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Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
MozCon 2016 2/4
Documento de estudio elaborado a partir de las diapositivas disponibles en
https://moz.com/mozcon y tweets con el hashtag #MozCon
Day 1
Welcome to MozCon 2016!
Uplevel Your A/B Testing Skills
The Big One: Relaunching Your Website
The Hidden Talents of Email: Creating Customer-Centric Messages
How to Do Reputation Marketing
Rethinking Information Architecture for SEO and Content Marketing
Breaking Patterns: How to Rewrite the CRO Playbook with Mobile Optimization
Taking the Top Spot: How to Earn More Featured Snippets
Content Chaos: Building Your Brand through Constant Experiments (coming soon)
Social Media: People First, “Rules” Second (coming soon)
Day 2
You Can’t Type a Concept: Why Keywords Still Matter
How to Be Specific: From-The-Trenches Lessons in High-Converting Copy
Server Log Files & Technical SEO Audits: What You Need to Know
Digital Marketing Skill Pivot: Recruiting New Talent
Boost SEO Rankings by Removing Internal Links
Improve Your UX & SEO through Navigation Optimization
Local Pr ojects to Boost Your Company and Career
Reimagining Customer Retention and Evangelism
Optimizing the Journey to Deliver Radically Relevant Experiences
Putting Trust into Domain Authority
Day 3:
The Irresistible Power of Strategic Storytelling
29 Advanced Google Tag Manager Tips Every Marketer Should Know
Engineering-As-Marketing for Non-Engineers
Persuasion, Data, & Collaboration: Building Links in 2016
Indexing on Fire: Google Firebase Native and Web App Indexing
Mind Games: Craft Killer Experiences with 7 Lessons from C ognitive Psychology
Link Building’s Tipping Point
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Taking the Top Spot: How to Earn More Featured Snippets with Rob Bucci Description: Featured snippets (also known as “answer boxes”) are steadily appearing in the first organic SERP spot,
providing big opportunities for SEOs able to snag them. Armed with the latest data and analysis, Rob Bucci will take
you on a deep dive into the constantly evolving featured snippet and show you how to earn more for your site.
Main takeaway: Featured snippets are here to stay, and SEOs need to track relevant queries for this. Use the
format that Google wants for the query (most likely a table) to increase the chances of nagging the featured snippet
section.
Featured snippets—those snippets or boxes appearing at the top of a search results page—are growing. In a July
2016 study by STAT Statistics, 15% of snippets were featured snippets—a significant increase from January’s 9%.
3 snippet types:
paragraph
table
list
Paragraph snippets are the most common, for now.
The format of your content determines the format of the featured snippet. If google has selected your site as a
snippet and your content is in tables, then the snippet will be tables, etc.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
It’s hard to beat Wikipedia in featured snippets. Wikipedia owns 15% of all snippets with images.
One exception when it comes to featured snippets: places-type of search results. Local SEOs don’t have to worry
about featured snippets—for now.
TIP: Use the “people a lso ask” boxes in SERPs as inspiration for your own featured snippets. Google is telling you
want answers they like for similar queries.
Keyword variations matter. Featured snippets don’t apply to all keywords.
Featured snippets are also more common in some industries than others. Many keywords in finance, for instance,
now have featured snippets.
Reviews and other opinion-based content can also be a source of featured snippets.
Steal weak snippets. Use the format google really wants to see for a query.
29% of snippets are tables because they’re good UX for certain queries.
Research the featured snippet in each query space and format your content to match.
Rob’s big advice: Look for missing snippets in your industry and optimize for these queries.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
I sense I gold rush is coming
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
You don’t have to be position #1 to be the featured snippet
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Content Chaos: Building Your Brand through Constant Experiments with Ross
Simmonds
Description: A look at how taking risks on content and making investments can work out in a big way for brands
and marketers. Whether it’s Reddit, Slideshare, Quora or Instagram, Ross shares some of the lessons he’s learned
from a variety of different content experiments.
Main takeaway: Build -> ship > learn > decide. Content marketers should experiment more and learn from those
experiments.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Experiments aren’t just for big businesses. And marketing experiments aren’t just for UX, email, social media and
paid media—they also work on content marketing.
Content marketers need to embrace chaos—i.e . be comfortable with experiments.
Ross shared some of his experiment fails. On Reddit, he got banned the first time he experimented sharing content
there.
The lesson:
On Reddit, every single community is a litt le different.
Review the top content in every subreddit to figure out what works.
To succeed on Reddit, you need to build and share content worth sharing.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Another content marketing fail: Getting referrals from Quora.
