MozCon 2013 Recap - Day Two

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

MozCon 2013 Highlights
Speaker: Phil Nottingham
9:00 am to 9:30 am
Day 2, Session 1:
Building A Winning Video
Marketing Strategy
Click here
for slides

MozCon 2013 HighlightsDay 2, Session 1:
Distilled internal study found average
level of referring traffic from YouTube is
0.72% - the best performing site was
REI, who had a 4.37% clickthrough rate.
So, if you’re putting your branded videos
on Youtube, you could be losing 99% of
your potential traffic/clicks/audience…
#Quote

But…
“YouTube is the best platform
for brand awareness.”
#Quote

“Measure engagement, not views.
Engagement is what matters -
you need to optimize to make
sure people are sticking with it as
long as they can...
#Quote

“If you want quality, evergreen
links from sites in your
niche, you [can’t shoot for
viral].”
#Quote

“Refine the goals and nail it....
do one piece of content every
three months instead of three
pieces of content every
month.”
#Quote

Speaker: Phil Smith
9:30 am to 9:45 am
Day 2, Session 2:
The Next Generation
of Mozscape
Click here
for slides

Speaker: Phil Smith
“Depending on how you count, maybe a lot less
than half of the internet changes... but if we only
knew which half stayed the same, we could
hang on to it and get a 2x improvement right
there.
The Internet is an organic phenomenon, and it
follows power distribution... the majority of links
only go to a handful of pages... the majority of
updates only go to a handful of sites.”
#Quote

Speaker: Phil Smith
Note from Kane: I can’t specifically quote Phil in
this section, but my take on his explanation of
their new Meerkat platform is that the speed at
which the platform will update will allow for
predictive analytics and traffic estimation on
Moz campaigns, and a constantly updating link
index. Pretty fascinating and should allow for
some very impressive improvements from the
current generation of Open Site Explorer and
Moz’s index.
#Paraphrase

Speaker: Carin Overturf
9:45 am to 10:00 am
Day 2, Session 3:
How to Moz Lingo:
Cross-Team Communication
When Crisis Hits
Click here
for slides

“Making sure that everyone has a clear
definition of what an emergency is. For
us, five emails or tweets in 24 hours about
the same issue. If engineers see
operational emails, they send emails to
the community help team.
You want to make sure it’s really an
emergency if you’re going to wake an
engineer up at 8 a.m.”
#Quote

“Practice communication with
your customers during the good
times and it’s going to be a lot
easier and more natural when
times get tough.”
#Quote

Speaker: Aaron Wheeler
10:00 am to 10:15 am
Day 2, Session 4:
Empower Your Customers to
Become Your Evangelists
Click here
for slides

“I think that customer service and
inbound marketing are connected in
a way we don’t often think about.
Customer service is establishing [a]
connection & making them feel
good, but marketing comes in when
you make it public.”
#Quote

“People get value out of help
content... build a help content
strategy alongside your normal
content strategy.”
#Quote

Speaker: Miranda Rensch
10:15 am to 10:30 am
Day 2, Session 5:
Engineer Your Life: Agile for
Work and Play
Click here
for slides

“Agile is a process that helps
you adapt over time and
remember the big picture
reasons you’re doing what
you’re doing.”
#Quote

“Having personal mission
statements can be a fun way
to remember why you’re
spending time on the things
you’re spending time on.”
#Quote

Speaker: Joanna Lord
10:50 am to 11:20 am
Day 2, Session 6:
Let's Play for Keeps: Building
Customer Loyalty
Click here
for slides

“Loyalty is when brands create
an intimate emotional
connection that you simply
can’t do without. Ever.”
-Kevin Roberts, Saatchi & Saatchi
#Quote

“Companies will not succeed
without loyalty.
Building a tribe, a loyal
audience... is a
requirement, it’s the new
standard.”
#Quote

“There should be a budget and
conversations and quarterly
planning for (brand loyalty
marketing).”
#Quote

Speaker: Adam Audette
11:20 am to 11:50 am
Day 2, Session 7:
Ecommerce SEO: Cutting Edge
Tactics That Scale
Click here
for slides

“If we think about the old mindsets, back
then it was about chasing algorithms.
Now, instead of chasing the
algorithms, we want to chase the people...
and thinking about the users.
Search engines are a means to an end.”
#Quote

“You shouldn’t fix every server
error ever, but you should fix
them when they spike.”
#Quote

“Best way to handle expired
products is to create a product
not here page, and link back to
tightly related products.”
#Quote

From RKG internal client
studies, Facebook sends 30x
more traffic than Google+...
social sites are less than 2% of
all referring traffic (for their
clients).
#Stats

Speaker: Brittan Bright
1:20 pm to 1:50 pm
Day 2, Session 8:
Building Your Business:
Relationship and Other Critical
"Soft" Skills
Click here
for slides

Speaker: Brittan Bright
“We like to pretend like these soft skills
are on the outskirts - but they’re central to
everything. If you’re a developer, there are
languages you need to code in, and it’s
comforting when you know you need to
have those skills.
Hardcore skills can build a house, but it
takes a softer touch to make a house a
home.”
#Quote

Speaker: Brittan Bright#Quote
“It’s not an IQ contest... if your
ideas aren’t heard, it doesn’t
matter - social and emotional
intelligence are really important.
Understanding how to elicit an
emotion in another person is a
really important skill.”

