MozCon 2017 Key Takeaways
What is MozCon?
Three days, one track of forward-thinking, actionable sessions in SEO, brand development, CRO, the mobile landscape, analytics, customer experience, social and content marketing, and more.
Industry leaders and speakers share next-level tactics on everything from ranking higher in today’s evolving search results to making data-driven decisions in your marketing.
Fun fact, Moz partners with 50/50 Pledge and commits to better representation of women on stage.
All the sessions are jam-packed with insights! Although I’ve organized the key takeaways to (hopefully) the most relevant teams, I believe all teams would benefit from everything here.
- Optimize all images with relevant ALT and TITLE. ALT is the objects in the image. TITLE is the short contextual description of the image.
- Image search is on the rise. This could be a potential additional traffic source.
- Image alt and the title was intended to improve accessibility for the blind. Sites with that are 508c compliant generally rank better on SERP.
- Create content that not only solves a particular problem but dive into other tangents of questions that may arise. Answer every possible question that may arise.
- People do not want to be pitched. They just want to solve the problems and clear all doubts.
- Imagine if we’re only allowed get 1 backlink for a content. We need to be damn sure we have the best of the best.
- Produce the content you want to find not what you want to rank.
- Writing something to be “thanked” for rather than “ranked”.
- Don’t worry about Rank Brain. Write for humans.
- Invest in finding a winning reusable format to create content that encourages discussion and engagement. Post-hoc rationalization.
- Content with data/graphs works best but it does not have to be boring.
- Formats are only the vessel (data) but the creative (feeling) is what connects with people.
- People are more likely to share engaging content.
- Exercise in regular brainstorming sessions to come up with content ideas.
- To find the “diamond in the rough”, we need to first come up with a shit ton of shit ideas.
- Find content ideas from online communities.
- StackOverflow- see most commented and upvoted questions/comments
- Slideshare — See which “slide” that gets clicked a lot
- Reddit — Find popular content to model and riff off from.
- Look for posts with the last month in a popular subreddit.
- Can also use them for focus groups
- Repurpose content to increase reach
- Take snippets (screenshot, quotes, etc) of content and share on social
- Use tools to auto-convert markdown to ebook, slides, etc.
- Use stock photos that is free for commercial use and don’t require attribution
- In keyword research pay attention to intent modifiers for opportunities that we can focus on.
- Segment keywords by intent.
- Create an online community (Ambassador Program) to drive ongoing engagement.
- Having a content-first community
- eg: Shopify University
- Community forums — gamification increases engagement.
- Always outreach for everything.
- Even the best campaign ever wouldn’t get any coverage without outreach.
- Outreach is being more about perseverance and is more of who you are.
- Leverage social platforms for long-term branding and not referral traffic or customer acquisition.
- Facebook is a dopamine hit because we’re bored, mobile, muted and time-bound.
- Funny short videos. Silent videos, similar to Charlie Chaplin. Think of ‘snackable content’.
- Instagram is to explore lifestyles
- Company work culture. Showcase benefits, perks, work-life balance, events, office-space
- YouTube for how to tutorials. Use Wistia Soapbox to produce videos quickly.
- Work on brand awareness to secure future of search, voice.
- Voice only gives 1 result. So need to make sure when people think of “Integration” they think of Zapier.
- When people search for “how to integrate X with Zapier” on voice, it totally eliminates the competition. Zapier” on voice, it totally eliminates the competition entirely.
Landing Page Optimization
- Improve landing pages by leveraging information from customer user journey.
- Ask customers pain point
- Talk to people and ask about their understanding of what is our product.
- Gather stories, and use the text verbatim on landing page copy
- Stop thinking for the customers. Generic content does not evoke emotions. Emotional copies work best.
- Ask what customers think what info is important, then adapt information/sections on landing page accordingly.
- Ask users why they clicked on the SERP.
- Run live chat for 1 week to figure out questions not answered in websites
- Use that to improve Help doc or landing pages.
- Satisfying user intent and giving instant gratification always beats “identity”
- Be there, be useful, be quick.
- Read competitors bad reviews to see what we can do better.
- Track what people are clicking on the page
- Track “time to click”. After page load, when did the user click on a link or interact with the page?
- Page, Previous Page, Active Time
Originally published at Asad Zulfahri.