Raymond Castleberry Blog: September 2016

Friday, September 30, 2016

Solar Energy International (SEI) Solar Installer Training Alumni Highlight: Alex Jahp

jahp Alex Jahp returned to Solar Energy International (SEI) this month after beginning his solar installation training at SEI last fall. Alex’s solar career began after he was inspired by the impact of PV in the developing world. While travelling through areas of rural Africa, Alex was struck by just how big of a difference small PV systems could make in these communities, many of which have no utility grid. “I was mesmerized by the concept of how this could change the world. In areas like this, they might never build a grid. Solar is really changing these people’s lives; they can read books to their kids at night, they can prepare food at night, they can do all sorts of different things and I thought that was incredible.”

When he returned to the U.S. he applied to the work-trade program at Solar Energy International, working at SEI to offset the cost of his classes. Using his trade credit, Alex completed a full series of SEI classes, jumpstarting his solar career. Alex came to SEI with a degree in Economics and no experience in solar PV or in related fields. Despite this, Alex says the experience he gained from his solar installation training at SEI directly led to his current employment with an alternative energy company in Utah. “I would say it takes years for you to learn out in the field what I learned at SEI but I work with people who have been in the field for years and haven’t learned a lot of the things I’ve learned here. It’s just a really unique place because you have people from all over the country that are doing different things, and from different backgrounds, collaborating and sharing their experience in these classes.”

Like many who are starting out, Alex began on a crew doing grid-tied residential installs. From those residential projects, he began working on a 280kW commercial system. He worked with his more experienced colleagues, apprenticing with them to learn the ins and outs of residential and commercial systems before later getting involved in off-grid installs. His initiative to learn on the job and his prior training experience allowed him to grow quickly in the company. Now that he has greater responsibility in the company and is working on more complicated systems, Alex has come back to SEI to complete PV351L. This Operations and Maintenance Lab Week is an intensive, advanced training designed for solar professionals already working in the PV industry who want to take their technical skills to the next level and gain hands-on experience with a wide range of advanced analytical tools and meters.

Of his decision to enroll in class Alex said, “at my company, we’re working on bigger and more complicated systems. There aren’t many folks who I’m working with that know how deal with some of the more complicated problems we’re encountering with those systems. I came back to SEI to learn about these issues. I’m hoping to not only apply that knowledge at the company where I work but also to other systems in the area that other people have built that are either out of service or are having production issues.”

The post Solar Energy International (SEI) Solar Installer Training Alumni Highlight: Alex Jahp appeared first on Solar Training - Solar Installer Training - Solar PV Installation Training - Solar Energy Courses - Renewable Energy Education - NABCEP - Solar Energy International (SEI).

Optimizing for RankBrain... Should We Do It? (Is It Even Possible?) - Whiteboard Friday

Posted by randfish

If you've been stressing over how to optimize your SEO for RankBrain, there's good news: you can't. Not in the traditional sense of the word, at least. Unlike the classic algorithms we're used to, RankBrain is a query interpretation model. It's a horse of a different color, and as such, it requires a different way of thinking than we've had to use in the past. In today's Whiteboard Friday, Rand tackles the question of what RankBrain actually is and whether SEOs should (or can) optimize for it.

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

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat about RankBrain SEO and RankBrain in general. So Google released this algorithm or component of their algorithm a while ago, but there have been questions for a long time about: Can people actually do RankBrain SEO? Is that even a thing? Is it possible to optimize specifically for this RankBrain algorithm?

I'll talk today a little bit about how RankBrain works just so we have a broad overview and we're all on the same page about it. Google has continued to release more and more information through interviews and comments about what the system does. There are some things that potentially shift in our SEO strategies and tactics around it, but I'll show why optimizing for RankBrain is probably the wrong way to frame it.

What does RankBrain actually do?

So what is it that RankBrain actually does? A query comes in to Google. Historically, classically Google would use an algorithm, probably the same algorithm, at least they've said sort of the same algorithm across the board historically to figure out which pages and sites to show. There are a bunch of different ranking inputs, which we've talked about many times here on Whiteboard Friday.

But if you search for this query today, what Google is saying is with RankBrain, they're going to take any query that comes in and RankBrain is essentially going to be a query interpretation model. It's going to look at the words in that query. It's potentially going to look at things possibly like location or personalization or other things. We're not entirely sure whether RankBrain uses those, but it certainly could. It interprets these queries, and then it's going to try and determine the intent behind the query and make the ranking signals that are applied to the results appropriate to that actual query.

