Impressive! What a crazy ride MozCon was this year. If you missed it, we doubled the number of participants and included over 2,800 people.
We could not only involve them, but also see their families, pets and home offices. It was certainly an unusual experience, but one that we will not soon forget.
As always, the speakers served up blazing hot content (including a recent movie). We can't wait to share some of these takeaways with you!
Britney Muller – Accessible machine learning workflows for SEOs
Britney initially assured everyone that they can absolutely use machine learning. She knows this because she could teach her father how to use it!
Let's get started right away.
Basically, machine learning can be used for many things.
There are endless possibilities with #machinelearning:
Some cool things:
– AI generated faces
– Auto apology generator (need that)
Use for SEO:
– Keyword research
– Prediction of time series
– Extract entities and categories from URLs
– Internal link analysis
– Seer Interactive (@SeerInteractive) July 15, 2020
Britney suggests starting with a notebook in Colaboratory to improve accessibility. She showed us the basics like uploading, importing, and downloading data before we started doing the fun things:
- Use the Google NLP API to extract entities and their categories from the URL
- Use Facebook's prophet data for time series predictions
- Keyword research using search console data and a filter function
Frankly, we were surprised at how easy it made machine learning look. I can't wait to try it myself!
Izzi Smith – How To Be Ahead Of The (CTR) Curve
Not all clicks are the same! While you may want as many clicks from the SERP as possible, there is one type of click that you should strive for – the almighty long click.
"What's a click with no intention of being there?"
The Google patent clearly states that responses to search results are measured and short interactions (clicks) can lower rankings, while longer interactions (clicks) can lead to higher rankings.
Great point from the wonderful @izzionfire – focus on the "long clicks" – those where users spend a lot of time on your site after clicking on your result.
Google tends to display responses for the "short clicks" within the SERP – if not now, it will soon. # MozCon pic.twitter.com/mCvWUpDTKQ
– Lily Ray ???? (@lilyraynyc) July 15, 2020
Are you ready to track your clicks and get to work? Well! Izzi has broken down everything for you:
- Get your data from Google Search Console, especially using the API.
- Know what you're looking for before getting into the data.
- Look for these patterns:
- Impact of performance-based core update – reduction of positions and impressions
- Identification of irrelevant rankings – large impression peak (with low click-through rate), then sharp decline in impressions
- Loss of SERP functionality – a sharp decrease in click-through rate and a decrease in impressions
Izzi, you're a rock star! We can't wait to play with all of our data later.
Flavilla Fongang – How To Go Beyond Marketing For Customers: The Value Of A Thriving Brand Ecosystem
Flavilla is a real gem. Instead of focusing on the top of the funnel, she focused on how we can keep customers from coming back.
She told us that "business is like love". You don't want to move too fast. You don't want to move too slowly. You have to create added value. You have to keep things exciting.
"Your customers stop buying from you because you meet their expectations. They do because you have exceeded them." It's like falling in love. – @FlavillaFongang #MozCon pic.twitter.com/S4RwlkC6pp
– Sarah Bird (@SarahBird), July 15, 2020
Flavilla asked us to find out what makes us remarkable:
- Can you offer a unique experience?
- Can you create a community?
- Can you offer integrations?
- Can you work with people to bring something new?
Really sit down and think about why you started your brand and think about it. When you build a brand that people return to, you don't have to worry as much.
Brian Dean – How to Promote Your Content Like a Boss
Finally we've made it! We got Brian Dean to speak at an SEO conference.
If you don't know him yet, you haven't searched intensely enough. Brian is a master at creating and marketing content.
However, this was not always the case. Brian's first blog was never published because he spent more time creating content than promoting it. Realizing the importance of transportation, he went all-in and took advantage of the benefits.
This year he finally shared some of his Jedi-like promotion tactics with us.
