Tagged: Reputation Legal

The legal side of Reputation Management

Lessons from 1,000 Voice Searches (on Google Home) 0

Posted by Dr-Pete

It’s hardly surprising that Google Home is an extension of Google’s search ecosystem. Home is attempting to answer more and more questions, drawing those answers from search results. There’s an increasingly clear connection between Featured Snippets in search and voice answers.

For example, let’s say a hedgehog wanders into your house and you naturally find yourself wondering what you should feed it. You might search for “What do hedgehogs eat?” On desktop, you’d see a Featured Snippet like the following:

Given that you’re trying to wrangle a strange hedgehog, searching on your desktop may not be practical, so you ask Google Home: “Ok, Google — What do hedgehogs eat?” and hear the following:

Google Home leads with the attribution to Ark Wildlife (since a voice answer has no direct link), and then repeats a short version of the desktop snippet. The connection between the two answers is, I hope, obvious.

Anecdotally, this is a pattern we see often on Google Home, but how consistent is it? How does Google handle Featured Snippets in other formats (including lists and tables)? Are some questions answered wildly differently by Google Home compared to desktop search?

Methodology (10K –> 1K)

To find out the answer to these questions, I needed to start with a fairly large set of searches that were likely to generate answers in the form of Featured Snippets. My colleague Russ Jones pulled a set of roughly 10,000 popular searches beginning with question words (Who, What, Where, Why, When, How) from a third-party “clickstream” source (actual web activity from a very large set of users).

I ran those searches on desktop (automagically, of course) and found that just over half (53%) had Featured Snippets. As we’ve seen in other data sets, Google is clearly getting serious about direct answers.

The overall set of popular questions was dominated by “What?” and “How?” phrases:

Given the prevalence of “How to?” questions, I’ve broken them out in this chart. The purple bars show how many of these searches generated Featured Snippets. “How to?” questions were very likely to display a Featured Snippet, with other types of questions displaying them less than half of the time.

Of the roughly 5,300 searches in the full data set that had Featured Snippets, those snippets broke down into four types, as follows:

Text snippets — paragraph-based answers like the one at the top of this post — accounted for roughly two-thirds of all of the Featured Snippets in our original data set. List snippets accounted for just under one-third — these are bullet lists, like this one for “How to draw a dinosaur?”:

Step 1 – Draw a small oval. Step 5 – Dinosaur! It’s as simple as that.

Table snippets made up less than 2% of the Featured Snippets in our starting data set. These snippets contain a small amount of tabular data, like this search for “What generation am I?”:

If you throw your money recklessly at your avocado toast habit instead of buying a house, you’re probably a millennial (sorry, content marketing joke).

Finally, video snippets are a special class of Featured Snippet with a large video thumbnail and direct link (dominated by YouTube). Here’s one for “Who is the spiciest memelord?”:

I’m honestly not sure what commentary I can add to that result. Since there’s currently no way for a video to appear on Google Home, we excluded video snippets from the rest of the study.

Google has also been testing some hybrid Featured Snippets. In some cases, for example, they attempt to extract a specific answer from the text, such as this answer for “When was 1984 written?” (Hint: the answer is not 1984):

For the purposes of this study, we treated these hybrids as text snippets. Given the concise answer at the top, these hybrids are well-suited to voice results.

From the 5.3K questions with snippets, I selected 1,000, excluding video but purposely including a disproportionate number of list and table types (to better see if and how those translated into voice).

Why only 1,000? Because, unlike desktop searches, there’s no easy way to do this. Over the course of a couple of days, I had to run all of these voice searches manually on Google Home. It’s possible that I went temporarily insane. At one point, I saw a spider on my Google Home staring back at me. Fearing that I was hallucinating, I took a picture and posted it on Twitter:

I was assured that the spider was, in point of fact, not a figment of my imagination. I’m still not sure about the half-hour when the spider sang me selections from the Hamilton soundtrack.

From snippets to voice answers

So, how many of the 1,000 searches yielded voice answers? The short answer is: 71%. Diving deeper, it turns out that this percentage is strongly dependent on the type of snippet:

Text snippets in our 1K data set yielded voice answers 87% of the time. List snippets dropped to just under half, and table snippets only generated voice answers one-third of the time. This makes sense — long lists and most tables are simply harder to translate into voice.

In the case of tables, some of these results were from different sites or in a different format. In other words, the search generated a Featured Snippet and a voice answer, but the voice answer was of a different type (text, for example) and attributed to a different source. Only 20% of Featured Snippets in table format generated voice answers that came from the same source.

From a search marketing standpoint, text snippets are going to generate a voice answer almost 9 out of 10 times. Optimizing for text/paragraph snippets is a good starting point for ranking on voice search and should generally be a win-win across devices.

Special: Knowledge Graph

What about the Featured Snippets that didn’t generate voice answers? It turns out there was quite a variety of exceptions in play. One exception was answers that came directly from the Knowledge Graph on Google Home, without any attribution. For example, the question “What is the nuclear option?” produces this Featured Snippet (for me, at least) on desktop:

On Google Home, though, I get an unattributed answer that seems to come from the Knowledge Graph:

It’s unclear why Google has chosen one over the other for voice in this particular case. Across the 1,000 keyword set, there were about 30 keywords where something similar happened.

