Should SEOs & Content Marketers Play to the Social Networks’ “Stay-On-Our-Site” Algorithms? – Whiteboard Friday

Posted by randfish

Increasingly, social networks are tweaking their algorithms to favor content that remains on their site, rather than send users to an outside source. This spells trouble for those trying to drive traffic and visitors to external pages, but what’s an SEO or content marketer to do? Do you swim with the current, putting all your efforts toward placating the social network algos, or do you go against it and continue to promote your own content? This edition of Whiteboard Friday goes into detail on the pros and cons of each approach, then gives Rand’s recommendations on how to balance your efforts going forward.

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Should SEOs and content marketers play to the social networks "stay-on-our-site" algorithms?

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about whether SEOs and content marketers, for that matter, should play to what the social networks are developing in their visibility and engagement algorithms, or whether we should say, “No. You know what? Forget about what you guys are doing. We’re going to try and do things on social networks that benefit us.” I’ll show you what I’m talking about.

Facebook

If you’re using Facebook and you’re posting content to it, Facebook generally tends to frown upon and lower the average visibility and ability of content to reach its audience on Facebook if it includes an external link. So, on average, posts that include an external link will fare more poorly in Facebooks’ news feed algorithm than on-site content, exclusively content that lives on Facebook.

For example, if you see this video promoted on Facebook.com/Moz or Facebook.com/RandFishkin, it will do more poorly than if Moz and I had promoted a Facebook native video of Whiteboard Friday. But we don’t want that. We want people to come visit our site and subscribe to Whiteboard Friday here and not stay on Facebook where we only reach 1 out of every 50 or 100 people who might subscribe to our page.

So it’s clearly in our interest to do this, but Facebook wants to keep you on Facebook’s website, because then they can do the most advertising and targeting to you and get the most time on site from you. That’s their business, right?

Twitter

The same thing is true of Twitter. So it tends to be the case that links off Twitter fare more poorly. Now, I am not 100% sure in Twitter’s case whether this is algorithmic or user-driven. I suspect it’s a little of both, that Twitter will promote or make most visible to you when you log in to Twitter the posts that have been made or the tweets that have been made that are self-contained. They live entirely on Twitter. They might contain a bunch of different stuff, a poll or images or be a thread. But links off Twitter will be dampened.

Instagram

The same thing is true on Instagram. Well, on Instagram, they’re kind of the worst. They don’t allow links at all. The only thing you can do is a link in profile. More engaging content on Instagram, as of just a couple weeks ago, more engaging content equals higher placement in the feed. In fact, Instagram has now just come out and said that they will show you content posts from people you’re not following but that they think will be engaging to you, which gives influential Instagram accounts that get lots of engagement an additional benefit, but kind of hurts everyone else that you’re normally following on the network.

LinkedIn

LinkedIn, LinkedIn’s algorithm includes extra visibility in the feed for self-contained post content, which is why you see a lot of these posts of, “Oh, here’s all the crazy amounts of work I did and what my experience was like building this or doing that.” If it’s a self-contained, sort of blog post-style content in LinkedIn that does not link out, it will do much better than posts that contain an external link, which LinkedIn sort of dampens in their visibility algorithm for their feed.

Play to the algos?

So all of these sites have these components of their algorithm that basically reward you if you are willing to play to their algos, meaning you keep all of the content on their sites and platform, their stuff, not yours. You essentially play to what they’re trying to achieve, which is more time on site for them, more engagement for them, less people going away to other places. You refuse or you don’t link out, so no external linking to other places. You maintain sort of what I call a high signal to noise ratio, so that rather than sharing all the things you might want to share, you only share posts that you can count on having relatively high engagement.

That track record is something that sticks with you on most of these networks. Facebook, for example, if I have posts that do well, many in a row, I will get more visibility for my next one. If my last couple of posts have performed poorly on Facebook, my next one will be dampened. You sort of get a string or get on a roll with these networks. Same thing is true on Twitter, by the way.

$#@! the algos, serve your own site?

Or you say, “Forget you” to the algorithms and serve your own site instead, which means you use the networks to tease content, like, “Here’s this exciting, interesting thing. If you want the whole story or you want to watch full video or see all the graphs and charts or whatever it is, you need to come to our website where we host the full content.” You link externally so that you’re driving traffic back to the properties that you own and control, and you have to be willing to promote some potentially promotional content, in order to earn value from these social networks, even if that means slightly lower engagement or less of that get-on-a-roll reputation.