Ross answered many questions there, positioning himself as a marketing expert and linking back to his content. But
he didn’t see a huge lift in referral traffic. That said, Ross noticed that his Quora answers were syndicated on the
Huffington Post and Forbes.
Lesson:
Quora is promising as a media or PR tactic, but not so much as a traffic driver.
Another experiment: Instagram influencer marketing. By giving Instagram influencers shoutouts, Ross grew his
Instagram following from 0 to 50,000 in less than six months. That worked until Instagram introduced its algorithm.
Now, Ross is experimenting with Instagram Stories.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Another experiment: Slideshare. (Ross says Slideshare is the most underrated B2B channel.)
Another Slideshare lesson:
Open with a bang. The lead should be in the first 5 slides.
Use content upsells. Add unique CTAs.
In your content marketing, use the 70-20-10 model:
70% low risk content
20% innovative content
10% high risk content
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Social Media: People First, “Rules” Second with Dana DiTomaso
Description: You can follow all the “rules” about perfect post length, perfect time to post, perfect image size, and
everything else and still not see any financial impact from social media. Dana doesn’t think social media should
always revolve around community building and group hugs. When you show the right people what they want to see,
when they want to see it, you’ll start attributing revenue increases to social media efforts.
Main takeaway: Your social media posts are boring! User ‘attention research’ to change that.
Most social media updates from brands are boring and very commercial.
To fix socia l media, Dana recommends SMUX: social media user experience.
Go beyond personas and audience research. Use ‘attention research’ and find out what actually gets your market
excited. (Dana used Rival IQ for this.)
6 factors of social media user experience: What makes a good SMUX
1. Psychographics: #ThisIs40ish example from Chatelaine Magazine. Point: we’re all unique.
Pick up the phone. Ask unusual questions.
FullContact -> recommended tool
Analytics: Strategic metrics need to be decoupled with tactica l metrics
Dark social: anywhere between 20 to 60%| of your social media traffic.
Platform. Are you on the right platfor ms? (Do you really need to be on Facebook?)
Message: Use a brand voice. Use your keyword research. Consider the voice of the market.
Intent. Ask yourself why before you post. Consider all your interactions. Is your intent even possible?
Play. Play is why snapchat has more users than Twitter.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Example of SMUX in action:
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
SouthSideChannel (https://twitter.com/SouthSideChapel/status/756653695320850432)
@ScotiaPharmacy
The only rules: keep it in your brand voice.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
You Can’t Type a Concept: Why Keywords Still Matter with Dr. Pete Meyers Description: Google is getting better every day at understanding intent and natural language, and the path between
typing a search and getting a result is getting more winding. How often are queries interpreted, and how do we do
keyword research for search engines that are beginning to understand concepts?
Search is evolving:
May 2013: Google launched conversational search on desktop
August 2013: Hummningbird algorithm update.
October 2015: Google announces RankBrain algorithm, but was probably launched April 2015. RankBrain
makes Google search even more powerful, a llowing it to guess (with impressive precision) users’ intent.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
In the post-RankBrain era, creating great content isn’t enough.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
One thing for sure about RankBrain: it uses deep learning. Rank Brain is not translation.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
It’s all in 3 Gs:
Gather all the keywords.
Group keywords.
Generate ideal phrase for each keyword group.
Bonus: Gap. Find gaps and use those gaps to add concepts.
How to pick ideal phrases:
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
1. Find keywords in Moz Keyword Tool.
2. Put them on a list.
3. Use keyword clustering to determine their similarity.
We don’t have to learn voice search. We have to unlearn voice search because people now use natural language to
search. Google has to adapt.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
How to Be Specific: From-The-Trenches Lessons in High-Converting Copy with
Joanna Wiebe Description: Abstracted benefits, summarized value, and promise-free landing pages keep marketers safe—and
conversion rates low. Joanna shares how and why your copy needs to get specific to move people to act.
Joanna opened her presentation by sharing some mind-blowing stats about the amount of messages people are
exposed to every day:
Follow
Cement Marketing @c ementmarketing Consumers see 5k messages a day, we recognize 50, and remember 4. Leaving us tired. #mozcon @copyhackers 6:48 PM - 13 Sep 2016
Being safe is a terrible idea. Inertia is an issue. Voiceless copy won’t cut it.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Joanna shares tips on how she helped Wistia improve conversion by 3.5x:
Keep people’s attention by being specific. There are 3 ways to be more specific:
1. Make it obvious that the copy is for/about them.
Side note: Conversion copy is almost always longer.
Feed your customers’ ego. Connect to their lives. What can your customers’ do with the information you’re sending
them. Put CTA in first person.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
2. Connect every single dot.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
3. Be specific so your customers can visualize.
Every feature of your product has a story—and a story has a beginning, a middle and an end.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
