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Wil Reynolds — ‘Using Paid Social and Adwords t...
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Distilled
November 18, 2015
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Wil Reynolds — ‘Using Paid Social and Adwords to Drive Rankings and Shares’
Distilled
November 18, 2015
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Transcript
#1 rankings, failing you?
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
Tricked…
PRACTICE WHAT I PREACH
Guess the CTR of that #4 spot? #1 SPOT ain’t
what It used to be
SEO = PULLING ONE LEVER REALITY = MULTIPLE TOUCHES
SEO = PULLING ONE LEVER REALITY = I FOCUSED ON
ONE
Tricked…
Guess the CTR of that #1 spot?
5% for #1!!!
None
Guess the CTR of that #4 spot?
1.7% for #4
Diminishing marginal utility
Vast Chasm between ranking #1 & helping users
Why do people buy?
None
None
Change Direction
LEAD BY EXAMPLE
STILL ON THIS JOURNEY
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None
TOO NARROW
If you can’t imagine someone saying “I’m so glad I
found this” GET OUT OF THE GAME!
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Get rankings, Naturally!
Ranks #3 for a highly shareable query 0 outreach 0
link building
This is what Delighting People w/ content Looks Like
PHASE I - Early Learnings
The Set up
Hands Up IF…
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SCROLL DEPTH, NOT PERFECT!
Scroll Depth by source
Oh Shit, 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?
SEGMENTATION OF OUTREACH WHAT % IS GETTING TO 25%?
Lesson: Don’t Pay to Drive Mobile Traffic to any kind
of Longread Mobile traffic doesn’t like video assets
Phase II – Be honest with yourself
In love with mycontent
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Am I really the best around?
Watch Diversity
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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, do they share stuff from others often
None
© 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
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Why Audiences?
The Total audience for your content is Greater Than The
searching audience for your content https://www.flickr.com/photos/kjten22
Need to hire again? Activate it.
Need to hire again? Activate it.
None
None
Need to sell again? Activate it.
3000+ Leads
People who got to 50% on Screaming Frog Guide Fired
off a pixel Retarget w/ GDN ads on technical wins
RE-THINKING OUTREACH
DO YOU WANT MY LINKS!!??
40,000 * .30 = $52,000 Person, vacation, sick days, beer,
ping pong, rent, HR RISK
Links = Output Growing a biz = Outcome
© 2015 Seer Interactive • All Rights Reserved • Page
‹#›
© 2015 Seer Interactive • All Rights Reserved • Page
‹#› Exclude too (cut 80%)
Wait till next year! I’m just getting started J
Once you know the tool exists, you can achieve old
goals in new ways.
Facebook > Google
Audiences > Algorithms
The industry is moving to paid, how much time will
you invest there tomorrow?
Hope, its Greater than Zero