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Hey @webmarkets, I'm Hayley, one of our Moz Community Moderators! Glad to have you here!

I saw you recently posted in another one of our categories! I'm going to forward that over to our product team and get one of them to jump in on that question.

As far as Moz points go, those were replaced a few months ago when we made some improvements to the forum interface. Now, you can earn reputation points by earning upvotes on your posts! Hope that helps!

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Hey @joeysolicitor!

Thanks for reaching out, I'm sure others may have additional ideas and thoughts, but here are some of my ideas.

1. I would consider the keywords you are targeting. It's possible that these keywords are of higher difficulty because of larger mathematical players like Wolfram, Math,net, Wikipedia and others. You may want to consider identifying some less difficult, high volume keywords to go after to increase site visibility.

2. I'm also seeing a number of interesting SERP features in your keyword searches, it might be worth investigating how you could optimize the images in your post, or add a video to diversify your ranking potential!

Let me know if you try any of these ideas!

Hi @mrsbagsic,

My name is Hayley and I am one of our forum moderators here at Moz!

You are able to view the historical DA and linking domains under the Links tab of your Moz campaigns. You will need to be tracking your site in Moz Campaigns. Once your data is populated, you will be able to see historical DA data!

Please let us know if there is anything else we can help with.

Hey @bizmarquee, I notice that those queries are all "near me" queries. Since Keyword Explorer pulls data from national rankings and is not currently local specific, this may be why you are seeing these rank so low.

My recommendation would be to add these keywords to a tracked campaign and track it on the local level.

@mloniero Thanks for sharing your research! This is so helpful!

Hey @justinmurray, Are you concerned with whether Google will penalize you for these backlinks? If so, I've chatted with our Local experts and there is nothing to worry about

Thanks for your question! We receive questions like this frequently and ask that you visit our DA mega thread for guidance!

https://mza.bundledseo.com/community/q/topic/71258/moz-domain-authority-megathread/1

Hey @patrick_at_nebraska_medicine,

Definitely sounds like a challenging situation, especially since Google can run things on their own terms sometimes. I would definitely recommend checking out @HeatherPhysioc's Moz article on SEO Maturity: https://mza.bundledseo.com/blog/seo-client-maturity

I connected with @zac_heinrichs from our team at Moz and he agreed that you are likely on the right track with search intent. If Google believed that they could make money by showing ads for "kidney transplant", they would -- but since that is such a top of funnel keyword, they are likely displaying more informative resources, rather than a "book your appointment" type of search result. This is where your idea on more general content could come into play. Articles that answer questions like "what is a kidney transplant?", or "how does a kidney transplant work?" could work well here.

When I worked closely with agencies here at Moz, and I found that the best way to get buy in from customers is to show how the efforts are impacting the bottom line - telling the story about how more conversion oriented ads are leading to more bookings and ultimately more revenue for the client. It's likely that an ad for something top of funnel like "kidney transplant" is not converting as well and its not because the ad isn't appearing, it's because those people are not looking to book an appointment at that time.

Definitely looking forward to hearing more about what happens with your client and wishing you all the best!