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The MozCon 2022 Final Agenda Is Here!

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The MozCon 2022 Final Agenda Is Here!

Hold on to your bucket hats, this year’s MozCon is right around the corner, and we couldn’t be more excited to be back in-person in Seattle!

On July 11th, 12th, and 13th, join Ranger Roger at camp MozCon for insights and tactical presentations from industry leaders, plus the opportunity to connect and network with fellow attendees!

And since we know budgets are tighter than ever, we’re extending our early bird pricing through June 30! Tickets are just $1,099 for Moz subscribers. Can’t make the in-person event? Grab yourself a Livestream pass for $449. Both options include access to the professionally produced video bundle (a $300 value!), providing incredible marketing thought leadership at an unheard-of price:

Save my spot at MozCon!

We’ve been hinting at the lineup of talks with our Initial Agenda drop in April and our Community Speaker reveal and today, we’re ready to share the full and complete Final Agenda. With the schedule set and our speakers putting the final polish on their presentations, here’s a look at the three action-packed days we have planned.

Sunday, July 10th

12:00pm–4:00pm – Optional early registration & badge pick up

Arriving in Seattle early and want to get a jump on picking up your badge? Drop by registration to check in and pick up your badge. 

Monday, July 11th

7:30am – Breakfast & registration

9:00am – Welcome to MozCon 2022!

Cheryl Draper

Our own MozCon Event Manager 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, introducing our Emcees and getting us in the right mindset for three days of learning.

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9:15am – SERP Strategies

Andy Crestodina

Every key-phrase is a competition. But the best competitor for that competition depends on what you see in the SERP. Getting your page to rank organically is only one of the many possible strategies. In this talk, Andy will explain big picture strategies in the context of ever-more crowded search results pages.

9:50am – Search What You See: Visual Search Tactics, Tools, and Optimizations

Crystal Carter

Visual search has been at the forefront of Google’s search and product innovations in the last year. Join this talk for “search what you see” optimizations via Google Lens and more.

10:25am – Morning break

10:50am – Unlocking the Hidden Potential of Product Listing Pages

Areej AbuAli

E-commerce website product listing pages contain hidden potential. This talk is all about unlocking the magic of your listing pages by making the most out of filters and internal linking. Instead of being fixated on those landing page head terms, let’s turn our attention to the indexability of long-tail pages with high conversion. Whether you work in e-commerce or not, we’ll also cover how to embed yourself within tech teams and analyze impactful changes.

11:25am – Community Speaker – Get Your Local SEO Recipe Right with Content & Schema

Emily Brady

Local SEO can be so much more than off-site listings, so let’s talk about it! By using content and schema on local landing pages, businesses can create unique value that satisfies customers and search engines.

11:45am – SEO Gap Analysis: Leverage Your Competitor’s Performance

Lidia Infante

Ranking is as easy or as hard as doing better than your competitors. For that, you have to benchmark the sites on your search landscape, meet them where they are, and gain an edge. In this talk, Lidia will share how she built SEO strategies off the back of a gap analysis, along with her templates and success stories.

12:20pm – Birds of a Feather lunch discussion tables

1:50pm – The Future of Link Building: What Got Us Here, Won’t Get Us There

Paddy Moogan

Ten years ago, Paddy stood on stage at MozCon and shared 35 ways to build links in 35 minutes. This year, he is going to talk about lessons he has learned during the last 10 years, some reflections on what he got right and wrong, along with what the future holds for link building.

2:25pm – Community Speaker – How to Capitalize on the Link Potential of a Research Report

Debbie Chu

There are many types of link magnets, but there’s one that’ll never go out of style: data-backed research reports. When done well, you’re creating a piece of content that helps your E-A-T, drives backlinks, and is genuinely interesting content for your target audience. This talk will cover the different steps needed not just to create a research report, but to create one that can get links.

