Summary: Brands as Publishers on #SEOchat

Moderator: @BruceClayInc

Do you consider your business a publisher? Do you believe the paradigm of brand=publisher applies to you?

@KristiKellogg   Absolutely!!! Successful brands are 100% publishers. Re: Dove. Red Bull. Coca Cola. etc. They TELL STORIES.

@lancemoore22   I can’t separate the two. Publishers have to money. Businesses have to make money.

@ClairWyant   In this day in age, if you have a robust marketing program, should be 50/50 your business & publishing.

@KevinWaugh   Not yet, but I am pushing my work to embrace that, it takes some political wrangling.

@tannerpetroff   It’s more important than ever to be a publisher, and great at content marketing. We’re not perfect, but working on it.

@lisabuyer   If you have a website or blog = you have a publication so… YES! brand=publisher. Each brand decides the quality of the publication.

@MUmar_Khan   If any business wants to be a brand, it has to become a publisher first.

@ChrisJEverett   Being a publisher is essential for getting your message (your value, credibility, etc) across to your prospective buyers.

@MichelleDLowery   I think it depends on the vertical. Forcing a publication to jump on the bandwagon may not work well for all brands.

@joshmccormack   Publishing is your way of letting people find your businesses value.

As you transition into a publisher, what have you learned from traditional publications or businesses?

@BruceClayInc   Brands can learn a lot from journalism model.

@lisabuyer   Ethics, copyright laws, attribution, fact checking, editorial calendars, quality writing, deadlines. Would a true journalist use OMG in a headline? Journalistic standards wins!

@8keith   I went from a hands-on services co. to full-time online services – very tough mentally and physically.

@KristiKellogg   Upworthy has really taken the reins on renovating the traditional headline — and that model is working.

@Sonray   Story telling > traditional optimization. Seeding strategy > posting to social.

@maryi   I’ve learned a lot from journalists – importance of a good headline and what to cover in content. Do good research.

@ClairWyant   Content that shows credibility, but also content people want to read. More page views will result & hopefully more business. Regarding headline, different headline works for different audiences and industries.
@Sonray   I love seeing a large quantity of New Visits to content that convert. Shows the value imo.
@lisabuyer   #onlinewsroom sections of brand websites are gaining the most visits @ClairWyant @Sonray #seochat just see @TEKGROUP 2014 report

@KevinWaugh   From having hired journalists in the past, enforcing content style with multiple contributors was the main thing they taught me. It is better to be right than first, grammar matters over all, and invest in a thesaurus.
@MichelleDLowery   That’s where a managing editor becomes very important as well.

@sharmasights   Every Year Google comes with a new update and everyone flock towards it……untill the next year Google Disavow all strategies.
@Sonray   Which is why a brand can seperate from the herd by marketing instead of running after the algorithm.

@ScottACroom   We set up mission statements and best practices for pretty much every aspect of SMM.

@bloomreachinc   We learned from a journalist by hiring one! @mikecassidy joined as our storyteller and has made a huge impact. The style of writing that a journalist brings is so much more consumable. Clear take-aways in a very narrative form.

Mission statements can help drive content w/ purpose. Does your brand have a mission 4 its publishing?

@8keith   Abosolutely .. helping level the playing field for small businesses – raising their game Online.

@Sonray   I feel like a mission statement could be different than a brandvoice exercise & document which is what we do.

@lisabuyer   Good point! Smart brands have a publishing mission

@BruceClayInc   We have a content dept mission statement, specifically for the blog. Helps keep our goals in focus when making decisions.

@JennineMiller   We follow best practices but I’m not sure if we have anything in writing. It’s one of those work smart not hard scenarios.
@ScottACroom   Putting on paper can help make the ideas more concrete and more likely to be followed. Not 2 crazy formal though.
@lisabuyer   Right – @today can do only very select news planning months in advance

@ChrisJEverett   No specifically outlined mission statement, but always strive to Educate our audience. Being an educator wins.

@paulaspeak   Having a mission statement is a big differentiator between media cos and brands. Per @JoePulizzi.

@bloomreachinc   Not a mission so much as themes we focus on for a quarter. That content mixed in with ad hoc, timely pieces.

@MUmar_Khan   They helps the brands to keep on track. Similarly, people may have an idea about the businesses by their missions.

Does functioning like a media org require more coordination between departments? How do you facilitate communication?

@bloomreachinc   Yes and the only way to do that consistently is to have some dedicated to it who can ask the right questions.

@sonray   Google Drive for internal and external teams to stay on point is really helpful. Personally love @trello as well!

@ScottACroom   Cross dept communication is critical in any business, not just media. God bless @37signals

@JennineMiller   Working in a small agency now but if it was larger I’d say yes! Communication is a must. Tools like Asana help everyone KIT.

@MichelleDLowery   First, have clearly defined roles for each dept. Then encourage open communication. Important for leaders to set example.

@KevinWaugh   If you are already being collaborative, changes are minimal. You still want peer opinion, especially if they’re industry experts.

@ScottACroom   Use HootSuite for monitor/listen for the most part. Lifesaver. Can’t rave enough about Basecamp from @37signals . You can pry it from my cold dead fingers.

@MichelleDLowery   I’ve used Basecamp and Asana. Still prefer @Podio.

@kmullett   We have something called a content opportunity report for that. Leads to an editorial cal.

@UprightTire   For monitoring, we really like @mention. Unbelievable what they can index!

@8keith   project management – @Asana and @Basecamp – running neck & neck
@JennineMiller   they both have good qualities. I like @Asana slightly better b/c of the ease of adding followers to & assigning tasks.

@feviyu   We use @mavenlink for collaboration both internal for our team and externally with clients.

@JennineMiller   I heard Twitter rewards you by bumping up live tweets rather than Hootsuite-scheduled ones?
@kmullett   There was a short period on FB when scheduling was dinged but that was change long ago. No evidence on T.

What content types do you publish most (ex: web pages, blog, curation posts, videos, social posts, infographics)? Why?

@ChrisJEverett   A mixture of everything. Diversification is key in publishing/content marketing for max customer reach.

@ScottACroom   Totally industry and client dependent.

@Sonray   Desired outcome is key. What is the best outcome? Then work backwards from there with a strategy/content type.

@JennineMiller   Technically social posts because we’re trying to keep engagement up and it helps w/ content promotion for blog posts, etc.

@ClairWyant   Big fan of blogging… plain simple text with a few images to help tell the story. Socially… love images & infographics. Infographics help tell they story in blogging, but a summary is needed, mainly for SEO purposes. @socialmedia2day has a lot. If you have the resources for video, use it. It’s more cost effective not to, but if you can, all the better.

@BruceClayInc   We’ve invested most focus in our blog & newsletter for years. Now increasing publishing activity in Google+ & others, too.

@lisabuyer   Seems like web pages get lost in the shuffle, if you have an online newsroom, each piece of news content =web page.
@paulaspeak   True! Website revision takes a backseat to the latest blog post ideas, and blog has big payoff for SEO, too.
@kmullett   ANY quality content that solves problems or answers questions will help SEO, not just those in the blog.

@MichelleDLowery   Social, blog, web page, in that order. Video’s a bit out of budget right now. Infographics are overused, IMO.

For titles, do you find publisher goals (optimize for virality/social sharing) & SEO (rank for relevant keywords) are at odds?

@ScottACroom   At odds? Not if you are doing them right.

@ChrisJEverett   Sometimes Yes, Particularly when the SEO Focus doesn’t match the “Brand Message” (ie terminology used)

@KristiKellogg   Sometimes — like when you want to write a ridiculously clever (or alliterative) headline but it fails to wield keywords.

@8keith   its a dance .. there is no perfect title. That’s the FUN!

@JennineMiller   They can be at odds but the trick (no easy task) is to nail the keywords & create an awesome/sharable title. If applicable use a # or @ in the title. When someone shares it w/o edits it can lead to more real conversation/interaction.

@lisabuyer   For titles, needs to be optimized is the key, so sad how much I see NOT optimized at all.
@kmullett   yup, people became way too enamored w/the idea of “blogs” when “frequently updated quality content” was the goal.

@emcgillivray   As search engines get smarter, it’s better to optimize for humans than keywords.
@paulaspeak   It’s not either/or … rankings bring visitors, don’t they? Or is your site a destination in itself?
@Sonray   You can grow traffic but if you’re “#1″ you can’t grow that. Rankings can be manipulated, traffic can’t
@kmullett   If you are #1 you should be going after broader terms that fit. Traffic can be of wrong type.

@MichelleDLowery   Excellent tip I heard from @seanthinks at PubCon Austin: If headline isn’t working, change it.

@ClairWyant   I tend to look at the SEO factor. One of the few areas I actually research. You can still make appealing headlines. The keyword research I do is very basic & not very in-depth. Noticed a difference between doing it & not.

@JennineMiller   Say you were to do a headline & subheading. Would you list the keyword one or sharable one first?
@ClairWyant   Depends on research… mainly use it in the meta title, but if multiple opportunities come up, use one in the H1. If I picked only one place… meta title… followed by URL then H1.

Who writes for your brand? Who edits? Is content primarily generated in-house?

@8keith   (sigh) one man band .. for now!

@feviyu   All content is in-house bec we are a small biz we take ownership of all gramatical mistakes too.

@ChrisJEverett   I write most of the content for our brand with the help of @lysachester and the occasional help of a copywriter.

@lisabuyer   Multiple sources of writing 1st draft and have one editor to keep the voice of the brand.

@MichelleDLowery   We write and edit in house. But that’s what we do, so the content our brand generates is also our marketing.

@JennineMiller   Currently it’s all in-house but if we were to expand for clients-sake I’m sure contracting wouldn’t be out of the question.

@BruceClayInc   We have a team of four full-time inhouse writers — @VirginiaNussey @paulaspeak @ChelseaBeaAdams @KristiKellogg

@bloomreachinc   Mostly in-house and we have a storyteller (@mikecassidy) doing most of the writing. Content marketing team edits & propagates. While our storyteller does the writing, his journalism background means he uses experts at the company & elsewhere as sources.

Do you encourage your writers to build their own brand and authority? How?

@ChrisJEverett   Yes I do! By giving credit for the articles they write and by tying their articles to Google+ Authorship.

@JennineMiller   @LisaBuyer encourages me to build authorship by giving me credit.

@maryi   All writers should have Google Authorship.

@MichelleDLowery   Absolutely. Through authorship, guest posting, and social network visibility. Also keeping brand comms separate.
@ClairWyant   Still believe in guest posting, after Google’s crackdown?
@MichelleDLowery   Absolutely. There’s a right way to guest post, which we’ve been doing all along.
@kmullett   If it is exactly on target for your audience, not paid, not spammy, not dupe, i.e. done right…yes.
@MichelleDLowery   Exactly. And only for select publications, not just any and every site. Authoritative, high quality sites. If you’re worried about guest posting, I encourage you to read this.

@8keith   I was thinking this was a great premise to hiring my first writer – help a new up&cummer with a platform – thoughts?
@paulaspeak   Definitely! Hire someone who represents your brand values & brings powerful following
@lisabuyer   Someone who is passionate for your brand and industry!

@BruceClayInc   Empowering employees to be brand advocates helps “humanize” your brand & extend reach. #authenticity

@KristiKellogg   Writers can build authority socially & through quality writing :) also — Twitter for Jouranlists

How far ahead do you plan/schedule content? What guidelines do you follow when dev. a content calendar?

@JennineMiller   As far in advance as possible, would like to do monthly at the least but leave space to bump ideas for more newsworthy content.

@ChrisJEverett   We have a Monthly Content Calendar Planned Out, spacing things out so it’s as consistent as possible.

@8keith   As seasonality and trending topics play a role – is flexibility the key?
@JennineMiller   Absolutely, consider your editorial calendar as tentative & always stay on top of ideas that will be relevant at the time.

@KristiKellogg   Everything you ever wanted to know about setting up your ed. calendar (by yours truly #wink).

@kmullett   We start w/a content opportunity report, then rank by value/effort, then decide calendar. As far in advance as pos.

@paulaspeak   BTW, heard a super interview this week w/ @alexcote on making employees #brand advocates.

@lisabuyer   Plan for the predictable = conferences + holidays but leave room for breaking news!

@constantcontent   We plan a rough outline approx. 2-3 weeks in advance, but constantly add in breaking news as it happens.

@feviyu   No content calendar, I write when it moves me. But I have one objective at all times.

When do you publish images? Do you ever take the photos yourself? Do you use captions or text overlay?

@8keith   Brand dependant IMO .. if the brand is you – then yes, more often.

@paulaspeak   We’ve found @HaikuDeck a super tool for making fast, professional images w/ text overlays. (And it’s free.)

@kmullett   I almost exclusively take pictures myself, but I have several resources for finding free/cheap stock when needed.

@BruceClayInc   Images are great engagement AND #SEO opportunities — read some top tier image optimization tips.

@JennineMiller   It varies if we have a good existing image then we use our own or buy something. Text overlay beats captions IMO but always always always upload files w/ good names and use alternate text.

@feviyu   Depends for my personal blog, I am old school, usually keyword captions and will re-use photos.

@MichelleDLowery   We use Flickr Creative Commons images on our blog. More interesting than stock & gives photogs a little exposure (ooh, a pun!).

@constantcontent   We rarely include photos. Usually choose text-based graphics over stock photos like this.

@lancemoore22   I like to plan a year ahead (at least the big picture). Then break it down monthly by content.

At what point in the development cycle do you compare competitor content to your own? How do you evaluate competitor content?

@8keith   I watch competitors constantly .. daily!

@bloomreachinc   We always use photos – either originals that we take or Creative Commons from.

@constantcontent   It’s a great idea to watch competitors, but we like to focus on evaluating the quality of our own content.

@paulaspeak   Inevitably, ideas float around, so someone else publishes similar as yours is being created. At that pt, need tunnel vision!

