEO on #SEOchat

Moderator: @JohnBertino

Why isn’t international SEO as simple as just repurposing your English website and translating your content and meta tags?

@emily_C27   Must consider things like..let’s see.. culture!

@BrianRBaker4   Different cultures react to different content and media in different ways. Language is also more complex than translating!
@Jennifer_Asc   Exactly. Translation is not always literal. “It’s raining cats and dogs.”, for example.

@MichaelBurjack   Must also consider content hierarchy in other languages/countries: “important” information isn’t the same across regions.

@Jennifer_Asc   Culture doesn’t work that way. You need to understand the local customer.

@igalst   In short? cultural differences. Localization is not just translation.

@CallMeLouzander   We find that search behaviors and “natural” market behaviors vary from country to country. Also, diff markets=diff content.

@BerkleyBikes   Different cultures, different holidays. Words have different meanings!

@BruceClayInc   Even translation isn’t so simple — you have to make sure you’re using the RIGHT language that the locals actually speak.
@BerkleyBikes   So many different dialects and/or geographical variations.
@MichaelBurjack   Colloquial language is so very important!

@AJutah   International searches require different strategies. SEO signals are going to be different in other markets. Annotations and meta data will also need to be set to the country/region you’re targeting.

@samueljscott   People in different countries prefer different UX / UI. It’s more than tags / text / subdomains / subfolders.
@JohnBertino   That’s interesting @samueljscott. I haven’t looked much at INTL differences as it relates to UX/UI.

@JohnBertino   I have found that even top products and services will vary by country. #1in US does not equal #1 internationally.

@KristiKellogg   In Japan, for example, many users prefer video to text, we’ve learned. You have to change the way you serve up the content.

@CinziaIAnderson   Translating is not the same as localizing content. Some content can’t be translated and retain the same message. Localization!
@BrianRBaker4   Good answer!!! Yes, localization = conversions! Thanks for sharing!

@DavidProHQ   For one, culture plays a big role in the language you use. Also, languages don’t always translate the right way.

@gShiftLabs   Yes, translation is not enough. Different countries have various dialect for keywords that can impact local SEO.

Discuss the pros and cons of targeting by language VS country. When is targeting by language ideal? and visa versa?

@MichaelBurjack   To really get local, need to target both country and language!

@Ajutah   Need to understand the culture, & how locals search for products and services. Search engines need to return the BEST results. Even cultural nuances. Spanish language is so wide and varied across borders.
@CallMeLouzander   Great point. Some languages are localized, others widespread. Which lang/area you targ will determine your strategy.

@CallMeLouzander   If only this could be answered in 140 char’s. Depends on which language; how widely spoken is it/how many dialects?

@BerkleyBikes   One client has a FB following that’s 28% US-based and 77% English speaking. UK and AUS add another 10% at most.
@BerkleyBikes   In other words, language and country are not directly correlated.

@igalst   In finance we use green and red to indicate market’s up/down. Our korean edition uses red and blue – a cultural thing. Case by case, in many countries, like Brazil, they are so proud, that you can’t just give them a “Portuguese” edition.

@CaitlinBoroden   By country could be the perfect set up for an ecommerce site especially if shipping is involved.

@emily_C27   Targeting by lang can reach a more gen population but dialect differs between regions and countries.

@BrianRBaker4   Target country for local/cultural specefic product/service and language for culturally neutral subjects.

@DavidProHQ   Targeting by language can help build credibility with audience and targeting by country would help target more locally.

@BruceClayInc   If a language is spoken in many countries, it’s best to target by language. If it varies by country, target by country.
@MichaelBurjack   By language risks: neighbourhood vs neighborhood, diapers vs. nappies, etc. (US/Can/UK). Done wrong feels impersonal.

@connieurway   Target keywords. Localize or translate languages, depends on results.

@everettackerman   Well obviously some countries use different languages or dialects of a language so that must be taken into mind.

@CinziaIAnderson   Target a language if you want to target the same language across different countries, regions, cultures, etc.

@gShiftLabs   They should go hand-in-hand. Target a country, using targeted language. Be more strategic to be sincere in your approach.

@samueljscott   Language alone is best when you can’t build something for every possible language/country pair.

@jacquesbouchard   Companies often build multinational websites but rarely target multiple languages. I’d love to see more Spanish in US sites.

With International SEO, when is it best to use subdomains VS Sub-Directorys VS ccTLD

@MichaelBurjack   ccTLD has the most localized appearance. I’d rather visit a .ca than a http://www.company.com/ca or http://ca.company.com and make sure your hreflang tags are all in order…!! Subdirectory consideration — if you do a poor job (publish pages with high bounce, poor CTR) can reflect on whole domain.