Speaker: Kyle Rush
1:50 pm to 2:20 pm
Day 2, Session 9:
Win Through Optimization
and Testing
Click here
for slides

Speaker: Kyle Rush
“We always had a test
running, and it was always
intense, the amount of traffic
we had.”
#Quote

Speaker: Kyle Rush
“If you’re not gathering
data, then you’re flying blind.”
#Quote

Speaker: Kyle Rush
“You want to observe your
users using your
product, otherwise you’re not
going to know how they’re
using it, because you are not
your user.”
#Quote

Speaker: Kyle Rush
“The first step for us in experimentation was to
identify our goals at a micro and a macro level.
The second step is to develop hypotheses - it’s
just the scientific process that we all learned in
grade school... it’s helpful in making sure you
stay focused. Number three is to create
experiments... and test it multiple times and
create multiple experiments to test your
hypotheses. Fourth is to prioritize with ROI.”
#Quote

Speaker: Kyle Rush
“Test your ideas, and lastly,
record your results. We ran 500
tests and we couldn’t always
remember the result. We kept a
Google doc that recorded the
results, and without that we
couldn’t have functioned...”
#Quote

Speaker: Kyle Rush
“Copy is in my experience, by far, the
highest ROI you can experiment with.
By making the copy more direct, we
got a 21% increase on conversions.
Very little development effort, but a
huge change in conversions.”
#Quote

Speaker: Kyle Rush
“An 80% faster time-to-paint caused
a 14% increase in conversions... it’s
not as big as the other changes... but
it was $32 million worth.”
#Quote

Speaker: Kyle Rush
“Don’t be afraid to fail - I can’t stress
this enough.
Only 20% of our experiments
increased the conversion rate…
…you can’t let that get you down.”
#Quote

Speaker: Kyle Rush
“Placing an upsell on the conversion
page resulted in a 44% decrease in
conversions for us.
If you aren’t failing, you aren’t testing
enough. You are not going to have
100% success in your tests.”
#Quote

Speaker: Nathalie Nahai
2:20 pm to 2:50 pm
Day 2, Session 10:
How Gender and Cultural
Differences in Web Psychology
Affect the Customer
Experience
Click here
for slides

“In all the research I did, I found there
are three pillars that you need to
succeed online - knowing who you’re
targeting, being able to communicate
with them persuasively, and using
psychology to sell with integrity.”
#Quote

“Risk is one of the biggest barriers to
buying things online. Men tend to be less
concerned about privacy, and more likely
to blog with their real name.
Women are still skeptical of online
information, and are much more likely to
blog anonymously. There is an element of
sexual harassment that happens
online, and we have to be aware of it.”
#Quote

Design for men - flashy
interactive and animated,
goal-oriented/gamified, many
sub-levels
Design for women - attracted to
colors, clean/uncluttered, prefer
fewer subpage levels.
#Quote

Speaker: Annie Cushing
2:50 pm to 3:20 pm
Day 2, Session 11:
Breaking Up with Your
Keyword-Based KPIs
Click here
for slides

Regarding all of the incremental
changes in Not Provided data:
“You should be marking all of
these things that chip away at
your keyword data in your
annotations.”
#Quote

“It was amazing what we were
able to do with [past keyword-
level data], but it’s a thing of the
past. Move on.”
#Quote

“Any metric you’re isolating per
keyword is junk data. Going after
it is a fool’s errand.
I’m not calling you a fool, just
your errand.”
#Quote

“You have to know how to work
pivot tables in order to get any
kind of insight.
It’s one of the two most critical
skills you have to know as a
marketer.”
#Quote

“You have to get in front of this [shift]. if you’re
an agency, you need to have this discussion with
your clients - before the inevitable day where
your client comes to you saying they’re down in
keyword-level KPIs.
When you have an angry HiPPO and they’re
coming after you, that’s not the time to say “Oh
no, wait, it’s not our fault, it’s (not provided) and
firefox and chrome”…
…at that point it’s too late.”
#Quote

Speaker: David Mihm
3:40 pm to 4:10 pm
Day 2, Session 12:
End-to-End Local
Optimization
Click here
for slides

Speaker: David Mihm
Day 2, Session 12:
“About one in three searches
has local intent - people
looking for a local business,
maps, weather news, etc.”
#Stats

Speaker: David Mihm
Day 2, Session 12:
“Mobile is exploding... Yelp
and some of the other sites in
the local space report upwards
of 30% of searches.”
#Stats

