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Wil Reynolds — Paid Search Strategies SEOs will Love
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Distilled
December 11, 2015
Technology
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Wil Reynolds — Paid Search Strategies SEOs will Love
Distilled
December 11, 2015
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Transcript
Getting my hands dirty Using PPC to hit your SEO
Goals
5 year vision
Sharing Goals with the Company
© 2015 Seer Interactive • All Rights Reserved • Page
‹#› Focus on the Wildly Important
© 2015 Seer Interactive • All Rights Reserved • Page
‹#› Focus on the Wildly Important
PRACTICE WHAT I PREACH
LEAD BY EXAMPLE
COMMON KNOWLEDGE RANK = GET BIZ
SEO = PULLING ONE LEVER REALITY = MULTIPLE TOUCHES
STILL ON THIS JOURNEY
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Get rankings, Naturally!
Ranks #1 for a highly shareable query 0 outreach 0
link building
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PHASE I - Early Learnings
The Set up
Hands Up IF…
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SCROLL DEPTH, NOT PERFECT!
Scroll Depth by source
Oh CRAP! I’m paying for mobile users from FB and
they no LIKEY.
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Video View Lengths by Device
Lessons: More Expensive on mobile Question: Still worth it to
get in front of “amplifiers” vs “gen pop”?
Where to put your CTAs? Desktop vs Mobile? Don’t retarget
on 100% scroll?
HMMM…. SEGMENTATION OF OUTREACH WHAT % IS GETTING TO 25%?
Phase II – Be honest with yourself
In love with mycontent
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Am I really the best around?
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Who was above us for that query?
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Can we beat out pinterest with a better guide than
their own?
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Given Serp Diversity, I’m probably better spending time here…
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Phase III – The crowd is friendly
Got a good ranking 0 outreach 0 link building The
crowd took it over
Impact?
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Did that email improve the ranking?
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Social Hangover
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Phase IV – pay to play, SEO + Paid Social
Doing Mass Outreach?
PAID SOCIAL VS OUTREACH
Check Buzzsumo, does your target share stuff from others often
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© 2015 Seer Interactive • All Rights Reserved • Page
‹#› Catch someone on a slow day
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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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Should I bid the minimum suggestion on Twitter? YES More
targeted = more $$$, others want to target them too
PHASE V –TARGETING
Targeting Options Typical CPC
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Keep in mind you get RTs from people and impressions
/ clicks you don’t pay for
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Buzzsumo Part II who has “pushed” an asset recently?
This is where you build relationships & Do outreach!
Bloggers worth outreaching to
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Too Small
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Grow that Audience with Followerwonk!!
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Efff outbrain / Taboola
TABOOLA & OUTBRAIN TARGETING
Why Audiences?
Need to hire again? Activate it.
Need to hire again? Activate it.
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Need to sell again? Activate it.
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Segmenting 3000+ Leads
People who got to 50% on Screaming Frog Guide Fired
off a pixel Retarget w/ GDN ads on technical wins
Overlay audiences E-commerce + PPC E-commerce + Event + SD
Brick & Mortar +YouTube
RE-THINKING OUTREACH
DO YOU WANT MY LINKS!!??
Wait till next year! I’m just getting started J
Once you know the tool exists, you can achieve old
goals in new ways.