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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
19/7/2017
@suzzicks Mobile-First Indexing
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks What is Mobile 1st? Mobile is about everything, not desktop. Also fridges can be
Mobile
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks Mobile means the content is "portable". Is a level of sequence or prioritization, not
the exclusion of other content!
Jayna Grassel @jaynagrassel 19 jul.
@Suzzicks "Google wants your content to be portable, not mobile. Don't confuse that." #MozCon
Strathcom Media @Strathcom 19 jul.
“Indexing and ranking are two different things. If you’re not in the index, you’re never going to rank.” -
@Suzzicks #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Brian Jensen @Brian_A_Jensen 19 jul.
@suzzicks Mobile-first indexing = Portable, prioritized, organization of information for easy querying.
#mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks lovely graph of Google evolution toward Mobile 1st
Caleb Cosper @CosperClick 19 jul.
In 2017, we have TONS of devices that don't have screens, they just interface with your voice/ears
@Suzzicks #MozCon
Dr. Pete Meyers @dr_pete 19 jul.
Yes - listen to @Suzzicks - RankBrain is part of a much longer, intentional journey at Google #MozCon
Dr. Pete Meyers @dr_pete 19 jul.
This --> Tech like Chromecast will eventually revolutionize multi-device search. Multi-device search is our
future #MozCon
Caleb Cosper @CosperClick 19 jul.
Google is not always a cohesive organization. Some say "mobile first", "offline first", "AI first", "voice first"
@Suzzicks #MozCon
Dr. Pete Meyers @dr_pete 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Ask a question on your Android phone near your Home -- Google passes the answer to Home -- Search
is an ecosystem, not a screen #MozCon
Cindy Krum @Suzzicks 19 jul.
Dad Joke of Big Data: "Big Data is like sex in high-school. Lots of people are talking about it but very few
are actually doing it." #MozCon
Brian Jensen @Brian_A_Jensen 19 jul.
For Google, crawling has lost it’s appeal. 90% of the world’s data was created in the past 2 years
#MozCon @Suzzicks
Salina Siu ♡ @salinasiu 19 jul.
90% of the world's data was created in the past 2 years and it's going to continue growing exponentially.
@Suzzicks #MozCon
Lisa Mattson @lisamattsonwine 19 jul.
The web is drowning in data. #MozCon @Suzzicks
Heather Physioc @HeatherPhysioc 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
More efficient ways for Google to access content than crawls: XML feeds, APIs, JSON-LD, PWAs... its a
brave new world. @Suzzicks at #MozCon.
Brian Jensen @Brian_A_Jensen 19 jul.
At some point in the future, bots may be out of a job. This type of d iscovery just isn’t scalable. #mozcon
#replacementtechnology @Suzzicks
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks Voice, AI and Machine Learning. SPECULATION Mobile 1st is really Cloud 1st
Indexing (URLs not required)
Caleb Cosper @CosperClick 19 jul.
Mobile-first indexing is really about cloud-first indexing. No URL required @Suzzicks #MozCon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
There are more and more things out there that are getting linked up in search results without a URL
@Suzzicks #mozcon
Matthew Forzan @MatthewForzan 19 jul.
Such a solid point - if you don't type to access information, why do we need URLs? Voice search,
assistants etc. via @Suzzicks #mozcon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
Google Home has no screen. Without a browser we don't need urls. More and more "things" are on the
internet without urls. @suzzicks #Mozcon
Content Harmony @contentharmony 19 jul.
"Should we have a unique URL for every piece of content? Maybe not" - @Suzzicks of @MobileMoxie
#MozCon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
URL not required content: Restaurants Songs TV Shows Books Sounds @Suzzicks #mozcon
Heather Physioc @HeatherPhysioc 19 jul.
You don't *need* options for some answers (cow sound, C-sharp). The answer Google gives you is *the*
canonical answer. @Suzzicks #MozCon
Alycia @artdecotech 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
URL NOT REQUIRED. You can interact right from the SERP. Whole new game for #SEO. @Suzzicks
#mozcon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
Try search like, "cow sound" or "play a c sharp". We get results without an url. "As an SEO that's
terrifying". @suzzicks #Mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks Feed & XML Feed that ranks well in Google: - movie times - shopping - sport scores -
weather - exchange rates
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
Google does this by using feeds. If your feed is used, you'll be the answer. Figure out how your info can
be a feed. @suzzicks #Mozcon
Cori (Shirk) Graft @corigraft 19 jul.