My recommendation

The recommendation that I have for SEOs and content marketers is I think we need to balance this. But if I had to, I would tilt it in favor of your site. Social networks, I know it doesn’t seem this way, but social networks come and go in popularity, and they change the way that they work. So investing very heavily in Facebook six or seven years ago might have made a ton of sense for a business. Today, a lot of those investments have been shown to have very little impact, because instead of reaching 20 or 30 out of 100 of your followers, you’re reaching 1 or 2. So you’ve lost an order of magnitude of reach on there. The same thing has been true generally on Twitter, on LinkedIn, and on Instagram. So I really urge you to tilt slightly to your own site.

Owned channels are your website, your email, where you have the email addresses of the people there. I would rather have an email or a loyal visitor or an RSS subscriber than I would 100 times as many Twitter followers, because the engagement you can get and the value that you can get as a business or as an organization is just much higher.

Just don’t ignore how these algorithms work. If you can, I would urge you to sometimes get on those rolls so that you can grow your awareness and reach by playing to these algorithms.

So, essentially, while I’m urging you to tilt slightly this way, I’m also suggesting that occasionally you should use what you know about how these algorithms work in order to grow and accelerate your growth of followers and reach on these networks so that you can then get more benefit of driving those people back to your site. You’ve got to play both sides, I think, today in order to have success with the social networks’ current reach and visibility algorithms.

All right, everyone, look forward to your comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Source: https://moz.com/blog/seos-and-social-networks-algorithms

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Free Local SEO Tools That Belong in Your Kit

Posted by MiriamEllis

What a lot can change in just a few years! When I wrote the original version of this post in January 2014, the local SEO industry didn’t have quite the wealth of paid tools that now exists, and many of the freebies on my previous list have been sunsetted. Definitely time for a complete refresh of the most useful free tools, widgets, and resources I know of to make marketing local businesses easier and better.

While all of the tools below are free, note that some will require you to sign up for access. Others are limited, no-cost, or trial versions that let you get a good sense of what they provide, enabling you to consider whether it might be worth it to buy into paid access. One thing you may notice: my new list of local SEO tools offers increased support for organic SEO tasks, reflective of our industry’s growing understanding of how closely linked organic and local SEO have become.

Now, let’s open this toolkit and get 2018 off to a great start!


For Research

US Census Bureau Tool Set

Looking to better understand a target community for marketing purposes? You’ll find 20+ useful resources from the US Census Bureau, including population statistics, economic data, mapping and geocoding widgets, income and language information, and much more.

Client Onboarding Questionnaire & Phone Script

Onboarding a new client? Reduce repetitious follow-ups by asking all of the right questions the first time around with this thorough questionnaire and easy-to-follow phone call script from Moz. Includes helpful tips for why you are asking each question. As local SEO veterans will tell you, a missed question can lead to unhappy (and costly) surprises down the marketing road. Be sure you have the total picture of an incoming client in clear view before you begin strategizing.

Location Information Spreadsheet

Vital when marketing multi-location businesses, this free Moz spreadsheet will ensure that you’ve got all the info at your fingertips about each locale of a company.

*Pro tip: When working with large enterprises, be certain that the data you’re inputting in this spreadsheet has been approved by all relevant departments. It’s really no fun to find out six months into a marketing campaign that there’s internal disagreement about company NAP or other features.

Local Competitive Audit Spreadsheet

Now we’re really getting down to brass tacks. When you need to look for answers to the perennial client question, “Why is that guy outranking me?”, this free Moz spreadsheet will help you document key competitive data. The end result of filling out the sheet will be two columns of stats you can compare and contrast in your quest to discover competitors’ ranking strengths and weaknesses. Need more guidance? Read my blog post in which I put this audit spreadsheet into action for two San Francisco Bay Area Chinese restaurants.

Manual GeoLocation Chrome Extension

Watch Darren Shaw demo using this tool to show how a local pack changes when a user virtually crosses a street and you’ll quickly understand how useful this Chrome extension will be in approximating the impacts of user-to-business proximity. Works well on desktop devices.