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2:55pm – Breaking into new areas with Topic Maps

Miracle Inameti-Archibong

In this talk we’ll go beyond keyword research to explore how to build topic maps, and internal linking maps (that align with Google’s understanding) to help you conquer new SERPS and win more budget from stakeholders along the way.

3:30pm – Afternoon break

3:55pm – Moneyball is the Future of SEO

Will Critchlow

Advanced statistical analysis has changed the face of professional sports, and similar insights are changing the way we do SEO. In this talk, Will is going to share the approaches he’s seeing from the most forward-looking SEO teams, as well as the lessons learned from their analysis of what’s working and what’s not.

4:25pm – Titans of Tech: A Campfireside Interview

Vivek Shah & Special Guest

5:25pm – Day 1 Presentations conclude

7:00pm – Monday Night Welcome Party

Join us at Optimism Brewing in Capitol Hill. Meet with fellow attendees and speakers over light refreshments and snacks, music, and catching sun on the patio. We look forward to bringing our community together to kick off MozCon 2022 on this special night. See you there!

Tuesday, July 12th

7:30am – Breakfast & registration

9:00am – Day 2 Opening Remarks

9:10am – More Than Pageviews: Evaluating Content Success & Correcting Content Failure

Dana DiTomaso

Throw that tired pageview- and-bounce-rate-heavy report right out the (virtual) window — we can do better than that! Dana will peel back the layers on measuring content success. You’ll learn which metrics will actually tell you if your content is doing what it’s supposed to be doing, and how to link these metrics to your SEO strategies and tactics.

9:45am – Trash in, garbage out: A guide to non-catastrophic keyword research

Tom Capper

Keyword research is one of the first and most basic tasks that SEOs learn. And yet, it’s strewn with pitfalls and ubiquitous errors, even for experienced practitioners. In this talk, Tom will talk you through the various ways the wrong data can lead you astray, and how to leverage the right techniques for the right tasks

10:20am – Morning break

10:45am – SEO In the Enterprise: Tips and Tricks for Growing Organic Traffic at Scale

Jakie Chu

In this talk, Jackie will show us how to identify, prioritize and get buy-in on large-scale SEO campaigns to drive traffic and revenue.

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11:20am – The Future of Local Landing Pages

Amanda Jordan

Visual search has been at the forefront of Google’s search and product innovations in the last year. Join this talk for “search what you see” optimizations via Google Lens and more.

11:55am – Birds of a Feather lunch discussion tables

1:30pm – Community Speaker – How Marketing Data Intelligence Skyrocketed Our B2B Conversions

Tina Fleming

If you want to geek out on data, you’ve come to the right session. And we’re not talking about Google Analytics or your plain old CRM data. We’re talking about de-anonymizing your website traffic, providing one-on-one personalized user experiences, shortening your lead forms without missing out on valuable information, and doing everything you can to get to that SQL. In this presentation, Tina will demystify the basics of marketing data intelligence, reveal actionable strategies for your day-to-day conversion marketing, and share real examples of how her agency has skyrocketed B2B conversions with the addition of marketing intelligence.

1:50pm – Achieve Accessibility Goals with Machine Learning

Noah Learner

3.8 million U.S. adults aged 21-64 have a visual impairment, but 98% of the world’s top 1 million websites don’t offer full accessibility (despite legislation to encourage this). This leads to 1 in 3 baskets being abandoned, leaving an estimated 13 trillion up for grabs. One of the top issues is image alt text. This text is essential for making images accessible – however it isn’t always a priority when it comes to SEO strategy, due to the challenges of implementing it on a wider scale. This session walks you through easy, scalable alt text generation – an intuitive and easy to understand tutorial, with most of the heavy lifting already done for you.

2:25pm – Community Speaker – How True Leaders Transform a Marketing Department into a Dream Team

Paxton Gray

There are hidden, structural factors holding stellar marketers (and their teams) back‚ and it’s not their fault. Discover what these factors are, how to root them out, and how to help your existing team members reach their potential.

