Master The Skills Of When And How To Use Domain Authority, Page Authority, And Link Count Metrics And Be Successful.

How can you effectively apply link metrics like Domain Authority and Page Authority alongside your other SEO metrics? Where and when does it make sense to take them into account, and what exactly do they mean? In today’s Whiteboard Friday, Rand answers these questions and more, arming you with the knowledge you need to better understand and execute your SEO work.

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about when and how to use Domain Authority and Page Authority and link count metrics.

So many of you have written to us at Moz over the years and certainly I go to lots of conferences and events and speak to folks who are like, “Well, I’ve been measuring my link building activity with DA,” or, “Hey, I got a high DA link,” and I want to confirm when is it the right time to be using something like DA or PA or a raw link count metric, like number of linking root domains or something like Spam Score or a traffic estimation, these types of metrics. 

So I’m going to walk you through kind of these three — Page Authority, Domain Authority, and linking root domains — just to get a refresher course on what they are. Page Authority and Domain Authority are actually a little complicated. So I think that’s worthwhile. Then we’ll chat about when to use which metrics. So I’ve got sort of the three primary things that people use link metrics for in the SEO world, and we’ll walk through those.

Page Authority

Page Authority

So to start, Page Authority is basically — you can see I’ve written a ton of different little metrics in here — linking URLs, linking root domains, MozRank, MozTrust, linking subdomains, anchor text, linking pages, followed links, no followed links, 301s, 302s, new versus old links, TLD, domain name, branded domain mentions, Spam Score, and many, many other metrics.

Basically, what PA is, is it’s every metric that we could possibly come up with from our link index all taken together and then thrown into a model with some training data. So the training data in this case, quite obviously, is Google search results, because what we want the Page Authority score to ultimately be is a predictor of how well a given page is going to rank in Google search results assuming we know nothing else about it except link data. So this is using no on-page data, no content data, no engagement or visit data, none of the patterns or branding or entity matches, just link data.

So this is everything we possibly know about a page from its link profile and the domain that page is on, and then we insert that in as the input alongside the training data. We have a machine learning model that essentially learns against Google search results and builds the best possible model it can. That model, by the way, throws away some of this stuff, because it’s not useful, and it adds in a bunch of this stuff, like vectors or various attributes of each one. So it might say, “Oh, anchor text distribution, that’s actually not useful, but Domain Authority ordered by the root domains with more than 500 links to them.” I’m making stuff up, right? But you could have those sorts of filters on this data and thus come up with very complex models, which is what machine learning is designed to do. 

All we have to worry about is that this is essentially the best predictive score we can come up with based on the links. So it’s useful for a bunch of things. If we’re trying to say how well do we think this page might rank independent of all non-link factors, PA, great model. Good data for that.

Domain Authority

Domain Authority

Domain Authority is once you have the PA model in your head and you’re sort of like, “Okay, got it, machine learning against Google’s results to produce the best predictive score for ranking in Google.” DA is just the PA model at the root domain level. So not subdomains, just root domains, which means it’s got some weirdness. It can’t, for example, say that is different than But obviously, a link from is way more valuable than from my personal subdomain at Blogspot or Tumblr or WordPress or any of these hosted subdomains. So that’s kind of an edge case that unfortunately DA doesn’t do a great job of supporting.

What it’s good for is it’s relatively well-suited to be predictive of how a domain’s pages will rank in Google. So it removes all the page-level information, but it’s still operative at the domain level. It can be very useful for that.

Linking Root Domain

Linking Root Domain

Then linking root domains is the simplest one. This is basically a count of all the unique root domains with at least one link on them that point to a given page or a site. So if I tell you that this URL A has 410 linking root domains, that basically means that there are 410 domains with at least one link pointing to URL A.

What I haven’t told you is whether they’re followed or no followed. Usually, this is a combination of those two unless it’s specified. So even a no followed link could go into the linking root domains, which is why you should always double check. If you’re using Ahrefs or Majestic or Moz and you hover on the whatever, the little question mark icon next to any given metric, it will tell you what it includes and what it doesn’t include.

When to use which metric(s)

All right. So how do we use these?

When to use which metric(s)

Well, for month over month link building performance, which is something that a lot of folks track, I would actually not suggest making DA your primary one. This is for a few reasons. So Moz’s index, which is the only thing currently that calculates DA or a machine learning-like model out there among the major toolsets for link data, only updates about once every month. So if you are doing your report before the DA has updated from the last link index, that can be quite frustrating.

Now, I will say we are only a few months away from a new index that’s going to replace Mozscape that will calculate DA and PA and all these other things much, much more quickly. I know that’s been something many folks have been asking for. It is on its way.

But in the meantime, what I recommend using is:

  1. Linking root domains, the count of linking root domains and how that’s grown over time.
  2. Organic rankings for your targeted keywords. I know this is not a direct link metric, but this really helps to tell you about the performance of how those links have been affected. So if you’re measuring month to month, it should be the case that any months you’ve got in a 20 or 30-day period, Google probably has counted and recognized within a few days of finding them, and Google is pretty good at crawling nearly the whole web within a week or two weeks. So this is going to be a reasonable proxy for how your link building campaign has helped your organic search campaign.
  3. The distribution of Domain Authority. So I think, in this case, Domain Authority can be useful. It wouldn’t be my first or second choice, but I think it certainly can belong in a link building performance report. It’s helpful to see the high DA links that you’re getting. It’s a good sorting mechanism to sort of say, “These are, generally speaking, more important, more authoritative sites.”
  4. Spam Score I like as well, because if you’ve been doing a lot of link building, it is the case that Domain Authority doesn’t penalize or doesn’t lower its score for a high Spam Score. It will show you, “Hey, this is an authoritative site with a lot of DA and good-looking links, but it also looks quite spammy to us.” So, for example, you might see that something has a DA of 60, but a Spam Score of 7 or 8, which might be mildly concerning. I start to really worry when you get to like 9, 10, or 11.

