mozcon 2013 recap - day 3

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

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MozCon 2013 Highlights

Curated by: @KaneJamison &

Beth Anderson (@JadeEJF) Content Harmony

Day Three

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 Meyers9:00 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:

Speaker: Dr. Pete Meyers

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:

MozCon 2013 HighlightsDay 3, Session 1:

Speaker: Dr. Pete Meyers

“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

MozCon 2013 HighlightsDay 3, Session 1:

Speaker: Dr. Pete Meyers

“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

MozCon 2013 HighlightsDay 3, Session 1:

Speaker: Dr. Pete Meyers

“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

MozCon 2013 HighlightsDay 3, Session 1:

Speaker: Dr. Pete Meyers

“…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

MozCon 2013 Highlights

Speaker: Carrie Gouldin9:40 am to 10:10 am

Day 3, Session 2:

Using Metrics to Build Social Media Engagement

Click here for slides

MozCon 2013 HighlightsDay 3, Session 2:

Speaker: Carrie Gouldin

“What’s unusual about ThinkGeek is that we slot in

our stuff between other things, kind of like

commercials.”

#Quotes

MozCon 2013 HighlightsDay 3, Session 2:

Speaker: Carrie Gouldin

“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

MozCon 2013 HighlightsDay 3, Session 2:

Speaker: Carrie Gouldin

“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

MozCon 2013 HighlightsDay 3, Session 2:

Speaker: Carrie Gouldin

“You want to make sure that people are sharing your

content, because then you get into conversion and revenue.”

#Quotes

MozCon 2013 HighlightsDay 3, Session 2:

Speaker: Carrie Gouldin

“With great metrics, comes great responsibility. You

should always be testing and trying new things.”

#Quotes

MozCon 2013 HighlightsDay 3, Session 2:

Speaker: Carrie Gouldin

“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

MozCon 2013 HighlightsDay 3, Session 2:

Speaker: Carrie Gouldin

“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

MozCon 2013 HighlightsDay 3, Session 2:

Speaker: Carrie Gouldin

“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

MozCon 2013 Highlights

Speaker: Sarah Bird10:30 am to 11:00 am

Day 3, Session 3:

The Search for Company Culture and Why It Matters

Click here for slides

MozCon 2013 HighlightsDay 3, Session 3:

Speaker: Sarah Bird

“Transparency has always been a big part of our lexicon, as has generosity.

TAGFEE = transparent, authentic, generous, fun, empathetic and

exceptional.

It really worked, it brought us back together, and not in the ways that we

thought it would...”

#Quotes

MozCon 2013 HighlightsDay 3, Session 3:

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.”

MozCon 2013 HighlightsDay 3, Session 3:

Speaker: Sarah Bird

#Quotes

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

success.”

MozCon 2013 HighlightsDay 3, Session 3:

Speaker: Sarah Bird

#Quotes

“Culture is a marathon, not a sprint.

Culture is made up of thousands of small decisions

every day.”

MozCon 2013 HighlightsDay 3, Session 3:

Speaker: Sarah Bird

#Quotes

“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.”

MozCon 2013 HighlightsDay 3, Session 3:

Speaker: Sarah Bird

#Quotes

“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.”

MozCon 2013 Highlights

Speaker: Wil Reynolds11:00 am to 12:00 pm

Day 3, Session 4:

Why the Internet Hates Us and Can #RCS Change That

Perception?

Click here for slides

MozCon 2013 HighlightsDay 3, Session 4:

Speaker: Wil Reynolds

“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

MozCon 2013 HighlightsDay 3, Session 4:

Speaker: Wil Reynolds

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

MozCon 2013 HighlightsDay 3, Session 4:

Speaker: Wil Reynolds

“If you want to know if you’re doing RCS, search for your assets with your

brand name.”

#Quotes

MozCon 2013 HighlightsDay 3, Session 4:

Speaker: Wil Reynolds

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

MozCon 2013 Highlights

Speaker: Jen Lopez1:30 pm to 2:00 pm

Day 3, Session 5:

Building Your Community From the Ground Up

Click here for slides

MozCon 2013 HighlightsDay 3, Session 5:

Speaker: Jen Lopez

“You’ve gotta start with some goals - you can take your company goals and make

them your community goals.”

