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Your 3-Step Guide to Creating a Successful Review Acquisition Strategy

Posted by McDermott

Wouldn't it be nice if you had an easy way to learn about your competitor's deepest and darkest secrets? An ethical way to peer inside their business — anytime you wanted?

Your competitor's review portfolio provides you with just that. And conducting an audit of their portfolio will give you precious, must-have data that competitors are simply unwilling to share. It's a treasure trove of secrets, pointing to your competitor's strengths, weaknesses, goals, and objectives.

But how do you audit your competitor's review portfolio? More importantly, how do you use this data to inform your review acquisition and marketing strategy?

I'll show you how in three easy steps. Feel free to download this spreadsheet if you'd like to add data as we go along.

Why competitor review audits are essential

But first: What's so special about the review audit anyway? At first glance, it might seem like more work than it's worth. Your competitors have more (or less) reviews than you do, which means you'll work harder — and if they add more reviews, you'll have to put in more work to earn more reviews.

Seems like the usual marketing arms race, right? Where you and your competitors are jockeying for first place.

Sophisticated agencies will know better. They see the competitor review audit for what it is: A chance to gain leverage, clarity, and intelligence from their most unwilling competitors. Because a competitor audit shows you:

What competitor's customers are unhappy about

Your competitor's desires, goals, fears and frustrations

The core issues and challenges costing your competitors leads, sales and revenue

The objections and risks that keep their prospects from buying

Customer perception in the marketplace

Why customers choose to work with your competitors specifically

What customers want (but aren't getting) from your competitors

What needs to be done to grow your business exponentially

Their customer's knowledge/level of sophistication

Changes in your competitor's business (past, present, and future)

These details are are an exceptional opportunity in the right hands —it's an indispensable assessment tool for local search agencies and their clients. Not to mention it's a straightforward way to learn about your competitor's deepest and darkest secrets: you have literal competitive intel from their customer's perspective.

Before you begin your audit...

You'll want to take stock of the top three competitors in your local market. There are two ways to approach this. If you're part of a smaller local market or you already have a list of competitors, start there. What if you're a new business and you're not fully established in your local market yet? Which competitors should you audit?

The businesses that are consistently listed in the local three pack or page one of the Google Maps search results, when you click ‘More Places’ on the local pack or the search results (page one) for your queries!

All set with your list of competitors? You're ready to begin your audit!

Step #1: Assess their review profiles

You'll want to take an inventory of your competitor's review profiles. You're looking for three types of review profiles:

Mainstream reviews via large providers like Google, Facebook, and Yelp

Industry-specific reviews via specialty sites like TripAdvisor for hotels, Avvo for attorneys or Healthgrades for doctors

‘Niche’ platforms like the BBB, Angie's list, or Clutch.co

You also want to take note of a few cursory details.

Have competitors claimed each/all of their profiles?

How many reviews do they have?

Are the aggregate reviews on each platform - positive, neutral or negative?

What's the overall sentiment for each profile - positive, neutral or negative?

How recent are their reviews?

How many of their reviews were received over the past one to three months?

Is their NAP data consistent across each of their profiles? Consistent across multiple locations?

Do their profile links lead to active and relevant pages? Any broken links?

You're looking for inconsistencies. Outdated data, inaccurate details, 404 errors, etc.

Step #2: Search for their business + reviews

Let's say you're working with a client in the personal injury space. You're analyzing the three competitors we mentioned earlier.

Where should you start?

First, you'll want to gather a list of branded and unbranded keywords. You can use Moz's Keyword Explorer or your keyword tool of choice to quickly suss out the organic keywords your competitors are using.

You can use a tool like the Permutator to rapidly expand your list of keywords. You can use this tool to identify missed opportunities or further refine the keywords in your list.

Head over to Google and run a search of the unbranded keywords in your list.

Best personal injury lawyer

Best personal injury lawyers near me

Best personal injury lawyers in Chicago

Best personal injury lawyers Chicago Loop

Chicagoland personal injury firm

Chicagoland personal injury firm in Chicago

Chicagoland personal injury firm near me

Chicagoland personal injury firms

Personal injury firm

Personal injury firm in Chicago

Personal injury firm near me

Personal injury firms

Next, run a search of the branded queries in your list

Staver Accident Injury Lawyers

Staver Accident Injury Lawyers reviews

Staver Accident Injury Lawyers testimonials

Staver Accident Injury Lawyers in Chicago

Salvi, Schostok & Pritchard

Salvi, Schostok & Pritchard reviews

Salvi, Schostok & Pritchard testimonials

Salvi, Schostok & Pritchard in Chicago

Take screenshots of the local three pack when it appears, whether it includes the competitors in your list or not.

