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MozCon 2013 Recap - Day 3

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60+ slides of highlights and quotes from all of the MozCon Day #3. See all of our coverage at http://www.contentharmony.com/blog/mozcon-2013-coverage/ & …

60+ slides of highlights and quotes from all of the MozCon Day #3. See all of our coverage at http://www.contentharmony.com/blog/mozcon-2013-coverage/ & http://www.contentharmony.com/blog/mozcon-2013-tools/

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  • 1. MozCon 2013 Highlights Curated by: @KaneJamison & Beth Anderson (@JadeEJF) Content Harmony
  • 2. Quotes are tracked as well as we can, but apologies for any that are slightly off. More accurately, they’re paraphrased. Speakers – please let us know if you’d like any corrected. #QuickDisclaimer
  • 3. Check out our full coverage of MozCon 2013: Click here! We’ve got 3 full quotedecks of highlights and 15,000+ words of live notes.
  • 4. MozCon 2013 Highlights Speaker: Dr. Pete Meyers 9:00 am to 9:40 am Day 3, Session 1: Beyond 10 Blue Links: The Future of Ranking Click here for slides
  • 5. MozCon 2013 HighlightsDay 3, Session 1: Speaker: Dr. Pete Meyers 10-pack domain sitelinks, Related searches, similar searches, standard image block, image mega- block, news results, video thumbnails, recipe ratings, authorship thumbnail, mini authorship, event sitelinks, search result snippets, forum sitelinks, disambiguation box, Google+ brand box, paid shopping - left, paid shopping - right, paid shopping- single, paid credit card ads, Google Maps inlay, traffic map, local 7-pack, local “near” box, local “one-box”, knowledge graph, KG Zagat Ratings, KG related searches, related search carousel, KG celebrity bio, KG events songs albums, album carousel, KG movie box, KG book box, book carousel, KG geographic info, KG medical info, KG drug info, related health searches, health condition snippet, poison control info box, symptom/treatment answer box, UPS tracking answer box, local time answer box, sunrise/sunset answer box, scientific calculator, graphing calculator, 3d graphing calculator, unit conversion calculator, unit conversion answer box, definition answer box, translation answer box, earthquake answer box, population answer box, flight answer box, flight status KG form, flight status answer box, paid flight info, paid flight search, paid hotel info, movie answer box, showtimes answer box, people answer box, relationship answer box, event date answer box, holiday answer box, box score answer box, division standings, playoff answer box, brackets answer box, list answer box, enhanced list answer box, movie list carousel, best of carousel, things to do carousel, team roster carousel, local carousel, stock ticker answer box, weather answer box, nutrition answer box, nutrition KG, KG aromabase, KG Image box (test), in-depth news box (test), paid insurance quotes (UK), paid insurance comparison (test), #WholeLottaSERPs These are all of the SERP variations that Dr. Pete shared:
  • 6. MozCon 2013 HighlightsDay 3, Session 1: Speaker: Dr. Pete Meyers “I think you’re going to see more combos. Google has a very interesting idea about user intent - the knowledge graph is not a toy. This is the beginning of semantic search... and it is changing search.” #Quotes
  • 7. MozCon 2013 HighlightsDay 3, Session 1: Speaker: Dr. Pete Meyers “In June... if I just looked at the ones with 10 results, … 15% were 10 blue links, 85% had some kind of rich information.” #Quotes
  • 8. MozCon 2013 HighlightsDay 3, Session 1: Speaker: Dr. Pete Meyers “Entities - this is the web of things, the web of objects that represent our real world... Google’s job is not to build the perfect, fair environment, their job is to model the real world.” #Quotes
  • 9. MozCon 2013 HighlightsDay 3, Session 1: Speaker: Dr. Pete Meyers “…You can’t fake it. I’m going to do the math for you - if you have RCS without RC, you know what you’re left with? Shit.” #Quotes
