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MozCon 2018 – Day Two Takeouts

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MozCon Day #2


Top Level Takeouts:

  • Design content/pages that are specifically for the “aha” moments
  • The tools we use to record data may be influencing us to make poor SEO decisions.
  • Local SEO is more than just citations. Make use of Google Posts within GMB. For something hardly used it’s predominantly shown, so take advantage of that.
  • Talk to clients about how your SEO efforts can make them money. No one cares how important a page needs to be crawled.

Content Marketing Is Broken and Only Your M.O.M. Can Save You

Oli Gardner from Unbounce shared his data and lessons from his biggest ever content experiment, and how it has affected his approach to content, touching on:

  • A context-to-content-to-conversion strategy for big content that converts
  • Advanced methods for creating “choose your own adventure” navigational experiences to build event-based behavioural profiles of visitors through Google Tag Manager and Google Analytics
  • Innovative ways to productise and market the technology you already have, in ways that customers had never considered


The Awkward State of Local

Personalisation and localisation play an increasing role in every SERP and local can no longer be seen in its own silo — every search and social marketer should be honing their understanding.

Lies, Damned Lies and Analytics

Search engine optimization is a numbers game. We want some numbers to go up (links, rankings, traffic, and revenue), others to go down (bounce rate, load time, and budget). Underlying all these numbers are assumptions that can mislead, deceive, or downright ruin campaigns. Russ Jones spoke on the hidden biases, distortions, and fabrications that underlie many of the metrics we have come to trust implicitly and from the ashes showed us how to build metrics that make a difference.


Your Red-Tape Toolkit: How to Win Trust and Get Your Search Work Implemented

Heather Physioc of VML gave some great tips for navigating corporate bureaucracy, helping clients and colleagues to understand search and how to make sure recommendations will actually be implemented.


Check back tomorrow for more of my key takeouts from the final day of #MozCon 2018.

Reload Team
Reload Team

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