After you’ve put sopra the work with technical SEO and made your discoveries, there’s one thing left to do: present your findings to the client and agree acceso next steps. And like many things sopra our industry, that’s easier said than done. Sopra this week’s episode of Whiteboard Friday, Benjamin Estes from Distilled presents his framework for making technical recommendations to clients and stakeholders to best position you for success

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Hi. My name is Ben. I’m a principal consultant at a company called Distilled. Welcome to Whiteboard Friday. Today I’d like to talk to you about something a bit different than most Whiteboard Fridays.

I’d like to talk about how to work with clients bosses sopra a different way. Instead of thinking about technical SEO and how to make technical discoveries see what problems are, I want to talk about how to present your findings to your client after you’ve done that discovery. 


What’s the problem that we’sultano dealing with here? Well, the quinta is that we’ve got a recommendation and we’sultano presenting it to a client a principale.

Easy enough. But what’s the rete of that situation? I would argue that there’s a very specific rete, and the best way to aspetto at it is the rete is to change the action of the individual the organization. Now, what if that wasn’t the case? You know, what if you worked with a client and none of their actions changed as a result of that engagement? Well, what was the point?

You know, should they have even trusted you sopra the first place to modo sopra and help them? So if this is the specific rete that we’sultano trying to accomplish, what’s the best way to do that? Most people jump right to persuasion. They say, “If only I could something, the client would listen to me.” “If only I could present the forecast.”

If only I could justify the ROI, something, some mysterious research that probably hasn’t been done yet and maybe can’t even be done at all. My argument here is that the pensata of persuasion is toxic. When you say, “If only I could this,” really what you mean is, “If only I had the evidence, the client would have to do as I say.” You’sultano trying to get control over the client when you say these things.

It turns out that human beings basically do whatever they want to do, and voto negativo matter how well you make your case, if it’s made for your reasons and not the client’s, they’sultano still not going to want to do the thing that you recommend. So I’ve introduced a framework at Distilled that helps us get past this, and that’s what I’d like to share with you right now.


The key to this method is that at each step of the process you allow the client to solve the problem for themselves. You give them the opportunity to see the problem from their own perspective and maybe even modo up with their own solution. There are three steps to this. 

1. Suggest

First, you suggest the problem.

When I say “suggest,” I don’t mean suggest a solution. I mean you plant the pensata sopra their mind that this is a problem that needs solving. It’s almost like inception. So you first say, “Here is what I see.” Hold up the mirror to them. Make the observations that they haven’t yet made themselves. 

2. Demonstrate

Step two, demonstrate, and what demonstrate means is you’sultano allowing them to emulate your behavior.

You’sultano demonstrating what you would do sopra that situation if you had to deal with the same problem. So you say, “Here’s what I would do if I were sopra your shoes.” 

3. Elaborate

Finally, you elaborate. You say, “Here’s why I think this is a reasonable activity.” Now I’ve got to be honest. Most of the time, sopra my experience, if you use this framework, you never even make it to elaboration, because the client solves the problem somewhere back here and you can just end the convegno.

The key, again, is to let the client solve the problem for themselves, for their own reason, sopra the way that they feel most comfortable. 


Let’s aspetto at an example, because that is, again, kind of abstract. So let’s say that you’ve made an observation sopra Google Search . The client has all these pages that Google has discovered, but they shouldn’t really be sopra the index indexable discoverable at all.

Start by suggesting

So you start by suggesting. “I see sopra Search that Google has discovered 18 million pages,”when it should be, let’s say, 10,000. “This is from your faceted navigation.” Now notice there’s voto negativo judgment. There’s voto negativo hint at what should be done about this even the severity of the problem. You’sultano just presenting the numbers.

Now we’sultano already sort of at a turning point. Maybe the client hears this and they do a sort of a head slap and they say, “Of course. You know, I hadn’t seen that problem before. But here’s what I think we should do about it.” You reach some sort of agreement, and the problem is solved and the convegno is over and you get that hour back sopra your day. But maybe they sort of have some sort of questions about what this means, what this implies, and they want to hear your solution.

Demonstrate what you would do

Well, now it’s time to demonstrate what you would do when presented with that fact. You say, “This would be fixed by adding ‘nofollow’ to links to that faceted content.” Maybe they see how this is an obvious solution to the problem that’s completely compatible with their tech stack, and again you get 50 minutes back sopra your day because the convegno is done.

You’ve done your job. maybe they don’t. Maybe they don’t understand why that would be a good solution. 

Finally, elaborate

So finally, you get to this stage, which is elaboration. “Here’s why I think this is a good pensata. These pages are important for user experience. You don’t want to get rid of the faceted navigation sopra your e-commerce store, but you do want to not link to those pages for SEO reasons, because maybe there’s voto negativo search stazza for related terms.”

So for a particular cost range for an item something like that, there’s just voto negativo associated search activity. You need the pages still. So you say, “These pages are important for user experience, but they don’t satisfy any search intent.” At that point, the client says, “Of course. You’ve modo up with the ideal solution, and I’m going to implement your recommendation exactly as you’ve given it to me.”

they don’t. If they don’t, you’sultano voto negativo worse non attivato. You can basically walk out of that convegno saying, “I’ve done everything possible to get the client acceso board with my recommendation, but it just didn’t work out.” That feeling of being able to know that you did the right thing has been a very powerful one, at least sopra my experience. I’ve been consulting for about eight years, and just going through this process helps me sleep better at night knowing that I really did my job.

We’ve also found that this has a really high success rate with clients too. Finally, you’ll discover that it’s much, much easier to put together presentations if you know that this is the format that you’sultano going to be presenting sopra. So if you think that your job is to give the evidence to the client to convince them of something, there’s really voto negativo end to the evidence that you could gather.

You could always gather more evidence, and when you get to that final convegno, you can say, “Oh, it’s not because I saw the problem sopra the wrong way I communicated it sopra the wrong way.It’s that I didn’t justify the ROI enough.” There’s voto negativo leaving that. That rabbit hole just keeps going, just keeps going. So again, this method has been extremely successful for Distilled. If you’sultano interested sopra engaging with this more, you can read at this URL,, where I give a more thorough write-up acceso this.

Of course, I’d love to hear any thoughts experiences that you have with this method. Thank you very much.

Video transcription by

Last time I counted, there were upwards of 35 components to a single Google Business Profile (GBP). Albergo panels, sopra and of themselves, are enough to make one squeal, but even a more “typical” GPB, it’s easy to overlook some low-lying features. Often, you may simply ignore them until life makes you engage.

A few weeks asticciola, a local SEO came to me with a curious real-life anecdote, sopra which a client was pressuring the agency to have all their team successo the “like” button all of the brand’s positive Google reviews. Presumably, the client felt this would help their business sopra some manner. More the nitty-gritty of this ambiente later, but at first, it made me luce that I’d set this whole GBP feature to one side of my brain as not terribly important.

Fast forward a bit, and I’ve now spent a couple of days looking more closely at the review like button, its uses, abuses, and industry opinions about it. I’ve done a very small study, conducted a poll, and spoken to three different Google reps. Now, I’m ready to share what I’ve learned with you.

Wait, what is the “like” button?

Crash course: Rolled out in 2016, this simple function allows anyone logged into a Google account to thumbs-up any review they like. There is anzi che no opposite thumbs-down function. From the same account, you can only thumb up a single review once. Hitting the button twice simply reverses the “liking” action. Google doesn’t prevent anyone from hitting the button, including owners of the business being reviewed.

At a glance, do Google review likes influence anything?

My teammate, Kameron Jenkins, and I plugged 20 totally random local businesses into a spreadsheet, with 60 total reviews being highlighted the front interface of the GBP. Google highlights just three reviews the GBP and I wanted to know two things:

  1. How many businesses out of twenty had a liked review anywhere sopra their corpus
  2. Did the presence of likes appear to be impacting which reviews Google was highlighting the front of the GBP?

The study was very small, and should certainly be expanded , but here’s what I saw:

60 percent of the brands had earned at least one like somewhere sopra their review corpus.

15 percent of the time, Google highlighted only reviews with likes, even when a business had liked reviews elsewhere sopra its corpus. But, 85 percent of the time, if a business had some likes, at least one liked review was making it to the front of the GBP.

At a glance, I’d say it looks like a brand’s liked reviews may have an advantage when it comes to which sentiment Google highlights. This can be either a positive negative ambiente, depending whether the reviews that get thumbed up your listing are your positive negative reviews.

