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#was gonna do alt text but formatting is easier this way
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A fascinating turn of events:
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[Image description: a twitter screenshot of a post by "Bob Bobbington" which says "@ThomasAstruc season 5 bible was leaked". Thomas responds with "I saw it. Thanks for the warning."]
This somehow feels perfectly in character for the show and fandom
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versilperihelion · 3 months
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alright i don't tend to post stuff if it's not already part of an existing thread cause i don't believe people would care but i promised @demifiendcruithne i would write this up as a separate thing if anyone asked about it, and well @pteren did so here we are.
if you come across this and don't like math, this is your cue to move on to the next thing on your dash.
the context is that for pteren's month-long physical challenge i decided to also find some fun properties for each daily number of reps i do. and for 37 there were three such properties:
if you take any 3-digit number that is divisible by 37, and you shuffle its digits one space to the left (so e.g. 148 → 481), you'll get another number divisible by 37 (yes shuffling them to the right also works but it's the same as going left twice so it's just one of those cases that matters)
if you take any number divisible by 37 and insert into it a string of three of the same digit (so e.g. 148 → 147778, or 166648), you'll get another number divisible by 37
if you take any number divisible by 37, reverse it, and add a zero between every digit (so e.g. 148 → 80401 or 1147 → 7040101), you guessed it, you'll get another number divisible by 37
so i said there's already enough math i'm putting into the physical challenge thread so if anyone's interested in how to prove something like that, i'd put it into a separate post. so here we are. this is what i got myself into.
note: there will be quite a lot of images here. all of them, every single one, will have some math formulae and nothing else, cause it'll be much easier to read if that math will be neatly formatted and such using latex (the math kind, not the kinky kind) rather than somewhat put into plaintext of a text post. all those images will have added alt text but i have no idea how to best do image descriptions for that, so i'm kinda winging it. i know i said i doubt people would read this, but i'm still not gonna half-ass trying to maintain accessibility.
in fact there are enough images that i need to split it into the main post and a rb with the second half cause the limit is apparently 30. if for some unholy reason you came across this before i paste in and format the second half, and for some even more unholy reason you decide it's something you want to rb, please just wait until i add the second half. if there was a way to make a draft and an immediate rb of said draft, i would've done it.
also note: i'll be using the letter i as the index in a sequence. there will be no imaginary unit mentioned anywhere or needed for anything. there's no calculus either, the most complex arithmetic involved is knowing that if you multiply two powers of the same base, you get the sum of the exponents (2^5 x 2^2 = 32 x 4 = 128 = 2^7). and even better than that, basically every single number featured and labeled with a letter will be a positive whole number. we're not even going into fractions here.
also also note: i'm not gonna try to be 100% rigorous here. that's for academia, i was just bored with hellsite access.
so, given this includes some fuckery on the digits of a number, i think best to start by something we don't consciously think about too often: what does it mean for a number to look some way in base 10? let's take, say, number 1438:
1438 = 1 x 10^3 + 4 x 10^2 + 3 x 10^1 + 8 x 10^0
almost exactly the same way we'd pronounce this in english, it's one thousand (10 to the third power), four hundreds (10 to the second power), three tens (10 to the first power), and eight ones (10 to the zeroth power - anything other than 0 raised to 0th power gives 1. we are not getting into why not 0 here).
so in general we can write what this means, symbolically:
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where x_0 is the ones digit, x_1 is the tens, and so on, which can also fancily be written using the sigma notation which if you have any programming experience, is basically just how in math you'd write a for loop: for i that goes from 0 to k (including k), where k is any natural number you feel like, add together the digit at the i-th position times 10 to the i-th power.
kinda seems like overcomplicating it, but this can be applied to any number base other than 10 (and the capital sigma notation helps avoid writing too much because laziness is the source of inventions).
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many people will already have known all this, but it's still useful foundation to lay down before we start fiddling with the digits, so we are actually aware of what we're doing. now we can move on to the first thing to prove.
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a) the first thing was that if we take a 3-digit number that is divisible by 37, such as 148 (it's 4 x 37), and we shuffle the digits one space to the left, wrapping back to the ones space, what we get is another number divisible by 37, such as 481 (it's 13 x 37. leet).
so let's write down some general number we're starting from.
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i called this number a_s because it's the number we start with for proof a). subscript s for start, n for new.
x_2, x_1, and x_0 are just the digits in the hundreds, tens, and ones places. this starting number is a multiple of 37, so it's 37 times some natural number n. we don't really need to know or care what n is, only that it's a whole number. it's all whole number turtles all the way down.
how would we then write a_n, the new number we create from our shenanigans?
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should make sense. we move the tens digit to hundreds, ones to tens, and hundreds to ones. cool. but how do we go about proving it's divisible by 37? we can't really reason much about what we have there so far, so we should try to rearrange it so we can find several parts in there that each is divisible by 37 - a multiple of some number plus another multiple of it gives you yet another multiple of that number, like 30+70=100, 30 is 6x5, 70 is 14x5, and 100 is (6+14) x 5, so 20x5. and same if we were to subtract them. so lets pull a fast one on that number and add and subtract the same thing to it.
