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Custom Extraction Using an SEO Crawler for CRO and UX Insights – Whiteboard Friday

From e-commerce to listings sites to real estate and myriad verticals beyond, the data you can harness using custom extraction via crawler tools is worth its weight in revenue. With a greater granularity of data at your fingertips, you can uncover CRO and user experience insights that can inform your optimizations and transform your customer experience.

In this episode of Whiteboard Friday, we’re delighted to welcome Luke Carthy to share actionable wisdom from his recent MozCon 2019 presentation, Killer CRO and UX Wins Using an SEO Crawler.

Video Transcription

Hey, Moz. What’s up? Wow, can I just say it’s incredible I’m here in Seattle right now doing a Whiteboard Friday? I can’t wait to share this cool stuff with you. So thanks for joining me.

My name is Luke Carthy. As you can probably tell, I’m from the UK, and I want to talk to you about custom extraction, specifically in the world of e-commerce. However, what I will say is this works beautifully well in many of the verticals as well, so real estate, in job listings. In fact, any website that can pretty much spit out HTML in a web crawler, you can use custom extraction.

What is custom extraction?

Let’s get started. What is custom extraction? Well, as I kind of just alluded to, it allows you, when you’re crawling using like Screaming Frog, for example, or DeepCrawl or whatever it is you want to use, it allows you to grab and extract specific parts of the HTML and export it to a file, a CSV, in Excel, or whatever you prefer.

As a principle, okay, great, but I’m going to give you some really good examples of how you can really leverage that. So e-commerce, right here we’ve got a product page that I’ve beautifully drawn, and everything in red is something that you can potentially extract. Although, as I said, anything on the page you can. These are just some good examples.

Product information + page performance

Think about this for a moment. You’re an e-commerce website, you’re a listing site, and of course you have listing pages, you have product pages. Wouldn’t it be great if you could very quickly, at scale, understand all of your products’ pricing, whether you’ve got stock, whether it’s got an image, whether it’s got a description, how many reviews it has, and of the reviews, what’s the aggregate score, whether it’s four stars, five stars, whatever it is?

That’s really powerful because you can then start to understand how good pages perform based upon the information that they have, based upon traffic, conversion, customer feedback, and all sorts of great stuff, all using custom extraction and spitting it out on say a CSV or an Excel spreadsheet file.

Competitive insights

But where it gets super powerful and you get a lot of insight from is when you start to turn the lens to your competitors and you think about ways in which you can get those really good insights. You may have three competitors. You may have some aspirational competitors. You may have a site that you don’t necessarily compete with, but you use them on a day-to-day basis or you admire how easy their site was to use, and you can go away and do that.

You can fire up a crawl, and there’s no reason why you couldn’t extract that same information from other competitors and see what’s going on, to see what pricing your competitors are selling an item at, do they have that in stock or not, what are the reviews like, what FAQs do people have, can you then leverage that in your own content.

Examples of how to glean insights from custom extraction in e-commerce

Example 1: Price increases for products competitors don’t stock

Let me give you a perfect example of how I’ve managed to use this.

I’ve managed to identify that a competitor doesn’t have a specific product in stock, and, as a result of that, I’ve been able to increase our prices because they didn’t sell it. We did at that specific time, and we could identify the price point, the fact that they didn’t have any stock, and it was awesome. Think about that. Really powerful insights at massive amounts of scale.

Example 2: Improving facets and filters on category pages

Another example I wanted to talk to you about. Category pages, again incredibly gorgeous illustrations. So category pages, we have filters, we have a category page, and just to switch things up a little bit I’ve also got like a listings page as well, so whether it’s, as I said, real estate, jobs, or anything in that environment.

If you think about the competition again for a second, there is no reason why you wouldn’t be able to extract via custom extraction the best filters that people use, the top filters, the top facets that people like to select and understand. So you can then see whether you’re using the same kind of combinations of features and facets on your site and maybe improve that.

Equally, you can then start to understand what specific features correlate to sales and performance and impacts and really start to improve the performance of how your website performs and behaves for your customers. The same thing applies to both environments here.

If you are a listing site and you list jobs or you list products or classified ads, is it location filters that they have at the top? Is it availability? Is it reviews? Is it scores? You can crawl a number of your competitors across a number of areas and identify whether there’s a pattern, see a theme, and then see whether you can leverage and better that and take advantage of that. That’s a great way in which you can use it.

Example 3: Recommendations, suggestions, and optimization

But on top of that and the one that I am most fascinated with is by far recommendations.

In the MozCon talk I did earlier I had a statistic, and I think I can recall it. It was 35% of what people buy on Amazon comes from recommendations, and 75% of what people watch on Netflix comes from suggestions, from recommendations.

Think about how powerful that is. You can crawl your own site, understand your own recommendations at scale, identify the stock of those recommendations, the price, whether they have images, in what order they are, and you can start to build a really vivid picture as to what products people associate with your items. You can do that on a global scale. You can crawl the entire of your product portfolio or your listing portfolio and get that.

But again, back to powerful intelligence, your competitors, especially when you have competitors that might have multivariable facets or multivariable recommendations. What I mean by that is we’ve all seen sites where you’ve got multiple carousels. So you’ve got Recommended for You.

You might have People Also Bought, alternative suggestions. The more different types of recommendations you have, the more data you have, the more intelligence you have, the more insight you have. Going back to say a real estate example, you might be looking at a property here. It’s at this price. What is your main aspirational real estate competitor recommending to you that you may not be aware of?

Then you can think about whether the focus is on location, whether it’s on price, whether it’s on number of bedrooms, etc., and you can start to understand and behave how that can work and get some really powerful insights from that.

Custom extraction is all about granular data at scale

To summarize and bring it all to a close, custom extraction is all about great granular data at scale. The really powerful thing about it is you can do all of this yourself, so there’s no need to have to have meetings, send elaborate emails, get permission from somebody.

Fire up Screaming Frog, fire up DeepCrawl, fire up whatever kind of crawler you want to use, have a look at custom extraction, and see how you can make your business more efficient, find out how you can get some really cool competitive insights, and yeah, hopefully, fingers crossed that works for you guys. Thank you very much.

Bonus resources:

Video transcription by Speechpad.com

This is a meaty topic, we know — if you enjoyed this Whiteboard Friday and find yourself eager to know more, you’re in luck! Luke’s full presentation at MozCon 2019 goes even more in-depth into what custom extraction can do for you. Catch his talk along with 26 other forward-thinking topics from our amazing speakers in the MozCon video bundle:

Access the sessions now!

We recommend sharing them with your team and spreading the learning love. Happy watching!

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The 2019 Holiday Checklist for Local SEO Heroes

Posted by MiriamEllis

Right now, the shoppers nearest you are making some pretty long gift lists. US holiday sales are predicted to surpass $1.1 trillion, with 4.5–5% growth between November–January. That’s a lot of gadgets, garments, games, goodies, and gizmos to bought and sold.

Winter weather and long lines will be braved, traffic endured, tired feet soaked, and patience tested in the search for the perfect gift for everyone on everyone’s list. Holiday shopping can and should be cheery, but sometimes it can be a bit of an overload. The end of the year can put local businesses back in the black, but it can be kind of stressful, too.

And that’s why local business marketers need a list of their own. Your agency can be holiday heroes, both to clients and their customers. An organized approach can ensure that no mom with three kids in tow is inconvenienced by a wrong address on a Facebook listing, and no dad is doomed to wander lonely aisles for hours with no help in sight. Strategic planning can save your clients, too, from total holiday frazzle.

Be of good cheer! Download the Moz Holiday Local SEO Checklist, share it with each of your clients, and plan for reputation, rankings, and revenue to rise as a result of your well-orchestrated campaign:

Get your free copy!

Holiday marketing success in 3 segments

Part 1: The client

The local business owner provides the basic, raw materials and agrees to being ready with:

Knowledge of their customers and market
Sufficient, well-trained staff
Front door and indoor signage explaining hours and support availability for complaints
Adequate stock
Content for marketing
A joint commitment to ongoing local listing/social engagement during the holiday season

Part 2: The local marketing agency

Your agency knits up the online picture of local businesses and is ready with:

Accurate, complete, persuasive local business listings
Unique marketing ideas to set the client apart
A joint commitment to ongoing local listing/social engagement during the holiday season
Publication of holiday content, on time and in the right places
Analytics and post-holiday analysis

Part 3: The customer

The shopper is aided along their merry way by:

A great online experience
A great offline experience
An overall experience that’s exceptional enough to inspire them to leave a review, recommend the business via WoM, and return for more shopping after New Year’s Day.

A lot of time and care goes into crafting happy holiday customers. Ready for a detailed list of the finer points that could take your agency’s reputation to heroic proportions as we put a bow on 2019?

Download the holiday checklist!

6 Ways to Get More Organic Traffic, Without Ranking Your Website

Posted by ryanwashere

A few years ago, I wrote a post here that caught some attention in the community.

I argued Google appears to be ranking websites heavily based on searcher intent — this is more true now than ever.

In fact, it might be algorithmically impossible to get your website on top of the SERPs.

If you find your website in this position, don’t give up on SEO!

The point of “Search Engine Optimization” is to get organic exposure through search engines — it doesn’t necessarily have to be your website.

We can leverage the ranking authority of other websites pass organic referral traffic to our sites.

I’m going to give 6 times when you should NOT rank your website.

Prefer to watch / listen? I outlined all these points as a part of a recent keynote: https://youtu.be/mMvIty5W93Y

1. When the keywords are just TOO competitive

We’ve all been there: trying to rank a website with no authority for highly competitive keywords.

