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Whether you recognize his iconic tweets or have read one of his content exposés on some of the world’s most powerful brands, Ross Simmonds has certainly made a name for himself in the content world. Through his experience working with clients both large and small, Ross has discovered the perfect recipe for developing and distributing content that will drive real results, and he’s ready to share it with our MozCon audience! We're absolutely thrilled to welcome him back to the MozCon stage, and we connected with him ahead of the show to discuss how he broke into the industry, his content philosophy, and what he’s looking forward to at MozCon 2021. Question: You’ve been covering content creation and content marketing for quite some time, so could you tell us a bit about how you got your start? How did you set yourself apart? Ross : I got started in content marketing accidentally. It was a time when content marketing really wasn't a thing. I got started by creating content onl...

A decade ago, you could define SEO to a layperson by establishing the relationship between “search” and “text." Fast-forward to present day, and a sizable chunk of web traffic and online purchases now come from searches initiated by voice prompt. Because users ask for content differently when they use Siri or Alexa — compared to when they type a search query into a browser — optimizing content to capture more of that traffic is going to work a bit differently. Voice search is different than browser search You have to make a distinction early on between voice searches that simply transcribe a voice prompt into a search bar and return a list of results, or a search action that triggers a specific command from a digital assistant-style platform. Most content isn’t going to be able to accommodate optimizations for both the Google search bar and an Alexa voice command at the same time, and some content can’t be engaged by voice-enabled devices at all, like a screen-free home smart s...

A photo. Some text. A shopping cart button. It’s the setup you’ve been used to since you were Internet-years-old. Electronic commerce has existed since the 1970s , passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software . US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce. But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures. If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video. Now is the time to pr...

Welcome back to Whiteboard Friday! To start us up after our break, guest host Cooper Hollmaier has put together a three-part series that shows how SEO and accessibility go hand-in-hand.  In part one, he introduces us to what accessibility in SEO means, goes through some common myths associated with the work to make websites optimized and accessible, and discusses some of the major impacts that work can have.  Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hey, Moz fans. Welcome to the latest edition of Whiteboard Friday. I'm Cooper Hollmaier. Today we're going to be talking about SEO and accessibility: the idea of optimizing not just for some of our audience, but all of our audience. I've been doing SEO since 2016, and I started out working on small businesses, local mom-and-pop shops. Then I found the allure of e-commerce SEO, and I've been doing that ever since. Today I work on an in-house team doing t...

Ranking highly for a keyword you’ve been targeting is a great feeling. However, it’s crucial to ensure that ranking will actually benefit you. The keywords you target should be relevant to your business and have the ability to increase organic traffic and drive conversions. But how do you determine which keywords are going to be of value? In these Daily SEO Fix videos, we show you how you can use Moz’s keyword metrics to help you evaluate how much of an impact ranking for certain keywords will have. If you’d like some more tips on analyzing keyword metrics with Moz Pro , you can book a one-on-one walkthrough with a member of our onboarding team. It’s a free, personalized call which will show you how to get the most out of Moz Pro. Book Yours Today! Using keyword metrics to analyze a list of keywords In this video, Emilie shows you how to find out the average monthly volume, difficulty score, organic CTR, and priority within a keyword list. You can use this information to ...

Wil is the Founder and Vice President of Innovation at Seer Interactive , and will be back at MozCon this year with his presentation: The 3 Most Important Search Marketing Tools…Your Heart, Your Brain, & Your [Small] Ego . Ahead of the show, set to take place on July 12-14, 2021, we talked with Wil about the impact of 2020 on Seer Interactive, what challenges marketers must overcome when analyzing data, and the key insights he’ll cover in this year’s MozCon presentation. Question: 2020 was quite a year, how did the Seer team adjust? What were some of your favorite projects? Wil : We went through all the emotions :) Everyone stayed healthy for the most part, that was always my focus — how are our teams and their parents doing? The focus was on helping people manage this time. My favorite project was the work we did to help our clients use all their warehoused data to find quick places to trim spending… The fact that our data was warehoused for all clients made it easy to sup...

It’s a competitive world out there. Everyone’s after a piece of the pie, and in these uncertain times, businesses need to work harder than ever to stand out from the herd. One of the best ways to achieve this is to develop a unique brand voice for your company – one that will appeal to customers and get noticed via SEO. What exactly is a “brand voice”? It’s simply the way your organization expresses its messaging in terms of style and tone. Your voice should demonstrate your core values and appeal to your target customers. It’s vital that this voice is consistent across all aspects of your communications, from blogs to adverts to signage. If your content doesn’t stay on-brand, your audience won’t make the association between your latest product or service and the ones they’ve enjoyed before, and the crucial loyalty factor is gone. This article will show you a few tricks to help develop a unique voice, structure your content, and turn Google’s algorithms to your advantage at the sam...