Second question:

Second question image

I think this is something that folks ask. So they look at their own links and they say, “All right, we have these links or our competitor has these links. Which ones are providing the most value for me?” In that case, if you can get it, for example, if it’s a link pointing to you, the best one is, of course, going to be…

  1. Real traffic sent. If a site or a page, a link is sending traffic to you, that is clearly of value and that’s going to be likely interpreted positively by the search engines as well.
  2. PA
  3. DA. I think it’s pretty good. These metrics are pretty good and pretty well-correlated with, relatively speaking, value, especially if you can’t get at a metric like real traffic because it’s coming from someone else’s site.
  4. Linking root domains, the count of those to a page or a domain.
  5. The rankings rise, in the case where a page is ranking position four, a new link coming to it is the only thing that’s changed or the only thing you’re aware of that’s changed in the last few days, few weeks, and you see a rankings rise. It moves up a few positions. That’s a pretty good proxy for, “All right, that is a valuable link.” But this is a rare case where you really can control other variables to the extent that you think you can believe in that.
  6. I like Spam Scor for this as well, because then you can start to see, “Well, are these sketchier links, or are these links that I can likely trust more?”

Last one,


So I think this is one that many, many SEOs do. We have a big list of links. We’ve got 50 links that we’re thinking about, “Should I get these or not and which ones should I go after first and which ones should I not go after?” In this case…

  1. DA is really quite a good metric, and that is because it’s relatively predictive of the domain’s pages’ performance in Google, which is a proxy, but a decent proxy for how it might help your site rank better.
  2. It is the case that folks will talk about, “Hey, it tends to be the case that when I go out and I build lots of DA 70, DA 80, DA 90+ links, I often get credit. Why DA and not PA, Rand?” Well, in the case where you’re getting links, it’s very often from new pages on a website, which have not yet been assigned PA or may not have inherited all the link equity from all the internal pages.
  3. I think linking root domains is a very reasonable one for this, and linking root domains is certainly closely correlated, not quite as well correlated, but closely correlated with DA and with rankings.
  4. Spam Score, like we’ve talked about.
  5. I might use something like SimilarWeb’s traffic estimates, especially if real traffic sent is something that I’m very interested in. If I’m pursuing no followed links or affiliate links or I just care about traffic more than I care about rank-boosting ability, SimilarWeb has got what I think is the best traffic prediction system, and so that would be the metric I look at.

So, hopefully, you now have a better understanding of DA and PA and link counts and when and where to apply them alongside which other metrics. I look forward to your questions. I’ll be happy to jump into the comments and answer. And we’ll see you again next time for another edition of Whiteboard Friday. Take care. 

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A new option serves up an easy ad-testing scenario


For several months now, Google has been encouraging advertisers to run many ad variations in their ad groups. The message is essentially, “Ditch your manual A/B testing and let our machine learning-powered systems figure out the best ad with the best mix of extensions to show for each auction scenario.”

Now, it looks like Google is trying out a feature to make it easier for more advertisers to adopt even basic ad testing. Digital marketing strategist Conrad O’Connell spotted a new option in the old/current AdWords interface to “Create a second ad with headlines in reverse order.” Check the box, and automatically create an A/B headline test.

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I’m not seeing it yet in the new or old AdWords interface, but it’s an interesting idea to make at least one ad test option as easy as checking a box.

A Google spokesperson said, “We’re always experimenting with the ways to create the best possible experience for our users but have nothing to announce at the time.”


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Client Question: What is the Process for a website design project?

Website Design Process

The most common question people ask us for is the process for a new web design project.
Below outlines the work process phases needed to complete a typical web design project.
Everything is based on client satisfaction
1-Concept phase: everything is planned,
2-Design phase: look and feel is produced,
3-Technical phase: design is implemented
4-Testing phase: everything is thoroughly tested and reviewed. This process is designed to ensure project efficiency and your complete satisfaction.
Website Design Questions
Process for successful web design
Concept Phase 
Week 1
  • Work Begins Info When Received
  • Information Architecture
Week 2
  • Site map
  • Info Layout
Design Phase 
Week 3
Visual Design
Photoshop Design Template
Contact Form Design
Week 4
Email Format
HTML/CSS Template
Design in html/css
Week 5 
Contact Form in html/css
Email plain text and html
Technical Phase
Week 6
Hosting Server
Server Setup
Domain Name Setup
Week 7
Form Javascript and PHP
Test Phase
Week 8
Initial Test
Upload website to server with test credentials
Tested interface
Tested form and email
Site Launch
Week 9
Move site to live status
Concept Elements
Site Outline
Design Elements
Site Template Design
Contact Form Design
Technical Elements
Server & Domain Setup
Contact Form Functions
HTML/CSS Development


Quick Tips Regarding TO ADOBE ANALYTICS

While most digital analysts understand Google Analytics, many can find Adobe Analytics to be a complete mystery. If you are one of those people, you’ve come to the right place. Let’s dig into Adobe Analytics and get you up to speed!

First, let’s establish why Adobe Analytics is important to understand, and define some dimension and metric differences between Google Analytics and Adobe.

Guide Table of Contents:

  • Benefits of Learning Adobe Analytics
  • Comparing Dimension & Metric Set-Ups in Google Analytics & Adobe

Adobe Entry Page vs. GA Landing Page

Adobe Success Events vs. GA Goal Completions

Dimensions & Metric Scope in GA vs. Adobe

  • Navigation of Adobe Interface

Report Navigation

Standard Adobe Reports

  • Upcoming Adobe Tips

Benefits of Learning Adobe Analytics

  1. Similar to tools like Google Analytics 360, Adobe Analytics  offers notable benefits and features (avoiding sampling, custom tracking flexibility, etc.), justifying the notable yearly cost associated to it.
  2. Becoming familiar with Adobe will naturally expand your analytics skills! While many elements of Google Analytics tracking are applicable to Adobe; Adobe’s new features, tools, and caveats will deepen and enrich your analytics knowledge base.
  3. If you understand the features within Adobe, you will save yourself time as well as others by quickly solving complex analysis problems, creating expansive and actionable reporting, and setting up strategic tracking.

Comparing Dimension and Metric Set-Ups in GA and Adobe

Now that we’ve established why Adobe Analytics is important, let’s look at some high-level dimension and metrics differences between Google Analytics and Adobe Analytics, and establish why the scope of dimensions and metrics is so critical to understanding any analytics set-up.

Dimension and Metric Set-Ups

Adobe Entry Page vs. GA Landing Page

Looking at Adobe data, one of the first things you will likely notice is that sessions are now visits, and landing page is now entry page. As these are two extremely visible aspects of GA & Adobe, it’s important to note the high-level naming difference.