2:45pm – Afternoon break

3:10pm – Myths, Misconceptions, & Mistakes (Lessons Learned from a Decade in Digital PR)

Hannah Smith

For more than 11 years, Hannah’s been tasked with coming up with content ideas that people will share and journalists will write about. In this session, she’ll be sharing some of the most important lessons she’s learned along the way.

3:45pm – E-Commerce SEO Horror Stories: How to tackle the most common issues at scale and avoid an SEO nightmare

Aleyda Solis

Between a dynamic inventory, complex categorization and filtering options, lack of unique product descriptions, and well-established global and local competitors, e-commerce sites are known to be amongst the most challenging types of sites when it comes to doing SEO, and often result in some pretty frightening horror story scenarios. But, it doesn’t have to be that terrifying. In this session, Aleyda will take us through the most common issues, and show how to effectively address them at scale, before they become real nightmares.

4:30pm – Day 2 Presentations conclude

Wednesday, July 13th

7:30am – Breakfast & registration

9:00am – Day 3 Opening Remarks

9:10am – Why Real Expertise is the Most Important Ranctor Factor of Them All

Lily Ray

In this presentation, Lily will use real data to demonstrate how the rise of E-A-T has led to Google prioritizing expertise and authority above all else.

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9:45am – To Be Announced

Amanda Natividad

10:20am – Morning break

10:45am – Rabbit Holes: How Google Pushes Us Down The Funnel

Dr. Peter Meyers

As an SEO, you’ve probably fallen down the rabbit hole of “organic” results that lead to more Google SERPs. If you map that rabbit hole, you’ll see a systematic effort to push searchers down the funnel to commercial results. Why is Google doing this, what does it mean for SEO, and what can we learn about our own customers’ journeys?

11:20am – Community Speaker – Beyond the Button: Tests that Actually Move the Needle

Karen Hopper

In a world that has a million different options for every creative element… where do you start? How do you know this or that element is where you’ll see an impact big enough to make a difference for your bottom line? This is the number one question CRO strategists get asked, and the answer every time is: it depends! This session will walk through how to understand your testing opportunities, generate test ideas, and measure your results with scientific accuracy.

11:40am – Understanding Key Performance Factors: Using Data to Make Smart Decisions for Organic Search

Joe Hall

What KPIs are actually key? In this talk, Joe shows how organizations can use their own data to ascertain what’s relevant for actionable insights, in the hopes of helping you to develop smart SEO strategies.

12:15pm – Birds of a Feather lunch discussion tables

1:50pm – Leadership and Community in Search MarketingL Strong Teams, Better Results

Amalia Fowler

As search marketers, we spend a lot of time optimizing our campaigns, but don’t have the same time to put into nurturing our teams. This is especially true when faced with things like a global pandemic, the great resignation, increased competition and the whims of Google. It’s easy to forget that taking purposeful action in our working relationships can help lead us to better results. In this practical and actionable talk, we’ll bust the myth that you have to be a manager to have influence, discuss the importance of leadership and community, identify three key characteristics strong teams have in common, get tips on fostering those characteristics regardless of your role, and discuss how taking the time to do this serves all of us, clients included.

2:15pm – Community Speaker – Things I Learned from Sales Teams that Every SEO Should Know

Petra Kis-Herczegh

Whether you’re trying to build a business case or get buy-in for your SEO project, some of the core challenges will come down to the same thing: How well can you sell it? As SEOs, we often forget that, even though we spend our day-to-day analyzing data and optimizing content and websites for bots, at the end of the day, we are working with human beings — and some of those people have decision-making power over what we can and can’t achieve in our roles. This is where learning a good set of sales skills becomes crucial. In this talk, Petra will explore some of the key skills and methods sales teams use, and how you can apply these to your SEO work.

2:35pm – The Untapped Power of Content Syndication

Amanda Milligan

Many marketers have long wondered whether syndicated content has SEO value. To help provide an answer, Amanda walks through case studies that illustrate the significant impact syndicated content strategies can have on your site’s authority, rankings, and traffic.