Special: Device help

Google Home seems to translate some searches as device-specific help. For example, “How to change your name?” returns desktop results about legally changing your name as an individual. On Google Home, I get the following:

Other searches from our list that triggered device help include:

  • How to contact Google?
  • How to send a fax online?
  • What are you up to?

Special: Easter eggs

Google Home has some Easter eggs that seem unique to voice search. One of my personal favorites — the question “What is best in life?” — generates the following:

Here’s a list of the other Easter eggs in our 1,000 phrase data set:

  • How many letters are in the alphabet?
  • What are your strengths?
  • What came first, the chicken or the egg?
  • What generation am I?
  • What is the meaning of life?
  • What would you do for a Klondike bar?
  • Where do babies come from?
  • Where in the world is Carmen Sandiego?
  • Where is my iPhone?
  • Where is Waldo?
  • Who is your daddy?

Easter eggs are a bit less predictable than device help. Generally speaking, though, both are rare and shouldn’t dissuade you from trying to rank for Featured Snippets and voice answers.

Special: General confusion

In a handful of cases, Google simply didn’t understand the question or couldn’t answer the exact question. For example, I could not get Google to understand the question “What does MAGA mean?” The answer I got back (maybe it’s my Midwestern accent?) was:

On second thought, maybe that’s not entirely inaccurate.

One interesting case is when Google decides to answer a slightly different question. On desktop, if you search for “How to become a vampire?”, you might see the following Featured Snippet:

On Google Home, I’m asked to clarify my intent:

I suspect both of these cases will improve over time, as voice recognition continues to advance and Google becomes better at surfacing answers.

Special: Recipe results

Back in April, Google launched a new set of recipe functions across search and Google Home. Many “How to?” questions related to cooking now generate something like this (the question I asked was “How to bake chicken breast?”):

You can opt to find a recipe on Google search and send it to your Google Home, or Google can simply pick a recipe for you. Either way, it will guide you through step-by-step instructions.

Special: Health conditions

A half-dozen or so health questions, from general questions to diseases, generated results like the following. This one is for the question “Why do we sneeze?”:

This has no clear connection to desktop search results, and I’m not clear if it’s a signal for future, expanded functionality. It seems to be of limited use right now.

Special: WikiHow

A handful of “How to?” questions triggered an unusual response. For example, if I ask Google Home “How to write a press release?” I get back:

If I say “yes,” I’m taken directly to a wikiHow assistant that uses a different voice. The wikiHow answers are much longer than text-based Featured Snippets.

How should we adapt?

Voice search and voice appliances (including Google Assistant and Google Home) are evolving quickly right now, and it’s hard to know where any of this will be in the next couple of years. From a search marketing standpoint, I don’t think it makes sense to drop everything to invest in voice, but I do think we’ve reached a point where some forward momentum is prudent.

First, I highly recommend simply being aware of how your industry and your major keywords/questions “appear” on Google Home (or Google Assistant on your mobile device). Look at the recipe situation above — for 99%+ of the people reading this article, that’s a novelty. If you’re in the recipe space, though, it’s game-changing, and it’s likely a sign of more to come.

Second, I feel strongly that Featured Snippets are a win-win right now. Almost 90% of the text-only Featured Snippets we tracked yielded a voice answer. These snippets are also prominent on desktop and mobile searches. Featured Snippets are a great starting point for understanding the voice ecosystem and establishing your foothold.

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Source: Moz

Location Data + Reviews: The 1–2 Punch of Local SEO 0

Posted by MiriamEllis

localseocombo.jpg

My father, a hale and hearty gentleman in his seventies, simply won’t dine at a new restaurant these days before he checks its reviews on his cell phone. Your 23-year-old nephew, who travels around the country for his job as a college sports writer, has devoted 233 hours of his young life to writing 932 reviews on Yelp (932 reviews x @15 minutes per review).

Yes, our local SEO industry knows that my dad and your nephew need to find accurate NAP on local business listings to actually find and get to business locations. This is what makes our historic focus on citation data management totally reasonable. But reviews are what help a business to be chosen. Phil Rozek kindly highlighted a comment of mine as being among the most insightful on the Local Search Ranking Factors 2017 survey:

“If I could drive home one topic in 2017 for local business owners, it would surround everything relating to reviews. This would include rating, consumer sentiment, velocity, authenticity, and owner responses, both on third-party platforms and native website reviews/testimonials pages. The influence of reviews is enormous; I have come to see them as almost as powerful as the NAP on your citations. NAP must be accurate for rankings and consumer direction, but reviews sell.”

I’d like to take a few moments here to dive deeper into that list of review elements. It’s my hope that this post is one you can take to your clients, team or boss to urge creative and financial allocations for a review management campaign that reflects the central importance of this special form of marketing.