Google Analytics

Google Analytics

Adobe Analytics

Adobe Analytics

GA Goal Completions vs. Adobe Success Events

Another notable difference is GA goal completions vs. Adobe success events. For Google Analytics, each goal completion is counted once per session, where in Adobe, each success event counts each time the item occurs in a visit.

For example, if a conversion/success event in each platform is playing a video on the site, and you watch 5 videos in a single session/visit, in Google Analytics that will trigger only 1 video play goal completion, but in Adobe Analytics that will trigger 5 video play success events. When you think of Adobe success events, think of total events in Google Analytics.

Dimension and Metrics Scope

An important aspect of all analytics is the scope of dimensions and metrics. Scope affects data collection, aggregation, and even the way you analyze data.

Ensure that you are matching the correct dimensions and metrics by scope when doing analysis, otherwise you run the risk of misleading your report stakeholders which leads to poor decisions based on this data.

So what are these scopes, and how do they differ between Google Analytics & Adobe?


  • Definition: The building block upon which all other data is formed. Measures each individual interaction on the site (think pageviews, events).
  • Google Analytics vs. Adobe Analytics: Standard across Google Analytics and Adobe.
  • Main Takeaway Tip: You want to match hit dimensions to hit metrics (i.e. page with pageviews).


  • Definition: Multiple hits make up a session/visit. The most heavily featured scope across both platforms.
  • Google Analytics vs. Adobe Analytics: Different in naming across Google Analytics (session) & Adobe (visit).
  • Main Takeaway Tip: These session/visit-level items can occur once in this scope, such as entry page, region, etc. Should match session/visit dimensions with session/visit metrics (i.e. entry page with visits and bounce rate, etc.)


  • Definition: While multiple hits make up a session/visit, multiple sessions/visits make up a visitor/user.
  • Google Analytics vs. Adobe Analytics: Different in naming across Google Analytics (user) & Adobe (visitor).
  • Main Takeaway Tip: This typically is the most hidden scope in both platforms, but can provide powerful analysis, allowing you to be more audience-focused. Should match visitor/user dimensions with visitor/user metrics (i.e. new/repeat visitor with unique visitors).

See a more visual example of this breakdown below:

more visual example

Now that you understand the scope of dimensions and metrics and how they differ between Adobe and Google Analytics, you are ready to jump into the Adobe interface. Let’s do it!

Navigation of the Adobe Interface

Once you’ve logged into the Adobe interface, you’ll be presented with the layout of report options (may differ slightly by account), which we will break down piece-by-piece:

Navigation of the Adobe Interface


#1: Report Navigation

The search reports and navigation element allows you to find what report you want, either through typing in the report name or navigating through the sections. Let’s see how we can find the entry page report with both options:

#1A: Search Option

By typing in the report name itself, you’ll see which reports have this naming, and then can select the report that is more relevant to you. See below for the entry page report:

Report Navigation

#1B: Navigation Option

In this case, we don’t type the report name in, but rather click through the report structure to find it. You’ll notice that under the search option, this shows the same route that we use in the navigation structure to reach the report.

Navigation Option

#2: Top-Nav Bar

The top-nav allows you to easily navigate between Adobe’s interface. When you first log in to Adobe Analytics, this default to opening on the reporting tab. You could update in the future to land on the Workspace option as well. You could also not see the Workspace option if you don’t have access to this area (granted under your user-level rights).

Let’s break down each of the options available in this area.

  • Workspace: This links to Adobe’s Analysis Workspace tool, which I’ll expand on in a future post. Some pretty amazing report, analysis, and visualization capabilities with this tool. Check on Benjamin Gaines session from the Adobe Analytics 2017 Summit for some cool insights here
  • Reports: Your current view, allowing you to pick among report options.
  • Components: Allows you to manage segments, create calculated metrics, manage scheduled reports, etc.
  • Tools: Allows you to access non-Workspace Adobe tools, such as Report Builder & Ad-Hoc Analysis. Report Builder is an add-on to Microsoft Excel, and is very useful for report automation. It functions in a similar manner as the Google Sheets Add-On does with the Google Analytics API. I’ll expand on Report Builder usage in a future post as well.
  • Admin: Depending on your user access (either admin or user), this allows you to create new users, update Adobe report suite configuration settings, etc.


  • Report Suite: On the far right of the screen (on the same level as the report search), you can change the Adobe report suite you are viewing (think Google Analytics account or property). For more advanced users, Adobe offers other types of report suites: Virtual and Global/Roll-Up being some of the major options.

Standard Adobe Report

Now that we know the basic interface, let’s explore a simple report (entry pages):

Standard Adobe Report

On the upper left-hand side, with the three icons, you have the options to (from top-to-bottom):

Three icons

  1. View Reports: Navigate away from the current report
  2. Apply Segments: You can apply multiple segments at once (will find the overlap of all segments), and create and manage segments (which align to the dimension and metric scopes you choose!)
  3. Change Metrics: You can pick which metrics you have in the report (which should align to the dimension and metric scopes of the report). Let’s move our attention to the top-nav of the report itself (from left to right). 

Change Metrics      4.Each of the symbols mean the following:

  1. “Entry Pages Report” – Name of the report
  2. The Star – Favorite the report to come back to for future reference (under your login)
  3. Cloud with Arrow – Download the report (Excel, PDF, etc.)
  4. Envelope – Send the report via email
  5. Book – Bookmark the report
  6. Speedometer – Add to an Adobe dashboard (less useful than Adobe’s other reporting options [Analysis Workspace being the main] in my opinion)
  7. Three Dots – contains more options, one of which is a quick link option (great for sharing reports with others – allow for them to come directly to the report upon login)
  8. The Cylinder – Which Report Suite the data is pulling from
  9. The Calendar – Allows for changing date ranges, and comparing dates (Adobe also allows you preset ranges – last month, last week, etc.). You can also create custom date ranges to fit your reporting needs

One last tip for the report layout: You can use these reports to drill down further based on what you have selected. This is located as shown below:

report layout

Want to see what channels drove visits to these entry pages? How about a breakdown by mobile device type? What can the regional data tell you about your paid targeting efforts? The possibilities are nearly endless. Go explore!

With these tools, you now how have the ability to:

  1. Understand how Adobe Analytics functions, why it is important, and how it differs from Google Analytics.
  2. Navigate the Adobe Analytics interface and basic reports.

