MARKETING
Influencer Marketing for SEO and Authority

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Please welcome back guest host, Andy Crestodina, for an episode all about the connection between people, relationships, and SEO outcomes. Specifically, how influencer marketing can drive SEO and authority.
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hey, Moz fans. This is Andy Crestodina from Orbit Media Studios here in Chicago, and I want to explain something that I love very much and that is kind of a familiar theme if you’ve been following the Moz content. It’s about the relationship between people, relationships, and SEO outcomes. Specifically I want to talk about how influencer marketing can drive SEO and authority.
There’s a lot of approaches to building links and building authority. Cold outreach, can we please stop doing that? This is what my inbox looks like. It’s a mess. Yeah, okay, so let’s just pause that and try something different.
Link swaps? Interesting. It doesn’t feel like we’re adding a lot of value to the world, but okay, maybe.
Guest blogging, a lot of work for a little outcome. Depending on the audience, it could have lots of other benefits. So not necessarily a fan. I’m still a guest blogger, have been forever.
But link attraction, how does that work? Is it possible to do something in marketing that will spontaneously lead to like new links from high authority sites on a regular basis? There is. It is possible. It happens all the time. It’s something that we do here. In fact, it’s our main approach to growing authority.
Link attraction
So I’m going to break it all down starting with the outcome. Starting with the lead, demand. This is the goal. That’s the point of digital marketing, right, is to build a bridge from a traffic source to your thank you page. That’s what we’re all doing here, right?
So to do that you need two things. What are they? Traffic and a conversion rate. Traffic times conversion rate equals demand. Conversion rate, that means having a web page that is persuasive, it’s compelling, it’s filled with social proof, it’s addressing objections, it’s answering questions. It has clear, specific calls to action. That times the number of qualified visitors to that page equals success.
So traffic, where does traffic come from? Well, there’s a lot of sources of traffic. I’m a digital marketer that uses more than just search. We’ll set those aside for now. But search traffic, how does that happen? That’s driven from ranking for relevant, commercial intent key phrases. What are those? That happens when you have two main things, two main search ranking factors, which are basically authority and relevance, as in links and keyword focused content. So now we’re going to set aside relevance.
I’m going ask one of the most important questions in all of digital marketing, which is, “Why do people link to things? Why does that happen? How do we make that happen organically on a regular basis all the time?” That’s what I want to address here, and I’m going to do it by combining two different things — influencers and content, relationships with people who create content and therefore create links and also link worthy content, content that’s worthy of that citation, content that ends up in their bibliography, content that is something that when people see it they say, “Wow, this is supporting something that I’m working on. Therefore, if I link to this, it will make the thing I’m making more credible.” Otherwise, without your content, what they’re making is just going to be kind of unsupported. So we want to make content and we want to combine that with influencers. Let’s break that down.
What attracts links?
What kind of content attracts links? There’s play of research on this, much of it conducted by Moz, which comes down to two main things — original research and strong opinion. That’s basically it. When you put those together, you have the main ingredients for legit thought leadership. We hold high standards for that label.
But original research literally supports what they’re creating. Therefore, by making it, you are giving people ways to add evidence to the things that they’re creating. So new, original data points, kind of sound bites, kind of new statistics for the world.
Fundamentally, there are two kinds of content programs — content programs that create new, original data and everybody else. If I was doing a content audit for a brand, I would probably look at that first and say, “Is there anything for which this website is the primary source?” Very different. It feels different. It feels different when you make it. It feels different when they read it. It feels different when they come across it later and they think they might publish it, something that references it.
Who creates links?
So who are they? Who creates links? Who are the content marketers or who are the people on the internet? It’s sometimes called the 1% rule. Ninety-nine percent of people consume content. They’re sort of lurkers. They’re just consumers of content. The 1% of us actually make stuff. They press that Record button or they type and they hit the Publish button. They are bloggers, obviously, editors, clearly, journalists, researchers, podcasters, even event producers. All these people make stuff, therefore they’re adding new content, new URLs to the internet, and when they do, they often look for things to support their assertions, in other words original research. Or they’re responding to someone who planted a flag out there and adding their voice to some strong opinion that was put out.
