​1 Day After Mobilegeddon: How Far Did the Sky Fall?

Posted by Dr-Pete

Even clinging to the once towering bridge, the only thing Kayce could see was desert. Yesterday, San Francisco hummed with life, but now there was nothing but the hot hiss of the wind. Google’s Mobilegeddon blew out from Mountain View like Death’s last exhale, and for the first time since she regained consciousness, Kayce wondered if she was the last SEO left alive.

We have a penchant for melodrama, and the blogosphere loves a conspiracy, but after weeks of speculation bordering on hysteria, it’s time to see what the data has to say about Google’s Mobile Update. We’re going to do something a little different – this post will be updated periodically as new data comes in. Stay tuned to this post/URL.

If you watch MozCast, you may be unimpressed with this particular apocalypse:

Temperatures hit 66.1°F on the first official day of Google’s Mobile Update (the system is tuned to an average of 70°F). Of course, the problem is that this system only measures desktop temperatures, and as we know, Google’s Mobile Update should only impact mobile SERPs. So, we decided to build a MozCast Mobile, that would separately track mobile SERPs (Android, specifically) across the same 10K keyword set. Here’s what we saw for the past 7 days on MozCast Mobile:

While the temperature across mobile results on April 21st was slightly higher (73.7°F), you’ll also notice that most of the days are slightly higher and the pattern of change is roughly the same. It appears that the first day of the Mobile Update was a relatively quiet day.

There’s another metric we can look at, though. Since building MozCast Mobile, we’ve also been tracking how many page-1 URLs show the “Mobile-friendly” tag. Presumably, if mobile-friendly results are rewarded, we’ll expect that number to jump. Here’s the last 7 days of that stat:

As of the morning of April 22nd, 70.1% of the URLs we track carried the “Mobile-friendly” tag. That sounds like a lot, but that number hasn’t changed much the past few days. Interestingly, the number has creeped up over the past 2 weeks from a low of 66.3%. It’s unclear whether this is due to changes Google made or changes webmasters made, but I suspect this small uptick indicates sites making last minute changes to meet the mobile deadline. It appears Google is getting what they want from us, one way or another.

Tracking a long roll-out

Although Google has repeatedly cited April 21st, they’ve also said that this update could take days or weeks. If an update is spread out over weeks, can we accurately measure the flux? The short answer is: not very well. We can measure flux over any time-span, but search results naturally change over time – we have no real guidance to tell us what’s normal over longer periods.

The “Mobile-friendly” tag tracking is one solution – this should gradually increase – but there’s another metric we can look at. If mobile results continue to diverge from desktop results, than the same-day flux between the two sets of results should increase. In other words, mobile results should get increasingly different from desktop results with each day of the roll-out. Here’s what that cross-flux looks like:

I’m using raw flux data here, since the temperature conversion isn’t calibrated to this data. This comparison is tricky, because many sites use different URLs for mobile vs. desktop. I’ve stripped out the obvious cases (“m.” and “mobile.” sub-domains), but that still leaves a lot of variants.

Historically, we’re not seeing much movement on April 21st. The bump on April 15-16 is probably an error – Google made a change to In-depth Articles on mobile that created some bad data. So, again, not much going on here, but this should give us a view to see compounding changes over time.

Tracking potential losers

No sites are reporting major hits yet, but by looking at the “Mobile-friendly” tag for the top domains in MozCast Mobile, we can start to piece together who might get hit by the update. Here are the top 20 domains (in our 10K data set) as of April 21st, along with the percent of their ranking URLs that are tagged as mobile-friendly:

    1. en.m.wikipedia.org — 96.3%
    2. www.amazon.com — 62.3%
    3. m.facebook.com — 100.0%
    4. m.yelp.com — 99.9%
    5. m.youtube.com — 27.8%
    6. twitter.com — 99.8%
    7. www.tripadvisor.com — 92.5%
    8. www.m.webmd.com — 100.0%
    9. mobile.walmart.com — 99.5%
    10. www.pinterest.com — 97.5%
    11. www.foodnetwork.com — 69.9%
    12. www.ebay.com — 97.7%
    13. www.mayoclinic.org — 100.0%
    14. m.allrecipes.com — 97.1%
    15. m.medlineplus.gov — 100.0%
    16. www.bestbuy.com — 90.2%
    17. www.overstock.com — 98.6%
    18. m.target.com — 41.4%
    19. www.zillow.com — 99.6%
    20. www.irs.gov — 0.0%

