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TRANSCRIPT
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
MozCon 2017
Documento de estudio elaborado a partir de las diapositivas disponibles en
https://moz.com/mozcon y tweets con el hashtag #MozCon
18/7/2017
@wilreynolds: I’d Rather Be Thanked Than Ranked
Greg Gifford Cuenta verificada @GregGifford 18 jul.
why can't we be the content we wish would be found? @wilreynolds #mozcon
Strathcom Media @Strathcom 18 jul.
“Be the content we wish we’d found, instead of the content we’re producing.” - @wilreynolds #MozCon
BlackTruck Media @BlackTruckMedia 18 jul.
Truth: Thanks, better than ranks. Referrals are still your best channel. @wilreynolds #mozcon
Bryant Goodall @BryantGoodall 18 jul.
HUGE POINT: You have to remember there is so much more to people than what they type into search
engines. @wilreynolds #MozCon
Melissa Del Monte @melissadelmonte 18 jul.
"People are more than keywords!" - @wilreynolds on SEO, something we all need to be reminded from
time to time #MozCon
Cindy Krum @Suzzicks 18 jul.
OMG - I LOVE this talk by @wilreynolds You are So right! Do stuff that Google can't get better at than
you! #KillingIt #MozCon
Caleb Cosper @CosperClick 18 jul.
Why should we make people have to modify their search when we can just use machine learning to give
the better answer? @wilreynolds #MozCon
Caleb Cosper @CosperClick 18 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
AI has learned what disappointment is, and they're trying to prevent it in @google @wilreynolds
#MozCon
Greg Gifford Cuenta verificada @GregGifford 18 jul.
Content that doesn't guide the user is highly disruptable @wilreynolds #mozcon
Caleb Cosper @CosperClick 18 jul.
"Content that does not guide the user to their ultimate answer is disreputable" @wilreynolds #MozCon
Caleb Cosper @CosperClick 18 jul.
I highly related to @wilreynolds's disappointment in site's that don't have pricing. TELL USERS WHAT
THEY'RE LOOKING FOR #MozCon
John Vantine @w00t 18 jul.
You can PAY to rank whatever you want, Google doesn't mind. They build self-driving cars on bad PPC
marketer money. - @wilreynolds #mozcon
Marie Haynes Cuenta verificada @Marie_Haynes 18 jul.
One example of "disappointment" - Wil searched for pricing of a product. None of the results actually
had prices. @wilreynolds #Mozcon
Matthew Forzan @MatthewForzan 18 jul.
Only 23% of the top SaaS companies listed pricing on their page - wow via @wilreynolds #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Caleb Cosper @CosperClick 18 jul.
Google is not going to let you rank if you're constantly disappointing people in the results @wilreynolds
#MozCon
Marie Haynes Cuenta verificada @Marie_Haynes 18 jul.
People search for "best" because they want guidance. @wilreynolds #Mozcon
Caleb Cosper @CosperClick 18 jul.
People searching with "best" queries are looking for guidance, not a specific company @wilreynolds
#MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Caleb Cosper @CosperClick 18 jul.
Are you being the content that you wish you found? If not, good luck ranking in the age of machine
learning @wilreynolds #MozCon
Bryant Goodall @BryantGoodall 18 jul.
Start by listening, watching and learning from the customers @wilreynolds #MozCon
Lucas Ng @lucasng 18 jul.
Truth. Remember when people had Twitter auto-responders? 99% of the time that was automated
pretending-to-give-a-fuck @wilreynolds #mozcon
Greg Gifford Cuenta verificada @GregGifford 18 jul.
Watching people go through SERPs makes you a better marketer instantaneously @wilreynolds
#mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Bryant Goodall @BryantGoodall 18 jul.
When you're frustrated you hit the back button, you do that enough, Google will suppress the result.
@wilreynolds #MozCon
Buzz Identity @mnbuzz 18 jul.
UNDERSTAND THEIR WHY. @wilreynolds is making it rain with knowledge #mozcon
Sheena Schleicher @SheenaSchleichr 18 jul.
Talk to customers, record it, and create surround sound >> hear the pain & never forget it. @wilreynolds
#mozcon
Caleb Cosper @CosperClick 18 jul.