Influencer marketing
So basically these are the two key ingredients. That’s really all you need. This is how it really happens. Original research combined with relationships with people who create content and links on the internet. So let’s go a little deeper on that and I want to talk about specifically how to make that happen and what it looks like.
Step 1: Network, connect
Step 1, network, connect. Start a conversation. That’s why I don’t like cold outreach. I keep drawing X’s here. Cold outreach fails to just take that first step and warm it up a little bit. You didn’t have to do that to my inbox. Why don’t we start a conversation? Why don’t you like, comment, share, interact, engage, ask, thank, connect? So that’s Step 1. It’s a networking thing. It really benefits people that value relationships and are playing the long game.
Step 2: Polite request
Then the polite request. “Hey, I’m making something. Would you like to be part of this thing that I’m making?”
Step 3: Include them
Then actually include that person in the thing that you are making. I’ve got a little example over here, look. Their face, that person that I one day hope to build a relationship with, I’m giving them the thing that I hope to get from them one day, by literally their face, their name, a link to them. Their quote, their insights, their added value is in my piece.
I do this all the time. In fact, I would never publish a piece of content without putting contributors in it. Journalists don’t write articles without including a source. Why do content marketers keep creating content without adding contributor quotes? It’s a missed opportunity. Your content is, in fact, one of your best networking tools.
So literally I’m linking to the people that I’m hoping to one day get a link from. I’m learning while I’m creating my own content. This happened to me yesterday. I was working on an article, reached out to some experts, they gave me their insights, and I have new ideas based on their input. I learn by creating my own blog. That’s kind of magical, right, and very cool.
Step 4: Stay in touch
Then, obviously, really the long game, like I said, we’re going to keep in touch. We’re going to follow up. We’re going to offer to help them if they’re making something. We’re going to keep that conversation going because we care. Really, the ultimate form of influencer marketing is called friendship, real, legit relationships, to the extent you get to the point where if you really need a link to something, you could actually just send them a quick text message and they’ll probably help you out right away, the way I do for people that I’m trying to help. We all do this all the time. In other words, empathy in your relationships and quality in the stuff you create when combined lead to link attraction, and as we saw that’s going to connect every dot down to demand.
Hope this was helpful. Really fun to make. Thank you, thank you, Moz, for the opportunity to create another Whiteboard Friday video. We hope this is helpful. If you find someone who keeps like spamming you, maybe just send them this. Maybe they’ll leave you alone. Maybe you can just reach out and start a conversation and make a friend.
Again, Andy from Orbit and we’ll see you next time.
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MARKETING
What Is AIO? The New Model Revolutionizing Content & Predictions About AI

In 1936, the creator of Turing Machines predicted that a machine would one day be able to think like a human, if not even outperform the human.
It’s 2023, and we’re officially here.
82% of marketers believe that AI will be the future of marketing—in fact, many of them already believe AI writes better than a human (Capterra study).
Well, with ChatGPT flying past 100 million users in just two months…we’re living in the future.
AI is revolutionizing the way we work, think, and create.
I joined Content at Scale as the VP of Marketing this January in a bold move of ‘adapting or die’ for my career in content—one month in, what I’m seeing, learning, and facilitating for marketers and teams is blowing my mind. Let’s talk about it.
Reduce Content Overhead Costs and Frustrations by 5x-25x With the AIO Model
It’s now the Stone Age to sit at your computer and drum up 2,500 words for an SEO post from a blank slate.
Seriously.

When you can generate long-form SEO content (2,500 words or more) that’s fully original and well-written inside of five minutes or less, you’ll never want to go back.
On average, I’m seeing a 5-25x reduction in associated content creation costs (which is mind-boggling!), and a time savings of 5-10x. (My full-time writer at Content Hacker went from 7 hours per post to one hour per post after we adapted this model.)
