Posted by cheryldraper
Today commemorated day one of the first-ever MozCon Virtual! Even though we weren’t together in person, it was so exciting to get the best people in the industry together again.
So much of the day was different from what we expected six months ago, but the one thing we can always count on from our talkers is a MASSIVE amount of value. We’re talking insights, game plan, cheat codes — you called it, we’ve got it — and this year was no different.
Let’s get to it.
Sarah Bird — Welcome& State of the Industry
It’s always stimulating to hear from our fearless supervisor. Sarah hit on some of the changes that we’ve seen this year and how they’ve altered both us as beings and us as an industry.
Sarah also laid down by her studies on major SEO trends for 2020.
-ND WE’RE OFF! #MozCon Virtual @Moz CEO, @SarahBird, discusses her take on the State of the Industry. 5 Timely Trends for 2020:1. welcoming our robot overlords2. entities3. learning panel4. localization of everything5. new& ramping up examination experiences
— James Wirth (@ jameswirth) July 14, 2020
In closing, Sarah reminded us that we rise and fall collectively and that in the end, the world is our work. In difficult times we must all come together.
We’re all so happy to be able to create this virtual event and allow for everyone to have something( somewhat) predictable to look forward to for two days.
Andy Crestodina — Thought Leadership and SEO: The 3 Key Elements and Search Ranking Approach
Andy started off by treading us through the three the main aspects of reviewed leadership: personal symbol, taking a stand, and proving expert insights.
Then, very kindly, Andy laid down by exactly what to do to fulfill each aspect.
Expert Insights Create original researchWrite booksShare novel intuitions Take a stand Have a strong opinionDon’t shy away from controversyInspire others Build a personal brand Have a social followingBe cited by othersBe influential
This presentation was 163 moves of actionable revelations. It’s definitely one that we’ll have to watch a few occasions over!
— Seth@ Goldstein Media (@ GoldsteinMedia) July 14, 2020 Shannon McGirk — Great Hope: The Truth About Digital PR Campaigns
Shannon came to set us straight: we aren’t showing the full picture when it comes to Digital PR, and it’s relatively toxic.
She started out by showing a few of her own tweets and pointing out that she rarely, if ever, shares nothing about campaigns that don’t “go viral”.
Shannon explained that we talk about Digital PR safaruss as if the majority of them are “huge wins”. The actuality, however, is that most of our campaigns will be continuous musicians and the enormous winnings are actually only anomalies.
How we talk about expeditions:
How campaigns actually accomplish 😛 TAGEND
Aira put out a commonwealth of digital PR study and found that most campaigns only got between one and 20 links. When Shannon broke down the numbers for Aira, they were consistent: about 17 attaches were gained per safarus!
What do we do about this? Shannon challenged us to take as much time looking into what didn’t work as we do looking into what did work.
Using a custom determined success matrix, Shannon and her team were able to spot current trends for both “successful” and “not successful” safaruss and implement plans accordingly.
Her parting strategy 😛 TAGEND Take off the pressure of “virality” and focus on continuous musicians and fails.Realize that steady musicians can systematically impact weighty SEO KPIs.Use the success matrix to review expeditions and catch directions early. Robin Lord — Whatever You Do, Put Billboards in Seattle: Getting Brand Awareness Data from Google
Wow! Our thoughts are still blown from this presentation. Robin made us through some extremely valuable workflows for to obtain and analyzing data.
When it comes to determining the success of your “brand, ” the numbers aren’t straightforward. There are a lot of data points to take into consideration. In fact, Robin started off by requesting us if we applied various datasets, collected data on our opponents, and got granular. Needless to say, many of us knew we were in for a ride.
Need? Brand interest data. Your brand-new best friends? Google Trends. Census Data. Google Ads. This analysis is blowing my imagination a little( ok, a lot) ???? #MozCon
— Meisha Bochicchio (@ MarketingMeisha) July 14, 2020
Honestly, this presentation was so jam-packed with information that we had a hard time maintaining up! Thankfully, at the end of his presentation, Robin laid out step-by-step instructions on how he mustered, gathered, and analyzed all of this data.
Alexis Sanders — The Science of Seeking Your Customer
Determining your public is about more than demographics and attraction data; it’s about certainly understanding your audience as people.
Alexis took us through four questions we should try to answer when defining our audience 😛 TAGEND What’s the key information? What are they like at their core? How do they select produces? What’s their relationship with engineering?
She even specified a index of free and paid resources available anyone can use to collect this information.
Takeaways via @alexisksanders1. Make use of first, second and third-party information2. Ask questions on Google Discover3. Try Sparktoro -new tool for me! 4. Map your useds’ expedition againts content6. Today is alteration and learning fast #MozCon #marketing pic.twitter.com/ DH80dThomS
— Jackie Jimenez (@ Jackiecr8 6) July 14, 2020
Alexis also explained that public experiment is not something that happens only once( at the beginning of a campaign ), but instead should inform the part client journey.