Empathetic marketers are able to see the connection between 'splinter out of my foot' and 'buy a new
deck' @wilreynolds #MozCon
Bryant Goodall @BryantGoodall 18 jul.
"I'm a big believer of guidance over content" - @wilreynolds #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Bryant Goodall @BryantGoodall 18 jul.
Guidance is what people want! @wilreynolds #MozCon
Matthew Forzan @MatthewForzan 18 jul.
"Great clients enable great agencies" - @wilreynolds #MozCon
Bryant Goodall @BryantGoodall 18 jul.
Great clients enable great agencies. U need people want to solve problems instead of just 'getting them
in the funnel' @wilreynolds #MozCon
Beanstalk @beanstalk 18 jul.
Create a GUIDE not just CONTENT. - @wilreynolds #MozCon #seo #conversions #marketing
Bryant Goodall @BryantGoodall 18 jul.
Going viral is like doing drugs... Ups and downs, withdrawals included @wilreynolds #MozCon
Bryant Goodall @BryantGoodall 18 jul.
I want to be in the business that when I go to sleep I want to know that I help people solve a problem
@wilreynolds #MozCon
Daisy @daisyquaker 18 jul.
Yes! Going viral is overrated. Solve people's problems. @wilreynolds #MozCon
Caleb Cosper @CosperClick 18 jul.
htt p: //Getstat.com is Wil's recommended tool, fwiw @wilreynolds #MozCon
Sheena Schleicher @SheenaSchleichr 18 jul.
Talk to customers, record it, and create surround sound >> hear the pain & never forget it. #MozCon
@wilreynolds
Caleb Cosper @CosperClick 18 jul.
People's "why" is all over your search query report @wilreynolds #MozCon
Caleb Cosper @CosperClick 18 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
You can use an NGram analyzer to understand not just a single word, but the words that go with them
@wilreynolds #MozCon
Marie Haynes Cuenta verificada @Marie_Haynes 18 jul.
Scrape your competitor's reviews. What are the pain points? Use those in your ad copy. @wilreynolds
#Mozcon
Ellie Wilkinson @ebwilkin 18 jul.
Recommended tools from @wilreynolds: ht tp://getSTAT.com Search Query report (AdWords) Word Cloud
Software NGram analyzer #mozcon
Caleb Cosper @CosperClick 18 jul.
307% increase in CTR without improving rankings, just by rewriting the title and meta to match what ppl
are looking for @wilreynolds #MozCon
BlackTruck Media @BlackTruckMedia 18 jul.
Don't ignore making changes to your title & description. @wilreynolds landed 3x the traffic w/ no rank
increase. #mozcon
Caleb Cosper @CosperClick 18 jul.
Great keyword research can help you minimize your bias @wilreynolds #MozCon
Emy Husmoe @emypatientpop 18 jul.
“Great keyword research can help you limit your bias” - @wilreynolds #mozcon #yassssss
Bryant Goodall @BryantGoodall 18 jul.
Once you get a high ranking, your job is just starting @wilreynolds #MozCon
Bryant Goodall @BryantGoodall 18 jul.
Ask 'what would you do to improve this content?' @wilreynolds #MozCon
Caleb Cosper @CosperClick 18 jul.
If people like your brand, they might just tell you how to improve your content. @wilreynolds #MozCon
Marie Haynes Cuenta verificada @Marie_Haynes 18 jul.
Example, "I wish your site had THIS...cause I always have to go to this other site to get that info."
@wilreynolds #Mozcon
Bryant Goodall @BryantGoodall 18 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
If you're truly wanting to help someone, you have to be willing to link off of your site to solve that
problem @wilreynolds #MozCon
Dr. Pete Meyers @dr_pete 18 jul.
One of our highest-converting pages is a Moz Q&A post someone else wrote honestly comparing us to
other tools #MozCon (cc @wilreynolds)
Strathcom Media @Strathcom 18 jul.
“Make the content, or help the customer.” - @wilreynolds #MozCon
Lucas Ng @lucasng 18 jul.
Huge value for retailers at #mozcon, @wilreynolds I'm borrowing your "reviews + n-gram analyzer" the
next time I talk to suppliers. Thanks!
Christian Williams @Christian3886 18 jul.
Any client that doesn't empower their agency to innovate is crazy. Invest in your investment!