Ratings: At-a-glance consumer impressions and impactful rankings filter

Whether they’re stars or circles, the majority of rating icons send a 1–5 point signal to consumers that can be instantly understood. This symbol system has been around since at least the 1820s; it’s deeply ingrained in all our brains as a judgement of value.

So, when a modern Internet user is making a snap decision, like where to grab a taco, the food truck with 5 Yelp stars is automatically going to look more appealing than the one with only 2. Ratings can also catch the eye when Schema (or Google serendipity) causes them to appear within organic SERPs or knowledge panels.

All of the above is well-understood, but while the exact impact of high star ratings on local pack rankings has long been speculative (it’s only factor #24 in this year’s Local Search Ranking Factors), we may have just reached a new day with Google. The ability to filter local finder results by rating has been around for some time, but in May, Google began testing the application of a “highly rated” snippet on hotel rankings in the local packs. Meanwhile, searches with the format of “best X in city” (e.g. best burrito in Dallas) appear to be defaulting to local results made up of businesses that have earned a minimum average of 4 stars. It’s early days yet, but totally safe for us to assume that Google is paying increased attention to numeric ratings as indicators of relevance.

Because we’re now reaching the point from which we can comfortably speculate that high ratings will tend to start correlating more frequently with high local rankings, it’s imperative for local businesses to view low ratings as the serious impediments to growth that they truly are. Big brands, in particular, must stop ignoring low star ratings, or they may find themselves not only having to close multiple store locations, but also, to be on the losing end of competing for rankings for their open stores when smaller competitors surpass their standards of cleanliness, quality, and employee behavior.

Consumer sentiment: The local business story your customers are writing for you

Here is a randomly chosen Google 3-pack result when searching just for “tacos” in a small city in the San Francisco Bay Area:

taco3pack.jpg

We’ve just been talking about ratings, and you can look at a result like this to get that instant gut feeling about the 4-star-rated eateries vs. the 2-star place. Now, let’s open the book on business #3 and see precisely what kind of story its consumers are writing. This is the first step towards doing a professional review audit for any business whose troubling reviews may point to future closure if problems aren’t fixed. A full audit would look at all relevant review platforms, but we’ll be brief here and just look at Google and Yelp and sort negative sentiments by type:

tacoaudit.jpg

It’s easy to ding fast food chains. Their business model isn’t commonly associated with fine dining or the kind of high wages that tend to promote employee excellence. In some ways, I think of them as extreme examples. Yet, they serve as good teaching models for how even the most modest-quality offerings create certain expectations in the minds of consumers, and when those basic expectations aren’t met, it’s enough of a story for consumers to share in the form of reviews.

This particular restaurant location has an obvious problem with slow service, orders being filled incorrectly, and employees who have not been trained to represent the brand in a knowledgeable, friendly, or accessible manner. Maybe a business you are auditing has pain points surrounding outdated fixtures or low standards of cleanliness.

Whatever the case, when the incoming consumer turns to the review world, their eyes scan the story as it scrolls down their screen. Repeat mentions of a particular negative issue can create enough of a theme to turn the potential customer away. One survey says only 13% of people will choose a business that has wound up with a 1–2 star rating based on poor reviews. Who can afford to let the other 87% of consumers go elsewhere?

There are 20 restaurants showing up in Google’s local finder for my “tacos” search, highlighted above. Taco Bell is managing to hold the #3 spot in the local pack right now, perhaps due to brand authority. My question is, what happens next, particularly if Google is going to amplify ratings and review sentiment in the overall local ranking mix? Will this chain location continue to beat out 4-star restaurants with 100+ positive reviews, or will it slip down as consumers continue to chronicle specific and unresolved issues?

No third-party brand controls Google, but your brand can open the book right now and make maximum use of the story your customers are constantly publishing — for free. By taking review insights as real and representative of all the customers who don’t speak up, and by actively addressing repeatedly cited issues, you could be making one of the smartest decisions in your company’s history.

Velocity/recency: Just enough of a timely good thing

This is one of the easiest aspects of review management to teach clients. You can sum it up in one sentence: don’t get too many reviews at once on any given platform but do get enough reviews on an ongoing basis to avoid looking like you’ve gone out of business.

For a little more background on the first part of that statement, watch Mary Bowling describing in this LocalU video how she audited a law firm that went from zero to thirty 5-star reviews within a single month. Sudden gluts of reviews like this not only look odd to alert customers, but they can trip review platform filters, resulting in removal. Remember, reviews are a business lifetime effort, not a race. Get a few this month, a few next month, and a few the month after that. Keep going.

The second half of the review timing paradigm relates to not running out of steam in your acquisition campaigns. One survey found that 73% of consumers don’t believe that reviews that are older than 3 months are still relevant to them, yet you will frequently encounter businesses that haven’t earned a new review in over a year. It makes you wonder if the place is still in business, or if it’s in business but is so unimpressive that no one is bothering to review it.

While I’d argue that review recency may be more important in review-oriented industries (like restaurants) vs. those that aren’t quite as actively reviewed (like septic system servicing), the idea here is similar to that of velocity, in that you want to keep things going. Don’t run a big review acquisition campaign in January and then forget about outreach for the rest of the year. A moderate, steady pace of acquisition is ideal.

