Friday, March 23, 2018

The Campaign Comeback: What to Do When Content Fails - Whiteboard Friday

Posted by Shannon-McGuirk

We've all been there: you plan, launch, and eagerly await the many returns on a content campaign, only to be disappointed when it falls flat. But all is not lost: there are clever ways to give your failed campaigns a second chance at life and an opportunity to earn the links you missed out on the first time. In today's Whiteboard Friday, we're delighted to welcome guest host Shannon McGuirk as she graciously gives us a five-step plan for breathing new life into a dead content campaign.

What to do when content fails.

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

Video Transcription

Hi, Moz fans. Welcome to this edition of Whiteboard Friday. My name is Shannon McGuirk. I'm the Head of PR and Content at a UK-based digital marketing agency called Aira.

Now, throughout my time, I've launched a number of creative content and digital PR campaigns, too many to mention. But the ones that really stick into my head are the campaign fails, the ones that got away from the link numbers that I wanted to achieve and the ones that were quite painful from the client-side and stakeholder-side.

Now, over the last couple of years, I've built up a couple of steps and tactics that essentially will help me get campaigns back on track, and I wanted to take you through them today. So, today, I'm going to be talking to you about content campaign comebacks and what to do if your content campaign fails.

Step one: Reevaluate your outreach efforts

Now, take it right back to when you first launched the campaign.

  • Have you contacted the right journalists?
  • Have you gone to the right publications?
  • Be realistic. Now, at this point, remember to be realistic. It might not be a good idea to start going for the likes of ABC News and The Daily Telegraph. Bring it down a level, go to industry blogs, more niche publications, the ones that you're more likely to get traction with.
  • Do your research. Essentially, is what I'm saying.
  • Less is always more in my eyes. I've seen prospecting and media lists that have up to 500 contacts on there that have fired out blank, cold outreach emails. For me, that's a boo-boo. I would rather have 50 people on that media list that I know their first name, I know the last three articles that they've written, and on top of that, I can tell you which publications they've been at, so I know what they're interested in. It's going to really increase your chances of success when you relaunch.

Step two: Stories vs. statements

So this is when you need to start thinking about stories versus statements. Strip it right back and start to think about that hook or that angle that your whole campaign is all about. Can you say this in one sentence? If you can get it in one sentence, amazing because that's the core thing that you are going to be communicating to journalists.

Now, to make this really tangible so that you can understand what I'm saying, I've got an example of a statement versus a story for a recent campaign that we did for an automotive client of ours. So here's my example of a statement. "Client X found that the most dangerous roads in the UK are X, Y, Z." That's the statement. Now, for the story, let's spice it up a little bit. "New data reveals that 8 out of 10 of the most dangerous roads in the UK are in London as cyclist deaths reach an all-time high."

Can you see the difference between a story and a statement? I'm latching it into something in society that's really important at the moment, because cyclist deaths are reaching an all-time high. On top of that, I'm giving it a punchy stat straightaway and then tying it into the city of London.

Step three: Create a package

So this seems like a bit of a no-brainer and a really obvious one, but it's so incredibly important when you're trying to bring your content campaign back from the dead. Think about creating a package. We all know that journalists are up against tight deadlines. They have KPIs in terms of the articles that they need to churn out on a daily basis. So give them absolutely everything that they need to cover your campaign.

I've put together a checklist for you, and you can tick them off as you go down.

  • Third-party expert or opinion. If you're doing something around health and nutrition, why don't you go out and find a doctor or a nutritionist that can give you comment for free — because remember, you'll be doing the hard work for their PR team — to include within any press releases that you're going to be writing.
  • Make sure that your data and your methodology is watertight. Prepare a methodology statement and also get all of your data and research into a Google sheet that you can share with journalists in a really open and transparent way.
  • Press release. It seems really simple, but get a well-written press release or piece of supporting copy written out well ahead of the relaunch timing so that you've got assets to be able to give a journalist. They can take snippets of that copy, mold it, adapt it, and then create their own article off the back of it.
  • New designs & images. If you've been working on any new designs and images, pop them on a Google shared drive and share that with the press. They can dip into this guide as and when they need it and ensure that they've got a visual element for their potential article.
  • Exclusive options. One final thing here that can occasionally get overlooked is you want to be holding something back. Whether that's some really important stats, a comment from the MD or the CEO, or just some extra designs or images for graphics, I would keep them in your back pocket, because you may get the odd journalist at a really high DA/authority publication, such as the Mail Online or The Telegraph, ask for something exclusive on behalf of their editor.

Step four: Ask an expert

Start to think about working with journalists and influencers in a different way than just asking them to cover your creative content campaigns and generate links. Establish a solid network of freelance journalists that you can ask directly for feedback on any ideas. Now, it can be any aspect of the idea that you're asking for their feedback on. You can go for data, pitch angles, launch timings, design and images. It doesn't really matter. But they know what that killer angle and hook needs to be to write an article and essentially get you a link. So tap into it and ask them what they think about your content campaign before you relaunch.

Step five: Re-launch timings

This is the one thing that you need to consider just before the relaunch, but it's the relaunch timings. Did you actually pay enough attention to this when you did your first initial launch? Chances are you may not have, and something has slipped through the net here.

  • Awareness days. So be sure to check awareness days. Now, this can be anything from National Proposal Day for a wedding client, or it can be the Internet of Things Day for a bigger electrical firm or something like that. It doesn't really matter. But if you can hook it onto an awareness day, it means that there's already going to be that interest in the media, journalists will be writing about the topic, and there's a way in for your content.
  • World events. Again, keep in mind anything to do with elections or perhaps world disasters, such as tornadoes and bad weather, because it means that the press is going to be heavily oversaturated with anything to do with them, and therefore you might want to hold back on your relaunch until the dust is settled and giving your content campaign the best chance of success in round two.
  • Seasonality. Now, this isn't just Christmas. It's also Easter, Mother's Day, Valentine's Day. Think about the time of year you're launching and whether your content campaign is actually relevant at that time of year. For example, back home in the UK, we don't tend to launch content campaigns in the run-up to Christmas if it's not Christmas content, because it's not relevant and the press are already interested in that one seasonal thing.
  • Holidays. Holidays in the sense of half-term and summer holidays, because it means that journalists won't be in the office, and therefore you're reducing your chances of success when you're calling them or when you're writing out your emails to pitch them.