@CaitlinBoroden   I’ve always found great success with the hreflang tag. Any others?

@JohnBertino   Lang-targetting via subdomain = more tech and $ resources + maintenance + link authority. Subdirectories lower maintenance.
@directom   Agreed on lower maintenance, but sometimes a good way to test the waters before moving to a new ccTLD!
@mattymow   Google is moving (slowly) with passing authority through sub domains. thoughts on when that’ll be a reality?
@rob   saw some interesting data on early February eCommerce update. Manufacturer sub domains got left behind.

@BruceClayInc   Since subdomains are different domains they won’t pass all authority. This method bears some risk.

@AJutah   It’s easier to segregate your web structure with sub-domains, and ensure the right pages display in SERPs with hreflang=, etc.

@BrianRBaker4   Also make sure you setup international targeting in GWMT!

@KristiKellogg   ccTLD can impart trust and a local feel.

@CallMeLouzander   How big do you need to be/how many resources available? ccTLD=local feel/trustworthy, but it’s a new site.

@directom   SO many pros/cons for both options, but subdirectory can be better if your domain is already strong.
@AJutah   True. Decision needs to be made based on current strengths. Switching from subdirectories to subdomains could be risky.
@CallMeLouzander   Agreed. Subdomain won’t get main site’s authority, so if you are still building brand recognition, subdirectory=best.

@jacquesbouchard   I don’t recommend subdomains or folders. Use separate websites for different countries, and that or a translator for languages.
@BrianRBaker4   but then you have to build up the domain authority for each one… how do you handle that?
@CallMeLouzander   if you’re starting to build branding, test subdirectories then build up to diff sites I’d think.
@jacquesbouchard   So you’d build the pages on the site and then redirect to a new domain when it hit “critical mass”?
@CallMeLouzander   Depends on circumstance, might make sense. Redirects are problematic but you may need to test 1st.

@igalst   We switched from ccTLDs to sub domains because of a domain change, saw a lot, but not a direct impact on rankings over time.

@TrinityInsight   There are pros and cons of both, but Google prefers ccTLD.

@CinziaIAnderson   ccTLD = most positive impact, since it also sends specific local signals to SEs, but most expensive & time consuming.

What are some of the questions and considerations marketers should assess before choosing to enter a new INTL market?

@Jennifer_Asc   Do we understand the local market? Are there local boots on ground who have executive management’s ear?

@rob   Product demand, competition, local laws, local cultures.

@MichaelBurjack   Go where your users are. And where you can access or build expertise. Grow carefully, do a good job on each before adding more!

@AJutah   Keyword research, competitive analysis, search potential for the market, local regulations, etc.

@igalst   Competition, market volume, familiarity, and time difference.

@CinziaIAnderson   Do you have the bandwidth & resources to successfully setup & maintain a site for an international audience? Do you have in-house or other resources that can assist with setup, marketing efforts, maintenance, social engagement, etc?

@KVelez1   Traffic & biz objectives = Do the visits & opptys warrant the addtnl resources to invest in that locale?

@CaitlinBoroden   Consider seasonality. Does seasonality effect your new targets differently?
@AJutah   How true. Christmas is in the summer in Australia!

@BrianRBaker4   Forreal though- Do you understand the market, culture, and language enough to be effective?

@Picanza   Language barriers, cultural barriers, content consumption differences, and different ideologies regarding business.
@BerkleyBikes   Yes, that research should be first and foremost. Then explore how internet regulations may differ from brick & mortar.

@CrowdContent   Ask: Is your target audience intl? If so, does it require an entire strategy shift or does it compliment existing campaigns?

@directom   Any existing presence/traffic? Understanding of the culture/language? Competition? Potential ROI?

@BerkleyBikes   Local regulations could be huge. Especially for products like alcohol, etc.

@connieurway   Start w/research, target countries, audiences, keywords.

@jacquesbouchard   Is there market interest & search volume there that justifies a country-specific web presence & dividing resources?

@mignacs   Will it affect current operations and how?

One challenge is making sure you are using the right interpretation/translation of English KW in foreign dialect. Tips there?

@Picanza   DO NOT HIRE A FREELANCER … find a native speaking translation agency. It costs money because it saves money.
@CinziaIAnderson   Good point!And the money spent is well worth it, because it will yield the best results!
@Picanza   If you think hiring a professional is expensive, try hiring a freelancer. over and over and over and over again. We need to remember that it isn’t about a lack of resources, but a lack of resourcefulness.
@Jennifer_Asc   To add to that. The universities may be a place to start with referrals for a native speaking agency.

