Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Wil Reynolds — Paid Search Strategies SEOs will Love

4565aeb73ff5012d10107cb090e5034b?s=47 Distilled
December 11, 2015

Wil Reynolds — Paid Search Strategies SEOs will Love

4565aeb73ff5012d10107cb090e5034b?s=128

Distilled

December 11, 2015
Tweet

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

  11. None
  12. Get rankings, Naturally!

  13. Ranks #1 for a highly shareable query 0 outreach 0

    link building
  14. None
  15. PHASE I - Early Learnings

  16. The Set up

  17. Hands Up IF…

  18. None
  19. None
  20. None
  21. None
  22. None
  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.
  26. None
  27. None
  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

  34. None
  35. Am I really the best around?

  36. None
  37. Who was above us for that query?

  38. None
  39. None
  40. None
  41. None
  42. None
  43. None
  44. None
  45. None
  46. None
  47. Can we beat out pinterest with a better guide than

    their own?
  48. None
  49. Given Serp Diversity, I’m probably better spending time here…

  50. None
  51. Phase III – The crowd is friendly

  52. Got a good ranking 0 outreach 0 link building The

    crowd took it over
  53. Impact?

  54. None
  55. None
  56. None
  57. None
  58. None
  59. Did that email improve the ranking?

  60. None
  61. Social Hangover

  62. None
  63. None
  64. None
  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

  69. None
  70. © 2015 Seer Interactive • All Rights Reserved • Page

    ‹#› Catch someone on a slow day
  71. None
  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.
  73. None
  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

  77. None
  78. None
  79. Keep in mind you get RTs from people and impressions

    / clicks you don’t pay for
  80. None
  81. None
  82. Buzzsumo Part II who has “pushed” an asset recently?

  83. This is where you build relationships & Do outreach!

  84. Bloggers worth outreaching to

  85. None
  86. None
  87. None
  88. None
  89. None
  90. None
  91. Too Small

  92. None
  93. Grow that Audience with Followerwonk!!

  94. None
  95. None
  96. None
  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.

  102. None
  103. Need to sell again? Activate it.

  104. None
  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.