These keywords are competitive because they’re valuable so we can’t give up on them.

Here’s a few workarounds I’ve used in the past.

Tactic 1: Offer to sponsor the content

Ardent sells a product that “decarboxylates” cannabis for medicinal users.

There’s a ton of challenges selling this product, mostly because patients don’t know what “decarboxylation” means.

So, naturally, ranking for the keyword “what is decarboxylation” is a critical step in their customer’s path to conversion. Problem is, that keyword is dominated by authoritative, niche relevant sites.

While Ardent should still build and optimize content around the subject, it might take years to rank.

When you’re trying to build a business, that’s not good enough.

We decided to reach out to those authoritative sites offering to “sponsor” one of their posts.

In this case, it worked exceptionally well — we negotiated a monthly rate ($250) to tag content with a CTA and link back to Ardent’s site.

Granted, this doesn’t work in every niche. If you operate in one of those spaces, there’s another option.

Tactic 2: Guest post on their site

Guest writing for Moz in 2015 put my agency on the map.

Publishing on powerful sites quickly expands your reach and lends credibility to your brand (good links, too).

More importantly, it gives you instant ranking power for competitive keywords.

As co-owner of an SEO agency, it would be amazing to rank in Google for “SEO services,” right?

Even with an authoritative site, it’s difficult to rank your site for the search “SEO service” nationally. You can leverage the authority of industry sites to rank for these competitive searches.

The post I wrote for Moz back in 2015 ranks for some very competitive keywords (admittedly, this was unintentional).

This post continues to drive free leads, in perpetuity.

When we know a client has to get visibility for a given keyword but the SERPs won’t budge, our agency builds guest posting into our client’s content strategies.

It’s an effective tactic that can deliver big results when executed properly.

2. When you can hijack “brand alternative” keywords

When you’re competing for SERP visibility with a large brand, SEO is an uphill battle.

Let’s look at a couple tactics if you find yourself in this situation.

Tactic #1: How to compete against HubSpot

HubSpot is a giant on the internet — they dominate the SERPs.

Being that large can have drawbacks, including people searching Googlef “HubSpot alternatives.” If you’re a competitor, you can’t afford to miss out on these keywords.

“Listicle” style articles dominate for these keywords, as they provide the best “type” of result for a searcher with that intent.

It’s ranking on top for a lot of valuable keywords to competitors.

As a competitor, you’ll want to see if you can get included in this post (and others). By contacting the author with a pitch, we can create an organic opportunity for ourselves.

This pitch generally has a low success. The author needs to feel motivated to add you to the article. Your pitch needs to contain a value proposition that can move them to action.

A few tips:

Find the author’s social profiles and add them. Then retweet, share, and like their content to give them a boost
Offer to share the article with your social profiles or email list if they include you in it
Offer to write the section for inclusion to save them time

While success rate isn’t great, the payoff is worth the effort.

Tactic #2: Taking advantage of store closures

Teavana is an international tea retailer with millions of advocates (over 200k searches per month in Google).

Just a few months ago, Starbucks decided to close all Teavana stores. With news of Teavana shutting down, fans of the brand would inevitably search for “Teavana replacements” to find a new company to buy similar tea from.

Teami is a small tea brand that sells a number of SKUs very similar to what Teavana. Getting in front of those searches would provide tremendous value to their business.

At that moment, we could do two things:

Try to rank a page on Teami’s for “Teavana replacement”
Get it listed on an authority website in a roundup with other alternatives

If you ask many SEO experts what to do, they’d probably go for the first option. But we went with the second option – getting it listed in a roundup post.

If we ranked Teami as a Teavana replacement — which we could do — people will check the site and know that we sell tea, but they won’t take it seriously because they don’t trust us yet that we are a good Teavana replacement.

How to pull it off for your business

Find a writer who writes about these topics on authoritative sites. You may need to search for broader keywords and see articles from authority magazine-like websites.

Check the author of the article, find their contact info, and send them a pitch.

We were able to get our client (Teami Blends) listed as the number-two spot in the article, providing a ton of referral traffic to the website.

3. When you want to rank for “best” keywords

When someone is using “best” keywords (i.e. best gyms in NYC), the SERPs are telling us the searcher doesn’t want to visit a gym’s website.

The SERPs are dominated by “roundup” articles from media sources — these are a far better result to satisfy the searcher’s intent.

That doesn’t mean we can’t benefit from “best keywords.” Let’s look at a few tactics.

Tactic #1: Capture searchers looking for “best” keywords

Let’s say you come to Miami for a long weekend.

You’ll likely search for “best coffee shops in Miami” to get a feel for where to dine while here.

If you own a coffee shop in Miami, that’s a difficult keyword to rank for – the SERPs are stacked against you.

A few years back we worked with a Miami-based coffee shop chain, Dr Smood, who faced this exact challenge.

Trying to jam their website in the SERPs would be a waste of resources. Instead, we focused on getting featured in press outlets for “best of Miami” articles.

How can you do it?

Find existing articles (ranking for your target “best of” keywords) and pitch for inclusion. You can offer incentives like free meals, discounts, etc. in exchange for inclusion.

You’ll also want to pitch journalists for future inclusion in articles. Scan your target publication for relevant journalists and send an opening pitch:

Hey [NAME],

My name is [YOUR NAME]. Our agency manages the marketing for [CLIENT].

We’ve got a new menu that we think would be a great fit for your column. We’d love to host you in our Wynwood location to sample the tasting menu.

If interested, please let me know a date / time that works for you!

We pitched dozens of journalists on local publications for Dr Smood.

It resulted in a handful of high-impact features.

Work with food service businesses? I have more creative marketing tips for restaurants here.

Tactic #2: If you have a SaaS / training company

Let’s say you work for an online training company that helps agencies improve their processes and service output.

There’s hundreds of articles reviewing “best SEO training” that would be a killer feature for your business.

Getting featured here isn’t as hard as you might think — you just have to understand how to write value propositions into your pitch.

Part of that is taking the time to review your prospect and determine what might interest them:

Helping get traffic to their site?
Discounts / free access to your product?
Paying them…?

Here’s a few I came up with when pitching on behalf of The Blueprint Training.

Hey [NAME],

My name is [YOUR NAME]…nice to meet you.

I’ll get to the point – I just read your article on “Best SEO Trainings” on the [BLOG NAME] blog. I recently launched a deep SEO training and I’d love consideration to be included.

I recently launched a platform called The Blueprint Training – I think its a perfect fit for your article.

Now, I realize how much work it is to go back in and edit an article, so I’m willing to do all of the following:

– Write the section for you, in the same format as on the site

– Promote the article via my Twitter account (I get GREAT engagement)
– Give you complimentary access to the platform to see the quality for yourself

Let me know what you think and if there’s anything else I can do for you.

Enjoy your weekend!

If you can understand value propositioning, you’ll have a lot of success with this tactic.

4. When you need to spread your local footprint

Piggybacking off the previous example, when performing keyword research we found Google displayed completely different SERPs for keywords that all classified what Dr Smood offered.

Miami organic cafe
Miami coffee shop
Miami juice bar

The algorithm is telling us each of these keywords is different — it would be extremely difficult to rank the client’s website for all three.

However, we can use other owned properties to go after the additional keywords in conjunction with our website.

Properties like Yelp allow you to edit titles and optimize your listing just like you would your website.

We can essentially perform “on page” SEO for these properties and get them to rank for valuable keyword searches.

The structure we took with Dr Smood was as follows:

When doing this for your business, be sure to identify all the keyword opportunities available and pay attention to how the SERPs react for each.

Understand which citation pages (Yelp, MenuPages, etc) you have available to rank instead your website for local searches and optimize them as you would your website.

5. When you need to boost e-commerce sales

The SERPs for e-commerce stores are brutally competitive. Not only do you have to compete with massive brands / retailers, but also sites like Amazon and Etsy.

Look, I get it — selling on Amazon isn’t that simple. There’s a ton of regulations and fees that come with the platform.

But these regulations are what’s keeping a lot of larger brands from selling there, aka, there’s an opportunity there.

Amazon accounts for 40% of online retail in the US (and growing rapidly). Not only can you get your Amazon to rank in Google searches, but 90% of sales on the platform come from internal Amazon searches.

In other words, Amazon is its own marketing engine.

While you might take a haircut on your initial sales, you can use Amazon as a customer acquisition channel and optimize the lifetime value to recoup your lost upfront sales.

Here’s how we did it for a small e-commerce client.

Tactic: Radha Beauty Oil

Radha Beauty sells a range of natural oils for skin, hair and general health. Our keyword research found that Amazon listings dominated most of their target keywords.

With clients like this we make sure to track SERP result type, to properly understand what Google wants to rank for target keywords.

Specifically, Amazon listings had the following SERP share:

First result = 27.3%
Second result = 40.9%
Third result = 35.9%

Fortunately, this client was already selling on Amazon. Unfortunately, they had a limited budget. We didn’t have the hours in our retainer to optimize both their e-commerce store and their Amazon store.

This data gave us the firepower to have a conversation with the client that our time would drive more revenue optimizing their Amazon store over their e-commerce platform.

We focused our efforts optimizing their Amazon listings just like we would an e-commerce store:

Amazon product titles
Amazon descriptions
Generating reviews from past customers
Building links to Amazon store pages

The results were overwhelmingly positive.

If you’re a newer e-commerce brand, an Amazon store gives you the opportunity to outrank giants like Ulta in Google.

