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Reading Between the Lines: A 3-Step Guide to Reviewing Web Page Content

Posted by Jackie.Francis

In SEO, reviewing content is an unavoidable yet extremely important task. As the driving factor that brings people to a page, best practice dictates that we do what we can to ensure that the work we’ve invested hours and resources into creating remains impactful and relevant over time. This requires occasionally going back and re-evaluating our content to identify areas that can be improved.

That being said, if you’ve ever done a content review, you know how surprisingly challenging this is. A large variety of formats and topics alongside the challenge of defining “good” content makes it hard to pick out the core elements that matter. Without these universal focus areas, you may end up neglecting an element (e.g. tone of voice) in one instance but paying special attention to that same element in another.

Luckily there are certain characteristics — like good spelling, appealing layouts, and relevant keywords — that are universally associated with what we would consider “good” content. In this three-step guide, I’ll show you how to use these characteristics (or elements, as I like to call them) to define your target audience, measure the performance of your content using a scorecard, and assess your changes for quality assurance as part of a review process that can be applied to nearly all types of content across any industry.


Step 1: Know your audience

Arguably the most important step mentioned in this post, knowing your target reader will identify the details that should make up the foundation of your content. This includes insight into the reader’s intent, the ideal look and feel of the page, and the goals your content’s message should be trying to achieve.

To get to this point, however, you first need to answer these two questions:

  1. What does my target audience look like?
  2. Why are they reading my content?

What does my target audience look like?

The first question relies on general demographic information such as age, gender, education, and job title. This gives a face to the ideal audience member(s) and the kind of information that would best suit them. For example, if targeting stay-at-home mothers between the ages of 35 and 40 with two or more kids under the age of 5, we can guess that she has a busy daily schedule, travels frequently for errands, and constantly needs to stay vigilant over her younger children. So, a piece that is personable, quick, easy to read on-the-go, and includes inline imagery to reduce eye fatigue would be better received than something that is lengthy and requires a high level of focus.

Why are they reading my content?

Once you have a face to your reader, the second question must be answered to understand what that reader wants from your content and if your current product is effectively meeting those needs. For example, senior-level executives of mid- to large-sized companies may be reading to become better informed before making an important decision, to become more knowledgeable in their field, or to use the information they learn to teach others. Other questions you may want to consider asking:

  • Are they reading for leisure or work?
  • Would they want to share this with their friends on social media?
  • Where will they most likely be reading this? On the train? At home? Waiting in line at the store?
  • Are they comfortable with long blocks of text, or would inline images be best?
  • Do they prefer bite-sized information or are they comfortable with lengthy reports?

You can find the answers to these questions and collect valuable demographic and psychographic information by using a combination of internal resources, like sales scripts and surveys, and third-party audience insight tools such as Google Analytics and Facebook Audience Insights. With these results you should now have a comprehensive picture of your audience and can start identifying the parts of your content that can be improved.


Step 2: Tear apart your existing content

Now that you understand who your audience is, it’s time to get to the real work: assessing your existing content. This stage requires breaking everything apart to identify the components you should keep, change, or discard. However, this task can be extremely challenging because the performance of most components — such as tone of voice, design, and continuity — can’t simply be bucketed into binary categories like “good” or “bad.” Rather, they fall into a spectrum where the most reasonable level of improvement falls somewhere in the middle. You’ll see what I mean by this statement later on, but one of the most effective ways to evaluate and measure the degree of optimization needed for these components is to use a scorecard. Created by my colleague, Ben Estes, this straightforward, reusable, and easy to apply tool can help you objectively review the performance of your content.

Make a copy of the Content Review Grading Rubric

Note: The card sampled here, and the one I personally use for similar projects, is a slightly altered version of the original.

As you can see, the card is divided into two categories: Writing and Design. Listed under each category are elements that are universally needed to create a good content and should be examined. Each point is assigned a grading scale ranging from 1–5, with 1 being the worst score and 5 being best.

To use, start by choosing a part of your page to look at first. Order doesn’t matter, so whether you choose to first check “spelling and grammar” or “continuity” is up to you. Next, assign it a score on a separate Excel sheet (or mark it directly on the rubric) based on its current performance. For example, if the copy has no spelling errors but some minor grammar issues, you would rank “spelling and grammar” as a four (4).

