The MozCon 2019 Video Bundle

The MozCon 2019 Video Bundle – on sale now! 27 lessons from some of the brightest minds in online marketing and SEO. Anytime. Just press play. Exceptional speakers. Actionable tactics. Instantly. Welcome to MozCon 2019: Golden Age of Search Welcome to MozCon 2019: Golden Age of Search Presented by: Sarah Bird Welcome to MozCon 2019: Golden Age of Search By: Sarah Bird Our vivacious CEO will be kicking things off early on the first day of MozCon with a warm welcome, laying out all the pertinent details of the conference, and getting us in the right mindset for three days of learning. Welcome to MozCon 2019: Golden Age of Search Web Search 2019: The Essential Data Marketers Need Web Search 2019: The Essential Data Marketers Need Presented by: Rand Fishkin Web Search 2019: The Essential Data Marketers Need By: Rand Fishkin It’s been a rough couple years in search. Google’s domination and need for additional growth has turned the search giant into a competitor for more and more publishers, and plateaued the longstanding trend of Google’s growing referral traffic. But in the midst of this turmoil, opportunities have emerged, too. In this presentation, Rand will look not only at how Google (and Amazon, YouTube, Instagram, and others) have leveraged their monopoly power in concerning ways, but also how to find opportunities for traffic, branding, and marketing success. Web Search 2019: The Essential Data Marketers Need Human > Machine > Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents Human > Machine > Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents Presented by: Ruth Burr Reedy Human > Machine > Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents By: Ruth Burr Reedy The push and pull of making decisions for searchers versus search engines is an ever-present SEO conundrum. How do you tackle industry changes through the lens of whether something is good for humans or for machines? Ruth will take us through human-readable quality signals and their machine-readable equivalents and how to make SEO decisions accordingly, as well as how to communicate change to clients and bosses. Human > Machine > Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents Improved Reporting & Analytics Within Google Tools Improved Reporting & Analytics Within Google Tools Presented by: Dana DiTomaso Improved Reporting & Analytics Within Google Tools By: Dana DiTomaso Covering the intersections between some of our favorite free tools — Google Data Studio, Google Analytics, and Google Tag Manager — Dana will be deep-diving into how to improve your reporting and analytics, even providing downloadable Data Studio templates along the way. Improved Reporting & Analytics Within Google Tools Local Market Analytics: The Challenges and Opportunities Local Market Analytics: The Challenges and Opportunities Presented by: Rob Bucci Local Market Analytics: The Challenges and Opportunities By: Rob Bucci We all know that SERPs are becoming increasingly local. Google is more and more looking to satisfy local intent queries for searchers. There’s a treasure-trove of data in local SERPs that SEOs can use to outrank their competitors. In this session, Rob will talk about the challenges that come with trying to do SERP analytics at a local level and the opportunities that await those who can overcome those challenges. Local Market Analytics: The Challenges and Opportunities Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing Presented by: Ross Simmonds Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing By: Ross Simmonds Many marketers focus solely on keyword research when crafting their content, but it just isn’t enough if you want to gain a competitive edge. Ross will share a framework for uncovering content ideas leveraged from forums, communities, niche sites, good old-fashioned SERP analysis, tools and techniques to help along the way, and exclusive research surrounding the data that backs this up. Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing How to Supercharge Link Building with a Digital PR Newsroom How to Supercharge Link Building with a Digital PR Newsroom Presented by: Shannon McGuirk How to Supercharge Link Building with a Digital PR Newsroom By: Shannon McGuirk Everyone who’s ever tried their hand at link building knows how much effort it demands. If only there was a way to keep a steady stream of quality links coming in the door for clients, right? In this talk, Shannon will share how to set up a “digital PR newsroom” in-house or agency-side that supports and grows your link building efforts. Get your note-taking hand ready, because she’s going to outline her process and provide a replicable tutorial for how to make it happen. How to Supercharge Link Building with a Digital PR Newsroom From Zero to Local Ranking Hero From Zero to Local Ranking Hero Presented by: Darren Shaw From Zero to Local Ranking Hero By: Darren