#I do not mean just the above two videos. I cannot actually identify every bit of Trans And Nonbinary theory I've watched or read because...
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phoenixyfriend · 2 years ago
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Was watching a ContraPoints video (popular trans lady YouTuber) on some gender philosophy and got to thinking about trans girl Ani nuances.
OKAY SO: Contrapoints makes a comment in the video (transcript here) that she views herself as a boy who became a woman, not a girl who didn't realize it yet, which is a relatively uncommon approach among trans people, and that's in the middle of a longer discussion on the flaws in radfem theology (which I watched right after this PhilosophyTube video, and accidentally conflated the two since the former talked a lot about systems/structures of gender).
Anyway, I'm rotating that in my mind with regards to Anakin, who grew up in a setting that could easily be interpreted as having a much foggier distinction between Man and Woman than between Slave and Maste,r or human and twilek, etc.
It's entirely feasible that, on Tatooine in particular, the social elements of gender came down to very practical concerns (reproduction) and very superficial signs (e.g. hairstyle could maybe broadcast intended gender, and who wears skirts) outside of the specific situation of highly gendered and sexual forms of slavery (Jabba's dancing girls), which was relatively rare compared to more standard forms, like shop work or janitorial or what have you.
So you have an Anakin who grew up in a setting where "am I a girl?" isn't necessarily a question that would have the same answer as in another setting with more defined gender distinctions, in terms of both expression and role, and of the matter of identity at that confluence.
Then he--still he, at that time--meets Padmé and the handmaidens (very feminine, very girl, but not in a way that's at all like the way women on Tatooine willingly engage with), and encounters Coruscant culture (lots of gender dynamics due to the culture mash, but a low-key Western Misogyny vibe in the Senate and other non-Jedi settings Anakin's liable to encounter), as well as the Jedi classes on gender and sexuality and respecting/navigating those parts of culture on other planets.
As a result, Anakin starts developing a new, more nuanced and expansive understanding of gender, where it's more than just a few small differences, and the people around are mostly Jedi, who are also pretty dang open to nontraditional gender approaches etc And Anakin sort of… grows into wanting to be woman? In a way that isn't the usual "I always knew I was a girl" and more of an "I've learned what people consider a girl, and I'd like to be one."
And like. Ani COULD go back to thinking of gender in Tatooine terms, but why bother? Being a girl makes her happy. She wasn't unhappy as a boy in that gender framework, but she's happy as a girl now.
But because she didn't mind being raised a boy, she might say things a "when I was a boy" or "back when I was still living as a boy"
Me every time I hear a new, interesting take on gender: How can I apply this to a fictional character?
Also tbf this settles pretty well with my general thoughts on nb Anakin as well, where gender is like… It Sure Is A Thing That Exists. Anyway, Where's The Blasterfire?
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interact-if · 4 years ago
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I’m sending this in because it seems like I could get good opinions from not only you but also the people who follow you. I have an idea for an IF, and I’m very excited for the story. My question is, would people be offended if I made the playable MC physically female that identifies as female and all the ROs physically male that identify as male? I have seen some out there that are strictly M/M or F/F, and I’m so happy they exist because I feel that population is underserved. I just feel, not having the experience, I could bring justice to writing LGBTQ+ (and I don’t want to offend anyone in that community by writing something incorrect), mostly when it comes to sex (which I plan on including in my game). I support games that have those relationships in them and admire them, even play those games, and I don’t care who plays my game. The more the merrier! I still want the characters to be diverse. One of them will be of a descent that is based on Japanese culture and many others, based on Persian culture. I also want the playable MC to have any skin tone/features the player wants. I just want to know if this…will have people coming after me? I want to tell my story, but I don’t want to be attacked for it, if that makes sense?
I really don’t mean to offend anyone. I just don’t want to cause trouble, and I just want to respectfully ask for people’s opinions on this.
Hello! So, before diving into our response, we’d like to emphasize that we are but five individuals running a blog devoted to interactive fiction. We are neither the end-all-be-all voice on this matter nor necessarily a representative mouthpiece for the community.
First off, you can write whatever you would like to write; as the author, you have absolute control over what you produce, so nobody is going to stop you from writing what you want to write. It’s also important to write what you enjoy.
That said, the community is, in our experience, very inclusive, and largely devoted to providing a space for the queer community. We can understand the desire to have an appropriately inclusive and diverse game, and why you particularly want to turn to characters of color to bridge the gap; however, substituting characters of color for queer characters to claim diversity in a project is possibly something that will receive the wrong kind of attention. Furthermore, assuming that writing characters of color well is any less complex than writing queer characters potentially suggests that said characters could end up underdeveloped or tokenized. (See Nines' and Roast’s response below for more context)
All of that doesn’t mean you can’t make a game that’s genderlocked and restricted to M/F romance, and I don’t think anyone will be offended by such a game, but it might limit your audience. At the same time, there are (many) other visual novels that have this format, so it’s not something unheard of. As far as CoGs and text-based games go, as far as we’ve seen, they are rarely genderlocked unless for plot reasons, etc.
There is also a chance that you may receive feedback requesting that the MC be un-gender locked, or for additional ROs to be added of different gender, or for the ROs to be made gender selectable. These requests may be gentle, insistent, kind, or aggressive, and they may only occur at the beginning of your work, or may occur throughout your game development. Maybe they’ll never happen at all. It’s impossible to predict the future, but in our experience, we have often seen this occur to games in the past with RO gender imbalances, locks, etc.
As for searching for feedback, if you’re looking for feedback but you’re not pursuing the CoG format, may we suggest the Reddit subforum? It’s a little difficult for you to get the feedback/dialogue going here that you’d likely like to get, so Reddit’s format may be more conducive to your needs.
In the meanwhile, those who would like to provide their thoughts are encouraged to respond in the comments of this post. Please remember to be polite with your discussion!
— — —
The above is our general mod response; a few of us wanted to offer some individual thoughts as well, and those can be found below. These are personal opinions and reflect each individual mod’s thoughts, rather than a collective response.
While it can be a little daunting to write about something you’re not familiar with, writing often broaches topics with which we don’t personally have first-hand experience. Additionally, queer relationships are ultimately still relationships between people—they’re not all that different from heterosexual relationships. If you’re worried about the way you’re portraying your content, that’s something well-curated beta readers/testers (from the population you’re trying to represent) can help test for, and give feedback on. And on top of all of the above, that’s not to mention the potential issues associated with substituting in POC to replace queer people, which is perhaps not what your intention is, but is what it feels like your intention is (see Roast and Nines for all the ins and outs on why this is an issue). Ultimately, I stand by the opinion that on the most basic level, most will not be offended by a game that’s about a straight, cisgender female MC—yet some, or even many, may be off-put by such a game. I know I, personally, am. (P. S. Also consider that the MC has to interact with the other ROs that she isn’t romancing, as friends, enemies, acquaintances, what have you—having selectable ROs, for example, also allows the player to “diversify” their acquaintance group, if they so wish.) — Dani
I understand that this ask is coming from well-meaning intent but I would just like to state that writing characters of color is not easier than writing queer characters. One of them isn't a substitute for the other. Writing characters of color and writing queer characters are separate matters entirely, and both come with its own difficulties. Wanting your characters to be diverse, while admittedly lacking the perspective to back such identities, is still a murky water to navigate.
Personally speaking, and I really do have to be transparent about this, the way certain sentences were phrased in this ask rubbed me the wrong way. Still, I understand that this isn't malicious, just someone who is asking for guidance, which is something I can't fault. We all have to start somewhere, you know? That being said, if you really want to write diverse characters, my general advice is to do research. Lots and lots and lots of research. No author is exempt from that, honestly.
Find helpful articles, journals, studies, video essays, etc. to aid you in writing your characters. If you still feel like that's lacking in some way, which is a valid concern, being open to feedback from the appropriate people is also a good way to improve. The integrity of a project is important, but so is reasonable criticism against, for, or about it. Keep an open mind, educate yourself, and don't be afraid to ask for help or clarification should it be needed. — Nines
Nines says it well that queer people and poc are not interchangeable nor any 'easier' than the other. The fact that you're willing to do research and include characters of color yet not include queer characters tells me that you're afraid yet misconstruing how much effort actually gets put into cultural research.
There is a 'purity culture' that goes around tumblr that claims that diverse characters have to be perfect, have to have no flaws, cannot die, cannot have trauma, cannot face adversity, they must be perfect and good and happy.
I think this is bullshit.
I also think the backlash from this 'purity culture' community is what is creating so much fear in authors (including queer authors!!) in making characters with different backgrounds and identities than their own. In making queer characters with flaws and tragedy and negative characteristics.
If we only ever wrote what we knew, what we've personally experienced, fiction would be a very boring world.
Being afraid of representing a community wrong is a valid fear, but it shouldn't stop you from trying. You can write what you want to write, but it shouldn't be limited by fear.
Do your research. Get sensitivity readers. Be open to feedback. Be willing to be afraid, but do it anyway.
If, in the end, you decide to gender lock, make it an informed decision at the very least, and if you are including characters of color, know that that is a heavy amount of research too, and should be handled with the same care as what we've said on queer characters.
And like we've said before, we are not the voice of the community, we cannot give you permission or our blessing or flawless feedback, we are just five people running a blog. — Roast
Alright this was already mentioned a bit before but I wish to add my two cents: M/F relationships are the norm anywhere else in real life, and if you feel like there's no space for you and your relationships in a mostly-queer community then you might want to recheck if this is the community you wish to have as your target audience.
No one's going to be offended if your story is cishet, as we said, but you are extremely reducing your audience by doing such. The appeal of interactive fiction is that a good bunch of us have played female-mc-straight-love-interest visual novels in the past, having to endure being misgendered or romancing people we might not be attracted to.
The current interactive fiction community we're trying to promote has opened a million doors for everyone to explore themselves, so don't be surprised if your story, no matter how good, is ignored due to this aspect. Most of us have no interest in being forced to play as something we're not.
Again, we cannot tell you what you can or cannot do. We don't speak for the community, we speak for ourselves and for this blog. Maybe every comment we've made was incorrect and your game turns out to be successful, really, but it's what we believe you should keep in mind. — Cruz
Honestly, I don’t have much to add since everyone here mentioned and discussed important facets of this ask! At the end of the day, we are not a group who can or will ever dictate what you can or cannot write. That is not the purpose of the blog or the reason why we’re working as hard as we are. 
There have always been games with this specific set of characteristics: gender locked MCs and/or ROs. Some people may enjoy it, others may not, for whatever reason. 
Unfortunately, we cannot guarantee anything in terms of how people will respond to a game, because people will react to content differently. All we can do is offer our perspective and the potential things that may happen in the future based on the experience the lovely devs above have had. (fellow interact-if mods, my beloved ❤️)
It’s always admirable for people to reach out when they’re unsure, and I’m sure there are infinitely more opinions that vary or are similar to the ones in this response. But there you have it, some of our thoughts! 
Goodluck with your project! — Mars
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sol1056 · 6 years ago
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Can you explain why LGBT representation is so important and why Voltron's negative portrayal of LGBT characters/rep should be scorned as harshly as it has been? I'm trying to prove a point to a friend and they don't get why representation has to be as important as we're making it.
Oh, this is a huge topic, and one I’m not sure I could do justice to, all by myself. Given that, this time I’ll let people speak for themselves. Anyone else reading (and I know a whole lot of you are out there) who’ve valued representation – regardless as to whether you relate to the character as a lived experience – feel free to add your thoughts, or links to any other articles, podcasts, or videos you’re recommend.
Fabricio Leal Cogo, Why Queer Representation Matters
I remember growing up here in Brazil and not seeing anyone like me portrayed on TV—or at least, not anyone with a similarly complex inner life. The few times I saw gays on TV, they were always a punchline in a comedy—a source of laughter. Many people, I’m sure, are probably thinking: It’s just a joke, right?
But representation matters.
It’s impossible to overstate the power of being able to identify with a public figure, particularly when that figure is actually seen in the fullest sense. As Michael Morgan, a former professor emeritus at the University of Massachusetts at Amherst and a researcher on media effects, told the Huffington Post earlier this year, “When you don’t see people like yourself, the message is: You’re invisible. The message is: You don’t count. And the message is: ‘There’s something wrong with me.’” He continued: “Over and over and over, week after week, month after month, year after year, it sends a very clear message, not only to members of those groups, but to members of other groups, as well.”
Uma Dodd, Queerbaiting And The Issue Of LGBT Representation In The Media:
Of the 125 movies released by major US studios in 2016, the media monitoring organisation GLAAD found that only 23 (18.4%) contained characters who identified as lesbian, gay, bisexual, transgender, or queer – an increase of less than 1% from the previous year. … It’s insulting, and often quite disheartening, to be told that you’re only worth the three lines of dialogue and five minutes of screen time that the one LGBT character in a film might have, just because of your sexuality or gender.
Queerbaiting relies solely on subtext and the subsequent interpretation of it by fans, and as a result, creates the perfect paradox: writers are able to attract an LGBT audience with vague promises of representation, implied by the text and often encouraged by the writer, but will then never actually confirm or explicitly show said representation, reducing the amount of effort that has to be put in on their part.
You may say that I’m blowing this issue out of proportion, but that too, is a part of the problem. Because queerbaiting is based on purely subtextual hints, any evidence of it, no matter how blatant it might seem to the viewer/reader, is often insubstantial and difficult to quantify. This allows writers and cast members to dismiss the anger of LGBT fans as simple overreaction and, as a result, makes any legitimate pleas for better representation easier to ignore.
Another by-product that has resulted out of increasing calls for better LGBT representation is implied representation. This is where writers will claim that a character is LGBT but never explicitly show this within the TV show, film, or novel.  This is a method which has been employed by many creators of famous franchises, and it allows them to insert that token bit of representation which makes them look good, without ever actually providing said representation explicitly … Not only does this result in LGBT characters, once again, being shoved into the background – and often killed off for shock value – it raises the question: is this kind of representation good enough?
…Whilst any representation of non-heteronormative characters is a good start, this way of representing us can’t be allowed to become the norm – we deserve to be explicitly shown in the media as much as anyone else does. We need better representation and we need to be shown that not all LGBT characters have to remain in the closet, because what kind of a message is that sending to those young people out there who are currently questioning their sexuality?
B. Whiteside, 6 Reasons It’s Important to Have LGBT Characters on Children’s TV Shows:
A recent study by the Williams Institute at UCLA revealed that nearly 6 million adults and children have an LGBT parent. There are more than 125,000 same-sex couple households with nearly 220,000 children under the age 18. These children go to school and are active members of their communities. Their identities and home life deserve to be portrayed and represented just as much as anyone else’s.
Being a child can be tough, especially when one can’t identify with anyone around them. There are children and young adults alike who identify as LGBT or have parents who do so. Having content that mirrors their lives can, in fact, save their own. It isn’t always easy for children to articulate what’s wrong or what they need. So it can be a tremendous help to see their favorite character in their same predicament live out their life and truth.
Aristeaus Sizer, We Need To Talk About LGBT Representation, Apparently:
…since Cinderella, there have been 11 Disney princesses. All of which have been heterosexual, and the majority of them married by the end of their film. There is no shortage of straight princesses in this world, so why would it be such a crime for one of them to be LGBTQ? If anyone is forcing any agenda down anybody’s throats, Mary, it is you and your heteronormative agenda.
As a heterosexual, and I don’t mean to patronise here it’s simply the truth, you cannot understand in full capacity how important representation is. Seeing yourself on screen in a genuine, non-caricature form is hugely validating. When I was a kid I thought being gay was like doing drugs, it was a fun choice you made when you wanted to spice things up, and that all came from the films I had seen and how sordid LGBTQ people were portrayed as being. Then, later on into my teenage years, I thought I’d never be able to show public displays of affection without violent repercussion. Again, this was because of the media I had consumed telling me this. Films and media may not dictate our personalities, but they tell us how much of it we should hide, and the implicit message when you have an entire franchise of heterosexuals is that anything other should be kept underground, out of sight.
…we’ve been everywhere for so long you’ve just never noticed. Primarily because every movie and every advert and every t.v show and every animated cartoon is packed to the brim with straight people. LGBTQ people deserve representation because there’s far more of us than you think. … To you, it’s just a gay Disney princess where there could have been another straight one, but to someone that princess is the validation they needed that they aren’t some abomination or sinful mistake. They’re valid, they’re wonderful, and they have every right to love and be loved.
Danielle Cox, The Importance of LGBT Representation in Media:
[In 2016, GLAAD’s annual] shows the highest percentage of LGBT characters on our televisions … [but] when more than twenty-five of those characters are killed off in the same year, we know there is still a lot of work to be done. In fact, GLAAD President and CEO Sarah Kate Ellis released a statement saying, “When the most repeated ending for a queer woman is violent death, producers must do better to question the reason for a character’s demise and what they are really communicating to the audience.” When this ending is repeated in show after show and character after character, we can’t help but think the message they are sending is about the worth of our LGBT characters or rather lack thereof. 
