Today, after three years, we gathered some of our best friends in the industry to kick off the biggest SEO party of the year in Seattle. That’s right, Camp MozCon is back in all of its real-life glory and we could not be more excited! Cue all of the fist bumps, Roger selfies, and snacks, because we are back in action!
It wouldn’t be MozCon without the top minds in the industry sharing their findings, and we were not disappointed yesterday. They really brought the heat to the campfire.
SERP Strategies — Andy Crestodina
Andy is always a fan favorite as he combines analysis with strategy. This year he’s done the same as he walked us through his research on SERP pages.
We all knew SERPs have changed a ton, but Andy — the professional SERP screenshotter he is — has collected visuals of multiple SERPs over the last few years. Not only was he hoarding this data, but he has been using it to his advantage.
Andy walked us through his process of keyword research, and spoiler alert, it doesn’t just end with “difficulty, volume, CTR.”
The process he uses:
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Keyword research
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SERP analysis
- Optimize for the searcher experience within: SERP features, Directories, Marketplaces, Associations
Search What You See: Visual Search Tactics, Tools, and Optimizations — Crystal Carter
Crystal broke down visual search in a new way, explaining to us that “Visual Search turns our camera into a tool for understanding the world.” She then explained the difference between image search/optimization and visual search/optimization – contrary to popular belief, they’re not interchangeable! Image optimization is about making sure images can be returned for text queries. Visual optimization ensures visual queries can return necessary answers for the searcher.
If you want to start understanding what entities you have