Álvaro pichó mozcon 2016 3/4u-serexperience.com/.../2017/10/mozcon-2016-3-4.pdf · authority is...
TRANSCRIPT
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
MozCon 2016 3/4
Documento de estudio elaborado a partir de las diapositivas disponibles en
https://moz.com/mozcon y tweets con el hashtag #MozCon
Day 1
Welcome to MozCon 2016!
Uplevel Your A/B Testing Skills
The Big One: Relaunching Your Website
The Hidden Talents of Email: Creating Customer-Centric Messages
How to Do Reputation Marketing
Rethinking Information Architecture for SEO and Content Marketing
Breaking Patterns: How to Rewrite the CRO Playbook with Mobile Optimization
Taking the Top Spot: How to Earn More Featured Snippets
Content Chaos: Building Your Brand through Constant Experiments (coming soon)
Social Media: People First, “Rules” Second (coming soon)
Day 2
You Can’t Type a Concept: Why Keywords Still Matter
How to Be Specific: From-The-Trenches Lessons in High-Converting Copy
Server Log Files & Technical SEO Audits: What You Need to Know
Digital Marketing Skill Pivot: Recruiting New Talent
Boost SEO Rankings by Removing Internal Links
Improve Your UX & SEO through Navigation Optimization
Local Pr ojects to Boost Your Company and Career
Reimagining Customer Retention and Evangelism
Optimizing the Journey to Deliver Radically Relevant Experiences
Putting Trust into Domain Authority
Day 3:
The Irresistible Power of Strategic Storytelling
29 Advanced Google Tag Manager Tips Every Marketer Should Know
Engineering-As-Marketing for Non-Engineers
Persuasion, Data, & Collaboration: Building Links in 2016
Indexing on Fire: Google Firebase Native and Web App Indexing
Mind Games: Craft Killer Experiences with 7 Lessons from C ognitive Psychology
Link Building’s Tipping Point
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Server Log Files & Technical SEO Audits: What You Need to Know with Samuel
Scott Description: Server log files contain the only data that is 100% accurate in terms of how Google and other search
engines crawl your website. Sam will show you what and where to check and what problems you may to need to fix
to maximize your rankings and organic traffic.
The data that you see in Google Analytics is wrong.
Matthew Decuir @MattBasically
Google Analytics is client-side code, placed on the front end of your code. Server logs are on the back
end. @samueljscott#Mozcon 7:57 PM - 13 Sep 2016
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Samuel asks the audience, “who in your company has access to server logs?”
The difference between GA and server log analytics matters because
ELK Stack is a tool for log analysis. It’s an open -source program.
Log analysis has a wide range of uses, including business analysis and product management. But it can also be used
for technical SEO.
Here’s how you can use log files.
Ian Lurie @portentint
302s don't pass authority (or at least not as well). No matter what Google's saying. Sorry guys. #mozcon 8:07 PM - 13 Sep 2016
Technical SEO matters. If Google can’t access, crawl and parse your website, nothing else will matter. Server log
analysis is a crucial part of technical SEO.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Digital Marketing Skill Pivot: Recruiting New Talent with Emma Still Description: Torn between your marketing work and hiring? Emma shares how to take the skills you already have,
flip them on their head, and find people to hire on your growing marketing teams. Spoiler: they’ve been under your
nose the whole time.
SEO jobs are in high demand. So are marketing managers. The inability to recruit for these positions has a high
opportunity cost.
Emma makes the case that link building is similar to recruiting. If you know how to do link building, you know how to
do recruiting.
Marketing and HR have a lot of similarities.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
One idea from Emma is to do a site search (for instance, the Moz Community) and use advanced queries.
Other tools:
Klear – to find who your employees are engaging with on social. These are people you can reach out to or
poach.
BuzzSumo – to find people who shared a link
Followerwonk – to find people who are following you from a certain geographical location
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Lauren Grabowski @up_for_GRABS89
How to f ind candidates who are culture fits: Use @BuzzSumo to do a content analysis on post that a ligns with
company values#MozCon @mmstll 8:26 PM - 13 Sep 2016
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Boost SEO Rankings by Removing Internal Links with Alex Stein Description: Learn how to optimize internal link structure for an easy and surprisingly large SEO ranking wins. Alex
will cover the math behind how authority flows through your site, how to evaluate links in your global navigation,
common mistakes on CMSs, and other tactics to improve your site’s most important pages.
Authority flows through a site via internal links. You need to be more intentional with internal linking. Here’s why:
Authority is divided by the number of links on the page; 15% of it disappears.
Gianluca Fiorelli
#MozCon @sonofadiplomat internal links analysis and optimization is essential because it is "authority optimization" 8:30 PM - 13 Sep 2016
WP: Tag clouds, Recent post,
duplicate navigation, Archive links
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Wayfair cut about 150 links and saw:
Fewer internal searches
Conversion rate boost
Increased rankings
5 to 10% increase in SEO traffic
If you’re thinking of removing links from your header, consider:
Search volume
Click data
Page revenue
Do you really need all the links currently in your footer? Wayfair reduced the number of links in its footer. The result:
better SEO.