Her parting paroles urged us to learn fast and become in-tune with the constant mutate, instead of ever trying to guess properly!
Phillip Nottingham — How to Build a Global Brand Without a Global Budget
The marketing funnel is broken, we all know that. But if we aren’t focusing on getting people to work down a move, what are we working towards? Building our brand. Right. Well, how do we go about doing that?
Phil blew our thoughts with penetrations on how he helped Wistia change their mindset when it came to creating “brand awareness.” The first step was to stop calling it brand an improved awareness and instead call it brand affinity.
Building an attraction to a label signifies spending time with a firebrand. A KPI that usually goes lost in the mix of thoughts, clicks, etc.
In his presentation, Phil breaks down the exact method he used with Wistia to get beings to devote as much time on the site watching four videos as they did reading all 1,170 blogs.
Greg Gifford shared a great summary slide now 😛 TAGEND
— Greg Gifford (@ GregGifford) July 14, 2020 Dr. Pete — Moving Target: Keywords in Crisis
We were so thrilled to have Dr. Pete back to speak at his NINTH MozCon this year. While this year’s conference was unlike any other, his presentation was just as insightful.
Dr. Pete talked all about distinguishing directions. Good-for-nothing about this year could have been prophesied. There was not feasible that hair salons could have predicted that “how to cut hair” was going to be an opportunity keyword.
However, there is still a way to capitalize on these opportunities as we distinguish them.
Dr. Pete showed us exactly how we can use tools that we’re familiar with, and a few that we might not be familiar with, to recognize trends and turn them into opportunities including Google Trends, Pinterest, Twitter search, and even Boing Boing Store.
There were some real pearls in this presentation!
In Twitter Advanced Search, limit to your conversation, related time straddles, and placed a number of minimum likes. Go lower on that last one than you think – but this way you won’t get every random tweet on the topic @dr_pete #MozCon
— Ruth Burr Reedy (@ ruthburr) July 14, 2020
Needless to say, Dr. Pete has officially gone nine straight times impressing MozCon.
Francine Rodriguez — “Lets get going”: How to Embrace Automation and Get Way More Done
2020 has really come out swinging. Francine enunciated exactly what we were all thinking: “that’s enough! ”
We have enough to worry about, do we really need to keep adding to the list?
When it comes to search engine marketing, there is a great deal of moving parts and it can be excruciating to try and keep up with it all. There is a solution though: Robots!( Someone call Roger !)
Google is constantly learning, so why not give them leverage their new knowledge?
Francine marched us through the different areas of PPC automation 😛 TAGEND BiddingAd copySmart campaignsKeyword matching
If you’re looking for a great example of telling go and embracing automation, Microsoft Ads is a good place to go. They allow you to import all of your Google Ads right into Microsoft ads so they can start flowing right away.
Rob Ousbey — A Novel Approach to Scraping Website
What do we even be talking about this presentation? Rob is one of a kind.
If you take a look at the #MozCon feed on Twitter, you’ll notice far fewer people live-tweeting — that’s because they were busy taken due note!
— Brie E Anderson (@ brie_e_anderson) July 14, 2020
Rob showed us how he rubs websites( including the large-scale G) in seconds use a few cases courses of system. He moved us through every segment of system needed to scrape G2, Google, and even Google’s Lighthouse tool.
He wrap everything is up by showing off exactly what he did to integrate Lighthouse data into Moz Pro’s SERP analysis.
Again, this is going to be one of those presentations that you have to rewatch multiple times. Or maybe even at half-speed!
Ross Simmonds — Designing a Content Engine: Get from Ideation to Creation to Distribution
We closed out day one with the Coolest of Cool.
Ross came in red-hot with some Disney references to start us think.
Disney movies — where do the storylines frequently come from? Other narratives!
In recent years we’ve seen Disney “revise” their previous movies to stir them fit today’s world. And actually, some of the original Disney movies were “remixes” of Shakespeare’s plays.
Ross desires his four Rs( revamp, remix, remove, redirect ), and this year he gave us even more actionable plans.
This closing session truly feed us to put one across our “Sherlock Homeboy” hat and get inquisitive about what others are doing, and how we can do it better.
A few locates to find inspiration for innovation that Ross mentioned 😛 TAGEND Your favorite website’s site mapWayback machine for manufacture leaders’ sitesWikipedia There’s so much to do
For now, we’re calling it a era and coming some rest because we get to do it all again tomorrow!
If you want to access the speaker slithers, you can sign in with your Moz Community credentials and download them on this page.
If you did meet us today, what was your favorite seminar? Your biggest takeaway? We can’t wait to see you tomorrow!
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