Marketing in Times of Uncertainty - Whiteboard Friday

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Posted by randfish Our work as marketers has transformed drastically in the space of a month. Today, we're grateful to welcome our good friend Rand to talk about a topic that's been on the forefront of our minds lately: how to do our jobs empathetically and effectively through one of the most difficult trials in modern memory. We hope you've got a cozy seat in your home office, a hot mug of coffee from your own kitchen Keurig, and your cat in your lap as you join us for this week's episode of Whiteboard Friday. Video Transcription Howdy, folks. I'm Rand Fishkin, founder of Moz and co-founder of Sparktoro. And I'm here today with a very special edition of Whiteboard Friday. I think that now is the right time to talk about marketing in uncertain epochs like the one we're living through. We obviously have a global crisis. It's very serious. But most of you watch Whiteboard Friday. Know that here at Moz, right, they're trying to help. They want to help people through this crisis. And that means doing marketing. And I don't think that now is the right time for us to stop our marketing activities. In fact, I think it's time to probably crunch down and do some hard work. So let's talk about what's going on. And then I'll give some tactics that I hope will be helpful to you and your teams, your clients, your bosses, everyone at your organizations as we're going through this together. The business world is experiencing widespread repercussions First off, we are in this cycle of trying to prevent massive amounts of death, which is absolutely the right thing to do. But because of that, I think a lot of us in the business world, in the marketing world, are experiencing pain, particularly in certain industries. In some industries obviously demand is spiking, it's skyrocketing for, you know, coronavirus-related reasons. And in other cases, demand is down. That's because we sort of have this inability to go out. We can't go to bars and restaurants and movies and bowling alleys and go do all the things we would normally do. So we don't need fancy clothes to go do it and we don't need haircuts — this is probably the last Whiteboard Friday I would want to record before needing a cut. And all of that spending, right, that consumer …

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5 Common Objections to SEO (& How to Respond) - Best of Whiteboard Friday

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Posted by KameronJenkins With marketing budgets taking a hit under the economic strain of COVID-19, advocating for the value SEO can bring to a struggling business is a new take on an old battle. This popular Whiteboard Friday episode by Kameron Jenkins covers five common objections you'll hear to SEO and how to counter them with smart, researched, fact-based responses — an important skill to brush up on now more than ever. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hey, everybody. Welcome to this week's edition of Whiteboard Friday. My name is Kameron Jenkins, and today we're going to be going through five common objections to SEO and how to respond. Now I know, if you're watching this and you're an SEO, you have faced some of these very objections before and probably a lot of others. This is not …

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The SEO Elevator Pitch - Best of Whiteboard Friday

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Posted by KameronJenkins This week, we're revisiting an important topic for SEOs everywhere: how to show your value . In the wake of everything that's happened recently with COVID-19, being able to describe your worth to potential clients or stakeholders is an integral skill. In this favorite episode of Whiteboard Friday, Kameron Jenkins shares how to effectively and succinctly build an SEO elevator pitch that highlights the value you bring to a business and three warnings on what not to do. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hey guys, welcome to this week's edition of Whiteboard Friday. My name is Kameron Jenkins. Today we're going to be talking about creating an SEO elevator pitch, what is it, why we need one, and what kind of prompted this whole idea for an SEO elevator pitch. So essentially, I was on …

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Matter. How SEOs Can Help... Now - Whiteboard Friday

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Posted by rjonesx. As SEOs, we hold a surprising amount of influence over how the world gets its information. In times like these, when businesses of all stripes are facing uncertainty and we may be looking for ways to help, the skills you use in your day job can be your superpower. In today's Whiteboard Friday, Russ Jones outlines five ways SEOs can make a difference amid the chaos of COVID-19 — just by doing your job and doing it well. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hey, folks. This is Russ Jones here, Adjunct Search Scientist at Moz and Principal Search Scientist at System1. Today is my first day giving a Whiteboard Friday from my home here in Cary, North Carolina. Unfortunately, it's with a somber attitude as many of you are at home right now realizing what's …

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Using the Flowchart Method for Diagnosing Ranking Drops — Best of Whiteboard Friday

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Posted by KameronJenkins Being able to pinpoint the reason for a ranking drop is one of our most perennial and potentially frustrating tasks as SEOs, especially in 2020 . There are an unknowable number of factors that go into ranking these days, but luckily the methodology for diagnosing those fluctuations is readily at hand. In this popular Whiteboard Friday, the wonderful Kameron Jenkins shows us a structured way to diagnose ranking drops using a flowchart method and critical thinking. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hey, everyone. Welcome to this week's edition of Whiteboard Friday. My name is Kameron Jenkins. I am the new SEO Wordsmith here at Moz, and I'm so excited to be here. Before this, I worked at an agency for about six and a half years. I worked in the SEO department, and really a …