@kmullett   Before, during, and ongoing.

@feviyu   For clients 10 minutes before it gets published. For personal, never. Life is too short.

In your industry, have you found there are sweet spots for word count? tense? style? format?

@ClairWyant   Found apx 500 words is a sweet spot. Google like the length & not too long/not too short for readers.

@8keith    300-500 but with LOTS of white space – headings and paragraphs.

@lisabuyer   Personally I am not a fan of writing, editing or reading long format content unless it is visual and an ebook.

@MichelleDLowery   We advise clients to stick to ~750 words. Long enough for adequate topic coverage, but not TL;DR.

@constantcontent   Depends on the topic. Complicated topics require more words and can be +1k words. Simple topics can be explained in <300.

@paulaspeak   Word count limits not as important as quality #content – We’ve had high engagement with some 1.5K posts on @BruceClayInc

How do you gauge your content investment – is it worth it? How do you measure your ROI on content?

@JennineMiller   Views, shares, interactions & conversions depending on your goals. Edit – QUALITY interactions. Trumps quantity same as content.

@ClairWyant   Pageviews & amount shared on social first 24-48 hours. Pageviews via search there after.

@lancemoore22   Google analytics metrics!
@lisabuyer   100% the most valuable for me! Shares need to = visits

@8keith   Its not a science for me yet – but more content = more conversations = more business.

As a publisher, what standards, guidelines, rules do you have in place (or wish U did)? AP style? Banning slang (omg)?

@ClairWyant   I try my best to stick to AP style. Doesn’t always happen.

@paulaspeak   Consistency is imp, so a brand style guide is a necessity! As a start to creating a brand voice/style guide, this article by @ChelseaBeaAdams inspires.

@JennineMiller   Never do something you would criticize competitors for doing. Keep it professional but in your own voice.

@8keith   My view on content is like a movie – if you need 4 hours, then its two movies – 1000 words = two posts.

@constantcontent   A great way to determine ROI of content is to measure traffic, conversions from the page, bounce rate & time spent on site.

@lisabuyer   I think the words “great” and “excited” should not be allowed.

Summary: Promotion across paid, owned, and earned media on #SEOchat

Moderator: @lisabuyer

@lisabuyer   Did you know 90% of B2C marketers and 93% of B2B marketers are creating content? Scary stats!

What does content promotion mean to your brand?

@BrockbankJames   Content promotion is the harder 50% of content marketing, the real work! Getting content in front of those who want it!

@cjeinATL   Content Promotion is a huge part of our marketing. Valuable content helps us build trust/authority with potential.

@jedkent   Proper content promotion means everything. Even incredible pieces of content often require that exposure nudge.

@victorpan   It means getting the right message to the right people. The stuff can be your own, or it could be from others -either way, the end goal is to become a trusted source and not a spammer

@JennineMiller   Well content promotion definitely makes the time you spend creating the content worth it. No promo = no pay-off

@crbawden   We’re a visual communication company, promoting our content means promoting ourselves.

@BruceClayInc   Promoting other people’s content that’s relevant to your subject builds connections and authority. Not just your own. Also, good content promotion = sharing content where your audience is to increase brand awareness and revenue opportunities.

@parallelpath   Content promotion is about finding the best places to reach our target audience & how to best serve them info they need.

@ClairWyant   Think about your audience, what captivates them, will engage with and share.

@KristiKellogg   Content promotion is strategically sharing links across #socialmedia platforms, issuing press releases, and doing interviews.

@MirandaM_EComm   Actually @larrykim just put out a monster post on his Pubcon preso on content promo.

What are some examples of your content promotion goals & why? Ex. increase targeted leads, inbound links, sales?

@8keith   Increased leads for sure .. but also to build authority.

@cjeinATL   Social Engagement and traffic are two metrics that let us know users find content worthwhile. Sales Leads aren’t bad either!
@lisabuyer   What platforms do you use to measure?

@lysachester   Some of our goals are to increase engagement with our audience and increase ROI

@JennineMiller   Brand awareness & build authority which will hopefully lead to conversions at some point.

@BrockbankJames   Everything from increased social shares and traffic to long-tail rankings and leads!

@Garberson   Our content goals should reflect goals in @googleanalytics.

@NewWaveMediaInc   Drive conversions (social engagement, sales, traffic) and most importantly, to build trust with the target audience.

@MirandaM_EComm   Re goals, very different depending on end goal – brand building, sales, authority, building relationships, etc.

@BruceClayInc   Content promotion goals include branding, newsletter signups, and driving traffic to our site.

@jedkent   All of the above? Audience engagement, authority, brand loyalty, repeat visitors, lead capture.

@VirginiaNussey   I consider my content successful when shares/reach and comments are high.

@victorpan   Reach, leads, and links. PR, $, and SEO correspondingly. There’s also a “relationship” element. That relationship could be new business ops, RSS subscription, or even comments on your blog.

@lancemoore22   Facebook and Google are my most used.

Today it’s pay to play. What paid outlets do you find work well for content promotion?

@DragonSearch   Build authority & community! Content promotion is the conversation.

@ClairWyant   It depends on the objective of the particular campaign, social media engagement, website traffic, e-mail list subscribers.

@parallelpath   Different content has different goals, but generally we’re looking to build awareness, drive traffic, & build leads.

@mattgratt   In our market (other digital marketers & SEOs), Twitter Ads have worked the best.

@jedkent   Boosted posts on Facebook, @Outbrain, and @Revenuecom are some of my favorites.

@JennineMiller   Facebook was great but now having to re-evaluate some campaigns. Loving all of the options w/ Twitter!
@ClairWyant   You have to reevaluate Facebook daily, at the rate of all the changes.

@BruceClayInc   We pay for #Facebook ads, and we are looking into advertising on #Twitter and #LinkedIn.

@MirandaM_EComm   Re pay to play content – Have had great success on FB for tourism & local biz client content. LinkedIn, not at all. YouTube true view ads have also been great for marketing specific regions and activities in tourism industry.

@parallelpath   We’ve been growing our use of social ads. Twitter lead gen cards have been useful for guide/whitepaper downloads.

@VirginiaNussey   I’ll be interested to see what the paid amplification offerings are when Google+ finally releases some.
@parallelpath   Same here. Posting in G+ communities has done great things for our blog traffic. Paid could be great.
@ClairWyant   I’ve heard some good results via Google+, plus myself. Patience needed more so compared to other social networks.
@paulaspeak   Communities are great! Another G+ idea (from @stephanhov): paste URL into search, find people talking about it, join.

@DigiMatt   News recommendation like @Outbrain or @taboola are winners for content promotion hands down. Shares + sales.

@mattgratt   Channels are different for everybody. Case study is here

@Cloud9Creationz   Not everyone who likes your page on facebook makes repeat purchases! Promoted post ads help reach new buyers

@JennineMiller   Experiment w/ some different tactics, check out pg. 27 for great examples.
@parallelpath   Twitter has really improved their ad offerings this past year. Lead gen cards & audience targeting are great.

@shuey03   We use twitter ads, facebook sponsored posts, zemanta, outbrain, stumbleupon paid discovery, and a few others.

@ScottACroom   G+ is less traffic but higher quality for us.

@victorpan   I’ve managed to create below-industry-benchmark ads wherever I go and tested ugly with uglier. #abtestbadwithbad #failure

@MirandaM_EComm   Sponsored Posts on FB are hands-down winners… Newsfeed ads next, but sidebar ads suck for content promo.

@DragonSearch   We dabble in social ads across the board (FB, TW, LI) – success depends on the quality of ad & where your audience is!

How can we earn organic reach for content with today’s state of search?

@mattgratt   Get on page SEO right, get lots of eyeballs, engagement signals, and links through paid and earned promotion.

@DigiMatt   Bi-product of great promotion if no audience. Great audience interaction and be human if got audience already

@KristiKellogg   Establish authority as an author and consistently produce high quality content.

@lancemoore22   I believe quality content is the best approach.

@Garberson   Google+ offers some powerful tools but like was said earlier, you have to be where the people are.
@maryi   I think the G+ views are misleading. Here’s an article from @marktraphagen who researched them.

@JennineMiller   Brand advocates, good keywords, SEO, using owned sources and promoting through personal pages too.

@ReidBandremer   Provide good answers to questions people are asking. (Good keyword research followed by good content).

@lisabuyer   @Mattcutts said at #SMX that quantity of content is not as important as quality of content. Agree?
@BrockbankJames   quality content is ALWAYS the best approach!
@KristiKellogg   AGREE. 1 thoughtful article a week is 10 times better than 7 fluffy articles.
@JennineMiller   Agree. 1 great piece can go viral while 1,000 bad ones lead to bounces & don’t earn trust. Clear choice.
@victorpan   agree. Look at all these other IM bloggers who’ve had the same experience.

@paulaspeak   Cross-channel marketing. Slightly alter and amplify same content on multiple social platforms & cross promotion.

@BruceClayInc   Organic reach is earned by creating compelling content that anticipates readers’ needs. If it deserves to be shared, it will be.

@parallelpath   Starts with great content that your audience is interested in & truly helps them with a problem/need.

@jedkent   Outstanding content, which leads to brand advocates, which leads to links and expanded organic reach.

@victorpan   Tell stories, don’t push them – you don’t pick ideas off of a store shelf because it’s on discount. Pull them in.

@MirandaM_EComm   Optimized content (for search & for networks), media & social relationships, planning to promote while creating. Quality is important, but Google isn’t perfect at gauging quality… optimization also critical.

@ScottACroom   Tell compelling, quality, actionable stories to hook people. Don’t reinvent the wheel. Jeez. #SEOchat I prefer 66% original 33% repost.

@VirginiaNussey   Bruce Clay said the other day: every piece of content we publish that isn’t great erodes the brand.

Any tips/tricks for share rate optimization? What CTAs does your content have?

@ericlanderseo   Always start with the simple things like OpenGraph and Twittercard support. Sharing should be beautiful.

@DigiMatt   click to tweets are great actions in right areas. Social remarketing can be really smart here too

@MirandaM_EComm   Key words for shares – be careful not to abuse a la Upworthy. Best CTA is connecting in a way that makes them want to tell their friends how awesome your content is. Figure out the objective: to teach, inspire, anger, shock – if you accomplish it, you get shares.

@JennineMiller   I’ve been seeing great results using Flares. Really increases ease of sharability & keeps it in front of their faces.

@BruceClayInc   One tactic to increase shares is to use @clicktotweet on tweet-worthy moments w/in your content.

@maryi   Create relationships with social media influencers & include them in your content. If written well they will share it.

@ReidBandremer   Know your audience’s channels. B. Create “remarkable” content. Remembers that emotion evokes action, so evoke emotion. d. Make content easy to share.

Do you promote content through email? What tool/service have you tried? Pros & cons?

@ScottACroom   Depends. Some clients LOVE email blasts and newsletters. Not 1 size fits all solution. Like MailChimp but not married to it.

@MirandaM_EComm   MailPoet WYSIWYG WP plugin, takes out the middle man in email newsletters. So good.

@BruceClayInc   We use @ConstantContact to promote our monthly #SEO newsletter.

@cjeinATL   Depends on the content and how it’s packaged. I personally like the way @Moz shares the top 10 articles via email.

@JennineMiller   Just got into Feedblitz for email. Good once you catch on but not as user-friendly as say Constant Contact but good automation.

@lancemoore22   I began on MailChimp. I LOVE IT! It’s super easy to use and their are many applications to it. What do you use?
@lisabuyer   We use @feedblitz (sort of complicated) and @constantcontact but I hear good things about @mailchimp
@NewWaveMediaInc   @MailChimp is awesome, awesome reporting options and flexible design options.
@ScottACroom   @mailchimp is the @wordpress of email marketing. Yes, I mean that as a compliment.

@parallelpath   Email is definitely great for promoting content. We’ve had great results with @HubSpot for recent email campaigns.

@ClairWyant   Last place I worked at sent 10 different e-mails (some daily, some weekly), directing users to the website. Massive success.

@jedkent   Without question, though frequency typically depends on the pace of change in your industry. I like @MailChimp and @aweber, personally.

@ReidBandremer   Big fan of tagging all email links so we can see in Analytics what email visitors are doing *after* they click.

Fashion Report: What’s O-U-T for content promotion? Share some fads with limited ROI.

@MirandaM_EComm   ooh I like this one. Article submission, press releases that aren’t news, crappy infographics that say nothing, to start. Also, regurgitating/spinning content, scheduling same post across multiple networks without tailoring to audience. Also out for content promo: “cold call” pitches to bloggers & media, asking too much, emailing 5 times. Don’t do that.

@ericlanderseo   Paid promotion, artificial shares and even Facebook (see @Eat24) Content without influence marketing plans fail.

@JennineMiller   Same Tweet over & over. Link to the same content but please, come up w/ some different teasers! I promise, it’s worth it.

@Garberson   Top 10 list fluff is (ever so slightly) beginning to be so last season.

@JennineMiller   Oooh haven’t seen it lately but remember when buying followers & likes was a big deal? Led to a lot of spam.

@ericlanderseo   RSS Syndication, Blind user tagging & scheduled posts. No one likes consecutive posts from the same user in timeline.

@parallelpath   Simply posting links on your social channels offers little. Need to post in ways that capture & address needs.

@jedkent   Don’t rely on StumbleUpon if you’re hoping to convert a high percentage of visitors.
@ericlanderseo   We’ve seen some strong success (organically) 4-7 months after organic SU submission and inclusion.

@ScottACroom   RSS, bs press releases, QR codes. All fads that need to die.

@ReidBandremer   I’m sick of #content that is not different or better than what’s already out there. Quantity out. Quality in.

@BruceClayInc   Shares that DON’T strategically utilize graphics and hashtags are OUT.

Typically content sees the most engagement in the first 3 days. How do you promote during that time?

@BruceClayInc   We promote on #Twitter and #GooglePlus. We also issue a #Facebook ad, and try to post to #LinkedIn, as well.

