Ruth Burr of Moz recently spoke at the Dallas/Ft. Worth Search Engine Marketing Association monthly meeting. We caught up with Ruth after her talk for a quick five question / five minute interview. Our talk included what’s new with Moz, how to connect, and where the company is going next.
Interview with Ruth Burr
James: This is James Loomstein with DFWSEM. I’m here with Ruth Burr of Moz. At DFWSEM, Ruth, you talked a lot about SEO tools and new opportunities with Moz, including tips, tricks and trends. Can you tell us a little bit more about yourself, and what you do at Moz?
Ruth: Of course. I’m the head of inbound marketing. My day-to-day consists of working with our inbound marketing strategy: coordinating with our content teams, community teams, social team, and our development team to spearhead our inbound marketing efforts. I also do all of our in-house SEO for Moz.
James: There are a lot of different tools to use within Moz, especially when it comes to different business aspects; the SEO side, competitive side, etc. Can you give a list of your top go-to tools inside of Moz?
Ruth: The tool that I used the most when I worked at an agency is definitely the campaign report. Just having a quick summary of errors and warnings to look at, as well as being able to see how much progress you’ve made, can be really useful. I’m also a huge fan of Followerwonk. I was really excited when Moz acquired them last year and I’ve been using Followerwonk along with our community team to try to help build our community in ways that will also help us from an inbound marketing standpoint.
Thinking more about link earning rather than link building, I think that building relationships that can result in not only links, but also friends, is a great use of Followerwonk. And then I’m in Open Site Explorer probably multiple times a week, and used it a ton with the migration (from seomoz.com to moz.com). I’ve always been a big Open Site Explorer fan and I probably always will be.
James: What are some of the new features and creative ways to use Moz to increase SEO rankings?
Ruth: We launched a couple of new things recently that I’m really excited about. One is within Open Site Explorer its called “just discovered links”, and they’re the freshest links that we can find. We also have the big index that we released, and we’re working on releasing that more and more frequently.
Just Discovered Links is a really great way to keep tabs on things that are happening in real time – for example, if you have a big product launch or a big press release. Another tool that we just launch is called Fresh Web Explorer. It tracks mentions – not just of your brand terms, but also of any key word. In addition to just setting up and alerting for the keyword, you can also do things like use pipes to track multiple key words, you can target key words and then add a minus sign in front, to say “except for these instances”, so you can really refine that search and then get a list of new mentions of your site – great way to find new places that are mentioning you but not linking to you, or new places that have linked to you that you might not even know about, and could turn into a partnership.
James: What are your suggestions for small businesses, small agencies, and consultants when it comes to selecting and evaluating the right set of tools to use?
Ruth: I think what it comes down to is you really have to look at your work flow. One thing that I really noticed when I worked in an agency is that buying a tool is easy, but getting adoption is difficult. So if you’re running an agency, a small marketing team, or a small business, really think about how the tool you’re going to select is going to work in your existing workflow. Is it going to be really hard? Can you see ways that you can build it into the task that you’re already doing? Does it make sense to you? I think that any tool provider will tell you the same thing. You know a ton of people sign up for the tool and then they just never come back and use it. We don’t want that, you don’t want that, so really look at how you’re going to use the tool and visualize the task that you’re going to use it for before you buy.
James: When working with an SEO agency or internal company, what would you want the audience members to learn as a key takeaway from your presentation?
Ruth: That we have a bunch of free tools that they’re welcome to use. Also that Moz Pro has a bunch of functionality that they may not have considered and that Moz Analytics, which is coming soon, is going to be awesome.
James: Thank you again for you time. How can audience members find and connect with you, Ruth?
James: Excellent. That’s Ruth Burr from moz.com. Thank you.