britney muller This is a topic that many people are looking for. newyorkcityvoices.org is a channel providing useful information about learning, life, digital marketing and online courses …. it will help you have an overview and solid multi-faceted knowledge . Today, newyorkcityvoices.org would like to introduce to you Practical SEO with Britney Muller, Senior SEO Scientist at Moz #DBAmiami . Following along are instructions in the video below:
“Whole thing with seo is you you know if you really set up a website website right the first time it just pays dividends and dividends and dividends in the it s really beautiful to watch. Whereas. I think a lot of businesses and business owners they get short sighted and see the paid returned quite instantly and so i think it s our job as marketers or anyone in the seo space to educate some of those business owners and explain that you know while this might take you know three four five six months. It really does pay off over time.
We re here. Today with brittany muller. Senior seo scientist at moz. Where we are going to talk about seo.
Yeah. Let s make sense. So brittany. You started off as a public relations communications undergrad and now you are seeing your seo scientists at the premier seo digital analytics company how in the world did that happen yeah such a weird path in a nutshell.
I basically couldn t find a job after college and so i packed up my car and i drove out to breckenridge colorado to fulfill my lifelong dream of becoming a snowboard bum full time which i love you all have to have go right yeah i set my coal real high and after you know a season out there and waiting tables i got pretty bored and was you know anxious to do something. And i met up with the local realtor. Who taught me all about seo and the second. I figured out that you can know how many searches are happening a month for a particular thing my life was forever changed.
I thought that was the most interesting thing in the world that thought information is just at our fingertips. And so i began making up words and creating these you know one off websites to rank for all sorts of things did some like low level nefarious things. I didn t know where that nefarious at the time was leaving corporate 500 companies messages within their google analytics accounts. Things like that which i highly suggest no one does but it was interesting because i my goal was to rank number one for burton us.
Open day of the event the first time they came to vail and so i had worked seven months on this effort and dave the event rolls around and sure enough my website ranks right above burton comm and so that s when i kind of knew i was onto something and caused some waves in the seo community. As you might imagine and a couple people reached out to me and we re like you know you can do this and make money like you can do this perfectly okay. That s paid and how you know and so i teamed up with someone in vail rich stats and we had an awesome time growing his agency for a year and then i left to start my own. I had pride marketing for around five years and we were a boutique medical marketing agency that worked with private practices where we had sort of figured out how that whole process worked.
We had it down to a science and then i started speaking at conferences like this and that s where. I met like a lot of my current industry. Friends. Today.
Rand. Fishkin told. Me that cyrus was leaving moz and they would love it if i were to apply. And so i went through the whole process and now i met moz.
It was kind of crazy journey. That s an awesome job. Yeah yeah and when we ask you about later later on as well so so business is a lot of times. It seems that they launch a new product.
They start a new business. They start a new division. But they don t think about seo and they don t think about inbound until they ve already done this yeah. And it seems like there may be some reason that they might want to think about this beforehand.
What would you say to those groups as far as someone s starting. Something new why is it important to think about inbound and seo long before they they do all the launch..
Yeah. I think it s important to consider seo before you even come up with a new name for something you have to consider how it s going to be perceived. Who s currently ranking for that keyword term can you even get the domain. There s all these technical aspects that really do go into that naming that i think are you know an afterthought for most people.
Which is a shame. Because you could set yourself up much better for online success. If you had done some of that research beforehand in addition to that i think. It s really important to consider how people are searching for your product or service online.
Before you even launch a website. Right is it intuitive are you answering all the questions that people are asking at the top or you you know is all that information there because i think those two those two things go hand in hand and really can set you up for success now it seems like a lot of people are into the the concept that they can game seo and we hear this all the time and they re not taking it as seriously as i think they should yeah. So what are your thoughts on this because. I m sure you see that all the time.
I m sure you have even clients that come to you and say we ll just make me number one right you know buy some magic that you ll do right yeah. That s tricky. I mean. There s still blackhat things that are being done today that work in certain industries.
Even to be competitive in certain industries. There s almost a layer of that that has to occur. Which is a shame. But i do think google s getting much better at it and there s no reason why you couldn t do those efforts more ethically.
There s so many great resources now available for content creation for technical seo optimization to really nail. Those things down and see results that way because the whole thing with seo is you you know if you really set up a website right the first time it just pays dividends and dividends and dividends in the future. It s really beautiful to watch whereas. I think a lot of businesses and business owners they get short sighted and see the paid returned quite instantly and so i think it s our job as marketers or anyone in the seo space to educate some of those business owners and explain that you know while this might take you know three four five six months.