6. When the SERPs call for video

Predator Nutrition is an e-commerce site that sells health and fitness supplements. They have their own private label products, but they’re mainly a retailer (meaning they sell other brands as well).

While performing keyword research for them, we found a ton of search volume around people looking for reviews of products they sold.

The SERPs clearly show that searchers prefer to watch videos for “review” searches.

There are a couple ways you can capture these searches:

Create videos for your YouTube channel reviewing products
Find and pay an influencer to review products for you

I prefer method #2, as reviews on third-party channels rank better — especially if you’re targeting YouTubers with a large following.

Not only are you adding more branded content in the SERPs, but you’re getting your products reviewed for targeted audiences.

Final thoughts…

This industry tends to romanticize SEO as a traffic source.

Don’t get me wrong, I love how passionate our community is, but… we have to stop.

We’re trying to build businesses. We can’t fall in love with a single source of traffic (and turn our backs to others).

The internet is constantly changing. We need to adapt along with it.

What do you think?

How to Write Content for Answers Using the Inverted Pyramid – Best of Whiteboard Friday

Posted by Dr-Pete

If you’ve been searching for a quick hack to write content for featured snippets, this isn’t the article for you. But if you’re looking for lasting results and a smart tactic to increase your chances of winning a snippet, you’re definitely in the right place.

Borrowed from journalism, the inverted pyramid method of writing can help you craft intentional, compelling, rich content that will help you rank for multiple queries and win more than one snippet at a time. Learn how in this fan-favorite Whiteboard Friday starring the one and only Dr. Pete!

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hey, Moz fans, Dr. Pete here. I’m the Marketing Scientist at Moz and visiting you from not-so-sunny Chicago in the Seattle office. We’ve talked a lot in the last couple years in my blog posts and such about featured snippets.

So these are answers that kind of cross with organic. So it’s an answer box, but you get the attribution and the link. Britney has done some great Whiteboard Fridays, the last couple, about how you do research for featured snippets and how you look for good questions to answer. But I want to talk about something that we don’t cover very much, which is how to write content for answers.

The inverted pyramid style of content writing

It’s tough, because I’m a content marketer and I don’t like to think that there’s a trick to content. I’m afraid to give people the kind of tricks that would have them run off and write lousy, thin content. But there is a technique that works that I think has been very effective for featured snippets for writing for questions and answers. It comes from the world of journalism, which gives me a little more faith in its credibility. So I want to talk to you about that today. That’s called the inverted pyramid.

1. Start with the lead

It looks something like this. When you write a story as a journalist, you start with the lead. You lead with the lead. So if we have a story like “Penguins Rob a Bank,” which would be a strange story, we want to put that right out front. That’s interesting. Penguins rob a bank, that’s all you need to know. The thing about it is, and this is true back to print, especially when we had to buy each newspaper. We weren’t subscribers. But definitely on the web, you have to get people’s attention quickly. You have to draw them in. You have to have that headline.

2. Go into the details

So leading with the lead is all about pulling them in to see if they’re interested and grabbing their attention. The inverted pyramid, then you get into the smaller pieces. Then you get to the details. You might talk about how many penguins were there and what bank did they rob and how much money did they take.

3. Move to the context

Then you’re going to move to the context. That might be the history of penguin crime in America and penguin ties to the mafia and what does this say about penguin culture and what are we going to do about this. So then it gets into kind of the speculation and the value add that you as an expert might have.

How does this apply to answering questions for SEO?

So how does this apply to answering questions in an SEO context?

Lead with the answer, get into the details and data, then address the sub-questions.

Well, what you can do is lead with the answer. If somebody’s asked you a question, you have that snippet, go straight to the summary of the answer. Tell them what they want to know and then get into the details and get into the data. Add those things that give you credibility and that show your expertise. Then you can talk about context.

But I think what’s interesting with answers — and I’ll talk about this in a minute — is getting into these sub-questions, talking about if you have a very big, broad question, that’s going to dive up into a lot of follow-ups. People who are interested are going to want to know about those follow-ups. So go ahead and answer those.

If I win a featured snippet, will people click on my answer? Should I give everything away?

So I think there’s a fear we have. What if we answer the question and Google puts it in that box? Here’s the question and that’s the query. It shows the answer. Are people going to click? What’s going to happen? Should we be giving everything away? Yes, I think, and there are a couple reasons.

Questions that can be very easily answered should be avoided

First, I want you to be careful. Britney has gotten into some of this. This is a separate topic on its own. You don’t always want to answer questions that can be very easily answered. We’ve already seen that with the Knowledge Graph. Google says something like time and date or a fact about a person, anything that can come from that Knowledge Graph. “How tall was Abraham Lincoln?” That’s answered and done, and they’re already replacing those answers.

Answer how-to questions and questions with rich context instead

So you want to answer the kinds of things, the how-to questions and the why questions that have a rich enough context to get people interested. In those cases, I don’t think you have to be afraid to give that away, and I’m going to tell you why. This is more of a UX perspective. If somebody asks this question and they see that little teaser of your answer and it’s credible, they’re going to click through.

“Giving away” the answer builds your credibility and earns more qualified visitors

So here you’ve got the penguin. He’s flushed with cash. He’s looking for money to spend. We’re not going to worry about the ethics of how he got his money. You don’t know. It’s okay. Then he’s going to click through to your link. You know you have your branding and hopefully it looks professional, Pyramid Inc., and he sees that question again and he sees that answer again.

Giving the searcher a “scent trail” builds trust

If you’re afraid that that’s repetitive, I think the good thing about that is this gives him what we call a scent trail. He can see that, “You know what? Yes, this is the page I meant to click on. This is relevant. I’m in the right place.” Then you get to the details, and then you get to the data and you give this trail of credibility that gives them more to go after and shows your expertise.

People who want an easy answer aren’t the kind of visitors that convert

I think the good thing about that is we’re so afraid to give something away because then somebody might not click. But the kind of people who just wanted that answer and clicked, they’re not the kind of people that are going to convert. They’re not qualified leads. So these people that see this and see it as credible and want to go read more, they’re the qualified leads. They’re the kind of people that are going to give you that money.

So I don’t think we should be afraid of this. Don’t give away the easy answers. I think if you’re in the easy answer business, you’re in trouble right now anyway, to be honest. That’s a tough topic. But give them something that guides them to the path of your answer and gives them more information.

How does this tactic work in the real world?

Thin content isn’t credible.

So I’m going to talk about how that looks in a more real context. My fear is this. Don’t take this and run off and say write a bunch of pages that are just a question and a paragraph and a ton of thin content and answering hundreds and hundreds of questions. I think that can really look thin to Google. So you don’t want pages that are like question, answer, buy my stuff. It doesn’t look credible. You’re not going to convert. I think those pages are going to look thin to Google, and you’re going to end up spinning out many, many hundreds of them. I’ve seen people do that.

Use the inverted pyramid to build richer content and lead to your CTA

What I’d like to see you do is craft this kind of question page. This is something that takes a fair amount of time and effort. You have that question. You lead with that answer. You’re at the top of the pyramid. Get into the details. Get into the things that people who are really interested in this would want to know and let them build up to that. Then get into data. If you have original data, if you have something you can contribute that no one else can, that’s great.

Then go ahead and answer those sub-questions, because the people who are really interested in that question will have follow-ups. If you’re the person who can answer that follow-up, that makes for a very, very credible piece of content, and not just something that can rank for this snippet, but something that really is useful for anybody who finds it in any way.

So I think this is great content to have. Then if you want some kind of call to action, like a “Learn More,” that’s contextual, I think this is a page that will attract qualified leads and convert.

Moz’s example: What is a Title Tag?

So I want to give you an example. This is something we’ve used a lot on Moz in the Learning Center. So, obviously, we have the Moz blog, but we also have these permanent pages that answer kind of the big questions that people always have. So we have one on the title tag, obviously a big topic in SEO.

Here’s what this page looks like. So we go right to the question: What is a title tag? We give the answer: A title tag is an HTML element that does this and this and is useful for SEO, etc. Right there in the paragraph. That’s in the featured snippet. That’s okay. If that’s all someone wants to know and they see that Moz answered that, great, no problem.

But naturally, the people who ask that question, they really want to know: What does this do? What’s it good for? How does it help my SEO? How do I write one? So we dug in and we ended up combining three or four pieces of content into one large piece of content, and we get into some pretty rich things. So we have a preview tool that’s been popular. We give a code sample. We show how it might look in HTML. It gives it kind of a visual richness. Then we start to get into these sub-questions. Why are title tags important? How do I write a good title tag?

One page can gain the ability to rank for hundreds of questions and phrases

What’s interesting, because I think sometimes people want to split up all the questions because they’re afraid that they have to have one question per page, what’s interesting is that I think looked the other day, this was ranking in our 40 million keyword set for over 200 phrases, over 200 questions. So it’s ranking for things like “what is a title tag,” but it’s also ranking for things like “how do I write a good title tag.” So you don’t have to be afraid of that. If this is a rich, solid piece of content that people are going to, you’re going to rank for these sub-questions, in many cases, and you’re going to get featured snippets for those as well.

Then, when people have gotten through all of this, we can give them something like, “Hey, Moz has some of these tools. You can help write richer title tags. We can check your title tags. Why don’t you try a free 30-day trial?” Obviously, we’re experimenting with that, and you don’t want to push too hard, but this becomes a very rich piece of content. We can answer multiple questions, and you actually have multiple opportunities to get featured snippets.

