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Mozcon 2012 Liveblog

We are here at MozCon 2012 to provide semi-live coverage of the awesome group of speakers that SEOMoz has brought together (the Wifi is spotty so updates are slightly delayed).mozcon

DAY ONE:
MozCon Intro - Rand Fishkin
-Content marketing is becoming more critical for SEO.
-The algo changes this year have been remarkable/huge.
-Seomoz received an unnatural link message.
-Seomoz has 56.9% keyword data not provided.
-Google is taking an impressive stand on social issues.
-Penguin was needed for the credibility of whitehat statements.
-In 4 out of 5 searches Rand doesn’t see a difference when using Bing.
-There are a ton of niche social networks.
-Average conversion on Seomoz has visited 7 times.
-Last touch attribution is important.
-SEO is more dynamic than say orthodontics.
-You can’t retain people in this industry if they don’t love their job.
-Tailwind creative built a job board at jobs.inbound.org
-Seomoz has a new API.
-Stonetemple did a survey analysis on Seomoz vs Majestic and they were about even.
-Seomoz is around 76 full time folks (last year about 50).
-Amazing having Brad Feld of Foundry on the board.
-Big announcements coming up in about 30 days.
-Moz.com/rand is a new regular blog by Rand.

35 Ways to Get Links - Paddy Moogan
-Link building is not that easy.
-It is easy for sites like Mashable that have the authority.
-Rand’s link building tool is the publish button.
-Back in 2005 Rand’s blog had few comments and links.
-Inbound marketing has gotten Rand to where he is today.
-Paddy still has to do monthly SEO reports.
-It’s hard to report when you didn’t get any links.
-If you are not delivering results monthly, clients will get nervous.
-The tactical wins help you keep your job.
-Bookbait is to get a lot of people’s input and put it into a book.
-Put an embed code in an embed code.
-dis.tl/mozcon-embed
-Take photos, ask people for photo credit if they link to it.
-Google image reverse search can help find your photos on the Web.
-Search for byline of competitor’s guest posts. They often use the same byline.
-Search competitor’s links for “guest posts” in OSE.
-Tools: blogdash, bloggerlinkup, guestr.com.
-Provide partial access to paid content if traffic is from a link.
-Use rapportive to find emails. It provides information if you guess the right email address.
-Buzzstream shows your conversion rates for different email templates.
-Provide an embed code for good photos when someone right clicks.
-dis.tl/moz-script
-Use Google image reverse search to find sites that have added your competitor’s badge.
-Restaurant created a sign showing blogger recommendations.
-Ask bloggers what type of content their community wants.
-Search followerwonk for “writer for mashable”
-Boomerang is a tool that can schedule emails.
-Boomerang tells you when someone hasn’t replied to your email.
-When someone is quoted, it is easier to ask for a link to the individual’s profile page.
-If they tweet about your content, they may be willing to embed it.
-Use IFTTT to follow up with people who mention you on Twitter.
dis.tl/if-this
-It is quite easy to build a pool of freelance writers.
-Offer to double fee if writers also place the article on a site.
-dis.tl/mozcon-tweet
-Sponsor a meetup in your area (find them at Meetup.com). People will love you if you sponsor the drinks.
-Do a local meetup for bloggers and give them SEO tips.
-Getting people to like you gets you links.
-Secret tip about affiliates.
-Check my links chrome plugin. Use OSE to find sites linking to the same 404.
-Create a Spotify playlist for your niche.
-Create a product page that lowers the price when it gets a certain number of Tweets.
-Ask people if they have a website in the conversion form.
-Put a Konami code on your website to activate different discounts every day.
-dis.tl/link-recipes
-Use infogr.am allows you to build an infographic in about an hour.
-This is a good idea to get buy in for your infographic idea.
-Find blogger’s Amazon wishlist, buy it, and include a note.
-Search Google for Amazon top reviewers that have their own website.
-dis.tl/moz-guest a custom search engine for guest posts.
-dis.tl/guest-blogs a list of guest blog sites.

