Posted by Joyce.ObilityIn the B2B space, it’s important to be realistic about who your competitors are. Keeping that rule in mind, in our last Whiteboard Friday episode before 2021, guest presenter Joyce Collardé of Obility walks you through how to conduct a competitive SEO audit, helping you address your improvement areas and surpass your competition in the SERPs.   Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hi, Moz fans. Thank you for joining me today as we talk about SEO competitive analysis for B2B businesses. My name is Joyce Collardé. I am the SEO Supervisor…

The Beginner’s Guide to Structured Data for Organizing & Optimizing Your Website

It’s Friday afternoon, and your team is jonesing for Happy Hour. For the last few weeks, you’ve been going to the same ol’ bar by your office, so you decide it’s time to try something new. What do you do? Step outside and walk around until you find a new spot? No, you hop on Google and let it conduct the search for you. Your ideal post-work pub is nearby, open right after work, and offers a few gluten-free options so your entire team can partake. You plug these criteria into Google, and you’ve got three viable options at your…

When I’m looking for a business that will have what I need, whether it’s food or office supplies, I use Google Maps. I know that the search results will give me enough information to pick the best option, like reviews, ratings, photos, and location information. I’m not alone in my preference for Google Maps, as it is six times more popular than other navigation apps. Given its popularity, it’s critical you optimize your business to appear in Google Maps search results. In this piece we’ll cover the basics of Google Maps marketing, best practices for optimizing your Google My Business for search…

What’s Changed (and What Hasn’t): The 2020 Moz Blog Reader Survey Results

Posted by morgan.mcmurrayYou’re tired of hearing it and I’m tired of saying it, but 2020 really has been a year like no other. SEOs and marketers around the world had to deal with their day-to-day work moving home, alongside a host of natural disasters, civil rights issues, and a pandemic that will alter our industry and global economy for years to come.  We could have held off on launching this year’s reader survey, but we decided to move forward anyway because we know your work and your interests have been impacted, and we wanted to know how much.  I’m excited to share with you…

Stores and websites aren’t a mishmash of products with no discernible organization for a reason. People want a sense of direction and a positive customer experience, even when they are “just browsing.” They also want to know they are in good hands when it comes to the product category they’re exploring — whether that’s kitchen tools, breakfast cereals, or winter coats. Product category marketing helps your brand stand out among related items, so your company’s products wind up in the shopping cart — whether real or virtual. What is a product category? A product category is “a particular group of…

How to Write a Content Marketing Mission Statement in 3 Steps (Plus 12 examples)

The road to relevance is long. But it starts with this simple first step: we declare our mission. This little bit of text is our content marketing mission statement and it’s the foundation of our content strategy. This is where we’ll take our stand. This is the cornerstone of our content strategy. It states what we’ll be publishing, who it’s for and why they’ll care. Our content mission will support (or reject) every action we take in our content marketing efforts. Not sure about something? Check the mission. If it doesn’t fit, leave it out. Documenting our mission statement is…

Google’s December 2020 Core Update: By the Numbers

Posted by Dr-PeteOn December 3rd, Google announced that they were rolling out the latest Core Update. Initially, the bulk of the impact seemed to arrive on that date, with MozCast spiking at 112.4°F: We measured above-average ranking flux in the three days prior to the update announcement, and a few days after the announcement, but the bulk of the flux seemed to occur on the roll-out day. (The dotted line represents the 30-day average prior to December 3rd.) How did December 2020 compare to other Core Updates? While technically the third largest named core update, Google’s December Core Update was…

What You May Have Missed: Moz Resources to Prioritize Community Learning and Professional Development in 2020

Posted by clschwartzIt goes without saying that 2020 has been a wild ride. If you’re like me, you’ve missed some exciting news or even taken some time away from all things digital when it felt like the world was just too much. At Moz, we created a lot of helpful content in 2020, publishing community resources, reports, and guides across topics like local SEO analytics, competitor analysis, keyword research, campaign management, and more. With all that coming your way, there’s bound to be some oversight. Here’s a recap of what you might have missed in the chaos that has been…

Predictive Marketing: What it Is & How to Leverage It

After months of working on a marketing campaign, nothing’s worse than realizing you aren’t seeing the results you expected. Unfortunately, many of us have been there. We’ve put all of our creative effort, time, and numerous resources into a campaign that sounded like a great idea, but had nowhere near the expected ROI or engagement. Then, on top of watching our project fail, we’ve had to deal with the awkward scenario of sharing bad performance data with our teams. No matter how hard you try, it’s impossible to know exactly how well a campaign will do before you run it. However,…