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The High Cost of Free Traffic

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I hope by reading this presentation you see examples of great content, and realize how that impacts how people feel about your brand. As people feel stronger about your brand, they are more likely to buy. I also wanted to show examples of how rankings are having a diminishing return in certain industries and how broadening the scope of what "SEO" means. SEO needs to go from such a focus on what ranks and include a bit more focus on why people buy.

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The High Cost of Free Traffic

  1. 1. The High Cost of Free Traffic - Wil Reynolds
  2. 2. Tricked…
  3. 3. Tricked…
  4. 4. Tricked…
  5. 5. Guess the CTR of that #1 spot? http://bit.ly/CTRisbroken
  6. 6. Diminishing marginal utility
  7. 7. Paid
  8. 8. Tricked…
  9. 9. YOUR TRAFFIC ISN’T FREE!
  10. 10. YOU JUST GOT TRICKED!
  11. 11. IS IT TIME TO FLOCK TO PAID??
  12. 12. WRONG QUESTION!
  13. 13. What are you building that is worth PAYING for people to see?
  14. 14. The Total audience for your content is Greater Than The searching audience for your content https://www.flickr.com/photos/kjten22
  15. 15. What does that mean for the marketer/seo focusing on organic only?
  16. 16. WELL EXECUTED ORGANIC IS COSTLY!
  17. 17. Vegas, lets talk Steak!
  18. 18. https://www.flickr.com/photos/abradyb/3604783784/
  19. 19. Fight the good fight
  20. 20. Pivot
  21. 21. What is GREAT Content?
  22. 22. How do you feel about seriouseats.com? Would you ever go there again? Why?
  23. 23. Does the content level you up? If you made better steaks, might you get more compliments? How do you feel when you get compliments? Is YOUR content Leveling People Up?
  24. 24. People don’t buy products, they buy better versions of themselves… http://bitly.com/why-people-buy @buffer
  25. 25. What else is ranking?
  26. 26. MEDIOORBITAL FRONTAL CORETEX
  27. 27. MEDIOORBITAL FRONTAL CORETEX IT’S WIKIHOW!!
  28. 28. HOW MUCH TIME HAVE YOU SPENT ON WHAT MAKES PEOPLE BUY?
  29. 29. ALGO’S VS AUDIENCES
  30. 30. MEDIAL ORBITAL FRONTAL CORTEX
  31. 31. Does it level you up? Does it make you look smarter?
  32. 32. Wait?!! My old content is my highest performing content?
  33. 33. @kieranbass
  34. 34. @wilreynolds
  35. 35. The Year is 1900
  36. 36. Job: To build links Job: To get 3 posts out Job: Increase Rankings
  37. 37. Job: Sell more tires with Content
  38. 38. @wilreynolds https://www.flickr.com/photos/125261545@N03/ Worn Tires
  39. 39. @wilreynolds https://www.flickr.com/photos/125261545@N03/ How can I increase Tire Wear?
  40. 40. @wilreynolds https://www.flickr.com/photos/anacronicos How can I, the content marketer, get him to DRIVE
  41. 41. @wilreynolds https://www.flickr.com/photos/125261545@N03/ Driver + Guide = Well Fed, Happy Clients = Repeat Biz
  42. 42. @wilreynolds Still doingit today, “Goodfor the brand” Serendipity…
  43. 43. @wilreynolds 20% of our budget is NOT tied to ROI
  44. 44. @wilreynolds The Serendipity Multiplier
  45. 45. @wilreynolds What’s the ROI of your mom??
  46. 46. @wilreynolds ROI of “felt special”
  47. 47. Turned an empty room, into free PR in Entrepreneur Magazine
  48. 48. Gets Friction
  49. 49. I’ll out “SEO” any of YOU
  50. 50. 74% Conversion Rate
  51. 51. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› The company’s analysis of Prime versus non-Prime members’ cross-shopping behaviors found that less than 1% of Prime members are likely to consider other mass-market retail sites — Walmart.com and Target.com, for example — during the same online session.
  52. 52. Take the easy solution off the table
  53. 53. We hate this
  54. 54. He gave us this
  55. 55. X
  56. 56. Understand friction, address it, or remove it. That is a Business Function, not a web function.
  57. 57. Make content worth Paying for people to see.
  58. 58. Go bigger
  59. 59. 1 piece of content, 11 people, 200-300 hours $900 in promotion 0 link building 0 outreach
  60. 60. Be honest with yourself
  61. 61. In love with mycontent
  62. 62. Impact?
  63. 63. Did that email improve the ranking?
  64. 64. Question for you: I searched for SEO 101 1- Name the companies you think show up
  65. 65. Question for you: I searched for SEO 101 1- Name the companies you think show up 2– Which is the least likely to show you pop ups?
  66. 66. Question for you: I searched for SEO 101 1- Name the companies you think show up 2– Which is the least likely to show you popups? 3– Who loves popups?
  67. 67. Serious eats, has the cow, they just gotta chop it up!!
  68. 68. Serious eats already had the beachhead & FANS
  69. 69. Value, subsequent content gets easier
  70. 70. Commit to doing less content, reap the later organic benefits
  71. 71. Why are we paying to make content like this?
  72. 72. What do you think the users signals look like?
  73. 73. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› We buy things we weren’t searching for, right? Who Google’d “SEO Conference” to get here today? Great content needs a nudge, social, paid social
  74. 74. Seek to understand the audience that would be “leveled up” if they found your content. https://www.flickr.com/photos/kjten22
  75. 75. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
  76. 76. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Exclude too (cut 80%)
  77. 77. Want an example? Restless Leg Syndrome
  78. 78. Question: If your content was removed from the web, would anyone miss it?

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