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If your website is like most others, there is likely a mismatch between the content you provide, and what your prospective customers search for on Google. This article is about understanding your potential customers and their conversation with Google by using the customer journey mapping method to provide them with the best content. The idea came to me when watching internal user experience teams at our agency, and I hope it will inspire you as an SEO to leave your spreadsheets for a moment and start working with sticky notes (yeah, sticky notes). Later in the article, as an example of the method, I will show you how a Danish insurance firm managed to come out of nowhere and dominate the conversation for a strategically important insurance product. I have built +100 customer journey maps over the last year, so I am excited to share my knowledge with you. I will come back to this later, but let's get a few definitions in place first: What is a customer journey? The custome

If your website is like most others, there is likely a mismatch between the content you provide, and what your prospective customers search for on Google. This article is about understanding your potential customers and their conversation with Google by using the customer journey mapping method to provide them with the best content. The idea came to me when watching internal user experience teams at our agency, and I hope it will inspire you as an SEO to leave your spreadsheets for a moment and start working with sticky notes (yeah, sticky notes). Later in the article, as an example of the method, I will show you how a Danish insurance firm managed to come out of nowhere and dominate the conversation for a strategically important insurance product. I have built +100 customer journey maps over the last year, so I am excited to share my knowledge with you. I will come back to this later, but let's get a few definitions in place first: What is a customer journey? The custome

If you sell software, marketing services, or other goods to local business owners, it’s time to reconsider offering Amazon gift cards as incentives. According to ILSR’s 2022 survey of independent business owners : 65% of your customer base views Amazon’s market dominance as a challenge to the existence of their business 70% want the government to either break up or regulate Amazon When budget is allocated to increase sign-ups or improve retention with a douceur, we want recipients to feel intrigued, recognized, engaged, welcomed, and understood. It turns out there are much better ways to sweeten a deal than sending a gift card with a logo on it that stands for a threat to the livelihood of the community we want to serve. Quotes from survey participants indicate how hard they are struggling, and how forgotten they can feel: “Hard to understand how the growth and survival of small businesses has taken such a back seat in both political parties over the years.” “Make Ama

If you sell software, marketing services, or other goods to local business owners, it’s time to reconsider offering Amazon gift cards as incentives. According to ILSR’s 2022 survey of independent business owners : 65% of your customer base views Amazon’s market dominance as a challenge to the existence of their business 70% want the government to either break up or regulate Amazon When budget is allocated to increase sign-ups or improve retention with a douceur, we want recipients to feel intrigued, recognized, engaged, welcomed, and understood. It turns out there are much better ways to sweeten a deal than sending a gift card with a logo on it that stands for a threat to the livelihood of the community we want to serve. Quotes from survey participants indicate how hard they are struggling, and how forgotten they can feel: “Hard to understand how the growth and survival of small businesses has taken such a back seat in both political parties over the years.” “Make Ama

Whiteboard Friday is back for another season of SEO tips, tricks, and insights!  First up, Dr. Pete takes you through some of the new data we've collected on the ways in which Google rewrites title tags. In addition, he shares three titling patterns to avoid if you don’t want them rewritten. Enjoy!  Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hey, everybody. Welcome to another edition of Whiteboard Friday. I'm Dr. Pete, the marketing scientist for Moz, and I want to talk to you today about title rewrites . The new version, Google made a bunch of changes in the last 6 or 7 months, and the shortest answer is we don't like them. But as with many things with Google, us not liking them doesn't really change much.  So I want to talk today a bit about what we've seen in the last six months, some new data that we collected , if things are different or the same, and some of the scenarios where maybe they

Whiteboard Friday is back for another season of SEO tips, tricks, and insights!  First up, Dr. Pete takes you through some of the new data we've collected on the ways in which Google rewrites title tags. In addition, he shares three titling patterns to avoid if you don’t want them rewritten. Enjoy!  Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hey, everybody. Welcome to another edition of Whiteboard Friday. I'm Dr. Pete, the marketing scientist for Moz, and I want to talk to you today about title rewrites . The new version, Google made a bunch of changes in the last 6 or 7 months, and the shortest answer is we don't like them. But as with many things with Google, us not liking them doesn't really change much.  So I want to talk today a bit about what we've seen in the last six months, some new data that we collected , if things are different or the same, and some of the scenarios where maybe they

Traffic has spiked — hallelujah! This is what you’ve been working towards! Pause: before you start celebrating, it’s good to do your due diligence and make sure that glorious, spiked blue line under “All Users” is in fact genuine users visiting the site, and not spam. The checklist to determine whether or not increased traffic is spam is not too difficult to follow. You’ll probably know in 10 minutes whether it’s time to do a celebratory dance, or if you need to solve a problem. Either way, today you’re going to do something valuable. Before taking action on that pesky spam traffic, be sure to read this article in full. It’s important that spam traffic is identified from multiple indicators . Identify spam traffic by checking suspiciously high (or low) metrics in Google Analytics There are four core metrics that can point toward spam traffic: Average Session Duration Bounce Rate Pages/Session New Users These Google Analytics metrics are incredibly useful for SEO and