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!
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
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
- 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!
“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
- 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
Kick some local ass (my title, not his)
https://seomoz.box.com/shared/static/b81fa0b53eeb1f48bde8.pptx
- bit.ly/OM1K6G
- 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
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
https://seomoz.box.com/shared/static/e7469ced3c52d6c2754e.pptx
RAND vs TOM
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 🙂
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