Here are my rough notes from the third day at MozCon. You can check out my notes from day 1 here, and day 2 here.

Forgive me for the abrupt nature of the content, I just wrote down the things I found notable, useful or actionable from my own perspective, so this isn’t intended as an overview of the whole day.

Thanks a ton to all the excellent presenters, and if your stuff isn’t on this list that’s not because it wasn’t great material!

Mike Pantoliano

Awesome attribution modelling with Analytics

https://seomoz.box.com/shared/static/581717f1788143a61aa6.pdf

• Look at the path length report, if your visitor path is pretty simple there is much less need for attribution
• Check assisted conversions reports
• Channel suggestions
  • referrals
  • affiliates
  • not provided
  • non-branded organic
  • branded organic
• Excel doc for attribution: bit.ly/mozmodeling
  • to get data from analytics report
    • all path lengths
    • all rows
    • create custom channels
    • export to csv and import to sheet

Jessica Bowman

Estimating traffic based on keyword research

https://seomoz.box.com/shared/static/918bd422a6bb8de802c2.pptx

• Predict volume
  • find search volumes/avg data sources
  • adjust for searcher intent
  • predictt avg ranking
    • Moz keyword difficulty
  • predict avg click-through
    • WMT
    • click-through rate studies
      • optify study
      • slingshot study (preferred)
  • estimate lift
• Note to self: There’s still tons of opportunity for Top Draw to present on keyword research!

Joanna Lord

“A new form of CRO”

https://seomoz.box.com/shared/static/16a7f03100a99a8f7cd4.pptx

• 10 things to start improving
  • your story
    • golden circle theory / simon sineck’s ted talk
    • check out kiva
  • your pillars
    • why does the website exist?
  • your relationships
  • your triggers
  • unique value proposition
    • multi tiered uvp’s
    • is your uvp still unique?
  • your schedule
  • your tools
    • Ubertesting
    • FiveSecondTest
    • Usabilia
    • Unbounce
    • Visual Website Optimizer
    • Optimizely
    • Reinvigorate
    • Luckyorange
    • Crazy egg
  • your thank you
    • providing something btter in your thank you email
    • don’t send an email without some form of value
  • your feedback avenues
    • analytics
    • survey tools
    • live chat
    • cancel forms
    • help tickets
    • listening tools
  • your biggest success
    • dare to change your best performers for more win and less time

Darren Shaw

Kick some local ass (my title, not his)

https://seomoz.box.com/shared/static/b81fa0b53eeb1f48bde8.pptx

• bit.ly/OM1K6G
  • mozcon56
• Hyper local citations are hyper good
• Link prospector
• tips
  • most sites can win with a few super quality, super local links
  • find authority accounts on google plus and incetivize reviews
  • add near = parameter
  • send local customers a coupon
  • magic number for reviews is 5
  • use mapmaker
  • look for miscategorizations, etc on competitors listings.. and report them
  • increase CTR with 10 reviews and catchy title

Jeff McRitchie

Making awesome videos and giving a binding machine business a web presence

https://seomoz.box.com/shared/static/338baaf8d587a692717d.pptx

• how to make videos on a budget
  • no faces
  • no scripts
  • brainstorm lists
  • group similar vids

Fabio Ricotta

https://seomoz.box.com/shared/static/e7469ced3c52d6c2754e.pptx

• Merge Words

RAND vs TOM

Rand

How to build a content marketing strategy

http://www.slideshare.net/randfish/rand-mozconcontentstrategy2

• Content marketing?
  • what are the ultimate goals?
  • why am i investing in marketing?
    • traffic
    • awareness
    • sales
    • retention
  • who do i need to reach/where are they?
  • who/what influences this target group
  • familiarity, likeablity, trust
• Tableau Software
• Goal, who, where, influencers, experience, ROI comparison (see slide)
• Great artists steal

DONATE TO SEATTLE CHILDREN’S 🙂

Tom

Gives a very insightful talk, apparently off the cuff (and with one slide only), on the future of content marketing. Not super note-friendly, but pretty inspiring.

• Problem: we need to do content strategy… but we aren’t pr/ad agencies
• The future of content marketing for SEO’s might be guest blogging for uber-authorities
• Coke 20/20
• Q/A forum on site…

“Give it up” session

• Use keywords in reviews
• Scrape SEObook
• Add vids to playlists, and get them to spread across youtube
• Innovative content on product pages (ie. Blackmilk clothing)
• Recommend people on linked in
• Chrome extension for rev img search
• bit.ly/twitjacking
• Contact community manager for the target platform
• DO hit enter, then look at related searches
• Promoted story for any content
• Find ways to make content interactive, engaging
• Brainstorm alone
• Look at youtube for reviews in your industry and transcribe vids (post the vid too)
• Creative commons reverse image search link requests
• linksy.me/find-email