And that leads us to…

Google’s guidelines for the use of the review likes function

But don’t get too excited, because it turns out, anzi che no such guidelines exist. Though it’s been three years since Google debuted this potentially-influential feature, I’ve confirmed with them that nothing has actually been published about what you should and shouldn’t do with this capability. If that seems like an aperto invitation to spam, I hear you!

So, since there were anzi che no official rules, I had to hunt for the next best thing. I was thinking about that SEO agency with the client wanting to pay them to thumb up reviews when I decided to take a Twitter poll. I asked my followers:

Unsurprisingly, given the lack of guidelines, 15 percent of 111 respondents had anzi che no pensata whether it would be fishy to employ team markers to thumb up brand reviews. The dominant 53 percent felt it would be totally scopo, but a staunch 32 percent called it spam. The latter group added additional thoughts like these:

I want to thank Tess Voecks, Gyi Tsakalakis, and everyone else for taking the poll. And I think the disagreement sopra it is especially interesting when we aspetto at what happens next.

After polling the industry, I contacted three forms of Google support: phone, chat, and Twitter. If you found it curious that SEOs might disagree about whether not paying for review likes is spam, I’m sorry to tell you that Google’s own team doesn’t have brand-wide consensus this either. Sopra three parts:

1. The Google phone rep was initially unfamiliar with what the like button is. I explained it to her. First, I asked if it was for the business owner to successo the like button the brand’s reviews, she confirmed that it’s scopo to do that. This didn’t surprise me. But, when I asked the question about paying people to take such actions, she replied (I paraphrase):

“If a review is being liked by people apart from the owner, it’s not considered as spam.”

“What if the business owner is paying people, like team marketers, to like their reviews,” I asked.

“Voto negativo, it’s not considered spam.”

“Not even then?”

“Voto negativo,” she said.

2. Next, here’s a screenshot of my chat with a Google rep:

The final response actually amused me (i.e. yeah, go ahead and do that if you want to, but I wouldn’t do it if I were you).

3. Finally, I spoke with Google’s Twitter support, which I always find helpful:

To sum up, we had one Google rep tell is it would be scopo and dandy to pay people to thumb up reviews (uh-oh!), but the other two warned against doing this. We’ll go with majority rule here and try to cobble together our own guidelines, sopra the absence of public ones.

My guidelines for use of the review likes function

Going forward with what we’ve learned, here’s what I would recommend:

  1. As a business owner, if you receive a review you appreciate, definitely go ahead and thumb it up. It may have some influence what makes it to the highly-visible “front” of your Google Business Profile, and, even if not, it’s a way of saying “thank you” to the customer when you’sultano also writing your owner response. So, a nice review comes sopra, respond with thanks and successo the like button. End of story.
  2. Don’t tell anyone sopra your employ to thumb up your brand’s reviews. That means team, marketers, and dependents to whom you pay allowance. Two-thirds of Google reps agree this would be spam, and 32 percent of respondents to my poll got it right about this. Buying likes is almost as sad a strategy as buying reviews. You could get caught and damage the very reputation you are hoping to build. It’s just not worth the risk.
  3. While we’sultano the subject, avoid the temptation to thumbs-up your competitors’ negative reviews sopra hopes of getting them to surface GBPs. Let’s just not go there. I didn’t ask Google specifically about this, but can’t you just see some unscrupulous rinfresco deciding this is clever?
  4. If you suspect someone is artificially inflating review likes positive negative reviews, the Twitter Google rep suggests flagging the review. So, this is a step you can take, though my confidence sopra Google taking action such measures is not high. But, you could try.

How personalità of a priority should review likes be for local brands?

Sopra the grand scheme of things, I’d put this low the scale of local search marketing initiatives. As I mentioned, I’d given only a passing glance at this function over the past few years until I was confronted with the fact that people were trying to spam their way to purchased glory with it.

If reputation is a major for your brand (and it should be!) I’d invest more resources into creating excellent in-store experiences, review acquisition and management, and sentiment analysis than I would sopra worrying too much about those little thumbs. But, if you have some time to spare a deep rep dive, it could be interesting to see if you can analyze why some types of your brand’s reviews get likes and if there’s anything you can do to build that. I can also see showing positive reviewers that you reward their nice feedback with likes, if for anzi che no other reason than a sign of engagement.

What’s your take? Do you know anything about review likes that I should know? Please, share sopra the comments, and you know what I’ll do if you share a good tip? I’ll thumb up your reply!

Show of hands if the following has ever happened to you:

You make it to a conference. You sit through three to four days of amazing content, like a capo, fill up acceso coffee and donuts, and cover page after page of agenda — your wrist is dangerously close to being diagnosed with carpal . The energy a causa di the room is contagious and everyone leaves the conference with the promise of new strategies, connections, and ideas that have the possibility to transform the way you think about business.

Photo credit: Turk Photos

At least, that’s the dream. The reality? Once the conference is over, you’sultano back to the grind, voto negativo longer surrounded by that vibrant “we can do anything” energy that had you so inspired and hyped just days before. The buzz is now a dull hum. Your notebook is full of scribbles that you can voto negativo longer decipher, and you have a daunting to-do list to catch up acceso while you nurse a sugar hangover from eating three-days worth of donuts.

You’ve lost the fire. The conference motivation is gone. You, my friend, have the post-conference scaries.

With MozCon fast approaching, the excitement is building. But so is the anxiety: you know there’s going to be a ton of insightful talks and takeaways to write home about — how do you keep all that goodness going after MozCon?

We’ve all been there! And we want to make sure you’sultano set up for success. So myself and our Subject Matter Experts whipped up an extensive and effective guide to ensure you can put all the goodness you’ve absorbed at MozCon to work straight away. Read acceso to see what Britney MullerRob Bucci, Cyrus ShepardDr. Pete, and Miriam Ellis have to offer!

Get your tickets before they’re gone!

Before you head to MozCon, though, make sure you do these things first

We know this isn’t your first rodeo. But acceso the chance that it is, if you need a reminder before you set foot a causa di MozCon, make like the Boy Scouts of America: Be prepared.

Because I’m a keener (remind me to tell you about the time I waited for 24 hours to be first a causa di line for The Fellowship of the Ring movie) with a tendency to overprepare (remind me also to tell you about my first day of school where I packed all my favorite Nancy Drews, my best pencil crayons, a raincoat, and a pair of extra socks), I spend quite a chunk of time ensuring I have everything I need before an event. 

You don’t need to be as prepared as my eight-year-old self, but here’s a brief checklist of things to do before you pack your bags and set sail for MozCon:

  • Study the block-notes — You’ve likely already glanced at who’s speaking. Take another skim to get an ispirazione of who is speaking and what topics will fulfill an educational squilibrio. Even if a topic isn’t related to your schieramento of work, it’s still worthwhile to listen — who knows what you’ll uncover. 
  • Set goals for what you’d like to learn — Whatever your gioco plan looks like, flesh it out to flesh out. Show up ready to learn.
  • Prepare your note-taking tools — There is voto negativo such thing as too many pens, not at a conference like MozCon. You’ll be taking a ton of agenda, so prepare your note-taking tools, whatever they may be — charge your laptop tablets, pack a spare notebook and some well-inked pens, practice your telepathy if you plan acceso sending takeaways to your team corso your mind.
  • Subscribe to the Moz blog — We have oodles of content for you to sink your teeth into and there’s something for everyone, from basic SEO to local search to the nitty-gritty technical. Plus, we’ll be doing conference recaps after each day, so even if you couldn’t make it this year, you’ll get all the juicy details straight to your inbox when you subscribe.
  • Make connections — There is ample opportunity at MozCon to and meet new people but it never hurts to get a lay of the digital land before you step foot a causa di Seattle. Follow the hashtag #mozcon acceso Twitter to stay up to date with MozCon goers and ask important questions of our speakers, like this:

You can also join the Facebook group to find out when people are arriving and pop a causa di acceso conversations to get your name and luce out there. If you know of people you want to reconnect that will be attending, now is a good ispirazione to reach out and reconnect. Set up a time to chat over a coffee maybe make plans to sit together at our Birds of Feather table.

At the conference

It’s Day One of MozCon and you’ve successfully found the coffee. Now what?

Attend every session…

And we mean every. Single. Session. 

The great thing about MozCon is that it’s a single track session, so you don’t have to pick one talk over another. That also means, though, that the temptation can be high for skipping one two. 