Here’s the AIO model I’ve built out reflecting the difference of what you can do in your business and marketing by replacing the human blank-slate writing with AI blank-slate writing, based on hundreds upon hundreds of use cases from Content at Scale clients:

“AIO”, Artificial Intelligence Optimization, is the term I’ve created to properly define the new way we’re seeing hundreds of marketers and teams create content:
- Artificial Intelligence as the baseline writer (replacing the human writer and blank slate)
- The human writer as an optimizer of the AI baseline content
And—it’s working.
With the time and money savings, it’s an absolute no-brainer to switch to AI as the baseline.
The Human Process Involved In AIO
While we see AI perfectly capable of writing an entire 2,500 word blog from scratch, with a single keyword and one-sentence prompt:

We also see the need for the human optimization process pre-publish more necessary than ever.
Without your unique story (or client case studies/testimonials) woven in, the human touch of adding statistics, double-checking facts and cutting the fluff; AI-written content simply won’t stand out. It won’t set you apart in the content sea; it won’t drive customers and loyal fans in droves to your email list. So, the human touch is necessary.
My C.R.A.F.T. framework within AIO defines the steps writers should take to make the AI content more human and personalized once you take it from AI and get it ready to publish (from AI to O):
1. Cut the fluff
2. Review, edit, optimize
3. Add images, visuals, media
4. Fact-check
5. Trust-build with personal story, tone, links

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Humans are needed for the optimization side, and for that human touch that must be applied to the content AI generates. Content itself will never be a fully automated, 100% AI process; but AI can remove hours and hours of painstaking work from the content creation pipeline, which will save countless amounts of energy and dollars in the coming months and years when marketers adapt in full force.
Predictions About the Future of Content & AI
This year, Capterra surveyed almost 200 marketers using AI in their marketing. 82% of them said that the content written by AI was just as good if not better than human-generated content.
One of the first Generative AI experts in the world, Nina Schick (founder of Tamang Ventures, and creator of Substack project ‘The Era of Generative AI’), has told Yahoo Finance Live that she believes ChatGPT will completely revamp how digital content is created, and by 2025, software built with ChatGPT will enable us to reach 90% of all online content now being generated by AI. She said: “ChatGPT has really captured the public imagination in an extremely compelling way, but I think in a few months’ time, ChatGPT is just going to be seen as another tool powered by this new form of AI, known as generative AI,” she said.
Google Trends shows a HUGE jump in interest and traffic around the term “ChatGPT:”

Search traffic shows that the interest in AI is the highest it has ever been. The previous peak was in January 2012:

375 million jobs obsolete in the next ten years. In the next three years, it’s predicted that 120 million workers around the globe will need to be retrained and re-skilled for this new world.
Newer and better-paying jobs in AI will come on the scene, but they won’t replace the amount of jobs lost; so without retraining and reskilling, and learning how to adapt, average people will have difficulty finding new work.
Are You Ready to Join the Future?
I’m excited to see just how much AI will revolutionize human efficiency and optimization.
We’re in new times.
Are you ready to join the future of marketing and learn about all things AI?
I know I am.
See you on the other side!
MARKETING
The New Digital World: Top 3 Key Takeaways from Opticon

Each year, I look forward to Opticon, where our global community of customers, partners, industry experts, academia, media, and digital leaders come together to explore the latest in digital.
This year, we brought everyone together in San Diego, in person for the first time since 2019. Over three dynamic days, we enjoyed countless conversations envisioning a future of digital where experiences are created and optimized at the same time.
Plenty of valuable learnings were shared, but I’ve highlighted my top three takeaways below.
- Change has become uncertain; we must be adaptive.
The world is moving faster than ever, and change is constant and chaotic. Today’s digital leaders must navigate uncertainty on nearly every level: economic upheaval, rapid cultural change, ever-escalating customer expectations, and a tight talent market. Digital leaders face challenges that make it difficult for consumers and brands to react and connect.