Authenticity: Honesty is the only honest policy

For me, this is one of the most prickly and interesting aspects of the review world. Three opposing forces meet on this playing field: business ethics, business education, and the temptations engendered by the obvious limitations of review platforms to police themselves.

I recently began a basic audit of a family-owned restaurant for a friend of a friend. Within minutes, I realized that the family had been reviewing their own restaurant on Yelp (a glaring violation of Yelp’s policy). I felt sorry to see this, but being acquainted with the people involved (and knowing them to be quite nice!), I highly doubted they had done this out of some dark impulse to deceive the public. Rather, my guess was that they may have thought they were “getting the ball rolling” for their new business, hoping to inspire real reviews. My gut feeling was that they simply lacked the necessary education to understand that they were being dishonest with their community and how this could lead to them being publicly shamed by Yelp, if caught.

In such a scenario, there is definitely opportunity for the marketer to offer the necessary education to describe the risks involved in tying a brand to misleading practices, highlighting how vital it is to build trust within the local community. Fake positive reviews aren’t building anything real on which a company can stake its future. Ethical business owners will catch on when you explain this in honest terms and can then begin marketing themselves in smarter ways.

But then there’s the other side. Mike Blumenthal recently wrote of his discovery of the largest review spam network he’d ever encountered and there’s simply no way to confuse organized, global review spam with a busy small business making a wrong, novice move. Real temptation resides in this scenario, because, as Blumenthal states:

Review spam at this scale, unencumbered by any Google enforcement, calls into question every review that Google has. Fake business listings are bad, but businesses with 20, or 50, or 150 fake reviews are worse. They deceive the searcher and the buying public and they stain every real review, every honest business, and Google.”

When a platform like Google makes it easy to “get away with” deception, companies lacking ethics will take advantage of the opportunity. All we can do, as marketers, is to offer the education that helps ethical businesses make honest choices. We can simply pose the question:

Is it better to fake your business’ success or to actually achieve success?

On a final note, authenticity is a two-way street in the review world. When spammers target good businesses with fake, negative reviews, this also presents a totally false picture to the consumer public. I highly recommend reading about Whitespark’s recent successes in getting fake Google reviews removed. No guarantees here, but excellent strategic advice.

Owner responses: Your contributions to the consumer story

In previous Moz blog posts, I’ve highlighted the five types of Google My Business reviews and how to respond to them, and I’ve diagrammed a real-world example of how a terrible owner response can make a bad situation even worse. If the world of owner responses is somewhat new to you, I hope you’ll take a gander at both of those. Here, I’d like to focus on a specific aspect of owner responses, as it relates to the story reviews are telling about your business.

We’ve discussed above the tremendous insight consumer sentiment can provide into a company’s pain points. Negative reviews can be a roadmap to resolving repeatedly cited problems. They are inherently valuable in this regard, and by dint of their high visibility, they carry the inherent opportunity for the business owner to make a very public showing of accountability in the form of owner responses. A business can state all it wants on its website that it offers lightning-quick service, but when reviews complain of 20-minute waits for fast food, which source do you think the average consumer will trust?

The truth is, the hypothetical restaurant has a problem. They’re not going to be able to resolve slow service overnight. Some issues are going to require real planning and real changes to overcome. So what can the owner do in this case?

  1. Whistle past the graveyard, claiming everything is actually fine now, guaranteeing further disappointed expectations and further negative reviews resulting therefrom?
  2. Be gutsy and honest, sharing exactly what realizations the business has had due to the negative reviews, what the obstacles are to fixing the problems, and what solutions the business is implementing to do their best to overcome those obstacles?

Let’s look at this in living color:

whistlinggutsy.jpg

In yellow, the owner response is basically telling the story that the business is ignoring a legitimate complaint, and frankly, couldn’t care less. In blue, the owner has jumped right into the storyline, having the guts to take the blame, apologize, explain what happened and promise a fix — not an instant one, but a fix on the way. In the end, the narrative is going to go on with or without input from the owner, but in the blue example, the owner is taking the steering wheel into his own hands for at least part of the road trip. That initiative could save not just his franchise location, but the brand at large. Just ask Florian Huebner:

“Over the course of 2013 customers of Yi-Ko Holding’s restaurants increasingly left public online reviews about “broken and dirty furniture,” “sleeping and indifferent staff,” and “mice running around in the kitchen.” Per the nature of a franchise system, to the typical consumer it was unclear that these problems were limited to this individual franchisee. Consequently, the Burger King brand as a whole began to deteriorate and customers reduced their consumption across all locations, leading to revenue declines of up to 33% for some other franchisees.”

Positive news for small businesses working like mad to compete: You have more agility to put initiatives into quick action than the big brands do. Companies with 1,000 locations may let negative reviews go unanswered because they lack a clear policy or hierarchy for owner responses, but smaller enterprises can literally turn this around in a day. Just sit down at the nearest computer, claim your review profiles, and jump into the story with the goal of hearing, impressing, and keeping every single customer you can.

