Tag Archive | "#MozCon"

Convince Your Boss to Send You to MozCon 2020 (Plus Bonus Letter Template!)

Posted by cheryldraper

It’s that time of year again. Professional development budgets are being distributed and you’re daydreaming of Roger hugs and fist bumps. Well, this is a call to arms! It’s time to get down to business and convince your boss that you HAVE to go to MozCon 2020.

You’re already well acquainted with the benefits of MozCon. Maybe you’re a MozCon alumnus. You may have lurked the hashtag once or twice for inside tips and you’ve likely followed the work of some of the speakers for a while. But how are you going to relay that to your boss in a way that sells? Don’t worry, we’ve got a plan.

(And if you want to skip ahead to the letter template, here it is!)

Copy the template

Step #1 – Gather evidence

Alright, so just going in and saying “Rand Fishkin is brilliant and have you seen any of Britney Muller’s Whiteboard Fridays lately?!” probably won’t do the trick — we need some cold hard facts that you can present.

MozCon delivers actionable insights

It’s easy to say that MozCon provides actionable insights, but how do you prove it? A quick scroll through our Facebook Group can prove to anyone that not only is MozCon a gathering of the greatest minds in search, but it also acts as an incubator and facilitator for SEO strategies.

If you can’t get your boss on Facebook, just direct them to the blog post written by Croud: Four things I changed immediately after MozCon. Talk about actionable! A quick Google (or LinkedIn) search will return dozens of similar recaps. Gather a few of these to have in your toolbelt just in case.

Or, if you have the time, pick out some of the event tweets from previous years that relate most to your company. The MozCon hashtag (#MozCon) has plenty of tweets to choose from — things like research findings, workflows, and useful tools are all covered. Some of our favorites from last year are listed below.

Attendees are often given access to exclusive tools and betas by the speakers, and that is something you don’t want to miss!

The networking is unbeatable

The potential knowledge gain doesn’t end with keynote speeches. Many of our speakers stick around for the entire conference and host niche- and vertical-specific Birds of a Feather tables over lunch, in addition to attending the networking events. If you find yourself with questions about their strategies, you’ll often have the ability to ask them directly.

But the speakers aren’t the only folks worth networking with. We hand-select industry vendors to attend the conference and showcase their products. These vendors are also available for training and showcases throughout the entire conference.

Lastly, your peers! There’s no better way to learn than from those who overcome the same obstacles as you. Opportunities for collaboration and peer-to-peer learning are often invaluable (especially those that happen over yummy snacks) and can lead to better workflows, new business, and even exciting partnerships.

Step #2 – Break down the costs

This is where the majority of the conversation will be focused, but fear not, Roger has already done most of the heavy lifting. So let’s cut to the chase. The goal of MozCon isn’t to make money — the goal is to break even and lift up our friends in search.

Top-of-the-line speakers

Every year we work with our speakers to bring cutting-edge content to the stage. You can be sure that the content you’ll be exposed to will set you up for a year of success.

Videos for everyone

While your coworkers won’t be able to enjoy Top Pot doughnuts or KuKuRuZa popcorn, they will be able to see all of the talks via professional video and audio. Your ticket to MozCon includes a professional video package which allows you (and your whole team) to watch every single talk post-conference, for free. (It’s a $ 350 value for the videos alone!)

Good eats

MozCon doesn’t do anything on-par. We strive to go above and beyond in everything we do, and the food options are no exception. MozCon works with local vendors to ensure there are tasty, sustainable meals for everyone, including those with special diets. From breakfast to lunch and all the snacks in-between, MozCon has you covered (and saves your T&E budget a few bucks, as well).

Swag

Not to brag, but our swag is pretty great. In addition to special MozCon memorabilia, you can look forward to other useful and fun items that vary from year to year. Previous gifts include “conference health” fanny packs (complete with Emergen-C!), moleskin notebooks, reusable water bottles, and phone chargers.

Discounts

This is probably the detail that’ll make your boss’s ears perk up. There are indeed discounts available for MozCon tickets! If you’re buying now through January 31st 2020, Early Bird pricing is in effect, which saves you a cool $ 200 off regular ticket costs. If you’ve got a team interested in attending, we offer group discounts for parties of 5+ as well. And my final top-secret tip: if your company already subscribes to a Moz product, you can save even more —up to $ 700 off per regular-priced ticket if you snag Early Bird pricing, or $ 500 off after January 31st. That’s a real chunk of change!

Step #3 – Be prepared to prove value

It’s important to go into the conference with a plan to bring back value. It’s easy to come to any conference and just enjoy the food and company (especially this one), but it’s harder to take the information gained and implement change.

Make a plan

Before approaching your boss, make sure you have a plan on how you’re going to show off all of the insights you gather at MozCon! Obviously, you’ll be taking notes — whether it’s to the tune of live tweets, bullet journals, or doodles, those notes are most valuable when they’re backed up by action.

Putting it into action

Set expectations with your boss. ”After each day, I’ll select three takeaways and create a plan on how to execute them.” Who could turn down nine potential business-changing strategies?!

And it really isn’t that hard! Especially not with the content that you’ll have access to. At the close of each day, we recommend you look back over your notes and do a brain-dump. 

  • How did today’s content relate to your business? 
  • Which sessions resonated and would bring the most value to your team? 
  • Which strategies can easily be executed? 
  • Which would make the biggest impact?

After you identify those strategies, create a plan of action that will get you on track for implementing change.

(Fun fact — if you’re traveling, this can actually be done on the plane ride home!)

Client briefs

If you have clients on retainer, ongoing training for employees is something those clients should appreciate — it ensures you’re staying ahead of the game. Offer to not only debrief your in-house SEO team, but to also present to your clients. This sort of presentation is a value add that many clients don’t get and can set your business apart.

These presentations can be short blurbs at the beginning of a regular meeting or a chance to gather up all of your clients and enjoy a bit of networking and education.

Still not enough?

Give the boss a taste of MozCon by having them check out some videos from years past to get a taste for the caliber of our speakers. And if you’re wanting to break into the speaking circuit, you can also take your shot at securing a community speaker spot onstage. Most years, the call for community speakers opens up in early springtime — keep an eye on the Moz Blog for your chance to pitch!

Lastly, the reviews speak for themselves. MozCon is perfect for SEOs of any level and we even factor in time for you to get a little work done in-between sessions — Vaneese can tell you!

Our fingers are crossed!

Alright friend, now is your time to shine. We’ve equipped you with some super-persuasive tools and we’ll be crossing our fingers that the boss gives you the “okay!” Be sure to grab the letter template and make your case the easy way:

Copy the template

If you can make it, we promise to spoil you to the tune of endless Starbucks coffee, tons of new friends, and an experience that will change your perspective on search. We hope to see your smiling face at MozCon 2020!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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Get the Bingeable & Shareable MozCon 2019 Video Bundle!

Posted by FeliciaCrawford

MozCon 2019 was an absolute blast. There were endless snacks. There were Roger hugs. There were networking opportunities and Birds of a Feather tables and search epiphanies galore. And there were a ton of folks in our community who watched it all unfold from the perspective of a Twitter hashtag — fun to follow along with, but not quite the same impact as seeing the talks unfold in real-time.

If you’re still wishing you could’ve joined us in Seattle this past July, you’ll be happy to know that you can recreate the MozCon experience from the comfort of your home or office (or your home office, but hopefully not your office-home — seriously, Karen, the quarterly reports will still be there in the morning!).

Yep, you got it: the MozCon 2019 Video Bundle is available for your purchasing and viewing pleasure!

Get the MozCon 2019 video bundle


Tell me about the video bundle!

For those of you who attended in-person, good news: you’ve already got access! The video bundle is always included in the price of your MozCon ticket, so you can relive your three jam-packed days of learning as many times as you want — and if you aren’t too bummed that they already made you share your MozCon swag with them, be sure to share the vids with your team!

For the rest of us, the video bundle lets us enjoy the presentations at our own pace. It’s condensed MozCon-caliber information in a neat, on-demand package that you can — have we mentioned this? — share with your team. Seriously, we think they’ll like it. We were humbled to host some of the very brightest minds in SEO and digital marketing on our stage. With topics ranging from content marketing to technical SEO, PPC to local SEO, and just about everything in between, there are presentations to inspire just about any role in marketing (and your web dev just might be interested in a few talks, too).

What’s covered in the videos:

  1. The Golden Age of Search, Sarah Bird
  2. Web Search 2019: The Essential Data Marketers Need, Rand Fishkin
  3. Human > Machine > Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents, Ruth Burr Reedy
  4. Improved Reporting & Analytics Within Google Tools, Dana DiTomaso
  5. Local Market Analytics: The Challenges and Opportunities, Rob Bucci
  6. Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing, Ross Simmonds
  7. How to Supercharge Link Building with a Digital PR Newsroom, Shannon McGuirk
  8. From Zero to Local Ranking Hero, Darren Shaw
  9. Esse Quam Videri: When Faking it is Harder than Making It, Russ Jones
  10. Building a Discoverability Powerhouse: Lessons From Merging an Organic, Paid, & Content Practice, Heather Physioc
  11. Brand Is King: How to Rule in the New Era of Local Search, Mary Bowling
  12. Making Memories: Creating Content People Remember, Casie Gillette
  13. 20 Years in Search & I Don’t Trust My Gut or Google, Wil Reynolds
  14. Super-Practical Tips for Improving Your Site’s E-A-T, Marie Haynes
  15. Fixing the Indexability Challenge: A Data-Based Framework, Areej AbuAli
  16. What Voice Means for Search Marketers: Top Findings from the 2019 Report, Christi Olson
  17. Redefining Technical SEO, Paul Shapiro
  18. How Many Words Is a Question Worth?, Dr. Peter J. Meyers
  19. Fraggles, Mobile-First Indexing, & the SERP of the Future, Cindy Krum
  20. Killer E-commerce CRO and UX Wins Using A SEO Crawler, Luke Carthy
  21. Content, Rankings, and Lead Generation: A Breakdown of the 1% Content Strategy, Andy Crestodina
  22. Running Your Own SEO Tests: Why It Matters & How to Do It Right, Rob Ousbey
  23. Dark Helmet’s Guide to Local Domination with Google Posts and Q&A, Greg Gifford
  24. How to Audit for Inclusive Content, Emily Triplett Lentz
  25. Image & Visual Search Optimization Opportunities, Joelle Irvine
  26. Factors that Affect the Local Algorithm that Don’t Impact Organic, Joy Hawkins
  27. Featured Snippets: Essentials to Know & How to Target, Britney Muller

What you’ll get:

For just $ 299, you’ll get all of the MozCon education and inspiration with none of the air travel or traffic. The bundle includes:

  • 27 full-length presentation videos chock full of leading SEO innovations, thought leadership, and tips & tricks
  • Instant downloads and streaming to your computer, tablet, or mobile device
  • Downloadable slide decks for all presentations

If we could include a download of a Top Pot doughnut and some piping hot Starbucks, we would in a heartbeat. Alas, they don’t have the technology for that… yet.