Google be like... @Suzzicks #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Greg Gifford Cuenta verificada @GregGifford 19 jul.
If Google can get you to host your content with Google, they won't have to crawl it! @Suzzicks #mozcon
Caleb Cosper @CosperClick 19 jul.
What happens in AMP? You give over your content to Google's cloud to host it. So, Google hosting =
ranking signal? @Suzzicks #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks ... means that Google can see engagement metrics for real. Moreover, hosting it's
cheaper than crawling
Caleb Cosper @CosperClick 19 jul.
Firebase is still the key, because they handle the hosting @Suzzicks #MozCon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
JSON is a flat database file. JSON-LD is a flat database file with schema. Google is pushing ppl towards
JSON-LD. @Suzzicks #Mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks JSON and JSON-LD JSON Schema can be associated with: Head of HTML APP
Association Files PWA Service Workers Datasets
Caleb Cosper @CosperClick 19 jul.
PWAs (progressive web apps) are kind of like browser plugins that open in their own window and restyle
it @Suzzicks #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks Service Workers controls: - Index DB API aka Cache API - APP Shell from APP
Manifest
Kyle Sutton @KyleW_Sutton 19 jul.
Google is pushing people towards #JSON-LD. Consider it a flat database file with Schema @Suzzicks
#MozCon
Cindy Krum @Suzzicks 19 jul.
The 6 best new features in iOS 11: htt p:/ /buff.ly/2vazUzd #MozCon
Cindy Krum @Suzzicks 19 jul.
8 Great New iMessage Features in iOS 11: htt p:/ /buff.ly/2twcB0x #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Heather Physioc @HeatherPhysioc 19 jul.
Features rolling out that allow users to complete app-like actions from search results - without needing
to have the app. @Suzzicks #MozCon
Heather Physioc @HeatherPhysioc 19 jul.
Google can lift data automatically and replace you if you're not doing it for them and sending them the
feed first. @Suzzicks #MozCon
Caleb Cosper @CosperClick 19 jul.
Google is enabling people to create their own chat bots on Pixel. (No doubt they're using that to help
machine learning) @Suzzicks #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#MozCon @suzzicks so... what if Cloud-First programming is going to be the new SEO? AI & Big Data let
Google generate static content & ...
Alycia @artdecotech 19 jul.
Más
So.... what @Suzzicks is saying is that Google is, in fact, SKYNET. #MozCon #Terminator
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Chrome is a browser, but it's beginning to work like a remote OS @Suzzicks #mozcon
Matthew Forzan @MatthewForzan 19 jul.
Más
Android is now bigger than Windows... @Suzzicks #mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@TaraReed_ Powerful Brands Have Communities
Aly Ryan @WTWH_Aly 19 jul.
“Customers find communities with or without you” @TaraReed_ #MozCon
Caleb Cosper @CosperClick 19 jul.
"We're focused on ROI, so we're not worried about community building" is a contradiction @TaraReed_
#MozCon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Just because your company is small doesn't mean you don't need a community @TaraReed_ #mozcon
Caleb Cosper @CosperClick 19 jul.
1) should it be a public or private community? @TaraReed_ #MozCon
Caleb Cosper @CosperClick 19 jul.
2) Can our community be low tech? Does it have to be super fancy and take developers to build?
@TaraReed_ #MozCon
Caleb Cosper @CosperClick 19 jul.
3) Should our community be social-first or content-first? @TaraReed_ #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Rand Fishkin Cuenta verificada @randfish 19 jul.
Más
Build apps in days by pointing+clicking, no coding req'd? htt ps: //bubble.is/ Yes please! Thanks for the tip
@TaraReed_! #Mozcon
Laura Roth @lauraroth 19 jul.
Interesting thought...should your community be social first or content first? @TaraReed_ #mozcon
Matthew Forzan @MatthewForzan 19 jul.
Social community building tools via @tarareed_ - Zendesk Community - Mighty Networks #mozcon
David Angotti @DavidAngotti 19 jul.
3 ways to grow: 1 - Increase # of Customers 2 - Increase Purchase Amount 3 - Increase Buy Frequency
@TaraReed_ hitting on all 3! #mozcon
Seth Reid @sethstil 19 jul.
