Posted by Dr-Pete
First, the good news — as of today, all Moz Pro customer have access to the new version of Site Crawl, our entirely rebuilt deep site crawler and technical SEO auditing platform. The bad news? There isn’t any. It’s bigger, better, faster, and you won’t pay an extra dime for it.
A moment of humility, though — if you’ve used our existing site crawl, you know it hasn’t always lived up to your expectations. Truth is, it hasn’t lived up to ours, either. Over a year ago, we set out to rebuild the back end crawler, but we realized quickly that what we wanted was an entirely re-imagined crawler, front and back, with the best features we could offer. Today, we launch the first version of that new crawler.
The back end is entirely new. Our completely rebuilt “Aardwolf” engine crawls twice as fast, while digging much deeper. For larger accounts, it can support up to ten parallel crawlers, for actual speeds of up to 20X the old crawler. Aardwolf also fully supports SNI sites (including Cloudflare), correcting a major shortcoming of our old crawler.
One major limitation of our old crawler is that you could only see pages with known issues. Click on “All Crawled Pages” in the new crawler, and you’ll be brought to a list of every URL we crawled on your site during the last crawl cycle:
You can sort this list by status code, total issues, Page Authority (PA), or crawl depth. You can also filter by URL, status codes, or whether or not the page has known issues. For example, let’s say I just wanted to see all of the pages crawled for Moz.com in the “/blog” directory…
I just click the [+], select “URL,” enter “/blog,” and I’m on my way.
Do you prefer to slice and dice the data on your own? You can export your entire crawl to CSV, with additional data including per-page fetch times and redirect targets.
Sometimes, you just can’t wait a week for a new crawl. Maybe you relaunched your site or made major changes, and you have to know quickly if those changes are working. No problem, just click “Recrawl my site” from the top of any page in the Site Crawl section, and you’ll be on your way…
Starting at our Medium tier, you’ll get 10 recrawls per month, in addition to your automatic weekly crawls. When the stakes are high or you’re under tight deadlines for client reviews, we understand that waiting just isn’t an option. Recrawl allows you to verify that your fixes were successful and refresh your crawl report.
As many customers have reminded us over the years, technical SEO is not a one-sized-fits-all task, and what’s critical for one site is barely a nuisance for another. For example, let’s say I don’t care about a handful of overly dynamic URLs (for many sites, it’s a minor issue). With the new Site Crawl, I can just select those issues and then “Ignore” them (see the green arrow for location):
If you make a mistake, no worries — you can manage and restore ignored issues. We’ll also keep tracking any new issues that pop up over time. Just because you don’t care about something today doesn’t mean you won’t need to know about it a month from now.
Under “Content Issues,” we’ve launched an entirely new duplicate content detection engine and a better, cleaner UI for navigating that content. Duplicate content is now automatically clustered, and we do our best to consistently detect the “parent” page. Here’s a sample from Moz.com:
You can view duplicates by the total number of affected pages, PA, and crawl depth, and you can filter by URL. Click on the arrow (far-right column) for all of the pages in the cluster (shown in the screenshot). Click anywhere in the current table row to get a full profile, including the source page we found that link on.
Prioritizing technical SEO problems requires deep knowledge of a site. In the past, in the interest of simplicity, I fear that we’ve misled some of you. We attempted to give every issue a set priority (high, medium, or low), when the difficult reality is that what’s a major problem on one site may be deliberate and useful on another.
With the new Site Crawl, we decided to categorize crawl issues tactically, using five buckets:
Hopefully, you can already guess what some of these contain. Critical Crawler Issues still reflect issues that matter first to most sites, such as 5XX errors and redirects to 404s. Crawler Warnings represent issues that might be very important for some sites, but require more context, such as meta NOINDEX.
Prioritization often depends on scope, too. All else being equal, one 500 error may be more important than one duplicate page, but 10,000 duplicate pages is a different matter. Go to the bottom of the Site Crawl Overview Page, and we’ve attempted to balance priority and scope to target your top three issues to fix:
Moving forward, we’re going to be launching more intelligent prioritization, including grouping issues by folder and adding data visualization of your known issues. Prioritization is a difficult task and one we haven’t helped you do as well as we could. We’re going to do our best to change that.