So I think this inverted pyramid technique is legitimate. I think it can help you write good content that’s a win-win. It’s good for SEO. It’s good for your visitors, and it will hopefully help you land some featured snippets.

So I’d love to hear about what kind of questions you’re writing content for, how you can break that up, how you can answer that, and I’d love to discuss that with you. So we’ll see you in the comments. Thank you.

Video transcription by Speechpad.com

Google Review Stars Drop by 14%

Posted by Dr-Pete

On Monday, September 16, Google announced that they would be restricting review stars in SERPs to specific schemas and would stop displaying reviews that they deemed to be “self-serving.” It wasn’t clear at the time when this change would be happening, or if it had already happened.

Across our daily MozCast tracking set, we measured a drop the morning of September 16 (in sync with the announcement) followed by a continued drop the next day …

The purple bar shows the new “normal” in our data set (so far). This represents a two-day relative drop of nearly 14% (13.8%). It definitely appears that Google dropped review snippets from page-1 SERPs across the roughly 48-hour period around their announcement (note that measurements are only taken once per day, so we can’t pinpoint changes beyond 24-hour periods).

Review drops by category

When we broke this two-day drop out into 20 industry categories (roughly corresponding to Google Ads), the results were dramatic. Note that every industry experienced some loss of review snippets. This is not a situation with “winners” and “losers” like an algorithm update. Google’s changes only reduced review snippets. Here’s the breakdown …

Percent drops in blue are <10%, purple are 10%-25%, and red represents 25%+ drops. Finance and Real Estate were hit the hardest, both losing almost half of their SERPs with review snippets (-46%). Note that our 10K daily data set broken down 20 ways only has 500 SERPs per category, so the sample size is low, but even at the scale of 500 SERPs, some of these changes are clearly substantial.

Average reviews per SERP

If we look only at the page-1 SERPs that have review snippets, were there any changes in the average number of snippets per SERP? The short answer is “no” …

On September 18, when the dust settled on the drop, SERPs with review snippets had an average of 2.26 snippets, roughly the same as prior to the drop. Many queries seem to have been unaffected.

Review counts per SERP

How did this break down by count? Let’s look at just the three days covering the review snippet drop. Page-1 SERPs in MozCast with review snippets had between one and nine results with snippets. Here’s the breakdown …

Consistent with the stable average, there was very little shift across groups. Nearly half of all SERPs with review snippets had just one result with review snippets, with a steady drop as count increases.

Next steps and Q&A

What does this mean for you if your site has been affected? I asked my colleague and local SEO expert, Miriam Ellis, for a bit of additional advice …

(Q) Will I be penalized if I leave my review schema active on my website?

(A) No. Continuing to use review schema should have no negative impact. There will be no penalty.

(Q) Are first-party reviews “dead”?

(A) Of course not. Displaying reviews on your website can still be quite beneficial in terms of:

Instilling trust in visitors at multiple phases of the consumer journey
Creating unique content for store location landing pages
Helping you monitor your reputation, learn from and resolve customers’ cited complaints

(Q) Could first-party review stars return to the SERPs in future?

(A) Anything is possible with Google. Review stars were often here-today-gone-tomorrow even while Google supported them. But, Google seems to have made a fairly firm decision this time that they feel first-party reviews are “self serving”.

(Q) Is Google right to consider first-party reviews “self-serving”?

(A) Review spam and review gating are serious problems. Google is absolutely correct that efforts must be made to curb abusive consumer sentiment tactics. At the same time, Google’s increasing control of business reputation is a cause for concern, particularly when their own review corpus is inundated with spam, even for YMYL local business categories. In judging which practices are self-serving, Google may want to look closer to home to see whether their growing middle-man role between consumers and businesses is entirely altruistic. Any CTR loss attendant on Google’s new policy could rightly be seen as less traffic for brand-controlled websites and more for Google.

For more tactical advice on thriving in this new environment, there’s a good write-up on GatherUp.

Thanks, Miriam! A couple of additional comments. As someone who tracks the SERPs, I can tell you that the presence of review stars has definitely fluctuated over time, but in the past this has been more of a “volume” knob, for lack of a better word. In other words, Google is always trying to find an overall balance of usefulness for the feature. You can expect this number to vary in the future, as well, but, as Miriam said, you have to look at the philosophy underlying this change. It’s unlikely Google will reverse course on that philosophy itself.

New Opportunities for Image SEO: How to Leverage Machine Vision for Strategic Wins

Posted by KristinTynski

Image search results used to give you the option to “view image” without having to navigate to the site the image was hosted on.

When it started in 2013, sites saw a 63% decline in organic traffic from image results.

Why?

Because there was no need to click through when the image could be viewed in full from within the search results.

And then everything changed

In February 2018, Google decided to remove the “view image” button. Now searchers must visit the site hosting that image directly, restoring image results to their former organic search driving power.

According to some recent studies, this change has increased organic image traffic a massive 37%.

Given image results’ return to value, marketers are asking themselves how they can make the most out of this search mechanism.

So what are some new ways we can leverage tools to better understand how to optimize images for ranking?

To explore this, I decided to see if Google’s Vision AI could assist in unearthing hidden information about what matters to image ranking. Specifically, I wondered what Google’s image topic modeling would reveal about the images that rank for individual keyword searches, as well as groups of thematically related keywords aggregated around a specific topic or niche.

Here’s what I did — and what I found.

A deep dive on “hunting gear”

I began by pulling out 10 to 15 top keywords in our niche. For this article, we chose “hunting gear” as a category and pulled high-intent, high-value, high-volume keywords. The keywords we selected were:

Bow hunting gear
Cheap hunting gear
Coyote hunting gear
Dans hunting gear
Deer hunting gear
Discount hunting gear
Duck hunting gear
Hunting gear
Hunting rain gear
Sitka hunting gear
Turkey hunting gear
Upland hunting gear
Womens hunting gear

I then pulled the image results for the Top 50 ranking images for each of these keywords, yielding roughly ~650 images to give to Google’s image analysis API. I made sure to make note of the ranking position of each image in our data (this is important for later).

Learning from labels

The first, and perhaps most actionable, analysis the API can be used for is in labeling images. It utilizes state-of-the-art image recognition models to parse each image and return labels for everything within that image it can identify. Most images had between 4 and 10 identifiable objects contained within them. For the “hunting gear” related keywords listed above, this was the distribution of labels:

[full interactive]

At a high level, this gives us plenty of information about Google’s understanding of what images that rank for these terms should depict. A few takeaways:

The top ranking images across all 13 of these top keywords have a pretty even distribution across labels.
Clothing, and specifically camouflage, are highly represented, with nearly 5% of all images containing camo-style clothing. Now, perhaps this seems obvious, but it’s instructive. Including images in your blog posts related to these hunting keywords with images containing camo gear likely gives you improved likelihood of having one of your images included in top ranking image results.
Outdoor labels are also overrepresented: wildlife, trees, plants, animals, etc. Images of hunters in camo, out in the wild, and with animals near them are disproportionately represented.

Looking closer at the distribution labels by keyword category can give use a deeper understanding of how the ranking images differ between similar keywords.

[full interactive]

Here we see:

For “turkey hunting gear” and “duck hunting gear,” having birds in your images seems very important, with the other keywords rarely including images with birds.
Easy comparisons are possible with the interactive Tableau dashboards, giving you an “at a glance” understanding of what image distributions look like for an individual keyword vs. any other or all others. Below I highlighted just “duck hunting gear,” and you can see similar distribution of the most prevalent labels as the other keywords at the top. However, hugely overrepresented are “water bird,” “duck,” “bird,” “waders,” “hunting dog,” “hunting decoy,” etc., providing ample ideas for great images to include in the body of your content.

[full interactive]

Ranking comparisons

Getting an intuition for the differences in top ranking (images ranking in the first 10 images for a keyword search) vs. bottom ranking (images ranking in the 41st to 50th positions) is also possible.

[full interactive]

Here we can see that some labels seem preferred for top rankings. For instance:

Clothing-related labels are much more common amongst the best ranking images.
Animal-related labels are less common amongst the best ranking images but more common amongst the lower ranking images.
Guns seem significantly more likely to appear in top ranking images.

By investigating trends in labels across your keywords, you can gain many interesting insights into the images most likely to rank for your particular niche. These insights will be different for any set of keywords, but a close examination of the results will yield more than a few actionable insights.

Not surprisingly, there are ways to go even deeper in your analysis with other artificial intelligence APIs. Let’s take a look at how we can further supplement our efforts.

An even deeper analysis for understanding

Deepai.org has an amazing suite of APIs that can be easily accessed to provide additional image labeling capabilities. One such API is “Image Captioning,” which is similar to Google’s image labeling, but instead of providing single labels, it provides descriptive labels, like “the man is holding a gun.”

We ran all of the same images as the Google label detection through this API and got some great additional detail for each image.

Just as with the label analysis, I broke up the caption distributions and analyzed their distributions by keyword and by overall frequency for all of the selected keywords. Then I compared top and bottom ranking images.

A final interesting finding

Google sometimes ranks YouTube video thumbnails in image search results. Below is an example I found in the hunting gear image searches.

It seems likely that at least some of Google’s understanding of why this thumbnail should rank for hunting gear comes from its image label detection. Though other factors, like having “hunting gear” in the title and coming from the NRA (high topical authority) certainly help, the fact that this thumbnail depicts many of the same labels as other top-ranking images must also play a role.