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(at this point i must also note that the interface for making a new post is incredibly stupid for short wide images where the cancel button is overlapping the button where you go to add image description. hellsite, pay your qa department more)
we added and subtracted 1000 times x_2 so we still have the same number. what was that for? if you look at the first three terms, they are in descending order in both which digit it is, and what power of 10 they're multiplied by, which looks just like our original number, but all times 10. meanwhile, the other two terms both have x_2 on them. so we can extract the common factors there.
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in the parentheses of the first part we have that original number a_s, so this whole first half is divisible by 37, cause that was our premise. the other half is some single-digit number x_2, multiplied by 1000-1. so by 999. well, it just so happens that 999 is a multiple of 37, being 9x111, and 111 is 3x37. so we have
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so here's the secret: this is not really a property of 37.
it's a property of 111. the reason it works for 37 is exactly because 111 is a multiple of 37, so when it works for 111, 37 just tags along for the ride. in fact you might note that it works the same for the other divisor of 111, 3. as you may know, a number is divisible by 3 if (when written in base-10) the sum of its digits is divisible by 3. when we shuffle the digits around, the sum doesn't change, so the new number is still divisible by 3.
and you can show the same way that the other two properties work for 3 just as well as they do for 37. if we reverse the digits and sprinkle some zeroes in, the sum stays the same, so new number is still a multiple of 3. if we insert three of the same digit somewhere in the middle, we're adding 3 times something into the sum, so the new sum is still divisible by 3. sneaky.
but let's show that the other two properties work for 37. spoiler alert: 111 is the key player in those as well.
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b) if you take a multiple of 37, and insert a string of three of the same digit somewhere in the middle, the new number will also be a multiple of 37.
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new year, new me, new starting number, just that it oddly looks exactly the same. except this time we are not restricted to just 3 digits of the starting number, so we need to consider any number of digits, so the laziness notation comes in
so how would we write the new number?
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so i don't know if there is a proper notation but i went for square brackets here to mean "i'm not multiplying those together, those are just digits arranged from highest power to lowest". so we have the original digits going up from index 0 (right to left cause that's how we write numbers), and then three of this new digit y plopped in the middle, displacing the l-th digit and each next one up to index k three spaces to the left.
next we can write this as a sum as before, but because there's more terms it'll be useful to immediately split it into smaller, more manageable pieces.
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because we added the three extra digits, everything to the left was effectively multiplied by a thousand, so the powers of ten there each grew by 3, while everything to the right is unchanged. so, as before, if we can show that each of these three pieces independently is divisible by 37, we'll have succeeded. and we'll start with the inserted part, b_insert, cause it's the simplest and i imagine some of yall already see where it's going.
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that one was simple, it was straight out 111 times that digit y times some power of ten. so that's one place where 111 showed up. now, we can probably somehow get the original number somewhere out of the remaining two pieces to leave us with just one last bit to prove, if the previous proof is any indication. b_rest looks like it'd be useful but it's missing some terms, so let's look at b_front. there we'd have a neat match if not for all the powers of 10 being 3 bigger than the corresponding index. so, let's extract the common factor from all those.
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now the stuff in parentheses is what we'd need to add to b_rest to complete the original number. it's just that there's a thousand of it, when we need just one. so let's separate one from the thousand and-
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oh hey, and what we're left with is 999 times something, which we already know is a multiple of 37. let's call it 37 times m where m is stuff in brackets times the pieces of 999 after we pulled 37 out of it. cause we don't need to write it any more than that if we already know it's good. "i don't care" is a very powerful statement to use in math.
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and now we can put those back together again.
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and as a final cherry on top,
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yay. so, just one left. should be smooth sailing, right?
yeah to be honest for this next one i needed some time to get one specific insight, and the road there lead through first proving something simpler, which is quite an effective problem solving approach. let's go through it and see.
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c) if you take a number that's a multiple of 37, reverse the order of digits, and then put a zero between every two digits, you get another multiple of 37.
so a good place to start will be once again defining what we mean in math symbols, cause while we can put it into words and write an example, those math symbols have been quite useful in solving this.
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nothing new here but this time i also wrote the sequence of digits cause it'll be useful in building up the new number. so we flip the order and then add zeros.
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so reading this from the right, in the ones place we have x_k. then we skip tens. then in the hundreds we have x_k-1. we skip thousands, and in ten thousands we have x_k-2. that's 10^0, 10^2, 10^4, and so on that have a digit from the original sequence - the even powers of ten. the number of original digits didn't change, but we doubled each power of ten used, so the highest power should be 2k.
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yeah it got a bit more complicated, with the indices all the other way, and the exponents doubled, nice mess we got ourselves into. if you can already see where the proof is going, that's great. quoting Grant Sanderson of youtube channel 3blue1brown, pause and ponder. if you don't, fret not, it took me a while too. so how about for now we ignore this bigger problem and solve a much simpler case.
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d2) same as point c, but we're looking at two-digit starting numbers. there is no point d1, i gave it a 2 cause 2 digits.
there are only two numbers that are 2-digit and are multiples of 37 - 37 itself and 74, so we could just plop 703 and 407 into a calculator and see what they divide into, but we should do it in a general way like we did before. we're already deep into the math, might as well
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so, we swap the digits, double the exponents, and add a 0 in the middle just for now to remember it was there.
