Day Two: Lessons from the three-ring MozCon Circus


The first day of MozCon Virtual gave us an excellent beginning to the conference of this year that included everything from staying clear of the COVID news agenda to the science behind purchasing power, to revolutionary ways to utilize to use the Google Search Console API. If the first day was a glimpse of what’s to come I knew that we were going to be in for a treat when we stepped into the second day!

And with that the second day of the week has arrived!

And in case I forgot, keep in mind that dance breaks aren’t just acceptable, but are actually recommended at MozCon.

Ross Simmonds – Why Marketers should think more like investors to drive content results

In this talk, Ross talked about the connections between SEO/content marketing and investments. I’m a fan of analogies, and I was thrilled to hear how Ross would demonstrate how the investment mindset is applicable to SEO and content marketing. As someone who enjoys SEO as well as the investment world, I was excited to see this presentation.

Ross started by sharing an account of his investments into General Motors stock. He invested a large sum in the stock…and it plummeted. Ross was not doing enough research about GM before he made his purchase.

What you learn is that you must take the time to do your research! It is important to know the market before jumping into. This is the same for SEO.

We all wish for our money to bring an income, but in 2020, we all were examined during the epidemic. A lot of companies decided to put their investments in SEO on pause…and this was an error. Even in times of recession people have an urge for content and information.

As Ross stated, every bit of content you produce is an asset. In order to reap the maximum benefit from our investments, you must “invest more — guess less”.

Content can print money major corporations are beginning to recognize this.

It’s no surprise that Ross has left us all wanting to expand our content portfolio!

Areej AbuAli — Taking the reins of your indexability How to Organize and Prioritize Your Technical Work

If you’re eager to get control over the indexing of your website the session is designed the perfect opportunity for you! The focus was on classifieds and aggregators Areej provided tips on how you can reduce the size of your index for big websites.

She said that while we have complete the control of the way Google searches and crawls our website It can be a bit terrifying!

Therefore, if we’re suggesting audits then be focused on recommendations that will be beneficial. It’s time to “drop the 100-page audit!”. Websites don’t (and most likely don’t) require every page indexed. Instead, concentrate on indexing pages with the potential to give excellent search results.

In all honesty, there were many incredible insights in this presentation. It’s one you’ll need to go back to!

Joy Hawkins — To Post or Not to Post What We Learned from the study of over 1,000 Google posts

What are the benefits that Google Posts provide What is their value, and how do you think the average SMB prioritize their use? Joy Hawkins dove headfirst into the data of two studies in order to answer these questions.

Joy shared her thoughts with Joy by using an Mario Kart analogy. Joy is an extremely competitive person. She explained that she used the same method for this research similar to how she tried to beat Dave DiGregorio in Mario Kart. Let’s say it took an extensive amount of study, tracking and analysis.

Joy shared a disclaimer , as well as some initial thoughts for the data presented in the presentations:

  • The data set contained an average of 36 conversions
  • The clicks you see in Google Analytics DO NOT equal clicks in Google My Business Insights

Study #1

The study that Joy did was a study that analyzed more than 1000 Google Posts to see what kind of content performs better on the number of clicks and conversions as well as the impact of different options like stock images titles, emojis, titles and many other. Below are the different types of Google Posts that Joy analyzed:

  • Offer Posts
  • COVID Posts
  • Event Posts
  • Update Posts

Joy also analyzed the worst performing types of posts. The winners are:

  • Reviews
  • Seasonal and Holiday
  • (or services) (or services)
  • “Who We Are” (bios)

Study #2

The second study examined whether the presence on Google could influence the position your business is within the local pack. The conclusion? Google Posts had no measurable effect on rankings.

Joy was summarized by providing an “Successful Google Post Blueprint” -It’s a good something to keep for the future!

Joyce Collarde — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success

In this talk, Joyce covered the long sales cycles for businesses that are B2B which present a unique set of difficulties in turning visitors into sought-after customers. It requires a strategy that extends beyond your homepage to encompass the entire website.