But another element of change has profoundly changed over the past three years: change has become unpredictable, dramatically increasing the difficulty of creating the end-user experience. To not only stay the course but to grow in this unpredictable environment, you must put your organization on “adaptive footing” to account for quick changes.
That’s why Optimizely is increasing digital team agility through automation and AI and building simpler, reliable systems of records. Think customizable AI workflow for content creation and approval processes, automation to sync updates across all destinations, and approved templates that can be integrated seamlessly for marketers to speed up production while maintaining governance.
Keeping pace with the digital elite requires frictionless collaboration across teams, and there is no time to waste on clunky, inefficient workflows.
- A great customer experience requires a great practitioner experience.
Simplifying “work about work” helps teams not only ride the wave of change but prioritize their well-being.
So many marketers feel overwhelmed by complexity, which is a real problem for creativity. You wouldn’t want your sports team playing exhausted or demoralized before the big game; the same goes for your team at work.
When we surveyed global marketers, the top creative roadblocks included employee burnout and high turnover. Our research also revealed that 92% of global marketers believe dispersed teams caused by remote or hybrid work impacted their ability to develop ideas and execute campaigns, and 93% say their creative ideas were better before the pandemic.
If the practitioner experience is suffering, your can bet that the customer experience is also suffering. We must ensure our teams are up for the challenge of keeping pace.
Teams need a platform where they can effectively collaborate and communicate across internal silos inclusively, and where workflows are purpose-built to the needs across the content lifecycle. With this reality in mind, we built Optimizely’s Ddigital Eexperience Pplatform (DXP) — because inclusive, well-orchestrated collaboration leads to better outcomes for all.
- Marketers, developers, and product leaders have become part of the same digital team.
Today’s customers are digitally adept and confident, and their brand expectations — and the stakes of meeting those expectations — are rising faster than ever before.
According to recent research on customer expectations, 80% of customers now consider the experience a company provides to be as important as its products and services, and 71% say they’ve made a purchase decision based on experience quality.
Being customer-centric is at the heart of any great digital experience. That’s why the digital team — comprised of marketers, developers, and product teams in our modern digital landscape — must work together to meet customer expectations and deliver optimized experiences.
Consider marketers. With access to a slew of customer touchpoints and experimentation data, the marketing team is a critical resource for understanding customers’ wants and needs. Developers, product teams, and beyond should absolutely utilize this data to remove the guesswork and inform strategies, priorities, roadmaps, and decisions.
By working together to inject data across silos, teams can have the insight needed to make the right decisions and create with confidence.
Thank you to all who kindly shared their wisdom during this year’s Opticon. Stay tuned for information about next’s year Opticon, taking place October 10-12, 2023 back in San Diego!
MARKETING
How Does Solar Panel Technology Work?

There is no way around it. It is a new age, and the time of fossil fuels is fading. New technologies have come to light that is environmentally sustainable and economical.
That being said, renewable energy is approached by many with a measure of skepticism. How can it derive energy from the sun, wind, or waves without adding expense to our lives?
The answer is that renewable energy has become a better option financially, environmentally, and economically. But still, for some, this ongoing question remains: how does solar panel technology work?
Renewable energy does indeed arrive at a cost premium. But it will quickly pay for itself in saved energy costs and lower carbon dioxide emissions.
To learn more about how solar panels work, continue reading.
The Basics of Solar Panel Science
Using photovoltaic cells, solar panel technology is an energy conversion system that turns sunlight into electricity. Photovoltaic cells are made from a semiconductor material, like silicon. This substance takes energy from the sun’s rays and turns it into electricity.
The electricity that is made is then used to power homes, businesses, and other buildings that are not connected to the traditional electric grid. In the past few years, solar panel technology has grown by leaps and bounds as people have become more aware of the need to stop using energy sources that aren’t sustainable.