Big brands: The challenge for you is larger, by dint of your size, but you’ve also likely got the infrastructure to make this task no problem. You just have to assign the right people to the job, with thoughtful guidelines for ensuring your brand is being represented in a winning way.

NAP and reviews: The 1–2 punch combo every local business must practice

When traveling salesman Duncan Hines first published his 1935 review guide Adventures in Good Eating, he was pioneering what we think of today as local SEO. Here is my color-coded version of his review of the business that would one day become KFC. It should look strangely familiar to every one of you who has ever tackled citation management:

duncanhines.jpg

No phone number on this “citation,” of course, but then again telephones were quite a luxury in 1935. Barring that element, this simple and historic review has the core earmarks of a modern local business listing. It has location data and review data; it’s the 1–2 punch combo every local business still needs to get right today. Without the NAP, the business can’t be found. Without the sentiment, the business gives little reason to be chosen.

Are you heading to a team meeting today? Preparing to chat with an incoming client? Make the winning combo as simple as possible, like this:

  1. We’ve got to manage our local business listings so that they’re accessible, accurate, and complete. We can automate much of this (check out Moz Local) so that we get found.
  2. We’ve got to breathe life into the listings so that they act as interactive advertisements, helping us get chosen. We can do this by earning reviews and responding to them. This is our company heartbeat — our story.

From Duncan Hines to the digital age, there may be nothing new under the sun in marketing, but when you spend year after year looking at the sadly neglected review portions of local business listings, you realize you may have something to teach that is new news to somebody. So go for it — communicate this stuff, and good luck at your next big meeting!

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Source: Moz

Blog Post Ideas: Maximize Your Reach with the Right Topics – Whiteboard Friday 0

Posted by randfish

With the ubiquity of blogs, one of the questions we hear the most is how to come up with the right topics for new posts. In today’s episode of Whiteboard Friday, Rand explores six different paths to great blog topic ideas, and tells you what you need to keep in mind before you start.

Blog post ideas

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 week, we’re going to chat about blog post ideas, how to have great ones, how to make sure that the topics that you’re covering on your blog actually accomplish the goals that you want, and how to not run out of ideas as well.

The goals of your blog

So let’s start with the goals of a blog and then what an individual post needs to do, and then I’ll walk you through kind of six formats for coming up with great ideas for what to blog about. But generally speaking, you have created a blog, either on your company’s website or your personal website or for the project that you’re working on, because you want to:

  • Attract a certain audience, which is great.
  • Capture the attention and amplification, the sharing of certain types of influencers, so that you can grow that audience.
  • Rank highly in search engines. That’s not just necessarily a goal for the blog’s content itself. But one of the reasons that you started a blog is to grow the authority, the ranking signals, the ability to rank for the website as a whole, and the blog hopefully is helping with that.
  • Inspire some trust, some likeability, loyalty, and maybe even some evangelism from your readers.
  • Provide a reference point for their opinions. So if you are a writer, an author, a journalist, a contributor to all sorts of sources, a speaker, whatever it is, you’re trying to provide a home for your ideas and your content, potentially your opinions too.
  • Covert our audience to take an action. Then, finally, many times a blog is crafted with the idea that it is a first step in capturing an audience that will then take an action. That could be buy something from you, sign up for an email list, potentially take a free trial of something, maybe take some action. A political blog might be about, “Call your Congress person.” But those types of actions.

What should an individual post do?

From there, we get into an individual post. An individual post is supposed to help with these goals, but on its own doesn’t do all of them. It certainly doesn’t need to do more than one at a time. It can hopefully do some. But one of those is, generally speaking, a great blog post will do one of these four things and hopefully two or even three.

I. Help readers to accomplish a goal that they have.

So if I’m trying to figure out which hybrid electric vehicle should I buy and I read a great blog post from someone who’s very, very knowledgeable in the field, and they have two or three recommendations to help me narrow down my search, that is wonderful. It helps me accomplish my goal of figuring out which hybrid car to buy. That accomplishment of goal, that helping of people hits a bunch of these very, very nicely.

II. Designed to inform people and/or entertain them.

So it doesn’t have to be purely informational. It doesn’t have to be purely entertainment, but some combination of those, or one of the two, about a particular topic. So you might be trying to make someone excited about something or give them knowledge around it. It may be knowledge that they didn’t previously know that they wanted, and they may not actually be trying to accomplish a goal, but they are interested in the information or interested in finding the humor.

III. Inspiring some amplification and linking.

So you’re trying to earn signals to your site that will help you rank in search engines, that will help you grow your audience, that will help you reach more influencers. Thus, inspiring that amplification behavior by creating content that is designed to be shared, designed to be referenced and linked to is another big goal.

IV. Creating a more positive association with the brand.

So you might have a post that doesn’t really do any of these things. Maybe it touches a little on informational or entertaining. But it is really about crafting a personal story, or sharing an experience that then draws the reader closer to you and creates that association of what we talked about up here — loyalty, trust, evangelism, likeability.