The lesson here is that the right video thumbnail choice can help that thumbnail to rank for competitive terms, so apply your learnings from doing image search result label and caption analysis to your video SEO strategy!

In the case of either video thumbnails or standard images, don’t overlook the ranking potential of the elements featured — it could make a difference in your SERP positions.

How to Onboard Clients with Immersion Workshops – Whiteboard Friday

Posted by HeatherPhysioc

Spending quality time getting to know your client, their goals and capabilities, and getting them familiar with their team sets you up for a better client-agency relationship. Immersion workshops are the answer. Learn more about how to build a strong foundation with your clients in this week’s Whiteboard Friday presented by Heather Physioc.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hey, everybody, and welcome back to Whiteboard Friday. My name is Heather Physioc, and I’m Group Director of Discoverability at VMLY&R. So I learned that when you onboard clients properly, the rest of the relationship goes a lot smoother.

Through some hard knocks and bumps along the way, we’ve come up with this immersion workshop model that I want to share with you. So I actually conducted a survey of the search industry and found that we tend to onboard clients inconsistently from one to the next if we bother to do a proper onboarding with them at all. So to combat that problem, let’s talk through the immersion workshop.

Why do an immersion workshop with a client?

So why bother taking the time to pause, slow down, and do an immersion workshop with a client?

1. Get knowledgeable fast

Well, first, it allows you to get a lot more knowledgeable about your client and their business a lot faster than you would if you were picking it up piecemeal over the first year of your partnership.

2. Opens dialogue

Next it opens a dialogue from day one.

It creates the expectation that you will have a conversation and that the client is expected to participate in that process with you.

3. Build relationships

You want to build a relationship where you know that you can communicate effectively with one another. It also starts to build relationships, so not only with your immediate, day-to-day client contact, but people like their bosses and their peers inside their organization who can either be blockers or advocates for the search work that your client is going to try to implement.

4. Align on purpose, roadmap, and measuring success

Naturally the immersion workshop is also a crucial time for you to align with your client on the purpose of your search program, to define the roadmap for how you’re going to deliver on that search program and agree on how you’re going to measure success, because if they’re measuring success one way and you’re measuring success a different way, you could end up at completely different places.

5. Understand the DNA of the brand

Ultimately, the purpose of a joint immersion workshop is to truly understand the DNA of the brand, what makes them tick, who are their customers, why should they care what this brand has to offer, which helps you, as a search professional, understand how you can help them and their clients.

Setting

Do it live! (Or use video chats)

So the setting for this immersion workshop ideally should be live, in-person, face-to-face, same room, same time, same place, same mission.

But worst case scenario, if for some reason that’s not possible, you can also pull this off with video chats, but at least you’re getting that face-to-face communication. There’s going to be a lot of back-and-forth dialogue, so that’s really, really important. It’s also important to building the empathy, communication, and trust between people. Seeing each other’s faces makes a big difference.

Over 1–3 days

Now the ideal setting for the immersion workshop is two days, in my opinion, so you can get a lot accomplished.

It’s a rigorous two days. But if you need to streamline it for smaller brands, you can totally pull it off with one. Or if you have the luxury of stretching it out and getting more time with them to continue building that relationship and digging deeper, by all means stretch it to three days.

Customize the agenda

Finally, you should work with the client to customize the agenda. So I like to send them a base template of an immersion workshop agenda with sessions that I know are going to be important to my search work.

But I work side-by-side with that client to customize sessions that are going to be the right fit for their business and their needs. So right away we’ve got their buy-in to the workshop, because they have skin in the game. They know which departments are going to be tricky. They know what objectives they have in their heads. So this is your first point of communication to make this successful.

Types of sessions

So what types of sessions do we want to have in our immersion workshop?

Vision

The first one is a vision session, and this is actually one that I ask the clients to bring to us. So we slot about 90 minutes for the client to give us a presentation on their brand, their overarching strategy for the year, their marketing strategy for the year.

We want to hear about their goals, revenue targets, objectives, problems they’re trying to solve, threats they see to the business. Whatever is on their mind or keeps them up at night or whatever they’re really excited about, that’s what we want to hear. This vision workshop sets the tone for the entire rest of the workshop and the partnership.

Stakeholder

Next we want to have stakeholder sessions.

We usually do these on day one. We’re staying pretty high level on day one. So these will be with other departments that are going to integrate with search. So that could be the head of marketing, for example, like a CMO. It could be the sales team. If they have certain sales objectives they’re trying to hit, that would be really great for a search team to know. Or it could be global regions.

Maybe Latin America and Europe have different priorities. So we may want to understand how the brand works on the global scale as opposed to just at HQ.

Practitioner

On day two is when we start to get a little bit more in the weeds, and we call these our practitioner sessions. So we want to work with our day-to-day SEO contacts inside the organization. But we also set up sessions with people like paid search if they need to integrate their search efforts.

We might set up time with analytics. So this will be where we demo our standard SEO reporting dashboards and then we work with the client to customize it for their needs. This is a time where we find out who they’re reporting up to and what kinds of metrics they’re measured on to determine success. We talk about the goals and conversions they’re measuring, how they’re captured, why they’re tracking those goals, and their existing baseline of performance information.

We also set up time with developers. Technology is essential to actually implementing our SEO recommendations. So we set up time with them to learn about their workflows and their decision-making process. I want to know if they have resource constraints or what makes a good project ticket in Jira to get our work done. Great time to start bonding with them and give them a say in how we execute search.

We also want to meet with content teams. Now content tends to be one of the trickiest areas for our clients. They don’t always have the resources, or maybe the search scope didn’t include content from day one. So we want to bring in whoever the content decision-makers or creators are. We want to understand how they think, their workflows and processes. Are they currently creating search-driven content, or is this going to be a shift in mentality?

So a lot of times we get together and talk about process, editorial calendaring, brand tone and voice, whatever it takes to get content done for search.

Summary and next steps

So after all of these, we always close with a summary and next steps discussion. So we work together to think about all the things that we’ve accomplished during this workshop and what our big takeaways and learnings are, and we take this time to align with our client on next steps.

When we leave that room, everybody should know exactly what they’re responsible for. Very powerful. You want to send a recap after the fact saying, “Here’s what we learned and here’s what we understand the next steps to be. Are we all aligned?” Heads nod. Great.

Tools to use

So a couple of tools that we’ve created and we’ll make sure to link to these below.

Download all the tools

Onboarding checklist

We’ve created a standard onboarding checklist. The thing about search is when we’re onboarding a new client, we pretty commonly need the same things from one client to the next. We want to know things about their history with SEO. We need access and logins. Or maybe we need a list of their competitors. Whatever the case is, this is a completely repeatable process. So there’s no excuse for reinventing the wheel every single time.

So this standard onboarding checklist allows us to send this list over to the client so they can get started and get all the pieces in place that we need to be successful. It’s like mise en place when you’re cooking.

Discussion guides

We’ve also created some really helpful session discussion guides. So we give our clients a little homework before these sessions to start thinking about their business in a different way.

We’ll ask them open-ended questions like: What kinds of problems are your business unit solving this year? Or what is one of the biggest obstacles that you’ve had to overcome? Or what’s some work that you’re really proud of? So we send that in advance of the workshop. Then in our business unit discussions, which are part of the stakeholder discussions, we’ll actually use a few of the questions from that discussion guide to start seeding the conversation.

But we don’t just go down the list of questions, checking them off one by one. We just start the conversation with a couple of them and then follow it organically wherever it takes us, open-ended, follow-up, and clarifying questions, because the conversations we are having in that room with our clients are far more powerful than any information you’re going to get from an email that you just threw over the fence.

Sticky note exercise

We also do a pretty awesome little sticky note exercise. It’s really simple. So we pass out sticky notes to all the stakeholders that have attended the sessions, and we ask two simple questions.

One, what would cause this program to succeed? What are all the factors that can make this work?
We also ask what will cause it to fail.

Before you know it, the client has revealed, in their own words, what their internal obstacles and blockers will be. What are the things that they’ve run into in the past that have made their search program struggle? By having that simple exercise, it gets everybody in the mind frame of what their role is in making this program a success.

Search maturity assessment

The last tool, and this one is pretty awesome, is an assessment of the client’s organic search maturity.

Now this is not about how good they are at SEO. This is how well they incorporate SEO into their organization. Now we’ve actually done a separate Whiteboard Friday on the maturity assessment and how to implement that. So make sure to check that out. But a quick overview. So we have a survey that addresses five key areas of a client’s ability to integrate search with their organization.

It’s stuff like people. Do they have the right resources?
Process. Do they have a process? Is it documented? Is it improving?
Capacity. Do they have enough budget to actually make search possible?
Knowledge. Are they knowledgeable about search, and are they committed to learning more? Stuff like that.

So we’ve actually created a five-part survey that has a number of different questions that the client can answer. We try to get as many people as possible on the client side to answer these questions as we can. Then we take the numerical answers and the open-ended answers and compile that into a maturity assessment for the brand after the workshop.

So we use that workshop time to actually execute the survey, and we have something that we can bring back to the client not long after to give them a picture of where they stand today and where we’re going to take them in the future and what the biggest obstacles are that we need to overcome to get them there.

So this is my guide to creating an immersion workshop for your new clients. Be sure to check out the Whiteboard Friday on the maturity assessment as well.

We’d love to hear what you do to onboard your clients in the comments below. Thanks and we’ll see you on the next Whiteboard Friday.

