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Writing Headlines that Serve SEO, Social Media, and Website Visitors All Together – Whiteboard Friday

Posted by randfish

Have your headlines been doing some heavy lifting? If you’ve been using one headline to serve multiple audiences, you’re missing out on some key optimization opportunities. In today’s Whiteboard Friday, Rand gives you a process for writing headlines for SEO, for social media, and for your website visitors – each custom-tailored to its audience and optimized to meet different goals.

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Writing headlines that serve SEO, Social Media, and Website Visitors

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

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about writing headlines. One of the big problems that headlines have is that they need to serve multiple audiences. So it’s not just ranking and search engines. Even if it was, the issue is that we need to do well on social media. We need to serve our website visitors well in order to rank in the search engines. So this gets very challenging.

I’ve tried to illustrate this with a Venn diagram here. So you can see, basically…

SEO

In the SEO world of headline writing, what I’m trying to do is rank well, earn high click-through rate, because I want a lot of those visitors to the search results to choose my result, not somebody else’s. I want low pogo-sticking. I don’t want anyone clicking the back button and choosing someone else’s result because I didn’t fulfill their needs. I need to earn links, and I’ve got to have engagement.

Social media

On the social media side, it’s pretty different actually. I’m trying to earn amplification, which can often mean the headline tells as much of the story as possible. Even if you don’t read the piece, you amplify it, you retweet it, and you re-share it. I’m looking for clicks, and I’m looking for comments and engagement on the post. I’m not necessarily too worried about that back button and the selection of another item. In fact, time on site might not even be a concern at all.

Website visitors

For website visitors, both of these are channels that drive traffic. But for the site itself, I’m trying to drive right visitors, the ones who are going to be loyal, who are going to come back, hopefully who are going to convert. I want to not confuse anyone. I want to deliver on my promise so that I don’t create a bad brand reputation and detract from people wanting to click on me in the future. For those of you have visited a site like Forbes or maybe even a BuzzFeed and you have an association of, “Oh, man, this is going to be that clickbait stuff. I don’t want to click on their stuff. I’m going to choose somebody else in the results instead of this brand that I remember having a bad experience with.”

Notable conflicts

There are some notable direct conflicts in here.

  1. Keywords for SEO can be really boring on social media sites. When you try and keyword stuff especially or be keyword-heavy, your social performance tends to go terribly.
  2. Creating mystery on social, so essentially not saying what the piece is truly about, but just creating an inkling of what it might be about harms the clarity that you need for search in order to rank well and in order to drive those clicks from a search engine. It also hurts your ability generally to do keyword targeting.
  3. The need for engagement and brand reputation that you’ve got for your website visitors is really going to hurt you if you’re trying to develop those clickbait-style pieces that do so well on social.
  4. In search, ranking for low-relevance keywords is going to drive very unhappy visitors, people who don’t care that just because you happen to rank for this doesn’t necessarily mean that you should, because you didn’t serve the visitor intent with the actual content.

Getting to resolution

So how do we resolve this? Well, it’s not actually a terribly hard process. In 2017 and beyond, what’s nice is that search engines and social and visitors all have enough shared stuff that, most of the time, we can get to a good, happy resolution.

Step one: Determine who your primary audience is, your primary goals, and some prioritization of those channels.

You might say, “Hey, this piece is really targeted at search. If it does well on social, that’s fine, but this is going to be our primary traffic driver.” Or you might say, “This is really for internal website visitors who are browsing around our site. If it happens to drive some traffic from search or social, well that’s fine, but that’s not our intent.”

Step two: For non-conflict elements, optimize for the most demanding channel.

For those non-conflicting elements, so this could be the page title that you use for SEO, it doesn’t always have to perfectly match the headline. If it’s a not-even-close match, that’s a real problem, but an imperfect match can still be okay.

So what’s nice in social is you have things like Twitter cards and the Facebook markup, graph markup. That Open Graph markup means that you can have slightly different content there than what you might be using for your snippet, your meta description in search engines. So you can separate those out or choose to keep those distinct, and that can help you as well.

Step three: Author the straightforward headline first.

I’m going to ask you author the most straightforward version of the headline first.

Step four: Now write the social-friendly/click-likely version without other considerations.

Is to write the opposite of that, the most social-friendly or click-likely/click-worthy version. It doesn’t necessarily have to worry about keywords. It doesn’t have to worry about accuracy or telling the whole story without any of these other considerations.

Step five: Merge 3 & 4, and add in critical keywords.

