MozCon 2013 Recap - Day One

MozCon 2013
Highlights
Curated by:
@KaneJamison &
Beth Anderson (@JadeEJF) Content
Harmony

Quotes are tracked as well as we
can, but apologies for any that
are slightly off. More accurately,
they’re paraphrased.
Speakers – please let us know if
you’d like any corrected.
#QuickDisclaimer

MozCon 2013 Highlights
Speaker: Rand Fishkin
9:00 am to 9:30 am
Day 1, Session 1:
Intro: The Year in SEO,
Marketing, and Moz
Click here
for slides

MozCon 2013 HighlightsDay 1, Session 1:
I think maybe it’s up to us
(people like Majestic,
SEMRush, FindPeopleonPlus,
Full Contact, Fresh Web
Explorer) to combat the end of
the free and open web.
#Quote

More than half of U.S. cell
users now have a smartphone.
1 in 3 people now have a
tablet at home.
Yet, desktop search has not
been shrinking.
#Stats

Speaker: Richard Baxter
9:30 am to 10:00 am
Day 1, Session 2:
Really Targeted Outreach
Click here
for slides

“Your problem [with guest
blog prospecting] is this:
You started with Google
[instead of starting with your
target audience].”
#Quote

Really Targeted
Outreach Process:
1 - Who are you targeting?
2 – Identify influencer intersect.
3 – What are those people sharing?
4 – Be there.
#Quote

Twitter Archiving Google
Spreadsheet TAGS v5
#Tool
URL: http://mashe.hawksey.info/2013/02/twitter-archive-tagsv5/
+ URL: http://bit.ly/followerwonkfetcher
+ URL: http://bit.ly/mozcontemplate

Speaker: Aleyda Solis
10:00 am to 10:30 am
Day 1, Session 3:
International SEO and the
Future of Your ROI
Click here
for slides
Warning:
180MB File!

Don’t use flags on your
language selection button -
you’re targeting languages not
countries.
#Quote

Localize EVERYTHING.
It’s fundamental.
Get a native to help avoid mistakes.
Don’t forget things like URLs,
<title> tags, etc.
#Quote

International SEO ROI
Calculator:
#Tools
URL: http://bit.ly/seoroi-calculator

Speaker: Avinash Kaushik
10:50 am to 11:50 am
Day 1, Session 4:
Simplifying Complexity:
Three Ideas For Higher ROI
No Slide
Link Yet

Followers/Likes
Impressions
Clicks
Bounce Rate
Abandonment Rate
Conversation Rate
Economic Value
Lifetime Value
#Quote
Scale of Value as a Metric
Terrible
v
v
v
v
v
v
Great

If you’ve created a good
mobile experience for users,
congratulations!
…You’ve solved the
big problem of 2009.
#Quote

Most peoples’ brand experience
now will be digital and not
walking into their stores.
Department stores do a great job
of brand experience in person,
but digital experiences lag
behind.
#Quote

Speaker: Lena West
1:20 pm to 1:50 pm
Day 1, Session 5:
Wordless Wednesdays:
How to Swaggerjack the
Power of Visual Memes
Click here
for slides

Speaker: Lena West
On Facebook, photo updates
get 53% more likes than text
updates.
#Stats

Speaker: Lena West
“No matter what Google throws at us,
what I still love about images is that
it will force social people to get in the
same room with search people about
how to build a brand - and it has to be
better than filenames and alt-text.”
#Quote

Speaker: Lena West
Tons of Resources for Visual Content
Inspiration and Creation:
KnowYourMeme.com,
QuickMeme.com, MemeCenter.com,
Infogr.am, Visual.ly, InfoActive.com,
Piktochart, Easel.ly, many eyes,
Pinwords, Pinstamatic, Quozio,
ReciteThis
#Tools

Speaker: Lena West
“Quotes humanize your bigger
brand, and builds trust factor
for smaller brands.”
#Quote

Speaker: Lena West
“For Pinterest – Build motifs
around your products.”
Brands to check out: LL Bean,
Peugeot Pana, Whole Foods
#Quote

