Wil Reynolds — ‘Using Paid Social and Adwords to Drive Rankings and Shares’

Transcript

1. #1 rankings, failing you?
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. Tricked…
7. PRACTICE WHAT I PREACH
8. Guess the CTR of that #4 spot? #1 SPOT ain’t what It used to be
9. SEO = PULLING ONE LEVER REALITY = MULTIPLE TOUCHES
10. SEO = PULLING ONE LEVER REALITY = I FOCUSED ON ONE
11. Tricked…
12. Guess the CTR of that #1 spot?
13. 5% for #1!!!
15. Guess the CTR of that #4 spot?
16. 1.7% for #4
17. Diminishing marginal utility
18. Vast Chasm between ranking #1 & helping users
19. Why do people buy?
22. Change Direction
23. LEAD BY EXAMPLE
24. STILL ON THIS JOURNEY
27. TOO NARROW
28. If you can’t imagine someone saying “I’m so glad I found this” GET OUT OF THE GAME!
31. Get rankings, Naturally!
32. Ranks #3 for a highly shareable query 0 outreach 0 link building
33. This is what Delighting People w/ content Looks Like
34. PHASE I - Early Learnings
35. The Set up
36. Hands Up IF…
42. SCROLL DEPTH, NOT PERFECT!
43. Scroll Depth by source
44. Oh Shit, I’m paying for mobile users from FB and they no LIKEY.
47. Video View Lengths by Device
48. Lessons: More Expensive on mobile Question: Still worth it to get in front of “amplifiers” vs “gen pop”?
49. Where to put your CTAs? Desktop vs Mobile? Don’t retarget on 100% scroll?
50. SEGMENTATION OF OUTREACH WHAT % IS GETTING TO 25%?
51. Lesson: Don’t Pay to Drive Mobile Traffic to any kind of Longread Mobile traffic doesn’t like video assets
52. Phase II – Be honest with yourself
53. In love with mycontent
55. Am I really the best around?
56. Watch Diversity
59. Who was above us for that query?
69. Can we beat out pinterest with a better guide than their own?
72. Given Serp Diversity, I’m probably better spending time here…
74. Phase III – The crowd is friendly
75. Got a good ranking 0 outreach 0 link building The crowd took it over
76. Impact?
82. Did that email improve the ranking?
84. Social Hangover
88. Phase IV – pay to play, SEO + Paid Social
89. Doing Mass Outreach?
90. PAID SOCIAL VS OUTREACH
91. Check Buzzsumo, do they share stuff from others often
93. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Catch someone on a slow day
95. 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.
97. Should I bid the minimum suggestion on Twitter? YES More targeted = more $$$, others want to target them too
98. PHASE V –TARGETING
99. Targeting Options Typical CPC
102. Keep in mind you get RTs from people and impressions / clicks you don’t pay for
105. Buzzsumo Part II who has “pushed” an asset recently?
106. This is where you build relationships & Do outreach!
107. Bloggers worth outreaching to
115. Too Small
117. Grow that Audience with Followerwonk
121. Efff outbrain / Taboola
122. TABOOLA & OUTBRAIN TARGETING
124. Why Audiences?
125. The Total audience for your content is Greater Than The searching audience for your content https://www.flickr.com/photos/kjten22
126. Need to hire again? Activate it.
127. Need to hire again? Activate it.
130. Need to sell again? Activate it.
131. 3000+ Leads
132. People who got to 50% on Screaming Frog Guide Fired off a pixel Retarget w/ GDN ads on technical wins
133. RE-THINKING OUTREACH
134. DO YOU WANT MY LINKS!!??
135. 40,000 * .30 = $52,000 Person, vacation, sick days, beer, ping pong, rent, HR RISK
136. Links = Output Growing a biz = Outcome
137. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
138. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Exclude too (cut 80%)
139. Wait till next year! I’m just getting started J
140. Once you know the tool exists, you can achieve old goals in new ways.
141. Facebook > Google
142. Audiences > Algorithms
143. The industry is moving to paid, how much time will you invest there tomorrow?
144. Hope, its Greater than Zero