Growth Hacking Beyond Google: Interesting Stories
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Growth Hacking Beyond Google: Interesting Stories

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Learn how to grow your traffic without depending on Google.

Learn how to grow your traffic without depending on Google.

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  • Spam sites tend to get almost all their traffic from one source. If quality engineers want to find sites that are more likely to be spammers, they might look for sites with 90%+ of their traffic from that one source.Not just talking about Google. Facebook has this spam problem, too.
  • - Older than SEO, social media, email, PR, journalism, viral marketing, or any media.- Most successful type of communication ever.
  • If you’re producing the same kind of content over and over, and not adding anything new. That’s the new “content marketing spam”.If you are blogging for SEO, you are probably not writing very good blogs. Most “SEO blogging” or “content marketing” these days involves writing articles about frequently-searched topics.
  • Anyone could have made this list using out publicly available data. We put it on our site and packaged it the right way, and we got hundreds of links from bloggers and journalists all over the world.
  • Anyone could have made this list using out publicly available data. We put it on our site and packaged it the right way, and we got hundreds of links from bloggers and journalists all over the world.
  • We didn’t make this list because of high search volume for “Top Paying Companies for Interns”. No one was searching this. No one cared before. We made it a story.
  • Anyone could have made this list using out publicly available data. We put it on our site and packaged it the right way, and we got hundreds of links from bloggers and journalists all over the world.
  • Ask’s “Top Questions” could be done in Google Trends.Glassdoor’s “Highest Paid Interns” could be done by browsing our site.

Growth Hacking Beyond Google: Interesting Stories Growth Hacking Beyond Google: Interesting Stories Presentation Transcript

  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Click to edit Master title styleClick to edit Master title styleGrowth Hacking Beyond Google: Interesting Stories Ehren Reilly | Glassdoor.com SMX München March, 2014
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Why you Need Diverse Traffic 1) Traffic from any single source can be volatile Do you get over 90% of your traffic from one source: Google? Facebook? Twitter? Diversify your traffic sources to minimize your volatility and risk.
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 2) Don’t get unwanted attention from algorithm engineers. Why you Need Diverse Traffic
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 How do you Add a New Traffic Channel? Problem  Adding a new inbound traffic source is difficult and expensive.  “SEO is hard enough. Now I need to do social, public relations and email, too?” Solution  Stop targeting individual traffic sources.  Start creating something that people really want, regardless of channel: Interesting stories.
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 What is an Interesting Story?  Stories are an ancient form of communication  An interesting story is: – Useful information – Engaging & easy to understand and remember – Worth repeating and sharing – New information that you didn’t already know
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Common Information vs Interesting Stories  If it’s frequently searched information, it’s not an interesting story, it’s common information:  Useful  Engaging & easy X Worth sharing X New information  Interesting stories can’t be targeted at high volume keywords. (But the press and social distribution is great for link building)
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Glassdoor’s “Top Paying Companies for Interns”  Glassdoor has salary data for many job titles at many companies, including internships.  All this data is publicly available on our website for each company.  Our PR team turned it into an interesting story. “Some Tech Interns Make More Than U.S. Workers” – NY Times “Twitter interns earn more than the average Aussie” – Financial Review (AU) “The Nation's Most Privileged Interns Aren't on Wall Street Anymore. They're in Silicon Valley.” – Slate.com
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Glassdoor’s “Top Paying Companies for Interns”
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Glassdoor’s “Top Paying Companies for Interns”
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Glassdoor Awards & Lists  Best Places to Work  Oddball Interview Questions  Top Rated CEOs  Best Companies for Work/Life Balance  Best Companies for Career Opportunities  Top Companies Hiring Interns  …more
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Aggregated Client Data: Moz & Click Consult & Dejan SEO  Have a roster of clients? Aggregate and anonymize their data to tell stories about trends.  ClickConsult aggregates clients’ organic keyword traffic data and reports on the (Not Provided) Count.  Moz aggregates clients ranking data to report on the “temperature” (volatility) of Google search rankings in MozCast.  Dejan SEO does the same thing with Algoroo.
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 ClickConsult “(Not Provided) Count”
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Moz’s “MozCast”
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Dejan SEO’s “Algoroo”
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Ask.com’s “Top Questions of the Year”
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 But I don’t have any useful data…
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Example of making an interesting story with data  “Number of stories about X in Google news”  Google Trends  What’s trending on Twitter  Government data  Look for ideas on visual.ly
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Recipe for Success  Use interesting stories to generate traffic from diverse sources  Don’t think about the traffic source, think about the people who will hear your story.  Find an interesting story in data or news.  Distribute your story through all available channels: – PR – Blog – Social – Email
  • Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Thank You! Ehren Reilly ehren.reilly@glassdoor.com @ehrenreilly Want to see your company on a Glassdoor award list? Review your job at www.glassdoor.com or www.glassdoor.co.uk