Live from MozCon 2014: A/B Testing, Local SEO, Mobile SEO, & Content

By Scott Garrett | Jul 15, 2014
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MozCon 2014 so far has been jammed-packed with interesting speakers discussing some of the hottest topics in digital marketing. Below is an overview of some of the highlights from the sessions.

Architecting Great Experiments

ab testing: MozCon 2014

The speaker, Kyle Rush is the Head of Optimization at Optimizely. He uses a data-driven engineering approach to execute hundreds of A/B tests. Here are some of the main takeaways from his session:

  • Always use a sample size calculator (like Optimizely’s calculator, or this one) to calculate size before starting an A/B test, but be aware that sample size calculators tell you how many subjects, but not the quality of those subjects being sampled.
  • Pick the proper page to test, as often it is best to begin optimizing at the end of the conversion funnel and not the beginning. Starting A/B tests on the last step in your conversion funnel allows you to more easily statistically prove and validate your test, as you will be dealing with a smaller sample size, but a much higher conversion rate, so you can realize improvements much faster.
  • Measure as many goals as possible in one test, focusing on macro goals (purchases or form fill-outs) – but do not forget about micro goals (time on page, form field errors).

Mobile SEO Geekout: Key Strategies and Concepts

The speaker, Cindy Krum is CEO and Founder of MobileMoxie, a mobile SEO consulting and tools provider. She is also author of Mobile Marketing: Finding Your Customers No Matter Where They Are, which is the first book to explain mobile SEO. Here are some of her main points:

  • Push image and video content on mobile. (Tweet this) There is less competition in search results dealing with these rich content pieces compared to standard text content.
  • Be sure to use schema mark-up to ensure search engines understand the content on your site and allow the bots to properly index your pages and favor rich content pages over those with none.
  • Site load time on mobile is very important:

speed on mobile: MozCon

Local Lessons from Small Town USA

The speaker, Mike Ramsey is the president of Nifty Marketing and is also a Partner at LocalU. He are some of his points:

  • Your company’s presence needs to be consistent throughout the web. This includes your company’s name, address and phone number.
  • Always ask for customer feedback and use that as another touch point to connect with them and keep them updated about news or upcoming events hosted by your company.
  • The small size of local audiences often causes them to be overlooked, but do not this – instead look for trends and patterns of your potential customers.
  • Remember when it comes to local business, your goal should not be just to market to the community, but your actions should serve to better the community, as word of mouth offline is a big factor when it comes to driving online engagement (submitting reviews and sharing links to your site).

How to Never Run Out of Great Ideas

The speaker, Dr. Pete Meyers is 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 Change History, a chronicle of Google updates back to 2003. Here are some of his points:

  • Save your best content for FIRST. (Tweet this)
  • Take a new perspective on content and data…Don’t wait for inspiration.
  • Find a niche you enjoy and become a subject matter expert, so you can create highly unique and robust content.
  • Once you find your content niche, don’t be a afraid to duplicate, as you will become better in time at creating the content. It will also help set an expectation for users to revisit your site to find new variations of your niche content.
  • Remember to find something that is repeatable, but not repetitive.
  • The core of the content should stay the same, but make sure each new incarnation of the content brings it own flare and twist to keep your users engaged.
  • Do not be afraid to try something new!

content mozcon

This was just a brief overview of some of the many topics being discussed at MozCon 2014. Be sure to comment below and follow #MozCon and me @ScottGarrett89.

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