Build the Agile SEO Framework - Jon Colman
-Google told us in April that they made 52 changes
-REI.com has 27% not provided.
-Shoppers are using mobile to do price comparisons in the store.
-Big organizations are incapable of making changes and adapting quickly.
-One thing at a time doesn’t work.
-Agile marketing helps your organization change faster.
-Do user research and customer personas.
-Bring customers in to test and then adapt right away.
-Balsamiq provides rapid prototypes.
-Enable direct conversations between silos.
-Break down silos and minimize meetings.
-bit.ly/meetcost calculates the cost of a meeting.
-Most good things happen when teams work together, not at meetings.
-A daily standup meeting focuses on what you did, what you are doing today, and any obstacles.
-Trello.com is a great tool for agile.
-Stay biased on action.
-One team member does nothing but remove imediments (scrum master role).
-Figure out what you do that doesn’t provide value and get rid of it.
-Ship often. It makes adapting to changes easier.

Community as Inbound – Jen Lopez
-UWrightnow showed what was going on in their community every hour.
-Your community includes your brand advocates, content generators, customers, forum participants.
-A cake pop recipe got 8 thousand pins
-Seomoz received 1.9 million visits in one month.
-Get help from your team.
-You have to care about your community.
-There is a Google plus search.
-Listen to what you community wants and make it happen.
-Seomoz uses Cotweet

How Relationships Drive Link Building – Jon Henshaw
-Building relationships is hard.
-People don’t want to be sold something.
-Full contact is a useful tool (requires coding).
-People see when you leave comments or share their content.
-Use a CRM like Raven. It allows you to add tasks like Tweet to a person every 3 days.
-If you do things for people they will often reciprocate.
-The outcome is you will connect with the friends of your friends.
-Go above and beyond can and it can result in links.
-Helping others can result in natural links.
-You can get invited to secret groups of influential people.
-Helping out your friends when they need help can result in them helping you a lot in the future.
-Think about relationships as long term.

Badass Excel Tips and Tricks for Your Data – Annie Cushing
-You can add any tool to the quick access bar (Windows).
-Format your data into tables.
-This allows you to filter your data.
-Control, down is a shortcut to go to the end of a column.
-Control A can select all the cells in your table.
-You can format cells to be different colors.
-You can create links to a tab from a cell – great for creating dashboards.
-You can add data bars to cells with conditional formatting.
-When meeting with clients find out what makes them tick, like ranking for SAT prep.
-bit.ly/annie-mozcn pw mozcon
-Search Annie Cushing Excel for more Excel SEO tutorials
-Pivot charts don’t work on Mac Excel.

Web Spam Research: Good Robots vs Bad Robots – Matt Peters
-Seomoz working on a spam metric.
-Google already uses a spam metric in their algorithm.
-Machine learning gathers data and then predicts something.
-Google will ban a legitimate site with a lot of spam pointing to it.
-Long title tag correlates with spammy sites.
-High percentage of anchor text is a potential spam signal.
-Banned is a manual penalty where the site is not in the index.
-Seomoz found that MozTrust is an strong predictor of spam.
-Larger unbranded anchor text correlated with higher percentage of spam.
-Low internal anchor text correlated with higher percentage of spam.
-High CPC can indicate commercial intent of a keyword phrase.
-Fake blogs have no comments, tweets, or shares.
-The Google algorithm also detects near duplicate content.

Beyond Link Building: Real Companies Do Real Things – Wil Reynolds
-You shouldn’t talk about linkjuice to clients, talk about revenue.
-3 way link exchanges is not real company stuff, and is why SEO doesn’t get respect.
-Frame your work in a way that sounds like a real company would do it.
-Google is rewarding brand activity.
-Wil didn’t go to school to be a dofollow finder.
-Work with companies that stand for something and are willing to give freely (like data).
-If you need to do a reinclusion request you want to be able to point to real company stuff.
-Find journalists and writers who are following you on Twitter.
-Show if your competitor’s followers are top writers.
-Find events your company is doing.
-Seer did a blood drive at their office to help the community.
-Use ubersuggest with your head keyword, check the rankings, and highlight the ones that are not ranking.
-Set up Google alerts for major content to see if anyone copies it.
-Wil gets a lot of ideas from Google Suggest.
-Look at Quora suggest for ideas.
-Get as close to revenue as possible.
-Clients love it when you increase revenue.
-Search: your product vs : people are deep in the funnel for this search.
-Do things that actually add value.
-Search strategy should be driving content – a marketing VP.
-SEO is the bottom-feeders of the marketing industry.

