The Lazy Writer’s Guide to 30-Minute Keyword Research

Posted by BritneyMuller

You, a content marketing ninja, are able to wield immense SEO reach with your content in ways most SEOs (*cough* like myself) can only dream of.

BUT, you’re not leveraging keyword research to your advantage!

The fact that you can discover how many people per month are searching for something, what words they’re using, and what questions they’re asking still blows my mind!

Keyword research doesn’t have to be a marathon bender. A brisk 30-minute walk can provide incredible insights — insights that connect you with a wider audience on a deeper level.


Why keyword research is essential [Case Study]

My previous company, Pryde Marketing, was not founded on out-of-this-world high-quality content. It was founded on leveraging online data strategically for private medical practices.

When we were hired to do keyword research for an MRI company, we discovered that hundreds of people a month were searching “open vs closed mri” but no one was providing any good answers, content, or photos for these searchers.

We decided to create an “Open Vs. Closed MRI” page for our client that, to our surprise, continues to see over double the traffic of the homepage. Plus, it’s brought in over 50k+ unique visitors.

We were not successful because we thought of this content idea.

We were successful because we listened to the keyword data.


5 keyword research hacks in under 30 minutes

Example client: Hunter & Company (Wedding & Event Planning)

Objective: Write better content for their website and assist with digital marketing efforts.

#1: Blog category keyword research

Having five to ten data-driven blog categories can help you rank for popular topics, allow readers to find more relevant content, and help to organize your blog.

Evaluate top industry websites (10 mins)

Identify the most common navigation items and blog categories on leading industry sites.

Top Wedding Site Eval.png

Advanced search operators (3 mins)

While exploring top websites, you can use advanced Google operators to dig deeper.

Example: Bride.com has topic pages like /topic/wedding-beauty. To view all of Bride.com’s topics search this: site:brides.com/topic

Wedding advanced search operator.png

Google Suggest (10 mins)

Google “wedding” and don’t hit enter!

Instead, make note of the drop-down search suggestions. You can also search “wedding a” [don’t hit enter], “wedding b” [don’t hit enter], all the way through to z to get the most popular and/or trending wedding-related searches.

Screen Shot 2017-03-13 at 11.20.18 AM.png

Now that we have aggregated keywords from the above tactics, we have a solid list:

wedding venues, wedding photographers, wedding dj, wedding beauty, wedding videographers, wedding bands, wedding budget, wedding invitations, wedding registry, wedding colors, wedding decorations, wedding party, wedding ideas, wedding cakes, wedding centerpieces, wedding hairstyles, wedding bouquets, engagement rings, wedding dresses, bridesmaid dresses, mother of the bride dresses, wedding rings, flower girl dresses, wedding accessories, wedding jewelry, wedding tuxedos, wedding registry, wedding ceremony, wedding reception, wedding cake, wedding food, wedding favors, wedding flowers

Keep up the pace — we can’t stop here!

Next, let’s determine which categories are most popular by average monthly Google searches.

There are two primary tools to view average monthly search volume (AKA to know how many times a query like “wedding flowers” are searched per month): Google Keyword Planner and Moz Keyword Explorer. (Check out GKP vs. MKE to learn more.)

Google Keyword Planner (5 mins)

Step 1: Paste your saved keyword list into the box under “Enter one or more of the following” and click “Get Ideas”:

Step 2: Evaluate and save search volume data while being mindful of the large search data ranges and limited data:Screen Shot 2017-03-14 at 10.09.51 AM.png

Note: Google will occasionally change your keywords to something different; “wedding videographers” was changed to “wedding videos” in this case. It’s important to be mindful of this as you’re deciding on the exact category names.

You should also explore the keywords below your immediate keyword search section. Sort by average monthly searches (highest to lowest) to make sure you aren’t missing any other big category items.

Moz Keyword Explorer (5 mins)

Step 1: Create a new list.

Step 2: Paste your keyword list into the “Enter Keywords” box:

Step 3: Take a quick water break, because KWE will take a minute to gather data. Once the data is in view, sort by and evaluate average monthly search volume:

Woohoo! We reached the finish line with two minutes to spare.

To finalize our blog categories, we need to ask ourselves two things: Which topics are the most popular and the most relevant to a wedding planner site?

With that in mind, you’ve chosen six of the most popular wedding topics and have nested several sub-categories within “Wedding Decorations” — brilliant!

  • Wedding Dresses
  • Wedding Invitations
  • Wedding Photography
  • Wedding Cakes
  • Wedding Venues
  • Wedding Decorations
    • Wedding Flowers
    • Wedding Colors
    • Wedding Centerpieces
    • Wedding Venues

#2: FAQ keyword research

Answering the most commonly searched-for questions about your product/service will provide value to your readers and solidify you as an industry expert.

Here’s how to gather the most commonly asked questions on a topic:

AnswerThePublic.com (10 mins)

Search for your product/service.

Screen Shot 2017-03-17 at 10.40.06 AM.png

Screen Shot 2017-03-17 at 10.40.20 AM.png

How cool is this snazzy question wheel?! While the visuals are fun, it’s easier to gather the questions by clicking the top-right yellow “export to csv” button and deleting non-relevant questions in a .csv or Google Sheet.

Moz Keyword Explorer (10 mins)

Step 1: Search and filter “display keyword suggestions” by “are questions”:

Screen Shot 2017-03-17 at 11.09.02 AM.png

Step 2: Add relevant questions to a new keyword list:

Screen Shot 2017-03-17 at 11.12.32 AM.png

Step 3: Add relevant AnswerThePublic questions to list:

Screen Shot 2017-03-17 at 11.06.30 AM.png

Research done!

I wouldn’t worry about evaluating search volume too closely for FAQs because questions are typically more long-tail (meaning they have lower search volume and are usually easier to rank for). In multitudes, these can be very valuable to your site.

Now you can start adding your newly discovered FAQs to an FAQ page (while trying to avoid duplicate types of questions):

Screen Shot 2017-03-17 at 11.19.47 AM.png

#3: Competitive content research

Evaluate your competitor’s 10 most popular pages on SimilarWeb (5 mins)

This uncovers the specific type of content your audience is interested in. Here are the 10 most popular pages for One Fine Day Events:

Screen Shot 2017-03-16 at 9.14.50 PM.png

Evaluate each of the top pages & gather 3 key takeaways (20 mins)

  1. The most popular “Gallery” page confirms that images are extremely popular in the wedding and event space. Maintaining an optimized gallery and incorporating more images into on-page content should be a top digital marketing priority.
  2. Interestingly, the “Preferred Vendors” page is a Category page! It’s something we should consider implementing on Hunter & Co. It would also be a great link building opportunity (to get vendors to link back to Hunter & Co)… but I digress.
  3. Testimonials are also be a top priority and live off the primary navigation.

Pro tip: Use Google Trends to evaluate seasonal searches and prepare competitive content months before it spikes:

#4: Expand your keyword reach

Expanding your page’s topical content will expand your digital SEO reach. This is why you’ll see definitive guides like Moz’s Beginner’s Guide to SEO ranking so well, and for such a wide range of keywords (~1,665!).

Download MozBar (Chrome add-on) (1 minute)

Step 1: Activate MozBar. Enter in your primary keyword and click “optimize.”

Step 2: Click “On-Page Content Suggestions”:

Step 3: View the 23+ content integration ideas for your webpage:

Decide which topics you want to integrate (5 mins)

You never want to force non-relevant content onto a page for SEO reasons. Instead, look through the topics and think about which would provide value to your readers.

Then, devise a plan to naturally integrate those topics into the page’s content.

Topic integrations for the Hunter & Co. homepage:

  • Wedding Planning Checklist (create a checklist page that’s linked to from homepage)
  • Wedding Vendors (confirms our popular page strategy! Add a page link from the homepage)
  • Wedding Venues
  • Couples

#5: Keep up with Google

We are seeing a big rise in “no-click” Google searches.

No-click searches occur when individuals search for something and find their answer, without ever having to click on a search result.

Example: If you search “Denver weather,” Google will show you an 8-day weather forecast for Denver. Most searchers are satisfied with that and leave, resulting in a no-click Google search.

Image from State of Searcher Behavior Revealed

No-click searches are rising because Google continues to provide searchers answers within search features such as featured snippets (answer boxes), People Also Ask boxes, knowledge graphs, weather forecasts, etc.

Know which search features show up most often for your keywords (5 mins)

Knowing which search features occur most frequently for your product/service-related searches can help you to steal search features by optimizing for them. Keep in mind that if you’re ranking on page one or two of a desired featured snippet search, you’re better positioned to steal that featured snippet than if you were on page 3+.

Remember our FAQs about “wedding planning” above? Twenty-four of 28 questions found in Moz Keyword Explorer have featured snippets (answer boxes) in their search results:

Screen Shot 2017-03-17 at 11.04.04 AM.png

RealSimple currently has a large featured snippet for “wedding checklist”:

Screen Shot 2017-03-17 at 11.28.18 AM.png

Looking more closely into that page, you’ll notice RealSimple’s <html> check-box markup and definitive style content.

Brainstorm a better (and more useful) wedding checklist (10 mins)

  • Hire a freelance developer to create a beautiful, printable wedding checklist calendar that, once a reader enters their wedding date, populates with scheduled to-dos.
  • Create an IFTTT (If This Then That) recipe to schedule Google Calendar To-Do Reminders based on the user’s wedding date.
  • Provide a more detailed and more beautiful wedding checklist.

Now, my content marketing ninjas, go forth and tap gloves with a wider audience! Your content deserves it!

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A Beginner’s Guide to Marketing Automation

Posted by Angela_Petteys

To say marketing automation is a complex subject is putting it mildly. On the surface it seems simple enough, but once you get just a little bit deeper into it, it’s overwhelming. Even if you work with marketing automation on a daily basis, it can be hard to describe.

When used correctly, marketing automation can be useful in helping sales and marketing teams do their jobs more effectively so they can reach their goals. But there are also a lot of misunderstandings about what marketing automation is and isn’t. Let’s try to get a better understanding of what marketing automation is and how it can potentially help a business.

What is marketing automation?

Marketing automation is the use of software to deliver personalized messages to customers and leads. The software allows you to create a dynamic series of messages to send to your contacts. The message a person receives is decided by factors you specify, like what their spending habits are, where they are in the buying process, and past interactions they’ve had with your site.

Delivering content that’s tailored to a person’s needs and interests helps build stronger relationships which, in turn, can help increase conversions and revenue. Marketing automation can help you accomplish all these things while streamlining your operations at the same time.

In the broad scope of things, marketing automation incorporates several different aspects of marketing and business development, including email marketing, content development, conversion rate optimization, and lead generation.

The benefits of using marketing automation

By far, one of the biggest benefits of marketing automation is that it helps sales and marketing teams work more efficiently. People love personalized content; sending out personalized emails generates six times more revenue than sending non-personalized emails. But manually sending out customized messages to contacts simply isn’t practical. Marketing automation platforms handle the mundane and repetitive work that goes into delivering personalized content, giving sales and marketing professionals more time to focus on things that are more interesting and challenging.

Not only does marketing automation make it easier to deliver messages, it makes it easier to figure out where people are in the conversion process. Marketing automation programs typically have a lead scoring feature which helps users quickly identify which leads are the most sales-ready.

One of the most common reasons why businesses consider using marketing automation in the first place is because they want to improve their conversion rates and revenues. Marketing automation is a way to encourage customers to stay engaged longer, making it more likely they’ll stick around long enough to convert. On average, companies that use marketing automation have 53% higher conversion rates and an annual revenue growth rate 3.1% higher compared to companies that don’t.

For products and services with longer conversion cycles, marketing automation can also help speed up the process. In one example cited by VentureHarbour, Thomson Reuters was able to reduce their conversion time by 72% by using marketing automation software.

What applications are there for marketing automation?

While marketing automation has several different applications, email messaging and lead generation/nurturing are among the most common.

Yes, email is still relevant as a marketing tool. While it’s easy to say things like “Everybody’s on Facebook/Twitter/Instagram,” it’s simply not true. However, most Internet users do have at least one email address. Email inboxes also tend to move at a slower pace than social media feeds, giving you the best chance at making a direct connection with your contacts. There’s a multitude of ways marketing automation can be used with email:

  • Welcome messages
  • Product retargeting
  • Abandoned cart reminders
  • Personalized product recommendations

And that’s just to name a few.

Many companies use marketing automation to solicit feedback from their contacts, regardless if they’ve converted or not. Whether it’s by sending out surveys or asking people to send comments directly to them, the information they garner can be extremely valuable in guiding changes that will help improve their revenues in the long run.

Given that personalized emails generate so much more revenue than non-personalized emails, marketing automation can be an effective way to nurture your leads. According to Marketo, about 50% of leads in any system are not ready to buy and nearly 80% of all new leads will never become sales. With marketing automation, the goal is to give people something of value when they need it most so that they’re more likely to convert. Effective lead nurturing generates 50% more sales-ready leads at a 33% lower cost. Nurtured leads also tend to make larger purchases than non-nurtured leads.

Marketing automation platforms are also often commonly used to manage social media campaigns, create landing pages, and conduct ongoing A/B testing.

B2B vs. B2C marketing automation

Businesses of all sizes can potentially benefit from marketing automation, but whether a business has a B2B or B2C model is going to have an impact on the type of messaging used in their campaigns. While both types of businesses would have the main goals of improving conversions and revenue, there are differences in how they’ll reach that goal.

B2B sales

B2B sales tend to have longer conversion cycles than B2C sales and often involve products or services that require a more long-term commitment. (Of course, there are some exceptions.) Because of this, B2B messaging has a greater emphasis on long-form content like whitepapers, case studies, and e-books. When major purchases are being considered for a business, multiple people are often involved in the decision-making process, so it’s not always a matter of winning over one person like it is with B2C sales. It’s important for the business with something to sell to establish themselves as an authority in their industry — offering in-depth informational content is a great way to do that.

B2C sales

Since B2C sales move at a faster pace, the content used in their messaging is typically much simpler. For example, Sephora customers aren’t going to be interested in long case studies about a product, but they might appreciate a 30-second video demonstrating how to use a product instead. For B2C companies, the focus tends to be more on brand building and giving customers reasons to come back, so their messaging typically includes things like abandoned shopping cart reminders, personalized product recommendations, and offers tailored to specific types of customers.

Key concepts

Although many different aspects of marketing and business development come together in marketing automation, the whole process is ultimately driven by a few core concepts.