All existing customers should have access to the new Site Crawl as of earlier this morning. Even better, we’ve been crawling existing campaigns with the Aardwolf engine for a couple of weeks, so you’ll have history available from day one! Stay tuned for a blog post tomorrow on effectively prioritizing Site Crawl issues, and a webinar on Friday at 9am Pacific.
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Author: Stacey Thornberry
Landing pages may feel as second nature to a marketer as it is for Steph Curry to make a 3-point basket. But, just like Steph, sometimes you can miss the mark. So, it’s important for all of us to brush up on the latest best practices to help us continually improve our skills.
I recently downloaded the ebook The Secrets to a Successful Landing Page, from the marketing agency Roger West, which held some helpful tidbits on how to ensure your assets are impactful. If you’re looking to become the master of landing pages, here are some of the highlights from this piece as well as a few of my own tricks that will ensure your success:
First, let’s start with advice from the ebook:
Yes, it’s nice to get the full details about a person upon first engagement, but we all know that people like to keep their personal information, well, personal—not to mention how little time we like to spend filling out forms. Only ask for the information you need RIGHT NOW. What information is key to your database? Try to keep it simple like the form below: first name, last name, email address, company name, and job title. Can you handle that?
Then, consider gathering more details next time they engage by using progressive profiling. This technology allows you to take baby steps in your relationship with each buyer by gradually gaining lead intelligence. Have their basic information already? Next time, you can ask for their location, phone number, etc. Ease your way into a more detailed view of your buyers.
Skip the generic “Click Here.” What do you really want someone to do? Tell them! Choose active verbs to let them know just what their action will result in. For our Definitive Guide to Marketing Automation, we prompt visitors to “Get Guide Now.”
Other examples of active verbs include:
Engage on an authentic level by telling people exactly what they’ll get by filling out your form. And remember–stick to one CTA. Don’t overwhelm your audience with multiple choices when you have one directive in mind.
As a good marketer, you’re constantly reviewing your programs both quantitatively and qualitatively, so use that feedback to your advantage! Emphasize the value of your offer by using word-of-mouth marketing.
This includes examples like:
If you have permission from those folk that offered your examples of social proof, it’s even more advantageous to include their titles or company names. Establish as much street cred. as you can—people love to keep up with the Joneses. For example, Smart Meetings highlights an attendee’s quote with her name and information.
And now, some additional landing page tips:
Are you throwing off landing page visitors with your language? Maybe you’re calling an asset an “Executive Brief” but it’s not just intended for executives. To address this, define what audience you are trying to reach beforehand.
For example, for one of our more tactical programs, we explained who should attend. This helped ensure that we drove the right people to attend so we didn’t disappoint or set unrealistic expectations for the program and used the appropriate messaging.
This is a GREAT way to get more bang for your buck. Do you have an upcoming webinar that directly relates to the topic of you latest ebook? Trigger an email to send shortly after someone downloads the ebook to promote the webinar! This person is clearly interested in this topic, so they will likely be interested in another opportunity to learn more. Try it out and see what your response rate is–it could potentially double your typical registration rate!
We’ve all done it before. Launched a landing page and wondered, “Why aren’t any leads coming in from this?” Make sure that you’ve set up all the right tracking in the back-end. Use your test leads to ensure that you’re receiving confirmation emails (for events), trigger emails are firing (per the suggestion above), your leads are routing to the right lists, etc. Test, test again, and ask your colleagues to test, too! You’ll give yourself another opportunity to catch any little errors that you may have overlooked. I promise, it happens to the best of us, even the perfectionists…
All in all, there are many best practices for creating the best landing pages to drive conversions. Check out the many resources available to you, and try some of these tips to see if they work for your company! It’s always worth taking a shot to see if you can score those extra points!
What other tactics have helped you improve your conversion rates? Comment below so we can try them out!
