#MozCon

Richard Baxter

REALLY TARGETED OUTREACH

"Hey, we need to get some links!"

"Let's do some outreach!"

Credit: http://www.flickr.com/photos/leonahobbs/

AT FIRST I WAS LIKE

Credit: http://www.flickr.com/photos/doublebug/

THEN I WAS LIKE

Credit: http://www.flickr.com/photos/remcat/

AND NOW I’M JUST

I STARTED WITH GOOGLE

Let's do some marketing…

I want to find out where my target market is

I want to find out what they're sharing

I want to know who to contact

Option 1: Google

"write for us” + marketing(or whatever)

Take option 1:

You understand nothing.

Option 2:

Collect data + analyze + be smart

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Count of Domain

pda

Get data like this:

Beautiful websites

Still not convinced?

The average Domain Authority of sites found in Google search asking for guest contributions: 47.82

The average Domain Authority of domains shared by influential US Chief Marketing Officers: 74.49

Average Domain Authority0

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*based on 100 domains extracted from “guest post” searches in Google vs 100 domains shared by influential US CMOs in July 2013

You took option 2:

You understand everything.

There's a better way – and it doesn't involve Google.

Who are you

targeting?

Identifyinfluencer intersect

What Are those people

sharing?Be there

Really targeted outreach

The Influencer Intersect

Intersect: influential individuals typically followed by lots of

people in our target audience

Domains shared by pro snowboarders

instagram.comwww.martyrobert-son.comwww.redbull.comimaginate.redbull.compbs.twimg.comwww.pinkbike.comofferpop.comwww.snowboarder-mag.comlive.redbull.tvwww.golfdigest.combeachlifestyle.comwww.usopen.com

instag

ram.co

m

faceb

ook.c

om

youtu

be.co

m

foursq

uare.

com

pinter

est.c

om

twitp

ic.com

vine.c

o0

200400600800

Social sites shared by people interested in snowboarding

What are they sharing?

Want to know how to do it?

You need these 3 tools:

#MozCon

Get TAGS v5

Go here: http://bit.ly/twitterarchiver

#MozCon

And the rest:

Credit: http://www.flickr.com/photos/wundoroo/

FETCH!

#MozCon

Authorize the app

#MozCon

You get a window like this…

#MozCon

Then get a Twitter OAuth Consumer Key:

GO TO: https://dev.twitter.com/apps/new

Find your audience

#MozCon

#MozCon

Grab Their Shared Links with Advanced Twitter Search:

filter:links from:richardbaxter OR from:randfish OR from:wilreynolds

Construct the search query, fast:

http://bit.ly/followerwonkfetcher

#MozCon

Requires a little XPath

//span/a/@href (should have worked)

"//span/a","href" (is the SEO Tools for Excel way

Thanks, @dbseo

#MozCon

Paste your query into TAGs

Then, click run!

#MozCon

If it worked, it’ll look bad ass:

#MozCon

TIP: Create profiles for every target group

Credit: http://www.flickr.com/photos/backinthepack/

OK am listening

#MozCon

Here’s your next template:

bit.ly/mozcontemplate

#MozCon

#MozCon

#MozCon

Make the data actionable

#MozCon

Ta Da! Data…

Tweet

Entity Data

User

Followers

Shared URL Domain

Author

Social stuff

#MozCon

#MozCon

Pull through tweets, user + entity data=OFFSET

(INDIRECT("'Twitter Archive'!“&

ADDRESS(6,COLUMN()+3,4)),ROW()-2,0,1,1)

#MozCon

=RegexpFind

(G25,"(

https?:\/\/)?([\da-z\.-]+)\.([a-z\.]{2,6})([\/\w \.-]*)*\/?

")Thanks, @petewailes

Extract the shared URL

#MozCon

Scrape the author name=XPathOnUrl

(

[Unshortened_URL],"//a[@rel='author']“

)

#MozCon

Get the contact details

use: tools.seogadget.co.uk or tools.seogadget.co.uk/use_api

I actually did some outreach with this data

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I marked off the best sites for my audience targeting

Leo looks like a really cool guy:

I tried to get the email address

But Rapportive did…

Who’s the content manager at Mindjet?

Here are the replies:

And that, is really targeted.

Enjoy the rest of #MozCon!

#MozCon