James Dawson, The importance of LGBT visibility in children’s books:
I was unaware gay people even existed and, when puberty hit, found myself more than a little lost. I so dearly wish there had been just one book with a character who was a bit like me – just a normal teenage guy who happened to be gay. I would have especially loved one whose sexuality did not define him.
I just know that had there been a diverse range of people like me in books when I was growing up, I wouldn’t have felt abnormal for all those years, which I see now, overwhelmingly, I am not. In 2014, it’s my hope that all young LGBT people can see themselves in fiction and recognise there is a place for them in the world.
Palmer Haasch, “Yuri!!! On Ice” and the importance of positive LGBTQ representation:
Despite my resigned certainty that I was about to be drawn in by the potential of a queer relationship only to be disappointed for the umpteenth time, Yuri!!! On Ice managed to exceed all of my expectations. In the end, the show delivered a thoughtful portrayal of two men developing a deep and trusting romantic relationship that provides LGBTQ viewers with representation of queer individuals being happy together above all else, which is something that we desperately need.
For me, it was the first piece of entertainment media I had seen that didn’t present queer individuals as “other,” but allowed them to simply freely love and exist. While watching, I didn’t have to worry about whether Yuuri or Victor would be outed in an unsafe environment or if Yuuri was going to be unfairly judged on the ice because of his sexuality like so many real life figure skaters have feared in the past. Rather, I fretted over when they were finally going to kiss (because really, it was a long time coming) and if I was ever going to get to see the wedding that was hinted at by their matching gold rings.
Although it is true that the discrimination-free world of Yuri!!! On Ice isn’t realistic (yet), it can help reassure queer individuals like me that they can experience love in the same way as anyone else. At the same time, it provides a glimpse of a future where being queer doesn’t mean being “other”. And that notion is something that I will always work towards and protect.
Additional reading:
Why Visibility Matters
Make Them Gay: Why Queer Representation Matters
Why LGBT Representation Is Important In Media
We Need More Than Visibility
Why It’s Important To Make More Diverse LGBT Films
Queer Representation in the Media
Why Television Needs More LGBT Characters
Importance of LGBT Representation
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obiternihili · 6 years ago
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Ngo writes for the National Review and Quillette. Spins stories such as a hit and run into a group of BLM protestors as antifa attacking an old man. ( https://katu.com/news/local/driver-plows-through-protesters-in-downtown-portland | https://www.wsj.com/articles/a-leftist-mob-polices-portland-1539298766 ) . In the aftermath of that, right wing groups started protesting around Portland which led to what should be understood in democratic countries as normal outcomes of protest; groups A and anti-A arguing in the streets, occasionally breaking out into brawls in the same way drunks do in bars or sports fans do in parking lots. https://www.wweek.com/news/courts/2018/10/13/portland-streets-descend-into-bedlam-again-as-proud-boys-and-antifascists-maul-each-other/
And because apparently now “militant” means throwing a milkshake, despite the A groups being known for literally killing people, despite far-A groups being known for stockpiling weapons. An informal, completely unorganized aesthetic some informal counter-protestors with all the coordination of football brawlers get the militant label while the people they’re reacting to, people who nakedly want to overthrow democracy and commit human rights violations discriminating against and deporting a reasonable chunk of the country, despite being nakedly in bed with explicitly white nationalist groups and pushing their agenda, one gets the label militant and the other doesn’t. Gee, I wonder why?
At this point I’m largely going to plagiarize the article I’m using as a middle man. Sorry I just figure if I lead with the source instead of putting the text down as is you’d dismiss it instead of considering the fact that the article draws its information from such horrifically communist tabloids as “a local sinclair broadcaster” or “the wsj” “ It didn’t end there. The flash march created new viral moments. A video of a left-wing activist harassing a woman claiming to be a 9/11 widow was posted days later to The Daily Caller, which was cofounded by Tucker Carlson. (The woman appears to have lied about being a 9/11 widow.) Efforts to doxx the man hurling invective resulted in a professional skateboarder from Portland being falsely identified and inundated with death threats. Eventually the man in the video was identified, which started a new round of harassment. One source says the social service agency that fired him over the video “was flooded with hundreds of harassing calls and Facebook messages that were explicitly racist and threatening to harm and kill staff.”
Carlson credited Ngo with publicizing the videos. Ngo was a bit player, but the incident bolstered him. The incident was an example of a disturbing media model for the Trump era: opportunists using biased reporting, social media, and wild accusations inflame vigilante and digital mobs to target “enemies” such as the media, Democrats, and left-wing activists. Figures like Carlson and Ngo reap followers, prominence, and income from the outrage and threats of violence. But to keep the ratings and the money flowing, the outrage machine must be cranked ever louder, risking greater violence.
One political organizer in Portland who has received death threats stemming from Ngo’s work says, “It’s an arms race for money, and the narrative isn’t the point — the grift is. The larger, more offensive thing you can do, the system rewards it.”
This appears to be Ngo’s model. He uses social media to push biased opinions in conjunction with selectively edited videos that play to the bigotry of his audience. His followers get worked up, and this is often followed by a deluge of threats against his subject.
[source] has talked to six people in Portland, including journalists, political officials, and activists, who described harassing messages and threats of violence resulting from Ngo’s work or political involvement in Portland. Friends of two other activists claim they went into hiding after Ngo spread their names and they became targets of harassment. Some individuals who’ve tangled publicly with Ngo are reluctant to go on the record. They say they want to avoid the “trauma” of being subjected to a new round of death threats.
In fact, Ngo appears to rely on people not speaking up about his effect on them. He often writes of how activists won’t talk to him or they take down social media profiles after he focuses on them, seeming to imply they have something to hide. What he doesn’t mention is many say they are doing so to avoid harassment and threats of violence.
Madison, a Portland activist who tracks Ngo, says, “Ngo signals this is a person that should be targeted, should be harassed, and should be threatened. Andy puts a target on them and that results in the person being doxxed. Andy is giving people explicit permission to unleash hatred and violence on people. He absolutely knows what he is doing.” 
Ngo is so intertwined with the specter of violence [writer I’m plagiarizing] encountered it after just a Facebook post.  [writer I’m plagiarizing] wrote a post with the headline, “Andy Ngo is no journalist.” The post was shared by notorious right-wing figure, Carl Benjamin, aka, “Sargon of Akkad,” who has been featured on Ngo’s podcast and was banned from YouTube for repeatedly “joking” about raping a British Labour MP. In the comments on Benjamin’s post were calls for violence against [writer I’m plagiarizing], Antifa, and others. Within hours  [writer I’m plagiarizing] started receiving threats directly, such as “You’re a bunch of retards and it will be a glorious day when you all are dealt with,” and “You are a disgraceful liar. If you or anyone of your ilk throws even a fucking tissue at me or my family watch what the fuck happens to your family lol.”
Now this model threatens to turn deadly. On June 29, Andy Ngo was attacked in Portland while videoing a Patriot Prayer rally heavily outnumbered by Antifa. A video shows him being punched, kicked, and hit with coconut milkshakes and silly string by masked individuals. Within minutes, videos of the attack and of a beaten Ngo narrating the incident were picked up by right-wing media such as Breitbart that have a dodgy relationship to facts. Headlines screaming brutal assault, vicious assault, and vicious attack by Antifa on Ngo were pumped out.
The sensationalism breached the mainstream with CNN’s Jake Tapper sending out an ill-informed tweet above a video of Ngo being attacked, writing, “Antifa regularly attacks journalists; it’s reprehensible.”
In a bizarre twist, the Portland police threw fuel on the fire by tweeting that some milkshakes thrown on June 29 “contained quick-drying cement.” The police never provided evidence and observers, including journalists, noted that many counterprotesters drank the milkshakes, making it extremely unlikely anyone could have laced them with concrete. But amplified by conspiracy theorists like Jack Prosobiec, the tweet went viral, whereupon right-wing media turned the disinformation into fact and the mainstream press treated it as a credible assertion. The police tweet incited the Right further and the group that made the milkshakes was deluged with death threats. It culminated in the city being flooded with death threats. Days after Ngo was attacked, City Hall was evacuated after a bomb threat. One source inside City Hall says the mayor’s office received “insane vitriol” and every office was receiving threats, including almost 100 harassing calls that tied up emergency service dispatchers.
Far-right figures responded to the June 29 attack on Ngo with graphic threats, and plan to hold an “End Domestic Terrorism” and “End Antifa” rally in Portland on August 17. Such is the level of far-right anger that many in the city fear the rally could become another Charlottesville, or worse — given the anti-Latino murder spree in El Paso and other foiled white nationalist plots since then.”
Here’s a point where I mildly disagree with the writer I’m plagiarizing:
“ To be clear, the attack on Ngo should be condemned. It serves no political purpose, and the Left should not be attacking media makers, even if they use dicey methods.”
Ngo doxxes people and sicks his far right buddies on them, and it’s known he doesn’t do the due diligence to make sure the people he’s targeting are actually guilty. If you think it’s wrong when left-wing adjacent people on tungle or twitter do it, it’s still wrong when right wingers do it, holy shit. If you think it’s dangerous, the type of action that gets people lynched, you’re right! Fuckers like him and Milo need to be silenced. Yes, legally it’s unfeasible to do this without opening people up to loosing their freedom to publish or accuse; which is what movements like antifa serve to do - they do the dirty work the law cannot do so the law doesn’t have to break over every item-line exception to the necessarily clumsy, overgeneralized, poorly thought out “““principle”““ put into place. It’s the same sort of deal as wide-eyed idealistic and overly-narrowly focused deontic reasoning and utilitarian thinking, you know, the ethics that actually deal with consequences and reality.
Does it break the law? Yes. Does it violate principles? Yes. That’s the point - the principles underlying this shit aren’t fundamentally different mechanically speaking from the principles that lead to people’s hands being chopped off for stealing a snickers bar or because they didn’t want to live as a serf or why people are content with sending ethnic minorities to concentration camps because the Party said so. A principle that doesn’t have the nuance or flexibility to recognize when it needs to let other principles take the lead is a bad principle; you’ve fetishized it.
Of course there are other issues too. If you’re not comfortable letting Nazis throw milkshakes too you should be comfortable with people getting arrested for it. But of course fuck all because the cops take one side in all of this, lying about wet cement mix as seen above, so this principle needs to be nuanced for the fact that some people receive more violence from law enforcement than others.
It’s late, I’m tired, lazy, mad, and exhausted. At some point before the last paragraph I was going to ask for evidence of antifa kills comparable at all to the number of far-right kills in the last decade in America. Because it’s a valid question that’s rarely answered. Because again antifa have all the organizational structure and systematization of belief as drunks at a bar. But I can’t remember my rhetorical point.
Continuing.
“Some Antifa activists in Portland also admit the attack played into right-wing hands by elevating him.
That is exactly what’s happened. Trump has beatified Ngo as one of his sinless followers — “A single man standing there with a camera who never got hit and never hit back before in his life” — under assault from the “evil” Antifa full of “sick, bad people.”
But it would also be a mistake to see Ngo as an innocent or as a journalist, considering that whoever he turns his camera, social media, or pen on is at significant risk of being inundated with violent threats from the far right.
Shane Burley is author of Fascism Today: What It Is and How to End It, and a Portland-based journalist who covered the June 29 rally. He says, “I would never condone what happened to Andy Ngo, but I think there is a reason why he got in a conflict with protesters and dozens of other reporters present seemed to be left alone.”
Burley says, “One way to think of Andy Ngo is he is part of a far-right mediasphere that creates victimization narratives of conservatism and profit from it. It’s all about the embattled American man who is under siege at every turn, whether its trans children, immigrant criminals, anchor babies, or dangerous college campuses. ‘They are all out to destroy us and our values.’ It’s an entire infrastructure that’s moved from commentary like National Review to populist media hucksters drumming up a controversy. Ngo doesn’t seem to have many real journalistic credentials, and any he does is from creating controversy. He gets in the Wall Street Journal and New York Post from being a conservative celebrity. His actual reporting is very infrequent and sparse.”
Ngo adds a new element in facilitating violence, intentionally or not. Burley says, “He appears to target ideological opponents, which can make them fair game for harassment and violent confrontation.” The scale of the threats keep escalating. Now Portland is bracing for the August 17 rally.
                         Killing in the Name of Free Speech?                                      
For the last few years, the far right has used fascistic language about “cleansing” Portland, while its brawlers wore T-shirts proclaiming themselves kindred to South American death squads that killed thousands of leftists in the 1970s. But in advance of August 17, the language and memes from the far right have become more extreme. They’ve posted dozens of threats on social media pledging to kill Antifa and naming left-wing activists in Portland who should be shot during the End Antifa rally.
Individuals affiliated with Patriot Prayer and the Proud Boys talk of wanting to “slaughter” Antifa. Others have posted hair-raising images of a Portland activist and his partner with crosshairs over their faces and the words, “End Domestic Terrorist’s [sic].” Another image is of a knife cutting the throat of an antifascist with blood spraying out. This is especially ominous. In April 2017 white supremacist Jeremy Christian attended a Patriot Prayer in Portland and threw Nazi salutes while yelling “Die Muslims!” Weeks later Christian allegedly slashed the throats of three men, killing two, after they came to the defense of two black teenage girls, one wearing a hijab, whom Christian threatened by saying, “Go home. We need America here!”
One organizer of the End Antifa rally is Joe Biggs, a former staffer at Alex Jones’s Infowars website who has “encouraged date rape and punching transgender people.” He shared an illustration for the rally of a Proud Boy punching an antifascist, warning, “Free speech was fought for and paid for with blood. It will not be lost for anything less!” Biggs, whose Twitter account was suspended recently, used the platform to advise his followers to bring guns and declared “DEATH TO ANTIFA!!!!!!”
After the FBI visited him, Biggs now says “he wants a peaceful demonstration and has told his followers to keep their weapons at home.”
But that may be too little, too late as the far right is encouraging potential mass shooters to come to the rally. Recently, Haley Adams, a provocateur in Portland who told a reporter last year, “Damn straight I support white pride,” said on Facebook she “couldn’t wait” to meet Thomas Bartram on August 17. Bartram is an Infowars fan who showed up in El Paso days after the anti-Hispanic massacre and was briefly detained after allegedly brandishing a gun and trying to enter a migrant solidarity center. The center claimed police did not search Bartram’s truck that was decked out with violent pro-Trump images, saying “he has rights.” After being released, Bartram told media he was headed to the End Antifa rally.
What connects these dots is Andy Ngo. He even did his bit to stoke right-wing paranoia in El Paso. In a July 29 tweet Ngo included an image of a flyer about an immigrant rights “border resistance tour.” Ngo claimed stick figures on the flyer represent “border enforcement officers being killed & government property fired bombed” as part of a plot by Antifa to “converge on a 10-day siege in El Paso, TX.” It’s been retweeted more than 11,000 times and hundreds of comments endorse violence against Antifa. Four days later Patrick Crusius allegedly killed twenty-two people in an El Paso Walmart in “response to the Hispanic invasion of Texas.”
                         Gateway Bigotry                                      
Ngo’s ascendancy began as an editor at the Portland State University newspaper, The Vanguard. At a university interfaith panel convened in April 2017, Ngo tweeted a brief video claiming, “the Muslim student speaker said that apostates will be killed or banished in an Islamic state.” The entire clip shows the student gave a long answer in response to a hypothetical question about Quranic law. The panelists stressed they weren’t experts, and the Muslim student later said “he may have misspoke.”
Ngo’s tweet was picked up by Breitbart. The Vanguard fired him days later for a “dangerous oversimplification that violated very clear ethics outlined by the Society of Professional Journalists.” The Vanguard said Ngo’s actions “placed a PSU student in significant danger.” Ngo twisted his termination into an article for The National Review, “Fired for Reporting the Truth,” which the student paper said was a “misrepresentation” that resulted in “unjust threats” against them.
Critics see this episode as establishing a pattern in Ngo’s work: using charged language and selective facts on social media that stoke bigotry, putting his subject at risk of harassment while boosting his own reach and status. It worked because in 2018 Ngo graduated to writing a “racist” and “massively Islamophobic” travelogue to two Islamic communities in England for the Wall Street Journal.
But it’s in the city of Portland and state of Oregon that Ngo calls home where the most damage has been wrought. Zakir Khan is board chair of the Oregon chapter of the Council of American-Islamic Relations, a Muslim advocacy and civil rights organization. Khan says of Ngo, “That guy is obsessed with us.”
Ngo has tweeted dozens of times about CAIR, saying it “has done PR for terrorists & their families.” He characterized CAIR’s representation of the surviving child of the Muslim couple who committed the 2015 mass shooting in San Bernardino as advocating for “the terrorists’ orphaned baby.”
Recently, in a sprawling New York Post opinion Ngo claimed a “suspicious rise” in gay hate crimes in Portland fits a pattern of hoaxes. (Ngo found space in his 2,100-word article to quote a member of the Proud Boys, which experts call a “gang” notorious for violence, as “the most welcoming organization that I have ever been a part of.”)
Khan says, “We are seen as experts on hate crimes reform, so I questioned Ngo’s groundless claims of ‘hate-crime hoaxes.’ He is not an expert in the field.” Ngo responded by accusing CAIR of “terrorism” and “terror.”