I’ve bolded any site under 75% – the IRS is our big Top 20 trouble spot, although don’t expect IRS.gov to stop ranking at tax-time soon. Interestingly, YouTube’s mobile site only shows as mobile-friendly about a quarter of the time in our data set – this will be a key case to watch. Note that Google could consider a site mobile-friendly without showing the “Mobile-friendly” tag, but it’s the simplest/best proxy we have right now.

Changes beyond rankings

It’s important to note that, in many ways, mobile SERPs are already different from desktop SERPs. The most striking difference is design, but that’s not the only change. For examples, Google recently announced that they would be dropping domains in mobile display URLs. Here’s a sample mobile result from my recent post:

Notice the display URL, which starts with the brand name (“Moz”) instead of our domain name. That’s followed by a breadcrumb-style URL that uses part of the page name. Expect this to spread, and possibly even hit desktop results in the future.

While Google has said that vertical results wouldn’t change with the April 21st update, that statement is a bit misleading when it comes to local results. Google already uses different styles of local pack results for mobile, and those pack results appear in different proportions. For example, here’s a local “snack pack” on mobile (Android):

Snack packs appear in only 1.5% of the local rankings we track for MozCast Desktop, but they’re nearly 4X as prevalent (6.0%) on MozCast Mobile (for the same keywords and locations). As these new packs become more prevalent, they take away other styles of packs, and create new user behavior. So, to say local is the same just because the core algorithm may be the same is misleading at best.

Finally, mobile adds entirely new entities, like app packs on Android (from a search for “jobs”):

These app packs appear on a full 8.4% of the mobile SERPs we’re tracking, including many high-volume keywords. As I noted in my recent post, these app packs also consume page-1 organic slots.

A bit of good news

If you’re worried that you may be too late to the mobile game, it appears there is some good news. Google will most likely reprocess new mobile-friendly pages quickly. Just this past few days, Moz redesigned our blog to be mobile friendly. In less than 24 hours, some of our main blog pages were already showing the “Mobile-friendly” tag:

However big this update ultimately ends up being, Google’s push toward mobile-first design and their clear public stance on this issue strongly signal that mobile-friendly sites are going to have an advantage over time.

Stay tuned to this post (same URL) for the next week or two – I’ll be updating charts and data as the Mobile Update continues to roll out. If the update really does take days or weeks, we’ll do our best to measure the long-term impact and keep you informed.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 4 years ago from tracking.feedpress.it

Local Centroids are Now Individual Users: How Can We Optimize for Their Searches?

Posted by MiriamEllis

“Google is getting better at detecting location at a more granular level—even on the desktop.
The user is the new centroid.” – 
David Mihm

The history of the centroid

The above quote succinctly summarizes the current state of affairs for local business owners and their customers. The concept of a centroid—
a central point of relevance—is almost as old as local search. In 2008, people like Mike Blumenthal and Google Maps Manager Carter Maslan were sharing statistics like this:

“…research indicates that up to 80% of the variation in rank can be explained by distance from the centroid on certain searches.”

At that time, businesses located near town hall or a similar central hub appeared to be experiencing a ranking advantage.

Fast forward to 2013, and Mike weighed in again with 
an updated definition of “industry centroids”

“If you read their (Google’s) patents, they actually deal with the center of the industries … as defining the center of the search. So if all the lawyers are on the corner of Main and State, that typically defines the center of the search, rather than the center of the city… it isn’t even the centroid of the city that matters. It matters that you are near where the other people in your industry are.”

In other words, Google’s perception of a centralized location for auto dealerships could be completely different than that for medical practices, and that
neither might be located anywhere near the city center.

While the concepts of city and industry centroids may still play a part in some searches,
local search results in 2015 clearly indicate Google’s shift toward deeming the physical location of the desktop or mobile user a powerful factor in determining relevance. The relationship between where your customer is when he performs a search and where your business is physically located has never been more important.