Social Tools & Data Mining: Making a Case for Content Strategy – Mike King
-Mike starts off with an amazing rap to the Mad Men theme
-You need a compelling data driven pitch to sell content.
-Content is the glue of inbound marketing.
-You have to take a stand if the client doesn’t want to do content.
-SEO people should be doing marketing research.
-iAquire creates a one sheet summary of customer personas.
-Personas need empathy for the individual who use the product.
-Nielsen segmented everyone in the US into 66 personas.
-Google consumer surveys can provide market research.
-You can compare personas in Yahoo Clues.
-Map your keywords to the customer funnel.
-People looking at infographics aren’t ready to buy.
-Social crawlytics provides share counts by URL.
-When you are pitching, it is all about the story.
-There are 7 story archetypes: comedy, rebirth, monster: stick to them.
-Don’t overpromise when pitching.
-Authora is a new author search engine. It helps you find authors by topic.
-Use Topsy to see how your content is being shared.
-Brokenlinkindex.com helps find broken links. Go to the wayback machine and determine if the content is worth rebuilding.
-Focus on the story not the data.
-Tie everything back to ROI.
-You going up against guys like Don Draper.
-Speak in the language of your client.
-Causes of failed pitches: weak presentation via email, leaving out key stakeholders, not showing the value, relying too much on data.

mozconDAY TWO:

Link Analytics Through API – Richard Baxter
-You can create an Excel version of SEOMoz using the API, which can present data in different ways.
-APIs are really just a source of information.
-You can pull a list of links and what IP address they are using.
-Jason is a useful API for social media data.
-Things you can pull: whois email, PageRank, Twitter handle.
-Seogadget provides a links API extension for Excel
-Seomoz APIs: URL metrics, links API, anchor text, top pages.
-The extension grabs all this data with simple functions.
-Bit flags are helpful.
-Asking for batches of data instead of one URL at a time is friendlier to the API and quicker.
-SEOgadget has free Excel templates that use the Seomoz API that you can download from their site.
-One template fetches the emails of your competitor’s best links (this is in Alpha)
-Another helps find high volume, low competition keywords.
-Another example: find emails of people on Google+ who blog about food
-SEOGadget’s Links API Extension http://seogadget.co.uk/mozscape
-Seogadget has their own API (it is still a baby so be nice).

High ROI Content Strategies for SEO – Cyrus Shepard
-Google is making more changes targeted at SEO.
-A lot of the techniques we have relied on are going away.
-Every time a link techniques become popular it is taken away after 1 or 2 years.
-Most SEOs in the Seomoz forum are 1-2 years behind the cutting edge.
-Google+ is a knowledge network.
-Google+ has followed links in profile and in posts.
-Google+ helps your page get indexed quickly.
-Only major platform with author photos.
-A lot of people are not seeing the higher CTR with profile photo.
-A good photo helps. Test different photos.
-Cyrus increased CTR by 56% and traffic 35%.
-Allmyplus.com provides statistics on your Google+ profile.
-Infographics seem like they are overplayed.
-Don’t use an embed code, most people will naturally give credit.
-Don’t link to your homepage from infographics, you can’t 404 your homepage.
-Cyrus uses Ebooks to build links.
-Ebooks can be $250-$500.
-There are eBook directories.
-99% of press releases don’t earn editorial links (best guess).
-When press releases are republished, they often have too much exact match anchor text on low quality sites.
-The press release is not link bait, it should promote linkable assets.
-Hire people on oDesk or Elance who are good at writing press releases.
-When using HARO (help a reporter out), link to the expert page, use a canned email, link to top articles.
-Google has so many signals it doesn’t need anchor text anymore.
-Cyrus tells clients that 30% of things he tries are going to fail and 10-20% of things are going to do really well.

How to Earn Links without Doing Anything – Ian Lurie
-portent.co/ideagraph
-Stop trying to hard at link building.
-Link building is a bad long term strategy.
-Link building is not a technique it is a result.
-Content is how you build audience which will build links.
-There is no such thing as content marketing.
-Tell them about providing marketable content.
-Say what matters when you talk content.
-The idea graph: people who like one idea often like another.
-Use Facebook ads: when you type in an interest, it shows related interests.
-It’s not life insurance, it’s death insurance, but what matters now is peace of mind.
-7 wonders of the RV world – earned 37 links.
-Stumbleupon – $27 for 2700 views, 2-3 links.
-Talk about what matters now.

