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#1 rankings, failing you?
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Sharing Goals with the Company
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Focus on the Wildly Important
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© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Focus on the Wildly Important
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PRACTICE WHAT I PREACH
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Guess the CTR of that #4 spot?
#1 SPOT ain’t what It used to be
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SEO = PULLING ONE LEVER REALITY = MULTIPLE TOUCHES
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SEO = PULLING ONE LEVER REALITY = I FOCUSED ON ONE
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Guess the CTR of that #1 spot?
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Guess the CTR of that #4 spot?
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Diminishing marginal utility
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Vast Chasm between ranking #1 &
helping
users
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Why do people
buy?
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STILL ON THIS JOURNEY
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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!
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Ranks #3 for a highly shareable query 0 outreach 0 link building
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This is what Delighting People w/ content
Looks Like
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PHASE I - Early Learnings
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SCROLL DEPTH, NOT PERFECT!
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Scroll Depth by source
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Oh Shit, I’m paying for mobile users from FB and they no LIKEY.
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Video View Lengths by Device
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Lessons: More Expensive on mobile Question: Still worth it to get in front of “amplifiers” vs “gen pop”?
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Where to put your CTAs? Desktop vs Mobile? Don’t retarget on 100% scroll?
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SEGMENTATION OF OUTREACH WHAT % IS GETTING TO 25%?
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Lesson: Don’t Pay to Drive Mobile Traffic to any kind of Longread Mobile traffic doesn’t like video assets
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Phase II – Be honest with yourself
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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
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Got a good ranking 0 outreach 0 link building The crowd took it over
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Did that email improve the ranking?
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Phase IV – pay to play, SEO + Paid Social
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Doing Mass Outreach?
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PAID SOCIAL VS OUTREACH
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Check Buzzsumo, do they 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
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PHASE V –TARGETING
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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?
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This is where you build relationships &
Do outreach!
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Bloggers worth outreaching to
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Grow that Audience with Followerwonk
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Efff outbrain / Taboola
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TABOOLA & OUTBRAIN TARGETING
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The Total audience for your content is
Greater Than The searching audience for your content
https://www.flickr.com/photos/kjten22
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Need to hire again? Activate it.
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Need to hire again? Activate it.
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Need to sell again? Activate it.
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People who got to 50% on Screaming Frog Guide Fired off a pixel Retarget w/ GDN ads on technical wins
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RE-THINKING OUTREACH
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DO YOU WANT MY LINKS!!??
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40,000 * .30 = $52,000 Person, vacation, sick days, beer, ping pong, rent, HR RISK
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Links = Output Growing a biz = Outcome
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© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
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© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Exclude too (cut 80%)
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Wait till next year! I’m just getting started J
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Once you know the tool exists, you can achieve
old goals in new ways.
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Facebook >
Google
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Audiences > Algorithms
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The industry is moving to paid, how much time will you invest there tomorrow?
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Hope, its Greater than Zero