Moreover, in this new, user-centric environment, Google has moved beyond simply detecting cities to detecting neighborhoods and even streets. What this means for local business owners is that
your hyperlocal information has become a powerful component of your business data. This post will teach you how to better serve your most local customers.

Seeing the centroid in action

If you do business in a small town with few competitors, ranking for your product/service + city terms is likely to cover most of your bases. The user-as-centroid phenomenon is most applicable in mid-to-large sized towns and cities with reasonable competition. I’ll be using two districts in San Francisco—Bernal Heights and North Beach—in these illustrations and we’ll be going on a hunt for pizza.

On a desktop, searching for “pizza north beach san francisco” or setting my location to this neighborhood and city while searching for the product, Google will show me something like this:

Performing this same search, but with “bernal heights” substituted, Google shows me pizzerias in a completely different part of the city:

local result bernal heights pizza san francisco

And, when I move over to my mobile device, Google narrows the initial results down to
just three enviable players in each district. These simple illustrations demonstrate Google’s increasing sensitivity to serving me nearby businesses offering what I want.

The physical address of your business is the most important factor in serving the user as centroid. This isn’t something you can control, but there are things you
can do to market your business as being highly relevant to your hyperlocal geography.

Specialized content for the user-centroid

We’ll break this down into four common business models to help get you thinking about planning content that serves your most local customers.

1. Single-location business

Make the shift toward viewing your business not just as “Tony’s Pizza in San Francisco”, but as “Tony’s Pizza
in North Beach, San Francisco”. Consider:

  • Improving core pages of your website or creating new pages to include references to the proud part you play in the neighborhood scene. Talk about the history of your area and where you fit into that.
  • Interview locals and ask them to share their memories about the neighborhood and what they like about living there.
  • Showcase your participation in local events.
  • Plan an event, contest or special for customers in your district.
  • Take pictures, label them with hyperlocal terms, post them on your site and share them socially.
  • Blog about local happenings that are relevant to you and your customers, such as a street market where you buy the tomatoes that top your pizzas or a local award you’ve won.
  • Depending on your industry, there will be opportunities for hyperlocal content specific to your business. For example, a restaurant can make sure its menu is in crawlable text and can name some favorite dishes after the neighborhood—The Bernal Heights Special. Meanwhile, a spa in North Beach can create a hyperlocal name for a service—The North Beach Organic Spa Package. Not only does this show district pride, but customers may mention these products and services by name in their reviews, reinforcing your local connection.

2. Multi-location business within a single city

All that applies to the single location applies to you, too, but you’ve got to find a way to scale building out content for each neighborhood.

  • If your resources are strong, build a local landing page for each of your locations, including basic optimization for the neighborhood name. Meanwhile, create blog categories for each neighborhood and rotate your efforts on a week by week basis. First week, blog about neighborhood A, next week, find something interesting to write about concerning neighborhood B. Over time, you’ll have developed a nice body of content proving your involvement in each district.
  • If you’re short on resources, you’ll still want to build out a basic landing page for each of your stores in your city and make the very best effort you can to showcase your neighborhood pride on these pages.

3. Multiple businesses, multiple cities

Again, scaling this is going to be key and how much you can do will depend upon your resources.

  • The minimum requirement will be a landing page on the site for each physical location, with basic optimization for your neighborhood terms.
  • Beyond this, you’ll be making a decision about how much hyperlocal content you can add to the site/blog for each district, or whether time can be utilized more effectively via off-site social outreach. If you’ve got lots of neighborhoods to cover in lots of different cities, designating a social representative for each store and giving him the keys to your profiles (after a training session in company policies) may make the most sense.

4. Service area businesses (SABs)

Very often, service area businesses are left out in the cold with various local developments, but in my own limited testing, Google is applying at least some hyperlocal care to these business models. I can search for a neighborhood plumber, just as I would a pizza:

local results plumber bernal heights san francisco

To be painstakingly honest, plumbers are going to have to be pretty ingenious to come up with a ton of engaging industry/neighborhood content and may be confined mainly to creating some decent service area landing pages that share a bit about their work in various neighborhoods. Other business models, like contractors, home staging firms and caterers should find it quite easy to talk about district architecture, curb appeal and events on a hyperlocal front.

