If you know Moz, you know the Beginner’s Guide to SEO . It’s the resource marketers the world over have used to learn SEO and get a taste for its potential and power. And while we offer a delectable buffet of guides in our content smörgåsbord, there hasn’t been one comprehensive resource to serve as a follow-up for those who’ve mastered the beginner level. That’s why we’ve developed the Professional’s Guide to SEO : a guide that will help folks take the next step, preparing them with all the baseline knowledge they need to practice SEO in a professional capacity. Over the coming weeks, we’ll be sharing chapters and/or chapter excerpts here on the blog, with the full guide releasing at the end. Yes, we want to whet your appetite, but we’d also love to hear your feedback — if there’s something you know in your heart of hearts we should cover, get at us on Twitter ( @moz ) and let us know! First up, we’re sharing a portion of our chapter on advanced SEO strategy. Brought to you by the ...

Last year was an incredible year for Core Updates , and for changes to how SEOs improve page quality for users. Moving forward, we can expect to see increased diversification of SERPs, led by developments in Google’s algorithms, and new features from tools like Google Lens . These developments will change how we manage our SEO now and in the future. Multimedia first Why should you consider a multimedia-first SEO strategy? MUM is the latest in Google’s suite of super-powerful algorithms, which help them to understand information in new and different ways. It runs alongside BERT , but it's actually much more powerful than BERT. MUM stands for “multitask unified model”, and not only does it process natural language, but it does so in over 75 languages — and counting. It's also able to process text and images with a similar quality, and is increasing its ability to process video and audio in the near future. This means we’re likely to see the impact of this in the SERPs, speci...

 A trend we’ve been noticing at Go Fish Digital is that more and more of our clients have been using the Shopify platform. While we initially thought this was just a coincidence, we can see that the data tells a different story: The Shopify platform has been steadily rising in popularity throughout the years. Looking at BuiltWith usage statistics, we can see that usage of the CMS has more than doubled since October 2017. Currently, 4.24 of the top 10,000 sites and 3.02% of the top 100,000 are using Shopify. Since we’ve worked with a good amount of Shopify stores, we wanted to share our process for common SEO improvements we help our clients with. The guide below should outline some common adjustments we make on Shopify stores. What is Shopify SEO? Shopify SEO is a set of  SEO adjustments that are unique to the Shopify platform. While Shopify stores come with some useful things for SEO, such as a blog and the ability to redirect, it can also create SEO issues such as du...

Please welcome back guest host, Andy Crestodina, for an episode all about the connection between people, relationships, and SEO outcomes. Specifically, how influencer marketing can drive SEO and authority. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hey, Moz fans. This is Andy Crestodina from Orbit Media Studios here in Chicago, and I want to explain something that I love very much and that is kind of a familiar theme if you've been following the Moz content. It's about the relationship between people, relationships, and SEO outcomes. Specifically I want to talk about how influencer marketing can drive SEO and authority.  There's a lot of approaches to building links and building authority. Cold outreach, can we please stop doing that? This is what my inbox looks like. It's a mess. Yeah, okay, so let's just pause that and try something different. Link swaps? Interesting. It doesn't feel lik...

More brands than ever are investing and producing quality journalism to drive their earned media strategy. They recognize that it’s a valuable channel for simultaneously building authority while finding and connecting with customers where they consume news. But producing and distributing great content is no easy feat. At Stacker and our brand-partnership model Stacker Studio , our team has mastered how to create newsworthy, data-driven stories for our newswire. Since 2017, we’ve placed thousands of stories across the most authoritative news outlets in the country, including MSN, Newsweek, SFGate, and Chicago Tribune. Certain approaches have yielded a high hit rate (i.e., pick up), and one of our most successful tactics is helping add context to what’s going on in the world. (I mentioned this as a tactic in my Whiteboard Friday, How to Make Newsworthy Content: Part 2 .) Contextualizing topics, statistics, and events serves as a core part of our content ideation process. Today, I’m ...

Way back in April 2021, I had the honor of announcing a new beta Moz product: Performance Metrics. It arrived just in time for SEOs to track and improve their sites through the anticipated May launch of Google’s Page Experience update. We uniquely offered at-scale tracking and issue identification against Core Web Vital metrics for hundreds of URLs per campaign, rather than the handful of URLs available in competing tools at the time. Back then, we (correctly) anticipated a minimal initial impact from the update, but even we didn’t foresee Google’s delay of the full rollout until August. However, sites are now seeing a real world impact from Core Web Vitals, as our recent study showed back in October . Google is talking about extending that impact to desktop from February or March 2022 (something that our tool has always allowed you to compare cohesively in one campaign), and it seems likely that the importance of these ranking factors will only increase. Now is the time, then, for...

Google search result pages are becoming more diverse and even interactive, which makes any clickthrough study out there much less reliable, because no two sets of search results are the same. But how much control do writers and content creators have over how their content is represented in search? As it turns out, they do have quite a few options when it comes to optimizing their search snippets! The anatomy of a standard search snippet The standard Google search snippet has changed over the years, but in essence all the key elements are still there: The clickable title or headline of the snippet (in blue) The description of that page (about two lines long — it was lengthened for no particular reason a few years ago, but now seems to be back to two lines) The URL path (used to be in green, now it is black) On a mobile device, there’s also a tiny logo next to the URL: Here’s how much control you have over these standard elements of your search snippet (in the order th...