Here are my rough notes from the second day at MozCon. You can check out my notes from day 1 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!
A super cool, but slightly over my head look at using Excel to do all sorts of crazy stuff
http://www.slideshare.net/richardbaxterseo/seogadget-links-api-extension-for-excel-mozcon-2012
Talking about keeping your content clean and clear and under control
- Google+ stats
- Reconsider embed codes (for infographics, etc.), they can lead to spammy looking anchor text and might look like shoddy link building
- Don’t link iffy stuff to your home page (ie. if you are using an embed code), so in the worst case you can 404 a sub page
- Ebooks vs infographics
- easy
- less expensive
- evergreen
- less/no saturation
- repurposable
- not spammy
- Press releases, only if truly newsworthy
- Hire a pro
- contenly
- odesk
- guru
- elance
- freelancer
- Use anchor text organically. “Click here” is not as shameful as it once was
- Do what you love doing, period.
Say what matters
http://www.portent.com/blog/internet-marketing/say-what-matters-my-mozcon-2012-presentation.htm
- Link bundle
- Stop link building, start AUDIENCE building
Content marketing Marketable content- Generate content to say what matters
- Idea graphing
- Start creating an ad on Facebook to get a look at the IdeaGraph, find and use related (though not necessarily similar) ideas for content directions
- Portent idea graph portent.com/graph
Reputation Management
- Create brand insurance
- use listening tools
- work towards SERP domination for your brand name
- adopt social media policies
- https://brandmentions.com/socialmention
- It’s less likely that people will say “these guys suck” if they have a connection/relationship with a real person from the company
- Set up monitoring tools (obvious, but many don’t)
- Use Facebook ads to determine demo/send traffic to a landing page, and then retarget with specialized ads
- Doubleclick retargeting
- http://www.ppchero.com/
Keeping up on the Google algo
High level design info
- There is ROI in design (for every dollar gillette spent on design for venus, they got $415 back)
- Things to look for/do when hiring a designer
- formal training
- talks about user, brand, tech
- no delicate flower syndrome
- protolfio itself is well deigned
- has shipped something
- have a desnior designer review the work
- What makes things aesthetically pleasing
- harmony
- consistency in style, tone, voice,
- Ex. Mail Chimp design persona
- integrity
- quality
- soundness
- designing for users does not equal pandering
- integrity & genuineness in personality
- radiance
- critique doesn’t equal art direction
Awesome look at Google +
- Google owns the spice… don’t ignore this
- Google + is not a ghost town, and it’s growing rapidly, there’s still an opportunity to be ahead of the crowd
- Google + influences people’s search results in an incredibly powerful way
- Profile tips
- connect your social profiles on G+ profile
- use rel=publisher for business pages
- words matter.. use them
- Migration/Growth (get FB and Twitter people to circle you)
- offer exclusive content (you!)
- hang out on air
- tell them to .. circle you
- Sharing tips
- tame your ego
- re-share others’ stuff
- Formatting
- create a title tag (first line of a post serves as the title tag)
- format your title in bold
- make posts readable & skimmable
- Engagement
- save searches
- create an evangelist circle (a specific circle for those who share your stuff the most) and treat them special 🙂
- comments or reshares are better signs than +1
- Ripples
- flag down (but not too much)
- comment
- +1 button tips
- have them on your site
- optimize the snippet
- G+ social signals
- Authorship
- Author rank
- not happening yet
- will make the link graph smarter
Skate to where the puck is going, not where its been.
– Wayne Gretzky