Shaw From zero web presence to ranking hyper-locally, Darren will take us along on the 8-month-long journey of a business growing its digital footprint and analyzing what worked (and didn’t) along the way. How well will they rank from a GMB listing alone? What about when citations were added, and later indexed? Did having a keyword in the business name help or harm, and what changes when they earn a few good links? Buckle up for this wild ride as we discover exactly what impact different strategies have on local rankings. From Zero to Local Ranking Hero Esse Quam Videri: When Faking it is Harder than Making It Esse Quam Videri: When Faking it is Harder than Making It Presented by: Russ Jones Esse Quam Videri: When Faking it is Harder than Making It By: Russ Jones Covering a breadth of SEO topics, Russ will show us how the correct use of available tools makes it easier to actually be the best in your market rather than try to cut corners and fake it. If you’re a fan of hacks and shortcuts, come prepared to have your mind changed. Esse Quam Videri: When Faking it is Harder than Making It Building a Discoverability Powerhouse: Lessons From Merging an Organic, Paid, & Content Practice Building a Discoverability Powerhouse: Lessons From Merging an Organic, Paid, & Content Practice Presented by: Heather Physioc Building a Discoverability Powerhouse: Lessons From Merging an Organic, Paid, & Content Practice By: Heather Physioc Search is a channel that can’t live in a silo. In order to be its most effective, search teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings of merging an organic, paid and performance content team into one Discoverability group. Find out how we went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from our mistakes and wins as you apply the principles in your own company. Building a Discoverability Powerhouse: Lessons From Merging an Organic, Paid, & Content Practice Brand Is King: How to Rule in the New Era of Local Search Brand Is King: How to Rule in the New Era of Local Search Presented by: Mary Bowling Brand Is King: How to Rule in the New Era of Local Search By: Mary Bowling Get ready for a healthy dose of all things local with this talk! Mary will deep-dive into how the Google Local algorithm has matured in 2019 and how marketers need to mature with it; how the major elements of the algo (relevance, prominence, and proximity) influence local rankings and how they affect each other; how local results are query-dependent; how to feed business info into the Knowledge Graph; and how brand is now “king” in local search. Brand Is King: How to Rule in the New Era of Local Search Making Memories: Creating Content People Remember Making Memories: Creating Content People Remember Presented by: Casie Gillette Making Memories: Creating Content People Remember By: Casie Gillette We know that only 20% of people remember what they read, but 80% remember what they saw. How do you create something people actually remember? You have to think beyond words and consider factors like images, colors, movement, location, and more. In this talk, Casie will dissect what brands are currently doing to capture attention and how everyone, regardless of budget or resources, can create the kind of content their audience will actually remember. Making Memories: Creating Content People Remember 20 Years in Search & I Don’t Trust My Gut or Google 20 Years in Search & I Don’t Trust My Gut or Google Presented by: Wil Reynolds 20 Years in Search & I Don’t Trust My Gut or Google By: Wil Reynolds What would your reaction be if you were told that one of Wil’s clients got more conversions from zero-volume search terms than search terms with 1000+ searches per month? It’s true. Wil found this out in seconds, leading him to really look at his whole client strategy through a new lens. It also made him question company-wide strategies. How prevalent is this across all clients? Don’t they all deserve to get these insights? It required him to dig into the long tail, deep. To use big data and see PPC data as insights, not just marketing. What would your reaction be if you were told that Google’s “bad click” business could be generating as much annually as Starbucks or McDonalds? Wil will be making the case for big data, agencies, and why building systems that looking at every single search term you get matched to is the future of search marketing. 