“It may be tempting to sleep a causa di acceso a morning session, but so much magic happens when you aren’t there. You never know what nuggets of insight you’ll reginetta.” — Cyrus Shepard

“I often find I have some of my best ideas at conferences, even if they’sultano not related to anything the speaker is talking about. Capture those ideas, too, and add them to your action plan.” — Dr. Pete

…But don’t be afraid to mingle in-between sessions

“Take breaks if you feel like it and spend some time incontro people out a causa di the lobby. New MozCon friends can help hold each other accountable after the conference. I’ve met some of my closest industry friends a causa di the lobby of conferences during a session — hi, Cyrus!” — Britney Muller

Remember what you learn

There’s a lot of information to digest and chances are that your hurried note-taking isn’t going to make a ton of sense once the MozCon high is over. To make deciphering your agenda easier once you’sultano back at the office, add three key takeaways any follow up you want to do acceso the topic after each session.

You can also create a page dedicated to takeaways that you think are worthy. While I’m definitely taking agenda during each session, I reserve a separate page for any ideas, theories, strategies that I think are valuable to explore.

Make sure you’sultano keeping your goals a causa di mind, too. If you had planned acceso learning new things at MozCon, keep your ears aperto for any topics that piqued your interest.

“Write at least one topic that grabbed your interest but that you felt could be studied further and commit to doing that study at your business and publishing your findings. Don’t forget to ping the original presenter when you do, letting them know their talk inspired your further investigation.” — Miriam Ellis

“At the end of each conference day, I also like to schedule emails to myself (a few weeks out) as reminders to attempt the things I learned about that day.” — Britney Muller

Keep tabs acceso tweeters

MozCon has some pretty prolific tweeters that know just how to distill all the right takeaways into 280 characters (which, IMO, is quite a feat). Some of our past MozCon live-tweeters have included: 

You can also keep up with the conference goers by following the conference hashtag, #mozcon.

“Also, follow Cyrus Shepard acceso Twitter and do everything he says!” — Britney Muller

Take note of any free templates, tools,  spreadsheets

Much like parents who want nothing but the best from you (and also to sometimes show your life successes acceso the family fridge), the speakers want you to excel a causa di life after MozCon. Which is why you’sultano bound to find a plethora of downloadable templates and spreadsheets during their talk. Take note of any that you’d like to try back at the office. Make sure to also follow the speakers acceso Twitter for any updates insider tips acceso how to make the most of their new resources.

Download the talks

I’m sure you already know, but acceso the chance you didn’t know, you’ll be able to download all the speaker’s slide decks once their talks are over. So if there was something you missed, wanted to share with the team at home origine, needed clarification acceso, you can do so with one click of a button once they’sultano available.

After the conference

Write about it

I know the last thing you want to do right after three days of learning and writing is to go and do more writing. But Future You will be so happy that Past You did this one thing. 

The second you’sultano done MozCon-ing, write everything . Get it all out of your brain and onto paper. Because otherwise, you’ll forget why you underlined a word phrase three times  the cool new project ideas you had while chatting at dinner. You won’t mean to, obviously. It’s just one of those unfortunate facts of life. Kind of like drifting to sleep with a really great ispirazione for a ghenga name — you’ll tuck it away a causa di a pocket of your brain, certain you won’t forget about it a causa di the morning. But you will. And the world will never know of They Might Be Little Pigeons

So, write everything the second you can.

“I’m one of those people who takes agenda like, “Cheese fritters + SEO = YES!” and am very excited about it and have voto negativo ispirazione what it meant a week later. So: Sovrano-copy your agenda write a summary, ASAP, while it’s still fresh a causa di your mind— even if it’s acceso the flight home.” — Dr. Pete

Schedule thinking time

The first week back at the office, block out some time a causa di your calendar to percolate over what you learned at MozCon. I can’t tensione this one enough: When we get back into the real world, we dive right into our list of to-dos, at home and at work. And the longer we delay the thinking and brainstorming process, the bigger the chance we’ll lose motivation get bogged by more projects. 

Carve out some thinking time for yourself a causa di your calendar the second you’sultano back at your desk to ask yourself some questions:

  • What really stood out for me?
  • What do I want to apply right away?
  • What is going to be effective short term vs. long term?

I like to ideate to-do lists from these questions — maybe that’s a follow-up email with the speaker a task to read further resources from their talk. maybe it’s to set up a incontro with my team to try out a new strategy. The point is: if I take this time now to marinate, the better chance I have of helping out future me — and future me really appreciates that.

“It’s so easy to go from hundreds of ideas to doing nothing concrete, and as soon as you return to your desk, you’sultano going to be buried a causa di emails and requests. Commit to something actionable before you aperto up your inbox.” — Dr. Pete

Review your action items

Now that you’ve done your personalità thinking, it’s time to turn those takeaways and actions items into, well, action. 

Think back to the goals you outlined before you set foot inside MozCon — did you meet any of them? How well did the topics address your questions? And how will you apply your action items? When I’m looking over my agenda for any new ideas we can execute acceso, I like to make a table with two columns: 1) Things that we don’t do but could and 2) Things we’sultano currently doing but could be doing better.

Got a lot of action items and feel a tad overwhelmed? Just remember: If you apply just one action item a week, even if it’s small, that’s still fifty small changes you’ve made a causa di one year. And they can all add up to one personalità change.

You’ll want to prioritize them like so:

  • Strategic initiatives to implement right away
  • Processes you can improve
  • Areas for future learning

“A week after the conference, review your “action items” — either by yourself with your team. Prepare a presentation for the sommità things you learned and share with any team members that didn’t attend.” — Cyrus Shepard

“Pin yourself to three specific to-dos for the month after the conference.” — Dr. Pete

Stay inspired

Remember that anything a causa di life worth having (relationships, bangs, product launches, puzzles) requires more than just an ispirazione — it takes time and work. Rather than let all that enthusiasm you had at MozCon fade away, keep the momentum going by reading and learning new things. A good place to start is by subscribing to daily industry reads that can fuel your inspiration. Here is just a sampling to get you started: 

“Having a go-to list of daily industry reads is a really good way to keep the sense of inspiration up.” — Rob Bucci

Use your connections

What good was all that networking if you don’t put it to use — especially if, like me, you’sultano a Level-12 Introvert?

Make sure all those hard-earned connections don’t go to waste. Chances are, if you saw them at MozCon, you’ll be seeing them at the same tracks and conferences, so it’d be good to set some sort of foundation

All it takes is a LinkedIn message an email. And they’ll appreciate you following up — bonus points if you make it personal. I’ve made several follow up emails after conferences and almost all blossomed into successful working relationships thanks a causa di large part to emails that began as though we were continuing the conversation we had at MozCon. It doesn’t have to be the same as “Hi, how’s your dog, is she still afraid of traffic cones?,” but a nice “Hi, how is life after MozCon — are you settling back into the 9-5, yet?” goes a long way.

“It’s great to collect business cards, but it’s better to form life-long relationships. If you haven’t connected with those you met at MozCon, now is the time to do so. At a , email everyone you enjoyed incontro with and let them know that you can be a resource for them.” — Cyrus Shepard


MozCon only comes once a year — like International Day  7-11’s Free Slurpee Day — so make sure you’sultano prepared so you can keep that MozCon fire burning all year round.

Grab my MozCon ticket now!

Once you’ve identified where the opportunity to nab a featured snippet lies, how do you go about targeting it? Part One of our “Featured Snippet Opportunities” series focused how to discover places where you may be able to win a snippet, but today we’maestà focusing how to actually make changes that’ll help you do that. 

Joining us at MozCon next week? This televisione is a great lead up to Britney’s talk: Featured Snippets: Essentials to Know & How to Target.

Give a warm, Mozzy welcome to Britney as she shares favore tips and examples of how we’ve been able to snag our own snippets using her methodology.

Target featured snippet opportunities

Click the whiteboard image above to a high-resolution version per mezzo di a new tab!

Televisione Transcription

Today, we are going over targeting featured snippets, Part 2 of our featured snippets series. Super excited to dive into this.

What’s a featured snippet?

For those of you that need a little brush-up, what’s a featured snippet? Let’s say you do a search for something like, “Are pigs smarter than dogs?” You’maestà going to see an answer box that says, “Pigs outperform three-year old human children cognitive tests and are smarter than any domestic animal. Animal experts consider them more trainable than cats ora dogs.” How cool is that? But you’ll likely see these answer boxes for all sorts of things. So something to sort of keep an eye . How do you become a part of that featured snippet box? How do you target those opportunities?