@mattgratt   We make a launch plan that includes paid ads, lots of outreach, and using our owned stuff – email, social, etc.

@Garberson   Prepromoting content and building interest before release is even more important. Particularly with traditional news media which is tough these days: exclusive stories, “save some space” tips, etc.

@mattgratt   The key is definitely planning it like a product launch – and executing it like a product launch.

@MirandaM_EComm   Across your social networks, tag anyone mentioned (sources cited), in relevant groups on LI, G+, FB, tweet with hashtags. Depending on content object, may also pitch to media. HAS to be newsworthy though.

@ericlanderseo   News syndication (if site has trust), emails to influencers and influencer targeting active persona models (SMM).

@KristiKellogg   You can use @HaikuDeck or @Pixlr to make amazing graphics to go with each #socialmedia share! Graphics=increased engagement.

@JennineMiller   A lot on social. A few variations of Tweets, a Facebook and G+ post and definitely share in relevant G+ communities.

@ReidBandremer   One thing is to reach the cliques where important key influencers before the critical post-content-launch period is over.
@mattgratt   Most people suffer from too little planning, and not too few tactics. Organization and execution win.

@8keith   I started using graphics – engagement is up hundreds of percent.

@parallelpath   Initial content announcements/posts, then adapt the messaging based on what audience is reacting best to.

@jedkent   Boosted post on Facebook. Updates on Google+ (profile & communities). Updates on LinkedIn (profile, company page & groups).

Faves Books and Blogs! Share your GO TO resources when it comes to content best practices?

@cjeinATL   The book @BruceClayInc and @MurrayNewlands put out about Content Marketing for Pros is a Great read!
@BruceClayInc   Thanks @cjeinATL! Glad you’re loving it :)Content Marketing Strategies for Professionals

@parallelpath   Always been big on @MarketingProfs & @sewatch.

@ericlanderseo   Just borrowed “Why Your Network Is Your Net Worth” from library & while dated, enjoying it.

@mattgratt   @stephbeadell and I shared a lot of our experiences and what we’ve seen working here.

@crbawden has some good unique content and advice.

@MirandaM_EComm   I write at @WordStream blog & @smbmktgtips so I like them! lol I read @marketingland, @moz, @toprank, @marketingprofs & more. Also good content reads: @copyblogger, @jaybaer, @CMIContent, @ContentHackers, @jchernov.

@JennineMiller   Shameless self-plugin – . Also digging @Bruceclayinc @Moz @BuzzStream @DigitalBootcamp @SimplyMeasured

@8keith   The book @BruceClayInc and @MurrayNewlands put out about Content Marketing for Pros is a Great read!

@ClairWyant   Read a bunch for SEO, but strictly content purposes, those two. I tend to read websites, not books, due to daily/weekly changes.

@ericlanderseo   Love @wordstream for their community of writers and @larrykim in addition to @moz (YouMoz, too!) and @BruceClayInc

@jedkent   Some of my favorite reads include @Moz, @KISSmetrics, @buffer, and Social Triggers (@derekhalpern).

@Syed_R_   @copyblogger membership is key but even their free ebooks alone are golden. @JoePulizzi book epic content marketing was solid

@mattgratt   Personally I like Convince & Convert, everything @dougkessler writes, the Ogilvy books, and @toprankblog. @simonpenson has some great slideshares on big content and promotion. @Noahkagan has good stuff on his blog.

@lancemoore22   I like

@ScottACroom   Not really SEO related directly but I love the …That Doesn’t Suck marketing books and have read them lots

Shoutout! Who should we be following on Twitter when it comes to content promotion tips?

@JennineMiller   All of the #SEOchat Tweeps for sure! I made a list if anyone cares to access it:

@cjeinATL   @lisabuyer, of course. @KristiKellogg, @MurrayNewlands just to name a few.

@paulaspeak   Fav reads daily – @sengineland @Marketingland and on Google+, anything by @marktraphagen @DavidAmerland @stonetemple

@MirandaM_EComm   Follow for content tips @larrykim, @egabbert, @lisabuyer, @michelelinn, @ArnieK, @ardath421

@Syed_R_   Blog-wise im an absolute fanboy for @Moz. content specific i think @contently is fantastic also.

Share you next event to learn more about content promotion?

@DigiMatt   @brightonseo is the next one I’ll be at. Plus I’m speaking…!

@BruceClayInc   Well, next Thursday, we’re hosting another content-driven #SEOchat – we’re talking about Brands as Publishers.

@ericlanderseo   Looks to be @socialmedia2day’s Story-Telling: To Crowdsource or Not to Crowdsource webinar on April 8th.

Summary: B2B SEO on #SEOchat

Moderator: @mattgratt

How is B2B SEO different than B2C SEO? What’s the same? What changes?

@KevinWaugh B2B (#ecommerce wise) customers needs are based on price, ROI, and risk. Also they are more long game than B2C due to prices.
@mattgratt   I think that’s definitely right. The buying process is more involved so marketers need to adapt their strategies.

@anhnguy3n   Ultimately, it still comes down to creating great content that your demographic finds valuable

@KristiKellogg   I don’t see any difference between B2B SEO and B2C SEO- the same principles of #SEO apply. Content marketing would differ, though.
@KevinWaugh   Agree, good seo is good seo (whatever it actually is anymore), content can be very different.
@gregdixson   It’s great if the processes are the same, just with larger scale / budgets.

@andrea_tuttle   B2B is often a smaller audience and audience targeting and segmentation is more important. Sales cycle is also longer.

@PeterThistle   can be smaller sample size, slower to gather data

@mattgratt   Additionally, B2B often involves sales people and offline transactions, which have their own set of concerns.
@andrea_tuttle   Agreed! It’s even more important in B2B to be able to integrate offline activity tracking for reporting purposes.
@KevinWaugh   Also if your org has outside and inside sales competing with online sales, it can lead to headaches.

@ReidBandremer   b2b has smaller target markets/keyword volumes but higher lifetime customer values. Research & laser-targeting more critical.

@parallelpath   Same principles apply to B2B SEO as B2C, tailor your approach to a different audience. As we would with any unique client.

How do measure success in B2B SEO? Form Fills? Inbound Calls? How do you measure value rather than activity?

@mattgratt   I’ve seen organizations track SEO landing pages through to lead scores, enabling them to connect search to revenue. I think it gets very hard to figure out where SEO stops and content marketing starts in a lot of B2B stuff. Getting sales folks onboard with your leads is crucial.
@tannerpetroff   Really, though. They depend so heavily on each other, they can’t afford to work in silos.
@KevinWaugh   Companies that move to a more “customer experience” based idea will destroy the silos.

@tannerpetroff   Leads are decent, but the quality of those leads & how they close is the best measure.
@parallelpath   We’ve taken this approach with a few clients. Different conversions = different scores. Score like this for PPC too.

@andrea_tuttle   Form submissions, time on site, engagement – I measure value via lead scoring and conversion to real sales opportunity.

@victorpan   Lead scoring – ebooks download = 3 points, click call button, 10 points, attend webinar, 5 points, etc.

@cjeinATL   Conversions always vary by industry. Some sales cycles are more intensive than others. Want to see leads, traffic and ROI.
@tannerpetroff   I’d argue that conversions vary from company to company, not just by industry.

@anhnguy3n   For us, online inquiry submissions & newsletter subscriptions. Value is when those inquiries are actually about our services.

@ReidBandremer   Depends. Great KPIs include total lead value, revenue of organic (nonbranded when feasible) traffic.

@parallelpath   Measurement is relative to client goals. We work to bring in leads the B2B sales team can convert best – ie high scoring.

In B2B keyword volume can be very different from keyword value. How do you reconcile this and research keywords for B2B sales?

@tannerpetroff   I like to look at keyword intent – Even if volume is low, it doesn’t mean that term won’t convert. Look closely when you do your kw research. Take a look for buying vs information signals.
@mattgratt   Personally I have found many low volume/long tail keywords to drive great leads.
@BrockbankJames   I’m a strong believer of outlining keyword intent across both B2B and B2C…something which should be standard!
@tannerpetroff   There’s no exact science, just put yourself in your searchers shoes and eyeball it.

@KevinWaugh   If your keywords contain signals, you might be able to find terms that signal a customer closer to conversion.

@parallelpath   Don’t go after just high volume. Work w/client data to find higher converting keywords.
@BrockbankJames   In general, higher volume usually means a broader intent! Work with those terms you know have the intent to convert.
@parallelpath   Yes, leverage keywords strategically based on stages in the purchase funnel.

@anhnguy3n   A buttload of testing, even keywords with low volume.

@cjeinATL   Testing Keywords with PPC before Optimizing also helps weeding out the bad keywords that don’t convert.

@VipulMakwanaa   While the keywords of a #B2B #SEO campaign are often more technical than those of a B2C campaign. Include keywords that attract an audience at different parts of the cycle for both informational and transactional search. Often the ones searching w/jargon have done the research & are likely closer to a purchase decision.

@ReidBandremer   Try to calculate per visit value (& multiply by potential volume). PVV = liklihood of conversion and avg conv value.

@victorpan   Who am I to judge keyword intent except for long tail queries? Let the conversion/assisted conversion data decide.

@mattgratt   This is where paid search data can really help and add a lot to organic search data. Additionally if your market is really competitive, plug competitor’s brand names into UberSuggest and look for opportunities.

How do you combine SEO into the rest of the branding and demand generation mix at a B2B company?

@ReidBandremer   One thing is to help b2b client distill what they do beyond jargon and into simple words, phrases their target audience uses.
@mattgratt   yep this tends to be a huge win for search and lead gen. Almost always works, ROI is usually great.

@tannerpetroff   If you don’t have dedicated SEO resources, it should always be in the back of your mind in everything you do. That being said, SEO shouldn’t dictate your other branding/marketing decisions. Always make something valuable first.

@mattgratt   I think of search as a layer across all of your content – marketing, help, support, etc. Optimizing your help documentation can be a great win for SEO at a #B2B company, in terms of reduced support.
@ReidBandremer   yes. Some of my fav low-hanging fruit for b2b. MSDSs, PDFs, how-tos, user-guides, whitepapers – all kind of nuggets.
@mattgratt   Basically every b2b company probably has 100 pdfs and ppts that can be put online and attract traffic.

@parallelpath   Keep it consistent w/your marketing plan. Ensure cross-channel comm between traditional & digital teams.

@ClairWyant   What you do in SEO still has to incorporate company image and show your brand while trying to be found. Balance is key, just enough to be found, but also doesn’t look spammy.

@anhnguy3n   SEO supports branding by understanding the marketing message & then making sure the site & content is optimized for it.

@KevinWaugh   Adding helpful documents to product listings (install guides, warranty doc) can bring in organic visits & increase authority.

@BrockbankJames   As with all, create great, useful and informative content which sits infront of potential customers!

How should B2B companies integrate their content and search strategies?

@BrockbankJames   content should now be integrated with ALL search strategies! That aside, guest blogging (dare I say it) done properly is still a fantastic way to build authority in B2B! That’s ignoring it as a link building approach and seeing it as a content marketing and authority building technique!

@KevinWaugh   Write content that is clear, and does not create more questions than answers (No such thing as too much good content)

@ClairWyant   Big fan of blogging. Blog, you’ll be found. Builds credibility, and another way for your company to get discovered.
@BrockbankJames   Guest blogging should be an exchange of knowledge from an authority! Forget links!

@ReidBandremer   As we were discussing, make sure good existing content is web-friendly. #b2b in house marketers should work with #seo to ensure #content targets the right audience segments. Possibly that content has a different ‘tone of voice’ seeing as it’s business to business.

@victorpan   Content should be driven by consumer needs. Good keyword research uncovers consumer needs.Good SEO ensure said content is found.

@tannerpetroff   Create solution based content. Find real problems people are searching for & solve them in your content.

@anhnguy3n   A HUGE definitely! Great content can help make an SEO marketer’s job a lot easier

@mattgratt   IMHO it’s important to think about what stage of the funnel a buyer is in – and get them the right message for that stage. Understand your industry ecosystem. Partners, consultants, complementary vendors all make great content contributors.
@tannerpetroff   So true. Create content for each persona in each stage of the sales funnel.
@BrockbankJames   Things such as buyers guides are great content resources too! create what people want!

@parallelpath   Focus on what consumer is trying to find. Examine your offline content to see where you can find a win & translate it online.

New opportunities are now available with Schema and structured data. How can B2B companies take advantage of these?

@tannerpetroff   Everyone can take advantage of authorship. Other schema like reviews, location data, etc. can be taken on a case by case.
@mattgratt   Authorship is a good one. Most of the other stuff seems to be more b2c oriented. I’m not too familiar with it.

@gregdixson   Technical SEO and good mark-up is definitely something to be obsessive about!

Summary: Outsourcing Expert Content: The Good, Bad, & Ugly on #SEOchat

Moderator: @JohnBertino

@JohnBertino   Content creation has countless mktg benefits. Keeping a blog fresh is a top priority. But how? Today we discuss outsourcing content. Outsourcing Content – the good, the bad and the ugly.

@eLance and @ODesk. Some swear by them! Others swear them off. Which are you and why?

@KristiKellogg   I don’t use them, so I can’t offer an opinion :)

@Sonray   I haven’t used either but was interested to hear how and why other folks do.

@_AlexGreenberg   To be honest I am not familiar with either company

@CrowdContent   those platforms can work if you have time to sift through hundreds of applications to your job posting.

@gregdixson   not used either (as yet) ‘m sure they’re good for outsourcing web dev and design work. Not so sure about content.

@advais_com   We’ve used @eLance before and love it because its easy to learn and use. What’s your experience with @oDESK?
@JohnBertino    My experience has been decent with both. Howev, I actually prefer other methods which we will cover shortly

@lysachester   We haven’t really outsourced our content. We create most of it ourselves.
@Sonray   same here @DragonSearch but when we do outsource it’s to someone we’ve built a relationship with.