Conversion funnels

A conversion funnel is the process a person takes toward becoming a customer. Now that it’s so easy to find product reviews and shop around, a lot of people don’t just buy things from the first place they see it for sale. Marketing automation is a way to keep people engaged so they’re more likely to convert.

The conversion funnel can be broken down into a few basic stages:

  • Awareness: The customer initially becomes aware of a company, product, or service. It’s too soon for a person to want to make any decisions, but a business has made its way onto their radar.
  • Interest: Not everyone who is aware of a business/product/service is going to have a need for it. At this point, those who are interested will start becoming more engaged by doing things like requesting a quote, signing up for a free trial, following a business on social media, looking for reviews, or reading blog posts and other content on a company’s site.
  • Consideration: By now, a person is familiar enough with a business to know they like what’s being offered. They’re not quite ready to make a decision, but a business is in the running.
  • Action: This is the point where a person decides to convert. You’ve won them over and they’re ready to do business with you.

Ideally, after a person converts once, they’ll be so happy with their decision that they become a repeat customer. But as people move through the conversion funnel, whether they do it once or several times, some of them will always drop out at each level. On average, only 1–5 % of people who enter a conversion funnel actually convert. When people drop out, it’s known as churn, and while some churn is inevitable, marketing automation can help reduce it. By understanding the needs and interests of people at each stage of the conversion funnel, you’re better able to keep them engaged by providing them with the type of content they’re most interested in.

For example, let’s say a company installs vinyl windows and they advertise heavily in the local media. At any given time, a large percentage of the thousands of people who see their ads won’t take any action after seeing one because they either don’t need new windows or because they live in a rental property. No amount of additional messaging will win those people over. But since replacing windows can be very expensive, the people who actually do need them typically spend time doing research to make sure they choose the right type of window and get the best price. If this company were to send additional information about vinyl windows to the people who contact them to get an estimate, they may be able to convince more people to convert.

Feedback loops and metrics

One of the basic laws of physics is that for every action, there’s an equal and opposite reaction. A very similar concept also applies in the world of marketing automation, and it’s known as a feedback loop. When you send a message to a person, the recipient will have some kind of reaction to it, even if that reaction is to do nothing at all. That reaction is part of your feedback loop and you’ll need to pay attention to your metrics to get an idea of what those reactions are.

Feedback loops and metrics are a reflection of how effective your marketing automation strategy is. Whether a person converts, clicks through to your site, ignores the message, flags it as spam, or unsubscribes from your list, that tells you something about how the recipient felt about your message.

When you look at your metrics, you’ll ideally want to see high open rates, clickthrough rates, and maybe even some forwards, since those are signs your content is engaging, valuable, and not annoying to your contacts. Some unsubscribes and abuse reports are inevitable, especially since a lot of people get confused about the difference between the two. But don’t ignore those metrics just because they’re not what you want to see. An increasing number of either could be a sign your strategy is too aggressive and needs to be reworked.

User flow

While conversion funnels refer to the process taken toward converting, user flow refers to the series of pages a person visits before taking an action.

When you have traffic coming to your site from different sources like PPC ads, social media, and email messages, you want to direct users to pages that will make it easy for them to take the action you want them to take, whether it’s buying something, signing up for a free trial, or joining an email list.

You also have to keep in mind that people often have different needs depending on how they arrive at a page, so you’ll want to do your best to make sure people are being taken to a page that would appeal to them. For example, if a person is directly taken to a product page after doing a search for a long-tail keyword, that’s fine since they’re clearly looking for something specific and are more likely to be ready to convert. But someone who clicks on a PPC ad and fills out a form on a landing page is probably going to want more information before they make any decisions, so it’s not time to give them a hard sell.

Workflows

Workflows are where the automation part of marketing automation comes into play. Your workflow is the series of triggers you create to deliver messages. Creating a workflow involves taking yourself through the entire process and asking yourself, “If this happens, what should happen next?”

Workflows can consist of many different triggers, such as how long it’s been since a person has taken an action, interactions you’ve had with a person, or actions they’ve previously taken on your site. Some types of workflows commonly used by retailers include sending discount codes to customers who haven’t made any purchases in a while, reminding people to review products after they’ve had some time to enjoy their purchase, and sending reminders to people who have recently added items to their cart without actually making a purchase.

Important steps in creating a marketing automation strategy

1. Define your goals

This might seem like an obvious point to make, but before you do anything else, you need to decide exactly what you want marketing automation to help you achieve so you can plan your strategy accordingly. Are you trying to generate more leads? Working to build up business from return customers? Trying to boost sales during an off season? Each of those goals is going to require a different strategy, so it’s important to understand exactly what your main objectives are.

2. Identify who to target

Of course it’s important to understand the needs of your customers at all points of the conversion process. But depending on what your main goals are, your time and energy may be best spent focusing on people who are at a specific point of the process. For instance, if you’re not really having a problem with lead generation but you want more people to convert, your time and energy would be better spent focusing on the middle and lower parts of the conversion funnel.

3. Map user flows

By using marketing automation, you’re trying to get people to take some kind of action. Mapping user flow is a way to visualize the steps people need to go through to be able to take that action.

Depending on the way a person arrives at your site, some people might need more information than others before they’re willing to take that action. You don’t want to make people go through more steps than are necessary to do something, but you don’t want to hit people with a hard sell too soon, either. By using state diagrams to map user flows, as recommended by Peep Laja of ConversionXL, you’ll see exactly how people are arriving at a page and how many steps it takes for them to take the desired action.

4. Segment and rate your leads

It’s important to remember that not all leads are necessarily equal in terms of quality. Your database of contacts is inevitably going to be a mix of people who are on the verge of buying, people who are still researching their options, and people who probably won’t convert, so it’s not possible to create broad messages that will somehow appeal to all of those types of people. Rating your leads helps you figure out exactly who needs further nurturing and who is ready to be handed over to a sales team.

The interactions a person has had with your content and the actions they’ve taken on your site can be a reflection of how ready they are to convert. A person who has viewed a pricing page is most likely going to be closer to buying than someone who has simply read a blog post on a site. A person who has visited a site multiple times over the course of a few weeks is clearly more interested than someone who has only visited once or twice in the past year. Marketing automation software lets you assign values to certain actions and interactions so that it can calculate a score for that lead.

Marketing automation also lets you segment your database of contacts to a very high degree so you can deliver messages to very specific types of people. For example, when working with a B2B business, a marketer might want to target messages to people with certain job titles who work at businesses of a certain size. With B2C sales, a retailer might want to segment their lists to give special offers to people who have spent a certain amount of money with the company or send product recommendations to people who live in certain locations.

Building and maintaining a contact database

There’s no easy way around it: Building a high-quality database of contacts takes time. Marketing automation should come into play once you already have a fairly sizeable database of contacts to work with, but you will need to keep adding new names to that database on a regular basis.

One of the most effective ways to build a database of highly qualified contacts is by creating informative content. Blog content is great for providing high-level information, and it helps businesses build trust and establish themselves as an authority in their field. On the other hand, things like whitepapers and e-books are best for attracting people who want more in-depth information on a subject and are more inclined to be interested in what a business is offering, which is why those types of content are usually gated. With gated content, a person’s contact information is essentially the price of accessing the content.

For businesses that offer a service, free trials are an excellent way to get contact information since the people who sign up for them are obviously interested in what’s being offered.

Just say “no” to purchased lists

Whatever you do, don’t be tempted to buy a list of contacts. Purchased lists may give you a quick boost up front, but they’ll work against you in the long run.

First of all, high-quality lists of contacts aren’t for sale. The kinds of lists you can buy or rent are typically full of invalid and abandoned email addresses. Even if a person actually does see your message, they likely either won’t be interested or will be skeptical about doing business with a company they’re not familiar with.

If you were to start sending messages to a list full of contacts of questionable quality, you’ll most likely end up with high bounce rates, lots of unsubscriptions, low open rates, and a whole lot of abuse reports. Email service providers pay attention to those sorts of metrics and if they start seeing them on a regular basis, they’ll view you as a spammer, which will only make it harder for you to get your message to more qualified leads once you have them.

Best practices for marketing automation messaging

Get to the point

Make your point quickly and make it clear. We all have a limited amount of time each day and one thing people have little patience for is long messages. People just want to know what’s in it for them. How would your product or service solve their problem? What’s unique about what you’re offering?

Keep it active

By implementing marketing automation strategies, you’re trying to keep people engaged. Therefore, your messages should be written in an active tone and encourage recipients to take some kind of action, whether it’s downloading a whitepaper, reading a blog post, watching a video, or making a purchase.

Remember where people are in the process

Don’t forget that some types of content will be more appealing than others depending on where a person is in the conversion funnel. People who are just starting to learn more about a company or product are not going to be happy if they get hit with a hard sell, but highly promotional content could potentially be effective on someone further down in the conversion funnel.

Avoid looking spammy

When used correctly, marketing automation is not spam — we’ll talk more about why that is in just a little bit. But don’t give your contacts the wrong impression. Certain things will always look spammy, such as typing in all capital letters, overusing the color red, and using too many links in the body of the message. If you’re going to use symbols in your subject lines or messages, don’t use too many of them. Avoid using words known to trigger spam filters.

If you’re unfamiliar with the CAN-SPAM Act, take some time to learn about what it means for your campaign. Subject lines need to be accurate and not misleading. Companies that send marketing messages through email need to provide a physical mailing address. (PO box addresses are allowed.) You also need to provide an unsubscribe option in all messages and make sure all opt-out requests are honored as soon as possible.

Hone your list

Bigger isn’t always better when it comes to contact lists. One of the key goals for marketing automation is to get your message to precisely the right people. Pay close attention to your metrics so you know who your most qualified leads are and get rid of the ones who aren’t responding anymore. You’re better off with a smaller list of highly qualified leads than with a large list of contacts who don’t care. If it’s been months since a person last opened a message from you, just remove them from your list and focus more on the leads who are more interested.

Misconceptions about marketing automation

It’s impersonal

When done correctly, marketing automation can and should feel personal. In all fairness, it’s easy to understand how people get the wrong impression here — after all, the word “automation” is usually associated with things like computerization and robots. But for a marketing automation strategy to be successful, there needs to be a human touch behind it. Marketing automation simply makes it easier for you to get your message out there. It’s up to you to come up with content that will appeal to people and to create the strategy for getting it out there.

It’s spam

We all know how obnoxious spam is — marketers included. Marketers also understand how ineffective it is. While spam is an unsolicited message promoting something irrelevant to the vast majority of its recipients, the goal of marketing automation is to deliver highly relevant messages to users who clearly express an interest in it.

Unlike spam, marketing automation also frequently involves non-promotional content. Marketing automation messages absolutely can be promotional in nature, but ultimately, the goal is to foster positive relationships by offering something of value — and that doesn’t always involve a hard sell.

You can set it and forget it

This is another case where the word “automation” can give the wrong impression. When you think of something being automated, it’s easy to think you can just set it up, sit back, and let it run on its own. In reality, marketing automation is anything but a hands-off process. Marketing automation needs constant attention and refinement to make sure it’s as successful as possible. Many people use the A/B testing functionality of marketing automation software to run ongoing tests to see which sorts of content, subject lines, design variations, and CTAs people best respond to.

It’s just email marketing

Email is a significant part of marketing automation, but marketing automation isn’t just a new name for email marketing.

First of all, the types of messages involved in basic email marketing and marketing automation are distinctly different. When most people think of email marketing, they’re thinking of broad email blasts that go out to an entire list of contacts, but that’s just what you’re trying to avoid doing with marketing automation. Marketing automation messages are much more fine-tuned to a user’s interests and needs. Although basic email marketing programs do allow for some list segmentation, marketing automation programs allow you to get much more hyper-segmented.

Basic email marketing and marketing automation programs also offer different functionality and insights. While regular email marketing platforms give some basic information about how people interact with your message, marketing automation programs offer more measurable, in-depth insights.

While marketing automation offers a lot of benefits, it’s not going to be an ideal solution for all businesses. For some types of businesses, basic email marketing is all they really need. Studies have shown that marketers often feel like marketing automation software isn’t worth the investment, but many marketers also fail to use it to its full potential or businesses try using it before they have a large enough database of contacts to truly make it worthwhile. Before using marketing automation, the key things to consider are whether or not you have the time and resources to dedicate to training on the software so they can use it to its full potential.

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Optimizing Sites for Featured Snippets with Q&A Content [Case Study]

Posted by NickRebuildGroup

Ranking near the top of the SERPs for short-tail keywords in competitive business verticals can be extremely difficult. Wikipedia, Dictionary.com, and similar sites have the market cornered on ranking at the top of search results. Even if you manage to rank in the first position, there are featured snippets, ads, map packs, and other SERP layouts that are dominating the space as well.

Because short-tail keywords have such broad search intents, it’s in the search engine’s best interest to try and answer questions directly in SERPs. That is the intent of featured snippets. If a search engine is able to answer a user’s query without them leaving the results page, they believe that delivers the best result. And the proliferation of featured snippets is only beginning. According to Search Engine Land, 19.45% of queries will display rich answers (a form of featured snippets) in Google.

A search for “what is orthodontics” in an incognito Google Chrome window displayed the following featured snippet:

orthodontics Google Search.png

This search result satisfies at least one large search intent: “What is orthodontics?” I use this as an example because my agency and I had been trying to get a client to rank for this keyword for some time. They were a dental practice with locations across the US that offered both orthodontic and general dental procedures. We had optimized their locations for their orthodontic procedures, but we wanted to get their non-localized service pages to rank as well in order to draw new patients that may be in the beginning stages of looking for a new orthodontist. But without a local qualifier, it was difficult to get the pages to rank for the short-tail searches.

After a year and change of writing, optimizing, re-writing, and re-optimizing the content — all while building links — we weren’t getting any movement with our organic rankings. It seemed that business websites were not meant to rank for these short-tail keywords. Content creators have long lamented that featured snippets don’t attribute where the content in the SERP comes from, thus leaching traffic away from the site.

We believed that rich snippets in SERPs would become more prominent — especially with mobile and voice search on the rise — and that, even without proper attribution, it would benefit our client to appear in these types of search results, especially if we were able to rank in long-tail, question-oriented searches. If we could rank in a featured snippet, where a potential consumer was asking a question about a service that we provide, it would benefit us to answer that question for them. Not only would we achieve the coveted “zero position,” we would position our client as authorities in their vertical, potentially increasing conversions.

With this in mind, we began developing the strategy that would ultimately lead us to ranking in featured snippet searches.

