#listened to lily simpson while drawing
Text
ghosts of christmas present 🌈 (gift for @k-centaurea )
details under cut ⬇️
#bbc ghosts#bbc ghosts fanart#bbc ghosts captain#fanny button#thomas thorne#bbc ghosts kitty#bbc ghosts mary#pat butcher#bbc ghosts robin#humphrey bone#small artist#digital artist#artists on tumblr#listened to lily simpson while drawing#yay
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OK, June 1
Cover: Jennifer Aniston Finally Talks -- her fresh start at 51
Page 1: Big Pic -- Shia LaBeouf took a spin around his Pasadena neighborhood with his adorable pooch in tow
Page 2: Contents
Page 3: Contents
Page 4: Royal Shake-Up -- a shocking report leads to whispers that Queen Elizabeth may soon be stepping away from her duties for good -- thankfully the Queen has Prince William and Duchess Kate Middleton to lean on and they call her every day and are always offering to step in and take any stressful duties off her hands and the queen doesn’t know what she’d do without them
Page 6: From the outside Reese Witherspoon seems to have a picture-perfect life but the multifaceted star admits her days are a balancing act and anything but easy
Page 7: It seems as if Kristin Cavallari has been on a smear campaign against estranged husband Jay Cutler as their messy divorce plays out -- she’s consumed by rage and resentment toward him mainly out of fear that he’ll come across as looking like the good guy while she’s painted as power- and money-hungry, after years of estrangement the coronavirus pandemic has pushed Bella Cruise to reach out to mom Nicole Kidman -- Nicole knows Bella will never leave Scientology and she’d never ask her to and they’ve been making up for lost time and speak most days and Bella’s agreed to travel to Tennessee and stay at Nicole’s sprawling country estate once it’s safe to travel, Scott Disick is turning to Kris Jenner as he figures out his next move after he fled rehab after the news leaked -- Scott feels more vulnerable than ever and he’s at a crucial stage in his life and he respects Kris enormously not only as a business partner but as a makeshift therapist and mother figure
Page 8: Jamie Lynn Spears is begging older sis Britney Spears to move back to Louisiana and Jamie Lynn would love for her daughters to spend more time with their aunt and wants them together as one big happy family in Kentwood where it all began, Chris Pratt and pregnant Katherine Schwarzenegger are feeling a bit overwhelmed by her parents as they await their baby’s arrival -- Maria Shriver and Arnold Schwarzenegger are excited at their first grandchild but they’ve become very pushy -- Maria’s insisting on planning a huge baby shower and decorating the nursery and Arnold is trying to install a new sound system so they can play lullabies in every corner of the house and it’s enough to make Chris and Katherine wince, Tom Cruise is making it his mission to reclaim his title as the King of Hollywood -- he’s bided his time for years now because he wanted to take the pressure of himself until he found just the right moment to go for it and now he’s ready to catapult himself onto the scene with Mission: Impossible 7 and 8 and the sequel to Top Gun and he’s working with NASA and Elon Musk’s SpaceX to shoot the first ever movie in outer space
Page 10: Red Hot on the Red Carpet -- peach gowns -- Zoe Kravitz, Karolina Kurkova, Adrienne Houghton
Page 11: Betty Gilpin, Lizzy Caplan, Joey King
Page 12: Who Wore It Better? Becca Tilley vs. Brooke Burke (it’s a tie), Cheryl Burke vs. Jennifer Lahmers
Page 14: News in Photos -- Hailey Bieber in the sauna
Page 15: Michael C. Hall in glitter face paint, Kate Upton works out with daughter Genevieve, Olivia Munn with two pups, Christie Brinkley in the fickle weather in the Hamptons
Page 16: Hilary Duff on Mother’s Day, Anna Kendrick all dressed up for a virtual press conference, Kevin Hart and wife Eniko revealed they are having a daughter in a pic with kids Kenzo and Heaven and Hendrix, Naomi Watts on TikTok with Liev Schreiber and their kids Sasha and Kai
Page 17: Mindy Kaling doing laundry, Cardi B shows off her Mother’s Day gifts from husband Offset
Page 18: Reese Witherspoon with son Tennessee climbing a tree, Nicole Kidman studying Italian while stuck at home, Gabrielle Union and daughter Kaavia
Page 19: Jason Momoa encouraged fans to support local small businesses as he picked up dinner from the Old Place in Cornell, Paris Jackson inked a tattoo on her own pinky toe, Suki Waterhouse showed off her perfectly coiffed locks