Free preview - Running Your Own SEO Tests: Why It Matters & How to Do It Right by Rob Ousbey

Speaking of doughnuts, we wouldn’t expect you to buy a dozen sweet treats without taking a little taste first to see if you like ‘em. It’s important to know that your doughnuts are both delicious, shareable, and relevant to your everyday work as an SEO — almost exactly like the MozCon video bundle. And just like the feeling of warmth and goodwill you receive when you come back to the office with a fragrant baker’s dozen, your teammates will thank you when you’ve got twenty-seven highly actionable talks to share with them — presentations that’ll hone your skills and level up your understanding of modern SEO and digital marketing.

That’s why we’ve released a talk we’re super proud of as your free preview of all the juicy goodness you can look forward to in the video bundle: Running Your Own SEO Tests: Why It Matters & How to Do It Right, presented by our very own Rob Ousbey. 

Google’s algorithms have undergone significant changes in recent years. Traditional ranking signals don’t hold the same sway they used to, and they’re being usurped by factors like UX and brand that are becoming more important than ever before. What’s an SEO to do? The answer lies in testing. Sharing original data and results from clients, Rob highlights the necessity of testing, learning, and iterating your work, from traditional UX testing to weighing the impact of technical SEO changes, tweaking on-page elements, and changing up content on key pages. Actionable processes and real-world results abound in this thoughtful presentation on why you should be testing SEO changes, how and where to run them, and what kinds of tests you ought to consider for your circumstances.

Gather the team, grab some snacks, and get ready to binge these presentations Netflix-Original-Series-style. 

Get the MozCon 2019 video bundle

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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MozCon 2019: Everything You Need to Know About Day Three

Posted by KameronJenkins

If the last day of MozCon felt like it went too fast or if you forgot everything that happened today (we wouldn’t judge — there were so many insights), don’t fret. We captured all of day three’s takeaways so you could relive the magic of day three. 

Don’t forget to check out all the photos with Roger from the photobooth! They’re available here in the MozCon Facebook group. Plus: You asked and we delivered: the 2019 MozCon speaker walk-on playlist is now live and available here for your streaming pleasure. 

Cindy Krum— Fraggles, Mobile-First Indexing, & the SERP of the Future 

If you were hit with an instant wave of nostalgia after hearing Cindy’s walk out music, then you are in good company and you probably were not disappointed in the slightest by Cindy’s talk on Fraggles.

  • “Fraggles” are fragments + handles. A fragment is a piece of info on a page. A handle is something like a bookmark, jump link, or named anchor — they help people navigate through long pages to get what they’re looking for faster.
  • Ranking pages is an inefficient way to answer questions. One page can answer innumerable questions, so Google’s now can pull a single answer from multiple parts of your page, skipping sections they don’t think are as useful for a particular answer.
  • The implications for voice are huge! It means you don’t have to listen to your voice device spout off a page’s worth of text before your question is answered.
  • Google wants to index more than just websites. They want to organize the world’s information, not websites. Fraggles are a demonstration of that.

Luke Carthy — Killer Ecommerce CRO and UX Wins Using A SEO Crawler 

Luke Carthy did warn us in his talk description that we should all flex our notetaking muscles for all the takeaways we would furiously jot down — and he wasn’t wrong.

  • Traffic doesn’t always mean sales and sales don’t always mean traffic!
  • Custom extraction is a great tool for finding missed CRO opportunities. For example, Luke found huge opportunity on Best Buy’s website — thousands of people’s site searches were leading them to an unoptimized “no results found” page.
  • You can also use custom extraction to find what product recommendations you or your customers are using at scale! Did you know that 35% of what customers buy on Amazon and 75 percent of what people watch on Netflix are the results of these recommendations?
  • For example, are you showing near-exact products or are you showing complementary products? (hint: try the latter and you’ll likely increase your sales!)
  • Custom extraction from Screaming Frog allows you to scrape any data from the HTML of the web pages while crawling them.

Andy Crestodina — Content, Rankings, and Lead Generation: A Breakdown of the 1% Content Strategy 

Next up, Andy of Orbit Media took the stage with a comprehensive breakdown of the most effective tactics for turning content into a high-powered content strategy. He also brought the fire with this sound advice that we can apply in both our work life and personal life.

  • Blog visitors often don’t have commercial intent. One of the greatest ways to leverage blog posts for leads is by using the equity we generate from links to our helpful posts and passing that onto our product and service pages.
  • If you want links and shares, invest in original research! Not sure what to research? Look for unanswered questions or unproven statements in your industry and provide the data.
  • Original research may take longer than a standard post, but it’s much more effective! When you think about it this way, do you really have time to put out more, mediocre posts?
  • Give what you want to get. Want links? Link to people. Want comments? Comment on others people’s work.
  • To optimize content for social engagement, it should feature real people, their faces, and their quotes.
  • Collaborating with other content creators on your content not only gives it built-in amplification, but it also leads to great connections and is just generally more fun.

Rob Ousbey — Running Your Own SEO Tests: Why It Matters & How to Do It Right 

Google’s algorithms have changed a heck of a lot in recent years — what’s an SEO to do? Follow Rob’s advice — both fashion and SEO — who says that the answer lies in testing.

  • “This is the way we’ve always done it” isn’t sufficient justification for SEO tactics in today’s search landscape.
  • In the earlier days of the algorithm, it was much easier to demote spam than it was to promote what’s truly good.
  • Rob and his team had a theory that Google was beginning to rely more heavily on user experience and satisfaction than some of the more traditional ranking factors like links.
  • Through SEO A/B testing, they found that:
    • Google relies less heavily on link signals when it comes to the top half of the results on page 1.
    • Google relies more heavily on user experience for head terms (terms with high search volume), likely because they have more user data to draw from.
  • In the process of A/B testing, they also found that the same test often produces different results on different sites. The best way to succeed in today’s SEO landscape is to cultivate a culture of testing!

Greg Gifford — Dark Helmet’s Guide to Local Domination with Google Posts and Q&A 

If you’re a movie buff, you probably really appreciated Greg’s talk — he schooled us all in movie references and brought the fire with his insights on Google Posts and Q&A  

The man behind #shoesofmozcon taught us that Google is the new home page for local businesses, so we should be leveraging the tools Google has given us to make our Google My Business profiles great. For example…

Google Posts

  • Images should be 1200×900 on google posts
  • Images are cropped slightly higher than the center and it’s not consistent every time
  • The image size of the thumbnail is different on desktop than it is on mobile
  • Use Greg’s free tool at bit.ly/posts-image-guide to make sizing your Google Post images easier
  • You can also upload videos. The file size limit is 100mb and/or 30 seconds
  • Add a call-to-action button to make your Posts worth it! Just know that the button often means you get less real estate for text in your Posts
  • Don’t share social fluff. Attract with an offer that makes you stand out
  • Make sure you use UTM tracking so you can understand how your Posts are performing in Google Analytics. Otherwise, it’ll be attributed as direct traffic.

Google Q&A

  • Anyone can ask and answer questions — why not the business owner! Control the conversation and treat this feature like it’s your new FAQ page.
  • This feature works on an upvote system. The answer with the most upvotes will show first.
  • Don’t include a URL or phone number in these because it’ll get filtered out.
  • A lot of these questions are potential customers! Out of 640 car dealerships’ Q&As Greg evaluated, 40 percent were leads! Of that 40 percent, only 2 questions were answered by the dealership.

 Emily Triplett Lentz — How to Audit for Inclusive Content 

Emily of Help Scout walked dropped major knowledge on the importance of spotting and eliminating biases that frequently find their way into online copy. She also hung out backstage after her talk to cheer on her fellow speakers. #GOAT. #notallheroeswearcapes.

  • As content creators, we’d all do well to keep ableism in mind: discrimination in favor of able-bodied people. However, we’re often guilty of this without even knowing it.
  • One example of ableism that often makes its way into our copy is comparing dire or subideal situations with the physical state of another human (ex: “crippling”).
  • While we should work on making our casual conversation more inclusive too, this is particularly important for brands.
  • Create a list of ableist words, crawl your site for them, and then replace them. However, you’ll likely find that there is no one-size-fits-all replacement for these words. We often use words like “crazy” as filler words. By removing or replacing with a more appropriate word, we make our content better and more descriptive in the process.
  • At the end of the day, brands should remember that their desire for freedom of word choice isn’t more important than people’s right not to feel excluded and hurt. When there’s really no downside to more inclusive content, why wouldn’t we do it?

Visit http://content.helpscout.net/mozcon-2019 to learn how to audit your site for inclusive content!