7 advertising strategies
1. Create for the Linkerati (bloggers + journalists)
2. Extended social contributions
3. Avoid JarJar range
4. The Jedi trick
5. Hyperdrive-enhanced Facebook posts
6. Infiltrate Scarif: Subreddits
7. Hack the Halonet: Click here to tweet the left @ backlinko #mozcon
– James Wirth (@jameswirth), July 15, 2020
He gave several tips for each of these strategies, but here's a quick summary:
- Social websites hate posting links. Instead, tease the content with a "hook, lead, summary, link, call-to-action".
- Ask journalists or bloggers if they are interested in reading your articles. However, do so before releasing them to reduce pressure.
- Personalize your reach by mentioning something on the contact's website.
- Increase Facebook posts with great engagement for target groups that have interacted with previous posts.
Implementing one of these tactics can change the way your content is received on the Internet. Who knows what could happen if you implemented them all?
Joy Hawkins – Google My Business: Fight bad information and secure your search strategy
Not everyone does local SEO, but if you do (or if it's related to what you're doing) you want to buckle up.
Joy showed us some of the insights she could draw from a large study with her team. They found a large discrepancy in the data between Google My Business and Google Search Console and wanted to find the reason for it.
TL; DR version of @JoyanneHawkins' presentation on #mozcon
Don't trust the search console impressions
– Greg Gifford (@GregGifford) July 15, 2020
Joy shared some key insights:
- Google My Business "views" are a lot of different things (not just the traditional impressions we're used to tracking).
- With mobile search, no website icons are displayed in the local package.
- The search queries that appear in GMB are different from those that appear in the search console.
- Explicit intention does not always mean higher intention than implicit intention
When working in local search, Joy wants to challenge you to move away from search console views and impressions. Instead, focus on the search data that GMB provides for keywords and the click data in the search console.
Michael King – Runtime: The 3-ring circus of technical search engine optimization
In true Michael King style (with a lot of flare), he showed us what is possible at a virtual conference and blew us away with technical SEO attractiveness.
Right now you think you know technical SEO and then you see @iPullRank at #MozCon. Understanding. BLOWED.
– Lauren Turner (@laurentracy_), July 15, 2020
We saw how “Jamie” got through the three rings with sophisticated techniques.
How do you identify which keyword has a URL on a website?
-Connection of authorization metrics
Use this option on all ranking pages to find the best URL for each keyword on the website and adjust the anchor text to @ iPullRank #MozCon as needed
– Jennifer Slegg (@jenstar), July 15, 2020
– Ruth Burr Reedy (@ruthburr), July 15, 2020
@ipullrank #seo #mozcon #techseo
Holy Fizzle Ebay programmatically creates internal links to improve the rankings from page 2 to page 1.
– Noah Learner (@noahlearner), July 15, 2020
There were so many of them, friends!
The thing is, all of this was out there and accessible, but as Mike says in runtime, “If you do things the way everyone else does, you get everyone else's results. Do things your own way. "
Dana DiTomaso – Red Flags: Use a discovery process to get from red flags to green lights
The idea of the discovery is not new, but Dana was ready to shed new light on an old tactic. Most of us do minimal research before agreeing to a project – or at least minimal compared to Dana and her team!
These are just a few questions from the Kick Point discovery process:
- If there were no restrictions, what would you like to be able to say at the end of this project?
- Which of these metrics affects your performance report?
- What is your best day ever?
- What didn't work the last time?
However, the investigation is not just about speaking to the customer, it's about doing your own research to see if you can find the vulnerabilities.
Test your customer's transaction process.
I only do this when I set up e-commerce tracking and test the shopping trip for customers.
Go beyond what data implies and see how you assert yourself against your competitors.
Awesome @danaditomaso #MozCon pic.twitter.com/dkz21fK1kd
– nikrangerseo (@nikrangerseo) July 15, 2020
As always, Dana shared some real gems that are sure to improve our industry.