While your SAB is still unlikely to beat out a competitor with a physical location in a given neighborhood, you still have a chance to associate your business with that area of your town with well-planned content.


Need creative inspiration for the writing projects ahead?
Don’t miss this awesome wildcard search tip Mary Bowling shared at LocalUp. Add an underscore or asterisk to your search terms and just look at the good stuff Google will suggest to you:

wildcard search content ideas

Does Tony’s patio make his business one of
Bernal Heights’ dog-friendly restaurants or does his rooftop view make his restaurant the most picturesque lunch spot in the district? If so, he’s got two new topics to write about, either on his basic landing pages or his blog.

Hop over to 
Whitespark’s favorite takeaways from Mike Ramsey’s LocalUp presentation, too.

Citations and reviews with the user centroid in mind

Here are the basics about citations, broken into the same four business models:

1. Single-location business

You get just one citation on each platform, unless you have multiple departments or practitioners. That means one Google+ Local page, one Yelp profile, one Best of the Web listing. etc. You do not get one citation for your city and another for your neighborhood. Very simple.

2. Multi-location business within a single city

As with the single location business, you are entitled to just one set of citations per physical location. That means one Google+ Local listing for your North Beach pizza place and another for your restaurant in Bernal Heights.

A regular FAQ here in the Moz Q&A Forum relates to how Google will differentiate between two businesses located in the same city. Here are some tips:

  • Google no longer supports the use of modifiers in the business name field, so you can no longer be Tony’s Pizza – Bernal Heights, unless your restaurant is actually named this. You can only be Tony’s Pizza.
  • Facebook’s policies are different than Google’s. To my understanding, Facebook won’t permit you to build more than one Facebook Place for the identical brand name. Thus, to comply with their guidelines, you must differentiate by using those neighborhood names or other modifiers. Given that this same rule applies to all of your competitors, this should not be seen as a danger to your NAP consistency, because apparently, no multi-location business creating Facebook Places will have 100% consistent NAP. The playing field is, then, even.
  • The correct place to differentiate your businesses on all other platforms is in the address field. Google will understand that one of your branches is on A St. and the other is on B St. and will choose which one they feel is most relevant to the user.
  • Google is not a fan of call centers. Unless it’s absolutely impossible to do so, use a unique local phone number for each physical location to prevent mix-ups on Google’s part, and use this number consistently across all web-based mentions of the business.
  • Though you can’t put your neighborhood name in the title, you can definitely include it in the business description field most citation platforms provide.
  • Link your citations to their respective local landing pages on your website, not to your homepage.

3. Multiple businesses, multiple cities

Everything in business model #2 applies to you as well. You are allowed one set of citations for each of your physical locations, and while you can’t modify your Google+ Local business name, you can mention your neighborhood in the description. Promote each location equally in all you do and then rely on Google to separate your locations for various users based on your addresses and phone numbers.

4. SABs

You are exactly like business model #1 when it comes to citations, with the exception of needing to abide by Google’s rules about hiding your address if you don’t serve customers at your place of business. Don’t build out additional citations for neighborhoods you serve, other cities you serve or various service offerings. Just create one citation set. You should be fine mentioning some neighborhoods in your citation descriptions, but don’t go overboard on this.

When it comes to review management, you’ll be managing unique sets of reviews for each of your physical locations. One method for preventing business owner burnout is to manage each location in rotation. One week, tend to owner responses for Business A. Do Business B the following week. In week three, ask for some reviews for Business A and do the same for B in week four. Vary the tasks and take your time unless faced with a sudden reputation crisis.

You can take some additional steps to “hyperlocalize” your review profiles:

  • Write about your neighborhood in the business description on your profile.
  • You can’t compel random customers to mention your neighborhood, but you can certainly do so from time to time when your write responses. “We’ve just installed the first soda fountain Bernal Heights has seen since 1959. Come have a cool drink on us this summer.”
  • Offer a neighborhood special to people who bring in a piece of mail with their address on it. Prepare a little handout for all-comers, highlighting a couple of review profiles where you’d love to hear how they liked the Bernal Heights special. Or, gather email addresses if possible and follow up via email shortly after the time of service.
  • If your business model is one that permits you to name your goods or service packages, don’t forget the tip mentioned earlier about thinking hyperlocal when brainstorming names. Pretty cool if you can get your customers talking about how your “North Beach Artichoke Pizza” is the best pie in town!