After the exchange with Ngo, Khan says, “We received dozens of threatening and harassing messages. We weren’t able to log them all.” One post that tagged Ngo, as well as Michelle Malkin (who signal boosts Ngo and started a “Protect Andy Ngo” fundraiser after the June 29 attack that netted him nearly $200,000), read, “CAIR IS HAMAS! If you stand with your Muslem neighbors; prepare to die with your Muslem neighbors. We will take our country back![sic]” Ngo frequently claims that Hamas, the governing authority in Gaza, is connected to CAIR.
The irony of all this is that after CAIR challenges Ngo’s claim of hate crime hoaxes, he responds with what could be considered hate speech, accusing them of terrorism. This appears to have incited his followers to threaten and harass CAIR, actions which might qualify as hate crimes.
For his next act, Ngo joined Quillette where he is a “sub-editor.” Described as the voice of the intellectual dark web, Quillette published a report on May 29 claiming fifteen reporters who cover the far right were really “Antifa journalists.” According to the Columbia Journalism Review, the article by “estabished right-wing troll,” Eoin Lenihan, was picked up by the neo-Nazi Stormfront website within a day, and a day after that a video was uploaded to YouTube containing “imagery of mass shooters intercut with images of the [Antifa] reporters.” The names of the journalists were put on a list called “Sunset the Media,” while the video ends with a notorious neo-Nazi saying he won’t “disown” anyone who kills the reporters.
Two journalists, including Shane Burley, wrote of the unnerving effect of being put on a Neo-Nazi death list. Another targeted journalist wrote that Quillette had crossed the line from being merely reactionary to “reckless endangerment” and bluntly stated that its list “could’ve gotten me killed.”
The article was so shoddy, Lenihan was suspended from Twitter. But Ngo promoted the article and more significantly continues to promote it — just as eight months after the fact, Ngo continued to claim that striking the protester from the Patrick Kimmons march is really evidence of Antifa taking their anger out on an elderly man.
In at least one instance it appears Ngo has doxxed activists himself. During May Day 2019, Ngo published a YouTube video that included him talking to members of the Portland chapter of the Democratic Socialists of America who were tabling for “Hands Off Venezuela.” The entire time Ngo points his camera at a sign-in sheet, not the person he is interviewing. In the video the sheet is digitally blurred. However, Connor Smith, a Portland DSA member, provided a still from what he claims is an earlier version of the video. The still includes a watermark of Ngo’s twitter handle, “@MrAndyNgo,” exactly the same as in the YouTube video. Eleven names can be seen on the sign-in sheet, including Smith’s, all of which have visible email addresses and six of which include phone numbers. Smith says at least one person on the list received threatening messages such as “Die commie.”
Smith claims it is a common right-wing tactic to doxx people on social media like YouTube and Twitter and then delete the offending material before it is removed for violating the platform’s rules. He says this cat-and-mouse game achieves the results the far right is looking for. “I’m sure some fascist has put all our names and phone numbers in a list.”
Ngo is more of a symptom, however.
Ngo couldn’t exist without social media companies which turn a blind eye to right-wing violence because having to monitor their platforms for hate speech would cut into their profits. Ngo also needs Murdoch-owned media such as the New York Post, Wall Street Journal, and Fox News that allow him to masquerade his bigotry as journalism. These outlets, in turn, are amplified by the larger landscape of mainstream media, which often fail to distinguish between fact-based journalism and pro-Trump, white nationalistic propaganda. Add in police who collaborate with the far right and weak political leaders, as in Portland, and you have all the conditions needed for opportunists like Andy Ngo to grab the spotlight.
Ngo is just the latest inflammatory right-wing agent in Portland who’s tried to vault to the big leagues. Before him was Patriot Prayer leader Joey Gibson, who has seen his ranks of violent white nationalists dwindle due to infighting and long-overdue arrests.
Way back in 2016, before Gibson, was another media provocateur, Michael Strickland. Strickland shot his YouTube career — which mainly featured him doxxing and harassing local activists — in the foot after he pulled a gun on a Black Lives Matter protest while being armed with enough ammunition for a massacre.
That’s not to say the Left should ignore the likes of Andy Ngo or even Tucker Carlson. They are both the cause and effect of white nationalism and the violence that comes with it. Their synergy is also a reflection of the complex digital landscape. Legacy media like the Wall Street Journal, the New York Post, and even Fox News need Andy Ngo just as much as he needs them. They gave him a platform not for his shoddy reporting and tired bigotry, but for the audience he’s amassed, even if it’s a digital lynch mob.”
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philomenasell-blog · 6 years ago
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Comedy And Music Merge In THOLidarity
I've developed an Android app that allows you to download mp3 songs proper in your machine. When you retailer your music assortment on Dropbox, you do not need every other apps to play the files — simply log in to your Dropbox account, and select no matter tune you wish to hear. The music will mechanically play in the web browser, and even offer you a nice dark playback display screen to assist save battery. The app comes with advanced streaming service with superior buffering strategies. It helps six audio codecs together with mp3, aac, m4a, wav, aiff, and m4r. So the best I can do is: use the instrument to merge all of your m4a recordsdata into a smaller mp3 recordsdata. use a freeware mp3 merge instrument to merge all of the mp3 files re-import the brand mp3 merge new merged mp3 file into itunes as an m4a file rename it as an m4b file. So this means m4a files have a a lot larger range of bit charges than MP3's, which might only handle a most of 320kbps. This also means some m4a recordsdata may be worse than some mp3's, and vise versa. An mp3 can be compressed at a variety of different bit charges, however can never exceed 320kbps. All mp3s are lossy, whereas just some m4a recordsdata are lossy, and a few m4a files are lossless. It depends what sort of file is contained inside the m4a format. It's freed from charge to obtain music on Spotify, but you'll get to pay to make use of some of their premium music companies. The app has over thousands and thousands of mp3 songs and music from all over the world which you'll be able to pay attention without cost and likewise download for personal use solely. You can also merge on-line YouTube clips. Copy the YT content material hyperlink and paste it into video merger. Add as many links as mandatory to combine videos together after which comply with the steps described above. For instance, you would possibly create a music mix out of a number of online tracks. Drag the mp3 file from the Downloads folder on your pc into iTunes or different mp3 device.
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A: mp3 merge Please verify your AllMusicConverter settings, choose the highest compression high quality and make it possible for your PC will not be utilized by any CPU-intensive tasks during the conversion process. dBpoweramp integrates into Windows Explorer, an mp3 converter that is as simple as right clicking on the source file >> Convert To. Popup information ideas, Edit ID-Tags are all provided. In the event you're okay with adequate" music quality, in case your audio file does not have any music, or if it's good to conserve disk house, use lossy audio compression. Most people actually cannot hear the difference between lossy and lossless compression.
So, these are the best free mp3 music download sites you can go for. DatPiff is an internet distribution platform that enables you to pay attention free mixtapes and obtain free mixtapes, hip hop music, movies, underground. The location features a pop-out participant so you may pay attention earlier than you obtain. It also has information aggregator that collects tales from websites like HipHopEarly. You'll be able to preview music without logging in but to actually download anything you discover on Musopen, it's important to create a person account A free account offers you access to five music downloads daily and standard high quality audio.It's a tremendous ‘primary yet functional' music downloading and streaming app. It has an honest user interface whereby the customers can find any song by typing its identify or the title of its artist. The app is just not obtainable on Google Play, so it's higher to obtain its Apk file after which set up it on your android system. Much like Ganna Music it's a must to pay to obtain songs, however streaming songs is completely free of price. Lastly, Wynk Music also has Web-based mostly Radio and capable exploration tools.Keppy's MIDI Converter is a freeware, totally functional MIDI to WAV, OGG, and MP3 converter. Apart from the UI concern, it supports a lot of the pro features. It helps a number of file download help together with optimized downloading speed. All of the free music downloads for the Android cellphone will probably be stored safely in your memory card. Looking and downloading movies to MP3 or MP4 on this website is completly free, nameless and secured. No registration is needed to make use of MP3hub and the conversion completly happens on-line, you needn't install any software or browser extension.Want to get the Ella Mai Boo'd Up MP3 obtain? The information presents several dependable free music downloading websites for you to choose from. Examine for additional particulars about the place and how one can free obtain Ella Mai Boo'd Up MP3. This is another free music downloader you'll be able to try with your Android device. Searching, downloading, and organizing audio recordsdata are potential with this app, plus the option of seeing the lyrics of a certain tune. So here's how it works: SoundCloud is basically a free streaming service. But lots of artists also permit free downloads as effectively. It's a must to search round, but you'll see a free music obtain option if the artist has enabled it.The most effective half is, you can obtain free songs with out even creating a consumer account - which is a prerequisite for a lot of the music websites. TuneConvert converts music and film recordsdata from all main music resellers. Soundcloud is one other most popular app out there for enjoying music online totally free. You can listen to virtually all sort of songs on this app. It includes some authentic composed, shared songs from your mates and other totally different compositions made by others. This app not solely permits you to hearken to songs, however it also enables you to share your music too.Convertio is an audio format that permits you to convert MP3 to output codecs like FLAC, OGG, AAC, WMA, WAV, CAF, AC3, GSM, AIFF, M4A and AMR. Apart from that it will probably additionally convert pictures, movies, eBooks, documents, CAD, Vectors and far more. It is a reliable free on-line converter that helps upload of recordsdata out of your computer, Dropbox, Google Drive and on-line sites that are lower than 100MB. Here is a how one can convert MP3 to FLAC utilizing Convertio on-line converter. Since NoteBurner makes use of virtual CD burning mechanism to convert audio information, it's instructed that one playlist shall contain not more than seventy four minutes music, that is approximately 650 MB recordsdata, the standard capacity of Compact Disc. If the playlist accommodates greater than seventy four minutes, the converted audio tracks is likely to be divided into two or more virtual discs, depending on the variety of the songs you add to the playlist.
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babyandprincessddlgblog · 7 years ago
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Long Distance Relationships
So you want to know more about long distance relationships...
Well, for starters, they’re not easy. They take a lot of work, diligence, time commitments, compromising, and patience. They test you in many ways, and sometimes leave you feeling alone even though you have someone.
Long distance relationships are not for everyone, and they certainly are not something to toy with, because a partners feelings are on the line. Take me and Princess for example: Princess needs that one on one relationship, the closeness, the physical touch, the sexual release of being a submissive for a dom in person. However she is also willing to make a several hour drive to see her partner, no matter the circumstances.
Baby on the other hand, is willing to have a long distance relationship (or in her current situation a long distance queer-platonic relationship), and work with her dom in order to have that bond even though the distance does not always physical meetings.
How do I know a long distance relationship is right for me, then?
Answer me this:
Are you fully prepared to go months, or maybe even a year or more without physically being near your partner?
Can you handle when they are unavailable, that you can’t always talk to them?
Do you have the time, or are you willing to make time even if your day is absolutely overflowing with tasks, to talk to them and love them and encourage them?
Do you have the discipline to save money for gas, plane tickets, and hotel rooms just to see them for a few hours or if you’re lucky a few days?
Can you go long amounts of time and remain loyal to them emotionally, mentally, physically, and sexually?
Are you able to handle not being able to touch them, hold their hand, kiss their lips, play with their hair, and overall do what every other couple does?
I think I can do all those things... So what do I do?
You have a few options depending on your current situation. Maybe you’re talking to a potential dom, and you want to test the waters. Maybe you’re a single sub and you want to be actively searching. Maybe you want to be involved in the community and not worry about it. Regardless, here are a few tips for any circumstance you may be in.
1. I’m single, I like it, I just want to freely express my kinky side.
Wonderful! You know what you want and there’s a simple answer to this:
Munches. Play parties. Teaching opportunities.
Basically, there’s a website called Fetlife that has an “Events” page that shows any and all kinky events in your area. Looking for a rope class? They’ve got the link. Maybe you want to play? There’s the info on Fet. A casual pizza place munch? You bet!
By getting out into your local community, you can build up your knowledge and express yourself freely, without worrying about a commitment.
2. I want to be actively searching for a dom, but like, how??
Have no fear, Baby is here! I’ve used essentially the majority of platforms available to us kinksters to seek out true doms who want to have a great relationship with a sub. You name it, I’ve tried it: Tinder, Fet, Tumblr matchmaking blogs, straight up following doms and trying to court them (sorry GPD lolz).
Here are my tried and true reviews:
Tinder: Listen, you’re literally gonna get like 500+ fuckboys. That’s what Tinder is for. HOWEVER!! I have a hack to weed through them. Simply put a point of outside contact that isn’t your phone number (and a platform where you can block people). I use kik, so I simply put my kik username in my bio. If they’re really looking at each person individually, they’ll contact you. Most of the guys I get are total douchebags, yes, but don’t be afraid of that block button.
But, I did find Daddy through kik. He messaged me by chance when I wasn’t even looking for a dom, and we clicked, and a whole year later here we are still in a healthy cg/l dynamic with each other.
Fetlife: Basically Tinder for guys who want to be called “daddy”. You’re gonna get weirder dudes on here, but you have a bit higher of a chance to find a suitable dom. Princess found the dom she is in a dynamic with through Fet, then Tinder, then Bumble, and now they’re officially a thing.
Tumblr Matchmaking Blogs: STAY FAR AWAY FROM THESE!! The only good thing that comes from these blogs is there’s a bunch of pedophiles in one place to automatically report and block. There might be one or two diamonds in the rough, but trust me it’s not worth it. It’s mostly underage children and creepy old dudes. Just report the blogs and move on.
Tumblr Dom Blogs: These can be good, if you’re able to identify the real ones from the fake ones. A ton of “dominants” run these, and very few are actually in the community with good intentions. I’ve been looking for 3 years and I’ve only found a handful of good blogs ( @mistersbeard​ / @lovemysub​ are my favorites because they’re educational and fun). So, I mean, you can talk to doms on Tumblr, sure, but be careful and know how to identify them first.
Most Importantly: DO. NOT. GO. LOOKING. FOR. A. DOM. IF. YOU’RE. A. NEW. SUB.
I cannot stress this enough, and if you’re like me you’ll be like “lolz, literally nothing will happen, I’m a smart cookie, I can handle-” No. Seriously, this spells trouble and it will leave you a hurt little subby in the end. Learn, grow, gain experience in a safe environment, don’t think the BDSM porn is accurate (it’s not), practice consent, use safewords, and above all don’t rush into anything. A d/s relationship takes time and energy, put in a ton of both before even calling anything a relationship.
3. I have someone I’m considering to be my dom, but I don’t know how to approach it.
Something I learned that has saved me a ton of grief, is to use the consideration phase to your advantage. Essentially, don’t commit, but play into the dynamic between the person you’re considering.
Let’s say you need some help drinking more water. Talk to the dom you’re interested in about introducing a rule to better yourself. Discuss every detail of it. How much water? How many times a day? What if you don’t meet the quota? What if you break the rule and have coffee? Etc. Etc. Etc. Establish a couple low level punishments if that’s your thing. Then when you’re both comfortable, add another rule, add some rewards, add some more dynamics.
When you both feel like you want to commit a couple months, or even years, later, go for it.
A consideration phase makes everything less stressful. There’s no full submission yet unless you choose it. It’s all in your control, which it always should be, and you can shut it all down with the snap of a finger if you don’t feel comfortable.
The most important unspoken rules of LDR’s:
1. Make time for one another. Don’t send just a couple quick texts a day, a goodnight video, and call it good. Actually make time, even if you’re walking the dog or making dinner, to share little tidbits and make it feel like you’re together.
2. Send everything! Pictures, videos, emojis, gifs, stickers. Send a letter, and email, video chat, plan a day trip (if the proximity allows). Send them things that remind you of them. Discuss big things, small things, and in-between things. Make each other feel like you’re right there, but also maintain the responsibility you have to maintain.
3. Things can be sexual, or not, it’s your control. Feeling pressured to send some tit pics? Stand your ground and refuse. Feeling frisky and want to play? Discuss it and see if you can both do so/are comfortable.
4. It’s hard. Like, really hard. You love this other being so much and you just want to be near them and give them the world and that’s not always possible. But cherish every little second you get to spend with them, in person or online.
5. Be patient, and appreciate everything you give and receive. What you have is special, and it should be treated as such. It’s not everyday that you build a unique bond with someone.
Finally, a word from Daddy A:
It strengthens the emotional and mental sides greatly, but the lack of contact does suck. Essentially, a sub can be with another dominant to fulfill that, if their main is alright with it, but it goes beyond sexual release, as some may assume when looking at any format of bdsm.
The LG/DD dynamic has a bigger focus on protection and comfort by and large. We wish for our submissives to be perfectly fine with us, and thus, give us their submission. In turn, we provide the support, the nurturing and protection they desire.
Sexuality isn't inherently a part of the dynamic, but once you've become so familiar with someone, it's hard to separate into something more casual. You don't want to be spanked, you want to be spanked by your dominant.
How I see it, the distance definitely makes the bond so much stronger, leading to when you finally meet in person being a grand thing. However, it does not mean it's for everyone. You gotta be ready for the stretches of time, the worry, the anxiety and personal issues. Patience is big and openness is necessary.
