Google Analytics 4 (GA4) is officially here. If you’re not familiar yet, GA4  is the next generation of analytics. While it offers a bunch of new features and benefits, it can be a little daunting to learn how to use it effectively. There are numerous new reports, and finding the data you care about can take a lot of time. In this post, I will show you a great way by which you can leverage the power of GA4 to enhance your reporting by using custom reports . What is the need for Custom Reports? Don’t get me wrong, the standard reports are great. They provide a lot of data. And that’s the problem. They provide a lot of data that you might not need. The default reports don’t provide you with important data: The default reports in GA4 provide a good overview of everything about your website. For example, it will tell you how many new users you’ve acquired. Or how many sessions your website had in a given timeframe. However, they may not give you the specific information you’re...

This was originally published on June 8, 2022, and has been refreshed with new and important information and images. Topical authority isn’t a new concept, but as Google’s drive for helpful content is showing no signs of slowing down, topic authority is not something to ignore. Topical authority is closely linked to E-E-A-T (Experience, Expertise, Authority, and Trust), and as of May 2023, it’s confirmed: topical authority is a system Google uses to determine which experts are most helpful to a searcher's news query. You can expect topical authority to weigh into your chances of ranking. Whether you’re reporting on the news or not, there are a lot of crucial takeaways for all sites on the subject of authority and how to rank higher. So, read on as we deep dive into topical authority: what it is, a step-by-step guide on how to earn it, and how you can measure success to get buy-in to your new SEO strategy. Plus, in the end, I put everything together into a quick case study in a...

Rejoice takes you through how to map your keywords to both the buyer’s purchasing journey and the relative user intent. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hi. So I'm Rejoice. I'm an SEO account manager for SEO Sherpa, and welcome to this edition of Whiteboard Friday. So I will be talking to you about how to map your keywords to your user intent and the buyer's journey, so showing you a good framework to use when you're building out your strategy, doing your keyword research, and sort of want to give that extra added value to your clients so they fully understand the whole point of keyword research. So I'll be taking you through the diagram. So we understand that we have the buyer's journey, which is the journey the buyer takes from the start to the end in terms of how they can sort of build and create and solve their problems. Awareness Stage So if we start with awareness, we all ...

Marketing a restaurant? You already know what a huge role online reviews play in your reputation, rankings, and revenue, with 98% of US adults reading this content and 86% writing it . You may have read that there’s a demonstrable Google local ranking boost when a brand-new restaurant gets its first ten reviews . You may also have seen that many experts consider your overall Google review rating to be the sixth most important of all local search ranking factors . But have you advanced yet to full use of Google reviews as a source of business intelligence for the brands you’re marketing? Formal surveys can be costly to run, so don’t overlook the free, ongoing sentiment analysis shorthand offered right on your listings in the form of Google Place Topics, telling you at-a-glance what real-world attributes inspire reviewers to get typing. These most compelling offline components, aggregated by Google online, can give insights into the areas a business should focus on most. Back in 202...

In this Whiteboard Friday, Jon discusses how to identify, fix, and prevent cannibalization. He identifies three specific types of cannibalization: internal, international, and subdomain. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hey, Moz fans. How's it going? My name is Jon Earnshaw. I'm the Chief Product Evangelist at Pi Datametrics, and today I'm going to be talking about a subject that is super close to my heart, and it's been close to my heart for over 15 years. When I was analyzing the SERP one day and I started to discover this unusual flux, and what I was seeing was content that was doing really well on page 1 and suddenly it drops. Then after a few weeks, we noticed that it wasn't dropping for no reason. This content was dropping due to other content somehow conflicting. Now, we know there's no such thing as a duplicate content penalty, and Google has always said that. But what we h...