@rob   Leverage local/native speakers to help with content development.

@Jennifer_Asc   You need someone local who understands the dialect with native proficiency for QA.

@emily_C27   That is where googtranslate is never useful. Find out from locals; it’s been the best way for me.

@MichaelBurjack   Gut-check against other local competition; if they’re using words you’re not, you’re probably missing the boat!

@BrianRBaker4   Make sure a NATIVE writes, or at a very least REVIEWS any visible content! So simple, but so often looked over.

@AJutah   Get some boots on the ground. You can do SEO from anywhere in the world, but working with locals is always best.

@connieurway   Proofread. Is it (keyword) universal?

@CallMeLouzander   Gotta get some locals to work with. translators (esp software based) struggle with slang, verbal shorthand.

@igalst   Local employees. No shotcuts here. Really. From expirience.

@directom   Competitive research. And/or partner with or hire someone who understands the culture and language along with SEO.

@jacquesbouchard   There’s no replacement for a native speaker, but you could always Google the KW for context. Image search is great here.
@igalst    In many cases it finds a problem if there is one. Also exact search, with quotation marks “”. If no one else is using it, there might be a problem with the translation.
@jacquesbouchard   Sometimes, there’s NO translation. Example: There’s no Spanish word/phrase for “crawlspace”.

@CinziaIAnderson   If feasible, use local resources. Check local competition, use native speakers & high-quality translation/localization agency.

@gShiftLabs   We just launched an official partner reseller in Mexico for this very reason. They understand the market much more than us.
@Jennifer_Asc   Smart move. The best executive teams understand what they do know, as well as what they don’t know: thus partnering.

Lets hear some International SEO recommendations for best way to get an existing English blog translated into a new language

@CallMeLouzander   I’d start w/ someone from target market reading thru blog, to flag anything that won’t resonate or translate well. Prioritize.

@AJutah   Freelance writers. Can’t run it through Google Translate. Odesk is a great resource. You can also run a local ad (Craigslist, newspaper classifieds, etc.) and look for local writers.

@rob   Choose the right platform, consider local hosted solutions to gain immediate local benefit. Consider not a direct 1:1 copy and conduct a localized content marketing plan.

@JohnBertino   I have used Craigslist US before to source speakers of foreign languages to translate and it worked very well.

@Picanza   I like the idea of using a local university. Gets a young & hungry student experience, and usually is affordable.

@jacquesbouchard   If the company is there, you’ll usually have a “native”. If they can’t do it, di a long-term relationship with a freelancer.

@CrowdContent   Freelance writers. Machine translators don’t do content translation justice. It’s all about authenticity for your audience!

@AJutah   Textbroker also offers international content options, like Portuguese, Spanish, German and others.

What are some of the most popular International Social Media sites that are not common in US but very popular oversees?

@CallMeLouzander   Line is the king of social in Japan, so says our BCI Japan office.

@directom   QQ and Wechat in China.

@BerkleyBikes   I learned recently that Xing is a popular site in Germany similar to LinkedIn.

@rob   Orkut, Netlog, XING, Hi5, @SinaWeiboo, RenRen, Douban, Vkontakte
@BerkleyBikes   I’ve seen Vkontakte drive substantial traffic.

@AJutah   Acc’d to this report, the social network Qzone has 712-million active users in China alone.

@JohnBertino   An image doesn’t need a translation. Pictures and graphics are much easier to for international audiences to understand.
@Jennifer_Asc   It depends on what you’re selling. Hats? Pictures are great. MRI machines? You’re going to need some serious text.
@CallMeLouzander   Well put! Context determines content. (This quote made my day, BTW.)

@igalst   VK for Russia, Weibo for China, Mixi in Japan

What are some great tools- (free or paid – that international search and social marketers can leverage to help with campaigns?

@rob   In a “Robots” sense, links are links, so many of the same tools apply vs. content marketing perspective is very different game. @Moz, @AHREFs, @screamingfrog, @seoClarity etc. can all be useful!
@CinziaIAnderson   @Moz @ahrefs @screamingfrog @seoClarity Agree! Also, all tools offered by Google, especially Webmaster Tools.

@directom   Country-specific tools like the keyword tool for Yandex.

@AJutah   Screaming Frog can help you with page/site optimization, while mind mapping programs can visualize architecture.

Vagish @Moz @tryMajestic SERPS @screamingfrog.

@JohnBertino   For more INTL SEO tips please come visit us in San Diego at 3/31 Experts Pane.

@samueljscott   @OHT is good translating!

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