Types of Solar Panels
Solar panel options are monocrystalline, polycrystalline, and thin film. Monocrystalline solar panels are constructed from cells cut from a single pure silicon crystal and are known for their black appearance.
Polycrystalline, or multi-crystalline, solar panels are created by melting various pieces of pure silicon. Their mottled blue hue distinguishes them.
Thin-film solar panels are made through vacuum deposition methods, where thin layers of photovoltaic material are put one at a time onto a substrate. This type of solar panel is known for its flexibility and typically has a brown or purple hue.
Components of Solar Panels and Their Purposes
Solar panels are composed of various parts that work together to generate electricity. These parts include:
Solar Cells
Solar Cells are made up of positive and negative layers of semi-conductive material, typically silicon, separated by a small gap. When the sun’s rays strike a solar cell, the electrons are freed from their atomic bonds and flow from the negative layer to the positive layer, creating an electric current.
The electricity a solar cell can generate is directly proportional to the sunlight hitting it, so the more sun a solar panel gets, the more energy it can produce. Solar cells will use sunlight for most of their life cycles. However, they rely on other materials, such as silver, to transport the electricity from the source to the final destination.
Encapsulant
Encapsulant is an essential component of a solar panel. Its job is to keep water, dust, and other outside things from getting into the cells.
Encapsulant also helps to improve how well the panel works. It keeps the solar cells in place so that sunlight can be turned into electricity.
Encapsulants should be made of a solid material to protect the cells from moisture and physical shock. It must also be able to handle high and low temperatures. Because of this, high-grade ethylene vinyl acetate (EVA) is the most common material used in the industry for encapsulants.
Glass Cover
A glass cover is responsible for protecting the interior parts of the board, which are incredibly delicate. Made of tempered glass, the glass cover stands firm against the external environment and is shatterproof and weather resistant.
It also serves as a long-term insulation system that ensures the solar cells remain in top shape. Besides this, the glass cover is also strongly reflective and efficiently reflects any sunlight that comes in contact with it. As a result, it boosts the energy output of solar panels.
Frame
A frame is used to keep the solar cells from moving around. This structure also helps keep the whole structure stable and ensures it can handle mechanical loads.
In addition, the frame also makes it easy to put the edge in the right place. The shape and size of the frame are important because it needs to fit nicely on the top.
Most frames are made of aluminum or steel, but some have also been made of carbon fiber and fiberglass. The frame has many uses, but it is essential because it protects fragile solar cells and ensures the system works at its best.
Backsheet
A solar panel’s back sheet is another important part. It is the layer that is right behind the cells that turn sunlight into electricity.
If the solar panel didn’t have a back sheet, the cells would be exposed to the elements, which could cause corrosion, temperature changes, and other problems. The back sheet also acts as a barrier to electrical current so that it doesn’t flow across the solar panel and cause possible harm.
Back sheets are usually made of a thin PET and fluoropolymer film. They also have UV protectants to keep the cells from getting old or breaking down. Backsheets can sometimes be of different colors to protect the panel from lousy lighting.
Bus Bars
Bus bars help link the cells together. Most of the time, they are made of aluminum and move electricity from the solar cells to the inverters and other load centers.
Bus bars handle high voltages and currents, so they are insulated. Solid electrical connections are made by soldering and crimping the cells, bus bars, and inverters. The large, thick bars have a lot of surface area, which helps the connection points get rid of heat.
Junction Box
A junction box connects the solar panel, the inverter, and any other electrical systems. Junction boxes protect the solar panel system’s wiring and circuits by putting them in a waterproof and weatherproof box. This makes it less likely that water or other outside factors will cause short circuits or other problems.
They also make it easy to put together and keep up the solar panel system. The junction box also makes it easy to check on and change the output of the solar panel system. By putting sensors and metering units on the system, you can track how much energy it makes.
Inverter
Inverters take the electricity made by solar panels and change it from direct current (DC) to alternating current (AC), the kind of electricity we use in our homes and businesses. This change makes it easier to store and use the electricity that comes from solar panels.