Investigate your social-hyperlocal opportunties

I still consider website-based content publication to be more than half the battle in ranking locally, but sometimes, real-time social outreach can accomplish things static articles or scheduled blog posts can’t. The amount of effort you invest in social outreach should be based on your resources and an assessment of how naturally your industry lends itself to socialization. Fire insurance salesmen are going to find it harder to light up their neighborhood community than yoga studios will. Consider your options:

Remember that you are investigating each opportunity to see how it stacks up not just to promoting your location in your city, but in your neighborhood.

Who are the people in your neighborhood?

Remember that Sesame Street jingle? It hails from a time when urban dwellers strongly identified with a certain district of hometown. People were “from the neighborhood.” If my grandfather was a Mission District fella, maybe yours was from Chinatown. Now, we’re shifting in fascinating directions. Even as we’ve settled into telecommuting to jobs in distant states or countries, Amazon is offering one hour home delivery to our neighbors in Manhattan. Doctors are making house calls again! Any day now, I’m expecting a milkman to start making his rounds around here. Commerce has stretched to span the globe and now it’s zooming in to meet the needs of the family next door.

If the big guys are setting their sights on near-instant services within your community, take note.
You live in that community. You talk, face-to-face, with your neighbors every day and know the flavor of the local scene better than any remote competitor can right now.

Now is the time to reinvigorate that old neighborhood pride in the way you’re visualizing your business, marketing it and personally communicating to customers that you’re right there for them.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 4 years ago from tracking.feedpress.it

The #MozCon 2014 Agenda is Here!

Posted by EricaMcGillivray


*drumroll* …
That’s right, friends, the MozCon 2014 Agenda is here! You can now show this to your boss to get that final approval and start making plans for how many notebooks you’ll be filling with ideas and tips.

But first, I’d be remiss if I didn’t remind you to buy your ticket today, as MozCon has sold out the last several years.

For the best current deal on MozCon, make sure you’re a Moz Pro subscriber. If you’re not, you can sign up for
a 30-day free trial and get the Pro subscriber MozCon price immediately. Cancel your subscription at any time if it’s not for you, and we’ll see you at MozCon 2014 either way!

Okay, let’s talk about just how great this MozCon’s going to be. We have topics ranging from technical mobile SEO and A/B testing to “big content” idea generation and getting maximum value from your PR efforts. There is truly something for every type of online marketer. We have returning MozCon favorites such as Wil Reynolds, Dr. Pete Meyers, and Nathalie Nahai, as well as new speakers like Kerry Bodine, Cindy Krum, and Jeremy Bloom. Plus, we’re trying a new format—a fireside chat—with our CEO Sarah Bird, so we can really dig into what life at Moz has been like since she and Rand switched places.

Not to mention all the photos with Roger, the wonderful swag, yummy food, and all the other MozCon trimmings you expect. And yes, we’re letting Cyrus Shepard emcee again. (I’m pretty sure it’s in his Moz employment contract.)


Wil Reynolds at MozCon 2013


The MozCon Agenda


Monday

8:00-9:00am Breakfast


Rand Fishkin

9:00-9:20am Welcome to MozCon 2014! with Rand Fishkin
As our ever-changing industry keeps us on our toes, Rand gives a look at recent changes and where he sees the future of search and online marketing going.

Rand Fishkin is the founder of Moz, and he currently serves as an individual contributor, blogging, speaking, designing tools, and helping marketers worldwide level-up their game.


Kerry Bodine

9:20-10:20am Broken Brand Promises: The Disconnect Between Marketing and Customer Experience with Kerry Bodine
Companies chase the business benefits of customer experience, but advertising and marketing communications that aren’t aligned with the true capabilities of the organization foil these efforts.

Kerry Bodine is the co-author of Outside In: The Power of Putting Customers at the Center of Your Business. Her ideas, analysis, and opinions appear frequently on sites like Harvard Business Review, The Wall Street Journal, Fast Company, Forbes, USA Today, and Advertising Age. She holds a master’s degree in human-computer interaction and has designed interfaces for websites, mobile apps, wearable devices, and robots.


