Page 2
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Focus on the Wildly Important
Page 3
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Focus on the Wildly Important
Page 4
PRACTICE WHAT I PREACH
Page 6
COMMON KNOWLEDGERANK = GET BIZ
Page 7
SEO = PULLING ONE LEVERREALITY = MULTIPLE TOUCHES
Page 8
©2016 Seer Interactive • p8
Search can be irrational & unpredictablebut we keep trying to put people
into defined boxes and paths
Page 10
©2016 Seer Interactive • p10
Impact of #’s enticed the clickNo other sites put a number#’s say this is comprehensive
Good Housekeeping Brand / ”Crowd” = value
Page 11
ATTRIBUTION,NOT A STRAIGHT PATH
Page 12
©2016 Seer Interactive • p12
To succeed in marketing you have to study persuasion
Page 14
Selling VW Rabbit. Write 12 words to go
along with this picture
Page 19
©2016 Seer Interactive • p19
The words you use when your focus is Google
Page 20
©2016 Seer Interactive • p20
No faster way to test what makes people click, than PPC.
Page 22
©2016 Seer Interactive • p22
Impact:Edited 10 Meta Descriptions0 rankings improvements
Page 24
©2016 Seer Interactive • p24
Looked at PPC Ad Conversion Rates
Page 27
©2016 Seer Interactive • p27
New Description:2016Gorgeous
Page 28
©2016 Seer Interactive • p28
New Description:2016 - RECENTGorgeous – FEELING
Page 29
©2016 Seer Interactive • p29
Look for your “2016” modifiers
NOW!
Page 31
©2016 Seer Interactive • p31
Seer: 3 HoursClient: 15 Minutes
3 year Impact on 8 pages = $200k!!
Page 32
©2016 Seer Interactive • p32
About REVENUENOT
RANKING!The RANKINGS DIDN’T GO UP!
Page 33
The Easy, Part II
Page 41
©2016 Seer Interactive • p41
Page 42
SEO’s are looking at PPC’ers like…
Page 43
You are actually worse!!
Page 44
1 mention of popular modifiers!
Page 46
Infinitesuggest.com
Page 49
©2016 Seer Interactive • p49
How does thatHAPPEN?
Page 51
©2016 Seer Interactive • p51
Little / no organic visibility on page 1?Buy ads on the sites
outranking you
Page 52
©2016 Seer Interactive • p52
Until YOU Rank for it!!Build Familiarity in the Brand
Hypothesis:Increase CTR when you finally do rank
Page 56
©2016 Seer Interactive • p56
Wil, I don’t control PPC
WhateverTalk about revenue!
Page 60
Get rankings, Naturally!
Page 62
PHASE I - Early Learnings
Page 67
SCROLL DEPTH, NOT PERFECT!
Page 68
Scroll Depth by source
Page 69
Oh Shit, I’m paying for mobile users from FB and they no LIKEY.
Page 71
Video View Lengths by Device
Page 72
Where to put your CTAs?Desktop vs Mobile?Don’t retarget on 100% scroll?
Page 73
Lesson:Don’t Pay to Drive Mobile Traffic to any kind of LongreadMobile traffic doesn’t like video assets
Page 74
Phase II – Be honest with yourself
Page 75
In love with mycontent
Page 77
Am I really the best around?
Page 80
Who was above us for that query?
Page 87
©2016 Seer Interactive • p87
Got a good ranking0 outreach
0 link buildingThe crowd took it over
Page 94
Did that email improve the ranking?
Page 97
Phase IV – pay to play, SEO + Paid Social
Page 98
Doing Mass Outreach?
Page 99
PAID SOCIAL VS OUTREACH
Page 100
Check Buzzsumo, do they share stuff from others often
Page 102
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Catch someone on a slow day
Page 103
©2016 Seer Interactive • p103
Spent $75.12 Got 57 clicks
from people who workat companies with
high amplification rates.
I’ll do that in perpetuity.
Page 105
©2016 Seer Interactive • p105
Should I bid the minimum suggestion on Twitter? YES
More targeted = more $$$, others want to target them too
Page 106
PHASE V – TARGETING
Page 107
©2016 Seer Interactive • p107
Keep in mind you get RTs from people and impressions / clicks you don’t pay for
Page 110
©2016 Seer Interactive • p110
Buzzsumo Part IIwho has “pushed” an asset recently?
Page 111
©2016 Seer Interactive • p111
This is where you build relationships&
Do outreach!
Page 112
Bloggers worth outreaching to
Page 118
Grow that Audience with Followerwonk
Page 121
Need to hire again? Activate it.
Page 122
Need to hire again? Activate it.
Page 123
Once you know the tool exists, you can achieve
old goals in new ways.
Page 124
©2016 Seer Interactive • p124
Asset – CalculatorEvery field is a potential audience, know the
critical ones.
Page 127
©2016 Seer Interactive • p127
Audience ModifiersIf you spend over X on rent, modify my bids up
If your SqFt is under X, don’t show my ads
Page 128
©2016 Seer Interactive • p128
Use content / assets to help PPC better spend
Page 130
Asset – Clients in custom audienceIf THEY ever search for your competitor increase bids or only bid on competitors when your client is searching for them
Page 133
Look-a-like audiences from your highly satisfied customers
Page 134
©2016 Seer Interactive • p134
Thanks! @DepeshM
(follow him)
Page 135
Go Makefriends with PPC!!