@wilreynolds #MozCon
Alycia @artdecotech 18 jul.
Range Rover ads show mud paths, not putting groceries in the back. Show the life they WANT not the
one they have. @wilreynolds #MozCon
Bryant Goodall @BryantGoodall 18 jul.
If you've invested in building great content, now is the time to make it more guidance driven
@wilreynolds #MozCon
Greg Gifford Cuenta verificada @GregGifford 18 jul.
I don't want to call myself an SEO anymore - I feel more like a concierge for the web @wilreynolds
#mozcon
Trenton Greener @TrentonGreener 18 jul.
"When you're lost, we will guide you to the best answer on the web." - @wilreynolds #MozCon
Julia Litz @julialitz 18 jul.
Love this idea from @wilreynolds - "SEOs are a concierge for the web." #MozCon
Molli Spear @MolliannSpear 18 jul.
"It's our job as marketers to get to know people." -@wilreynolds #MozCon
Content Harmony @contentharmony 18 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
“When computers learn what disappointment looks like, will your brand be ready?” - @wilreynolds of
@seerinteractive #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@STATrob Reverse Engineer Googles Research
Emy Husmoe @emypatientpop 18 jul.
"Instant gratification is the name of the game for Google" via @STATrob #mozcon
Caleb Cosper @CosperClick 18 jul.
Google has changed people's expectations for information retrieval @STATrob #MozCon
Bryant Goodall @BryantGoodall 18 jul.
Google is a victim of their own success. They're responsible for the change in the way they give results
@STATrob #MozCon
Martijn Scheijbeler @MartijnSch 18 jul.
“Google is a victim of their own succes, they have changed our expectations for information and have to
adapt.”, by @statrob #mozcon
Caleb Cosper @CosperClick 18 jul.
The SERPs are the front end to Google's consumer research machine @STATrob #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Rand Fishkin Cuenta verificada @randfish 18 jul.
"Google's SERPs are the front end of the biggest consumer research machine the world has ever
known." - @STATrob #Mozcon
Bryant Goodall @BryantGoodall 18 jul.
By paying attention to the SERPs, we can snoop on Google's research @STATrob #MozCon
Alycia @artdecotech 18 jul.
Informational searches = low conversion rate. BUT if you guide them at this stage, you imprint on them
for future gains. @STATrob #MozCon
WebiMax @WebiMax 18 jul.
SEO Funnel = Informational. Commercial. Transactional. @STATrob #MozCon
Bryant Goodall @BryantGoodall 18 jul.
Many SEOs spend their entire career focusing on the Transactional stage... to their detriment @STATrob
#MozCon
Greg Gifford Cuenta verificada @GregGifford 18 jul.
At each stage of the funnel, the searcher has a different intent @STATrob #mozcon
Jason Dodge @dodgejd 18 jul.
Searcher intent is the new demographic @STATrob #mozcon
Cori (Shirk) Graft @corigraft 18 jul.
"Intent beats identity; immediacy beats loyalty." Be there when someone is searching to solve a
problem, and you'll win. @STATrob #MozCon
Caleb Cosper @CosperClick 18 jul.
"Keyword research is more art than science. You have to speak to people, and you can't take shortcuts"
@STATrob #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Grace Cheung @gracewcheung 18 jul.
"Google is a giant trying to read a map while its footsteps alter the landscape" GORGEOUSLY put
@STATrob! #MozCon
Caleb Cosper @CosperClick 18 jul.
Of the 10% that isn't organic, 60% of these results are shopping @STATrob #MozCon
Cori (Shirk) Graft @corigraft 18 jul.
When analyzing the Search landscape for your industry & crafting your Organic & Paid strategy, as
yourself these questions. @STATrob #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
This is the search landscape according to @STATrob #MozCon
Caleb Cosper @CosperClick 18 jul.
Google Image Resuts are a good user experience. It allows us to look for things without the tedium of
human language @STATrob #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @STATrob and this is the topology of informational SERPs as for the researches of @getSTAT
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Greg Gifford Cuenta verificada @GregGifford 18 jul.
Most featured snippets are paragraphs, not lists or tables @STATrob #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @STATrob Commercial Intent SERP topology
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @STATrob segment by the query modifier (eg: best...) to see which results types Google likes
to show
Bryant Goodall @BryantGoodall 18 jul.
