#MozCon – Day 2: Quick Review

I will be honest here, the 2nd day was not as exciting as I thought it would be, but this is just my opinion and you may have different views. Day 2 had a great start, but then it want a little low. But I am really glad that it finished out well with Wil Reynolds speech.

Note: If you are not attending MozCon, subscribe our blog as we are writing a detailed daily review of this 3-day conference in Seattle, WA.

So, without further ado, here is the detailed review of day 2 MozCon.

You Can’t Type a Concept: Why Keywords Still Matter with Dr. Pete Meyers

For those who don’t know Dr. Pete, he is kind of a big deal and if you are not following him on twitter, you probably should do so right away. The following are some important points from his presentation:

  • Search is evolving. Conversational search, Hummingbird, Rankbrain. Oh, btw, Rank brain was active at least 6 months before its official release date.
  • Google is smart at better understanding search queries and responding to them.

  • Just build great concepts as the old way is dying.
  • Google started to understand keyword queries better.



  • The Algo is learning.
  • Deep Learning: deep learning is a branch of machine learning based on set algo that attempts to model high-level abstractions in data by using a deep graph with multiple processing years, composed multiple liner and non-leaner transformations.

How to Be Specific: From-The-Trenches Lessons in High-Converting Copy with Joanna Wiebe

With so much noise and distractions and over 5,000 ad messages given to people every single day in 2016, we tend to recognize only 50, and remember merely 4.

But here’s the thing, according to Joanna Wiebe, the opportunity that this noise presents is also enormous.

  • 60% sales are lost to ‘no decision’.
  • Stop being vague. Start being specific. And vague here means irrelevant, voiceless, unsure.
  • You brand should feed a customer’s ego.
  • It should connect to their life.
  • Empower them.
  • Always put CTAs in the first person.
  • Generalized, summarized and vague messages don’t work.
  • And here’s the final message that should get you thinking.

Server Log Files & Technical SEO Audits: What You Need to Know with Samuel Scott

This presentation by Samuel Scott was off to a very interesting start. He said, “What if I told you Google data can be wrong?” Logz.io’s example was given here. Google crawl stats showed 662 page requests while the server logs show the count to be at 546. Now isn’t that a whopping difference!

A big data management solution could help you;

  • Implements an open source log management solution.
  • Sets alert rules/ flags.
  • Discovers and alerts on threats and opportunities.
  • Helps find root causes.
  • Helps resolve problems that affect the business.

Log analysis can;

  • Help in several areas of Marketing and Business Intelligence such as; marketing and business analysis, product management, customer success, customer support, technical SEO.
  • It assists in IT Operations such as; system administration, monitoring, troubleshooting, DevOps, QA, IoT.
  • Finally, helps in security and compliance.

Here’s what you need to check;

Digital Marketing Skill Pivot: Recruiting New Talent with Emma Still

Emma Still made it abundantly clear what are the best strategies to hire new talent for your company today. According to her, there are currently 45,000 open SEO positions on LinkedIn. But interestingly, these very same jobs are also the most difficult to fill with the right candidates.

On average it takes 43 days to fill a marketing role! Now aren’t these stats crazy?!

Interestingly, Still pointed out that Link Building and Recruiting aren’t so different.

Here are some perks of being an SEO specialist;

  • You earn money (obviously!)
  • Cherry-pick your coworkers.
  • Get time back.
  • Still also points out that marketing and HR aren’t very different either.


  • Only 18% recruiters and HR pros consider themselves experts.
  • Below are some places to help you get started with hiring the best talent for your company.

  • Social analysis is important when hiring.

Here are the employee values to look for;

Boost SEO Rankings by Removing Internal Links with Alex Stein

It may be common knowledge that rankings can be boosted by removing internal links, but Stein told us something way more interesting. He told us a few interesting ways to make it happen, which I’m sure many of you wouldn’t have even thought about.

  • Authority flows through a site via internal links.


  • Header Navigation

  • Experiment: we cut 150 internal links and saw…fewer internal searches, conversion rate boost, increased rankings, 5-10% increase in internal traffic.
  • Footer Navigation

  • Octogintupled the links on page.