You also want to take screenshots of the knowledge panel and search results. There are all kinds of juicy data we can work with here! Use a descriptive file name so it's easy to remember key details later.

Here's a short list of the details you're looking for:

Are aggregate reviews listed in the search results? Are these reviews positive, neutral or negative?

Are keywords used on review profiles, media (via images, videos or slides) and landing pages?

Citations/NAP data, is it consistent/inconsistent?

What types of content channels are used (e.g. keyword rich video testimonials via YouTube, on-site reviews, Facebook recommendations, etc.)?

Next, you'll want to read through your competitor's reviews. At this point, you're looking to collect data. You'll want:

Positive, neutral and negative reviews

Featured, highlighted or recommended reviews

To assess the general tone and quality of the reviews listed in each profile (are reviews shallow, detailed or comprehensive e.g. reviews with text, images and/or video?)

To gauge the ratio of positive-to-negative and neutral-to-negative reviews

To identify profiles that are potential outliers (e.g. unclaimed review profiles with no/poor reviews)

You're looking for positive reviews...

...as well as neutral and negative reviews.

The balanced, comprehensive inventory of each review profile gives us more data to work with later on.

You'll want to run these audits at regular intervals. If you're serving clients in a highly competitive market like insurance, real estate mortgage banking, you'll want to run these audits more often.

Why is this important?

You already know the answer! You and your clients are playing a competitive game of moves and countermoves. If they're smart, your competitors will eventually take note of the aggressive changes you're making. They'll quickly adapt, working to circumvent any advantage you've gained. If you're using a review management tool, these details are simple to automate and easy to track on a recurring basis.

It's not rocket science, but it does take work. Now we've arrived at the best part of our analysis.

Step #3: Using your audit to inform your review acquisition strategy

You've uncovered a significant amount of data in your competitor audit. How do we go about putting this valuable data to good use?

We ask questions!

Asking questions gives us a chance to dive deep into the data, uncovering insights that are actionable and useful. Here's a list of sample questions you should be able to extract from your audit. Here's what you'll want to know.

Which competitor has:

The most reviews, per platform? The most reviews overall?

The largest amount of high-quality reviews (e.g. detailed four and five-star reviews)?

The largest amount of low-quality reviews (e.g. four and five-star reviews with little to no text)?

The largest amount of aggregate reviews listed in the search results?

These questions enable you to identify the review sites where your competitors are strongest/weakest. This is important because it helps you identify opportunities for quick wins and big gains.

Next, you'll want to assess trends in your competitor's reviews:

What motivates reviewers to share (e.g. satisfactory outcome, altruism, displeasure, etc.)?

Which customer objections appear repeatedly?

Do competitors respond to customer reviews? Do they respond more to positive, neutral, negative or all reviews?

How long does it take them to respond to a review?

How do competitors respond to negative reviews?

Do customers feel the business' performance has improved or declined overall?

What desires, goals, fears, frustrations, and problems did customers bring into the relationship?

How did competitors handle these issues?

What risks did reviewers face in the relationship?

How sophisticated are their reviewers (e.g. educated and discerning buyer, experienced and unsure, clear and confident, etc.)

Which themes appear consistently in reviewer responses? (E.g. poor communication, open and transparent, patient and knowledgeable, etc.)

So, here's the million-dollar question. How do you use these details to inform your review acquisition strategy? Imagine that we come across 25 to 35 reviews like these in our audit of a single competitor. Customers are consistently complaining about poor communication and poor follow-through in their reviews.

How can you help your clients capitalize on this problem? You...

Brainstorm: You work with your law firm client to come up with a client "Bill of Rights." They commit to daily and weekly communication with their clients or they take 25 percent off next month's invoice. You interview, survey and conversion data to test the effectiveness of this risk reversal.

Advertise: Your client uses their client "Bill of Rights" and their promise to communicate daily and weekly in your PPC and display campaigns. Click through rates begin to climb as the message begins to resonate with clients in the Chicagoland area.