On top of that, when you do possibly meet, be ready for it to not be a scene right away. Sometimes it'll just be grabbing lunch, maybe something tame where you aren't always in the head space. But, sometimes that's enough; just that, whatever it is, is what you both need to reassure that it's real and can grow. It won't be a sexual release, but both can breathe easier.
Expectations have to be tempered. Maybe you don't have a private place, maybe someone is nervous.
Even without it being a scene, the two could be huge dorks and walk past each other at a theme park despite dying to be beside the other.
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shark-myths · 7 years ago
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4. wilson (expensive mistakes)
part 4 of shark-myth’s mania meta series
so even though there are a few posts of preliminary screaming about this song already (here and here), I haven’t done a proper crawl through the lyrics yet! hold onto your butts, kids. here we go.
Wilson is named for the volleyball in Castaway who is Tom Hanks’ best friend and sole companion as he sloooowly sinks into madness. The bond is imaginary, created entirely in Hanks’ head out of his desperation. There is no hope of the relationship ever being reciprocal—Wilson, by definition, cannot participate in it the way Hanks would want him to. Isn’t that an interesting choice of dynamics to frame this particular song with? ISN’T IT. The initial assumption I made on was that Pete was the Castaway (Pete with his endless endless ENDLESS way down south stuff, Pete with his introducing the song as ‘this is about the person you want to run away to a desert island with’). but later, when we get the video, that perspective shifts: it is Patrick holding the volleyball, Patrick from whom Wilson is violently ripped away in the Beyond the Video.
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pair that with the soundplay-over-wordplay quality of certain verses of this song and the mentions of being drunk (which as quite rare in the FOB discography, but quite plentiful in the solo Stump discography), and I think Patrick had more of a hand in writing these lyrics than usual. (oh my god I promise that was an ACCIDENTAL youngblood pun.) I think that there is some sharing of voice, here: some of these verses are from Pete’s perspective, and some of them are from Patrick’s. sonically and thematically, as I have argued before, I anchor this song firmly in the 09 era, around the time of I Don’t Care (this song’s twin, I think) and the hiatus.
the song opens immediately with some classic p. steezy lyrical markers: stutter-singing and emphasis/rhyme by repetition.
 I was I was I was I was Gonna say something that would solve all our problems But then I got drunk and I forgot what I was talking about I forgot what I was talking about
If the lyric was got high, I’d think Pete wrote it. But it’s not, and I think this bit is Patrick. It’s the feeling of being the one with the power to say the one thing that would fix it all, but losing your nerve, or fucking up your intention. What could Patrick have said in 2009 that would have fixed every problem faced by the band, by he and Pete in particular? here you are in shark-myth’s creepy museum of queer conspiracy, so I think you know what I’m going to say. I love you. Patrick could have said Pete, I love you too.
and god. wasn’t it a mistake, not to? didn’t it cost them—everything?
Don't you, don't you, don't you know
There's nothing more cruel than to be loved by everybody
There's nothing more cruel than to be loved by everybody but you
Than to be loved by everybody but you, but you
this verse is pure Pete. Pete Wentz, adored and loathed in equal parts, jumping his own fucking shark in 2009, a media mogul and a reality star and our punching bag and our golden son all at once. (aside: even in their February 2018 interview in UPSET magazine, Pete still expressed that he’d rather be hated than ignored. this explains so much about pete wentz.) And all he fucking wants is for Patrick to love him, and he can make the rest of the world hang on his every word, and it doesn’t mean a fucking thing to him. Patrick is what he wants, what he can’t have. and it’s so fucking cruel.
If I could get my shit together I'm gonna run away and never see any of you again Never see any of you again
This is pure way-down-south escapism. I’ve got a whole post about it, linked above, if you want to hear more about that. It’s very consistent with 2009, and fits well as a line of thinking that preluded the hiatus.
I hope the roof flies off and I get blown out into space I always make such expensive mistakes I know it's just a number but you're my 8th wonder I'll stop wearing black when they make a darker color
This verse is definitely Pete’s voice. We’ve got the pop culture Wes Anderson quote, the pop culture Addams Family quote, and the sharp, clever wordplay to prove it. Pete loves Wes Anderson, and very specifically, this quote from Moonrise Kingdom is pulled from a movie about two oddball kids against the rest of the world who decide to run away from their mundane, misunderstood lives in the name of their true love. their love and relationship is very underdeveloped in the film, very adolescent, very becoming; it serves as an echo and an amplifier of each kid’s sense of not fitting in, of isolation. They choose each other as the miracle solution, the cure, to that isolation; an adult looking at their escape plan sees the futility of it: running away with someone else, someone who is totally untested in love, someone you have made into this huge lifechanging idol in your head but you don’t know very well in real life? they’re going to disappoint you. you’re going to get to mexico and you’re going to find yourself, and all your shitty feels, right there. You have to find a way to fit into your own life before you can fit there comfortably with anyone else. The movie is a good one, and it hits every fucking note for me when we layer it in next to pre-hiatus Peterick and the choice of the Wilson/Chuck Noland relationship as the title of this song.
‘I know it’s just a number’ evokes the weird fixation on math and accounting that some of their lyrics have had through the years, which I will write on someday when I sort out my thoughts about it. I like here too the acknowledgment of artifice; we get it again in TLOTRO, with ‘tell me I’m the only one, even if it’s not true.’ Words and symbols, endearments and declarations, we choose those: we wear them. They do not reflect a true quality. They reflect choices. Pete’s saying, listen, this doesn’t have to mean anything to you, but it means a lot to me; you are the most wonderful thing in the world to me. There’s the great pyramid, there’s the hanging garden of Babylon, there’s the temple of Artemis, and there’s you: Patrick fucking Stump of the golden heart and marble thighs. Which. Fucking same.
The Wednesday Addams quote is of course a fucking delight. It says ‘I’m intense, I’m overwrought, I don’t give a fuck. I’m only ever going to double down. I will never back off. I don’t care if you think I’m ridiculous, I am too much, and I always will be.’ I treasure this line. I sing it to my cat like, several times every day (which i understand is the normal amount)
On the wrong side of p-p-paradise And when I say I'm sorry I'm late, I wasn't showing up at all I really mean I didn't plan on showing up at all
The first line here ties well to Y&M—I woke up on the wrong side of reality��and I love the way it highlights the gap between what we say, for the sake of social lubricant, and what we really mean. Pete and Patrick are both self-identified hermits—Patrick has been speaking a lot lately about his horror of interacting with others, and Pete has said that his main goal on any given day is to speak to as few people as possible — so this line could really be either of them.
Don't you, don't you, don't you know I hate all my friends, I miss the days when I pretended I hate all my friends, I miss the days when I pretended with you I miss the days when I pretended with you, with you
OKAY IF THIS ISN’T ABOUT TRYST THEORY I DON’T KNOW WHAT IS
 Uses of Pretend in Fall Out Boy Relevant History:
the whole song The End of Pretend, written by Pete during the hiatus
"Pretend you don’t remember,” written by Patrick during the hiatus
“Don’t pretend you ever forgot about me”
“I’m outside the door, invite me in, so we can go back and play pretend”
“But I can’t just pretend we weren’t lovers first”
‘I hate all my friends’ is a good time-anchor too. We have the friends who only like you for your hotel suites, we have the making a few more fake friends, we have pete’s endless blog posts about fake people who don’t really care about him—this mentality is very, very indicative of pre-hiatus Pete, especially during his disillusionment in the Sell Out Era, when he moves from ‘the world’s not waiting for five tired boys in a broken down van/these friends are golden’ to a much more cynical ‘sham friends/friends just because we move units/we’re only good because you can have almost famous friends/these friends, they don’t love you/I’ve got a lot of friends…who are just black holes/my friends all lie and say they only want the best wishes from me’ perspective.
If we hadn't done this thing I think I'd be a medicine man So I could get high on my own supply whenever I can I became such a strange shape, such a strange shape From trying to fit in
THIS BIT HERE! This is SO GOOD! The song really shifts all of a sudden at the end. Pete has described himself of this era as a drugstore cowboy, and speaks very openly (especially in this amazing interview with playboy that will make you fucking weep, I need to own this magazine, yes for the articles, and in post-divorce articles about his mental state at that time) about his misuse of prescriptions during that time. so this is pretty obvious: if they hadn’t done the band, if they hadn’t somehow made it work, the only kind of future he can see for himself is dealing some kind of artificial high and keeping himself medicated, insulated, high above all the rest. Interesting, the lyrics say my own supply, but the actual track says our own supply. That shifts the content for me, a little: it makes it more about a collaborative magic that he makes with someone else. It brings me squarely right to the drug use peterick metaphors, the way Pete has written about Patrick as a drug and a high for so many years.
Finally, I love more than anything this line: ‘I became such a strange shape from trying to fit in.’ This, here in the strange tone-shift of the last verse, takes a step back. This is present-day Pete looking back at himself, the way he became contorted and wracked from trying to please everyone. He’s looking at the Pete who ran away from Chicago and floundered in the neon emptiness of LA, getting drunk and photographed and letting his body be used as a dramatic set piece in the flashbulb frenzy of up-and-coming starlets. He’s looking at the Pete who sold himself cheaply, because he knew he wasn’t worth much. He’s looking at the weirdo behind the awkward tragedy of Fresh Only Bakery, the Pete who bit off his own tongue so he never again had to hear himself speak. ARE YOU CRYING YET? I AM. But the line isn’t just sadness: because it shows us, now, the solid ground that present-day Pete is standing on. The distance he now has from his former life as a demolition derby heart. It shows us how well he knows himself, and what he needs, and what he is newly capable of giving.
To sum up: PETERICK IS DEFINITELY REAL
Love you guys! more MANIA meta soon, and keep your eyes peeled from some v day peterick on wednesday 💘 💘 💘 part 0
part 1
part 2
part 3
25 notes · View notes
thanhtuandoan89 · 4 years ago
Text
How to Select Meaningful B2B SEO Keywords
Posted by Cody_McDaniel
It’s no secret that B2B marketing is different than B2C. The sales cycle is longer, there are multiple stakeholders involved, and it’s usually more expensive. To market effectively, you need to create content that helps, educates, and informs your clientele. The best way to do that is to identify the keywords that matter most to them, and build out content accordingly.
To find out how, watch this week's episode of Whiteboard Friday! 
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hi and welcome to another Whiteboard Friday. My name is Cody McDaniel, and I'm an SEO manager at Obility. We are a B2B digital marketing agency, and today I want to talk about selecting meaningful B2B SEO keyword targets and the process and steps you can take in your own keyword research.
So B2B is a little bit different than you would see in your normal B2C types of marketing, right? The sales cycle or the length of time it takes to actually make a purchasing decision is usually a lot longer than you would see just buying something off Amazon, right? It's going to take multiple stakeholders. Individuals are going to be involved in that process. It's going to be usually a lot more expensive.
So in order to do that, they're going to want to be informed about their decision. They're going to have to look up content and information across the web to help inform that decision and make sure that they're doing the right thing for their own business. So in order to do that, we have to create content that helps, educates, and informs these users, and the way to do that is finding keywords that matter and building content around them.
1. Gather seed list
So when we're developing keyword research for our own clientele, the first thing that we do is gather a seed list. So usually we'll talk with our client contact and speak to them about what they care about. But it also helps to get a few other stakeholders involved, right, so the product marketing team or the sales team, individuals that will eventually want to use that information for their clients, and talk with them about what they care about, what do they want to show up for, what's important to them.
That will sort of help frame the conversation you want to be having and give you an understanding or an idea of where eventually you want to take this keyword research. It shouldn't be very long. It's a seed list. It should eventually grow, right? 
2. Review your content
So once you've done that and you have a baseline understanding of where you want to go, the next thing you can do is review the content that you have on your own website, and that can start with your homepage.
What's the way that you describe yourselves to the greater masses? What's the flagship page have to say about what you offer? You can go a little bit deeper into some of your other top-level pages and About Us. But try to generate an understanding of how you speak to your product, especially in relation to your clients in the industry that you're in. You can use that, and from there you can go a little bit further.
Go through your blog posts to see how you speak to the industry and to educate and inform individuals. Go to newsletters. Just try to get an understanding of what exists currently on the website, where your efficiencies may be, and of course where your deficiencies are or your lack of content. That will help you generate ideas on where you need to look for more keywords or modifications in the keywords you have.
3. Determine your rankings
Speaking of which, with the keywords that you currently have, it's important to know how you stand. So at this point, I try to look to see how we're ranking in the greater scheme of things, and there are a lot of different tools that you can use for that. Search Console is a great way to see how potential users across the web are going to your website currently. That can help you filter by page or by query.
You can get an understanding of what's getting clicks and generating interest. But you can also use other tools — SEMrush, SpyFu, Ahrefs, and Moz, of course. They'll all give you a keyword list that can help you determine what users are searching for in order to find your website and where they currently rank in the search engine results page. Now usually these lists are pretty extensive.
I mean, they can be anything from a few hundred to a few thousand terms. So it helps to parse it down a little bit. I like to filter it by things like if it has no search volume, nix it. If it's a branded term, I don't like to include it because you should be showing up for your branded terms already. Maybe if it's outside the top 50 in rankings, things like that, I don't want that information here right now.
4. Competitive research
I want to understand how we're showing up, where our competencies are, and how we can leverage that in our keyword research. So that should help the list to be a little bit more condensed. But one of the things you can also look at is not just internal but external, right? So you can look at your competition and see how we're ranking or comparing at least on the web.
What do they use? What sort of content do they have on their website? What are they promoting? How are they framing that conversation? Are they using blog posts? All that information is going to be useful for maybe developing your own strategies or maybe finding a niche where, if you have particularly stiff competition, you can find areas they're not discussing.
But use that competition as a framework for identifying areas and potential opportunities and how the general public or industry speaks to some of the content that you're interested in writing about. So once you have that list, it should be pretty big, good idea of the ecosystem you're working with, it's important to gather metrics.
5. Gather metrics
This is going to contextualize the information that you have, right? You want to make informed decisions on the keywords that you have, so this metric gathering will be important. There are a lot of different ways you can do it. Here at Obility, we might categorize them by different topic types so we can make sure that we're touching on all the different levels of keyword usage for the different topics that we discuss in our content.
You can look at things like search volume. There a lot of different tools that do that, the same ones I mentioned earlier — Moz, SpyFu, SEMrush. There's a great tool we use called Keyword Keg, that kind of sort of aggregates all of them. But that will give you an idea search volume on a monthly basis. But you can also use other metrics, things like difficulty, like how hard it is to rank compared to some of the other people on the web, or organic click-through rate, like what's the level of competition you're going to be going up against in terms of ads or videos or carousels or other sort of Google snippets.
Moz does a great job of that. So use these metrics, and what they should help you do is contextualize the information so that maybe if you're pretty close on two or three keywords, that metric gathering should help you identify which one is maybe the easiest, it has the most potential, so on and so forth. So once you have that, you should be getting a good understanding of where each of those keywords lives and you should be selecting your targets.
6. Select target keywords
Now I've run through a ton of clients who former agencies have sent them a list of 300 to 400 keywords that they're trying to rank for, and I cannot stand it. There's no value to be had, because how can you possibly try and optimize and rank for hundreds and hundreds of different variations of keywords. It would take too long, right? You could spend years in that rabbit hole.
What we try to do is focus on maybe 30 or 40 keywords and really narrow down what sort of content is going to be created for it, what you need to optimize. Does it exist on your website? If not, what do we need to make? Having that list makes a much more compartmentalized marketing strategy, and you can actually look at that and weigh it against how you're currently deploying content internally.
You can look at success metrics and KPIs. It just helps to have something a little bit more tangible to bite down on. Of course, you can grow from there, right? You start ranking well for those 20 or 30 terms, and you can add a few more on at the end of it. But again, I think it's really important to focus on a very select number, categorizing them by the importance of which ones you want to go first, and start there because this process in content creation takes a long time.
7. Consider intent
But once you've selected those, it's also important to consider intent. You can see I've outlined intent here a little bit more in depth. What do I mean by that? Well, the best way that I've seen intent described online is as an equation. So every query is made up of two parts, the implicit and the explicit. What are you saying, and what do you mean when you're saying it?
So when I think of that and trying to relate it to keywords, it's really important to use that framework to develop the strategy that you have. An example that I have here is "email marketing." So what's the implicit and explicit nature of that? Well, "email marketing" is a pretty broad term.
So implicitly they're probably looking to educate themselves on the topic, learn a little bit more about what it's about. You'll see, when you search for that, it's usually a lot more educational related content that helps the user understand it better. They're not ready to buy yet. They just want to know a little bit more. But what happens when I add a modifier on it? What if I add "software"? Well, now that you would have intent, it may mean the same thing as email marketing in some context, but software implies that they're looking for a solution.
We've now gone down the funnel and are starting to identify terms in which a user is more interested in purchasing. So that type of content is going to be significantly different, and it's going to be more heavily implied on features and benefits than just the email marketing. So that intent is important to frame your keywords, and it's important to make sure that you have them in every step of your purchasing funnel.