3:10pm – Afternoon break

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3:40pm – Community Speaker – Advanced On-Page Optimization

Chris Long

Take your on-page optimizations to the next-level using advanced tactics for one of the most common SEO tasks. This presentation goes beyond simply adding keywords. Chris will show you how to utilize tools such as IBM’s Natural Language Understanding to find semantic entities of competitor pages, how Google’s EAT guidelines apply to content, and what actionable steps you can take to improve content, perform on-page content experiments, and measure the impact of those tests.

4:00pm – Keyword Research for Thanks Instead of Ranks

Wil Reynolds

Seer Interactive has used keyword research methods to uncover ways to help clients understand their customers better. From diversity and inclusion, to hopes and fears, customers are leaving clues in their long tail searches. Wil demonstrates why you should spend the time to find them.

4:45pm – Day 3 Thank you & Farewell

7:00pm–10:00pm — Wednesday Night Bash

Bowling: check! Karaoke: check! Photo booth: check! Join us for one last hurrah as we take over the Garage. You won’t want to miss this closing night bash — we’ll have plenty of games, food, and fun as we mix and mingle, say “see ya soon” to friends new and old, and reminisce over our favorite lessons from the past three days.

See you there?

Chatting with speakers, connecting with peers and potential partners in Birds of a Feather lunch tables, absorbing all the knowledge for another fruitful year of marketing… we can’t wait to share it with you! Get your ticket now and we’ll see you in July!

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8 Effective Ways to Ensure Ecommerce Business Success

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8 Effective Ways to Ensure Ecommerce Business Success

It is a known fact that the global consumers are favoring ecommerce, and the reasons for ecommerce business success are many. 

According to a Statista forecast, the retail ecommerce revenue in the US is expected to cross 1.3 trillion dollars by the end of 2025.

Image via Statista

While brick-and-mortar stores are gradually losing their dominance, the digital marketplace is blazing. More and more ecommerce brands, big and small, are coming up and gaining a foothold in this ever-expanding landscape.

If you are one such ecommerce business striving to taste success, you know how demanding and competitive things can be. And you only beat the fierce competition with aggressive ecommerce marketing strategies like digital advertising, content marketing, social media marketing, etc.

In this post, I will be sharing 8 key factors you need to focus on to ensure your ecommerce business success and sustainable business growth. 

Let’s get started.

8 Key Factors for Ecommerce Business Success in 2022

The future of ecommerce is bright and the small businesses that jump on the bandwagon early will reap great benefits. But what does it take to taste this success? 

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Here are the 8 key success factors for ecommerce businesses.

1. Target a Niche Audience 

The secret to ecommerce business success lies in understanding your target audience and focusing all your efforts on engaging them. Instead of trying to attract a broad audience on the search engines, select a niche audience specific to your small business, understand their pain points and interests, and position your brand to meet their needs. An SEO tool like Semrush or Ahrefs can help you with your research to build a strong marketing strategy based on real insights.

The goal is to make your product unique and market it to a relevant audience that is more likely to make a purchase. This strategy can increase customer loyalty and win repeat customers for your small business. Therein lies the secret to your ecommerce business success. 

2. Go Mobile-First 

The pandemic has accelerated our shift to ecommerce and given rise to m-commerce. Insider Intelligence estimates that by 2025, m-commerce sales will account for 44.2% of total ecommerce sales in the US.

So it’s clear that the success of your ecommerce business relies on the mobile-friendliness of your site. Having a mobile-friendly online store can help you deliver a seamless online shopping experience to customers on the go.

You can begin by running Google’s Mobile-Friendly Test and building a progressive web application (PWA) for your online store. A responsive design for your website will help boost sales and pave the way for your ecommerce business success.

3. Choose the Right Distribution Channels 

Your audiences are active on different channels and if want your products to be visible to them, you need to choose the right distribution channels. 

