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A MozCon 2015 Recap – In Charts

A MozCon 2015 Recap – In Charts

Anyone can give you a recap of MozCon 2015. By now, I’m sure there are a few dozen strewn across the internet, so I can assure you that it was pretty great with lots of polished speakers with beautifully designed decks. Everyone there learned a lot.

You probably weren’t in attendance, but that’s okay (I forgive you). So instead of a long post breaking down the finer points of every presentation, I’m going to break out the five best charts from this year’s event. While the presentations spanned across the industry from social media, to SEO, to content marketing, to, well, pretty much everything, they all had one thing in common fantastic data and compelling visuals. So without further ado, here’s your MozCon 2015 recap, as told by charts.

1. Digital Marketing is Growing…Fast

This may be the first chart presented in Seattle this year and it packs a punch. This is a succinct summary of the massive growth of the different elements of digital marketing over the last two years. It’s important to note that all of these fields are growing at a rapid rate. In fact, we have our own web analytics and SEO specialist positions open at Forthea RIGHT NOW. Seriously, go apply so we can work together and be friends.


2. The Content Lifecycle

This chart, presented by Kristina Halvorson in her presentation “How To Do Content Strategy (Probably), looks at the holistic needs of a content strategy. To attempt to summarize her work is an injustice, but this wonderful lifecycle is a great reminder that building content isn’t a simple job. It’s a continuous process that needs attention long after you post it.


3. Creating Loyal Users

Matthew Brown‘s presentation on “An SEO’s Guide to the Insane World of Content” mirrored Kristina Halvorson’s, but took an analytical approach to the hottest SEO trends. With everyone clamoring for content, what has users returning? Unsurprisingly, blogs and news ranks the highest in this poll, but infographics prove to have less stickiness than I would have guessed. For a content type that is so resource heavy, we might want to start looking at the quality of the returns.


4. SERP Analysis

Our next chart comes directly from Moz’s own Dr. Pete Meyers and it requires some explaining (sorry about that). In a recent Moz study, 47% of SERPs contained the universal results like news, images, and in-depth articles. These example SERPs cover a wide range of verticals and topics and provide a good sampling of SEO as an industry. On top of that 47%, and extra 17% have knowledge panels, knowledge cards, or featured snippets on it. When Moz expanded their SERP analysis, an additional 18% had video results, review stars, local packs, local snack packs, or expanded sitelinks. That leaves just 18% of all search engine result pages without any of the listed universal search results listed above and that’s when we finally get to the chart below. Of the 18% of pages without universal results, 15% have paid ads, which leaves just 3% of SERPs that only feature the traditional 10 blue links. For those that don’t live in the world of SEO that may not seem notable, but trust me, that’s a massive shift from even a few years ago. This rich content is here to stay, everyone, so get on board.


5. Facebook Is Growing

For the final chart from last week’s MozCon, I could have gone with dozens of slides, but this simple line graph has a story to tell. We no longer have to argue that social is important, even the stodgiest of detractors can see that Facebook, Instagram, Twitter, and all the other social platforms are an important part of any marketing strategy, but now we need to assess how important it really is. Below you can see the rapid growth of Facebook referrals across the web. While you may be tired of seeing those click-baity headlines all over your newsfeed, they are driving traffic. In fact in June of 2015, Facebook drove more traffic than Google did in May of 2013. We may soon live in a world where Facebook is the largest driver of traffic on the internet (scary).


That’s it! I definitely learned a lot from MozCon 2015 and I’m back at Forthea full of inspiration to do marketing better. MozCon is generous enough to post all their speaker decks on the website here and if you want a cheat sheet for the conference, have no fear, Unbounce has you covered here.

Nick Lindauer
Nick is the vice president, client services and operations at Forthea. He’s been working in internet marketing since 2002, when – ironically – he answered an ad in the newspaper. When he’s not at work, he’s off spending time with his family, working on his house, building furniture, cooking on his two Big Green Eggs & brewing hot sauce.


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