Google has given featured snippets for the queries including 'best' to get users the information more
quickly @STATrob #MozCon
Cori (Shirk) Graft @corigraft 18 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
.@STATrob's insights on SOV are GOLD. Search volume, owned real estate, & TYPE of owned real estate
all tell very different stories #MozCon
Caleb Cosper @CosperClick 18 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
When the word "compare" is used, over 40% of the non-organic results are video @STATrob #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @statrob Topology of Transactional SERPs
Bryant Goodall @BryantGoodall 18 jul.
Analyze URLs to find out what type of pages Google displays the most @STATrob #MozCon
Beanstalk IM @beanstalkim 18 jul.
"The deeper you go in the funnel the more you need to rely on organic rankings." - @STATrob at
#Mozcon
Good & Gold @GoodAndGoldMKTG 18 jul.
Reminder from @STATrob that dominating share of voice in Google depends on having paid search and
shopping along with strong SEO. #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
The #MozCon "keyword", after the @wilreynolds & @STATrob talks this morning, is "User Intent". Not
revolutionary, but revolutionary for SEOs
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@MatthewEdgarCO More Than SEO
Caleb Cosper @CosperClick 18 jul.
In a way, SEO is part of UX, because being findable means you're providing a good experience
@MatthewEdgarCO #MozCon
Bryant Goodall @BryantGoodall 18 jul.
Good UX is about making sure people can find what they want on your site @matthewedgarco #MozCon
Caleb Cosper @CosperClick 18 jul.
SEO should not stop at the SERP! @MatthewEdgarCO #MozCon
Caleb Cosper @CosperClick 18 jul.
People don't just scroll down pages, but also scroll back up. You gotta track that too! @MatthewEdgarCO
#MozCon
Inseev Interactive @InseevTweets 18 jul.
Love this tip from @MatthewEdgarCO: Focus on what makes people leave your site. Leverage GA
tracking for this. #digitalmarketing #ux #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@jaynagrassel A Site Migration Redirects, Resources & Reflection
Bryant Goodall @BryantGoodall 18 jul.
Long-tail pages can save or sabotage traffic @jaynagrassel #MozCon
Lucas Ng @lucasng 18 jul.
To continue with @jaynagrassel's war analogy, "No SEO migration plan survives first contact with the
enemy" #mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@kanejamison The 8 Paid Promotion Tactics
Bryant Goodall @BryantGoodall 18 jul.
Most people think of paid search at the conversion level, but they forget about paid social at the top of
the funnel @kanejamison #MozCon
Bryant Goodall @BryantGoodall 18 jul.
Promoting content will likely get better engagement, then take the winners to an organic post on FB
@kanejamison #MozCon
Greg Gifford Cuenta verificada @GregGifford 18 jul.
Instead of creating only a Facebook ad, create an organic post and then use it as your ad @KaneJamison
#mozcon
Beanstalk IM @beanstalkim 18 jul.
REALLY good advice by @KaneJamison at #Mozcon on pushing content to journalists via paid FB prior to
the announcement. Bright.
Bryant Goodall @BryantGoodall 18 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Build a custom audience of email haters and make sure they're seeing your most important content
@kanejamison #MozCon
Amber Leick @amberrleick 18 jul.
You mean the one where all videos should be horizontal, 10 minutes long, and rely on sound? Cause
that is definitely the key. Yes. #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@taranicholle How to Be A Happy Marketer
JoAnna Bannon @jcbannon 18 jul.
“It’s PR, not ER.” Sage advice from @taranicholle on not letting fear drive your decision-making as a
marketer #mozcon
WebiMax @WebiMax 18 jul.
"You cannot buy engagement, you have to build it." @taranicholle #MozCon
Karthik Vijay @xpresskarthik 18 jul.
Def of Engagement: People actually care about you, what you do eg: watch your video, open your
emails,etc., @taranicholle #MozCon
Strathcom Media @Strathcom 18 jul.
“Digital solutions work for digital problems. Disengagement is not a digital problem; it is a human
problem.” - @taranicholle #MozCon
Greg Gifford Cuenta verificada @GregGifford 18 jul.
