Work Hard, Then Get Lazy | Wil Reynolds – Founder, SEER Interactive

Work hard, then Get Lazy…

Wil Reynolds Founder

@wilreynolds

@wilreynolds

Last year was Get Lazy

https://www.flickr.com/photos/delgrossodotcom/

@wilreynolds

Today, Hustle

https://www.flickr.com/photos/muyyum/

@wilreynolds

Get MONEY

@wilreynolds

Connect SEO to the Customer

@wilreynolds

Tweet & Get Money

@wilreynolds

Tweets

@wilreynolds

Got Money

@wilreynolds

Then Press

@wilreynolds

ROI of a loyal ARMY? http://www.flickr.com/photos/bayat/

@wilreynolds

What’s the ROI of your mom??

@wilreynolds

@wilreynolds

What’s the ROI of your mom??

@wilreynolds

ROI of “felt special”

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Debate all day!

@wilreynolds

What’s your formula?

@wilreynolds

Search volume*CTR *Conversion Rate*LTV --------------------------------- COST

@wilreynolds

<<What’s my CTR>>

@wilreynolds

<<What’s my CTR>> <<What’s my Search Volume>>

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Where does this fit? In your SEO ROI

equation?

@wilreynolds

@wilreynolds

What about this?

@wilreynolds D Find a Unicorn

@wilreynolds D

Poopin’

@wilreynolds

YOU Want

TRUTH!

@wilreynolds

“Brands are the solution, not the problem.”

@wilreynolds

“Brands are how you sort out the cesspool.”

@wilreynolds

“Brand affinity is clearly hard wired. It is … fundamental to human existence”

@wilreynolds

What about this?

@wilreynolds

RCS Brands already do it!

http://www.flickr.com/photos/theenmoy

@wilreynolds

Abandon THIS!!

@wilreynolds

Wrong questions…

@wilreynolds

How many

links do I need?

@wilreynolds

What is the

PAGE RANK

@wilreynolds

I need

50 blog posts

@wilreynolds

How much $$ did you make from forums this year?

@wilreynolds

How much $$ did you make from forums?

@wilreynolds

$11,675 – Get out of bed money?

@wilreynolds

Half a

Million?

@wilreynolds

@wilreynolds

Somewhere between $11,657 - $550,000 TRUTH! + Lurker Value

@wilreynolds

How much time are you investing in forums per week?

@wilreynolds

Would you invest

@wilreynolds

Resource

Constrained

@wilreynolds

bit.ly/c3-lazy

@wilreynolds

Right question: Does this help the user get an answer to their question?

@wilreynolds

Right question: Does this help the user get an answer to their question? WELL?

@wilreynolds

Do 1 thing well

https://www.flickr.com/photos/lwr/

@wilreynolds

@wilreynolds

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@wilreynolds

Could have done

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@wilreynolds

@wilreynolds

@wilreynolds

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OR

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@wilreynolds

@wilreynolds

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Resource

Constrained

@wilreynolds

Talk to the

hand

@wilreynolds 1 man band https://www.flickr.com/photos/qsimple/

@wilreynolds

@wilreynolds Content Calendar?

@wilreynolds

1 year later 15 person team

@wilreynolds

Content Calendar?

@wilreynolds

[topic] “powered by vbulletin”

@wilreynolds

@wilreynolds

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73 @wilreynolds FREE!!!!!!!!!!!!!!!!!!!!!!

74 @wilreynolds

FREE!!!!!!!!!!!!!!!!!!!!!!

75 @wilreynolds

Have your own forum? Check for assisted conversions Answer questions w/ 0 responses TY @fontanaRJ

76 @wilreynolds

How much time you putting there?

77 @wilreynolds

Or are you still wondering how many links you need?

@wilreynolds

SEO Company SEER has the 2nd most links – not on page 1

@wilreynolds

Local Intent > Domain Authority

@wilreynolds

How many conversions did I get from that keyword?

@wilreynolds

SPOILER ALERT: 0

82 @wilreynolds

Don’t let the EGO of your CEO drive your SEO

83 @wilreynolds

CEO Stalking dashboard, 2016?

@wilreynolds

http://bit.ly/ifttt-marketers

85 @wilreynolds

Using Referral Data for Audience Analysis @McGswagg

86 @wilreynolds

8 Quote Requests 1.08% Conversion Rate

87 @wilreynolds


88 @wilreynolds

8 Quote Requests $1,600

20 Quote Requests $4,000

26% Higher Conversion Rate from the re-published article

89 @wilreynolds


90 @wilreynolds


91 @wilreynolds

0.62% Conversion Rate $3,000

4.73% Conversion Rate $10,800

@wilreynolds

Helping your current users find solutions @chadgingrich

@wilreynolds http://www.flickr.com/photos/theenmoy





@wilreynolds

Helping Customers in your SLEEP https://www.flickr.com/photos/kirisryche/

@wilreynolds

The we have no coupons e-commerce site

@wilreynolds

@wilreynolds

Jan 2012 – Sep 2014 $2.8M x 7% (commission)

$196,000

102 @wilreynolds

That doesn’t include the $$ from assets, increased rankings, assisted conversions etc.

@wilreynolds Thank god for Six Flags!

@wilreynolds

Fun Tip: Email targeting w/ cancel page Sign up email

@wilreynolds

@wilreynolds

Fun Tip: Cancel Query Targeting / Competitor Frustration

@wilreynolds

Fun Tip: Email targeting w/

cancel page sign up email

@wilreynolds

Fun Tip: Email targeting w/

cancel page sign up email

@wilreynolds

Target pages in GDN Don’t use the comp. name in ads Target pages slate about Comcast Search Companion Ads Search-GDN

@wilreynolds

Mobile tip

111 @wilreynolds

Compare mobile vs desktop search queries to completion Autocomplete is KEY

112 @wilreynolds

Those who work hardest now can be

LAZY Later

@wilreynolds

So get to work

@wilreynolds

@fontanarj @rachaelgerson @chadgingrich @andrewmeyer8

@McGswagg

Marketing

Work Hard, Then Get Lazy | Wil Reynolds – Founder, SEER Interactive