Finally, repeat this process until all elements are graded. Remember to stay impartial to give an honest assessment.

Once you’re done, look at each grade and see where it falls on the scale. Ideally each element should have a score of 4 or greater, although a grade of 5 should only be given out sparingly. Tying back to my spectrum comment from earlier, a 5 is exclusively reserved for top-level work and should be something to strive for but will typically take more effort to achieve than it is worth. A grade of 4 is often the highest and most reasonable goal to attempt for, in most instances.

A grade of 3 or below indicates an opportunity for improvement and that significant changes need to be made.

If working with multiple pieces of content at once, the grading system can also be used to help prioritize your workload. Just collect the average writing or design score and sort them in ascending/descending order. Pages with a lower average indicate poorer performance and should be prioritized over pages whose averages are higher.

Whether you choose to use this scorecard or make your own, what you review, the span of the grading scale, and the criteria for each grade should be adjusted to fit your specific needs and result in a tool that will help you honestly assess your content across multiple applications.

Don’t forget the keywords

With most areas of your content covered by the scorecard, the last element to check before moving to the editing stage is your keywords.

Before I get slack for this, I’m aware that the general rule of creating content is to do your keyword research first. But I’ve found that when it comes to reviews, evaluating keywords last feels more natural and makes the process a lot smoother. When first running through a page, you’re much more likely to notice spelling and design flaws before you pick up whether a keyword is used correctly — why not make note of those details first?

Depending on the outcomes stemming from the re-evaluation of your target audience and content performance review, you will notice one of two things about your currently targeted keywords:

  1. They have not been impacted by the outcomes of the prior analyses and do not need to be altered
  2. They no longer align with the goals of the page or needs of the audience and should be changed

In the first example, the keywords you originally target are still best suited for your content’s message and no additional research is needed. So, your only remaining task is to determine whether or not your keywords are effectively used throughout the page. This means assessing things like title tag, image alt attributes, URL, and copy.

In an attempt to stay on track, I won’t go into further detail on how to optimize keywords but if you want a little more insight, this post by Ken Lyons is a great resource.

If, however, your target keywords are no longer relevant to the goals of your content, before moving to the editing stage you’ll need to re-do your keyword research to identify the terms you should rank for. For insight into keyword research this chapter in Moz’s Beginner’s Guide to SEO is another invaluable resource.


Step 3: Evaluate your evaluation

At this point your initial review is complete and you should be ready to edit.

That’s right. Your initial review.

The interesting thing about assessing content is that it never really ends. As you make edits you’ll tend to deviate more and more from your initial strategy. And while not always a bad thing, you must continuously monitor these changes to ensure that you are on the right track to create a highly valued piece of content.

The best approach would be to reassess all your material when:

  • 50% of the edits are complete
  • 85% of the edits are complete
  • You have finished editing

At the 50% and 85% marks, keep the assessment quick and simple. Look through your revisions and ask the following questions:

  • Am I still addressing the needs of my target audience?
  • Are my target keywords properly integrated?
  • Am I using the right language and tone of voice?
  • Does it look like the information is structured correctly (hierarchically)?

If your answer is “Yes” to all four questions, then you’ve effectively made your changes and should proceed. For any question you answer “No,” go back and make the necessary corrections. The areas targeted here become more difficult to fix the closer you are to completion and ensuring they’re correct throughout this stage will save a lot of time and stress in the long run.

When you’ve finished and think you’re ready to publish, run one last comprehensive review to check the performance status of all related components. This means confirming you’ve properly addressed the needs of your audience, optimized your keywords, and improved the elements highlighted in the scorecard.


Moving forward

No two pieces of content are the same, but that does not mean there aren’t some important commonalities either. Being able to identify these similarities and understand the role they play across all formats and topics will lead the way to creating your own review process for evaluating subjective material.

