For the second year in a row, Apokrisis has sent me to MozCon, an annual conference focusing on SEO and Inbound Marketing in Seattle. Over the three days of sessions and networking opportunities, I was exposed to a huge volume of excellent information. I will not attempt to completely summarize every day, but pick out some my personal highlights. Overall, I felt that over 80% of the presentations ranged from Great to Awesome (paraphrasing the categories from post-conference survey here).
The day started with Rand Fishkin providing an excellent review of current situation and the top five trends to watch for in SEO and marketing in the coming year. Richard Baxter demonstrated a method to target top influencers in a field, and Avinash Kaushik wowed the crowd with an entertaining and energetic presentation on how to Simplify Complexity for Higher ROI. Afterwards, I was lucky enough to thank him for the presentation and for my experience with his Market Motive Analytics course last year (yes the class is absolutely awesome and you should take the class if you work with web analytics). Among my personal highlights and takeaways from the afternoon sessions included actionable tactics for link building, the imperative to make everything mobile friendly, and a summary of the Moz SEO Ranking Factors 2013 survey and correlation study.
Day 2 started off with an excellent presentation by Phil Nottingham on Video Marketing Strategies – Phil provided everything one needs to get started on utilizing video in online marketing strategies. Joanna Lord’s presentation on Customer/Brand Loyalty followed up on the importance of building your brand, which I felt was one of the overall themes & takeaways from the conference. Other excellent presentations covered eCommerce SEO, relationship building, optimization and testing, dealing with the loss of keyword KPIs, local search, and the future of user experience.
For day three, there were many excellent presentations, but I will focus only on three that felt the most critical to me. Dr. Pete Meyers presentation on the future of rankings was a startling wake up call that if all you know is where you rank, you don’t really know anything. Eyeballs and attention are being kept on Google whenever possible (many answers often provide directly or in the Knowledge Graph). Of the 10,000 SERPs that they track for theMozCast, only 15% have no rich information. Said another way, only 15% in this sample are in the generic “10 Blue Links” format.
Wil Reynolds knocked it out of the park (again!) in his presentation “The Internet Hates Us. Can RCS Change That?” If you are unfamiliar with the RCS term, check out the Real company stuff… It’s a struggle slidedeck from Wil’s presentation at the 2012 Mozcon. My key takeaways from the presentation were: respecting other disciplines, get out of the SEO echo chamber, create things that add value for the long term (build the brand); and most importantly – learn to do these things before other agencies learn how to do SEO and Inbound Marketing better.
Rand Fishkin brought it all together for me with “The Secret Ingredients of Better Marketing.” The key takeaway for me was the value of being transparent, honest, authentic, open & generous. To paraphrase a key point: if all you do is mimic your competitors, then you’ve already lost.
The other speakers on day 3 were excellent as well, but for the sake of brevity, I’ll end my day 3 summary there.
My Personal Takeaways for SEO and Inbound Marketing
The shift is on at Google and Bing to entity based search, and those of us in the search marketing industry must pivot accordingly. Building brands and authenticity will be critical to establish visibility across a variety of channels. I was inspired by the strategic emphasis at the conference and I hope to put what I’ve learned to use in the coming year. Thanks again to Moz for putting MozCon together and the shining examples of leadership displayed by the speakers. I cannot wrap this up without mentioning that a huge benefit of the conference is the opportunity to meet so many great people in the industry, from all over the world, no less!
Spending time in Seattle is another highlight as well - great food, coffee, sightseeing, and culture. A heart-felt thank you to Moz for another great conference. I plan on going back in 2014!
Other MozCon 2013 Resources