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

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12. Get rankings, Naturally!

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

    link building
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15. PHASE I - Early Learnings

16. The Set up

17. Hands Up IF…

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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.
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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

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35. Am I really the best around?

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37. Who was above us for that query?

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47. Can we beat out pinterest with a better guide than

    their own?
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49. Given Serp Diversity, I’m probably better spending time here…

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51. Phase III – The crowd is friendly

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

    crowd took it over

53. Impact?

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59. Did that email improve the ranking?

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61. Social Hangover

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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

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70. © 2015 Seer Interactive • All Rights Reserved • Page

    ‹#› Catch someone on a slow day
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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.
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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

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79. Keep in mind you get RTs from people and impressions

    / clicks you don’t pay for
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82. Buzzsumo Part II who has “pushed” an asset recently?

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

84. Bloggers worth outreaching to

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91. Too Small

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93. Grow that Audience with Followerwonk!!

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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.

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103. Need to sell again? Activate it.

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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.