Q&A content

Question and answer content on websites is fairly standard. Many companies will place Frequently Asked Questions (FAQ) content on their sites to help users with any questions they may have instead of answering them directly. Noting the prevalence of featured snippets in SERPs, we used the Q&A format to create new content to find out: a) could we rank for these queries? and b) would it benefit our client to rank in these queries?

Research & content creation

Using SEMRush, we conducted keyword research to find long-tail keywords with high monthly search volumes. Some of the phrases we decided to create the content around were “how long does it take to put on braces,” “how much does Invisalign cost without insurance,” and other similar queries. We also asked our client’s call team and Livechat correspondents to send us the most-asked questions they receive about orthodontics. The questions that the internal teams provided were primarily about pricing and insurance. This information was vital for our new Q&A content, as it allowed us to create answers we knew our users were looking for.

While researching current featured snippets, we gleaned that the content must emphasize the answer, not the answerer. Meaning, the content needed to be straightforward and answer the query without any marketing fluff. We ensured that our headers included the targeted keyword, along with the title tags. Once the content was created, we placed each question in the main navigation bar on the site, with each one leading to a separate landing page.

Link building

As most SEOs will tell you, backlinks are still a very important ranking factor. It was our belief that building links to our new Q&A content would be essential in ensuring that it ranked well. We built links exclusively via sites like Quora and Reddit, the idea being that these are places where people are already asking questions that we can answer as experts, while linking back to our site. In order to avoid spamming, we limited the number of links that we built per month.

Results

After a year of collecting data, we can confidently say that not only were we successful in getting the site to rank for a featured snippet, but traffic to the orthodontics content increased by 46.10%, conversions from the content increased by 235%, and the conversion rate increased by 129.30%.

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Organic sessions to the orthodontic Q&A content

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Organic conversions from orthodontic Q&A content

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Organic conversion rate from orthodontic Q&A content

The results were even more striking on mobile, where traffic increased by 91.46%, conversions increased by 322.22%, and conversion rate increased by 120.53%.

CaseStudyPublication-Graphs4.jpg

Mobile organic sessions to the orthodontic Q&A content

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Mobile organic conversions from orthodontic Q&A content

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Mobile organic conversion rate from orthodontic Q&A content

Measurement method

For this study we only looked at organic and mobile organic traffic. We also only looked at traffic that landed on our site via the orthodontics content (meaning we only measured users that entered the site via one of the orthodontics pages from an organic source).

Attention metrics

It should be noted that this implementation was not successful in every facet. One of the most important goals for new content is making sure that users engage with it. And at Rebuild Group, we normally measure content engagement through attention metrics: pages/session, average time on site, bounce rate, etc.

Upon collecting the data, we noticed that all attention metrics decreased year over year. Our hypothesis is that because the content is both meant to answer a question and is easily digestible, users were more likely to leave the site after their question was answered. It explains why traffic, conversions, and conversion rate increased so much year over year and attention metrics decreased.

Rankings

Most important to this experiment, we were able to have our site rank in the first position — or zero position — in search results for the query “how long do you wear invisalign a day,” while also ranking on the first page (though not the first position) for other Q&A orthodontic terms.

how long do you wear invisalign a day 3:14:17.png

We started ranking in the first position for this term in mid-January, though we lost the ranking shortly thereafter. We began to consistently rank in the first position in March and are still ranked there as of this writing.

Our belief is that by simply answering the question and including the keyword in crawlable parts of the content, we were able to rank in the first position for one of our targeted Q&A phrases, resulting in a featured snippet.

Conversions

Conversions were measured as the number of contact form submissions sent during sessions where a user entered the site via the orthodontic content. As mentioned above, conversions and conversion rates for all organic and mobile organic traffic increased greatly year over year. However, the effects were not seen until 9 months into the experiment.

When the traffic was measured at 90 and 180 days, organic traffic to the new content was steadily increasing overall and via mobile devices, but conversions and conversion rate had not gone up compared to the previous year. It wasn’t until 270 days in, when we first ranked in the featured snippet SERP, that conversions began to increase.

CaseStudyPublication-Graphs7.jpg

Organic traffic to the orthodontic Q&A content

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Organic conversions from orthodontic Q&A content

Once we were consistently ranking in the first position for a featured snippet SERP, while also ranking on the first page of SERPs for other queries, our conversions and conversion rates began to greatly increase.

Google Home

As stated earlier, voice search is on the rise. Once we were able to rank as a featured snippet in a targeted SERP, we wanted to see if that featured snippet would affect how Google Home provided an answer to the targeted query:

*Note: This video was recorded on my phone, so the quality is not the best. You may need to turn up your volume to hear the question and answer.

As you can see, Google Home clearly attributes the answer to our client, answers the question, and then sends the user to the Home App, where the answer is again shown:

IMG_1667.PNG

From there they can click through to the site on their mobile device:

IMG_1668.PNG

In the end we drew a strong correlation between the implementation of the Q&A orthodontics content, ranking highly in rich snippet SERPs, and increased conversions and conversion rates. But like all things SEO, there are no definites when implementing this kind of strategy. We implemented content that drove users to a site that offered services they were looking for. Someone searching “how to boil water” is not likely looking to buy new pots and pans. Ultimately, it’s important to know what your users are looking for and cater to their searches. Once you’re able to answer their questions with simple, to-the-point content, the rest is easy.

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Is the New, Most Powerful Ranking Factor "Searcher Task Accomplishment?" – Whiteboard Friday

Posted by randfish

Move over, links, content, and RankBrain — there’s a new ranking factor in town, and it’s a doozy. All kidding aside, the idea of searcher task accomplishment is a compelling argument for how we should be optimizing our sites. Are they actually solving the problems searchers seek answers for? In today’s Whiteboard Friday, Rand explains how searcher task accomplishment is what Google ultimately looks for, and how you can keep up.

Searcher Task Accomplishment

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week, we’re chatting about a new Google ranking factor.

Now, I want to be clear. This is not something that’s directly in Google’s algorithm for sure. It’s just that they’re measuring a lot of things that lead us to this conclusion. This is essentially what Google is optimizing toward with all of their ranking signals, and therefore it’s what SEOs nowadays have to think about optimizing for with our content. And that is searcher task accomplishment.

So what do I mean by this? Well, look, when someone does a search like “disinfect a cut,” they’re trying to actually accomplish something. In fact, no matter what someone is searching for, it’s not just that they want a set of results. They’re actually trying to solve a problem. For Google, the results that solve that problem fastest and best and with the most quality are the ones that they want to rank.

In the past, they’ve had to do all sorts of algorithms to try and get at this from obtuse angles. But now, with a lot of the work that they’re doing around measuring engagement and with all of the data that’s coming to them through Chrome and through Android, they’re able to get much, much closer to what is truly accomplishing the searcher’s task. That’s because they really want results that satisfy the query and fulfill the searcher’s task.

So pretty much every — I’m excluding navigational searches — but every informational and transactional type of search — I mean, navigational, they just want to go to that website — but informational and transactional search query is basically this. It’s I have an expression of need. That’s what I’m telling Google. But behind that, there’s a bunch of underlying goals, things that I want to do. I want to know information. I want to accomplish something. I want to complete an activity.

When I do that, when I perform my search, I have this sort of evaluation of results. Is this going to help me do what I want? Then I choose one, and then I figure out whether that result actually helps me complete my task. If it does, I might have discovery of additional needs around that, like once you’ve answered my disinfect a cut, now it’s, okay, now I kind of want to know how to prevent an infection, because you described using disinfectant and then you said infections are real scary. So let me go look up how do I prevent that from happening. So there’s that discovery of additional needs. Or you decide, hey, this did not help me complete my task. I’m going to go back to evaluation of results, or I’m going to go back to my expression of need in the form of a different search query.

That’s what gives Google the information to say, “Yes, this result helped the searcher accomplish their task,” or, “No, this result did not help them do it.”

Some examples of searcher task accomplishment

This is true for a bunch of things. I’ll walk you through some examples.

If I search for how to get a book published, that’s an expression of need. But underlying that is a bunch of different goals like, well, you’re going to be asking about like traditional versus self-publishing, and then you’re going to want to know about agents and publishers and the publishing process and the pitch process, which is very involved. Then you’re going to get into things like covers and book marketing and tracking sales and all this different stuff, because once you reach your evaluation down here and you get into discovery of additional needs, you find all these other things that you need to know.

If I search for “invest in Ethereum,” well maybe I know enough to start investing right away, but probably, especially recently because there’s been a ton of search activity around it, I probably need to understand: What the heck is the blockchain and what is cryptocurrency, this blockchain-powered currency system, and what’s the market for that like, and what has it been doing lately, and what’s my purchase process, and where can I actually go to buy it, and what do I have to do to complete that transaction?

If I search for something like “FHA loans,” well that might mean I’m in the mindset of thinking about real estate. I’m buying usually my first house for an FHA loan, and that means that I need to know things about conditions by region and the application process and what are the providers in my area and how can I go apply, all of these different things.

If I do a search for “Seattle event venues,” well that means I’m probably looking for a list of multiple event venues, and then I need to narrow down my selection by the criteria I care about, like region, capacity, the price, the amenities. Then once I have all that, I need contact information so that I can go to them.

In all of these scenarios, Google is going to reward the results that help me accomplish the task, discover the additional needs, and solve those additional needs as well, rather than the ones that maybe provide a slice of what I need and then make me go back to the search results and choose something else or change my query to figure out more.

Google is also going to reward, and you can see this in all these results, they’re going to reward ones that give me all the information I need, that help me accomplish my task before they ask for something in return. The ones that are basically just a landing page that say, “Oh yeah, Seattle event venues, enter your email address and all this other information, and we’ll be in touch with a list of venues that are right for you.” Yeah, guess what? It doesn’t matter how many links you have, you are not ranking, my friends.

That is so different from how it used to be. It used to be that you could have that contact form. You could have that on there. You could not solve the searcher’s query. You could basically be very conversion rate-focused on your page, and so long as you could get the right links and the right anchor text and use the right keywords on the page, guess what? You could rank. Those days are ending. I’m not going to say they’re gone, but they are ending, and this new era of searcher task accomplishment is here.

Challenge: The conflict between SEO & CRO

There’s a challenge. I want to be totally up front that there is a real challenge and a problem between this world of optimizing for searcher task accomplishment and the classic world of we want our conversions. So the CRO in your organization, which might be your director of marketing or it might be your CEO, or maybe if your team is big enough, you might have a CRO specialist, conversation rate optimization specialist, on hand. They’re thinking, “Hey, I need the highest percent of form completions possible.”

So when someone lands on this page, I’m trying to get from two percent to four percent. How do we get four percent of people visiting this page to complete the form? That means removing distractions. That means not providing information up front. That means having a great teaser that says like, “Hey, we can give this to you, and here are testimonials that say we can provide this information. But let’s not give it right up front. Don’t give away the golden goose, my friend. We want these conversions. We need to get our qualified leads into the funnel,” versus the SEO, who today has to think about, “How do I get searchers to accomplish their task without friction?” This lead capture form, that’s friction.

So every organization, I think, needs to decide which way they’re going to go. Are they going to go for basically long-term SEO, which is I’m going to solve the searcher’s task, and then I’m going to figure out ways later to monetize and to capture value? Or am I going to basically lose out in the search results to people who are willing to do this and go this route instead and drive traffic from other sources? Maybe I’ll rank with different pages and I’ll send some people here, or maybe I will pay for my traffic, or I’ll try and do some barnacle SEO and get links from people who do rank up top there, but I won’t do it directly myself. This is a choice we all have.

How do we nail searcher task accomplishment?

All right. So how do you do this? Let’s say you’ve gone the SEO path. You’ve decided, “Yes, Rand, I’m in. I want to help the searcher accomplish their task. I recognize that I’m going to have to be willing to sacrifice some conversion rate optimization.” Well, there are two things here.

1. Gain a deep understanding of what drives searchers to search.

2. What makes some searchers come away unsatisfied.

Once they’ve performed this query, why do they click the back button? Why do they choose a different result? Why do they change their query to something else? There are ways we can figure out both of these.

To help with number 1 try:

Some of the best things that you can do are talk to people who actually have those problems and who are actually performing those searches or have performed them through…

  • Interviews
  • Surveys

I will provide you with a link to a document that I did around specifically how to get a book published. I did a survey that I ran that looked at searcher task accomplishment and what people hoped that content would have for them, and you can see the results are quite remarkable. I’ll actually embed my presentation on searcher task accomplishment in this Whiteboard Friday and make sure to link to that as well.

  • In-person conversations, and powerful things can come out of those that you wouldn’t get through remote or through email.
  • You can certainly look at competitors. So check out what your competitors are saying and what they’re doing that you may not have considered yet.
  • You can try putting yourself in your searcher’s shoes.

What if I searched for disinfect a cut? What would I want to know? What if I searched for FHA loans? I’m buying a house for the first time, what am I thinking about? Well, I’m thinking about a bunch of things. I’m thinking about price and neighborhood and all this. Okay, how do I accomplish all that in my content, or at least how do I provide navigation so that people can accomplish all that without having to go back to the search results?

To help with number 2 try:

Understanding what makes those searchers come away unsatisfied.

  • Auto-suggest and related searches are great. In fact, related searches, which are at the very bottom of the page in a set of search results, are usually searches people performed after they performed the initial search. I say usually because there can be some other things in there. But usually someone who searched for FHA loans then searches for jumbo loans or 30-year fixed loans or mortgage rates or those kinds of things. That’s the next step. So you can say, “You know what? I know what you want next. Let me go help you.” Auto-suggest related searches, those are great for that.
  • Internal search analytics for people who landed on a page and performed a site search or clicked on a Next link on your site. What did they want to do? Where did they want to go next? That helps tell you what those people need.
  • Having conversations with those who only got partway through your funnel. So if you have a lead capture at some point or you collect email at some point, you can reach out to people who initially came to you for a solution but didn’t get all the way through that process and talk to them.
  • Tracking the SERPs and watching who rises vs falls in the rankings. Finally, if you track the search results, generally speaking what we see here at Moz, what I see for almost all the results I’m tracking is that more and more people who do a great job of this, of searcher task accomplishment, are rising in the rankings, and the folks who are not are falling.

So over time, if you watch those in your spaces and do some rank tracking competitively, you can see what types of content is helping people accomplish those tasks and what Google is rewarding.