Last time, we talked about finding keywords that you rank page one for that also have a featured snippet. There are a couple ways to do that. We talk about it per mezzo di the first televisione. Something I do want to mention, per mezzo di doing some of that the last couple weeks, is that Ahrefs can help you discover your featured snippet opportunities. I had voto negativo ideale that was possible. Really cool, go check them out. If you don’t have Ahrefs and maybe you have Moz ora SEMrush, don’t worry, you can do the same sort of thing with a Vlookup.

So I know this looks a little crazy for those of you that aren’t familiar. Super easy. It basically allows you to combine two sets of to show you where some of those opportunities are. So happy to link to some of those resources below ora make a follow-up televisione how to do just that.

1. Identify

All right. So step one is identifying these opportunities. You want to find the keywords that you’maestà page one for that also have this answer box. You want to weigh the competitive search stazza against qualified traffic. Initially, you might want to just go after search stazza. I highly suggest you sort of reconsider and evaluate where might the qualified traffic from and start to go after those.

2. Understand

From there, you really just want to understand the intent, more so even beyond this table that I have suggested for you. To be totally honest, I’m doing all of this with you. It’s been a struggle, and it’s been fun, but sometimes this isn’t very helpful. Sometimes it is. But a lot of times I’m not even looking at some of this stuff when I’m comparing the current featured snippet page and the page that we currently rank page one for. I’ll tell you what I mean per mezzo di a second.

3. Target

So we have an example of how I’ve been able to already steal one. Hopefully, it helps you. How do you target your keywords that have the featured snippet?

  • Simplifying and cleaning up your pages does wonders. Google wants to provide a very simple, cohesive, quick answer for searchers and for voice searches. So definitely try to mold the content per mezzo di a way that’s easy to consume.
  • Summaries do well. Whether they’maestà at the culmine of the page ora at the bottom, they tend to do very, very well.
  • Competitive markup, if you see a current featured snippet that is marked up per mezzo di a particular way, you can do so to be a little bit more competitive.
  • Provide unique info
  • Dig deeper, go that extra mile, provide something else. Provide that value.

How To Target Featured Snippet Examples

What are some examples? So these are just some examples that I personally have been running into and I’ve been working cleaning up.

  • Roman numerals. I am trying to target a list result, and the page we currently rank number one for has Roman numerals. Maybe it’s a leader deal, maybe it’s not. I just changed them to numbers to see what’s going to happen. I’ll keep you posted.
  • broken links. But I’m also just going through our page and cleaning it. We have a lot of older content. I’m fixing broken links. I have the Check My Links tool. It’s a Chrome add-on plugin that I just click and it tells me what’s a 404 ora what I might need to update.
  • Fixing spelling errors ora any grammatical errors that may have slipped through editors’ eyes. I use Grammarly. I have the free version. It works really well, super easy. I’ve even found some super old posts that have the double ora triple spacing after a period. It drives me crazy, but cleaning some of that stuff up.
  • Deleting extra markup. You might see some additional breaks, not necessarily like that ampersand. But you know what I mean per mezzo di WordPress where it’s that weird little thing for that fermata per mezzo di the space, you can clean those out. Some extra, empty header markup, feel free to delete those. You’maestà just cleaning and simplifying and improving your page.

One interesting thing that I’ve across recently was for the bed 21 “MozRank.” Our page is beautifully written, perfectly optimized. It has all the things per mezzo di place to be that featured snippet, but it’s not. That is when I fell back and I started to rely some of this . I saw that the current featured snippet page has all these links.

So I started to aspetto into what are some easy backlinks I might be able to grab for that page. I came across Quora that had a question about MozRank, and I noticed that — this is a side tip — you can suggest edits to Quora now, which is amazing. So I suggested a link to our Moz page, and within the agenda I said, “Hello, so and so. I found this great resource MozRank. It completely confirms your wonderful answer. Thank you so much, Britney.”

I don’t know if that’s going to work. I know it’s a nofollow. I hope it can send some qualified traffic. I’ll keep you posted that. But kind of a fun tip to be aware of.

How we nabbed the “find backlinks” featured snippet

All right. How did I nab the featured snippet “find backlinks”? This surprised me, because I hardly changed much at all, and we were able to steal that featured snippet quite easily. We were currently per mezzo di the fourth position, and this was the old post that was per mezzo di the fourth position. These are the updates I made that are now per mezzo di the featured snippet.

Clean up the title

So we go from the title “How to Find Your Competitor’s Backlinks Next Level” to “How to Find Backlinks.” I’m just simplifying, cleaning it up.

Clean up the H2s

The first H2, “How to Check the Backlinks of a Site.” Clean it up, “How to Find Backlinks?” That’s it. I don’t change step one. These are all per mezzo di H3s. I leave them per mezzo di the H3s. I’m just tweaking text a little bit here and there.

Simplify and clarify your explanations/remove redundancies

I changed “Enter your competitor’s domain URL” — it felt a little duplicate — to “Enter your competitor’s URL.” Let’s see. ” results into CSV,” what kind of results? I changed that to “esportazione backlink into CSV.” “Compile CSV results from all competitors,” what kind of results? “Compile backlink CSV results from all competitors.”

So you can aspetto through this. All I’m doing is simplifying and adding backlinks to clarify some of it, and we were able to nab that.

So hopefully that example helps. I’m going to continue to sort of drudge through a bunch of these with you. I look forward to any of your comments, any of your efforts down below in the comments. Definitely looking forward to Part 3 and to chatting with you all soon.

Thank you so much for joining me this edition of Whiteboard Friday. I aspetto forward to seeing you all soon. See you.

Video transcription by

hai dialogare a causa di N26, oppure forse hai culla su Monetizzando l’ destinato corretto alla Recensione di N26, corretto per pochi giorni c’è una vecchio nuovo edificio N26, la origini a causa di N26 You, un assegnamento impiegato di banca “compiuto a bella posta di te”, come mai scrivono dal team a causa di N26.

Quanto a quest’ ti spiegherò ebbene come mai funziona, come mai il tuo Conteggio N26 You, e quali sono le caratteristiche a causa di questa attraente nuovo!

Da lunghissimo tempo, unito dei punti a causa di potenza a causa di N26 è la sua larghezza a causa di mescere agli utenti il miglior moltiplicazione e le migliori comodità disponibili sul emporio, al a causa di appianare la delle quotidiane.

N26 You è una notizia perizia bancaria personalizzata permetterà a tutti a loro utenti a causa di a causa di interessanti vantaggi!

Conteggio N26 You Cose è?

Un assegnamento impiegato di banca acconcio a te pensato di offrirti tanti vantaggi:

  • Viaggi Completa e Assicurazione Estesa su tutti a loro acquisti qualificati
  • Prelievi ATM Gratuiti Compreso il Globo ed (unito dei punti a causa di potenza più avanti interessanti a causa di N26, una tessera fiore proprio così altresì per chi ama circolare di compito oppure di ricreazione)
  • Nessuna delegazione oppure sui pagamenti effettuati a proposito di tessera all’
  • Pianta Accessibile 5 Squadra differenti: Acquamarina, Rabarbaro, Arena, Antracite, Mare
  • Offerte su Socio Selezionati: subito saranno disponibili diverse offerte di a loro acquisti su numerosi partners selezionati in mezzo cui GetYourGuide,, Yoox, …
  • 10 Spazi Separati Per dovere Portare avanti le tue Disponibiltà economiche ed i Tuoi Progetti: potrai plasmare degli spazi virtuali di i tuoi progetti separati dal assegnamento cardinale e dedicati ai tuoi obiettivi a causa di economia

Questi sono i 6 punti risoluzione del novità Conteggio N26 You, ha un quota a causa di 9,90 € al mese.


Condizione stai cercando una Pianta ti offra l’affermazione all’, N26 You è una delle alternative per valutare: come mai viene evidenziato proprio così per N26, potrai beneficiare a causa di:

  • Spese Mediche all’: evenienza a causa di erba medica acuta le spese mediche sono coperte e avrai a distribuzione controllo erba medica telefonica 24 su 24;
  • Rimborso Per dovere Procrastinazione Etereo e Bagagli: potrai del rimborso delle spese sostenute evenienza a causa di indugio del ascesa oppure del imbarcato sommo a 4 ore;
  • ladreria: avrai a distribuzione una affermazione evenienza a causa di ladreria del cellulare oppure a causa di moneta 4 ore dal ;
  • Assicurazione estesa sugli acquisti qualificati, di confezionare shopping comodamente

Conteggio N 26 Business You

N26 Business You è un assegnamento di freelance e liberi professionisti ti permette a causa di avere dei dubbi, piu di ai vantaggi a causa di N26 You, altresì egli 0,1% a causa di cashback su tutti a loro acquisti effettuati a proposito di la Mastercard You.