So there are my five steps for your content campaign comebacks. I know you've all been there too, guys, and I would love to hear how you got over some of these hurdles in bringing your content campaigns back to life. Feel free to comment below. I hope you guys join me soon for another Whiteboard Friday. Thanks.

Video transcription by

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!

Wednesday, March 21, 2018

How to Boost Bookings & Conversions with Google Posts: An Interview with Joel Headley

Posted by MiriamEllis

Have you been exploring all the ways you might use Google Posts to set and meet brand goals?

Chances are good you’ve heard of Google Posts by now: the micro-blogging Google My Business dashboard feature which instantly populates content to your Knowledge Panel and individual listing. We’re still only months into the release of this fascinating capability, use of which is theorized as having a potential impact on local pack rankings. When I recently listened to Joel Headley describing his incredibly creative use of Google Posts to increase healthcare provider bookings, it’s something I was excited to share with the Moz community here.

Joel Headley

Joel Headley worked for over a decade on local and web search at Google. He’s now the Director of Local SEO and Marketing at healthcare practice growth platform PatientPop. He’s graciously agreed to chat with me about how his company increased appointment bookings by about 11% for thousands of customer listings via Google Posts.

How PatientPop used Google Posts to increase bookings by 11%

Miriam: So, Joel, Google offers a formal booking feature within their own product, but it isn’t always easy to participate in that program, and it keeps users within “Google’s walled garden” instead of guiding them to brand-controlled assets. As I recently learned, PatientPop innovated almost instantly when Google Posts was rolled out in 2017. Can you summarize for me what your company put together for your customers as a booking vehicle that didn’t depend on Google’s booking program?

Joel: PatientPop wants to provide patients an opportunity to make appointments directly with their healthcare provider. In that way, we're a white label service. Google has had a handful of booking products. In a prior iteration, there was a simpler product that was powered by schema and microforms, which could have scaled to anyone willing to add the schema.

Today, they are putting their effort behind Reserve with Google, which requires a much deeper API integration. While PatientPop would be happy to provide more services on Google, Reserve with Google doesn't yet allow most of our customers, according to their own policies. (However, the reservation service is marketed through Google My Business to those categories, which is a bit confusing.)

Additionally, when you open the booking widget, you see two logos: G Pay and the booking software provider. I'd love to see a product that allows the healthcare provider to be front and center in the entire process. A patient-doctor relationship is personal, and we'd like to emphasize you're booking your doctor, not PatientPop.

Because we can't get the CTAs unique to Reserve with Google, we realized that Google Posts can be a great vehicle for us to essentially get the same result.

When Google Posts first launched, I tested a handful of practices. The interaction rate was low compared to other elements in the Google listing. But, given there was incremental gain in traffic, it seemed worthwhile, if we could scale the product. It seemed like a handy way to provide scheduling with Google without having to go through the hoops of the Maps Booking (reserve with) API.

Miriam: Makes sense! Now, I’ve created a fictitious example of what it looks like to use Google Posts to prompt bookings, following your recommendations to use a simple color as the image background and to make the image text quite visible. Does this look similar to what PatientPop is doing for its customers and can you provide recommendations for the image size and font size you’ve seen work best?

Joel: Yes, that's pretty similar to the types of Posts we're submitting to our customer listings. I tested a handful of image types, ones with providers, some with no text, and the less busy image with actionable text is what performed the best. I noticed that making the image look more like a button, with button-like text, improved click-through rates too — CTR doubled compared to images with no text.

The image size we use is 750x750 with 48-point font size. If one uses the API, the image must be square cropped when creating the post. Otherwise, Posts using the Google My Business interface will give you an option to crop. The only issue I have with the published version of the image: the cropping is uneven — sometimes it is center-cropped, but other times, the bottom is cut off. That makes it hard to predict when on-image text will appear. But we keep it in the center which generally works pretty well.

Miriam: And, when clicked on, the Google Post takes the user to the client’s own website, where PatientPop software is being used to manage appointments — is that right?

Joel: Yes, the site is built by PatientPop. When selecting Book, the patient is taken directly to the provider's site where the booking widget is opened and an appointment can be selected from a calendar. These appointments can be synced back to the practice's electronic records system.

Miriam: Very tidy! As I understand it, PatientPop manages thousands of client listings, necessitating the need to automate this use of Google Posts. Without giving any secrets away, can you share a link to the API you used and explain how you templatized the process of creating Posts at scale?

Joel: Sure! We were waiting for Google to provide Posts via the Google My Business API, because we wanted to scale. While I had a bit of a heads-up that the API was coming — Google shared this feature with their GMB Top Contributor group — we still had to wait for it to launch to see the documentation and try it out. So, when the launch announcement went out on October 11, with just a few developers, we were able to implement the solution for all of our practices the next evening. It was a fun, quick win for us, though it was a bit of a long day. :)

In order to get something out that quickly, we created templates that could use information from the listing itself like the business name, category, and location. That way, we were able to create a stand-alone Python script that grabbed listings from Google. When getting the listings, all the listing content comes along with it, including name, address, and category. These values are taken directly from the listing to create Posts and then are submitted to Google. We host the images on AWS and reuse them by submitting the image URL with the post. It's a Python script which runs as a cron job on a regular schedule. If you're new to the API, the real tricky part is authentication, but the GMB community can help answer questions there.

Miriam: Really admirable implementation! One question: Google Posts expire after 7 days unless they are events, so are you basically automating re-posting of the booking feature for each listing every seven days?

Joel: We create Posts every seven days for all our practices. That way, we can mix up the content and images used on any given practice. We're also adding a second weekly post for practices that offer aesthetic services. We'll be launching more Posts for specific practice types going forward, too.