It really does pay off over time. It s interesting. I i always think that seo has changed a lot in the past five years. I m curious what your thoughts are and how it s changed and also how is it going to change in the next five years way.
What s going to change that s gonna make it different for marketers. Yeah. That s a really good question so as far as five years ago. To today.
There s definitely been some big changes. I mean we ve seen google shift their focus on mobile. And so now they re crawling your site mobile. First that s what that whole thing was about right when they want to see how how you re delivering your content or your value on a mobile device.
So that s been probably the biggest shift in the last five years in addition to that we ve seen google get much better right. We see them evolving and continuing to answer questions in the serps space. Search engine result page. So those pages are getting more robust.
They re having more rich answers. And we re seeing an increase in zero click through rates..
So the zero click through rate is when someone goes does a search for something they get the answer out they re looking for and they leave they never have to visit a website and this is continuing to grow because google s surfacing this information and so we have to get a little bit severe as marketers and seo and say okay while they might be answering this particular thing or this particular thing. We can still provide so much value in these other areas they have yet to get into right and might not ever so our job is more christiana is to answer that question. But also give them some reason to click through otherwise. We re not getting what we need absolutely.
I mean marketers should a hundred percent. Know what featured snippets. They currently own so that s just that first answer. It looks like an answer box.
Because if you re fulfilling all of the answers in there. And it s not long enough to say read more people might not click through to your site. So the thing is you know always make your lists longer than seven or six depending on what you re seeing in search results. But yeah you sort of have to play that game too to ensure that things are being clicked through and similarly.
If you re not in featured snippet spaces. That you hope to be but are on page 1 for those terms you are in contention to steal that which is a lot of fun and super interesting. So yeah you have to be a little bit more on your toes and savvy or as far as looking at this data in the future of search. Yeah.
The future of search looks interesting. So google just have their big io conference and i was surprised by a couple of things one is their messaging shift from smart devices to helpful devices. They really want to drive at home. That your phones and these devices.
In your kitchen and the home hub that these are providing value to your life that they re helping you get things done faster. So this is getting into more action oriented. Things and the other thing was their continued focus on voice voice has sort of been a big buzz term for the last several years. We haven t seen as much growth in voice as we sort of expected to see several years ago.
But the focus that google has on it has not seemed to change and we do see them getting better at answering voice queries. They have a very long ways to go. But understanding. Where those voice queries are coming from and ensuring that your client or website.
Can have real estate in that space is essential to moving forward from a marketing strategy perspective. It seems like a lot of people in strategy aren t thinking about seo. They re not thinking about search. They re not thinking about inbound.
They re actually just kind of thinking that that those are those are tactical issues and they re not really strategy issues. Yeah. So from an seo company. Yeah terrified seo why is seo and inbound a strategy issue and not just a tactical issue.
Yeah. This sort of blows my mind and hurts my heart a little bit because i consider seo to be digital psychology. We are looking at the ins and outs of how people are searching online. And what s effective and what s not and if you re not understanding that full funnel process from the data side of it from how people are actually doing these searches.
All the way up to a transit you re missing a big piece of that puzzle. And i think that helps you do everything else better..
There s no reason why that data can t help support paid. There s no reason why that data can t help support offline marketing. You know at the end of the day. This is these are people having real questions and they have true intents that they re after and if you re not serving it in the way.
That s desired. And that s the the greatest part of the whole thing too is that google s search results is a window into intent google houses all of the world s data. They know what sort of content. Someone is looking for when they do a particular search for example.
If you were to create the best article in the world on diy halloween costumes. But you didn t have any images in your article. You would never rank because all google shows for that search is images and videos. It s all visual.
So if you re not understanding it the form of content that people are desiring in a particular space you re really missing. The boat on all sorts of aspects for your strategy makes sense yeah you went from a non technical background to a technical background. Yeah. And there are a lot of people who want to know how they can move into that they understand that that seo or analytics.
They understand that these things are part of the future of marketing. Yet they re not sure what they can do so what can they do from and you ve seen a lot of people who have probably done the same thing that you ve done to some degree. What are things that that people can do to move themselves from this non technical background into a technical space. Yeah.
That s a good question. And i do see that a lot or people. Just because they don t have a technical background. Don t feel comfortable or confident going into that space.
And that s where i highly suggest you create you figure out how to build a website and not from scratch. Not you have to be a perfect programmer. But just that you know how to set up a wordpress site on a server somewhere. And that you know how those connections come to play just understanding how you know your domain name points to your server files that get fetched for the browser just knowing that path helps you wrap your head around technical elements.