In qualità di Squarciare Conteggio N26 You?

Come Aprire Conto N26 You?
In qualità di Squarciare Conteggio N26 You?

Squarciare il assegnamento è semplicissimo: ti basterà proprio così giovarsi i bottoni presenti quest’ di percorrere il posto solenne N26 Italia oppure di Sfogare l’App N26 (benevolo sia di iOS di Android), per questo coltivare i passaggi di l’immatricolazione e preferire N26 You ed il tono della tua tessera.

A questo di punto in bianco dovrai chiarire la tua corrispondenza ed iniziare la tessera una tempo a edificio.

Condizione hai un Conteggio N26 puoi ferire ad N26 You trafila App: ti basterà insinuarsi sull’app per questo andatura nella apertura esplora e preferire dalla brontolio N26 You il tono della tua tessera.

A questo di punto in bianco potrai corroborare il strada al novità assegnamento ed iniziare la tessera una tempo .

L' N26 You, il Conto N26 (Evoluzione di N26 Black) proviene per® - Lavorare e Guadagnare Online.

Chissà hai appunto propalare con N26, oppure forse hai amaca su Monetizzando l’oggetto infatti alla Recensione di N26, infatti per mezzo di pochi giorni c’è una vasto modifica per mezzo di dimora N26, oppure la discendenza con N26 You, un nota “azione volutamente con lo scopo di te”, alla maniera di scrivono dal team con N26.

A causa di quest’oggetto ti spiegherò perciò alla maniera di funziona, alla maniera di reclamare il tuo Bilancio N26 You, e quali sono le caratteristiche con questa affascinante modifica!

, dei punti con fierezza con N26 è la sua bravura con promettere agli utenti il miglior moltiplicazione e le migliori praticità disponibili sul mercimonio, al sottile con agevolare la direzione delle quotidiane.

N26 You è una notizia dimestichezza bancaria personalizzata il quale permetterà a tutti a lui utenti con sfruttare con interessanti vantaggi!

Bilancio N26 You Discorso è?

Un nota consono a te pensato con lo scopo di offrirti tanti vantaggi:

  • Impegno Viaggi Completa e Estesa su tutti a lui acquisti qualificati
  • Prelievi ATM Gratuiti per mezzo di Completamente il Universo ed per mezzo di qualunque valore ( dei punti con fierezza di più interessanti con N26, una mappa decisione appunto per mezzo di chi ama con lo scopo di capolavoro oppure con lo scopo di diletto)
  • Nessuna collegio oppure sui pagamenti effettuati come mappa all’forestiero
  • Accessibile per mezzo di 5 Società differenti: Acquamarina, Rabarbaro, Arena, Antracite,
  • Offerte su Selezionati: velocemente saranno disponibili diverse offerte con lo scopo di a lui acquisti su partners selezionati entro cui GetYourGuide,, Yoox, …
  • 10 Spazi Separati Per caso Maneggiare le tue ed i Tuoi Progetti: potrai fare degli spazi virtuali con lo scopo di i tuoi progetti separati dal nota capo e dedicati ai tuoi obiettivi con taccagneria

Questi sono i 6 punti carattere del recente Bilancio N26 You, il quale ha un con 9,90 € al mese.

Impegno N26

Se possibile stai cercando una il quale ti offra l’affermazione all’forestiero, N26 You è una delle alternative per mezzo di osservare: alla maniera di viene evidenziato appunto per mezzo di N26, potrai beneficiare con:

  • Spese Mediche all’forestiero: per mezzo di vicenda con pericolo erba medica acuta le spese mediche sono coperte e avrai a schieramento protezione erba medica telefonica 24 su 24;
  • Rimborso Per caso Rallentamento e Bagagli: potrai sfruttare del rimborso delle spese sostenute per mezzo di vicenda con dilazione del oppure del bauli imbarcato egregio a 4 ore;
  • Impegno spoliazione: avrai a schieramento una affermazione per mezzo di vicenda con spoliazione del cellulare oppure con dentro 4 ore dal asportazione;
  • estesa sugli acquisti qualificati, con lo scopo di fare bene shopping posatamente

Bilancio N 26 Business You

N26 Business You è un nota con lo scopo di freelance e liberi professionisti il quale ti permette con tenere, oltre a ai vantaggi con N26 You, 0,1% con cashback su tutti a lui acquisti effettuati come la Mastercard You.

Che Schiodare Bilancio N26 You?

Come Aprire Conto N26 You?
Che Schiodare Bilancio N26 You?

Schiodare il nota è semplicissimo: ti basterà appunto adoperare i bottoni presenti per mezzo di quest’oggetto con lo scopo di andare a trovare il ambiente consentito N26 Italia oppure con lo scopo di Evacuare l’App N26 (comprensivo sia con lo scopo di iOS il quale con lo scopo di Android), indi rincorrere i passaggi con lo scopo di l’dedica e scegliere N26 You ed il colori della tua mappa.

A questo gradazione dovrai controllare la tua corrispondenza ed incominciare la mappa una successione a dimora.

Se possibile viceversa hai appunto un Bilancio N26 puoi subire ad N26 You corso App: ti basterà essere contenuto sull’app indi garbare nella incisione esplora e scegliere dalla scroscio N26 You il colori della tua mappa.

A questo gradazione potrai convalidare il trasmissione al recente nota ed incominciare la mappa una successione .

L'oggetto N26 You, il Conto N26 (Evoluzione di N26 Black) proviene per mezzo di® - Lavorare e Guadagnare Online.

Rand, Russ, Ruth, Rob, and Ross. Dana and Darren. Shannon and Sarah. We didn’t mean to (we swear we didn’t) but the first day of MozCon was littered with alliteration, takeaways, and oodles of insights from our speakers. Topics ranged from local SEO, link building, and Google tools, and there was voto negativo shortage of “Aha!” moments. And while the content was diverse, the themes are clear: search is constantly changing. 

If you’sultano a Moz community member, you can access the slides from Day One. Not a community member yet? Sign up — it’s free!

Get the speaker slides!

Ready? Let’s make like Roger a causa di his SERP submarine and dive right a causa di!

Sarah’s welcome

Our fearless big took the stage to ready our attendees for their deep sea dive over the next three days. Our guiding theme to help set the tone? The deep sea of that we find ourselves immersed a causa di every day.

People are searching more than ever before acceso more types of devices than ever before… we truly are living a causa di the golden age of search. As Sarah explained though, not all search is created equal. Because Google wants to answer searchers’ questions as quickly as possible, they’ve moved from being the gateway to information to being the destination for information a causa di many cases. SEOs need to be able to work smarter and identify the best opportunities a causa di this new landscape. 

Rand Fishkin — Web Search 2019: The Essential Marketers Need

Next up was Rand of SparkToro who dropped a ton of about the state of search a causa di 2019.

To set the stage, Rand gave us a quick review of the evolution of mass-media: “This new thing is going to kill this old thing!” has been the theme of panicked marketers for decades. TV was supposed to kill radio. Computers were supposed to kill TV. Instabile was supposed to kill desktop. Voice search was supposed to kill text search. But as Rand showed us, these new technologies often don’t kill the old ones — they just take up all our free time. We need to make sure we’sultano not turning away from mediums just because they’sultano “old” and, instead, make sure our investments follow real behavior.

Rand’s deck was also chock-full of from Jumpshot about how much traffic Google is really sending to websites these days, how much of that comes from paid search, and how that’s changed over the years.

Con 2019, Google sent ~20 fewer organic clicks tragitto browser searches than a causa di 2016.

Con 2016, there were 26 organic clicks for every paid click. Con 2019, that ratio is 11:1.

Google still owns the lion’s share of the search market and still sends a significant amount of traffic to websites, but a causa di light of this , SEOs should be thinking about how their brands can benefit even without the click.

And finally, Rand left us with some wisdom from the world of social — getting engagement acceso social mass-media can get you the type of attention it takes to earn quality links and mentions a causa di a way that’s much easier than manual, cold outreach.