The primal motivation behind most purchasing decisions is transformation @taranicholle #mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Seth Reid @sethstil 18 jul.
they (humans) want to be: healthier, wealthier, and wiser. #engage @taranicholle #mozcon
@IntegerGroup
Caleb Cosper @CosperClick 18 jul.
Rethink what you sell: you don't sell a product, you sell a transformation. @taranicholle #MozCon
ConfluenceConference @ConfluenceCon 18 jul.
Problem-first is better than product-first strategy. @taranicholle #Mozcon
Strathcom Media @Strathcom 18 jul.
“Your customer is anyone who is out there dealing with the human scale problem that your company
exists to solve.” - @taranicholle #MozCon
David Angotti @DavidAngotti 18 jul.
Want to sell more? 1 - Define the consumer problem from a human perspective 2 - Become the expert
on their journey #mozcon @taranicholle
Eric Sorrentino @esorrentino24 18 jul.
Marketers: Rethink what you sell. You dont sell a product. You sell a transformation. @taranicholle
spittin truth at #mozcon
Sean Francis @SeanDFrancis 18 jul.
Marketing should use the Hero's Journey in storytelling, but the customer is the hero, not the brand.
@taranicholle #mozcon
Caleb Cosper @CosperClick 18 jul.
The huge gap between how companies talk about the problem they solve and how customers talk about
it is stunning @taranicholle #MozCon
Alycia @artdecotech 18 jul.
You are the Obi-Wan Kenobi to your customer's Luke Skywalker. Be their guide. It's about their journey.
@taranicholle #mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Caleb Cosper @CosperClick 18 jul.
Más
Rethink your marketing: not just stories about you and your products. You want to fuel your customer's
journey @taranicholle #MozCon
Strathcom Media @Strathcom 18 jul.
“Your content should be high value that fuels the customer along their journey.” - @taranicholle
#MozCon
Rachael Leonie @RachaelLeonie 18 jul.
“When you have your topics & titles & subject lines phrased in natural language, it’s an immediate
engagement trigger” #mozcon @taranicholle
Hayley Sherman @HayleySSherman 18 jul.
It's not about the product you sell - it's about the problem you solve. Stellar takeaways from
@taranicholle #mozcon
Content Harmony @contentharmony 18 jul.
"You can buy growth but you have to build engagement" - @taranicholle #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@matthewbarby Up and to the Right
Caleb Cosper @CosperClick 18 jul.
Having a bag of tricks is good, but if you don't understand the why behind the what, you won't be
effective @matthewbarby #MozCon
WebiMax @WebiMax 18 jul.
"Don't focus on learning tactics; focus on understanding problems." @matthewbarby #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @matthewbarby having only a bag of tricks is good, but not understanding the whys behind
the what is knowing nothing.
Caleb Cosper @CosperClick 18 jul.
Google didn't kill guest posting, marketers did! @matthewbarby #MozCon
Seth Reid @sethstil 18 jul.
S.O.N.D.L.G. (Shit, our numbers don’t look great) @matthewbarby #mozcon #datahurts
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @matthewbarby The starting point... numbers are crap. Ending (ideal) point: numbers are
great. In the middle: the SEO job
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @matthewbarby if there's no search for what you offer, create side doors for people to enter
your site and discover you
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @matthewbarby this means working a smart site's architecture.
Caleb Cosper @CosperClick 18 jul.
They made product integration pages for all possible integrations, wow! @matthewbarby #MozCon
Jon Henshaw Cuenta verificada @RavenJon 18 jul.
Use "Side Doors" into website. @matthewbarby #mozcon #SEO
Caleb Cosper @CosperClick 18 jul.
They even made pages for reviews of products they integrate, and now they rank for "[product] review"
@matthewbarby #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @matthewbarby what if people search but you just don't rank? Understand authority vs
relevancy & discoverability
Matthew Forzan @MatthewForzan 18 jul.
Understand the right lever to pull at the right time - know what issue you're facing - D, R or A? via
@matthewbarby #MozCon
Jason Dodge @dodgejd 18 jul.
"Rank and bank" - @matthewbarby #mozcon
nseev Interactive @InseevTweets 18 jul.