@agbegin   They (@eLance @ODesk) seem better for execution (content dev) than strategy… from what I see/hear. Also, there’s way too much mediocre content out there… [Content for content's sake]. Wld like to see co’s be unique & original. Also, there’s way too much mediocre content out there… [Content for content's sake]. Wld like to see co’s be unique & original.
@Sonray   totally agree; we advise for one $500 article over 10 articles for $500

@ClairDogg   Former agency I used to work for had client provide the content. SEO wise, we did everything else.

@JohnBertino   How about Guru? Has anyone used Guru to source a freelancer? I have not used guru but I have heard good things.
@JennineMiller    no to Guru, I’ve used @TextBroker and just contacted individuals looking for opportunities.
@gregdixson   Hmm I must try Textbroker. Scribe too is similar I think
@CrowdContent   I think Scribe just helps you optimize your own content creation, but does not offer writers. Have not used Guru, but have used oDesk for developers. Good platform, but had issues with workers logging fake hours.
@JohnBertino   yea I think that’s always something to be weary of w/ those types of projects @CrowdContent. Fortunately w/ content its $ per word
@JennineMiller   Right, I was saying I write freelance through Textbroker. Scribe I use to optimize my blog posts.


@JohnBertino   Let’s talk about everyone’s fav topic – PRICE. I’m curious to hear your opinions on a ‘good’ price per word for expert content.

@Sonray   usually we have to work within a budget so when we hire freelance, there is a structure to the project.

@KristiKellogg   Concerning price, newspapers usually pay around .30/word. National magazines pay up to $2 a word. If the price is LOW, I don’t think you’re getting a high quality, SEO-minded writer with journalistic integrity.

@lysachester   Some freelancers also charge per article if you are pumping out tons of content through them. $10-12 dollars per 300 word article.

@JennineMiller   People may charge less b/c they’re building up. If you find a great writer & keep using them you should be fine regardless of cost. There are too many factors to pick a CPW. Needs & budget must be considered so it varies per client/project.

@KristiKellogg   You pay for what you get. A writer needs to be vetted – & if they have the qualifications to justify an $$$ rate, they’re worth it. Content is the backbone of a site. It shouldn’t be skimped on.

@JohnBertino   I want to get a bit more of a final consensus on a reasonable cost per word. I know it varies/depends but giv me a general answer.

@constantcontent   For more general content around $0.08-0.10/word, for content requiring more expertise could be up to $0.30/word.

@pincock   I can usually hire a great writer in the $0.25/word range. That’s the ballpark we target for higher end pieces.

@joshmccormack   I have seen a lot of devs on elance and other sites. A lot offshore. How are experiences with having offshore writers?
@Sonray   Depends largely on the content and audience. If the location is Spain, a local, Spanish writer is a must.
@KristiKellogg   You can judge a writer by their articles & where they’ve been published.If they’re prolific & compelling, go for it.

@JohnBertino   In 2013 survey by @businessBolts 61% of small biz surveyed said they create all written content on their own and never outsource.
@tommy_landry    and…they find themselves lacking in time and experiencing writer’s block frequently.

@tommy_landry   Outsourced content can easily work; it’s one of our offerings. But the ramp time requires high touch to get it off right.

@RadioMS    Sweet spot somewhere between too-costly, authoritative expert influential bloggers and recent-grad content farmer farmer wannabes.

Sourcing colledge grads for content. Ever done it? Why or why not?

@pincock   College students or grads? We’ve used uperclassmen with Journalism or English majors with good success. The key to success with students for us has been matching up a personal interest/passion w/the client/business.
@syd_stark   My best internships have been with businesses I’m passionate about, it makes all the difference

@KevinWaugh   I have college students work on adding products & content part time. To me, it’s a win-win.
@RadioMS   Students can populate product descriptions readily esp. under the tutelage of a Prod. Mgr.

@syd_stark   currently a student in digital mkt; most of us know more abt seo than the small businesses we work with for projects.

@JennineMiller   Companies outsourced to me while in college & I never had complaints & had great top 10 results & increased sales.

@KristiKellogg   Tough call … I think of myself in college. A+ student, awards, etc. … but experienced in #marketing and #SEO? No. BUT everyone has to start somewhere. A college student should def. not be as much in price as a professional. And you can help mold someone and there’s worth in that.
@syd_stark   now the curriculum is changing and marketing students are required to learn about #SEO
@CrowdContent   College grads produce great work. Educated and eager to build relationship with clients.

@joshmccormack   I’ve talked with an upperclassman com student about working with me over the summer. Her flipping burgers seems like a waste. I’m excited about getting a less techie approach on our content from a college student who will likely help us out this summer. I’m inspired to churn out rough drafts and get my summer intern to make it more readable, if nothing else.

@gregdixson   I’m not really in favour, as those kind of low or unpaid intern jobs are taking advantage of the graduates.
@JennineMiller   I agree as an intern compensation would have been nice but I NEEDED that experience to land a job.

What is your favorite tool/service to source writers?

@constantcontent   We offer a quality platform that includes editorial control & account management at reasonable prices. Essentially – we do all the heavy lifting to ensure you get exactly the content you’re looking for. Services like ours can narrow your search so you can cherry pick from the best writers. Example:

@agbegin   RE: sourcing writers (or anything really)… not a tool/service at all for me. Personal network/referrals for sure.
@JohnBertino   But why not have a tool/service aggregate the experts for you? @agbegin Don’t trust the reviews and ratings perhaps?
@agbegin   The tools are probably solid and I’d use if my personal network didn’t turn up results, or for specific specialty. Also I want the best writer not the best online-profile optimizer. Not usually the same person, IMO.

@KristiKellogg   @Ebyline, @LinkedIn, and just through reading articles and looking at the byline.

@CrowdContent   @CrowdContent is solid ;)

@joshmccormack   True test of creative talents is working for a co that limits you and bores you to tears and you produce great content.

@JohnBertino   61% of consumers feel better about a company and are more likely to buy from company that delivers custom content on regular basis. Getting 3rd party writers to use brand tone/voice is tough. How do you guys handle? I often supply writers w/ a brand standards doc.

@gregdixson   Tone of voice is huge and can be the difference in good content and great content! Maybe the mark of a good writer?!

Summary: How are you growing as a marketer? on #SEOchat

Moderator: @emcgillivray

What are some new areas of online marketing you’re learning?

@ClairDogg   Read a handful of websites daily, monitor what others are doing & discuss the industry. Makes the mind go.

@DigitalSherpas   We just started to experience and use @Twitter Ads. Verdicts out so far!

@DigitalDionne   For me, that means thinking about concepts like personas and wider SEO strategy. I have no formal marketing training tho. Also identifying things I need to know more about that are challenging aka JavaScript, deeper analytics, etc.

@Sonray   Schema and Author Rank are my big two currently but I’m constantly looking for new areas to improve every aspect.
@emcgillivray   I’ve also been working on schema & author rank.

@anhnguy3n   I’m trying to learn about Growth Hacking. Love that it combines marketing, operations and tech.

@8keith   I need to look into Twitter Ads – know nothing about ‘em – look forward to hearing comments. I’d like to hear about twitter cards also
@crbawden   Learned about Twitter cards not long ago, they help a lot more than I ever would have though
@Sonray   all of the social schemas can move the needle depending on your desired outcome!

@heidiwillie   Getting more experienced at PPC

@crbawden   Twitter. I was never a big fan of The Twitter but I’ve found it really helps connect with industry experts and through leaders

@SEMXER   We are learning about user behavior. How they approach pages and navigate – to know more about their behavior.

@ClairDogg   More in-depth web/social analytics, get certified in Google AdWords & trying new SEO tactics for more page views.

@tricia_o   Getting down an dirty into the technical side of SEO. Coming from the marketing planning side, it can be a challenge.

@KevinWaugh   (because I read tweets wrong) Analytics, data anlysis (and languages that can do that), along with understanding strategy.

@KristiKellogg   I’m branching out into #GooglePlus – my focus has been soooooo into #Twitter that I’ve neglected G+, which is a rich platform.
@tricia_o   Have you been utilizing G+ as a networking platform or as a customer outreach platform?
@KristiKellogg   Networking and to promote articles for #SEO benefits.

@SNutt31   Really getting into PPC & paid search, conversion

@JennineMiller   Google+ and how to use it to promote content.

@erinebert   Not working in a silo. Collaborating with UX, content strategy, social team, for a more holistic approach.

@anhnguy3n   Planning to take courses this Summer to get more into the nitty gritty of analytics.

How do you brainstorm about your career growth direction?

@DigitalSherpas   Analyzing what works & tailoring our strategy in that direction. Plus, we keep an eye on our competitors ;)

@DigitalDionne   I try to think about the $ I want and what it will take to get there. Sorry. Former print journo here – no time to ignore $ lol. Once I identify my target position, I start researching the skills needed. Then I find a role model. Then I work.

@KevinWaugh   I find something I like to do and keep building on it. It started with web design, then moved to marketing/ecommerce/strategy

@Sonray   Being involved in the industry & being aware of who is moving where & doing what helps shape my long term goals

@ClairDogg   1. Experience 2. Current strengths & where I want to grow strengths 3. Where the industry is headed

@heidiwillie   I look at LinkedIn jobs to see what skills are in demand and learn those, even if I’m not looking to make a move atm

@emcgillivray   My team did a project where we listed everything we did, rank it (love, like, dislike) & then compared

@SEMXER   Trying to move into different industry sectors like mechanical and education to see how we can contribute as an #SEO.

@8keith   How do I grow? I’m tweeting the pros .. and asking advice – they actually answer – all of ‘em! I’ve always been amazed at how often SEO experts respond to requests for advice.

How do you plot your career path?

@DigitalSherpas   Tangible goals- weekly goals, monthly goals, yearly goals, etc!

@ClairDogg   Adapt to changes in the industry. When things change & impact where you plan to go, change course.

@crbawden   I typically set 6 month goals, enough time to get started, but short enough I can adjust since SEO changes so often

@heidiwillie   Just like any strategy. Set short, mid, long term goals; define tactics, execute, measure, evaluate.

@KevinWaugh   I make a drawing/flow chart, and post it somewhere in my personal space to keep me focused.

@emcgillivray   I like 6 months goals the best with some view on the long-term. My role’s changed a zillion times in my 8 yrs in marketing

@paulaspeak   Reading industry blogs and working w/ innovative marketers like

@KristiKellogg   Set immediate short-term goals AND have long-term vision that directs your choices. AND work hard & take EVERY opportunity.

@JennineMiller   Short, mid & long-term goals. I consider others who have made it to where I want to be & use their timeline for comparison. My goals are to start entry-level, use it as a learning experience, absorb knowledge, grow & move up!

@highlyrelevant   one or two attainable goals to measure progress and another BHAG to keep things interesting!

@emcgillivray   I’m also really excited about my future doing this as @Moz is adopting a standard for moving employees up in their careers

@OldhamJared   I know where I want to be in 10 years so make yearly goals to reach it and monthly actionable to-do lists to meet yearly goals
@emcgillivray   That’s really impressive. Do you fear our industry changes to much for 10 yr goals? Do you adjust them as needed?
@OldhamJared   4 me 10yr goal is more of a lifestyle goal than “I want to be better at…” goal So industry does not change it.

@8keith   Long term goals are fine as long as expectations are managed and you’re always very flexible to change the goals – target is fluid! Ability to remain flexible – open to new ideas – my view. Study Study Study .. never rest!
@paulaspeak   Some long-term goals won’t change (engaging your audience, happy customers, ROI), though the methods will.

@davidmalmborg   for me it been about connections to the local business. See what their doing, hiring for and meeting people.

@anhnguy3n   I try to set consistent short-term goals where it’s easy to measure. Everyone loves checking things off a list.

@JayVig   I try to make all my long-term stuff just big rocks. overarching views. the near-term stuff has all the details.

@tricia_o   How comfortable do SEOs feel planning long-term in the ever-changing world of search?
@emcgillivray   The fast pace is definitely why I do 6 months, not year+ goals, on most things
@JennineMiller   quarterly goals may be even better! This industry moves so quickly! New positions are created constantly
@ClairDogg   What do you view as long-term? It’s an on going assessment. When changes occur, find out how it impacts you… change.
@crbawden   Valuable content should be #1 strategy and that doesn’t change much, technical adjustments are the difficult part.
@BruceClayInc   When it comes to #SEO, you have to plan to stay on your toes & be ready to adapt. That’s a winning long-term strategy.
@DigitalDionne   You can form high-level plans long term that won’t be irrelevant down the road. Ex: Goal=Scrooge McDuck-style money pit

Who helps you or inspires you to get unstuck in your career?

@JayVig   I get unstuck by watching all the people doing it wrong actually. Watching with great concern. I want businesses to do it better.

@DigitalSherpas   Pinterest inspiration boards exist for a reason people!

@heidiwillie   I get unstuck by reconnecting with mentors/role models, see what they’re up to. @dannysullivan is a great resource.

@JennineMiller   People who are happy! Mostly my mentors b/c of their guidance but if I see others are happy in their 9-5, it’s inspiring.

@DragonSearch   Surrounding yourself with agile, intelligent, positive people is how you can stay motivated and be inspired!
@paulaspeak   Well said! The Internet marketing community is especially willing to share knowledge, be learners themselves.
@ClairDogg   It’s an industry where we collaborate then compete.

@KristiKellogg   Who inspires me? @sherylsandberg, @gchahal, @mattcutts, @bruceclayinc – basically anyone who works hard, is smart & relentless.

@ClairDogg   Talking to others in the industry. It helps find perspective & maybe some assistance with next steps.

@andrea_tuttle   I get unstuck by talking to the people in my life who love their work, understanding their drivers helps me recognize mine.