So here's what that means. If you search today — I did this search on my mobile device, I did it on my desktop device — for "best Netflix shows" or "best shows on Netflix" or "What are good Netflix shows," "good Netflix shows," "what to watch on Netflix," notice a pattern here? All five of these searches are essentially asking for the very same thing. We might quibble and say "what to watch on Netflix" could be more movie-centric than shows, which could be more TV or episodic series-centric. That's okay. But these five are essentially, " What should I watch on Netflix?"

Now, RankBrain is going to help Google understand that each of these queries, despite the fact that they use slightly different words and phrasing or completely different words, with the exception of Netflix, that they should all be answered by the same content or same kinds of content. That's the part where Google, where RankBrain is determining the searcher intent. Then, Google is going to use RankBrain to basically say, "Now, what signals are right for me, Google, to enhance or to push down for these particular queries?"

Signals

So we're going to be super simplistic, hyper-simplistic and imagine that Google has this realm of just a few signals, and for this particular query or set of queries, any of these, that...

Keyword matching is not that important. So minus that, not super important here.
Link diversity, neither here nor there.
Anchor text, it doesn't matter too much, neither here nor there.
Freshness, very, very important.

Why is freshness so important? Well, because Google has seen patterns before, and if you show shows from Netflix that were on the service a year ago, two years ago, three years ago, you are no longer relevant. It doesn't matter if you have lots of good links, lots of diversity, lots of anchor text, lots of great keyword matching. If you are not fresh, you are not showing searchers what they want, and therefore Google doesn't want to display you. In fact, the number one result for all of these was published, I think, six or seven days ago, as of the filming of this Whiteboard Friday. Not particularly surprising, right? Freshness is super important for this query.

Domain authority, that is somewhat important. Google doesn't want to get too spammed by low-quality domains even if they are publishing fresh content.
Engagement, very, very important signal here. That indicates to Google whether searchers are being satisfied by these particular results.

This is a high-engagement query too. So on low-engagement queries, where people are looking for a very simple, quick answer, you expect engagement not to be that big. But for something in-depth, like "What should I watch on Netflix," you expect people are going to go, they're going to engage with that content significantly. Maybe they're going to watch a trailer or some videos. Maybe they're going to browse through a list of 50 things. High engagement, hopefully.

Related topics, Google is definitely looking for the right words and phrases.

If you, for example, are talking about the best shows on Netflix and everyone is talking about how hot — I haven't actually seen it — "Stranger Things" is, which is a TV program on Netflix that is very much in the public eye right now, well, if you don't have that on your best show list, Google probably does not want to display you. So that's an important related topic or a concept or a word vector, whatever it is.

Content depth, that's also important here. Google expects a long list, a fairly substantive page of content, not just a short, "Here are 10 items," and no details about them.

As a result of interpreting the query, using these signals in these proportions, these five were basically the top five or six for every single one of those queries. So Google is essentially saying, "Hey, it doesn't matter if you have perfect keyword targeting and tons of link diversity and anchor text. The signals that are more important here are these ones, and we can interpret that all of these queries essentially have the same intent behind them. Therefore, this is who we're going to rank."

So, in essence, RankBrain is helping Google determine what signals to use in the algorithm or how to weight those signals, because there's a ton of signals that they can choose from. RankBrain is helping them weight them, and they're helping them interpret the query and the searcher intent.

How should SEOs respond?

Does that actually change how we do SEO? A little bit. A little bit. What it doesn't do, though, is it does not say there is a specific way to do SEO for RankBrain itself. Because RankBrain is, yes, helping Google select signals and prioritize them, you can't actually optimize for RankBrain itself. You can optimize for these signals, and you might say, "Hey, I know that, in my world, these signals are much more important than these signals," or the reverse. For a lot of commercial, old-school queries, keyword matching and link diversity and anchor text are still very, very important. I'm not discounting those. What I'm saying is you can't do SEO for RankBrain specifically or not in the classic way that we've been trained to do SEO for a particular algorithm. This is kind of different.

That said, there are some ways SEOs should respond.

