SearchLove Boston 2013_Ross Hudgens_Actionable Content Marketing Tips
SearchLove Boston 2013_Eppie Vojt_Scaling Outreach
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Scaling outreach without looking like an idiot
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Transcript of SearchLove Boston 2013_Eppie Vojt_Scaling Outreach
Scaling outreachwithout looking like an idiot
I obviously know a thing or
two about looking like an idiot.
Eppie vojtDirector, SEORed Ventures
@eppievojt
Dirty wordScale hasn’t always been a
This...
...Became this
...not this
...and definitely not this
Scaling != creating a lesser version
Scaling != producing something different
Who did thisWe’re the ones
...and this Earned a special email label!
...and this
So hardBecause building lots of real links is
Word.
Barrier of entryBut that means there’s a higher
4 simple principles to scaling outreach
Improve efficiencyCreate or use tools that
Improve effectivenessTrack everything to
Deskill laborCompartmentalize tasks to
Fully automatedRepetitive, low intelligence tasks should be
1 simple principle to happier employees
Eliminate or automate what they hate
Identifying performance levers
Links = (ES)(OR)(RR)(AR)(CAR)(PR)Emails Sent Open Rate Response
RateAgreement Rate
Content Acceptance Rate
Publication Rate
Emails Sent = (PF)(CIR)(RvR)(QR)
Prospects Found
Relevancy Rate
QualificationRate
Contact Info Rate
Emails Sent = (PF)(CIR)(RvR)(QR)
Prospects Found
Relevancy Rate
QualificationRate
Contact Info Rate
End of the internetProspecting beyond the
Turn google against itselfadvanced search operators + scrapers
Done For you
~*-
intitle:inurl:intext:
site:filetype:related:
Do it yourself
=IF(B5="Yes",ImportXML(B3,"//h3[@class='r']/a/@href"),"")
Think laterally(or let Google do it)
Done For you
UbersuggestGoogle Adwords Keyword Tool
Semi-dIY
Over 1,000 followers... so you know it’s good!
http://01100111011001010110010101101011.co.uk/2013/05/finding-more-guest-post-opportunities/
Semi-dIY
Hold CTRL (option on Mac)
while dragging down
DIY: Recursive Tilde Negative Match
Do it yourself
Be everywhere your competitors areusing OSE, Majestic, Ahrefs and Screaming Frog
Download link profile
Follow the trailof prolific link builders
1. Identify a top blog that accepts guest posts
2. Check to see if wp makes it easy for us to find all guest posts
3. Check to see if there’s an author bio footprint
4. Scrape all of the links
5. Pull down each “prolific poster’s” link profile
6. Run link profiles through link detective or screaming frog
Emails Sent = (PF)(CIR)(RvR)(QR)
Prospects Found
Relevancy Rate
QualificationRate
Contact Info Rate
Hidden in plain sightFind contact information that’s
Contact me: sneaky [at] so sneaky (dot) com
Obfuscated emailsScrape all of the
Mechanical turk itWhen all else fails...
Emails Sent = (PF)(CIR)(RvR)(QR)
Prospects Found
Relevancy Rate
QualificationRate
Contact Info Rate
Quality Red flagsAutomatically find
http://emailmarketing.comm100.com/email-marketing-ebook/spam-words.aspx
//a[not(@rel) or not(contains(@rel,"nofollow"))]/ancestor::*[contains(@id|@class,"advert") or contains(@id|@class,"sponsor") or (@id|@class="ads")]
Obvious paid LinksAutomatically find
spam keywordsAutomatically find
+Custom Filters
Links = (ES)(OR)(RR)(AR)(CAR)(PR)Emails Sent Open Rate Response
RateAgreement Rate
Content Acceptance Rate
Publication Rate
Speed & trackingMail merge for better
Links = (ES)(OR)(RR)(AR)(CAR)(PR)Emails Sent Open Rate Response
RateAgreement Rate
Content Acceptance Rate
Publication Rate
Outreach campaignsDissecting real world
We did a few things right
1. We picked a popular, relevant topic: The NCAA Tournament
2. We built a super attractive asset
3. We made it easily sharable
4. We added a charitable element
5. We built a strong target prospect list & pursued them aggressively
6. We brought in a top outreach vendor to augment our capacity
We failed. hard
Terrible planAvoid starting with a
A few weeks later
1. We targeted another popular sporting event
2. We built a super attractive asset
3. We made it easily sharable
4. We took a unique angle
5. We built a strong target prospect list & pursued them aggressively
6. We handled all of the outreach ourselves
We made it rain links
If you’ve enjoyed this presentationI’m eppie vojt
@eppievojt
http://www.eppie.net/searchlove
If not...I’m ian howells
@ianhowells
Questions?@eppievojt