That said, I look forward to your comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Why We Can’t Do SEO WIthout CRO from Rand Fishkin

Video transcription by Speechpad.com

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"SEO Is Always Changing"… Or Is It?: Debunking the Myth and Getting Back to Basics

Posted by bridget.randolph

Recently I made the shift to freelancing full-time, and it’s led me to participate in a few online communities for entrepreneurs, freelancers, and small business owners. I’ve noticed a trend in the way many of them talk about SEO; specifically, the blocks they face in attempting to “do SEO” for their businesses. Again and again, the concept that “SEO is too hard to stay on top of… it’s always changing” was being stated as a major reason that people feel a) overwhelmed by SEO; b) intimidated by SEO; and c) uninformed about SEO.

And it’s not just non-SEOs who use this phrase. The concept of “the ever-changing landscape of SEO” is common within SEO circles as well. In fact, I’ve almost certainly used this phrase myself.

But is it actually true?

To answer that question, we have to separate the theory of search engine optimization from the various tactics which we as SEO professionals spend so much time debating and testing. The more that I work with smaller businesses and individuals, the clearer it becomes to me that although the technology is always evolving and developing, and tactics (particularly those that attempt to trick Google rather than follow their guidelines) do need to adapt fairly rapidly, there are certain fundamentals of SEO that change very little over time, and which a non-specialist can easily understand.

The unchanging fundamentals of SEO

Google’s algorithm is based on an academia-inspired model of categorization and citations, which utilizes keywords as a way to decipher the topic of a page, and links from other sites (known as “backlinks”) to determine the relative authority of that site. Their method and technology keeps getting more sophisticated over time, but the principles have remained the same.

So what are these basic principles?

It comes down to answering the following questions:

  1. Can the search engine find your content? (Crawlability)
  2. How should the search engine organize and prioritize this content? (Site structure)
  3. What is your content about? (Keywords)
  4. How does the search engine know that your content provides trustworthy information about this topic? (Backlinks)

If your website is set up to help Google and other search engines answer these 4 questions, you will have covered the basic fundamentals of search engine optimization.

There is a lot more that you can do to optimize in all of these areas and beyond, but for businesses that are just starting out and/or on a tight budget, these are the baseline concepts you’ll need to know.

Crawlability

You could have the best content in the world, but it won’t drive any search traffic if the search engines can’t find it. This means that the crawlability of your site is one of the most important factors in ensuring a solid SEO foundation.

In order to find your content and rank it in the search results, a search engine needs to be able to:

  1. Access the content (at least the pages that you want to rank)
  2. Read the content

This is primarily a technical task, although it is related to having a good site structure (the next core area). You may need to adapt the code, and/or use an SEO plugin if your site runs on WordPress.

For more in-depth guides to technical SEO and crawlability, check out the following posts:

Site structure

In addition to making sure that your content is accessible and crawlable, it’s also important to help search engines understand the hierarchy and relative importance of that content. It can be tempting to think that every page is equally important to rank, but failing to structure your site in a hierarchical way often dilutes the impact of your “money” pages. Instead, you should think about what the most important pages are, and structure the rest of your site around these.

When Google and other search engine crawlers visit a site, they attempt to navigate to the homepage; then click on every link. Googlebot assumes that the pages it sees the most are the most important pages. So when you can reach a page with a single click from the homepage, or when it is linked to on every page (for example, in a top or side navigation bar, or a site footer section), Googlebot will see those pages more, and will therefore consider them to be more important. For less important pages, you’ll still need to link to them from somewhere for search engines to be able to see them, but you don’t need to emphasize them quite as frequently or keep them as close to the homepage.

The main question to ask is: Can search engines tell what your most important pages are, just by looking at the structure of your website? Google’s goal is to to save users steps, so the easier you make it for them to find and prioritize your content, the more they’ll like it.

For more in-depth guides to good site structure, check out the following posts:

Keywords

Once the content you create is accessible to crawlers, the next step is to make sure that you’re giving the search engines an accurate picture of what that content is about, to help them understand which search queries your pages would be relevant to. This is where keywords come into the mix.

We use keywords to tell the search engine what each page is about, so that they can rank our content for queries which are most relevant to our website. You might hear advice to use your keywords over and over again on a page in order to rank well. The problem with this approach is that it doesn’t always create a great experience for users, and over time Google has stopped ranking pages which it perceives as being a poor user experience.

Instead, what Google is looking for in terms of keyword usage is that you:

  1. Answer the questions that real people actually have about your topic
  2. Use the terminology that real people (specifically, your target audience) actually use to refer to your topic
  3. Use the term in the way that Google thinks real people use it (this is often referred to as “user intent” or “searcher intent”).

You should only ever target one primary keyword (or phrase) per page. You can include “secondary” keywords, which are related to the primary keyword directly (think category vs subcategory). I sometimes see people attempting to target too many topics with a single page, in an effort to widen the net. But it is better to separate these out so that there’s a different page for each different angle on the topic.

The easiest way to think about this is in physical terms. Search engines’ methods are roughly based on the concept of library card catalogs, and so we can imagine that Google is categorizing pages in a similar way to a library using the Dewey decimal system to categorize books. You might have a book categorized as Romance, subcategory Gothic Romance; but you wouldn’t be able to categorize it as Romance and also Horror, even though it might be related to both topics. You can’t have the same physical book on 2 different shelves in 2 different sections of the library. Keyword targeting works the same way: 1 primary topic per page.

For more in-depth guides to keyword research and keyword targeting, check out the following posts:

Backlinks

Another longstanding ranking factor is the number of links from other sites to your content, known as backlinks.

It’s not enough for you to say that you’re the expert in something, if no one else sees it that way. If you were looking for a new doctor, you wouldn’t just go with the guy who says “I’m the world’s best doctor.” But if a trusted friend told you that they loved their doctor and that they thought you’d like her too, you’d almost certainly make an appointment.

When other websites link to your site, it helps to answer the question: “Do other people see you as a trustworthy resource?” Google wants to provide correct and complete information to people’s queries. The more trusted your content is by others, the more that indicates the value of that information and your authority as an expert.

When Google looks at a site’s backlinks, they are effectively doing the same thing that humans do when they read reviews and testimonials to decide which product to buy, which movie to see, or which restaurant to go to for dinner. If you haven’t worked with a product or business, other people’s reviews point you to what’s good and what’s not. In Google’s case, a link from another site serves as a vote of confidence for your content.

That being said, not all backlinks are treated equally when it comes to boosting your site’s rankings. They are weighted differently according to how Google perceives the quality and authority of the site that’s doing the linking. This can feel a little confusing, but when you think about it in the context of a recommendation, it becomes a lot easier to understand whether the backlinks your site is collecting are useful or not. After all, think about the last time you saw a movie. How did you choose what to see? Maybe you checked well-known critics’ reviews, checked Rotten Tomatoes, asked friends’ opinions, looked at Netflix’s suggestions list, or saw acquaintances posting about the film on social media.

When it comes to making a decision, who do you trust? As humans, we tend to use an (often unconscious) hierarchy of trust:

  1. Personalized recommendation: Close friends who know me well are most likely to recommend something I’ll like;
  2. Expert recommendation: Professional reviewers who are authorities on the art of film are likely to have a useful opinion, although it may not always totally match my personal taste;
  3. Popular recommendation: If a high percentage of random people liked the movie, this might mean it has a wide appeal and will likely be a good experience for me as well;
  4. Negative association: If someone is raving about a movie on social media and I know that they’re a terrible human with terrible taste… well, in the absence of other positive signals, that fact might actually influence me not to see the movie.

To bring this back to SEO, you can think about backlinks as the SEO version of reviews. And the same hierarchy comes into play.

  1. Personalized/contextual recommendation: For local businesses or niche markets, very specific websites like a local city’s tourism site, local business directory or very in-depth, niche fan site might be the equivalent of the “best friend recommendation”. They may not be an expert in what everyone likes, but they definitely know what works for you as an individual and in some cases, that’s more valuable.
  2. Expert recommendation: Well-known sites with a lot of inherent trust, like the BBC or Harvard University, are like the established movie critics. Broadly speaking they are the most trustworthy, but possibly lacking the context for a specific person’s needs. In the absence of a highly targeted type of content or service, these will be your strongest links.
  3. Popular recommendation: All things being equal, a lot of backlinks from a lot of different sites is seen as a signal that the content is relevant and useful.
  4. Negative association: Links that are placed via spam tactics, that you buy in bulk, or that sit on sites that look like garbage, are the website equivalent of that terrible person whose recommendation actually turns you off the movie.

If a site collects too many links from poor-quality sites, it could look like those links were bought, rather than “earned” recommendations (similar to businesses paying people to write positive reviews). Google views the buying of links as a dishonest practice, and a way of gaming their system, and therefore if they believe that you are doing this intentionally it may trigger a penalty. Even if they don’t cause a penalty, you won’t gain any real value from poor quality links, so they’re certainly not something to aim for. Because of this, some people become very risk-averse about backlinks, even the ones that came to them naturally. But as long as you are getting links from other trustworthy sources, and these high quality links make up a substantially higher percentage of your total, having a handful of lower quality sites linking to you shouldn’t prevent you from benefiting from the high quality ones.

For more in-depth guides to backlinks, check out the following posts:

Theory of Links

Getting More Links

Mitigating Risk of Links

Does anything about SEO actually change?

If SEO is really this simple, why do people talk about how it changes all the time? This is where we have to separate the theory of SEO from the tactics we use as SEO professionals to grow traffic and optimize for better rankings.

The fundamentals that we’ve covered here — crawlability, keywords, backlinks, and site structure — are the theory of SEO. But when it comes to actually making it work, you need to use tactics to optimize these areas. And this is where we see a lot of changes happening on a regular basis, because Google and the other search engines are constantly tweaking the way the algorithm understands and utilizes information from those four main areas in determining how a site’s content should rank on a results page.

The important thing to know is that, although the tactics which people use will change all the time, the goal for the search engine is always the same: to provide searchers with the information they need, as quickly and easily as possible. That means that whatever tactics and strategies you choose to pursue, the important thing is that they enable you to optimize for your main keywords, structure your site clearly, keep your site accessible, and get more backlinks from more sites, while still keeping the quality of the site and the backlinks high.

The quality test (EAT)

Because Google’s goal is to provide high-quality results, the changes that they make to the algorithm are designed to improve their ability to identify the highest quality content possible. Therefore, when tactics stop working (or worse, backfire and incur penalties), it is usually related to the fact that these tactics didn’t create high-quality outputs.

Like the fundamentals of SEO theory which we’ve already covered, the criteria that Google uses to determine whether a website or page is good quality haven’t changed all that much since the beginning. They’ve just gotten better at enforcing them. This means that you can use these criteria as a “sniff test” when considering whether a tactic is likely to be a sustainable approach long-term.

Google themselves refer to these criteria in their Search Quality Rating Guidelines with the acronym EAT, which stands for:

  • Expertise
  • Authoritativeness
  • Trustworthiness

In order to be viewed as high-quality content (on your own site) or a high-quality link (from another site to your site), the content needs to tick at least one of these boxes.

Expertise

Does this content answer a question people have? Is it a *good* answer? Do you have a more in-depth degree of knowledge about this topic than most people?

This is why you will see people talk about Google penalizing “thin” content — that just refers to content which isn’t really worth having on its own page, because it doesn’t provide any real value to the reader.

Authority

Are you someone who is respected and cited by others who know something about this topic?

This is where the value of backlinks can come in. One way to demonstrate that you are an authority on a topic is if Google sees a lot of other reputable sources referring to your content as a source or resource.

Trust

Are you a reputable person or business? Can you be trusted to take good care of your users and their information?

Because trustworthiness is a factor in determining a site’s quality, Google has compiled a list of indicators which might mean a site is untrustworthy or spammy. These include things like a high proportion of ads to regular content, behavior that forces or manipulates users into taking actions they didn’t want to take, hiding some content and only showing it to search engines to manipulate rankings, not using a secure platform to take payment information, etc.

It’s always the same end goal

Yes, SEO can be technical, and yes, it can change rapidly. But at the end of the day, what doesn’t change is the end goal. Google and the other search engines make money through advertising, and in order to get more users to see (and click on) their ads, they have to provide a great user experience. Therefore, their goal is always going to be to give the searchers the best information they can, as easily as they can, so that people will keep using their service.

As long as you understand this, the theory of SEO is pretty straightforward. It’s just about making it easy for Google to answer these questions:

  1. What is your site about?
    1. What information does it provide?
    2. What service or function does it provide?
  2. How do we know that you’ll provide the best answer or product or service for our users’ needs?
  3. Does your content demonstrate Expertise, Authoritativeness, and/or Trustworthiness (EAT)?

This is why the fundamentals have changed so little, despite the fact that the industry, technology and tactics have transformed rapidly over time.

A brief caveat

My goal with this post is not to provide step-by-step instruction in how to “do SEO,” but rather to demystify the basic theory for those who find the topic too overwhelming to know where to start, or who believe that it’s too complicated to understand without years of study. With this goal in mind, I am intentionally taking a simplified and high-level perspective. This is not to dismiss the importance of an SEO expert in driving strategy and continuing to develop and maximize value from the search channel. My hope is that those business owners and entrepreneurs who currently feel overwhelmed by this topic can gain a better grasp on the way SEO works, and a greater confidence and ease in approaching their search strategy going forward.

I have provided a few in-depth resources for each of the key areas — but you will likely want to hire a specialist or consultant to assist with analysis and implementation (certainly if you want to develop your search strategy beyond simply the “table stakes” as Rand calls it, you will need a more nuanced understanding of the topic than I can provide in a single blog post).

At the end of the day, the ideas behind SEO are actually pretty simple — it’s the execution that can be more complex or simply time-consuming. That’s why it’s important to understand that theory — so that you can be more informed if and when you do decide to partner with someone who is offering that expertise. As long as you understand the basic concepts and end goal, you’ll be able to go into that process with confidence. Good luck!

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Fighting Review Spam: The Complete Guide for the Local Enterprise

Posted by MiriamEllis

It’s 105 degrees outside my office right now, and the only thing hotter in this summer of 2017 is the local SEO industry’s discussion of review spam. It’s become increasingly clear that major review sites represent an irresistible temptation to spammers, highlighting systemic platform weaknesses and the critical need for review monitoring that scales.

Just as every local brand, large and small, has had to adjust to the reality of reviews’ substantial impact on modern consumer behavior, competitive businesses must now prepare themselves to manage the facts of fraudulent sentiment. Equip your team and clients with this article, which will cover every aspect of review spam and includes a handy list for reporting fake reviews to major platforms.

