SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Drive Rankings and Shares
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Wil and his team spent four weeks promoting one asset using nothing but Twitter, LinkedIn, Facebook and AdWords. They were able to get rankings without links, outreach, or any other type of promotion. Hear what Wil learnt from his successes and failures, and walk away with a new perspective on paying to promote your content to audiences.
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SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Drive Rankings and Shares
- 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. Tricked…
- 7. PRACTICE WHAT I PREACH
- 8. Guess the CTR of that #4 spot? #1 SPOT ain’t what It used to be
- 9. SEO = PULLING ONE LEVERREALITY = MULTIPLE TOUCHES
- 10. SEO = PULLING ONE LEVERREALITY = I FOCUSED ON ONE
- 11. Tricked…
- 12. Guess the CTR of that #1 spot?
- 13. 5% for #1!!!
- 15. Guess the CTR of that #4 spot?
- 16. 1.7% for #4
- 22. Change Direction
- 23. LEAD BY EXAMPLE
- 24. STILL ON THIS JOURNEY
- 27. TOO NARROW
- 28. If you can’t imagine someone saying “I’m so glad I found this” GET OUT OF THE GAME!
- 32. Ranks #3 for a highly shareable query 0 outreach 0 link building
- 33. This is what Delighting People w/ content Looks Like
- 34. PHASE I - Early Learnings
- 35. The Set up
- 36. Hands Up IF…
- 42. SCROLL DEPTH, NOT PERFECT!
- 43. Scroll Depth by source
- 44. Oh Shit, I’m paying for mobile users from FB and they no LIKEY.
- 47. Video View Lengths by Device
- 48. Lessons: More Expensive on mobile Question: Still worth it to get in front of “amplifiers” vs “gen pop”?
- 49. Where to put your CTAs? Desktop vs Mobile? Don’t retarget on 100% scroll?
- 50. SEGMENTATION OF OUTREACH WHAT % IS GETTING TO 25%?
- 51. Lesson: Don’t Pay to Drive Mobile Traffic to any kind of Longread Mobile traffic doesn’t like video assets
- 52. Phase II – Be honest with yourself
- 55. Am I really the best around?
- 56. Watch Diversity
- 59. Who was above us for that query?
- 69. Can we beat out pinterest with a better guide than their own?
- 72. Given Serp Diversity, I’m probably better spending time here…
- 74. Phase III – The crowd is friendly
- 75. Got a good ranking 0 outreach 0 link building The crowd took it over
- 76. Impact?
- 82. Did that email improve the ranking?
- 84. Social Hangover
- 88. Phase IV – pay to play, SEO + Paid Social
- 90. PAID SOCIAL VS OUTREACH
- 91. Check Buzzsumo, do they share stuff from others often
- 93. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Catch someone on a slow day
- 95. 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.
- 97. Should I bid the minimum suggestion on Twitter? YES More targeted = more $$$, others want to target them too
- 102. Keep in mind you get RTs from people and impressions / clicks you don’t pay for
- 105. Buzzsumo Part II who has “pushed” an asset recently?
- 106. This is where you build relationships & Do outreach!
- 107. Bloggers worth outreaching to
- 115. Too Small
- 117. Grow that Audience with Followerwonk
- 121. Efff outbrain / Taboola
- 122. TABOOLA & OUTBRAIN TARGETING
- 124. Why Audiences?
- 125. The Total audience for your content is Greater Than The searching audience for your content https://www.flickr.com/photos/kjten22
- 126. Need to hire again? Activate it.
- 127. Need to hire again? Activate it.
- 130. Need to sell again? Activate it.
- 131. 3000+ Leads
- 132. People who got to 50% on Screaming Frog Guide Fired off a pixel Retarget w/ GDN ads on technical wins
- 133. RE-THINKING OUTREACH
- 134. DO YOU WANT MY LINKS!!??
- 135. 40,000 * .30 = $52,000 Person, vacation, sick days, beer, ping pong, rent, HR RISK
- 136. Links = Output Growing a biz = Outcome
- 137. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
- 138. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Exclude too (cut 80%)
- 139. Wait till next year! I’m just getting started J
- 140. Once you know the tool exists, you can achieve old goals in new ways.
- 141. Facebook > Google
- 143. The industry is moving to paid, how much time will you invest there tomorrow?
- 144. Hope,its Greater than Zero