MozCon is one of the best digital marketing conferences in the industry. If you’re not familiar with MozCon, it’s an expertly run, high quality single-track conference presented by Moz (a TapClicks data partner). I had the honor to speak there in 2012 and it was an amazing experience.
Every speaker this year – like every year – gave insightful presentations, but there were few insights that stood out to me, and I wanted to share them with you. Hopefully these insights get your creative marketing juices flowing like they did for me.
1. Create content that Google can’t show
Rand Fishkin, Co-founder of Moz, recommended that we invest in content that Google either can’t show in the SERPs or that helps build your brand when they do.
2. Report on what matters
Joanna Lord, CMO at ClassPass, said we spend too much time reporting on things that don’t matter, and that we need to spend more time on what does matter. Luckily, she told us which reports matter, especially for growth-minded companies.
3. Create “Side Doors”
Matthew Barby, Global Head of Growth and SEO at HubSpot, shared a strategy that Zapier has perfected. He called it Side Doors, which involves creating content deeper within your site that focuses on long-tail searches that may not be a part of your core organic keyword strategy.
4. Use Heuristics
Dawn Anderson, Managing Director of Move It Marketing, talked about how people are using heuristics when searching and navigating. She recommended that sites implement search and category-based navigation on their sites to increase engagement and conversions.
5. Choose the right content
6. Consider making a Progressive Web App
Cindy Krum, Mobile Marketing Evangelist at MobileMoxie, provided evidence that Google is moving full steam ahead with PWAs. If you’re not familiar with PWAs, they are web apps that are optimized for speed, mobile and offline access.
7. Focus more on Featured Snippets
Pete Meyers, Marketing Scientist at Moz, emphasized the importance of focusing on featured snippets to increase brand awareness and drive more organic traffic. To learn more about Featured Snippets and how to get them, check out Stat Search Analytic’s guide on how to get more featured snippets.