20 Years in Search & I Don’t Trust My Gut or Google Super-Practical Tips for Improving Your Site’s E-A-T Super-Practical Tips for Improving Your Site’s E-A-T Presented by: Dr. Marie Haynes Super-Practical Tips for Improving Your Site’s E-A-T By: Dr. Marie Haynes Google has admitted that they measure the concept of “Expertise, Authoritativeness, and Trustworthiness” in their algorithms. If your site is categorized under YMYL (Your Money or Your Life), you absolutely must have good E-A-T in order to rank well. In this talk, you’ll learn how Google measures E-A-T and what changes you can make both on site and off in order to outrank your competitors. Using real-life examples, Marie will answer what E-A-T is and how Google measures it, what changes you can make on your site to improve how E-A-T is displayed, and what you can do off-site to improve E-A-T. Super-Practical Tips for Improving Your Site’s E-A-T Fixing the Indexability Challenge: A Data-Based Framework Fixing the Indexability Challenge: A Data-Based Framework Presented by: Areej AbuAli Fixing the Indexability Challenge: A Data-Based Framework By: Areej AbuAli How do you turn an unwieldy 2.5 million-URL website into a manageable and indexable site of just 20,000 pages? Areej will share the methodology and takeaways used to restructure a job aggregator site which, like many large websites, had huge problems with indexability and the rules used to direct robot crawl. This talk will tackle tough crawling and indexing issues, diving into the case study with flow charts to explain the full approach and how to implement it. Fixing the Indexability Challenge: A Data-Based Framework What Voice Means for Search Marketers: Top Findings from the 2019 Report What Voice Means for Search Marketers: Top Findings from the 2019 Report Presented by: Christi Olson What Voice Means for Search Marketers: Top Findings from the 2019 Report By: Christi Olson How can search marketers take advantage of the strengths and weaknesses of today’s voice assistants? Diving into three scenarios for informational, navigational, and transactional queries, Christi will share how to use language semantics for better content creation and paid targeting, how to optimize existing content to be voice-friendly (including the new voice schema markup!), and what to expect from future algorithm updates as they adapt to assistants that read responses aloud, no screen required. Highlighting takeaways around voice commerce from the report, this talk will ultimately provide a breakdown on how search marketers can begin to adapt their shopping experience for v-commerce. What Voice Means for Search Marketers: Top Findings from the 2019 Report Redefining Technical SEO Redefining Technical SEO Presented by: Paul Shapiro Redefining Technical SEO By: Paul Shapiro It’s time to throw the traditional definition of technical SEO out the window. Why? Because technical SEO is much, much bigger than just crawling, indexing, and rendering. Technical SEO is applicable to all areas of SEO, including content development and other creative functions. In this session, you’ll learn how to integrate technical SEO into all aspects of your SEO program. Redefining Technical SEO How Many Words Is a Question Worth? How Many Words Is a Question Worth? Presented by: Dr. Pete Meyers How Many Words Is a Question Worth? By: Dr. Pete Meyers Traditional keyword research is poorly suited to Google’s quest for answers. One question might represent thousands of keyword variants, so how do we find the best questions, craft content around them, and evaluate success? Dr. Pete dives into three case studies to answer these questions. How Many Words Is a Question Worth? Fraggles, Mobile-First Indexing, & the SERP of the Future Fraggles, Mobile-First Indexing, & the SERP of the Future Presented by: Cindy Krum Fraggles, Mobile-First Indexing, & the SERP of the Future By: Cindy Krum Before you ask: no, this isn’t Fraggle Rock, MozCon edition! Cindy will cover the myriad ways mobile-first indexing is changing the SERPs, including progressive web apps, entity-first indexing, and how “fraggles” are indexed in the Knowledge Graph and what it all means for the future of mobile SERPs. Fraggles, Mobile-First Indexing, & the SERP of the Future Killer Ecommerce CRO and UX Wins Using A SEO Crawler Killer Ecommerce CRO and UX Wins Using A SEO Crawler Presented by: Luke Carthy Killer Ecommerce CRO and UX Wins Using A SEO Crawler By: Luke Carthy Flex those note-taking muscles, because you’ll need them for this high-powered talk! Luke will share solid, profitable, and actionable tips on just how to identify juicy e-commerce revenue wins using the unlikely duo of an SEO crawler and custom extraction. You’ll learn how to uncover impactful low-hanging fruit to both increase your conversions and improve your UX using the tool that’s already in every SEO’s arsenal. You’ll also glean in-depth insight into some of the world’s biggest names in e-commerce, sharing major missed CRO opportunities, costly oversights, and rookie mistakes hidden in plain sight. Killer Ecommerce CRO and UX Wins Using A SEO Crawler Content, Rankings, and Lead Generation: A Breakdown of the 1% Content Strategy Content, Rankings, and Lead Generation: A Breakdown of the 1% Content Strategy Presented by: Andy Crestodina Content, Rankings, and Lead Generation: A Breakdown of the 1% Content Strategy By: Andy Crestodina How can you use data to find and