Video transcription by Speechpad.com

Heather shared even more strong team-building goodness in her MozCon 2019 talk. Get access to her session and more in our newly released video bundle, plus access 26 additional future-focused SEO topics from our top-notch speakers:

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How to Automate Pagespeed Insights For Multiple URLs using Google Sheets

Posted by James_McNulty

Calculating individual page speed performance metrics can help you to understand how efficiently your site is running as a whole. Since Google uses the speed of a site (frequently measured by and referred to as PageSpeed) as one of the signals used by its algorithm to rank pages, it’s important to have that insight down to the page level.

One of the pain points in website performance optimization, however, is the lack of ability to easily run page speed performance evaluations en masse. There are plenty of great tools like PageSpeed Insights or the Lighthouse Chrome plugin that can help you understand more about the performance of an individual page, but these tools are not readily configured to help you gather insights for multiple URLs — and running individual reports for hundreds or even thousands of pages isn’t exactly feasible or efficient.

In September 2018, I set out to find a way to gather sitewide performance metrics and ended up with a working solution. While this method resolved my initial problem, the setup process is rather complex and requires that you have access to a server.

Ultimately, it just wasn’t an efficient method. Furthermore, it was nearly impossible to easily share with others (especially those outside of UpBuild).

In November 2018, two months after I published this method, Google released version 5 of the PageSpeed Insights API. V5 now uses Lighthouse as its analysis engine and also incorporates field data provided by the Chrome User Experience Report (CrUX). In short, this version of the API now easily provides all of the data that is provided in the Chrome Lighthouse audits.

So I went back to the drawing board, and I’m happy to announce that there is now an easier, automated method to produce Lighthouse reports en masse using Google Sheets and Pagespeed Insights API v5.

Introducing the Automated PageSpeed Insights Report:

With this tool, we are able to quickly uncover key performance metrics for multiple URLs with just a couple of clicks.

All you’ll need is a copy of this Google Sheet, a free Google API key, and a list of URLs you want data for — but first, let’s take a quick tour.

How to use this tool

The Google Sheet consists of the three following tabs:

Settings
Results
Log

Settings

On this tab, you will be required to provide a unique Google API key in order to make the sheet work.

Getting a Google API Key

Visit the Google API Credentials page.
Choose the API key option from the ‘Create credentials’ dropdown (as shown):

You should now see a prompt providing you with a unique API key:

Next, simply copy and paste that API key into the section shown below found on the “Settings” tab of the Automated Pagespeed Insights spreadsheet.

Now that you have an API key, you are ready to use the tool.

Setting the report schedule

On the Settings tab, you can schedule which day and time that the report should start running each week. As you can see from this screenshot below, we have set this report to begin every Wednesday at 8:00 am. This will be set to the local time as defined by your Google account.

As you can see this setting is also assigning the report to run for the following three hours on the same day. This is a workaround to the limitations set by both Google Apps Scripts and Google PageSpeed API.

Limitations

Our Google Sheet is using a Google Apps script to run all the magic behind the scenes. Each time that the report runs, Google Apps Scripts sets a six-minute execution time limit, (thirty minutes for G Suite Business / Enterprise / Education and Early Access users).

In six minutes you should be able to extract PageSpeed Insights for around 30 URLs.

Then you’ll be met with the following message:

In order to continue running the function for the rest of the URLs, we simply need to schedule the report to run again. That is why this setting will run the report again three more times in the consecutive hours, picking up exactly where it left off.

The next hurdle is the limitation set by Google Sheets itself.

If you’re doing the math, you’ll see that since we can only automate the report a total of four times — we theoretically will be only able to pull PageSpeed Insights data for around 120 URLs. That’s not ideal if you’re working with a site that has more than a few hundred pages!.

The schedule function in the Settings tab uses the Google Sheet’s built-in Triggers feature. This tells our Google Apps script to run the report automatically at a particular day and time. Unfortunately, using this feature more than four times causes the “Service using too much computer time for one day” message.

This means that our Google Apps Script has exceeded the total allowable execution time for one day. It most commonly occurs for scripts that run on a trigger, which have a lower daily limit than scripts executed manually.

Manually?

You betcha! If you have more than 120 URLs that you want to pull data for, then you can simply use the Manual Push Report button. It does exactly what you think.

Manual Push Report

Once clicked, the ‘Manual Push Report’ button (linked from the PageSpeed Menu on the Google Sheet) will run the report. It will pick up right where it left off with data populating in the fields adjacent to your URLs in the Results tab.

For clarity, you don’t even need to schedule the report to run to use this document. Once you have your API key, all you need to do is add your URLs to the Results tab (starting in cell B6) and click ‘Manual Push Report’.

You will, of course, be met with the inevitable “Exceed maximum execution time” message after six minutes, but you can simply dismiss it, and click “Manual Push Report” again and again until you’re finished. It’s not fully automated, but it should allow you to gather the data you need relatively quickly.

Setting the log schedule

Another feature in the Settings tab is the Log Results function.

This will automatically take the data that has populated in the Results tab and move it to the Log sheet. Once it has copied over the results, it will automatically clear the populated data from the Results tab so that when the next scheduled report run time arrives, it can gather new data accordingly. Ideally, you would want to set the Log day and time after the scheduled report has run to ensure that it has time to capture and log all of the data.

You can also manually push data to the Log sheet using the ‘Manual Push Log’ button in the menu.

How to confirm and adjust the report and log schedules

Once you’re happy with the scheduling for the report and the log, be sure to set it using the ‘Set Report and Log Schedule’ from the PageSpeed Menu (as shown):

Should you want to change the frequency, I’d recommend first setting the report and log schedule using the sheet.

Then adjust the runLog and runTool functions using Google Script Triggers.

runLog controls when the data will be sent to the LOG sheet.
runTool controls when the API runs for each URL.

Simply click the pencil icon next to each respective function and adjust the timings as you see fit.

You can also use the ‘Reset Schedule’ button in the PageSpeed Menu (next to Help) to clear all scheduled triggers. This can be a helpful shortcut if you’re simply using the interface on the ‘Settings’ tab.

PageSpeed results tab

This tab is where the PageSpeed Insights data will be generated for each URL you provide. All you need to do is add a list of URLs starting from cell B6. You can either wait for your scheduled report time to arrive or use the ‘Manual Push Report’ button.

You should now see the following data generating for each respective URL:

Time to Interactive
First Contentful Paint
First Meaningful Paint
Time to First Byte
Speed Index

You will also see a column for Last Time Report Ran and Status on this tab. This will tell you when the data was gathered, and if the pull request was successful. A successful API request will show a status of “complete” in the Status column.

Log tab

Logging the data is a useful way to keep a historical account on these important speed metrics. There is nothing to modify in this tab, however, you will want to ensure that there are plenty of empty rows. When the runLog function runs (which is controlled by the Log schedule you assign in the “Settings” tab, or via the Manual Push Log button in the menu), it will move all of the rows from the Results tab that contains a status of “complete”. If there are no empty rows available on the Log tab, it will simply not copy over any of the data. All you need to do is add several thousands of rows depending on how often you plan to check-in and maintain the Log.

How to use the log data

The scheduling feature in this tool has been designed to run on a weekly basis to allow you enough time to review the results, optimize, then monitor your efforts. If you love spreadsheets then you can stop right here, but if you’re more of a visual person, then read on.

Visualizing the results in Google Data Studio

You can also use this Log sheet as a Data Source in Google Data Studio to visualize your results. As long as the Log sheet stays connected as a source, the results should automatically publish each week. This will allow you to work on performance optimization and evaluate results using Data Studio easily, as well as communicate performance issues and progress to clients who might not love spreadsheets as much as you do.

Blend your log data with other data sources

One great Google Data Studio feature is the ability to blend data. This allows you to compare and analyze data from multiple sources, as long as they have a common key. For example, if you wanted to blend the Time to Interactive results against Google Search Console data for those same URLs, you can easily do so. You will notice that the column in the Log tab containing the URLs is titled “Landing Page”. This is the same naming convention that Search Console uses and will allow Data Studio to connect the two sources.

There are several ways that you can use this data in Google Data Studio.

Compare your competitors’ performance

You don’t need to limit yourself to just your own URLs in this tool; you can use any set of URLs. This would be a great way to compare your competitor’s pages and even see if there are any clear indicators of speed affecting positions in Search results.

Improve usability

Don’t immediately assume that your content is the problem. Your visitors may not be leaving the page because they don’t find the content useful; it could be slow load times or other incompatibility issues that are driving visitors away. Compare bounce rates, time on site, and device type data alongside performance metrics to see if it could be a factor.

Increase organic visibility

Compare your performance data against Search ranking positions for your target keywords. Use a tool to gather your page positions, and fix performance issues for landing pages on page two or three of Google Search results to see if you can increase their prominence.

Final thoughts

This tool is all yours.

Make a copy and use it as is, or tear apart the Google Apps Script that makes this thing work and adapt it into something bigger and better (if you do, please let me know; I want to hear all about it).

Remember PageSpeed Insights API V5 now includes all of the same data that is provided in the Chrome Lighthouse audits, which means there are way more available details you can extract beyond the five metrics that this tool generates.

Hopefully, for now, this tool helps you gather Performance data a little more efficiently between now and when Google releases their recently announced Speed report for Search Console.

10 Link Building Lies You Must Ignore

Posted by David_Farkas

Even though link building has been a trade for more than a decade, it’s clear that there is still an enormous amount of confusion around it.

Every so often, there is a large kerfuffle. Some of these controversies and arguments arise simply from a necessity to fill a content void, but some of them arise from genuine concern and confusion:

“Don’t ask for links!”

