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
- 2. The High Cost of Free Traffic - Wil Reynolds
- 3. Tricked…
- 4. Tricked…
- 5. Tricked…
- 6. Guess the CTR of that #1 spot? http://bit.ly/CTRisbroken
- 9. Paid
- 11. Tricked…
- 12. YOUR TRAFFIC ISN’T FREE!
- 13. YOU JUST GOT TRICKED!
- 14. IS IT TIME TO FLOCK TO PAID??
- 15. WRONG QUESTION!
- 16. What are you building that is worth PAYING for people to see?
- 17. The Total audience for your content is Greater Than The searching audience for your content https://www.flickr.com/photos/kjten22
- 18. What does that mean for the marketer/seo focusing on organic only?
- 19. WELL EXECUTED ORGANIC IS COSTLY!
- 20. Vegas, lets talk Steak!
- 27. Fight the good fight
- 28. Pivot
- 29. What is GREAT Content?
- 38. How do you feel about seriouseats.com? Would you ever go there again? Why?
- 40. 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?
- 41. People don’t buy products, they buy better versions of themselves… http://bitly.com/why-people-buy @buffer
- 42. What else is ranking?
- 44. MEDIOORBITAL FRONTAL CORETEX IT’S WIKIHOW!!
- 45. HOW MUCH TIME HAVE YOU SPENT ON WHAT MAKES PEOPLE BUY?
- 47. MEDIAL ORBITAL FRONTAL CORTEX
- 49. Does it level you up? Does it make you look smarter?
- 50. Wait?!! My old content is my highest performing content?
- 52. @kieranbass
- 53. @wilreynolds
- 54. The Year is 1900
- 55. Job: To build links Job: To get 3 posts out Job: Increase Rankings
- 56. Job: Sell more tires with Content
- 58. @wilreynolds https://www.flickr.com/photos/125261545@N03/ How can I increase Tire Wear?
- 59. @wilreynolds https://www.flickr.com/photos/anacronicos How can I, the content marketer, get him to DRIVE
- 60. @wilreynolds https://www.flickr.com/photos/125261545@N03/ Driver + Guide = Well Fed, Happy Clients = Repeat Biz
- 62. @wilreynolds Still doingit today, “Goodfor the brand” Serendipity…
- 63. @wilreynolds 20% of our budget is NOT tied to ROI
- 66. @wilreynolds What’s the ROI of your mom??
- 67. @wilreynolds ROI of “felt special”
- 68. Turned an empty room, into free PR in Entrepreneur Magazine
- 70. Gets Friction
- 71. I’ll out “SEO” any of YOU
- 73. © 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.
- 74. Take the easy solution off the table
- 75. We hate this
- 76. He gave us this
- 77. X
- 78. Understand friction, address it, or remove it. That is a Business Function, not a web function.
- 79. Make content worth Paying for people to see.
- 80. Go bigger
- 82. 1 piece of content, 11 people, 200-300 hours $900 in promotion 0 link building 0 outreach
- 84. Be honest with yourself
- 87. Impact?
- 93. Did that email improve the ranking?
- 97. Question for you: I searched for SEO 101 1- Name the companies you think show up
- 98. 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?
- 99. 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?
- 101. Serious eats, has the cow, they just gotta chop it up!!
- 106. Serious eats already had the beachhead & FANS
- 110. Value, subsequent content gets easier
- 111. Commit to doing less content, reap the later organic benefits
- 112. Why are we paying to make content like this?
- 113. What do you think the users signals look like?
- 114. © 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
- 115. Seek to understand the audience that would be “leveled up” if they found your content. https://www.flickr.com/photos/kjten22
- 116. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
- 117. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Exclude too (cut 80%)
- 118. Want an example? Restless Leg Syndrome
- 120. Question: If your content was removed from the web, would anyone miss it?
Editor's Notes
- 10 days +35 positions (NO OUTREACH!)
- Day Moz top 10
- Spending 1-2 dollars per click Getting 1-3 clicks per day
- 9’s – paid social is removed
- 9’s – paid social is removed