The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2. I’ll need to catch up on Day 1 in the recordings.
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause…and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it’s so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights. So many tips ! – Manage expectations before, during and after !! – Under-promise and Over-deliver – Be honest and transparent – share the progress#Mozcon@Moz Thank you Areej ! pic.twitter.com/vunXizDH6W
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Joy shared a disclaimer and some initial considerations for the presentations data:
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Joy also summarized the worst-performing post types. And the winners are:
Products (or services)
Who We Are (bios)
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there’s no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
Holy analytics, Batman – #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions