MozCon 2015 Day 3 Summary: The 3 Things You Need To Know!

Key Takeouts:

  • You should be improving your landing pages every six months as part of an ongoing conversion rate optimisation campaign.
  • Don’t get too fixated on data alone, human analysis must be a core part when doing keyword research.
  • Moving forward, SEO will be about optimising for two algorithms – Google and a subset of humanity that interact with your content.

After an action packed day one and two here in Seattle, today marks the final of MozCon 2015 wrap ups. And what a send off!

There was talk of Facebook increasing it’s presence in the local SEO space, radical redesigns for conversion rate optimisation, pushing the boundaries with the way we do keyword research and a complete revolution to how SEO will work moving forward.

So lets get into it! Read on for the final three things every marketing manager needs to know from MozCon Day 3.

1. Radically Redesign Your CRO Every Six Months

Conversion Rate Optimisation (CRO) expert Chris Dayley took to the stage here to explain why it’s important to radically redesign your landing pages every six months as part of any ongoing Conversion Rate Optimisation campaign.

“If you're not radically redesigning pages of your site you may be missing out on huge opportunities with your audience” says Chris.






There are 4 radical rules to this process:

  1. Test multiple hypotheses: Test different layouts with completely different outside-the-box approaches
  2. Separate desktop and mobile: Think about intent and the way these devices are used differently
  3. Use your tools, break the rules. Challenge your assumptions 
  4. Run tests for at least 2 weeks.

Why the 4th rule? Chris points out that “A 98% statistical significance by itself is meaningless”. The following graph shows why:


In this example, it took three weeks for results to stabilise and a clear winner to emerge. So giving time for returning users to adapt to the new layout is key.

“After you run a radical redesign test it is so important to follow up with ongoing iterative testing”

2. Be Data Informed, Not Data Driven, With Your Keyword Research

Gianluca Fiorelli wisely opens with: “Being data driven is for bots, be data informed”.

What does he mean? Well there’s a large number of tools out there that we can use to help shape the keyword research phase of an SEO campaign that it’s often easy to get fixated on the data and the data alone. It’s important to remember that everything we do in marketing is targeted at the needs of humans, so human analysis must always be core part.

With this in mind, here are the five key things:

Use keyword planner better: When using the keyword ideas section of keyword planner, set the wikipedia page for your keyword topic as the landing page. This will give you a deep list of pages 

Use Google suggest better: Don’t just rely on Google universal search. Drill down into further keyword ideas by using suggest in Google Images, Google Video and Google News. Don’t stop at Google either, use other tools such as amazon suggest and pinterest suggest.

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Scrape the scraper: Use import.io on Google carrousels, pinterest and more to get true topic intents

Study your competitors: Use SimilarWeb and other tools to find out how and what your competitors are performing for.

Use your own data: If you have it!

Talk like your audience: Go on to forums, Quora, Twitter and more to understand what and how your audience speaks about the topic you are trying to rank for.

Combining this powerful data with some human insight is a sure fire way to build a solid keyword strategy.

3. SEO Is Now About Optimising For Two Algorithms

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This one is a huge shift in the way SEO will need to be done into the future. It really needs its own blog post (and don’t worry, there will be one) but I’ll try and give you the must know bits over the next few hundred words.

For a long time Google has been dismissive of the idea that metrics such as the number of people who return to the search engine results page after clicking a listing, and how quickly this occurs, are being used to influence rankings.

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Through our experience at Reload, we’ve certainly held the view that this was not true, and have pushed for consideration of usability as being a key way to maximise the success of an SEO campaign.

But the proof is definitely now in.

On June 21st, Rand decided to conduct a bit of an experiment to determine whether clicks are in fact being used to affect rankings positions.

The result was this. At 11:39am he sent out a tweet requesting as many people as possible to complete the following process:

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The result:

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Within just over an hour the listing experiencing the long click moved from position 4 to position 1.

So what does this mean for your SEO efforts moving forward?

“We’ll be optimising less for ranking inputs (anchor text) and more for searcher outputs… like did we get good engagement, did we get good bounce rate, did people return to the site after their first visit?” explains Rand.


And how do we do this? Five key things we need to do:

#1 Make sure you’re punching above your rankings average click through rate: Optimise your title, meta dscription and url to push up click through rates. 

#2 Beat your search result competitors on engagement: Look to what your competitors are doing to keep people on their site, and better it.

#3 Fill gaps in your visitors’ knowledge

#4 Earn more shares, links, & loyalty per visit: Whilst it’s clear that Google doesn’t use social signals to shape its rankings, they should be used as a leading indicator of the level of engagement. If your content is being shared a lot, then it’s likely to satisfy all those engagement metrics Google does see. “We don’t need better content for this, we need “10X” content.” explains Rand. That is, you should be looking at your competitors that are ranking and asking “how do we make something 10x better than these”

#5 Fulfil the Searcher’s Task (not just the query). More and more Google will not just look at the first search and where it ends up, but the full flow of searches that ends in the ultimate completion of a task. From this it will then be able connect the dots to build a bypass. Focussing on the “task intent” rather than the “search intent” will become necessary in executing successful SEO.

In essence, moving forward SEO will really be about optimising for two algorithms:

Algorithm 1: Google
Algorithm 2: Subset of humanity that interact with your content

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Well that’s it for our MozCon 2015 wrap up. Find out more about the key takeouts from day one and day two to keep your marketing efforts up to date.

Over the next few months we’ll delve deeper into what all these takeouts mean, so be sure to subscribe to our blog to learn more!

And of course, if you’d like to know more about anything in here, feel free to get in touch with a member of the Reload team.

Brendan Lidster

SEO Manager

Brendan is an SEO Consultant and Inbound Marketer who loves to see his clients succeed both on and offline.