Upcoming Adobe Tips

that you have this knowledge, if you have the opportunity, get in there and explore! What questions do you have based on what you’ve found? What are the hidden gems of Adobe Analytics that you use? Let me know in the comments!

However, truthfully, this is just the tip of the iceberg in relation to Adobe Analytics knowledge. To truly understand what Adobe offers, you’ll want to understand the following topics as well:

  1. eVars (custom conversion) vs. sProps (custom traffic): How custom tracking with Adobe fundamentally works.
  2. Adobe’s Pathing & Fallout Tools: How Adobe’s PathFinder and Full Paths reports differ from Google Analytics’ pathing efforts, and how you can integrate pathing and fallout reporting into Analysis Workspace.
  3. Adobe Analysis Workspace: How Adobe’s main reporting and analysis tool is competing against Google Data Studio, and how it provides one of the most flexible and powerful interfaces of all major data analysis tools.
  4. Adobe Report Builder: How Adobe’s reporting automation tool stacks up against Google’s options, and how to most easily integrate it into your Excel reporting set-up.


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Google Moved Google Posts into Google My Business

After much anticipation, Google Posts is finally available to all small businesses. The content will appear in both Google search and maps results.

Google Posts is now rolling out to all small businesses that use the Google My Business (GMB) platform.

Google just announced the rollout late this afternoon. A couple of weeks ago, the company moved Google Posts into GMB, and that is where you can access it now — on both the desktop and the Google My Business Android and iOS apps.

Go to your GMB account and click on “Posts” on the left-side menu when you are in your Google business listing. You can also access it by clicking here.

You should see a screen that looks like this:



When writing a post, you are given several options: upload an image, write text (up to 300 words) or add an event title (with start and end dates and times). Users can also add call-to-action buttons including “Learn more,” “Reserve,” “Sign up,” “Buy” or “Get offer.” Here is a screen shot of that interface:



Google says this give businesses the ability to:

  • share daily specials or current promotions that encourage new and existing customers to take advantage of your offers.
  • promote events and tell customers about upcoming happenings at your location.
  • showcase your top products and highlight new arrivals.
  • choose one of the available options to connect with your customers directly from your Google listing: give them a one-click path to make a reservation, sign up for a newsletter, learn more about latest offers, or even buy a specific product from your website.

Posts will show up in both Google search and maps results. Here are examples of how Google Posts come up in search:





For more details, check out this help document.

Google Posts first launched in January 2016 under the name “candidate cards,” but they were only available initially for political candidates to post content that would show up for relevant political search queries. A couple of months later, the feature was available for a very limited number of small businesses. It has slowly expanded since then until today’s full launch.


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For B2B businesses in competitive markets, AdWords can be difficult to manage effectively. Columnist Todd Saunders provides some tips that will keep costs low and boost Quality Scores.


AdWords is a brutal marketplace for many B2B businesses. There’s low search volume and high competition, resulting in extremely expensive CPCs — not good.

Instead of burning your cash on expensive and ineffective ads, consider these five AdWords tweaks and strategies that any company can implement immediately.

1. Start with negative keywords

Homing in on the keywords that work for you is the single most important step for running profitable advertising for your company. The best way to do that is by answering the question, “What were the keywords that actually triggered my ads?” using the Search Terms report, and trimming the nonsense using negative keywords. In this case, there are two important exclusion categories.

Irrelevant searches

Does the search have anything to do with your company? Depending on how broad your keywords are, you’ll need to exclude homonyms, pop culture references (see below), misspellings and NSFW searches.

Here’s a ridiculously hypothetical situation: You sell delicious homemade fig preserves, so you bid on the keyword “jam.” You then realize your ads aren’t doing so hot because most people who google the term “jam” are looking for Michael Jackson’s 1991 smash hit starring Michael Jordan. People then click your ad and leave disappointed, without making a purchase, because they had a glimmer of hope that Michael Jordan also came out with a delicious jam that no one knew about.

I mean, hey, people can be unpredictable sometimes. Spend enough time in the Search Terms report and you’ll know that all too well.

Unqualified traffic

The second type of exclusion is preventing searches from people who aren’t quite ready to buy (unqualified traffic) who may still cost you a click. Here’s a shortlist to get you started.

  • Job seekers: -hire -employer -job -jobs -occupation -occuptions -careers -career -full-time -part-time -work -resume(s) -salary -salaries -intern
  • Budget hunters: -free -cheap -ebay -craigslist -bargain -liquidation -quote
  • Online learners: -learn -classes -school -tutorials -university -course -textbook -book -training
  • Press & review seekers: -reviews -rating -option -articles -info -pics -how-to -case study -journal -magazine -statistics -stats -white paper

It’s important to focus on lead quality. Perhaps users looking for a free tool via Google convert well on a free trial, so you’ll want to attack, rather than exclude traffic for free resources or products.

There are three keyword match types you can use filter out keywords with more precision and reliability:

Negative broad match

  • Your ads will not show if all your negative keywords are present in search query
  • Order does not matter

So, if your negative keywords are “Ford Mustang”:

  • Ad will show: “Colonial Spanish horse Mustang
  • Ad will not show: “Is the Mustang made by Ford?”

Negative phrase match

  • Your ads will not show if all your negative keywords are present in search query
  • Order matters

So, if your negative keywords are “Banana Pudding”:

  • Ad will show: “Does pudding with bananas taste good?”
  • Ad will not show: “Best banana pudding recipes”

Negative exact match

  • Your ads will not show if all your negative keywords are present in search query.
  • Order matters.
  • No extra words.

So, if your negative keywords are: “Yellow Taxi”:

  • Ad will show: “Taxi New York Yellow”
  • Ad will not show: “Yellow Taxi”

Negative keyword best practices

  • Look for people searching with action words like “buy” or “purchase.” If you are going to pay for expensive keywords, you might as well make sure those converting are at the bottom of your funnel. Other popular and actionable keywords are “free,” “trial” and “demo.”
  • Use the keyword planner tool and do simple Google searches to see what pops up. If there are patterns and popular terms that aren’t relevant to your business, start building that negative keyword list!
  • Automate the process. Once you’ve figured out all your negative keyword terms, add them in bulk to save you some time.

2. Strategic remarketing

Remarketing is rewarding when done right. However, most companies fail to provide customization to make that coveted conversion as frictionless as possible. Here are a few tactics to get you started:

Bid on conversion

Every retargeting effort should be centered around the value you’re offering to your audience. Show a different message or value proposition based on where the user dropped off.