We’re going to take three and four and just merge them into something that will work for both, that compromises in the right way, compromises based on your primary audience, your primary goals, and then add in the critical keywords that you’re going to need.

Examples:

I’ve tried to illustrate this a bit with an example. Nest, which Google bought them years ago and then they became part of the Alphabet Corporation that Google evolved into. So Nest is separately owned by Alphabet, Google’s parent company. Nest came out with this new alarm system. In fact, the day we’re filming this Whiteboard Friday, they came out with a new alarm system. So they’re no longer just a provider of thermostats inside of houses. They now have something else.

Step one: So if I’m a tech news site and I’m writing about this, I know that I’m trying to target gadget and news readers. My primary channel is going to be social first, but secondarily search engines. The goal that I’m trying to reach, that’s engagement followed by visits and then hopefully some newsletter sign-ups to my tech site.

Step two: My title and headline in this case probably need to match very closely. So the social callouts, the social cards and the Open Graph, that can be unique from the meta description if need be or from the search snippet if need be.

Step three: I’m going to do step three, author the straightforward headline. That for me is going to be “Nest Has a New Alarm System, Video Doorbell, and Outdoor Camera.” A little boring, probably not going to tremendously well on social, but it probably would do decently well in search.

Step four: My social click-likely version is going to be something more like “Nest is No Longer Just a Thermostat. Their New Security System Will Blow You Away.” That’s not the best headline in the universe, but I’m not a great headline writer. However, you get the idea. This is the click-likely social version, the one that you see the headline and you go, “Ooh, they have a new security system. I wonder what’s involved in that.” You create some mystery. You don’t know that it includes a video doorbell, an outdoor camera, and an alarm. You just hear, “They’ve got a new security system. Well, I better look at it.”

Step five: Then I can try and compromise and say, “Hey, I know that I need to have video doorbell, camera, alarm, and Nest.” Those are my keywords. Those are the important ones. That’s what people are going to be searching for around this announcement, so I’ve got to have them in there. I want to have them close to the front. So “Nest’s New Alarm, Video Doorbell and Camera Are About to Be on Every Home’s Must-Have List.” All right, resolved in there.

So this process of writing headlines to serve these multiple different, sometimes competing priorities is totally possible with nearly everything you’re going to do in SEO and social and for your website visitors. This resolution process is something hopefully you can leverage to get better results.

All right, everyone, we’ll see you again next week for another edition of Whiteboard Friday. Take care.

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Do iPhone Users Spend More Online Than Android Users?

Posted by MartyMeany

Apple has just launched their latest flagship phones to market and later this year they’ll release their uber-flagship: the iPhone X. The iPhone X is the most expensive iPhone yet, at a cool $999. With so many other smartphones on the market offering similar functionality, it begs the question: Do iPhone users simply spend more money than everyone else?

At Wolfgang Digital, we love a bit of data, so we’ve trawled through a massive dataset of 31 million iPhone and Android sessions to finally answer this question. Of course, we’ve got some actionable nuggets of digital marketing strategy at the end, too!

Why am I asking this question?

Way back when, before joining the online marketing world, I sold mobile phones. I couldn’t get my head around why people bought iPhones. They’re more expensive than their Android counterparts, which usually offer the same, if not increased, functionality (though you could argue the latter is subjective).

When I moved into the e-commerce department of the same phone retailer, my team would regularly grab a coffee and share little nuggets of interesting e-commerce trends we’d found. My personal favorite was a tale about Apple users spending more than desktop users. The story I read talked about how a hotel raised prices for people booking while using an Apple device. Even with the increased prices, conversion rates didn’t budge as the hotel raked in extra cash.

I’ve always said this story was anecdotal because I simply never saw the data to back it up. Still, it fascinated me.

Finding an answer

Fast forward a few years and I’m sitting in Wolfgang Digital behind the huge dataset that powered our 2017 E-Commerce Benchmark KPI Study. It occurred to me that this data could answer some of the great online questions I’d heard over the years. What better place to start than that tale of Apple users spending more money online than others?

The online world has changed a little since I first asked myself this question, so let’s take a fresh 2017 approach.

Do iPhone users spend more than Android users?

When this hypothesis first appeared, people were comparing Mac desktop users and PC desktop users, but the game has changed since then. To give the hypothesis a fresh 2017 look, we’re going to ask whether iPhone users spend more than Android users. Looking through the 31 million sessions on both iOS and Android operating systems, then filtering the data by mobile, it didn’t take long to find the the answer to this question that had followed me around for years. The results were astonishing:

On average, Android users spend $11.54 per transaction. iPhone users, on the other hand, spend a whopping $32.94 per transaction. That means iPhone users will spend almost three times as much as Android users when visiting an e-commerce site.

