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Knowing what content to create is one of a marketer's most difficult jobs. It's all too easy to imagine your target audience and what they already appreciate, then create more of that. In today's Whiteboard Friday, Rand discusses why that's a bit short-sighted, and we should have a broader vision. 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. This one comes to us via submission from email. This is a question from Michael. No other details given, which is totally fine, Michael. So he wanted to know, since he's working on a content strategy, working on a new blog and ...

Google is constantly testing new design elements, but over the past few months they've been testing a change that, while it might seem small on the surface, represents a major philosophical shift. The screenshots in this post were all captured on live SERPs but appear to be tests and have not rolled out permanently. Here's an example of the basic change: Notice how each result (ads and organic) is wrapped in a container and visually separated on a gray background. These containers are called "cards" in Google's veacular, and they're important, but we'll get to that. Why should we care about a few borders and a background? Shift #1: Mobile-first design We've known for over two years that Goog...

Duplicate listings have been a plague to local search marketers since local search was a thing. When Moz Local first introduced duplicate closure in the fall of 2014, the goal was to address the horribly time-consuming task of finding and closing all those duplicate listings causing problems in Google, Bing, and various mapping platforms. Though we’ve consistently been making improvements to the tool’s performance (we’ll get into this later), the dashboard itself has remained largely unchanged. Not anymore. Today, we’re proud to aounce our brand new duplicate management dashboard for Moz Local: Here’s a rundown of the features you can look for in the Moz Local upgrade: New Duplicates Dashboa...

[Estimated read time: 6 minutes] It's been almost two years (August 2014) since Google aounced that HTTPS was a ranking signal. Speculation ran rampant, as usual, with some suggesting there was little or no benefit to switching (and possibly significant risk) while others rushed to sell customers on making the HTTPS switch. Two years later, I believe the data speaks for itself — Google is fighting, and wiing, a long war. What's happened since? If you only consider the impact of Google's original HTTPS update, I understand your skepticism. Prior to the update, our 10,000-keyword tracking system (think of it as a laboratory for studying Google searches) showed that roughly 7% of page-1 Google ...

[Estimated read time: 9 minutes] Note: this post is based on a recent presentation I gave at LeaInbound Dublin. You can find the slides here. Mobile search as a topic has changed a lot over the past few years. When I first started looking at this, back in 2012, there was already a lot of discussion happening around the topic of mobile. And back then, the big question everyone was asking was, “what should my mobile strategy be?” Even then, things were shifting. At one of my early conference presentations on the topic, I made the point that we should stop thinking about a “mobile strategy” as different from our web strategy, because mobile technology was becoming simply another way to access t...