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Desktop, Mobile, or Voice? (D) All of the Above — Best of Whiteboard Friday

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Posted by Dr-Pete Needless to say, we're facing more and more complexity in our everyday work, and the answers to our questions are about as clear as mud. In the wake of the 2018 mobile-first index, and since more searchers are home and not on-the-go, we're left wondering where to focus our optimization efforts. Is desktop the most important? Is mobile? What about the voice phenomenon that's now become part of our day-to-day lives? As with most things, the most important factor is to consider your audience. People aren't siloed to a single device — your optimization strategy shouldn't be, either. In this informative Whiteboard Friday, Dr. Pete soothes our fears about a multi-platform world and highlights the necessity of optimizing for a journey rather than a touchpoint. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hey, everybody. It's Dr. Pete …

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A Simple Keyword Research Process for Winning SEO - Whiteboard Friday

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Posted by Cyrus-Shepard Smart keyword research forms the basis of all successful SEO. In today's Whiteboard Friday, Cyrus Shepard shares the basics of a winning keyword research process that you can learn and master in a short amount of time. Bonus: Be sure not to miss Cyrus's upcoming webinar, Build a Winning Keyword Strategy: Start-to-Finish on May 21, 2020 at 10am PST: Save my spot You'll walk through his keyword research process start-to-finish with real keywords, topics, and websites to create a complete keyword research strategy. It's a great follow-up to this Whiteboard Friday! Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Howdy, Moz fans. Welcome to a very special edition of Whiteboard Friday talking about keyword research today. Now keyword research, you know how important it is, and it forms the basis of all successful SEO. People who are good …

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SEO Negotiation: How to Ace the Business Side of SEO — Best of Whiteboard Friday

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Posted by BritneyMuller SEO has become more important than ever, but it isn't all meta tags and content. A huge part of the success you'll see is tied up in the inevitable business negotiations. In this helpful Whiteboard Friday from August of 2018, our resident expert Britney Muller walks us through a bevy of smart tips and considerations that will strengthen your SEO negotiation skills, whether you're a seasoned pro or a newbie to the practice. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hey, Moz fans. Welcome to another edition of Whiteboard Friday. So today we are going over all things SEO negotiation, so starting to get into some of the business side of SEO. As most of you know, negotiation is all about leverage. It's what you have to offer and what the other side is looking to gain …

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Building Better Customer Experiences - Best of Whiteboard Friday

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Posted by DiTomaso Are you mindful of your customer's experience after they become a lead? It's easy to fall in the same old rut of newsletters, invoices, and sales emails, but for a truly exceptional customer experience that improves their retention and love for your brand, you need to go above and beyond. In this popular episode of Whiteboard Friday, the ever-insightful Dana DiTomaso shares three big things you can start doing today that will immensely better your customer experience and make earning those leads worthwhile. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hi, Moz fans. My name is Dana DiTomaso. I'm the President and partner of Kick Point , and today I'm going to talk to you about building better customer experiences. I know that in marketing a lot of our jobs revolve around getting leads and more leads …

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Which of My Competitor's Keywords Should (& Shouldn't) I Target? - Best of Whiteboard Friday

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Posted by randfish You don't want to try to rank for every one of your competitors' keywords. Like most things with SEO, it's important to be strategic and intentional with your decisions. In this fan favorite Whiteboard Friday, Rand shares his recommended process for understanding your funnel, identifying the right competitors to track, and prioritizing which of their keywords you ought to target. Plus, don't miss our upcoming webinar on Wednesday, March 11: Competitive Analysis for SEO: Size Up & Surpass Your Search Rivals presented by Director of Growth Marketing Kelly Cooper. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. So this week we're chatting about your competitors' keywords and which of those competitive keywords you might want to actually target versus not. Many folks use tools, like SEMrush and …

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The MozCon Virtual 2020 Initial Agenda

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Posted by cheryldraper It's the question that's been on plenty of people's minds: What's up with MozCon this year? We're happy to report that 2020's MozCon is on like Donkey Kong, and as you can tell from its brand-new name, the format this year is just a tad bit different. MozCon 2020 is now MozCon Virtual , an online conference experience delivering every ounce of digital marketing expertise you expect in-person with the safety and security of social distancing at home. Today, we're here to tell you all about it — changes, challenges, nitty-gritty details, who's speaking and what you'll learn , and more! Here's the skinny on MozCon Virtual MozCon Virtual will take place from the comfort of your at-home office space across July 14 & 15, 2020. Business on top, social distancing sweatpants on the bottom — you'll be cozier than ever while learning all the latest and …

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