SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Drive Rankings and Shares
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#1 rankings, failing you?
Transcript of SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Drive Rankings and Shares
#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!!!
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?
Change Direction
LEAD BY EXAMPLE
STILL ON THIS JOURNEY
TOO NARROW
If you can’t imagine someone saying
“I’m so glad I found this” GET OUT OF THE GAME!
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…
SCROLL DEPTH, NOT PERFECT!
Scroll Depth by source
Oh Shit, I’m paying for mobile users from FB and they no LIKEY.
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
Am I really the best around?
Watch Diversity
Who was above us for that query?
Can we beat out pinterest with a better guide than their own?
Given Serp Diversity, I’m probably better spending time here…
Phase III – The crowd is friendly
Got a good ranking 0 outreach 0 link building The crowd took it over
Impact?
Did that email improve the ranking?
Social Hangover
Phase IV – pay to play, SEO + Paid Social
Doing Mass Outreach?
PAID SOCIAL VS OUTREACH
Check Buzzsumo, do they share stuff from others often
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Catch someone on a slow day
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.
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
Keep in mind you get RTs from people and impressions / clicks you don’t pay for
Buzzsumo Part II who has “pushed” an asset recently?
This is where you build relationships &
Do outreach!
Bloggers worth outreaching to
Too Small
Grow that Audience with Followerwonk
Efff outbrain / Taboola
TABOOLA & OUTBRAIN TARGETING
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.
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 >
Audiences > Algorithms
The industry is moving to paid, how much time will you invest there tomorrow?
Hope, its Greater than Zero