Speaker: Lena West
“Don’t be scared, homies.
Images are your friend... be
willing to try and test out and fail.
Start adding images to marketing
strategies for your clients.”
#Quote

Speaker: Lena West
Tracking tools for
Visual Content:
Curalate, Ahalogy, Piquora
Moz Analytics
#Tools

Speaker: Ross Hudgens
1:50 pm to 2:20 pm
Day 1, Session 6:
Rapid Fire Link Building
Tips for Your Content
Click here
for slides

“Link building still offers a lot of
value where you match content
to a web master that needs it.
There’s more to it than just
making a good piece of content
and getting it published.”
#Quote

“Content strategy is at the front
of the content, at the very end,
the link builder comes in to cross
the chasm, to make sure you get
all the links you should have. ”
#Quote

• Tools: Email-Format.com - easil;y find contact
formats.
• Tools: 1Password: Save time remembering outreach
account passwords.
• Tools: Outdated content finder: Locate old content
• Tools: Bananatag - track opens for better follow-ups
• Tools: Linkclump - Easily bulk open URLs
• Tools: Auto Boomerang - automatically enabling
follow-up, insta-select optimal Boomerang time.
Head to
www.contentharmony.com/blog/mozcon-2013-tools/
for links to the full list of tools mentioned during #MozCon.
#Tools

“The more eyeballs you get on
your content, the more links
you get.”
#Quote

“Link drop client images in guest
posts on sites that are non-
related. They get an image credit
link underneath image or at the
end of the post.”
#Tip

“You can get a statistically
significant sample for $150
from Google Consumer
Surveys. Easy way to gather
data for content.”
#Quote

Follow the S.U.C.C.E.S.
Framework
• Simplicity
• Unexpectedness
• Concreteness
• Credibility
• Emotion
• Stories
#Quote

If you have any kind of data floating around out
there, do link reclamation on it.
E.g. data snippets that you’ve released in
whitepapers.
You can use FreshWebExplorer to pick up on
references to those stats.
#Tip

Speaker: Matt Peters
2:20 pm to 3:00 pm
Day 1, Session 7:
Hot Off The Press:
2013 Ranking Factors
Click here
for slides

Note from Kane: All of the following stats
are aspects that correlate with good
ranking performance on Google, not
necessarily algorithmic preferences.
Also, I have borrowed 6 charts that I feel
were most interesting, but there’s way
more in depth coverage in Matt’s slide
deck and he has an upcoming blog post.
Both are must-reads.
#Disclaimer

Page Level Link Correlation:
#Stats
Page Authority was the highest correlation of any
metric that was tested.
All charts by @MattTheMathMan
Please refer to original slide deck for full context

Domain Level Link Correlation:
#Stats
Interestingly, subdomain link metrics are stronger
than root domain link metrics.

Anchor Text Correlation:
#Stats
Partial Match and Exact Match anchor text links
have identical correlation.

Site Speed Correlation:
#Stats
Response time appears to be more important than render time
or document complete time, AS FAR AS SEARCH ENGINES ARE
CONCERNED (DOESN’T NECESSARILY APPLY TO USERS)

Social Metrics Correlations:
#Stats
Google +1’s were the second highest correlation
metric behind Page Authority!!!

Takeaways on overall ranking factors:
#Stats

Speaker: Matthew Brown
3:00 pm to 3:30 pm
Day 1, Session 8:
Strings to Things:
Entities & SEO
Click here
for slides

“We’re paying attention to the
wrong people at Google,
Yahoo and Bing.”
#Quote

“Good SEOs make small bets.
Keywords, links, social, and
structured data are good bets
right now.”
#Quote

“Google is starting to determine
user intent, and you can see it
based on conversational search.
This is going to be more of what
we see happening in desktop
search.”
#Quote

• Tools: Bottlenose
• Tools: Glimmer - what Yahoo’s doing
with entity search.
• Tools: Fresh Web Explorer - look for
your brand or company name.
• Tools: Relfinder for DBPedia to find
relationships.
#Quote
Head to
www.contentharmony.com/blog/mozcon-2013-tools/
for links to the full list of tools mentioned during #MozCon.