6 paths to great blog topic ideas

So knowing what our blog needs to do and what our individual posts are trying to do, what are some great ways that we can come up with the ideas, the actual topics that we should be covering? I have kind of six paths. These six paths actually cover almost everything you will read in every other article about how to come up with blog post ideas. But I think that’s what’s great. These frameworks will get you into the mindset that will lead you to the path that can give you an infinite number of blog post ideas.

1. Are there any unanswered or poorly answered questions that are in your field, that your audience already has/is asking, and do you have a way to provide great answers to those?

So that’s basically this process of I’m going to research my audience through a bunch of methodologies, going to come up with topics that I know I could cover. I could deliver something that would answer their preexisting questions, and I could come up with those through…

  • Surveys of my readers.
  • In-person meetings or emails or interviews.
  • Informal conversations just in passing around events, or if I’m interacting with members of my audience in any way, social settings.
  • Keyword research, especially questions.

So if you’re using a tool like Moz’s Keyword Explorer, or I think some of the other ones out there, Ahrefs might have this as well, where you can filter by only questions. There are also free tools like Answer the Public, which many folks like, that show you what people are typing into Google, specifically in the form of questions, “Who? What? When? Where? Why? How? Do?” etc.

So I’m not just going to walk you through the ideas. I’m also going to challenge myself to give you some examples. So I’ve got two — one less challenging, one much more challenging. Two websites, both have blogs, and coming up with topic ideas based on this.

So one is called Remoters. It’s remoters.net. It’s run by Aleyda Solis, who many of you in the SEO world might know. They talk about remote work, so people who are working remotely. It’s a content platform for them and a service for them. Then, the second one is a company, I think, called Schweiss Doors. They run hydraulicdoors.com. Very B2B. Very, very niche. Pretty challenging to come up with good blog topics, but I think we’ve got some.

Remote Worker: I might say here, “You know what? One of the questions that’s asked very often by remote workers, but is not well-answered on the internet yet is: ‘How do I conduct myself in a remote interview and present myself as a remote worker in a way that I can be competitive with people who are actually, physically on premises and in the room? That is a big challenge. I feel like I’m always losing out to them. Remote workers, it seems, don’t get the benefits of being there in person.'” So a piece of content on how to sell yourself on a remote interview or as a remote worker could work great here.

Hydraulic doors: One of the big things that I see many people asking about online, both in forums which actually rank well for it, the questions that are asked in forums around this do rank around costs and prices for hydraulic doors. Therefore, I think this is something that many companies are uncomfortable answering right online. But if you can be transparent where no one else can, I think these Schweiss Doors guys have a shot at doing really well with that. So how much do hydraulic doors cost versus alternatives? There you go.

2. Do you have access to unique types of assets that other people don’t?

That could be research. It could be data. It could be insights. It might be stories or narratives, experiences that can help you stand out in a topic area. This is a great way to come up with blog post content. So basically, the idea is you could say, “Gosh, for our quarterly internal report, we had to prepare some data on the state of the market. Actually, some of that data, if we got permission to share it, would be fascinating.”

We can see through keyword research that people are talking about this or querying Google for it already. So we’re going to transform it into a piece of blog content, and we’re going to delight many, many people, except for maybe this guy. He seems unhappy about it. I don’t know what his problem is. We won’t worry about him. Wait. I can fix it. Look at that. So happy. Ignore that he kind of looks like the Joker now.

We can get these through a bunch of methodologies:

  • Research, so statistical research, quantitative research.
  • Crowdsourcing. That could be through audiences that you’ve already got through email or Facebook or Twitter or LinkedIn.
  • Insider interviews, interviews with people on your sales team or your product team or your marketing team, people in your industry, buyers of yours.
  • Proprietary data, like what you’ve collected for your internal annual reports.
  • Curation of public data. So if there’s stuff out there on the web and it just needs to be publicly curated, you can figure out what that is. You can visit all those websites. You could use an extraction tool, or you could manually extract that data, or you could pay an intern to go extract that data for you, and then synthesize that in a useful way.
  • Multimedia talent. Maybe you have someone, like we happen to here at Moz, who has great talent with video production, or with audio production, or with design of visuals or photography, or whatever that might be in the multimedia realm that you could do.
  • Special access to people or information, or experiences that no one else does and you can present that.

Those assets can become the topic of great content that can turn into really great blog posts and great post ideas.

Remote Workers: They might say, “Well, gosh, we have access to data on the destinations people go and the budgets that they have around those destinations when they’re staying and working remotely, because of how our service interacts with them. Therefore, we can craft things like the most and least expensive places to work remotely on the planet,” which is very cool. That’s content that a lot of people are very interested in.

Hydraulic doors: We can look at, “Hey, you know what? We actually have a visual overlay tool that helps an architect or a building owner visualize what it will look like if a hydraulic door were put into place. We can go use that in our downtime to come up with we can see how notable locations in the city might look with hydraulic doors or notable locations around the world. We could potentially even create a tool, where you could upload your own visual, photograph, and then see how the hydraulic door looked on there.” So now we can create images that will help you share.