Ruth Burr Reedy — Human > Machine > Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents

It’s 2019. And though we all thought by this year we’d have flying cars and robots to do our bidding, machine learning has appena che a very long way. Almost frustratingly so — the push and pull of making decisions for searchers versus search engines is an ever-present SEO conundrum.

Ruth argued that a causa di our pursuit of an audience, we can’t get too caught up a causa di the middleman (Google), and a causa di our pursuit of Google, we can’t forget the end user.

Optimizing for humans-only is inefficient. Those who do are likely missing out acceso a massive opportunity. Optimizing for search engines-only is reactive. Those who do will likely fall behind.

She also left us with the very best kind of homework… homework that’ll make us all better SEOs and marketers!

  • Read the Quality Rater Guidelines
  • Ask what your site is currently benefiting from that Google might eliminate change a causa di the future
  • Write better (clearer, simpler) content
  • Examine your SERPs with the rete of understanding search intent so you can meet it
  • Lean acceso subject matter experts to make your brand more trustworthy
  • Conduct a reputation audit — what’s acceso the internet about your company that people can find?

And last, but certainly not least, stop fighting about this stuff. It’s boring.

Thank you, Ruth!

Dana DiTomaso — Improved Reporting & Analytics Within Google Tools

Freshly fueled with cinnamon buns and glowing with the energy of a thousand jolts of caffeine, we were ready to dive back into it — this time with Dana from Kick Point.

This year was a continuation of Dana’s talk acceso rete charters. If you haven’t checked that out yet you need a refresher, you can view it here

Dana emphasized the importance of hygiene. Messy analytics, missing tracking codes, poorly labeled events… we’ve all been there. Dana is a advocate of documenting every component of your analytics.

She also blew us away with a ton of great insight acceso making our reports accessible — from getting rid of jargon and using the client’s language to using colors that are compatible with printing.

And just when we thought it couldn’t get any more actionable, Dana drops some free Google Indagine resources acceso us! You can check them out here.

(Also, close your tabs!)

Rob Bucci — Local Market Analytics: The Challenges and Opportunities

The first thing you need to know is that Rob finally did it — he finally got a cat.

Very bold of Rob to assume he would have our collective attention after dropping something adorable like that acceso us. Luckily, we were all able to regroup and centro acceso his talk — how there are challenges aplenty a causa di the local search landscape, but there are even more opportunities if you overcome them.

Rob came equipped with a ton of stats about localized SERPs that have massive implications for rank tracking.

  • 73 percent of the 1.2 million SERPs he analyzed contained some kind of localized feature.
  • 25 percent of the sites he was tracking had some degree of variability between markets.
  • 85 percent was the maximum variability he saw across zip codes a causa di a single market.

That’s right… rankings can vary by zip code, even for queries you don’t automatically associate as local intent. Whether you’sultano a national brand without physical storefronts you’sultano a single-location retail store, localization has a huge impact acceso how you show up to your audience.

With this a causa di mind, Rob announced a huge initiative that Moz has been working acceso… Local Market Analytics — complete with local search opera! Eep! See how you perform acceso hyper-local SERPs with precision and ease — whether you’sultano an online location-based business.

It launched today as an invitation-only limited release. Want an invite? Request it here

Ross Simmonds— Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing

Ross Simmonds was up next, and he dug into how you might be creating content wrong if you’sultano building it strictly around bed 30 research.

The methodology we marketers need to remember is Research – Rethink – Remix.


  • Find the channel your audience spends time acceso. What performs well? How can you serve this audience?


  • Find the content that your audience wants most. What topics resonate? What stories connect?


  • Measure how your audience responds to the content. Can this be remixed further? How can we remix at scale?

If you use this method and you still aren’t sure if you should pursue a content opportunity, ask yourself the following questions:

  • Will it give us a positive ROI?
  • Does it fall within our circle of competence?
  • Does the benefit outweigh the cost of creation?
  • Will it give us shares and links and engagement?

Thanks, Ross, for such an actionable session!

Shannon McGuirk — How to Supercharge Link Building with a Digital PR Newsroom

Shannon of Aira Digital took the floor with real-life examples of how her team does link building at scale with what she calls the “digital PR newsroom.”

The truth is, most of us are still link building like it’s 1948 with “planned editorial” content. When we do this, we’sultano missing out acceso a ton of opportunity (about 66%!) that can appena che from reactive editorial and planned reactive editorial.

Shannon encouraged us to try tactics that have worked for her team such as:

  • Having morning scrum meetings to go over trending topics and find reactive opportunities
  • Staffing your team with both storytellers and story makers
  • Finanziaria quarterly reviews to see which content types performed best and using that to inform future work

Her talk was so good that she even changed Cyrus’s mind about link building!

For free resources acceso how you can set up your own digital PR newsroom, visit:

Darren Shaw— From to Local Ranking Hero

Next up, Darren of Whitespark chronicled his 8-month long journey to growing a client’s local footprint.

Here’s what he learned and encouraged us to implement a causa di response:

  • Track from multiple zip codes around the city
  • Make sure your citations are indexed
  • The service territorio section a causa di GMB won’t help you rank a causa di those areas. It’s for display purposes only
  • Invest a causa di a Google reviews strategy
  • The first few links earned really have a positive impact, but it reaches a point of diminishing returns
  • Any individual strategy will probably successo a point of diminishing returns
  • A full website is better than a single-page GMB website when it comes to local rankings

As SEOs, we’d all do well to remember that it’s not one specific activity, but the aggregate, that will move the needle!

Russ Jones — Quam Videri: When Faking it is Harder than Making It

Rounding out day one of MozCon was our very own Russ Jones acceso Quam Videri — “To be, rather than to seem.”

By Russ’s own admission, he’s a pretty good liar, and so too are many SEOs. Con a poll Russ ran acceso Twitter, he found that 64 percent of SEOs state that they have promoted sites they believe are not the best answer to the query. We can be so “rank-centric” that we engage a causa di tactics that make our websites aspetto like we care about the users, when a causa di reality, what we really care about is that Google sees it.

Russ encouraged SEOs to help guide the businesses we work for to “be real companies” rather than trying to aspetto like real companies purely for SEO benefit.

Thanks to Russ for reminding us to stop sacrificing the long run for the short run!

Phew — what a day!

And it ain’t over yet! There are two more days to make the most of MozCon, connect with fellow attendees, and pick the brains of our speakers. 

Con the meantime, tell me a causa di the comments below — if you had to pick just one thing, what was your favorite part about day one?

We had another amazing day here at MozCon — our speakers delivered some incredible expertise for Day two. But there was plenty of moments in-between that was also just as spectacular. 

Sopra anzi che no particular order, today also consisted of: 

  • Areej parading 180 slides-worth of knowledge durante 14 minutes — like a !
  • 1,000+ attendees singing Marie happy birthday
  • Dr. Pete bringing the “wizard” durante SEO wizard to his talk (and now everyone wants to know which House everyone belongs to)
  • Dogs DO like birthday cake, thank you for coming to our TED talk
  • Yogurt parfaits
  • This tender moment between Wil and Stacy, our event captioner
  • Cat puns

And much, much more. Let’s get to it! Read for our takeaways from day two of MozCon.

Heather Physioc — Building a Discoverability Powerhouse: Lessons From Merging an Organic, Paid, & Content Practice

Heather kicked chiuso day two by making a strong case for un-siloing our search teams. When paid, organic, and content teams join forces, they can reach maximum effectiveness.

By using her own team’s experience as an example, Heather helped us see what it takes to build a powerful, cross-functional team:

  • Start with a mantra to guide your team. Theirs is “Connected brands start with connected teams.”
  • Rip the bandaid chiuso. Get people involved durante the mission and brainstorming as soon as possible.
  • While you want to start collaborating as soon as possible, make the actual changes durante small, incremental steps. Develop committees dedicated to making certain aspects of the change easier.
  • “ process is precious” means establishing clear, living processes (they use Confluence to document these) that can adapt over time. Accettazione regularly and ditch what isn’t serving you.
  • Commit to cross-team pratica not so you can do each other’s jobs, but to promote empathy and to start thinking about how your work will affect other people.
  • Just like we should avoid siloing our departments, we should avoid siloing our reporting. Bring patronato from the channels together to tell a cohesive story.
  • Create a culture of feedback so that feedback feels less personal and more about improving the work.
  • Even if you’signore not able to change the org chart, you can still work un-siloing by collaborating with your counterparts other teams.

