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Convince Your Boss to Send You to MozCon Virtual 2021 [Plus Bonus Letter Template!]

It’s time to get down to business and convince your boss that you HAVE to go to MozCon Virtual 2021.

You’re already well acquainted with the benefits of MozCon. Maybe you’re a MozCon alumnus, or you may have lurked the hashtag once or twice for inside tips. You’ve likely followed the work of some of the speakers for a while. But how are you going to relay that to your boss in a way that sells? Don’t worry, we’ve got a plan.

(And if you want to skip ahead to the letter template, here it is!)

Copy the template

Step #1 – Gather evidence

Alright, so just going in and saying “Have you seen any of Britney Muller’s Whiteboard Fridays lately?!” probably won’t do the trick — we need some cold hard facts that you can present.

MozCon delivers actionable insights

It’s easy to say that MozCon provides actionable insights, but how do you prove it? A quick scroll through our Facebook Group can prove to anyone that not only is MozCon a gathering of the greatest minds in search, but it also acts as an incubator and facilitator for SEO strategies.

If you can’t get your boss on Facebook, just direct them to the blog post written by Croud: Four things I changed immediately after attending MozCon. Talk about actionable! A quick Google (or LinkedIn) search will return dozens of similar recaps. Gather a few of these to have in your tool belt just in case.

Or, if you have the time, pick out some of the event tweets from previous years that relate most to your company. The MozCon hashtag (#MozCon) has plenty of tweets to choose from — things like research findings, workflows, and useful tools are all covered. 

The networking is unbeatable

The potential knowledge gain doesn’t end with keynote speeches. Many of our speakers stick around for the entire conference and host niche- and vertical-specific Birds of a Feather sessions. If you find yourself with questions about their strategies, you’ll often have the ability to ask them directly.

Lastly, your peers! There’s no better way to learn than from those who overcome the same obstacles as you. Opportunities for collaboration and peer-to-peer learning are often invaluable, and can lead to better workflows, new business, and even exciting partnerships.

Step #2 – Break down the costs

This is where the majority of the conversation will be focused, but fear not, Roger has already done most of the heavy lifting. So let’s cut to the chase. The goal of MozCon isn’t to make money — the goal is to break even and lift up our friends in search. Plus, since it’s a virtual conference, the price is unbeatable! If you purchase a ticket before May 31, 2021, you’ll get access to Early Bird pricing, and if you’re Moz subscribers, you get a $20 discount off General Admission! 

You’ll also have the option to save 15% if you bundle the ticket with either of Moz Academy’s SEO certifications: Technical SEO or SEO Essentials.

Top-of-the-line speakers

Every year we work with our speakers to bring cutting-edge content to the stage. You can be sure that the content you’ll be exposed to will set you up for a year of success.

Videos for everyone

While your coworkers won’t be able to enjoy the live sessions, they will be able to see all of the talks via professional video and audio. Your ticket to MozCon includes a professional video package which allows you (and your whole team) to watch every single talk post-conference, for free. 

Step #3 – Be prepared to prove value

It’s important to go into the conference with a plan to bring back value. It’s easy to come to any conference and just enjoy the presentations and events, but it’s harder to take the information gained and implement change.

Make a plan

Before approaching your boss, make sure you have a plan on how you’re going to show off all of the insights you gather at MozCon! Obviously, you’ll be taking notes — whether it’s to the tune of live tweets, bullet journals, or doodles, those notes are most valuable when they’re backed up by action.

Putting it into action

Set expectations with your boss. “After each day, I’ll select three takeaways and create a plan on how to execute them.” Who could turn down nine potential business-changing strategies?!

And it really isn’t that hard! Especially not with the content that you’ll have access to. At the close of each day, we recommend you look back over your notes and do a brain-dump. 

  • How did today’s content relate to your business? 
  • Which sessions resonated and would bring the most value to your team? 
  • Which strategies can easily be executed? 
  • Which would make the biggest impact?

After you identify those strategies, create a plan of action that will get you on track for implementing change.

Client briefs

If you have clients on retainer, ongoing training for employees is something those clients should appreciate — it ensures you’re staying ahead of the game. Offer to not only debrief your in-house SEO team, but to also present to your clients. This sort of presentation is a value add that many clients don’t get and can set your business apart.

These presentations can be short blurbs at the beginning of a regular meeting or a chance to gather up all of your clients and enjoy a bit of networking and education.

Still not enough?

Give the boss a taste of MozCon by having them check out some videos from years past to get a taste for the caliber of our speakers. 

Lastly, the reviews speak for themselves. MozCon is perfect for SEOs of any level, no matter where they’re located! 

Our fingers are crossed!

Alright, friend, now is your time to shine. We’ve equipped you with some super-persuasive tools and we’ll be crossing our fingers that the boss gives you the “okay!” Be sure to grab the letter template and make your case the easy way:

Copy the template

We hope to see your smiling face at MozCon Virtual 2021!

