The Big Dozen Tips For Advertisers, Content Marketers & SEOs From Mozcon 2015
Jake Quade (pictured below) from Finder.com.au has just returned from Mozcon in Seattle, one of the globe’s biggest inbound marketing conferences. Here are the 12 biggest tips that he learned over the three days for advertisers, content producers, SEO and PRs.
For Advertisers
- Mobile isn’t disrupting desktop usage – just everything else in our lives
According to Rand Fishkin (CEO of Moz)’s initial keynote, February 2013 saw the number of minutes spent online on mobile devices sitting at around 400 billion, with desktop just above at 500 billion. As of April 2015, even though mobile had skyrocketed to just under 900 billion, desktop was still around 500 billion. The key learning here is to not kill your desktop advertising – it’s still powerful and obviously more consistent.
- Your mobile apps have an inherently bountiful search potential
With Google aiming to provide a smoother and more direct experience, apps now are highly likely to include their own callout above search results. If you’re running PPC ads for a phone app, you may be wasting your money and getting a premium spot for much less (if not for free). When nearly 65 per cent-plus of smartphone owners don’t download apps regularly, this tactic could open up the market.
- Personalise landing pages through keyword tracking
Are you using PPC to target people looking for a particular type of service? Cara Harshman revealed a scenario in which SecretEscapes used keyword targeting to personalise their landing pages when visitors had searched for ‘spa breaks’. The result? A 32 per cent uptick in conversions.
- A dominant provider or service might cancel out your PPC spend
It’s becoming more clear that Google is focusing on efficient, seamless user experience. Do a Google search on the terms you want to funnel PPC ads into, and look at the auto-suggest results on mobile devices. Is there a direct link in there? If so, it’s probably hacking away at the competition – revisit your chances with another search term.
For Content Marketers:
- Make your content global
Content that is scaled to a global extent is not only more comprehensive, it also becomes more personalised – people want to want how their nation compares to others. Rather than creating new global content, begin by revisiting your big hitting pieces and taking them international.
- If you’re losing out to competitors, integrate rather than compete
Facebook bought Instagram and WhatsApp when they realised they provide better UX for consumers than their products – in another example, Google Contributor is looking to kill their traditional ad revenue. These are both scenarios of big hitters sacrificing revenue in order to provide better experience. If someone else in your industry does a better job, integrate their services and find your own niche revenue off their back rather than going head-to-head.
- Learn 10X content that can’t be scaled
Rand Fishkin, CEO of Moz and SEO genius, outlined 10x content as being above and beyond the content in the first page of the topic you want to be known for. Review each result for your keywords and identify what, after review, is still missing that the user would want. Once you’ve done this to the extent that competitors would find it hard to scale your work, you’ve created a powerful resource.
- Split test everything – literally everything
Split testing is crucial to knowing what users actually want (especially when it’s impossible to pin down exactly who the user ‘is’. This study even revealed the surprising difference that alternate faces had on conversion pages. Having a human feel on your content isn’t enough – even the face needs to be tailored and optimised. Yes, the guy on the left had more conversions.
For SEO:
- 2015: The beginning of a dual-metric age
In his final keynote of the conference, Rand mentioned the beginning of an age in which traditional algorithm influencers are merging intrinsically with user-generated signals. Keywords and link building now exist alongside the tangible metrics of user satisfaction, return visitation and social referral. A key idea is to keep both in equal standing for your profile-building techniques, and lean toward UX optimisation.
- Hacking Search result ‘snack boxes’
Moz’s in-house Data Scientist, Pete Meyers, noted a strong correlation between exactly answering a question and the probability of being shown in Google’s snack boxes (the instant answers shown for some questions) – even if your page didn’t sit in first position in the search results. Google’s algorithm is a machine – it can’t definitively know the most human answer, but it can certainly see that you’ve addressed the question outright.
- Prioritise time on page and natural page progression
One of the key, new-algorithm metrics coming into play involves user time on page. We’ve all known creating interactive content is a good idea, but keeping users on a page while still engaged gives off awesome signals when Google’s trying to assess whether or not your page meets user expectations. Video and interactive content = better user metrics.
- Don’t bank on your current positioning in the search results
Position in the search results has traditionally been a score out of 10. While we’ve seen this change in recent times, a simple product-based search will show that Google is shifting away from focusing on SERPS and becoming a user-hub of information. Another key example is when looking for restaurants in a particular area. Do you really want to compete with a Google Maps snack box? No matter your answer, you may not have a choice in the near future.
Jake Quade was part of the finder.com.au team to attend Mozcon 2015
Latest News
Who’s Going To Cannes?! The TikTok Young Lions Winners!
With super short notice, the winners produced incredible work featuring Tim Tams, League of Legends & fishing lines.
Adobe Launches Express Mobile App With Firefly AI
Adobe has launched a new Adobe Express mobile app, giving users Firefly AI on the go. Adobe Express is the all-in-one AI content creation app that makes it fast and easy for anyone to ideate, design and share standout social media posts, videos, flyers, logos and more. Millions of users around the world are turning […]
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
ThinkNewsBrands in collaboration with the Independent Media Agencies of Australia (IMAA), continued the in-person education rollout of the Publishing & News101 learning module yesterday, extending its reach to independent media agencies in Brisbane. That means Queensland has become the second state to benefit from the special in-person training and certification program. The program delves into […]
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T had the honour of travelling to GroupM’s lush North Sydney offices to chat with Tatiana Patrón and Missie Saroyan, who had travelled all the way from the US to see how we do things down under. Patrón is an associate client investment lead in Wavemaker’s New York office, while Saroyan serves as a programmatic […]
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
HoMie, a Melbourne-based streetwear label that supports young people affected by homelessness or hardship, has turned traditional buy-one-get-one-free retail offers on their head with a special promotional campaign developed by Town Square. HoMie has launched ‘Give One. Get One,’ where for every HoMie hoodie purchased for Youth Homelessness Matters Day, fellow streetwear label Champion will […]
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
Lion and Thinkerbell have launched new work for XXXX Summer Bright, reminding everyone that it’s a beer to drink all year round. The idea is now live across social, digital and OOH. It centres on the insight that around here, unlike most places in the world, we only have one season really, summer. So it’s […]
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
The programme has been revealed for this year’s Cannes Lions Festival of Creativity featuring more than 150 hours of content and some 500 speakers. About this year’s line-up, Natasha Woodwal, director of content, LIONS, said: “Our open call for content gives us unparalleled insight into what matters most to the industry right now, and we’ve […]
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.