MozCon 2012 Notes – Day 2



Here are my rough notes from the second day at MozCon. You can check out my notes from day 1 here.

Forgive me for the abrupt nature of the content, I just wrote down the things I found notable, useful or actionable from my own perspective, so this isn’t intended as an overview of the whole day.

Thanks a ton to all the excellent presenters, and if your stuff isn’t on this list that’s not because it wasn’t great material!

 

Richard Baxter

A super cool, but slightly over my head look at using Excel to do all sorts of crazy stuff

http://www.slideshare.net/richardbaxterseo/seogadget-links-api-extension-for-excel-mozcon-2012

Cyrus Shepard 

Talking about keeping your content clean and clear and under control

  • Google+ stats
  • Reconsider embed codes (for infographics, etc.), they can lead to spammy looking anchor text and might look like shoddy link building
  • Don’t link iffy stuff to your home page (ie. if you are using an embed code), so in the worst case you can 404 a sub page
  • Ebooks vs infographics
    • easy
    • less expensive
    • evergreen
    • less/no saturation
    • repurposable
    • not spammy
  • Press releases, only if truly newsworthy
  • Hire a pro
    • contenly
    • odesk
    • guru
    • elance
    • freelancer
  • Use anchor text organically. “Click here” is not as shameful as it once was
  • Do what you love doing, period.

Ian Lurie

Say what matters

http://www.portent.com/blog/internet-marketing/say-what-matters-my-mozcon-2012-presentation.htm

  • Link bundle
  • Stop link building, start AUDIENCE building
  • Content marketing Marketable content
  • Generate content to say what matters
  • Idea graphing
    • Start creating an ad on Facebook to get a look at the IdeaGraph, find and use related (though not necessarily similar) ideas for content directions
    • Portent idea graph portent.com/graph

Rhea Drysdale

Reputation Management

  • Create brand insurance
    • use listening tools
    • work towards SERP domination for your brand name
    • adopt social media policies
  • http://www.socialmention.com/
  • It’s less likely that people will say “these guys suck” if they have a connection/relationship with a real person from the company
  • Set up monitoring tools (obvious, but many don’t)

Marty Weintraub

  • Use Facebook ads to determine demo/send traffic to a landing page, and then retarget with specialized ads
  • Doubleclick retargeting
  • http://www.ppchero.com/

Pete Meyers

Keeping up on the Google algo

Jenny Lam

High level design info

  • There is ROI in design (for every dollar gillette spent on design for venus, they got $415 back)
  • Things to look for/do when hiring a designer
    • formal training
    • talks about user, brand, tech
    • no delicate flower syndrome
    • protolfio itself  is well deigned
    • has shipped something
    • have a desnior designer review the work
  • What makes things aesthetically pleasing
    • harmony
      • consistency in style, tone, voice,
      • Ex. Mail Chimp design persona
    • integrity
      • quality
      • soundness
      • designing for users does not equal pandering
      • integrity & genuineness in personality
    • radiance
  • critique doesn’t equal art direction

AJ Kohn

Awesome look at Google +

  • Google owns the spice… don’t ignore this
  • Google + is not a ghost town, and it’s growing rapidly, there’s still an opportunity to be ahead of the crowd
  • Google + influences people’s search results in an incredibly powerful way
  • Profile tips
    • connect your social profiles on G+ profile
    • use rel=publisher for business pages
    • words matter.. use them
  • Migration/Growth (get FB and Twitter people to circle you)
    • offer exclusive content (you!)
    • hang out on air
    • tell them to .. circle you
  • Sharing tips
    • tame your ego
    • re-share others’ stuff
  • Formatting
    • create a title tag (first line of a post serves as the title tag)
    • format your title in bold
    • make posts readable & skimmable
  • Engagement
    • save searches
    • create an evangelist circle (a specific circle for those who share your stuff the most) and treat them special :)
    • comments or reshares are better signs than +1
    • Ripples
    • flag down (but not too much)
    • comment
  • +1 button tips
    • have them on your site
    • optimize the snippet
  • G+ social signals
    • meh
  • Authorship
  • Author rank
    • not happening yet
    • will make the link graph smarter

Skate to where the puck is going, not where its been.

- Wayne Gretzky