SpareFoot SEO specialists Tony Emerson and Josh Waldrum (that’s me) attended MozCon last week. MozCon, an annual event hosted by in Seattle, is one of the leading search marketing conferences in the country. Here are nine key takeaways from the conference–as told through some of the speakers’ quotes superimposed on really bad stock photos. Enjoy!

"Community building takes collaboration. Everyone needs to be involved if it's going to be a success." - @mackfogelson

–Mackenzie Fogelson (@mackfogelson)

Our take: If you build a community around your brand, you’ll naturally earn web links and social media mentions.

"Create things that add value for the long term. Not just links. VALUE." - @wilreynolds

–Wil Reynolds (@wilreynolds)

Our take: The role of an SEO specialist has evolved into that of an inbound marketer. With that comes a lot more responsibility on the part of SEO specialists. In order to win, we need to focus on all avenues of inbound marketing.

"You're more likely to have seen Pluto Nash opening weekend than to click on a display ad." - @randfish

–Rand Fishkin (@randfish)

Our take: Spammy marketing tactics have ruined the reputation of SEO. Nearly all Americans (98 percent) distrust information on the web as a result. If we start being mindful of our audience’s behavior, we can change that perception.

"First-click attribution is like giving my first girlfriend credit for me marrying my wife." - @avinash

–Avinash Kaushik (@avinash)

Our take: All channels work together in inbound marketing. We shouldn’t be focusing on just one channel.

"The myth that there is no link building is just that: a myth." - @rosshudgens

–Ross Hudgens (@RossHudgens)

Our take: Links are still an important part of the SEO algorithm. However, link quality is another important factor. Don’t focus solely on links. Focus on providing great content that attracts links, and you’ll be building links the penalty-free way.

"Google's job is not to build a perfect, fair environment. Their job is to model the real world." @wilreynolds

–Wil Reynolds (@wilreynolds)

Our take: Google wants to provide the best search results for their audience. If you optimize your site for your users, you’ll be optimizing it for Google and other search engines as well. You should be concentrating on things that add value for your users, and not on tactics to manipulate search results.

"You should have a mobile-friendly website, and if you do, congratulations. You have solved the problem of 2009." - @avinash.

–Avinash Kaushik (@avinash)

Our take: Internet content is being consumed on mobile and tablet devices on a massive scale. You can’t choose which device people will use to access your site, but you can control what experience they have once they get there.

"I have a confession: writing alt tags sucks."

–Mike Arnesen (@Mike_Arnesen )

Our take: Link building is hard. Inbound marketing is more than just link building, but links still should be an important part of any online marketing strategy. How do you balance limited resources and still run an effective link-building campaign? Creating linkable content and using tools to boost efficiency can help you build links with less effort.

"Google is fundamentally trying to make us think less about keywords." - @willcritchlow

–Will Critchlow (@willcritchlow)

Our take: Whether we like it or not, Google’s “not provided” results are here to stay. What used to be a great source of data has now become junk. Google will continue to remove keyword transparency, and we must stop using this data as a reliable metric.