#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 M...
@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 ...
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” fo...
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...
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...
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 a...
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 ...
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 compe...
3 weeks ago
@wilreynolds
#MozCon
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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

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

  1. 1. #MozCon Wil Reynolds The Internet Hates Us, can #RCS fix that?
  2. 2. @wilreynolds A reflection
  3. 3. @wilreynolds #RCS – Facts & Figures
  4. 4. @wilreynolds Tactics into #RCS
  5. 5. @wilreynolds
  6. 6. @wilreynolds
  7. 7. @wilreynolds
  8. 8. @wilreynolds There’s an SEO in the room!
  9. 9. @wilreynolds
  10. 10. @wilreynolds Man in the mirror
  11. 11. Inbound Marketing vs SEO vs Content Marketing @wilreynolds
  12. 12. @wilreynolds Bull fighter?!
  13. 13. http://www.flickr.com/photos/mcgarry/ Bull fighter?
  14. 14. http://www.flickr.com/photos/mcgarry/ Drunk guy in front of a bull?
  15. 15. You can’t change your title you must.. @wilreynolds
  16. 16. @wilreynolds Change your ways
  17. 17. @wilreynolds
  18. 18. @wilreynolds
  19. 19. http://www.flickr.com/photos/alanosaur
  20. 20. Not an architect http://www.flickr.com/photos/theperplexingparadox/
  21. 21. Necessary http://www.flickr.com/photos/theperplexingparadox/
  22. 22. Thinking… @wilreynolds
  23. 23. #RCS Requires respecting other disciplines @wilreynolds
  24. 24. There is no “Just” -TomC @wilreynolds
  25. 25. @wilreynolds
  26. 26. Doing Content for SEO vs Doing Content for Love @wilreynolds
  27. 27. Change DNA @wilreynolds
  28. 28. @wilreynolds
  29. 29. This year I read these books @wilreynolds
  30. 30. @wilreynolds
  31. 31. @wilreynolds
  32. 32. @wilreynolds
  33. 33. @wilreynolds
  34. 34. @wilreynolds
  35. 35. @wilreynolds
  36. 36. Bring me a problem @wilreynolds
  37. 37. @wilreynolds @lauralippay
  38. 38. @wilreynolds
  39. 39. http://bit.ly/batman-campaign @wilreynolds
  40. 40. @wilreynolds
  41. 41. @wilreynolds
  42. 42. “Just” @wilreynolds
  43. 43. Who? Mailing Pins? How Much? How Long? Skill Sets? The PITCH! @wilreynolds
  44. 44. @wilreynolds
  45. 45. @wilreynolds
  46. 46. Are agencies better content marketers than SEOs? @wilreynolds
  47. 47. 42 Entertainment (ain’t on Twitter) @wilreynolds
  48. 48. @wilreynolds Invite?
  49. 49. @wilreynolds
  50. 50. @wilreynolds Footrace, will they learn IFTTT, Vlookups, Tech
  51. 51. @wilreynolds before we learn Storytelling, Pitching, Jour nalism, Branding
  52. 52. Don’t believe me? @wilreynolds
  53. 53. They are starting to get it @wilreynolds
  54. 54. @wilreynolds
  55. 55. @wilreynolds
  56. 56. Play video http://www.youtube .com/watch?v=cgf7 2EG-29A @wilreynolds
  57. 57. @wilreynolds
  58. 58. @wilreynolds
  59. 59. @wilreynolds
  60. 60. @wilreynolds
  61. 61. @wilreynolds
  62. 62. @wilreynolds
  63. 63. We work on search engine optimization @wilreynolds
  64. 64. @wilreynolds
  65. 65. Never pitch b/c there was no “volume” @wilreynolds
  66. 66. Links to Youtube don’t pass “juice” @wilreynolds
  67. 67. No one converts from image search @wilreynolds
  68. 68. Innovative? @wilreynolds
  69. 69. @wilreynolds
  70. 70. @wilreynolds
  71. 71. @wilreynolds
  72. 72. @wilreynolds
  73. 73. 73
  74. 74. 74
  75. 75. @iamchrisle @wilreynolds
  76. 76. Links vs Value @wilreynolds
  77. 77. @wilreynolds
  78. 78. #RCS (Success) @wilreynolds
  79. 79. @wilreynolds
  80. 80. @wilreynolds
  81. 81. @wilreynolds
  82. 82. @wilreynolds
  83. 83. “Clients don’t invest” @wilreynolds
  84. 84. “I don’t know how to pitch” @wilreynolds
  85. 85. @wilreynolds
  86. 86. Don’t hit enter @wilreynolds
  87. 87. @wilreynolds
  88. 88. @wilreynolds
  89. 89. @wilreynolds
  90. 90. Journalists: “We Likey” @wilreynolds
  91. 91. @wilreynolds
  92. 92. SEO’s: Subdomain? Separate pages? @wilreynolds
  93. 93. @wilreynolds Link Juice - Get in My Belly
  94. 94. @wilreynolds Create Failure safety net
  95. 95. 1 person RT’ed it (no outreach) @wilreynolds
  96. 96. @wilreynolds
  97. 97. @wilreynolds Outside the circle
  98. 98. @wilreynolds
  99. 99. “Interesting” @wilreynolds
  100. 100. @wilreynolds Avalanche!
  101. 101. @wilreynolds Avin-ash-lanche!
  102. 102. @wilreynolds
  103. 103. @wilreynolds
  104. 104. @wilreynolds Wha happened?????
