u-serexperince.com mozcon...
TRANSCRIPT
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
MozCon 2017
Documento de estudio elaborado a partir de las diapositivas disponibles en
https://moz.com/mozcon y tweets con el hashtag #MozCon
17/7/2017
@RANDFISH: WHAT HAS GOOGLE BEEN UP TO? / ¿QUÉ HA ESTADO HACIENDO
GOOGLE?
Job listings; reservations; Disintermediating Lists; Penalizing vs. Ignoring Spam; Facing a Threat
from Amazon’s Alexa; Paying Professors to Have Their Back.
Where Do People Search?
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
What are the Web’s Top Traffic Referrers?
@LISADMYERS: HOW TO GET BIG LINKS
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Melissa Del Monte @melissadelmonte 17 jul.
"The reality is, you have to come up with a lot of shit ideas in order to come up with a great idea"
@LisaDMyers #MozCon
Rob Ousbey @RobOusbey 17 jul.
"What if you could print your tweet on a toast?" Love the transparency of @LisaDMyers sharing her bad
ideas. #mozcon
Ellie Wilkinson @ebwilkin 17 jul.
Counting kills in movies created surprising content, which generated discussion, which leads to lots of
links! #mozcon
Innovative /ˈɪnəveɪt/
verb
to take something and make it better
Caleb Cosper @CosperClick 17 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
If the results in content are surprising, then it creates discussions. Discussions are how to get your
content seen @LisaDMyers #MozCon
Bryant Goodall @BryantGoodall 17 jul.
Try to make content that deserves [merecer] more than just a link @LisaDMyers #mozcon
Caleb Cosper @CosperClick 17 jul.
The big picture story here is that content marketing HAS to be more than just blog posts. Make
something INTERESTING @LisaDMyers #MozCon
Cori (Shirk) Graft @corigraft 17 jul.
We humans don't make decisions based on rational thinking. We make decisions based on how we feel,
and then rationalize them later. #mozcon
Kristina Kledzik @KristinaKledzik 17 jul.
Post-hoc rationalization: making decisions based on emotions, then pretending they were based on
facts. I see this SO. MUCH. #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#MozCon @LisaDMyers outreach [contactar con actitud/distribución de información] is about people
and grit (passion + perseverance).
Grace Cheung @gracewcheung 17 jul.
Some of the best creatives are created by the quietest voice in the room. We have to listen differently to
locate the best ideas #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Bryant Goodall @BryantGoodall 17 jul.
The key to outreach is basically Perseverance + being more of WHO you are. Be a professional labyrinth-
walker @LisaDMyers #mozcon
I could tell you that we have figured
the magic formula for what type of
campaigns Works
You can’t build a house by just holding
a hammer!
It’s easy to get seduced by process
Like believing there is a optimum way of
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
writing outreach emails
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@OLIGARDNER DATA-DRIVEN DESIGN
Eric Sorrentino @esorrentino24 17 jul.
@oligardner: Marketing decisions should be made on data — not trends. Preach. #mozcon
Greg Gifford Cuenta verificada @GregGifford 17 jul.
81% of designers have to start work before they get any copy @oligardner #mozcon
Linda Hogenes ヾ (ツ)ﾉ @linda_tweet 17 jul.
.@oligardner "We are all designers, because designers are problem solvers" #MozCon
Bryant Goodall @BryantGoodall 17 jul.
We as marketers, designers and copywriters, need to view things through lens of an optimizer
@oligardner #mozcon
Fasturtle @Fasturtle 17 jul.
Watching our friend @oligardner at #MozCon - We do it right content before design! 87% firms design
1st b4 getting copy done!!!!
Wil Reynolds Cuenta verificada @wilreynolds 17 jul.
The desire to fix a problem for a person is what makes you a designer, not the tools you use. #mozcon
@oligardner
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Grace Cheung @gracewcheung 17 jul.
We all need to be optimizers; designers of a better experience. Design = empathy #MozCon
Caleb Cosper @CosperClick 17 jul.
Design is about empathy, not about copying someone else's shit @oligardner #MozCon
Strathcom Media @Strathcom 17 jul.