If you have not already killed the concept, the idea of one keyword, one page, you should kill it now. In fact, you should have killed it a long time ago, because Hummingbird really put this to bed way back in the day. But if you're still doing that, RankBrain does that even more. It's even more saying, "Hey, you know what? Condense all of these. For all of these queries you should not have one URL and another URL and another URL and another URL. You should have one page targeting all of them, targeting all the intents that are like this." When you do your keyword research and your big matrix of keyword-to-content mapping, that's how you should be optimizing there.
It's no longer the case, as it was probably five, six years ago, that one set of fixed inputs no longer governs every single query. Because of this weighting system, some queries are going to demand signals in different proportion to other ones. Sometimes you're going to need fresh content. Sometimes you need very in-depth content. Sometimes you need high engagement. Sometimes you don't. Sometimes you will need tons of links with anchor text. Sometimes you will not. Sometimes you need high authority to rank for something. Sometimes you don't. So that's a different model.
The reputation that you get as a website, a domain earns a reputation around particular types of signals. That could be because you're publishing lots of fresh content or because you get lots of diverse links or because you have very high engagement or you have very low engagement in terms of you answer things very quickly, but you have a lot of diverse information and topics on that, like a Dictionary.com or an Answers.com, somebody like that where it's quick, drive-by visits, you answer the searcher's query and then they're gone. That's a fine model. But you need to match your SEO focus, your brand of the type of SEO and the type of signals that you hit to the queries that you care about most. You should be establishing that over time and building that out.

So RankBrain, yes, it might shift a little bit of our strategic focus, but no, it's not a classic algorithm that we do SEO against, like a Panda or a Penguin. How do I optimize to avoid Panda hitting me? How do I optimize to avoid Penguin hitting me? How do I optimize for Hummingbird so that my keywords match the query intent? Those are very different from RankBrain, which has this interpretation model.

So, with that, I look forward to hearing about your experiences with RankBrain. I look forward to hearing about what you might be changing since RankBrain came out a couple of years ago, and we'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Optimizing for RankBrain... Should We Do It? (Is It Even Possible?) - Whiteboard Friday

Posted by randfish

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

Video Transcription

What does RankBrain actually do?

Signals

So we're going to be super simplistic, hyper-simplistic and imagine that Google has this realm of just a few signals, and for this particular query or set of queries, any of these, that...

Keyword matching is not that important. So minus that, not super important here.
Link diversity, neither here nor there.
Anchor text, it doesn't matter too much, neither here nor there.
Freshness, very, very important.

Domain authority, that is somewhat important. Google doesn't want to get too spammed by low-quality domains even if they are publishing fresh content.
Engagement, very, very important signal here. That indicates to Google whether searchers are being satisfied by these particular results.

Related topics, Google is definitely looking for the right words and phrases.

Content depth, that's also important here. Google expects a long list, a fairly substantive page of content, not just a short, "Here are 10 items," and no details about them.

How should SEOs respond?

That said, there are some ways SEOs should respond.

If you have not already killed the concept, the idea of one keyword, one page, you should kill it now. In fact, you should have killed it a long time ago, because Hummingbird really put this to bed way back in the day. But if you're still doing that, RankBrain does that even more. It's even more saying, "Hey, you know what? Condense all of these. For all of these queries you should not have one URL and another URL and another URL and another URL. You should have one page targeting all of them, targeting all the intents that are like this." When you do your keyword research and your big matrix of keyword-to-content mapping, that's how you should be optimizing there.
It's no longer the case, as it was probably five, six years ago, that one set of fixed inputs no longer governs every single query. Because of this weighting system, some queries are going to demand signals in different proportion to other ones. Sometimes you're going to need fresh content. Sometimes you need very in-depth content. Sometimes you need high engagement. Sometimes you don't. Sometimes you will need tons of links with anchor text. Sometimes you will not. Sometimes you need high authority to rank for something. Sometimes you don't. So that's a different model.
The reputation that you get as a website, a domain earns a reputation around particular types of signals. That could be because you're publishing lots of fresh content or because you get lots of diverse links or because you have very high engagement or you have very low engagement in terms of you answer things very quickly, but you have a lot of diverse information and topics on that, like a Dictionary.com or an Answers.com, somebody like that where it's quick, drive-by visits, you answer the searcher's query and then they're gone. That's a fine model. But you need to match your SEO focus, your brand of the type of SEO and the type of signals that you hit to the queries that you care about most. You should be establishing that over time and building that out.

Video transcription by Speechpad.com

Thursday, September 29, 2016

How to Build Backlinks Using Your Competitors’ Broken Pages

Posted by TomCaulton

This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author's views are entirely his or her own and may not reflect the views of Moz, Inc.