Miriam: Now for the most exciting part, Joel! What can you tell me about the increase in appointments this use of Google Posts has delivered for your customers? And, can you also please explain what parameters and products you are using to track this growth?

Joel: To track clicks from listings on Google, we use UTM parameters. We can then track the authority page, the services (menu) URL, the appointment URL, and the Posts URL.

When I first did this analysis, I looked at the average of the last three weeks of appointments compared to the 4 days after launch. Over that period, I saw nearly an 8% increase in online bookings. I've since included the entire first week of launch. It shows an 11% average increase in online bookings.

Additionally, because we're tracking each URL in the knowledge panel separately, I can confidently say there's no cannibalization of clicks from other URLs as a result of adding Posts. While authority page CTR remained steady, services lost over 10% of the clicks and appointment URLs gained 10%. That indicates to me that not only are the Posts effective in driving appointments through the Posts CTA, it emphasizes the existing appointment CTA too. This was in the context of no additional product changes on our side.

Miriam: Right, so, some of our readers will be using Google’s Local Business URLs (frequently used for linking to menus) to add an “Appointments” link. One of the most exciting takeaways from your implementation is that using Google Posts to support bookings didn’t steal attention away from the appointment link, which appears higher up in the Knowledge Panel. Can you explain why you feel the Google Posts clicks have been additive instead of subtractive?

Joel: The “make appointment” link gets a higher CTR than Posts, so it shouldn't be ignored. However, since
Posts include an image, I suspect it might be attracting a different kind of user, which is more primed to interact with images. And because we're so specific on the type of interaction we want (appointment booking), both with the CTA and the image, it seems to convert well. And, as I stated above, it seems to help the appointment URLs too.

Miriam: I was honestly so impressed with your creativity in this, Joel. It’s just brilliant to look at something as simple as this little bit of Google screen real estate and ask, “Now, how could I use this to maximum effect?” Google Posts enables business owners to include links labeled Book, Order Online, Buy, Learn More, Sign Up, and Get Offer. The “Book” feature is obviously an ideal match for your company’s health care provider clients, but given your obvious talent for thinking outside the box, would you have any creative suggestions for other types of business models using the other pre-set link options?

Joel: I’m really excited about the events feature, actually. Because you can create a long-lived post while adding a sense of urgency by leveraging a time-bound context. Events can include limited-time offers, like a sale on a particular product, or signups for a newsletter that will include a coupon code. You can use all the link labels you've listed above for any given event. And, I think using the image-as-button philosophy can really drive results. I'd like to see an image with text Use coupon code XYZ546 now! with the Get Offer button. I imagine many business types, especially retail, can highlight their limited time deals without paying other companies to advertise your coupons and deals via Posts.

Miriam: Agreed, Joel, there are some really exciting opportunities for creative use here. Thank you so much for the inspiring knowledge you’ve shared with our community today!

Ready to get the most from Google Posts?

Reviews can be a challenge to manage. Google Q&A may be a mixed blessing. But as far as I can see, Posts are an unalloyed gift from Google. Here’s all you have to do to get started using them right now for a single location of your business:

  • Log into your Google My Business dashboard and click the “Posts” tab in the left menu.
  • Determine which of the options, labeled “Buttons,” is the right fit for your business. It could be “Book,” or it could be something else, like “Sign up” or “Buy.” Click the “Add a Button” option in the Google Posts wizard. Be sure the URL you enter includes a UTM parameter for tracking purposes.
  • Upload a 750x750 image. Joel recommends using a simple-colored background and highly visible 42-point font size for turning this image into a CTA button-style graphic. You may need to experiment with cropping the image.
  • Alternatively, you can create an event, which will cause your post to stay live through the date of the event.
  • Text has a minimum 100-character and maximum 300-character limit. I recommend writing something that would entice users to click to get beyond the cut-off point, especially because it appears to me that there are different display lengths on different devices. It’s also a good idea to bear in mind that Google Posts are indexed content. Initial testing is revealing that simply utilizing Posts may improve local pack rankings, but there is also an interesting hypothesis that they are a candidate for long-tail keyword optimization experiments. According to Mike Blumenthal:
“...If there are very long-tail phrases, where the ability to increase relevance isn't up against so many headwinds, then this is a signal that Google might recognize and help lift the boat for that long-tail phrase. My experience with it was it didn't work well on head phrases, and it may require some amount of interaction for it to really work well. In other words, I'm not sure just the phrase itself but the phrase with click-throughs on the Posts might be the actual trigger to this. It's not totally clear yet.”
  • You can preview your post before you hit the publish button.
  • Your post will stay live for 7 days. After that, it will be time to post a new one.
  • If you need to implement at scale across multiple listings, re-read Joel’s description of the API and programming PatientPop is utilizing. It will take some doing, but an 11% increase in appointments may well make it worth the investment! And obviously, if you happen to be marketing health care providers, checking out PatientPop’s ready-made solution would be smart.

Nobody likes a ball-hog

I’m watching the development of Google Posts with rapt interest. Right now, they reside on Knowledge Panels and listings, but given that they are indexed, it’s not impossible that they could eventually end up in the organic SERPs. Whether or not that ever happens, what we have right now in this feature is something that offers instant publication to the consumer public in return for very modest effort.

Perhaps even more importantly, Posts offer a way to bring users from Google to your own website, where you have full control of messaging. That single accomplishment is becoming increasingly difficult as rich-feature SERPs (and even single results) keep searchers Google-bound. I wonder if school kids still shout “ball-hog” when a classmate refuses to relinquish ball control and be a team player. For now, for local businesses, Google Posts could be a precious chance for your brand to handle the ball.

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!

Tuesday, March 20, 2018

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Posted by AnnSmarty

When was the last time you saw a video on YouTube? I bet you've seen one today. YouTube is too huge and too popular for marketers to ignore.

If you don't have a YouTube channel, now's the time to start one.

If you have a channel and you never got it off the ground, now's the time to take action.

This article will take you through the process of setting up your YouTube presence, listing steps, tools, and important tips to get you started and moving forward.