  105. 105. @wilreynolds
  106. 106. @wilreynolds
  107. 107. The DATA @wilreynolds
  108. 108. 68.8% Referral 25% Direct @wilreynolds
  109. 109. @wilreynolds
  110. 110. @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
  111. 111. @wilreynolds
  112. 112. 18.95% Mobile @wilreynolds
  113. 113. @wilreynolds 18.95% Mobile
  114. 114. @wilreynolds
  115. 115. @wilreynolds
  116. 116. @wilreynolds
  117. 117. @wilreynolds
  118. 118. Keep it in the news cycle, missed opp @wilreynolds
  119. 119. Went down, rackspace godsend @wilreynolds
  120. 120. 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)
  121. 121. How much did it cost? @wilreynolds
  122. 122. Me: $10K You: $25k @wilreynolds
  123. 123. I don’t have $25k!!! @wilreynolds
  124. 124. Do you have $2k? @wilreynolds
  125. 125. http://www.youtube .com/watch?v=ufY3 WnR5wEo @wilreynolds
  126. 126. 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
  127. 127. CommunityCam @wilreynolds
  128. 128. @wilreynolds
  129. 129. Frank Domizio @wilreynolds
  130. 130. @wilreynolds Outside the circle
  131. 131. @wilreynolds
  132. 132. @wilreynolds
  133. 133. @wilreynolds
  134. 134. @wilreynolds
  135. 135. 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
  136. 136. NHL.com + Psychic Site LINKS BABY! @wilreynolds
  137. 137. 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
  138. 138. Nigerian Scam @wilreynolds
  139. 139. Learnings @wilreynolds • Watch Haro • Get to know your client • Client “Chit chat” has value
  140. 140. Harlem Shake @wilreynolds
  141. 141. @wilreynolds
  142. 142. @wilreynolds
  143. 143. @wilreynolds
  144. 144. @wilreynolds
  145. 145. 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
  146. 146. Sex Toy Day @wilreynolds
  147. 147. STD $1,000 in “product” $3,000 in shipping @wilreynolds
  148. 148. 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 :)
  149. 149. RCS is for people with big budgets @wilreynolds
  150. 150. BULL! @wilreynolds
  151. 151. Local friends: site:.edu card "where to use" "off campus" @wilreynolds
  152. 152. @wilreynolds
  153. 153. http://bit.ly/collegecitations @wilreynolds
  154. 154. @wilreynolds Woodworkers? #RCS?
  155. 155. @wilreynolds
  156. 156. @wilreynolds
  157. 157. @wilreynolds
  158. 158. @wilreynolds
  159. 159. @wilreynolds Failure safety net
  160. 160. WINNER! @wilreynolds
  161. 161. @wilreynolds
  162. 162. Tactics vs Strategy @wilreynolds
  163. 163. @wilreynolds Strategies don’t hit HR’s
  164. 164. Competitor Convo @wilreynolds “They’re doing what”??
  165. 165. Here are your tools @wilreynolds
  166. 166. @wilreynolds
  167. 167. @conversionfac@wilreynolds
  168. 168. Track Email Newsletters @wilreynolds
  169. 169. Products pushed Intern categorize @wilreynolds
  170. 170. Shared Notebook $5 @wilreynolds
  171. 171. @wilreynolds
  172. 172. @wilreynolds
  173. 173. @wilreynolds
  174. 174. @wilreynolds
  175. 175. @wilreynolds
  176. 176. @wilreynolds
  177. 177. @wilreynolds
  178. 178. @wilreynolds
  179. 179. Find FEEDS @wilreynolds
  180. 180. @wilreynolds
  181. 181. @wilreynolds
  182. 182. @wilreynolds
  183. 183. @wilreynolds
  184. 184. @wilreynolds
  185. 185. webstagram @wilreynolds
  186. 186. @wilreynolds
  187. 187. @martijnoud@wilreynolds
  188. 188. @wilreynolds
  189. 189. @wilreynolds
  190. 190. Page to RSS @wilreynolds
  191. 191. Google News (CEO Names) @wilreynolds
  192. 192. @wilreynolds
  193. 193. @wilreynolds
  194. 194. @wilreynolds Prey
  195. 195. Newsle Gmail > Evernote @wilreynolds
  196. 196. @stephbeadell @wilreynolds
  197. 197. @wilreynolds
  198. 198. @wilreynolds
  199. 199. @wilreynolds
  200. 200. PR opps HARO Profnet @wilreynolds
  201. 201. @wilreynolds
  202. 202. What else would I want to know immediately? @wilreynolds
  203. 203. @wilreynolds
  204. 204. @wilreynolds
  205. 205. Site:yoursite.com porn, sex, viagra, insurance @wilreynolds
  206. 206. @wilreynolds
  207. 207. WMT Alerts to Phone @wilreynolds
  208. 208. Get Sneaky @wilreynolds
  209. 209. Push to evernote in case it goes down @wilreynolds
  210. 210. Popular Infographics find it then set new links alert @wilreynolds
  211. 211. Image Raider RSS @wilreynolds
  212. 212. Competitor byline @wilreynolds
  213. 213. Interview with “ceo name” @wilreynolds
  214. 214. @wilreynolds
  215. 215. @wilreynolds
  216. 216. Imagine once a month open evernote @wilreynolds
  217. 217. 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
  218. 218. 3 weeks ago @wilreynolds
  219. 219. #MozCon

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