Re-target: Prospects who visit the website are added to a retargeting campaign. This campaign consists of four distinct ingredients (1.) A strong value proposition (2.) An irresistible offer (3.) Strong reviews showing your client communicates daily and weekly as promised (4.) Your clients produce extraordinary results for their clients. Using your client's retargeting campaign, you drive prospects to relevant landing pages and review profiles.

Convert: Your marketing strategy is effective. You're able to convert a significant amount of prospects on your client's behalf. You ensure that your client under promises and over delivers, producing extraordinary results and wowing their clients.

Request: You set up a review funnel for your client. Their customers are invited to write a review via SMS and email autoresponder campaigns. Their clients are sent to a review landing page, where they're directed to the appropriate review profile (e.g. Google My Business, Facebook recommendations, or Yelp reviews). Their clients are encouraged to share openly and honestly.

Respond: You work with your client to respond to positive and negative reviews on their behalf. You work with your clients to maintain a 5:1 ratio. Five positive reviews for every negative review. You use review response protocols to provide reviewers with an appropriate, customized and empathetic response. Traffic and conversion rates skyrocket.

Can you see what's happening? You're using your competitor's strategy to inform your own. Your clients continue to win whether their competitors win or lose. Here's the significant part about competitor review audit. The possibilities are there. You can use their competitor's success or failure to boost their marketing results. You can use this strategy with webinars, guest posts advertising, partnerships, workshops, and even events.

A chance to gain leverage, clarity, and insight

Don't underestimate the power of conducting competitor review audits. It's a powerful strategy, especially when combined with Review management tools as well as display and PPC intelligence tools like Moat, WordStream, and SpyFu.

If you’re a boutique Local Search, SEO, or Marketing agency working with a variety of local clients, providing review management guidance can be an incredibly valuable supplemental service. In fact, according to Moz’s 2019 The State of Local SEO Industry Report, 91 percent of marketers believe that aspects of reviews, including ratings, quality, positive/negative sentiment, presence of keywords, and/or recency can impact local pack rankings. So if you’re providing local digital services and not touching on reviews, you’re probably doing your clients a disservice.

Wrapping up

A competitor review audit gives you actionable data on your competitor's strengths, weaknesses, goals, and objectives. With the right approach and consistent effort, your competitors will supply you with everything you need to inform and improve your client's review acquisition strategy.

What other tips or tricks do you use to inform your review acquisition strategy?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

Your 3-Step Guide to Creating a Successful Review Acquisition Strategy

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ericsburden-blog · 6 years ago

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7 Ways To Attend SMX Advanced

Elite search marketers like you are fluent in SEO and SEM. You deserve a conference that speaks your language… but that doesn’t mean you have to settle for a one-size-fits-all experience. Join us at SMX® Advanced, June 3-5 in Seattle, for a conference that’s tailored to your specific schedule,... Please visit Marketing Land for the full article.

7 Ways To Attend SMX Advanced

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ericsburden-blog · 6 years ago

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Learn how to get better returns from Microsoft Ads

To get started, import a successful Google AdWords campaigns, do your research on keywords and optimize your current bids and budget for Microsoft’s platform. The post Learn how to get better returns from Microsoft Ads appeared first on Marketing Land. Please visit Marketing Land for the full article.

Learn how to get better returns from Microsoft Ads

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Ad fraud war wages on: More fraud to be stopped than successful in 2019

Report from the Association of National Advertisers and White Ops says safety measures are working to mitigate ad fraud. The post Ad fraud war wages on: More fraud to be stopped than successful in 2019 appeared first on Marketing Land. Please visit Marketing Land for the full article.

Ad fraud war wages on: More fraud to be stopped than successful in 2019

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ericsburden-blog · 6 years ago

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Here’s how brand marketers can use immersive technology to build an effective retail experience

Several retail and fashion campaigns have leveraged immersive technologies to build a brand experience that is social and provide value to customers. The post Here’s how brand marketers can use immersive technology to build an effective retail experience appeared first on Marketing Land. Please visit Marketing Land for the full article.

Here’s how brand marketers can use immersive technology to build an effective retail experience

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ericsburden-blog · 6 years ago

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SAP announces secure, scalable business-to-business solutions for marketers

Software and technology provider SAP announced the launch of a new B2B software-as-a-service (SaaS) solution that will allow users to securely grant third parties access to first-party data, share sensitive information and manage regulatory compliance without the threat of exposure to security... Please visit Marketing Land for the full article.