Joelle Irvine — Image & Visual Search Optimization Opportunities 

Curious about image optimization and visual search? Joelle has the goods for you — and was blowing people’s minds with her tips for visual optimization and how to leverage Google Lens, Pinterest, and AR for visual search.

  • Visual search is not the same thing as searching for images. We’re talking about the process of using an image to search for other content.
  • Visual search like Google Lens makes it easier to search when you don’t know what you’re looking for.
  • Pinterest has made a lot of progress in this area. They have a hybrid search that allows you to find complimentary items to the one you searched. It’s like finding a rug that matches a chair you like rather than finding more of the same type of chair.
  • 62 percent of millennials surveyed said they would like to be able to search by visual, so while this is mostly being used by clothing retailers and home decor right now, visual search is only going to get better, so think about the ways you can leverage it for your brand!

Joy Hawkins — Factors that Affect the Local Algorithm that Don’t Impact Organic 

Proximity varies greatly when comparing local and organic results — just ask Joy of Sterling Sky, who gets real about fake listings while walking through the findings of a recent study.

Here are the seven areas in which the local algorithm diverges from the organic algorithm:

  • Proximity (AKA: how close is the biz to the searcher?)
    • Proximity is the #1 local ranking factor, but the #27 ranking factor on organic.
    • Studies show that having a business that’s close in proximity to the searcher is more beneficial for ranking in the local pack than in traditional organic results.
  • Rank tracking
    • Because there is so much variance by latitude/longitude, as well as hourly variances, Joy recommends not sending your local business clients ranking reports.
    • Use rank tracking internally, but send clients the leads/sales. This causes less confusion and gets them focused on the main goal.
    • Visit bit.ly/mozcon3 for insights on how to track leads from GMB
  • GMB landing pages (AKA: the website URL you link to from your GMB account)
    • Joy tested linking to the home page (which had more authority/prominence) vs. linking to the local landing page (which had more relevance) and found that traffic went way up when linking to the home page.
    • Before you go switching all your GMB links though, test this for yourself!
  • Reviews
    • Joy wanted to know how much reviews actually impacted ranking, and what it was exactly about reviews that would help or hurt.
    • She decided to see what would happen to rankings when reviews were removed. This happened to a business who was review gating (a violation of Google’s guidelines) but Joy found that reviews flagged for violations aren’t actually removed, they’re hidden, explaining why “removed” reviews don’t negatively impact local rankings.
  • Possum filter
    • Organic results can get filtered because of duplicate content, whereas local results can get filtered because they’re too close to another business in the same category. This is called the Possum filter.
  • Keywords in a business name
    • This is against Google’s guidelines but it works sadly
    • For example, Joy tested adding the word “salad bar” to a listing that didn’t even have a salad bar and their local rankings for that keyword shot up.
    • Although it works, don’t do it! Google can remove your listing for this type of violation, and they’ve been removing more listings for this reason lately.
  • Fake listings
    • New listings can rank even if they have no website, authority, citations, etc. simply because they keyword stuffed their business name. These types of rankings can happen overnight, whereas it can take a year or more to achieve certain organic rankings.
    • Spend time reporting spam listings in your clients’ niches because it can improve your clients’ local rankings.

Britney Muller — Featured Snippets: Essentials to Know & How to Target 

Closing out day three of MozCon was our very own Britney, Sr. SEO scientist extraordinaire, on everyone’s favorite SEO topic: Featured snippets!

We’re seeing more featured snippets than ever before, and they’re not likely going away. It’s time to start capitalizing on this SERP feature so we can start earning brand awareness and traffic for our clients!

Here’s how:

  • Know what keywords trigger featured snippets that you rank on page 1 for
  • Know the searcher’s intent
  • Provide succinct answers
  • Add summaries to popular posts
  • Identify commonly asked questions
  • Leverage Google’s NLP API
  • Monitor featured snippets
  • If all else fails, leverage ranking third party sites. Maybe your own site has low authority and isn’t ranking well, but try publishing on Linkedin or Medium instead to get the snippet!

There’s lots of debate over whether featured snippets send you more traffic or take it away due to zero-click results, but consider the benefits featured snippets can bring even without the click. Whether featured snippets bring you traffic, increased brand visibility in the SERPs, or both, they’re an opportunity worth chasing.

Aaaand, that’s a wrap!

Thanks for joining us at this year’s MozCon! And a HUGE thank you to everyone (Mozzers, partners, and crew) who helped make this year’s MozCon possible — we couldn’t have done it without all of you. 

What was your favorite moment of the entire conference? Tell us below in the comments! And don’t forget to grab the speaker slides here

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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MozCon 2019: The Top Takeaways From Day One

Posted by KameronJenkins

Rand, Russ, Ruth, Rob, and Ross. Dana and Darren. Shannon and Sarah. We didn’t mean to (we swear we didn’t) but the first day of MozCon was littered with alliteration, takeaways, and oodles of insights from our speakers. Topics ranged from local SEO, link building, and Google tools, and there was no shortage of “Aha!” moments. And while the content was diverse, the themes are clear: search is constantly changing. 

If you’re a Moz community member, you can access the slides from Day One. Not a community member yet? Sign up — it’s free!

Get the speaker slides!

Ready? Let’s make like Roger in his SERP submarine and dive right in!

Sarah’s welcome

Our fearless leader took the stage to ready our attendees for their deep sea dive over the next three days. Our guiding theme to help set the tone? The deep sea of data that we find ourselves immersed in every day.

People are searching more than ever before on more types of devices than ever before… we truly are living in the golden age of search. As Sarah explained though, not all search is created equal. Because Google wants to answer searchers’ questions as quickly as possible, they’ve moved from being the gateway to information to being the destination for information in many cases. SEOs need to be able to work smarter and identify the best opportunities in this new landscape. 

Rand Fishkin — Web Search 2019: The Essential Data Marketers Need

Next up was Rand of SparkToro who dropped a ton of data about the state of search in 2019.

To set the stage, Rand gave us a quick review of the evolution of media: “This new thing is going to kill this old thing!” has been the theme of panicked marketers for decades. TV was supposed to kill radio. Computers were supposed to kill TV. Mobile was supposed to kill desktop. Voice search was supposed to kill text search. But as Rand showed us, these new technologies often don’t kill the old ones — they just take up all our free time. We need to make sure we’re not turning away from mediums just because they’re “old” and, instead, make sure our investments follow real behavior.

Rand’s deck was also chock-full of data from Jumpshot about how much traffic Google is really sending to websites these days, how much of that comes from paid search, and how that’s changed over the years.

In 2019, Google sent ~20 fewer organic clicks via browser searches than in 2016.

In 2016, there were 26 organic clicks for every paid click. In 2019, that ratio is 11:1.

Google still owns the lion’s share of the search market and still sends a significant amount of traffic to websites, but in light of this data, SEOs should be thinking about how their brands can benefit even without the click.

And finally, Rand left us with some wisdom from the world of social — getting engagement on social media can get you the type of attention it takes to earn quality links and mentions in a way that’s much easier than manual, cold outreach.

Ruth Burr Reedy — Human > Machine > Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents

It’s 2019. And though we all thought by this year we’d have flying cars and robots to do our bidding, machine learning has come a very long way. Almost frustratingly so — the push and pull of making decisions for searchers versus search engines is an ever-present SEO conundrum.

Ruth argued that in our pursuit of an audience, we can’t get too caught up in the middleman (Google), and in our pursuit of Google, we can’t forget the end user.

Optimizing for humans-only is inefficient. Those who do are likely missing out on a massive opportunity. Optimizing for search engines-only is reactive. Those who do will likely fall behind.

She also left us with the very best kind of homework… homework that’ll make us all better SEOs and marketers!

  • Read the Quality Rater Guidelines
  • Ask what your site is currently benefiting from that Google might eliminate or change in the future
  • Write better (clearer, simpler) content
  • Examine your SERPs with the goal of understanding search intent so you can meet it
  • Lean on subject matter experts to make your brand more trustworthy
  • Conduct a reputation audit — what’s on the internet about your company that people can find?

And last, but certainly not least, stop fighting about this stuff. It’s boring.

Thank you, Ruth!

Dana DiTomaso — Improved Reporting & Analytics Within Google Tools

Freshly fueled with cinnamon buns and glowing with the energy of a thousand jolts of caffeine, we were ready to dive back into it — this time with Dana from Kick Point.

This year was a continuation of Dana’s talk on goal charters. If you haven’t checked that out yet or you need a refresher, you can view it here

Dana emphasized the importance of data hygiene. Messy analytics, missing tracking codes, poorly labeled events… we’ve all been there. Dana is a big advocate of documenting every component of your analytics.

She also blew us away with a ton of great insight on making our reports accessible — from getting rid of jargon and using the client’s language to using colors that are compatible with printing.

And just when we thought it couldn’t get any more actionable, Dana drops some free Google Data Studio resources on us! You can check them out here.

(Also, close your tabs!)

Rob Bucci — Local Market Analytics: The Challenges and Opportunities

The first thing you need to know is that Rob finally did it — he finally got a cat.

Very bold of Rob to assume he would have our collective attention after dropping something adorable like that on us. Luckily, we were all able to regroup and focus on his talk — how there are challenges aplenty in the local search landscape, but there are even more opportunities if you overcome them.

Rob came equipped with a ton of stats about localized SERPs that have massive implications for rank tracking.

  • 73 percent of the 1.2 million SERPs he analyzed contained some kind of localized feature.
  • 25 percent of the sites he was tracking had some degree of variability between markets.
  • 85 percent was the maximum variability he saw across zip codes in a single market.

That’s right… rankings can vary by zip code, even for queries you don’t automatically associate as local intent. Whether you’re a national brand without physical storefronts or you’re a single-location retail store, localization has a huge impact on how you show up to your audience.