Redefining Business Models in a Post-Penguin World – Greg Boser
-Spent 14 years as consultant/small boutique agency
-Big gap between great boutique agencies and big bloated large agencies that does poor work.
-Caffeine update greatly expanded the index. Google receives bad press for poor quality articles.
-Penguin is not about getting rid of links, it was to change your behavior.
-You can’t build integrated marketing if your company has silos.
-They broke down the silos and focused on client lifestyle.
-They stopped doing channel specific budgeting.
-Allowed ideas to come from anyone.
-You have to pick if you are a consultancy or vendor.
-They don’t sell infographics or articles, they sell the strategy.
-Clients like when they are paying more for the things that are providing value.
-Not every client is a good fit.
-Just say no to RFP (request for proposal).
-Say no to ‘dangling carrot’ from client.
-They put client obligations and responsibilities into contracts.
-If the client drags, let them know they will still pay the same.
-Document your processes.
-They have an internal marketing team to focus on marketing the company.
-Find the clients that are a good fit, embrace them, and keep them forever.
-Link building is not a stand alone offering.

Online Reputation Management – Rhea Drysdale
-Stuff happens like Penn State that will take decades to recover if ever.
-When a brand disaster happens it takes about 3 years to recover.
-70% of McDonalds shareholder value is from their brand.
-Social media policies, brand development campaigns, listening tools can help insure against bad events.
-Affiliates can write negative content to rank for your product unless you disallow it in your guidelines.
-Our industry has not caught up to crisis communication.
-Read the book The Advantage.
-Bad leadership is the biggest cause of ORM problems.
-Not everyone is going to like you.
-Outspoken doesn’t take on clients that lie or are unethical.
-Data helps when you need to tell the client that their baby is ugly.
-Socialmention.com provides really good data on social media.
-Net promoter score is one way to quantify your brand.
-Look at your competitor’s Google suggest.
-Build reputable, relevant, and authority-building content.
-Complicated ideas won’t make it through legal.
-The Airforce has a process map for blogs.
-Use monitoring tools (there are a lot).
-Have an after action review.
-You can’t insure your brands, you can only protect them.

Persona Modeling Unhinged: The Zen of “Whole” Customer – Marty Weintraub
-Create a dashboard for conversion cost for different mediums (like Facebook, Adwords, etc.).
-See blog post Psychographic Targeting Unhinged (this talk is based on this post).
-If you are too specific in a demographic you can run out of users.
-Marty uses the example of driving people interested in something on Facebook to your landing page and then tagging them with a cookie so they can be targeted on YouTube (or other sites with the Google Ad network).
-Google gives you free retargeting tools.
-Remember to target people who influence a lot of people.
-Convention center personalities is a gold mine.
-This will be the norm in the near future.
-Marty recommends Acquiso.
-You can layer in attributes in Google’s ad network.
-PPC hero and Joanna Lord are good resources for retargeting.
-You can set retargeting cookies on your landing pages.
-”We manipulate to serve”.

A Secret Algo Project Launch – Pete Meyers
-Dr. Pete put out a resource about the Google algorithm change history.
-There is still so much that we don’t know.
-The algorithm is changing in a way that is shocking.
-2003-2012 has 20 named updates.
-Eric Schmidt said there 516 changes to the algorithm in 2010 (in federal testimony).
-8,157 side by side experiments and 2800 click evaluations (tested live on Google).
-Bill Slawski wrote a great post on 10 most important SEO patents.
-Pierre Far is a Google person worth following.
-Inside Search is a worthwhile Google blog.
-Google’s Search quality highlights – a monthly update on past changes.
-2012, so far 198 reported changes.
-About 500 changes per year in the last 3 years.
-Panda has had 16 updates over 17 months.
-Google is feeding us a lot of information but not really telling us anything.
-Webmasterworld.com archives chatter from webmasters.
-When Matt says no update it means nothing we care to name.
-Dr. Pete is tracking 1,000 keywords to measure the “Deltas”
-6/4 was what Dr. Pete called the “Bigfoot Update”
-Top rankings were getting multiple positions on the first page.
-There might have been some unintended effects of Penguin and tried to fix it.
-5 big sites dominate the top results – wikipedia, YouTube, Twitter.
-Weekend rollouts are extremely rare.
-There are often big changes that don’t have names.
-In May and June, 79.7% of SERPs change every 24 hours (of sample set)
-Google’s busiest day in Monday and is pretty slow on weekends.
-Dr.Pete talked to someone who lost their house because their site was hit. They didn’t do anything shady.
-Google controls most of how we see the world’s information.
-Mozcast.com went live today. It shows the weather of Google. The average is 70%. Higher temperature means more change.

