The document discusses several topics related to search engine optimization and marketing: - Google's mobile search crawl now separates desktop and mobile to focus just on mobile rendering. - Mobile user experience signals are not yet used in rankings but may be in the future along with page speed improvements. - Google values intent from both desktop navigation and mobile device/context as ranking factors. - App packs can replace up to 6 organic search results and come in 5 different types.

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

2. Dr. Pete
If you look at this and see just 2 organic
opportunities, you’re missing out on 22 actual
opportunities:

3. Settings that impact mobile search:
• Logged in or out
• Chrome vs. Google Now
• Location and privacy
• Android vs. iOS
hmny.co/mozcon15
Cindy
Krum

4. The fundamental change in Google’s big
mobile update was the separation of the
desktop and mobile crawling functions.
The desktop crawl is for content and
desktop rendering – the mobile crawl just
focuses on rendering.
hmny.co/mozcon15
Cindy
Krum

5. Mobile UX signals aren’t yet used by
Google to evaluate rankings – but
they’re probably next, along with
improving page speed with images.
hmny.co/mozcon15
Cindy
Krum

6. Google LOVES intent. Top desktop navigation
is sorted based on the search query, but
device & mobile intent also matters - it’s a
ranking factor.
Cindy
Krum

7. App packs are huge and can replace
up to 6 organic listings. There’s also 5
types of app results: App pack, single
apps, app carousels, icon deep links,
and text deep links.
hmny.co/mozcon15
Cindy
Krum

8. App packs are huge and can replace
up to 6 organic listings. There’s also 5
types of app results: App pack, single
apps, app carousels, icon deep links,
and text deep links.
hmny.co/mozcon15
Cindy
Krum

9. Adam Singer
You should be spending 90% of your
digital analytics budget on your team
members and 10% on the software.
Your analysts need to have business
acumen, nerd skills, and vision.
hmny.co/mozcon15

10. Adam Singer
Create a process for data requests –
set up an email like data-
request@yourcompany.com that
anyone in the company can request
information from.
hmny.co/mozcon15

11. Adam Singer
As marketers our data sources are rapidly
increasing. If you can get it connected to
the Internet, you can measure it in Google
analytics. The data import feature allows
you to bring anything you want into
Google analytics.
hmny.co/mozcon15

12. When getting C-Suite buy-in on SEO, identify risks
that could slow growth:
• Delays in execution of content
• Google updates
• Issues with site updates
• How quickly technical aspects can be resolved
Once the C-suite is aware of these, you won’t look
defensive when they happen because you’ve spelled
out potential issues in advance.
hmny.co/mozcon15
Purna
Virji

13. How to prep for a meeting with C-Suite:
1. Prepare answers for tough questions
Why are we focusing on X first? How do you know Y will work?
Can’t you do Z in half the time?
2. Prepare relevant examples (case studies and
research)
We know X can work because… Moz recently shared a study on
Y… In the past, when we did Z, it performed…
3. Create tactical execution plans
4. Set communication cadence
hmny.co/mozcon15
Purna
Virji

14. Tamara
Gielen
While building email campaigns you need
to think about what people will want to buy
from you before they even think about it.
When email marketing is done well, it’s
not marketing, it’s a service.
hmny.co/mozcon15

15. Tamara
Gielen
Three steps to email marketing success:
1. Who is your ideal customer?
Who are these people? What are their objectives, challenges,
and potential objectives?
2. What is their journey?
Where do they find you? Where do they drop off? Where you can
assist them at different touchpoints? Where can you give them a
little push to move them through that journey?
3. How can you assist them?
Find the drop-off points. Where can you give them a little push to
move them through that journey?

16. Tamara
Gielen
7 Email Types to Assist Customers On
Their Journey:
1. Welcome / Activation / Onboarding programs
2. Thank customers for being customers
3. Recovery Program
4. Abandoned shopping carts.
5. Up-sell / Cross-sell Program
6. Follow-up Program
7. Renewal / Replenishment Program
8. Surprise and Delight
9. Reactivation

17. To launch a successful community, you
need to use the CHIP approach to build
credibility:
• Create content
• Host events
• Interview experts
• Participate in existing groups
hmny.co/mozcon15
Rich
Millington

18. You have a 15-minute window to persuade
a member to share an experience, opinion,
or problem.
• Use your confirmation email in a better way.
• What are your members thinking?
• What are your members doing?
• What have you recently learned?
• What do your members need help with?
If you can’t convert 50% of your new members,
stop with promotion and focus on engagement.
Rich
Millington

19. Your community should be based around
something that POPS:
• Problem
• Opportunity
• Passion
• Status
Rich
Millingtonhmny.co/mozcon15

20. Marshall
Simmonds
Dark traffic is a problem for marketers
because we’re not getting credit for
traffic that we’re creating. Dark
search, dark mobile, and dark social
are all causing problems.
hmny.co/mozcon15

21. Marshall
Simmonds
Google Search Console data
trends accurately – but we’ve
never seen it actually match our
real numbers.
hmny.co/mozcon15

22. Local search is based on proximity,
relevance, prominence. The searcher
became the centroid in the last
Google update. It was previously the
city center.
hmny.co/mozcon15
Mary
Bowling

23. Wil
Reynolds
There are two groups of people who might
buy your product:
• The people who need your product
• The people who search for your product.
Search marketers are only talking to half
of that group.
hmny.co/mozcon15