"Start trying to fix things that are broken, and you’ll become a better designer, marketer, and business
person.” - @oligardner #MozCon
Bryant Goodall @BryantGoodall 17 jul.
"It only takes one tree to make a 1000 matches, one match to burn 1000 trees" @oligardner #mozcon
Sheena Schleicher @SheenaSchleichr 17 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
"Culture of optimization" - boom. See something wrong? Take ownership of it. You don't
need to ask permission. #MozCon @oligardner
Dustin Groves @IamDustinGroves 17 jul.
@oligardner says "Orange always converts better than any other color" Is that true? #Mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@JOELKLETTKE HOW TO WRITE CUSTOMER-DRIVEN COPY THAT CONVERTS
Greg Gifford Cuenta verificada @GregGifford 17 jul.
Every conversion is a conversation between the questions in your users' heads and the copy on your
page @JoelKlettke #mozcon
Strathcom Media @Strathcom 17 jul.
“Answer the questions in the order they’re asked. Have a conversation instead of forcing facts on your
customer.” - @JoelKlettke #MozCon
Cori (Shirk) Graft @corigraft 17 jul.
Framework for successful copywriting that helps people & answers their questions about what you're
offering, from @JoelKlettke at #mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @JoelKlettke Buyer Personas portraits are not ultimately useful to copywriters. What's useful is
the list of their pain points!
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Beanstalk @beanstalk 17 jul.
Use the landing page framework in this logical order. Don't answer a question before the user is ready
to hear it. Via @JoelKlettke #mozcon
Lauren Rullman @LaurenRullman 17 jul.
"Motivation is what we need to understand if we want to write copy that converts" @JoelKlettke
#MozCon #marketing @GreatDentalWeb
Inseev Interactive @InseevTweets 17 jul.
Look for #motivation behind queries to write copy that converts. Great advice from @JoelKlettke
#MozCon #MotivationalMonday
Linda Hogenes ヾ (ツ)ﾉ @linda_tweet 17 jul.
#MozCon .@JoelKlettke "You are not your customer, so stop trying to think for them."
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Caleb Cosper @CosperClick 17 jul.
When designing a customer survey, you're looking for experiences, not opinions. @JoelKlettke #MozCon
Kyle Sutton @KyleW_Sutton 17 jul.
“We’re not looking for opinions. We’re looking for experiences. That means getting people to tell us their
story.” @JoelKlettke #MozCon
Greg Gifford Cuenta verificada @GregGifford 17 jul.
"What can you do now, or do better, than you ever did before?" (don't ask about results) @JoelKlettke
#mozcon
Kristina Kledzik @KristinaKledzik 17 jul.
Pay attention to the word choice of your customers in surveys. Those are the words you should be
using! @JoelKlettke #MozCon
Greg Gifford Cuenta verificada @GregGifford 17 jul.
Don't just read your own reviews/testimonials - go read your competitors' bad reviews @JoelKlettke
#mozcon
Caleb Cosper @CosperClick 17 jul.
Go read your competitors' bad reviews so you can figure out what you can solve that they can't
@JoelKlettke #MozCon
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
@dnlRussell What We Learned From Reddit & How It Can Help Your Brand
Take Content Marketing to the Next Level
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@kac4509 How to Build an SEO-intent Based Framework for Any Business
Caleb Cosper @CosperClick 17 jul.
If you map out a customer journey, you can find keyword variations for each stage of the buying cycle
@kac4509 #MozCon
Kristina Kledzik @KristinaKledzik 17 jul.
When you're doing keyword research, look for intent-based keywords to find the searches people use
before buying. @kac4509 #MozCon
Kyle Sutton @KyleW_Sutton 17 jul.
Mapping keyword modifiers to intent stages in the customer journey. Super actionable advice from
@kac4509 #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Kristina Kledzik @KristinaKledzik 17 jul.
Map KWR to intent stage. Are they: Learning? Comparing? Finding options? About to buy? @kac4509
#MozCon
Matthew Forzan @MatthewForzan 17 jul.
Keyword research @kac4509 style #MozCon #SEO
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Inseev Interactive @InseevTweets 17 jul.
Love this #SEOtip from @kac4509: Map keyword modifiers to customer intent/journey stages.