If there is a shopping cart abandon, retarget the user and offer them a coupon code or a discount. This goes back to paying more for those farther down the funnel. If you pay, they will come!

Time-delayed retargeting

Targeting someone for 60 days can get creepy and outright annoying. Creating a time-delayed retargeting campaign can significantly reduce fatigue, because you’ll be providing new messaging, designs and ads in a sequential order.

New to remarketing? Here’s a four-step recipe to success.

3. Target your competitors’ customers with Gmail ads

There are over a billion users on Gmail — it’s like a California gold mine in 1849. Yet few advertisers are taking advantage. Here are a few pointers to mine those conversions.

Through Gmail ads, you can:

  • target people who have visited a specific website.
  • target people who are communicating with certain domains.

Remember, a high CPA (cost per acquisition) isn’t necessarily a bad thing. Determine your customer’s lifetime value and bid accordingly. Here’s a great guide I use to remind me what it takes to crush the competition on Gmail.

4. Effectively challenge competitor keywords

If you’re not feeling Gmail ads, take the traditional route by targeting competitors’ keywords on the search network. One company that crushes this tactic is SEMrush, the ultimate keyword resource. See what happens when I search “Wordstream alternative” on Google:


When doing this, make sure your content is relevant to the ad and the search term. Your ad will be reported and removed if you are bidding on company X and your ad is misleading by pretending you are company X.

And remember, while you are allowed to bid on your competitors’ brand names, you’re not allowed to use those brand names in your ad copy. Doing so may cause your ad to be removed.

5. Win free real estate and click-throughs with extensions

Want more real estate, a 10-15 percent better CTR and a higher Ad Quality score for free? Add extensions! (Pun intended.)

Extensions are added snippets of information that you can tack onto your ad to create a more effective selling proposition. When we search “Brooklyn real estate agent,” the top position ad takes up nearly 40 percent of the real estate on mobile.

Additionally, when targeting competitors, let the extension sitelinks lead the user to a competitor comparison page. That way, the competitor’s brand keywords are on the site, which increases Quality Score for ads that bid on competitor brand terms. It’s also an easy way for customers to understand why you are better than company X (that is, if you believe in your product!).

Bonus! 🚨 Experiment with emojis 🚨

Google announced back in 2015 that emojis in search results were officially out. Only a year later, they announced that emoji search results were gone. This year, they’ve slowly rolled out emojis in AdWords, according to Search Engine Watch. Keep your 👀 peeled.


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Things About 4 Tools To Easily Create Videos To Diversify Your Content Marketing You Have To Experience It Yourself

Videos work great for content marketing for three reasons:

  • Certain demographics of users LOVE watching videos;
  • Videos open up more marketing channels (Youtube, Vimeo, etc)
  • Videos are highly engaging: People like sharing videos

Now, the days when video content was so hard to create that most people were just shying away are over. Videos are no-brainer now. When it comes to video tutorials and mashups, I am simply using iMovie (free easy time-saver). However, in many cases, you won’t even need any desktop software.

There are some awesome online tools that allow you to create professional videos that will diversify your video marketing and let you experiment with genres, styles and types. The first one that comes to mind is of course Youtube Hangouts on Air.

But it’s not the only one!

The following four tools are all freemium, so you’ll have a chance to play for free first:

1. Animoto

Animoto is a huge time-saver! Grab your screenshots and videos, choose (or upload your own) music, add text breaks – you are done! A new video is ready to distribute.


I like using it for screenshot showcase (for tutorials) and for summing up discussions, hangouts, etc but I am sure there can be lots of other ideas (this about weekly user photo showcase, testimonial showcase, etc etc.)

2. Powtoon

Powtoon is a freemium tool to create animated presentations and video instructions. The best thing about this tool is that it lets you create video instructions that grab attention and have huge viral potential as opposed to traditional step-by-step video guides.

It has lots of templates with different mascots:


There are lots of available elements inside: Characters, animations, text affects, image holders, etc. The free version will keep its watermark on the final version.

Powtoon is awesome for creating concept explanations, fun tutorials and even promo videos.

They also have #slides project in private beta which I am really looking forward to playing with! Stay tuned!

3. Vidtrack

Vidtrack is a new tool I’ll need to play with. It lets you user-generate your videos by enabling your readers to send you video messages. I think it may work for testimonials, contests, etc

You can try it for free and create 5 videos. I imagine you can use those videos in lots of ways (especially if you need some editing in place).

Just look at some examples of videos featured on the site get inspired

Their newest feature is the website recorder which also has a WordPress plugin allowing your users to create content for you:

Our video recorder will allow you to put a video record button anywhere on your website. Whenever someone clicks the record button it will activate a webcam or mobile camera. Site visitors can record any type of fan videos, crowdsourced videos or user generated videos. These could be video testimonials, video interviews, video contests, video auditions, video reviews, video feedback, etc….



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How to Faster Collect Leads

Everything You Need To Know About Collecting Leads Faster

Never underestimate the value of an email. Email marketing has proven itself again and again to be the one marketing avenue that consistently brings in the highest conversions for companies all over the world.

There is a reason they are always pushing to get customer email addresses.

No matter the size of your enterprise, you can benefit from building an email marketing list. The faster you do it, the sooner you will start seeing the results.

Marketing emails mean click-through traffic, greater sales, brand visibility, and direct customer engagement. Even social media doesn’t manage to bring in the ROI of emails.

Some email marketing stats:

  • According to Radicati’s 2016 Email Statistics report, email will be used by 3 billion people by 2020.
  • 80% of retail professionals in the US said email marketing drives customer acquisition and retention
  • On average, companies are attributing 23% of their total sales to the email marketing channel, compared to 18% in 2013. This equates to a proportionate rise of 28% in just one year.

Not only is that a significant increase for such a short period of time, but it proves that those who claim email is dead are dead wrong. It is a more powerful tool than ever.

There are many different ways that will help you rapidly build up an email list. These are some of the most effective.

1. Build A Landing Page With A Sign Up Sheet

If you have a website or product launching, you can create a simple landing page to begin building hype. Get customers early by putting up an email form for people to be alerted the moment you launch, and so be the first to know.

Services like LeadPages exist to help you do this more quickly. You could have a page up in minutes, and begin gathering those sign ups as soon as it is live.



