This document summarizes key points from several presentations at Mozcon 2013 and other marketing conferences on topics such as content marketing, brand building, customer loyalty, web psychology, social media, SEO, and ecommerce. Specific recommendations include focusing on quality content to build relationships with customers, understanding audience demographics and behaviors, optimizing for multiple devices, using images and video, analyzing data, and prioritizing site speed and performance.

1. What do
SEO’s & Other
Marketers Talk
About
Now!
Some leanings from Mozcon 2013 and more…

2. Over Arching Message
Do Better
Marketing
Make Customers
About Our Life
Become a Brand People Know, Trust, and
Share
• Build a Relationship Between your Brand and your Customer
• Web Marketing is Becoming Brand Dominated
Multi-Device
Marketing is Now
Even Likes this

3. A Reminder…
• Do some marketing
• Understand the target audience
– Find out where the target market is
– What websites they are on
– What they are reading
– Are they on the phone or desktop
• Find out what & how they are sharing
• Know what inspires them.
• Loyalty is key

4. Brand, Customers & Loyalty
• Share your brands story offline
• Connect with customers and be
transparent
• Take the relationship offline
• Anticipate needs and add value before
asked
• Deliver on promises
• Be consistent
• Make it personal – put customers first and
be loyal to them -> Reciprocal Loyalty
Speaker: Joanna Loard
Key Change: Word of Mouth has become a digitally archived media

5. Notes from the 2012 Obama Campaign
• 500 experiments
– Copy test drive high ROI - require low LOE
• 21% increase in conversion
• Less copy does better
– Image tests - next highest ROI
– Button design isn’t high priority
• Performance
– Started with 5-7 second load time
– New architecture drove an 80% faster time driving
14% higher conversions
• Overall 49% increase on donation page
• 161% increase on email sign up
Speaker: Kyle Rush

6. Web Psychology
• Gender and Cultural difference affect the customer
experience even on the web
– Language
– Body positions
– Social contexts
– Symbols
– Aethestics
• The US Psychology
– Low power difference - loose
structure, exploration, transparency, disclosure, reputation
based on merit, equal access, peers, earned media
– Low uncertainty culture – facilitate open dialogue, plain
language, don’t be emotionally expressive, allow users to
take risk, complexity and wider choice of action, navigation
can be layered,

7. Tools for the Data Geeks
• Chord diagram
– Visually shows a direct relationship among a group of
entities
– zqi.me/vizd3
– zqi.me/amtga (how to get the tools)
– zqi.me/MCAak (blog)
• Similarweb.com
– Understand your competitors
– Learn where their traffic is coming from
– What’s working for them
– Now Experiment
Speaker: Avinash Kaushik

8. We are SEO’s
we want
Tactics

9. Need Links Content
• 2008 SEO = On Page Basics + linkbuilding
• 2013 SEO = Content Marketing – video, site
speed, UX, Mobile, Link Building, Content Strategy, On-
page SEO
Link building vs content marketing in 2013
Speaker: Ross Hudgens
Find old content @ http://www.greenlaneseo.com/outdated-content-finder

10. Need Links Outreach Google
Collect Data + Analyze + Be Smart
List of domains your customers have shared + Domain authority of those domains + List of authors
who’s articles are being shared
Tools to assist with research: bit.ly/twitterarchiver, SEO Tools for Excel SEO
Speaker: Richard Baxter
Who are
you
targeting?
Identify
influencer
intersect
What Are
those
people
sharing?
Be there
0
20
40
60
80
100
120
0
5
10
15
20
25
30
35
40
45
50
blog.bufferapp.com
techcrunch.com
mashable.com
advanced-television.com
news.blinkbox.com
venturebeat.com
blog.lift.do
worldobserveronline.com
thenextweb.com
lifehacker.com
siliconangle.com
blog.kippt.com
ibeconnects.com
jonyiveredesignsthings.tu…
online.wsj.com
cmo.com
twitpic.com
readwrite.com
blog.hubspot.com
unbounce.com
m.vanityfair.com
mobile.smashingmagazine…
michaelhyatt.com
blog.capwatkins.com
resources.limelight.com
latinafatale.com
wronghands1.wordpress.c…
e27.co
videos.digg.comCount of Domain
pda
Find the Authors
here

11. Video
• When to use videos:
– If the message will be lost by any other medium
– Video can be used to help sell a specific product or service
– Video watchers spend 9.1% more money on average
• Optimize for SEO:
– Include a transcription in the html – valuable for users, provides unique
and relevant content for the page
– Enable rich snippets
– Create a video sitemap
– Include referring embed links
– Available on your site first
• Host your own vs. You Tube
– Don’t lose the traffic to You Tube by hosting your conversion videos
there
– Use You tube for brand awareness and informational stuff
– Measure engagement not views – You Tubes biggest ranking factor
Platform to consider: Wistia
Speaker: Phil Nottingham

12. Ecommerce SEO
Then Now
Chase Algos Chase people
Keywords with most traffic Keywords with most relevance
Obsess on links Creating experiences with sharing
More links, more pages, more everything Less is more
Focus on rankings Focus on bottom line metrics – non
branded revenue, conversion rate, new
customers
Speaker: Adam Audette