The D Word: Leading the Way to Great Design – Jenny Lam
-Mint is often used as an example of great design.
-They started with user experience first.
-Every dollar spent on design yielded $415.17 (Gillette Venus case study).
-Study showed that design look is the #1 factor in site credibility.
-Great design takes many years of practice.
-The user experience element of design is very new.
-It is unrealistic to expect everything from your designer.
-Don’t have your designers code.
-People can be really great at design or coding, but rarely both.
-Look for a designer who has shipped something.
-A designer should be the one evaluating design work (consider hiring a design advisor).
-Design is a way to get visitors to stay.
-Good design elements: integrity, harmony, radiance.
-Stay true to your core message.
-Radiance is the pleasure we fell when we experience the design.
-Littlebigdetails.com
-Happy people are more forgiving of mistakes.
-The purpose of the critique is to gather information from various perspectives to move the design forward.
-Start recruiting now because it is hard to find a great designer.

Google+ SEO & Authorship – AJ Kohn
-Wall street Journal says Google+ is a ghost town.
-The data shows Google+ is here to stay.
-Android has 52% of smartphone update.
-If you are on Android, Chrome, and Gmail they will push Google+.
-Danny Sullivan said if you care about search you have to care about Google+.
-AJ wrote a Google+ SEO guide.
-If you circle Gucci, your personal results will show a lot more Gucci.
-42% increase in traffic for clients actively using Google+ -SEOptimise
-Connect your social profiles to your Google+ page.
-Rel=publisher is supposed to go on your homepage.
-Make exclusive content on Google+ and promote it on Twitter and Facebook
-Have a Hangout on air (you get an instant YouTube video).
-Ask followers to circle you on Google.
-Add a title to your posts on Google+.
-Use keywords in your posts (but don’t spam).
-Build a circle of your evangelists.
-If someone shares something of yours put it in the evangelist circle.
-If you @ or + something you get in their inbox and added to the red number box.
-Make sure that your site has a +1 button.
-When you +1 something it affects the personalized search of the people who follow you.
-+1 has disappeared from search results. It is now replaced by “share.”
-We are in a digital content explosion.
-Usually gains of CTR of 30-40% with authorship image.
-Link to you goes to your Google+ profile (when authorship is in the SERPs).
-Three link monte method (doesn’t break).
-Branded email address method (breaks a number of times).
-Authorship shouldn’t be on every page of your site.
-You need a person’s face for authorship to work.
-Author stats is reported in Google webmaster tools.
-Google wants to use authorship for rankings.
-Google wants to order people (authors) by topic.

DAY THREE:

If MacGyver did SEO – Martin Macdonald
-This will be a blackhat free zone.
-MacGyver is famous for getting out of tough situations with limited resources.
-Search metrics is really nice. Semrush is okay (these are indexes of search results).
-The world revolves around going to Google first, but we are not using it for business intelligence.
-Martin’s tool can find competitor’s historical keyword ranking.
-You should use Advanced Web Ranking. It is a great rank checking tool.
-Optify’s keyword click through study is really good.
-http://connect.icrossing.co.uk/url-tools-addin-excel_5458 : a good tool.
-They analyze who won and who lost as a result of the previous day’s algorithm update.
-Being able to show historical ranking data of your industry is a very compelling selling point.
-Social Crawlitics (“closed” beta) crawls sites and finds social metrics for each URL.
-Tweet Hi @Ysekand at #mozcon @searchmartin said if we tweet we can get free credits.
-Martin plans to make it opensource. If you follow him he will let you know when it is available.

SEO Project Management – Aleyda Solis
-Supervise the SEO salespeople.
-Meet the parties involved in the project at the start.
-Explain that the project will take time and implementation to be successful.
-The client needs to validate the goals of the project.
-Tell them that they should hear from you frequently and allocate time to meet.
-Develop a checklist to use with each client.
-Talk about what your client cares about instead of what you care about.
-Consider spending time at the client’s office.
-You can run a pilot SEO project on a part of the client’s website if they are not sure about SEO.
-Provide SEO training to all the involved parties (if you conduct the training online you can record it).
-Create short, straight to the point recommendations.
-Gamify the implementation of SEO for developers.
-Provide feedback to developers and other team members when SEO results are achieved to make them feel part of the SEO team.
-Tools should help facilitate our work, not add more work.
-Create easy reports with statuses to show progress of the team’s tasks.
-If implementation launched without controls being set, it is hard to see whether there is an improvement.
-Use screenshots to make your recommendations as clear as possible.
-Use Mockingbird or Balsalmiq for mockups.
-Automate your reporting for things like rankings.
-You can create custom SEO reports in Google Analytics.
-Google Analytics can send alerts if your metrics hit specified changes (like 20% traffic increase over last month).

