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.
  • 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.

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Asad Zulfahri

Asad Zulfahri

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

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