The way that I like to usually look at that, and you see it everywhere, it's an upside down triangle. You have your top, middle, and bottom level pieces of content. Usually the top is going to be things like blogs and other sorts of informational content that you're going to be having to use to inform users of the types of topics and things in the industry you care about.
That's probably where something like "email marketing" would exist. But "email marketing software" is probably going to be sitting right here in the middle, where somebody is going to want to make an informed decision, relate it to other pieces of content on competitor websites, check those features, and determine if it's a useful product for them, right? From there, you can go a little bit further and move them into different types of content, maybe email marketing software for small business.
That's far more nuanced and specific, and maybe you'll have a white paper or a demo that's specifically tailored to businesses that are looking for email marketing in the small business space. So having content in three separate spaces and three different modifications will help you identify where your content gaps are and make sure that users can move throughout your website and throughout the funnel and inform themselves on the decision they're trying to make.
Conclusion
So with that, this should give you some idea of how we develop keyword research here at our own agency, and I hope that you guys can utilize some of these strategies in your own keyword research wherever you are out in the world. So thanks again for listening. Happy New Year. Take care.
Video transcription by Speechpad.com
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!
0 notes
drummcarpentry · 4 years ago
Text
How to Select Meaningful B2B SEO Keywords
Posted by Cody_McDaniel
It’s no secret that B2B marketing is different than B2C. The sales cycle is longer, there are multiple stakeholders involved, and it’s usually more expensive. To market effectively, you need to create content that helps, educates, and informs your clientele. The best way to do that is to identify the keywords that matter most to them, and build out content accordingly.
To find out how, watch this week's episode of Whiteboard Friday! 
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hi and welcome to another Whiteboard Friday. My name is Cody McDaniel, and I'm an SEO manager at Obility. We are a B2B digital marketing agency, and today I want to talk about selecting meaningful B2B SEO keyword targets and the process and steps you can take in your own keyword research.
So B2B is a little bit different than you would see in your normal B2C types of marketing, right? The sales cycle or the length of time it takes to actually make a purchasing decision is usually a lot longer than you would see just buying something off Amazon, right? It's going to take multiple stakeholders. Individuals are going to be involved in that process. It's going to be usually a lot more expensive.
So in order to do that, they're going to want to be informed about their decision. They're going to have to look up content and information across the web to help inform that decision and make sure that they're doing the right thing for their own business. So in order to do that, we have to create content that helps, educates, and informs these users, and the way to do that is finding keywords that matter and building content around them.
1. Gather seed list
So when we're developing keyword research for our own clientele, the first thing that we do is gather a seed list. So usually we'll talk with our client contact and speak to them about what they care about. But it also helps to get a few other stakeholders involved, right, so the product marketing team or the sales team, individuals that will eventually want to use that information for their clients, and talk with them about what they care about, what do they want to show up for, what's important to them.
That will sort of help frame the conversation you want to be having and give you an understanding or an idea of where eventually you want to take this keyword research. It shouldn't be very long. It's a seed list. It should eventually grow, right? 
2. Review your content
So once you've done that and you have a baseline understanding of where you want to go, the next thing you can do is review the content that you have on your own website, and that can start with your homepage.
What's the way that you describe yourselves to the greater masses? What's the flagship page have to say about what you offer? You can go a little bit deeper into some of your other top-level pages and About Us. But try to generate an understanding of how you speak to your product, especially in relation to your clients in the industry that you're in. You can use that, and from there you can go a little bit further.
Go through your blog posts to see how you speak to the industry and to educate and inform individuals. Go to newsletters. Just try to get an understanding of what exists currently on the website, where your efficiencies may be, and of course where your deficiencies are or your lack of content. That will help you generate ideas on where you need to look for more keywords or modifications in the keywords you have.
3. Determine your rankings
Speaking of which, with the keywords that you currently have, it's important to know how you stand. So at this point, I try to look to see how we're ranking in the greater scheme of things, and there are a lot of different tools that you can use for that. Search Console is a great way to see how potential users across the web are going to your website currently. That can help you filter by page or by query.
You can get an understanding of what's getting clicks and generating interest. But you can also use other tools — SEMrush, SpyFu, Ahrefs, and Moz, of course. They'll all give you a keyword list that can help you determine what users are searching for in order to find your website and where they currently rank in the search engine results page. Now usually these lists are pretty extensive.
I mean, they can be anything from a few hundred to a few thousand terms. So it helps to parse it down a little bit. I like to filter it by things like if it has no search volume, nix it. If it's a branded term, I don't like to include it because you should be showing up for your branded terms already. Maybe if it's outside the top 50 in rankings, things like that, I don't want that information here right now.
4. Competitive research
I want to understand how we're showing up, where our competencies are, and how we can leverage that in our keyword research. So that should help the list to be a little bit more condensed. But one of the things you can also look at is not just internal but external, right? So you can look at your competition and see how we're ranking or comparing at least on the web.
What do they use? What sort of content do they have on their website? What are they promoting? How are they framing that conversation? Are they using blog posts? All that information is going to be useful for maybe developing your own strategies or maybe finding a niche where, if you have particularly stiff competition, you can find areas they're not discussing.
But use that competition as a framework for identifying areas and potential opportunities and how the general public or industry speaks to some of the content that you're interested in writing about. So once you have that list, it should be pretty big, good idea of the ecosystem you're working with, it's important to gather metrics.
5. Gather metrics
This is going to contextualize the information that you have, right? You want to make informed decisions on the keywords that you have, so this metric gathering will be important. There are a lot of different ways you can do it. Here at Obility, we might categorize them by different topic types so we can make sure that we're touching on all the different levels of keyword usage for the different topics that we discuss in our content.
You can look at things like search volume. There a lot of different tools that do that, the same ones I mentioned earlier — Moz, SpyFu, SEMrush. There's a great tool we use called Keyword Keg, that kind of sort of aggregates all of them. But that will give you an idea search volume on a monthly basis. But you can also use other metrics, things like difficulty, like how hard it is to rank compared to some of the other people on the web, or organic click-through rate, like what's the level of competition you're going to be going up against in terms of ads or videos or carousels or other sort of Google snippets.
Moz does a great job of that. So use these metrics, and what they should help you do is contextualize the information so that maybe if you're pretty close on two or three keywords, that metric gathering should help you identify which one is maybe the easiest, it has the most potential, so on and so forth. So once you have that, you should be getting a good understanding of where each of those keywords lives and you should be selecting your targets.
6. Select target keywords
Now I've run through a ton of clients who former agencies have sent them a list of 300 to 400 keywords that they're trying to rank for, and I cannot stand it. There's no value to be had, because how can you possibly try and optimize and rank for hundreds and hundreds of different variations of keywords. It would take too long, right? You could spend years in that rabbit hole.
What we try to do is focus on maybe 30 or 40 keywords and really narrow down what sort of content is going to be created for it, what you need to optimize. Does it exist on your website? If not, what do we need to make? Having that list makes a much more compartmentalized marketing strategy, and you can actually look at that and weigh it against how you're currently deploying content internally.
You can look at success metrics and KPIs. It just helps to have something a little bit more tangible to bite down on. Of course, you can grow from there, right? You start ranking well for those 20 or 30 terms, and you can add a few more on at the end of it. But again, I think it's really important to focus on a very select number, categorizing them by the importance of which ones you want to go first, and start there because this process in content creation takes a long time.
7. Consider intent
But once you've selected those, it's also important to consider intent. You can see I've outlined intent here a little bit more in depth. What do I mean by that? Well, the best way that I've seen intent described online is as an equation. So every query is made up of two parts, the implicit and the explicit. What are you saying, and what do you mean when you're saying it?
So when I think of that and trying to relate it to keywords, it's really important to use that framework to develop the strategy that you have. An example that I have here is "email marketing." So what's the implicit and explicit nature of that? Well, "email marketing" is a pretty broad term.
So implicitly they're probably looking to educate themselves on the topic, learn a little bit more about what it's about. You'll see, when you search for that, it's usually a lot more educational related content that helps the user understand it better. They're not ready to buy yet. They just want to know a little bit more. But what happens when I add a modifier on it? What if I add "software"? Well, now that you would have intent, it may mean the same thing as email marketing in some context, but software implies that they're looking for a solution.
We've now gone down the funnel and are starting to identify terms in which a user is more interested in purchasing. So that type of content is going to be significantly different, and it's going to be more heavily implied on features and benefits than just the email marketing. So that intent is important to frame your keywords, and it's important to make sure that you have them in every step of your purchasing funnel.
The way that I like to usually look at that, and you see it everywhere, it's an upside down triangle. You have your top, middle, and bottom level pieces of content. Usually the top is going to be things like blogs and other sorts of informational content that you're going to be having to use to inform users of the types of topics and things in the industry you care about.
That's probably where something like "email marketing" would exist. But "email marketing software" is probably going to be sitting right here in the middle, where somebody is going to want to make an informed decision, relate it to other pieces of content on competitor websites, check those features, and determine if it's a useful product for them, right? From there, you can go a little bit further and move them into different types of content, maybe email marketing software for small business.
That's far more nuanced and specific, and maybe you'll have a white paper or a demo that's specifically tailored to businesses that are looking for email marketing in the small business space. So having content in three separate spaces and three different modifications will help you identify where your content gaps are and make sure that users can move throughout your website and throughout the funnel and inform themselves on the decision they're trying to make.
Conclusion
So with that, this should give you some idea of how we develop keyword research here at our own agency, and I hope that you guys can utilize some of these strategies in your own keyword research wherever you are out in the world. So thanks again for listening. Happy New Year. Take care.
Video transcription by Speechpad.com
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!
0 notes
lakelandseo · 4 years ago
Text
How to Select Meaningful B2B SEO Keywords
Posted by Cody_McDaniel
It’s no secret that B2B marketing is different than B2C. The sales cycle is longer, there are multiple stakeholders involved, and it’s usually more expensive. To market effectively, you need to create content that helps, educates, and informs your clientele. The best way to do that is to identify the keywords that matter most to them, and build out content accordingly.
To find out how, watch this week's episode of Whiteboard Friday! 
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hi and welcome to another Whiteboard Friday. My name is Cody McDaniel, and I'm an SEO manager at Obility. We are a B2B digital marketing agency, and today I want to talk about selecting meaningful B2B SEO keyword targets and the process and steps you can take in your own keyword research.
So B2B is a little bit different than you would see in your normal B2C types of marketing, right? The sales cycle or the length of time it takes to actually make a purchasing decision is usually a lot longer than you would see just buying something off Amazon, right? It's going to take multiple stakeholders. Individuals are going to be involved in that process. It's going to be usually a lot more expensive.
So in order to do that, they're going to want to be informed about their decision. They're going to have to look up content and information across the web to help inform that decision and make sure that they're doing the right thing for their own business. So in order to do that, we have to create content that helps, educates, and informs these users, and the way to do that is finding keywords that matter and building content around them.
1. Gather seed list
So when we're developing keyword research for our own clientele, the first thing that we do is gather a seed list. So usually we'll talk with our client contact and speak to them about what they care about. But it also helps to get a few other stakeholders involved, right, so the product marketing team or the sales team, individuals that will eventually want to use that information for their clients, and talk with them about what they care about, what do they want to show up for, what's important to them.
That will sort of help frame the conversation you want to be having and give you an understanding or an idea of where eventually you want to take this keyword research. It shouldn't be very long. It's a seed list. It should eventually grow, right? 
2. Review your content
So once you've done that and you have a baseline understanding of where you want to go, the next thing you can do is review the content that you have on your own website, and that can start with your homepage.
What's the way that you describe yourselves to the greater masses? What's the flagship page have to say about what you offer? You can go a little bit deeper into some of your other top-level pages and About Us. But try to generate an understanding of how you speak to your product, especially in relation to your clients in the industry that you're in. You can use that, and from there you can go a little bit further.
Go through your blog posts to see how you speak to the industry and to educate and inform individuals. Go to newsletters. Just try to get an understanding of what exists currently on the website, where your efficiencies may be, and of course where your deficiencies are or your lack of content. That will help you generate ideas on where you need to look for more keywords or modifications in the keywords you have.
3. Determine your rankings
Speaking of which, with the keywords that you currently have, it's important to know how you stand. So at this point, I try to look to see how we're ranking in the greater scheme of things, and there are a lot of different tools that you can use for that. Search Console is a great way to see how potential users across the web are going to your website currently. That can help you filter by page or by query.
You can get an understanding of what's getting clicks and generating interest. But you can also use other tools — SEMrush, SpyFu, Ahrefs, and Moz, of course. They'll all give you a keyword list that can help you determine what users are searching for in order to find your website and where they currently rank in the search engine results page. Now usually these lists are pretty extensive.
I mean, they can be anything from a few hundred to a few thousand terms. So it helps to parse it down a little bit. I like to filter it by things like if it has no search volume, nix it. If it's a branded term, I don't like to include it because you should be showing up for your branded terms already. Maybe if it's outside the top 50 in rankings, things like that, I don't want that information here right now.
4. Competitive research
I want to understand how we're showing up, where our competencies are, and how we can leverage that in our keyword research. So that should help the list to be a little bit more condensed. But one of the things you can also look at is not just internal but external, right? So you can look at your competition and see how we're ranking or comparing at least on the web.
What do they use? What sort of content do they have on their website? What are they promoting? How are they framing that conversation? Are they using blog posts? All that information is going to be useful for maybe developing your own strategies or maybe finding a niche where, if you have particularly stiff competition, you can find areas they're not discussing.
But use that competition as a framework for identifying areas and potential opportunities and how the general public or industry speaks to some of the content that you're interested in writing about. So once you have that list, it should be pretty big, good idea of the ecosystem you're working with, it's important to gather metrics.
5. Gather metrics
This is going to contextualize the information that you have, right? You want to make informed decisions on the keywords that you have, so this metric gathering will be important. There are a lot of different ways you can do it. Here at Obility, we might categorize them by different topic types so we can make sure that we're touching on all the different levels of keyword usage for the different topics that we discuss in our content.
You can look at things like search volume. There a lot of different tools that do that, the same ones I mentioned earlier — Moz, SpyFu, SEMrush. There's a great tool we use called Keyword Keg, that kind of sort of aggregates all of them. But that will give you an idea search volume on a monthly basis. But you can also use other metrics, things like difficulty, like how hard it is to rank compared to some of the other people on the web, or organic click-through rate, like what's the level of competition you're going to be going up against in terms of ads or videos or carousels or other sort of Google snippets.
Moz does a great job of that. So use these metrics, and what they should help you do is contextualize the information so that maybe if you're pretty close on two or three keywords, that metric gathering should help you identify which one is maybe the easiest, it has the most potential, so on and so forth. So once you have that, you should be getting a good understanding of where each of those keywords lives and you should be selecting your targets.
6. Select target keywords
Now I've run through a ton of clients who former agencies have sent them a list of 300 to 400 keywords that they're trying to rank for, and I cannot stand it. There's no value to be had, because how can you possibly try and optimize and rank for hundreds and hundreds of different variations of keywords. It would take too long, right? You could spend years in that rabbit hole.
What we try to do is focus on maybe 30 or 40 keywords and really narrow down what sort of content is going to be created for it, what you need to optimize. Does it exist on your website? If not, what do we need to make? Having that list makes a much more compartmentalized marketing strategy, and you can actually look at that and weigh it against how you're currently deploying content internally.
You can look at success metrics and KPIs. It just helps to have something a little bit more tangible to bite down on. Of course, you can grow from there, right? You start ranking well for those 20 or 30 terms, and you can add a few more on at the end of it. But again, I think it's really important to focus on a very select number, categorizing them by the importance of which ones you want to go first, and start there because this process in content creation takes a long time.
7. Consider intent
But once you've selected those, it's also important to consider intent. You can see I've outlined intent here a little bit more in depth. What do I mean by that? Well, the best way that I've seen intent described online is as an equation. So every query is made up of two parts, the implicit and the explicit. What are you saying, and what do you mean when you're saying it?
So when I think of that and trying to relate it to keywords, it's really important to use that framework to develop the strategy that you have. An example that I have here is "email marketing." So what's the implicit and explicit nature of that? Well, "email marketing" is a pretty broad term.
So implicitly they're probably looking to educate themselves on the topic, learn a little bit more about what it's about. You'll see, when you search for that, it's usually a lot more educational related content that helps the user understand it better. They're not ready to buy yet. They just want to know a little bit more. But what happens when I add a modifier on it? What if I add "software"? Well, now that you would have intent, it may mean the same thing as email marketing in some context, but software implies that they're looking for a solution.
We've now gone down the funnel and are starting to identify terms in which a user is more interested in purchasing. So that type of content is going to be significantly different, and it's going to be more heavily implied on features and benefits than just the email marketing. So that intent is important to frame your keywords, and it's important to make sure that you have them in every step of your purchasing funnel.
The way that I like to usually look at that, and you see it everywhere, it's an upside down triangle. You have your top, middle, and bottom level pieces of content. Usually the top is going to be things like blogs and other sorts of informational content that you're going to be having to use to inform users of the types of topics and things in the industry you care about.