Our industry still hasn’t fully recovered from Google removing the Local Search filter from its engine in 2015, and I still live in hope that they will bring it back one day, but in the meantime, this extension gives us a good sense of how searcher location affects search results. In fact, it may even be a superior solution.

The MozBar SEO Toolbar

Local businesses in competitive markets must master traditional SEO, and the free MozBar provides a wonderful introduction to the metrics you need to look at in analyzing the organic strengths and weaknesses of clients and competitors. On-page elements, link metrics, markup, HTTP status, optimization opportunities — get the data you need at a glance with the MozBar.

Google Advanced Search Operators

Not a tool, per se, but the best tutorial I have ever seen on using Google advanced search operators to deepen your research. Dr. Pete breaks this down into 67 steps that will enable you to use these search refinements for content and title research, checking for plagiarism, technical SEO audits, and competitive intelligence. Be totally wizardly and impress your clients and teammates, simply by knowing how to format searches in smart ways.

Google Search Console

Apologies if it already seems like a no-brainer to you that you should be signed up for Google’s console that gives you analytics, alerts you to serious errors, and so much more, but local SEO is just now crossing the threshold of understanding how deeply connected it is to organic search. When playing in Google’s backyard, GSC is a must-have for businesses of every type.

BrightLocal’s Search Results Checker

This popular tool does an excellent job of replicating local search results at a city or zip code level. In some cases, it’s best to search by city (for example, when there are multiple towns covered by a single zip code), but other times, it’s better search by zip code (as in the case of a large city with multiple zip codes). The tool doesn’t have the capability to recreate user-level results, so always remember that the proximity of a given user to a business may create quite different results than what you’ll see searching at a city or zip code level. I consider this a great tool to suss out the lay of the land in a community, identifying top competitors.

Offline Conversion Tracker Form

Give this handy Whitespark form to anyone who answers your phone so that they can document the answer to the important question, “How did you hear about us?” Submitted information is saved to Whitespark’s database and tracked in Google Analytics for your future reference and analysis. For local businesses, knowledge of offline factors can be priceless. This form provides a simple point of entry into amassing real-world data.


For Content

Answer the Public

One of the best-loved keyword research tools in the digital marketing world, Answer the Public lets you enter a keyword phrase and generate a large number of questions/topics related to your search. One of the most awesome facets of this tool is that it has a .CSV download feature — perfect for instantly generating large lists of keywords that you can input into something like Moz Keyword Explorer to begin the sorting process that turns up the most powerful keywords for your content dev and on-page optimization.

Buzzsumo

Another great content inspiration tool, Buzzsumo shows you lets you enter a keyword, topic or domain name, and then shows you which pieces are getting the most social shares. For example, a search for wholefoodsmarket.com shows that a highly shared piece of content at the time of my search is about an asparagus and broccoli soup. You can also sort by content type (articles, videos, infographics, etc.). Use of Buzzsumo can help you generate topics that might be popular if covered on your website.

OSHA Standard Industrial Classification (SIC) System Search

Another interesting resource for brainstorming a wide pool of potential keywords for content dev consideration, OSHA’s SIC search returns big, comprehensive lists. Just look up your industry’s SIC code, and then enter it along with a keyword/category to get your list.

USPS Look Up a ZIP Code Widget

Working with service area businesses (SABs)? Note the second tab in the menu of this widget: Cities by zip code. When you know the zip code of a business you’re marketing you can enter it into this simple tool to get a list of every city in that zip. Now, let’s not take a wrong step here: don’t publish large blocks of zips or city names on any website, but do use this widget to be sure you know of all the communities for which an SAB might strategize content, link building, brand building, real-world relationship building, social media marketing, and PPC.


Schema/JSON-LD Generators

Rather than list a single tool here, I’m going to take the advice of my friend, schema expert David Deering, who has taught me that no one tool is perfect. In David’s opinion, there isn’t currently a schema/JSON-LD generator that does it all, which is why he continues to build this type of markup manually. That being said, if you’re new to Schema, these generators will get you started:


For Citations

Moz Check Listing

I can say without bias that I know of no free tool that does a better job of giving you a lightning-fast overview of the health of a local business’ listings. On the phone with a new prospect? Just plug in the name and zip and see how complete and accurate the company’s citations are on the sources that matter most, including the major local business data aggregators (Acxiom, Factual, Infogroup, Localeze) plus key platforms like Google My Business, Facebook, Yelp, YP, and more.