So, when you find yourself gearing up for your next project, give these steps a try and always keep the following in mind:

  1. Your audience is what makes or breaks you, so keep them happy
  2. Consistent quality is key! Ensure all components of your content are performing at their best
  3. Keep your keywords optimized and be prepared to do additional research if necessary
  4. Unplanned changes will happen. Just remember to remain observant as to keep yourself on track

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!

Tracking the ROI of organic search for B2B

Contributor Janet Driscoll Miller explains how to calculate the revenue contribution of organic search and why it can be a more powerful metric than rankings alone. The post Tracking the ROI of organic search for B2B appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Local students earn college honors and degrees

The students are Linnea Bell of ZIP code 92128, a nursing major; Rebecca Lee of ZIP code 92128, a computer information systems major; Jacob Meyer of Poway, a commercial music major; David Rothweil of Poway, a business marketing major; and Irina Silverman of Poway, a nursing major.

WebAssembly First Public Working Drafts

The WebAssembly Working Group has published three First Public Working Drafts:

WebAssembly is a virtual instruction set architecture with many use cases and can be embedded in many different environments, that enables high performance applications on the Web. The design goals of WebAssembly are fast, safe, and portable semantics; efficient and portable representation. WebAssembly code is also intended to be easy to inspect and debug, especially in environments like web browsers.

ODRL 2.2 is now a W3C Recommendation

diagram of simplified ODRL modelThe Permissions & Obligations Expression Working Group has just published a Recommendation for two documents, namely:

  • ODRL Information Model—The Open Digital Rights Language (ODRL) is a policy expression language that provides a flexible and interoperable information model, vocabulary, and encoding mechanisms for representing statements about the usage of content and services. The ODRL Information Model describes the underlying concepts, entities, and relationships that form the foundational basis for the semantics of the ODRL policies.

    Policies are used to represent permitted and prohibited actions over a certain asset, as well as the obligations required to be met by stakeholders. In addition, policies may be limited by constraints (e.g., temporal or spatial constraints) and duties (e.g., payments) may be imposed on permissions.
  • ODRL Vocabulary & Expression—The ODRL Vocabulary and Expression describes the terms used in ODRL policies and how to encode them.

Please read more in the W3C Blog about ODRL, its story and its future, ODRL: A Path Well Travelled, a post authored by the working group co-chair, Renato Iannella, Monegraph.

The 2018 Local SEO Forecast: 9 Predictions According to Mozzers

Posted by MiriamEllis

It’s February, and we’ve all dipped our toes into the shallow end of the 2018 pool. Today, let’s dive into the deeper waters of the year ahead, with local search marketing predictions from Moz’s Local SEO Subject Matter Expert, our Marketing Scientist, and our SEO & Content Architect. Miriam Ellis, Dr. Peter J. Myers, and Britney Muller weigh in on what your brand should prepare for in the coming months in local.


WOMM, core SEO knowledge, and advice for brands both large and small

Miriam Ellis, Moz Associate & Local SEO SME

LSAs will highlight the value of Google-independence

Word-of-mouth marketing (WOMM) and loyalty initiatives will become increasingly critical to service area business whose results are disrupted by Google’s Local Service Ads. SABs aren’t going to love having to “rent back” their customers from Google, so Google-independent lead channels will have enhanced value. That being said, the first small case study I’ve seen indicates that LSAs may be a winner over traditional Adwords in terms of cost and conversions.

Content will be the omni-channel answer

Content will grow in value, as it is the answer to everything coming our way: voice search, Google Posts, Google Questions & Answers, owner responses, and every stage of the sales funnel. Because of this, agencies which have formerly thought of themselves as strictly local SEO consultants will need to master the fundamentals of organic keyword research and link building, as well as structured data, to offer expert-level advice in the omni-channel environment. Increasingly, clients will need to become “the answer” to queries… and that answer will predominantly reside in content dev.

Retail may downsize but must remain physical

Retail is being turned on its head, with Amazon becoming the “everything store” and the triumphant return of old-school home delivery. Large brands failing to see profits in this new environment will increasingly downsize to the showroom scenario, significantly cutting costs, while also possibly growing sales as personally assisted consumers are dissuaded from store-and-cart abandonment, and upsold on tie-ins. Whether this will be an ultimate solution for shaky brands, I can’t say, but it matters to the local SEO industry because showrooms are, at least, physical locations and therefore eligible for all of the goodies of our traditional campaigns.