What is review spam?

A false review is one that misrepresents either the relationship of the reviewer to the business, misrepresents the nature of the interaction the reviewer had with the business, or breaks a guideline. Examples:

  • The reviewer is actually a competitor of the business he is reviewing; he’s writing the review to hurt a competitor and help himself
  • The reviewer is actually the owner, an employee, or a marketer of the business he is reviewing; he’s falsifying a review to manipulate public opinion via fictitious positive sentiment
  • The reviewer never had a transaction with the business he is reviewing; he’s pretending he’s a customer in order to help/hurt the business
  • The reviewer had a transaction, but is lying about the details of it; he’s trying to hurt the company by misrepresenting facts for some gain of his own
  • The reviewer received an incentive to write the review, monetary or otherwise; his sentiment stems from a form of reward and is therefore biased
  • The reviewer violates any of the guidelines on the platform on which he’s writing his review; this could include personal attacks, hate speech or advertising

All of the above practices are forbidden by the major review platforms and should result in the review being reported and removed.

What isn’t review spam?

A review is not spam if:

  • It’s left directly by a genuine customer who experienced a transaction
  • It represents the facts of a transaction with reasonable, though subjective, accuracy
  • It adheres to the policies of the platform on which it’s published

Reviews that contain negative (but accurate) consumer sentiment shouldn’t be viewed as spam. For example, it may be embarrassing to a brand to see a consumer complain that an order was filled incorrectly, that an item was cold, that a tab was miscalculated or that a table was dirty, but if the customer is correctly cataloging his negative experience, then his review isn’t a misrepresentation.

There’s some inherent complexity here, as the brand and the consumer can differ widely in their beliefs about how satisfying a transaction may have been. A restaurant franchise may believe that its meals are priced fairly, but a consumer can label them as too expensive. Negative sentiment can be subjective, so unless the reviewer is deliberately misrepresenting facts and the business can prove it, it’s not useful to report this type of review as spam as it’s unlikely to be removed.

Why do individuals and businesses write spam reviews?

Unfortunately, the motives can be as unpleasant as they are multitudinous:

Blackmail/extortion

There’s the case of the diner who was filmed putting her own hair in her food in hopes of extorting a free meal under threat of negative reviews as a form of blackmail. And then there’s blackmail as a business model, as this unfortunate business reported to the GMB forum after being bulk-spammed with 1-star reviews and then contacted by the spammer with a demand for money to raise the ratings to 5-stars.

Revenge

The classic case is the former employee of a business venting his frustrations by posing as a customer to leave a highly negative review. There are also numerous instances of unhappy personal relationships leading to fake negative reviews of businesses.

Protest or punishment

Consumer sentiment may sometimes appear en masse as a form of protest against an individual or institution, as the US recently witnessed following the election of President Trump and the ensuing avalanche of spam reviews his various businesses received.

It should be noted here that attempting to shame a business with fake negative reviews can have the (likely undesirable) effect of rewarding it with high local rankings, based on the sheer number of reviews it receives. We saw this outcome in the infamous case of the dentist who made national news and received an onslaught of shaming reviews for killing a lion.

Finally, there is the toxic reviewer, a form of Internet troll who may be an actual customer but whose personality leads them to write abusive or libelous reviews as a matter of course. While these reviews should definitely be reported and removed if they fail to meet guidelines, discussion is open and ongoing in the local SEO industry as to how to manage the reality of consumers of this type.

Ranking manipulation

The total review count of a business (regardless of the sentiment the reviews contain) can positively impact Google’s local pack rankings or the internal rankings of certain review platforms. For the sake of boosting rankings, some businesses owners review themselves, tell their employees to review their employer, offer incentives to others in exchange for reviews, or even engage marketers to hook them up to a network of review spammers.

Public perception manipulation

This is a two-sided coin. A business can either positively review itself or negatively review its competitors in an effort to sway consumer perception. The latter is a particularly prevalent form of review spam, with the GMB forum overflowing with at least 10,000 discussions of this topic. Given that respected surveys indicate that 91% of consumers now read online reviews, 84% trust them as much as personal recommendations and 86% will hesitate to patronize a business with negative reviews, the motives for gaming online sentiment, either positively or negatively, are exceedingly strong.

Wages

Expert local SEO, Mike Blumenthal, is currently doing groundbreaking work uncovering a global review spam network that’s responsible for tens or hundreds of thousands of fake reviews. In this scenario, spammers are apparently employed to write reviews of businesses around the world depicting sets of transactions that not even the most jet-setting globetrotter could possibly have experienced. As Mike describes one such reviewer:

“She will, of course, be educated at the mortuary school in Illinois and will have visited a dentist in Austin after having reviewed four other dentists … Oh, and then she will have bought her engagement ring in Israel, and then searched out a private investigator in Kuru, Philippines eight months later to find her missing husband. And all of this has taken place in the period of a year, right?”

The scale of this network makes it clear that review spam has become big business.

Lack of awareness

Not all review spammers are dastardly characters. Some small-timers are only guilty of a lack of awareness of guidelines or a lack of foresight about the potential negative outcomes of fake reviews to their brand. I’ve sometimes heard small local business owners state they had their family review their newly-opened business to “get the ball rolling,” not realizing that they were breaking a guideline and not considering how embarrassing and costly it could prove if consumers or the platform catch on. In this scenario, I try to teach that faking success is not a viable business model — you have to earn it.

Lack of consequences

Unfortunately, some of the most visible and powerful review platforms have become enablers of the review spam industry due to a lack of guideline enforcement. When a platform fails to identify and remove fake reviews, either because of algorithmic weaknesses or insufficient support staffing, spammers are encouraged to run amok in an environment devoid of consequences. For unethical parties, no further justification for manipulating online sentiment is needed than that they can “get away with it.” Ironically, there are consequences to bear for lack of adequate policing, and until they fall on the spammer, they will fall on any platform whose content becomes labeled as untrustworthy in the eyes of consumers.

What is the scope of review spam?

No one knows for sure, but as we’ve seen, the playing field ranges from the single business owner having his family write a couple of reviews on Yelp to the global network employing staff to inundate Google with hundreds of thousands of fake reviews. And, we’ve see two sides to the review spam environment:

  1. People who write reviews to help themselves (in terms of positive rankings, perception, and earnings for themselves either directly from increased visibility or indirectly via extortion, and/or in terms of negative outcomes for competitors).
  2. People who write reviews to hurt others (for the sake of revenge with little or no consequence).

The unifying motive of all forms of review spam is manipulation, creating an unfair and untrustworthy playing field for consumers, enterprises and platforms alike. One Harvard study suggests that 20% of Yelp reviews are fake, but it would be up to the major review platforms to transparently publicize the total number of spam reviews they receive. Just the segment I’ve seen as an individual local SEO has convinced me that review spam has now become an industry, just like “black hat” SEO once did.

How to spot spam reviews

Here are some basic tips:

Strange patterns:

A reviewer’s profile indicates that they’ve been in too many geographic locations at once. Or, they have a habit of giving 1-star reviews to one business and 5-star reviews to its direct competitor. While neither is proof positive of spam, think of these as possible red flags.

Strange language:

Numerous 5-star reviews that fawn on the business owner by name (e.g. “Bill is the greatest man ever to walk the earth”) may be fishy. If adulation seems to be going overboard, pay attention.

Strange timing:

Over the course of a few weeks, a business skyrockets from zero reviews to 30, 50, or 100 of them. Unless an onslaught of sentiment stems from something major happening in the national news, chances are good the company has launched some kind of program. If you suspect spam, you’ll need to research whether the reviews seem natural or could be stemming from some form of compensation.

Strange numbers:

The sheer number of reviews a business has earned seems inconsistent with its geography or industry. Some business models (restaurants) legitimately earn hundreds of reviews each year on a given platform, but others (mortuaries) are unlikely to have the same pattern. If a competitor of yours has 5x as many reviews as seems normal for your geo-industry, it could be a first indicator of spam.

Strange “facts”:

None of your staff can recall that a transaction matching the description in a negative review ever took place, or a transaction can be remembered but the way the reviewer is presenting it is demonstrably false. Example: a guest claims you rudely refused to seat him, but your in-store cam proves that he simply chose not to wait in line like other patrons.

Obvious threats:

If any individual or entity threatens your company with a negative review to extort freebies or money from you, take it seriously and document everything you can.

Obvious guideline violations:

Virtually every major review platform prohibits profane, obscene, and hateful content. If your brand is victimized by this type of attack, definitely report it.

In a nutshell, the first step to spotting review spam is review monitoring. You’ll want to manually check direct competitors for peculiar patterns, and, more importantly, all local businesses must have a schedule for regularly checking their own incoming sentiment. For larger enterprises and multi-location business models, this process must be scaled to minimize manual workloads and cover all bases.

Scaling review management

On an average day, one Moz Local customer with 100 retail locations in the U.S. receives 20 reviews across the various platforms we track. Some are just ratings, but many feature text. Many are very positive. A few contain concerns or complaints that must be quickly addressed to protect reputation/budget by taking action to satisfy and retain an existing customer while proving responsiveness to the general consumer public. Some could turn out to be spam.

Over the course of an average week for this national brand, 100–120 such reviews will come in, totaling up to more than 400 pieces of customer feedback in a month that must be assessed for signs of success at specific locations or emerging quality control issues at others. Parse this out to a year’s time, and this company must be prepared to receive and manage close to 5,000 consumer inputs in the form of reviews and ratings, not just for positive and negative sentiment, but for the purposes of detecting spam.

Spam detection starts with awareness, which can only come from the ability to track and audit a large volume of reviews to identify some of the suspicious hallmarks we’ve covered above. At the multi-location or enterprise level, the solution to this lies in acquiring review monitoring software and putting it in the hands of a designated department or staffer. Using a product like Moz Local, monitoring and detection of questionable reviews can be scaled to meet the needs of even the largest brands.

What should your business do if it has been victimized by review spam?

Once you’ve become reasonably certain that a review or a body of reviews violates the guidelines of a specific platform, it’s time to act. The following list contains links to the policies of 7 dominant review platforms that are applicable to all industries, and also contains tips and links outlining reporting options:

Google

Policy: https://support.google.com/business/answer/2622994?hl=en

Review reporting tips

Flag the review by mousing over it, clicking the flag symbol that appears and then entering your email address and choosing a radio button. If you’re the owner, use the owner response function to mention that you’ve reported the review to Google for guideline violations. Then, contact GMB support via their Twitter account and/or post your case in the GMB forum to ask for additional help. Cross your fingers!

Yelp

Policy: https://www.yelp.com/guidelines

Review reporting tips

Yelp offers these guidelines for reporting reviews and also advises owners to respond to reviews that violate guidelines. Yelp takes review quality seriously and has set high standards other platforms might do well to follow, in terms of catching spammers and warning the public against bad actors.

Facebook

Policy: https://www.facebook.com/communitystandards

Review reporting tips

Here are Facebook’s instructions for reporting reviews that fail to meet community standards. Note that you can only report reviews with text — you can’t report solo ratings. Interestingly, you can turn off reviews on Facebook, but to do so out of fear would be to forego the considerable benefits they can provide.

Yellow Pages

Policy: https://www.yellowpages.com/about/legal/terms-conditions#user-generated-content

Review reporting tips

In 2016, YP.com began showing TripAdvisor reviews alongside internal reviews. If review spam stems from a YP review, click the “Flag” link in the lower right corner of the review and fill out the form to report your reasons for flagging. If the review spam stems from TripAdvisor, you’ll need to deal with them directly and read their extensive guidelines, TripAdvisor states that they screen reviews for quality purposes, but that fake reviews can slip through. If you’re the owner, you can report fraudulent reviews from the Management Center of your TripAdvisor dashboard. Click the “concerned about a review” link and fill out the form. If you’re simply a member of the public, you’ll need to sign into TripAdvisor and click the flag link next to the review to report a concern.

SuperPages

Policy: https://my.dexmedia.com/spportal/jsp/popups/businessprofile/reviewGuidelines.jsp

Review reporting tips

The policy I’ve linked to (from Dex Media, which owns SuperPages) is the best I can find. It’s reasonably thorough but somewhat broken. To report a fake review to SuperPages, you’ll need either a SuperPages or Facebook account. Then, click the “flag abuse” link associated with the review and fill out a short form.

CitySearch

Policy: http://www.citysearch.com/aboutcitysearch/about_us

Review reporting tips

If you receive a fake review on CitySearch, email customerservice@citygrid.com. In your email, link to the business that has received the spam review, include the date of the review and the name of the reviewer and then cite the guidelines you feel the review violates.

FourSquare

Policy: https://foursquare.com/legal/terms

Review reporting tips

The “Rules and Conduct” section I’ve linked to in Foursquare’s TOS outlines their content policy. Foursquare is a bit different in the language they use to describe tips/reviews. They offer these suggestions for reporting abusive tips.

*If you need to find the guidelines and reporting options for an industry-specific review platform like FindLaw or HealthGrades, Phil Rozek’s definitive list will be a good starting point for further research.

Review spam can feel like being stuck between a rock and a hard place

I feel a lot of empathy in this regard. Google, Facebook, Yelp, and other major review platforms have the visibility to drive massive traffic and revenue to your enterprise. That’s the positive side of this equation. But there’s another side — the uneasy side that I believe has its roots in entities like Google originating their local business index via aggregation from third party sources, rather than as a print YellowPages-style, opt-in program, and subsequently failing to adequately support the millions of brands it was then representing to the Internet public.

To this day, there are companies that are stunned to discover that their business is listed on 35 different websites, and being actively reviewed on 5 or 10 of them when the company took no action to initiate this. There’s an understandable feeling of a loss of control that can be particularly difficult for large brands, with their carefully planned quality structures, to adjust to.

This sense of powerlessness is further compounded when the business isn’t just being listed and discussed on platforms it doesn’t control, but is being spammed. I’ve seen business owners on Facebook declaring they’ve decided to disable reviews because they feel so victimized and unsupported after being inundated with suspicious 1-star ratings which Facebook won’t investigate or remove. By doing so, these companies are choosing to forego the considerable benefits reviews drive because meaningful processes for protecting the business aren’t yet available.

These troubling aspects of the highly visible world of reviews can leave owners feeling like they’re stuck between a rock and a hard place. Their companies will be listed, will be reviewed, and may be spammed whether the brand actively participates or not, and they may or may not be able to get spam removed.