Page 20: Tobey Maguire and girlfriend Tatiana Dieteman take a stroll, Ariel Winter was spotted with a cast on her thumb after slicing the tip off in a cooking accident, Emilia Clarke and dog Ted
Page 21: Ryan Phillippe on a run, Katy Perry and her dog Nugget dress up as Dumbo
Page 22: Brody Jenner on a bike ride, Tallulah Willis and mom Demi Moore on Mother’s Day, Julianne Hough as Mary Poppins
Page 23: Taylor Swift drinking white wine while isolating at home, Ali Larter on a run
Page 24: Inside My Home -- the Hadid’s flourishing farm -- where Yolanda Hadid is isolating with kids Bella Hadid, pregnant Gigi Hadid and Anwar Hadid in Hope, Pennsylvania
Page 26: Kim Kardashian and Kanye West marriage in crisis -- after months in quarantine Kim and Kanye are on the verge of a lockdown throwdown because when it comes to their four kids North and Saint and Chicago and Psalm most of the parenting and homeschooling has fallen on Kim’s shoulders while Kanye has been spending a ton of time at his office rather than at home
Page 27: Natalie Portman and Benjamin Millepied are planning to renew their vows this winter when December will mark a decade since their engagement, when Cara Delevingne and Ashley Benson called it quits after two years of dating it seemed drama-free but now members of their social circle are being dragged into the pair’s personal problems -- now that they’re not together they’re drawing clear boundaries and demanding their friends like Kaia Gerber and Margaret Qualley take sides using the line it’s her or me, Courteney Cox has been quarantining in L.A. while boyfriend Johnny McDaid has been in England and once they’re able to reunite Courteney is adamant that they tie the knot right away because this has been a lesson learned and she’s kicking herself for not marrying Johnny sooner
Page 28: Joshua Jackson and wife Jodie Turner-Smith are walking on air as they settle into their new roles as parents to a baby girl, just eight months into their romance Jonathan Scott believes he’s found the one in Zooey Deschanel but his friends are urging him to pump the brakes because Zooey is twice-divorced and basically walked out of her second marriage and right into Jonathan’s life plus she also has two children so Jonathan would be taking on an awful lot so soon, Love Bites -- Ben Platt and Noah Galvin new couple, America Ferrera and Ryan Piers Williams welcomed a daughter, Mary-Kate Olsen and Olivier Sarkozy split
Page 29: On Justin and Hailey Bieber’s Facebook Watch show he stated that he and wife Hailey are in the best place they’ve ever been but he’s the first to admit that becoming a husband forced him to take a hard look at himself, Ben Affleck is sparing no expense when it comes to showering girlfriend Ana de Armas with affection
Page 30: Cover Story -- Jennifer Aniston comes clean -- from the state of her dating life to the truth about her famous exes Jen plans to answer everything in a new tell-all interview
Page 33: How Jennifer Aniston is helping Matthew Perry get through his recent troubles
Page 34: Baby Bump Brigade -- Ashlee Simpson, Katy Perry
Page 35: Gigi Hadid, Katherine Schwarzenegger, Lea Michele
Page 36: How Julia Roberts saved her marriage -- inside her decision to step away from the spotlight and fix her relationship with Danny Moder
Page 38: Beverly Hills 90210 secrets and scandals
Page 40: Candace Cameron Bure Family Matters -- the actress gets candid about her kids, her marriage and her decades long career
Page 46: Style Week -- Bebe Rexha latest collaboration with the popular drugstore nail polish line Sinful Colors
Page 48: Style -- beaded bags -- Bailee Madison
Page 50: Espadrilles -- Selena Gomez
Page 54: Entertainment
Page 58: Stars are getting creative with their hair while stuck at home -- Julianne Hough, Pink, Kristen Stewart
Page 59: Blake Shelton, Sarah Michelle Gellar, Tallulah Willis, Lauren Burnham and Arie Luyendyk, Armie Hammer, Dua Lipa
Page 60: Sound Bites -- Miley Cyrus on interviewing Elizabeth Warren, Ashton Kutcher on Mila Kunis, Laura Dern on trying new things, Anna Kendrick on switching up her exercise routine, John Mellencamp texting daughter Teddi Mellencamp while watching her on RHOBH
Page 61: Hollywood Heat Meter -- Hilary Duff is set to reprise her Younger character in a spinoff, Lily Allen and David Harbour engaged, Alison Roman apologized to Chrissy Teigen, Hannah Brown should have listened to her gut about Jed Wyatt, Vera Wang shows off her killer abs, the bombshells Vanderpump Rules editor Bri Dellinger just unleashed about the reality show