1. Define your goals

If your goal is to become a YouTube star, you might be a bit late to the party: it's really hard to get noticed these days — too competitive. Stardom will take years of hard work to achieve because of the number of channels users have to choose from.

Even back in 2014, when I was reading about YouTube celebrity bloggers, one quote really stood out to me:

“We think, if we were coming to YouTube today, it would be too hard. We couldn't do it.”

That’s not to say, however, that you cannot achieve other, more tangible goals on YouTube. It's an excellent venue for business owners and marketers.

Here are three achievable goals that make more sense than fame from a business perspective:

1.1. YouTube for reputation management

Here's one thing about reputation management on Google: You’re never finished.

Even if your reputation is fabulous and you love every single result that comes up in the SERPs for your business name, you may still want to publish more content around your brand.

The thing is, for reputation management purposes, the more navigational queries you can control, the better:


YouTube is the perfect platform for reputation management. YouTube videos rank incredibly well in Google, especially when it comes to low-competition navigational queries that include your brand name.

Furthermore, YouTube videos almost always get that rich snippet treatment (meaning that Google shows the video thumbnail, author, and length of the video in the SERPs). This means you can more easily attract attention to your video search result.

That being said, think about putting videos on YouTube that:

  • Give your product/service overview
  • Show happy customers
  • Visualize customer feedback (for example, visual testimonials beautifully collected and displayed in a video)
  • Offer a glimpse inside your team (show people behind the brand, publish videos from events or conferences, etc.)

1.2 YouTube videos for improved conversions

Videos improve conversions for a clear reason: They offer a low-effort way for your customer to see why they need your product. Over the years, there have been numerous case studies proving the point:

  • An older study (dating back to 2011) states that customers are 144% more likely to add products to a shopping cart after watching the product video
  • Around 1 in 3 millennials state they have bought a product directly as a result of watching a how-to video on it
  • This Animoto survey found that almost all the participants (96%) considered videos "helpful when making purchasing decisions online"
  • Wistia found that visitors who engage with a video are much more likely to convert than those who don't

That being said, YouTube is a perfect platform to host your video product overviews: it's free, it offers the additional benefit of ranking well in Google, and it provides additional exposure to your products through their huge community, allowing people to discover your business via native search and suggested videos.

1.3 YouTube for creating alternative traffic and exposure channels

YouTube has huge marketing potential that businesses in most niches just cannot afford to ignore: it serves as a great discovery engine.

Imagine your video being suggested next after your competitor's product review. Imagine your competitors' customers stumbling across your video comparison when searching for an alternative service on Youtube.

Just being there increases your chances of getting found.

Again, it's not easy to reach the YouTube Top 10, but for specific low-competition queries it's quite doable.

Note: To be able to build traffic from inside your YouTube videos, you need to build up your channel to 10,000 public overall views to qualify to become a YouTube partner. Once approved, you'll be able to add clickable links to your site from within your videos using cards and actually build up your own site traffic via video views.

2. Develop a video editorial calendar

As with any type of content, video content requires a lot of brainstorming, organizing, and planning.

My regular routine when it comes to creating an editorial calendar is as follows:

  1. Start with keyword research
  2. Use question research to come up with more specific ideas
  3. Use seasonality to come up with timing for each piece of content
  4. Allocate sufficient time for production and promotion

You can read about my exact editorial process here. Here's a sample of my content roadmap laying out a major content asset for each month of the year, based on keyword research and seasonality:

Content roadmap

For keyword and question research I use Serpstat because they offer a unique clustering feature. For each keyword list you provide, they use the Google search results page to identify overlapping and similar URLs, evaluate how related different terms in your list are, and based on that, cluster them into groups.

Keyword clustering

This grouping makes content planning easier, allowing you to see the concepts behind keyword groups and put them into your roadmap based on seasonality or other factors that come into play (e.g. is there a slot/gap you need to fill? Are there company milestones or events coming up?).

Depending on how much video content you plan to create, you can set up a separate calendar or include videos in your overall editorial calendar.

When creating your roadmap, keep your goals in mind, as well. Some videos, such as testimonials and product reviews, won't be based on your keyword research but still need to be included in the roadmap.

3. Proceed to video production

Video production can be intimidating, especially if you have a modest budget, but these days it's much easier and more affordable than you'd imagine.

Keeping lower-budget campaigns in mind, here are few types of videos and tools you can try out:

3.1 In-house video production

You can actually handle much of your video production in-house without the need to set up a separate room or purchase expensive gadgets.

Here are a few ideas:

  • Put together high-quality explanatory videos using Animatron (starts at $15/month): Takes a day or so to get to know all the available tools and options, but after that the production goes quite smoothly
  • Create beautiful visual testimonials, promo videos, and visual takeaways using Animoto ($8/month): You don’t need much time to learn to use it; it's very easy and fun.
  • Create video tutorials using iMovie (free for Mac users): It will take you or your team about a week to properly figure out all its options, but you'll get there eventually.
  • Create video interviews with niche influencers using Blue Jeans (starts at $12.49/month)
  • Create (whiteboard) presentations using ClickMeeting (starts at $25/month): Host a webinar first, then use the video recording as a permanent brand asset. ClickMeeting will save your whiteboard notes and let you reuse them in your article. You can brand your room to show your logo and brand colors in the video. Record your entire presentation using presentation mode, then upload them to your channel.


3.2 How to affordably outsource video production

The most obvious option for outsourcing video production is a site like Fiverr. Searching its gigs will actually give you even more ideas as to what kinds of videos you might create. While you may get burned there a few times, don’t let it discourage you — there are plenty of creative people who can put together awesome videos for you.

Another great idea is to reach out to YouTube bloggers in your niche. Some of them will be happy to work for you, and as a bonus you'll be rewarded with additional exposure from their personal branding and social media channels.

I was able to find a great YouTube blogger to work for my client for as low as $75 per video; those videos were of top quality and upload-ready.

There's lots of talent out there: just spend a few weeks searching and reaching out!

4. Optimize each video page

When uploading your videos to YouTube, spend some time optimizing each one. Add ample content to each video page, including a detailed title, a detailed description (at least 300–500 characters), and a lot of tags.