We all know building backlinks is one of the most important aspects of any successful SEO and digital marketing campaign. However, I believe there is an untapped resource out there for link building: finding your competitors' broken pages that have been linked to by external sources.

Allow me to elaborate.

Finding the perfect backlink often takes hours, and it can can take days, weeks, or even longer to acquire. That’s where the link building method I've outlined below comes in. I use it on a regular basis to build relevant backlinks from competitors' 404 pages.

Please note: In this post, I will be using Search Engine Land as an example to make my points.

Ready to dive in? Great, because I'm going to walk you through the entire link building process now.

First, you need to find your competitor(s). This is as easy as searching for the keyword you’re targeting on Google and selecting websites that are above you in the SERPs. Once you have a list of competitors, create a spreadsheet to put all of your competitors on, including their position in the rankings and the date you listed them.

Next, download Screaming Frog SEO Spider [a freemium tool]. This software will allow you to crawl all of your competitors website, revealing all their 404 pages. To do this, simply enter your competitors' URLs in the search bar one at a time, like this:

Once the crawl is complete, click "Response Codes."

Then, click on the dropdown arrow next to "filter" and select "Client Error 4xx."

Now you'll be able to see the brand's 404 pages.

Once you've completed the step above, simply press the "Export" button to export all of their 404 pages into a file. Next, import this file into to a spreadsheet in Excel or Google Docs. On this part of the spreadsheet, create tabs called "Trust Flow," "Citation Flow," "Referring Domains," and "External Backlinks."

Now that you’ve imported all of their 404 pages, you need to dissect the images and external links if there are any. A quick way to do this is to highlight the cell block by pressing on the specific cell at the top, then press "Filter" under the "Data" tab.Look for the drop-down arrow on the first cell of that block. Click the drop-down arrow, and underneath "Filter by values," you will see two links: "Select all" and "Clear."

Press "Clear," like this:

This will clear all preset options. Now, type in the URL of the competitor's website in the search box and click "Select all."

This will filter out all external links and just leave you with their 404 pages. Go through the whole list, highlighting the pages you think you can rewrite.

Now that you have all of your relevant 404 pages in place, run them through Majestic [a paid tool] or Moz’s Open Site Explorer (OSE) [a freemium tool] to see if their 404 pages actually have any external links (which is what we're ultimately looking for). Add the details from Majestic or Moz to the spreadsheet. No matter which tool you use (I use OSE), hit "Request a CSV" for the backlink data. (Import the data into a new tab on your spreadsheet, or create a new spreadsheet altogether if you wish.)

Find relevant backlinks linking to (X’s) website. Once you've found all of the relevant websites, you can either highlight them or remove the ones that aren’t from your spreadsheet.

Please note: It's worth running each of the websites you're potentially going to be reaching out to through Majestic and Moz to find out their citation flow, trust flow, and domain authority (DA). You may only want to go for the highest DA; however, in my opinion, if it's relevant to your niche and will provide useful information, it's worth targeting.

With the 404s and link opportunities in hand, focus on creating content that’s relevant for the brands you hope to earn a link from. Find the contact information for someone at the brand you want the link from. This will usually be clear on their website; but if not, you can use tools such as VoilaNorbert and Email Hunter to get the information you need. Once you have this information, you need to send them an email similar to this one:

Hi [THEIR NAME],

My name is [YOUR NAME], and I carry out the [INSERT JOB ROLE – i.e., MARKETING] at [YOUR COMPANY'S NAME or WEBSITE].

I have just come across your blog post regarding [INSERT THEIR POST TITLE] and when I clicked on one of the links on that post, it happened to go to a 404 page. As you’re probably aware, this is bad for user experience, which is the reason I’m emailing you today.

We recently published an in-depth article regarding the same subject of the broken link you have on your website: [INSERT YOUR POST TITLE].

Here's the link to our article: [URL].

I was wondering if you wouldn’t mind linking to our article instead of the 404 page you’re currently linking to, as our article will provide your readers with a better user experience.

We will be updating this article so we can keep people provided with the very latest information as the industry evolves.

Thank you for reading this email and I look forward to hearing from you.

[YOUR NAME]

Disclaimer: The email example above is just an example and should be tailored to your own style of writing.

In closing, remember to keep detailed notes of the conversations you have with people during outreach, and always follow up with people you connect with.

I hope this tactic helps your SEO efforts in the future. It's certainly helped me find new places to earn links. Not only that, but it gives me new content ideas on a regular basis.