10:20-10:40am AM Break


Lindsay Wassell

10:40-11:20am Improve Your SEO by Mastering These Core Principles with Lindsay Wassell
Discover how SEO tactics that win in the long run complement web-friendly business practices and core principles, and how to incorporate this approach into optimization strategies for changes in search results.

Lindsay Wassell is the CEO at 
Keyphraseology, an Inbound & Search Marketing agency. Prior to Keyphraseology, she led the Moz SEO Consulting Team.


Richard Millington

11:20am-12:00pm How to Use Social Science to Build Addictive Communities with Richard Millington
Richard will explain how you can use proven principles from community science to build highly addictive online communities for your organization.

Richard Millington is the founder of 
FeverBee, an organization which has figured out how to apply proven science to build powerful communities from any group of people.


12:00-1:30pm Lunch


Kyle Rush

1:30-2:30pm Architecting Great Experiments with Kyle Rush
A/B testing will no longer be a mystery after Kyle does a deep-dive on every part of the experimentation process.

Kyle Rush is the Head of Optimization at 
Optimizely. He uses a data-driven engineering approach to execute hundreds of A/B tests.


Cindy Krum

2:30-3:10pm Mobile SEO Geekout: Key Strategies and Concepts with Cindy Krum
Learn all the technical nuances necessary to make your websites rank and perform well in mobile and tablet search!

Cindy Krum is CEO and Founder of 
MobileMoxie, a mobile SEO consulting and tools provider based in Denver, CO. She is also author of Mobile Marketing: Finding Your Customers No Matter Where They Are, which is the first book to explain mobile SEO and gets 4.5 out of 5 stars on Amazon.



3:10-3:30pm PM Break


Mike Ramsey

3:30-4:00pm Local Lessons from Small Town USA with Mike Ramsey
Whether your audience is in one region or thousands of major metros across the world, these small town lessons will guide you through the complex world of local search. 

Mike Ramsey is the president of 
Nifty Marketing with offices in Burley and Boise, Idaho. He is also a Partner at LocalU and has an awesome wife and 3 kids who put up with all his talk about search.


Lexi Mills

4:00-4:30pm Top 10 PR Tactics and Strategies of Successful Content and Link Building with Lexi Mills
Everyone’s had an outreach pitch rejected, but Lexi will show you that by slicing and dicing your content, you can turn those no’s into yes’s. 

Lexi Mills is a PR SEO specialist, with over eight years experience working with both small firms and big brands. She has designed and implemented integrated PR, SEO, content, and social campaigns in the UK, Europe, and USA for B2B and B2C clients.


Mike King

4:30-5:10pm Digital Body Language with Mike King
No matter your business goals, Mike will teach you how to harness the power of lead qualification and nurturing through both implicit and explicit user information. 

Currently a consultant, 
Mike King has led teams covering consumer insights, content, social strategy, and SEO for Enterprise brands. With working for brands like HSBC, SanDisk, Ralph Lauren, Johnson & Johnson, and Citibank, his breadth and depth of experience continues to fuel game-changing insights. Mike is a frequent speaker, blogger, and a published author that loves to share his insights on how to do better marketing.


7:00-9:00pm #MozCrawl
More details coming soon!


Tuesday


8:00-9:00am Breakfast


Pete Meyers

9:00-10:00am How to Never Run Out of Great Ideas with Pete Meyers
Learn how to stay afloat in the coming flood of content, as Dr. Pete provides concrete tactics for sustainably creating high-value content.

Dr. Pete Meyers is a marketing scientist for Moz, where he works with the marketing and data science teams on product research and data-driven content. He has spent the past year building research tools to monitor Google, including the 
MozCast Project, and he curates the Google Algorithm History, a chronicle of Google updates back to 2003.


Stacey Cavanagh

10:00-10:30am Scaling Creativity: Making Content Marketing More Efficient with Stacey Cavanagh
Stacey will talk you through tactics and tricks to help you scale your content marketing efforts without cutting corners on quality.

Stacey Cavanagh lives in Manchester, UK, and works as head of search for 
Tecmark. Stacey also blogs regularly on digital marketing, social media, and her favorite TV ads.