  • 10. MozCon 2013 Highlights Speaker: Carrie Gouldin 9:40 am to 10:10 am Day 3, Session 2: Using Metrics to Build Social Media Engagement Click here for slides
  • 11. MozCon 2013 HighlightsDay 3, Session 2: Speaker: Carrie Gouldin “What’s unusual about ThinkGeek is that we slot in our stuff between other things, kind of like commercials.” #Quotes
  • 12. MozCon 2013 HighlightsDay 3, Session 2: Speaker: Carrie Gouldin “You want to be in the moment... something that people get some information from... or just useful in the sense that it’s good to share socially... when you can, use humor. It shows you have a human presence behind a brand.” #Quotes
  • 13. MozCon 2013 HighlightsDay 3, Session 2: Speaker: Carrie Gouldin “It doesn’t matter if you have a trillion followers on Facebook if no one’s engaging... but it is helpful to see if you’re growing or shrinking.” #Quotes
  • 14. MozCon 2013 HighlightsDay 3, Session 2: Speaker: Carrie Gouldin “You want to make sure that people are sharing your content, because then you get into conversion and revenue.” #Quotes
  • 15. MozCon 2013 HighlightsDay 3, Session 2: Speaker: Carrie Gouldin “With great metrics, comes great responsibility. You should always be testing and trying new things.” #Quotes
  • 16. MozCon 2013 HighlightsDay 3, Session 2: Speaker: Carrie Gouldin “You should tailor your content to the time of day... morning is rushed, something quick about the day’s events, maybe in the afternoon you can post a longer- form article where you have some time to read it.” #Quotes
  • 17. MozCon 2013 HighlightsDay 3, Session 2: Speaker: Carrie Gouldin “If you’re working in a tool that silos you away from the stream, log in to your account and use the tool in its native environment [to make sure everything looks OK].” #Quotes
  • 18. MozCon 2013 HighlightsDay 3, Session 2: Speaker: Carrie Gouldin “Pinterest is our secret weapon in terms of content. We can post all the time. Seeing what floats to the top of our Pinterest board helps inform what we post on other networks.” #Quotes
  • 19. MozCon 2013 Highlights Speaker: Sarah Bird 10:30 am to 11:00 am Day 3, Session 3: The Search for Company Culture and Why It Matters Click here for slides
  • 20. MozCon 2013 HighlightsDay 3, Session 3: Speaker: Sarah Bird “Transparency has always been a big part of our lexicon, as has generosity. TAGFEE = transparent, authentic, generous, fun, em pathetic and exceptional. It really worked, it brought us back together, and not in the ways that we thought it would...” #Quotes
  • 21. MozCon 2013 HighlightsDay 3, Session 3: Speaker: Sarah Bird#Quotes “Disagreement happens, but when you all agree (about TAGFEE), suddenly it takes motivation entirely off the table... it puts you back in learner mode, so that you can sit back and try to see where the other person is coming from.”
  • 22. MozCon 2013 HighlightsDay 3, Session 3: Speaker: Sarah Bird#Quotes “We have much more efficient communication... it’s better to have agreed-upon criteria by which we’re going to judge success.”
  • 23. MozCon 2013 HighlightsDay 3, Session 3: Speaker: Sarah Bird#Quotes “Culture is a marathon, not a sprint. Culture is made up of thousands of small decisions every day.”
  • 24. MozCon 2013 HighlightsDay 3, Session 3: Speaker: Sarah Bird#Quotes “Even if you do all of this stuff... you may still fail. Most things in life are partly out of your control... I would much rather have tried my best, lived in alignment with my values, and failed... I’d rather live with a resilient heart having lived my values, than guilt and shame.”
  • 25. MozCon 2013 HighlightsDay 3, Session 3: Speaker: Sarah Bird#Quotes “If you are focused solely on the People magazine version of success... you are going to live in fear... when you focus on whether you’re in alignment with your values, you unleash a lot of creativity... you can be bold. Focus on what you can control.”
