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.

Key Takeaways

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.

Want more?

Content Optimization

  • 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
  • Pexels
  • Unsplash
  • In keyword research pay attention to intent modifiers for opportunities that we can focus on.
  • https://getstat.com/blog/how-serp-features-respond-to-search-intent-modifiers/
  • Segment keywords by intent.

Brand Awareness

  • 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.

Customer Feedback

  • 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.

--

--

--

Freelance Technical SEO Consultant. Previously @Zapier @Monster. Internet ninja. Food lover. Certified introvert. Music advocate. World Traveler.

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Adapting: A Superpower

The State Of AI In B2B Marketing And Sales

How Brands Can Successfully Engage in Crisis

1 in 100 Google Ads is a ‘Unicorn’ — Here’s How To Write Your Own

Brand Is Bigger Than Category

Buy=Win: Reframing Your Brand Message Around Humanity’s Need to Come Out on Top

6 Reasons Why Repeat Customers Are Better Than New Customers

How to promote affiliate links on Quora

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Asad Zulfahri

Asad Zulfahri

Freelance Technical SEO Consultant. Previously @Zapier @Monster. Internet ninja. Food lover. Certified introvert. Music advocate. World Traveler.

More from Medium

Can Maslow’s hierarchy of needs help make more powerful user experiences?

Why is clean tech important to the circular economy?

Keeping up with the Joneses — The Daily PPILL #28

The Whitehouse has made Security and Cryptography Management it’s top priority and agenda for…