Posted by cheryldraper
Today distinguished day one of the first-ever MozCon Virtual! Even though we weren’t together in person, it was so exciting to get the best people in the industry together again.
So much of the day was different from what we expected six months ago, but the one thing we can always count on from our speakers is a MASSIVE amount of value. We’re talking insights, game plan, defraud codes — you called it, we’ve got it — and this year was no different.
Let’s got to get it.
Sarah Bird — Welcome& State of the Industry
It’s always engendering to hear from our fearless commander. Sarah hit on some of the changes that we’ve seen this year and how they’ve altered both us as beings and us as an industry.
Sarah likewise laid down by her plans on major SEO vogues for 2020.
-ND WE’RE OFF! #MozCon Virtual @Moz CEO, @SarahBird, discusses her take on the State of the Industry. 5 Timely Trends for 2020:1. welcoming our robot overlords2. entities3. lore panel4. localization of everything5. new& ramping up search experiences
— James Wirth (@ jameswirth) July 14, 2020
In closing, Sarah reminded us that we rise and fall collectively and that in the end, the world is our work. In difficult times we must all come together.
We’re all so happy to be able to create this virtual know-how and allow for everyone to have something( somewhat) predictable to look forward to for two days.
Andy Crestodina — Thought Leadership and SEO: The 3 Key component and Search Ranking Programme
Andy started off by going us through the three key aspects of felt lead: personal brand, taking a stand, and proving expert insights.
Then, very kindly, Andy laid out exactly what to do to fulfill each aspect.
Expert Insights Create original researchWrite booksShare novel suggestions Take a stand Have a strong opinionDon’t shy away from controversyInspire others Build a personal brand Have a social followingBe cited by othersBe influential
This presentation was 163 slips of actionable penetrations. It’s certainly one that we’ll have to watch a few terms over!
— Seth@ Goldstein Media (@ GoldsteinMedia) July 14, 2020 Shannon McGirk — Great Expectation: The Truth About Digital PR Campaigns
Shannon came to set us straight: we aren’t showing the full picture when it comes to Digital PR, and it’s relatively toxic.
She started out by showing a few of her own tweets and pointing out that she rarely, if ever, shares nothing about campaigns that don’t “go viral”.
Shannon explained that we talk about Digital PR expeditions as if the majority of them are “huge wins”. The world, nonetheless, is that most of our safaruss will be continuous performers and the huge makes are actually precisely anomalies.
How we talk about campaigns:
How campaigns actually play 😛 TAGEND
Aira put out a nation of digital PR study and found that most expeditions only got between one and 20 associates. When Shannon broke down the numbers for Aira, they were consistent: about 17 relations were gained per campaign!
What do we do about this? Shannon challenged us to take as much time looking into what didn’t work as we do is currently considering what did work.
Using a custom seen success matrix, Shannon and her squad were able to spot current trends for both “successful” and “not successful” expeditions and implement means accordingly.
Her parting policy 😛 TAGEND Take off the pressure of “virality” and are concentrated on steady performers and fails.Realize that steady performers can consistently affect weighty SEO KPIs.Use the success matrix to review safaruss and catch trends early. Robin Lord — Whatever You Do, Put Billboards in Seattle: Getting Brand Awareness Data from Google
Wow! Our psyches are still blown from this presentation. Robin took us through some very valuable workflows for collecting and analyzing data.
When it comes to determining the success of your “brand, ” the numbers aren’t straightforward. There are a lot of data points to take into consideration. In fact, Robin started off by querying us if we worked numerous datasets, collected data on our entrants, and got granular. Needless to say, many of us knew we were in for a ride.
Need? Brand interest data. Your brand-new most special friend? Google Trends. Census Data. Google Ads. This analysis is blowing my knowledge a little bit( ok, a great deal) ???? #MozCon
— Meisha Bochicchio (@ MarketingMeisha) July 14, 2020
Honestly, this presentation was so jam-packed with information that we had a hard time remaining up! Thankfully, at the end of his presentation, Robin laid out step-by-step instructions on how he accumulated, gathered, and analyzed all of this data.
Alexis Sanders — The social sciences of Seeking Your Customer
Determining your public is about more than demographics and affinity data; it’s about indeed understanding your audience as people.
Alexis took us through four questions we should try to answer when defining our public 😛 TAGEND What’s the key information? What are they like at their core? How do they pick products? What’s their relationship with technology?
She even accommodated a inventory of free and paid resources available anyone can use to collect this information.
Takeaways via @alexisksanders1. Make use of first, second and third-party information2. Ask questions on Google Discover3. Try Sparktoro -new tool for me! 4. Map your consumers’ journeying againts content6. Today is alter and learning fast #MozCon #marketing pic.twitter.com/ DH80dThomS
— Jackie Jimenez (@ Jackiecr8 6) July 14, 2020
Alexis also have been told that public study is not something that happens only once( at the beginning of a campaign ), but instead should inform the entire patron journey.