Page 62: Horoscope -- Gemini Lenny Kravitz
Page 64: By the Numbers -- Trevor Noah
#tabloid#tabloid toc#grain of salt#jennifer aniston#matthew perry#nicole kidman#bella cruise#zooey deschanel#jonathan scott#trevor noah#queen elizabeth#prince william#kate middleton#duchess kate#reese witherspoon#Kristin Cavallari#scott disick#britney spears#jamie lynn spears#katherine schwarzenegger#chris pratt#tom cruise#kim kardashian#kanye west#natalie portman#cara delevingne#ashley benson#courteney cox#joshua jackson#jodie turner-smith
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Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
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Text
Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
0 notes
Text
Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
0 notes
Text
Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
https://ift.tt/2UbcFq1
0 notes
Text
Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
����📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
0 notes
Text
Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
0 notes
Text
Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
0 notes
Text
Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
0 notes
Text
Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
#túi_giấy_epacking_việt_nam #túi_giấy_epacking #in_túi_giấy_giá_rẻ #in_túi_giấy #epackingvietnam #tuigiayepacking
0 notes
Text
Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
0 notes
Text
Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
0 notes
Text
Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
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Entering into a new dawn of Corporatist Neoliberalism, all while leaving behind a rising Fascist Empire. A solid Bob’s Burgers and a surprisingly decent Simpsons is your reward.
“Fast Time Capsules at Wagstaff School” once again finds the show operating in the territory it does best: A Poignant twee commentary with the junior Belchers and a nearly pointless sideplot with the adult Belchers that actually sports a satisfying conclusion. The ingredients of a quality kids subplot requires a touch of Tina having the conflict of wielding too much power passed down to her by Mr. Frond whose mere appearance reliably bumps an episode up a notch. This episode not only also weaves the usual Tammy and Jocelyn jealousy games with Tina but also splashes two other of Tina’s peers into the mix: Jim Gaffigan’s Kelsey Grammar indebted Henry Haber and girl friend Sasmina voiced by National Treasure Aparna Nancherla. The episode focuses primarily on Tina’s gatekeeping of the contents of the Wagstaff time capsule. A particularly timely concept for a year where history is a constant 24/7 newsfeed of dramatic historical importance.
I fold up my muted pink streaked swimming trunks and put them into my personal time capsule. No way will I ever be braving a public beach or swimming hole. The act of exposing any amount of flesh during a pandemic is unthinkable, but in another 50 years I am sure there will be a lot more living to do. The episode goes even further in poignancy with layering a coinciding Louise conflict over a pair of Boyz4Now lands a lot differently in these Quarantined Times. Never have I related to Louise and her desire to go see a cute pop group sing in an intimate live setting, singing such hits like “Your Heart Fell On The Floor, Let Me Get It For You,” a level of cuteness not even Belle and Sebastian or The Magnetic Fields could probably come up with. The main plot moves along with a clean efficiency of storytelling bringing Louise and Tina conspiring together using their combined sister brain to retrieve the tickets, but due to further conflicting interests. The episode concludes with the characters taking their personal losses and rolling with the punches, which is another central sweet spot. Earlier on the series I felt like the Belcher family were constantly losing and being put down upon by the world around them. The pendulum of justice remains in flux giving the Belchers and friends minor victories, but the last image of this episode really gets to me. The sight of group of kids in a parking lot bonding by singing the hit “Someday We’ll Spoon” as it plays off in the distance. Another song title that hits so much harder than it ever could have without the rampaging socially distanced disease.