That's probably where something like "email marketing" would exist. But "email marketing software" is probably going to be sitting right here in the middle, where somebody is going to want to make an informed decision, relate it to other pieces of content on competitor websites, check those features, and determine if it's a useful product for them, right? From there, you can go a little bit further and move them into different types of content, maybe email marketing software for small business.
That's far more nuanced and specific, and maybe you'll have a white paper or a demo that's specifically tailored to businesses that are looking for email marketing in the small business space. So having content in three separate spaces and three different modifications will help you identify where your content gaps are and make sure that users can move throughout your website and throughout the funnel and inform themselves on the decision they're trying to make.
Conclusion
So with that, this should give you some idea of how we develop keyword research here at our own agency, and I hope that you guys can utilize some of these strategies in your own keyword research wherever you are out in the world. So thanks again for listening. Happy New Year. Take care.
Video transcription by Speechpad.com
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!
0 notes
epackingvietnam · 4 years ago
Text
How to Select Meaningful B2B SEO Keywords
Posted by Cody_McDaniel
It’s no secret that B2B marketing is different than B2C. The sales cycle is longer, there are multiple stakeholders involved, and it’s usually more expensive. To market effectively, you need to create content that helps, educates, and informs your clientele. The best way to do that is to identify the keywords that matter most to them, and build out content accordingly.
To find out how, watch this week's episode of Whiteboard Friday! 
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hi and welcome to another Whiteboard Friday. My name is Cody McDaniel, and I'm an SEO manager at Obility. We are a B2B digital marketing agency, and today I want to talk about selecting meaningful B2B SEO keyword targets and the process and steps you can take in your own keyword research.
So B2B is a little bit different than you would see in your normal B2C types of marketing, right? The sales cycle or the length of time it takes to actually make a purchasing decision is usually a lot longer than you would see just buying something off Amazon, right? It's going to take multiple stakeholders. Individuals are going to be involved in that process. It's going to be usually a lot more expensive.
So in order to do that, they're going to want to be informed about their decision. They're going to have to look up content and information across the web to help inform that decision and make sure that they're doing the right thing for their own business. So in order to do that, we have to create content that helps, educates, and informs these users, and the way to do that is finding keywords that matter and building content around them.
1. Gather seed list
So when we're developing keyword research for our own clientele, the first thing that we do is gather a seed list. So usually we'll talk with our client contact and speak to them about what they care about. But it also helps to get a few other stakeholders involved, right, so the product marketing team or the sales team, individuals that will eventually want to use that information for their clients, and talk with them about what they care about, what do they want to show up for, what's important to them.
That will sort of help frame the conversation you want to be having and give you an understanding or an idea of where eventually you want to take this keyword research. It shouldn't be very long. It's a seed list. It should eventually grow, right? 
2. Review your content
So once you've done that and you have a baseline understanding of where you want to go, the next thing you can do is review the content that you have on your own website, and that can start with your homepage.
What's the way that you describe yourselves to the greater masses? What's the flagship page have to say about what you offer? You can go a little bit deeper into some of your other top-level pages and About Us. But try to generate an understanding of how you speak to your product, especially in relation to your clients in the industry that you're in. You can use that, and from there you can go a little bit further.
Go through your blog posts to see how you speak to the industry and to educate and inform individuals. Go to newsletters. Just try to get an understanding of what exists currently on the website, where your efficiencies may be, and of course where your deficiencies are or your lack of content. That will help you generate ideas on where you need to look for more keywords or modifications in the keywords you have.
3. Determine your rankings
Speaking of which, with the keywords that you currently have, it's important to know how you stand. So at this point, I try to look to see how we're ranking in the greater scheme of things, and there are a lot of different tools that you can use for that. Search Console is a great way to see how potential users across the web are going to your website currently. That can help you filter by page or by query.
You can get an understanding of what's getting clicks and generating interest. But you can also use other tools — SEMrush, SpyFu, Ahrefs, and Moz, of course. They'll all give you a keyword list that can help you determine what users are searching for in order to find your website and where they currently rank in the search engine results page. Now usually these lists are pretty extensive.
I mean, they can be anything from a few hundred to a few thousand terms. So it helps to parse it down a little bit. I like to filter it by things like if it has no search volume, nix it. If it's a branded term, I don't like to include it because you should be showing up for your branded terms already. Maybe if it's outside the top 50 in rankings, things like that, I don't want that information here right now.
4. Competitive research
I want to understand how we're showing up, where our competencies are, and how we can leverage that in our keyword research. So that should help the list to be a little bit more condensed. But one of the things you can also look at is not just internal but external, right? So you can look at your competition and see how we're ranking or comparing at least on the web.
What do they use? What sort of content do they have on their website? What are they promoting? How are they framing that conversation? Are they using blog posts? All that information is going to be useful for maybe developing your own strategies or maybe finding a niche where, if you have particularly stiff competition, you can find areas they're not discussing.
But use that competition as a framework for identifying areas and potential opportunities and how the general public or industry speaks to some of the content that you're interested in writing about. So once you have that list, it should be pretty big, good idea of the ecosystem you're working with, it's important to gather metrics.
5. Gather metrics
This is going to contextualize the information that you have, right? You want to make informed decisions on the keywords that you have, so this metric gathering will be important. There are a lot of different ways you can do it. Here at Obility, we might categorize them by different topic types so we can make sure that we're touching on all the different levels of keyword usage for the different topics that we discuss in our content.
You can look at things like search volume. There a lot of different tools that do that, the same ones I mentioned earlier — Moz, SpyFu, SEMrush. There's a great tool we use called Keyword Keg, that kind of sort of aggregates all of them. But that will give you an idea search volume on a monthly basis. But you can also use other metrics, things like difficulty, like how hard it is to rank compared to some of the other people on the web, or organic click-through rate, like what's the level of competition you're going to be going up against in terms of ads or videos or carousels or other sort of Google snippets.
Moz does a great job of that. So use these metrics, and what they should help you do is contextualize the information so that maybe if you're pretty close on two or three keywords, that metric gathering should help you identify which one is maybe the easiest, it has the most potential, so on and so forth. So once you have that, you should be getting a good understanding of where each of those keywords lives and you should be selecting your targets.
6. Select target keywords
Now I've run through a ton of clients who former agencies have sent them a list of 300 to 400 keywords that they're trying to rank for, and I cannot stand it. There's no value to be had, because how can you possibly try and optimize and rank for hundreds and hundreds of different variations of keywords. It would take too long, right? You could spend years in that rabbit hole.
What we try to do is focus on maybe 30 or 40 keywords and really narrow down what sort of content is going to be created for it, what you need to optimize. Does it exist on your website? If not, what do we need to make? Having that list makes a much more compartmentalized marketing strategy, and you can actually look at that and weigh it against how you're currently deploying content internally.
You can look at success metrics and KPIs. It just helps to have something a little bit more tangible to bite down on. Of course, you can grow from there, right? You start ranking well for those 20 or 30 terms, and you can add a few more on at the end of it. But again, I think it's really important to focus on a very select number, categorizing them by the importance of which ones you want to go first, and start there because this process in content creation takes a long time.
7. Consider intent
But once you've selected those, it's also important to consider intent. You can see I've outlined intent here a little bit more in depth. What do I mean by that? Well, the best way that I've seen intent described online is as an equation. So every query is made up of two parts, the implicit and the explicit. What are you saying, and what do you mean when you're saying it?
So when I think of that and trying to relate it to keywords, it's really important to use that framework to develop the strategy that you have. An example that I have here is "email marketing." So what's the implicit and explicit nature of that? Well, "email marketing" is a pretty broad term.
So implicitly they're probably looking to educate themselves on the topic, learn a little bit more about what it's about. You'll see, when you search for that, it's usually a lot more educational related content that helps the user understand it better. They're not ready to buy yet. They just want to know a little bit more. But what happens when I add a modifier on it? What if I add "software"? Well, now that you would have intent, it may mean the same thing as email marketing in some context, but software implies that they're looking for a solution.
We've now gone down the funnel and are starting to identify terms in which a user is more interested in purchasing. So that type of content is going to be significantly different, and it's going to be more heavily implied on features and benefits than just the email marketing. So that intent is important to frame your keywords, and it's important to make sure that you have them in every step of your purchasing funnel.
The way that I like to usually look at that, and you see it everywhere, it's an upside down triangle. You have your top, middle, and bottom level pieces of content. Usually the top is going to be things like blogs and other sorts of informational content that you're going to be having to use to inform users of the types of topics and things in the industry you care about.
That's probably where something like "email marketing" would exist. But "email marketing software" is probably going to be sitting right here in the middle, where somebody is going to want to make an informed decision, relate it to other pieces of content on competitor websites, check those features, and determine if it's a useful product for them, right? From there, you can go a little bit further and move them into different types of content, maybe email marketing software for small business.
That's far more nuanced and specific, and maybe you'll have a white paper or a demo that's specifically tailored to businesses that are looking for email marketing in the small business space. So having content in three separate spaces and three different modifications will help you identify where your content gaps are and make sure that users can move throughout your website and throughout the funnel and inform themselves on the decision they're trying to make.
Conclusion
So with that, this should give you some idea of how we develop keyword research here at our own agency, and I hope that you guys can utilize some of these strategies in your own keyword research wherever you are out in the world. So thanks again for listening. Happy New Year. Take care.
Video transcription by Speechpad.com
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!
#túi_giấy_epacking_việt_nam #túi_giấy_epacking #in_túi_giấy_giá_rẻ #in_túi_giấy #epackingvietnam #tuigiayepacking
0 notes
bfxenon · 4 years ago
Text
How to Select Meaningful B2B SEO Keywords
Posted by Cody_McDaniel
It’s no secret that B2B marketing is different than B2C. The sales cycle is longer, there are multiple stakeholders involved, and it’s usually more expensive. To market effectively, you need to create content that helps, educates, and informs your clientele. The best way to do that is to identify the keywords that matter most to them, and build out content accordingly.
To find out how, watch this week's episode of Whiteboard Friday! 
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hi and welcome to another Whiteboard Friday. My name is Cody McDaniel, and I'm an SEO manager at Obility. We are a B2B digital marketing agency, and today I want to talk about selecting meaningful B2B SEO keyword targets and the process and steps you can take in your own keyword research.
So B2B is a little bit different than you would see in your normal B2C types of marketing, right? The sales cycle or the length of time it takes to actually make a purchasing decision is usually a lot longer than you would see just buying something off Amazon, right? It's going to take multiple stakeholders. Individuals are going to be involved in that process. It's going to be usually a lot more expensive.
So in order to do that, they're going to want to be informed about their decision. They're going to have to look up content and information across the web to help inform that decision and make sure that they're doing the right thing for their own business. So in order to do that, we have to create content that helps, educates, and informs these users, and the way to do that is finding keywords that matter and building content around them.
1. Gather seed list
So when we're developing keyword research for our own clientele, the first thing that we do is gather a seed list. So usually we'll talk with our client contact and speak to them about what they care about. But it also helps to get a few other stakeholders involved, right, so the product marketing team or the sales team, individuals that will eventually want to use that information for their clients, and talk with them about what they care about, what do they want to show up for, what's important to them.
That will sort of help frame the conversation you want to be having and give you an understanding or an idea of where eventually you want to take this keyword research. It shouldn't be very long. It's a seed list. It should eventually grow, right? 
2. Review your content
So once you've done that and you have a baseline understanding of where you want to go, the next thing you can do is review the content that you have on your own website, and that can start with your homepage.
What's the way that you describe yourselves to the greater masses? What's the flagship page have to say about what you offer? You can go a little bit deeper into some of your other top-level pages and About Us. But try to generate an understanding of how you speak to your product, especially in relation to your clients in the industry that you're in. You can use that, and from there you can go a little bit further.
Go through your blog posts to see how you speak to the industry and to educate and inform individuals. Go to newsletters. Just try to get an understanding of what exists currently on the website, where your efficiencies may be, and of course where your deficiencies are or your lack of content. That will help you generate ideas on where you need to look for more keywords or modifications in the keywords you have.
3. Determine your rankings
Speaking of which, with the keywords that you currently have, it's important to know how you stand. So at this point, I try to look to see how we're ranking in the greater scheme of things, and there are a lot of different tools that you can use for that. Search Console is a great way to see how potential users across the web are going to your website currently. That can help you filter by page or by query.
You can get an understanding of what's getting clicks and generating interest. But you can also use other tools — SEMrush, SpyFu, Ahrefs, and Moz, of course. They'll all give you a keyword list that can help you determine what users are searching for in order to find your website and where they currently rank in the search engine results page. Now usually these lists are pretty extensive.
I mean, they can be anything from a few hundred to a few thousand terms. So it helps to parse it down a little bit. I like to filter it by things like if it has no search volume, nix it. If it's a branded term, I don't like to include it because you should be showing up for your branded terms already. Maybe if it's outside the top 50 in rankings, things like that, I don't want that information here right now.
4. Competitive research
I want to understand how we're showing up, where our competencies are, and how we can leverage that in our keyword research. So that should help the list to be a little bit more condensed. But one of the things you can also look at is not just internal but external, right? So you can look at your competition and see how we're ranking or comparing at least on the web.
What do they use? What sort of content do they have on their website? What are they promoting? How are they framing that conversation? Are they using blog posts? All that information is going to be useful for maybe developing your own strategies or maybe finding a niche where, if you have particularly stiff competition, you can find areas they're not discussing.
But use that competition as a framework for identifying areas and potential opportunities and how the general public or industry speaks to some of the content that you're interested in writing about. So once you have that list, it should be pretty big, good idea of the ecosystem you're working with, it's important to gather metrics.
5. Gather metrics
This is going to contextualize the information that you have, right? You want to make informed decisions on the keywords that you have, so this metric gathering will be important. There are a lot of different ways you can do it. Here at Obility, we might categorize them by different topic types so we can make sure that we're touching on all the different levels of keyword usage for the different topics that we discuss in our content.
You can look at things like search volume. There a lot of different tools that do that, the same ones I mentioned earlier — Moz, SpyFu, SEMrush. There's a great tool we use called Keyword Keg, that kind of sort of aggregates all of them. But that will give you an idea search volume on a monthly basis. But you can also use other metrics, things like difficulty, like how hard it is to rank compared to some of the other people on the web, or organic click-through rate, like what's the level of competition you're going to be going up against in terms of ads or videos or carousels or other sort of Google snippets.
Moz does a great job of that. So use these metrics, and what they should help you do is contextualize the information so that maybe if you're pretty close on two or three keywords, that metric gathering should help you identify which one is maybe the easiest, it has the most potential, so on and so forth. So once you have that, you should be getting a good understanding of where each of those keywords lives and you should be selecting your targets.
6. Select target keywords
Now I've run through a ton of clients who former agencies have sent them a list of 300 to 400 keywords that they're trying to rank for, and I cannot stand it. There's no value to be had, because how can you possibly try and optimize and rank for hundreds and hundreds of different variations of keywords. It would take too long, right? You could spend years in that rabbit hole.
What we try to do is focus on maybe 30 or 40 keywords and really narrow down what sort of content is going to be created for it, what you need to optimize. Does it exist on your website? If not, what do we need to make? Having that list makes a much more compartmentalized marketing strategy, and you can actually look at that and weigh it against how you're currently deploying content internally.
You can look at success metrics and KPIs. It just helps to have something a little bit more tangible to bite down on. Of course, you can grow from there, right? You start ranking well for those 20 or 30 terms, and you can add a few more on at the end of it. But again, I think it's really important to focus on a very select number, categorizing them by the importance of which ones you want to go first, and start there because this process in content creation takes a long time.
7. Consider intent
But once you've selected those, it's also important to consider intent. You can see I've outlined intent here a little bit more in depth. What do I mean by that? Well, the best way that I've seen intent described online is as an equation. So every query is made up of two parts, the implicit and the explicit. What are you saying, and what do you mean when you're saying it?
So when I think of that and trying to relate it to keywords, it's really important to use that framework to develop the strategy that you have. An example that I have here is "email marketing." So what's the implicit and explicit nature of that? Well, "email marketing" is a pretty broad term.
So implicitly they're probably looking to educate themselves on the topic, learn a little bit more about what it's about. You'll see, when you search for that, it's usually a lot more educational related content that helps the user understand it better. They're not ready to buy yet. They just want to know a little bit more. But what happens when I add a modifier on it? What if I add "software"? Well, now that you would have intent, it may mean the same thing as email marketing in some context, but software implies that they're looking for a solution.
We've now gone down the funnel and are starting to identify terms in which a user is more interested in purchasing. So that type of content is going to be significantly different, and it's going to be more heavily implied on features and benefits than just the email marketing. So that intent is important to frame your keywords, and it's important to make sure that you have them in every step of your purchasing funnel.
The way that I like to usually look at that, and you see it everywhere, it's an upside down triangle. You have your top, middle, and bottom level pieces of content. Usually the top is going to be things like blogs and other sorts of informational content that you're going to be having to use to inform users of the types of topics and things in the industry you care about.
That's probably where something like "email marketing" would exist. But "email marketing software" is probably going to be sitting right here in the middle, where somebody is going to want to make an informed decision, relate it to other pieces of content on competitor websites, check those features, and determine if it's a useful product for them, right? From there, you can go a little bit further and move them into different types of content, maybe email marketing software for small business.