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last time we were in a situation like this (back in case a) we added and subtracted one of the digits times 1000. let's do it again.
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looks familiar. let's extract 10^2 from the first two terms and -x_1 from the other two.
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yep, that worked, and we got the original number and 111 in there. that's promising. let's try three digits.
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d3) same as d2 but the starting number has 3 digits
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okay, so last time, and back in case a, we were able to restore the original number in the correct ordering of digits by adding and subtracting one term, and we did that in d2 as well. here we'd need to add and subtract two terms each. you know, worth a shot.
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so we can do that, and the stuff we subtract each can pair with one of the remaining terms. let's do the usual and see what we're left with
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so we got two of those as freebies, what about the last one? 10^6 is one million, so the brackets equal 999,999. is this a multiple of 999? why yes, it is, and the comma used to bunch digits of large numbers into groups of three helps us notice. and, well, so does saying the number out loud. 999 thousand, 999.
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alright, i think we're warmed up enough to get back to our general case
which as i mentioned before i need to split into a separate followup post. 2/10 literally unplayable. i know there is the option "post privately" and there is the queue and schedule, but i'm sure as hell not gonna experiment when if something goes wrong i need to either redo the whole thing or have to wait to add the second half or whatever, i just want to drop it and move on.
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ruiyuki-archives · 4 years
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Star Tear AU - Alt. Timeline: Todoroki ver. [Part 1]
This is an AU I wrote on the todomomo discord server eons ago. Anything posted to this blog will be transcripts of old original work and not really edited, save for formatting. I have no guarantees if I will ever finish these AUs either so these will only be kept as an archive.
Original transcript posted to tdmm discord: Aug 2020
Momo ver. Alternate timeline: Todo ver. Part 1 || Todo ver. Part 2 || Todo ver. Part 3
Star tears in which Todoroki falls for Momo first.
shortly after the exam with Aizawa he doesn’t know what he’s feeling but just admires her strength and quick thinking
and him hanging out with Deku and Iida at lunch means Todo hears all the nice and good things Momo does when she and Iida to discuss class prez stuff
which intensifies this ??admiration?? and respect more
and he just?? Holds onto those feelings unable to figure out what they are until idk maybe holidays where 1A and 1B throw that holiday hotpot party
and Momos really cute lookin’ in that Santa hat she made with the festive turtleneck
and so that feeling inside Todo grows into something more??? bc "oh shit she cute".... and Todo’s blushing while looking at her from afar. Probably.
so Todo talks to Fuyumi abt it and Fuyumi’s like: “I think you like her Shouto”
and he writes to his mom abt it and Rei's like: “she sounds like a lovely girl Shouto”
and he texts Natsuo abt it and Natsu's like: “aw little bro has a crush”
but all the while this is happening, Momo's gotten closer with Iida over class prez stuff and hero stuff and everyone in 1A (read: mina and hagakure) think iimomo might be a thing???
ofc Momo denies it and making excuses politely like "no no ofc not we're being responsible class prez and vice prez" but she’s kinda stuttery while doing so, so no one buys it
and no ones brave enough to ask Iida except Ochako but he gives some straight laced answer like "i admire her work ethic and respect her as a hero and vice prez" but he also has some tint of blush across his cheeks
so idk fast forward to graduation where Todo's been holding onto these feelings for Momo since first year and iimomo is still very very likely
so its all cherry blossom petals flying around and congratulatory celebrations
and when Todo sees Momo amongst the sakura trees smiling like he's never seen before (bc they're finally officially heroes!!) he thinks she’s beautiful
but just as he's about to approach her, Iida approaches her and Todo can see she's blushing and he knows its really not good to eavesdrop on one of his best friends and the girl he likes
But... he's curious.
or so he lies to himself.
Ofc what he hears isnt what he ever wants to,,,,
cuz Iida just confessed to her.
and she feels the same.
and a star tear slips from Todo's eye as he walks away.
he stops mid step as he touches his cheek bc he didnt even realize he was crying
but what are these tears??? What’s happening?? He's never had these before bc even though Todo is an emotional crier, he doesn’t cry that often.. only when he is completely overwhelmed with emotion
so he has this dumbfounded expression staring at his fingers as these star tears are twinkling out of his eyes catching sunlight and sakura petals
until he hears "Youre a fucking idiot" from a few steps away
Bakugou. 
(Baku really likes eavesdropping ok its not the first time lol)
Baku: theyre called star tears.
Todo: You know what these are?
Baku: it happens when you like someone and that person doesnt like you back, idiot.
Todo: ... oh.