  • Title of the video: Generally, a more eye-catching and detailed title including:
    • Your core term/focus keyword (if any)
    • Product name and your brand name
    • The speaker's name when applicable (for example, when you post interviews). This may include their other identifiable personal brand elements, such as their Twitter handle
    • Event name and hashtag (when applicable)
    • City, state, country (especially if you're managing a local business)
  • Description of the video: The full transcript of the video. This can be obtained via services such as Speechpad.
  • A good readable and eye-catching thumbnail: These can be created easily using a tool like Canva.

Use a checklist:

Youtube SEO checklist

5. Generate clicks and engagement

Apart from basic keyword matching using video title and description, YouTube uses other video-specific metrics to determine how often the video should be suggested next to related videos and how high it should rank in search results.

Here's an example of how that might work:

The more people that view more than the first half of your video, the better. If more than 50% of all your video viewers watched more than 50% of the video, YouTube would assume your video is high quality, and so it could pop up in "suggested" results next to or at the end of other videos. (Please note: These numbers are examples, made up using my best judgment. No one knows the exact percentage points YouTube is using, but you get the general idea of how this works.)

That being said, driving "deep" views to your videos is crucial when it comes to getting the YouTube algorithm to favor you.

5.1 Create a clickable table of contents to drive people in

Your video description and/or the pinned comment should have a clickable table of contents to draw viewers into the video. This will improve deep views into the video, which are a crucial factor in YouTube rankings.

Table of contents

5.2 Use social media to generate extra views

Promoting your videos on social media is an easy way to bring in some extra clicks and positive signals.

5.2.1 First, embed the video to your site

Important: Embed videos to your web page and promote your own URL instead of the actual YouTube page. This approach has two important benefits:

  • Avoid auto-plays: Don't screw up your YouTube stats! YouTube pages auto-play videos by default, so if you share a YouTube URL on Twitter, many people will click and immediately leave (social media users are mostly lurkers). However, if you share your page with the video embedded on it, it won't play until the user clicks to play. This way you'll ensure the video is played only by people who seriously want to watch it.
  • Invest time and effort into your own site promotion instead of marketing the page: Promoting your own site URL with the video embedded on it, you can rest assured that more people will keep interacting with your brand rather than leave to watch other people's videos from YouTube suggested results.

There are also plenty of ways to embed YouTube videos naturally in your blog and offer more exposure. Look at some of these themes, for example, for ideas to display videos in ways that invite views and engagement.

Video sharing Wordpress

5.2.2 Use tools to partially scale social media promotion

For better, easier social media exposure, consider these options:

  • Investing in paid social media ads, especially Facebook ads, as they work best for engagement
  • Use recurring tweets to scale video promotion. There are a few tools you can try, such as DrumUp. Schedule the same update to go live several times on your chosen social media channels, generating more YouTube views from each repeated share. This is especially helpful for Twitter, because the lifespan of a tweet is just several minutes (between two and ten minutes, depending on how active and engaged your Twitter audience is). With recurring tweets, you'll make sure that more of your followers see your update.

  • A project I co-founded, Viral Content Bee, can put your videos in front of niche influencers on the lookout for more content to share on their social media accounts.

5.3 Build playlists

By sorting your videos into playlists, you achieve two important goals:

  • Keeping your viewers engaged with your brand videos longer: Videos within one playlist keep playing on autopilot until stopped
  • Creating separate brand assets of their own: Playlist URLs are able to rank both in YouTube and Google search results, driving additional exposure to your videos and brand overall, as well as allowing you to control more of those search results:


Using playlists, you can also customize the look and feel of your YouTube channel more effectively to give your potential subscribers a glimpse into additional topics you cover:

Customize Youtube channel

Furthermore, by customizing the look of your YouTube channel, you transform it into a more effective landing page, highlighting important content that might otherwise get lost in the archives.

6. Monitor your progress

6.1 Topvisor

Topvisor is the only rank tracker I am aware of that monitors YouTube rankings. You'll have to create a new project for each of your videos (which is somewhat of a pain), but you can monitor multiple keywords you're targeting for each video. I always monitor my focus keyword, my brand name, and any other specific information I'm including in the video title (like location and the speaker's name):


6.2 YouTube Analytics

YouTube provides a good deal of insight into how your channel and each individual video is doing, allowing you to build on your past success.

  • You'll see traffic sources, i.e. where the views are coming from: suggested videos, YouTube search, external (traffic from websites and apps that embed your videos or link to them on YouTube), etc.
  • The number of times your videos were included in viewers' playlists, including favorites, for the selected date range, region, and other filters. This is equal to additions minus removals.
  • Average view duration for each video.
  • How many interactions (subscribers, likes, comments) every video brought.

Youtube Analytics

You can see the stats for each individual video, as well as for each of your playlists.

6.3 Using a dashboard for the full picture

If you produce at least one video a month, you may want to set up a dashboard to get an overall picture of how your YouTube channel is growing.

Cyfe (disclaimer: as of recently, Cyfe is a content marketing client of mine) is a tool that offers a great way to keep you organized when it comes to tracking your stats across multiple platforms and assets. I have a separate dashboard there which I use to keep an eye on my YouTube channels.

Cyfe Youtube


Building a YouTube channel is hard work. You're likely to see little or no activity for weeks at a time, maybe even months after you start working on it. Don’t let this discourage you. It's a big platform with lots of opportunity, and if you keep working consistently, you'll see your views and engagement steadily growing.

Do you have a YouTube channel? What are you doing to build it up and increase its exposure? Let us know in the comments.

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!

Friday, March 16, 2018

Where Clickbait, Linkbait, and Viral Content Fit in SEO Campaigns - Whiteboard Friday

Posted by randfish

When is it smart to focus on viral-worthy content and clickbait? When is it not? To see fruitful returns from these kinds of efforts, they need to be done the right way and used in the right places. Rand discusses what kind of content investments make sense for this type of strategy and explains why it works in this week's Whiteboard Friday.