That's far more nuanced and specific, and maybe you'll have a white paper or a demo that's specifically tailored to businesses that are looking for email marketing in the small business space. So having content in three separate spaces and three different modifications will help you identify where your content gaps are and make sure that users can move throughout your website and throughout the funnel and inform themselves on the decision they're trying to make.
Conclusion
So with that, this should give you some idea of how we develop keyword research here at our own agency, and I hope that you guys can utilize some of these strategies in your own keyword research wherever you are out in the world. So thanks again for listening. Happy New Year. Take care.
Video transcription by Speechpad.com
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!
0 notes
nutrifami · 4 years ago
Text
How to Select Meaningful B2B SEO Keywords
Posted by Cody_McDaniel
It’s no secret that B2B marketing is different than B2C. The sales cycle is longer, there are multiple stakeholders involved, and it’s usually more expensive. To market effectively, you need to create content that helps, educates, and informs your clientele. The best way to do that is to identify the keywords that matter most to them, and build out content accordingly.
To find out how, watch this week's episode of Whiteboard Friday! 
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hi and welcome to another Whiteboard Friday. My name is Cody McDaniel, and I'm an SEO manager at Obility. We are a B2B digital marketing agency, and today I want to talk about selecting meaningful B2B SEO keyword targets and the process and steps you can take in your own keyword research.
So B2B is a little bit different than you would see in your normal B2C types of marketing, right? The sales cycle or the length of time it takes to actually make a purchasing decision is usually a lot longer than you would see just buying something off Amazon, right? It's going to take multiple stakeholders. Individuals are going to be involved in that process. It's going to be usually a lot more expensive.
So in order to do that, they're going to want to be informed about their decision. They're going to have to look up content and information across the web to help inform that decision and make sure that they're doing the right thing for their own business. So in order to do that, we have to create content that helps, educates, and informs these users, and the way to do that is finding keywords that matter and building content around them.
1. Gather seed list
So when we're developing keyword research for our own clientele, the first thing that we do is gather a seed list. So usually we'll talk with our client contact and speak to them about what they care about. But it also helps to get a few other stakeholders involved, right, so the product marketing team or the sales team, individuals that will eventually want to use that information for their clients, and talk with them about what they care about, what do they want to show up for, what's important to them.
That will sort of help frame the conversation you want to be having and give you an understanding or an idea of where eventually you want to take this keyword research. It shouldn't be very long. It's a seed list. It should eventually grow, right? 
2. Review your content
So once you've done that and you have a baseline understanding of where you want to go, the next thing you can do is review the content that you have on your own website, and that can start with your homepage.
What's the way that you describe yourselves to the greater masses? What's the flagship page have to say about what you offer? You can go a little bit deeper into some of your other top-level pages and About Us. But try to generate an understanding of how you speak to your product, especially in relation to your clients in the industry that you're in. You can use that, and from there you can go a little bit further.
Go through your blog posts to see how you speak to the industry and to educate and inform individuals. Go to newsletters. Just try to get an understanding of what exists currently on the website, where your efficiencies may be, and of course where your deficiencies are or your lack of content. That will help you generate ideas on where you need to look for more keywords or modifications in the keywords you have.
3. Determine your rankings
Speaking of which, with the keywords that you currently have, it's important to know how you stand. So at this point, I try to look to see how we're ranking in the greater scheme of things, and there are a lot of different tools that you can use for that. Search Console is a great way to see how potential users across the web are going to your website currently. That can help you filter by page or by query.
You can get an understanding of what's getting clicks and generating interest. But you can also use other tools — SEMrush, SpyFu, Ahrefs, and Moz, of course. They'll all give you a keyword list that can help you determine what users are searching for in order to find your website and where they currently rank in the search engine results page. Now usually these lists are pretty extensive.
I mean, they can be anything from a few hundred to a few thousand terms. So it helps to parse it down a little bit. I like to filter it by things like if it has no search volume, nix it. If it's a branded term, I don't like to include it because you should be showing up for your branded terms already. Maybe if it's outside the top 50 in rankings, things like that, I don't want that information here right now.
4. Competitive research
I want to understand how we're showing up, where our competencies are, and how we can leverage that in our keyword research. So that should help the list to be a little bit more condensed. But one of the things you can also look at is not just internal but external, right? So you can look at your competition and see how we're ranking or comparing at least on the web.
What do they use? What sort of content do they have on their website? What are they promoting? How are they framing that conversation? Are they using blog posts? All that information is going to be useful for maybe developing your own strategies or maybe finding a niche where, if you have particularly stiff competition, you can find areas they're not discussing.
But use that competition as a framework for identifying areas and potential opportunities and how the general public or industry speaks to some of the content that you're interested in writing about. So once you have that list, it should be pretty big, good idea of the ecosystem you're working with, it's important to gather metrics.
5. Gather metrics
This is going to contextualize the information that you have, right? You want to make informed decisions on the keywords that you have, so this metric gathering will be important. There are a lot of different ways you can do it. Here at Obility, we might categorize them by different topic types so we can make sure that we're touching on all the different levels of keyword usage for the different topics that we discuss in our content.
You can look at things like search volume. There a lot of different tools that do that, the same ones I mentioned earlier — Moz, SpyFu, SEMrush. There's a great tool we use called Keyword Keg, that kind of sort of aggregates all of them. But that will give you an idea search volume on a monthly basis. But you can also use other metrics, things like difficulty, like how hard it is to rank compared to some of the other people on the web, or organic click-through rate, like what's the level of competition you're going to be going up against in terms of ads or videos or carousels or other sort of Google snippets.
Moz does a great job of that. So use these metrics, and what they should help you do is contextualize the information so that maybe if you're pretty close on two or three keywords, that metric gathering should help you identify which one is maybe the easiest, it has the most potential, so on and so forth. So once you have that, you should be getting a good understanding of where each of those keywords lives and you should be selecting your targets.
6. Select target keywords
Now I've run through a ton of clients who former agencies have sent them a list of 300 to 400 keywords that they're trying to rank for, and I cannot stand it. There's no value to be had, because how can you possibly try and optimize and rank for hundreds and hundreds of different variations of keywords. It would take too long, right? You could spend years in that rabbit hole.
What we try to do is focus on maybe 30 or 40 keywords and really narrow down what sort of content is going to be created for it, what you need to optimize. Does it exist on your website? If not, what do we need to make? Having that list makes a much more compartmentalized marketing strategy, and you can actually look at that and weigh it against how you're currently deploying content internally.
You can look at success metrics and KPIs. It just helps to have something a little bit more tangible to bite down on. Of course, you can grow from there, right? You start ranking well for those 20 or 30 terms, and you can add a few more on at the end of it. But again, I think it's really important to focus on a very select number, categorizing them by the importance of which ones you want to go first, and start there because this process in content creation takes a long time.
7. Consider intent
But once you've selected those, it's also important to consider intent. You can see I've outlined intent here a little bit more in depth. What do I mean by that? Well, the best way that I've seen intent described online is as an equation. So every query is made up of two parts, the implicit and the explicit. What are you saying, and what do you mean when you're saying it?
So when I think of that and trying to relate it to keywords, it's really important to use that framework to develop the strategy that you have. An example that I have here is "email marketing." So what's the implicit and explicit nature of that? Well, "email marketing" is a pretty broad term.
So implicitly they're probably looking to educate themselves on the topic, learn a little bit more about what it's about. You'll see, when you search for that, it's usually a lot more educational related content that helps the user understand it better. They're not ready to buy yet. They just want to know a little bit more. But what happens when I add a modifier on it? What if I add "software"? Well, now that you would have intent, it may mean the same thing as email marketing in some context, but software implies that they're looking for a solution.
We've now gone down the funnel and are starting to identify terms in which a user is more interested in purchasing. So that type of content is going to be significantly different, and it's going to be more heavily implied on features and benefits than just the email marketing. So that intent is important to frame your keywords, and it's important to make sure that you have them in every step of your purchasing funnel.
The way that I like to usually look at that, and you see it everywhere, it's an upside down triangle. You have your top, middle, and bottom level pieces of content. Usually the top is going to be things like blogs and other sorts of informational content that you're going to be having to use to inform users of the types of topics and things in the industry you care about.
That's probably where something like "email marketing" would exist. But "email marketing software" is probably going to be sitting right here in the middle, where somebody is going to want to make an informed decision, relate it to other pieces of content on competitor websites, check those features, and determine if it's a useful product for them, right? From there, you can go a little bit further and move them into different types of content, maybe email marketing software for small business.
That's far more nuanced and specific, and maybe you'll have a white paper or a demo that's specifically tailored to businesses that are looking for email marketing in the small business space. So having content in three separate spaces and three different modifications will help you identify where your content gaps are and make sure that users can move throughout your website and throughout the funnel and inform themselves on the decision they're trying to make.
Conclusion
So with that, this should give you some idea of how we develop keyword research here at our own agency, and I hope that you guys can utilize some of these strategies in your own keyword research wherever you are out in the world. So thanks again for listening. Happy New Year. Take care.
Video transcription by Speechpad.com
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!
0 notes
xaydungtruonggia · 4 years ago
Text
How to Select Meaningful B2B SEO Keywords
Posted by Cody_McDaniel
It’s no secret that B2B marketing is different than B2C. The sales cycle is longer, there are multiple stakeholders involved, and it’s usually more expensive. To market effectively, you need to create content that helps, educates, and informs your clientele. The best way to do that is to identify the keywords that matter most to them, and build out content accordingly.
To find out how, watch this week's episode of Whiteboard Friday! 
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hi and welcome to another Whiteboard Friday. My name is Cody McDaniel, and I'm an SEO manager at Obility. We are a B2B digital marketing agency, and today I want to talk about selecting meaningful B2B SEO keyword targets and the process and steps you can take in your own keyword research.
So B2B is a little bit different than you would see in your normal B2C types of marketing, right? The sales cycle or the length of time it takes to actually make a purchasing decision is usually a lot longer than you would see just buying something off Amazon, right? It's going to take multiple stakeholders. Individuals are going to be involved in that process. It's going to be usually a lot more expensive.
So in order to do that, they're going to want to be informed about their decision. They're going to have to look up content and information across the web to help inform that decision and make sure that they're doing the right thing for their own business. So in order to do that, we have to create content that helps, educates, and informs these users, and the way to do that is finding keywords that matter and building content around them.
1. Gather seed list
So when we're developing keyword research for our own clientele, the first thing that we do is gather a seed list. So usually we'll talk with our client contact and speak to them about what they care about. But it also helps to get a few other stakeholders involved, right, so the product marketing team or the sales team, individuals that will eventually want to use that information for their clients, and talk with them about what they care about, what do they want to show up for, what's important to them.
That will sort of help frame the conversation you want to be having and give you an understanding or an idea of where eventually you want to take this keyword research. It shouldn't be very long. It's a seed list. It should eventually grow, right? 
2. Review your content
So once you've done that and you have a baseline understanding of where you want to go, the next thing you can do is review the content that you have on your own website, and that can start with your homepage.
What's the way that you describe yourselves to the greater masses? What's the flagship page have to say about what you offer? You can go a little bit deeper into some of your other top-level pages and About Us. But try to generate an understanding of how you speak to your product, especially in relation to your clients in the industry that you're in. You can use that, and from there you can go a little bit further.
Go through your blog posts to see how you speak to the industry and to educate and inform individuals. Go to newsletters. Just try to get an understanding of what exists currently on the website, where your efficiencies may be, and of course where your deficiencies are or your lack of content. That will help you generate ideas on where you need to look for more keywords or modifications in the keywords you have.
3. Determine your rankings
Speaking of which, with the keywords that you currently have, it's important to know how you stand. So at this point, I try to look to see how we're ranking in the greater scheme of things, and there are a lot of different tools that you can use for that. Search Console is a great way to see how potential users across the web are going to your website currently. That can help you filter by page or by query.
You can get an understanding of what's getting clicks and generating interest. But you can also use other tools — SEMrush, SpyFu, Ahrefs, and Moz, of course. They'll all give you a keyword list that can help you determine what users are searching for in order to find your website and where they currently rank in the search engine results page. Now usually these lists are pretty extensive.
I mean, they can be anything from a few hundred to a few thousand terms. So it helps to parse it down a little bit. I like to filter it by things like if it has no search volume, nix it. If it's a branded term, I don't like to include it because you should be showing up for your branded terms already. Maybe if it's outside the top 50 in rankings, things like that, I don't want that information here right now.
4. Competitive research
I want to understand how we're showing up, where our competencies are, and how we can leverage that in our keyword research. So that should help the list to be a little bit more condensed. But one of the things you can also look at is not just internal but external, right? So you can look at your competition and see how we're ranking or comparing at least on the web.
What do they use? What sort of content do they have on their website? What are they promoting? How are they framing that conversation? Are they using blog posts? All that information is going to be useful for maybe developing your own strategies or maybe finding a niche where, if you have particularly stiff competition, you can find areas they're not discussing.
But use that competition as a framework for identifying areas and potential opportunities and how the general public or industry speaks to some of the content that you're interested in writing about. So once you have that list, it should be pretty big, good idea of the ecosystem you're working with, it's important to gather metrics.
5. Gather metrics
This is going to contextualize the information that you have, right? You want to make informed decisions on the keywords that you have, so this metric gathering will be important. There are a lot of different ways you can do it. Here at Obility, we might categorize them by different topic types so we can make sure that we're touching on all the different levels of keyword usage for the different topics that we discuss in our content.
You can look at things like search volume. There a lot of different tools that do that, the same ones I mentioned earlier — Moz, SpyFu, SEMrush. There's a great tool we use called Keyword Keg, that kind of sort of aggregates all of them. But that will give you an idea search volume on a monthly basis. But you can also use other metrics, things like difficulty, like how hard it is to rank compared to some of the other people on the web, or organic click-through rate, like what's the level of competition you're going to be going up against in terms of ads or videos or carousels or other sort of Google snippets.
Moz does a great job of that. So use these metrics, and what they should help you do is contextualize the information so that maybe if you're pretty close on two or three keywords, that metric gathering should help you identify which one is maybe the easiest, it has the most potential, so on and so forth. So once you have that, you should be getting a good understanding of where each of those keywords lives and you should be selecting your targets.
6. Select target keywords
Now I've run through a ton of clients who former agencies have sent them a list of 300 to 400 keywords that they're trying to rank for, and I cannot stand it. There's no value to be had, because how can you possibly try and optimize and rank for hundreds and hundreds of different variations of keywords. It would take too long, right? You could spend years in that rabbit hole.
What we try to do is focus on maybe 30 or 40 keywords and really narrow down what sort of content is going to be created for it, what you need to optimize. Does it exist on your website? If not, what do we need to make? Having that list makes a much more compartmentalized marketing strategy, and you can actually look at that and weigh it against how you're currently deploying content internally.
You can look at success metrics and KPIs. It just helps to have something a little bit more tangible to bite down on. Of course, you can grow from there, right? You start ranking well for those 20 or 30 terms, and you can add a few more on at the end of it. But again, I think it's really important to focus on a very select number, categorizing them by the importance of which ones you want to go first, and start there because this process in content creation takes a long time.
7. Consider intent
But once you've selected those, it's also important to consider intent. You can see I've outlined intent here a little bit more in depth. What do I mean by that? Well, the best way that I've seen intent described online is as an equation. So every query is made up of two parts, the implicit and the explicit. What are you saying, and what do you mean when you're saying it?
So when I think of that and trying to relate it to keywords, it's really important to use that framework to develop the strategy that you have. An example that I have here is "email marketing." So what's the implicit and explicit nature of that? Well, "email marketing" is a pretty broad term.
So implicitly they're probably looking to educate themselves on the topic, learn a little bit more about what it's about. You'll see, when you search for that, it's usually a lot more educational related content that helps the user understand it better. They're not ready to buy yet. They just want to know a little bit more. But what happens when I add a modifier on it? What if I add "software"? Well, now that you would have intent, it may mean the same thing as email marketing in some context, but software implies that they're looking for a solution.
We've now gone down the funnel and are starting to identify terms in which a user is more interested in purchasing. So that type of content is going to be significantly different, and it's going to be more heavily implied on features and benefits than just the email marketing. So that intent is important to frame your keywords, and it's important to make sure that you have them in every step of your purchasing funnel.
The way that I like to usually look at that, and you see it everywhere, it's an upside down triangle. You have your top, middle, and bottom level pieces of content. Usually the top is going to be things like blogs and other sorts of informational content that you're going to be having to use to inform users of the types of topics and things in the industry you care about.
That's probably where something like "email marketing" would exist. But "email marketing software" is probably going to be sitting right here in the middle, where somebody is going to want to make an informed decision, relate it to other pieces of content on competitor websites, check those features, and determine if it's a useful product for them, right? From there, you can go a little bit further and move them into different types of content, maybe email marketing software for small business.
That's far more nuanced and specific, and maybe you'll have a white paper or a demo that's specifically tailored to businesses that are looking for email marketing in the small business space. So having content in three separate spaces and three different modifications will help you identify where your content gaps are and make sure that users can move throughout your website and throughout the funnel and inform themselves on the decision they're trying to make.