3. Relating a personal experience or passion to your topic in a resonant way.

I like this and I think that many personal bloggers use it well. I think far too few business bloggers do, but it can be quite powerful, and we’ve used it here at Moz, which is relating a personal experience you have or a passion to your topic in some way that resonates. So, for example, you have an interaction that is very complex, very nuanced, very passionate, perhaps even very angry. From that experience, you can craft a compelling story and a headline that draws people in, that creates intrigue and that describes something with an amount of emotion that is resonant, that makes them want to connect with it. Because of that, you can inspire people to further connect with the brand and potentially to inform and entertain.

There’s a lot of value from that. Usually, it comes from your own personal creativity around experiences that you’ve had. I say “you,” you, the writer or the author, but it could be anyone in your organization too. Some resources I really like for that are:

  • Photos. Especially, if you are someone who photographs a reasonable portion of your life on your mobile device, that can help inspire you to remember things.
  • A journal can also do the same thing.
  • Conversations that you have can do that, conversations in person, over email, on social media.
  • Travel. I think any time you are outside your comfort zone, that tends to be those unique things.

Remote workers: I visited an artist collective in Santa Fe, New Mexico, and I realized that, “My gosh, one of the most frustrating parts of remote work is that if you’re not just about remote working with a laptop and your brain, you’re almost removed from the experience. How can you do remote work if you require specialized equipment?” But in fact, there are ways. There are maker labs and artist labs in cities all over the planet at this point. So I think this is a topic that potentially hasn’t been well-covered, has a lot of interest, and that personal experience that I, the writer, had could dig into that.

Hydraulic doors: So I’ve had some conversations with do-it-yourselfers, people who are very, very passionate about DIY stuff. It turns out, hydraulic doors, this is not a thing that most DIYers can do. In fact, this is a very, very dramatic investment. That is an intense type of project. Ninety-nine percent of DIYers will not do it, but it turns out there’s actually search volume for this.

People do want to, or at least want to learn how to, DIY their own hydraulic doors. One of my favorite things, after realizing this, I searched, and then I found that Schweiss Doors actually created a product where they will ship you a DIY kit to build your own hydraulic door. So they did recognize this need. I thought that was very, very impressive. They didn’t just create a blog post for it. They even served it with a product. Super-impressive.

4. Covering a topic that is “hot” in your field or trending in your field or in the news or on other blogs.

The great part about this is it builds in the amplification piece. Because you’re talking about something that other people are already talking about and potentially you’re writing about what they’ve written about, you are including an element of pre-built-in amplification. Because if I write about what Darren Rowse at ProBlogger has written about last week, or what Danny Sullivan wrote about on Search Engine Land two weeks ago, now it’s not just my audience that I can reach, but it’s theirs as well. Potentially, they have some incentive to check out what I’ve written about them and share that.

So I could see that someone potentially maybe posted something very interesting or inflammatory, or wrong, or really right on Twitter, and then I could say, “Oh, I agree with that,” or, “disagree,” or, “I have nuance,” or, “I have some exceptions to that.” Or, “Actually, I think that’s an interesting conversation to which I can add even more value,” and then I create content from that. Certainly, social networks like:

  • Twitter
  • Instagram
  • Forums
  • Subreddits. I really like Pocket for this, where I’ll save a bunch of articles, and then I’ll see which one might be very interesting to cover or write about in the future. News aggregators are great for this too. So that could be a Techmeme in the technology space, or a Memeorandum in the political space, or many others.

Remote workers: You might note, well, health care, last week in the United States and for many months now, has been very hot in the political arena. So for remoters, that is a big problem and a big question, because if your health insurance is tied to your employer again, as it was before the American Care Act, then you could be in real trouble. Then you might have a lot of problems and challenges. So what does the politics of health care mean for remote workers? Great. Now, you’ve created a real connection, and that could be something that other outlets would cover and that people who’ve written about health care might be willing to link to your piece.

Hydraulic doors: One of the things that you might note is that Eater, which is a big blog in the restaurant space, has written about indoor and outdoor space trends in the restaurant industry. So you could, with the data that you’ve got and the hydraulic doors that you provide, which are very, very common, well moderately common, at least in the restaurant indoor/outdoor seating space, potentially cover that. That’s a great way to tie in your audience and Eater’s audience into something that’s interesting. Eater might be willing to cover that and link to you and talk about it, etc.

The last two, I’m not going to go too into depth, because they’re a little more basic.

5. Pure keyword research-driven.

So this is using Google AdWords or keywordtool.io, or Moz’s Keyword Explorer, or any of the other keyword research tools that you like to figure out: What are people searching for around my topic? Can I cover it? Can I make great content there?

6. Readers who care about my topics also care about ______________?

Essentially taking any of these topics, but applying one level of abstraction. What I mean by that is there are people who care about your topic, but also there’s an overlap of people who care about this other topic and who also care about yours.

hydraulic doors: People who care about restaurant building trends and hydraulic doors has a considerable overlap, and that is quite interesting.

Remote workers: It could be something like, “I care about remote work. I also care about the gear that I use, my laptop and my bag, and those kinds of things.” So gear trends could be a very interesting intersect. Then, you can apply any of these other four processes, five processes onto that intersection or one level of an abstraction.