@DigitalDionne   I’ve never met him, but I find @wilreynolds rather inspirational. There are so few brown faces in national SEO leadership
@emcgillivray   I <3 @wilreynolds. I’ve been lucky enough to work with him for 3 years of #MozCon & he’s totally inspiring

@emcgillivray   I love chatting with other industry people & asking them what excites them

@crbawden   My inspiration comes from the confused look on my friend’s faces when I explain canonicals, gaq.push, and numeric number codes

@anhnguy3n   Cheesy but whenever I’m in a rut, I listen to Steve Jobs’ Stanford commencement speech.

@SNutt31   people who are inspired and passionate about their work, and genuinely love and appreciate life! @EllisMate for example.

@DigitalDionne   Slightly off the path: As I tighten my HTML/JavaScript, I’m at a loss for a respectable certification. Suggestions?
@scottkrager   Start building a portfolio 10x more valuable to see what someone has actually built vs a certification. just my 2 cents
@KevinWaugh   This, show people things you built, maybe throw crazy code examples on @Github or something.
@emcgillivray   Definitely! I’ve heard great stories from @udemy @adainitiative related classes, and Code Academy
@paulaspeak   For SEO, Not sure about HTML

What are some of your favorite educational resources?

@DigitalSherpas    @Moz!

@Sonray   I listen to the chatter in the SEO echo chamber but also try to remove myself to get different perspectives

@heidiwillie   @marketingland @sengineland @sociable360 @EmMeCon @ipullrank @mashsocialmedia to name a few

@BruceClayInc   @SEJournal, @SEngineLand, @MattCutts‘ videos, any #GooglePlus posts or blogs from #Google.

@emcgillivray   I love reading posts from @distilled @justinrbriggs @justincutroni @AnnieCushing @AmberCadabra @halvorson & @jcolman

@JennineMiller   I follow the big guys on Twitter & try to learn from the info they share. Ex. @briansolis @jeffbullas @lisabuyer

@KevinWaugh   Podcasts, Webinars (Especially if you want to cover multiple disciplines.), along with @Inboundorg and @moz for the SEO side

@paulaspeak   I’m biased, but the @BruceClayInc blog & newsletter are serious educational IM resources. Example: #SMX liveblogs all this week. Google Hangouts on Air are amazing resources, especially @isoosi Tuesday Chats & anything by @stonetemple & @DavidAmerland.

@SNutt31   @Moz of course, @jasonacidre , get most of my industry news from Twitter! learning from experience and has been best for me

@gregdixson   Moz has been SO valuable, plus Distilled & DistilledU. Industry blogs like Search Engine Watch, Hubspot. +SEO tweets

@crbawden has articles on growth strategy, has fast SERP updates @lisabuyer @findmyblogway

@anhnguy3n   @Moz is a great resource. I’m also on @udemy constantly. In fact, taking a Java course right now.

@emcgillivray   I also love conferences. I recently was so inspired at #CMXSummit & can’t wait, w/ total bias, for #MozCon. @seobythesea @stateofdigital @PointBlankSEO are all my read list too!

@JennineMiller   Webinars. The valuable ones, some are just trying to sell something. Sat in on great ones w/ @bootcampdigital & @simplymeasured

@JayVig   Anyone here use @LiveNinjaDotCom to find experts for help (or to be the expert)? @LiveNinjaDotCom does SO much more than just video.
@paulaspeak   No, haven’t heard of @LiveNinjaDotCom — but why not just use Google+ Hangouts for video?
@JayVig   LN does scheduling, payments, ratings/reviews, community indexing, webinars/events, etc.

@OldhamJared   While they do not publish as often as @moz I think everyone should read @stonetemple @avinash @buzzstream @neilpatel
@emcgillivray   One of @avinash’s posts made us change the entire way we looked at our social media analytics

How do you cut down on daily tasks for more strategy/high level fun without falling behind?

@KristiKellogg   Coffee?

@DanLeibson   I block of time on my calendar every morning for growth. It’s when I drink my coffee and wake up.

@DigitalSherpas   Optimizing social scheduling tools. You have to plan in advance to get ahead!

@KevinWaugh   I try to automate as much as possible, kiss mundane tasks goodbye . Also shoutout to @zapier since they can help here.

@heidiwillie   Time management is essential. Automate whatever you can without sacrificing quality control.

@ClairDogg   Morning workout is a must, along with a cup of coffee (tea in the pm if needed). Find time to refresh the mind. With close to excellent time management, anything can happen.

@BruceClayInc   Maximize efficiency by prioritizing tasks, overcommunicating, & recognizing when an initiative is not worth the time invested.

@emcgillivray   I usually start new projects on the weekend & then adjust my weekday schedule to fit in. Which I don’t think is healthy

@DigitalDionne   I just work as fast as humanly possible to get on to my development/sandbox time

@JennineMiller   I try to accomplish everything w/ coffee, scenery changes, etc. But I love interns if it is beneficial for both parties!

@anhnguy3n   Pizzas. Everyone works harder when there’s pizza.

@crbawden   I’ve used Trello and Insightly, but I always fall back on Outlook task list with deadlines, very unsophisticated but it works
@Sonray   We use a lot of Trello and Basecamp
@KevinWaugh   I will second @Trello great way to get high level view of tasks/projects.
@emcgillivray   We’ve been using Trello w/ mixed results. I’m terrible at remembering to add tasks to it
@JeremyRiveraSEO   We’re using Trello boards to manage our processes as a team – it’s working pretty well so far!

@JennineMiller   Outsourcing when necessary is always great too! Learned great tricks from the 4 hour work week by @tferriss

@gregdixson   I’m freelance so changing up the environment and working when energy is high

@andrea_tuttle   Try to prioritize using the Eisenhower method. #seochat

@andrea_tuttle   @Asana is also a great project management tool

How have you gone about getting more help?

@Sonray   This is a weakness for me; something I’m working hard at.
@SNutt31    Not in this situation, but I imagine its hard to give up control of things and trust in someone else to take over
@emcgillivray   I’m a believer that giving up stuff & building that trust is a huge part of career growth

@JayVig   Depends on the position. commission only sales to start.

@KevinWaugh   I printed everything that needed to be done and showed my boss, gave choice: increase salary 300% or bring on people.

@emcgillivray   I’ve put together docs to show the ROI of having another body on the team

@heidiwillie   If I have a teammate, I cross train as much as possible. Also looking to create intern program.

@JennineMiller   Interns, interns, interns! Paid if possible. You learn what they’re learning in school, they learn from a professional. Win-win. Everyone needs help. Self-proclaimed gurus may be great in some areas but lacking in others. Work w/ people who complete you!

@gregdixson   the way SEO has become more holistic connected w/ Social,Content, etc I’m feeling the need for strategic partners

Summary: Getting the Most Out of Google+ on #SEOchat

Moderator: @BruceClayInc

@BruceClayInc   In today’s #SEOchat we’re diving into Getting the Most Out of #Google+. Once labeled a “ghost town” in 2013, today it’s anything but. #Google+, est. in 2011, now has more than 500 million users. @SearchMetrics projects Google+ will overtake #Facebook in ’16. There are #SEO benefits that come with #Google+ use, plus a host of opportunities:,

How have you seen #GooglePlus impact your #SEO? Do your G+ posts or page rank for your brand or keywords?

@mannixmarketing   do a quick google search for “albany things to do” & see a huge benefit for early google+ adoper

@ClairDogg   I’ve noticed quicker indexing when blog posts are shared on Google+. Authorship has greatly helped for traffic.

@marktraphagen   Yes! Google “google+ page analytics” for example. Has been ranked for 2+ years now. G+ profiles & pages have indifividual search authority that affects ability to rank. How G+ profiles & pages gain search authority: Personalized search big factor in G+ SEO. Peeps who circle you will see your content elevated in their searches. You build profile authority on G+ by who engages w/ you the most. Surprising to many: Follower count alone is low correlation to search authority from G+ #seochat Relationships count!
@KristiKellogg   agreed. engagement boosts clout (&@Klout) on all social platforms, not just follower count. The count is irrelevant.
@paulaspeak   Do you mean SERP ranking boost has little to do with # of followers & more w/ the authority of ppl you interact w?

@marktraphagen   G+ SEO tip: 1st line of post is treated by Google like title meta tag (Include keywords there).
@kmullett   *And bold it!*

@DanLeibson   It has impacted our Local SEO process heavily, although ranting about it would take more then 140 characters :-)

@kmullett   Well, since they dropped the Twitter firehose, you can *at least* count on G+ for fast indexing.

@Sonray   We’re seeing a lot of benefits with the complete local integration and when used to send traffic across social platforms.

@tannerpetroff   I’ve seen G+ pages & posts ranking for all sorts of stuff. Authorship markup is huge for SERPs, too.

@mannixmarketing   definite affective seo benefit, as the surge of added traffic benefits organic search results.

@DavidAmerland   G+ connections play key part in serendipitous discovery in search.

@chrispking   For sure seen improved search results..particularly CTR since implementing Google+.

Do you recommend #GooglePlus participation to your clients and for what purpose? How do you convince them of the #SEO benefits?

@alexpeerenboom   We almost always recommend G+ to clients now. Even if their industry isn’t very active, Hangouts is a great tool for content.

@DavidAmerland   G+ is a digital identity service. One ‘easy’ way to stake uniqueness in a crowded web.

@DanLeibson   We heavily recomend client participation through Google+ Local. It lets them focus on topic areas and interact with prospects.

@kmullett   I’m not in the converting people to what I say game. I trick them by showing them the free G+ biz tools. lol.

@tannerpetroff   Most of my clients are local, so setting up G+ local accounts for local SEO is necessary. Not tough to convince them.
@paulaspeak   Do your local clients continue to use Google+ actively once it’s set up? Is there benefit for them?
@tannerpetroff   Absolutely. Ever tried to get reviews to a completely stagnant G+ profile? Doesn’t work so well :)

@VirginiaNussey    I mainly recommend #GooglePlus participation to a client for Authorship and as add’l rankable profile.
@mar10s   That is what we’re exploring our G+ profile for with the news that comes from our university.
@SocialSEOAus   We recommend #Googleplus not only for authorship but to build “real” connections.

@marktraphagen    We build strategies for clients that bring proprietary audience 4 them into G+ (HOAs for one). Hangouts On Air can b shown & promoted on other social networks. Then invite audience into brand’s G+ community to continue conversation. If a G+ brand page owns an active community, it may help the Google relevance “score” for that brand.
@ChelseaBeaAdams   Do you mean Community – capital C, like a G+ Community? Or the brand’s community they foster on their G+ Page?
@marktraphagen   Could be either, but we usually build big C communities for this purpose (captive audience for the brand!)
@BruceClayInc   @PaulaSpeak has written some GREAT articles based on HOA takeaways recently: and
@paulaspeak   The Hangouts are a rich vein of expert information to mine. :)

@chrispking   Convince them of long term benefits of Google+ participation and personalised search immediate benefits.

@ChelseaBeaAdams   Community engagement and thoughtfully tagging those you want to loop into a conversation is really the secret to G+.

What content earns the most engagement on your #GooglePlus? Short posts? Long posts? Videos? Pics? Links?

@DavidAmerland   Content that resonates most closely with target audience needs. G+ revolves around the human factor. Content needs to be monitored and engaged with to thrive.
@KristiKellogg   YES. You need to know your audience in order to make the RIGHT content — on #GooglePlus and everywhere else.

@ClairDogg   Pictures, with links a close second, get the most engagement, based on my experience.

@kmullett   Yes. Obligatory…The length or type of content is < than the quality and engaging factor of the content. Solve problems, answer questions, and be engaging/entertaining.
@ChelseaBeaAdams   Agree in general, but length does matter sig. in #FB marketing. It’s all about what’s going to stop their scroll.
@kmullett   ”Generally” yes. But I will read ALL of an The Oatmeal piece and watch a 17 min TED talk. #Quality

@kmullett   I don’t understand why people can’t understand the value of a DIFFERENT audience, not a new channel for what you have.
@paulaspeak   If you cross platforms bringing some regulars with you, when new ppl find you they’ll have company.
@kmullett   oh, I am not saying don’t encourage or take advantage of it, just don’t rely on it.

@mar10s   Ours has been around pics and videos. Those have helped lead viewers into our longer stories.
@ChelseaBeaAdams   It’s a funny balance; how much is lead (to a longer story) & how much is keep (to engage in network). Do pics=engagement?
@mar10s   I agree. We have a lot of research stories to share, so we need to look at the best way to engage.
@DavidAmerland   Find the human interest factor in your stories. That will increase their impact.

@alexpeerenboom   I personally enjoy long posts and videos the most.
@VirginiaNussey   I’m finding the platform is good for that too.

@tannerpetroff   I see photos coupled with medium length posts doing really well on G+.

@chrispking   Images work well in Google+ especially with large travel and photography communities.

@marktraphagen   Images will get more +1′s & shares, but we do well with long form content that stimulates lots of comments too. Worst performing on G+ –> “Link Dumps” – posts that are just a link w/ no added thoughts or questions.

@vipsbond   I think length and the quality of a post determines it’s engagement levels, although it doesn’t stand true in all the cases.

@mannixmarketing   Most engaging posts are generally current event driven (big local festivals or national/global pop culture). #google+ tip: If you want more quality followers, seek out good relevant conversations & contribute helpfully.

Do you track any metrics related to #GooglePlus? How much traffic is Google+ referring? Any analytics apps you’d recommend?

@KristiKellogg   I’m trying SteadyDemand, but have not been that impressed thus far.

@marktraphagen   I highly recommend SteadyDemand for G+ analytics
@KristiKellogg   Okay, knowing that it has your rec, I’ll have to keep trying it. What aspects of the tool do you find most useful?
@marktraphagen   For 1 thing, it evaluates your posts by G+ best practices & actively suggests how to improve engagement.

@Sonray   Yeah! How would we know if we’re achieving our goals?!? Depends on client but engagement, traffic & conversions.