Speaker: David Mihm
Day 2, Session 12:
“Google Places page
signals, citation signals, and
review signals make up nearly
50% of the [local] algorithm.”
#Quote

Speaker: David Mihm
Day 2, Session 12:
“Google seems to be using
largely the same algorithm on
desktop as they do on
mobile, but I expect that to
change as Google takes in
mobile signals over the next
few years.”
#Quote

Speaker: David Mihm
Day 2, Session 12:
“Google is now showing a lot of localized
organic results, and so you really need to
focus a lot more heavily on local content.
Every manager or store owner should be
able to write their own 200 character
description for their location. Have your
managers answer the top 10 most asked
questions in store to get personalized
unique local content on the site.”
#Quote

Speaker: David Mihm
Day 2, Session 12:
“If you do want low-hanging
fruit, one great technique is to
create discount programs with
local university/colleges.”
#Quote

Speaker: David Mihm
Day 2, Session 12:
“The folks who are doing really
well despite being out in the
suburbs - that is who you want
to pay attention to. Do a
competitive analysis there.”
#Quote

Speaker: Dana DiTomaso
4:10 pm to 4:40 pm
Next Level Local Tactics:
Making Your SEO Stand Out
Click here
for slides
Day 2, Session 13:

Day 2, Session 13:
“Small businesses have the smallest
budgets in the world, and they think they
should get the same treatment as big
brands, and you explain to them that big
brands have a whole team, and you expect
me and my $1000 to make the same thing
happen? But, I love working with small
businesses... because I like seeing the
things you do for them have a massive
impact.”
#Paraphrase

Day 2, Session 13:
“Small businesses can show
their heart much more easily
than a giant brand can.”
#Quote

Day 2, Session 13:
“The question is no longer how
do I come up, but how do I
stand out?
How do I make myself more
awesome than the
competition?”
#Quote

Day 2, Session 13:
“If you have an advertising club in
your city, you should go, join, and
listen to them, because they say
really interesting things… but they
don’t understand how to translate
that to the Internet yet.”
#Quote

Day 2, Session 13:
“When you start to understand
the conversation, you give this
little tiny business a massive
voice that the big brand can’t
replicate... make your brand
interesting, make it stand for
something, make people love
you.”
#Quote

Day 2, Session 13:
“Referral business is the best...
why do we do a shitty job of
getting them via the web?
If I see an increase in branded
traffic, that means referrals are
working... I want to see that word
of mouth getting out there.”
#Quote

Speaker: Allison Urban
4:40 pm to 5:10 pm
Day 2, Session 14:
Cater to Your Audience via UX
Click here
for slides

“If we want to build the kind of
businesses that last... we need to
think about the engine of our
growth - and that’s our
customers. If we think of them as
people we want to delight, rather
than leads or conversions, it
changes everything.”
#Quote

“User experience is a key
differentiator... because
customer happiness is a
leading indicator of the future
health of any business.”
#Quote

“Usability is making things as
easy to understand and usable
as possible.”
#Quote

“Pleasure doesn’t have to be at
the forefront of your app. You
can incorporate just a little bit
of joy pleasure and
surprise, and that can work
surprisingly well.”
#Quote

“When you send your email
campaign [in MailChimp for
example], people are usually
relieved. Because of that, success
pages are a great place to do
something fun, because they’re
outside of the task workflow.”
#Quote

“When we create emotionally
engaging experiences, people
stop thinking of our products
as just dumb interfaces, and
start thinking of them as
people they want to interact
with, and that’s really
powerful.”
#Quote

“When we think about user
experience, we need to think
about delighting customers, and
not necessarily the immediate
return on investment... you need
to think long-term. If we focus on
profit instead of the user
experience, they’d see right
through us.”
#Quote

“To make your product
meaningful, celebrate
milestones, reward
achievements - say thank you.
That personal bit of attention
can really make a difference
between you and your
competitors.”
#Quote

“You don’t have to be silly, you
just want to be yourself, and
communicate like you’re
talking to a friend instead of
with corporate speak. When
you write something, say it out
loud.”
#Quote

Speaker: Will Critchlow
5:10 pm to 5:40 pm
Day 2, Session 15:
Living in the Future of User
Behavior
Click here
for slides

“We’re following people more
than ever before. We’re
getting stuff curated for us by
people that we trust. We want
people we trust to tell us what
to read...”
#Quote

“The main reason people like
brands on Facebook is
because they actually like that
brand.”
#Quote

“Audience fragmentation is a
huge power for anyone who
can own that audience... what
we need to be doing is
building audiences for
people, because they’ve lost
the power to do that...”
#Quote

“77% of mobile searches are
done in a location where a PC
is likely to be available...
because it’s convenient.”
#Stats

“Fundamentally, the big trend that I
think we need to do to make
ourselves successful... is that we
need to realize that we’re not gaming
and tweaking little factors... but we
need to be helping our businesses
earn attention and gain real
audiences.”
#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 Two

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MozCon 2013 Recap - Day Two