Do you use a similar process to build links? I'd love to hear about it in the comments.

How to Build Backlinks Using Your Competitors’ Broken Pages

Posted by TomCaulton

Allow me to elaborate.

Please note: In this post, I will be using Search Engine Land as an example to make my points.

Ready to dive in? Great, because I'm going to walk you through the entire link building process now.

Once the crawl is complete, click "Response Codes."

Then, click on the dropdown arrow next to "filter" and select "Client Error 4xx."

Now you'll be able to see the brand's 404 pages.

Press "Clear," like this:

This will clear all preset options. Now, type in the URL of the competitor's website in the search box and click "Select all."

This will filter out all external links and just leave you with their 404 pages. Go through the whole list, highlighting the pages you think you can rewrite.

Find relevant backlinks linking to (X’s) website. Once you've found all of the relevant websites, you can either highlight them or remove the ones that aren’t from your spreadsheet.

Hi [THEIR NAME],

My name is [YOUR NAME], and I carry out the [INSERT JOB ROLE – i.e., MARKETING] at [YOUR COMPANY'S NAME or WEBSITE].

We recently published an in-depth article regarding the same subject of the broken link you have on your website: [INSERT YOUR POST TITLE].

Here's the link to our article: [URL].

I was wondering if you wouldn’t mind linking to our article instead of the 404 page you’re currently linking to, as our article will provide your readers with a better user experience.

We will be updating this article so we can keep people provided with the very latest information as the industry evolves.

Thank you for reading this email and I look forward to hearing from you.

[YOUR NAME]

Disclaimer: The email example above is just an example and should be tailored to your own style of writing.

In closing, remember to keep detailed notes of the conversations you have with people during outreach, and always follow up with people you connect with.

I hope this tactic helps your SEO efforts in the future. It's certainly helped me find new places to earn links. Not only that, but it gives me new content ideas on a regular basis.

Do you use a similar process to build links? I'd love to hear about it in the comments.

Wednesday, September 28, 2016

Status of the Paris Agreement: India Ratifies; Russia Waits

The Paris Agreement goes into force on the thirtieth day after the date on which at least 55 Parties to the Convention accounting for at least an estimated 55 percent of the total global greenhouse gas emissions have deposited their instruments of ratification, acceptance, approval or accession with the United Nations Depositary. Currently, 61 Parties have ratified, accounting for 47.79 percent of global greenhouse gas emissions.[i] China and the United States have ratified (although the United States has not gotten approval from the Senate), but Russia and India, the third and fourth largest emitters of greenhouse gases, have not. Once the agreement has entered into force, it will become legally binding for those countries that sign and ratify it.[ii] That said, however, there is no enforcement mechanism in the agreement, so there is no way to force non-complying countries to comply.

India

India is the world’s second-largest country by population after China. It makes up 4.1 percent of global greenhouse gas emissions. Those emissions are likely to increase as its working-age population is expected to increase by 220 million over the next 20 years and its economy is expected to expand at around 8 percent per year through 2021. To fuel its economy and its population, India is using fossil fuels.[iii]

India’s crude oil demand is growing by 350,000 barrels a day this year, higher than that of China. India imports about 75 percent of its oil[iv]; it is now the third largest importer of oil, surpassing Japan. Its gasoline demand increased 14 percent this year and should continue to increase at double-digit rates as car and motorcycle purchases continue to increase. Through 2040, India is expected to make up almost half of the world’s oil demand growth.

India’s coal demand is expected to increase between 6 percent and 8 percent per year through 2020 as the country continues to electrify rural areas without electricity. With the world’s fifth highest coal reserves (62 billion short tons), India’s coal production is expected to increase at an even faster rate, reducing its coal imports for electricity generation. However, to satisfy coal demand for its steel industry, India will need to increase its metallurgical coal imports.