Love this #SEOtip from @matthewbarby: A great SEO knows when to pull the right lever at the right time
#DigitalMarketing #MozCon
Buzz Identity @mnbuzz 18 jul.
Great SEOs are not just great link builders or content mrkters.Great ones know which lever to pull at the
right time @matthewbarby #mozcon
Cori (Shirk) Graft @corigraft 18 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
YUUUP. If your current content strategy isn't working, doing more if it won't magically make it work
better. Preach @matthewbarby #mozcon
PJ Howland @askPJHowland 18 jul.
Links get you through the rocky parts in the beginning, but content will get the big wins long-term.
@matthewbarby #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @matthewbarby think about being in the early stage of adopting a new channel. It's greatly
rewarding in the middle/long term
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@JoannaLord How to Operationalize Growth for Maximum Revenue
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @JoannaLord What is growth? Creating inflection opportunities for business success.
ConfluenceConference @ConfluenceCon 18 jul.
You don’t want to compete. You want to win your market. @joannalord #Mozcon
Jason Dodge @dodgejd 18 jul.
.@JoannaLord says you need to be better, faster and more resilient than your competitors. #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @JoannaLord But why is it so hard? Because a lot changed? Ownership changed. Before
marketing, then product & marketing, then...
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @JoannaLord then engineering and data entered into the game of ownership.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Matthew Forzan @MatthewForzan 18 jul.
Más
This is how the teams at LinkedIn used to be structured via @JoannaLord #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @JoannaLord Then, organizational structure has changed. You need creative, analytical and
then technical and someone with intuition
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#mozcon @JoannaLord Also who you need to hire has changed. A T-Shaped Marketer (personally I
prefer the π shaped model)
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Martijn Scheijbeler @MartijnSch 18 jul.
“The fastest growing companies in the world have the same patterns, they share it! They share
retrospectives.”, by @joannalord #MozCon
Seth Reid @sethstil 18 jul.
...They’re hiring #creative, #resourceful, low #ego people to triangulate around a problem and run fast.
@JoannaLord #mozcon @IntegerGroup
Martijn Scheijbeler @MartijnSch 18 jul.
“Growth as a decentralized responsibility: How you organize will either fuel or kill growth.”, by
@JoannaLord #MozCon
Kristina Kledzik @KristinaKledzik 18 jul.
Fast growing companies don't rely on one team to grow, EVERYONE is responsible for growth.
@JoannaLord #MozCon
Greg Gifford Cuenta verificada @GregGifford 18 jul.
The fastest growing companies in the world know nothing is precious. They do what's best for the
business every turn @joannalord #mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Martijn Scheijbeler @MartijnSch 18 jul.
Más
“Often the hardest, most complicated business decision is the exact one you need to make.”, by
@JoannaLord #MozCon
Jason Dodge @dodgejd 18 jul.
.@JoannaLord reminds us that sometimes those hard decisions are the best decisions. And, we're
human. #mozcon
Martijn Scheijbeler @MartijnSch 18 jul.
“Fire the wrong people, hire the right ones, structure around output not people.”, by @JoannaLord
#MozCon
Drew Allen @drewplaysdrums 18 jul.
@JoannaLord Why not raise the price with transparency about lack of profit? Curious about the
situation. Also, KILLER prez. #MozCon
Emy Husmoe @emypatientpop 18 jul.
@JoannaLord is killing it today with points like this. #mozcon
Matthew Forzan @MatthewForzan 18 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Review your pricing structure every quarter. If you're doing great work, you should charge more.
#MozCon @JoannaLord
Kerri @pricek05 18 jul.
"Have the spine to stand up and say 'I know what I'm doing'" words of wisdom from @joannalord
#MozCon
Strathcom Media @Strathcom 18 jul.
“Stop building because people tell you to build. Stand up for what you’re doing because you believe it’s
going to work” @JoannaLord #Mozcon
Brian Jensen @Brian_A_Jensen 18 jul.
Play to your advantage obsessively - what do you have the opportunity to go deep on? @JoannaLord on
how to operationalize growth #mozcon
Look Left Marketing @LookLeftMktg 18 jul.