@kmullett   Or perhaps a better question is new/returning, page views, depth of visit, bounce, etc..

@marktraphagen   G+ became biggest traffic driver for my former employer (probably b/c of my activity there ;-) Growing rapidly for @stonetemple.

@mannixmarketing   We have been using @buffer and have definitely been seeing a surge in google+ referral traffic!

@BeamUsUpCrawler   @MartinSherv has EVERYTHING YOU NEED
@marktraphagen   Agree about @martinsherv is awesome free G+ tutorials and resources. I recommend highly u buy & read “Google Semantic Search” by @DavidAmerland to understand why G+ is crucial to Google ecosys.

@marktraphagen    As many have been saying, G+ is not the place to find same old peeps. Place to discover all the new ones u don’t know.

@chrispking   I use Buffer on Google+ Pages for analytics, yes it brings in traffic :-)

What is your strategy when it comes to following other #GooglePlus users? Do you participate in Circle Sharing?

@DavidAmerland   No. There is a simple criteria: do they produce or share valuable content that enhances my G+ experience?

@chrispking   Read the bio, check the past 10 posts on the feed & then decide. Avoid Circle Sharing as unmanageable.

@mannixmarketing   We only “circle back” (is that a thing?) relevant users & quality content providers.

@marktraphagen   I avoid the mass circle shares like the plague. Just adds junk to your stream & no authority value. Again, see my post on what creates authority on G+. I find most of my most valuable follows thru people who engage intelligently on my content & posts I’m engaging on. G+ Tip: Circles are most useful for managing your browsing. Create top circles for your most valued follows so u see more from them.
@HortenseSoulier   don’t you risk missing out on other types of content? Too much personalization to the detriment of discovery?
@DavidAmerland   there is a strong element of serendipity programmed in G+

@SocialSEOAus   We look for custom G+ covers, whether they post quality content and if they share content from others.

@Tony_DWM   Connect: G+ profile, authorship, link social accounts (G+ to YouTube), add G+ Biz page (w/ gd desc) & posts for G+ entity authority. Engage: Followers not enoug, Inc +mentions to engage for +1′s / re-shares, follow what’s ‘hot’ & trending, open topical communities.

Are you using #GooglePlus as a blogging platform? If so, how do you decide if the content is going on G+ or your site blog?

@ClairDogg   I have my blog in a central location, my website. Entries are shared on Google+ to appropriate circles.

@DavidAmerland   It should be part of your conversation with your audience. Some G= posts are just G+ posts. Others are better as blog posts.

@kmullett   BTW, 4 posting to G+ tools on slide 42 here. »

@VirginiaNussey   #GooglePlus seems to support longform posts, both as a poster and reader. We’ve experimented with excerpting blog posts on G+.

@chrispking   No, I don’t use Google+ for blogging or any other third party platform. Build your own products on your own domain.
@paulaspeak   Google+ is effective place to summarize your blog posts and link to your site (see @DavidAmerland for examples).

@mannixmarketing   No. We still use #googleplus to drive traffic back to a native blog. Google+ gets an engaging teaser only.

@marktraphagen   I use it as my “in between” blog – Create original posts there in between my bigger blog posts. Original content on G+ gets appreciated if you do it regularly. Helps build your rep & following there. We do mix that up with teaser posts to our blog content, curations of other content, etc. At @stonetemple we’re experimenting w/ original content just for our G+ page. We do a weekly Digital Marketing Answers Show, 1ce a month @DavidAmerland is our guest.
@KristiKellogg   We do teaser posts, too. The GooglePlus posts are like a sneak preview of the blog :)

@OldhamJared   Im not using it for blogging but would like to. @Brian_A_Jensen does great micro blogging on G+

@vipsbond   A picture is worth thousand words, try info-graphics on Google Plus, they can certainly engage people, provided they are useful.

What #GooglePlus #HangoutsOnAir do you participate in or recommend for #SEO & #InternetMarketing strategy?

@DavidAmerland   Those that allow you to learn something new, meet someone interesting or connect with your audience in real-time.

@Sonray   @stonetemple has a fantastic weekly hangout; always chock-full of #SEO goodness!

@mannixmarketing   Generally participate inn #googleplus #hangouts that have reputable speakers or are more local conversations.

How are you using #GooglePlus Communities?

@DavidAmerland   Communities add depth to the engagement and the subject authority.

@ClairDogg   Interact with others wight he same interests/topic

@8keith   SEO question – should my blog be seperate from my ecommerce site? Different site and URL?
@kmullett   very FEW instance where I would suggest that. Your blog content should be deep linking into the eCom. And the authority you build for your domain-for the subject matter-stays on the same domain.
@ChelseaBeaAdams   No! Your blog should help your consumer (end-user) and your blog content can help people discover and enter your ecomm. site. The blog (content marketing) and the website (UX + coversion funnel) work together like a team.
@vipsbond   I prefer a blog on the website as it adds to the content value of a website and provides chances of visitor engagement.

@granttilus   #HOA are a great way to create original content for G+. I’ll actually be presenting on producing them at smxwest

@marktraphagen   For example of extremely creative HOA see Real time explainer drawing during the Hangout! We are also going to start repurposing HOA audio as podcasts.

@OldhamJared   Currently using communities as a think tank with other marketers. Also for targeted customer engagement for biz.
@paulaspeak   Do you invite current customers into your G+ community? Or find new customers who join on their own?
@Sonray   I’ve been experimenting with this to see how it helps dive leads via personalized search among our core client base.
@OldhamJared   We regularly engage in commun and have found many people circle us after. Engagement is lifestytle related not product.

@lisabuyer   Brands should do their own! Makes great content, today’s authority talk show!

@alexpeerenboom   I’m in Communities that are of personal and professional interest.

@AlbanySaratoga   I personally use #googleplus communities like I do my “lists” on twitter. Quick way to tap into/engage specific groups.

How are you leveraging #GooglePlus personally? What’s the biggest benefit you’re seeing?

@ClairDogg   Mainly for sharing content, my own or others. Occasionally, share a private photo. Found a niche who engages. Content shared is centered around professional life. So, you can say it’s another branch of professional image.
@KristiKellogg   Yes — #GooglePlus is great for identifying niche communities.

@granttilus   Communities are a great way to particiapate in crowd-sourced learning opporuntities.

@DavidAmerland   I met some awesome people who changed my thinking. I have a direct channel with readers. Can’t get any more real than that. G+ is a true collaborative platform leveraging cognitive surplus. (i.e it helps you get smarter, faster). Be open. (it’s actually hard to do).

@marktraphagen   On personal level, greatest benefit of G+ is as a learning community. Big discussions w/ really smart people. Other personal benefit of G+ is personal brand building, esp. via Authorship. Via hangouts I’ve actually gotten to really KNOW prominent peeps in my industry before I ever met them. When I go to conferences, people already recognize me from seeing my face in their search results #authorship. For help & info on Google Authorship join the Google Authorship Community.
@ChelseaBeaAdams   Yes! If i could bold “Big discussions w/ really smart people” I would.

@Tony_DWM   Lead: write provocative / topical G+ posts that resonate w/ target aud, bring others into convo, curate 1 post from many, authentic.

@alexpeerenboom   I’m using Hangouts more and more for client meetings.

@VirginiaNussey   Seems like personally I use #GooglePlus for social community and content discovery and for clients I recommend as #SEO tool.

@mannixmarketing   Google search “saratoga springs things to do” and see how authorship & google local help @saratogacom dominate local search.

@tiadvisor   Authorship and rich snippets within serps. Probably an increased level of trust.

@8keith   SEO question – If I post content from my blog on my personal blog – is this considered duplicate content?
@kmullett   if they both can be indexed, yes.
@8keith   so its a problem then? I will lose rank with duplicate content, right? what if there is a link back to original site?
@ChelseaBeaAdams   Yes. Rework your repurposed content to make it different. Or use rel=canonical to tell Google which page to index & which to ignore.
@kmullett   You have to ask, why you are putting dup content both places. I avoid it like the plague. Just say no to dupes.
@ChelseaBeaAdams   That’s even worse! Using two websites you own to build your own Page Rank via linking is a big no-no.

Does anyone have any additional thoughts or tips on #GooglePlus they’d like to share?

@ClairDogg   Find your niche based on who’s already active on the network & use it to it’s fullest advantage. Very powerful. Authorship required for any serious blogger. That image in search returns does a lot. Reason alone to share content.
@Sonray   Authorship is required period.

@Sonray   Invest time into the platform before writing it off as ‘not useful’.

@JeremyRiveraSEO   If you don’t use #gplus Ripples. You. Are. A. Fool.

@DavidAmerland   Trust requires: Contact>Perception>Assessment>Connection – all steps possible within G+

@vipsbond   Personal brand building becomes huge on Google, it doesn’t happen with that magnitude in any other social media platform.

@8keith   hashtag question – are they case sensitive?
@kmullett   no, they are not.

@Tony_DWM   Audience: create supp / cust / partner / manuf s/sheet, add G+ handles, add dates related to ind / seasnal events, preplan & be 1st.

@hullsean   Does #gplus traffic show up as “” source? I got only 7 of 10k visits last month from #googleplus !
@ClairDogg   plus dot google dot com #SEOChat
@marktraphagen   Can’t see URL (Twitter shortend it) but should appear as with a .com on end

Google Plus Profiles

@VirginiaNussey   Btw this is me on G+ Share yours to swap circles.

@lisabuyer   Your tweet makes my page better: Oh here I am, in case you’re hanging out on #Google+

@ClairDogg   This is me on Google+.

@hullsean   Would love to share my google+ profile but can never find the URL
@granttilus   have you created your customer url yet?
@marktraphagen   It’s just the URL of your profile when you’re looking at it. you are


@KristiKellogg   Yes, let’s all connect.

@ClairDogg   my Google+ page:



@kmullett   Me » , @MarketSnare (Local SEO for networks of sites) »

@tiadvisor   You can find us on google+ at

@jedkent   Let’s connect:

Summary: Relationships for Link Building with Outreach on #SEOchat

Moderator: @tannerpetroff

Why is building relationships important?

@ClairDogg   It’s to build trust, both can become influencers. If you’re dealing with social, relationships is everything. That can help with link building. People in your relationships will read your material, reshare it & link to it.

@tannerpetroff   People do things for people they know and like. I’m more likely to share an article from someone I know than someone I don’t. Plus, you never know what will happen in the future. Having those relationships can be very, very helpful.

@jedkent   Relationships are opportunities. New opportunities lead to new relationships. This benefits everything you do.

@BruceClayInc   Relationships are the foundation of Internet marketing — the relationship a site has with its visitors is chief among everything.

@parallelpath:   People will be more likely to share if you can establish trust. Same way you want to build relationships w/customers, you want to establish connections for a long term benefit.

@rymcgonagill   Lasting, mutually beneficial relationships can increase your opportunities exponentially.

@abhishek_no07   A brand cannot expect a good web presence if it does not have good relationships build.

@KristiKellogg   Creating relationships is also the heart of #socialmedia done right. #SM is not a void to shout into — it’s a place to converse. For maximum reach, the “right” people are influencers — you can find them writing articles, speaking at conferences and on @Klout. When you build relationships with influencers and they, in turn, share your own work, you tap into their (wide) audience.

@crbawden   Reach. Reputation.

How do you find the right people to build relationships with?

@lisabuyer   Find common denominators. Real relationships can happen via social.

@tannerpetroff   I look for influencers/industry leaders whose audience I am able to add value to.

@abhishek_no07   search for people with similar interest or interested in a service or product that you provide.

@BruceClayInc   Build relationships w/ potential clients, be a thought leader & anticipate their questions before they even ask. Be the expert.

@parallelpath   Do your research, find people who are credible & influential. Tools like @followerwonk & @topsy can help.

@lysachester   Networking with people with similar interests.
@parallelpath   Yes! Networking offline, establish face-to-face if you can.
@abhishek_no07   the problem here is people do not respond to such invitations when u approach
@vipsbond   I actually agree here, it is difficult for small businesses.
@tannerpetroff   Totally disagree. Local/small business can have amazing success.

@rymcgonagill   It’s about their audience, as well as the person. If someone’s audience will benefit from your content, you’re set.

@KristiKellogg   If I need to connect w/ someone, I connect w/ them on Twitter, Google+ & LinkedIn right after emailing. I’m ALL over their inbox :)
@joshmccormack   Do you ask people individually and specifically to promote your content or do you just send it to a list.
@KristiKellogg   I never ask — I just share it EVERYWHERE in attention-grabbing ways (think graphic promos and hashtags). If you post something worthy sharing and promote it, people will share it.
@joshmccormack   sometimes my ideas for content are inspired by a particular person’s comments and I let them know.
@KristiKellogg   That’s great! Definitely a good thing to tell someone. :)

@jedkent   I tend to reach out to people based on the content I’m pushing. Relationships are important, but so is targeted outreach. (It’s the same, perhaps, but not all outreach has to result in a lasting relationship.)

@crbawden   Important to have conversations, quick exchanges won’t show character necessary for a good relationship.

@crbawden   Important to have conversations, quick exchanges won’t show character necessary for a good relationship.

How do you get people you want to build relationships with to notice you?

@tannerpetroff   I love giving ego-boosts. Follow, like, interact, comment, etc. Show them I’m really interested in what they do.

@ClairDogg   RTing, favoriting, liking, sharing/RTing.

@lysachester   Give quality feedback on their content, be genuine and interact with them.

@lisabuyer   Be nice and share selflessly.

@KristiKellogg   When you build relationships with influencers and they, in turn, share your own work, you tap into their (wide) audience. I say magic, of course, somewhat cheekily.