84% of #users are more active with friends. -@TaraReed_ #mozcon @IntegerGroup
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@HeatherPhysioc From Anchor to Asset
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @HeatherPhysioc SEO 101 only takes clients so far... you must pushes it and yourself far
forward. And usually is content the problem
Caleb Cosper @CosperClick 19 jul.
They were able to nail down the technical and the on-page SEO, but what about content creation?
@HeatherPhysioc #MozCon
WebiMax @WebiMax 19 jul.
#DidYouKnow content budgets are growing? @HeatherPhysioc #MozCon
BlackTruck Media @BlackTruckMedia 19 jul.
If the demand for content is there and the money exists... why can't you create it? @HeatherPhysioc
#mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @HeatherPhysioc The ironic is that content investment is growing. But still a lot is. What are
the problems? These
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Joelle Irvine @joelleirvine 19 jul.
Content budgets are growing in North America. - From Anchor to Asset #MozCon @HeatherPhysioc
Jason Dodge @dodgejd 19 jul.
Proving value, creating process, sourcing the content. @HeatherPhysioc #mozcon
Caleb Cosper @CosperClick 19 jul.
There's never a one-size-fits-all approach in the agency world. We're fueled by creativity and chaos
@HeatherPhysioc #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Brigitte DR @brigitte_dr 19 jul.
@HeatherPhysioc talking about copywriters' daily struggle... #contentprobs #mozcon
Caleb Cosper @CosperClick 19 jul.
Major Content Issue: Territorialism and ownership. Everyone thinks they own content, but do they
really? @HeatherPhysioc #MozCon
Melissa Del Monte @melissadelmonte 19 jul.
Content marketers need to implement structure without sacrificing creativity @HeatherPhysioc
#MozCon
Jason Dodge @dodgejd 19 jul.
Great holistic approach to content. @HeatherPhysioc spent time interviewing their subject experts.
#mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @HeatherPhysioc Understand the difference and co-existence of content as campaigns and
content as continuous consistent delivery.
Caleb Cosper @CosperClick 19 jul.
Digital content can't be creative for creativity's sake. It has to be useful, functional @HeatherPhysioc
#MozCon
Emy Husmoe @emypatientpop 19 jul.
Content Maturity Model via @HeatherPhysioc at #mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Content Harmony @contentharmony 19 jul.
The true dichotomy of content creation between creative & digital teams - @HeatherPhysioc of @VML
#MozCon
Caleb Cosper @CosperClick 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Sadly, no matter how much we want it to be, search is not the center of the universe @HeatherPhysioc
#MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @HeatherPhysioc function of campaign and continuous content creation. The 1st gives boost,
the 2nd maintains the boost over time
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @HeatherPhysioc then Atrophy vs Growth... which is a graph that helps clients understanding
how and when investing or not is...
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @HeatherPhysioc ... is going to make visibility lift or decline.
Cori (Shirk) Graft @corigraft 19 jul.
YES. If your clients aren't motivated by the promise of results, try motivating them with the RISK of
INACTION. @HeatherPhysioc #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @HeatherPhysioc then it is essential to show graphically the comparison between channels'
ROI.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Woj Kwasi @WojKwasi 19 jul.
"If you want easy - you're in the wrong job!" @HeatherPhysioc #mozcon
Caleb Cosper @CosperClick 19 jul.
The things that are happening in that flywheel are probably already happening...but in silos. And that's
inefficient @HeatherPhysioc #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @HeatherPhysioc even if you - as an agency - cannot afford all this structure or client cannot
pay for it, use that model. Adapt it.
Inseev Interactive @InseevTweets 19 jul.
Great #ContentMarketing tip from @HeatherPhysioc: Spend the time creating a unified #content
flywheel. #Marketing #MozCon
Caleb Cosper @CosperClick 19 jul.
You have to consider the pros and cons of the "make vs. buy" decision when it comes to content
generation @HeatherPhysioc #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @HeatherPhysioc SOURCING CONTENT In House vs Outsourcing In house great for Message
Control, Creativity and Completely Custom
Amber Leick @amberrleick 19 jul.
"Once again you're going to have to use the ol' noggin and figure it out for yourself." –@HeatherPhysioc
#preach #MozCon
Caleb Cosper @CosperClick 19 jul.
