Marketing Digital

The MozCon Virtual 2021 Final Agenda

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This year’s MozCon Virtual is right around the corner, and we couldn’t be more excited! If you’ve never considered it before, it’s high time you became acquainted with the idea of a “couchference” — a full-fledged conference held from the comfort of your home office space, real office space, or even your sofa.

On July 12th, 13th, and 14th, join Ringmaster Roger under the MozCon big top for insights and tactical presentations from industry leaders, plus the opportunity to connect and network with fellow attendees!

Tickets are just $129 for Moz subscribers until May 31, including access to the professionally produced video bundle (a $350 value!), providing incredible marketing thought leadership at an unheard-of price:

Save my spot at MozCon Virtual!

And remember, this is a great opportunity for our friends around the world and those who aren’t able to travel to experience the MozCon magic live! If this will be your first time attending, we’d love to hear what talk you’re most excited for in the comments.

Read on to see what your favorite industry leaders are speaking on this year!

All talk times are in Pacific, so keep that in mind when planning your day!

Monday, July 12th


8:30am – Networking

Open time for attendees to connect with other attendees and MozCon partners.

9:00am – Welcome to MozCon 2021

Sarah Bird, CEO of Moz

The fearless leader of Moz will be welcoming each and every one of us to this year’s virtual event, laying out exactly what you can expect over the next three days.

9:35am – Doing the Perfectly (Im)Possible: Debunking Digital PR & Link Building Myths in 2021

Shannon McGuirk, Client Services and Delivery Director | Aira

“You better be pitching that campaign into the press before 9am and definitely not on a Friday or Monday!”

“Link relevancy is important if you’re a link builder, but if you’re a digital PR, it doesn’t really matter.”

“You’re asking the impossible to get links to category and product pages.”

Tired of hearing bold claims and questions like these? We are too. Shannon is going to challenge many of the digital PR and link building myths you’re seeing debated on Twitter. From the old classic myths that stand the test of time and are always asked, through to new beliefs that are hot topics, she’s going to use data, insights and case studies to show you how to cover some of these beliefs and improve your link building and digital PR efforts in 2021.”

10:15am — The Science of Purchasing Behavior: How to Use it Effectively to Attract & Convert More Prospects Into Customers

Flavilla Fongang, Founder & Creative Brand Strategist | 3 Colours Rule

Some brands have achieved the dream: a large audience who believes in them, buying from them time and time again without questioning the value or authenticity of the products and services. And they’ve done it by developing an emotional connection with that audience. These days, it’s more about building a community around your brand, rather than simply having clients. We’ll explore the power of brand psychology that’s been used by huge, successful brands such as Apple or Starbucks to earn customers that are loyal long-term.

10:50am — Networking

Open time for attendees to connect with other attendees and MozCon partners.

11:15am — The Content Refresh: How to Do More With Less

Kameron Jenkins, Content Lead | Shopify

No matter where you work, there’s something we all seem to have a shortage of… time. Combine that with ambitious traffic KPIs and you’ll quickly realize that a 100% new content strategy isn’t sustainable. Enter the content refresh. Learn how to identify and execute the best refresh opportunities so you can rank faster and increase your existing content ROI.

11:40am — Rule Your Rivals: From Data to Action

Dr. Pete Meyers, Marketing Scientist | Moz

Most competitive analysis ends in an avalanche of potential keywords to target, leaving you buried in indecision. Real case studies will show you how to forge your data into an actionable plan that drives strategic, targeted content. Escape from under the keyword pile and conquer your content rivals.

12:20pm — Build for Search: Modern Web Dev That Puts SEO First

Dana DiTomaso, President & Partner | Kick Point

With the debut of Core Web Vitals, modern SEO is more relevant to website development than ever before. Sure, we’ve always been thinking about title tags and making sure our pages convert — but the actual underpinnings of a website might have been left to your web development team and maybe that one technical SEO. They’re likely very skilled people, but the chances of them thinking about how development decisions impact SEO are typically slim to none. Let’s modernize the relationship between the web development process and SEO.

12:55pm — Networking

Open time for attendees to connect with other attendees and MozCon partners.

1:20pm — Internationalization Errors: How to Go Global Without Losing All Of Your Traffic

Jackie Chu, SEO Lead, Intelligence | Uber

Internationalization is one of the leading causes of technical SEO debt for multinational companies. We’ll talk through common internationalization mistakes and how to avoid them so you can win visibility and grow anywhere.