Speaker: Karen McGrane
3:50 pm to 4:20 pm
Day 1, Session 9:
The Mobile Content Mandate
Click here
for slides

“New products are disrupted
from the low end. They’re cheaply
made, don’t work as well. Even
though they don’t compete on
any criteria you’d think of as
quality, they put technology into
the hands of people who’ve never
had it before.”
#Quote

“88% of Americans without a
high school diploma have no
broadband access at home.
Everybody has a phone.
88% of Americans have a
mobile phone. ”
#Quote

“Mobile was the final frontier
in the access revolution. It has
erased the digital divide. A
mobile device is the internet
for many people.”
-Susannah Fox
#Quote

“We treat these people like
second-class citizens simply
because they are accessing
the Internet through a smaller
screen.”
#Quote

“People are using mobile as an
excuse to create yet another silo.
You do not want to have a
website where you have to make
updates in two separate places.
It’s not a strategy if you can’t
maintain it.”
#Quote

“There’s no such thing as how to
write for mobile. There’s just good
writing...
Write simple clear short sentences,
put the most important things up
front, break up the text with
headlines and bullet points.”
#Quote

“Responsive design won’t fix your
content problem. There’s no
responsive magic wand that you can
wave that automatically determines
what the appropriate chunk of
content is for each platform - you
have to go in and figure it out
yourself.”
#Quote

“It’s our responsibility to make
sure that they get the same
information... regardless of
what platform, screen size,
they decide to use.”
#Quote

“Here’s our chance to do mobile right,
to clean up badly outdated content,
badly outdated CMSs…
It’s our chance to do it right, right
from the start.”
#Quote

“Many companies are waking up to
the reality that their CMS does not
support true multichannel
publishing... and I find that data is
usually a very compelling story.
Everyone can see the skyrocketing
growth in mobile.”
#Quote

Speaker: Mack Fogelson
4:20 pm to 4:50 pm
Day 1, Session 10:
Building A Better Business
with Digital Marketing
Click here
for slides.

“We’re used to being on the pulse of what
Google’s doing. The bigger part of our job
is finding out how we can help our clients
build their businesses.
The focus needs to be on setting goals
and create assets that Google can’t take
away, helping them build better
businesses, and you can do that by
building community.”
#Quote

“We all have the blog post and
infographic thing down... what
we have to move forward to is
the RCS stuff, the stuff that
builds an experience for your
customers and shows what
your brand is about.”
#Quote

“Your job is not to deliver
reports.
Your job is to effect change.”
-John Doherty
#Quote

Speaker: Dharmesh Shah
4:50 pm to 5:20 pm
Day 1, Session 11:
The 7 Heavenly Habits of
Inspired Inbound Marketers
Click here
for slides

“Most organizations
under-think and under-invest
in their domain name.”
#Quote

“Vanity metrics have value.
They can motivate positive
behaviors.”
#Quote

“Marketers create things,
exercise judgment,
work to get leverage.”
#Quote

“Go places others won’t.
Do things others don’t.”
#Quote

“LinkedIn is a better body of
followers. Rumor has it that
they’re going to open up both
blogging and asymmetric
following…
When that happens at least try it,
get in and do something.”
#Quote

“The market values transparency not
just because they trust you, but when
you open up content, it tends to work
remarkably well... transparent and
open content actually works.
It can’t just be transparent, it has to
be uncomfortably transparent.”
#Quote

“What’s more important than
measuring what matters is doing
what matters.”
#Quote

Thanks for checking out our
coverage!
Check out our full live notes and slide
decks for all 3 days of MozCon 2013:
Click here!
Curated by:
@KaneJamison &
Beth Anderson (@JadeEJF) Content
Harmony

MozCon 2013 Recap - Day One

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