6 Easy Ways to Perfect Your Landing Pages was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com
The post 6 Easy Ways to Perfect Your Landing Pages appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.
Google Ventures Partner Blake Byers joined LendUp’s board of directors with his firm’s investment. The investor said he expects LendUp to make short-term lending reasonable and favorable for the “80 million people banks won’t give credit cards to,” and help reshape what had been “a pretty terrible industry.”
What sort of strategy is helping to drive that industry transformation?
How about doorway pages.
That in spite of last year Google going out of their way to say they were going to kill those sorts of strategies.
March 16, 2015 Google To Launch New Doorway Page Penalty Algorithm
Google does not want to rank doorway pages in their search results. The purpose behind many of these doorway pages is to maximize their search footprint by creating pages both externally on the web or internally on their existing web site, with the goal of ranking multiple pages in the search results, all leading to the same destination.
These sorts of doorway pages are still live to this day.
Simply look at the footer area of lendup.com/payday-loans
But the pages existing doesn’t mean they rank.
For that let’s head over to SEMrush and search for LendUp.com
Hot damn, they rank for about 10,000 “payday” keywords.
And you know their search traffic is only going to increase now that competitors are getting scrubbed from the marketplace.
Today we get
journalists conduits for Google’s public relations efforts writing headlines like: Google: Payday Loans Are Too Harmful to Advertise.
Today those sorts of stories are literally everywhere.
Tomorrow the story will be over.
And when it is.
Precisely zero journalists will have covered the above contrasting behaviors.
As they weren’t in the press release.
Best yet, not only does Google maintain their investment in payday loans via LendUp, but there is also a bubble in the personal loans space, so Google will be able to show effectively the same ads for effectively the same service & by the time the P2P loan bubble pops some of the payday lenders will have followed LendUp’s lead in re-branding their offers as being something else in name.
A user comment on Google’s announcement blog post gets right to the point…
Are you disgusted by Google’s backing of LendUp, which lends money at rates of ~ 395% for short periods of time? Check it out. GV (formerly known as Google Ventures) has an investment in LendUp. They currently hold that position.
Oh, the former CIO and VP of Engineering of Google is the CEO of Zest Finance and Zest Cash. Zest Cash lends at an APR of 390%.
Meanwhile, off to revolutionize the next industry by claiming everyone else is greedy and scummy and there is a wholesome way to do the same thing leveraging new technology, when in reality the primary difference between the business models is simply a thin veneer of tech utopian PR misinformation.
Don’t expect to see a link to this blog post on TechCrunch.
There you’ll read some hard-hitting cutting edge tech news like:
Banks are so greedy that LendUp can undercut them, help people avoid debt, and still make a profit on its payday loans and credit card.
Update: Kudos to the Google Public Relations team, as it turns out the CFPB is clamping down on payday lenders, so all the positive PR Google got on this front was simply them front running a known regulatory issue in the near future & turning it into a public relations bonanza. Further, absolutely NOBODY (other than the above post) mentioned the doorway page issue, which remains in place to this day & is driving fantastic rankings for their LendUp investment.
Update 2: Record keeping requirements do not improve things if a company still intentionally violates the rules, knowing they will only have to pay a token slap on the wrist fine if and when they are finally caught. All it really does is drive the local businesses under.
The massive record-keeping and data requirements that Mr. Corday is foisting on the industry will have another effect: It will drive out the small, local players who have dominated the industry in favor of big firms and consolidators who can afford the regulatory overhead. It will also favor companies that can substitute big data for local knowledge like LendUp, the Google-backed venture that issued a statement Thursday applauding the CFPB rules. Google’s self-interest has become a recurrent theme in Obama policy making
Those records (along with the Google duplicity on doorway pages) however confirm that LendUp are not the good guys! They were outright scamming & over-charing their customers:
Onine lending start-up LendUp, which has billed itself as a better and more affordable alternative to traditional payday lenders, will pay $6.3 million in refunds and penalties after regulators uncovered widespread rule-breaking at the company.