If your business model focuses solely on your ecommerce website, you should broaden your perspective and consider other sales channels. There are several other options to sell your products like Amazon, eBay, social media, affiliate marketing, and so on. You can manage your sales process effectively with the help of sales CRM tools. These tools integrate your different sales channels and makes your sales process more efficient.

Conduct extensive research to figure out which of these channels are preferred by your target customers. Showcase your products in an attractive way to boost your ecommerce sales. This digital marketing strategy can contribute to your ecommerce business success.

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4. Create Unique Content

You heard that right. To ensure that your ecommerce brand stands out in the crowd, you should invest in high-quality and diverse content. 

Today internet users are flooded with content and to grab their attention you need to think out of the box and create content marketing strategies that truly grab their attention. Remember, video content is ruling the landscape delivering great results. You can use Premiere Pro Presets to create unique and impressive videos and stay ahead of the competition.

Gather insights from customer data analysis, see what your competitors are doing, and learn from your previous digital marketing campaigns to create a more targeted content marketing strategy for your small business. 

5. Continually Update Your Email Marketing List 

Marketers rely on email marketing to achieve diverse marketing goals. Emails can be used to generate leads, nurture them, build relationships with customers, ensure customer satisfaction and boost ecommerce sales.

But to leverage the power of email marketing, you need to be smart about your email lists and use the right email tools to manage them. There’s no point in sending a thousand emails when only a couple of hundreds of recipients are your target audience. 

That’s why segmenting your email lists and keeping them updated is crucial to your ecommerce business success. An effective way to manage your email lists is to ask for the recipients’ feedback on your emails and the information they prefer to receive.

By analyzing the responses, you can make more strategic decisions and ensure the success of your ecommerce business.

6. Deliver a Great Shopping Experience 

The expectation of customers in terms of customer experience has skyrocketed and that’s why you need to work towards improving customer satisfaction.

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Personalized communication could be one of the biggest game-changers, be it in recommending products, reminding them of abandoned carts, or introducing them to your latest offerings. Creating user story maps can go a long way in making your personalization efforts more effective.

Right from the moment customers land on your page to when they make a purchase, you should strive to create a smooth customer experience. You can also consider incorporating an AI-powered chatbot into your website to take your customer service to the next level.

To make your customers happy, offer them special deals and discounts. Such moves will surely boost your ecommerce business success.

7. Invest in Social Media Marketing

Social media, can be immensely effective in creating brand awareness, extending customer service, and generating leads for your ecommerce business. Facebook, Instagram, Pinterest, and YouTube are all marketers’ favorites to reach out to niche audiences and drive traffic for their sites.

Having said that, it is a crowded market, and winning big on social media isn’t easy. As an ecommerce brand, you need to use social media analytics to create digital marketing campaigns that not only generate engagement but also fill your sales funnel with quality leads.

Ecommerce brands should also leverage social selling as it is growing into a prominent trend. This shoppable post by Macy’s allows its Facebook followers to buy what they like instantly. 

Image via Facebook

If invested strategically, selling on social media can act as a profitable sales channel for your business. 

8. Leverage Ecommerce Tools

Your team need not struggle to ensure the success of your ecommerce business. A variety of advanced ecommerce tools are at your disposal to optimize your efforts. 

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Some of the must-use tools for you are: 

  • Website tools – to design, set up, and manage your ecommerce site
  • Ecommerce marketing tools – to help strategize and execute your campaigns with ease 
  • Competitor analysis tools – to understand the gaps in your planning and improve it
  • Analytics tools – to help you gauge the performance of your digital marketing campaigns
  • Business tools – to help you manage daily operations, finances, logistics, inventory, and customer service 

Choose the ones that can boost the success of your ecommerce business. 

Final Thoughts

There you have it, a list of 8 key factors you need to work on to ensure the success of your ecommerce business. Gaining this success is hard work but it is worth it. 

If you want to fuel your business growth, I strongly recommend building your ecommerce marketing strategy to enhance customer experience and build your brand identity. Go ahead and give them a try to beat the competition and establish a successful ecommerce business.


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