2:00pm — Mastering 3 Click + Engagement Signals for Higher Rankings/Traffic

Cyrus Shepard, SEO Consultant | Moz

Successful websites are all different, yet nearly all Google-ranked websites succeed in the exact same fundamental ways. In our quest to optimize for Core Web Vitals, mobile-first indexing, and JavaScript rendering, have we lost sight of the content and user experiences that dominate the very top of Google search results? In this presentation, Cyrus explores the three Google click and engagement signals that top-ranking web pages master: clicks, long clicks, and last clicks. Using examples and experiment results, he demonstrates how any website — and SEOs of all skill levels — can leverage these signals for improved Google traffic.

2:40pm — Birds of a Feather Discussion Groups

Join fellow attendees in one of our Birds of a Feather Discussion groups to share ideas, and network with peers around a common topic. Birds of a Feather groups are informal, peer-to-peer conversations.

3:15pm — That’s a wrap on Day 1!

Networking remains open until 3:30.

Tuesday, July 13th


8:30am — Networking

Open time for attendees to connect with other attendees and MozCon partners.

9:00am — Day 2 Opens!

9:10am — Why Marketers Should Think More Like Investors To Drive Content Results

Ross Simmonds, Founder, CEO | Foundation Marketing

Every single piece of content your brand creates is an asset. So why do we view them as an expense? In this session, Ross will talk about the parallels between content marketing/SEO and the world of investing. From the techniques that take blog posts and landing pages to the moon, to the fundamentals of content investing to create a competitive advantage, learn how an investment mindset can drive results.

9:50am — Taking Charge of Your Indexability: How to Optimize and Prioritize Your Technical Work

Areej AbuAli, SEO Consultant

Take charge over the indexability of your website! With a focus on aggregators and classifieds, Areej will share advice on how to best reduce index bloat for large websites. Diving into parameter handling, sitemap logic, robots directives, and more, we’ll also assess how to analyze the most impactful changes, how to get sign-off from senior stakeholders, and how to prioritize work with product teams.

10:25am — Networking

Open time for attendees to connect with other attendees and MozCon partners.

10:50am — Reporting for Duty: Why You Need to Start Using GA4 TODAY

Brie E Anderson, Owner, Founder | BEAST Analytics

Much like with any other change, the change to Google Analytics 4 may seem daunting and a bit useless. But it’s better to get started now before you have to. Plus, in this presentation we will uncover secrets Google hands out in GA4. Then, stick around to see what is new and may be even better in the future.

11:15pm — Counterintuitive Content: How New Trends Have Disrupted Years of Bad Advice

Casie Gillette, Senior Director, Digital Marketing | KoMarketing

Along with the always-shifting landscape, one of the biggest things we as marketers struggle with is the sheer volume of information. For years we were told we had to produce as much content as possible. Then we were told to focus on quality but we still had to have a consistent schedule. What about YouTube or voice search or TikTok? The fact of the matter is, there’s no one way to do content marketing. In this session, we’ll look at content from an entirely different perspective and talk about how you can start creating content on your own terms.

11:55 — To Post or Not to Post: What We Learned From Analyzing Over 1,000 Google Posts

Joy Hawkins, Owner | Sterling Sky Inc

What value do Google Posts have, and how should the average SMB prioritize them? Dive into the data from two studies conducted by Sterling Sky to answer these questions.

The first study analyzes over 1,000 Google Posts to see what types perform better based on clicks and conversions, and measures the impact of various features such as stock photos, emojis, titles, and more. The second looks at whether posting on Google has any influence on where your business ranks in the local pack. Findings from both will have you reevaluating your clients’ Google posting strategy!

12:30pm — Networking

Open time for attendees to connect with other attendees and MozCon partners.

12:55pm — Maximize Your Conversions: Harnessing Full-Funnel Optimization for B2B Success

Joyce Collarde, SEO Supervisor | Obility

The long sales cycles presented in B2B pose a unique set of challenges for converting visitors into coveted users. Success requires a strategic approach that goes beyond the landing page to include your entire site. In this session, we’ll look at three tried-and-true methods for increasing your conversion rate and winning more business.

1:20pm — Beyond the Basics: 5 SEO Tricks for Uncovering Advanced Insights from Your SEO Data

Rob Ousbey, VP Strategy | Moz

Modern SEOs have no shortage of data, but you could learn even MORE about your site, content, links, and competitors by working smarter, not harder. Rob will show you how to breathe new life into your standard SEO data, and walk away with more advanced insights that are sure to impress your team (and your boss!)

2:00pm — The Cold Hard Truth about CTR and Other Common Metrics

Britney Muller, Serial Entrepreneur + Data Science Student | Data Sci 101

Reporting on website performance is an integral part of SEO, but not all metrics are created equal. If you think your metrics are telling the full story, think again. Start building more insightful reporting methods with data science. In this session, Britney will show you how to quash your reporting woes and make easy work of identifying exactly why your website’s performance changed.

2:35pm — Birds of a Feather Discussion Groups

Join fellow attendees in one of our Birds of a Feather Discussion groups to share ideas, and network with peers around a common topic. Birds of a Feather groups are informal, peer-to-peer conversations.

3:00pm — That’s a wrap on Day 2!

Networking remains open until 3:30.

Wednesday, July 14th


8:30am — Networking

Open time for attendees to connect with other attendees and MozCon partners.

9:00am — Day 3 Opens!

9:10am — The Fast & The Spurious: Core Web Vitals & SEO

Tom Capper, Senior Search Scientist | Moz

Core Web Vitals are all the rage, but do they live up to the hype? Tom explores the real SEO impact of Google’s shiny new metrics, which ones you actually need to worry about, and how to prioritize fixes.

9:50am — The Ultimate How-To for Faceted Navigation SEO in E-commerce

Luke Carthy, eCommerce Consultant

One of the biggest FAQs in e-commerce: “How do you handle faceted navigation when it comes to SEO?”

We’ll ask the tough questions and answer them head-on! Join Luke as he walks through case studies, real-world examples, and how to leverage faceted navigation to really capitalize on high-converting long-tail keywords. If you’re in e-commerce, you won’t want to miss this!

10:25am — Networking

Open time for attendees to connect with other attendees and MozCon partners.

10:50am — Let the API Do the Work: Harnessing Natural Language for More Productive SEO

Miracle Inameti-Archibong, Head of SEO | Erudite Agency

Keyword research is a vital process in getting insights into your consumer behaviour. However, it is often a very manual and labor-intensive process. How can we speed up the process so we can get to working on our implementations and getting results? Miracle walks through practical ways marketers can use APIs to do the heavy lifting and save time.

11:15am — A Live Guide to Finding & Filling the Gaps in Your Link Strategy

Amanda Milligan, Marketing Director | Fractl

Is your link portfolio strong enough to withstand everything Google and your competitors throw at you? If you’re hyper-focused on acquisition and you ignore strategy, you can end up with a pile of weak backlinks that aren’t relevant — and won’t move the needle. Competitive analysis is your key to finding and filling the gaps in your link building strategy. I’ll walk you through the process start-to-finish.

11:55am — From the Medic Update to Now: How the E-A-T Ecosystem Has Transformed Organic Search

Lily Ray, Senior Director, SEO & Head of Organic Research | Amsive Digital

Learn why E-A-T (expertise, authoritativeness, and trustworthiness) has taken a front seat in SEO discussions in recent years, the numerous places where Google focuses on E-A-T, and how the growing emphasis on surfacing authoritative content has drastically changed the organic search landscape across search, News, Discover, YouTube, and more.

12:30pm — Networking

Open time for attendees to connect with other attendees and MozCon partners.

12:30pm — Networking

Open time for attendees to connect with other attendees and MozCon partners.

12:55pm — Game-Changing Ways to Use the Google Search Console API

Noah Learner, Product Director | Two Octobers

Let’s face it, you aren’t getting what you want from your keyword data. Unlock your newest SEO secret weapon with this deep dive into the power of the Google Search Console API. This game-changing tool will help you crush the competition, sell SEO to your team, and win prospects with deep SEO insights you had no idea were available.

1:20pm — The 3 Most Important Search Marketing Tools…Your Heart, Your Brain, & Your [Small] Ego

Wil Reynolds, Founder & Vice President of Innovation | Seer Interactive

Search is a game of rankings. Only one can win the #1 spot and small tweaks can mean the difference between ranking #1 and #5. If you’re using the same tools as everyone else, what competitive advantage are you bringing to the table? Wil shows you how to transform your data into winning insights with 3 tools everyone has at their fingertips: your heart, your head, and a willingness to question everything you thought was true about SEO.

1:55pm — Birds of a Feather Discussion Groups

Join fellow attendees in one of our Birds of a Feather Discussion groups to share ideas, and network with peers around a common topic. Birds of a Feather groups are informal, peer-to-peer conversations.

2:30pm – Farewell and Goodbye from MozCon 2021

Sarah Bird, CEO of Moz

That’s a wrap on MozCon Virtual 2021! Stick around for networking until 3:30, and hope to see you again next year!

See you there?

Chatting with speakers via Q&A, connecting with peers and potential partners in Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing… we can’t wait to share it with you!

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