Attribution Modeling: Why You Must be Doing It and How to do It Easily with Google Analytics – Mike Pantoliano
-ROI is fundamentally broken because the customer journey is really complex.
-Attribution modeling is not specific to Google Analytics
-bit.ly/excel-ninja
-Who gets the credit if there are multiple visits from different sources before the purchase.
-Most analytics tools assigns credit to last touch point.
-Cookies crumble, they are cleared, etc.
-Google glasses could potentially measure brand exposures.
-In the linear model every touch point gets some credit.
-U-curve assigns most of the credit to first and last touch.
-Time decay, credit lessens over time.
-Google analytics premium has a attribution modeling tool.
-Custom allows you to weight sources as you see fit.
-Path length report shows the number of interactions per each conversion.
-Assisted conversion report is good for showing social media impact.
-It is very possible that affiliates are very early in the conversion path.
-Google Analytics Premium is $150,000 per year. It’s attribution modeling tool is pretty awesome.
-The conversion path report sucks.
-bit.ly/mozmodeling (a free attribution modeling tool in Excel)
-Google Analytics only allows 30 days look back for conversion.
-This tool doesn’t work for Excel for Mac.
-To get more budget you need to prove that your efforts are bringing a return.
-This allows you to have confidence in investing in things that are killing it that you didn’t previously know were killing it.
-It is old media that loses with budget reallocation.
-Mongoose is a good call tracking tool for attribution.
-Attribution modeling favors SEO and social a lot.

Estimating Traffic Based on Keyword Research – Jessica Bowman
-The challenge of keyword research is to make the leap from keyword information to revenue.
-Listings are not equal: they have author photos and rich snippets now.
-Personalized results must be taken into account.
-Before you begin you need to know traffic levels, site weaknesses, market competitiveness.
-You need to know search volume of kw, average ranking position, average CTR = estimate lift.
-Get both Google and Bing search volume (66% + 15% market share). Take average of the two projections for all search engine search volume based on market share.
-The search results account for multiple search intent.
-Search results have a combination of informational and transactional pages.
-If 80% of results are transactional, you should adjust your search volume down to 80%.
-Define a range of positions that you think you can rank based on competition.
-Two recent CTR studies are by Slingshot and Optify.
-Emphasize that it is not easy to estimate and explain how you came to your conclusions.
-Use a range and not a finite number.
-Explain any risks that might stop you from reaching your goals.
-Compare to other channels like PPC, email, etc.
-Email presentations@seoinhouse.com to request the Excel template.

A New Form of CRO – Joanna Lord
No one cares only about lead forms and on-site.
-Pinterest want their visitors to contribute and categorize their Pins.
-Coke creates microsites to get people to evangelize, etc.
-Today’s marketer does a little bit of everything.
-Now digital marketers are being asked to drive thing offline (like taking physical classes at REI).
-Your story is really important but no one tests it.
-Watch Simon Sinek’s TED talk. What? How? Why?
-Seomoz doesn’t do a great job on the “How.”
-Think about how you can your story in front of people.
-You wouldn’t want to share Etsy’s mission statement page.
-Kiva does a great job of telling their story.
-When there is buyoff on something really big people get excited (like the Dropbox video only homepage).
-If it fails, that is okay because you can iterate.
-Andrew said we need rethink how we feature our partners.
-You have to ask yourself if your relationship with partners are still worthwhile.
-Video is a great medium to show the partners you work with.
-Nueromarketing is extremely critical now to our jobs.
-We have three brains, new brain (process rational data), middle brain (emotional), reptilian brain (primitive, makes final decision).
-Many marketers don’t see to all 3 of our brains.
-Squarespace is an epic website. It hits all 3 brains.
-Zappos changes and tests their unique value proposition. They have multiple UVPs.
-You need to evaluate whether your UVP is still unique or if your competitors have caught up.
-Test the things that you have scheduled. Be willing to change it around.
-The CRO tools are growing as fast as any in the marketing industry.
-GWO is going away (Google Website Optimizer).
-There are many affordable and free CRO tools.
-CRO companies know how important CRO is and are evangelizing it like crazy.
-Tools: UserTesting.com, Fivesecondtest, Usabilla, Unbounce, Visual Website Optimizer, Optimizely, Reinvigorate, Luckyorange, Crazyegg.
-Optimize the way you thank your customers.
-If you send an email, there should be something useful in it.
-How are you saying thank you to people and how can it be improved.
-Joanna spends half of her time on trying to get people to do something and the other half on measuring it.
-You can not succeed as a marketer without working with customer feedback.
-SEOMoz puts live chat on the billing page.
-Listening tools helps find places on the Web where people are complaining about you.
-Dare to change your best performers.
-Don’t say let’s just set up a test.
-Think about the big things to test – stop pushing pennies.
-SEOMoz is looking at NetAds as a performance metric. Also customer feedback and Net Promoter Score.