The most important thing about a landing page many businesses miss: It should be fast! I can’t believe how many leads are lost just because the page doesn’t load. Use this free tool to diagnose your page speed and also check out this guide on how to properly host your website to avoid downtime issues.

2. Host A Webinar

Webinars are becoming more popular by the day, and it is no wonder. They give people all the benefits of going to a conference lecture without ever having to leave their home. It is convenient and a lot cheaper without the hotel and airfare.

Host a live webinar, and then put the recording on your website for people to see in their own time. Not only is this a great content strategy, but it gives you an opportunity to create a sign up form that includes both email addresses and other important data.

Tools like ClickMeeting makes it very easy to host, customize, record and invite people to webinars:



A single webinar can bring in thousands of emails.

3. Offer Premium Content

Let’s say you are reading this post, and you want more information. You get to the end and you find out there is a much more thorough, instructive version available. All you have to do is provide your email, then follow the confirmation link to this premium content.

This is another great strategy for both content marketing and email acquisition. Usually referred to as content upgrading, it is guaranteed to get your reader’s attention, and their info.

Check out IMN Marketing Resources page for a solid example of premium content we are offering:



4. Offer Emailed Incentives

When Google first released Google Plus, they took a handful of invites and gave them to early adopters as they anticipated the launch. Then those users gave out invites to their friends that wanted to try it.

The sheer number of invites that were sent out this way was incredible, and all done through email. It created a powerful force that made the G+ launch a busy and highly anticipated one. While they were not able to engage those users well enough to sustain the growth, it has worked very well for creating the initial buzz.

Offer users the ability to send special offers to their friends if they provide their email. The friend gets the offer, then provides their own email address, and passes it on.

Mailshake is a great tool to help creating that initial buzz. You can use it to reach out to niche influencers and invite them to your platform. Mailshake handles emailing and following-up and gives you a nice dashboard to monitor your progress:



5. Publish eBooks


eBooks are a great way to spread your content, increase authority, and gain traction in your marketing campaign. Offer your ebooks free for an email signup, and you will see your email marketing list grow very quickly.

Just make sure you are creating valuable and well written ebooks. Don’t sacrifice quality for a quick product that only exist to build your marketing list. That should be a plus, not the singular goal.


Building an email list is important, and will lead to greater conversions than any other method available. These are some of the most effective ways of gathering them. The sooner you put them into practice, the sooner you will start reaping the benefits.


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Reliable Sources To Learn About What Advanced SEOs Need To Know About Algorithm Updates

Columnist Casie Gillette recaps a session from SMX Advanced on how to identify and respond to algorithm updates in an era where they are rarely announced or confirmed by Google.


Times have changed. Gone are the days of yearly algorithm updates that would upend the search results and leave us scrambling. These days, it’s common to see ranking and traffic changes on a daily or weekly basis — and when it comes to algorithms, Google rarely even confirms updates. In fact, according to Olga Andrienko, Head of Global Marketing at SEMrush, of the 28 updates SEMrush tracked this year, only two have been confirmed by Google.

What does this mean for SEOs? Without guidance or transparency from Google, how should we react to ranking changes or possible penalties, and what should we be aware of?

Search experts at SMX Advanced last week tackled these questions in a session titled, “Dealing With Algorithm Updates: What Advanced SEOs Need To Know.” Andrienko and fellow panelists Marie Haynes (Owner, HIS Web Marketing) and Jeff Preston (Senior Manager, SEO, Disney Interactive) provided some tips and checklists to help SEOs better identify penalties, assess traffic drops and take action when needed. Let’s take a look.

It’s not you, it’s me

According to the panelists, just because you saw a big traffic or rankings loss on a day where an algorithm update hit, that doesn’t mean you were penalized. In fact, it’s probably not a penalty at all.

As both Haynes and Preston noted, there are a number of things that can lead to a sudden decrease in traffic: site redesigns, site updates, analytics adjustments, and more. When in doubt, it’s probably you, not Google.


Before assuming you were penalized, identify any changes that were made on your site. Talk to the QA team, check tech team activity, talk to the content team — whoever has the power to make updates to the site should be your first line of communication.

Before assuming you were penalized, identify any changes that were made on your site. Talk to the QA team, check tech team activity, talk to the content team — whoever has the power to make updates to the site should be your first line of communication.

  • Check Search Console. If you are assessed a manual penalty, you’ll see it in there.
  • Determine which pages saw traffic drops. If you are just seeing one page being impacted, it’s not an algorithm change.
  • Check all organic traffic data. If you were impacted by an algorithm update, you should only see an impact in Google.
  • Look at your competitors. Did your competitors see any changes? Algorithm updates tend to target certain types of search results and industries. Take a look at competitor rankings.

At the end of the day, you may not have been hit with a penalty at all, and it’s important to look at all of the other factors that might lead to a drop in traffic first.

Tools can guide us

If you work in the SEO space, you know there are tools for just about everything, including SERP volatility. And as Andrienko pointed out, they all have a number of benefits.


But tools can only take us so far. We have to account for the fact that some industries simply fluctuate more than others, or that mobile results tend to fluctuate more than desktop. As Andrienko showed, sports results are almost always different depending on what’s happening that day. The same goes with entertainment and news.

Tools are a good way to track site performance, and while it’s always interesting to see the changes in SERPs, make sure you are looking at the big picture. Look beyond your own site to see how your overall industry is performing and being impacted. And as noted above, just because a tool shows us SERP fluctuations, it doesn’t mean you were penalized.

Be liked & be valuable

If Google can figure out which sites you like, why can’t they figure out what sites everyone likes? I loved this idea from Haynes and what it implies: Google wants to provide users with the best possible experience. It wants to give users what they are looking for, and the updates we are seeing now are geared to do that.

Case in point: Preston noted Disney removed 80,000 low-quality pages and got a boost in organic traffic. Most sites that remove content don’t see a jump in organic; however, because the majority of these pages were low-quality and receiving ~1 visit per month, they weren’t helping the site in any way.

Haynes also focused on E-A-T (Experience, Authority, Trust) and noted that if you don’t pursue these things, you are going to be outranked by competitors who do.


She also discussed the idea that certain people and/or brands have EAT for certain ideas, and Google is looking to put those things together.