With this in mind, Rob announced a huge initiative that Moz has been working on… Local Market Analytics — complete with local search volume! Eep! See how you perform on hyper-local SERPs with precision and ease — whether you’re an online or location-based business.

It launched today as an invitation-only limited release. Want an invite? Request it here

Ross Simmonds— Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing

Ross Simmonds was up next, and he dug into how you might be creating content wrong if you’re building it strictly around keyword research.

The methodology we marketers need to remember is Research – Rethink – Remix.

Research:

  • Find the channel your audience spends time on. What performs well? How can you serve this audience?

Rethink:

  • Find the content that your audience wants most. What topics resonate? What stories connect?

Remix:

  • Measure how your audience responds to the content. Can this be remixed further? How can we remix at scale?

If you use this method and you still aren’t sure if you should pursue a content opportunity, ask yourself the following questions:

  • Will it give us a positive ROI?
  • Does it fall within our circle of competence?
  • Does the benefit outweigh the cost of creation?
  • Will it give us shares and links and engagement?

Thanks, Ross, for such an actionable session!

Shannon McGuirk — How to Supercharge Link Building with a Digital PR Newsroom

Shannon of Aira Digital took the floor with real-life examples of how her team does link building at scale with what she calls the “digital PR newsroom.”

The truth is, most of us are still link building like it’s 1948 with “planned editorial” content. When we do this, we’re missing out on a ton of opportunity (about 66%!) that can come from reactive editorial and planned reactive editorial.

Shannon encouraged us to try tactics that have worked for her team such as:

  • Having morning scrum meetings to go over trending topics and find reactive opportunities
  • Staffing your team with both storytellers and story makers
  • Holding quarterly reviews to see which content types performed best and using that to inform future work

Her talk was so good that she even changed Cyrus’s mind about link building!

For free resources on how you can set up your own digital PR newsroom, visit: aira.net/mozcon19.

Darren Shaw— From Zero to Local Ranking Hero

Next up, Darren of Whitespark chronicled his 8-month long journey to growing a client’s local footprint.

Here’s what he learned and encouraged us to implement in response:

  • Track from multiple zip codes around the city
  • Make sure your citations are indexed
  • The service area section in GMB won’t help you rank in those areas. It’s for display purposes only
  • Invest in a Google reviews strategy
  • The first few links earned really have a positive impact, but it reaches a point of diminishing returns
  • Any individual strategy will probably hit a point of diminishing returns
  • A full website is better than a single-page GMB website when it comes to local rankings

As SEOs, we’d all do well to remember that it’s not one specific activity, but the aggregate, that will move the needle!

Russ Jones — Esse Quam Videri: When Faking it is Harder than Making It

Rounding out day one of MozCon was our very own Russ Jones on Esse Quam Videri — “To be, rather than to seem.”

By Russ’s own admission, he’s a pretty good liar, and so too are many SEOs. In a poll Russ ran on Twitter, he found that 64 percent of SEOs state that they have promoted sites they believe are not the best answer to the query. We can be so “rank-centric” that we engage in tactics that make our websites look like we care about the users, when in reality, what we really care about is that Google sees it.

Russ encouraged SEOs to help guide the businesses we work for to “be real companies” rather than trying to look like real companies purely for SEO benefit.

Thanks to Russ for reminding us to stop sacrificing the long run for the short run!

Phew — what a day!

And it ain’t over yet! There are two more days to make the most of MozCon, connect with fellow attendees, and pick the brains of our speakers. 

In the meantime, tell me in the comments below — if you had to pick just one thing, what was your favorite part about day one?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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How to Make the Most of MozCon (and Stay Motivated Once it’s Over)

Posted by Kirsten_Barkved

Show of hands if the following scenario has ever happened to you:

You make it to a conference. You sit through three to four days of amazing content, network like a boss, fill up on coffee and donuts, and cover page after page of notes — your wrist is dangerously close to being diagnosed with carpal tunnel. The energy in the room is contagious and everyone leaves the conference with the promise of new strategies, connections, and ideas that have the possibility to transform the way you think about business.


Photo credit: Turk Photos

At least, that’s the dream. The reality? Once the conference is over, you’re back to the grind, no longer surrounded by that vibrant “we can do anything” energy that had you so inspired and hyped just days before. The buzz is now a dull hum. Your notebook is full of scribbles that you can no longer decipher, and you have a daunting to-do list to catch up on while you nurse a sugar hangover from eating three-days worth of donuts.

You’ve lost the fire. The conference motivation is gone. You, my friend, have the post-conference scaries.

With MozCon fast approaching, the excitement is building. But so is the anxiety: you know there’s going to be a ton of insightful talks and takeaways to write home about — how do you keep all that goodness going after MozCon?

We’ve all been there! And we want to make sure you’re set up for success. So myself and our Subject Matter Experts whipped up an extensive and effective guide to ensure you can put all the goodness you’ve absorbed at MozCon to work straight away. Read on to see what Britney MullerRob Bucci, Cyrus ShepardDr. Pete, and Miriam Ellis have to offer!

Get your tickets before they’re gone!

Before you head to MozCon, though, make sure you do these things first

We know this isn’t your first rodeo. But on the off chance that it is, or if you need a reminder before you set foot in MozCon, make like the Boy Scouts of America: Be prepared.

Because I’m a keener (remind me to tell you about the time I waited for 24 hours to be first in line for The Fellowship of the Ring movie) with a tendency to overprepare (remind me also to tell you about my first day of school where I packed all my favorite Nancy Drews, my best pencil crayons, a raincoat, and a pair of extra socks), I spend quite a chunk of time ensuring I have everything I need before an event. 

You don’t need to be as prepared as my eight-year-old self, but here’s a brief checklist of things to do before you pack your bags and set sail for MozCon:

  • Study the agenda — You’ve likely already glanced at who’s speaking. Take another skim to get an idea of who is speaking and what topics will fulfill an educational gap. Even if a topic isn’t related to your area of work, it’s still worthwhile to listen — who knows what you’ll uncover. 
  • Set goals for what you’d like to learn — Whatever your game plan looks like, flesh it out to flesh out. Show up ready to learn.
  • Prepare your note-taking tools — There is no such thing as too many pens, not at a conference like MozCon. You’ll be taking a ton of notes, so prepare your note-taking tools, whatever they may be — charge your laptop or tablets, pack a spare notebook and some well-inked pens, or practice your telepathy if you plan on sending takeaways to your team via your mind.
  • Subscribe to the Moz blog — We have oodles of content for you to sink your teeth into and there’s something for everyone, from basic SEO to local search to the nitty-gritty technical. Plus, we’ll be doing conference recaps after each day, so even if you couldn’t make it this year, you’ll get all the juicy details straight to your inbox when you subscribe.
  • Make connections — There is ample opportunity at MozCon to network and meet new people but it never hurts to get a lay of the digital land before you step foot in Seattle. Follow the hashtag #mozcon on Twitter to stay up to date with MozCon goers and ask important questions of our speakers, like this:

You can also join the Facebook group to find out when people are arriving and pop in on conversations to get your name and face out there. If you know of people you want to reconnect that will be attending, now is a good idea to reach out and reconnect. Set up a time to chat over a coffee or maybe make plans to sit together at our Birds of Feather table.

At the conference

It’s Day One of MozCon and you’ve successfully found the coffee. Now what?

Attend every session…

And we mean every. Single. Session. 

The great thing about MozCon is that it’s a single track session, so you don’t have to pick one talk over another. That also means, though, that the temptation can be high for skipping one or two. 

“It may be tempting to sleep in on a morning session, but so much magic happens when you aren’t there. You never know what nuggets of insight you’ll miss.” — Cyrus Shepard

“I often find I have some of my best ideas at conferences, even if they’re not related to anything the speaker is talking about. Capture those ideas, too, and add them to your action plan.” — Dr. Pete

…But don’t be afraid to mingle in-between sessions

“Take breaks if you feel like it and spend some time meeting people out in the lobby. New MozCon friends can help hold each other accountable after the conference. I’ve met some of my closest industry friends in the lobby of conferences during a session — hi, Cyrus!” — Britney Muller

Remember what you learn

There’s a lot of information to digest and chances are that your hurried note-taking isn’t going to make a ton of sense once the MozCon high is over. To make deciphering your notes easier once you’re back at the office, add three key takeaways or any follow up you want to do on the topic after each session.

You can also create a page dedicated to takeaways that you think are worthy. While I’m definitely taking notes during each session, I reserve a separate page for any ideas, theories, or strategies that I think are valuable to explore.

Make sure you’re keeping your goals in mind, too. If you had planned on learning new things at MozCon, keep your ears open for any topics that piqued your interest.

“Write down at least one topic that grabbed your interest but that you felt could be studied further and commit to doing that study at your business and publishing your findings. Don’t forget to ping the original presenter when you do, letting them know their talk inspired your further investigation.” — Miriam Ellis

“At the end of each conference day, I also like to schedule emails to myself (a few weeks out) as reminders to attempt the things I learned about that day.” — Britney Muller

Keep tabs on live tweeters

MozCon has some pretty prolific live tweeters that know just how to distill all the right takeaways into 280 characters (which, IMO, is quite a feat). Some of our past MozCon live-tweeters have included: 

You can also keep up with the conference goers by following the conference hashtag, #mozcon.

“Also, follow Cyrus Shepard on Twitter and do everything he says!” — Britney Muller

Take note of any free templates, tools, or spreadsheets

Much like parents who want nothing but the best from you (and also to sometimes show off your life successes on the family fridge), the speakers want you to excel in life after MozCon. Which is why you’re bound to find a plethora of downloadable templates and spreadsheets during their talk. Take note of any that you’d like to try back at the office. Make sure to also follow the speakers on Twitter for any updates or insider tips on how to make the most of their new resources.