“If you see a cop, whistle!” - Teddie, and me whenever I see a cop because I always make sure to harass and wolf whistle at cops like they were a piece of construction worker street meat.
One of my new favorite Bobspressions.
The B plot with Bob and Linda is essentially that Bob can whistle, but Linda cannot, although Linda can roll her R’s. This teasing and taunting domestic squabble is cushioned by the looming gentle omnipresence of Teddie. Teddie, Bob and Linda are a solid trio and play off each other as characters really well and the repartee between the characters feels a lot looser than it has in past episodes of this season. The subplot culminates in Teddie making one of my favorite comedic moves being dependent on his parasocial relationship with Bob and Linda’s marriage. Teddie is the friend that believes in the love of his friends’ marriage more so than his own friends do and it’s always pretty touching to see Teddie play that card. The adults largely stay completely static inside a one-shot of the restaurant with Bob in the kitchen window, but there is a discernible rise and fall conflict between Bob and Linda that culminates with simple silly sweetness. Once again the adults are left fuddling around in their comfortable boxes and squares they have created for themselves, while the children are foisted out in the world having to deal with Future.
One other particularly timely one-off joke that the writers would have no way of knowing how timely and off-putting it would be is when Eugene makes a reference to Sean Connery. Gene compares Linda to the late actor responding to Linda on her R syllable rolling flexing. I am sure the writer of the episode felt some kind of something with this episode airing a week after the man died.
This episode is a Boyz4.5(4)Now.
///
Thankfully this next episode of the Simpsons did not trot out Mr. James Bont. Episode 5 of Season 32 “The Seven Beer Itch” is a rebound episode from the last three exhausting conceptual excursions. I failed to do a write up on the Season 32 premiere episode, “Undercover Burns,” which I give a Pass (A Pass btw means that you won’t be harmed passing this show through your system, whereas Skip speaks for itself). Both the season opener and this fifth episode are just Simpsons episodes based in and around Springfield. No historical role-play or contrived literary surrogate puppet shows. This episode initially begins filling the viewer with “Simpsons on Holiday” dread opening the episode with The Groundskeeper Willie serving as the episode’s narrator. What’s completely confounding is that Willie has no bearing on the plot of this episode in any way whatsoever other than the fact that both he and UK Treasure Olivia Coleman are both from across the Pond.
The Simpsons have become one of the most musical series on television, and frankly it saps away the energy of the when songs pile on top of one another. I know I should be more wickedly delighted by having The Gosh Dang Favourite singing a pub song to Homer at Moe’s Tavern, but instead these songs make me go dead inside. Especially when Dan Castellaneta has to be a total diva belching out melodies with honey voiced Barney. Maybe if the songs were relegated to once a season or specifically to the ending credit sequence a la Bob’s Burgers that would be one thing, but a song (or three! Or five!) per episode is simply too busy. Then again “busy” describes everything about the Simpsons in 2020. The show continues to astound me visually with Springfields starry purple skies, brief glimpses of London clock towers served up alongside Marge and kids trip to Martha’s Vineyard. We even take a pit stop in California with Olivia Coleman’s Lily doing a forced, weirdly gentle riff with Leonard DiCaprio (who goes uncredited, making matters even stranger). Overall, modern Simpsons is the nicest looking adult animated sitcom around until Tuca and Bertie comes back on air. That being the said the plots of each episode feel like they are being pulled out of a magic foam wizard’s hat stuffed to the brim with Simpsons conceits. This week the writer’s pull Homer Seduction from out of the hat.