13. Content Strategy & Ecomm
• Key words get you half way
• Do a categorization exercise and build
persona’s
• SEO and Content –
– use terms in titles that trigger CTR
– these terms are determined by the customers
Speaker: Adam Audette

14. Other Ecomm Tips
• Tablets used more than smartphones to visit ecommerce sites. Tablet users look at
more pages.
• Reduce load time by using responsive - one code
• Crawling tips:
– Fix server errors when they spike
– Monitor indexation in XML – blow them out into different pages like category, sub category
– Speed rules
– Use 304 not modified
– Parameter handling is good
– Use log files to identify issues
• Okay to have a 404 page at the product level though have related or recommended
items on this page. Or can do a 301 to related product or up a level.
• Navigation & internal links, external backlinks, canonical tags, XML files all point to
the same definitive URLs.
• Use pagination
• Use faceted Navigation
Web performance optimization
http://plotin.us/183sKv2
SEO site speed
http://plotin.us/12gKxOy
Adobe:
http://plotin.us/12QMH7d
Responsive:
http://plotin.us/18GrTn2
Estimating hidden iOS6 traffic
http://plotin.us/12ViOjo
Speaker: Adam Audette

15. Social is In
Images work
- Transcend the limitations of text -
- Easy to share -
- People are busy -
- Help tell a story -
-Search engines designed for text but People love
images-
Wordless
Wednesdays
Meme
- Share an image with no text. Allow
customers to comment -
Infographics
- Create your own-
- Infogr.am, Visua.ly, InfoActive.com, Poktochart,
Easel.ly, Many Eyes
- - Fill the content gaps -Quote graphics
- Social works -
Speaker: Lena West
Some Tools:

16. Social @ Think Geeks
• Valuable content, timely, informative, useful, entertaining
• Instead of saying things about products, they say stuff about the fandoms
that come out of those
• Approach social like TV, share good content – sprinkle in messages about
yourself
• Today in Geek History accounts for 30% of their top 100 RT tweets
• Frequency that works for them:
– FB & Google = 3 times per day
– Twitter = once ever yhour
• Time of day that works for them
– Tweeting – Noon & 1pm
– Retweets 10 to 1pm
– FB – 4pm and then after 7pm
• Best days that work for them
– Google and Twitter: Mon – Fri
– FB: Ever day for
• Content
– Google: videos
– FB: posts with images, links within posts are not performing as well
Speaker: Carrie Gouldin

17. Some Basics…

18. On-Page Factors & their Correlations
with Ranking
• Word count:
– pages that rank in top positions have a higher word count than websites
positioned at the lower end of SERPs except for branded sites
• Internal links:
– pages appearing at the top of search results tend to have a greater
number of internal links
– Use ‘hard’ links internally (i.e. with keywords) and ‘soft’ links externally
(i.e. generic/stop words/more words in the anchor, brand links, etc.).
links than pages achieving lower rankings.
• Advertising less negative than before
– well-ranked sites had fewer adverts than those that ranked
lower. The situation has now changed somewhat so these
correlations are close to neutral.
• KW in title tag, on page, H1
Possible ranking factors in the future: open graph, schema.org, G+ publisher, G+ author

19. Some Other Ranking Factors
– External anchor text: Partial and exact match have the
same correlation (correlation data)
– Survey says you need to maintain a good mix of anchor
text
– It’s not actual document complete time, but server
response time that has a higher correlation – which makes
sense since Google often doesn’t load all elements.
– Fresh links and mentions to your domain and subdomain
(citations) help
– Social:
• Very strong correlations to G+ (second only to page authority)
• Facebook still strong, but slipped a bit recently
• Twitter flat for the past few years
• Questionable if this is correlation or causation

20. Title Tags
• Main text that describes an online document. It is an accurate and
concise description of what’s on the page. It is critical for user
experience and search engine optimization.
• 2nd most important thing after over-all content
• Where does it appear:
– Browser
– SERP (Search engine results page)
– External websites (as anchor text to link to your content)
• Value: relevancy, browsing and SERP
• Benefit: low effort but high SEO impact
• Rules:
– 70 characters or less including spaces
– Place KW close to the front of the Title Tag
– Include the Brand name within the tag to leverage the brand
– Consider readability and emotional impact

21. Meta Descriptions
• HTML attributes that provide concise explanations of the content on
the web page
• Value:
– Important in gaining user click-through from SERPs
– Opportunity to advertise content to searchers
• Rules:
– 155 characters including spaces
– Employ the keywords intelligently, but also create a readable compelling
description that a searcher will want to click
– Must be unique
– Prevent Google from cutting off the meta description
• Don’t use quotes
• remove all non-alphanumeric characters
– If the page is targeting between one and three heavily searched terms
or phrases, go with a meta description that hits those users performing
that search
Note:
– Google and other search engines bold keywords in the description when they match
search queries
– When choosing whether or not to add a meta description consider that social sharing
sites like Facebook commonly use a page's description tag when the page is shared