Here's a third option beyond buy and make: A.I. generated content! It's more feasible than you think
@HeatherPhysioc #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @HeatherPhysioc GOODIES! URL: htt ps:/ /mozcon.vmlconnect.com/ Username: VML Password:
MozCon2017
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@BritneyMuller 5 Secrets
Caleb Cosper @CosperClick 19 jul.
More than increasing organic traffic, it's so important to increase QUALIFIED organic traffic. That's SEO
@BritneyMuller #MozCon
Matthew Forzan @MatthewForzan 19 jul.
these are fantastic examples of the challenges of building/maintaining communities. SEO imapct is huge
too @BritneyMuller @TaraReed_ #MozCon
Caleb Cosper @CosperClick 19 jul.
The pages that were really hurting them were the thousands of fake/spammy community member
pages @BritneyMuller #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Caleb Cosper @CosperClick 19 jul.
They then cut down the number of indexed pages to just under 2000, which helped organic traffic
immediately @BritneyMuller #MozCon
Strathcom Media @Strathcom 19 jul.
“Eliminating many thin spammy pages added value to the pages that deserved it.” - @BritneyMuller
#MozCon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Moz noindexed user profile pages with low Moz points. Went from 71,150 of these to 1150 in the index.
@BritneyMuller #Mozcon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Find your low traffic/low converting pages on your site and get rid of them! They're doing nothing for
you @BritneyMuller #mozcon
Lexi Korsok @Lexi_WTWH 19 jul.
"Find low traffic, low converting pages on your site. They are not doing anything for you."
@BritneyMuller #MozCon
Caleb Cosper @CosperClick 19 jul.
Do a site: search of your site to find the thin content that's ranking @BritneyMuller #MozCon
Alycia @artdecotech 19 jul.
Meta noindex your cruft pages and watch organic users grow. Check your # indexed pages with a "site:"
search. #MozCon @BritneyMuller
Rand Fishkin Cuenta verificada @randfish 19 jul.
.@britneymuller noindexed 65K+ low quality pages from Moz (profile pgs w/ low contributions). 30 days
later, search traffic +13% #Mozcon
WebiMax @WebiMax 19 jul.
You have to look at search console. You have to configure the URL parameters. @BritneyMuller
#MozCon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
Big win for eCommerce. Make sure url parameters are properly configured in GSC. @BritneyMuller
#Mozcon
https://www.youtube.com/watch?v=DiEYcBZ36po
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Evaluate your CMS for better crawlability & optimization features @BritneyMuller #mozcon
Melissa @CMGRmelissa 19 jul.
A self-referencing real canonical tag is important! @BritneyMuller #MozCon #SEO
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Optimize for your users' journey. What do they want after they finish a piece of content or a page?
@BritneyMuller #mozcon
Strathcom Media @Strathcom 19 jul.
“What do your users want after they consume a piece of content, or after they’re on a primary page of
yours?” -@BritneyMuller #MozCon
Peter Mead @petermeadit 19 jul.
.@BritneyMuller yes... No question. I Can see you have been busy! #MozCon
Strathcom Media @Strathcom 19 jul.
“Optimizing for your user's journey and fulfilling that intent is a huge untapped market for some
websites.” - @BritneyMuller #MozCon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
co-workers will understand SEO better by DOING SEO @BritneyMuller #mozcon
Yosef Silver Cuenta verificada @ysilver 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
"People understand SEO by doing it. You have to do it. You have to execute it." #mozcon @BritneyMuller
Melissa @CMGRmelissa 19 jul.
Wow! You can uncover Featured snippet secrets by LOSING them. @BritneyMuller #MozCon #SEO
Caleb Cosper @CosperClick 19 jul.
Meta descriptions aren't ranking factors! Except for maybe in featured snippets(?!?!) @BritneyMuller
#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
Dirk Ceuppens @dirk_ceuppens 19 jul.
@BritneyMuller #Mozcon prez can be resumed by "practice what you preach" - most improvements
were already discussed in posts on Moz
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
Not saying that you need to have "to sum up" to get f.s. but rather, experiment to see what works.
@BritneyMuller #Mozcon
Holly Landis @Holly_Landis 19 jul.
"Always be testing. Always be curious." Yes!! @BritneyMuller #mozcon
Melissa @CMGRmelissa 19 jul.
A.B.C. Always be curious. @BritneyMuller #MozCon #SEO
Andy Thomson @andythomson99 19 jul.