“Stick a fork in it, guest posting is done!”

“Try to avoid link building!”

SEO is an everchanging industry; what worked yesterday might not work today. Google’s personnel doesn’t always help the cause. In fact, they often add fuel to the fire. That’s why I want to play the role of “link building myth-buster” today. I’ve spent over ten years in link building, and I’ve seen it all.

I was around for Penguin, and every iteration since. I was around for the launch of Hummingbird. And I was even around for the Matt Cutts videos.

So, if you’re still confused about link building, read through to have ten of the biggest myths in the business dispelled.

1. If you build it, they will come

There is a notion among many digital marketers and SEOs that if you simply create great content and valuable resources, the users will come to you. If you’re already a widely-recognized brand/website, this can be a true statement. If, however, you are like the vast majority of websites — on the outside looking in — this could be a fatal mindset.

In order to get people to find you, you have to build the roads that will lead them to where you want. This is where link building comes in.

A majority of people searching Google end up clicking on organic results. In fact, for every click on a paid result in Google, there are 11.6 clicks to organic results!

And in order to build your rankings in search engines, you need links.

Which brings me to our second myth around links.

2. You don’t need links to rank

I can’t believe that there are still people who think this in 2019, but there are. That’s why I recently published a case study regarding a project I was working on.

To sum it up briefly, the more authoritative, relevant backlinks I was able to build, the higher the site ranked for its target keywords. This isn’t to say that links are the only factor in Google’s algorithm that matters, but there’s no doubt that a robust and relevant backlink profile goes a long way.

3. Only links with high domain authority matter

As a link builder, you should definitely seek target sites with high metrics. However, they aren’t the only prospects that should matter to you.

Sometimes a low domain authority (DA) might just be an indication that it is a new site. But forget about the metrics for one moment. Along with authority, relevancy matters. If a link prospect is perfectly relevant to your website, but it has a low DA, you should still target it. In fact, most sites that will be so relevant to yours will likely not have the most eye-popping metrics, and that is precisely because they are so niche. But more often than not, relevancy is more important than DA.

When you focus solely on metrics, you will lose out on highly relevant opportunities. A link that sends trust signals is more valuable than a link that has been deemed important by metrics devised by entities other than Google.

Another reason why is because Google’s algorithm looks for diversity in your backlink profile. You might think that a profile with over 100 links, all of which have a 90+ DA would be the aspiration. In fact, Google will look at it as suspect. So while you should absolutely target high DA sites, don’t neglect the “little guys.”

4. You need to build links to your money pages

When I say “money pages,” I mean the pages where you are specifically looking to convert, whether its users into leads or leads into sales.

You would think that if you’re going to put in the effort to build the digital highways that will lead traffic to your website, you would want all of that traffic to find these money pages, right?

In reality, though, you should take the exact opposite approach. First off, approaching sites that are in your niche and asking them to link to your money pages will come off as really spammy/aggressive. You’re shooting yourself in the foot.

But most importantly, these money pages are usually not pages that have the most valuable information. Webmasters are much more likely to link to a page with resourceful information or exquisitely created content, not a page displaying your products or services.

Building links to your linkable assets (more on that in a second) will increase your chances of success and will ultimately raise the profile of your money pages in the long run as well.

5. You have to create the best, most informative linkable asset

If you’re unfamiliar with what a linkable asset is exactly, it’s a page on your website designed specifically to attract links/social shares. Assets can come in many forms: resource pages, funny videos, games, etc.

Of course, linkable assets don’t grow on trees, and the process of coming up with an idea for a valuable linkable asset won’t be easy. This is why some people rely on “the skyscraper technique.” This is when you look at the linkable assets your competitors have created, you choose one, and you simply try to outdo it with something bigger and better.

This isn’t a completely ineffective technique, but you shouldn’t feel like you have to do this.

Linkable assets don’t need to be word-heavy “ultimate guides” or heavily-researched reports. Instead of building something that really only beats your competitor’s word count, do your own research and focus on building an authoritative resource that people in your niche will be interested in.

The value of a linkable asset has much more to do with finding the right angle and the accuracy of the information you’re providing than the amount.

6. The more emails you send, the more links you will get

I know several SEOs who like to cast a wide net — they send out emails to anyone and every one that even has the tiniest bit of relevancy of authority within their niche. It’s an old sales principle: The idea that more conversations will lead to more purchases/conversions. And indeed in sales, this is usually going to be the case.

In link building? Not so much.

This is because, in link building, your chances of getting someone to link to you are increased when the outreach you send is more thoughtful/personalized. Webmasters pore over emails on top of emails on top of emails, so much so that it’s easy to pass over the generic ones.

They need to be effectively persuaded as to the value of linking to your site. If you choose to send emails to any site with a pulse, you won’t have time to create specific outreach for each valuable target site.

7. The only benefit of link building is algorithmic

As I mentioned earlier, links are fundamental to Google’s algorithm. The more quality backlinks you build, the more likely you are to rank for your target keywords in Google.

This is the modus operandi for link building. But it is not the only reason to build links. In fact, there are several non-algorithmic benefits which link building can provide.

First off, there’s brand visibility. Link building will make you visible not only to Google in the long term but to users in the immediate term. When a user comes upon a resource list with your link, they aren’t thinking about how it benefits your ranking in Google; they just might click your link right then and there.

Link building can also lead to relationship building. Because of link building’s very nature, you will end up conversing with many potential influencers and authority figures within your niche. These conversations don’t have to end as soon as they place your link.

In fact, if the conversations do end there every time, you’re doing marketing wrong. Take advantage of the fact that you have their attention and see what else you can do for each other.

8. You should only pursue exact match anchors

Not all myths are born out of complete and utter fiction. Some myths persist because they have an element of truth to them or they used to be true. The use of exact match anchor text is such a myth.

In the old days of SEO/link building, one of the best ways to get ahead was to use your target keywords/brand name as the anchor text for your backlinks. Keyword stuffing and cloaking were particularly effective as well.

But times have changed in SEO, and I would argue mostly for the better. When Google sees a backlink profile that uses only a couple of variations of anchor text, you are now open to a penalty. It’s now considered spammy. To Google, it does not look like a natural backlink profile.

As such, it’s important to note now that the quality of the link itself is far more important than the anchor text that comes with it.

It really should be out of your hands anyway. When you’re link building the right way, you are working in conjunction with the webmasters who are publishing your link. You do not have 100 percent control of the situation, and the webmaster will frequently end up using the anchor text of their choice.

So sure, you should optimize your internal links with optimized anchor text when possible, but keep in mind that it is best to have diverse anchor text distribution.

9. Link building requires technical abilities

Along with being a link builder, I am also an employer. When hiring other link builders, one skepticism I frequently come across relates to technical skills. Many people who are unfamiliar with link building think that it requires coding or web development ability.

While having such abilities certainly won’t hurt you in your link building endeavors, I’m here to tell you that they aren’t at all necessary. Link building is more about creativity, communication, and strategy than it is knowing how to write a for loop in javascript.

If you have the ability to effectively persuade, create valuable content, or identify trends, you can build links.

10. All follow links provide equal value

Not all links are created equally, and I’m not even talking about the difference between follow links and no-follow links. Indeed, there are distinctions to be made among just follow links.

Let’s take .edu links, for example. These links are some of the most sought after for link builders, as they are thought to carry inordinate power. Let’s say you have two links from the same .edu website. They are both on the same domain, same authority, but they are on different pages. One is on the scholarship page, the other is on a professor’s resource page which has been carefully curated.

They are both do-follow links, so naturally, they should both carry the same weight, right?

Fail. Search engines are smart enough to know the difference between a hard-earned link and a link that just about anyone can submit to.

Along with this, the placement of a link on a page matters. Even if two links are on the exact same page (not just the same domain) a link that is above-the-fold (a link you can see without scrolling) will carry more weight.

Conclusion

Link building and SEO are not rocket science. There’s a lot of confusion out there, thanks mainly to the fact that Google’s standards change rapidly and old habits die hard, and the answers and strategies you seek aren’t always obvious.

That said, the above points are some of the biggest and most pervasive myths in the industry. Hopefully, I was able to clear them up for you.

E-A-T and the Quality Raters’ Guidelines – Whiteboard Friday

Posted by MarieHaynes

EAT — also known as Expertise, Authoritativeness, and Trustworthiness — is a big deal when it comes to Google’s algorithms. But what exactly does this acronym entail, and why does it matter to your everyday work? In this bite-sized version of her full MozCon 2019 presentation, Marie Haynes describes exactly what E-A-T means and how it could have a make-or-break effect on your site.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hey, Moz fans. My name is Marie Haynes, from Marie Haynes Consulting, and I’m going to talk to you today about EAT and the Quality Raters’ Guidelines. By now, you’ve probably heard of EAT. It’s a bit of a buzzword in SEO. I’m going to share with you why EAT is a big part of Google’s algorithms, how we can take advantage of this news, and also why it’s really, really important to all of us.

The Quality Raters’ Guidelines

Let’s talk about the Quality Raters’ Guidelines. These guidelines are a document that Google has provided to this whole army of quality raters. There are apparently 16,000 quality raters, and what they do is they use this document, the Quality Raters’ Guidelines, to determine whether websites are high quality or not.

Now the quality raters do not have the power to put a penalty on your website. They actually have no direct bearing on rankings. But instead, what happens is they feed information back to Google’s engineers, and Google’s engineers can take that information and determine whether their algorithms are doing what they want them to do. Ben Gomes, the Vice President of Search at Google, he had a quote recently in an interview with CNBC, and he said that the quality raters, the information that’s in there is fundamentally what Google wants the algorithm to do.