Literally at a glance, you can tell if inconsistencies and duplicate listings are holding a business back. It can also be used for competitive analysis, defining whether a clean or messy citation set is impacting competitors. The value of the free Check Listing tool becomes most fully realized by signing up for the paid Moz Local product, which automates aggregator-level listing management even at an enterprise level with hundreds or thousands of listings, and offers options for review monitoring, ranking analysis, and more.

Whitespark’s Local Citation Finder (free version)

The free version of this cool tool from our friends at Whitespark will give you a sense of how the paid version can help you discover additional places, beyond the basics, where you might want to get listed. It also analyzes your competitors’ citations.


For Reviews

The Hoth’s Online Business Review Checker Tool

You’ll have to sign up, but this free tool gives you an overview report of a local business’ reviews on a variety of platforms. This is a smart thing to do for every incoming client, to gauge reputation strengths and weaknesses. The state of a company’s reviews indicates whether it has an offline problem that needs to be corrected at a real-world structural level, or if its core challenge is a lack of strategy for simply earning a competitive number of positive reviews.

Free Review Monitoring

Need to know when a new review comes in on a major or industry-specific review site? Signing up for this free tool will send you email alerts so that you can respond quickly. Watch the little video and pay attention to its statement that the majority of unhappy customers will consider visiting a business again if it quickly resolves a complaint. Good to know!

Review Handout Generator

Another freebie from Whitespark in partnership with Phil Rozek, this very simple resource lets you enter some business info and generate a printable handout your public-facing staff can give to customers. Active review management has become a must in even moderately competitive geo-industries. How nice to have a physical asset to offer your customers to get more of those reviews rolling in!

Google Review Link Generator

Google’s local product has gone through so many iterations that finding a link to point consumers to when requesting a GMB review has been foolishly difficult at times. Whitespark helps out again, at least for brick-and-mortar businesses, with this easy widget that lets you enter your business info and generate a shareable link. Unfortunately, SABs or home-based businesses with hidden addresses can’t use this tool, but for other business models, this widget works really well.


For social

Notify

Whenever your business gets mentioned on Facebook, YouTube, Twitter, Linkedin, Reddit, and a variety of other platforms, Notify uses Slack or HipChat to send you an alert. By being aware of important conversations taking place about your brand, and participating in them, your business can achieve an excellent status of responsiveness. Social media has become part of the customer service environment, so a tool like this comes in very handy.

Followerwonk

A free trial is available for this app which acts as serious analytics for Twitter. If Twitter is a favorite platform in your industry, definitely give this resource a spin. Understand the characteristics of your followers, find and connect with influencers, and use data to improve your outreach.

Character Count Online

I use this ultra-basic tool all of the time for three specific tasks. Some social platforms either have character limits and don’t always have counters, or (like Google Posts) truncate your social messaging so that only a limited snippet appear at the highest interface. Just plug in your text and see the character count.

And, of course, you’ll want a character counter to be sure your on-page title tags and meta descriptions read right in the SERPs.

My third use for this counter relates to content marketing. Most publications have character count parameters for the pieces they will accept. Here on the Moz Blog, we’re not into length limits, because we believe thorough coverage is the right coverage of important topics. But, when I’m invited to blog elsewhere, I have to rein myself in and be sure I haven’t galloped past that 800-character limit. If you’ve found that to be a problem, too, a character counter can keep you on-track as you write. Whoa, horsie!


So, what did I miss?

If you’re saying to yourself right now, “I can’t believe this totally awesome free local SEO tool I use every week isn’t included,” please share it with our community in the comments. One thing I know I’d love to find a free solution for would be a tool that does review sentiment analysis. Paid solutions exist for this, but I’ve yet to encounter a freebie.

My criteria for a great tool is that it makes work better, stronger, faster… or is that the intro to The Six Million Dollar Man? Well, Steve Austin had some amazing capabilities (and a cool 70s jogging suit, to boot!), and I’m hoping you’ll feel kitted up for success, too, with this list of free tools in the year ahead.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


Source: https://moz.com/blog/free-seo-tools-local