#DigitalMarketing #MOZCON
Buzz Identity @mnbuzz 17 jul.
Great kwd research tips from Katie. Map modifiers to intent stages. Don't look just at high search vol
kwds, find high intent #mozcon @kac4509
Caleb Cosper @CosperClick 17 jul.
For you agency folx, you have to turn your action plan into very clear and understandable
recommendations @kac4509 #MozCon
Brian Jensen @Brian_A_Jensen 17 jul.
Focus on intent, build a process that works for your business. Great stuff from @kac4509 #mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@portentint Size Doesn’t Matter: Great Content by Teams of One
Jason Dodge @dodgejd 17 jul.
Content is not a democracy... you don't have that kind of time. @portentint #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @portentint once found a structure, let's find ideas. Remember: content is not a democracy.
You need to pick one idea! Not drown in
Seth Reid @sethstil 17 jul.
make the #content about the #consumer not about the #brand. #goodcontent @meladorri
@IntegerGroup #mozcon
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
@meladorri The Tie That Binds: Why Email Is the Key to Maximizing Marketing
ROI
Seth Reid @sethstil 17 jul.
make the #content about the #consumer not about the #brand. #goodcontent @meladorri
@IntegerGroup #mozcon
Brian Jensen @Brian_A_Jensen 17 jul.
Our job as marketers is to sit at the intersection between what our customers need and our business
needs @meladorri #mozcon
Mike Wolf @MikeWolf 17 jul.
Are your communications building trust or spending trust? @meladorri #MozCon
Grace Cheung @gracewcheung 17 jul.
Email marketing needs to be a transaction btwn trust earned & spent; a balance between business
needs & subscriber needs #MozCon @meladorri
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Kyle Sutton @KyleW_Sutton 17 jul.
“As marketers we get caught in the day to day goals. Subscribers care about things like value and fun
and relevance.” @meladorri at #MozCon
Joshua Friedman @Josh23Friedman 17 jul.
Really enjoying @meladorri talking at #MozCon i.e. "email goes to a very personal space." Deep.
Greg Gifford Cuenta verificada @GregGifford 17 jul.
Email is a privilege, not a right @meladorri #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @meladorri Hierarchy of subscribers needs
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Kevin Chow @chowzer24 17 jul.
Top reasons consumers report spam #emailmarketing #MozCon @meladorri
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @meladorri 50% of users say it's easier to mark an newsletter as spam than unsubscribe to it
Strathcom Media @Strathcom 17 jul.
"A customer doesn't think of your brand the way you do." - @meladorri #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Bryant Goodall @BryantGoodall 17 jul.
The 'From Name' is the thing subscribers look at first to decide if they're going to open your email
@meladorri #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @meladorri What’s the first thing you look at when deciding whether to open an email? 42%
name 34% subject 24% preview text
Greg Gifford Cuenta verificada @GregGifford 17 jul.
mobile friendly email: copy - 16px+ headlines - 22px buttons - 44x44px space - 40px+ @meladorri
#mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @meladorri ASK the 5 W's: Who are sending to What do you want them to do When is it
appropriate to send the message
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @meladorri ASK the 5 W's: Where will the recipient read it Why should they care How are you
going to measure success
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
@purnavirji Marketing in a Conversational World: How to Get Discovered,
Delight Your Customers, and Earn the Conversion
Caleb Cosper @CosperClick 17 jul.
Say goodbye to interruptions, and hello to conversations. @purnavirji #MozCon
Strathcom Media @Strathcom 17 jul.
"Why do we feel compelled to do things as marketers that we don't like as consumers?" @purnavirji
#MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @purnavirji First talk about the evolving technology. Screens? Sure? Apps? Sure? By 2019 20%
brands will abandon their mobile apps.
Caleb Cosper @CosperClick 17 jul.
Personal digital assistants are all about getting to know... well, you. They're meant to make your life
easier @purnavirji #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @purnavirji new tech on the rise are Personal Assistants and Bots/Skills. Their jobs is to help
you and make your life easy.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Krista Seiden @kristaseiden 17 jul.