Download the talks

I’m sure you already know, but on the off chance you didn’t know, you’ll be able to download all the speaker’s slide decks once their talks are over. So if there was something you missed, wanted to share with the team at home base, or needed clarification on, you can do so with one click of a button once they’re available.

After the conference

Write about it

I know the last thing you want to do right after three days of learning and writing is to go and do more writing. But Future You will be so happy that Past You did this one thing. 

The second you’re done MozCon-ing, write everything down. Get it all out of your brain and onto paper. Because otherwise, you’ll forget why you underlined a word or phrase three times or the cool new project ideas you had while chatting at dinner. You won’t mean to, obviously. It’s just one of those unfortunate facts of life. Kind of like drifting off to sleep with a really great idea for a band name — you’ll tuck it away in a pocket of your brain, certain you won’t forget about it in the morning. But you will. And the world will never know of They Might Be Little Pigeons

So, write everything down the second you can.

“I’m one of those people who takes notes like, “Cheese fritters + SEO = YES!” and am very excited about it and have no idea what it meant a week later. So: Re-copy your notes or write a summary, ASAP, while it’s still fresh in your mind— even if it’s on the flight home.” — Dr. Pete

Schedule thinking time

The first week back at the office, block out some time in your calendar to percolate over what you learned at MozCon. I can’t stress this one enough: When we get back into the real world, we dive right into our list of to-dos, at home and at work. And the longer we delay the thinking and brainstorming process, the bigger the chance we’ll lose motivation or get bogged down by more projects. 

Carve out some thinking time for yourself in your calendar the second you’re back at your desk to ask yourself some questions:

  • What really stood out for me?
  • What do I want to apply right away?
  • What is going to be effective short term vs. long term?

I like to ideate to-do lists from these questions — maybe that’s a follow-up email with the speaker or a task to read further resources from their talk. Or maybe it’s to set up a meeting with my team to try out a new strategy. The point is: if I take this time now to marinate, the better chance I have of helping out future me — and future me really appreciates that.

“It’s so easy to go from hundreds of ideas to doing nothing concrete, and as soon as you return to your desk, you’re going to be buried in emails and requests. Commit to something actionable before you open up your inbox.” — Dr. Pete

Review your action items

Now that you’ve done your big thinking, it’s time to turn those takeaways and actions items into, well, action. 

Think back to the goals you outlined before you set foot inside MozCon — did you meet any of them? How well did the topics address your questions? And how will you apply your action items? When I’m looking over my notes for any new ideas we can execute on, I like to make a table with two columns: 1) Things that we don’t do but could and 2) Things we’re currently doing but could be doing better.

Got a lot of action items and feel a tad overwhelmed? Just remember: If you apply just one action item a week, even if it’s small, that’s still fifty small changes you’ve made in one year. And they can all add up to one big change.

You’ll want to prioritize them like so:

  • Strategic initiatives to implement right away
  • Processes you can improve
  • Areas for future learning

“A week after the conference, review your “action items” — either by yourself or with your team. Prepare a presentation for the top things you learned and share with any team members that didn’t attend.” — Cyrus Shepard

“Pin yourself down to three specific to-dos for the month after the conference.” — Dr. Pete

Stay inspired

Remember that anything in life worth having (relationships, bangs, product launches, puzzles) requires more than just an idea — it takes time and work. Rather than let all that enthusiasm you had at MozCon fade away, keep the momentum going by reading and learning new things. A good place to start is by subscribing to daily industry reads that can fuel your inspiration. Here is just a sampling to get you started: 

“Having a go-to list of daily industry reads is a really good way to keep the sense of inspiration up.” — Rob Bucci

Use your connections

What good was all that networking if you don’t put it to use — especially if, like me, you’re a Level-12 Introvert?

Make sure all those hard-earned connections don’t go to waste. Chances are, if you saw them at MozCon, you’ll be seeing them at the same tracks and conferences, so it’d be good to set some sort of foundation

All it takes is a LinkedIn message or an email. And they’ll appreciate you following up — bonus points if you make it personal. I’ve made several follow up emails after conferences and almost all blossomed into successful working relationships thanks in large part to emails that began as though we were continuing the conversation we had at MozCon. It doesn’t have to be the same as “Hi, how’s your dog, is she still afraid of traffic cones?,” but a nice “Hi, how is life after MozCon — are you settling back into the 9-5, yet?” goes a long way.

“It’s great to collect business cards, but it’s better to form life-long relationships. If you haven’t connected with those you met at MozCon, now is the time to do so. At a minimum, email everyone you enjoyed meeting with and let them know that you can be a resource for them.” — Cyrus Shepard

Takeaways

MozCon only comes once a year — like International Pancake Day or 7-11′s Free Slurpee Day — so make sure you’re prepared so you can keep that MozCon fire burning all year round.

Grab my MozCon ticket now!

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The 2019 MozCon Final Agenda Has Arrived!

Posted by cheryldraper

If you can believe it, we’re only about a month away from MozCon 2019! July 15th can’t come soon enough, am I right?!

In March, we announced the initial agenda and in May we announced our community speakers. Today, we’re excited to bring you our final agenda — a fully loaded list of all the knowledge you can expect to gain from this year’s conference. 

Haven’t snagged your ticket yet? Don’t worry — we still have some left!:

I’m going to MozCon!

With the schedule set and the speakers hard at work polishing their presentations, here’s a look at the three action-packed days we have planned for you.


Monday, July 15th


7:30am–9:00am

Breakfast & registration


9:00am–9:20am

Welcome to MozCon 2019!

Sarah Bird, CEO of Moz

Our vivacious CEO will be kicking things off early on the first day of MozCon with a warm welcome, laying out all the pertinent details of the conference, and getting us in the right mindset for three days of learning.


9:20am–10:00am

Web Search 2019: The Essential Data Marketers Need

Rand Fishkin, Sparktoro

It’s been a rough couple years in search. Google’s domination and need for additional growth has turned the search giant into a competitor for more and more publishers, and plateaued the longstanding trend of Google’s growing referral traffic. But in the midst of this turmoil, opportunities have emerged, too. In this presentation, Rand will look not only at how Google (and Amazon, YouTube, Instagram, and others) have leveraged their monopoly power in concerning ways, but also how to find opportunities for traffic, branding, and marketing success.


10:00am–10:30am

Human > Machine > Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents

Ruth Burr Reedy, UpBuild

The push and pull of making decisions for searchers versus search engines is an ever-present SEO conundrum. How do you tackle industry changes through the lens of whether something is good for humans or for machines? Ruth will take us through human-readable quality signals and their machine-readable equivalents and how to make SEO decisions accordingly, as well as how to communicate change to clients and bosses.


10:35am–11:15am

Morning break


11:15am–11:45am

Improved Reporting & Analytics Within Google Tools

Dana DiTomaso, Kick Point

Covering the intersections between some of our favorite free tools — Google Data Studio, Google Analytics, and Google Tag Manager — Dana will be deep-diving into how to improve your reporting and analytics, even providing downloadable Data Studio templates along the way.


11:45am–12:15pm

Local SERP Analytics: The Challenges and Opportunities

Rob Bucci, Moz

We all know that SERPs are becoming increasingly local. Google is more and more looking to satisfy local intent queries for searchers. There’s a treasure-trove of data in local SERPs that SEOs can use to outrank their competitors. In this session, Rob will talk about the challenges that come with trying to do SERP analytics at a local level and the opportunities that await those who can overcome those challenges.


12:20pm–1:50pm

Lunch


1:50pm–2:20pm

Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing

Ross Simmonds, Foundation Marketing

Many marketers focus solely on keyword research when crafting their content, but it just isn’t enough if you want to gain a competitive edge. Ross will share a framework for uncovering content ideas leveraged from forums, communities, niche sites, good old-fashioned SERP analysis, tools and techniques to help along the way, and exclusive research surrounding the data that backs this up.


2:20pm–2:50pm

How to Supercharge Link Building with a Digital PR Newsroom

Shannon McGuirk, Aira Digital

Everyone who’s ever tried their hand at link building knows how much effort it demands. If only there was a way to keep a steady stream of quality links coming in the door for clients, right? In this talk, Shannon will share how to set up a “digital PR newsroom” in-house or agency-side that supports and grows your link building efforts. Get your note-taking hand ready, because she’s going to outline her process and provide a replicable tutorial for how to make it happen.


2:55pm–3:35pm

Afternoon break


3:35pm–4:05pm

From Zero to Local Ranking Hero

Darren Shaw, Whitespark

From zero web presence to ranking hyper-locally, Darren will take us along on the 8-month-long journey of a business growing its digital footprint and analyzing what worked (and didn’t) along the way. How well will they rank from a GMB listing alone? What about when citations were added, and later indexed? Did having a keyword in the business name help or harm, and what changes when they earn a few good links? Buckle up for this wild ride as we discover exactly what impact different strategies have on local rankings.


4:05pm–4:45pm

Esse Quam Videri: When Faking It Is Harder than Making It

Russ Jones, Moz

Covering a breadth of SEO topics, Russ will show us how the correct use of available tools makes it easier to actually be the best in your market rather than try to cut corners and fake it. If you’re a fan of hacks and shortcuts, come prepared to have your mind changed.


7:00–10:00 pm

Monday Night Welcome Party

Join us for a backyard tiki bar party at beautiful Block 41 in Belltown. Meet with fellow marketers over drinks, music, and catching sun on the patio. We look forward to bringing our community together to inaugurate MozCon on this special night. See you there!


Tuesday, July 16th


8:30am–9:30am

Breakfast


9:30am–10:00am

Building a Discoverability Powerhouse: Lessons from Merging an Organic, Paid, & Content Practice

Heather Physioc, VMLY&R

Search is a channel that can’t live in a silo. In order to be its most effective, search teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings of managing an organic, paid and performance content team into one Discoverability group. Find out how we went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from our mistakes and wins as you apply the principles in your own company.


