Wil Reynolds — Paid Search Strategies SEOs will Love

Transcript

1. Getting my hands dirty Using PPC to hit your SEO Goals
2. 5 year vision
3. Sharing Goals with the Company
4. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Focus on the Wildly Important
5. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Focus on the Wildly Important
6. PRACTICE WHAT I PREACH
7. LEAD BY EXAMPLE
8. COMMON KNOWLEDGE RANK = GET BIZ
9. SEO = PULLING ONE LEVER REALITY = MULTIPLE TOUCHES
10. STILL ON THIS JOURNEY
12. Get rankings, Naturally!
13. Ranks #1 for a highly shareable query 0 outreach 0 link building
15. PHASE I - Early Learnings
16. The Set up
17. Hands Up IF…
23. SCROLL DEPTH, NOT PERFECT!
24. Scroll Depth by source
25. Oh CRAP! I’m paying for mobile users from FB and they no LIKEY.
28. Video View Lengths by Device
29. Lessons: More Expensive on mobile Question: Still worth it to get in front of “amplifiers” vs “gen pop”?
30. Where to put your CTAs? Desktop vs Mobile? Don’t retarget on 100% scroll?
31. HMMM…. SEGMENTATION OF OUTREACH WHAT % IS GETTING TO 25%?
32. Phase II – Be honest with yourself
33. In love with mycontent
35. Am I really the best around?
37. Who was above us for that query?
47. Can we beat out pinterest with a better guide than their own?
49. Given Serp Diversity, I’m probably better spending time here…
51. Phase III – The crowd is friendly
52. Got a good ranking 0 outreach 0 link building The crowd took it over
53. Impact?
59. Did that email improve the ranking?
61. Social Hangover
65. Phase IV – pay to play, SEO + Paid Social
66. Doing Mass Outreach?
67. PAID SOCIAL VS OUTREACH
68. Check Buzzsumo, does your target share stuff from others often
70. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Catch someone on a slow day
72. I’ve only spent $75.12 bux to get 57 clicks from people who work at companies with high amplification rates. Pace is 38/mo. I’ll do that in perpetuity.
74. Should I bid the minimum suggestion on Twitter? YES More targeted = more $$$, others want to target them too
75. PHASE V –TARGETING
76. Targeting Options Typical CPC
79. Keep in mind you get RTs from people and impressions / clicks you don’t pay for
82. Buzzsumo Part II who has “pushed” an asset recently?
83. This is where you build relationships & Do outreach!
84. Bloggers worth outreaching to
91. Too Small
93. Grow that Audience with Followerwonk!!
97. Efff outbrain / Taboola
98. TABOOLA & OUTBRAIN TARGETING
99. Why Audiences?
100. Need to hire again? Activate it.
101. Need to hire again? Activate it.
103. Need to sell again? Activate it.
105. Segmenting 3000+ Leads
106. People who got to 50% on Screaming Frog Guide Fired off a pixel Retarget w/ GDN ads on technical wins
107. Overlay audiences E-commerce + PPC E-commerce + Event + SD Brick & Mortar +YouTube
108. RE-THINKING OUTREACH
109. DO YOU WANT MY LINKS!!??
110. Wait till next year! I’m just getting started J
111. Once you know the tool exists, you can achieve old goals in new ways.