Despite India’s need for oil and coal, Prime Minister Modi indicated that it will ratify the Paris Agreement on October 2, 2016. Some in India believe that the announcement to ratify “is a clear indication that India is becoming a supplicant of US global strategic interests and has committed this volte face surrendering to U.S. pressure, bartering away India’s much needed energy requirements.”[v]

India’s plan is to reduce its greenhouse gas emissions by 33 to 35 percent from the levels on 2005 by 2030. India also intends to produce around 40 percent of its electricity in 2030 from renewable sources such as solar, wind or hydropower. And, it has offered to rapidly increase its forest cover so that an additional carbon sink of about 2.5 to 3 billion metric tons is created by 2030. To achieve these targets, the Environment Ministry created working groups to suggest new policies or legislation to help achieve the targets. The recommendations are not likely to be completed by the end of this year.[vi]

Russia

Like India, Russia is also a heavy user of fossil fuels. But unlike India, Vladimir Putin “will not artificially speed up the ratification process.” Russian representatives said they need more time to evaluate the effects of the Paris agreement on the Russian economy. The government intends to draft a low-carbon development strategy before deciding whether to ratify. The plan is to analyze the socio-economic effects of ratification by mid-December, and to draft a strategy for low-carbon development later. No deadline has been set for ratification, which requires passage of a corresponding legal act.[vii]

Russia is hesitant to ratify because there is opposition from large private businesses, mainly the coal and steel industries. The companies, whose facilities are mainly located in Siberia, believe that quick ratification and a carbon tax will cause serious socio-economic damage. Critics of the agreement argue that the Russian economy will suffer severe losses after the agreement enters into force.

Another barrier to ratification is that Russia lacks the funding needed to undertake emissions reductions. For example, energy efficiency measures proposed would require an annual investment of at least €6 billion ($6.7 billion). Between 2009 and 2011, Russia was planning to undertake energy efficiency measures, but curtailed the effort when international sanctions were imposed over the conflict in Ukraine. Regional subsidies for emission reduction and energy efficiency measures have been cut to zero for the third year in a row. Due to the international sanctions, Russia also lacks access to international financing sources for emission reduction projects.

Russia emits 7.53 percent of global greenhouse gas emissions. As a major emitter, the political powers would like a seat at the table, so Russia continues to speak in favor of the Paris agreement on the world stage, trying to show its openness to climate efforts. By showing its readiness to fight climate and environmental challenges, Russia is trying to set itself up as an important global player and improve its relations with the West. It is also trying to develop climate and environmental cooperation with Brazil, India, China and South Africa, proposing to set up a platform for green technologies.

Conclusion

With India ratifying the Paris agreement on October 2, there will be 62 Parties ratifying the agreement, accounting for 51.89 percent of global greenhouse gas emissions. If Russia ratifies, the agreement can be put into force since the coverage of emissions will then exceed the 55 percent of global greenhouse gas emissions necessary to proceed. Should that happen or should the 55 percent be reached by other country ratification, the significance of the U.S. ratification will become a major factor as the U.S. Senate has not ratified the agreement.

[i] UN Framework Convention on Climate Change, Paris Agreement-Status of Ratification, September 27, 2016, http://unfccc.int/paris_agreement/items/9444.php

[ii] Climate Analytics, Paris Agreement Ratification Tracker, September 26, 2016, http://climateanalytics.org/hot-topics/ratification-tracker.html

[iii] Bloomberg, India Growing 8% a Year Seen by Citi Helping Oil, Gold Demand, September 26, 2016, http://www.bloomberg.com/news/articles/2016-09-26/india-growing-8-a-year-seen-by-citi-helping-oil-gold-demand

[iv] Wall Street journal, India Approves $3 Billion Stake Purchase in Russian Oil Fields, September 28, 2016, http://www.wsj.com/articles/india-approves-3-billion-stake-purchase-in-russian-oil-fields-1475054404

[v] NDTV, Ratification of Paris Agreement Will Hurt India, September 27, 2016, http://www.ndtv.com/india-news/ratification-of-paris-agreement-will-hurt-india-cpi-m-1467135

[vi] The Indian Express, India to ratify Paris treaty: What this means for the country, September 27, 2016, http://indianexpress.com/article/explained/paris-climate-deal-a-shift-in-position-by-india/

[vii] UPI, What’s holding Russia back from ratifying Paris climate agreement?, September 27, 2016, http://www.upi.com/Top_News/Opinion/2016/09/27/Whats-holding-Russia-back-from-ratifying-Paris-climate-agreement/3991475000366/

The post Status of the Paris Agreement: India Ratifies; Russia Waits appeared first on IER.

How a Single Piece of Content Increased Our DA by +7 Points [Case Study]

Posted by sergeystefoglo

Content marketing has been discussed and researched more in the last 5 years than ever before.

Source: Google Trends

There are various kinds of content marketing strategies out there. Blog promotion, infographics, video strategies, and creative content are some. Depending on your goals, some are more effective than others.