SAP announces secure, scalable business-to-business solutions for marketers

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Announcing the New Moz SEO Essentials Certificate: What It Is & How to Get Certified

Posted by BrianChilds

“Does Moz offer a certification?”

Educating the marketing community about SEO is one of our core values here at Moz. I worked at an agency prior to joining the team back in 2016, and much of what I learned about how to deliver SEO to our clients came from reading the Moz Blog and watching MozCon videos.

In 2016, one of Moz’s entrepreneurial product managers, Rachel Moore, launched a new catalog of SEO coursework called Moz Academy. This initiative enabled our community to learn faster through structured, interactive workshops. Since 2017, the team has taught SEO to almost 2,500 students through our various class offerings (I looked it up prior to writing this. That number made me really proud).

Across all these interactions, one question asked by our students kept surfacing:

Can I get a certificate for completing this coursework?

For agencies, the ability to show a certificate of completion is a way to differentiate themselves amongst a crowded market. I knew from my own experience how valuable having “HubSpot Inbound Certified” and “Adwords Certified” on my LinkedIn profile was — they allowed our team to show proficiency to our prospective clients. For our friends working as in-house marketers, showing a certificate of completion is a way of showing that the student made good on the investment they requested from their managers.

I’m proud to announce that Moz has put in a tremendous amount of effort to create a certificate program that meets this consistent customer demand. Today, Moz is launching the SEO Essentials Certificate through our Moz Academy platform. Check it out below:

I'm ready to check it out!

What is an SEO Certificate?

An SEO Certificate from Moz is all about developing familiarization with Moz tools and covering some of the essential types of projects you can use to hit the ground running. Though attendees of the Moz Academy come from a variety of backgrounds, we built the certification coursework with an Agency or freelance SEO in mind. However, I believe this material is valuable for anyone interested in learning SEO.

The certificate is focused on five core competency areas:

Fundamental SEO Concepts (Understand the Fundamentals)

Keyword research (Develop Keyword Strategies)

Page optimization (Apply On-Page Optimization Strategies)

Link building essentials (Build Effective Link Strategies)

Reporting on SEO (Create Efficient Reporting Strategies)

By completing this certificate, attendees should be able to articulate for their stakeholders where SEO fits in a digital strategy, how to find and target search engine results pages (SERPs) based on the competitive landscape, and how to approach delivering basic SEO tactics using the Moz toolset.

With this foundation, you'll be able to jump off into more advanced topics such as technical SEO fixes, local SEO, and how to set up your agency for success.

Check out just what's included in the coursework for the Moz SEO Essentials certificate:

1. Understand the Fundamentals

One challenge we observed in the development of SEO coursework: our users often started delivering organic traffic improvements without having a foundational understanding of where SEO tactics fit into a broader digital strategy. Often people will initiate optimization efforts without first conducting effective keyword research. Or, if keyword research was being done, it wasn’t framed within a repeatable, scalable process.

The Understand the Fundamentals course sets the stage for delivering SEO in a way that can be repeated efficiently. In addition to defining essential terminology used in the following classes, you learn how to organize keyword research in a way that produces insight about competition. This relatively simple framework can radically improve targeting of your SEO activities, especially for large enterprises that may compete in several different markets simultaneously.

2. Develop Keyword Strategies

After introducing a framework for conducting keyword research, the certificate program dives into a step-by-step process for creating large keyword clusters and identifying the keywords that will produce the best results. In the development of this coursework, we recognized that many articles and resources talk about keyword research but don’t define a repeatable, scalable process for actually doing it. So many articles about SEO promote hacks that may work for a particular use case, but lack step-by-step instructions. We developed this course to provide you with a practical process that can scale alongside your work.

You’ll learn the importance of mapping keyword clusters to the typical sales funnel customers follow as they move from exploration of solutions to purchase. I’ve presented this material in workshops to large enterprises and small companies — every marketing team that's used this process found it valuable.

By the end of the class, you’ll be familiar with the most valuable features of Moz Keyword Explorer and how to organize lists to help you identify and target the best keywords for your stakeholders.

3. Apply On-Page Optimization Strategies

For many websites, you can find quick wins simply by optimizing page attributes that target strategic keywords. For as much as search has evolved in recent years, we still operate primarily in a world where the text on a page defines the value of that page. This course provides an overview of those attributes and their relative importance.