WordPress adds links automatically: Tag clouds, archive links, etc. Consider removing these, unless they provide
real business value.
Exceptions for doing this:
1. Low authority sites, like brand new sites. You need a baseline authority.
2. Small sites. If you have 30 pages, you’re probably fine.
How to build a business case: By removing X number of links, we’ll make this much money.
Main takeaway: Less is more. Be intentional with internal linking.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Improve Your UX & SEO through Navigation Optimization with Robyn Winner Description: Learn the tactics for creating a navigation that increases your organic visibility, streamlines user
experience, and boosts conversion rates as Robyn walks you through the most important steps to getting your
navigation in order.
When it comes to UX and SEO, simple isn’t better—it’s best.
Content discoverability is a UX/SEO destruction suspect. Your navigation matters.
How to optimize your navigation:
Use your personas. Be empathetic to the people you are marketing to. Run a usability test.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Look at Google Analytics session data. L ook for gaps in the experience. Compare it to all users.
Leverage keyword rank analysis. Take your keywords, apply them to a concept. Apply your categories to your stage
funnel to determine if the right pages are ranking.
Avoid narcissistic navigation.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Leo Martinez @untypicalman
Narcissistic Navigation: navigation with language that only your internal team uses. #MozCon
8:53 PM - 13 Sep 2016
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Local Projects to Boost Your Company and Career with Mike Ramsey Description: Mike will walk through the projects that his individual team members took on to improve how they
handled local links, reviews, reports, and lots of areas in between.
Main takeway: Tackle on unique, passion projects related to your field. That’s how you build your personal brand.
People tend to use living organisms to represent their personal brand:
LeBron James -> lion
Shark Tank judges -> sharks (obviously)
Dwayne Johnson -> rock (which is, apparently, a living organism)
What living organization represents your brand?
Mark then shared a few stories of people he know who approached him with original studies:
The relationship between scholarships and SEO: bit.ly/scholarship -study
The use of 10x content by law firms: bit.ly/2x10x
Landing page design study: bit.ly/local-landing
Competitive link building worksheet: bit.ly/competitor-links
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Rachel Wright @rewrightme
Adding #Spanish to your site? Try a subfolder for SP version. And add schema! #MozCon #marketing #SEO 11:21 PM - 13 Sep 2016
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Local, reviews and schema: bit.ly/review-schema
These projects were “hustle” projects—they took grit to do.
Mike’s challenge: go out and do a bristlecone project. Tackle something hard. Tackle something that’s perplexing.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Reimagining Customer Retention and Evangelism with Kristen Craft Description: True customer loyalty and retention lies in the experience people have with your brand. Kristen will
show you how to leverage video to optimize for experience, foster loyalty, lower churn, and create evangelists.
Main takeaway: Delivering a great customer experience is the key to customer retention. Make the customer the
hero in your marketing campaigns and use the principles of familiarity to deliver better experiences.
We want life long customers.
Potential differentiators:
Price – not a good idea
Product
Experience
How to turn experience into a differentiator:
Familiarity – We prefer things we see more often. Example: BambooHR ‘s ‘voicemail’ video
Put real people on camera. That’s ho you build an authentic experience. Hide shadows with light. Script
your video.
Don’t try to be all things to all people. Embrace things that are unique and polarizing about you.
Use precise language.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Don’t hide idiosyncrasies.
Prioritize the personal over the professional.
Show personal appreciation.
Heighten emotion with music.
Leave room for humor.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Evangelism is the holy grail of customer retention. Making the customer the hero in your marketing materia ls is a
good start.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Use the “you” language.
Show different perspectives.
Piggyback on emotional moments.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Optimizing the Journey to Deliver Radically Relevant Experiences with Rebekah
Cancino Description: How do you connect your search rankings to your long term conversion rates? Customer journey
mapping. Rebekah will show you how to bridge the gap between SEO, content, design, and UX with an effective
framework your team can use to deliver radically relevant digital experiences when and where it matters most.
Main takeaway: Don’t ignore the power of customer journey mapping. Building empathy for customers is the first
step to delivering radically relevant experiences.
Data doesn’t tell us the whole story. It lacks the why.
You don’t deliver great user experience just from following best practices.
Three kinds of insight:
Strategic direction
Use experience
Design decisions
Strategic direction
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Context isn’t tied to devices. It’s t ied to people. Start with context.
Use an empathy map.
Customer journey mapping is an exercise in empathy.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Create a high level picture of the journey. Understand the feelings, thoughts, etc. of your customers.
Talk to customers. Formulate a problem statement.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Look at what people search and identifying their intent. Two kinds of intent:
– Active: Explicitly said
– Passive: Implicitly described
Uncover intent by looking at:
What is: Talk to customer service. Analyze search logs.
Tools: Moz Keyword Explorer UberSuggest
Categorize your keywords into semantically related topics. Look at themes.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Design decisions: How should it look, sound and feel.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co
Three tools of understanding the journey:
Journey mapping
Moment mapping
Meta mapping
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.co