Slightly smug that I’ve finally answered my question, how do we turn this from being an interesting nugget of information to an actionable insight?

What does this mean for digital marketers?

As soon as you read about iPhone users spending three times more than Android users, I’m sure you started thinking about targeting users specifically based on their operating system. If iOS users are spending more money than their Android counterparts, doesn’t it make sense to shift your spend and targeting towards iOS users?

You’re right. In both Facebook and AdWords, you can use this information to your advantage.

Targeting operating systems within Facebook

Of the “big two” ad platforms, Facebook offers the most direct form of operating system targeting. When creating your ads, Facebook’s Ad Manager will give you the option to target “All Mobile Devices,” “iOS Devices Only,” or “Android Devices Only.” These options mean you can target those high average order value-generating iPhone users.

Targeting operating systems within AdWords

AdWords will allow you to target operating systems for both Display Campaigns and Video Campaigns. When it comes to Search, you can’t target a specific operating system. You can, however, create an OS-based audience using Google Analytics. Once this audience is built, you can remarket to an iOS audience with “iPhone”-oriented ad texts. Speaking at Wolfgang Essentials this year, Wil Reynolds showed clips of people talking through their decision to click in SERPs. It’s incredible to see people skipping over year-old content before clicking an article that mentions “iPhone.” Why? Because that user has an iPhone. That’s the power of relevancy.

You’ll also be able to optimize and personalize your bids in Search, safe in the knowledge that iPhone users are more likely to spend big than Android users.

There you have it. Don’t let those mad stories you hear pass you by. You might just learn something!

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How to Turn Low-Value Content Into Neatly Organized Opportunities – Next Level

Posted by jocameron

Welcome to the newest installment of our educational Next Level series! In our last post, Brian Childs offered up a beginner-level workflow to help discover your competitor’s backlinks. Today, we’re welcoming back Next Level veteran Jo Cameron to show you how to find low-quality pages on your site and decide their new fate. Read on and level up!


With an almost endless succession of Google updates fluctuating the search results, it’s pretty clear that substandard content just won’t cut it.

I know, I know – we can’t all keep up with the latest algorithm updates. We’ve got businesses to run, clients to impress, and a strong social media presence to maintain. After all, you haven’t seen a huge drop in your traffic. It’s probably OK, right?

So what’s with the nagging sensation down in the pit of your stomach? It’s not just that giant chili taco you had earlier. Maybe it’s that feeling that your content might be treading on thin ice. Maybe you watched Rand’s recent Whiteboard Friday (How to Determine if a Page is “Low Quality” in Google’s Eyes) and just don’t know where to start.

In this edition of Next Level, I’ll show you how to start identifying your low-quality pages in a few simple steps with Moz Pro’s Site Crawl. Once identified, you can decide whether to merge, shine up, or remove the content.

A quick recap of algorithm updates

The latest big fluctuations in the search results were said to be caused by King Fred: enemy of low-quality pages and champion of the people’s right to find and enjoy content of value.

Fred took the fight to affiliate sites, and low-value commercial sites were also affected.

The good news is that even if this isn’t directed at you, and you haven’t taken a hit yourself, you can still learn from this update to improve your site. After all, why not stay on the right side of the biggest index of online content in the known universe? You’ll come away with a good idea of what content is working for your site, and you may just take a ride to the top of the SERPs. Knowledge is power, after all.

Be a Pro

It’s best if we just accept that Google updates are ongoing; they happen all.the.time. But with a site audit tool in your toolkit like Moz Pro’s Site Crawl, they don’t have to keep you up at night. Our shiny new Rogerbot crawler is the new kid on the block, and it’s hungry to crawl your pages.

If you haven’t given it a try, sign up for a free trial for 30 days:

Start a free trial

If you’ve already had a free trial that has expired, write to me and I’ll give you another, just because I can.

Set up your Moz Pro campaign – it takes 5 minutes tops – and Rogerbot will be unleashed upon your site like a caffeinated spider.

Rogerbot hops from page to page following links to analyze your website. As Rogerbot hops along, a beautiful database of pages is constructed that flag issues you can use to find those laggers. What a hero!

First stop: Thin content

Site Crawl > Content Issues > Thin Content

Thin content could be damaging your site. If it’s deemed to be malicious, then it could result in a penalty. Things like zero-value pages with ads or spammy doorway pages – little traps people set to funnel people to other pages – are bad news.