Identify your proprietary advantage, and play to that advantage relentlessly. Great advice! @JoannaLord
#MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@kristaseiden Analytics to Drive Optimization & Personalization
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
#Mozcon this by @kristaseiden
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
Use campaign tagging to distinguish variations #MozCon @kristaseiden
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Gianluca Fiorelli Cuenta verificada @gfiorelli1 18 jul.
Then setup analytics goals to track conversion funnels #MozCon @kristaseiden
Caleb Cosper @CosperClick 18 jul.
If you have a search box on your site, you can use Site Search to see exactly what people are looking for
on your site @kristaseiden #MozCon
Caleb Cosper @CosperClick 18 jul.
Click heatmap testing can help you find out what people are trying to do (and what doesn't work) on a
page. @kristaseiden #MozCon
Caleb Cosper @CosperClick 18 jul.
Use Site Search and compare to Conversion Rates. What searches are resulting in conversions, which
ones aren't? @kristaseiden #MozCon
Caleb Cosper @CosperClick 18 jul.
89% of companies expect to compete mostly on the basis of customer experience @kristaseiden
#MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Martijn Scheijbeler @MartijnSch 18 jul.
"As any marketer knows, your chief wants to launch your new site. Surveys helped us not releasing it" by
@kristaseiden #MozCon
Caleb Cosper @CosperClick 18 jul.
You don't have to do anything more than understand who your users are to do personalization right.
@kristaseiden #MozCon
Martijn Scheijbeler @MartijnSch 18 jul.
“Use the data in Goal funnels to create a remarking segment and create a personalized message when
they come back”, by @kristaseiden #MozCon
WebiMax @WebiMax 18 jul.
5 Things to Start Doing Today. @kristaseiden #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@dr_pete Facing the Future 5 Simple Tactics for 5 Scary Changes
Strathcom Media @Strathcom 18 jul.
“When you see some of the changes in the SERP, it doesn’t always affect you right now, but you think,
‘when am I next?’” - @dr_pete #MozCon
Matthew Forzan @MatthewForzan 18 jul.
55% of results are HTTPS (as of June 30 2017 - sample size = 10,000 keywords) via @dr_pete #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Caleb Cosper @CosperClick 18 jul.
We're probably gonna be at 66% HTTPS page-one results by the end of 2017 @dr_pete #MozCon
Rand Fishkin Cuenta verificada @randfish 18 jul.
#Mozcon re: @dr_pete Google's mortgage calculator -- it's not comprehensive or accurate. @Redfin is
way better, though they don't rank.
Rand Fishkin Cuenta verificada @randfish 18 jul.
That's what makes me mad. If Google does something best, sure, rank yourselves. But if you mislead, or
are clearly worse, not cool. #Mozcon
Caleb Cosper @CosperClick 18 jul.
Featured snippets are an extension of organic. You already know what needs to be done to rank for
them @dr_pete #MozCon
Caleb Cosper @CosperClick 18 jul.
Check out ht tp://TensorFlow.org to see some cool graphs on how Google is doing deep machine learning
@dr_pete #MozCon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
RankBrain gives us the freedom to write for people @dr_pete #mozcon
Caleb Cosper @CosperClick 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
RankBrain is making it to where we can think, write, and BE like people. Not keyword machines.
@dr_pete #MozCon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
SERPS w featured snippets have tripled in the last two years. @dr_pete #Mozcon
Sheena Schleicher @SheenaSchleichr 19 jul.
Good news! Rank brain, a non-human automated system, may help us humans get back to marketing
like humans. #mozcon @dr_pete
Caleb Cosper @CosperClick 19 jul.
Experiment with inverted pyramids, the writing style. Give away the answer first, then expand. @dr_pete
#MozCon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
If the featured snippet is a list & you're trying to win it...use a list, not a table, etc.. @dr_pete #Mozcon
Heather Physioc @HeatherPhysioc 19 jul.
Every journalism grad at #MozCon perks up because the inverted pyramid has a legitimate purpose in
our search work thanks to @dr_pete
Kristina Kledzik @KristinaKledzik 19 jul.
Use inverted pyramids when you write for the web: start with the answer at the top, then expand into
more detail. @dr_pete #MozCon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
To win a featured snippet, put the answer at the top of your paragraph. Then expand later. @dr_pete
#Mozcon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
In most cases, the result for voice search is the result that is a featured snippet. @dr_pete #Mozcon
Caleb Cosper @CosperClick 19 jul.