You'll have a clear understanding of how to use site crawl and page optimization tools to identify, prioritize, and begin optimizing pages based on the keyword strategy they developed in the previous class. Often one of the challenges our students have discovered is that they moved too quickly into optimization without first having their strategy defined. This class will show how strategy and implementation fit together.

4. Build Effective Link Strategies

Link building is another practice that, as an agency marketer, I found difficult to scale. Many articles describe the importance of how relevant links relate to ranking, or hacks that produced a particular result for a page, but not how to create a repeatable process.

As you'll discover in the class, link building is more about process than tools. You’ll understand how to use Moz Link Explorer to isolate the best domains to target amongst the thousands you might consider. I use this process myself whenever launching new websites and it turns a week-long project into a few hours of work. For any agency, where time is literally money, driving down the cost of link analysis with Moz tools can be a big windfall.

5. Create Efficient Reporting Strategies

Whether you're working at an enterprise brand or providing digital marketing services, reporting on outcomes is a big part of your job. Because of the challenges inherent in reporting on attribution with SEO strategies, it's vital to understand both how to set up your data and some common ways to tie SEO projects to broader digital marketing initiatives. This course provides a framework for reporting on SEO that you can adjust to suit your needs. You’ll learn how to use Google Analytics and Moz tools to create actionable reports you can share with your team and stakeholders.

SEO Essentials Certificate FAQs

Here are some of the common questions our community has asked us about the SEO Essentials Certificate during the development process.

How do I get SEO Certified?

Moz offers the SEO Essentials Certificate program via the Moz Academy platform. When you visit Moz Academy, you will see the SEO Essentials Certificate program listed in the catalog. All you have to do is select the course and proceed through the login process.

How long does the SEO Essentials Certificate take?

The Moz SEO Essentials coursework consists of several hours of online instruction, as well as a few quizzes and a final exam. The coursework is developed to be completed within a week of starting. Some attendees have completed the coursework in two days, but for most folks, it takes about a week.

Will I get an SEO certificate and LinkedIn badge?

Yes! We've developed a way for you to get both a SEO certificate you can print and a LinkedIn badge to show you've completed the program. When you pass the final exam, you'll find links to both of these assets and instructions on how to generate them.

How long is the SEO Essentials Certificate valid?

The Moz SEO Essentials Certificate is valid for one year after registration. When the certificate expires, you'll need to retake the coursework to maintain your certification. We set the expiration at one year because SEO changes a lot! (Seriously — just take a look at the Google Algorithm Change History.) We want to make sure that you have the most up-to-date information when displaying your credentials online and to stakeholders.

Sign me up!

Find yourself with questions not addressed in this post? Drop them in the comments and we'll do our best to get them answered.

Announcing the New Moz SEO Essentials Certificate: What It Is & How to Get Certified

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ericsburden-blog · 6 years ago

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Brands take heed: Facebook is putting Groups at the center of its app

CEO Mark Zuckerberg said Facebook Groups are at the heart of the new Facebook experience during his F8 kick-off presentation on Tuesday. The post Brands take heed: Facebook is putting Groups at the center of its app appeared first on Marketing Land. Please visit Marketing Land for the full article.

Brands take heed: Facebook is putting Groups at the center of its app

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ericsburden-blog · 6 years ago

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Facebook Messenger to get new lead gen templates, appointment booking

Both features are currently in beta, but Facebook said they plan to roll them out later this year. The post Facebook Messenger to get new lead gen templates, appointment booking appeared first on Marketing Land. Please visit Marketing Land for the full article.

Facebook Messenger to get new lead gen templates, appointment booking

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ericsburden-blog · 6 years ago

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Instagram’s new Shopping from Creators gives influencers access to Checkout for in-app purchases

Users will be able to buy items from brands tagged in creators' posts right in the app. The post Instagram’s new Shopping from Creators gives influencers access to Checkout for in-app purchases appeared first on Marketing Land. Please visit Marketing Land for the full article.

Instagram’s new Shopping from Creators gives influencers access to Checkout for in-app purchases

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Give it up for Your MozCon 2019 Community Speakers!

Posted by cheryldraper

High fives and fist bumps for each and every person who took the time to pitch their hearts out for this years’ six community speaker spots — a whopping 130 entries were submitted!