Where clickbait, linkbait, and viral content fit in SEO campaigns

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

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about when and where you might use clickbait and linkbait and viral-focused content as compared to other types for your SEO-driven campaigns.

There's a lot of savvy sort of folks at the intersection of SEO and content marketing who are practicing things like this right now. We've actually spoken to a few agencies who are specifically focused on this, and they have really solid businesses because many brands understand that these types of investments can produce significant returns. But you have to apply them in the right scenarios and the right spaces. So let's walk through that.

Content investments

Let's say that you're a payroll software provider. Your goal is to increase traffic and conversions, and so you're considering what types of content investments you and your consultant or agency or in-house team might be making on the content front. That could be things like what we've got here:

A. Viral, news-worthy linkbait

I don't necessarily love the word "linkbait," but it still gets a lot of searches, so we're putting it in the title of the Whiteboard Friday because we practice what we preach here, baby.

So this might be something like "The Easiest and Hardest Places to Start a Company." Maybe it's countries, maybe it's states, regions, whatever it is. So here are the easy ones and the hard ones and the criteria, and you go out to a bunch of press and you say, "Hey, we produced this list. We think it's worth covering. Here's the criteria we used." You go out to a bunch of companies. You go out to a bunch of state governments. You go out to a bunch of folks who cover this type of space, and hopefully you can get some clickbait, some folks actually clicking, some folks linking.

It doesn't necessarily have the most search volume. Folks aren't necessarily interested in, "Oh, what are the hardest places to start a company? Or what are the hardest versus easiest places to start a company?" Maybe you get a few, but it's not necessarily going to drive direct types of traffic that this payroll software provider can convert into customers.

B. Searcher-focused solutions

But there are other options for that, like searcher-focused solutions. So they might say, "Hey, we want to build some content around how to set up payroll as an LLC. That gets a lot of searches. We serve LLCs with our payroll solution. Let's try and target those folks. So here's how to set up payrolls in LLCs in six easy steps. There are the six steps."

C. Competitor comparison content

They see that lots of people are looking for them versus other competitors. So they set up a page that's "QuickBooks versus Gusto versus Square: Which Software is Right for Your Business?" so that they can serve that searcher intent.

D. Conversion-funnel-serving content

So they see that, after searching for their brand name, people also search for, "Can I use this for owner employees, businesses that have owner employees only?" So no employees who are not owners. What's the payroll story with them? How do I get that sorted out? So you create content around this.

All of these are types of content that serve SEO, but this one, this viral-focused stuff is the most sort of non-direct. Many times, brands have a tough time getting their head around why they would invest in that. So do SEOs. So let's explain that.

If a website's domain authority, their sort of overall link equity at the domain level is already high, they've got lots and lots of links going to lots of places on the site and additional links that don't go to the conversion-focused pages that they're specifically trying to rank for, for focused keyword targets isn't really required, then really B, C, and D are where you should spend your time and energy. A is not a great investment. It's not solving the problem you want to solve.

If the campaign needs...

  • More raw brand awareness - People knowing who the company is, they haven't heard of them before. You're trying to build that first touch or that second touch so that people in the space know who you are.
  • Additional visitors for re-targeting - You're trying to get additional visitors who might fit into your target audience so that you can re-target and remarket to them, reach them again;
  • You have a need for more overall links really to anywhere on the domain - Just to boost your authority, to boost your link equity so that you can rank for more stuff...

Then A, that viral-focused content makes a ton of sense, and it is a true SEO investment. Even though it doesn't necessarily map very well to conversions directly, it's an indirect path to great potential SEO success.

Why this works:

Why does this work? Why is it that if I create a piece of viral content on my site that earns a lot of links and attention and awareness, the other pieces of content on my site will suddenly have a better opportunity to rank? That's a function of how Google operates fundamentally, well, Google and people.

So, from Google's perspective, it works because in the case where Google sees, which has lots of pages earning many, many different links from all around the web, and, which may be equally relevant to the search query and maybe has just as good content but has few links pointing to it and those links, maybe the same number of links are pointing to the specific pages targeting a specific keyword, but overall across the domain, X is just much, much greater than Y. Google interprets that as more links spread across the content on X makes the search engine believe that X is more authoritative and potentially even more relevant than Y is. This content has been referenced more in more different ways from more places, therefore its relevance and authority are perceived as higher. If Y can go ahead and make a viral content investment that draws in lots and lots of new links, it can potentially compete much better against X.

This is true for people and human beings too. If you're getting lots and lots of visitors all over Domain X, but very few on Domain Y, even if they're going in relatively similar proportion to the product-focused pages, the fact that X is so much better known by such a broader audience means that conversions are likely to be better. People know them, they trust them, they've heard of them before, therefore, your conversion rate goes up and Domain X outperforms Domain Y. So for people and for search engines, this viral-focused content in the right scenario can be a wonderful investment and a wise one to make to serve your SEO strategy.

All right, everyone. Look forward to your comments below. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by

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!

Thursday, March 15, 2018

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

Posted by Dr-Pete

On Wednesday, Google launched a large-scale experiment, removing organic results from a small set of searches with definitive answers such as this one for "What time is it in Seattle?":

These SERPs display a Knowledge Card with a "Show all results" button and no additional organic results or SERP features. Danny Sullivan wrote on Twitter that this is currently limited to a small set of answers, including calculators, unit conversions, and some time/date queries. Here's another one, converting yesterday's MozCast temperature ("108 degrees in celsius"):

At first glance, this is a startling development, but it shouldn't be entirely surprising. So, let's get to the hard questions — is this a sign of things to come, and how quickly do we need to adapt?

For today, don't panic

First off, preliminary data suggests that these really are isolated cases. Across the 10,000 searches that MozCast tracks daily, one search (0.01%) currently displays zero results: "1 gigabit to gigabyte." This change is not impacting most high-volume, competitive queries or even the vast majority of results with Knowledge Cards.

Second, we have to face the reality that Knowledge Cards, even paired with organic results, already dramatically impact search user behavior. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.

This isn't new (part 1)

I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.

Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:

The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...

If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?

