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RCS Part 2 - Doin it, Getting to SEO Strategy, and How to get the web to fall in love with us
 

RCS Part 2 - Doin it, Getting to SEO Strategy, and How to get the web to fall in love with us

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I had the chance to hang with a bunch of great people in the desert and see how we are perceived by UX, Mobile, Front-End Designers, etc. I want to share that experience with you. SEER Interactive ...

I had the chance to hang with a bunch of great people in the desert and see how we are perceived by UX, Mobile, Front-End Designers, etc. I want to share that experience with you. SEER Interactive has been trying to implement RCS with as many clients as we can and I want to walk you through some of the ideas, what we learned, what the impact was, and then wrap up with bridging strategy to tactics.

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http://www.boom-online.co.uk 639
http://www.shoretelsky.com 361
https://twitter.com 299
http://www.thunderseo.com 168
http://eventifier.co 43
http://www.scoop.it 19
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    RCS Part 2 - Doin it, Getting to SEO Strategy, and How to get the web to fall in love with us RCS Part 2 - Doin it, Getting to SEO Strategy, and How to get the web to fall in love with us Presentation Transcript

    • #MozCon Wil Reynolds The Internet Hates Us, can #RCS fix that?
    • @wilreynolds A reflection
    • @wilreynolds #RCS – Facts & Figures
    • @wilreynolds Tactics into #RCS
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds There’s an SEO in the room!
    • @wilreynolds
    • @wilreynolds Man in the mirror
    • Inbound Marketing vs SEO vs Content Marketing @wilreynolds
    • @wilreynolds Bull fighter?!
    • http://www.flickr.com/photos/mcgarry/ Bull fighter?
    • http://www.flickr.com/photos/mcgarry/ Drunk guy in front of a bull?
    • You can’t change your title you must.. @wilreynolds
    • @wilreynolds Change your ways
    • @wilreynolds
    • @wilreynolds
    • http://www.flickr.com/photos/alanosaur
    • Not an architect http://www.flickr.com/photos/theperplexingparadox/
    • Necessary http://www.flickr.com/photos/theperplexingparadox/
    • Thinking… @wilreynolds
    • #RCS Requires respecting other disciplines @wilreynolds
    • There is no “Just” -TomC @wilreynolds
    • @wilreynolds
    • Doing Content for SEO vs Doing Content for Love @wilreynolds
    • Change DNA @wilreynolds
    • @wilreynolds
    • This year I read these books @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Bring me a problem @wilreynolds
    • @wilreynolds @lauralippay
    • @wilreynolds
    • http://bit.ly/batman-campaign @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • “Just” @wilreynolds
    • Who? Mailing Pins? How Much? How Long? Skill Sets? The PITCH! @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Are agencies better content marketers than SEOs? @wilreynolds
    • 42 Entertainment (ain’t on Twitter) @wilreynolds
    • @wilreynolds Invite?
    • @wilreynolds
    • @wilreynolds Footrace, will they learn IFTTT, Vlookups, Tech
    • @wilreynolds before we learn Storytelling, Pitching, Jour nalism, Branding
    • Don’t believe me? @wilreynolds
    • They are starting to get it @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Play video http://www.youtube .com/watch?v=cgf7 2EG-29A @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • We work on search engine optimization @wilreynolds
    • @wilreynolds
    • Never pitch b/c there was no “volume” @wilreynolds
    • Links to Youtube don’t pass “juice” @wilreynolds
    • No one converts from image search @wilreynolds
    • Innovative? @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • 73
    • 74
    • @iamchrisle @wilreynolds
    • Links vs Value @wilreynolds
    • @wilreynolds
    • #RCS (Success) @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • “Clients don’t invest” @wilreynolds
    • “I don’t know how to pitch” @wilreynolds
    • @wilreynolds
    • Don’t hit enter @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Journalists: “We Likey” @wilreynolds
    • @wilreynolds
    • SEO’s: Subdomain? Separate pages? @wilreynolds
    • @wilreynolds Link Juice - Get in My Belly
    • @wilreynolds Create Failure safety net
    • 1 person RT’ed it (no outreach) @wilreynolds
    • @wilreynolds
    • @wilreynolds Outside the circle
    • @wilreynolds
    • “Interesting” @wilreynolds
    • @wilreynolds Avalanche!
    • @wilreynolds Avin-ash-lanche!
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds Wha happened?????
    • @wilreynolds
    • @wilreynolds
    • The DATA @wilreynolds
    • 68.8% Referral 25% Direct @wilreynolds
    • @wilreynolds
    • @wilreynolds 10% Facebook 6.2% Twitter 5.4% Google 4.2% Gizmodo 4.1% Mashable 2.6% Lifehacker 2.5% HackerNews 1.1% Wired Mag
    • @wilreynolds
    • 18.95% Mobile @wilreynolds