Our selection committee read, watched, and researched, whittling things down to a shortlist of top contenders and then read, watched, and researched some more to determine if a potential speaker and their talk would be a perfect fit for the MozCon stage.

We take lots of things into account during our review, but ultimately there are three main factors that determine our final selections:

Strength of the pitch (e.g., value, relevance to the audience, etc.)

Can the content reasonably be delivered in the time allotted?

Does it fit with overall programming and agenda?

After much deliberation, we’re confident these six community speakers are going to be a great addition to the MozCon Stage.

Grab a seat and see for yourself!

Ready to meet your MozCon Community Speakers?

Areej AbuAli, Head of SEO at Verve Search

Fixing the Indexability Challenge: A Data-Based Framework

How do you turn an unwieldy 2.5 million-URL website into a manageable and indexable site of just 20,000 pages? Areej will share the methodology and takeaways used to restructure a job aggregator site which, like many large websites, had huge problems with indexability and the rules used to direct robot crawl. This talk will tackle tough crawling and indexing issues, diving into the case study with flow charts to explain the full approach and how to implement it.

Christi Olson, Head of Evangelism, Search at Microsoft

What Voice Means for Search Marketers: Top Findings from the 2019 Report

How can search marketers take advantage of the strengths and weaknesses of today's voice assistants? Diving into three scenarios for informational, navigational, and transactional queries, Christi will share how to use language semantics for better content creation and paid targeting, how to optimize existing content to be voice-friendly (including the new voice schema markup!), and what to expect from future algorithm updates as they adapt to assistants that read responses aloud, no screen required. Highlighting takeaways around voice commerce from the report, this talk will ultimately provide a breakdown on how search marketers can begin to adapt their shopping experience for v-commerce.

Emily Triplett Lentz, Content Strategy Lead at Help Scout

How to Audit for Inclusive Content

Digital marketers have a responsibility to learn to spot the biases that frequently find their way into online copy, replacing them with alternatives that lead to stronger, clearer messaging and that cultivate wider, more loyal and enthusiastic audiences. Last year, Help Scout audited several years of content for unintentionally exclusionary language that associated physical disabilities or mental illness with negative-sounding terms, resulting in improved writing clarity and a stronger brand. You'll learn what inclusive content is, how it helps to engage a larger and more loyal audience, how to conduct an audit of potentially problematic language on a site, and how to optimize for inclusive, welcoming language.

Greg Gifford, Vice President of Search at DealerOn

Dark Helmet's Guide to Local Domination with Google Posts and Q&A

Google Posts and Questions & Answers are two incredibly powerful features of Google My Business, yet most people don't even know they exist. Greg will walk through Google Posts in detail, sharing how they work, how to use them, and tips for optimization based on testing with hundreds of clients. He'll also cover the Q&A section of GMB (a terrifying feature that lets anyone in the community speak for your business), share the results of a research project covering hundreds of clients, share some hilarious examples of Q&A run wild, and explain exactly how to use Q&A the right way to win more local business.

Joelle Irvine, Director, Marketing & Growth at Bookmark Content and Communications

Image & Visual Search Optimization Opportunities

With voice, local, and rich results only rising in importance, how do image and visual search fit into the online shopping ecosystem? Using examples from Google Images, Google Lens, and Pinterest Lens, Joelle will show how image optimization can improve overall customer experience and play a key role in discoverability, product evaluation, and purchase decisions for online shoppers, while at the same time accepting that image recognition technology is not yet perfect. Learn actionable tactics around image optimization, including image framing, categorizing, structured data, and indexing to better optimize for visual search.

Marie Haynes, Owner at Marie Haynes Consulting Inc.

Super-Practical Tips for Improving Your Site's E-A-T

Google has admitted that they measure the concept of "Expertise, Authoritativeness, and Trustworthiness" in their algorithms. If your site is categorized under YMYL (Your Money or Your Life), you absolutely must have good E-A-T in order to rank well. In this talk, you'll learn how Google measures E-A-T and what changes you can make both on site and off in order to outrank your competitors. Using real-life examples, Marie will answer what E-A-T is and how Google measures it, what changes you can make on your site to improve how E-A-T is displayed, and what you can do off-site to improve E-A-T.

Be sure to check out the initial agenda here to get a taste of all the MozCon goodness we've got in store for you.

Snag your ticket!

Give it up for Your MozCon 2019 Community Speakers!

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