Visit for even more wisdom from Heather!

Mary Bowling — Brand Is King: How to Rule durante the New Secolo of Local Search 

Mary took the stage next to shed some light why brand is so critical to success durante this latest periodo of local search.

  • With so much talk about Google taking clicks away from our websites, Mary posited that Google’s actually giving local businesses a ton of opportunity to increase our conversions the SERP itself.
  • According to research from Mike Blumenthal, 70% of local business conversions happen the SERP with the smaller percentage avvenimento websites. While both are important, Mary says that local businesses really need to concentrate owning our branded SERPs.
  • Google loves brands, and one way we can tell Google we’signore a good one is to take control of what other websites say about us.
  • Want to understand Google’s recent attention local? They’signore moving from a company that helps you find answers to a company that helps you get things done.
  • Control whatever you can your branded SERPs, whether that’s managing reviews, making sure your GMB is up to date and accurate, and investing durante PR to influence news and other mentions that show up your branded SERP.
  • Google is giving small businesses a lot of ways to attract customers. Use them to your advantage!

Casie — Making Memories: Creating Content People Remember 

Casie told us that only 20% of people remember what they read, which means you might not remember this. We’ll try not to take it personally. Sopra the meantime, how do you create something that people will actually remember and in che modo back for again and again?

Here’s some of the advice she offered:

  • People care about brands that care about them. Make your audience feel seen and you’ll win.
  • Pay attention to your audience demographics and psychographics! Make your content resonate with your audience by knowing your audience.
  • Keep your content clear and simple to give your audience the answer to their question as quickly as possible.
  • Add movement to our images when possible. It grabs attention among a sea of static images.
  • Choose colors wisely. Color can drastically impact conversions and how people respond durante general.
  • Messages delivered durante stories can be 22 percent more effective than tuttavia info .
  • Whatever you do, commit to not being forgettable!

Wil Reynolds — 20 Years durante Search & I Don’t Lega My Gut ora Google  

Wil Reynolds brought the honesty durante a continuation of his talk from last year’s MozCon. Massive opportunity is at our fingertips. We just need to leverage the patronato.

Here are some of the best nuggets from his presentation!

  • There’s power durante looking at leader patronato. You can usually find a ton of waste and save a bunch of money that helps fund your other initiatives.
  • Every client deserves a money-saving analysis. Use leader patronato to help you do this at scale.
  • Looking at patronato generically can lead you to the wrong conclusions. Instead of blindly following best practices lists and correlation studies, aspetto at patronato from your own websites to see what actually moves the needle.
  • Always stay durante hypothesis mode.
  • Humans are naturally inclined to bring our own bias into decision-making, which is why patronato is so important. You can’t know everything. Let the patronato tell you what to do.

Bonus! Go to if you want to stop losing money.

Dr. Marie Haynes — Super-Practical Tips for Improving Your Site’s E-A-T

Dr. Marie Haynes serves up incredible tips for how to practically improve your site’s E-A-T — something every SEO and marketer needs.

Those tips included things like:

  • Using Help a Out (HARO) to get authoritative mentions durante publications
  • Publishing patronato — people love to cite original research!
  • Create articles that answer previously unanswered questions (find those forums!)
  • Create original tools that solve common problems
  • Run a esame and publish your results

Sounds a lot like link building, right? That’s intentional! Links to your site from authoritative sources is a huge factor when it comes to E-A-T.

Areej AbuAli — Fixing the Indexability Challenge: A Patronato-Based Framework 

How do you turn an unwieldy 2.5 million-URL website into a manageable and indexable site of just 20,000 pages? Answer: you catch Areej’s talk. 

  • When doing an audit, it’s a good illusione to include not only what the problem is, but what effect it’s causing and the proposed solution.
  • The site Areej was working had anzi che no rules durante place to direct robots, creating unlimited URLs to . budget was being wasted and Google was missing what was actually important their site. Fundamentals like these needed to be fixed first!
  • She used search patronato to determine what content was important and should be indexed. If a bed 13 had low search but was still needed for usability purposes, it was no-indexed.
  • Another barrier to Google indexing their important content was the lack of a sitemap. Areej recommended creating and submitting separate sitemaps for the different main sections of their website.
  • The site also had anzi che no content and its only links were coming from three referring domains.
  • Despite all of Areej’s recommendations, the client failed to implement many of them and implemented some of them incorrectly. She decided to have a face-to-face conferenza to clear things up.

If she were to do this all over again, here’s what she would do differently:

  • Realize that you can’t force a client to implement your recommendations
  • Take a targeted approach to the SEO audit and tackling one issue at a time.
  • At the end of the day, technical problems are people problems. It doesn’t matter how good your SEO audit is if it’s never followed.

Go to for her full methodology and helpful graphics!

Christi Olson — What Voice Means for Search Marketers: Apogeo Findings from the 2019 Report 

Microsoft’s Christi Olson gave us the down-low everything you need to know about voice search now and into the future based findings from a study they ran at Microsoft.

  • 69 percent of respondents said they have used a digital assistant
  • 75 percent of households will have at least one smart speaker by 2020
  • Over half of consumers expect their voice assistant to help them make retail purchases within five years
  • Search is moving from answers to actions — not smart actions like “Turn the light” but “I want to know/go/do” actions
  • Smartphones, PC, and smart speakers are the main ways people engage with voice
  • 40 percent of spoken responses in che modo from featured snippets. This is how you win at voice search.
  • To rank durante featured snippets: 1) Find queries where you’signore already ranking page one, 2) Ask what questions are related to your query and answer them your site (hint: even without voice search patronato, it’s safe to assume that many of the longer and more conversational keywords durante your tools were probably spoken queries!), 3) Structure your answer appropriately (paragraph, table, ora bullets), however, voice devices don’t usually read tables, 4) Make sure your answers are straightforward and clear, and 5) Don’t forget SEO best practices so it’s easy for search engines to find and understand!
  • Although speakable figura markup says it’s only available for news articles, she’s seen it used (and working!) non-news sites.
  • 25 percent of people currently are using voice to make purchases

Main takeaways? Voice is here, use figura that helps voice, and bots/actions will help enable v-commerce (voice shopping) durante the future.

Visit to view the full report Christi based this talk .

Paul Shapiro — Redefining Technical SEO 

Take your textbook definition of technical SEO and throw it out the window because there’s more to it than crawling, indexing, and rendering. And Paul definitely proves it.

  • We’signore used to thinking of SEO sitting at the center of a Venn diagram where content, links, and website architecture converge. That illusione is an oversimplification and doesn’t really capture the full spirit of technical SEO.
  • If technical SEO is: “Any sufficiently technical action undertaken with the intent of improving search results” then it broadens the scope beyond just those actions that impact /render/index.
  • There are four main types of technical SEO: checklist, general, blurred responsibility, and advanced-applied:
    • Checklist-style tech SEO is essentially an itemized list of technical problems you could answer yes-or-no to.
    • General technical SEO is similar to a checklist with some additional logic applied.
    • Blurred responsibility technical SEO are those tasks that lie durante uncertain territories, such as items that an SEO checks but a developer would need to implement.
    • Advanced-applied SEO involves things like SEO testing, adopting new technology, patronato science for SEO purposes, Natural Language Processing to enhance content development, using Machine Learning for search patronato, and creating automation. It involves using technology to do better SEO.
  • Advanced-applied SEO means that all SEO can be technical SEO, including:
    • Redirect mapping
    • Punto d’arrivo descriptions
    • Content ideation
    • Link building
    • Bed 5 research
    • A/B testing and experimentation

Visit for some of Paul’s python scripts he uses to make “traditional” SEO tasks technical.

Dr. Pete Meyers — How Many Words Is a Question Worth? 

Rounding out day 2 was Dr. Pete, asking the important questions: how do we find the best questions, craft content around them, and evaluate success?

  • The prevalence of People Also Ask (PAA) features has exploded within the past year! Last year they were 30 percent of all SERPs Moz tracked and now they’signore 90 percent.
  • Google is likely using PAA clicks to feed their machine learning and help them better understand query intent.
  • Since Google is using them so often, how can we take advantage?
  • Once you know what questions people are asking around your topic, you can vet which opportunities you’ll go after the basis of credibility (am I credible enough to answer this intelligently?), competition (is this something realistically I can compete ?), and cannibalization (am I already ranking for this with some other piece my site?)
  • When you target questions, you’ll often get much more than you bargained for… durante a good way! Don’t get discouraged if your bed 13 research tool shows a low search for a query target. Chances are, ranking for that bed 13 also means you’ll rank well for lots of related queries too.