The Homer seduction plot can be traced back as early as Season 3 with the episode “Colonel Homer.” This episode more or less grafts its main plot swapping out a Pretty Country Singer with a Charming British Lady. The songs in “Colonel Homer” were actively related to the plot with country star Lurleen Lumpkins becoming infatuated with Homer Simpson, because he’s, he’s a simple and um sweet man. Homer has fidelity! 32 plus years on the air and Homer still remains the kind of man that will still choose his wife over whatever hot piece of Academy Award Winning voiced action comes his way.
I will end this review with this image of Homer giving us viewers come hither and fuck me eyes. Imagine an artist sitting down and drawing Homer Simpson giving you this coquettish glance and try not feeling sick with existential dread:
This episode deserves a Pass.
///
Addendum:
A response to Digital Spy and hand wringing queerness out of a cartoon child
The article in question is available here.
The journalist of this article insistence that Lisa be a LGTBQ+ icon is understandable, but taking umbrage with Yeardely Smith’ for saying that she views Lisa as a child is queasy and infuriating. Smith isn’t a Karen trying to rob Lisa of her Queer freedom. Lisa’s queerness is innate and subtly woven into the character and explicitly spelled out in future glimpses of the character. I really shutter to think what the Simpsons mostly white and male writers room would concoct for a “queering” of Lisa. Dissecting and analyzing a cartoon child’s sexuality is all fun and games, but the world is also dying and full of real life children, not cartoon characters, in pain far more worthy of our concern. I would much rather there be support for Queer artist making their own adult animated sitcom and let Lisa Simpson just be a little girl that loves as Yeardely Smith calls “girly things.” Interpret this literally. Lisa is a cartoon girl living in a cartoon world and she’ll probably grow up to be a nonbinary polyamorous Super Computer or Sax Master General.
If you haven't already I strongly recommend readers check out Smith’s appearance on the currently defunct podcast Harmontown. In the episode “I Was A Simpson” she comes across as charming and thoughtful and worth a listen. She’s not someone that strikes me as a hateful advocate of queer erasure. She strikes me as a cagey performer not wanting to nail down too many concrete details about her character. Ultimately the writers and Smith know Lisa is a queer character, but unless the show is willing to hire a LGBTQ+ writer to help create a Queer Coming of Age centric coming of age episode I am content with having her identity be nudged and winked at in glimpses of the future and left at that. Good grief.
#Tv#Tv series#TV review#bob's burgers#the simpsons#2020#fall 2020#fox#animation domination#Oliva Coleman#feminism#lgbt representation#lgbt discourse#lgbt#harmontown
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Day Two Learnings From the Three-Ring MozCon Circus
Day one of MozCon Virtual gave us a great start to this year’s conference – from surviving the COVID news agenda, to the science of purchasing power, to game-changing ways to use the Google Search Console API. If day one was a preview of things to come, I knew we were all in for a treat as we headed into day two!
With that said, day two has arrived!
Me, rolling into #MozCon Day 2.
I'll need to catch up on Day 1 in the recordings.
Hey @dodgejd -- thanks for taking notes pic.twitter.com/4IlOxaGJna
— 👋 SEO Patti 💉 💪 (@SEOPatti) July 13, 2021
Oh, and before I forget, remember that dance breaks are not just okay, but encouraged at MozCon.
Dance breaks are not just okay at #MozCon, but encouraged. 💃 Make sure you take some time to get out of your chair and dance it out to our MozCon playlist: https://t.co/srXl8pm8gZ
— Moz (@Moz) July 13, 2021
Ross Simmonds – Why Marketers Should Think More Like Investors To Drive Content Results
In this session, Ross talked about the parallels between content marketing/SEO and the world of investing. I am a lover of analogies, so I was excited to see how Ross was going to show us how an investment mindset can be applied to content marketing and SEO. As someone who loves SEO, and investing, I was pumped for this one.
Ross began by telling a story about his investment in General Motors stock. He put a lot of money into the stock…and it crashed. Ross had not done enough research into GM before making his investment.