“They fundamentally show us what the algorithm should do.”
– Ben Gomes, VP Search, Google

So we believe that if something is in the Quality Raters’ Guidelines, either Google is already measuring this algorithmically, or they want to be measuring it, and so we should be paying close attention to everything that is in there.

How Google fights disinformation

There was a guide that was produced by Google earlier, in February of 2019, and it was a whole guide on how they fight disinformation, how they fight fake news, how they make it so that high-quality results are appearing in the search results.

There were a couple of things in here that were really interesting.

1. Information from the quality raters allows them to build algorithms

The guide talked about the fact that they take the information from the quality raters and that allows them to build algorithms. So we know that it’s really important that the things that the quality raters are assessing are things that we probably should be paying attention to as well.

2. Ranking systems are designed to ID sites with high expertise, authoritativeness, and trustworthiness

The thing that was the most important to me or the most interesting, at least, is this line that said our ranking systems are designed to identify sites with a high indicia of EAT, of expertise, authoritativeness, and trustworthiness.

So whether or not we want to argue whether EAT is a ranking factor, I think that’s semantics. What the word “ranking factor” means, what we really need to know is that EAT is really important in Google’s algorithms. We believe that if you’re trying to rank for any term that really matters to people, “your money or your life” really means if it’s a page that is helping people make a decision in their lives or helping people part with money, then you need to pay attention to EAT, because Google doesn’t want to rank websites that are for important queries if they’re lacking EAT.

The three parts of E-A-T

So it’s important to know that EAT has three parts, and a lot of people get hung up on just expertise. I see a lot of people come to me and say, “But I’m a doctor, and I don’t rank well.” Well, there are more parts to EAT than just expertise, and so we’re going to talk about that.

1. Expertise

But expertise is very important. In the Quality Raters’ Guidelines, which each of you, if you have not read it yet, you really, really should read this document.

It’s a little bit long, but it’s full of so much good information. The raters are given examples of websites, and they’re told, “This is a high-quality website. This is a low-quality website because of this.” One of the things that they say for one of the posts is this particular page is to be considered low quality because the expertise of the author is not clearly communicated.

Add author bios

So the first clue we can gather from this is that for all of our authors we should have an author bio. Perhaps if you are a nationally recognized brand, then you may not need author bios. But for the rest of us, we really should be putting an author bio that says here’s who wrote this post, and here’s why they’re qualified to do so.

Another example in the Quality Raters’ Guidelines talks about was a post about the flu. What the quality raters were told is that there’s no evidence that this author has medical expertise. So this tells us, and there are other examples where there’s no evidence of financial expertise, and legal expertise is another one. Think about it.

If you were diagnosed with a medical condition, would you want to be reading an article that’s written by a content writer who’s done good research? It might be very well written. Or would you rather see an article that is written by somebody who has been practicing in this area for decades and has seen every type of side effect that you can have from medications and things like that?

Hire experts to fact-check your content

Obviously, the doctor is who you want to read. Now I don’t expect us all to go and hire doctors to write all of our content, because there are very few doctors that have time to do that and also the other experts in any other YMYL profession. But what you can do is hire these people to fact check your posts. We’ve had some clients that have seen really nice results from having content writers write the posts in a very well researched and referenced way, and then they’ve hired physicians to say this post was medically fact checked by Dr. So-and-so. So this is really, really important for any type of site that wants to rank for a YMYL query.

One of the things that we started noticing, in February of 2017, we had a number of sites that came to us with traffic drops. That’s mostly what we do. We deal with sites that were hit by Google algorithm updates. What we were noticing is a weird thing was happening.

Prior to that, sites that were hit, they tended to have all sorts of technical issues, and we could say, “Yes, there’s a really strong reason why this site is not ranking well.” These sites were all ones that were technically, for the most part, sound. But what we noticed is that, in every instance, the posts that were now stealing the rankings they used to have were ones that were written by people with real-life expertise.

This is not something that you want to ignore.

2. Authoritativeness

We’ll move on to authoritativeness. Authoritativeness is really very, very important, and in my opinion this is the most important part of EAT. Authoritativeness, there’s another reference in the Quality Raters’ Guidelines about a good post, and it says, “The author of this blog post has been known as an expert on parenting issues.”

So it’s one thing to actually be an expert. It’s another thing to be recognized online as an expert, and this should be what we’re all working on is to have other people online recognize us or our clients as experts in their subject matter. That sounds a lot like link building, right? We want to get links from authoritative sites.

The guide to this information actually tells us that PageRank and EAT are closely connected. So this is very, very important. I personally believe — I can’t prove this just yet — but I believe that Google does not want to pass PageRank through sites that do not have EAT, at least for YMYL queries. This could explain why Google feels really comfortable that they can ignore spam links from negative SEO attacks, because those links would come from sites that don’t have EAT.

Get recommendations from experts

So how do we do this? It’s all about getting recommendations from experts. The Quality Raters’ Guidelines say in several places the raters are instructed to determine what do other experts say about this website, about this author, about this brand. It’s very, very important that we can get recommendations from experts. I want to challenge you right now to look at the last few links that you have gotten for your website and look at them and say, “Are these truly recommendations from other people in the industry that I’m working in? Or are they ones that we made?”

In the past, pretty much every link that we could make would have the potential to help boost our rankings. Now, the links that Google wants to count are ones that truly are people recommending your content, your business, your author. So I did a Whiteboard Friday a couple of years ago that talked about the types of links that Google might want to value, and that’s probably a good reference to find how can we find these recommendations from experts.

How can we do link building in a way that boosts our authoritativeness in the eyes of Google?

3. Trustworthiness

The last part, which a lot of people ignore, is trustworthiness. People would say, “Well, how could Google ever measure whether a website is trustworthy?” I think it’s definitely possible. Google has a patent. Now we know if there’s a patent, that they’re not necessarily doing this.

Reputation via reviews, blog posts, & other online content

But they do have a patent that talks about how they can gather information about a brand, about an individual, about a website from looking at a corpus of reviews, blog posts, and other things that are online. What this patent talks about is looking at the sentiment of these blog posts. Now some people would argue that maybe sentiment is not a part of Google’s algorithms.

I do think it’s a part of how they determine trustworthiness. So what we’re looking for here is if a business really has a bad reputation, if you have a reputation where people online are saying, “Look, I got scammed by this company.” Or, “I couldn’t get a refund.” Or, “I was treated really poorly in terms of customer service.” If there is a general sentiment about this online, that can affect your ability to rank well, and that’s very important. So all of these things are important in terms of trustworthiness.

Credible, clear contact info on website

You really should have very credible and clear contact information on your website. That’s outlined in the Quality Raters’ Guidelines.

Indexable, easy-to-find info on refund policies

You should have information on your refund policy, assuming that you sell products, and it should be easy for people to find. All of this information I believe should be visible in Google’s index.

We shouldn’t be no indexing these posts. Don’t worry about the fact that they might be kind of thin or irrelevant or perhaps even duplicate content. Google wants to see this, and so we want that to be in their algorithms.

Scientific references & scientific consensus

Other things too, if you have a medical site or any type of site that can be supported with scientific references, it’s very important that you do that.

One of the things that we’ve been seeing with recent updates is a lot of medical sites are dropping when they’re not really in line with scientific consensus. This is a big one. If you run a site that has to do with natural medicine, this is probably a rough time for you, because Google has been demoting sites that talk about a lot of natural medicine treatments, and the reason for this, I think, is because a lot of these are not in line with the general scientific consensus.

Now, I know a lot of people would say, “Well, who is Google to determine whether essential oils are helpful or not, because I believe a lot of these natural treatments really do help people?” The problem though is that there are a lot of websites that are scamming people. So Google may even err on the side of caution in saying, “Look, we think this website could potentially impact the safety of users.”

You may have trouble ranking well. So if you have posts on natural medicine, on any type of thing that’s outside of the generally accepted scientific consensus, then one thing you can do is try to show both sides of the story, try to talk about how actually traditional physicians would treat this condition.

That can be tricky.

Ad experience

The other thing that can speak to trust is your ad experience. I think this is something that’s not actually in the algorithms just yet. I think it’s going to come. Perhaps it is. But the Quality Raters’ Guidelines talk a lot about if you have ads that are distracting, that are disruptive, that block the readers from seeing content, then that can be a sign of low trustworthiness.

“If any of Expertise, Authoritativeness, or Trustworthiness is lacking, use the ‘low’ rating.”

I want to leave you with this last quote, again from the Quality Raters’ Guidelines, and this is significant. The raters are instructed that if any one of expertise, authoritativeness, or trustworthiness is lacking, then they are to rate a website as low quality. Again, that’s not going to penalize that website. But it’s going to tell the Google engineers, “Wait a second. We have these low-quality websites that are ranking for these terms.How can we tweak the algorithm so that that doesn’t happen?”

But the important thing here is that if any one of these three things, the E, the A, or the T are lacking, it can impact your ability to rank well. So hopefully this has been helpful. I really hope that this helps you improve the quality of your websites. I would encourage you to leave a comment or a question below. I’m going to be hanging out in the comments section and answering all of your questions.

I have more information on these subjects at mariehaynes.com/eat and also /trust if you’re interested in these trust issues. So with that, I want to thank you. I really wish you the best of luck with your rankings, and please do leave a question for me below.

Video transcription by Speechpad.com

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