Baku: get that shit sorted or you'll go blind
(And for those who are curious, yes maaaayyybe Bakugou has a case of the stars in this timeline too, that’s how he knows. To whom? I'll let you decide bc honestly, I just want todobaku brotp bonding over unrequited love)
so now Todo thinks he might be fucked. One of his best friends confessed to the girl he likes too and she likes him back and now Todo has this disease that might make him go blind and might get in the way of heroing (which they've all secured post graduation positions by now) and what can he do about it?
nothing, says the doctor he sees. The disease is not curable and the only way to stop it is to have your feelings returned else you'll go colour blind and then completely blind, so he's told.
ya he's really fucked.
maybe its a good thing then, that he doesnt cry often. It makes it easier to ice over these feelings, freeze them in time with the memories of U.A.; of his last congratulations to her and her smile at the end of the ceremony an hour after he overheard that confession
maybe its another good thing that right after graduation, everyone went off to their own positions as side kicks with agencies across japan, focusing on heroing
but its 3 months after graduation that Iida tells Deku and Todoroki that he is seeing Momo when they meet up every Friday to catch up
its 6 months after graduation that its publicly announced in Hero Magazine that Ingenium and Creati are dating
its 9 months after graduation that he sees Iida and Momo attending the Hero Association's rising stars gala as a couple and are seated at the same table as them
(Bakugou is scowling at him across the table.)
Todo tries. He really does. To be happy for them.
but he's angry at himself that he can't be happy for them. That it saddens him to see Momo glowing under the ballroom lights but its not himself to make her shine like that, its Iida. That he sees she is the one to make Iida genuinely happy in the way his eyes light up when he smiles at her.
and all three times Todo goes home, lies down alone in his room, an arm slung across his forehead as the star tears leak from his eyes.
he starts to lose seeing colour at 12 months.
after 24 months he needs glasses for colour correction (and ironically gets a sponsorship with the brand. The fashion magazines print headlines for weeks "Hot-Cold Hero Shouto Fall Fashion! See page 7 spread for his newest spotted specks and turtle necks")
at 36 months Iida breaks the news. Iida's gonna propose to Yaoyorozu and wants him, Deku, and his brother to be his groomsmen
she said yes.
and a part of Todo washes away with the star tears flooding him room and twinkling against the tatami.
he tries to stay out of the wedding planning as much as possible. He'll go to the tuxedo fittings as requested and still keep up hearing the updates when seeing Iida and Deku for their weekly get together on Friday nights. 
But for anything involving Momo's presence, there will always be a "sorry i have a mission that week", "sorry im visiting my mom", "sorry Endeavor needs to see me about the agency"
... all excuses Bakugou knows, but the others pay no mind. They are rising heroes near the top of the billboard by now
month 48. Wedding day.
she's stunning. Gorgeous. A near goddess walking down the aisle on her big day.
but she's not walking down for him. No its for iida.
there was the ceremony, the cheers, the congratulations, the reception. Fairy lights around the dance floor and along the walls, champagne glittering after the sound of a cork
Todoroki stands off to against the wall as the night dies down, a glass in hand, watching the newly weds grace the dance floor.
someone slides up beside him, he feels the presence. Bakugou.
"She's beautiful isnt she?"
"Yeah."
. . .
a star tear falls from Todoroki's eyes, twinkle hidden among the fairy lights and champagne glitter.
she's beautiful, but maybe its a good thing I can't see
somebody said: what if she knows everything that had happened and the reason why he couldn't continue his career is bc of her?
me: ok you’re asking for it
Momo, 3 months pregnant with iimomo baby, announces with Iida the news to their friends
the soon to be parents want to choose godparents for the baby so Iida gets to choose the baby’s godmother and Momo gets to choose the godfather
and ofc along with the announcement Momo asks Todoroki to be the kid’s godfather
he can’t say no to her.
the same week later Todo and Momo's agencies are requested to deal with this one villain case while Ingenium's agency deals with another in another town (later turns out the cases were connected)
small talk, civil, very professional between Momo and Todo when they’re in the debriefing
at this point Todo's pretty much completely blind and uses some special contact lenses from Hatsume to help "see"
but the contact lenses can only do so much as to detect light movement and shadows and it reallllllllly doesnt work well when he's using his fire 
so Todo already had tossed around the idea of running away to the mountains like Roy did in the FMA 2003 ending, "mysteriously" retiring bc really his vision cannot keep up
until this last mission with Momo
and really its been nearly a decade now since they last worked together side by side (not since U.A. he thinks).. so just let the blind man be selfish one last time
and so smth smth missiom happens, Todo and Momo fighting side by side
but Momo senses there’s something off with Todo's movements? His reflexes are slower.. it doesnt seem like he's prediciting the opponents moves like he used to.. he's more so reacting and retaliating than attacking..
she chalks it up to that they havent fought side by side in a long time and his style must’ve changed and really, she doesnt know him anymore... not like she used to
smth smth 3 months pregnant Momo gets hurt, knocked unconscious for a bit
Todo saves her
and when she comes to, while Todo's holding her, star tears fall onto her cheek from Todo's eyes. 
She's shocked. Reaches up to gently graze a finger tip at his left cheek.
"Todoroki-san, these are?"
and again its like Todo didnt realize he was crying. He jerks away from her hand and brushes her off with "its nothing”. Changes the subject with "are you ok?"
Momo: yes.. i think so
Todo: and the baby?