Rock Your SEO With Structured Social Sharing – Dana Lookadoo
-You want to take control of the image that shows up in a social post on on Google+ and Facebook.
-Both Facebook and Google honor opengraph code.
-If image too small Google will ignore the image directive.
-Add UTM variables for tracking (or you can’t get social referral data).
-Don’t use hashtags on Facebook
-Add UTM tracking tag to end of your URL for Tweets
-yseo.us/sssfw – a SSSF worksheet
-Yoast has a good WordPress Plugin for this.

The Best Citations to Get and Other Local SEO Tips – Darren Shaw
-bit.ly/MxLpWG Getlisted.org has list of top citations across different categories.
-Hyperlocal citiations can produce great ranking improvements.
-Link Prospector bit.ly/xu1mud
-Most small businesses can rank with just 2-3 super high quality links, example sponsors of .edu
-Find authority accounts in Google+ and incentivize those people to come in and review your business.
-Do On-page optimization on Google+ Local Page. You can also build links to this to increase it’s ranking.
-Add “near=” can check ranking without geo location.
-Offer local businesses a digital coupon to get links.
-Mapmaker is a trusted source of information.
-Getting 10 reviews adds a Zagat to your listing that can improve your CTR.

Creating Awesome Video on a Budget – Jeff McRitchie
-Started a YouTube channel in 2007.
-Left it for 4 years.
-Has 3,000 articles in his name about binding machines.
-Panda killed all the article sites where the articles were published.
-They turned their attention to video.
-Set goal of 2000 videos in 2011 with a positive ROI.
-They leveraged existing content by gathering vendor videos.
-It was a moderate success because they didn’t control the message.
-Outsourced animated videos for $10 overseas but customer feedback was negative.
-Finally created product demos and how to videos.
-They make 10 videos a week at a cost of $50 for each.
-Don’t use faces or scripts.
-Used analytic data to come up with lists.
-Group similar videos together.
-Video creation is harder than it seems but not that hard.
-Result: 2000 videos with ~2.5 million views. Product pages with video has higher conversion rate. Referral traffic from YouTube. Have become an authority in the space.
-Kodak Zi8 cameras $90. First setup cost less than $500.
-Still chasing after the viral video that they haven’t found yet.

E-Commerce SEO — Tips & Tricks – Fabio Ricotta
-Invested in new and unique product descriptions.
-Requested freelancers via Twitter and Facebook and hired 300 freelancers.
-link-assistant.com/rank-tracker/
-Mash up page titles and ranking in Excel (and rankings of competitors).
-Focused on keywords between 10th and 15th positions.
-Choose products on your homepage and category pages, don’t allow it to be random.
-They are getting engagement from infographics.
-Put products below the infographic.
-Mergewords.com.