    • @wilreynolds 18.95% Mobile
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Keep it in the news cycle, missed opp @wilreynolds
    • Went down, rackspace godsend @wilreynolds
    • Learnings @wilreynolds • PR firms able to get it to move after pick up • Responsive is KEY • TC & Wired scrutinized every source • Better QC on data/sources if you go big • RCS can cost $$ • Assets will build links in your sleep • Update it go back to journalists for more coverage • Make it indexable (if search volume exists) • Get on the radar of people OUTSIDE the circle • HOSTING, HOSTING, HOSTING • Wish - Paid promotion (Twitter)
    • How much did it cost? @wilreynolds
    • Me: $10K You: $25k @wilreynolds
    • I don’t have $25k!!! @wilreynolds
    • Do you have $2k? @wilreynolds
    • http://www.youtube .com/watch?v=ufY3 WnR5wEo @wilreynolds
    • Learnings @wilreynolds • Hire a PR firm for brainstorm • Scale it, pitch bigger for SERP impact • Call it a “flash mob” for good and get press • Call it a meetup get none • Words Matter • Use quotes from pubs to give a reason to go back w/ a story • Relationships Matter
    • CommunityCam @wilreynolds
    • @wilreynolds
    • Frank Domizio @wilreynolds
    • @wilreynolds Outside the circle
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Learnings @wilreynolds • Proof of concept (Google Maps, FREE) • Get someone to bite • Iterate quickly, level up • Leverage “as seen on TV” • Appeal to common good (Boston) • PR - get them in early • PIVOT, PIVOT, PIVOT • Safety, Bike Thefts, Mobile Phone Thefts, Hit & Runs, Crowdsource
    • NHL.com + Psychic Site LINKS BABY! @wilreynolds
    • Learnings @wilreynolds • Be Relevant, who is going to win the Stanley Cup? • Be Timely • Have “fun” with the brand • PIVOT – think of your target audience bigger than your target demographic
    • Nigerian Scam @wilreynolds
    • Learnings @wilreynolds • Watch Haro • Get to know your client • Client “Chit chat” has value
    • Harlem Shake @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Learnings @wilreynolds • Know who feeds the big news sites • Easier to pitch the smaller ones • Know what other sites an author writes • Will get you big links
    • Sex Toy Day @wilreynolds
    • STD $1,000 in “product” $3,000 in shipping @wilreynolds
    • Learnings @wilreynolds • Prep, prep, prep • Have a reason to do it • Wanted anchor text • Get complimentary businesses on board • More links, decrease cost • Give a “did you miss” it post = 50% off drove sales • Reminder countdown + email newsletter growth • Email signups showed this was going to be big • Real reason to connect with bloggers • 6,000 visitors / min for 10 min = PROBLEMS :)
    • RCS is for people with big budgets @wilreynolds
    • BULL! @wilreynolds
    • Local friends: site:.edu card "where to use" "off campus" @wilreynolds
    • @wilreynolds
    • http://bit.ly/collegecitations @wilreynolds
    • @wilreynolds Woodworkers? #RCS?
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds Failure safety net
    • WINNER! @wilreynolds
    • @wilreynolds
    • Tactics vs Strategy @wilreynolds
    • @wilreynolds Strategies don’t hit HR’s
    • Competitor Convo @wilreynolds “They’re doing what”??
    • Here are your tools @wilreynolds
    • @wilreynolds
    • @conversionfac@wilreynolds
    • Track Email Newsletters @wilreynolds
    • Products pushed Intern categorize @wilreynolds
    • Shared Notebook $5 @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Find FEEDS @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • webstagram @wilreynolds
    • @wilreynolds
    • @martijnoud@wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Page to RSS @wilreynolds
    • Google News (CEO Names) @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds Prey
    • Newsle Gmail > Evernote @wilreynolds
    • @stephbeadell @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • PR opps HARO Profnet @wilreynolds
    • @wilreynolds
    • What else would I want to know immediately? @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Site:yoursite.com porn, sex, viagra, insurance @wilreynolds
    • @wilreynolds
    • WMT Alerts to Phone @wilreynolds
    • Get Sneaky @wilreynolds
    • Push to evernote in case it goes down @wilreynolds
    • Popular Infographics find it then set new links alert @wilreynolds
    • Image Raider RSS @wilreynolds
    • Competitor byline @wilreynolds
    • Interview with “ceo name” @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Imagine once a month open evernote @wilreynolds
    • CEO mentions, new links to your assets, competitors assets, bylines of competitor interviews, brands being pushed by competitors, reporters covering new pieces your industry, copied images from your site to reclaim, where competitors are commenting, popular infographics, people posting on reddit, what got hot on reddit, new preso’s uploaded on slideshare, on and on @wilreynolds
    • 3 weeks ago @wilreynolds
    • #MozCon