Momo, sitting up: we're ok I think
Todo, moving away: good
the mission concludes and they meet up with Ingenium’s group to wrap up the two ends. Todo slips away before Iida and Momo and approach him
theres no activity from Todoroki for the next month
neither Iida, Deku or anyone else in 1A know where he went except the Hero Association's vague comment on "Hot Cold Hero Shouto has taken a sudden indefinite hiatus"
(Only Todo’s family knows and Endeavor asked the Association to say "hiatus" instead of "retirement" bc Enji wants to believe in his son making a comeback. He didnt stop Shouto from taking off)
and ofc Momo upon hearing this is so confused??? Her last mission with him was the last time she saw him and he was crying. Why was he crying? Strange star tears twinkling and landing on her cheeks? What even is that phenomenon?
its too many questions and ofc Momo's gonna investigate. For the sake of her friend.
so she digs up all the texts she can find on star tears. Internet search all the possibilities. Consults the doctors at the hospital. Even asks Tenya if Todoroki has been acting strangely during their weekly catch ups.
but Tenya tells her Todoroki hasnt been the the meet ups since after their wedding
so she asks anyone in their pro hero circle of associates she can think of. Tsukiyomi, Burnin', heros from his agency, anyone she can think of that has worked with Todoroki before and could comment on his behaviour
no body knows. No body noticed anything different either. Sure there were some off days but the Hot Cold Hero Shouto was always on his game being one of the top 3 heroes on the billboard charts
she searches and searches, splitting time interviewing colleagues and researching the possible star tears phenomenon
until eventually her search takes her to...
Bakugou.
Of course.
Momo, pleading: please Bakugou, you know something about him dont you?
Bakugou, who at this point had been very careful trying not to get cornered knowing her investigation: save it pony tail, you’re about to have a baby. Go have people harass you about that brat in your oven instead of harassing other people
Momo, nearly begging: please. You and I both know he's strong and a good hero that would not suddenly retire. Whatever he is doing, he might need help.. please tell me Bakugou.
... theres something about pregnant women that you cant say no to.
Bakugou, relenting: tch. The half ass is somewhere in Yokohama
and thats all she needs nearly running waddling (as fast as a pregnant woman could) out the door
Bakugou, calling out after her, still reluctant: when find that half ass, i suggest you throw him a gift. Literally. Throw it at him. He deserves it.
she finds him along the port, watching the sunset in Yokohama (its really not that hard to find someone with heterochromia and two tone hair in a city, especially if youre a hero that knows what methods heroes will use to go incognito)
and for some inkling of a feeling, Momo takes Bakugou's advice. She has a carton of strawberry milk in hand.
Momo, a few feet away from him: Todoroki-san, it's been a while.
Todo, turning his head in her direction: Yaoyorozu...?
Momo, sadly smiling: the sunset is beautiful here isnt it?
Todo, brows furrowing: .. sure. Yaoyorozu what are you doing here--
Momo, interrupting him: --i brought some snacks. Strawberry milk, you liked this while we were in school right? Catch.
she tosses it at him.
he tries to reach out.
But he'es completely off. And misses
Momo, sad: Todoroki-san. You're blind, arent you?
Todo, guilty: ah.
Momo, tearing up: will you please tell me?
he still can say no to her and confesses his story
and when he's finished telling the tale of star tears, the stars above are twinkling too
she's crying and choking and sobbing through tears and its intensified by baby Iida with pregnancy hormones
But the last thing she manages to croak out at the very least is still wholly her
She apologizes
“Im so sorry Todoroki- san. I cant love you that way.”
“I know.”
END NOTES:
red is the last color Todoroki wanted to lose because it reminds him of Momo
during missions, as long as he could see her, “that’s ok” he thought. she is the only one he sees in color. that is okay with him
to him, Momo is his shining star. And there’s something tragically poetic of him losing his sight to the stars if its for his shining star Momo
He leaves the last stars in a tiny little jar like those paper stars as a gift for her with just the words on a note "goodbye Momo" the day after she finds him in Yokohama
Momo has the jar of stars forever on her bedside and looks at them with this melancholy expression. Baby Iida grows up and asks mom: "what is that jar of stars?" 
Momo responds: "a gift from someone that was blinded by love"
Bakugou in this timeline had a case of star tears too but I'd like to think he got his feelings requited so he never went blind to contrast Todo
So thats why Baku is (begrudgingly) sympathetic to Todo cuz he thinks: “that could’ve been me”
The ending shot of a blind Todoroki in a dark room, all alone, eyes closed, thinking back to Momo's shining smile from UA surrounded by star light with a sad smile on his face and it fades to black
> archives masterpost
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wadey-wilson · 6 years
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BASIC GIF TUTORIAL (detailed)
In this tutorial, I’ll try to show you the basics of making a gif. Of course, there are many ways for that, but this is how I’ve been making them for a couple of months now, and it’s never failed.
I use Photoshop CS5 Portable (you can get it here)
for taking caps, I’m using PotPlayer (you can get it here)
Please, like / reblog if you find this useful
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Videos
To make good quality gifs, you need videos with good quality. Best one for you would be 1080p, so always check if the video you want to gif is available in such quality:
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I use this website to convert videos from YouTube. Select the formats to MP4 and highest quality:
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Then convert, and download.
You can use videos from YT or movies you have on your computer. The movies also should be in the best quality possible. For example, this is the movie I’m gonna use for this tutorial:
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You can learn about torrents somewhere else, or contact me about that. I suggest visiting YT, though, they have good tutorials for torrenting movies.