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Google Advanced Search Operators for Competitive Content Research

#kwd1 { border: 2px solid #53bce7; padding: 3px 12px }

The excitement of finishing a competitive keyword research project often gives way to the panic of fleeing from an avalanche of opportunities. Without an organizing principle, a spreadsheet full of keywords is a bottomless to-do list. It’s not enough to know what your competitors are ranking for — you need to know what content is powering those rankings and how you’re currently competing with that content. You need a blueprint to craft those keywords into a compelling structure.

Recently, I wrote a post about the current state of long-tail SEO. While I had an angle for the piece in mind, I also knew it was a topic Moz and others had covered many times. I needed to understand the competitive landscape and make sure I wasn’t cannibalizing our own content.

This post covers one method to perform that competitive content research, using Google’s advanced search operators. For simplicity’s sake, we’ll pare down the keyword research and start our journey with just one phrase: “long tail seo.”

Find your best content (site:)

long tail seo

“long tail seo”

First, what has Moz already published on the subject? By pairing your target keywords with the [site:] operator, you can search for matching content only on your own site. I usually start with a broad-match search, but if your target phrases are made up of common words, you could also use quotation marks and exact-match search. Here’s the first piece of content I see:

Google search result for long tail SEO search

Our best match on the subject is a Whiteboard Friday from five years ago. If I had nothing new to add to the subject and/or I was considering doing a video, this might end my journey. I don’t really want to compete with my own content that’s already performing well. In this case, I decide that I’ve got a fresh take, and I move forward.

Target a specific folder (inurl:)

long tail seo inurl:learn

long tail seo

For larger sites, you might want to focus on a specific section, like the blog, or in Moz’s case, our Learning Center. You have a couple of options here. You could use the [inurl:] operator with the folder name, but that may result in false alarms, like:




This may be useful, in some cases, but when you need to specifically focus on a sub-folder, just add that sub-folder to the [site:] operator. The handy thing about the [site:] operator is that anything left off is essentially a wild card, so [] will return anything in the /learn folder.

Find all competing pages (-site:)

long tail seo

Now that you have a sense of your own, currently-ranking content, you can start to dig into the competition. I like to start broad, simply using negative match [-site:] to remove my own site from the list. I get back something like this:

Google SERP for

This is great for a big-picture view, but you’re probably going to want to focus in on just a couple or a handful of known competitors. So, let’s narrow down the results …

Explore key competitors (site: OR site:)

long tail seo ( OR

By using the [OR] operator with [site:] and putting the result in parentheses, you can target a specific group of competitors. Now, I get back something like this:

Google SERP for

Is this really different than targeting one competitor at a time? Yes, in one important way: now I can see how these competitors rank against each other.

Explore related content #1 (-“phrase”)

long tail seo -“long tail seo”

As you get into longer, more targeted phrases, it’s possible to miss relevant or related content. Hopefully, you’ve done a thorough job of your initial keyword research, but it’s still worth checking for gaps. One approach I use is to search for your main phrase with broad match, but exclude the exact match phrase. This leaves results like:

Google SERP for long tail seo -

Just glancing at page one of results, I can see multiple mentions of “long tail keywords” (as well as “long-tail” with a hyphen), and other variants like “long tail keyword research” and “long tail organic traffic.” Even if you’ve turned these up in your initial keyword research, this combination of Google search operators gives you a quick way to cover a lot of variants and potentially relevant content.

Explore related content #2 (intext: -intitle:)

intext:”long tail seo” -intitle:”long tail seo”

Another handy trick is to use the [intext:] operator to target your phrase in the body of the content, but then use [-intitle:] to exclude results with the exact-match phrase in the title. While the results will overlap with the previous trick, you can sometimes turn up some interesting side discussions and related topics. Of course, you can also use [intitle:] to laser-target your search on content titles.

Find pages by dates (####..####)

long tail seo 2010..2015

In some cases, you might want to target your search on a date-range. You can combine the four-digit years with the range operator [..] to target a time period. Note that this will search for the years as numbers anywhere in the content. While the [daterange:] operator is theoretically your most precise option, it relies on Google being able to correctly identify the publication date of a piece, and I’ve found it difficult to use and a bit unpredictable. The range operator usually does the job.

Find top X lists (intitle:”#..#”)

intitle:”top 11..15″ long tail seo

This can get a little silly, but I just want to illustrate the power of combining operators. Let’s say you’re working on a top X list about long-tail SEO, but want to make sure there isn’t too much competition for the 11-15 item range you’re landing in. Using a combo of [intitle:] plus the range operator [..], you might get something like this:

Google SERP for intitle:

Note that operator combos can get weird, and results may vary depending on the order of the operators. Some operators can’t be used in combination (or at least the results are highly suspicious), so always gut-check what you see.

Putting all of the data to work

If you approach this process in an organized way (if I can do it, you can do it, because, frankly, I’m not that organized), what you should end up with is a list of relevant topics you might have missed, a list of your currently top-performing pages, a list of your relevant competitors, and a list of your competitors’ top-performing pages. With this bundle of related data, you can answer questions like the following:

  • Are you at risk of competing with your own relevant content?