10:30-10:50am AM Break


10:50-12:10pm Community Speakers!
While not finalized, community speakers are one of our most popular sessions. Four speakers from our community will give 15 minute presentations on what they’re passionate about. This year, Moz’s Director of Community, Jen Lopez, will be introducing them. 



12:10pm-1:40pm Lunch


Marshall Simmonds

1:40-2:20pm Keep the Focus on the Doughnuts with Marshall Simmonds
If you’re in a time and resource crunch, Marshall will share which tactics you should implement and prioritize, from the basic to the highly technical, based on measured and quantified data from billions of page views.

Marshall Simmonds has been involved in the search industry since it began. Over the past 17 years, he’s solidified himself as one of the top consultants in publishing and enterprise audience development. Many of the tactics you continue to employ today as best practices were either developed or refined by this guy; he’s “Internet Old.”


Jeremy Bloom

2:20pm-2:50pm Dare to Fail: How the Best Lessons Come in the Form of Defeat with Jeremy Bloom
Everyone experiences failure, but Jeremy will share the lessons he’s learned from an athlete to start-up CEO in how to leverage adversity and turn it into a road-map for success.

Jeremy Bloom is a world-champion skier, a two-time Olympian, a World Cup gold medalist, and a member of the United States Skiing Hall of Fame. He played professional football in the NFL for the Philadelphia Eagles and the Pittsburgh Steelers. In 2008, Bloom founded Wish of a Lifetime, which grants lifelong wishes to 80-, 90-, and 100+-year-old people, and in 2010, Bloom co-founded the marketing software company 
Integrate. Integrate has raised over $20M of venture capital from Comcast, Foundry Group, and Liberty Global. It was named “Best New Company” at the 2011 American Business Awards in New York.


Justin Cutroni

2:50-3:30pm Supercharging Your Digital Analytics! with Justin Cutroni
Despite having lots of analytics tools, we too often settle for the default data and reports so let’s look at a few ways that you can get more insightful, actionable data to make better decisions!

Justin Cutroni is an author, blogger, father, skier, and the Analytics Evangelist at 
Google. He is a long-time fixture in the digital analytics community and has been nominated as the most influential industry contributor for the past four years.



3:30-3:50pm PM Break


Amber Naslund

3:50-4:20pm Developing a Formidable Social Platform with Amber Naslund
Learn what makes for a compelling online presence, balance your personal and professional self, and build a system to keep yourself sane. 

Amber Naslund is a business strategist and the president of 
SideraWorks, a social business advisory firm that helps companies adapt their culture and operations to the demands of the social web. She’s the co-author of The Now Revolution, and you can find her on Twitter at @ambercadabra.


Elizabeth Marsten

4:20-4:50pm Shop ’til You Drop: Google Shopping PPC with Elizabeth Marsten
If you’re wondering what happened to Google Shopping, Elizabeth will explain all, including how to set up PPC the right way and why it matters for your overall marketing.

Elizabeth Marsten is the Vice President of Search Marketing at 
Portent, Inc. here in Seattle. She is a PPC person at heart, but also oversees the SEO, Social, Content, and Project Management teams.


Phil Nottingham

4:50-5:30pm YouTube: The Most Important Search Engine You Haven’t Optimized For with Phil Nottingham
Phil will take a deep-dive into YouTube, the world’s second biggest and most forgotten search engine, looking at the best ways to use the channel on both a strategic and tactical marketing level, no matter your budget.

Phil Nottingham is the video strategist at 
Distilled, where he works with businesses of all shapes and sizes to define their approach to video on both a creative and technical level. He joined Distilled in April 2011, after impressing the company founders with his ability to look like a serviceable pirate, following minimal costume changes, and has since spent loads of their money on cameras and lights.


7:00pm-12:00am MozCon Party at Garage Billiards (MozCon badge required!)


Wednesday


8:20-9:20am Breakfast


Wil Reynolds

9:20-10:20am You Are so Much More than an SEO with Wil Reynolds
The label’s irrelevant as you have skills, tools, and knowledge to help get rankings and so much more, and Wil will show you the marketing goldmine you’ve been sitting on.

Wil Reynolds founded 
SEER Interactive in 2002, which now employs over 70 people and is among the 100 fastest growing companies in Philadelphia. In addition to digital marketing, Wil is also passionate about giving back to the community and sits on the advisory board of Covenant House.