So the Meta Description DOES matter #mozcon #wut #mindblown @BritneyMuller
Austin Bay @austinjbay 19 jul.
Destructive testing is some of my favorite kind. @BritneyMuller #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@dawnieando Winning Value Propositions for Crawlers And Consumers
Caleb Cosper @CosperClick 19 jul.
We mammals are drawn towards variety. Research shows that we want to see new, different things
@dawnieando #MozCon
BlackTruck Media @BlackTruckMedia 19 jul.
Browsing is not buying... @dawnieando #mozcon
Caleb Cosper @CosperClick 19 jul.
Even though we're attracted to choice, there is such a thing as choice overload. Choice overload can
cause buyer remorse @dawnieando #MozCon
Caleb Cosper @CosperClick 19 jul.
It's not just the number of items to compare, but choice complexity (color, size, brand) that overloads us
@dawnieando #MozCon
Jason Dodge @dodgejd 19 jul.
Can we say search is like a box of chocolates? @dawnieando #mozcon
Sheena Schleicher @SheenaSchleichr 19 jul.
Too many choices can be problematic, even though as humans, we are drawn to it. >> Explains why
Costco is so successful. #mozcon @dawnieando
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Matthew Forzan @MatthewForzan 19 jul.
@dawnieando talking about the paradox of choice - great video on @TEDTalks by @barrysch here
htt ps://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choi ce … #MozCon
Caleb Cosper @CosperClick 19 jul.
If you're overwhelmed with choices, it might become easier to not make a choice. That means no sale
@dawnieando #MozCon
Bryant Goodall @BryantGoodall 19 jul.
When these choices are too difficult, we may defer. Becomes too difficult to choice. The no-choice
option is the easiest @dawnieando #MozCon
Salina Siu ♡ @salinasiu 19 jul.
Too much choice overload these days. Study showed 10x more sales from a display of 6 items vs 24
items. @dawnieando #MozCon
Caleb Cosper @CosperClick 19 jul.
In some environments, like retail, choice reduction can be a majorly successful strategy @dawnieando
#MozCon
Bryant Goodall @BryantGoodall 19 jul.
In some environments in retail, choice reduction is be utilized as a main strategy @dawnieando
#MozCon
Jurgen Estanislao @JurgenTE 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@dawnieando libertarian-paternalism works well for crafting choice archi—defining win-win values gives
clarity for users and bots. #mozcon
Kimberly Ann @kimberlyannme 19 jul.
Choice Overload. @dawnieando putting great words to what I've seen in my generation and the
upcoming when we have too many choices. #MozCon
Caleb Cosper @CosperClick 19 jul.
Google tells us that when it comes to search pagination, people prefer a single view all page
@dawnieando #MozCon
Everett @balibones 19 jul.
@dawnieando I assume you don't recommend endless scrolling on eComm pages? #mozcon
Jurgen Estanislao @JurgenTE 19 jul.
@dawnieando good choice architecture and #UX also signals how helpful a page is to users, which
tangentially affects rankings. #mozcon
Bryant Goodall @BryantGoodall 19 jul.
Smartphone online shopping rates remain immature. Desktop is declining as well. @dawnieando
#MozCon
Yosef Silver Cuenta verificada @ysilver 19 jul.
"Mobile has appalling conversion rates" @dawnieando Is this bc of Mobile UX or bc it's so much easier to
be distracted? #Mozcon
Sheena Schleicher @SheenaSchleichr 19 jul.
"Predictably Irrational" by Dan Ariely dives deep into the concept of "lure of choices" @dawnieando
#mozcon
Caleb Cosper @CosperClick 19 jul.
Faceted navigation and website filters, pagination, and sorting are all ways ecommerce sites can deal
with choice @dawnieando #MozCon
Caleb Cosper @CosperClick 19 jul.
The problem with these features to help with choice is that we end up with parameter URLs clogging up
our sites @dawnieando #MozCon
Bryant Goodall @BryantGoodall 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
NEAR duplicate content is much more difficult to detect than EXACT duplicate content @dawnieando
#MozCon
Bryant Goodall @BryantGoodall 19 jul.
"I feel that alot of GSC promises are ways to build rules early" @dawnieando #MozCon
Content Harmony @contentharmony 19 jul.
“People are 10x more likely to buy when they are given less choice” - @dawnieando of
@MoveItMarketing #MozCon
Lucas Ng @lucasng 19 jul.