@BruceClayInc   This goes back to being an expert — which means knowing your industry inside & out, & having a strong web (& real life) presence.
@KevinWaugh   to add on, having a good presence means being yourself in all digital settings. Don’t be a fake. Also, if you want to connect with the real big experts, make yourself an expert as well. Experts like experts.
@crbawden   Very true, and #seochat has helped me so far by introducing me to true experts and letting me see their opinions
@KevinWaugh   Agreed, getting more active in chats on Twitter was a major first step. Allowed me to evolve.

@parallelpath   Reach out to them just as someone interested in their knowledge & expertise. Don’t ask for favors right away.

@kmullett   Don’t expect others to provide what you are unwilling to. (Shares, follows, likes, comments, etc) Show interest. Don’t forget to seek them out on alternate, less noisy, platforms they may be excited about.

@KevinWaugh   Ways to not do it: Spammy emails, constantly mentioning on Twitter while offering nothing, or constantly Linkedin stalking.
@parallelpath   Exactly, these do nothing to establish a relationship with real value.

@OldhamJared   Share their stuff regularly and make good comments. Build a real relationship over time.

@rymcgonagill   Break through the noise by making a personal connection. Target them with content relevant to their interests and audience.

@jedkent   Target them with relevant content. Take your time to research that person before reaching out. Don’t be too broad or generic.

What do you do when the person you’re targeting doesn’t respond or isn’t interested?

@ClairDogg   I usually simply stop. Shows they’re not wanting to engage. Their loss.

@AnkDasCo   Be #Persistent and #Genuine It has always worked for me @KevinWaugh Have to give your method a try looks interesting :)

@dale_nguyen   After trying to contact 2 or 3 times. If there’s no reply, just move to the next potential one.

@KevinWaugh   Write a blog of rumors about them in a negative light and extort interaction from them. #tongueincheek
@tannerpetroff   Something tells me extortion isn’t a great relationship building tool… ;)

@kmullett   Don’t write them off, but don’t waste life cycles worrying about it. Move along…move along. Maybe the reason they aren’t responding is because you haven’t yet given them something worth responding to.
@parallelpath   Yep, at a certain point you have to refocus your efforts. Don’t want to miss an opportunity by chasing something else.

@tannerpetroff   I usually try following up and offering them something different. They didn’t respond for a reason. Another thing to keep in mind is the people you reach out to are busy! Give them time, don’t just bombard them.
@KevinWaugh   This. Sometimes, they will never respond, doesn’t mean they do not care

@lisabuyer   Give space. 15+ Ways to Lose Your Twitter Followers [Infographic] via @SMWriting

@jedkent   Adjust your approach so that it better appeals to them & their audience. Contact them via alternative channels w/ less noise. Yes, there is a fine line between being persistent and being a pest.
@tannerpetroff   Less noise = greater clarity.

@rymcgonagill   If declined, always graciously reply. Never know when you’ll have content they might like in the future, keep opportunity open.

@parallelpath   Take a step back and rethink your approach. Find ways to interact that are more relevant & beneficial to them.

@OldhamJared   Follow up, lots of statistics on the importance of multi outreach. Try a new medium might have better success on twitter vs G+. If not interested build the relationship over time. Most people do not even know if they actually are interested or not. Because they do not trust you enough to actually find out what you have to offer. Tell them how it benefits them. IT NEEDS TO! (cut the “your readers might like it”) and be transparent how it benefits you!

@rymcgonagill   If no response, follow up 1-2 times commenting on their work or give them additional info. Never follow up without adding value. If declined, always graciously reply. Never know when you’ll have content they might like in the future, keep opportunity open.
@joshmccormack   Do you ask people individually and specifically to promote your content or do you just send it to a list?
@rymcgonagill   always individual, tailoring it specific to their personality/interests. more success this way. quality>quantity.

@KristiKellogg   There’s a lot of work in making worthwhile content and then promoting it. But that’s where the work SHOULD happen — not after by begging people to share. A strategy like that won’t take off.

Once you’ve got their attention, how do you ask for what you want? (link, share, etc.)

@tannerpetroff   I offer something they would care about, like cool content to share. if I don’t have anything worth offering, I don’t ask.

@CPantazis   There is always a CTA in every post, press release, and email outreach program.

@joshmccormack   I think asking specific people for their feedback has value beyond targeting a niche.

@AnkDasCo   Just let them know that you will be adding value to the relationship and the benefits are mutual & long term.

@kmullett   I can’t answer this one. I am horrible at asking for things personally. Professionally, I tolerate it.

@lysachester   Offer up quality content in exchange for links, shares

@KristiKellogg   Again, if it’s worth sharing you don’t have to ask … it happens organically. SEO it, share it strategically, & bam: magic.

@parallelpath   Frame it in a way that benefits them & their audience. Should be offering them something mutually beneficial.

@rymcgonagill   Let your content speak for itself. Ask if it would benefit them/their readers and if they’re interested in covering. Always show them the benefit before asking for anything. Make the connection for them, don’t make them make the leap.

What tools do you use to help with relationship building & management?

@tannerpetroff   BuzzStream & Boomerang have changed my whole life. I also use Followerwonk & Topsy.

@OldhamJared   @buzzstream is the best tool out there imo for relationship building. Especially if outreach is a large part of your strategy.

@kmullett   @cloze, commun .it, @rapportive, @buzzsumo, tweetbe .at, @tacticscloud, circlescope, LinkedIn, etc, etc… And then of course there is curation tools like, newsle, inbound .org, new Klout, bufferapp, blah, blah, blah. Also check out the guys at @salesformics. Really cool sales marketing automation tool. Here are 155 + 200 tools. Another 100+ are coming after #smx West. » @AnnieCushing and @IanCleary are great with tools too.

@rymcgonagill   Boomerang and Streak are two key ones for me. Streak is great for in-mail relationship management.

@jedkent   Our company uses BuzzStream (@buzzstream) as one of several tools for outreach and relationship management.

What questions do you have that haven’t been asked?

@AnkDasCo   What negative effects can a bad relationship have on a brand? How can people best screw this up?
@tannerpetroff   Hopefully you never run into it, but I’ve seen rep management nightmares from people who have bad experiences

@KevinWaugh   Three Words: Amy’s Baking Company

Summary: Marketing with Instagram, Pinterest, etc on #SEOchat

Moderator: @abbygilmore

Do you think photo marketing is applicable to all businesses/industries? Why/why not?

@Sonray   If you’re producing images, not marketing them is leaving opportunity on the table

@dan_patterson   Yes. Every business can have a photo and share it. And hey, get it in Pinterest and other places and get a link out of it.
@Sonray   and mark it up with schema & richpins!

@KristiKellogg   There are 150 mil active users on #Instagram and 70 mil on #Pinterest -it’s in the best interest of any brand to MAKE it applicable.

@OldhamJared   Yes every industry has a story and one of the best ways to tell a story is with images.

@KevinWaugh    Yes, 100X for #ecommerce, anytime you can show someone instead of having them read, better. In ecommerce, you know what is better than one image? More, customers love any type (application, other view, etc)

@BruceClayInc   Every brand needs #contentmarketing — photos are a key part of content marketing and should be leveraged whenever possible.

@DigitalDionne   I work with mostly b2b tech firms. The challenge is getting some industries to think visually I’d say.
@ClairDogg   That’s a client/business issue. Lots of visual opportunities in the industry. Photos of what’s being tested. Graphics highlighting what’s been accomplished as a result of r&d.
@KevinWaugh   Formula is simple: Step 1:Take “boring”, Step 2: add funny, Step 3: ??????, Step 4: PROFIT!
@Sonray   3: analyze! 3.1 Pivot strategy if needed.

@doran_jenna   Yes. Today, #instagram has become such a successful tool that it is becoming more necessary for companies to utilize. I think it depends on the business. I work for a wedding venue and #Pinterest has been our key tool.
@BruceClayInc   No surprise there! 20 percent of American female Internet users are on #Pinterest. Here comes the bride
@abbygilmore   I’m in the process of planning my wedding & Pinterest has been a huge help! I love when venues have pics of weddings.

@parallelpath    Every industry can absolutely leverage images for their marketing strategy and probably should. Pinterest & Instagram may not be appropriate for all, but then there is that old saying… a picture is worth 1000 words.

@dan_patterson   Like anything social, find out where YOUR audience is. Is it Instagram? Pinterest? Something else? Figure that out first.

@getSTAT   Small companies must scrutinize effort vs. return. Don’t spread yourself thin on all the social channels. Choose the most effective methods to share based on your internal capabilities.
@parallelpath   Absolutely. You want to be seen, but remember to optimize the budget you have or else you will waste all of it.
@getSTAT   And not only your budget, but the efforts of your social managers/staff. Budget and resource optimization.

Which photo sharing platforms do you use for marketing, and how do they compare? (Instagram, Flickr, Pinterest, etc.)

@KevinWaugh   Pinterest is one that drives most traffic from social, Flickr seems to have cooled from years past.

@dan_patterson   Right now Pinterest seems to be the best for us.

@doran_jenna   At @thecountryabbey, Pinterest has become a growing platform. Weddings and planning are a huge market on @Pinterest.

@OldhamJared   I&P Insta for quick artistic shares brand exposure/industry involvement. Pint for long term sharing and traffic

@SauravRimal   If your target audience are in all platforms, then use all. But invest time and resource wisely because in the end ROI matters.

@parallelpath   Most B2C would find Pinterest & Instagram beneficial.

@Sonray   Depends on the vertical, where your micro segmentations are and goals of the campaign. I’ve been seeing some cool things happen with images on FourSquare & Yelp of all places.

@KristiKellogg   Part of my personal brand management strategy is using Instagram; it accounts for 15% of my @Klout score. Not too shabby. Just check out my twitterfeed — almost everything has a graphic promo. Photos are a MUST-DO for engagement. It should be noted that #Instagram gets 15X more engagement than Facebook.
@ClairDogg   Twitter has been pushing visuals. Native iOS twitter app directs you to camera roll when composing tweet.
@dan_patterson   I love when I check something out on yelp and there are a lot of images. I was checking out a local coffee shop a few weeks ago and it was cool to see the user photos of live shows.

@abbygilmore   Follow up to Q2: As a consumer, which photo sites & apps do you use? Do you follow/engage with brands?
@dan_patterson   honestly not much… but if i do it’s on Facebook and Pinterest
@scott_dodge   Primarily Instagram, and I’m starting to follow / engage with brands, more from a research perspective.
@KristiKellogg   I use Instagram primarily. I don’t use Pinterest that much … but then again, I’m not engaged, so …
@ClairDogg   Yelp, Google+ Places, Instagram, Facebook, Twitter
@Sonray    I use Instagram mostly and will push to FB or Twitter. Use SnapSpeed for editing.
@OldhamJared   Mostly Facebook and some Instagram.

@BruceClayInc   Re: #SEO, it’s good for any brand to at least own Instagram, Flickr and Pinterest accounts that are optimized in for their name.
@KevinWaugh   It might be brand protection at least. Hate to see a troll grab your the accounts and tarnish your name.
@KristiKellogg   Recent article re: claiming social profiles on Pinterest, etc. & how it relates to #SEO/#brand management.

What types of photos have you found generate the most engagement?

@KevinWaugh   Application or real environment photos, gives customer a connection.

@KristiKellogg   Speaking as a journalist and former editor, newspapers are always looking for people in candid action shots! and FACES!

@dan_patterson   For us I’d say photos with people in them. But I haven’t looked into it for a while. This is a great thing to test. Track what get’s the most repins, etc.

@Sonray   My Twitter audience is different than Facebook which is different than Instagram; I [try] to stay true to each.

@doran_jenna   I think giveaway photos that want people to ‘re-post to win’ gain a lot of customer interaction.

@ClairDogg   Depends on business. Can be something funny, can be behind the scenes, can be informative. As always, timing is key.

@OldhamJared   Lifestyle posts work well for us. Enthusiasts love to relate with lifestyle posts they wish they were a part of.

@BruceClayInc   If you’re using #photos alongside #content, it’s important that they’re relevant to the #blog post or social share.

@getSTAT   I’ve seen a lot of local businesses have great success with photo engagement on Instagram & Pinterest. Less so for big brands. Also – no one wants to have a steady stream of product shots. Photos should portray brand/company personality.

@parallelpath   It will depend entirely on the brand+audience. Images should do more than just show the product. Try showing product in context.

From your experience, what is the most challenging component of photo marketing?

@Sonray   If it’s not on my phone, I’m helpless at desktop editing!

@parallelpath   Finding the right way to visualize your brand & message. Often marketers try to do to much & it’s distracting for the user

@KevinWaugh   Getting stakeholder buy-in, they seem to find it useless. Followed by telling stakeholders that stock photos do not count.

@BruceClayInc   Time investment. It takes time to find the right photo and create promo graphics. Our writers are fans of @HaikuDeck and @Pixlr.
@OldhamJared   Time investment is a big deal especially when you are pulling graphic designers off of other work for specific posts

@getSTAT   Consistency of content & timing of posts. Who posts. What’s posted. When. The bigger the org. the greater the need for policy.

@DigitalDionne   I have limited experience but I say translating engagement into on-site traffic and conversions. I have no problem getting the pins etc. But the same person who likes an image isn’t necessarily interested in the purchase. I’m guilty of this myself as a consumer.
@OldhamJared   This is def one of the hard parts. URL builder, Analytics and URL shortners are all your best friend.

@abhishek_no07   Does infographics considered as #contentmarketing or #photomarketing and why?
@KristiKellogg   Photos and infographics all fall under the umbrella of #contentmarketing — as do articles, blog posts, vids, etc.

What is the key to photo marketing success?

@Sonray   Testing and experimenting to dial in what message resonates with your audience.

@OldhamJared   Like all marketing, testing! Find what our audience wants with testing. Improve repeat.

@KevinWaugh   Personality, if the image is cold and bland, no one will care. Bringing out life goes a long way.
@Sonray   This is true; filters/editing can help make an image pop and increase engagement

@BruceClayInc   The key to photo #marketing success is using relevant, compelling photos that tell a unique story. An entire chapter of our new #contentmarketing book is devoted to photos.