Joyce explained the strategies of three tried-and-true strategies to increase efficiency in conversion rates and gaining more customers:

  • Goal #1: Bringing users to your site
  • Goal #2: To provide users with the best experience possible and guiding them to convert points
  • Goal #3: Monitoring successes and encouraging returning visitors

Casie Gillette is Unintuitive Content: How the New trends have reshaped years of Negative Advice

I like the candor that this Tweet from Casie!

Casie’s presentation Casie took on content from a completely different angle and explained ways to create content according to your own preferences since there is no standard way to conduct content marketing.

According to Casie Contrarian marketing refers to “the idea of bucking trends to do what is right for YOUR site”. Casie demonstrated that having increasing content isn’t always the best choice. Sometimes, optimizing existing content may be more effective as compared to creating brand new content.

There isn’t a one-size that fits all solution for marketing through content. The market is constantly changing and it is necessary to think in a different manner.

What can we do to accomplish this? Casie proposes a handful of key areas:


  • What were your goals ? And did you achieve them?
  • Make use of Google Search Console to find opportunities


  • Do not copy your competitors however, pay attention to what they’re doing to get ideas. What are the best practices and what can we improve on?
  • Make use of social media platforms, for instance LinkedIn which allows you to gather details about the advertisements your competition is running.

Keywords and search

  • Remember to check back each year and review your keywords you’re trying to target.
  • Don’t forget that even if there’s a traffic flow it doesn’t necessarily mean it’s the correct traffic.

Brie E Anderson”Reporting to Duty: Why You Should to Get GA4 Working Today

Despite some nerves prior to the conference, Brie absolutely blew us off with her knowledge!

She also urged us to start working on GA4 today — before we need to.

Brie informed us that she believes that GA4 we’ll see:

  • EASY advanced, TRACKING
  • Google could reveal secrets to us

It should also be noted that it’s not an alternative to Universal Analytics, so you have to keep both in mind.

It’s possible to ask what are the advantages of GA4? GA4? Let some Brie supporters outline some highlights of GA4:

What are you waiting on? Get your website into GA4!

Rob Ousbey — Beyond the Basics: Five SEO Strategies to Discover advanced insights from your SEO Data

In this presentation, Rob showed us how to inject new life into the SEO data we already have and we left with more sophisticated insightsand some new toolswhich will surely amaze us and our staff (and the boss!)

What is the top five SEO techniques?

1. Find link opportunities on the SERP

2. Keywords for group ranking to identify split opportunities

3. Tag URLs to identify actual issues

4. Tag GA to gain insights from category-levels

5. Tag the top competitors’ URLs to get some ideas

You should definitely check out Rob’s presentation on the MozCon video bundle when it comes coming out on Friday for more awesome advice!

Britney Muller – the cold Hard Truth about CTR and Other Metrics Commonly Used

Britney ended day two by demonstrating how we can solve our issues with reporting and ease the process of finding out exactly what caused your website’s performance has changed.

We asked her what is it that makes superforecasters -an organization that has predicted the future with incredible accuracy and is so effective. Before she could give us an answer she reminded us that it’s easy to get lost in the datahowever, she offered some suggestions and tools to to ensure we’re on the right from the path.

What made superforecasters so popular? Their ability to change the way they think. In the same way, Britney challenged us to:

  • Think like an scientist
  • Our identity is defined through values not our opinions
  • Look for information that is against our beliefs

The second day — over!

Wow! Just one day to go for the upcoming MozCon! What was the thing that stood out most in your experience on day two? Tweet us with #MozCon!

More Colan Nielsen

Colan started his journey working in the area of local SEO world in the year the year 2010. Colan was an Google Product Expert at the Google My Business forum in 2014. This provided him with the opportunity to help a large number of entrepreneurs navigate the complicated web that is Google My Business. In 2017, he became part of with the Sterling Sky team as VP of Local Search, and has been a professor at LocalU and as an administrator at Local Search Forum. Local Search Forum, both affiliated organisations that are part of Sterling Sky, since coming to the team. If he’s not working on local SEO, you’ll be found with his wonderful wife and their two children, or playing kickball when he is training and teaching Brazilian Jiu-Jitsu.

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