It’s not a reality from which any competitive enterprise can opt-out, so my best advice is to realize that it’s better to opt-in fully, with the understanding that some control is better than none. There are avenues for getting many spam reviews taken down, with the right information and a healthy dose of perseverance. Know, too, that every one of your competitors is in the same boat, riding a rising tide that will hopefully grow to the point of offering real-world support for managing consumer sentiment that impacts bottom-line revenue in such a very real way.

There ought to be a law

While legitimate negative reviews have legal protection under the Consumer Review Fairness Act of 2016, fraudulent reviews are another matter.

Section 5(a) of the Federal Trade Communication Act states:

Unfair methods of competition in or affecting commerce, and unfair or deceptive acts or practices in or affecting commerce, are hereby declared unlawful.”

Provisions like these are what allowed the FTC to successfully sue Sage Automotive Group for $3.6 million dollars for deceptive advertising practices and deceptive online reviews, but it’s important to note that this appears to be the first instance in which the FTC has involved themselves in bringing charges on the basis of fraudulent reviews. At this point, it’s simply not reasonable to expect the FTC to step in if your enterprise receives some suspicious reviews, unless your research should uncover a truly major case.

Lawsuits amongst platforms, brands, and consumers, however, are proliferating. Yelp has sued agencies and local businesses over the publication of fake reviews. Companies have sued their competitors over malicious, false sentiment, and they’ve sued their customers with allegations of the same.

Should your enterprise be targeted with spam reviews, some cases may be egregious enough to warrant legal action. In such instances, definitely don’t attempt to have the spam reviews removed by the host platform, as they could provide important evidence. Contact a lawyer before you take a step in any direction, and avoid using the owner response function to take verbal revenge on the person you believe has spammed you, as we now have a precedent in Dietz v. Perez for such cases being declared a draw.

In many scenarios, however, the business may not wish to become involved in a noisy court battle, and seeking removal can be a quieter way to address the problem.

Local enterprises, consumers, and marketers must advocate for themselves

According to one survey, 90% of consumers read less than 10 reviews before forming an opinion about a business. If some of those 10 reviews are the result of negative spam, the cost to the business is simply too high to ignore, and it’s imperative that owners hold not just spammers, but review platforms, accountable.

Local businesses, consumers, and marketers don’t own review sites, but they do have the power to advocate. A single business could persistently blog about spam it has documented. Multiple businesses could partner up to request a meeting with a specific platform to present pain points. Legitimate consumers could email or call their favorite platforms to explain that they don’t want their volunteer hours writing reviews to be wasted on a website that is failing to police its content. Marketers can thoughtfully raise these issues repeatedly at conferences attended by review platform reps. There is no cause to take an adversarial tone in this, but there is every need for squeaky wheels to highlight the costliness of spam to all parties, advocating for platforms to devote all possible resources to:

  • Increasing the sophistication of algorithmic spam detection
  • Increasing staffing for manual detection
  • Providing real-time support to businesses so that spam can be reported, evaluated and removed as quickly as possible

All of the above could begin to better address the reality of review spam. In the meantime, if your business is being targeted right now, I would suggest using every possible avenue to go public with the problem. Blog, use social media, report the issue on the platform’s forum if it has one. Do anything you can to bring maximum attention to the attack on your brand. I can’t promise results from persistence and publicity, but I’ve seen this method work enough times to recommend it.

Why review platforms must act aggressively to minimize spam

I’ve mentioned the empathy I feel for owners when it comes to review platforms, and I also feel empathy for the platforms, themselves. I’ve gotten the sense, sometimes, that different entities jumped into the review game and have been struggling to handle its emerging complexities as they’ve rolled out in real time. What is a fair and just policy? How can you best automate spam detection? How deeply should a platform be expected to wade into disputes between customers and brands?

With sincere respect for the big job review sites have on their hands, I think it’s important to state:

  • If brands and consumers didn’t exist, neither would review platforms. Businesses and reviewers should be viewed and treated as MVPs.
  • Platforms which fail to offer meaningful support options to business owners are not earning goodwill or a good reputation.
  • The relationship between local businesses and review platforms isn’t an entirely comfortable one. Increasing comfort could turn wary brands into beneficial advocates.
  • Platforms that allow themselves to become inundated with spam will lose consumers’ trust, and then advertisers’ trust. They won’t survive.

Every review platform has a major stake in this game, but, to be perfectly honest, some of them don’t act like it.

Google My Business Forum Top Contributor and expert Local SEO, Joy Hawkins, recently wrote an open letter to Google offering them four actionable tips for improving their handling of their massive review spam problem. It’s a great example of a marketer advocating for her industry, and, of interest, some of Joy’s best advice to Google is taken from Yelp’s own playbook. Yelp may be doing the best of all platforms in combating spam, in that they have very strong filters and place public warnings on the profiles of suspicious reviewers and brands.

What Joy Hawkins, Mike Blumenthal, other industry experts, and local business owners seem to be saying to review platforms could be summed up like this:

“We recognize the power of reviews and appreciate the benefits they provide, but a responsibility comes with setting your platform up as a hub of reputation for millions of businesses. Don’t see spammed reputations as acceptable losses — they represent the livelihoods of real people. If you’re going to trade responsibly in representing us, you’ve got to back your product up with adequate quality controls and adequate support. A fair and trustworthy environment is better for us, better for consumers and better for you.”

Key takeaways for taking control of review spam

  • All local enterprises need to know that review spam is a real problem
  • Its scope ranges from individual spammers to global networks
  • Enterprises must monitor all incoming reviews, and scale this with software where necessary
  • Designated staff must be on the lookout for suspicious patterns
  • All major review platforms have some form of support for reporting spam reviews, but its not always adequate and may not lead to removal
  • Because of this, brands must advocate for better support from review platforms
  • Review platforms need to listen and act, because their stake in game is real

Being the subject of a review spam attack can be a stressful event that I wish no brand ever had to face, but it’s my hope that this article has empowered you to meet a possible challenge with complete information and a smart plan of action.

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Conference & Event Management Websites and Themes

List of outstanding WordPress themes for events and conferences that you can use to expand your event organization to an entirely new level of awesome. These themes are ideal for conferences, concerts, sport events, congresses and other events.

Conferences becoming more and more popular and many people have decided to switch their careers to become professional event organizers. It increase demand for custom built and professional looking websites and professional means expensive. This is where premium WordPress event themes comes into the game. You can build your own professional and customized theme for $30 with a need to hire developers and designers.

WordPress is by far the most popular CMS (content management system) and is used by over 80 million websites which accounts for around 20% of entire web. WordPress is fully customizable thanks to millions of themes and plugins available for this platform. You can create your own custom website without writing a single line of code and that is something you can’t do with other platforms.

This time I decided to make a list of the best WordPress event and conference themes that are available today. Each of these these themes are different but they share common premium features like pixel perfect design, detailed documentation, flexibility, localization support, shortcodes and loads of other features.

Fudge 2.0

fudge-simple-event-website-template-for-wp

FUDGE 2.0 is an ideal WordPress theme for users who wish to create conference websites. It gives you full-control over any site element, as each client gets to personalize his page. The Event Composer tool was introduced, and it uses revolutionary Drag and Drop technology. There are multiple customization options that allow you to alter the color of site elements, or change the typography of your articles. Feel free to experiment with one of the 10 pre-set Google Fonts. Of course, the layout will be responsive towards any device, operating system, or internet browser. You will never have to worry about resizing errors.

Your site can be more than just a virtual pamphlet that promotes events. Thankfully, FUDGE has integrated WooCommerce, a plugin which allows owners to crate professional online stores. You can use this medium, along with EventEspresso and Gravity Forms in order to distribute tickets for each event. The purpose of events is to bring people together, and to mitigate their differences. FUDGE can appeal to an international audience, given that it can be translated into 8 different languages: English, German, Spanish, French, Russian, Dutch, Italian, and Portuguese. For more information regarding this wonderful product, be sure to access its live preview.

More info / Download DemoGet Hosting

Conference Pro

conferencepro-conference-landing-page-website-template

Conference Pro is a clever and tech-savvy, modern and resourceful, wonderfully easy to use and highly responsive WordPress events and conferences website theme. Conference Pro is a professionally developed WordPress website theme designed with a sleek sense of style and a careful attention to detail, while simultaneously gifted with a strong and very cutting edge combination of selected tools and features that greatly expand the reach and capabilities of Conference Pro to effectively bring people together in these modern times, including a sophisticated and seamless Facebook Event Import feature as well as Eventbrite Importation made completely intuitive.

The most flexible and customizable Event Composer on the market lets you craft all sorts of specificities to your events, maximizing the degree of communication and involvement your audience can achieve with your individual conferences or events of any kind. Webmasters with or without previous coding or developing experience feel right at home with Conference Pro and it is easy to use drag and drop layout customize and expansive shortcode collection. Social media integration is smooth and seamless, with handsome, unique icons and share buttons to viralize your events all the quicker. Conference Pro packs everything you need to successfully host the top events in town. Try it today!

More info / Download DemoGet Hosting

Event Theme Bundle (10 themes)

wordpress-event-theme-bundle

The Premium Event Theme Bundle is an incredibly vast and expansive, inherently diverse and incomparably all-encompassing, technologically cutting edge and top of the line, professional quality and graphically polished, mobile friendly and highly responsive WordPress theme bundle, dedicated to curating the finest selection of professional quality event management WordPress themes into a single, affordable roof that packs all the power of 7 different, distinct premium event themes designed for specific usage cases and following dissimilar design philosophies, resulting in a powerful array of event management website solutions for all imaginable possibilities and scenarios.

The Premium Event Theme Bundle includes fantastic, solidly designed, robust and innovative themes such as the groundbreaking and brand-new Khore, the tech or niche exhibition and conference-friendly Vertoh, the deeply stylish while profoundly professional Tyler, the serious yet one-page friendly and smooth-scrolling Fudge and more, for an incredibly low price that includes extensive documentation and customer support, with video tutorials for every step of the way for every single one of the 10 amazing themes included. The Premium Event Theme Bundle is perfect for web design agencies, freelance web designers and developers and independent webmasters facing considerable volumes of event website needs.

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OpenEvent

openevent-simple-wordpress-event-theme

OpenEvent is a feature-rich, crafty and responsive WordPress event management website theme. OpenEvent is a flexible solution for event managers that need to set up shop online. Fast and reliable, OpenEvent offers a range of advanced event related tools. Plenty of demo websites save you the trouble of working from scratch. With a single click, you get all the pages and modules you need to get going. A powerful front-end editor puts you in charge of layouts and sections, coding-free.

OpenEvent’s integrated Schedule features side by side sessions and an easy global view. Single click Facebook and EventBrite importation speeds up your workflow significantly. They also provide you with unique social media integration that drives up traffic overnight. OpenEvent lets you sell tickets any way you want. It’s also compatible with Tickera, WooCommerce, Gravity Forms and many more plugins. Advanced event features like exciting countdowns and social media displays make your website pop. OpenEvent includes a unique Event Composer for you to build pages and events intuitively. Drag and drop your items, customize your fonts and colors and much more under the hood. Detailed maps powered by Google Maps API let you inform your audience thoroughly. Check out OpenEvent today!

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Conference

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Conference is a clean and unique WordPress theme designed for conferences, concerts, events, meetups, exhibitions, congresses and other events. This is among the fastest loading themes on this collection and it has Page Speed Grade A97%. Conference theme makes it easy to promote your event, speakers and even sell conference tickets using PayPal or leave this task for Eventbrite. It is a highly customizable WordPress theme with unlimited color variations and many other awesome features that can be tweaked via simple yet powerful Theme Options panel. Conference theme has everything to take your event organization to the next level!

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Jevelin

jevelin-creative-one-page-event-theme

Jevelin is a clean and pristine, easy to use and engaging, dynamic and fast-loading, modern and highly responsive WordPress premium multipurpose website theme. Jevelin is a crafty and resourceful framework for the uncomplicated and coding-free creation of seamless and smooth websites spanning a range of diverse usages and applications across all sorts of fields and industries. Jevelin is a good-looking theme that can provide webmasters with professional looking layouts and visual styling, cutting edge graphical effects and top of the line performance across the board, owing to its HTML5 coding underpinning its media-savvy capabilities and lightweight resources easily deployed through a visual interface, such as the attractive and seamlessly hardware-powered Parallax Video background sections that make your content more dynamic and engaging for your audience while loading at lightning speed.

Awesome shortcodes have been built right into Jevelin to expand the possibilities for your pages, such as a compelling Testimonials Carousel shortcode powered by premium slider plugin technologies and advanced, multiple locations-enabled Google Maps API capabilities as well as realtime preview for Google Maps locations, so your visitors can easily find their way about your physical location or that of events, restaurants or travel destinations you might be dealing in. Give Jevelin a go today!

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Uncode

uncode-event-wordpress-website-template
Uncode is a youthful and fresh, clean-cut and aesthetically attractive, highly functional and wonderfully versatile, responsive WordPress creative multiuse website theme. Uncode is an absolutely gorgeous, deeply resourceful multipurpose WordPress theme devised as a potent, colorful and creative website building platform for webmasters from all walks of life seeking a robust framework for crafting purposeful, feature-rich modern websites across all markets , niches and applications.

Uncode features over 30 amazing conceptual demo websites for you to get things going from day one, and among these, Uncode’s impressively resourceful event management demo websites are packed with all the plugins, resources, elements and widgets you’ll need to climb to the top of your local, regional or global event scene. With powerful industry standard MailChimp subscription newsletter platform integration, keeping your guests updated and notified on upcoming dates and times is now easier than ever, and a wonderful premium calendar feature showcases your future events, conferences and gatherings for the world to see. Jaw-dropping visual management options for your event image galleries will have your users salivating at the thought of attending your venues. With Uncode, the whole globe will be dying to attend your parties, concerts or conventions, every single time. Try Uncode today!

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The Core

thecore-keynote-wordpress-event-theme

The Core is a WordPress Multi-purpose theme inclined to minimal looking set up. It is a theme designed for versatility and comfort. Not only does it give you pre-built options, but also has lots of specialized demos. With these demos you will find The Core Event. The specialized features for this demo include BBPress and BuddyPress for events coverage. A calendar is an evident must. Between its comfort additions you get a one-click content install and a live demo. Also, over 30 shortcodes to avoid the need of programming, and a high quality support system. The Core is Retina ready and mobile friendly to access larger crowds. For layout design, you will get 3 separated sliders, a powerful MegaMenu and a 5 color palette. It uses Drag & Drop’s latest Contact Form as page builder. +700 Google Fonts and 4 columns are available for posting. The Core is animations compatible and has unlimited sidebars. All kinds of searches are refined with SEO optimization. The Core Event is dynamic modern and intuitive for those wanting to get on the market fast and easy. Have fun with start planning with this special demo from a great theme. The Core Event is your choice.