  • 26. MozCon 2013 Highlights Speaker: Wil Reynolds 11:00 am to 12:00 pm Day 3, Session 4: Why the Internet Hates Us and Can #RCS Change That Perception? Click here for slides
  • 27. MozCon 2013 HighlightsDay 3, Session 4: Speaker: Wil Reynolds “Every time we go around talking about doing RCS, and then show design agency stuff, we’re basically saying they’re better than us at content marketing.” #Quotes
  • 28. MozCon 2013 HighlightsDay 3, Session 4: Speaker: Wil Reynolds Regarding the SEER SEO Toolset: “We opensourced the thing we’d be working on for a year and a half... we got on the front page of Hacker News... some guy thanked me yesterday for that shit. Create things that add value for the long-term.” #Quotes
  • 29. MozCon 2013 HighlightsDay 3, Session 4: Speaker: Wil Reynolds “If you want to know if you’re doing RCS, search for your assets with your brand name.” #Quotes
  • 30. MozCon 2013 HighlightsDay 3, Session 4: Speaker: Wil Reynolds The type of ongoing competitive analysis you should be tracking: CEO mentions, new links to assets, competitor assets, bylines of competitor interviews, brands being pushed by competitors, reporters covering new pieces in your industry, copied images from your site to reclaim, where competitors are commenting, popular infographics… #Quotes
  • 31. MozCon 2013 Highlights Speaker: Jen Lopez 1:30 pm to 2:00 pm Day 3, Session 5: Building Your Community From the Ground Up Click here for slides
  • 32. MozCon 2013 HighlightsDay 3, Session 5: Speaker: Jen Lopez “You’ve gotta start with some goals - you can take your company goals and make them your community goals.” #Quotes
  • 33. MozCon 2013 HighlightsDay 3, Session 5: Speaker: Jen Lopez “The first thing you have to figure out [with community goals] is why - how does that (goal) map to the marketing goal, and how does it map to the wider (company) goal?” #Quotes
  • 34. MozCon 2013 HighlightsDay 3, Session 5: Speaker: Jen Lopez “It’s not about the tools... I could care less what tools you use. I want you to find something that works for you and your organization.” #Quotes
  • 35. MozCon 2013 HighlightsDay 3, Session 5: Speaker: Jen Lopez “When you work on your community... you can see over time, we’re getting more backlinks as we grow this community.” #Quotes
  • 36. MozCon 2013 Highlights Speaker: Sha Menz 2:00 pm to 2:20 pm Day 3, Session 6: 10 Link Removal Pro-Tips That Will Change Your Life Click here for slides
  • 37. MozCon 2013 HighlightsDay 3, Session 6: Speaker: Sha Menz “One of the reasons people find it difficult to do link removal is that they make lots of assumptions about the task before they start. Some think the work is thankless, some think success is impossible, and some think nothing good can come of it, it’s all too late. Frankly, all of those are just wrong.” #Quotes
  • 38. MozCon 2013 HighlightsDay 3, Session 6: Speaker: Sha Menz Identify directory sites you want to remove links and serve them a 404 status via .htaccess. “You find the user agent, serve them a 404, and when the bot comes knocking, nothing to see.” #Tip
  • 39. MozCon 2013 HighlightsDay 3, Session 6: Speaker: Sha Menz If you can’t find any other contact information, Wordpress hosted blogs do have a default email address you can contact: wordpress@subdomain.wordpress.com” #Quotes
  • 40. MozCon 2013 HighlightsDay 3, Session 6: Speaker: Sha Menz “Write your link removal request as you would write an email to a potential new customer. It’s a human-to-human transaction... if you approach people on the right level, you’re likely to get the right kind of response.” #Quotes
  • 41. MozCon 2013 HighlightsDay 3, Session 6: Speaker: Sha Menz Question: How many emails should we send? “We see in our work that if you send four or five emails, they often decide you won’t stop and clean them up on four or five.” #Quotes
  • 42. MozCon 2013 Highlights Speaker: Mike Arnesen 2:20 pm to 2:40 pm Day 3, Session 7: How to Be a One-Person Link Building Army Click here for slides
  • 43. MozCon 2013 HighlightsDay 3, Session 7: Speaker: Mike Arnesen “I have a confession: I don’t like building links. There are actually some days I hate building links... I struggle with finding creative ways to get people to want to link to my client’s sites.” #Quotes
  • 44. MozCon 2013 HighlightsDay 3, Session 7: Speaker: Mike Arnesen “We don’t all have time, budget, a team... but we can find ways to build links anyway. We can put in more effort and do things smarter... it can be done. We need to make sure that every ounce of effort we put into this is worthwhile. We also need to increase the likelihood that happy accidents will happen in the future.” #Quotes