And it also really gives you this beautiful space to play around and to experiment on your own site and to break things you know i i still have several of these today that i will run different technical tests on or i m not feeling totally comfortable in metatags or how this might work me i will go try it there first right. It s a great way to experience these things before you know you re kind of put on the spot for a client or you know a business. But in addition to that i m a firm believer that you know you should be breaking things go break it break that website you know set things up. Technically that you are above.
What you re comfortable doing just. So you can start getting the hang of it and it s okay to do that when you know you re just starting out. It s okay to do that when you ve purchased your own really cheap server and can just goof around on it that s half. The fun can we say breaking things what do you add or that i literally mean just breaking things yeah so breaking your website.
So you you can t figure out how to get back into it i mean i ve done that so many times. But it s giving me the confidence to speak about these things because without that i would be relying on you know observations or what i ve heard others say. And i guess for me at least. It means a lot to know what i m speaking about to have you know gotten my hands dirty and know how that works and then you re able to really communicate and create good relationships with developers.
Which is half the battle and seo right you need to be able to know how to speak their language in order to get things implemented and also just to be on the same page. Because a lot of times..
There s this perceived riff between developers and seo is completely unnecessary. We have so much to learn from developers and developers can learn from seo and why these things need to be set up a certain way so just being it you know dangerous enough to break things or to know where things at facilitates this level of communication. That helps you get so much more done. I like this idea of finding value in the errors or finding.
Yeah mistakes absolutely and then learning from that so in your career in your career is moving great. And what what are the things i guess that you ve learned that have helped you to kind of move. Where you are today and and what s the future. What s a you know what s where are you going yeah.
And i m not saying away from laws and this thing. Yeah. No and as far as the the future of what you re gonna be doing oh gosh. That s a really good question.
So i think what there s two big things. Well. Let s say three things three big things in a nutshell that have helped me get to where i am. Today one is this element of fun and that i when i said like i said.
I would get so excited trying to figure out how many searches a month. People were doing for like britney spears. You know silly stuff like that i had so much fun. This was a giant game to me so instead of going home and watching a movie.
I would tinker and play like this was a true passion of mine. So if you can find it whether it be a space. Where you re really passionate about it or you can become passionate about the different seo things that get things done in that space latch on to that because that facilitates. So much curiosity.
This wasn t work for me. And it a lot of it still isn t today. It s i m insatiable curious to know how these things work like what makes this tick versus this and so because of that curiosity. I was constantly on twitter and that s where i learned tons of stuff.
And how quickly things were changing. It was all coming through twitter through these influencers and that really helped me move the needle in addition to the third thing just being super competitive. You know i grew up playing sports and a brother and i think if you can provide that level of competition and again. It s like a game.
And you want to win and you can have fun with it it s it s just the perfect mix to accelerate your career. Whether you know it could be in whatever industry. You can use all of those awesome. Yeah.
Thank you thank you so much for your time. And really appreciate it we appreciate you flying all the way from seattle to miami. And hopefully you ve had some nice weather yeah. But thank you very much thank you you ” .
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description:
“SEO is critical to your marketing success, but how can you approach it from a practical perspective? Britney Muller (Senior SEO Scientist at Moz) discusses practical SEO that considers Google algorithms, consumer psychology, buyer intent, and why you need to “break things” to elevate your SEO game.nnWe had a chance to interview Britney at the Digital Branding Analytics Miami (#DBAmiami) conference, where she also gave advice on how to move your career into the SEO industry space and reap the benefits of knowing this critical digital marketing skill.nnBritney Muller is SEO Scientist at Moz and an established authority in search engine optimization, data-driven research, and how to work smarter.nnAnthony Miyazaki is Executive Director of Marketing and Analytics at FIU Business, and speaks on the psychology of building brands, marketing strategy, and the application of marketing analytics.nnBritney Muller was a guest speaker at Digital Branding Analytics Miami, the premier conference on digital marketing, brand development, and marketing analytics hosted by the Master of Science in Marketing (MSM) program at Florida International University. To learn more about the conference, search #DBAmiami using your favorite search engine or social media search tool.nnTo learn more about the MSM program, visit http://marketing.fiu.edu for the face-to-face version in Miami or http://MSMonline.fiu.edu for the fully online version.nnIf you enjoyed this video, be sure to subscribe to learn more about:n- marketing strategy and tacticsn- digital marketingn- branding and brand-buildingn- buyer psychologyn- marketing analyticsn- personal/professional brandingn- time managementn- or anything else that comes our waynnOpening and closing music used under active license from Storyblocks (Audioblocks): “Live the Moment” (z1XWyUBO) by Mikael Manvelyan.”,
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SEO, search engine optimization, search optimization, search engine best practices, SEO best practices, SEO tips, Britney Muller, Britney Muller SEO, Britney…