Head-to-Head: How to Make Your Content Marketing Efforts Reach Further – Tom Critchlow
-SEO is not dead. On-site SEO is booming. But there is a crisis.
-There are a lot of people running scared.
-We don’t really know what we are talking about in terms of content strategy.
-Dollar Shave was not created by an SEO agency but an advertising agency.
-We are getting beat by creative agencies. SEOs can not do the really creative stuff.
-Author: got featured in NYTimes, Oprah, and wrote a guest post for Tim Ferris. The guest post blew out the other two out of the water.
-Media is changing.
-Influence online is held by people with large engaged audiences.
-Guest posts are in trouble.
-The SEO industry has a PR problem.
-When we talk about content marketing lets throw out the stuff that is done by creative agencies.
-Building things of high value and getting them in front of highly engaged audiences.
-Distilled has been trying to pitch to the CEO because they have the leverage internally.
-You can just buy eyeballs. We need to rely on highly engaged audiences.
-Build content capabilities and outreach capabilities. And measure relationships.
-Infographic has to be about you if you don’t have the footer link.
-Huffington Post doesn’t drive you very much traffic.
-Tom doesn’t care if it is not an authoritative site if it has an engaged audience.
-An ebook about Kapost on content marketing and it breaks down cost for different categories. It takes 2 years of content marketing to break even with paid channels.
-Cut out the tactical crap for the quick win.
-You need the budget to do the outreach.
-Content for Tim Ferris only has to work for Tim Ferris.
-Distilled created infographic content specifically for 1 person at Mashable who they had a relationship with.
-Coke’s 2020 content marketing strategy says they want a disproportionate share of popular culture.
-We should be pitching companies on reaching highly engaged audiences.

Head-to-Head: How to Build a Content Marketing Strategy – Rand Fishkin
-bit.ly/mozcontentstrategy
-Content is a great way to bring in traffic, but the conversion rate sucks.
-Thinking of content that will go viral is not a strategy.
-Some content marketing is designed for things other than acquiring customers.
-Why does marketing exist at your company? Usually traffic, retention, conversions.
-Who do I need to reach?
-Reaching the press to get more media attention to get funding can be a strategy.
-What will earn familiarity, likability, and trust?
-Great answers will lead to a great strategy.
-Tableau worked with the Wall Street Journal to provide a visualization of the growth of 100 entrepreneurs. Was one of the most linked to pages on WSJ.
-Attorney’s main customers came from referrals so they created a comic to build awareness.
-Checklist: marketing goals, target customers, target channels, influencers, experience to deliver (answer these questions for a great strategy).
-Invest for a 5 year ROI
-Dan Shapiro spent 50% of his time creating serendipity.
-The only way you can invest in serendipity is to invest for the long term.
-For 6 years Rand and Gillian went into horrific debt.
-Consider involving your target market.
-Don’t be afraid to take the insights of others and use it.
-Expand content to APIs, news, 404 page, boring pages, workspaces.
-Their office has to be incredible.
-Google is offering 50-100k more than they can pay engineers.
-Life tip: choose short men. We unfairly bias against artificial things.
-Short men get an disproportionate number of unsolicited emails so there is a better chance of success.
-Best marketing is a music video by Seattle Children’s of patients
-Rand and Geraldine will match donations to Children’s Hospital today: Donate Here

Wrap-Up: Give It Up Session w/ Closing Thoughts – All Speakers
Check back in 30 days for this part (we are not allowed to share this information for 30 days).

More Mozcon Liveblogs:

MozCon 2012 – Day One – Hood Web Management

Dozens of Content, SEO and Social Tools From #Mozcon 2012 – Thomas Høgenhaven

List of Tools Mentioned by Speakers:
Mozcast.com – shows the amount of change in the Google algorithm on a daily basis.

Links API Extension for Excel for Mozscape – SEOGadget’s tool that pulls SEOMoz link data into Excel.

Authora – a tool for searching for authors on a specific topic by iAcquire.

Check My Links Chrome Extension – a great Chrome tool that quickly highlights any broken links on a page which is perfect for broken link outreach.

Rapportive – a Gmail plugin that provides additional information about a person when you are sending them an email. It also allows you to find email addresses because it will often show information only when you guess the email correctly.

Spydermate – I met the makers of Spydermate at Mozcon, a tool that provides a lot a great information including low hanging fruit – keywords that you are ranking well for but have not yet optimized for.

Infogr.am – Neat tool mentioned by Paddy Moogan that makes it easy to create your own infographic.

Boomerang – a great Gmail extension that can schedule emails for the future.

Amazon Wishlists – build a relationship with an influential blogger by sending them a surprise gift.

Raven Tools – good relationship management tool for link building.

StumbleUpon – Ian Lurie mentioned their paid traffic as a good way to promote content.

Meeting Cost Calculator -calculates the amount of money it is costing for each meeting.

If there is anything I missed, please leave a note in the comments below.

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