SMBs will hold the quality high card

For smaller local brands, emphasis on quality will be the most critical factor. Go for the customers who care about specific attributes (e.g. being truly local, made in the USA, handcrafted, luxury, green, superior value, etc.). Evaluating and perfecting every point of contact with the customer (from how phone calls are assisted, to how online local business data is managed, to who asks for and responds to reviews) matters tremendously. This past year, I’ve watched a taxi driver launch a delivery business on the side, grow to the point where he quit driving a cab, hire additional drivers, and rack up a profusion of 5-star, unbelievably positive reviews, all because his style of customer service is memorably awesome. Small local brands will have the nimbleness and hometown know-how to succeed when quality is what is being sold.


In-pack ads, in-SERP features, and direct-to-website traffic

Dr. Peter J. Meyers, Marketing Scientist at Moz

In-pack ads to increase

Google will get more aggressive about direct local advertising, and in-pack ads will expand. In 2018, I expect local pack ads will not only appear on more queries but will make the leap to desktop SERPs and possibly Google Home.

In-SERP features to grow

Targeted, local SERP features will also expand. Local Service Ads rolled out to more services and cities in 2017, and Google isn’t going to stop there. They’ve shown a clear willingness to create specialized content for both organic and local. For example, 2017 saw Google launch a custom travel portal and jobs portal on the “organic” side, and this trend is accelerating.

Direct-to-website traffic to decline

The push to keep local search traffic in Google properties (i.e. Maps) will continue. Over the past couple of years, we’ve seen local packs go from results that link directly to websites, to having a separate “Website” link to local sites being buried 1–2 layers deep. In some cases, local sites are being almost completely supplanted by local Knowledge Panels, some of which (hotels being a good example) have incredibly rich feature sets. Google wants to deliver local data directly on Google, and direct traffic to local sites from search will continue to decline.


Real-world data and the importance of Google

Britney Muller, SEO & Content Architect at Moz

Relevance drawn from the real world

Real-world data! Google will leverage device and credit card data to get more accurate information on things like foot traffic, current gas prices, repeat customers, length of visits, gender-neutral bathrooms, type of customers, etc. As the most accurate source of business information to date, why wouldn’t they?

Google as one-stop shop

SERPs and Maps (assisted by local business listings) will continue to grow as a one-stop-shop for local business information. Small business websites will still be important, but are more likely to serve as a data source as opposed to the only place to get their business information, in addition to more in-depth data like the above.


Google as friend or foe? Looking at these expert predictions, that’s a question local businesses of all sizes will need to continue to ask in 2018. Perhaps the best answer is “neither.” Google represents opportunity for brands that know how to play the game well. Companies that put the consumer first are likely to stand strong, no matter how the nuances of digital marketing shift, and education will remain the key to mastery in the year ahead.

What do you think? Any hunches about the year ahead? Let us know in the comments.

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!

Alamosa Trees: Proposed RV resort near golf course raises concerns

The February 10 issue of the Courier reported that the Local Marketing District Board supports the RV resort. The article also said, “the partners are looking to downsize the resort to between 300 and 400 spaces.” 300 sites bother me less. I'm still concerned about selling AR land; I wouldn't want this to …

How to build a stronger, more effective PPC team

Contributor Frederick Vallaeys believes the PPC professionals with the strongest knowledge of paid search fundamentals will have the best opportunities for successful campaigns and solid career growth. The post How to build a stronger, more effective PPC team appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

#Zenith2018 to Connect Local Marketers with Top Digital Marketers from Around the Country

Through Zenith we extend exceptional professional learning to local marketers at a fraction of the cost of major conferences.” Keynote presenters for #Zenith2018 include Adam Singer, analytics advocate for Google, and Duane Forrester, vice president of industry insights for Yext, a global provider in …

How do you optimize content for a voice-first world?

Want to know how to optimize your content for voice search? Contributor Sherry Bonelli shares how to incorporate smart SEO tactics to increase the chance of being heard. The post How do you optimize content for a voice-first world? appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.