All right, everyone. We have done a tremendous amount here to cover a lot about blog topics. But I think you will have some great ideas from this, and I look forward to hearing about other processes that you’ve got in the comments. Hopefully, we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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NBA Announces 17 Teams Ready For 2018 Esports Launch 0

NBA esports league - esports agentThe NBA2k league — a joint venture between the NBA and Take-Two Interactive — is on track to launch in 2018, with 17 out of 30 NBA teams signed on to participate.

NBA Teams Taking Part In Esports League

What teams are taking part in NBA2k? At the time of this writing, the Boston Celtics, Cleveland Cavaliers, Dallas Mavericks, Detroit Pistons, Golden State Warriors, Indiana Pacers, Memphis Grizzlies, Miami Heat, Milwaukee Bucks, New York Knicks, Orlando Magic, Philadelphia 76ers, Portland Trail Blazers, Sacramento Kings, Toronto Raptors, Utah Jazz, and Washington Wizards have committed to the league

for three years at $750,000 per team.

Brendan Donohue, NBA 2K managing director, enthused, “This is the first step in what promises to be an extraordinary league, bringing together the world’s best gamers and showcasing elite competition on an international stage.  Our teams have expressed tremendous enthusiasm for esports, and we are looking forward to forming something truly unique for basketball and gaming fans around the globe.”

NBA2k league Early Adopters

In February, the NBA and Take-Two made a statement concerning their commitment to developing the league.  And in following through, the NBA can claim the label “first sports league to jump on the esports bandwagon.”

Arguably, Dallas Mavericks owner Mark Cuban was the first NBA owner to get involved in the business end of esports.  In 2015, he invested in esportsbook Unikrn, a leading esports betting website.

Everyone’s Excited About The Potential Opportunities

76ers CEO Scott O’Neil told ESPN, “It’s fun, we’ll be participating. There’s still a lot to learn from our perspective as to how the league will work and the infrastructure, where the revenue is coming from, how will the draft will work. But we’re excited; it’s a good opportunity to reach younger fans in a different way and hopefully incorporate them into our fanbase and vice-versa. We’re hoping to make Sixers, eSixers fans and bringing them into the Sixers fold.”

The Miami Heat esports organization is called the Misfits and its CEO Ben Spoont recently told ESPN: “2K is uniquely positioned as a professional sport video game title to be able to reach fans that are esport fans as well as NBA fans and 2K fans alike. The opportunity here is to be able to reach fans that are in vastly different markets but all with a common thread, which is their love of the NBA and/or video games.”

Connect With An Esports Agent

Kelly / Warner represents esports athletes and works with companies on esports business and legal issues. For more information, please visit our Esports law section.

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Illinois On The Brink Of Getting A Digital Data Privacy Law 0

Illinois online privacy lawFederal lawmakers clobbered the FCC’s digital data disclosure law, but Illinois representatives are nursing a version of it back to health. A digital data privacy measure, if ratified, the Right to Know Act would require most websites and social media platforms to disclose what user data they collect and with whom it’s shared.

Illinois’ Right to Know Act: A Digital Data Privacy Law

Sponsored by State Senator Michael Hastings, the Right to Know Act requires Internet service providers and websites to provide either a working email address or toll-free number that people can use to request information about collected personal data and third parties that received said data.

So far, a version of the bill has passed in the House, and the state’s Senate recently voted 32-21 in favor. It now heads back to a House committee, where it’s expected to be approved.

Federal Data Collection Law Is Dead, But States Are Picking Up The Slack

A Federal Communication Commission digital privacy law, which would have required ISPs to disclose the nature and destination of collected consumer data, was scheduled to go into effect in the coming months.  But in March, the U.S. Congress killed the measure.

States, however, seem to be filling the legislative gap.

The National Conference of State Legislatures revealed that statutes similar to the one in Illinois are being drafted in Alaska and Rhode Island. Plus, about twelve other states are in the early stages of considering some form of online privacy legislation.

Not Everyone Is Thrilled With Illinois Right to Know Act

Online businesses aren’t fans of the act. Opponents argue that a dearth of actual consumer value, coupled with costly administrative excess, make this bill a bad one.

Sen. Chris Nybo explained, “Every technology company [I have] spoken to, from Microsoft to Uber, Lyft…is opposed to this bill.” Nybo also lamented, “I think it sends the wrong message.”

Another subset of politicians is also opposed to the law. Not necessarily because of reasons above, but because they think online privacy issues should be handled on a federal level.

“The federal government has a system of rules and regulations to handle internet traffic,” explained Jason Barickman, a state Senator. “I think we, as one of 50 states, (need) to let them handle those issues and not create additional burdens for our many people and businesses here in Illinois,” he concluded.

Undeterred by detractors, Sen. Hastings, the bill’s sponsor, enthused “I think this is a step forward for Illinois in terms of data privacy. It gives people the right to know what information (Internet companies are) selling to a third party.”

Questions For An Internet Lawyer?

Kelly / Warner works with online businesses and tech entrepreneurs. To learn more about our practice, head here. If you’re ready to speak with an online business attorney, get in touch.

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