Netflix published a whitepaper where they had this to say about choice: #MozCon @dawnieando
(source: htt ps: //dl.acm.org/citation.cfm?i d=2843948 …)
Caleb Cosper @CosperClick 19 jul.
Human Google raters are still being asked to look for near-dupes in SERPs, so it's still an unsolved
problem @dawnieando #MozCon
Bryant Goodall @BryantGoodall 19 jul.
Google doesn't understand the difference between pages sometimes in internationalization. They can
deliver the wrong info @dawnieando #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
This slide by @dawnieando #mozcon talk is extremely important
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Bryant Goodall @BryantGoodall 19 jul.
Google will go deeper if they find that parts of a site are high-quality @dawnieando #MozCon
Matthew Forzan @MatthewForzan 19 jul.
RCF 6596 - documentation here: htt ps://www.ietf.org/mail-archive/w eb/i etf -announce/current /msg10132.html … via @dawnieando #mozcon
Caleb Cosper @CosperClick 19 jul.
There are all kinds of canonicalization, not just the canonical tag. Some are directives, others are
suggestions @dawnieando #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
Marvelous slide by @dawnieando at #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Caleb Cosper @CosperClick 19 jul.
Don't fall for the trick question! rel=next/prev are not canonicalization tags. @dawnieando #MozCon
Bryant Goodall @BryantGoodall 19 jul.
47% of SEOs categorized as Technical SEo's considred REL=NEXT/PREV as a form of canonicalization... It
is NOT @dawnieando #MozCon
Karthik Vijay @xpresskarthik 19 jul.
301s and 302s are also a form of canonicalization @dawnieando #MozCon
Cori (Shirk) Graft @corigraft 19 jul.
If you have hreflang that conflicts with a canonical tag, the hreflang wins. @dawnieando #mozcon
Bryant Goodall @BryantGoodall 19 jul.
64% of Technical SEO's considered HREF LANG as a form of canonicalization - IT IS @dawnieando
#MozCon
James Norquay @connections8 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Have seen many sites use hreflang and canonicals on sites and cause issues #mozcon good point
.@dawnieando
Woj Kwasi @WojKwasi 19 jul.
hreflang wins on a canonical tag conflict @dawnieando #mozcon
Jayna Grassel @jaynagrassel 19 jul.
@dawnieando "No one is more obsessed with crawl budget than me. Mark my words." Ha - you go, girl!
#MozCon #priorities
Bryant Goodall @BryantGoodall 19 jul.
Query plus ?filter=0 is a good way to identify duplicate content @dawnieando #MozCon
Bryant Goodall @BryantGoodall 19 jul.
@dawnieando found that there wasn't a lot of awareness of consumer choice theory concepts among
SEOs #MozCon
Bryant Goodall @BryantGoodall 19 jul.
Search Engines love categorization! @dawnieando #MozCon
Bryant Goodall @BryantGoodall 19 jul.
As soon as you start putting things into labels, people feel satisfied. The 'Mere' Categorization Effect
@dawnieando #MozCon
Bryant Goodall @BryantGoodall 19 jul.
Look for the gaps of things that people are trying to find on your site and look to fill those @dawnieando
#MozCon
Caleb Cosper @CosperClick 19 jul.
Query refinement matters. Nobody is looking for a "dresses" @dawnieando #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Caleb Cosper @CosperClick 19 jul.
"Google SERPs are becoming more and more like websites" is so true and obvious but that's a Eureka
for me @dawnieando #MozCon
Caleb Cosper @CosperClick 19 jul.
Homonyms are a big part of what search engines struggle with these days. English has a TON of em
@dawnieando #MozCon
Caleb Cosper @CosperClick 19 jul.
Google images is a perfect example of how you can build query refinement into a search function
@dawnieando #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Alysia Gradney @DigitalShero 19 jul.
Look at the gaps of how people are trying to find things on your site and fill the gap - @dawnieando
#MozCon
Bryant Goodall @BryantGoodall 19 jul.
Make sure the top tasks on a site are part of the global navigation. Think about the humans, & make it
easier for them! @dawnieando #MozCon
Caleb Cosper @CosperClick 19 jul.
Header tags aren't just for search engines. Humans need logically organized content too @dawnieando
#MozCon
Karthik Vijay @xpresskarthik 19 jul.