Paddy Moogan

10:20-10:50am Beyond SEO – Tactics for Delivering an Integrated Marketing Campaign with Paddy Moogan
Everyone talks about the need for SEOs to diversify, but Paddy will give you actionable tips to go away and do it, no matter what your current role is.

Paddy Moogan is Head of Growth Markets at 
Distilled, working in their London office. He is a comic book geek and loves Aston Martins. His heart lives with the Hobbits in New Zealand.



10:50-11:10am AM Break


Sarah Bird and John Cook

11:10-11:40am A Mozzy View with Sarah Bird and John Cook
Moz CEO Sarah Bird sits down with GeekWire’s John Cook for a candid discussion about risk-taking, thriving with constant change, and the future of Moz.

Sarah Bird serves as CEO and as a member of Moz’s board. She loves and welcomes conversations on inbound marketing, business models, entrepreneurship, productivity tips, women in tech, and fostering inspiring company culture. Sarah’s sharp business acumen is always paired with her passionate belief in TAGFEE, Moz’s core values.

John Cook is the co-founder of 
GeekWire, a leading technology news site and community based in Seattle. A long-time tech journalist, John has covered hundreds of startup companies over the years, everything from aQuantive to Zillow.


Richard Baxter

11:40am-12:20pm Developing Your Own Great Interactive Content – What You’ll Need to Know with Richard Baxter
Even if you’re not a technical genius when it comes to interactive front-end web development projects, Richard will show you how to make something the Internet loves from ideation and conceptualization to rapid prototyping, launch, and huge coverage.

Richard Baxter is founder and CEO of 
SEOgadget, a digital marketing agency specializing in conversion rate optimization, large scale SEO, keyword research, technical strategy, and link building in high competition industries, with offices in London and San Francisco. He is a regular SEO industry commentator and proud Moz Associate.



12:20-1:50pm Lunch


Annie Cushing

1:50-2:30pm Demystifying Data Visualization for Marketers with Annie Cushing
We’ve all been frustrated with not knowing how to corral data into cool, sexy visualizations, but Annie Cushing will pull back the curtain and provide tips, tricks, and hacks to transform raw marketing data into works of art in plain English.

Annie blogs at 
annielytics.com, teaching marketers how to scavenge for marketing data and then make it sexy.


Dana DiTomaso

2:30-3:10pm Prove Your Value with Dana DiTomaso
Dana will show you how to report so there’s no doubt in your client’s mind that they’d be lost without you.

Whether at a conference, on the radio, or in a meeting, Dana DiTomaso likes to impart wisdom to help you turn a lot of marketing BS into real strategies to grow your business. After 10+ years, she’s seen (almost) everything. It’s true, Dana will meet with you and teach you the ways of the digital world, but she is also a fan of the random fact. 
Kick Point often celebrates “Watershed Wednesday” because of Dana’s diverse work and education background. In her spare time, Dana drinks tea and yells at the Hamilton Tiger-Cats.



3:10-3:30pm PM Break


Nathalie Nahai

3:30-4:10pm The Psychology of Persuasive Content for “Boring” Industries with Nathalie Nahai
If your content needs a jolt of life, Nathalie will show you how to apply targeted persuasion through psychology.

Nathalie Nahai, also known as 
The Web Psychologist, is a best-selling author, consultant, and international speaker who specializes on the psychology of online persuasion. With a background in psychology, web design, and digital strategy, Nathalie coined the term “web psychology” in 2011, defining it as “the empirical study of how our online environments influence our attitudes and behaviours.”


Rand Fishkin

4:10-5:10pm Mad Science Experiments in SEO & Social Media with Rand Fishkin
Whether it’s anchor text or sharing on Google+ instead of Facebook, Rand’s spent the last few months formulating hypotheses and running tests, and now he’ll share these fascinating results to help you.

Rand Fishkin is the founder of Moz, and he currently serves as an individual contributor, blogging, speaking, designing tools, and generally trying to be helpful to marketers worldwide.


Now, are you ready to buy your ticket? 🙂 We’ll see you there!

Get Your MozCon Tickets

Dr. Pete, Aleyda, and Gianluca

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 5 years ago from feedproxy.google.com