At Distilled, we’ve been fortunate enough to work on many creative content pieces with some incredible clients. This article is going to focus on a piece of content that my team and I created for a client. We’ll take a look at both the creation process and the tangible results of the piece we made.

Note: In general, you don’t want to rely on one piece of content for link acquisition. It’s recommended to focus on multiple pieces throughout the year to add link diversity and give your content pieces a good chance to succeed. The following is simply a case study of one piece of content that worked well for my client.

Client backstory: We need links!

Our client is Ginny’s (shoutout to Matt and Cailey). Ginny's is an ecommerce business based in the beautiful state of Wisconsin.

We knew that regardless of how much optimization was done on the site, their lack of incoming links would be a huge barrier to success. This quickly became a topic of discussion for us.

The general rule of thumb: the more linking root domains (LRDs) your site has, the stronger the domain authority should be. And the stronger the linking root domains are, the better it is for your DA. In other words, it’s better to get 1 strong link (DA 80+) than 10 weak links (DA 20-). Kudos if the links are topically relevant to your website/brand.

So, my team and I sat down and started thinking of different ways we could accomplish the task of increasing LRDs and (hopefully) DA for my client.

The process of creating a link-worthy story

Here are the steps my team and I went through for this particular client.

Note: For an extensive look at creating creative content, please see the following articles:

Ideation

The first step in the creative process is ideation, because without great ideas you can’t a have a great piece of content. It’s important to give yourself enough time for ideation. Don’t rush it, and be sure to include various team members with different backgrounds to get as many ideas as possible. Note: stock up on coffee/Red Bull and snacks for this.

Validation

Typically after an ideation session you'll have many potential ideas. It’s important to go through and validate them. When I say "validate," I mean making sure others haven’t already done something similar, or that creating the piece is actually possible (you have access to the right data, etc.)

Note: For more information on researching and validating your creative ideas, read this post titled “Researching Creative Ideas: 10 Dos and Don'ts.”

Pitching

At this point you'll have a handful of ideas that are not only on-brand and interesting, but have great potential in being picked up by various sources. Put together a nice deck and pitch your ideas to the client. The goal is to get your client to pick one (or a few, depending on the budget).

Note: Here’s an awesome write-up on a framework for pitching creative ideas to your clients.

Gathering the data

Once your client signs off on a piece, it’s time to dive into the data! Depending on the piece you're creating, this might look like scraping websites and doing a ton of research to get the right data you need. Take your time on this, as you want to make sure your data is accurate and relevant.

Design

During this part of the process, it’s a great idea to start mocking up some potential designs. If your piece is smaller, this might be a quick and simple task. If you have a data visualization, this will be longer. Typically, it’s a good idea to create 2–3 mockups and give your client some options.

Development

Once your client signs off on a particular design, it’s time to dive into development.

Copy

The actual copy for the piece doesn’t have to happen after the development, but it’s usually a good idea to allow the copywriter to see how much space they have to work with. What you don’t want is for your copywriter to write 500 words when the designer has made space for 100. Communication is key in this process.

Testing

Once the piece is built, it’s important to test it out on various browsers and devices. Ask people to give it a run and try to fix as many errors/bugs as possible.

Promotion

Depending on your timeline, you might want to start promotion sooner than this. The important thing to note is to consider pre-pitching and reaching out to contacts to gauge their interest in the piece as soon as possible. Keep your contacts updated and be sure to give them everything they need for their stories.

Note: For further reference on pitching journalists, please see this post titled, “Beyond the Media List: Pro-Active Prospecting for Pitching Creative Content.”

Launch

It’s time to launch!

Push

On the day the piece launches, be sure that you are reminding journalists, reaching out to contacts, sharing the piece on social media, and making your social campaigns live.

Celebrate

There are a lot of steps to building a creative piece, so don’t underestimate the work that goes into it! After you launch the piece be sure to have a beer, give yourself a pat on the back, or do whatever it is you need to do to celebrate.

Post-ideation: What we came up with

After the process outlined above, our team came up with 50 States of Bacon.

The idea was simple: Everyone likes bacon, but who likes it the most? Ginny’s caters to a lot of people who love deep frying, so this was on-brand. We decided to use Instagram’s (now difficult to access) API to extract 33,742 photos that were tagged with #bacon and located within the USA. To normalize for population distribution and Instagram usage, we also collected 64,640 photos with the tags #food, #breakfast, #lunch, and #dinner.

