How To Pitch Unconventional SEO Campaigns - SearchLondon
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Transcript of How To Pitch Unconventional SEO Campaigns - SearchLondon
Pitching Unconventional Campaigns Getting to Yes
@JamesFinlayson
@JamesFinlayson
James Finlayson
Head of Search PureBlue
@JamesFinlayson
The Problem
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Seer’s cleaning up parks
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Rand’s cousin’s rapping
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WoodworkersUK handing off-cuts to schools
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Meanwhile we’re stuck at our desk…
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…dreaming of winning awards
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!
Our clients say no
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Our Fault
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We’ve Trained Clients
They expect: 1) X links per month; and 2) Not to have to do a thing; and 3) Not to care who’s linking because it’s ‘for SEO’
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We Think of UC As
1) Risky; and 2) Expensive; and 3) Stepping on other’s toes
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We’ve Been Getting Results
Would you stop doing this?
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Be Wary
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It’s more fun!
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Be Honest With YourselfAvoid Temptation
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Don’t Be A One Trick Pony
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Define The Risk
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Main Benefits of UC
Speed
Link Quality
Positioning
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Think Like a CEONot an SEO
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Associated Risks with SC
Speed
Link Quality
Positioning
Seasonal Launch Competitors Penalty
Brand
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Define The Solution
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Seasonal Launch Competitors Penalty
Brand
Risk Summary
Cost Effective
Safer
Increases Control
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Insight
Mashup data to find a demographic that’s either 1) High converting; or 2) Untapped
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Prove With Examples
What conceptually similar ideas have done well?
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Draw the Comparison
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Predict Ahead
Get Nerdy with CTRs, Seasonality, Keyword Research, Conversion Rates, effect on direct & referring traffic etc
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Predict Ahead
!£#!!!!
!£5,000.00!!
!£10,000.00!!
!£15,000.00!!
!£20,000.00!!
!£25,000.00!!
!£30,000.00!!
!£35,000.00!!
!£40,000.00!!
Jul#14! Aug#14! Sep#14! Oct#14! Nov#14! Dec#14! Jan#15! Feb#15! Mar#15! Apr#15! May#15! Jun#15!
Content!Pieces!
ExisHng!Strategy!
Summarise it in a way that doesn’t cause nose-bleeds.
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Reporting
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Report All The Things1) Organic Traffic 2) Links - Quantity, Quality 3) Social Reach (on-page & external) 4)Don’t Forget Direct 6) Coverage 5) Referral Traffic (AVE/Paid comparison Snippets) 7) Collected Data / Assets 8) Highlights
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Examples
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!
Dear Client, !
We want to feed junk food to childhood heroes until they would, in reality, die a horrible, horrible death.
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Risk
Missing out on seasonal revenue. !
Just out of penalty - need to maintain quality.
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Demographic
18-25 Fat Men Who Like Junk Food & Like Wolverine
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Task
!
We Need to Inspire Geeks to Be More Like Their Superheroes
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Proof of Linkability
@JamesFinlaysondesirablebody.co.uk/hero/
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Results
!
1050 social shares 88 linking root domains 17k views !
103% increase in sales the following month
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Campaign 2
Learnings: 1) Unconventional Content Paid Off 2) It Was Often Taken Seriously 3) Visitors didn’t explore the shop 4) Poor for branding
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Sites Browsed By Comic Book Guy
1) Comics 2) Games 3) Pornography 4) Tech / Gadgets
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Geeks Dieters
TechGold
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Tech Sites’ Obsession With Cases
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The World’s Healthiest iPhone Case
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2x video reviews !
!
3x artwork !
!
product text
Basic Assets
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Results
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9k views 250 linking root domains 7.5k social shares of articles (+550 on-site) 7 people tried to buy one
Results
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Summary1) Clearly define the business risk you’re addressing
2) Pitch for multiple pieces
3) Don’t be afraid to make predictions
4) Report the hell out of it afterwards
5) Ellen is a liar
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