@parallelpath   It all comes down to knowing your audience… & as said already it’s probably going to require testing!

@ClairDogg   Think about what your audience interests & what platform(s) will they use? Use analytics to measure results.

Summary: Emerging From Penalties – Manual and Algorithmic on #SEOchat

Moderator: @pincock

@pincock   Quick outline for our chat: Types of penalties, how to overcome them, when to bail, how to avoid them.

What are the most common penalties you’re seeing?

@pincock   I’m primarily seeing manual actions for unnatural links and Penguin 2.1 did a nice number on a lot of sites. I haven’t dealt with a Panda problem in a while, anyone else?

@corey_hahn   We have been hit by 3 algorithmic penalties – 3 diff clients- in 6 months.
@pincock   Are you seeing those right when the big filter updates happen or sporadically?
@corey_hahn   Close to filter.

@robbyp20   I feel like I had been seeing mostly algorithmic until recently. Seeing a lot more manual penalties now.
@corey_hahn   w/ aglo penalties, how are you ensuring results after manual outreach and disavow–ie no re inclusion request?
@robbyp20   Depends-often you have to trust strategy moving forward and give it time but sometimes you need more aggressive action.

@FogelRivka   I don’t see as many manual penalties as I see results from certain alogrithms. But definitely Penguin/link profiles

@OldhamJared   Limited experience with manual action penalties. 1. Manual action, removed. 1. Pure Spam removed.

@abhishek_no07   Panda is incorporated in the #Google algorithm so you wont get a panda refresh now.

Can your site emerge from a Penguin algo penalty? How?

@pincock   My (over)simplified process: 1. Identify 2. Remove 3. Rebuild 4. Content. All penalties I’ve dealt with are new clients coming crying looking for an expert. You’ll have to learn it. Also, I’ve found you need to use a machete, not a scalpel when removing bad links. Penguin recovery doesn’t mean you recover your original rankings. You just removed a bunch of links that were helping you.
@OldhamJared   Agreed on this. Have tried the scalpel approach and it does not work.

@FogelRivka   If there’s a WMT message abt a penalty for unnatural links, analyze link profile, send removal requests, disavow, vary anchor text.

@KevinWaugh   Revise your strategy, make unique and relevant content. Rinse, Wash Repeat.

@corey_hahn   Plan 1. Identify 2. Manual Removal request (removeem) sufficient effort 3. Disavow 4. Layer new links 5. Reconcile. It is inherited strategies, or neg campaigns that I am dealing with–fine with the process we have established.
@FogelRivka   or the client’s processes. A clueless brand with multiple sites can easily build a link wheel by mistake.

@crbawden   Creating new content to draw in new visitors is one of the best ways to recover because you can replace some of the bad links.

@iambradhanks   Here is a great bounce back story. Bouncing back from oblivion is the win. I think that is important to communicate to penalized clients.

@JordanKasteler   Don’t expect to pop back after righting wrongs with a link penalty. Realize you just lost your link value.

What else is required to overcome manual action for unnatural links?

@pincock   Primary difference is the groveling process aka reconsideration requests. Even after you emerge from a penalty, your domain is on permanent probation. Play it safe after all that effort.

@mitchellbwright   Start ripping out those links with a disavow file!

@ben_beck   Site architecture: internal linking, linking across web properties, content in footer, can all raise flags and cause penalties.

@pincock   Any tips for solid reconsideration requests? Does Google ever review the first request?
@5le   Google always reviews every reconsideration request. They respond faster to the first.
@pincock   haha, yeah? feels more like the insurance company that denies every first claim.
@ben_beck   It is a spammy site disinvow the whole domain, not just urls.
@pincock   yep. i just consulted on a case where the mass of offending links was on three other owned properties. And the sites had quality content, good authority, and good audience size. still invoked the wrath.
@jasonbulloch   Thats the problem, machete approach= disavowing good domains. not helping google fix root problem.
@corey_hahn   Perahps we have a different opinion of what domains should be Machetted- to me there is noting + in those domains.
@FogelRivka   Penalty for the whole site or just a page? G thinks users want to see big brands and won’t demote them entirely.
@ben_beck   It depends, it could be a page, but if the cause is something in the site arch then usually the whole site gets dinged….
@FogelRivka   Oh I see when the problem areas aren’t a specific page or cluster of pages

@corey_hahn   For algo penalties, how do you quantify your work? No reconsideration request-HARD manual removal, hard disavow, then what? wait for next penguin update?

@pincock   Quick example of punitive nature of repeat offenders. I recently helped a site recover from Penguin. Cleaned all links, bounced back strong. Owner 301’d an old domain w/spammy links to the site w/out telling me. Penguin 2.1 rolled around and killed the site. Still not recovering after removal and strong link building.

When is it appropriate to move on to a new domain?

@KevinWaugh   Company name change, unless I completely bombed the question.
@pincock   Just talking about when a domain is so burned and recovery is not happening. when to cut and run.
@KevinWaugh   Then in that case, when the work to possibly recover would take much longer than starting fresh. Estimates work here.

@crbawden   Look at it from the visitor perspective, don’t change unless you want to change your image… like @Moz for analytics.

@pincock   I’ve recently seen some EMD’s get hammered by Penguin + EMD devalue, considering a switch to a branded domain.
@ben_beck   EMD vs Brand is a perfect ex. EMD usually no value, but a brand has value! I would re-do an EMD but usually not a brand.

@crbawden   If you have loyal visitors, stay with the same domain as long as possible, if you rely entirely on new visits it may not matter.

How do you insulate your sites from penalties?

@pincock   Great quote via @sugarrae “the ability to scale a tactic = the eventual blacklisting of a tactic” [tip: avoid in advance]. Let go of trying to control anchor text, just earn the links however they come. When being featured by good pubs or a high quality guest post, don’t push for specific anchors, just let them link.

@TurbanSEO   GW guidelines would be your handbook on that.

@KevinWaugh   Centralize decision making for search tactics, educate everyone on consequences of tactics so everyone understands.

@iambradhanks   Think about all your real relationships make sure they are mapped online.

@crbawden   Almost impossible to insulate against new penalties, but do what’s best for your visitors and you’re less likely to get hit.

@OldhamJared   Do real marketing! Focus on getting earning links naturally and targeting traffic sources. Rankings will follow. If the only purpose of a link is for “rankings” it is not a link you want. I want qualified traffic, good links drive that.

@jasonbulloch   Branded & long tail anchor-text strategy safe: The State of SEO: What’s Working Now

Summary: Making Decisions with Less Data on #SEOchat

Moderator: @bloomreachinc

Yahoo announced SSL and that all organic traffic would appear “Direct”. Have you already seen the impact in analytics?

@AndrewAllenVT   We’ve seen “direct” in our stats. Our site too had little Yahoo traffic. but one of our larger customers had a lot of direct from yahoo already.

@crbawden   With Yahoo organic only comprising .25% of overall traffic, no, we’ve seen very little difference. Were in tech, we make software and a lot of visits come from in product links and that can skew things a little.

@KevinWaugh   No changes ony my end, but like @crbawden not enough data coming to notice even a drop off.

@BruceClayInc   Starting to see the keyword data from Yahoo dry up, but Yahoo traffic was a small % of overall traffic for most clients, we hadn’t been relying on the data much to begin with.

@jolenespivack   From what i’ve heard & noticed there isn’t enough traffic through yahoo to notice an impact..if there was more data, then maybe.

Given Google’s move to “not provided”, how reliant had you become on Yahoo for query data?

@KevinWaugh   Not reliant on that, my query research uses Google Trends to see the volume of a query and compare other terms.
@noeticsound   Precisely. look more at which areas of interest to address in content rather than which pages to over-optimize.

@noeticsound   i’m far from alone in shifting away from keywords, because of google…but also to focus on good strategy
@bloomreachinc   Excellent point. The shift is mighty, healthy and necessary. We’ll dig into it further in the next questions.

With limited traffic, Yahoo appearing as “direct” won’t have a huge impact? But what if other search engines follow suit?

@KristiKellogg   Well, Google went “not provided” and we’re still all here. Keep calm and #SEO on?

@FogelRivka   The iOS organic reporting as direct problem reversed itself, but we’re seeing similar trends with (not provided) for Google.

@KevinWaugh   with dogpile, alta vista, ask jeeves, and others accounting for ~ 0.00000000001% of search, we may never know.
@FogelRivka   As clients typically want to rank higher on the major engines, the little guys don’t matter as much.

@noeticsound   I’m not looking at analytics from the keyword prism anyway. with google out, the whole thing is off anyway.
@bloomreachinc   Agree 100%. But the question was geared more towards attribution to Organic.
@KevinWaugh   Same with Google WMT Data, everyone is skeptical of the data on those. Especially “average ranking.”
@noeticsound   yes, definitely still looking at channel attribution. it’s still there, still healthy…for now. I guess if you want to trust the data, collect it yourself…or at least pay for it.

@crbawden   I can analyze traffic without keyword data, the difficulty will be lumping direct and organic into one, they behave differently. Organic visitors find landing page for them, direct find our home page which gives more options, drop in conversions.
@bloomreachinc   Social had similar problems. Look up “dark social” (think it was in The Atlantic) for discussion of “direct”: Dark social article about “direct” traffic

@AndrewAllenVT   It would be a shame. I dove in a little deeper. We were at 3% Yahoo traffic but now this is down to less than 1%

@BruceClayInc   If all search engines were to encrypt their data, then SEOs would be forced to rely on data from ads & landing page visits.

With shift away from keywords and potentially cloudier Organic attribution, how have you adjusted metrics and report?

@alexpeerenboom   Focusing much more on visitor behavior and ultimately the end goal – conversions.

@KevinWaugh   For #ecommerce, I make the report a “state of organic” to see when new items start to gain traction.

@crbawden   Very little actually, bahavior of organic is still the same, but I analyze by landing page and exit page instead of keyword

@crbawden   We rely on Zoomrank keyword reports a little heavier just to gauge our weight pulling keywords.

@KristiKellogg   By using third part software that incorporates an API.

@BruceClayInc   Our siloing methodology also allows us to gain insight into the types of keywords that lead to traffic. .

Have you turned to any other metrics, such as quality of content, crawlability or other site “health” measures?

@BruceClayInc   Google Webmaster Tools still offers search query data & we definitely rely on it. We also look at data from #PPC campaigns.

@tommy_landry   Yes, we are looking more and more at landing pages and health metrics associated with those pages. SEO Health is always a key. Channel first, but in the end, we like to know all top referrals. SEO in a vacuum is not enough today. Raw Conv% and Bounce Rate are interrelated, even if you break out conv / non-bounce visits. Social Referrals, Other Referrals, Paid Advertising are the top channels. Then Campaigns and Goals.
@alexpeerenboom   Remarketing and email campaigns can be quite effective as well at driving conversions.
@tommy_landry   Good point, when both are employed. I tend to measure email separately, but it can drive good #s
@jolenespivack   what else do you recommend in the mix? (besides SEO obviously)
KevinWaugh Some examples include: site usability (both access and mobile), design, architecture, among others.

@KristiKellogg   Do a content report in GWT to identify top-performing content — what keywords were you using in that content? Voila: keyword data
@noeticsound   Nice, and maybe test conclusions with a bit of PPC

@AnkDasCo   Doesn’t matter how Google Search evolves,they still have to crawl to know about it. Site’s crawlability is of utmost importance.

@bloomreachinc   Our cofounder wrote a piece in @sewatch on measuring visitor “happiness”. Interesting way to look at organic

How have you had to educate your boss/client on the changing SEO landscape and data?

@bloomreachinc   Are your re-education efforts working?

@KevinWaugh   All the time, they mostly think it is still plug in keywords and pull the conversion lever. Newsflash: keywords don’t matter. Efforts are working slowly, it is mostly having to educate people on a fast moving industry, in others, this would take years.

@AnkDasCo   I love the multi-channel funnel in GA. It gives me a better view of actionable data.
@crbawden   Multi-channel attribution report. Very few people understand how many touchpoints visitors have and how the sequence matters. Very chanllenging! We tested the data-driven attribution model from GA, focused on cost per conversion. Slight decrease in CPA, clear increase in total conversion, helpful seeing touchpoints especially social.

@AndrewAllenVT   This is the greatest challenge! Translating white hat SEO speak to clients that are bombarded with grey/black hat SEO offers.
@noeticsound   Why i work enterprise now. they’re less bothered about costs. i’d love to help small biz but can’t do $60/month.
@AndrewAllenVT   Yes, that is precisely the problem. We are charging $1200/month but we are doing all the writing as well.

@tommy_landry   I only work with clients who take the time to understand modern #SEO. Others – walk away. Not worth hitting head on a wall.

@BruceClayInc   Re: educating bosses/execs, we recently released The Executives Guide to SEO – a free 111-minute course: . As for clients, knowledge transfer is an integral part of our process. Sharing news on changes like this happen naturally.

@alexpeerenboom   I’ve seen them start to understand the bigger picture. Some are faster than others to embrace the holistic appoarch.

@AndrewAllenVT   Our main focus is on Cost Per Lead so we only tangentially touch on actual SEO tactics. CPL is enough focus for most SMBs. We have an overall CPL for organic, for direct (includes branded search) and PPC.
@FogelRivka   I like the idea of direct including branded search, as they operate so similarly.

If you could wave a magic metric wand, what would you wish for?

@KristiKellogg   Magic wish? The end of “not provided.”

@KevinWaugh   That all the really bad SEO articles/blogs could be put into the ether, mostly black hat based or outdated.

@noeticsound   objective ROI. so many assumptions stacked upon conjectures with a sprinkling of buzzwords on top.

@FogelRivka   Magical metric: Exit landing pages -> when users bounce from your site, what sites do they visit?

@BruceClayInc   A magic wish? A report that tells me if a site has been hit by an algorithmic penalty like Panda or Penguin.