"SERP features are going to continue to evolve. I can't tell you what's coming next. Google doesn't even
know!" @dr_pete #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@suzzicks Mobile-First Indexing
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks What is Mobile 1st? Mobile is about everything, not desktop. Also fridges can be
Mobile
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks Mobile means the content is "portable". Is a level of sequence or prioritization, not
the exclusion of other content!
Jayna Grassel @jaynagrassel 19 jul.
@Suzzicks "Google wants your content to be portable, not mobile. Don't confuse that." #MozCon
Strathcom Media @Strathcom 19 jul.
“Indexing and ranking are two different things. If you’re not in the index, you’re never going to rank.” -
@Suzzicks #MozCon
Brian Jensen @Brian_A_Jensen 19 jul.
@suzzicks Mobile-first indexing = Portable, prioritized, organization of information for easy querying.
#mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks lovely graph of Google evolution toward Mobile 1st
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Caleb Cosper @CosperClick 19 jul.
In 2017, we have TONS of devices that don't have screens, they just interface with your voice/ears
@Suzzicks #MozCon
Dr. Pete Meyers @dr_pete 19 jul.
Yes - listen to @Suzzicks - RankBrain is part of a much longer, intentional journey at Google #MozCon
Dr. Pete Meyers @dr_pete 19 jul.
This --> Tech like Chromecast will eventually revolutionize multi-device search. Multi-device search is our
future #MozCon
Caleb Cosper @CosperClick 19 jul.
Google is not always a cohesive organization. Some say "mobile first", "offline first", "AI first", "voice first"
@Suzzicks #MozCon
Dr. Pete Meyers @dr_pete 19 jul.
Ask a question on your Android phone near your Home -- Google passes the answer to Home -- Search
is an ecosystem, not a screen #MozCon
Cindy Krum @Suzzicks 19 jul.
Dad Joke of Big Data: "Big Data is like sex in high-school. Lots of people are talking about it but very few
are actually doing it." #MozCon
Brian Jensen @Brian_A_Jensen 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
For Google, crawling has lost it’s appeal. 90% of the world’s data was created in the past 2 years
#MozCon @Suzzicks
Salina Siu ♡ @salinasiu 19 jul.
90% of the world's data was created in the past 2 years and it's going to continue growing exponentially.
@Suzzicks #MozCon
Lisa Mattson @lisamattsonwine 19 jul.
The web is drowning in data. #MozCon @Suzzicks
Heather Physioc @HeatherPhysioc 19 jul.
More efficient ways for Google to access content than crawls: XML feeds, APIs, JSON-LD, PWAs... its a
brave new world. @Suzzicks at #MozCon.
Brian Jensen @Brian_A_Jensen 19 jul.
At some point in the future, bots may be out of a job. This type of discovery just isn’t scalable. #mozcon
#replacementtechnology @Suzzicks
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
#MozCon @suzzicks Voice, AI and Machine Learning. SPECULATION Mobile 1st is really Cloud 1st
Indexing (URLs not required)
Caleb Cosper @CosperClick 19 jul.
Mobile-first indexing is really about cloud-first indexing. No URL required @Suzzicks #MozCon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
There are more and more things out there that are getting linked up in search results without a URL
@Suzzicks #mozcon
Matthew Forzan @MatthewForzan 19 jul.
Such a solid point - if you don't type to access information, why do we need URLs? Voice search,
assistants etc. via @Suzzicks #mozcon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
Google Home has no screen. Without a browser we don't need urls. More and more "things" are on the
internet without urls. @suzzicks #Mozcon
Content Harmony @contentharmony 19 jul.
"Should we have a unique URL for every piece of content? Maybe not" - @Suzzicks of @MobileMoxie
#MozCon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
URL not required content: Restaurants Songs TV Shows Books Sounds @Suzzicks #mozcon
Heather Physioc @HeatherPhysioc 19 jul.
You don't *need* options for some answers (cow sound, C-sharp). The answer Google gives you is *the*
canonical answer. @Suzzicks #MozCon
Alycia @artdecotech 19 jul.
URL NOT REQUIRED. You can interact right from the SERP. Whole new game for #SEO. @Suzzicks
#mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com