the high cost of free traffic
TRANSCRIPT
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The High Cost ofFree Traffic
- Wil Reynolds
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Tricked…
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Tricked…
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Tricked…
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Guess the CTR of that #1 spot?http://bit.ly/CTRisbroken
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Diminishing marginal utility
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Click icon to add picture
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Paid
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Tricked…
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YOUR TRAFFIC ISN’T FREE!
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YOU JUST GOT TRICKED!
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IS IT TIME TO FLOCK TO PAID??
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WRONG QUESTION!
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What are you building that is worth PAYING for people to see?
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The Total audience for your content is Greater ThanThe searching audience for your content
https://www.flickr.com/photos/kjten22
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What does that mean for the marketer/seo focusing on organic only?
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WELL EXECUTED ORGANIC IS COSTLY!
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Vegas, lets talk Steak!
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https://www.flickr.com/photos/abradyb/3604783784/
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Fight the good fight
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Pivot
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What is GREAT Content?
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How do you feel about seriouseats.com?Would you ever go there again?Why?
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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?
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People don’t buy products, they buy better versions of themselves…http://bitly.com/why-people-buy
@buffer
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What else is ranking?
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MEDIOORBITAL FRONTAL CORETEX
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MEDIOORBITAL FRONTAL CORETEXIT’S WIKIHOW!!
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HOW MUCH TIME HAVE YOU SPENT ON WHATMAKES PEOPLE BUY?
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ALGO’S VS AUDIENCES
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MEDIAL ORBITAL FRONTAL CORTEX
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Does it level you up?Does it make you look smarter?
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Wait?!! My
old content is my highest performing content?
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@kieranbass
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@wilreynolds
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The Year is 1900
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Job: To build linksJob: To get 3 posts outJob: Increase Rankings
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Job: Sell more tires with
Content
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@wilreynolds https://www.flickr.com/photos/125261545@N03/
Worn Tires
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@wilreynolds https://www.flickr.com/photos/125261545@N03/
How can I increaseTire Wear?
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@wilreynolds https://www.flickr.com/photos/anacronicos
How can I, the content marketer, get him toDRIVE
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@wilreynolds https://www.flickr.com/photos/125261545@N03/
Driver + Guide = Well Fed, Happy Clients = Repeat Biz
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@wilreynolds
Still doing it today, “Good for the brand”Serendipity…
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@wilreynolds
20% of our budget is NOT tied to ROI
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@wilreynolds
The Serendipity Multiplier
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@wilreynolds
What’s the ROI of your mom??
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@wilreynolds
ROI of “felt special”
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Turned an empty room, into free PR in Entrepreneur Magazine
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Gets Friction
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I’ll out “SEO” any of YOU
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74% Conversion Rate
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© 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.
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Take the easy solution off the table
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We hate this
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He gave us this
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X
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Understand friction, address it, or remove it.That is a Business Function, not a web function.
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Make content worth Paying for people to see.
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Go bigger
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1 piece of content,11 people,200-300 hours $900 in promotion0 link building0 outreach
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Be honest with yourself
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In love with mycontent
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Impact?
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Did that email improve the ranking?
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Question for you:I searched for SEO 101
1 - Name the companies you think show up
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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?
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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?
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Serious eats, has the cow, they just gotta chop it up!!
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Serious eats already had the beachhead& FANS
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Click icon to add picture
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Value, subsequent content gets easier
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Commit to doing less content, reap the later organic benefits
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Why are we paying to make content like this?
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What do you think the users signals look like?
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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
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Seek to understand the audience that would be “leveled up”if they found your content.
https://www.flickr.com/photos/kjten22
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© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
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Exclude too (cut 80%)
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Want an example?Restless Leg Syndrome
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Question:If your content was removed from the web, would anyone
miss it?