Use Google Images "Query Refinement" to get ideas for catergorization @dawnieando #MozCon
Bryant Goodall @BryantGoodall 19 jul.
Conversions go up massively with site-search. @dawnieando #MozCon
Bryant Goodall @BryantGoodall 19 jul.
A sticky search help when there's a lot going on on your website @dawnieando #MozCon
Caleb Cosper @CosperClick 19 jul.
"Internally link intelligently! Breadcrumbs are the best thing ever!" @dawnieando #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Inseev Interactive @InseevTweets 19 jul.
Great #marketing and #ux tip from @dawnieando: Add site-search or ensure your site-search yields
logical results. #MozCon #DigitalMarketing
Jason Dodge @dodgejd 19 jul.
.@dawnieando "Breadcrumbs are named after Hansel and Gretel for a reason" #mozcon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@randfish Google is trojan-horsing the web: They roll in a chance for visibility
Wait until your org's UVP is asleep Out comes G's own content
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Google's trojan horses lots of stuff and it's bad, y'all @randfish #mozcon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Here we are all optimizing for Google and *giving them our data* @randfish #mozcon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Google: Do a great job answering the query & we'll rank you high* *unless we have our own info, then
we get to be first @randfish #mozcon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
We made Google just as much as they made us @randfish #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @randfish is hailing to everything the UE is doing and planning to do for stopping Google from
living over other's content
Strathcom Media @Strathcom 19 jul.
“We made Google as much as they made us. And all they owe us is what they promised at the outset.
Traffic and credit.” - @randfish #MozCon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Some queries deserve more than a simple answer @randfish #mozcon
Taylor Presley @waynewebsites 19 jul.
"We made Google" referring to how influential SEOs have been in helping Google grow - @randfish
#mozcon #seo
Paul Carboni @angelomachiveli 19 jul.
#SEO's made Google as much as Google made SEOs. And Google is breaking its promise. Powerful
words from @randfish near the end of #MozCon .
Emy Husmoe @emypatientpop 19 jul.
How do you survive Google's trojan horsing of the web? Like this. via @randfish #mozcon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
We need to start developing an SEO strategy that segments searcher intent @randfish #mozcon
Paul Carboni @angelomachiveli 19 jul.
To clarify, the promise is that if we create good content, Google will make it visible. Now Google is taking
the content & promoting itself.
Greg Gifford Cuenta verificada @GregGifford 19 jul.
We need to prioritize more complex tasks in our content marketing @randfish #mozcon
Strathcom Media @Strathcom 19 jul.
“We need to develop a metric around our keyword strategy that segments searcher intent based on
query complexity.” @randfish #MozCon
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @randfish side note: scraping Google travel carousels for creating travel guides is a tactic I use
since the first time it appeared
Geoff Que? @RunGeoffRun 19 jul.
From @randfish create content and complex tasks that Google can not take away. Very very powerful
stuff for the final session at #mozcon
Pierre-Olivier B. @poboucher 19 jul.
The contract we had with Google was we let you crawl, you give us credit. When they take that away, I'm
not okay with it. @randfish #MozCon
Teagan Rae @teaganrae 19 jul.
Teagan Rae Retwitteó Dunja Mijatovic
This article on tech-savvy rightwingers gaming the Google algorithm = SO relevant to what @randfish
was talking about at #MozCon. Must read: Google, democracy and the truth about internet search |
Technology | The Guardian: https://www.theguardian.com/technology/2016/dec/04/google-democracy-
truth-internet-search-facebook?CMP=share_btn_tw
Ashley Kosciolek @SlyJabroni 19 jul.
"Google's mortgage calculator sucks, but it ranks 1st because they get to put whatever they want 1st." -
@randfish #MozCon #MozCon2017
Kristina Kledzik @KristinaKledzik 19 jul.
Prioritize keywords that answer complex questions so searchers will open your site rather than just take
Google's answer. @randfish #MozCon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
Something to consider when deciding what content to create: Could Google replicate this w a
snippet/voice answer? @randfish #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @randfish If there are easy to answer questions, Google will probably present an Answer. Go
for not obvious questions.
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Be the snippet that draws the click @randfish #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
#mozcon @randfish #2 Serve "instant answer" content while enticing the click at the same time... don't
give out all the answer.
Beanstalk @beanstalk 19 jul.