  • Exceptions are; low authority sites and small sites.

Improve Your UX & SEO through Navigation Optimization with Robyn Winner

Robyn described the importance of navigation optimization that can result in a boost in conversion rates. User experience is improved by optimizing UX and SEO. The most important factor is to figure out the usual suspects that lead to UX/SEO destruction.

  • What is the goal of a website anyway? To make users aware, to help users, to make a lead and get conversions.
  • How to diagnose navigation? By running usability tests, managing your marketing persona and get into the depths of your Google analytics dashboard.


  • How to implement? By running double, triple and quadruple checks, by checking 301 redirects, by using your sitemap and keeping an eye on search console.
  • The Impact:

  • Your navigation tells users what you are as a brand, so use it well and have fun with it!

Local Projects to Boost Your Company and Career with Mike Ramsey

One thing companies should explore is the local market and customization of projects according to locality. Mike walked us through the process by giving thorough examples and providing some helpful tips with a powerful presentation.

  • Started off with brands. What is a brand? It’s a persona.
  • What is your personal brand? People are also brands, because they’ve a persona (For example, The Rock).
  • Understanding college scholarship process by their website.


  •  Understanding local landing pages via bit.ly analytics.

  • Analyzing an internship tests website:


  • Other local landing pages with niches in law, scholarships, education and language instruction also get high traffic by using 0 links but good content.

  • Users keep a keen eye on your ratings. If your ratings are bad, users will not choose you as a business.
  • 92% customers read reviews before choosing a company.

  • Clients do read your reports and all of them.

Reimagining Customer Retention and Evangelism with Kristen Craft

Kristen told us how to use video to plant a positive image for your brand. Customer retention and management can grow with this, so it is important to create evangelists.

  • Every brand wants long term customers.
  • Short term tactics lead to short term customers.

  • Hick’s Law:

  • Be familiar because people choose the things they are familiar with.
  • Put real people on camera to get trust.
  • Use common language in video messages with common people and give priority to relationships, not rules.
  • Evangelism is the holy grail of customer retention.
  • Video messages have a better impact with music. Use music well.

  • Make your customer the hero in videos.
  • Use the ‘you’ language because people can relate to it.

Optimizing the Journey to Deliver Radically Relevant Experiences with Rebekah Cancino

Rebekah guided us on formulating a whole strategy that includes SEO, content, design and UX all used in a rhythm to get great conversions. The goal of this is to make the digital experience better.

  • Your marketing funnel is not your user’s journey.
  • Target vs Macy’s: both try to get the users a great experience.

  • Try to make the user happy and get all the results of it on your analytics dashboard.
  • Try to understand a user’s journey so that they can relate to your messages.
  • Use three kinds of insights to help make better content

    • Strategic direction is getting a new picture.
    • Context is relevance.
    • Start with context and move along the journey.

  • Design to spark emotions.

  • Don’t assume, ask customers for feedback regularly and act upon it.
  • Mapping by customer experience is the best way forward.

Putting Trust into Domain Authority with Wil Reynolds

Wil unraveled the secret to understanding Google SERPS to build domains that show trust. An effective marketing plan answers user questions and tries to solve their queries. That’s why domain authority is a real thing, not just a number.

  • Understand people’s problems.
  • Empathy and feelings help understand other’s perspective
  • People are a ball of emotions and they mostly don’t want to be rational.
  • Marketing must die. High density keywords must die.
  • Don’t blindly sell a domain and an ad using a notion far from real. Use communities that are real and grow your business that way.
  • Marketers running for conversions actually kill the community.
  • Google is Google because it puts users first.
  • Use the SERPS to answer user’s questions before they even ask.
  • Don’t go viral, become helpful and you will stand out of the crowd. Amazon is a great example of this.
  • Use solving problems as conversion by introducing ‘how’to’ posts.
  • TSA is a boring industry but it understands user’s problems and that’s why it lands on top of every search related to traveling to US.
  • Keep doing what you’re doing but with a fresh goal of helping communities.

It was a full day of amazing lectures and some brilliant tips by the best minds in tech and marketing. Stay tuned for another day’s highlights and get the action in your inbox by subscribing to our mailing list.

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