Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
Wil Reynolds — Paid Search Strategies SEOs will...
Search
Distilled
December 11, 2015
Technology
0
130
Wil Reynolds — Paid Search Strategies SEOs will Love
Distilled
December 11, 2015
Tweet
Share
More Decks by Distilled
See All by Distilled
Rand Fishkin — Search Ranking Factors in 2015 What Data, Opinions, and Testing Reveal
distilled
0
190
Larry Kim — The Top 10 Facebook & Twitter Advertising Hacks of All Time
distilled
0
150
Will Critchlow - Practical Tips for the Future of Search II
distilled
0
280
Tom Anthony - New Paradigms: Five Fundamental Changes in Search II
distilled
0
310
Aaron Friedman — ‘Google's Predictable Content Preference’
distilled
0
280
Aleyda Solis — ‘Unlocking Growth Opportunities with Search Analytics’
distilled
0
220
Anum Hussain — ‘Topics Over Keywords: An SEO-Driven Approach to Content Marketing’
distilled
0
290
Casie Gillette — ‘21 Must-Have PR Tools and Tactics’
distilled
0
180
Daniel Gilbert — ‘PPC and SEO: Better Together’
distilled
0
700
Other Decks in Technology
See All in Technology
AI時代にPdMとPMMはどう連携すべきか / PdM–PMM-collaboration-in-AI-era
rakus_dev
0
250
DuckDB-Wasmを使って ブラウザ上でRDBMSを動かす
hacusk
1
140
LLM翻訳ツールの開発と海外のお客様対応等への社内導入事例
gree_tech
PRO
0
430
AWSで推進するデータマネジメント
kawanago
0
800
TypeScript入門
recruitengineers
PRO
35
11k
2025年になってもまだMySQLが好き
yoku0825
6
2.4k
衝突して強くなる! BLUE GIANTと アジャイルチームの共通点とは ― いきいきと活気に満ちたグルーヴあるチームを作るコツ ― / BLUE GIANT and Agile Teams
naitosatoshi
0
290
AWS環境のリソース調査を Claude Code で効率化 / aws investigate with cc devio2025
masahirokawahara
2
1k
ヒューリスティック評価を用いたゲームQA実践事例
gree_tech
PRO
0
420
AI エージェントとはそもそも何か? - 技術背景から Amazon Bedrock AgentCore での実装まで- / AI Agent Unicorn Day 2025
hariby
2
510
RSCの時代にReactとフレームワークの境界を探る
uhyo
8
1.1k
Bye-Bye Query Spaghetti: Write Queries You'll Actually Understand Using Pipelined SQL Syntax
tobiaslampertlotum
0
120
Featured
See All Featured
Producing Creativity
orderedlist
PRO
347
40k
The Power of CSS Pseudo Elements
geoffreycrofte
77
5.9k
Practical Tips for Bootstrapping Information Extraction Pipelines
honnibal
PRO
23
1.4k
Statistics for Hackers
jakevdp
799
220k
The MySQL Ecosystem @ GitHub 2015
samlambert
251
13k
The Cost Of JavaScript in 2023
addyosmani
53
8.9k
Balancing Empowerment & Direction
lara
3
600
[RailsConf 2023] Rails as a piece of cake
palkan
56
5.8k
Refactoring Trust on Your Teams (GOTO; Chicago 2020)
rmw
34
3.1k
RailsConf & Balkan Ruby 2019: The Past, Present, and Future of Rails at GitHub
eileencodes
139
34k
BBQ
matthewcrist
89
9.8k
Designing Dashboards & Data Visualisations in Web Apps
destraynor
231
53k
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
None
Get rankings, Naturally!
Ranks #1 for a highly shareable query 0 outreach 0
link building
None
PHASE I - Early Learnings
The Set up
Hands Up IF…
None
None
None
None
None
SCROLL DEPTH, NOT PERFECT!
Scroll Depth by source
Oh CRAP! I’m paying for mobile users from FB and
they no LIKEY.
None
None
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
None
Am I really the best around?
None
Who was above us for that query?
None
None
None
None
None
None
None
None
None
Can we beat out pinterest with a better guide than
their own?
None
Given Serp Diversity, I’m probably better spending time here…
None
Phase III – The crowd is friendly
Got a good ranking 0 outreach 0 link building The
crowd took it over
Impact?
None
None
None
None
None
Did that email improve the ranking?
None
Social Hangover
None
None
None
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
None
© 2015 Seer Interactive • All Rights Reserved • Page
‹#› Catch someone on a slow day
None
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.
None
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
None
None
Keep in mind you get RTs from people and impressions
/ clicks you don’t pay for
None
None
Buzzsumo Part II who has “pushed” an asset recently?
This is where you build relationships & Do outreach!
Bloggers worth outreaching to
None
None
None
None
None
None
Too Small
None
Grow that Audience with Followerwonk!!
None
None
None
Efff outbrain / Taboola
TABOOLA & OUTBRAIN TARGETING
Why Audiences?
Need to hire again? Activate it.
Need to hire again? Activate it.
None
Need to sell again? Activate it.
None
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.