"Be the snippet that draws the click" - @randfish #MozCon #seo
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
If you get a featured snippet, see if you can draw a click. @randfish #mozcon
Strathcom Media @Strathcom 19 jul.
“Do what your meta description does, and be the snippet that draws the click.” - @randfish #MozCon
Kristina Kledzik @KristinaKledzik 19 jul.
Invest in content Google can't show in SERPs or builds your brand if they do. @randfish #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 19 jul.
#mozcon @randfish Interactive content is deviously hard to steal in a SERP, and immensely valuable to
those who are in problems
Daisy @daisyquaker 19 jul.
Since Google's pulling answers from websites into snippets "Be the snippet that draws the click"
@randfish #MozCon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Make your internal search and navigation paths better than what Google can provide @randfish
#mozcon
Kristina Kledzik @KristinaKledzik 19 jul.
Make your internal search + nav as good or better than using Google. That keeps people coming back
directly to your site. @randfish #MozCon
Marie Haynes Cuenta verificada @Marie_Haynes 19 jul.
Más
If people search your website by searching for "keyword" + your site, rather than ON your site, that's not
good. @randfish #mozcon
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Drive visitors to owned, subscription channels
Greg Gifford Cuenta verificada @GregGifford 19 jul.
No matter what channel you use to broadcast or distribute, make sure traffic always goes back to
domain you control
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Greg Gifford Cuenta verificada @GregGifford 19 jul.
Leverage RLSA to outrank Google for the searchers who matter most
Kristina Kledzik @KristinaKledzik 20 jul.
Más
Have Google drive visitors to owned subscription channels, like apps and email lists, so you can connect
directly later @randfish #MozCon
Beanstalk @beanstalk 20 jul.
Always drive users back to a domain or experience you control! - @randfish #MozCon #Marketing
Greg Gifford Cuenta verificada @GregGifford 20 jul.
Innovate at the problem-level vs. the solution-level
Gianluca Fiorelli Cuenta verificada @gfiorelli1 20 jul.
#mozcon @randfish #9 Innovate at the problem-level vs the solution level (because Google already does
that)
Melissa Del Monte @melissadelmonte 20 jul.
Innovate at the problem level, not the solution level @randfish #mozcon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 20 jul.
#mozcon @randfish before a solution, discover the problem the people have. Anticipate Google in
discovering the problems.
Strathcom Media @Strathcom 20 jul.
"Before your audience needs a solution, they have a problem. You can be there for that problem’s
discovery.” @randfish #MozCon
Gianluca Fiorelli Cuenta verificada @gfiorelli1 20 jul.
#mozcon @randfish #10 If Google is already in your space, find what they fail to deliver and double
down. Especially this means DEPTH
Trenton Greener @TrentonGreener 20 jul.
.@houzz got a Shoutout from @randfish on doing awesome job of solving problems before searchers
know of it! @geoffkenyon. #MozCon!
Heather Physioc @HeatherPhysioc 20 jul.
Basically, what Google has in speed and succinctness, they often lack in depth. @randfish #MozCon
Stephan Bajaio @stephanbajaio 20 jul.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
@randfish has done so much for all of us in this industry and in making us better he deserves to feel it
so #StandForRand #mozcon
Grace Cheung @gracewcheung 20 jul.
"Don't fight the dragon--jump on its back and ride it into the sky." Awesome imagery to end on a bright
note! @randfish #MozCon
Reunion Marketing @reunionmktg 20 jul.
"Beat Google to the punch. Be there for the problem's discovery." -@randfish on attacking a consumer's
problem before the solution #MozCon
Tony Bye @TonyVonCloud 20 jul.
"Google is coming for you" @randfish speaking at #MozCon
jason appelbaum @jasonsappelbaum 20 jul.
@randfish @BritneyMuller @dr_pete IF and its a big if, someone were to overtake/put pressure on
Google for search, who would it be? #MozCon
Mark Sullivan @mpsulli 20 jul.
The irony of the last talk at #MozCon by @randfish: SEO will not help you survive Google's Trojan
horsing if the web.
Álvaro Pichó
Marketer, designer and copywriter · Consultor Web Valencia
http://u-serexperince.com
Rand Fishkin Cuenta verificada @randfish 20 jul.
En respuesta a @jasonsappelbaum @BritneyMuller @dr_pete
My candidates are: 1) Amazon 2) The EU 3) Facebook 4) Google themselves