This document contains tips and advice from several experts on topics like identifying trends, conducting conversion testing, understanding social sharing behaviors, optimizing for search engines, and focusing on high-quality content. It provides quotes, tools, and strategies for marketers and recommends resources like specific blogs and guides.

1. All of the best quotes, stats, tools, and more!

2. Trying to find a new story is hard. One of my
favorite things to do is look at existing
successful stories. If something works once,
there’s a chance that it’s going to work
twice. Some of the best trends we found were
in print media. You can very quickly identify
when there are trends that aren’t going away.
hmny.co/mozcon15
Lexi
Mills

3. Mig
Reyes
Spend less time on things. You do
your best work when you just do
what you know.
hmny.co/mozcon15

4. Number one question you’ll encounter in SEO
interviews: What blogs do you read? There are
some wrong answers, but there are a lot of
different right answers. If you don’t care about
SEO enough to read about it in your free time,
you’re probably going to wash out in a few
years.
hmny.co/mozcon15
Ruth
Burr Reedy

5. Chris
Dayley
4 Rule for Radical Conversion Testing:
1. Test multiple hypotheses
2. Separate desktop and mobile - people interact
differently with both.
3. Use your tools & break the rules: If you don’t
challenge your assumptions, you’re operating on
assumptions that might not be true, or dated.
4. Run your tests for AT LEAST two weeks
hmny.co/mozcon15

6. Talk like your audience. Automate the
research process by scraping feeds from niche
groups on Google forums, Quora, Twitter
advanced search (geotarget it), and Facebook
groups. Read Paul Shapiro’s guide to using
Knime and rapidminer at itseo.org/knimekws
hmny.co/mozcon15
Gianluca
Fiorelli

7. Courtney
Seiter
There’s a concept called shared reality that
says we don’t experience anything in a
vacuum. We use what other people think about
something to help ourselves process. 85% of
people read comments to process information.
It’s important to understand that comments
have the ability to change minds.
hmny.co/mozcon15

8. Courtney
Seiter
If we like talking about ourselves so much,
why would we share?
 68% of social sharing is about self-
presentation.
 78% is about strengthening relationships.
 62% is about social currency, raising our own
stock or brand.
hmny.co/mozcon15

9. Facebook search requires very structured
statements including:
• Subject/object
• Professions as subjects or objects
• Interests as subjects or objects (and
sometimes people)
• Modifiers
• Verbs
• Set relationships David
Mihm

10. Rand
Fishkin
As Google’s machine/deep learning
algorithms put a greater emphasis on
query success metrics, we’ll be optimizing
less for ranking inputs and more for
searcher outputs like High CTR, good
engagement, and low bounce rate.
hmny.co/mozcon15

11. Rand
Fishkin
10% of content gets the vast majority of
shares:
graph via simplereach