10:00am–10:30am

Brand Is King: How to Rule in the New Era of Local Search

Mary Bowling, Ignitor Digital

Get ready for a healthy dose of all things local with this talk! Mary will deep-dive into how the Google Local algorithm has matured in 2019 and how marketers need to mature with it; how the major elements of the algo (relevance, prominence, and proximity) influence local rankings and how they affect each other; how local results are query-dependent; how to feed business info into the Knowledge Graph; and how brand is now “king” in local search.


10:35am–11:15am

Morning break


11:15am–11:45am

Making Memories: Creating Content People Remember

Casie Gillette, KoMarketing

We know that only 20% of people remember what they read, but 80% remember what they saw. How do you create something people actually remember? You have to think beyond words and consider factors like images, colors, movement, location, and more. In this talk, Casie will dissect what brands are currently doing to capture attention and how everyone, regardless of budget or resources, can create the kind of content their audience will actually remember.


11:45am–12:25pm

20 Years in Search & I Don’t Trust My Gut or Google

Wil Reynolds, Seer Interactive

What would your reaction be if you were told that one of Wil’s clients got more conversions from zero-volume search terms than search terms with 1000+ searches per month? It’s true. Wil found this out in seconds, leading him to really look at his whole client strategy through a new lens. It also made him question company-wide strategies. How prevalent is this across all clients? Don’t they all deserve to get these insights? It required him to dig into the long tail, deep. To use big data and see PPC data as insights, not just marketing.

What would your reaction be if you were told that Google’s “bad click” business could be generating as much annually as Starbucks or McDonalds?

Wil will be making the case for big data, agencies, and why building systems that looking at every single search term you get matched to is the future of search marketing.


12:30pm–2:00pm

Lunch


2:00pm–2:15pm

Super-Practical Tips for Improving Your Site’s E-A-T

Marie Haynes, Marie Haynes Consulting Inc.

Google has admitted that they measure the concept of “Expertise, Authoritativeness, and Trustworthiness” in their algorithms. If your site is categorized under YMYL (Your Money or Your Life), you absolutely must have good E-A-T in order to rank well. In this talk, you’ll learn how Google measures E-A-T and what changes you can make both on site and off in order to outrank your competitors. Using real-life examples, Marie will answer what E-A-T is and how Google measures it, what changes you can make on your site to improve how E-A-T is displayed, and what you can do off-site to improve E-A-T.


2:15pm–2:30pm

Fixing the Indexability Challenge: A Data-Based Framework

Areej AbuAli, Verve Search

How do you turn an unwieldy 2.5 million-URL website into a manageable and indexable site of just 20,000 pages? Areej will share the methodology and takeaways used to restructure a job aggregator site which, like many large websites, had huge problems with indexability and the rules used to direct robot crawl. This talk will tackle tough crawling and indexing issues, diving into the case study with flow charts to explain the full approach and how to implement it.


2:30pm–2:45pm

What Voice Means for Search Marketers: Top Findings from the 2019 Report

Christi Olson, Microsoft

How can search marketers take advantage of the strengths and weaknesses of today’s voice assistants? Diving into three scenarios for informational, navigational, and transactional queries, Christi will share how to use language semantics for better content creation and paid targeting, how to optimize existing content to be voice-friendly (including the new voice schema markup!), and what to expect from future algorithm updates as they adapt to assistants that read responses aloud, no screen required. Highlighting takeaways around voice commerce from the report, this talk will ultimately provide a breakdown on how search marketers can begin to adapt their shopping experience for v-commerce.


2:50pm–3:30pm

Afternoon break


3:30pm–4:00pm

Redefining Technical SEO

Paul Shapiro, Catalyst

It’s time to throw the traditional definition of technical SEO out the window. Why? Because technical SEO is much, much bigger than just crawling, indexing, and rendering. Technical SEO is applicable to all areas of SEO, including content development and other creative functions. In this session, you’ll learn how to integrate technical SEO into all aspects of your SEO program.


4:00pm–4:40pm

How Many Words Is a Question Worth?

Dr. Peter J. Meyers, Moz

Traditional keyword research is poorly suited to Google’s quest for answers. One question might represent thousands of keyword variants, so how do we find the best questions, craft content around them, and evaluate success? Dr. Pete dives into three case studies to answer these questions.


Wednesday, July 17th


8:30am–9:30am

Breakfast


9:30am–10:10am

Fraggles, Mobile-First Indexing, & the SERP of the Future

Cindy Krum, Mobile Moxie

Before you ask: no, this isn’t Fraggle Rock, MozCon edition! Cindy will cover the myriad ways mobile-first indexing is changing the SERPs, including progressive web apps, entity-first indexing, and how “fraggles” are indexed in the Knowledge Graph and what it all means for the future of mobile SERPs.


10:10am–10:40am

Killer CRO and UX Wins Using an SEO Crawler

Luke Carthy, Excel Networking

CRO, UX, and an SEO crawler? You read that right! Luke will share actionable tips on how to identify revenue wins and impactful low-hanging fruit to increase conversions and improve UX with the help of a site crawler typically used for SEO, as well as a generous helping of data points from case studies and real-world examples.


10:45am–11:25am

Morning break


11:25am–11:55am

Content, Rankings, and Lead Generation: A Breakdown of the 1% Content Strategy

Andy Crestodina, Orbit Media

How can you use data to find and update content for higher rankings and more traffic? Andy will take us through a four-point presentation that pulls together the most effective tactics around content into a single high-powered content strategy with even better results.


11:55am–12:25pm

Running Your Own SEO Tests: Why It Matters & How to Do It Right

Rob Ousbey, Distilled

Google’s algorithms have undergone significant changes in recent years. Traditional ranking signals don’t hold the same sway they used to, and they’re being usurped by factors like UX and brand that are becoming more important than ever before. What’s an SEO to do?

The answer lies in testing.

Sharing original data and results from clients, Rob will highlight the necessity of testing, learning, and iterating your work, from traditional UX testing to weighing the impact of technical SEO changes, tweaking on-page elements, and changing up content on key pages. Actionable processes and real-world results abound in this thoughtful presentation on why you should be testing SEO changes, how and where to run them, and what kinds of tests you ought to consider for your circumstances.


12:30pm–2:00pm

Lunch


2:00pm–2:15pm

Dark Helmet’s Guide to Local Domination with Google Posts and Q&A

Greg Gifford, Wikimotive

Google Posts and Questions & Answers are two incredibly powerful features of Google My Business, yet most people don’t even know they exist. Greg will walk through Google Posts in detail, sharing how they work, how to use them, and tips for optimization based on testing with hundreds of clients. He’ll also cover the Q&A section of GMB (a feature that lets anyone in the community speak for your business), share the results of a research project covering hundreds of clients, share some hilarious examples of Q&A run wild, and explain exactly how to use Q&A the right way to win more local business.


2:15pm–2:30pm

How to Audit for Inclusive Content

Emily Triplett Lentz, Help Scout

Digital marketers have a responsibility to learn to spot the biases that frequently find their way into online copy, replacing them with alternatives that lead to stronger, clearer messaging and that cultivate wider, more loyal and enthusiastic audiences. Last year, Help Scout audited several years of content for unintentionally exclusionary language that associated physical disabilities or mental illness with negative-sounding terms, resulting in improved writing clarity and a stronger brand. You’ll learn what inclusive content is, how it helps to engage a larger and more loyal audience, how to conduct an audit of potentially problematic language on a site, and how to optimize for inclusive, welcoming language.


2:30pm–2:45pm

Get the Look: Improve the Shopper Experience with Image and Visual Search Optimization

Joelle Irvine, Bookmark Content

With voice, local, and rich results only rising in importance, how do image and visual search fit into the online shopping ecosystem? Using examples from Google Images, Google Lens, and Pinterest Lens, Joelle will show how image optimization can improve the overall customer experience and play a key role in discoverability, product evaluation, and purchase decisions for online shoppers. At the same time, accepting that image recognition technology is not yet perfect, she will also share actionable tactics to better optimize for visual search to help those shoppers find that perfect style they just can’t put into words.


2:50pm–3:30pm

Afternoon break


3:30pm–4:00pm

Factors that Affect the Local Algorithm that Don’t Impact Organic

Joy Hawkins, Sterling Sky Inc.

Google’s local algorithm is a horse of a different color when compared with the organic algo most SEOs are familiar with. Joy will share results from a SterlingSky study on how proximity varies greatly when comparing local and organic results, how reviews impact ranking (complete with data points from testing), how spam is running wild (and how it negatively impacts real businesses), and more.


4:00pm–4:30pm

Featured Snippets: Essentials to Know & How to Target

Britney Muller, Moz

By now, most SEOs are comfortable with the idea of featured snippets, but actually understanding and capturing them in the changing search landscape remains elusive. Britney will share some eye-opening data about the SERPs you know and love while equipping you with a bevy of new tricks for winning featured snippets into your toolbox.


7:00pm–10:00pm

Wednesday Night Bash

Bowling: check! Karaoke: check! Photo booth: check! Join us for one last hurrah as we take over the Garage. You won’t want to miss this closing night bash — we’ll have plenty of games, food, and fun as we mix and mingle, say “see ya soon” to friends new and old, and reminisce over our favorite lessons from the past 3 days.


See you there?

It’s not too late to sign up for MozCon 2019! We sell out every year, but we’ve still got tickets left for you to scoop up.

Grab my MozCon ticket now!

As much as we’d love to see you all there, we know that a trip to Seattle isn’t always feasible. If that’s the case for you, be on the lookout for the video bundle we’ll have available for purchase after the conference — get all the great insights from MozCon from the comfort of your home or office, and share them with your whole team!

