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Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Click to edit Master title styleClick to edit Master title styleG...
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 ca...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
2) Don’t get unwanted attention from algorithm engineers.
Why you...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
How do you Add a New Traffic Channel?
Problem
 Adding a new inbo...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
What is an Interesting Story?
 Stories are an ancient
form of co...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Common Information vs Interesting Stories
 If it’s frequently se...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Glassdoor’s “Top Paying Companies for Interns”
 Glassdoor has sa...
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 Intervie...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Aggregated Client Data:
Moz & Click Consult & Dejan SEO
 Have a ...
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 sto...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Recipe for Success
 Use interesting stories to generate traffic ...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Thank You!
Ehren Reilly
ehren.reilly@glassdoor.com
@ehrenreilly
W...
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Growth Hacking Beyond Google: Interesting Stories

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Learn how to grow your traffic without depending on Google.

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Growth Hacking Beyond Google: Interesting Stories

  1. 1. 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
  2. 2. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
  3. 3. 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.
  4. 4. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 2) Don’t get unwanted attention from algorithm engineers. Why you Need Diverse Traffic
  5. 5. 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.
  6. 6. 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
  7. 7. 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)
  8. 8. 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
  9. 9. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Glassdoor’s “Top Paying Companies for Interns”
  10. 10. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Glassdoor’s “Top Paying Companies for Interns”
  11. 11. 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
  12. 12. 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.
  13. 13. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 ClickConsult “(Not Provided) Count”
  14. 14. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Moz’s “MozCast”
  15. 15. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Dejan SEO’s “Algoroo”
  16. 16. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Ask.com’s “Top Questions of the Year”
  17. 17. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 But I don’t have any useful data…
  18. 18. 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
  19. 19. 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
  20. 20. 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

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