First off, let’s find those pages. Moz Pro Site Crawl will flag “thin content” if it has less than 50 words (excluding navigation and ads).

Now is a good time to familiarize yourself with Google’s Quality Guidelines. Think long and hard about whether you may be doing this, intentionally or accidentally.

You’re probably not straight-up spamming people, but you could do better and you know it. Our mantra is (repeat after me): Does this add value for my visitors? Well, does it?

Ok, you can stop chanting now.

For most of us, thin content is less of a penalty threat and more of an opportunity. By finding pages with thin content, you have the opportunity to figure out if they’re doing enough to serve your visitors. Pile on some Google Analytics data and start making decisions about improvements that can be made.

Using moz.com as an example, I’ve found 3 pages with thin content. Ta-da emoji!

I’m not too concerned about the login page or the password reset page. I am, however, interested to see how the local search page is performing. Maybe we can find an opportunity to help people who land on this page.

Go ahead and export your thin content pages from Moz Pro to CSV.

We can then grab some data from Google Analytics to give us an idea of how well this page is performing. You may want to look at comparing monthly data and see if there are any trends, or compare similar pages to see if improvements can be made.

I am by no means a Google Analytics expert, but I know how to get what I want. Most of the time that is, except when I have to Google it, which is probably every second week.

Firstly: Behavior > Site Content > All Pages > Paste in your URL

  • Pageviews – The number of times that page has been viewed, even if it’s a repeat view.
  • Avg. Time on Page – How long people are on your page
  • Bounce Rate – Single page views with no interaction

For my example page, Bounce Rate is very interesting. This page lives to be interacted with. Its only joy in life is allowing people to search for a local business in the UK, US, or Canada. It is not an informational page at all. It doesn’t provide a contact phone number or an answer to a query that may explain away a high bounce rate.

I’m going to add Pageviews and Bounce Rate a spreadsheet so I can track this over time.

I’ll also added some keywords that I want that page to rank for to my Moz Pro Rankings. That way I can make sure I’m targeting searcher intent and driving organic traffic that is likely to convert.

I’ll also know if I’m being out ranked by my competitors. How dare they, right?

As we’ve found with this local page, not all thin content is bad content. Another example may be if you have a landing page with an awesome video that’s adding value and is performing consistently well. In this case, hold off on making sweeping changes. Track the data you’re interested in; from there, you can look at making small changes and track the impact, or split test some ideas. Either way, you want to make informed, data-driven decisions.

Action to take for tracking thin content pages

Export to CSV so you can track how these pages are performing alongside GA data. Make incremental changes and track the results.

Second stop: Duplicate title tags

Site Crawl > Content Issues > Duplicate Title Tags

Title tags show up in the search results to give human searchers a taste of what your content is about. They also help search engines understand and categorize your content. Without question, you want these to be well considered, relevant to your content, and unique.

Moz Pro Site Crawl flags any pages with matching title tags for your perusal.

Duplicate title tags are unlikely to get your site penalized, unless you’ve masterminded an army of pages that target irrelevant keywords and provide zero value. Once again, for most of us, it’s a good way to find a missed opportunity.

Digging around your duplicate title tags is a lucky dip of wonder. You may find pages with repeated content that you want to merge, or redundant pages that may be confusing your visitors, or maybe just pages for which you haven’t spent the time crafting unique title tags.

Take this opportunity to review your title tags, make them interesting, and always make them relevant. Because I’m a Whiteboard Friday friend, I can’t not link to this title tag hack video. Turn off Netflix for 10 minutes and enjoy.

Pro tip: To view the other duplicate pages, make sure you click on the little triangle icon to open that up like an accordion.

Hey now, what’s this? Filed away under duplicate title tags I’ve found these cheeky pages.

These are the contact forms we have in place to contact our help team. Yes, me included – hi!

I’ve got some inside info for you all. We’re actually in the process of redesigning our Help Hub, and these tool-specific pages definitely need a rethink. For now, I’m going to summon the powerful and mysterious rel=canonical tag.

This tells search engines that all those other pages are copies of the one true page to rule them all. Search engines like this, they understand it, and they bow down to honor the original source, as well they should. Visitors can still access these pages, and they won’t ever know they’ve hit a page with an original source elsewhere. How very magical.

Action to take for duplicate title tags on similar pages

Use the rel=canonical tag to tell search engines that https://moz.com/help/contact is the original source.

Review visitor behavior and perform user testing on the Help Hub. We’ll use this information to make a plan for redirecting those pages to one main page and adding a tool type drop-down.