David Sottimano – everyday automation for marketers
David brought us the size of automation from Colombia! There were so many practical uses, and all required little to no coding:
- Wit.ai for the classification of the search intent
- Use cron to plan things like scraping
- Webhooks for transferring data
- Create your own IFTTT-like automation with n8n.io on Heroku
We saw live demonstrations of David doing each of these things while explaining them. They all seemed very user-friendly and we can't wait to try some of them.
#mozcon @dsottimano drops a lot of automation knowledge and shows @bigmlcom power pic.twitter.com/p3gWVBbWX5
– John Murch (@johnmurch), July 15, 2020
Oh yes, David also helped us create and publish the Moz API for sheets!
Russ Jones – I want to get rich: Make your advice profitable
Most companies fail within the first five years, and this failure is often due to business decisions. Well, Russ doesn't like all of these decisions, but he learned a few things from them and then saw how those decisions affect the bottom line.
The most important way to become more profitable is to reduce costs. Russ wanted to cut costs by having fewer full-time employees, renting / owning less space, making managerial changes, and reducing service lines.
When it comes to actually making more money, Russ suggests:
- Add new service lines
- Price increase
- Automate tasks
- Acquire new business
At the end of the day, Russ reduced it to two things: don't be afraid to change, and experiment if you can – not if you have to.
If you only experiment when you have to, you will fail. If you experiment now if you can and don't have to wait until you have to, you will likely grow, succeed, and beat your competitors. @rjonesx #MozCon
– Amy Merrill (@MissAmyMerrill), July 15, 2020
Heather Physioc – competitive advantage in a raw materials industry
SEO is not dead, it is a commodity. A strong line to start a presentation! We can always count on Heather to create some real business-oriented takeaways.
First, it helped us understand what a competitive advantage really is.
Competitive advantages should be:
Consistent @ HeatherPhysioc #MozCon
– Melina Beeston (@mkbeesto), July 15, 2020
Then it was time to go through their competitive advantage framework.
Steps to a competitive advantage (not just linear – it's a cyclical process) via @HeatherPhysioc #Mozcon pic.twitter.com/W0ZBAduKHP
– Alan Bleiweiss (@AlanBleiweiss), July 15, 2020
As we went through this frame, Heather did a LOT of homework:
- Examine your brand: what are you doing? Who are you serving Why? Find the patterns in the answers.
- Write a trademark statement.
- Activate your advantage: How can you live it fully? What can you not do to support your purpose? How do you know you're going to do it?
She mentioned many great tools during her presentation. Here is a list of these tools and access to their slides.
Wil Reynolds – The CMO role has been interrupted: are you ready for your new boss?
Have you ever thought about who holds the fate of the GMO in your hands? Wil initially said that the CEO, CFO, and CIO actually have far more power over marketing than we attribute to them. They all know that data make their company successful, but they are also the key to our success: budget, IT teams / implementations, veto rights.
The problem is not that we do not know what we are doing, but that we do not know how to communicate it.
"I don't know many CEOs who read Search Engine Land, but they are the ones who issue our checks." – @wilreynolds
Instead of casting shadows on our least preferred phrases that the C-Suite uses, we might want to make sure that non-SEOs understand our value. # MozCon pic.twitter.com/S6fClFevZo
– James Wirth (@jameswirth), July 15, 2020
How can you show up to have the conversation and walk the path? Use your data and give customers a voice at the table (something that all management teams want to achieve).
SEO + PPC + Analytics + CRM = magic @ wilreynolds
– Jason Dodge (@dodgejd), July 15, 2020
Wilson's team did a great job of simplifying and documenting this process for all of us on the lookout. If you have not already done so, we strongly recommend that you take a look at the blog.
This is a wrap
Guys, it was fun. We are so happy that we were able to bring people from all over the world together for two days during this crazy time.
Although there were no Roger hugs or fist pumps, lessons were learned and friendships made. It doesn't get any better. We hope you feel the same way.
If you could attend the live conference, we'd love to hear your thoughts and insights! Take the time to reflect on what you've learned and to start implementing plans. We want you to make a difference with your new knowledge.
See you next year, Moz fans!