#Quotes

MozCon 2013 HighlightsDay 3, Session 5:

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

MozCon 2013 HighlightsDay 3, Session 5:

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

MozCon 2013 HighlightsDay 3, Session 5:

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

MozCon 2013 Highlights

Speaker: Sha Menz2:00 pm to 2:20 pm

Day 3, Session 6:

10 Link Removal Pro-Tips That Will Change Your Life

Click here for slides

MozCon 2013 HighlightsDay 3, Session 6:

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

MozCon 2013 HighlightsDay 3, Session 6:

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

MozCon 2013 HighlightsDay 3, Session 6:

Speaker: Sha Menz

If you can’t find any other contact information,

Wordpress hosted blogs do have a default email address

you can contact: [email protected]

m”

#Quotes

MozCon 2013 HighlightsDay 3, Session 6:

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

MozCon 2013 HighlightsDay 3, Session 6:

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

MozCon 2013 Highlights

Speaker: Mike Arnesen2:20 pm to 2:40 pm

Day 3, Session 7:

How to Be a One-Person Link Building Army

Click here for slides

MozCon 2013 HighlightsDay 3, Session 7:

Speaker: Mike Arnesen

“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

MozCon 2013 HighlightsDay 3, Session 7:

Speaker: Mike Arnesen

“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

MozCon 2013 Highlights

Speaker: A. Litsa2:40 pm to 3:00 pm

Day 3, Session 8:

Throw Out Best Practices, Double Email Conversion

Click here for slides

MozCon 2013 HighlightsDay 3, Session 8:

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

MozCon 2013 HighlightsDay 3, Session 8:

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

MozCon 2013 HighlightsDay 3, Session 8:

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

MozCon 2013 HighlightsDay 3, Session 8:

Speaker: A. Litsa

“After we implemented the new design... we saw overall, our submissions went from 17

to 47.”

#Quotes

MozCon 2013 HighlightsDay 3, Session 8:

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

MozCon 2013 HighlightsDay 3, Session 8:

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

MozCon 2013 Highlights

Speaker: Kelsey Libert3:50 pm to 4:20 pm

Day 3, Session 9:

Anatomy of a Viral Hit: Reach Millions, Cultivate

Relationships, & Generate Links

Click here for slides

MozCon 2013 HighlightsDay 3, Session 9:

Speaker: Kelsey Libert

“By creating an emotionally compelling, accessible, and broadly

understood campaign, we had viral success.”

#Quotes

MozCon 2013 HighlightsDay 3, Session 9:

Speaker: Kelsey Libert

“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

MozCon 2013 HighlightsDay 3, Session 9:

Speaker: Kelsey Libert

“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

MozCon 2013 HighlightsDay 3, Session 9:

Speaker: Kelsey Libert

“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

MozCon 2013 HighlightsDay 3, Session 9:

Speaker: Kelsey Libert

“Viral content isn’t just a single hit, and if it’s done right, it does sustained

traffic.”

#Quotes

MozCon 2013 Highlights

Speaker: Rand Fishkin4:20 pm to 4:50 pm

Day 3, Session 10:

The Secret Ingredients of Better Marketing

Click here for slides

MozCon 2013 HighlightsDay 3, Session 10:

Speaker: Rand Fishkin

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

MozCon 2013 HighlightsDay 3, Session 10:

Speaker: Rand Fishkin

On display advertising:

“You’re more likely to have seen Pluto Nash on opening

weekend than click on a display ad.”

#Quotes

MozCon 2013 HighlightsDay 3, Session 10:

Speaker: Rand Fishkin

“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

MozCon 2013 HighlightsDay 3, Session 10:

Speaker: Rand Fishkin

“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

MozCon 2013 HighlightsDay 3, Session 10:

Speaker: Rand Fishkin

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

MozCon 2013 HighlightsDay 3, Session 10:

Speaker: Rand Fishkin

“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