Tools

What does it take to develop a content engine that drives results? In this presentation, Ross Simmonds will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.

Covering the intersections between some of our favorite free tools — Google Data Studio, Google Analytics, and Google Tag Manager — Dana DiTomaso will be deep-diving into how to improve your reporting and analytics, even providing downloadable Data Studio templates along the way.

Covering a breadth of SEO topics, Russ Jones will show us how the correct use of available tools makes it easier to actually be the best in your market rather than try to cut corners and fake it. If you're a fan of hacks and shortcuts, come prepared to have your mind changed.

What would your reaction be if you were told that one of Wil Reynolds' clients got more conversions from zero-volume search terms than search terms with 1000+ searches per month? It's true. Wil found this out in seconds, leading him to really look at his whole client strategy through a new lens. It also made him question company-wide strategies. How prevalent is this across all clients? Don't they all deserve to get these insights? It required him to dig into the long tail, deep. To use big data and see PPC data as insights, not just marketing. What would your reaction be if you were told that Google's "bad click" business could be generating as much annually as Starbucks or McDonalds? Wil will be making the case for big data, agencies, and why building systems that looking at every single search term you get matched to is the future of search marketing.

With an ever-increasing slate of options in tools like Google Tag Manager and Google Data Studio, marketers of all stripes are falling prey to the habit of "I'll collect this data because maybe I'll need it eventually," when in reality it's creating a lot of noise for zero signal. We're still approaching our metrics from the organization's perspective, and not from the customer's perspective. Why, for example, are we not reporting on (or even thinking about, really) how quickly a customer can do what they need to do? Why are we still fixated on page views? In this talk, Dana DiTomaso will focus our attention on what really matters.

With the arrival of GDPR and the ease with which consumers can unsubscribe and report spam, it's more important than ever to treat people like people instead of just leads. To understand how email marketing is changing and to identify opportunities for brands, Litmus surveyed more than 3,000 marketers worldwide. Justine Jordan will cover the biggest trends and challenges facing email today and help you put the human back in marketing’s most personal—and effective—marketing channel.

Or maybe, "SEO you don't know you don't know." We've all heard people throw jargon around in an effort to sound smart when they clearly don't know what it means, and our industry of SEO is no exception. There are aspects of search that are acknowledged as important, but seldom actually understood. Michael King will save us from awkward moments, taking complex topics like the esoteric components of information retrieval and log-file analysis, pairing them with a detailed understanding of technical implementation of common SEO recommendations, and transforming them into tools and insights we wish we'd never neglected.

People generally react to machine learning in one of two ways: either with a combination of fascination and terror brought on by the possibilities that lie ahead, or with looks of utter confusion and slight embarrassment at not really knowing much about it. With the advent of RankBrain, not even higher-ups at Google can tell us exactly how some things rank above others, and the impact of machine learning on SEO is only going to increase from here. Fear not: Moz's own senior SEO scientist, Britney Muller, will talk you through what you need to know.

When everyone else zags, the winners zig. As winners, while your 101+ competitors are trying to automate 'til the cows come home and split test their way to greatness‚ you're zigging. Whether you're B2B or B2C, you're marketing to humans. Real people. Homo sapiens. But where is the human element in the game plan? Quite simply, it has gone missing, which provides a window of opportunity for the smartest marketers. In this talk, Ashley Greene will provide a framework of simple user interview and survey techniques to build customer empathy and your "voice of customer" playbook. Using real examples from companies like Slack, Pinterest, Intercom, and Airbnb, this talk will help you uncover your customers' biggest problems and pain points; know what, when, and how your customers research (and Google!) a need you solve; and find new sources of information and influencers so you can unearth distribution channels and partnerships.

Whether you're an agency SEO representing several brands, work in-house managing multiple locations, or if you're a local business owner tasked with marketing your business, keeping on top of your local SEO tasks can be a hurdle. We created the SEO's Local Search Cheat Sheet to help you stay on track.