update content for higher rankings and more traffic? Andy will take us through a four-point presentation that pulls together the most effective tactics around content into a single high-powered content strategy with even better results. Content, Rankings, and Lead Generation: A Breakdown of the 1% Content Strategy Running Your Own SEO Tests: Why It Matters & How to Do It Right Running Your Own SEO Tests: Why It Matters & How to Do It Right Presented by: Rob Ousbey Running Your Own SEO Tests: Why It Matters & How to Do It Right By: Rob Ousbey Google’s algorithms have undergone significant changes in recent years. Traditional ranking signals don’t hold the same sway they used to, and they’re being usurped by factors like UX and brand that are becoming more important than ever before. What’s an SEO to do? The answer lies in testing. Sharing original data and results from clients, Rob will highlight the necessity of testing, learning, and iterating your work, from traditional UX testing to weighing the impact of technical SEO changes, tweaking on-page elements, and changing up content on key pages. Actionable processes and real-world results abound in this thoughtful presentation on why you should be testing SEO changes, how and where to run them, and what kinds of tests you ought to consider for your circumstances. Running Your Own SEO Tests: Why It Matters & How to Do It Right Dark Helmet’s Guide to Local Domination with Google Posts and Q&A Dark Helmet’s Guide to Local Domination with Google Posts and Q&A Presented by: Greg Gifford Dark Helmet’s Guide to Local Domination with Google Posts and Q&A By: Greg Gifford Google Posts and Questions & Answers are two incredibly powerful features of Google My Business, yet most people don’t even know they exist. Greg will walk through Google Posts in detail, sharing how they work, how to use them, and tips for optimization based on testing with hundreds of clients. He’ll also cover the Q&A section of GMB (a feature that lets anyone in the community speak for your business), share the results of a research project covering hundreds of clients, share some hilarious examples of Q&A run wild, and explain exactly how to use Q&A the right way to win more local business. Dark Helmet’s Guide to Local Domination with Google Posts and Q&A How to Audit for Inclusive Content How to Audit for Inclusive Content Presented by: Emily Triplett Lentz How to Audit for Inclusive Content By: Emily Triplett Lentz Digital marketers have a responsibility to learn to spot the biases that frequently find their way into online copy, replacing them with alternatives that lead to stronger, clearer messaging and that cultivate wider, more loyal and enthusiastic audiences. Last year, Help Scout audited several years of content for unintentionally exclusionary language that associated physical disabilities or mental illness with negative-sounding terms, resulting in improved writing clarity and a stronger brand. You’ll learn what inclusive content is, how it helps to engage a larger and more loyal audience, how to conduct an audit of potentially problematic language on a site, and how to optimize for inclusive, welcoming language. How to Audit for Inclusive Content Image & Visual Search Optimization Opportunities Image & Visual Search Optimization Opportunities Presented by: Joelle Irvine Image & Visual Search Optimization Opportunities By: Joelle Irvine With voice, local, and rich results only rising in importance, how do image and visual search fit into the online shopping ecosystem? Using examples from Google Images, Google Lens, and Pinterest Lens, Joelle will show how image optimization can improve the overall customer experience and play a key role in discoverability, product evaluation, and purchase decisions for online shoppers. At the same time, accepting that image recognition technology is not yet perfect, she will also share actionable tactics to better optimize for visual search to help those shoppers find that perfect style they just can’t put into words. Image & Visual Search Optimization Opportunities Factors that Affect the Local Algorithm that Don’t Impact Organic Factors that Affect the Local Algorithm that Don’t Impact Organic Presented by: Joy Hawkins Factors that Affect the Local Algorithm that Don’t Impact Organic By: Joy Hawkins Google’s local algorithm is a horse of a different color when compared with the organic algo most SEOs are familiar with. Joy will share results from a SterlingSky study on how proximity varies greatly when comparing local and organic results, how reviews impact ranking (complete with data points from testing), how spam is running wild (and how it negatively impacts real businesses), and more. Factors that Affect the Local Algorithm that Don’t Impact Organic Featured Snippets: Essentials to Know & How to Target Featured Snippets: Essentials to Know & How to Target Presented by: Britney Muller