The lesson: you need to invest time into doing your homework! You need to understand the market before you jump in. The same applies to SEO.
We all hope that our investments will deliver a return, but in 2020 we were all tested during the pandemic. Many companies put the investment of SEO on pause...and that was a mistake. Even during a recession, people still have a strong desire for content and information.
As Ross explained, every piece of content you create is an asset, and to see the most from our investments, we need to “invest more — guess less”.
There are so many types of content you can create but it's so important to recognize the risk and reward for each type of content. 💸
What is your goal? What kind of return do you want?
"Invest more, guess less" — @TheCoolestCool#MozConpic.twitter.com/cQU0g1DdXM
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
Content presents money printing capabilities, and major companies are starting to realize this.
@TheCoolestCool is showing us why content marketers should think more like investors. Genius. #MozConpic.twitter.com/vxUmOp48Bv
— Tiffany Gilkey (She/Her) (@TiffanyLG23) July 13, 2021
Needless to say, Ross left us all wanting to diversify our content portfolios!
When @TheCoolestCool tells you to use more memes #MozConpic.twitter.com/XTwRzB7f3E
— Matthew Kaminsky (@m5kaminsky) July 13, 2021
Areej AbuAli — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work
If you’re ready to take control of your website indexing, this session is for you! With a focus on aggregators and classifieds, Areej shared advice on how to best reduce index bloat for large websites.
Love listening to @areej_abuali talk about the ultimate head-scratcher in SEO: where to draw the line between which pages should/should not be indexed on very largescale sites where many URLs risk not being crawled/indexed.
Tip: focus on actual business KPIs!#MozConpic.twitter.com/1UXi2f6Bht
— Lily Ray 😏 (@lilyraynyc) July 13, 2021
She acknowledged that, while we are fully in control of how Google crawls and indexes our site, it can feel scary!
"It's okay to feel overwhelmed when working on something new..."
I love how open and honest @areej_abuali is - ALWAYS. This is why she's a great friend, industry leader and her techSEO talks are the best @Moz#MozConpic.twitter.com/5SB5TOo9mx
— Shannon McGuirk (@ShannonMcGuirk_) July 13, 2021
So if we’re suggesting audits, let’s focus on recommendations that can have an impact. Let’s “drop the 100-page audit!”. Websites do not (and most probably should not) need to have every single page indexed. Instead, focus on indexing pages that have the potential to provide good search results.
Honestly, there were so many amazing insights from this presentation, this is one you’ll want to revisit!
Always love watching @areej_abuali share her insights.
So many tips !
- Manage expectations before, during and after !!
- Under-promise and Over-deliver
- Be honest and transparent - share the progress#Mozcon@Moz
Thank you Areej ! pic.twitter.com/vunXizDH6W
— J Turnbull (@SEOJoBlogs) July 13, 2021
Joy Hawkins — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts
What value do Google Posts have, and how should the average SMB prioritize them? Joy Hawkins dove headfirst into the data from two studies to answer these questions.
Joy opened up by sharing a Mario Kart analogy. Joy is a super competitive person. She shared how she followed a similar approach for this study as she did when she was working towards beating Dave DiGregorio at Mario Kart. Let’s just say that it required a lot of research, tracking, and analysis.
Nothing better than hearing @SarahBird say this at #MozCon cc: @deegs20pic.twitter.com/Rs9jhlwGkf
— Joy Hawkins (@JoyanneHawkins) July 13, 2021
Joy shared a disclaimer and some initial considerations for the presentations data:
The data set only had a total of 36 conversions
Clicks in Google Analytics DO NOT equal clicks in Google My Business Insights
Study #1
The first study Joy covered analyzed over 1,000 Google Posts to see what types perform better based on clicks and conversions while measuring the impact of various features such as stock photos, emojis, titles, and more. Here are the types of Google Posts that Joy analyzed:
Offer Posts
COVID Posts
Event Posts
Update Posts
Joy also summarized the worst-performing post types. And the winners are:
Reviews
Seasonal/Holiday
Products (or services)
Who We Are (bios)
Study #2
The second study looked at whether posting on Google has any influence on where your business ranks in the local pack. The conclusion? Google Posts had no measurable impact on rankings.