  • 45. MozCon 2013 Highlights Speaker: A. Litsa 2:40 pm to 3:00 pm Day 3, Session 8: Throw Out Best Practices, Double Email Conversion Click here for slides
  • 46. MozCon 2013 HighlightsDay 3, Session 8: Speaker: A. Litsa “We increased our conversion 146%... and you can do it too. We decided we were going to completely disregard everything we knew about email design.” #Quotes
  • 47. MozCon 2013 HighlightsDay 3, Session 8: Speaker: A. Litsa “We discovered that our lame, boring template was really readable. They didn’t have to pinch … to see the content. Our new submission form was intended for smartphone users.” #Quotes
  • 48. MozCon 2013 HighlightsDay 3, Session 8: Speaker: A. Litsa “Smartphone oriented did better on every front, open rate, clickthrough rate, etc. 56% of the people that clicked through on the email did so on the smartphone. We were not expecting that.” #Quotes
  • 49. MozCon 2013 HighlightsDay 3, Session 8: Speaker: A. Litsa “After we implemented the new design... we saw overall, our submissions went from 17 to 47.” #Quotes
  • 50. MozCon 2013 HighlightsDay 3, Session 8: Speaker: A. Litsa “Forget about marketing best practices... they’re not based on what email is today. For most people, today, email is an app.” #Quotes
  • 51. MozCon 2013 HighlightsDay 3, Session 8: Speaker: A. Litsa “If you’re site traffic is not heavily mobile, that’s not a reason to believe that you’re immune from the mobile revolution. When friends are talking to friends about content on your site, chances are one of them is using a smartphone.” #Quotes
  • 52. MozCon 2013 Highlights Speaker: Kelsey Libert 3:50 pm to 4:20 pm Day 3, Session 9: Anatomy of a Viral Hit: Reach Millions, Cultivate Relationships, & Generate Links Click here for slides
  • 53. MozCon 2013 HighlightsDay 3, Session 9: Speaker: Kelsey Libert “By creating an emotionally compelling, accessible, and broadly understood campaign, we had viral success.” #Quotes
  • 54. MozCon 2013 HighlightsDay 3, Session 9: Speaker: Kelsey Libert “Reframing emotions as data is the x factor. You can’t control it, and you can’t afford to ignore it” -CEO of Upworthy #Quotes
  • 55. MozCon 2013 HighlightsDay 3, Session 9: Speaker: Kelsey Libert “There are ten emotions that appear more often - amusement, interest, and surprise were the top three. These are the emotions you want to include in each of your content campaigns.” #Quotes
  • 56. MozCon 2013 HighlightsDay 3, Session 9: Speaker: Kelsey Libert “If you’re going to do any type of viral campaign, you want to evoke the surprise, not the same thing you see every day.” #Quotes
  • 57. MozCon 2013 HighlightsDay 3, Session 9: Speaker: Kelsey Libert “Viral content isn’t just a single hit, and if it’s done right, it does sustained traffic.” #Quotes
  • 58. MozCon 2013 Highlights Speaker: Rand Fishkin 4:20 pm to 4:50 pm Day 3, Session 10: The Secret Ingredients of Better Marketing Click here for slides
  • 59. MozCon 2013 HighlightsDay 3, Session 10: Speaker: Rand Fishkin On display advertising: • The average US Internet user is getting 1,700 banner ads a month. • 8% of Internet users account for 85% of • 50% of clicks on mobile are accidental. #Quotes
  • 60. MozCon 2013 HighlightsDay 3, Session 10: Speaker: Rand Fishkin On display advertising: “You’re more likely to have seen Pluto Nash on opening weekend than click on a display ad.” #Quotes
  • 61. MozCon 2013 HighlightsDay 3, Session 10: Speaker: Rand Fishkin “Why do we pretend like all we’re trying to do is bump up the rankings to #1? Give me a #5 position with great content... and I can guarantee I will go up in the ranks.” #Quotes
  • 62. MozCon 2013 HighlightsDay 3, Session 10: Speaker: Rand Fishkin “There’s more aggregated reviews for SEO gigs on Fiverr in the last week than there were views of last week’s Whiteboard Friday.” #Quotes
  • 63. MozCon 2013 HighlightsDay 3, Session 10: Speaker: Rand Fishkin On authenticity: “When you don’t let your company reflect who you really are, you are in a state of cognitive dissonance, and that dissonance will resonate.” #Quotes
  • 64. MozCon 2013 HighlightsDay 3, Session 10: Speaker: Rand Fishkin “Generosity prioritizes long-term serendipity over short term ROI... that’s why great companies are overnight successes after years of hard work.” #Quotes
  • 65. 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

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