On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:

"Stephen Hawking was born in Oxford, United Kingdom."

Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...

Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.

This isn't new (part 2)

Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.

Each of the following features take up one organic position:

  • Full site-links (each row)
  • Image results
  • Top Stories
  • In-depth articles (3 articles = 1 organic)
  • Tweets (carousel)
  • Tweets (single)

Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.

While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.

In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?

On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:

Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?

At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.

All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.

Search intent vs. opportunity

It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.

From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...

Here, organic opportunity is very limited. Think of this as a "closed informational" search.

On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...

No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.

Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.

Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.

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!

Wednesday, March 14, 2018

Getting Around the "One Form" Problem in Unbounce

Posted by R0bin_L0rd

What is Unbounce?

Unbounce is a well-known and well-regarded landing page creation tool designed to allow HTML novices to create impressive and impactful landing pages, while offering scope for more experienced coders to have a bit more fun.

In this post, I’m going to list some solutions to what I refer to as the “one form” problem of Unbounce, their strengths and weaknesses, and which I personally prefer.

What is the "one form" problem?

As with any system that tries to take complex processes and make them simple to implement, there’s a certain amount of nuance and flexibility that has to be sacrificed.

One limitation is that each landing page on Unbounce can only have one embedded form (there are a few community articles discussing the topic, for instance: 1, 2, 3). While there’s a definite risk of call-to-action fatigue if you bombard your visitors with forms, it’s a reasonable requirement to want to provide easy access to your form at more than one point.

For example, you could lead with a strong call to action and the form at the top of the page, then follow up further down the page when users have had time to absorb more information about your offering. A simple example of this is the below Teambit landing page, which was featured in Hubspot’s 16 of the Best Landing Page Design Examples You Need to See in 2017.

The top of this Teambit page features a simple email collection form

The form is repeated at the bottom of the page once visitors have had a chance to read more.

Potential solutions to the one-form issue

Now that we’ve established the problem, let’s run through some solutions, shall we?

Fortunately, there are a few possible ways to solve this problem, either using built-in Unbounce tools or by adding code through open HTML, CSS, and JavaScript inputs.

It’s worth bearing in mind that one solution is to not have the form on your page at all, and have your call-to-action buttons linking to other pages with forms. This is the approach Unbounce uses in the example below. While that’s a perfectly valid approach, I wouldn’t call it so much a solution to this problem as a completely different format, so I haven’t included it in the list below.

Here Unbounce use two CTAs (the orange buttons), but don’t rely on having the form on the page.

1. Scrolling anchor button

This is potentially the simplest solution, as it’s natively supported by Unbounce:

  1. Create a button further down the page where you would want your second form.
  2. Edit that button, in the “Click Action” section of the right-hand button settings panel, where you would normally put the URL you are linking to
  3. Add in the unique ID code for the box that holds your form (you can find that by editing the box and scrolling to the bottom of the right-hand panel to "Element Metadata")

Register button

“Click Action” section of right-hand button settings panel

“Element Metadata” section at bottom of right-hand element setting panel


Quick and easy to implement, little direct JavaScript or HTML manipulation needed.


There are far more seamless ways to achieve this from the user perspective. Even with smooth scrolling (see “bonus points” below), the experience can be a little jarring for users, particularly if they want to go back to check information elsewhere on a page.

Bonus points

Just adding that in as-is will mean a pretty jarring experience for users. When they click the button, the page will jump back to your form as though it’s loaded a new page. To help visitors understand what’s going on, add smooth scrolling through JavaScript. Unbounce has how-to information here.

Double bonus

The link anchors work by aligning the top of your screen with the top of the thing you’ve anchored. That can leave it looking like you’ve undershot a bit, because the form is almost falling off the screen. You can solve this simply by putting a tiny, one-pixel-wide box a little bit above the form, with no fill or border, positioning it how you want, and linking to the ID of that box instead, allowing a bit of breathing room above your form.

Without and with the one-pixel-wide box for headroom

2. iFrames

Unbounce allows free <HTML> blocks, which you can use to embed a form from another service or even another Unbounce page that consists of only a form. You’ll need to drag the “Custom HTML” block from the left bar to where you want the form to be and paste in your iFrame code.

The “Custom HTML” block in the left-hand bar

Blank HTML box that pops up

How HTML blocks look in the editor


This will allow for multiple forms, for each form to be positioned differently on the page, to function in a different way, and for entries to each form to be tagged differently (which will offer insight on the effectiveness of the page).

This solution will also allow you to make the most of functionality from other services, such as Wufoo (Unbounce has documented the process for that here).


Having chosen Unbounce as a one-stop-shop for creating landing pages, breaking out of that to use external forms could be considered a step away from the original purpose. This also introduces complications in construction, because you can’t see how the form will look on the page in the editing mode. So your workflow for changes could look like:

  1. Change external form
  2. Review page and see styling issues
  3. Change layout in Unbounce editor
  4. Review page and see that the external form isn’t as readable
  5. Change external form
  6. Etc.

Bonus points

Unbounce can’t track conversions through an iFrame, so even if you use another Unbounce page as the form you draw in, you’re going to be breaking out of Unbounce’s native tracking. They have a script here you can use to fire external tracking hits to track page success more centrally so you get more of a feel for whether individual pages are performing well.

Double bonus

Even if you’re using an identical Unbounce page to pull through the same form functionality twice, tag the form completions differently to give you an idea of whether users are more likely to convert at the top of the page before they get distracted, or lower down when they have had time to absorb the benefits of your offering.

3. Sticky form (always there)

An option that will keep everything on the same page is a sticky form. You can use CSS styling to fix it in place on a screen rather than on a page, then when your visitor scrolls down, the form or CTA will travel with them — always within easy reach.

This simple CSS code will fix a form on the right-hand side of a page for screen widths over 800px (that being where Unbounce switches from Desktop to Mobile design, meaning the positioning needs to be different).

Each ID element below corresponds to a different box which I wanted to move together. You’ll need to change the “lp-pom-box-xxx” below to match the IDs of what you want to move down the page with the user (you can find those IDs in the “Element Metadata” section as described in the Scrolling Anchor Button solution above).

