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In today’s episode of Whiteboard Friday, digital marketing expert Amanda Milligan walks you through the three parts that make up a content funnel for building authority, as well as the types of content that fit into each one. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hi, everyone. My name is Amanda Milligan. I am the Head of Marketing at Stacker Studio, and I am here to talk about something that I made up that I hope is very useful to you all. It is the authoritative content funnel. So the reason that I put this together is because of conversations I was having with folks about I'm always talking about authoritative content and I realized that there was a mismatch of what other people thought I was talking about and what I was talking about. What I realized is that there are so many different types and we need to be thinking about them in a certain context, and I thought the easiest thing to start this brainst...

Throughout my career, most of my teams’ digital PR strategies for clients have consisted of closing link gaps, creating new ones, and earning as many high-tier links as possible. The goal was always the same: get our clients' websites to the top of the search engine result pages (SERPs) and outranking their competitors. To that end, we’ve earned press coverage for clients on every top-tier publisher you can think of, including "dream publishers'' like CNN, the New York Times, Washington Post, and Business Insider. We’ve even had dozens of campaigns go viral, earning thousands of links and hundreds of thousands of social shares, all resulting from sending a single outreach email to a journalist. "What's wrong with that?" you might be asking. "It sounds like a successful strategy." While "going viral" might not carry the same weight it once did, I'll be the first to admit it – there is hardly a more exciting feeling when working i...

It’s an old marketing cliche that people buy from people, not brands, and if you spend any amount of time on LinkedIn, you’ll be inundated with personal branding gurus explaining to you exactly why that is. Ultimately, it all comes down to trust — the T in Google’s E-A-T . People are more likely to trust a brand or organization with a real human face. In a crowded e-commerce space, that trust (or lack thereof) can make or break a website’s fortune in the SERPs. This, combined with a move away from historic link-building activities, such as link exchanges or broken link building, has seen brands of all sizes from household names to e-commerce start-ups jump on the thought-leadership bandwagon. Free and easy-to-access tools such as HARO and the Twitter #journorequest hashtag offer a low barrier to entry and give the misleading impression that this is an easy route to links in top-tier publications — without the need to invest in a long-term strategy. When done right, this type of di...

In today’s episode, content marketing expert Ross Simmonds walks you through the content life cycle, and how you can use it to ensure that the content that you're developing quarter after quarter, month after month, year after year, is actually maximized for ROI, results, and impact. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Howdy, Moz friends. It's Ross Simmonds from Foundation Marketing, and in this video I'm going to be talking to you about something that I care deeply about, how to maximize your content. We've all produced content. You've probably just produced a piece of content within the last few days, the last few weeks, maybe last few months. You've prepared and developed pieces of content that you believe will serve your audience. Congratulations, you've taken a big step. This is a big step for you because you've created something. It's an amazing situation to be in. N...

The heart of your SEO. The foundation for building ideas and thoughts in your industry. The vital link between you and your audience. What are we talking about? Keywords, of course! Keyword research is a fundamental aspect of any SEO strategy, so it’s important to know why you should do it, and how you should go about it. The power of keyword research lies in better understanding your target market and how they are searching for your content, services, or products. Too many people bypass this crucial planning step because keyword research takes time, and why spend the time when you already know what you want to rank for? The answer is that what you want to rank for and what your audience actually wants are often two completely different things. Focusing on your audience and using keyword data to your advantage will make for much more successful campaigns than if you were to focus on the typical desirable keywords. With that, we are so excited to announce the launch of our brand-n...

We all start somewhere. For you, it's your very first day of SEO. Or, more precisely—for the sake of this guide—your first seven days of SEO. If you do any kind of web marketing, you know that business and website owners frequently ask for SEO advice. Answering can be difficult because, short of hiring a professional, it's hard to explain to absolute beginners where to start. For example, what do you tell the small manufacturing business owner who wants to learn the SEO ropes but doesn't have a year or two to master the finer details? The best answer has always been " read the Beginner's Guide to SEO ." And that's a great answer. For over a decade, the Beginner's Guide has served as a solid and frequently updated resource for those looking to cover the basics, mixing in-depth theory with practical application. I've personally referred people to it literally hundreds of times. To which the busy business owner replies, "That sounds great...

Many SEOs think of keyword research as a very basic part of SEO, which can actually be a problem. In today’s Whiteboard Friday, Tom explains some of the common mistakes SEOs make when doing keyword research that are easy to fix, many of which come from metrics like search volume, click-through rate, and difficulty. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Happy Friday, Moz fans, and today I'm going to be talking to you about metrics, but specifically metrics for keyword research. Now I think this is a very fundamental part of SEO. A lot of people think of it as a very basic part of SEO, which can be a problem sometimes. I think often this might be the very first task you're asked to do in your SEO career. But I think there are some common sort of mistakes or misunderstandings within keyword research that are quite easy to fix, and a lot of it comes from metrics. So these are the three metrics I want to ta...