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
Focus Group Questions for Product Marketing
– Which feature made them “get it”?
– How did they react in that moment?
– What words did they use?
– What were follow up questions?
– How common is their reaction?
— Alycia (@artdecotech) July 10, 2018
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.
Google My Business is the new front page of your local business, according to @MikeRamsey. Many local businesses are seeing traffic stagnate but calls, request for directions, etc. are the same or higher. People enjoy—and use—the functionality. #mozcon
— Samantha Cossick (@SamanthaCossick) July 10, 2018
— Mike Ramsey (@MikeRamsey) July 10, 2018
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.
“One of the hardest things our industry deals with is foundational data: The stuff collected by the tools we use & turned into valuable things—that data is messy. It’s full of holes. It’s misleading.” – @Moz Principal Search Scientist @Rjones live at #MozCon. #marketingstrategy
— Brianna Valleskey (@bri_valleskey) July 10, 2018
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.
Here’s how search professionals ranked their most common blockers to implementing SEO. Agency-side ranked “low client understanding of search” highest, and in-house ranked “technical resource limitations” highest. #MozCon pic.twitter.com/f9rCEq1xMN
— Heather Physioc / Live at #MozCon July 10 (@HeatherPhysioc) July 10, 2018
— Mighty Social Word (@MightySocialWrd) July 10, 2018
Check back tomorrow for more of my key takeouts from the final day of #MozCon 2018.