Search Engines

Opportunities and Diagnostics are two categories of response returned by Google’s Lighthouse tools, which underpin Moz’s Performance Metrics suite, as well as Google’s own Pagespeed Insights. We'll go through each opportunity and diagnostic in turn, offer a basic overview of how to understand each, and link out to more developer-focused web.dev resources.

Our vivacious CEO, Sarah Bird, will be kicking things off early on the first day of MozCon with a warm welcome, laying out all the pertinent details of the conference, and getting us in the right mindset for three days of learning.

It's been a rough couple years in search. Google's domination and need for additional growth has turned the search giant into a competitor for more and more publishers, and plateaued the longstanding trend of Google's growing referral traffic. But in the midst of this turmoil, opportunities have emerged, too. In this presentation, Rand Fishkin will look not only at how Google (and Amazon, YouTube, Instagram, and others) have leveraged their monopoly power in concerning ways, but also how to find opportunities for traffic, branding, and marketing success.

The push and pull of making decisions for searchers versus search engines is an ever-present SEO conundrum. How do you tackle industry changes through the lens of whether something is good for humans or for machines? Ruth Burr Reedy will take us through human-readable quality signals and their machine-readable equivalents and how to make SEO decisions accordingly, as well as how to communicate change to clients and bosses.

We all know that SERPs are becoming increasingly local. Google is more and more looking to satisfy local intent queries for searchers. There's a treasure-trove of data in local SERPs that SEOs can use to outrank their competitors. In this session, Rob Bucci will talk about the challenges that come with trying to do SERP analytics at a local level and the opportunities that await those who can overcome those challenges.

Search is a channel that can’t live in a silo. In order to be its most effective, search teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings of merging an organic, paid and performance content team into one Discoverability group. Find out how we went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from our mistakes and wins as you apply the principles in your own company.

Get ready for a healthy dose of all things local with this talk! Mary Bowling will deep-dive into how the Google Local algorithm has matured in 2019 and how marketers need to mature with it; how the major elements of the algo (relevance, prominence, and proximity) influence local rankings and how they affect each other; how local results are query-dependent; how to feed business info into the Knowledge Graph; and how brand is now "king" in local search.

Google has admitted that they measure the concept of "Expertise, Authoritativeness, and Trustworthiness" in their algorithms. If your site is categorized under YMYL (Your Money or Your Life), you absolutely must have good E-A-T in order to rank well. In this talk, you'll learn how Google measures E-A-T and what changes you can make both on site and off in order to outrank your competitors. Using real-life examples, Dr. Marie Haynes will answer what E-A-T is and how Google measures it, what changes you can make on your site to improve how E-A-T is displayed, and what you can do off-site to improve E-A-T.

How do you turn an unwieldy 2.5 million-URL website into a manageable and indexable site of just 20,000 pages? Areej AbuAli will share the methodology and takeaways used to restructure a job aggregator site which, like many large websites, had huge problems with indexability and the rules used to direct robot crawl. This talk will tackle tough crawling and indexing issues, diving into the case study with flow charts to explain the full approach and how to implement it.

How can search marketers take advantage of the strengths and weaknesses of today's voice assistants? Diving into three scenarios for informational, navigational, and transactional queries, Christi Olson will share how to use language semantics for better content creation and paid targeting, how to optimize existing content to be voice-friendly (including the new voice schema markup!), and what to expect from future algorithm updates as they adapt to assistants that read responses aloud, no screen required. Highlighting takeaways around voice commerce from the report, this talk will ultimately provide a breakdown on how search marketers can begin to adapt their shopping experience for v-commerce.