Have questions? Pop them in the comments or head on over to our MozCon resource center where you can view FAQs, learn about our speakers, and get travel information. Once you buy your ticket, be sure to request access to our MozCon Facebook Group for enhanced networking with your fellow attendees!

Let the final countdown to MozCon 2019 begin!

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How to Convince Your Boss to Send You to MozCon 2019

Posted by cheryldraper

From networking with your peers to hearing from industry leaders, there are benefits a-plenty to attending conferences. You know that. Your peers know that. But how do you persuade the powers-that-be (aka your boss) that sending you is beneficial for your business? 

To help convince your boss that won’t just be lounging pool-side, sipping cocktails on the company dime, we’ve gathered the goods to help you get your boss to greenlight your MozCon attendance.

How to make the case

Business competition is fiercer than ever. What used to make a splash now feels like it’s barely making ripples. Only those who are able to shift tactics with the changing tides of marketing will be able to come out on top.

And that’s exactly what MozCon is going to help you do.

Covering everything a growing marketer needs for a well-balanced marketing diet (SEO, content, strategy, growth), MozCon delivers top-notch talks from hand-selected speakers over three insightful days in July.

There’s so much in store for you this year. Here’s just a sampling of what you can expect at this year’s MozCon:

Speakers and content

Our speakers are real practitioners and industry leaders. We work with them to ensure they deliver the best content and insights to the stage to set you up for a year of success. No sales pitches or talking heads here!

Networking

You work hard taking notes, learning new insights, and digesting all of that knowledge — that’s why we think you deserve a little fun in the evenings. It’s your chance to decompress with fellow attendees and make new friends in the industry. We host exciting evening networking events that add to the value you’ll get from your day of education. Plus, our Birds of a Feather lunch tables allow you to connect with like-minded peers who share similar interests.

High-quality videos to share with your team

About a month or so after the conference, we’ll send you a link to professionally edited videos of every presentation at the conference. Your colleagues won’t get to partake in the morning Top Pot doughnuts or Starbucks coffee (the #FOMO is real), but they will get a chance to learn everything you did, for free.

An on-going supportive group 

Our MozCon Facebook group is incredibly active, and it’s grown to have a life of its own — marketers ask one another SEO questions, post jobs, look for and offer advice and empathy, and more. It’s a great place to find TAGFEE support and camaraderie long after the conference itself has ended.

Great food on site 

We know that conference food isn’t typically worth mentioning, but at MozCon is notorious for its snacking. You can expect two hot meals a day and loads of snacks from local Seattle vendors — in the past we’ve featured a smorgasbord from the likes of Trophy cupcakes, KuKuRuZa popcorn, Starbucks’ Seattle Reserve cold brew.

Swag

No duds here, we do our homework when it comes to selecting swag worthy of keeping. One-of-a-kind Roger Mozbots, a super-soft t-shirt, and more cool stuff you’ll want to take home and show off.

Wear your heart on your sleeve

MozCon and our attendees give back each year through donating Moz dollars towards a charitable organization.

Discounts for subscribers and groups 

Moz Pro subscribers get a whopping $ 500 off their ticket cost and there are discounts for groups as well, so make sure to take advantage of savings where you can!

Ticket cost

At MozCon our goal is to breakeven, which means we invest all of your ticket prices back into you. Check out the full breakdown of what your MozCon ticket gets you:

But of course, don’t take our word for it! There are some incredible resources available at your fingertips that tout the benefits of attending conferences:

I’m convinced, now grab my ticket!

Need a little more to get your boss on board? Check out some videos from years past to get a taste for the caliber of our speakers. We’ve also got a call for community speaker pitches (closes at 5 pm PDT on April 15, 2019) so if you’ve been thinking about breaking into the speaking circuit, it could be an amazing opportunity.

Buy ticket, save money, get competitive marketing insights. Everyone wins!

MozCon is one unforgettable experience that lives and grows with you beyond just the three days you spend in Seattle. And there’s no time like the present to pitch MozCon to your boss. If they’re still stuck on the “why”, let them know about our subscriber or group pricing tiers to your boss — you’ll save hundreds of dollars when you do. Just think of all the Keurigs you could get for that communal kitchen! 

Grab your ticket to MozCon!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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Step into the Spotlight as a Community Speaker at MozCon 2019

Posted by Danielle_Launders

With MozCon 2019 right around the corner, we’re excited to announce our annual open call for community speakers! Are you the person that everyone in your office goes to for digital marketing advice? Dreaming of breaking into the speaking circuit to share your innovative ideas? Now’s the chance to submit your pitch for an opportunity to join industry leaders on stage in front of 1,500 of your peers. (No pressure!)

Not sure what a community speaker is?

At MozCon, we have a speaker selection committee that identifies practitioners at the top of their professional field, with a mean speaking game. But these sessions are by invite only, and we know the community is bursting at the seams with groundbreaking research, hot tips, and SEO tests that drive results.

Cue our community speaker program! We reserve six 15-minute community speaking slots throughout our three-day event. Now’s the time of the season when we encourage anyone in the SEO community to submit their best and most exciting presentation ideas for MozCon. Not only are these sessions incredibly well-received by our attendees, but they’re also a fantastic way to get your foot in the door when it comes to the SEO speaking circuit.

Interested in pitching your own idea? Read on for everything you need to know:

To submit a pitch:

  • Fill out our community speaker submission form to enter.
  • Only one submission per person — make sure to choose the one you’re most passionate about!
  • Your pitch must be related to online marketing and for a topic that can be covered in 15 minutes.
  • Submissions close on Monday, April 15th at 5pm PDT — no exceptions!
  • All decisions are final.
  • All speakers must adhere to the MozCon Code of Conduct.
  • If chosen, you’ll be required to present your winning pitch July 15–17th at MozCon in Seattle, WA.

I’m ready to submit my idea!

If you submit a pitch, you’ll hear back from us regardless of your acceptance status, so please be patient until you hear from us — we’ll work hard to make our decisions as quickly as we can!

As a community speaker you will receive:

  • 15 minutes on the MozCon stage for a keynote-style presentation
  • A free ticket to MozCon (we can issue a refund or transfer if you’e already purchased yours)
  • Four nights of lodging covered by Moz at our partner hotel
  • Reimbursement for your travel — up to $ 500 for domestic and $ 750 for international travel
  • An invitation for you and your significant other to join us for the pre-event speakers’ dinner (warning: it’s always delicious.)

How we select our speakers:

We have an internal committee of Mozzers that review every pitch. We analyze each topic to make sure there’s no overlap with our current sessions and to confirm that it’s a good fit for our audience. Next, we look at the entirety of the pitch to help us get a comprehensive idea of what to expect from your talk on the MozCon stage. This is where links to previous decks, content, and videos of past presentations is helpful (but isn’t required).

Here’s how to make your pitch stand out:

  • Keep your pitch focused to online marketing. The more actionable the pitch, the better.
  • Be detailed! We want to know the actual tactics our audience will be learning about — not just a vague reference to them. Remember, we receive a ton of pitches, so the more clearly you can explain, the better you’ll stand out.
  • Review the topics already being presented — we’re looking for sessions that are new and that round out our agenda to add to the stage.
  • Brush up on how to prepare for speaking.
  • No pitches will be evaluated in advance, so please don’t ask :)
  • Using social media to lobby your pitch won’t help. Instead, put your time and energy into the actual pitch itself!
  • Linking to a previous example of a slide deck or presentation isn’t required, but it does help the committee a ton.

Leading up to MozCon:

If your pitch is selected, the MozCon team is here to support you along the way. It’s our goal to make sure this is your best talk to date, whether it’s your first time under those bright stage lights or you’re a seasoned speaker who feels perfectly at home in front of a big crowd. We’ll answer any questions you may have and work with you to deliver a talk you’ll be proud of. Here are just a handful of ways that we’re here to help:

  • Topic refinement
  • Helping with your session title and description
  • Reviewing any session outlines and drafts
  • Providing plenty of tips around best practices — specifically with the MozCon stage and audience in mind
  • Comprehensive show guide
  • Being available to listen to you practice your talk
  • Reviewing your final deck
  • A full stage tour on the Sunday before MozCon to meet our A/V crew, see your presentation on the big screen, and get a feel for the show
  • An amazing 15-person A/V team to support your presentation every second it’s on the big screen and beyond

We’ve got our fingers crossed for you. Good luck!

Submit my pitch!

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MozCon 2019: The Initial Agenda

Posted by cheryldraper

We’ve got three months and some change before MozCon 2019 splashes onto the scene (can you believe it?!) Today, we’re excited to give you a sneak preview of the first batch of 18 incredible speakers to take the stage this year.

With a healthy mix of fresh faces joining us for the first time and fan favorites making a return appearance, our speaker lineup this year is bound to make waves. While a few details are still being pulled together, topics range from technical SEO, content marketing, and local search to link building, machine learning, and way more — all with an emphasis on practitioners sharing tactical advice and real-world stories of how they’ve moved the needle (and how you can, too.)

Still need to snag your ticket for this sea of actionable talks? We’ve got you covered:

Register for MozCon

The Speakers

Take a gander at who you’ll see on stage this year, along with some of the topics we’ve already worked out:

Sarah Bird

CEO — Moz

Welcome to MozCon 2019 + the State of the Industry

Our vivacious CEO will be kicking things off early on the first day of MozCon with a warm welcome, laying out all the pertinent details of the conference, and getting us in the right mindset for three days of learning with a dive into the State of the Industry.


Casie Gillette

Senior Director, Digital Marketing — KoMarketing

Making Memories: Creating Content People Remember

We know that only 20% of people remember what they read, but 80% remember what they saw. How do you create something people actually remember? You have to think beyond words and consider factors like images, colors, movement, location, and more. In this talk, Casie will dissect what brands are currently doing to capture attention and how everyone, regardless of budget or resources, can create the kind of content their audience will actually remember.