The speakers did a fantastic job covering what to look for, how to find information and what to do if you are penalized. But one of the key pieces of advice throughout it all was to talk your industry friends. If you are seeing changes or weird occurrences, ask others in the search space, and they’ll likely be able to point you in the right direction.

And at the end of the day, just make your site better. If you think you are doing something that might drive a penalty, stop and fix it. If you think your site can be improved, work on that. The search engines want to serve up quality, and it’s your job to give them that.

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Useful Tips From Experts In Creating Social Media Policy For Employees

We are living in some challenging times with polarizing view points politically, socially, religiously, and with regards to policies being made in our government.

We often want to express those views on social media. But in these changing times, we can be misunderstood, and occasionally post something that we should have thought through a little more as to how it might be received.

Having a social media policy in place for your company can help protect your brand but also give your employees some good guidelines on what you expect from them, as a representative of your brand.

Not only that, as an employee, you have to protect yourself from the possibility of termination due to a social post that wasn’t well thought through.

Basic Necessities of a Social Media Policy for Employees

I wrote about having a Social Media Policy for your social sites which includes what you will allow on your Facebook Page or in your online community but telling your Employees can post on their personal profiles can feel more restrictive.  But it is necessary as many employees link to your brand in their profiles and thus represent you.

The best way to approach this is to have some guidelines and education around what is acceptable and have conversations with your employees to hear their feedback also.

Here are some basics that every social media policy should cover:

  1. Hate Speech. Make sure you clearly outline that you will not tolerate negative language or insults that are targeted by race, ethnicity, sexual orientation, religion, or physical disability.
  2. Company Secrets or Sensitive Information.  Employees should never discuss or reveal proprietary information about the company, the employees, or the customers online or offline.
  3. Full disclosure that your views are your own.  Many people post that their views are their own in their profiles which is a good thing but does not exempt people from adhering to some of the basic guidelines you put in place.
  4. Identify your affiliation with the company if you are talking about the company.  Typically if you are commenting about your employer in an online discussion, it needs to be clear that you are affiliated with that company.

There are other things that you can add into the policy including what sites people can access while at work, how they can share the company news (from blog posts or press releases), and how to associate their profiles with the companies.

Also note that if you are in Healthcare your social media policy must include issues about patient privacy, endorsements, conversations about work conditions with co-workers, friending policies with patients or staff, and other issues.  The Mayo Clinic has a good example of a social media policy for employees in healthcare.

There are some great posts about this that cover employee policies that I used as reference:

  • Inc’s Social Media Policies which also covers a list of different policies you can create
  • Social Media Examiner’s post on how to write a policy that empowers employees
  • Hire Rabbit’s 5 Terrific Examples of Social Media Policies

What about Free Speech?

One of the issues that is central to this problem is Free Speech.  Aren’t we able to say what we want on our personal profiles in our spare time?

The short answer is no.  An American Bar article about free speech for employees states:

American employees’ free speech rights may be more accurately summarized by this paraphrase of a 1891 statement by Oli­ver Wendell Holmes, Jr.: “A employee may have a constitutional right to talk politics, but he has no constitutional right to be employed.” In other words: to keep your job, you often can’t say what you like.

We are in an “employment at will” model and the First Amendment only limits the government’s ability to suppress free speech.  The article goes on to talk about the fact that some unions may have clauses in place but most private sector jobs do not.

Also note that some states do have some protections for employees off-duty legal activities so check your local laws and consult with a lawyer if you are in this type of situation.

How to Protect Yourself as an Employee

It is important to remember as an employee that you ALSO need to protect yourself. The list is getting longer every day of people who were fired for a tweet meant as a joke, a Facebook post gone wrong, or in some cases very real hate speech.

  • Justine Saccos was fired after posting extremely insensitive racial remarks intended as a joke
  • A nurse at a Philadelphia hospital was fired after a controversial Facebook Post
  • An SNL writer was suspended after a tweet in extremely poor taste about Donald Trump’s son but intended as a joke

Many times people are alerting the brand or company of the employee’s posts – the SNL writer had nearly 79,000 people who signed a petition demanding that she be fired.

Recently, a friend of mine posted a political image with what was intended to be a joke but was perceived by many as rude and divisive.  She is part of a large online company and there was a heated discussion on her post about whether or not this was appropriate.  While she stated that it was her personal profile, the fact is, she is thought of as a part of that brand and it caused hurt feelings.  The brand was contacted and she did take the post down.

We can argue all day about whether it’s right or wrong for someone to contact your employer about your personal posts but the larger issue is that that people are feeling extremely sensitive to any political posts.  Both sides of the issue are feeling that the other side is belittling, bullying, and calling each other names.   And they are right – I’m seeing so much negativity on both sides.

As an employee you have to think about whether that social media post is worth your job. And deleting it right away won’t always protect you in the world of screenshots.

If you have to ask yourself if the post is appropriate, then it may not be.  Are you coming from a place of anger or a place of love?

When You ARE the Brand

As an employee, you may be more associated as a “brand manager” than some other employees but as shown with the nurse of the hospital, no position is safe from scrutiny (again whether this is right or wrong, I don’t have an answer).

You also have to realize what responsibility you carry since your profile can be directly tied to your employer or tied to your own business.

Some things to consider that may make your personal posts carry more weight towards being a part of the brand:

  • Is the company smaller?  Fewer employees may mean that you have a more customer-facing role.
  • Are you creating content for that company that people associate with your personal name?  This includes blogging, video, social posts, and participating as the voice of the company inside groups
  • Are you in a customer service or sales role?  Customers who regularly talk to you will associate your opinions with the feeling they have for the company.
  • Are you the owner?  Sometimes you have more leeway as the owner because you get to decide how much you let your customers know your personal views.  But realize that you may lose customers who don’t agree with your opinions if you choose to be more vocal about your personal views.  That may be ok with you.

The Problem with Humor

Humor is very subjective and can cause so many problems with interpretation.  I’m a stand up comedian and a little bit of a student of humor – I’m fascinated by what makes something funny.

I personally prefer self-deprecating humor when I’m saying ridiculous stuff about my self but I understand that sometimes that can be considered “playing it safe” because no one is offended.

Typically people get into trouble with making sweeping generalizations about a group of people and putting them down.  Sometimes that can work if you are also a part of that group.  Minorities can often talk about their own group with generalizations that people outside that minority can’t say because it would be offensive.  Chris Rock has a lot of funny jokes that would NEVER fly if a white person said them.