To make this data more visual, we made it interactive and included some fun facts for each state.

What happened after we launched the piece?

So, what happened after we launched the piece? Let’s dive in.

Here are some of the larger websites 50 States of Bacon got picked up on.

Website	Domain Authority	Other
US News	94	Tweeted from account (115K+)
Mashable	96	Tweeted from account (6.95M+)
AOL Lifestyle	98	Referred 1,200+ visitors
Eater	85	N/A
Daily Dot	85	Tweeted from account (274K+)

Here is what the LRDs and DA looked like before we launched the piece, and then after 4 months of it being live:

	Before Launch	4 Months Later
Linking Root Domains	450	600
Domain Authority	29	36

Let’s break this down by metric. Here's a graph of the LRDs over time (we launched the piece at about the start of the uplift).

The domain authority didn’t budge until about 4 months after we launched the piece. We weren’t actively pursuing any other link-based campaigns during this time, so it’s safe to say the creative piece had a lot to do with this boost in DA.

Note: Since DA is refreshed with new pools of data, this observation wouldn’t have been as valid if the DA only moved one or two positions. But, since it moved 7 positions so close to the launch of this piece, I feel like it’s safe to assume the piece contributed greatly.

Does this mean if you do a similar piece that your DA will also increase? No. Does it give us a good example on what can happen? Absolutely.

A note on LRDs, DA, and setting expectations

Setting expectations with clients is hard. That's even more true when you both know that links may be even more important than user engagement with your campaign. To make sure expectations are reasonable, you may want to encourage them to see this campaign as one of many over a long period of time. Then there's less pressure on any individual piece.

So, it’s important to set expectations upfront. I would never tell a client that we can guarantee a certain number of links, or that we guarantee an increase in domain authority.

Instead, we can guarantee a piece of content that is well-built, well-researched, and interesting to their target audience. You can go one step further and guarantee reaching out to X amount of contacts, and you can estimate how many of those contacts will respond with a "yes" or "no."

In fact, you should set goals. How much traffic would you like the piece to bring? What about social shares? What seems like a reasonable amount of LRD’s you could gain from a piece like this? Benchmark where you currently are, and make some reasonable goals.

The point I’m trying to make is that you shouldn’t promise your client a certain amount of links because, frankly, you'd be lying to them. Be upfront about what this looks like and show examples of work you’ve done before, but make sure to set their expectations correctly up front to avoid any conflicts down the road.

Conclusion

There's a lot to be learned from the results of creative campaigns. The goal of this article is to share one piece that I’ve worked on with a client while highlighting some things that I learned/observed along the way. If you'd like to see more campaigns we’ve worked on at Distilled, take a look at our creative roundup for last year.

To wrap things up, here are the key takeaways:

Creative pieces take a lot of thought, work, and time. Don’t underestimate the task at hand.
Don’t frame the project as only focused on gaining links. Instead, aim for creating a compelling piece of content that is on-brand and has the potential to gain traction.
Oftentimes it’s best not to put all your eggs in one basket. Plan multiple pieces throughout the year.
If your research is right and you pitch the piece to the correct people, this is a strategy that can gain your domain some very strong LRDs. In this particular case, 110 linking root domains (and counting).
…But those links won’t come easy. You need to pre-pitch, remind, and re-pitch your contacts. There are many great pieces of content being published daily; you need to be proactive about ensuring your spots online.
There are other benefits to doing pieces like this aside from links. Social shares, brand awareness, and referral traffic are some other metrics to look at.
It is possible to increase your DA by doing a piece like this, but it takes time. Be patient, and continue doing great work in the meantime.

Other thoughts

There are some arguments to be made that a piece of content like this only has spikes and doesn’t do any good for a brand. I don’t believe this to be true. The way I see it, if a piece is too evergreen, it might not gain as many strong links. At the same time, if a piece is completely left-field and doesn’t fit with the brand, the links might not be as impactful. I think there's a fine line here; it should be up to your best judgment on the pieces you should create.

This piece could potentially be updated every year to gain more links or traction (although it would be a lot more difficult with Instagram drastically limiting their API).

It’s possible that this piece didn’t have a direct impact on DA, but because there were no other link acquisition strategies during the 4 months, we can safely assume the two are correlated.

There's an argument to be made that jumping from the 20s to the 30s is much easier than from 40s to 50s when you’re speaking of DA. We know that it gets more difficult to increase DA as it gets higher, so do keep that in mind.