So you've set up your campaign in Moz, but what do you actually do with a
campaign in Moz? I'm Olivia from Whole Whale, and in today's episode we are
going to give you a walkthrough of the campaign features on Moz.com.
If you're just tuning in, Moz is a fantastic resource at moz.com. It allows you to
run SEO crawls on your website to know what's working and what isn't working.
You can also use it for keyword research, for competitive research, and it's also
just a fantastic learning module: we love their whiteboard Fridays series. So once
you've signed into Moz Pro and gone under campaigns, you can look at the
campaign dashboard for any of the specific campaigns you've set up.
For instance, we're looking at Whole Whale's right now, and one of the first things
that we see are our top national keywords. These are the keywords that we
are ranking for week after week. We're focusing on Google here; we can also
toggle between other search engines. We can also look at the keywords
specifically that are ranking numbers 1 through 10, that front page of Google
search results, which is so crucial for getting organic traffic. We can look at
our domain authority, and also track it against the domain authority for our
competitors. This is the calculated credibility of your site. It breaks down
by both the overall domain, as well as any page on your site; and we can also
look at our search visibility. This is the percentage of visibility that we
have within search engines based on the keywords we're ranking for. We also can
see the total visits that came from organic traffic in the last week, and as
a pro tip, I recommend checking this against your Google Analytics metrics to
make sure everything lines up. We can look at further insights around a lot of
our search visibility, ranking keywords -- we can see what's moved up and moved
down. For instance, our "ideas for Giving Tuesday" keyword ranking has moved
up; "Giving Tuesday 2015 ideas" has moved down. We may want to not focus too much
attention on Giving Tuesday 2015 ideas, but may want to take some work on our
Google Analytics glossary so that we are moving back up for rankings for that
keyword. Also within rankings, I'm going to walk you through some of the other
areas that we find to be really useful in this for campaign. For instance the
SERP features: this is the search engine results page, aka that page that comes up
when you Google something. We can see not just where we're indexing in SERPs, but
how we're indexing. So we can see that we're appearing in the knowledge card or
the image pack, we can see what keywords are giving us what real estate within
Google search results, which can make a very big difference if we are indexing
around image packs, which we are doing for a lot of our keywords. That is going
to give us a different level of search engine engagement than site links, and we
want to make sure that we're getting a pretty healthy dose of both. We can also
look at the landing pages within our campaigns to see an estimated search
traffic by keyword, and how people are landing on our page. If we were tracking
keywords for Whole Whale, and keyword opportunities, we may get some more data
here. So let's look at how to track keywords. We're going to click on that
"opportunities," and start to see that these are some of the keywords Moz is
suggesting we track based on the content on our site. I know, for instance, that we
have a piece on nonprofit annual reports, so let's track that to see how our
rankings for that improve or fall back over time. Let's also look at assisted
conversions and the Google AdWords grant, because we have resources on both of
those as well. Now that we've told Moz to start
tracking for those, it will start to keep track of how we're doing week over week.
It's sort of like setting goals in Google Analytics. Moz is not so smart out
of the box, but once we train it to know what to look for,
it can start to give us really valuable information for how our content is doing.
We can go even further with page optimization, and this is where it gets
really wonderful, where if you know that you have a piece of content that's
written around a keyword that is not indexing, you can start to see how to
improve the page based on SEO best practices. So we're not just throwing a
dart in the dark here, we are making a very specific effort towards leveraging
the content we already have to index for the keywords we're writing around.
For instance, if we're going back to nonprofit annual reports, I may put in
our article around that with the keyword "nonprofit annual reports." This is one
we're already tracking, but Moz will give us a page optimization score, which is a
0 to 100 grade of how well-suited our content is for ranking
for that keyword. It then breaks that down into factors that are helping and
hurting. And we know for instance that Moz is going to recommend we put our
keyword in the page title, further to the front; that we are using that exact
keyword in the meta description; that we're using it in the h1 header tags on
our site, so that Google can start to understand that we are prioritizing this
keyword in the hierarchy and the information on our site. We can also see
what we're currently doing right, and we can see for instance that we are
avoiding keyword stuffing; we are using enough words in our content, it's not
under 300 words; we have an optimal page title length for using meta descriptions.
And then Moz will also give us content suggestions, so these are keywords that
they would recommend we put in our content, as well in order to tell Google
that all of these synonyms mean that this page is suited to this keyword for
search results. Many of these we probably already have in our content, and that's
good. Some may not be as relevant to our
content, but we can go through this as a checklist to see: are we telling the
robots of Google the information that they need to
index our site? So let's see how this goes from theory to practice. This is
Whole Whale's nonprofit annual reports resource at wholewhale.com/tips. We
noticed in May that around the time we start to get towards the end of the
fiscal year for nonprofits, our organic traffic to this page was spiking, and we
wanted to make sure it was optimizing around some valuable keywords. We took
the recommendations from Moz and worked with what we could, you know, this is a
robot making recommendations for humans so not everything is going to be
applicable. But we can certainly make sure that we're using the keyword in
the first paragraph, that we're using synonyms, and once we made these edits we
started to see our organic traffic rise, and we cross-referenced this with our
Google Analytics under behavior, site content, and content drilldown. We can
look at specific page traffic and segment it by organic traffic so we get
a true sense of how SEO is affecting this. We made the edits on May 1st, so we
look at May 1st through July 9th compared to the previous period, and see
that we went from 56 between February and April to over 3100 from May to July.
It's not a perfect comparison, but it's as close as we can get, and shows how Moz
can help you go from zero to 60, or in this case 56 to 3174. Some other things
that you can do with your campaign insights: you can edit your content and
continue to edit it based on further feedback that comes in once they recrawl
your page; you can also signal boost the pages that are obviously working. As they
say in the book "Switch" by Chip and Dan Heath, build on the bright spots, don't
try to squeeze blood out of a stone. Some ways you can do this are by either
giving it a signal boost, with perhaps some social media ad dollars or part of
your AdWords campaign; you can include it in your email marketing; and you can also
write more content based on what people are searching for. If people are
searching for nonprofit annual reports, what are some related keywords that we
can find for that? That part we'll go over in an upcoming
episode of Whole Whale TV. I'm Olivia with Whole Whale, and if you liked that and you want
to go even further with SEO, we have a full course on that in Whole Whale
University. You can access it at wholewhale.com/university, and
you can also get it for 80% off the normal rate using the code
WWVIDEO. If you have any other SEO questions, feel free to leave them in the
comments below, and we will do our best to answer them. And in the meantime, take care.