MozCon 2013 Recap - Day 3

MozCon 2013
Highlights
Curated by:
@KaneJamison &
Beth Anderson (@JadeEJF) Content
Harmony

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

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.

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

MozCon 2013 HighlightsDay 3, Session 1:
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:

“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

“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

“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

“…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

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

“What’s unusual about ThinkGeek
is that we slot in our stuff
between other things, kind of like
commercials.”
#Quotes

“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

“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

“You want to make sure that
people are sharing your
content, because then you get
into conversion and revenue.”
#Quotes

“With great metrics, comes great
responsibility. You should always
be testing and trying new things.”
#Quotes

“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

“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

“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

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

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

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.”

“We have much more efficient
communication... it’s better to
have agreed-upon criteria by
which we’re going to judge
success.”

“Culture is a marathon, not a
sprint.
Culture is made up of thousands
of small decisions every day.”

“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.”

“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.”

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

“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

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

“If you want to know if you’re
doing RCS, search for your
assets with your brand name.”
#Quotes

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

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

Speaker: Jen Lopez
“You’ve gotta start with some
goals - you can take your
company goals and make them
your community goals.”
#Quotes

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

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

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

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

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

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

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

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

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

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

“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

“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

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

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

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

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

Speaker: A. Litsa
“After we implemented the new
design... we saw overall, our
submissions went from 17 to 47.”
#Quotes

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

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

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

“By creating an emotionally
compelling, accessible, and
broadly understood campaign,
we had viral success.”
#Quotes

“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

“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

“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

“Viral content isn’t just a single
hit, and if it’s done right, it
does sustained traffic.”
#Quotes

Speaker: Rand Fishkin
4:20 pm to 4:50 pm
Day 3, Session 10:
The Secret Ingredients of
Better Marketing
Click here
for slides

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

On display advertising:
“You’re more likely to have seen
Pluto Nash on opening weekend
than click on a display ad.”
#Quotes

“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

“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

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

“Generosity prioritizes long-term
serendipity over short term ROI...
that’s why great companies are
overnight successes after years of
hard work.”
#Quotes

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

MozCon 2013 Recap - Day 3

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MozCon 2013 Recap - Day 3