Conversational marketing changes the message from 1:many to 1:1 @purnavirji #MozCon
Greg Gifford Cuenta verificada @GregGifford 17 jul.
Change the conversation from "buy now" to "what do you need right now?" @purnavirji #mozcon
Greg Gifford Cuenta verificada @GregGifford 17 jul.
It's time to make the SERPs conversational @purnavirji #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @purnavirji on Bing search now you can interact into a conversation with a bot directly from
search (still in test for restaurants)
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Bryant Goodall @BryantGoodall 17 jul.
Advances in Machine Reading Comprehension can help to 'botify' the entire web @purnavirji #mozcon
Brianna Anderson @brie_e_anderson 17 jul.
@purnavirji when bots come to SERPs, how will content in chatbots give credit to the sites they are
pulling info from? #mozcon
Sarah Walls @sarahmwalls 17 jul.
Make a quick bot out of your site's FAQ: htt ps://qnamaker.ai/ . Tip from @Microsoft's @purnavirji #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@philnottingham: Thinking smaller: Optimizing for the New Wave of Social
Video Platform
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @philnottingham still alive the classic problem that we think video and say television... but
video for TV don't work on social
Strathcom Media @Strathcom 17 jul.
“The problem isn’t that we’re not making good content, it’s just that it’s the wrong content.” -
@philnottingham #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @philnottingham All social platforms now are substantially video platforms.
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @philnottingham Where should I host my video? WRONG QUESTION. Think Platform First
Cori (Shirk) Graft @corigraft 17 jul.
"Video" is not a strategy. Understand the differences between platforms and how people interact with
video on them. @philnottingham #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Seth Reid @sethstil 17 jul.
haha "cupboard strategy"=put ALL your #videos on your #socials. nope, got to BUILD for each #channel.
#mozcon @IntegerGroup @philnottingham
Yosef Silver Cuenta verificada @ysilver 17 jul.
"why do we even use Facebook"? Maybe we need a dopamine hit. We're looking for excitement when
we're bored + mobile @philnottingham #MozCon
Yosef Silver Cuenta verificada @ysilver 17 jul.
We use Facebook when we're bored, mobile, muted and time-bound. @philnottingham #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#mozcon @philnottingham Facebook is more visual than aural ... the contrary of YouTube
Lucas Ng @lucasng 17 jul.
The difference between creating video for Facebook vs. YouTube @philnottingham #mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
There are no boring niches,
only boring companies.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Joelle Irvine @joelleirvine 17 jul.
Facebook videos need to be highly visual, short, entertaining and fun! #MozCon @philnottingham
Caleb Cosper @CosperClick 17 jul.
Facebook video content is successful when it's "snack-sized" @philnottingham #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Caleb Cosper @CosperClick 17 jul.
The content is like a guitar, paid promotion is the amplifier. @philnottingham #MozCon
Ross Garrett @gssor 17 jul.
"Build video content for the platform. Choosing where to publish after production is too late!"
@philnottingham smashing it at #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#MozCon @philnottingham how to buy links with Facebook video (great!!!)
Lucas Ng @lucasng 17 jul.
Questions to ask before you invest in live video #mozcon @philnottingham
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Greg Gifford Cuenta verificada @GregGifford 17 jul.
On Instagram, tag all of the hashes htt p:/ /hashtagify.me @philnottingham #mozcon
Melissa Del Monte @melissadelmonte 17 jul.
"It has to be entertaining, that is the essence of Facebook video" - @philnottingham on social media
video content #MozCon
Caleb Cosper @CosperClick 17 jul.
"On Facebook, the content is very fluid. On Twitter, the tweet is still 'the thing'" @philnottingham
#MozCon
Greg Gifford Cuenta verificada @GregGifford 17 jul.
Intellectual content like lectures and webinars do better on Twitter @philnottingham #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 17 jul.
#MozCon @philnottingham video for Twitter is secondary to the tweet itself. Video is more "intellectual":
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Bryant Goodall @BryantGoodall 17 jul.
Google recently announced that they are bring videos into image search @philnottingham #MozCon
Caleb Cosper @CosperClick 17 jul.
There are no boring niches, only boring companies. @philnottingham #MozCon