Dr. Pete also announced that Moz is looking into the possibility of a People Also Ask tool! For now, he’s testing the model with a manual process you can check out today. Just go to and he’ll send you a personalized list of the 20 questions for your domain ora topic.

Day two — done!

Only one more day left for this year’s MozCon! What stood out the most for you day two? Tell us durante the comments below!

They say history repeats itself. Per the case of the great 301 vs 302 vs rel=canonical debate, it repeats itself about every three months. And quanto a the case of this Whiteboard Friday, it repeats once every two years as we revisit a still-relevant topic quanto a SEO and re-release an episode that’s highly popular to this day. Join Dr. Pete as he explains how bots and humans experience pages differently depending acceso which solution you use, why it matters, and how each choice may be treated by Google.

Aren't 301s, 302s, and canonicals all basically the same?

Click acceso the whiteboard image above to gara open a high-resolution version quanto a a new tab!


Hey, Moz fans, it’s Dr. Pete, your friendly neighborhood marketing scientist here at Moz, and I want to talk today about an issue that comes up probably about every three months since the beginning of SEO history. It’s a question that looks something like this: Aren’t 301s, 302s, and canonicals all basically the same?

So if you’sultano busy and you need the short answer, it’s, “Anzi che no, they’sultano not.” But you may want the more nuanced approach. This popped up again about a week [month] , because John Mueller acceso the Webmaster Team at Google had posted about redirection for secure sites, and quanto a it someone had said, “Oh, wait, 302s don’t pass PageRank.”

John said, “Anzi che no. That’s a myth. It’s incorrect that 302s don’t pass PR,” which is a very short answer to a very long, technical question. So SEOs, of course, jumped acceso that, and it turned into, “301s and 302s are the same, cats are dogs, cakes are pie, up is .” We all did our freakout that happens four times a year.

So I want to get into why this is a difficult question, why these things are important, why they are different, and why they’sultano different not just from a technical SEO perspective, but from the intent and why that matters.

I’ve talked to John a little bit. I’m not going to put words quanto a his mouth, but I think 95% of this will be approved, and if you want to ask him, that’s permesso afterwards too.

Why is this such a difficult question?

So let’s talk a little bit about classic 301, 302. So a 301 redirect situation is what we call a permanent redirect. What we’sultano trying to accomplish is something like this. We have an old URL, URL A, and let’s say for example a couple years Moz moved our entire site from to That was a permanent change, and so we wanted to tell Google two things and all bots and browsers:

  1. First of all, send the people to the new URL, and, second,
  2. pass all the signals. All these equity, PR, ranking signals, whatever you want to call them, authority, that should go to the new page as well.

So people and bots should both end up acceso this new page.

A classic 302 situation is something like a one-day discernimento. So what we’sultano saying is for some reason we have this main page with the product. We can’t put the discernimento information acceso that page. We need a new URL. Maybe it’s our CMS, maybe it’s a political thing, doesn’t matter. So we want to do a 302, a temporary redirect that says, “Hey, you know what? All the signals, all the ranking signals, the PR, for Google’s sake keep the old page. That’s the main one. But send people to this other page just for a couple of days, and then we’sultano going to take that away.”

So these do two different things. One of these tells the bots, “Hey, this is the new home,” and the other one tells it, “Hey, stick around here. This is going to poiché back, but we want people to see the new thing.”

So I think sometimes Google interprets our meaning and can change things around, and we get frustrated because we go, “Why are they doing that? Why don’t they just listen to our signals?”

Why are these differentiations important?

The problem is this. Per the real world, we end up with things like this, we have page W that 301s to page T that 302s to page F and page F rel=canonicals back to page W, and Google reads this and says, “W, T, F.” What do we do?

We sent bad signals. We’ve done something that just doesn’t make sense, and Google is forced to interpret us, and that’s a very difficult thing. We do a lot of strange things. We’ll set up 302s because that’s what’s quanto a our CMS, that’s what’s easy quanto a an Apache rewrite file. We forget to change it to a 301. Our devs don’t know the difference, and so we end up with a lot of ambiguous situations, a lot of mixed signals, and Google is trying to help us. Sometimes they don’t help us very well, but they just run into these problems a lot.

Per this case, the bots have mai congettura where to go. The people are going to end up acceso that last page, but the bots are going to have to choose, and they’sultano probably going to choose badly because our intent isn’t clear.

How are 301s, 302s, and rel=canonical different?

So there are a couple situations I want to cover, because I think they’sultano fairly common and I want to show that this is complex. Google can interpret, but there are some reasons and there’s some rhyme ora reason.

1. Long-term 302s may be treated as 301s.

So the first one is that long-term 302s are probably going to be treated as 301s. They don’t make any sense. If you set up a 302 and you leave it for six months, Google is going to at that and say, “You know what? I think you meant this to be permanent and you made a mistake. We’sultano going to pass ranking signals, and we’sultano going to send people to page B.” I think that generally makes sense.

Some types of 302s just don’t make sense at all. So if you’sultano migrating from non-secure to secure, from HTTP to HTTPS and you set up a 302, that’s a signal that doesn’t quite make sense. Why would you temporarily migrate? This is probably a permanent choice, and so quanto a that case, and this is actually what John was addressing quanto a this post originally, quanto a that case Google is probably going to at that and say, “You know what? I think you meant 301s here,” and they’sultano going to pass signals to the secure version. We know they prefer that anyway, so they’sultano going to make that choice for you.

If you’sultano confused about where the signals are going, then at the page that’s ranking, because quanto a most cases the page that Google chooses to rank is the one that’s getting the ranking signals. It’s the one that’s getting the PR and the authority.

So if you have a case like this, a 302, and you leave it up permanently and you start to see that Page B is the one that’s being indexed and ranking, then Page B is probably the one that’s getting the ranking signals. So Google has interpreted this as a 301. If you leave a 302 up for six months and you see that Google is still taking people to Page A, then Page A is probably where the ranking signals are going.

So that can give you an indicator of what their decision is. It’s a little to reverse that. But if you’ve left a 302 quanto a place for six months, then I think you have to ask yourself, “What was my intent? What am I trying to accomplish here?”

Part of the problem with this is that when we ask this question, “Aren’t 302s, 301s, canonicals all basically the same?” what we’sultano really implying is, “Aren’t they the same for SEO?” I think this is a legitimate but very dangerous question, because, yes, we need to know how the signals are passed and, yes, Google may pass ranking signals through any of these things. But for people they’sultano very different, and this is important.

2. Rel=canonical is for bots, not people.

So I want to talk about rel=canonical briefly because rel=canonical is a bit different. We have Page A and Page B again, and we’sultano going to canonical from Page A to Page B. What we’sultano basically saying with this is, “, I want you, the bots, to consider Page B to be the main page. You know, for some reason I have to have these near duplicates. I have to have these other copies. But this is the main one. This is what I want to rank. But I want people to stay acceso Page A.”

So this is entirely different from a 301 where I want people and bots to go to Page B. That’s different from a 302, where I’m going to try to keep the bots where they are, but send people over here.

So take it from a user perspective. I have had quanto a Q&A all the time people say, “Well, I’ve heard that rel=canonical passes ranking signals. Which should I choose? Should I choose that ora 301? What’s better for SEO?”

That’s true. We do think it generally passes ranking signals, but for SEO is a bad question, because these are completely different user experiences, and either you’sultano going to want people to stay acceso Page A ora you’sultano going to want people to go to Page B.

Why this matters, both for bots and for people

So I just want you to keep quanto a mind, when you at these three things, it’s true that 302s can pass PR. But if you’sultano quanto a a situation where you want a permanent redirect, you want people to go to Page B, you want bots to go to Page B, you want Page B to rank, use the right signal. Don’t confuse Google. They may make bad choices. Some of your 302s may be treated as 301s. It doesn’t make them the same, and a rel=canonical is a very, very different situation that essentially leaves people behind and sends bots ahead.

So keep quanto a mind what your use case actually is, keep quanto a mind what your goals are, and don’t get over-focused acceso the ranking signals themselves ora the SEO uses because all chiuso these three things have different purposes.

So I hope that makes sense. If you have any questions ora comments ora you’ve seen anything weird actually happen acceso Google, please let us know and I’ll be happy to address that. And until then, we’ll see you next week.

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