MozCon 2023: Key Takeaways for Local SEOs and Business Owners


The annual MozCon conference is a highly anticipated event for industry professionals. This year, there were numerous presentations that offered valuable insights for local SEOs and business owners. In this article, we will explore some of the key takeaways from the conference, including the importance of categorizing links, the impact of AI on SEO, and practical tips for on-page video SEO and local landing pages.

Categorizing Links for Better Visibility

One of the standout presentations at MozCon came from Amanda Jordan, who discussed the importance of local link building. She emphasized that simply acquiring links is not enough; it’s crucial to analyze and categorize the links to understand their impact on visibility. By examining the backlinks of top competitors in your industry, you can identify the types of links that are contributing to their success. This analysis can help you identify link opportunities for your own business.

Identifying Link Categories

Amanda proposed several categories of links that are relevant for local businesses:

  • Local Links
  • Topical Links
  • Citations
  • Links from tools or coupons
  • Other

She found that the highest-performing local businesses had a significant number of local and topical links. To determine which types of links are most valuable for your industry, Amanda suggested analyzing the links of your top competitors and categorizing them accordingly. This process can uncover link opportunities that can boost your visibility.

The Impact of AI on SEO

The topic of AI and its impact on SEO sparked a wide range of opinions and perspectives at MozCon. While there was a general consensus that AI is a game-changer, the extent of its impact remains uncertain. Wil Reynolds forecasted the strongest impacts from AI and emphasized the importance of understanding your coverage in generative searches. By utilizing tools like Google’s People Also Ask feature, you can gain insights into the types of searches being performed and ensure you’re showing up for relevant queries.

The Role of Human Element in AI

While AI presents exciting opportunities, it’s important not to overlook the value of human employees. Andi Jarvis stressed the significance of building relationships with customers and tailoring marketing efforts to meet their needs. He emphasized that how you talk to your customers is your competitive advantage. By prioritizing employees and customers over the latest tech trends, local businesses can establish a strong competitive edge.

Practical Tips for Local Marketing

On-Page Video SEO

Crystal Carter’s presentation on on-page video SEO highlighted the increasing importance of video content. To optimize videos for maximum reach, Crystal shared several helpful tips:

  • Upload videos to YouTube, as Google can index and display them in the SERPs.
  • Link from YouTube to your website.
  • Place videos above the fold on your web pages for better visibility.
  • Write transcripts for videos, focusing on relevant keywords.
  • Engage with your audience and encourage comments.

TikTok SEO

Carrie Rose provided insights into TikTok SEO, particularly for local businesses looking to establish a presence on the platform. Her tips included:

  • Incorporate focus keywords in the text and caption of your TikTok videos.
  • Limit your hashtags to six to avoid confusing TikTok’s algorithm.

Avoid Low-Quality Local Landing Pages

Lily Ray addressed the importance of avoiding the creation of low-quality local landing pages at scale. Publishing sub-par local landing pages can have a negative impact on your brand’s visibility and reputation. Instead, focus on creating high-quality landing pages that provide value to users.

Building a Strong Brand

Miracle Inameti-Archibong shared valuable insights on brand building for local businesses:

  • Find and emphasize your brand’s unique personality to differentiate yourself.
  • Establish authority and trust through positive reviews, active social media presence, and user-friendly website experiences.

Closing Summary

MozCon 2023 provided a wealth of information and insights for local SEOs and business owners. Key takeaways include the importance of categorizing links for better visibility, the impact of AI on SEO and the need to prioritize human connections, practical tips for on-page video SEO and local landing pages, and strategies for building a strong brand. By