PotPlayer
After you’ve installed PotPlayer, it’ll be for the best if you add it to your taskbar or wherever else you consider it easy to click and use.
1) Open the video
In this tutorial, I’ll be working with Spider-Man: Homecoming, so I open it in the program.
Tumblr media
2) Settings
After pressing CTRL + G, this window should show up:
Tumblr media
Make sure your settings look like that:
Tumblr media
Storage is where your caps will be stored. It’ll be easier when you’ll create a folder on your desktop, and then set the storage setting to it:
Tumblr media Tumblr media
3) Taking caps (image capture)
Play the movie on the scene you want to gif, and pause it.
Tumblr media
Now, click Start on the CIC window
Tumblr media
and play the movie. Click Stop after taking the caps you need.
Tumblr media
Your caps should be in the folder you chose in the storage setting
Tumblr media
You can also have your movie playing and click start/stop whenever you want (if you know the movie/clip enough to know when to take caps).
Turn off PP after you’ve taken caps you need.
You can take as many caps as you want to, and then sort them into folders:
Tumblr media
Photoshop: making frames into a gif
After you’ve installed it (search for tutorials how to properly install it, it takes unpacking and simple installing to do so; I’m more of a self-taught person and I can’t remember how I did it). Again, it’ll be easier  for you to have PS in the task bar.
Tumblr media
Open your PS,
then try to follow these steps:
[ window > animation - opens the animation window on the bottom ]
Tumblr media
1) File > Scripts > Load multiple DICOM files > choose a file
You can give that command a keyboard shortcut.
Tumblr media Tumblr media Tumblr media
This window shows up:
Tumblr media
It’s important your folder with caps is on your desktop, so that the access to it is easier:
Tumblr media
Click OK. The more caps you try to open at once, and the bigger they are (better quality), the longer it takes to open them. Don’t try to open more than 150 caps at once, it may work, but it’ll lag your PS and may even ruin a bit of your gif.
This is how it looks now:
Tumblr media
As you can see, on my right I have specific tabs. I set them myself in the most comfortable for me way, but with time you should find your own way to set them to suit your liking. My tabs look like that:
Tumblr media
I only use history, actions, and adjustments. Of course, there’s also a tab with layers and paragraphs (text):
Tumblr media
2) Convert to frame animation
Tumblr media Tumblr media
4) Make frames from layers
For that command, you can also set keyboard shortcuts. 
Tumblr media
result:
Tumblr media
5) Select all frames > set the time delay
(again, you can have a shortcut for this)
Tumblr media Tumblr media
Make sure all the frames are selected, then:
Tumblr media
For almost normal speed, choose 0,05. 0,04 can make your gif a bit too fast. The bigger the number (0,06 or 0,07), the slower the gif.
Tumblr media
7) Convert to timeline
Make sure the frames are still selected.
Tumblr media
8) Select > similar layers
(again, you can set a shortcut for this)
Tumblr media
9) Convert to smart object
Right click on one of the selected layers:
Tumblr media
Choose convert to smart object. Result:
Tumblr media
Photoshop: editing a gif
There comes the fun part. The most important thing is dimensions. Be sure to stick to tumblr width dimensions: 540px / 268-268px / 177-178-177px, depending on how many gifs per row. That way you’ll definitely get the best result when your gif is posted. Visual:
Tumblr media
1) cutting/cropping
To crop your gif, use the crop tool.
Tumblr media
Now, it’s important your gif has the proper size. The bigger the dimansions, the bigger the gif’s size. The maximum size you can post is 3MB. Use this bar to set your crop tool:
Tumblr media
5x2 (make sure it says ‘cm’, not ‘px’) is what I use for 540px gifs. For the 268 gifs I use 5x3, 9x5, 11x7 or any other sizing that I think looks good. We’re gonna use the 11x7 for a 268px gif.
Tumblr media
advice: to check if the gif looks good, click on different places in the animation bar:
Tumblr media Tumblr media
2) size
image > size or Ctrl+Alt+I:
Tumblr media
We’re making a 268px gif (width), but I’m gonna make it 230px so it won’t stretch in the post.
Tumblr media
Ctrl + + will enlarge your view:
Tumblr media
Make sure the thingy says “100%” so that you have the 100% accurate view of your gif.
3) sharpening
You can either experiment yourself or use actions. Search for actions that you like here, and download the action (make sure to like/reblog the post of the action maker)
Opening downloaded actions: 
Tumblr media
Choose the actions you want to load (it should be in the downloads folder). 
Using/playing an action (make sure your gif is selected):
Tumblr media Tumblr media
before:
Tumblr media
after:
Tumblr media
4) editing
This is the fun part when all you can do is to experiment. I’ll show you in parts what I do with that gif, but the fun part is when you try it, yeah?
I use these adjustments: brightness, curves, vibrance, and selective color.
