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Sweet Secrets of Success for Beginner SEOs

The Seattle Inbound


I’m sure you’re already asking yourself why we would call a cookie The Seattle Inbound … unless of course you are eagerly awaiting the arrival (within hours) of summer’s hottest conference Mozcon! Those of you who literally are inbound for Seattle along with those who have already arrived, will understand exactly why Mozcon is more than worthy of it’s own cookie. Starting out as the annual SEOmoz Pro Training Seminar, the event has undergone major transformations, massive growth in attendance and just four years ago a change of name that proved to be a master stroke of branding! Mozcon 2014 sees Moz play host to it’s amazing community for the ninth time and people are already clamoring for tickets to number 10!


  • 2 good tablespoons butter
  • 1 cup sugar
  • 1 large egg
  • ½ teaspoon cream of tartar
  • 1 teaspoon bicarbonate of soda
  • Pinch salt
  • 1½ cups all purpose flour, sifted
  • ½ teaspoon vanilla essence
  • 1 cup desiccated coconut
  • 2 good tablespoons golden syrup
  • 1 tablespoon milk
  • 2/3 cup cream
  • 14 ounces milk or dark chocolate, chopped
  • 4.5 ounces unsalted butter, chopped
  • 1 ounce premium white chocolate

Tips before Baking: Ensure all ingredients are at room temperature before you begin. Preheat oven to 360 degrees Fahrenheit or moderate. Line cookie slides with baking parchment. Very lightly grease and keep aside two twelve hole, 1 1/2 tbsp capacity round based tartlet tins.

To make the Butternut Snap Cookie base: Cream together all the wet ingredients with the sugar.

In a separate bowl mix together the remaining ingredients

Add the dry ingredients to the wet ingredients and mix until incorporated.

Working with lightly floured hands, roll teaspoons of mixture into small balls and place 2 inches apart on prepared cookie slides. Dip a fork in a little extra flour and use to flatten each cookie.

Bake until just golden brown and delicious, about 10- 12 minutes (do not over brown).

Leave to cool on trays for a few minutes, then place on racks to cool completely.


- Your Butternut Snap cookies will look like this

To make Chocolate filling: Place butter, cream and chocolate in a saucepan over very low heat. Stir constantly until melted and smooth - approx 7 minutes.

Pour the melted chocolate mixture into a clean, dry heatproof glass bowl and refrigerate until cool but not set - approx 20 minutes.

To assemble and finish: Choose your best 24 Butternut Snap cookies from the batch (look for cookies that are uniform size, perfectly round and nicely golden)

Place one cookie over each hole of the twelve hole tartlet tins.

Working with one tin at a time, place tartlet tin in oven and bake for 2-3 minutes or until cookies become soft.

Remove from oven then carefully press each softened biscuit into tin to mould into a cup shape. Allow to cool.

Remove cookie cups from tins and transfer to serving plate. Repeat with cookies from second tartlet tin.

Fill each cookie cup with 1 heaped teaspoon of chocolate mixture then place in refrigerator for 20-25min or until set and ready to serve.

Finish with a sprinkling of grated white chocolate.

Tip: If you don’t have the time to bake the cookies from scratch, you can purchase Arnotts Butternut Snap Cookies from most grocery stores in Australia. In the USA, look for stores in your area that sell imported Australian products such as Aussie Pie Company in Seattle.

A little more to chew on: So Why the Seattle Inbound?
One thing the internet marketing world is not short of is conferences! If you’ve never been to Mozcon, you may be wondering why more thirteen hundred and fifty super busy marketers make the annual trek to Seattle from all around the world to be part of it.

So when we thought about creating a cookie to represent Mozcon, there were a few things we knew would be critical to the perfect recipe! First, we needed a cookie that said “I have a special place in the Moz community”. We decided these special little cookie cups were just the way to say it (and to recognize all those individual seats occupied by long haul travelers who’ve made the journey to be here). With each cookie cup there needed to be a delightfully crunchy edge - something that represents the vibrancy and freshness of the industry leading content brought every year by the outstanding Speakers at Mozcon. For the filling we needed something deliciously chocolatey - something that brings the warmth and familiarity of the Moz community itself. After all, this is the thing that truly sets Mozcon apart from every other Marketing conference there is. We needed a filling that said “welcome home, you’re with family” at the same time as “hold on for the ride…this is going to be better than anything you’ve tasted before!” Naturally, we needed to top it off with a sprinkling of white hat goodness - just the thing to reflect the essence of TAGFEE !

….and so, ladies and gentlemen of Mozcon, we give you the Seattle Inbound!

Mozcon in a cookie!

*Shout out to Rand Fishkin, Jen Sable Lopez and Lauren Hall-Stigerts for a little help with Mozcon history.

If you want a little more than just the cookie, follow #mozcon for a taste of this deliciously addictive marketing mix!