Joy summarized by providing a “Successful Google Post Blueprint” — this is one to save for later!
🧐 Everything you need to know about Google Posts but were afraid to ask...here's the blueprint from @JoyanneHawkins
🔗 https://t.co/9VblFLqgpn
#localu#smallbiz@SterlingSkyInc#MozConSwag#mozcon#mozcon2021pic.twitter.com/05rgk3ymhQ
— Andy Simpson (@ndyjsimpson) July 13, 2021
Joyce Collardé — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success
In this session, Joyce covered the long sales cycles for B2B businesses that pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site.
"CRO should be a conversation with your users. They ask a question and we provide an answer."#[email protected]/OtAcHUxdN1
— Elizabeth Rule (@ownyourserp) July 13, 2021
Joyce walked through strategies for three tried-and-true methods for increasing your conversion rate and winning more business:
Goal #1: Attracting users to your website
Goal #2: Giving users the best experience and leading them to conversion points
Goal #3: Tracking success and encouraging return visitors
Some actionable tips from @JoyceCollarde's talk - Maximize Your Conversions: Harnessing full-funnel optimization for B2B success:
- Keep user journey in mind
- Test and track everything
- There's no content-cutter approach
- Honesty & transparency wins#mozconpic.twitter.com/a2rGdu5BqP
— Ọla King (@justolaking) July 13, 2021
Casie Gillette — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice
I love the honesty in this tweet from Casie!
What the heck?! My presentation has already been recorded...why am I still nervous? 😬 It's not too early for a beer right... #MozCon
— Casie Gillette (@Casieg) July 13, 2021
In her presentation, Casie looked at content from an entirely different perspective and talked about how you can start creating content on your own terms, because really, there's no one way to do content marketing.
According to Casie, counterintuitive marketing is “the idea of bucking trends to do what is right for YOUR site”. Casie showed that more content is NOT always best. Sometimes optimizing existing content can be far more powerful than creating new content.
@Casieg#mozcon the effects of optimizing existing content and adding more CTAs throughout the site: pic.twitter.com/7x8lvm8yUB
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
There is no one size fits all solution to content marketing. Things change and sometimes you need to think counterintuitively.
Fantastic advise on how to evaluate your content goals and strategy!🙂@Casieg#[email protected]/iSKIQSbQsk
— Laura Green (@GreenLauraV) July 13, 2021
How do we do this? Casie suggests a few focus areas:
Performance
What were your goals and did you hit them?
Utilize Google Search Console to find opportunities
Competitors
Don’t copy competitors, but pay close attention to what they are doing for ideas. What is working well that we can do better?
Utilize social media platforms, such as LinkedIn where you can gather intel on the ads that your competitors are running.
Search and keywords
Don’t forget to go back each year and re-evaluate the keywords that you are targeting
Remember, that just because something is driving traffic, it doesn’t mean that it’s the right traffic.
📢📢📢"Just because something is driving traffic doesn't mean it's the right traffic." — @Casieg
Re-evaluate your keywords to make sure intent matches your goals.#MozCon
— Elizabeth Linder 🌻 (@Its_Liz_Linder) July 13, 2021
“All content should have a goal.” @Casieg#MozCon
— Melina Beeston (@mkbeesto) July 13, 2021
Brie E Anderson — Reporting for Duty: Why You Need to Start Using GA4 TODAY
Despite some pre-conference nerves, Brie absolutely blew us away with all her insights!
Me 10 minutes before my presentation goes live at #MozCon:
- reevaluating EVERYTHING
- do I know anything?
- I should have put my dog photos in my slides
- what would @BritneyMuller do?
- pops a buspirone
- stares at screen
Okay... let’s do this I guess 😅 pic.twitter.com/jzJmi0XXSQ
— Brie E Anderson (@brie_e_anderson) July 13, 2021
She also challenged us to get started with GA4 now — before we have to.