Ruth Burr Reedy

Director of Strategy — UpBuild

Human > Machine > Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents

The push and pull of making decisions for searchers versus search engines is an ever-present SEO conundrum. How do you tackle industry changes through the lens of whether something is good for humans or for machines? Ruth will take us through human-readable quality signals and their machine-readable equivalents and how to make SEO decisions accordingly, as well as how to communicate change to clients and bosses.


Wil Reynolds

Founder & Director of Digital Strategy — Seer Interactive

Topic: TBD

A perennial favorite on the MozCon stage, we’re excited to share more details about Wil’s 2019 talk as soon as we can!


Dana DiTomaso

President & Partner — Kick Point

Improved Reporting & Analytics within Google Tools

Covering the intersections between some of our favorite free tools — Google Data Studio, Google Analytics, and Google Tag Manager— Dana will be deep-diving into how to improve your reporting and analytics, even providing downloadable Data Studio templates along the way.


Paul Shapiro

Senior Partner, Head of SEO — Catalyst, a GroupM and WPP Agency

Redefining Technical SEO

It’s time to throw the traditional definition of technical SEO out the window. Why? Because technical SEO is much, much bigger than just crawling, indexing, and rendering. Technical SEO is applicable to all areas of SEO, including content development and other creative functions. In this session, you’ll learn how to integrate technical SEO into all aspects of your SEO program.


Shannon McGuirk

Head of PR & Content — Aira Digital

How to Supercharge Link Building with a Digital PR Newsroom

Everyone who’s ever tried their hand at link building knows how much effort it demands. If only there was a way to keep a steady stream of quality links coming in the door for clients, right? In this talk, Shannon will share how to set up a “digital PR newsroom” in-house or agency-side that supports and grows your link building efforts. Get your note-taking hand ready, because she’s going to outline her process and provide a replicable tutorial for how to make it happen.


Russ Jones

Marketing Scientist — Moz

Topic: TBD

Russ is planning to wow us with a talk he’s been waiting years to give — we’re still hashing out the details and can’t wait to share what you can expect!


Dr. Pete Meyers

Marketing Scientist — Moz

How Many Words is a Question Worth?

Traditional keyword research is poorly suited to Google’s quest for answers. One question might represent thousands of keyword variants, so how do we find the best questions, craft content around them, and evaluate success? Dr. Pete dives into three case studies to answer these questions.


Cindy Krum

CEO — MobileMoxie

Fraggles, Mobile-First Indexing, & the SERP of the Future

Before you ask: no, this isn’t Fraggle Rock, MozCon edition! Cindy will cover the myriad ways mobile-first indexing is changing the SERPs, including progressive web apps, entity-first indexing, and how “fraggles” are indexed in the Knowledge Graph and what it all means for the future of mobile SERPs.


Ross Simmonds

Digital Strategist — Foundation Marketing

Keyword’s Aren’t Enough: How to Uncover Content Ideas Worth Chasing

Many marketers focus solely on keyword research when crafting their content, but it just isn’t enough these days if you want to gain a competitive edge. Ross will share a framework for uncovering content ideas leveraged from forums, communities, niche sites, good old-fashioned SERP analysis, and more, tools and techniques to help along the way, and exclusive research surrounding the data that backs this up.


Britney Muller

Senior SEO Scientist — Moz

Topic: TBD

Last year, Britney rocked our socks off with her presentation on machine learning and SEO. We’re still ironing out the specifics of her 2019 talk, but suffice to say it might be smart to double-up on socks.


Mary Bowling

Co-Founder — Ignitor Digital

Brand Is King: How to Rule in the New Era of Local Search

Get ready for a healthy dose of all things local with this talk! Mary will deep-dive into how the Google Local algorithm has matured in 2019 and how marketers need to mature with it; how the major elements of the algo (relevance, prominence, and proximity) influence local rankings and how they affect each other; how local results are query dependent; how to feed business info into the Knowledge Graph; and how brand is now “king” in Local Search.


Darren Shaw

Founder — Whitespark

From Zero to Local Ranking Hero

From zero web presence to ranking hyper-locally, Darren will take us along on the 8-month-long journey of a business growing its digital footprint and analyzing what worked (and didn’t) along the way. How well will they rank from a GMB listing alone? What about when citations were added, and later indexed? Did having a keyword in the business name help or harm, and what changes when they earn a few good links? Buckle up for this wild ride as we discover exactly what impact different strategies have on local rankings.


Andy Crestodina

Co-Founder / Chief Marketing Officer — Orbit Media

What’s the Most Effective Content Strategy?

There’s so much advice out there on how to craft a content strategy that it can feel scattered and overwhelming. In his talk, Andy will cover exactly which tactics are the most effective and pull together a cohesive story on just what details make for an effective and truly great content strategy.


Luke Carthy

Digital Lead — Excel Networking

Killer CRO and UX Wins Using an SEO Crawler

CRO, UX, and an SEO crawler? You read that right! Luke will share actionable tips on how to identify revenue wins and impactful low-hanging fruit to increase conversions and improve UX with the help of a site crawler typically used for SEO, as well as a generous helping of data points from case studies and real-world examples.


Joy Hawkins

Owner — Sterling Sky Inc.

Factors that Affect the Local Algorithm that Don’t Impact Organic

Google’s local algorithm is a horse of a different color when compared with the organic algo most SEOs are familiar with. Joy will share results from a SterlingSky study on how proximity varies greatly when comparing local and organic results, how reviews impact ranking (complete with data points from testing), how spam is running wild (and how it negatively impacts real businesses), and more.


Heather Physioc

Group Director of Discoverability — VMLY&R

Mastering Branded Search

Doing branded search right is complicated. “Branded search” isn’t just when people search for your client’s brand name — instead, think brand, category, people, conversation around the brand, PR narrative, brand entities/assets, and so on. Heather will bring the unique twists and perspectives that come from her enterprise and agency experience working on some of the biggest brands in the world, providing different avenues to go down when it comes to keyword research and optimization.

See you at MozCon?

We hope you’re as jazzed as we are for July 15th–17th to hurry up and get here. And again, if you haven’t grabbed your ticket yet, we’ve got your back:

Grab your MozCon ticket now!

Has speaking at MozCon been on your SEO conference bucket list? If so, stay tuned — we’ll be starting our community speaker pitch process soon, so keep an eye on the blog in the coming weeks!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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A Slice of MozCon Magic: The 2018 Video Bundle is HERE!

Posted by HayleyBowyer

Your tweets haven’t gone unnoticed — we know the MozCon #FOMO is very real. Many of you would be there in a second if it weren’t for busy schedules and pesky back-to-back meetings. So, while you’re hard at work, we’re here to make one thing easy: providing you with the insights you need whenever you need them.

Yes, that’s right — the MozCon 2018 Video Bundle is here and we can’t wait share it with you!

Ready to dive in? Feel free to skip straight to the fun part!

Buy the MozCon 2018 Video Bundle

Did you attend MozCon 2018? You’re in luck! The full video bundle is included with your ticket price. Check your inbox for an email with a link to exclusive video access. Can’t find it? Email us — we’re happy to help!

If you weren’t able to make it, MozCon 2018 was awesome, to say the least. I’m not just saying that because I want to see you at MozCon 2019, but because, in just three short days, I witnessed magic happen.

No, not the kind you find at Disneyland (even though I firmly believe MozCon is Disneyland for marketers… but that’s another story), but the kind you find when you bring hundreds of people together from different walks of life, each with their own special talents, and watch them create one of the most thought-provoking, engaging, and inclusive communities I’ve ever seen. They fostered a wealth of knowledge and resources that left everyone with plenty of new ideas and answers to marketing’s most challenging questions. That, coupled with the impressive speaker line up and innovative topics, made 2018 one of the best MozCons to date. I am honored to have been a part of it.

Even our attendees thought so:

99.1% of attendees said they were either satisfied, very satisfied, or extremely satisfied with the conference overall.

And when it came to the topics, 77.8% said the topics were just the right amount of advanced — there was plenty to learn, but we weren’t too overwhelmed.


Here’s what Lily Ray, SEO Director at Path Interactive, had to say about MozCon 2018:

I’ve made MozCon an annual ritual. I leave each year feeling invigorated with new ideas, new skills, and a refreshed approach to client strategies. The information I’ve learned at MozCon has improved my abilities as an SEO and has led to better results for my clients.


I hope you experience a slice of MozCon magic with the MozCon 2018 Video Bundle. With it, you’ll gain access to 12 hours of content full of actionable tactics you can instantly put to work for you and your team. The sessions are sure to help energize your online marketing strategy.

What you’ll get:

For just $ 299, you can enjoy the full MozCon experience from the comfort of your home or office. The bundle includes:

  • 26 full-length videos from some of the brightest minds in digital marketing
  • Instant downloads and streaming to your computer, tablet, or mobile device
  • Downloadable slide decks for presentations

Buy the MozCon 2018 Video Bundle

Not convinced yet? Watch a session now… for free!

To help you decide whether the video bundle is right for you, we’re sharing one of our highest-rated sessions with you for free! In this session, Moz’s own marketing scientist and SEO extraordinaire Dr. Pete Meyers discusses mapping keywords to searcher intent and capitalizing on the promise of ranking to drive results that attract clicks and customers. Enjoy!

Ranking is a Promise: Can You Deliver? with Dr. Pete Meyers

Finally, a BIG thank you to the team who made MozCon and this video bundle possible. We love sharing all this knowledge and couldn’t do it without the support of our vendors, partners, and the entire MozCon team.

And to the community, we wish you happy learning and hope to see you at MozCon 2019!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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