A Round-up of All the Great Talks From MozCon New York 2025

Bianca challenged SEO’s obsession with traffic and introduced the “Heavy Hitters” framework for finding and protecting the URLs that convert, even when overall traffic drops.

Key takeaways:

• Shift your reporting from traffic to revenue-generating pages

Create a URL-level report that merges GA4 traffic and conversions. Flag any page that consistently drives leads or revenue, even if traffic is low.

• Build a ‘Heavy Hitter Report’ to monitor high-value URLs

 Identify your top-performing pages based on conversion, not clicks. Track their visibility monthly so you can act fast when traffic or performance shifts.

• Diagnose traffic drops using a ‘performance dip bucket’ system

Categorize underperforming URLs by root cause: SERP layout changes, cannibalization, algorithm volatility, or intent mismatch. Use this to brief content, UX, or tech teams with clear action items.

• Find your ‘brown dwarf stars’ and invest in their growth

 Use filters in Looker Studio or GA4 to identify pages with high conversion rates but low session counts. Prioritize these for internal linking, content refreshes, or paid promotion.

• Stop sending leadership traffic graphs

Normalize data by page type or conversion rate, and present revenue per URL or per 1,000 sessions. This reframes SEO as a revenue-driving function, not a vanity metric game.

Follow Bianca Anderson on LinkedIn.

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