When you are considering political humor and posting it on social media, who is going to find that joke funny?  Probably people who think exactly like you do.  Who might be offended by that joke?  Probably people who are on the other side of that issue.

What I would recommend is only sharing those types of jokes to people who know you best and understand your intentions.  Create a Friends List with a smaller group (but don’t forget the screenshot issue):

Or just email the funny post to your besties if you need to share.

Final Thoughts

So what to do?  Should we post things so benign so we never risk any offense?  No I don’t think that’s the answer either.  But maybe that’s the answer for awhile.

Let’s try, at least for awhile, to try and come together.  Let’s ask ourselves, is this post going to divide or is it going to unite?

I understand that sometimes we need to take a stand on issues we are passionate about.  And posting something about what you are doing about an issue (ie. I’m calling my senator, I’m marching, I’m voting, I am putting together a petition) is much less inflammatory than calling each other names.

I think as an employee and an employer we need to protect our personal brands and our company brands.  I don’t think there are easy answers to how to stand for what we believe in, have a voice, and also never offend.  But I do think that we all need a little more kindness and gentleness right now.

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Simple Guidance For You In SearchCap

Simple Guidance For You In SearchCap.

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

  • No more ‘OK Google’: Cortana can now be the default assistant on Android
    Jun 19, 2017 by Greg SterlingIt’s Cortana you’ll get when you long-press on the home button.
  • 7 changes by Facebook that make it a real local search player
    Jun 19, 2017 by Wesley YoungColumnist Wesley Young looks at recent improvements Facebook has made — and functionality being tested — that may position the social media giant to compete with Google in the area of local search.
  • What advanced SEOs need to know about algorithm updates
    Jun 19, 2017 by Casie GilletteColumnist Casie Gillette recaps a session from SMX Advanced on how to identify and respond to algorithm updates in an era where they are rarely announced or confirmed by Google.
  • Father’s Day 2017 Google doodle brings back the cactus family from Mother’s Day
    Jun 18, 2017 by Amy GesenhuesGoogle’s Father’s Day doodle shares the same cactus-themed artwork that was used for its Mother’s Day doodle in May.
  • Susan La Flesche Picotte Google doodle pays homage to first American Indian to earn her medical degree
    Jun 17, 2017 by Amy Gesenhues

Google is giving the public health advocate known as “Dr. Sue” prominent placement on their home page on what would have been her 152nd birthday.

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

  • Customer engagement in the age of mobile, social and messaging
  • For Interbrand’s CMO, the path to the top began in a Madison, Wisconsin farmers market
  • Salesforce’s ‘State of Marketing’ Report: Customer experience takes center stage
  • Pega, Merkle launch Unified Data Management Platform
  • The State of Digital Advertising 2017

Search News From Around The Web:

Local & Maps

  • Google Maps goof hurting the town of Stanley, KTVB.COM
  • These Cool 3D Maps Visualize The Topography Of Your Favorite Coastline,


  • Answer: What’s difficult for YOU to find?, SearchReSearch
  • How To Trigger A Google Suggested Clip Video Answer, Search Engine Roundtable
  • Pinterest Marks LGBTQ Pride Month With Some Colorful Search Features, Adweek


  • 3 Ways to Secure the SEO Budget You Need, Online Marketing Blog
  • Google Hints They May Be Messing With Algorithm Tracking Tools, Search Engine Roundtable
  • Google Site Move With New Rebranded URL Can Take 3 Months, Search Engine Roundtable
  • Googlers Give Feedback On Interesting Google Directive Chart, Search Engine Roundtable
  • Ranking Factors Debate: Experts Share Practical Evidence #semrushchat, SEM Rush
  • SEO Knowledge Interview Questions: Common SEO Mistakes, PPM
  • This is the URLs with the largest number of ranking keywords on, SISTRIX
  • Top 10 SEO Trends in 2017, MarTech Advisor

SEM / Paid Search

  • How to Make Sure PPC Gets All the Credit, PPC Hero
  • How we Used PPC Ad Data to Design Successful Organic Search Snippet Experiments, MarTech Advisor

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4 Tools to Find Trending Subreddits

Reddit is the content marketer’s goldmine: It inspires viral content, shows you what people seem to love sharing and offers a great venue to market content to get it discovered by journalists and bloggers.

Building up your Reddit presence is tough: There are no shortcuts and Reddit Karma is fast to lose and time-consuming to establish. Participating in trending Subreddits allows you to easier interact and better understand what’s hot today!

Here are four tools to easily discover trending Subreddits:

Reddit Metrics



Reddit Metrics is your first source of Reddit trends. It breaks subreddits into:

  • Fastest growing
  • Trending non-default subreddits (those that new users are not subscribed to by default when they join. Naturally, default subreddits will often be trending because they acquire subscribers as new users join)
  • Top new reddits

Each subreddit has a graph showing its growth scale. You can compare any indexed subreddit growth with 4 more subreddits to analyze the trend better:

space metrics


r/TrendingReddits is scanning Reddit all day long with an aim to detect spikes in subscriber count early (powered by Trending reddits are posted there all day long.


Here you’ll see “mildly-trending” subreddits (those that acquire ~200-600 subscribers per day) and “trending” subreddits.

If you are interested in discovering trending subreddits on a daily basis, this subreddit is a must to subscribe



Snoopsnoo is a cool way to search new and trending subreddits. They have cool search operators too:

  • [topic:] to limit subreddit search by topic
  • [subscribers<xxx] to limit subreddit search by how many people are subscribed to each
  • [over18:false] to limit subreddit search to those that are safe for work.

They also track trending subreddits here.

Reddit List


Finally, Reddit List is a great way to discover cool subreddits and it also tracks Reddit trends. Clicking “i” next to each subreddit name will show the subreddit description, growth rate and activity:


How to join a new subreddit: Checklist

If you decide to try a new subreddit, here’s your quick checklist to always do that right:

  • Subscribe to the subreddit (Tip: You may want to unsubscribe from some defaults to clear up your home feed a bit)
  • Find and read all the rules. Religiously. All subreddits have different rules which you often find in the right-hand sidebar.
  • Browse the popular stories and read the comments (To get a better feel of what people like to discuss here)
  • Check “Controversial” stories to better understand what to stay away from (at least for a while)
  • Post comments
  • Try submitting something (The last thing you want to do!)

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