More duplicate titles within my subfolder-specific campaign

Because at Moz we’ve got a heck of a lot of pages, I’ve got another Moz Pro campaign set up to track the URL moz.com/blog. I find this handy if I want to look at issues on just one section of my site at a time.

You just have to enter your subfolder and limit your campaign when you set it up.

Just remember we won’t crawl any pages outside of the subfolder. Make sure you have an all-encompassing, all-access campaign set up for the root domain as well.

Not enough allowance to create a subfolder-specific campaign? You can filter by URL from within your existing campaign.

In my Moz Blog campaign, I stumbled across these little fellows:

https://moz.com/blog/whiteboard-friday-how-to-get-an-seo-job

https://moz.com/blog/whiteboard-friday-how-to-get-an-seo-job-10504

This is a classic case of new content usurping the old content. Instead of telling search engines, Yeah, so I’ve got a few pages and they’re kind of the same, but this one is the one true page, like we did with the rel=canonical tag before, this time I’ll use the big cousin of the rel=canonical, the queen of content canonicalization, the 301 redirect.

All the power is sent to the page you are redirecting to, as well as all the actual human visitors.

Action to take for duplicate title tags with outdated/updated content

Check the traffic and authority for both pages, then add a 301 redirect from one to the other. Consolidate and rule.

It’s also a good opportunity to refresh the content and check whether it’s… what? I can’t hear you – adding value to my visitors! You got it.

Third stop: Duplicate content

Site Crawl > Content Issues > Duplicate Content

When the code and content on a page looks the same are the code and content on another page of your site, it will be flagged as “Duplicate Content.” Our crawler will flag any pages with 90% or more overlapping content or code as having duplicate content.

Officially, in the wise words of Google, duplicate content doesn’t incur a penalty. However, it can be filtered out of the index, so still not great.

Having said that, the trick is in the fine print. One bot’s duplicate content is another bot’s thin content, and thin content can get you penalized. Let me refer you back to our old friend, the Quality Guidelines.

Are you doing one of these things intentionally or accidentally? Do you want me to make you chant again?

If you’re being hounded by duplicate content issues and don’t know where to start, then we’ve got more information on duplicate content on our Learning Center.

I’ve found some pages that clearly have different content on them, so why are these duplicate?

So friends, what we have here is thin content that’s being flagged as duplicate.

There is basically not enough content on the page for bots to distinguish them from each other. Remember that our crawler looks at all the page code, as well as the copy that humans see.

You may find this frustrating at first: Like, why are they duplicates?? They’re different, gosh darn it! But once you pass through all the 7 stages of duplicate content and arrive at acceptance, you’ll see the opportunity you have here. Why not pop those topics on your content schedule? Why not use the queen again, and 301 redirect them to a similar resource, combining the power of both resources? Or maybe, just maybe, you could use them in a blog post about duplicate content – just like I have.

Action to take for duplicate pages with different content

Before you make any hasty decisions, check the traffic to these pages. Maybe dig a bit deeper and track conversions and bounce rate, as well. Check out our workflow for thin content earlier in this post and do the same for these pages.

From there you can figure out if you want to rework content to add value or redirect pages to another resource.

This is an awesome video in the ever-impressive Whiteboard Friday series which talks about republishing. Seriously, you’ll kick yourself if you don’t watch it.

Broken URLs and duplicate content

Another dive into Duplicate Content has turned up two Help Hub URLs that point to the same page.

These are no good to man or beast. They are especially no good for our analytics – blurgh, data confusion! No good for our crawl budget – blurgh, extra useless page! User experience? Blurgh, nope, no good for that either.

Action to take for messed-up URLs causing duplicate content

Zap this time-waster with a 301 redirect. For me this is an easy decision: add a 301 to the long, messed up URL with a PA of 1, no discussion. I love our new Learning Center so much that I’m going to link to it again so you can learn more about redirection and build your SEO knowledge.

It’s the most handy place to check if you get stuck with any of the concepts I’ve talked about today.

Wrapping up

While it may feel scary at first to have your content flagged as having issues, the real takeaway here is that these are actually neatly organized opportunities.

With a bit of tenacity and some extra data from Google Analytics, you can start to understand the best way to fix your content and make your site easier to use (and more powerful in the process).

If you get stuck, just remember our chant: “Does this add value for my visitors? Your content has to be for your human visitors, so think about them and their journey. And most importantly: be good to yourself and use a tool like Moz Pro that compiles potential issues into an easily digestible catalogue.

Enjoy your chili taco and your good night’s sleep!

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