  • Should you create new content or improve on existing content?

  • Is there outdated content you should remove or 301-redirect?

  • What competitors are most relevant in this content space?

  • What effort/cost will it take to clear the competitive bar?

  • What niches haven’t been covered by your competitors?

No tool will magically answer these questions, but by using your existing keyword research tools and Google’s advanced search operators methodically, you should be able to put your human intelligence to work and create a specific and actionable content strategy around your chosen topic.

If you’d like to learn more about Google’s advanced search operators, check out our comprehensive Learning Center page or my post with 67 search operator tricks. I’d love to hear more about how you put these tools to work in your own competitive research.

Life rushed back into Jayda’s lungs, sharp and unforgiving. To her left, shards of a thousand synonyms. To her right, the crumbling remains of a mountain of long-tail keywords. As the air filled her lungs, the memories came rushing back, and with them the crushing realization that her team was buried beneath the debris. After months of effort, they had finally finished their competitive keyword research, but at what cost?

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Events of the future will be hybrid and “always on”

In-person will return, but the virtual genie can’t be put back in the bottle

Please visit Marketing Land for the full article.

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Sitecore campaign platform, contextual targeting, hybrid events: Friday’s daily brief

Plus, high expectations for sustainability

Please visit Marketing Land for the full article.

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Summer GIF Guide — New GIFs for 2021!

One quick way to increase your email marketing results: Add a GIF to your message.

GIFs can increase click-through rates by 42 percent and conversion rates by 103 percent, according to data from Marketing Sherpa. (Plus, they’re fun to send and receive!)

Unfortunately, it can be expensive to buy creative, high-quality GIFs, and creating your own animated images can be frustrating and time consuming.

That’s why we wanted to make it super simple for you. Our AWeber designers made these brand new, FREE summer GIFs. Download one, two, or all of them, and use them in your summer email promotions.

You may remember some of these from past GIF guides. We’re always adding and updating GIFs to give you tons of options and fun images to include in your emails.

Not an AWeber customer yet? Get set up with a free account from AWeber, and see how easy it is to add one of these GIFs in our Drag-and-Drop message editor.

How to Download Your Summer GIFs

Step 1: Find the summer GIF below that you want to use in your email.

Step 2: Save it to your computer by either right clicking the GIF and selecting “Save Image,” or by dragging the GIF to your desktop.

Step 3: Upload the GIF into your email template inside AWeber. Under image size, choose “original.” That’s it!

Related: Everything You Need to Know about Using GIFs in Email

New! Summer GIFs

Roller Coaster GIF

Pool Tubes GIF

pool tubes gif

Road Trip GIF

road trip gif

Sunset GIF

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Best Summer GIFs

Summer Sale GIF

Here are some of our customers’ all-time favorite animated summer GIFs from previous years.

summer sale

Beach GIF

beach gif

Camping GIF

camping gif

Ice Cream GIF (red)

ice cream gif

Ice Cream GIF (purple)

Fireworks GIF

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Hot Dog GIF

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Watermelon GIF

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Wedding GIF

wedding gif

Save a lot of money with AWeber

AWeber has been helping small businesses and entrepreneurs connect with their audiences and crush business goals for more than 20 years. Plus, you can get up and running with email marketing, landing pages and web push notifications for free.

Create your free account today!

The post Summer GIF Guide — New GIFs for 2021! appeared first on AWeber.

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How to Use Visual Content to Boost Your Customer Base

One of the major lessons marketers have learned over the last year is that text-heavy content isn’t enough to generate interest. Visual content is the way forward. There is so much more content available online now. Put yourself in your customers’ shoes—what would they prioritize when there are so many choices? The answer is visual…

The post How to Use Visual Content to Boost Your Customer Base appeared first on Benchmarkemail.

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Four Ways to Use Interactive Content to Succeed at Virtual Tradeshows

Static images and regular voiceovers are not enough to succeed at virtual events. Attendees’ attention spans are in danger of waning without the inclusion of interactive tools in your presentations. Here are four possibilities. Read the full article at MarketingProfs

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15 Writing Lessons From Famous Authors [Infographic]

Looking for sage writing advice from authors like Toni Morrison, Stephen King, and Haruki Murakami? An infographic (below) from Ivory Research provides nuggets of wisdom from these famous writers and a dozen more. Read the full article at MarketingProfs

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Create Content That Breaks Through the Noise (But Doesn't Break the Bank): Gene Foca of Getty Images on Marketing Smarts [Podcast]

Getty Images Chief Marketing Officer Gene Foca joins Kerry O’Shea Gorgone on the Marketing Smarts podcast to talk about how stock photos and videos can boost the effectiveness of your branded content, and how preferences about content are changing. Read the full article at MarketingProfs

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Microsoft Bing opens Content Submission API as beta

This not only helps expedite indexing but also bypassing crawling, reducing server resources necessary for being indexed by Microsoft Bing.

Please visit Search Engine Land for the full article.

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