Without an inverter, we can’t use the DC electricity from solar panels. Instead, we’d have to use more expensive and complicated systems to convert it.
The Benefits of Solar Panels
Solar panel technology offers many environmental and economic advantages.
Clean Energy
Clean energy is a source of electricity that is good for the environment and rarely runs out. It is mainly made from renewable sources like wind, sun, biomass, and geothermal energy. Solar panel technology has some benefits, and clean energy is one of them.
Solar energy is free, can be used repeatedly, doesn’t pollute or make harmful byproducts, and can be used even when other sources aren’t available. The light from the sun is turned into photovoltaic energy and then into electricity by solar panels.
This solar energy is very efficient, saves money, and doesn’t cause any pollution. As energy prices keep rising, clean energy from solar panels looks more and more appealing.
Reduced Energy Costs
Since solar energy is free and can be used repeatedly, using solar panels to make electricity helps lower energy costs. Solar energy can be used to power lights, appliances, and other electronic devices, among other things.
Replacing traditional power sources with solar panels can significantly reduce energy costs.
Improved Energy Independence
Solar panels are a reliable, renewable energy source. It gives you more energy and independence. Solar panels can make electricity in many places, even when there isn’t much light. This makes it easier for people to switch to this clean and cheap energy source.
Energy users can stop relying on traditional energy sources if they use solar energy. This makes energy independence a real possibility. As more and more people switch to solar energy, it becomes more and more possible to have better energy independence and more control over your power.
Increased Property Value
Homeowners who install solar panels benefit from increasing their property value. Solar energy is now seen as a valuable asset in real estate.
People who install solar panels on their property often find that their property value increases by about 4%. This is a great advantage for homeowners looking to sell their property, as it gives them more money to invest in other projects or investments.
Low Maintenance
Solar panel technology can use photovoltaic cells to turn the energy from the sun into an electric current. Solar panels are relatively inexpensive and don’t need much if any, maintenance once they’re set up.
Solar panel systems can provide reliable electricity for decades with little maintenance if they are set up and kept in good shape. Also, if parts need to be replaced, you can easily find them at most hardware stores.
The Cost of Solar Panel Technology
Home solar panels allow you to harness natural solar energy and turn it into electricity, saving money on your electricity bills and reducing the carbon footprint of your home.
Unfortunately, installing home solar panels is costly, with the average installation costing between $15,000 and $40,000, depending on the size and power of the home solar panel system.
System Number and Size
Since solar panels come in different sizes and can hold different amounts of power, smaller systems usually cost less than larger ones. The size of the system determines how much energy it can have. Since more extensive systems make more power and cost more, they are more efficient.
In general, the more complicated the installation process is and the bigger the system, the more it costs. Lastly, the number of panels needed to make the design can also affect the installation cost. More panels will make the total cost go up.
Panel Efficiency
More efficient solar panels can make more energy from the same amount of sunlight, which will lower the overall price of home solar panels. Higher levels of efficiency also cut costs related to setting up the system, like the need for more panels and infrastructure.
Also, high-efficiency panels need less space to be installed, which cuts down on the cost of the area you would have otherwise required. The efficiency of solar panels is a critical factor in figuring out how much they cost, which directly affects how much the whole system costs.
Installation Costs
Installing a solar system for a home involves not only the equipment cost but also the labor cost to get the systems up and running. Professional solar installation companies can often provide an accurate price estimate for the installation costs.
Still, these estimates can vary widely depending on the location, climate, and other specific project details. If you want to go now and find the lowest costs of solar panel options in your area, click here.
Go Solar Today
Solar panel technology is revolutionizing the way we think about energy production. As more people become aware of the advantages of solar energy, its efficient and cost-effective capabilities make it a great alternative to traditional energy sources.
By making the switch, we can help reduce emissions and do our part to live sustainably. Join the movement for clean energy today. Invest in solar-powered energy solutions for your home or business.
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