Here are my rough notes from the second day at MozCon. You can check out my notes from day 1 here.

Forgive me for the abrupt nature of the content, I just wrote down the things I found notable, useful or actionable from my own perspective, so this isn’t intended as an overview of the whole day.

Thanks a ton to all the excellent presenters, and if your stuff isn’t on this list that’s not because it wasn’t great material!

A super cool, but slightly over my head look at using Excel to do all sorts of crazy stuff

http://www.slideshare.net/richardbaxterseo/seogadget-links-api-extension-for-excel-mozcon-2012

JSON/API calls into excel are neat

Resolve IP API (Wipmania.com) > Email from whois > PR, etc. could build a pretty cool data sheet

Or, a spreadsheet that gives contact info for your competitors best links

Find high volume low competition keywords

Adwords API extension for Excel

Mozscape API extension for Excel

Neils Bosma

Talking about keeping your content clean and clear and under control

Google+ stats

Reconsider embed codes (for infographics, etc.), they can lead to spammy looking anchor text and might look like shoddy link building

Don’t link iffy stuff to your home page (ie. if you are using an embed code), so in the worst case you can 404 a sub page

Ebooks vs infographics easy less expensive evergreen less/no saturation repurposable not spammy

Press releases, only if truly newsworthy

Hire a pro contenly odesk guru elance freelancer

Use anchor text organically. “Click here” is not as shameful as it once was

Do what you love doing, period.

Say what matters

http://www.portent.com/blog/internet-marketing/say-what-matters-my-mozcon-2012-presentation.htm

Link bundle

Stop link building, start AUDIENCE building

Content marketing Marketable content

Marketable content Generate content to say what matters

Idea graphing Start creating an ad on Facebook to get a look at the IdeaGraph, find and use related (though not necessarily similar) ideas for content directions Portent idea graph portent.com/graph



Reputation Management

Create brand insurance use listening tools work towards SERP domination for your brand name adopt social media policies

https://brandmentions.com/socialmention

It’s less likely that people will say “these guys suck” if they have a connection/relationship with a real person from the company

Set up monitoring tools (obvious, but many don’t)

Use Facebook ads to determine demo/send traffic to a landing page, and then retarget with specialized ads

Doubleclick retargeting

http://www.ppchero.com/

Keeping up on the Google algo

High level design info

There is ROI in design (for every dollar gillette spent on design for venus, they got $415 back)

Things to look for/do when hiring a designer formal training talks about user, brand, tech no delicate flower syndrome protolfio itself is well deigned has shipped something have a desnior designer review the work

What makes things aesthetically pleasing harmony consistency in style, tone, voice, Ex. Mail Chimp design persona integrity quality soundness designing for users does not equal pandering integrity & genuineness in personality radiance dont ignore small details http://littlebigdetails.com/

critique doesn’t equal art direction

Awesome look at Google +

Google owns the spice… don’t ignore this

Google + is not a ghost town, and it’s growing rapidly, there’s still an opportunity to be ahead of the crowd

Google + influences people’s search results in an incredibly powerful way

Profile tips connect your social profiles on G+ profile use rel=publisher for business pages words matter.. use them

Migration/Growth (get FB and Twitter people to circle you) offer exclusive content (you!) hang out on air tell them to .. circle you

Sharing tips tame your ego re-share others’ stuff

Formatting create a title tag (first line of a post serves as the title tag) format your title in bold make posts readable & skimmable

Engagement save searches create an evangelist circle (a specific circle for those who share your stuff the most) and treat them special 🙂 comments or reshares are better signs than +1 Ripples flag down (but not too much) comment

+1 button tips have them on your site optimize the snippet

G+ social signals meh

Authorship value/authority is moving towards authors , good writers will be rewarded on whichever platform they write More clicky SERP results (avatar) Best validation method: content > about page > about page to g+ and back

Author rank not happening yet will make the link graph smarter