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Eventum

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Eventum is a colorful and bright, fresh-faced and youthful, technologically polished and resourceful, incredibly modern and highly attractive, appealing and immersive, easy to use and customize, wonderfully lightweight and fast loading, smart and efficiently coded, reliable and responsive WordPress conference and event management website theme. Eventum is a smooth and convenient all-inclusive website building solution, a splendidly thorough theme crafted to completely take care of every possible need and requirement you may encounter while establishing an online foothold for your events and conferences of any kind, nature or field of interest imaginable, from concerts to book signings, from professional conferences to hobbyist conventions, Eventum can handle them all, and do so in an unfalteringly gracious, modern style.

Eventum is exceptionally well coded, optimized for both speed and search engine indexation, making for a lightning fast, seamlessly reactive and very SEO-friendly theme which will quickly ascend through the relevant ranks and net you ever-growing traffic numbers. Eventum will definitely put your events on the map, figuratively with its memorable presentation, and literally, with handsome Google Map location integration. Eventum even includes a smooth and functional front-end user event submission interface that lets your users submit their own events to your website without having to ever use the WordPress interface itself. Try Eventum now!

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Event

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Event is a clean modern and unique Event WordPress theme designed for conferences, events, exhibitions, meetups, congresses and other important events. This theme has everything to make your event to stand out and look professional. It features dozens of awesome features dedicated for event organizations such as speaker profile pages, event schedule, gallery, sponsor and news sections. This theme features a modern one page setup which means that all information can be displayed on a single page. It is a novel concept and will help you to impress your website visitors. The Event theme allows to sell tickets using PayPal or integrate Eventbrite that will handle everything ticket related for you. This theme is translations and multilingual read which will help you to create a global events with ease. This event theme is well coded and that offers two advantages: it will load fast and score high on any website speed test and it makes it more SEO friendly than any other theme. The Event theme by WPLOOK Studio is ready to take your conference or any other event to the next level.

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Incubator

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Incubator is a very easy to use and highly engaging, dynamic and professional, modern and completely responsive WordPress multipurpose business website theme. Incubator is a clever and versatile business theme, oriented towards servicing a multitude of diverse business models and interests with a single theme, and thusly provided with four different, dedicated demo website templates each catering to entirely distinct business models and architectures.

Among these, users find that Incubator’s dedicated Business Events demo website, coupled with its myriad shortcodes, widgets and elements custom crafted for business applications exclusively, make for one of the strongest all around conference management themes on the market today. Modern to the core, Incubator provides a sleek platform where you can build your business related events and conferences from, put together a user base, inform your subscribed users vía e-mail of new events, speakers or schedules, and much more than you can imagine, all at your fingertips, without having to write so much as a single line of code yourself. With potent plugins such as the premium Visual Composer and Revolution Slider, graphical customization of your end user experience is quick and intuitive, while Incubator’s robust back-end handles all your events, scheduling and newsletter based tasks. Try Incubator today!

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MESH

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Organizing an event will never be easy, but it can be pleasurable if you use the right tools. Website themes like MESH promise to lighten some of the burden, with its innovative and modern features. Gone are the days of pinning posters and distributing flyers, because most event promotion will happen online. MESH can help you to create a sprawling network of social network contacts, given that it has built-in social media support. With just a single click, event previews, pictures or sample songs can be distributed to a large number of followers.

Professional organizers understand the need to build hype. MESH can help you out with that task, given that it has incorporated a stylish countdown timer. The ticket purchasing process can also be handled online, and customers will be able to make reservations. Of course, your page can feature a picture gallery which showcases some of the main event features, and a specific section for band or cast members. In terms of accessibility, MESH deserves praise. With this theme, your content and previews can be displayed on any device, regardless of the size of its screen. In addition, pages will be cross-browser compatible. The site background can feature a gorgeous image, and the administrators can even setup an informative newsletter.

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Ventcamp

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Ventcamp is a sleek and purposeful, engaging and highly dynamic, interesting and eye-catching, responsive WordPress event and conference website theme. Ventcamp has been developed as an all-around solid, comprehensive tool for webmasters of any skill level to create fully functional, resourceful modern event and conference websites in a matter of minutes without seeing a line of code. Ventcamp includes potent premium plugins to facilitate the website design and development process, including the Visual Composer with over a hundred customizable elements and an amazing set of over a thousand iOS 7 Vector Line Icons for you to visually outfit your websites with everything they need to capture more visitors and customers.

With incredibly useful shortcodes for you to deploy, conveniently adapted to the necessities of an event or conference manager, such as small, medium and huge event post sizes, speaker boxes with tons of predesigned details, useful Scheduling shortcode to map out your activities and fantastic integration of Google Maps API tools and localization features, Ventcamp has everything you need to succeed at events and conferences! PayPal and WooCommerce enabled out of the box, you can easily market your events directly off your homepage. Try Ventcamp today, and let them come to you!

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Bateaux

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Bateaux is a polished and perfected, versatile and flexible, easy to use and deeply engaging, readily responsive WordPress creative multipurpose website theme. Bateaux has been developed to the the single theme every business owner, personal developer or professional designer will ever need. With amazing custom in-house developed plugins, options and tools, Bateaux is perfect for almost every application and usage case. Bateaux makes for a remarkably capable event manager theme.

Webmasters appreciate Bateaux’s widespread compatibility with industry standard plugins like Yoast SEO, WooCommerce e-Commerce plugin suite, WPML translation plugin and the included Revolution Slider and Layer Slider plugins, which combine with the unique, in-house developed Blueprint page builder, the most cutting edge, lightweight and innovative platform on the market featuring drag and drop interface, live edition and inline text editor, among many more advanced features. Over 350 customizable options and hundreds of elements abound within Bateaux’s Blueprint. On top of that, dozens of elegant, clean and stylish demo websites are included for you to get things going quickly, allowing you to set up your fully functional concert, conference or event planning website within minutes, without ever looking at a single line of code. Bateaux looks good and feels right. Try it now!

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Intact

intact-it-tech-conference-website-template

Intact is a multipurpose WordPress theme. It comes with cool practical and easy customizations. It has +10 demos and homepages with their one-click install. For all kinds of enterprises possible, you can set up the theme to work for events. Intact for events, uses extra integrated features like countdowns and calendars’ events sessions. Page builders are premium Visual Composer and Revolution Slider. You will get 12 columns to post and gorgeous Google Fonts for typography. Intact gives you awesome features like WPML immediate translations and CSS3 animations. In case you wish to sell tickets for any kind of event, you can do this with WooCommerce.

Intact gets free constant updates with bug fixes, improvements and tutorials. This theme is well documented and has a responsive layout. All-in-all, a very mobile friendly set up. Intact Event is Redux based and pixel perfect. Use Lightbox galleries and customizable footers to play with image posting. Get your publicities to pop with portfolio entries. Intact provides lots of pre-built layout choices including portfolio and blog pages. It also uses tons of shortcodes to make life easy and programming needless! Still not convinced? Intact is an award winning theme for its beautiful demos and special features. Just try it! Just try Intact!

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Event Management

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Event Management is a supremely convenient and incredibly well designed, handsomely structured and intuitively navigable, wonderfully customizable and very plainly easy to use, streamlined and sleek, attractive and flexible, resourceful and tech-savvy, creative and innovative responsive WordPress event and conference management website theme. Event Management is a very serious and professional yet colorful and fresh-faced WordPress theme built specifically for handling all sorts of event management websites in a natural, effortless fashion, and has been decked out with potent and customized tools, features, elements and plugins that put all the power in your hands as you design and develop your own modern, functional and social media-friendly event management websites, in a flash, right out of the box, without ever having to write a single line of code yourself.

Event Management includes everything you will need to create a modern and highly functional event management website, from various layout and home style variations you can easily deploy to completely preconfigured Event Listing pages with powerful grid and list views, Error and Coming Soon pages, Blog and Contact pages, 3 different versions of Gallery pages and much, much more under the hood. Try Event Management today, and watch your event website worries go up in smoke overnight!

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Eventia

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Eventia is a resourceful and responsive WordPress conference and event website theme. Eventia is a fantastic tool for creating feature-rich websites centered on event management. Eventia is a fast, intuitive theme filled with advanced features and easy-to-use customization. The Visual Composer plugin lets webmasters from any background achieve professional quality results. Extensive custom add-ons for the Visual Composer expand what you can do with Eventia. Convenient shortcodes simplify most event management tasks to a couple of clicks. Event tabs, keynote speakers, masonry galleries and much more under the surface.
Edit carousel sliders and galleries on the fly. Edit your websites live before your eyes with the Design Wizard; finish in minutes. Awesome speaker lists, agenda timelines and countdown timers keep your users informed. Custom logos, font sizes and styles and animations and transitions are available. Beautiful grid and masonry image galleries let you showcase your past events. Dedicate your sections to images or split them with text and make a slideshow gallery. The possibilities are endless with Eventia. It’s perfect for music entertainment events as well as business or motivational conferences. Responsive to the core, Eventia can reach mobile and desktop users across platforms. Be the host with the most, with Eventia!

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The Meetup

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The Meetup is a sleek and professional, highly polished and extremely robust and reliable, safe and secure, purposeful and deliberate, aesthetically modern and attractive, wonderfully easy to use and very quickly customizable, user and webmaster friendly, resourceful and expansive, super responsive WordPress multipurpose conference management website theme. The Meetup is a highly developed theme, constructed over time by a team of expert coders and professional designers, seeking to craft the perfect solution for webmasters with or without any previous coding experience to seamlessly create their own fully functional, sparkling and dazzling conference and event management websites in a matter of minutes, right out of the box with no additional purchases required, and without so much as writing a single line of code. The result is The Meetup, a significatively intuitive take on website design and construction.

The Meetup packs a punch in terms of power features for event management, including entire frameworks for Event Management, Speaker Management, Team Management, Organizer and Sponsor Management, and much more. Ticket sales can take place directly on your The Meetup website, owing to Tickera plugin technology packaged with The Meetup. A powerful drag-and-drop visual page builder with over 35 elements and 40 shortcodes, and the premium LayerSlider plugin, round off this balanced theme. Try The Meetup today!

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Infinite

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Infinite is a multipurpose WordPress theme. It comes with +20 demos and its very quick data importer. Installation gets done in just one click! Infinite is responsive and easy to understand. It uses lots of features within layout to display numerous things. You will get lots of customizations and incredible compatibilities. Infinite offers multiple footers, headers, and unlimited sidebars. You will get lots of accessories like sliders with 3 premium plugins. These include Slider Revolution and Master Slider.

Infinite features tons of social media icons to display along the page. It is also WooCommerce compatible to set up online stores. Infinite comes with an incredible admin panel customizable and flexible. With it, page items are easier to introduce. You will get to upload posts in 8 formats including video, quote and gallery. Layouts can be set in both wide and boxed modes. Play with unlimited colors and CSS animations as well. Infinite is SEO optimized and uses a great live customizer to get things done on time. It even features a Google Fonts and font uploader for more options! This is a theme meant for Get automatic updates and all required documentation! Start using this practical and fully integrated tool right away! Use Infinite!

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MiEvent

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MiEvent is a colorful and dynamic, aesthetically fashionable and trendy, fresh-faced and youthful, fluid and attractive, technologically cutting edge and very neatly polished, graphically appealing and engaging, smooth and fast-loading, modern and search engine optimized, mobile friendly and highly responsive WordPress one page multipurpose event, music and concert website theme. MiEvent is a handsome, charming theme, built to handle a truly wide, vast and diverse range of event management necessities across a broad spectrum of fields, interests and industries.

MiEvent has been packed with 20 amazing, professionally designed demo websites, fully fleshed out with content, widgets, sections and animations to dazzle and impress your audience, whoever they may be. MiEvent incorporates engaging and gorgeous Parallax-powered animated background effects, including Snow, Rain and several other attractive particle-like effects that bring your website alive, and its many demos include 8 flavors of corporate MiEvent, 8 musical event interpretations of MiEvent perfect for concerts and music festival websites, and even 4 completely beautiful Xmas-themed demos for holiday season gatherings and festive events of all kinds. Natural Language Forms included are easily expanded to add any number of custom fields to registration forms without having to do any actual coding. Bring everyone together in sleek, modern style, with MiEvent!

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Meetup

meetup-countdown-timer-event-theme

Meetup is a youthful and attractive, bright and colorful, luminous and dynamic, extremely easily customizable and very intuitively navigable, technologically cutting edge and superbly user and webmaster friendly, fluid and smoothly animated, cleverly coded and very fast loading responsive WordPress conference and event multipurpose website theme. Meetup is a beautiful and deeply functional theme, a full scale website building toolkit crafted specifically for webmasters with or without any prior coding experience that need to put together gorgeous and functional websites for bringing people together in an effective manner.

Meetup empowers you to accomplish such a task within minutes of its uncomplicated, single click installation process. Meetup has been built around a hassle-free, visual block-based page construction system, with over 30 customized and customizable, in-house developed block elements with all sorts of features and configuration options, which you can easily drag and drop onto your pages to build your events website with all the sections, modules and widgets you can possibly needed, arranged precisely the way you see fit. That is why Meetup websites are so unique, and no two are alike. Given so much free reign over the graphical and behavioral aspects of your Meetup events website, you can expect a brand new style every time you try it!

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Eventerra

eventerra-classic-event-wordpress-website-templateEventerra is a deeply resourceful and highly stylized, feature-rich and intuitive, modern and responsive WordPress event and conference website theme. Eventerra is an incredibly full featured platform for the creation of any number of sophisticated dedicated event or conference management websites, with an ample set of niche features and custom crafted elements that are incredibly useful and convenient for event and conference organization and planning. Built around the Visual Composer and packing 2 premium Sliders with multiple styles, Eventerra looks great and can be fine-tuned to your liking with ease.