Why You Need to Start Using GA4 today by @brie_e_anderson
- Collect pre-defined events
- Event-specific dashboards
- Track micro, macro events & conversions
- Better, more visual graphs
- Identify outliers fast
- Predictive analytics & AI
Start by using both GA4 & UA#mozconpic.twitter.com/VPjsHr7jaE
— Ọla King (@justolaking) July 13, 2021
Brie told us that in GA4 we’ll find:
EASY, ADVANCED, TRACKING
BADASS (& CUSTOM) VISUALS
GOOGLE MAY TELL US SECRETS
But also highlighted that it is NOT a replacement for Universal Analytics, so you need to track both.
🚨#GA4 does not bring in retrospective data! And it's not a replacement for Universal Analytics!🚨 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
You might ask, then what are the benefits of using GA4? I’ll let some of Brie’s fans outline some highlights:
Let's talk about badass & custom visuals, please! @brie_e_anderson#MozConpic.twitter.com/SCUwcWWsL8
— Jason Dodge (@dodgejd) July 13, 2021
Wow!!! Go @brie_e_anderson Go!!!
Hand this over to your CEO #mozconpic.twitter.com/waWszEMvc7
— Noah Learner (He/Him) (@noahlearner) July 13, 2021
Holy analytics, Batman - #GA4 lets you *make your own line graphs* with *built-in anomaly detection*!!! This is perfect for those of us who only trust the visuals we create ourselves 😂 @brie_e_anderson#MozCon
— Kavi Kardos (@therarevos) July 13, 2021
What are you waiting for? Get your website into GA4!
Rob Ousbey — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data
In this session, Rob showed us how to breathe new life into our standard SEO data, and we walked away with more advanced insights — and new tools — that are sure to impress our team (and our boss!)
We all get to play with the new tool? @RobOusbey is like Oprah right now, y'all!#mozconpic.twitter.com/Z8hqH880gX
— Greg Gifford (@GregGifford) July 13, 2021
And what are the five SEO tricks?
1. Find link opportunities from the SERP
2. Group ranking keywords to spot split opportunities
3. Tag URLs to find real issues
4. Tag GA for category-level insights
5. Tag competitors’ top URLs for ideas
Be sure to check out Rob’s presentation in the MozCon video bundle when it’s out on Friday for even more amazing tips!
He's a JavaScript Wizard!! 🧙
Thanks for such an eye opening #mozcon presentation @RobOusbey and some AWESOME #seotools . Looking forward to honing my keyword, topic, and URL clustering skills to scope out #SEO wins even faster 💨 https://t.co/GxRrKvseQp
— Elizabeth Rule (@ownyourserp) July 13, 2021
Britney Muller — The Cold Hard Truth about CTR and Other Common Metrics
Britney closed out day two by showing us how to quash our reporting woes and make easy work of identifying exactly why your website’s performance changed.
She asked us what makes superforecasters — a group that has predicted future events with a great deal of accuracy — so successful. Before giving us the answer, she reminded us that it’s really easy to be led astray by data — but had some tips and tools to share to help make sure we don’t get too off track.
So, what made superforecasters so successful? Their ability to rethink everything. To do the same, Britney challenged us to:
Think like a scientist
Define our identity in terms of values, not opinions
Seek out information that goes against our views
@BritneyMuller I am currently rethinking everything #mozcon
— Chase Freezman (@ChaseFreezman) July 13, 2021
"seek out info that challenges your views and find joy in being wrong!!" @BritneyMuller#MozCon
AMAZING. Best quote by far. Already blown away by this talk. pic.twitter.com/5s0Zznee0g
— Elizabeth Rule (@ownyourserp) July 13, 2021
Absolutely love that @BritneyMuller's prez brought this quote from Austin Knight to mind - "The road to mediocrity is paved with best practices." #MozCon
— Taylor Murchison (@TaylorMurchison) July 13, 2021
Day two — done!
Wow! Only one more day left for this year's MozCon! What stood out the most for you on day two? Tell us on Twitter with #MozCon!
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