Her parting names inspired us to learn fast and become in-tune with the constant conversion, instead of always trying to guess correctly!
Phillip Nottingham — How to Build a Global Brand Without a Global Budget
The marketing funnel is broken, we all know that. But if we aren’t focusing on getting people to work down a move, what are we working towards? Building our symbol. Right. Well, how do we go about doing that?
Phil blew our heads with insights on how he helped Wistia change their mindset when it came to creating “brand awareness.” The first step was to stop calling it label an improved awareness and instead call it brand affinity.
Building an affinity to a firebrand conveys spend time with a label. A KPI that usually gets lost in the mix of notions, clicks, etc.
In his presentation, Phil breaks down the exact method he used with Wistia to get beings to devote as much time on the site watching four videos as they did reading all 1,170 blogs.
Greg Gifford shared a great summary slide here 😛 TAGEND
— Greg Gifford (@ GregGifford) July 14, 2020 Dr. Pete — Moving Target: Keywords in Crisis
We were so thrilled to have Dr. Pete back to speak at his NINTH MozCon this year. While this year’s conference was unlike any other, his presentation was just as insightful.
Dr. Pete talked all about recognizing veers. Nothing about this year could have been prophesied. There was no way that hair salons could have predicted that “how to cut hair” was going to be an opportunity keyword.
However, there is still a way to capitalize on these opportunities as we recognise them.
Dr. Pete showed us exactly how we can use tools that we’re familiar with, and a few cases that we might not be familiar with, to recognize the progress and turn them into opportunities including Google Trends, Pinterest, Twitter search, and even Boing Boing Store.
There were some real pearls in this presentation!
In Twitter Advanced Search, curb to your conversation, relevant time strays, and gave a number of minimum likes. Go lower on that last one than you think – but this way you won’t get every random tweet on the topic @dr_pete #MozCon
— Ruth Burr Reedy (@ ruthburr) July 14, 2020
Needless to say, Dr. Pete has officially gone nine straight times astonishing MozCon.
Francine Rodriguez — Let It Go: How to Embrace Automation and Get Way More Done
2020 has really come out swinging. Francine enunciated exactly what we were all thinking: “that’s enough! ”
We have enough to worry about, do we really need to keep adding to the list?
When it comes to search engine marketing, there are a lot of moving parts and it can be excruciating to try and keep up with it all. There is a solution though: ROBOTS!( Someone call Roger !)
Google is constantly learning, so why not give them leveraging their new knowledge?
Francine stepped us through the different areas of PPC automation 😛 TAGEND BiddingAd copySmart campaignsKeyword competitor
If you’re looking for a great example of telling go and embracing automation, Microsoft Ads is a good place to go. They allow you to import all of your Google Ads right into Microsoft ads so they can start moving right away.
Rob Ousbey — A Novel Approach to Scraping Websites
What do we even be talking about this presentation? Rob is one of a kind.
If you take a look at the #MozCon feed on Twitter, you’ll notice far fewer people live-tweeting — that’s because they were busy taken due note!
— Brie E Anderson (@ brie_e_anderson) July 14, 2020
Rob showed us how he cleans websites( including the large-hearted G) in seconds consuming a few cases paths of system. He trod us through every part of code needed to scrape G2, Google, and even Google’s Lighthouse tool.
He wrap everything is up by showing off exactly what he did to integrate Lighthouse data into Moz Pro’s SERP analysis.
Again, this is going to be one of those presentations that you have to rewatch multiple times. Or maybe even at half-speed!
Ross Simmonds — Designing a Content Engine: Becoming from Ideation to Creation to Distribution
We closed out day one with the Coolest of Cool.
Ross came in sizzling with some Disney invokes to impel us think.
Disney movies — where do the storylines generally come from? Other narratives!
In recent years we’ve seen Disney “revise” their previous movies to become them fit today’s world. And actually, some of the original Disney movies were “remixes” of Shakespeare’s plays.
Ross enjoys his four Rs( revise, remix, remove, redirect ), and this year he gave us even more actionable plans.
This closing session truly supported us to put one across our “Sherlock Homeboy” hat and get bizarre about what others are doing, and how we can do it better.
A few targets to find inspiration for innovation that Ross mentioned 😛 TAGEND Your favorite website’s site mapWayback machine for industry leaders’ sitesWikipedia There’s so much to do
For now, we’re calling it a day and get some respite because we get to do it all again tomorrow!
If you want to access the speaker slips, you can sign in with your Moz Community credentials and download them on this page.
If you did connect us today, what was your favorite discussion? Your biggest takeaway? We can’t wait to see you tomorrow!
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