Packaged with pages such as Schedule, Speakers, News and more, setting up your event infrastructure is a breezy, uncomplicated process requiring you to simply plug in your event’s information. The integrated industry standard premium ticket selling plugin, Tickera, is integrated smoothly into Eventerra, so selling tickets to your conferences, lectures or any sort of events is as easy as clicking a button and importing a demo. With sophisticated custom elements for relevant needs such as Sponsors, Agenda, Testimonials, and many more unique shortcodes, nobody brings people together like Eventerra. And with its modular Bootstrap design, mobile, tablet and desktop users alike can enjoy the full range of your website’s user experience. Try Eventerra now!

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Vertoh

vertoh-simple-conference-management-theme

Vertoh is a sleek, modern and fully responsive WordPress theme suited for conferences, exhibitions and other event management. It is a highly customizable theme with 4 different header variations and 15 beautiful color schemes that will site any conference or exhibition. The theme is tested by many event organizers and it promises high conversion rates for ticket sales and signups. Vertoh theme has section for speakers, exhibitions, advanced schedule management that are easy to use and customize to site your needs. The theme allows to sell different type tickets for the same event. This theme is already translated in 8 different languages (English, Spanish, French, German, Dutch, Russian, Portuguese and Italian) and you can always add more languages in case you need them. Vertoh theme currently is the best WordPress theme for events, conferences and exhibitions and you can’t go wrong by choosing it for your event or business.

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Mondree

mondree-simle-exhibition-conference-website-template

Mondree is a technologically modern and impressively full-featured, nimble and agile, fast loading efficiently coded, lightweight and flexible, easy to use and wonderfully customizable, mobile friendly and professionally graphically designed, secure and reliable, dynamic and engaging responsive WordPress multipurpose event management website theme. Mondree is a creative and powerfully pliable WordPress theme, carefully constructed and painstakingly developed as an all-inclusive website creation toolkit devoted to the task of empowering webmasters from any background or experience level to swiftly and effectively churn out professional quality, fully functional and warmly inviting modern event management websites with extensive, advanced features and functionalities under the hood, in a matter of minutes, without having to so much as write a single line of code.

Mondree has a uniquely professional, stylish and very appealing aesthetic design that graphically envelops your audience, making it a perfect theme for handling professional events, conferences and other similar, related endeavors. Mondree includes both handsome demo websites for you to quickly import, add content and hit the road, as well as lavishly designed layouts and template pages brimming with features and tasteful functionality, with powerful features like Countdowns and Schedule Managers, a slew of diverse ticket sales system fully compatible and integrated out of the box, ranging from Tickera to WooCommerce to Gravity and a dozen others readily at your disposal. Try Mondree now!

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Eventica

eventica-ticket-sales-wordpress-theme

Eventica is a powerfully resourceful and creatively designed, extensively technologically articulate and very ambitious and flexible, modern and streamlined, clean and crisp, colorful and aesthetically inviting, easy to customize and wonderfully navigable, adaptable and responsive WordPress event calendar and eCommerce multipurpose website theme. Eventica is a beautiful and highly engaging WordPress theme, developed deliberately for the purpose of bringing together powerful and professional Event Calendar functionality with extensive online shop features and support in a smooth, seamless presentation that is entirely functional, easy to use and deeply customizable in every way, shape or form desired or required, without having to write a single line of code at any point.

Eventica brings the best of two worlds together, readily integrating the potency of The Event Calendar plugin with handsome and custom styled WooCommerce online shop page templates and features, allowing you to easily schedule all your events across diverse, dynamic presentations, and to then turn around and sell tickets to your event, right out of your Eventica online shop! Should you acquire the WooCommerce Ticket and/or The Event Calendar Pro premium plugins, Eventica is already preconfigured to absorb these plugins into its core functionality and cohesively expand the power of your website! Eventica is a theme you can’t miss!

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Eventr

eventr-fullscreen-conference-wp-theme

Eventr is a youthful and highly dynamic, colorful and lively, bright and luminous, trendy and tech-savvy, smooth and fluid, well structured and lightweight, fast loading and extremely modern, convenient and useful, unique and memorable, user and developer friendly responsive WordPress one page event website theme. Eventr is a marvelously innovative and deeply creative website building solution for modern webmasters, with or without previous coding experience, looking for an online home for their events, conferences, concerts or gatherings of absolutely any kind, shape or form, capable of both informing your visitors as well as dazzling them on its own, owing to its beautiful visual capabilities and effortless page design process.

Based on the Visual Composer plugin, enhanced with over 10 custom developed elements added, as well as the Summit Lightbox, custom developed Parallax visual effects and the premium Revolution Slider plugin, Eventr looks and feels new, current, and gorgeous. Powerful admin theme options let you wield the power of turning Eventr’s entire appearance inside out within a few clicks, with uncomplicated color, logo, background, typographical, layout, widget and many more options readily available for you to fiddle with to your heart’s content. Try Eventr today, and dress your events in an attractive single page outfit!

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Gather

gather-simple-conference-landing-page-template

Gather is a creatively inspired and wonderfully bright and colorful, aesthetically pleasant and welcoming, experientially delightful and very fast loading and intuitively navigable, modern and mobile friendly, social media clever and search engine optimized, dynamic and fluid, highly responsive WordPress event and conference landing page website theme. Gather is a painstakingly developed and carefully designed theme created as a modern and seamless solution for webmasters that need a responsive event management website that packs powerful subscription capabilities and newsletter proficiency along with extensive, expansive and diverse demo websites with conceptualized graphical environments that differ wildly, adapting themselves neatly to very distinct usage cases, event natures, kinds or target audiences, and much more, without ever requiring you to write a single line of code.

Gather’s website construction process is all executed through intuitive visual builders and drag and drop interfaces that let you modify the powerful, preconfigured templates and demo pages to fit your every specification and precise requirement, while nimbly shape-shifting to match your desired look and behavior within a few clicks. Gather is the best theme on the market for mobilizing large subscription user bases to action in a number of ways, and you will always find a demo, widget or shortcode to do what you need to do and effectively gather the people!

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Capital

capital-education-event-wordpress-theme

Capital is a formidably flexible, thoroughly reliable, amazingly powerful and completely professional WordPress responsive multi-purpose theme, built around the needs of all sorts of organizational, corporate or project management websites, but uniquely suited for the task of constructing event management websites. Capital is geared up to produce robust websites that effortlessly organize all your events’ information, geographical location, high resolution images, other related content and anything else you can imagine.

Capital is coded to be solid, trustworthy and accessible to users of all skill level. The ZOOM Framework, included, offers advanced customization capabilities that combine with the Visual Customizer and the Dynamic Homepage Builder for a seamless, easy and intuitive page building experience, hastened by multiple helpful widgets readily available. You’ll never write a line of code while you make your own websites, powered with the Events Calendar plugin to include beautiful, functional Events sections, with tons of related features and options. Promote your premiere events up front and center with the full width slideshow. Reach every potential attendee with a responsive design that adapts itself to every device, screen, browser and platform. Capital is the theme that truly brings people together. Start making things happen with Capital today!

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Tyler

tyler-event-manager-theme

Tyler is a brand new WordPress theme by Social Coup which is behind a widely popular EventManagerBlog.com. These developers are specialized in WordPress event theme development and you can be sure that they know what they are doing when it comes to events and conferences.

Tyler theme is designed using the latest flat design principles that makes it clean and beautiful. This theme has everything you would expect from event theme such as schedule, speaker profiles, map, registration form, payment system and much more. Tyler theme will take your event management process to another level.

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Januas

janus-conference-template

Januas is yet another WordPress theme designed for events. It has a built in multiple event management system which is easy to use and fully customizable for various purposes. This theme is ideal for sport events, concerts, congresses, seminars and other events. Developers behind this theme is specialized in event related themes, so they must know what they are doing. On top of previously mentioned, this theme is translation ready, has ticket registration system and much more to organize an outstanding event.

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Event Manager Theme

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Event Manager Theme is a clean, modern and fully responsive WordPress theme designed for event management. This theme has a very simple yet powerful event manager system to add program schedule, speakers, registration form and everything else to make your conference happen. This theme packs fancy image gallery to showcase images from previous events. Other premium features like social media integration, support and responsive layout are also there.

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Khore

conference-event-wordpress-themes

Khore is a versatile and fully responsive mobile first design WordPress theme that comes with advanced event management features. Experience the same benefits as that of mobile apps with this theme’s adaptable and mobile-friendly feature which enables you to view event pages on smartphones, tablets and desktop computers without sacrificing any elements. You can also manage your event’s speakers, sessions, sponsors and tickets as well as incorporate social media plug-ins such as twitter, facebook and instagram. Tickets for the event can be sold via WooCommerce, EventBrite, EventEspresso, Xing Events, etouches and Ticket Tailor.

This theme is fully customizable with unlimited fonts, transitions and color variations applicable to all elements. Customizing any event page is made easy with Event Composer’s drag-and-drop feature. There are no limits to where the elements can be placed. Moreover, the theme is highly dynamic as you can alter the colors of all elements and choose different transitions for switching from one page to another. The theme also comes with 10 pre-set google fonts and 2 different menu styles to fit different designs.

Khore, made with event professionals in mind, has all the key features for an event blog and is perfect for promoting conferences and events. Other additional features users will love are the Easy Media Display for viewable photos and videos of the event shown according to the user’s preference and Easy Maps and POIs for points of interest of the event on readable and detailed maps. You can also keep users reminded by setting up the time and date of your event through the nifty countdown app. To cap it off, the theme is translation and multilingual ready with languages including English, Spanish, French, German, Dutch, Russian, Portuguese and Italian.

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Eventum

eventum-event-directory-theme

Eventum is an excellent WordPress theme, allowing customers to design versatile online events portals. Every single detail of this product has been refined and improved, resulting in a website that shuns mediocrity. If you wish to experience its features, there is a live Demo available. For more information regarding Eventum, the sales team can be contacted. Friendly and knowledgeable, they await your questions. Mobile users often experience resizing issues when accessing online content. Thankfully, this theme was made to be completely responsive, and it works great on both desktop computers and smart phones. The download package includes the useful Event add-on. Customers may organize and create astounding events, due to this implementation.

Recurring events are now easier to manage. Be it a yearly, monthly of weekly occurrence, this theme can properly promote it. Even your site visitors can start their own gatherings. Similar to classic invitations, attendees can now RSVP and notify you of their participation. In the age of social media, you cannot afford to neglect the potential of these networks. Eventum lets you synchronize your activities with Facebook, creating a larger number of followers. Your site visitors can do this as well.

When it comes to the size of your site, the decision is yours. As a major component of the Directory platform, this product enables you to establish a tiny directory web page, or a gigantic online portal with events, classifieds, standard listings and properties. If monetization is your goal, Eventum has your covered! Content submission can be a paid service, as you establish several payment plans and accommodate a large percentage of business owners. You have the tools necessary in order to tailor your service towards a broad spectrum of potential clients. Options like recurring payments, subscriptions and trial runs are available. The roster of plugin is enormous, and you can add more if you wish to expand your page’s capabilities.

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EventBuilder

eventbuilder-multipurpose-event-directory

EventBuilder – WordPress Events Directory Theme is a potent, versatile WordPress theme, ideally suited for websites intended as event directories, repositories or curators. Its flexible design philosophy is grounded in the needs of event directory compiling, listing and reviewing, with multiple tools specifically designed to aid in this endeavor.

With a visually stunning design in all available demos, this theme quickly appeals to users on aesthetic grounds, attracting attention to your content immediately. Underneath, a powerful AJAX front end allows for user registration and login, and is compatible with multiple types of forms, allowing users to submit events for adding to your directory. PayPal and credit or debit card integration (via Stripe) is included out of the box, and the TicketTailor plugin allows users to sell tickets for events right out of your directory website! Events can be tagged, categorized, organized and retrieved via either tags or categories. Events can also be geolocated and displayed in maps. Preexisting templates allow you to list all or some events in a timeline, gallery or multiple other arrangements, using page and sidebar custom widgets included.

Most importantly, this theme allows for user submitted event reviews, with customizable criteria that you can set, define and modify at will, allowing for a growing database on events to become better informed as the general public feeds more information into your directory. EventBuilder – WordPress Events Directory Theme really holds back no punches when it comes down to easy, powerful handling of event directories.

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Church and Events

church-event-theme

Church and Events is a WordPress theme specially designed for churches and events with a variety of modern website development trends integration. This fully responsive theme is ideal for users with very little knowledge in programming as well as seasoned website developers. The theme includes different advanced features to help you create an awesome website for church and events. The theme comes with a pixel perfect design, CSS and parallax effects, large-sized elements, scrolling effects and metro-style icons and fonts on each page of the theme. It provides a handy drag & drop page builder, tons of shortcodes, unlimited colors and font options, useful plugins and fantastic widgets to make theme customization fast and easy. It also supports The Event Calendar Pro, Filter Bar and Community Events add-ons to keep your visitors or followers informed about your upcoming events and activities. It also has full WooCommerce plugin and bbPress integration.

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NativeChurch

nativechurch-church-event-theme

Is yet another theme built for Churches but it has everything to build event website and even estore thanks to WooCommerce integration. It doesn’t mean that you need to use all of these amazing features but they are nice to have and can be disabled via simple yet powerful dashboard. This theme comes with 10 pre-defined color schemes that can be further tweaked. This theme can be used with Google Calendar to make your website more user friendly and familiar.

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SoundWave

soundwave-nightclub-wordpress-theme

SoundWave is modern and fully responsive WordPress theme designed for music. It can be used for events, nightclubs, radio stations and other music related websites. The theme packs fancy audio and video player for unlimited music streaming. Additionally this theme packs powerful event management to showcase upcoming concerts, events and other information.

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Clubber

clubber-wordpress-template

Clubber is a modern and responsive WordPress theme designed for DJ’s, nightclubs, club music fans and concerts. This theme packs simple yet powerful event manager to add information about upcoming events with an option to purchase tickets directly on website. On top of that, Clubber has a built in audio player and awesome image gallery to showcase images from previous events.

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Nightlife

nightlife-event-directory-theme

Nightlife is yet another awesome WordPress theme designed for directory. Despite is name, this theme can be used for all kind of events such as concerts, festivals, comedy, conferences, sport events and much more. Nightlife theme packs powerful search and sorting system that allow to search by name, date or location or by all of these parameters. This theme could be used to build an outstanding event directory thanks to outstanding flexibility and scaling. This theme has a built in payment system that could be used for subscriptions as well which is something no other WordPress event theme can offer.

Additionally Nightlife has dozens of shortcodes, public rating and review system, full email integration, option for event submission by users and dozens of other premium features. Nearly forgot to mention that this theme is optimized for WooCommerce eStore toolkit.

More Info / Demo

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