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SearchLove Boston 2013_Eppie Vojt_Scaling Outreach

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SearchLove Boston 2013_Eppie Vojt_Scaling Outreach

  1. 1. Scaling outreachwithout looking like an idiot
  2. 2. Eppie vojtDirector, SEORed Ventures@eppievojt
  3. 3. Dirty wordScale hasn’t always been a
  4. 4. This...
  5. 5. ...Became this
  6. 6. ...not this
  7. 7. ...and definitely not this
  8. 8. Scaling != creating a lesser version
  9. 9. caling != producing something differen
  10. 10. Who did thisWe’re the ones
  11. 11. ...and this
  12. 12. ...and this
  13. 13. So hardBecause building lots of real links is
  14. 14. Word.
  15. 15. Barrier of entryBut that means there’s a higher
  16. 16. 4 simple principles to scaling outreach
  17. 17. Improve efficiencyCreate or use tools that
  18. 18. Improve effectivenessTrack everything to
  19. 19. Deskill laborCompartmentalize tasks to
  20. 20. Fully automatedRepetitive, low intelligence tasks should be
  21. 21. simple principle to happier employee
  22. 22. Eliminate or automate what they hate
  23. 23. Identifying performance levers
  24. 24. Links = (ES)(OR)(RR)(AR)(CAR)(PR)Emails Sent Open Rate ResponseRateAgreement RateContentAcceptanceRatePublication Rate
  25. 25. Emails Sent = (PF)(CIR)(RvR)(QR)ProspectsFoundRelevancyRateQualificationRateContact InfoRate
  26. 26. Emails Sent = (PF)(CIR)(RvR)(QR)ProspectsFoundRelevancyRateQualificationRateContact InfoRate
  27. 27. End of the internetProspecting beyond the
  28. 28. Turn google against itselfadvanced search operators + scrapers
  29. 29. Done For you
  30. 30. ~*-intitle:inurl:intext:site:filetype:related:Do it yourself
  31. 31. =IF(B5="Yes",ImportXML(B3,"//h3[@class=r]/a/@href"),"")
  32. 32. Think laterally(or let Google do it)
  33. 33. Done For youUbersuggestGoogle Adwords Keyword Tool
  34. 34. Semi-dIYhttp://01100111011001010110010101101011.co.uk/2013/05/finding-more-guest-post-opportunities/
  35. 35. Semi-dIY
  36. 36. DIY: Recursive Tilde Negative Match
  37. 37. Do it yourself
  38. 38. Be everywhere your competitors areusing OSE, Majestic, Ahrefs and Screaming Frog
  39. 39. Download link profile
  40. 40. Follow the trailof prolific link builders
  41. 41. 1. Identify a top blog that accepts guest posts2. Check to see if wp makes it easy for us to find all gu3. Check to see if there’s an author bio footprint4. Scrape all of the links5. Pull down each “prolific poster’s” link profile6. Run link profiles through link detective or screaming
  42. 42. Emails Sent = (PF)(CIR)(RvR)(QR)ProspectsFoundRelevancyRateQualificationRateContact InfoRate
  43. 43. Hidden in plain sightFind contact information that’s
  44. 44. ntact me: sneaky [at] so sneaky (dot) c
  45. 45. Obfuscated emailsScrape all of the
  46. 46. Mechanical turk itWhen all else fails...
  47. 47. Emails Sent = (PF)(CIR)(RvR)(QR)ProspectsFoundRelevancyRateQualificationRateContact InfoRate
  48. 48. Quality Red flagsAutomatically findhttp://emailmarketing.comm100.com/email-marketing-ebook/spam-words.aspx
  49. 49. //a[not(@rel) ornot(contains(@rel,"nofollow"))]/ancestor::*[contains(@id|@class,"advert") orcontains(@id|@class,"sponsor") or (@id|@class="ads")]Obvious paid LinksAutomatically find
  50. 50. spam keywordsAutomatically find+Custom Filters
  51. 51. Links = (ES)(OR)(RR)(AR)(CAR)(PR)Emails Sent Open Rate ResponseRateAgreement RateContentAcceptanceRatePublication Rate
  52. 52. Speed & trackingMail merge for better
  53. 53. Links = (ES)(OR)(RR)(AR)(CAR)(PR)Emails Sent Open Rate ResponseRateAgreement RateContentAcceptanceRatePublication Rate
  54. 54. Outreach campaignsDissecting real world
  55. 55. We did a few things right
  56. 56. 1. We picked a popular, relevant topic: The NCAA Tour2. We built a super attractive asset3. We made it easily sharable4. We added a charitable element5. We built a strong target prospect list & pursued them6. We brought in a top outreach vendor to augment our
  57. 57. We failed. hard
  58. 58. Terrible planAvoid starting with a
  59. 59. A few weeks later
  60. 60. 1. We targeted another popular sporting event2. We built a super attractive asset3. We made it easily sharable4. We took a unique angle5. We built a strong target prospect list & pursued them6. We handled all of the outreach ourselves
  61. 61. We made it rain links
  62. 62. If you’ve enjoyed this presentationI’m eppievojt@eppievojthttp://www.eppie.net/searchlove
  63. 63. If not...I’m ianhowells@ianhowells
  64. 64. Questions?@eppievojt

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