@media (min-width: 800px) {  
    #lp-pom-box-56{ position:fixed; left:50%; margin-left: 123px; top:25%; margin-top:-70px}  
    #lp-pom-form-59{ position:fixed; left:50%; margin-left: 141px; top:25%; margin-top:60px}  
    #lp-pom-box-54{ position:fixed; left:50%; margin-left: 123px; top:25%; margin-top:50px}}


This allows you to keep tracking within Unbounce. It cuts out a lot of the back and forth of building the form elsewhere and then trying to make that form, within an iFrame, act on your page the way you want it to.


The problem with this is that users can quickly become blind to a CTA that travels with them, adding some kind of regular attention seeking effect is likely to just annoy them. The solution here is to have your call to action or form obscured during parts of the page, only to reappear at other, more appropriate times (as in the next section).

It can be difficult to see exactly where the form will appear because your CSS changes won’t take effect in the editor preview, but you will be able to see the impact when you save and preview the page.

4. Sticky form (appearing and disappearing)

The simplest way to achieve this is using z-index. In short, the z-index is a way of communicating layers through HTML, an image with a z-index of 2 will be interpreted as closer to the user than a box with a z-index of 1, so when viewing the page it’ll look like the image is in front of the box.

For this method, you’ll need some kind of opaque box in each section of your page. The box can be filled with a color, image, gradient — it doesn’t matter as long as it isn’t transparent. After you’ve put the boxes in place, make a note of their z-index, which you can find in the “Meta Data” section of the right-hand settings bar, the same place that the Element ID is shown.

This box has a z-index of 31, so it’ll cover something with an index of 30

Then use CSS to select the elements you’re moving down the page and set their z-index to a lower number. In the below lines I’ve selected two elements and set their z-index to 30, which means that they’ll be hidden behind the box above, which has a z-index of 31. Again, here you’ll want to replace the IDs that start #lp-pom-box-xxxx with the same IDs you used in the Sticky Form (Always There) solution above.

    #lp-pom-box-133{z-index: 30; }  
    #lp-pom-box-135{z-index: 30; }

When you're choosing the place where you want your form to be visible again, just remove any items that might obscure the form during that section. It’ll scroll into view.


This will allow you to offer a full form for users to fill out, at different points on the page, without having to worry about it becoming wallpaper or whether you can marry up external conversions. Using only CSS will also mean that you don’t have to worry about users with JavaScript turned off (while the bonus points below rely on JavaScript, this will fall back gracefully if JavaScript is turned off).


Unlike the iFrame method, this won’t allow you to use more than one form format. It also requires a bit more CSS knowledge (and the bonus points will require at least a bit of trial and error with JavaScript).

Bonus points

Use JavaScript to apply and remove CSS classes based on your scrolling position on the page. For example you can create CSS classes like these which make elements fade in and out of view.


@media (min-width: 800px) {    
   /* make the opacity of an element 0 where it has this class */  
       .hide {  
       opacity: 0;
   /* instead of applying an effect immediately, apply it gradually over 0.2 seconds */    .transition {
   -webkit-transition: all 0.2s ease-in-out; 
       -moz-transition: all 0.2s ease-in-out; 
       -o-transition: all 0.2s ease-in-out; 
       transition: all 0.2s ease-in-out;  

You could then use this JavaScript to apply the .hide class when user scrolls through certain points, and remove it when they get to the points where you want them to see the form. This can be used for finer-grained control of where the form appears, without having to just cover it up. As before, you’ll need to update the #lp-pom-box-xxx strings to match the IDs in your account.


// This script applies the “hide” class, which makes opacity zero, to certain elements when we scroll more than 100 pixels away from the top of the page. Effectively, if we scroll down the page these items will fade away.
$(window).scroll(function() {
    if ($(window).scrollTop() > 100 ){
// This section removes the hide class if we’re less than 500 pixels from the bottom of the page or scroll back up to be less than 100 from the top. This means that those elements will fade back into view when we’re near the bottom of the page or go back to the top.
if ($(document).height() - ($(window).height() + $(window).scrollTop()) < 500 ||
$(window).scrollTop() < 100 ){

Double bonus

You could consider using JavaScript to selectively hide or show form fields at different points. That would allow you to show a longer form initially, for example, and a shorter form when it appears the second time, despite it actually being the same form each time.

For this, you’d just add to your .scroll JavaScript function above:

   if ($(document).height() - ($(window).height() + $(window).scrollTop()) < 75){    
// This part hides the “full name” part of the form, moves the submit button up and reduces the size of the box when we scroll down to less than 75 pixels away from the bottom of the page
    $('#lp-pom-box-54').stop().animate({height: "200px"},200);
    $('.lp-pom-button-60-unmoved').animate({top: '-=75'}, 200);
// This part adds the “full name” part back in to the form, moves the submit button back down and increases the size of the box if we scroll back up. 
    $('#lp-pom-box-54').stop().animate({height: "300px"},200);
    $('.lp-pom-button-60-moved').animate({top: '+=75'}, 200);

When scrolling within 75px of the bottom of the page, our JavaScript hides the Full Name field, reduces the size of the box, and moves the button up. This could all happen when the form is hidden from view; I’ve just done it in view to demonstrate.


In the table below I’ve pulled together a quick list of the different solutions and their strengths and weaknesses.




Scrolling anchor button

Easy implementation, little coding needed

Jarring user experience


Multiple different forms

Requires building the form elsewhere and introduces some styling and analytics complexity to workflow

Sticky form (always there)

Keeps and design tracking within one Unbounce project

CTA fatigue, using up a lot of page space

Sticky form (appearing and disappearing)

The benefits of a sticky form, plus avoiding the CTA fatigue and large space requirement

CSS knowledge required, can only use one form

Personally, my favorite has been the Sticky Form (appearing and disappearing) option, to reduce the need to integrate external tools, but if I had to use multiple different forms I could definitely imagine using an iFrame.

Which is your favorite? Have I missed any cool solutions? Feel free to ping me in the comments.

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!