Tumblr media Tumblr media Tumblr media Tumblr media Tumblr media Tumblr media Tumblr media
After all of these, the gif looks like that:
Tumblr media
5) Saving 
Tumblr media Tumblr media
Make sure the looping option says “forever”:
Tumblr media
you can play your gif to check if it looks like you wanted:
Tumblr media
And save the gif:
Tumblr media
(wherever you want, preferably on your desktop)
so, before editing:
Tumblr media
after editing:
Tumblr media
P.S. To cut your gif after making it, you can move that thingy:
Tumblr media
wherever you want.
Tumblr media
P.S. 2. Clean up the mess after making gifs. Delete the caps and clean up the trash folder.
That’s basically it. Advanced gif making takes using layers, brush tools, and the eraser tool, playing with colors, and a lot of other stuff.
As you can see, it takes time, patience, energy, and having the movies you want to gif. It’s fun, but it’s a lot of work.
Have fun!
839 notes · View notes
swunlimitednj · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). Our tools, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
from Blogger http://ift.tt/2levTnq via SW Unlimited
0 notes
lawrenceseitz22 · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). Our tools, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
from Blogger http://ift.tt/2la2zTm via IFTTT
0 notes
seoprovider2110 · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). The SEO software world's on-page suggestions, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
from DIYS http://ift.tt/2kxQcx0
0 notes
goldieseoservices · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). The SEO software world's on-page suggestions, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
from DIYS http://ift.tt/2kxQcx0
0 notes
seo78580 · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). The SEO software world's on-page suggestions, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
from DIYS http://ift.tt/2kxQcx0
0 notes
tracisimpson · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). Our tools, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
seo53703 · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). The SEO software world's on-page suggestions, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
from DIYS http://ift.tt/2kxQcx0
0 notes
realestate63141 · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). The SEO software world's on-page suggestions, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
from DIYS http://ift.tt/2kxQcx0
0 notes
seo90210 · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). The SEO software world's on-page suggestions, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
from DIYS http://ift.tt/2kxQcx0
0 notes
neilmberry · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). Our tools, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
It's Time to Stop Doing On-Page SEO Like It's 2012 published first on http://elitelimobog.blogspot.com
0 notes
holmescorya · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). Our tools, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
angeliavanhouten · 7 years
Text
It's Time to Stop Doing On-Page SEO Like It's 2012
Posted by randfish
Friends and fellow SEOs, I just need a few minutes of your time. This is gonna be short and sweet.
If you're optimizing a page to rank well for a keyword or set of keywords, you probably use some sort of checklist to make sure you're doing the right things. That might be through an SEO plug-in like Yoast or through Moz Pro's On-Page Grader, or it might be just be a mental checklist. The problem is, there's a crucial set of flaws in how I've seen a lot of marketers and SEOs approaching on-page SEO in the last few months, and I want to help.
These five mistakes and biases are popping up too often in our field, so let's address each with simple, tactical fixes.
#1: Kill those keyword repetition rules
I know. Many tools, free and paid, check for how many times a keyword is used on a page and in certain elements (like alt attributes of images or meta description tags or in bold text). Our tools, Moz's included, are far behind Google sophistication in this sense, but you don't have to be. Use tools' simple rules and checks to make sure you're meeting the minimum bar, but don't fall for advice like "1 use of the keyword phrase every 100 words" or "at least 4 uses of the keyword in HTML text."
The MozBar's on-page suggestions are pretty good for this (though even it has some flaws, e.g. 75-character URL limits strikes me as too short), and don't get bogged down in much X number of repetitions malarky. Remember that Google cares a lot about how visitors interact with your content. If searchers don't click on your listing, or do, but bounce back to the SERP because you're not delivering the content or experience they want, you'll soon be off page one (see Brafton's excellent, recent case study on this).
Bottom line: Yes, it's still wise to use the keyword that searchers type into Google in your title, your description, and on the page. But repetition-based rules are not gonna boost your rankings, and may inhibit your usability and content quality, which have far greater impacts.
#2: Searcher intent > raw keyword use
Serve the goals of the searcher. Deliver the experience they need and the answers they want. This is vastly more important than any simplistic keyword use rule.
Want a quick and easy way to figure out what searchers are seeking around a broad keyword? Do some basic keyword research!
E.g. I popped "faberge eggs" into Keyword Explorer, looked at the suggestions list, chose the "are questions" filter, and BOOM. KWE is giving me insight into exactly what people want to know about the eggs: What are they? How do you make them? How much do they cost? How many were made? Who was Faberge?
You don't have to use KWE for this; most keyword research tools — even free ones like Ubersuggest or AdWords — will get you there. The goal is to understand what searchers want, and deliver it to them. For example, there are a lot of image searches for Faberge Eggs, suggesting that photos are critical to delivering the right user experience. The many questions and searches related to price and construction suggest that some folks want their own and, thus, providing links or information about how to craft replicas or where to buy them probably makes great sense, too.
In my experience, it's vastly easier to create content of any kind that serves your visitors first, then retrofit that content with keyword rules vs. the other way around. I get deeply worried when I see marketers or content creators putting the cart before the horse and focusing on keyword use as though some precise placement will incite Google to rank you ahead of all those content pieces that satisfy and delight their searchers.
Bottom line: Discover what searchers want and deliver it to them before you worry about keyword use or repetition in your content.