Conclusion
So with that, this should give you some idea of how we develop keyword research here at our own agency, and I hope that you guys can utilize some of these strategies in your own keyword research wherever you are out in the world. So thanks again for listening. Happy New Year. Take care.
Video transcription by Speechpad.com
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!
0 notes
ductrungnguyen87 · 4 years ago
Text
How to Select Meaningful B2B SEO Keywords
Posted by Cody_McDaniel
It’s no secret that B2B marketing is different than B2C. The sales cycle is longer, there are multiple stakeholders involved, and it’s usually more expensive. To market effectively, you need to create content that helps, educates, and informs your clientele. The best way to do that is to identify the keywords that matter most to them, and build out content accordingly.
To find out how, watch this week's episode of Whiteboard Friday! 
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hi and welcome to another Whiteboard Friday. My name is Cody McDaniel, and I'm an SEO manager at Obility. We are a B2B digital marketing agency, and today I want to talk about selecting meaningful B2B SEO keyword targets and the process and steps you can take in your own keyword research.
So B2B is a little bit different than you would see in your normal B2C types of marketing, right? The sales cycle or the length of time it takes to actually make a purchasing decision is usually a lot longer than you would see just buying something off Amazon, right? It's going to take multiple stakeholders. Individuals are going to be involved in that process. It's going to be usually a lot more expensive.
So in order to do that, they're going to want to be informed about their decision. They're going to have to look up content and information across the web to help inform that decision and make sure that they're doing the right thing for their own business. So in order to do that, we have to create content that helps, educates, and informs these users, and the way to do that is finding keywords that matter and building content around them.
1. Gather seed list
So when we're developing keyword research for our own clientele, the first thing that we do is gather a seed list. So usually we'll talk with our client contact and speak to them about what they care about. But it also helps to get a few other stakeholders involved, right, so the product marketing team or the sales team, individuals that will eventually want to use that information for their clients, and talk with them about what they care about, what do they want to show up for, what's important to them.
That will sort of help frame the conversation you want to be having and give you an understanding or an idea of where eventually you want to take this keyword research. It shouldn't be very long. It's a seed list. It should eventually grow, right? 
2. Review your content
So once you've done that and you have a baseline understanding of where you want to go, the next thing you can do is review the content that you have on your own website, and that can start with your homepage.
What's the way that you describe yourselves to the greater masses? What's the flagship page have to say about what you offer? You can go a little bit deeper into some of your other top-level pages and About Us. But try to generate an understanding of how you speak to your product, especially in relation to your clients in the industry that you're in. You can use that, and from there you can go a little bit further.
Go through your blog posts to see how you speak to the industry and to educate and inform individuals. Go to newsletters. Just try to get an understanding of what exists currently on the website, where your efficiencies may be, and of course where your deficiencies are or your lack of content. That will help you generate ideas on where you need to look for more keywords or modifications in the keywords you have.
3. Determine your rankings
Speaking of which, with the keywords that you currently have, it's important to know how you stand. So at this point, I try to look to see how we're ranking in the greater scheme of things, and there are a lot of different tools that you can use for that. Search Console is a great way to see how potential users across the web are going to your website currently. That can help you filter by page or by query.
You can get an understanding of what's getting clicks and generating interest. But you can also use other tools — SEMrush, SpyFu, Ahrefs, and Moz, of course. They'll all give you a keyword list that can help you determine what users are searching for in order to find your website and where they currently rank in the search engine results page. Now usually these lists are pretty extensive.
I mean, they can be anything from a few hundred to a few thousand terms. So it helps to parse it down a little bit. I like to filter it by things like if it has no search volume, nix it. If it's a branded term, I don't like to include it because you should be showing up for your branded terms already. Maybe if it's outside the top 50 in rankings, things like that, I don't want that information here right now.
4. Competitive research
I want to understand how we're showing up, where our competencies are, and how we can leverage that in our keyword research. So that should help the list to be a little bit more condensed. But one of the things you can also look at is not just internal but external, right? So you can look at your competition and see how we're ranking or comparing at least on the web.
What do they use? What sort of content do they have on their website? What are they promoting? How are they framing that conversation? Are they using blog posts? All that information is going to be useful for maybe developing your own strategies or maybe finding a niche where, if you have particularly stiff competition, you can find areas they're not discussing.
But use that competition as a framework for identifying areas and potential opportunities and how the general public or industry speaks to some of the content that you're interested in writing about. So once you have that list, it should be pretty big, good idea of the ecosystem you're working with, it's important to gather metrics.
5. Gather metrics
This is going to contextualize the information that you have, right? You want to make informed decisions on the keywords that you have, so this metric gathering will be important. There are a lot of different ways you can do it. Here at Obility, we might categorize them by different topic types so we can make sure that we're touching on all the different levels of keyword usage for the different topics that we discuss in our content.
You can look at things like search volume. There a lot of different tools that do that, the same ones I mentioned earlier — Moz, SpyFu, SEMrush. There's a great tool we use called Keyword Keg, that kind of sort of aggregates all of them. But that will give you an idea search volume on a monthly basis. But you can also use other metrics, things like difficulty, like how hard it is to rank compared to some of the other people on the web, or organic click-through rate, like what's the level of competition you're going to be going up against in terms of ads or videos or carousels or other sort of Google snippets.
Moz does a great job of that. So use these metrics, and what they should help you do is contextualize the information so that maybe if you're pretty close on two or three keywords, that metric gathering should help you identify which one is maybe the easiest, it has the most potential, so on and so forth. So once you have that, you should be getting a good understanding of where each of those keywords lives and you should be selecting your targets.
6. Select target keywords
Now I've run through a ton of clients who former agencies have sent them a list of 300 to 400 keywords that they're trying to rank for, and I cannot stand it. There's no value to be had, because how can you possibly try and optimize and rank for hundreds and hundreds of different variations of keywords. It would take too long, right? You could spend years in that rabbit hole.
What we try to do is focus on maybe 30 or 40 keywords and really narrow down what sort of content is going to be created for it, what you need to optimize. Does it exist on your website? If not, what do we need to make? Having that list makes a much more compartmentalized marketing strategy, and you can actually look at that and weigh it against how you're currently deploying content internally.
You can look at success metrics and KPIs. It just helps to have something a little bit more tangible to bite down on. Of course, you can grow from there, right? You start ranking well for those 20 or 30 terms, and you can add a few more on at the end of it. But again, I think it's really important to focus on a very select number, categorizing them by the importance of which ones you want to go first, and start there because this process in content creation takes a long time.
7. Consider intent
But once you've selected those, it's also important to consider intent. You can see I've outlined intent here a little bit more in depth. What do I mean by that? Well, the best way that I've seen intent described online is as an equation. So every query is made up of two parts, the implicit and the explicit. What are you saying, and what do you mean when you're saying it?
So when I think of that and trying to relate it to keywords, it's really important to use that framework to develop the strategy that you have. An example that I have here is "email marketing." So what's the implicit and explicit nature of that? Well, "email marketing" is a pretty broad term.
So implicitly they're probably looking to educate themselves on the topic, learn a little bit more about what it's about. You'll see, when you search for that, it's usually a lot more educational related content that helps the user understand it better. They're not ready to buy yet. They just want to know a little bit more. But what happens when I add a modifier on it? What if I add "software"? Well, now that you would have intent, it may mean the same thing as email marketing in some context, but software implies that they're looking for a solution.
We've now gone down the funnel and are starting to identify terms in which a user is more interested in purchasing. So that type of content is going to be significantly different, and it's going to be more heavily implied on features and benefits than just the email marketing. So that intent is important to frame your keywords, and it's important to make sure that you have them in every step of your purchasing funnel.
The way that I like to usually look at that, and you see it everywhere, it's an upside down triangle. You have your top, middle, and bottom level pieces of content. Usually the top is going to be things like blogs and other sorts of informational content that you're going to be having to use to inform users of the types of topics and things in the industry you care about.
That's probably where something like "email marketing" would exist. But "email marketing software" is probably going to be sitting right here in the middle, where somebody is going to want to make an informed decision, relate it to other pieces of content on competitor websites, check those features, and determine if it's a useful product for them, right? From there, you can go a little bit further and move them into different types of content, maybe email marketing software for small business.
That's far more nuanced and specific, and maybe you'll have a white paper or a demo that's specifically tailored to businesses that are looking for email marketing in the small business space. So having content in three separate spaces and three different modifications will help you identify where your content gaps are and make sure that users can move throughout your website and throughout the funnel and inform themselves on the decision they're trying to make.
Conclusion
So with that, this should give you some idea of how we develop keyword research here at our own agency, and I hope that you guys can utilize some of these strategies in your own keyword research wherever you are out in the world. So thanks again for listening. Happy New Year. Take care.
Video transcription by Speechpad.com
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!
0 notes
camerasieunhovn · 4 years ago
Text
How to Select Meaningful B2B SEO Keywords
Posted by Cody_McDaniel
It’s no secret that B2B marketing is different than B2C. The sales cycle is longer, there are multiple stakeholders involved, and it’s usually more expensive. To market effectively, you need to create content that helps, educates, and informs your clientele. The best way to do that is to identify the keywords that matter most to them, and build out content accordingly.
To find out how, watch this week's episode of Whiteboard Friday! 
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hi and welcome to another Whiteboard Friday. My name is Cody McDaniel, and I'm an SEO manager at Obility. We are a B2B digital marketing agency, and today I want to talk about selecting meaningful B2B SEO keyword targets and the process and steps you can take in your own keyword research.
So B2B is a little bit different than you would see in your normal B2C types of marketing, right? The sales cycle or the length of time it takes to actually make a purchasing decision is usually a lot longer than you would see just buying something off Amazon, right? It's going to take multiple stakeholders. Individuals are going to be involved in that process. It's going to be usually a lot more expensive.
So in order to do that, they're going to want to be informed about their decision. They're going to have to look up content and information across the web to help inform that decision and make sure that they're doing the right thing for their own business. So in order to do that, we have to create content that helps, educates, and informs these users, and the way to do that is finding keywords that matter and building content around them.
1. Gather seed list
So when we're developing keyword research for our own clientele, the first thing that we do is gather a seed list. So usually we'll talk with our client contact and speak to them about what they care about. But it also helps to get a few other stakeholders involved, right, so the product marketing team or the sales team, individuals that will eventually want to use that information for their clients, and talk with them about what they care about, what do they want to show up for, what's important to them.
That will sort of help frame the conversation you want to be having and give you an understanding or an idea of where eventually you want to take this keyword research. It shouldn't be very long. It's a seed list. It should eventually grow, right? 
2. Review your content
So once you've done that and you have a baseline understanding of where you want to go, the next thing you can do is review the content that you have on your own website, and that can start with your homepage.
What's the way that you describe yourselves to the greater masses? What's the flagship page have to say about what you offer? You can go a little bit deeper into some of your other top-level pages and About Us. But try to generate an understanding of how you speak to your product, especially in relation to your clients in the industry that you're in. You can use that, and from there you can go a little bit further.
Go through your blog posts to see how you speak to the industry and to educate and inform individuals. Go to newsletters. Just try to get an understanding of what exists currently on the website, where your efficiencies may be, and of course where your deficiencies are or your lack of content. That will help you generate ideas on where you need to look for more keywords or modifications in the keywords you have.
3. Determine your rankings
Speaking of which, with the keywords that you currently have, it's important to know how you stand. So at this point, I try to look to see how we're ranking in the greater scheme of things, and there are a lot of different tools that you can use for that. Search Console is a great way to see how potential users across the web are going to your website currently. That can help you filter by page or by query.
You can get an understanding of what's getting clicks and generating interest. But you can also use other tools — SEMrush, SpyFu, Ahrefs, and Moz, of course. They'll all give you a keyword list that can help you determine what users are searching for in order to find your website and where they currently rank in the search engine results page. Now usually these lists are pretty extensive.
I mean, they can be anything from a few hundred to a few thousand terms. So it helps to parse it down a little bit. I like to filter it by things like if it has no search volume, nix it. If it's a branded term, I don't like to include it because you should be showing up for your branded terms already. Maybe if it's outside the top 50 in rankings, things like that, I don't want that information here right now.
4. Competitive research
I want to understand how we're showing up, where our competencies are, and how we can leverage that in our keyword research. So that should help the list to be a little bit more condensed. But one of the things you can also look at is not just internal but external, right? So you can look at your competition and see how we're ranking or comparing at least on the web.
What do they use? What sort of content do they have on their website? What are they promoting? How are they framing that conversation? Are they using blog posts? All that information is going to be useful for maybe developing your own strategies or maybe finding a niche where, if you have particularly stiff competition, you can find areas they're not discussing.
But use that competition as a framework for identifying areas and potential opportunities and how the general public or industry speaks to some of the content that you're interested in writing about. So once you have that list, it should be pretty big, good idea of the ecosystem you're working with, it's important to gather metrics.
5. Gather metrics
This is going to contextualize the information that you have, right? You want to make informed decisions on the keywords that you have, so this metric gathering will be important. There are a lot of different ways you can do it. Here at Obility, we might categorize them by different topic types so we can make sure that we're touching on all the different levels of keyword usage for the different topics that we discuss in our content.
You can look at things like search volume. There a lot of different tools that do that, the same ones I mentioned earlier — Moz, SpyFu, SEMrush. There's a great tool we use called Keyword Keg, that kind of sort of aggregates all of them. But that will give you an idea search volume on a monthly basis. But you can also use other metrics, things like difficulty, like how hard it is to rank compared to some of the other people on the web, or organic click-through rate, like what's the level of competition you're going to be going up against in terms of ads or videos or carousels or other sort of Google snippets.
Moz does a great job of that. So use these metrics, and what they should help you do is contextualize the information so that maybe if you're pretty close on two or three keywords, that metric gathering should help you identify which one is maybe the easiest, it has the most potential, so on and so forth. So once you have that, you should be getting a good understanding of where each of those keywords lives and you should be selecting your targets.
6. Select target keywords
Now I've run through a ton of clients who former agencies have sent them a list of 300 to 400 keywords that they're trying to rank for, and I cannot stand it. There's no value to be had, because how can you possibly try and optimize and rank for hundreds and hundreds of different variations of keywords. It would take too long, right? You could spend years in that rabbit hole.
What we try to do is focus on maybe 30 or 40 keywords and really narrow down what sort of content is going to be created for it, what you need to optimize. Does it exist on your website? If not, what do we need to make? Having that list makes a much more compartmentalized marketing strategy, and you can actually look at that and weigh it against how you're currently deploying content internally.
You can look at success metrics and KPIs. It just helps to have something a little bit more tangible to bite down on. Of course, you can grow from there, right? You start ranking well for those 20 or 30 terms, and you can add a few more on at the end of it. But again, I think it's really important to focus on a very select number, categorizing them by the importance of which ones you want to go first, and start there because this process in content creation takes a long time.
7. Consider intent
But once you've selected those, it's also important to consider intent. You can see I've outlined intent here a little bit more in depth. What do I mean by that? Well, the best way that I've seen intent described online is as an equation. So every query is made up of two parts, the implicit and the explicit. What are you saying, and what do you mean when you're saying it?
So when I think of that and trying to relate it to keywords, it's really important to use that framework to develop the strategy that you have. An example that I have here is "email marketing." So what's the implicit and explicit nature of that? Well, "email marketing" is a pretty broad term.
So implicitly they're probably looking to educate themselves on the topic, learn a little bit more about what it's about. You'll see, when you search for that, it's usually a lot more educational related content that helps the user understand it better. They're not ready to buy yet. They just want to know a little bit more. But what happens when I add a modifier on it? What if I add "software"? Well, now that you would have intent, it may mean the same thing as email marketing in some context, but software implies that they're looking for a solution.
We've now gone down the funnel and are starting to identify terms in which a user is more interested in purchasing. So that type of content is going to be significantly different, and it's going to be more heavily implied on features and benefits than just the email marketing. So that intent is important to frame your keywords, and it's important to make sure that you have them in every step of your purchasing funnel.
The way that I like to usually look at that, and you see it everywhere, it's an upside down triangle. You have your top, middle, and bottom level pieces of content. Usually the top is going to be things like blogs and other sorts of informational content that you're going to be having to use to inform users of the types of topics and things in the industry you care about.
That's probably where something like "email marketing" would exist. But "email marketing software" is probably going to be sitting right here in the middle, where somebody is going to want to make an informed decision, relate it to other pieces of content on competitor websites, check those features, and determine if it's a useful product for them, right? From there, you can go a little bit further and move them into different types of content, maybe email marketing software for small business.
That's far more nuanced and specific, and maybe you'll have a white paper or a demo that's specifically tailored to businesses that are looking for email marketing in the small business space. So having content in three separate spaces and three different modifications will help you identify where your content gaps are and make sure that users can move throughout your website and throughout the funnel and inform themselves on the decision they're trying to make.
Conclusion
So with that, this should give you some idea of how we develop keyword research here at our own agency, and I hope that you guys can utilize some of these strategies in your own keyword research wherever you are out in the world. So thanks again for listening. Happy New Year. Take care.
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