#3: Related topics and keywords are ESSENTIAL
Raw keyword repetitions and simplistic rules don't take you far in 2017, but... related topics absolutely do. Google wants to see documents that intelligently use words and phrases that connect — semantically, lexically, and logically — to the queries searchers are using. Those topics help tell Google's on-page quality analysis systems that your content A) is on-topic and relevant, B) includes critical answers to searchers' questions, and C) has credible, accurate information.
Let me show you what I mean:
Check out that badass featured snippet. It's not the #1 ranked page. And strangely enough, it's the page with the fewest links and linking root domains on page one of Google's SERPs. But it NAILS the content optimization, providing the right answers in the right format for both Google and searchers.
Seriously, that's the competition — 9 sites you've definitely heard of, whose media brands and domain authority would make you think a come-from-nowhere underdog wouldn't stand a chance in these SERPs. And yet, there it is, like a beautiful Cinderella story dominating page one.
Want to replicate this success? It's not that hard.
Step one: Use related topics and keywords. The MozBar makes this easy:
I believe there are a few other tools that provide this functionality, including the Italian SEO Suite, SEOZoom. The MozBar gets its suggestions by crawling the pages that rank for the keyword, extracting out unique terms and phrases that appear on those pages more frequently than in other content across the web, and then listing them in order of relative importance/value.
It makes sense that words like "Peter Carl Faberge," "Tsar," "Imperial Easter Egg," and "Faberge Museum" would all belong on any content targeting this search query. If you're missing those terms and trying to rank, you're in for a much more difficult slog than if you employ them.
Step two: If there's any chance for a featured snippet in the SERP, aim for it by optimizing the format of your content. That could mean a list or a short explanatory paragraph. It might mean a single sentence atop the page that gives the quick-and-dirty answer while beckoning a searcher to click and learn more. Dr. Pete's guide to ranking #0 with featured snippets will give you more depth on how to get this right.
The best part about this is that few SEOs are doing this well right now. Many don't even know these processes or tools exist. And that means... it's still a competitive advantage if you do it :-)
Bottom line: There are keywords beyond synonyms or raw repetitions that can help you rank and claim the featured snippet position. You can find them manually or with tools, and employ them in your content to dramatically boost on-page SEO.
#4: Stop assuming links always beat on-page
This one's dead simple. We need to change our biased thinking about links and content from the days of 2012. Back then, it was still the case that a few more links with anchor text would move even an irrelevant, low-quality page of content above better and more valuable pages. Today, it's vastly more likely that very-well-linked-to pages (as in the example above) are getting their butts handed to them by marketers who go above and beyond with their on-page SEO efforts, winning despite a link deficit because they deliver the content and the experience Google (and searchers) want.
Bottom line: If you're ranking on page 2 or 3, blunt-force link building shouldn't be the only tool in your wheelhouse. Modern on-page SEO that better serves searchers and more intelligently considers content formatting and word usage and searcher satisfaction has got to be part of the equation.
#5: Pages matter, but so, too, do the sites hosting them
In 2012, Wikipedia and big sites like them dominated many results simply by virtue of their raw link authority and importance. Today, domain authority still plays a role, but it's not just link equity or the size and popularity of the site that matters. There's an element of topical authority and expertise in Google's algorithm that can deliver dramatic results to those willing to lean into it.
For example, in the SEO field, Moz has topical authority thanks to our years of writing about the subject, earning links from the field, becoming associated with the subject, and the close semantic connection that the words "Moz" and "SEO" have all over the web. The entity *Moz* surely lives in some Google database with a close word-association to SEO, just as SeriousEats lives alongside recipes, Dribbble lives alongside design, Zappos lives alongside shoes, and Zillow lives alongside real estate.
Last year, I showed off this slide when talking about the power of brand associations:
In many cases, it's not just about optimizing a page for a keyword, or earning links to that page, but about what your brand means to people and how the entity of your brand or organization might be associated with topics and topical authority in Google's eyes. This means that "on-page optimization" sometimes extends to "on-site optimization" and even "off-site brand building."
If Moz wanted to start ranking well for keywords far outside its current areas of thought leadership and topical relevance, we'd likely need to do far more than just go through the on-page SEO checklist and get some anchor text links. We'd need to create associations between our site and that content space, and indicate to Google and to searchers that they could trust us on those topics. If you're working on ranking for sets of keywords around a subject area and struggling to make progress despite nailing those two, topical authority may be to blame.
How do you build up authority around a topic? You associate your brand with it through online and offline campaigns. You publish content about it. You earn links from sites that talk about it. Your brand name gets searched for by people seeking it. You develop a following from the influencers around it. You become synonymous with it. There are thousands of tactics to pursue, and every organization is going to do best with the tactics that work for their audience, play to their strengths, and enable them to uniquely stand out. Just make sure you figure this into your calculus when considering why you may not be ranking, and what you may need to do differently.
Bottom line: Websites earn associations and connections with subject matter areas in Google. To earn rankings, you may need to address your entire site's brand focus, not just an individual page's keyword targeting.
As always, I look forward to your thoughts around these issues and the tips I've given. I know many SEOs are already on top of these, but given how often I still see old-school on-page SEO practices in play, there's clearly still an opportunity to stand out by getting them right.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes