About Wil Reynolds
Over the past 14 years, Wil Reynolds has dedicated himself to doing two things well: driving traffic to sites from search engines and analysing the impact that traffic has on the bottom line of companies. Wil’s career began at a web marketing agency in 1999, where he spearheaded the SEO strategies for companies that included Barnes & Noble, Disney, Harman Kardon, Debeers, Doubleclick, Hotjobs, and Mercedes Benz USA (to name a few). Although the internet bubble burst, Wil’s passion for web marketing has always been strong. Wil founded SEER Interactive, a Philadelphia-based SEO firm in 2002.
In his Learn Inbound talk, Wil tackles several strategies to get you quick wins so you have time to do some of the bigger campaigns he’ll look at later. He discusses everything from quick link wins to how to get rankings to your great content without doing any outreach.
- If you’re in the tech industry and looking for contacts to share a new piece of research with, use Followerwonk to search for things like tech editor and tech journalist.
- Wins don’t always have to be hard-fought victories: capitalise on ‘lazy’ tactics like revisiting old content, re-sharing on social, and really understanding why old content resonates so well.
- Don’t hold back your knowledge. Keep sharing and expanding and teaching and your audience will come back again and again.
- 75% of customer leads come from old blog posts. Old content is continually converting, and Google is giving credence to updating content so it’s still fresh.
So I want to talk about how to be lazy and still hit your goals, right. Your goals won't change, but I want to help everybody here get just a little bit lazier with their marketing, hit your goals or objectives, so you can get home earlier to your kids or whatever it is you do, go get a pint, or do something cool. Or hopefully, what I'm going to show you at the end, when I show you what you can do, what's possible and you go, "Where am I going to find the time to do that?" I'm going to tell you that I already gave that to you. So let's get started.
So companies, I find real brands, companies that do great marketing, they do RCS, or what I call "real company shit," right? They do real things. They sponsor events, right. Like SEMrush and Inbound. You know, they do regular company things. And what I find is that when a company does a lot for their brand, they leave so much on the table for search because they've already done the hard work. Many of you in here are probably like me. I'm trying to convince people to do real company shit instead of just saying, "Get me a bunch of links," right? It's like no, how about we produce something that people will want to link to? "Nah, the answer is go get me some of those links." No freaking way. So what I like to do is evaluate and look at companies who are already doing great things.
I have a son now. He's seven months. He's here with me making the long trip across the pond, and I look at strollers now. So like, that's my life. Up until now I'm like, "We're going to go out, we're going to get a bunch of beers, and we’re going to wake up somewhere tomorrow. Who cares where? Have a good time tonight."
Now, I look at strollers, and I have a Bugaboo. I have a Bugaboo Bee3. It's a great stroller. The problem with Bugaboo...and what I love about it is they're a great brand. They do great things. How many people here have kids? Okay, good, so the rest of you, you may not get this. Try to bear with us. So when you walk around the city, right, wouldn't it be nice to know the routes you can take your kid, where the sidewalks were smooth and like, if you have a double-wide that you can get through without having to go screwing everybody else that's on that walking path? Bugaboo did just that for us parents. Smart content, right? And what they did, if you look up here, is they made different maps of cities that kind of felt like the city, but they drew out paths for you that were great if you had one or two children in a stroller with you. So you can walk through the streets of Paris and enjoy it and not be rolling your stroller down the wrong street. Any of you try to roll a stroller on a cobblestone stone street? Not very fun, right? They did the same thing in San Francisco. This kind of design is an epic, well long-known design for the different digital companies in San Francisco. This is great content, right? We love it.
The problem with companies like Bugaboo is they're in a campaign mentality. The biggest problem I see with marketing companies is they believe in campaigns. "Oh, that's over." But, when you produce content, remember, this stuff is searchable for ages. So as a result, why would you pull the plug on the server when you are already building great content that people are searching for? So if you want to look for those great maps, if you are going to San Francisco and going to Paris, and you said, "Great, Bugaboo produced this amazing map to teach me how to go through the streets with my stroller, nice and easy so I'm not frustrated." If you look for it, let's see what you would find. This webpage is not available. Bugaboodaytrips.com. Gone.
But, let me show you some of the links that that thing got. These are the kind of links, right? These are the links we all want, those big, high, juicy domain authority links. And guess what they did with this campaign? Somebody went over to the server and went, "Well, that's it. Unplug it. The campaign's over. Why would we keep something up that helps people figure out how to navigate the city that tons of people already like?"
You know, hosting, how much is hosting? $10, maybe, to keep it up? It was a bunch of pdfs, basically. This happens so often, so one of the things I'm going to ask all of you to consider and think about is stop asking companies to do new things.
No company wants to do new stuff. Your client wants to do new stuff right off the bat. This is one of the ways that we try to create wins for our clients because we find their old stuff they've already invested in that somebody probably pulled the plug on that has a bunch of links pointing to it already. And you already have done the work. You already have all the graphics files, you already have all the web files, you just got to kind of take that plug, put it back in for $10 a month, and go get all these links back. Easy win.
So remember, to me, there is no such thing as a campaign when it comes to search, unless people are searching for something and you know they're never going to search for this again. So, if no one ever wanted to take their kids to Paris again, if no one ever wanted to take their kids to San Francisco again, then maybe you could pull the plug and save yourself $10. The strollers are like $600. Its like, "You guys got $10 to put the server back on."
So, like I said, I want everybody in here to think of doing this. Take your old content and drop it into a tool called Topsy. I'm going to give you all some super easy tools in the beginning, but I'm going to ask you to do harder work later. But, I'm going to do for you what I do with my clients. I make it easier upfront and then ask them for the hard shit later.
So go to Topsy, drop your blog domains in. You'll be amazed, if you're producing great content, at how often those things are still being shared, and you didn't even know it. One of the biggest surprises ever that hit me is when I did this analysis on my own blog. I'm going to show you my Google Analytics for our blog, our top blog post in a given month. I think it was about three months ago. So three months ago, I pulled traffic to our blog, and then I looked at these things and looked at the publish dates. The content was all old.
One of the biggest problems with content marketers is you continue to produce new content. The problem is, is so many of us are sitting on content. I've got content that's four years old that is getting more traffic than the stuff that I posted all year this year.
Now, the question is how many of you know the content that people are still visiting, getting value from, that's out-of-date, old, or no longer serving their needs? Do you all check this regularly? Hopefully you do, and then update that old content. I think Randy talked about this later. There are some interesting things about freshness of content. I think he might talk about this later, so I don't want to steal his thunder, but if you actually legitimately update your content today, it's a great way to go back to all those people who linked to it, all those people who shared it, and get those links all over again, and continue to get your boss of your back. Easy win.
So something I've been doing a ton of is, I'm traditionally an SEO, so I've been an SEO since August of 1999, for the most part. And for the last year-and-a-half... No, last six months, rather, I've been playing a lot with paid search because I can be lazy with paid search. What do I mean by that? So if you take a tool and you drop your URL in and you see, wow, this whole piece of content, it's continuing to get shares. If you take all the people who have shared it, put them into an audience on Twitter, Facebook, AdWords, etc., anywhere where you can put in all these different people are sharing the content with emails or with their Twitter handles, Twitter and Facebook can then build look-a-like audiences for you. So Twitter and Facebook will find these people who sharing your content regularly that you just pulled out and say, "Oh, do you want us to go find you other people who might also want to share this content that look like the other 500 or 1,000 people that shared that content for you?" Yeah, that's a lot better than emailing a bunch of bloggers who don't want to hear from you to try to get a link, right? Wouldn't it be better if you just paid to advertise to these folks, which is something I'm doing a ton of right now?
So I'm going to get a little bit more advanced for you all. This is an example of something that we just set up on one of our assets that we really like. So we built this guide to Pinterest. If you haven't seen it, it's crazy in-depth, and what we're now doing is we're putting a pixel in for Facebook, Twitter, and AdWords that says when somebody scrolls to 50%, thinking that when you scroll to 50% of the page you're pretty engaged with the content, right, you've gotten pretty far down. I'm aggregating audiences at that scroll level. So once you get to 50%, if any of you do this you'll be my victims, I mean my market test, once I put you in an audience, I can then say, when we update this piece of content, because Pinterest, constant updates, so we're going to update it again in six months, every one of you that scrolled past 50% will see my ads six months from now. Easy marketing. Put your pixels in at 50%, and then retarget those people once you actually have updated that content to get those people back into that content, so they'll share it all over again, and just keep the traffic coming, baby. Sound too hard right now? This is pretty easy, lazy stuff, right? You have to go ask somebody to put in a tag manager, that's all you got to do.
So then this started getting me thinking, how much time and money do I spend as the founder of my company, having people doing outreach for content that's, eh, not so great. Anybody here also have somebody in our company that does outreach sometimes? It's okay to admit, I saw you. I just saw one of you like, "Yeah, me." We'll have beers later. I owe you a beer because you're honest. I think all of us have people in our companies, or have been those people, who are doing outreach and you kind of don't really feel great about it, which is why I say pay for people to see your content that, naturally, will share that content, potentially, and then you don't have to go out annoying the world. Anyone here get emails randomly from people and love getting them? Do you like getting calls on your phone from numbers you don't recognize?
So think about it. How many of you out here are doing outreach, but yet, when somebody calls you on your phone and you don't recognize the number you're like, "Ugh, who's this?" But, then we go out and we do that to people all over the internet with email doing outreach. I'd rather advertise to people. The Pinterest guide is so good, and you have to believe in the content. I mean, if you think your content's crap, why pay for people to see it? The Pinterest guide is so good; I've had people thank us for our ads.
Have you ever had somebody thank you for showing them an advertisement on Twitter? You don't follow me. I got you targeted, but you don't follow me, you don't follow my company, so I'm interrupting your feed, in theory. And, I got "thank you’s" twice for ads on Twitter, but you've got to have content that makes people want to thank you. Are you building content that, when people get to it, they're saying, "Thank you," or are they saying, "'Blank' you"?
So another easy thing we're doing for a client right now, they're in the travel space. What we're doing is we're actually building out a whole photography library because they're in a certain region of the country. They're like an Airbnb in a certain region, and they're going out and having people walk the trails in this region, take amazing photos of the waterfalls and all the hiking trails, and we're putting them up for free. So by building this library, what we're now able to do is we're able to advertise to the journalists who we know typically use photos and write about this area of the country. I don't have to go and email them when they don't want to hear from me. I don't have to call them. We're looking for people who consistently write about this vacation area, and we're producing amazing images they can take for free.
What's that going to allow me to do? Lazy stuff, like Image Raider. So Image Raider will tell me any time somebody's copied my image. Somebody copied one of my client's images, and, look at this, domain authorities. Nice, right? And this just comes into my inbox. I don't have to do any work. "Oh, I noticed that you copied our photos. Great, thank you." Don't get the legal people involved because they'll try to send out a "pull your photos down." "Keep them up, and just send us credit." Easy links, added value, you've built a relationship with someone, and, "Feel free to come back. Here are some other images like these that you might want to use in upcoming posts." Great. Make it easy. They're lazy, too.
All right. I'm going to give one of my secrets away. For clients who say, "I don't want to do that in a very regulated industry." So sometimes we come up with pretty crazy ideas for our clients, and they go, "We can't do that," so you have to show them that a competitor has done it.
So we work with a bank who doesn't want to do anything. It's true. I mean, banks, it's like every idea you come up with, you can't do it, you can't do this, you can't do this. So they compete with Citibank. So what I did is I did a Google image search for Citibank's logo and the word "sponsorship." And I found everywhere that Citibank was sponsoring, and I said, "Well, can we be there too?" and they went, "Well, if they have already done it, it must be okay. We can do it." Lazy. Easy. Easy wins, so we can do the hard stuff I'm going to ask you to do later. It's not going to be this easy the whole time, I swear.
Followerwonk. If your company's doing real company stuff already, there are probably some people who follow you who you probably don't realize
actually are a great target for you. So one of the things I like to do, drop in a brand and analyze their followers. Export that into Excel. That's one or two
clicks. I'm sorry if that's too much work for you. Export it into Excel, and then do a Control-F, two more keystrokes, and then start doing finds for words like columnist, writer, journalist, CDNet, ZDNet, HuffPo, Huffington Post, NYT, NY Times. It is going to show you all the people who follow you that are journalists and writers in all of those different news organizations.
Now, for some of you who go, "Well, we don't have that. People don't want to follow us. People all want to follow this other cool company in my space," I got something for you. So what you do is you do this for that competitor, and you show that to your boss. You say, "Okay, I pulled this competitor," because Followerwonk will let you pull all the followers of a competitor, and say, "When I looked at how many journalists from trade publications follow them, for every 50 they have, we have 1." Who do you think is going to win the long term bet on outreach and link-building when one company has all these journalists who cover a certain beat, cover a certain topic are already following them, and we're not producing content that makes those people want to follow us? Remember, if they're following you on Twitter, you can target them with your assets later. That's another great reason to build relationships and get those journalists to follow you.
Got another easy one for you. Misspelled domains. So we have a client or two where people, for some crazy reason, don't know how to spell their domain. I don't know why. But, what you want to do is go into your webmaster console, look at your homepage, and look for the misspellings of your brand name. And then what you want to do is run those misspellings... You can't do it here anymore. You'll find that they bring up pages like these. People are linking to the wrong domain because people may be misspelling your domain. So somewhere along the way, they talked about your business, they linked to the wrong site, and you don't know it. This is how you find people that linked to the wrong site and for this client; we found 27 linking root domains to the wrong domain. Easy.
Now it's going to start getting hard. Remember, great content typically gets copied. What are you doing to be proactively notified when people copy your content? Hear my voice crack there? That's horrible. I'm 39 years old. I'm up here like a 16-year-old boy. When it's time to change. All right. The joke goes over here, great. I'm not sure what shows you all watch, but great content gets copied.
So we had a client in the coupon space back in...many years ago, and what we did is we aggregated a ton of teacher discounts and put them all in one long page. And teachers loved to share those discounts with other people, so they copied them and put them up on their teaching websites, teacher sites, the schools put up the sites, .govs put up the sites, like, all these people just started copying the content. We did the same thing for the military in the U.S., and what happens is I got a call from a law firm once that said, "You've copied our content." That always scares me, when I get a call from a law firm because I usually said something stupid I wasn't supposed to say on a stage like this. And they go, "You copied our content for this teacher 'blah, blah, blah, '" because they have tools to make sure that we don't copy their content, as lawyers, but we don't use those same tools to make sure they don't copy ours. So what happens is this lawyer calls us from a large company, who I cannot repeat. He goes, "You copied our content. You gotta pull it down. We'll sue you. 'Blah, blah, blah. '" We went, "Wait, wait, wait, that's our content," and we showed them the published dates, showed them when Google indexed it. They went, "Oh, we're sorry."
Thank you, first of all. Second of all, the funny thing is the lawyer goes, "Well, you know what? We put this up on five other sites, too. Do you want us to take it down or just give you credit?" I'll take those five links from your Fortune 500 website and all of its subsidiaries, thank you very much.
So ask yourself, though, how do you... When you pour your heart and soul into producing great content, what do you have set up right now that tells you that somebody's copied it so you know to go out and outreach to them? Some of us might have alerts, Google Alerts for everything you post. No, you don't. You don't do it for every one of your posts, right? So take a snippet of your content out. Drop it in an alert. You can use Copyscape, which is a tool that we use, to just say, hey, any time somebody copies it...and it just does it automatically for us. It makes it easier.
So now we're going to get a little bit harder here. So I like to build lists of influencers before I start doing any work for a client. I'm telling my client these are the targets, these are the people that I want to get in front of because it's a lot easier to get in front of one of them and have them share it with all the mid-level bloggers than me contacting a thousand people trying to get 10 links.
So when you use BuzzSumo, find these influencers. I'm going to show you how to do it, and then you can use a tool like Full Contact to tell you or to match up the email addresses, or the Twitter handles to email addresses. And I'm going to show you why getting those email addresses is very important. Because you can upload your email list. Now, it takes five minutes, but the clicking... It takes five minutes to upload it but, really, you just have to click once. Take your email lists… This is like a travesty at Seer. We've got 3,000 inbound leads, and we haven't uploaded them to Facebook, Twitter, or AdWords when I started playing around with this stuff, because you know that they allow you to retarget those people as an audience. How many of you are sitting on tons of leads right now that your company got inbound, and you don't have those lists uploaded to Facebook, Twitter, or AdWords? Yeah, right, so you all have them up? Sure, you do.
It was a travesty because we worked so hard to get people to know us and come inbound to contact us and we don't put up popups like, you know, "Give me your email, before you get the content." We never do that. So we knew these are people who wanted to work with Seer, 3,000 over the course of 10 years. We didn't even have them uploaded to Twitter and Facebook so that we can advertise to those people later. Travesty.
Twitter, your audiences have to be at least 500 people. I heard yesterday that you can put up 499 fake Twitter handles in and target one person. That sounds like some fake company shit, so don't do that. You know, be good, be white hat. With Facebook, you can get audiences as small as 20, so sometimes if your list of emails are small, Twitter and AdWords won't match them up very well because the list is too small. Facebook, on the other hand, with 20 emails matched, you're good to go. They'll let you target those 20 people very specifically. And, again, if you have 19 friends, you can always add them to your audience, and then target them and tell them never to click on the ads, so that when you get a click, you know it's the one person you wanted to get in front of. But we wouldn't do that.
So now think about it, you have two lists that you can overlay as two separate audiences to target really well. So I don't track every single person who signs up for my newsletter, in the same way that I didn't track all the content that I produced that was copied. These are all easy, lazy things that we can all do together. Well, once I started taking out email lists and uploading it and then I have my influencer list, and I cross those two in Facebook, AdWords, Twitter, I'm now able to see when the influencers I wanted to get in front of are in my newsletter. And when they're in my newsletter, that means I have their email, and when I have your email, I can target you with very specific stuff that I know you want to share and know about on Twitter, Facebook, and AdWords.
Pretty lazy stuff so far, right? I mean, this is stuff you guys can do, like, tomorrow if you're not that lazy.
So one of my favorite tools here...sorry, it's a little bit squished. I had to change the... Never mind. I won't talk about it. Is BuzzSumo. With BuzzSumo, I can drop in a certain topic and then I can say, "Show me people that have shared that topic in the last week and sort it by whatever shares," Facebook, LinkedIn, Twitter. So, now I'm able to see, because I have a Pinterest guide that I'm promoting just this way, who in the last week has shared content that is similar to my content that I know
people really like. And then I can pull all their Twitter handles out, export, and then guess what you do? Upload it as a list to Twitter, because you know these people who shared this, when they share that content, it pushes and it goes very far. Because I can look under here… I don't want to mess with the thing, but you see where it says "view shares"? I can get every Twitter handle of everybody who shared that piece of content. And if mine is better than that, wouldn't it make sense to advertise it to them? So then you click on...so I sort by average number of retweets because I want people that, when they share stuff, their audience typically goes, "This is good," and then they share it. I want network effects. I'm lazy. I don't want to have to go out and contact 30 different people to get 10 links. I want to contact one person that's trusted in their network, and let them go get my 30 links. So when you sort by average number of retweets, you click the little "export" button. Excel. Anybody here not have Excel? Didn't think so. So you have Excel. I now say what groups of people I want to target. I then sort by the average number of retweets. I'll make it, like, some threshold. You know, if you tweet out something and your average number of retweets is below "X," I don't want to advertise to you because when I get in front of you, nobody else really cares what you have to say. I want to spend my entire budget on the people who, when they talk, their audience listens.
I had a piece of content... So we just shared 400 websites to block on the GDN, and I had a very influential PPC blog retweet it. Four retweets, four favorites. They have 52,000 followers. I had another guy retweet it, 2,500 followers, 10 retweets, 11 favorites. Do not look at follower counts people, because that stuff does not mean squat when it comes to pushing content. It's about how engaged their audience is, not how many followers they have.
All right. So another thing you can do with BuzzSumo, when you check to see what people have shared, is you can see if they're greedy. And what I mean by "greedy" people, greedy people only share their own stuff, which means, if you advertise to them forever and spend money on their clicks, they're never going to share it because they only share their own crap. You don't want to advertise to those people, right?
So when I did this to Jen Lopez at Moz, I can see that she shares a lot of crap from all over the web, not just her own crap from Moz. Sorry, Rand. So what do I do? I advertise to Moz people with my Pinterest guide. Did you see it, Rand? Have you ever seen it? You ever seen the ad? I'm advertising to you and your company because this is... I set this ad up myself. It's awesome. I'm spending a couple of cents, and starting June 10th to forever, I am willing to target Moz and HubSpot people. Any HubSpot people here? Yeah, if you're in the U.S. or you're at Moz. Any Moz people? You work there, you're going to see my ad, because I know you people are willing to share with your community when you find something that you think might help them, and I know my content on Pinterest is freaking good. We just knocked Pinterest out of one of the top four spots for the word "Pinterest guide." That's how strong the user signals are on it.
And you can see, some of you HubSpotters, Mozzers, you're clicking about once a day. Not bad, right. I don't need a bunch of clicks; I need the clicks from the right people who are highly influential.
So I'm not spending a whole lot. I spent less than $100 for my June 10th until today. What's today? October-something. Less than $100 to get clicks from Rand and to get clicks from Jen.
So think about your content and who is willing to share that content to their audience, but you got to produce something that they're willing to share. Rand doesn't share crap.
I started playing around with clicks and pricing on Twitter. You kind of got to...because when you start layering in super tight audiences; they start wanting to charge you a little bit more, so if you're going to think cheap... Like, it's not cheap to get in front of Rand, right, but if he does tweet one of your things... Anybody ever have Rand tweet something of yours? It's not a bad thing at all, is it, for your content?
So yes, you should bid the minimum. Expect that the costs are going to be a little bit high, which is why you want to get really targeted with whom it is you're reaching out to. And now, we're going to get to the hard part of the presentation.
So you can't write crap. "Determining Your Hat Size." This ranked number one for the word, like...something around a fitted hat I was searching for. And, it said, "Look at the first line. Fitted hats require that you know your head size." Great content. Now, if you were actually in the space where you would have fitted hats in an e-commerce business or sell that, you know how easy it is to knock these guys out of number one? The name of the company is Dick's. Kick them out.
So I've talked about blogger outreach a little bit and how there's...take a different approach. The idea of getting a list of a thousand people to try to get your links from and have somebody do outreach is just horrible. It's like you getting a thousand phone calls on your phone from people you don't know. You don't like it, don't do it to other people.
Now I'm going to ask you to do some hard work. I believe that you can't really get lazy unless you have great content, so I can pay for people to see my ads or pay for people to see my advertising to see my content because I know, if I can get them to click on it, they are not going to say, "This sucked." They're going to say, "This is pretty good." They may not share it, but they're going to go, "This is pretty good," right? So what does epic content look like? Well, now that I've given you time back, got your boss off your ass for a couple months, get the links, shut him or her up for a little while, now I'm going to ask you to go do this.
So organic, to me, is very costly. I follow Rand. Rand tweets out great stuff about his steak-making habits and then he, like, shows before and after pictures. Like afterwards, he shows how awesome it is while I'm eating like a bowl of cereal. I'm like, great; I should be at Rand's house. And he does this over and over again. He refers to grilling steak as A/B tests. Who A/B tests freaking steak recipes? He does. But, what's really funny is I looked at that content, and I started searching for things, like, where did he find it? And now, when you look at the content for grilling steaks, you might be a little bit upset that there's one box, and, "Wah, Google's Ask and wah are taking up all the space. Wah." Shut up. "Aw, there are big brands, and Google always ranks big brands." Ah, nope.
You can't give up, right? And I'm going to show you what this content looks like that Rand tweeted out when he cooked these steaks. The content is amazing. So it tells me things like, "These cuts of steak come from the longissimus dorsi." Who knew? Now I know what the longissimus dorsi is, so when I'm talking to my friends about steaks I'm like, "Well, you know, that cut of steak, it comes from the longissimus dorsi," or whatever the freak it's called. No, but seriously, I love ribeye. I like a fat, marbly steak. I like the juice in it, but when I've gone out and someone said, "We have a Delmonico steak today," I'm that guy like, "What is that?" But, I read this content, and now I'll never be embarrassed again when I go out for a steak. If I go out for a steak tonight, and they go, "Sir, there's a Delmonico," I'd go, "Oh, so it's like a ribeye." This piece of content makes me smarter, and it goes on, and on, and on.
I always wondered what dry aging was. You know, you've ordered a dry aged steak, but you didn't know what it was. You're like, "Oh, dry aged. I guess it's been around for awhile in something dry. Yes, I'll take the dry aged steak because it costs more and my boss is here," So like, I didn't know what this was, but then I learned what it was. And then they did this. You ever wonder what your steak and like, "Oh, what color is it, how's it cooked?" Whatever. They actually show the difference in the colors from rare to well. Helpful. I make better steaks because I read this, and might you make a better steak if you read this whole, long piece of content over the course of 45 minutes?
And what was really smart is they put things in that I might want to buy, but super far down, because I had already start building trust that this is going to help me produce a badass steak. So if they're telling me to buy this thing from Amazon, I'm probably going to click on that and buy that one because I want my steaks to turn out like Rand's steaks, and they've repeated this over and over again. It's funny, I was talking to Rand about this recently and he's like, "You know they built a cookbook off of all those freaking recipes they had done, because they were so in-depth."
So the company is Serious Eats. Five minutes? Awesome. So, the company is Serious Eats. Just based on what I showed you, would you ever go there again to maybe look at what they might've said about how to cook salmon, or shepherd's pie, or I don't know, whatever, potatoes? I would because it looks like they're going to teach me how to make some badass potatoes. Like, somebody's going to do so much research on how to cook some awesome potatoes and that makes me look better. Like, when I cook a great steak and my wife comes home and is like, "Wow, Will, this steak is amazing," good things happen after that.
What's crazy is you can actually use Twitter and Facebook to target people in this way, and I'm sorry my slides are a little bit off. You can target people who are interested in grilling on Twitter as a topic. I can target people who watch Bobby Flay's grilling show on Twitter. Twitter enables you to target people who watch certain TV shows. Now, if you didn't produce epic content, it's going to be pretty hard to be lazy later and just go click, click, and click. I know when people watch this they're going to be like, "This is amazing. I need to print this out. I need to buy the cookbook. I need to buy all these products from Amazon because I want to cook great steak."
So I've been using this over, and over, and over again to describe what I think that they have done. I am a steak griller, not a very good one, I then read their content, and now I do awesome shit because of them. Think about your content that way. So I don't know what I'm doing. Every query is somebody trying to learn something or find something out. When they land on your content, I don't care where it ranks. The question is, is when they leave that piece of content, are they like, "You know what? I'm better at what I do because I found your content?" or are they like, "Now I got to click on 15 other pieces of content to figure out what the heck I'm trying to get done here?" So does the content you build level you up? Does it level other people up?
Now, see as I said before, I get more compliments when I make good steaks. Anybody here hate receiving compliments? Anyone? Anyone not like to get... Anyone like to cook and have people go, "This sucks."? When you cook and have a bunch of people over, you want them to be like, "Wow, Wil, how did you cook these steaks?" Serious Eats is making me smarter. Serious Eats is making me get compliments, and when I get compliments, I feel a little bit better about myself. That's okay to admit, right. We all like compliments.
So what happens when you produce content like this? You get this. Drop in your brand name, and just start dropping in letters after that on the space bar. You know, your brand name, space, and then letter "q," and then "w," "e," "r" and just go through it. What's crazy is, look at all the different things that people are saying, "I don't want to know just how to cook any burger, I want to know how Serious Eats tells me how to cook a hamburger," a steak, ramen, pizza, pizza dough, chili, salmon, pesto, pancakes, carnitas. That's what happens when you build a brand that people fall in love with your content. If people aren't searching for your content with your brand name, you're content ain't that epic.
We have certain pieces of content on Seer's site that people always search for Seer Interactive and then that piece of content. That's how I know people don't just want any answer on the web; they want Seer's answer for that. That's what I would recommend all of you go to take a look at and then with Serious Eats, here's the search volume for "Serious Eats" and "steak" for as far back as I can go. You see it's growing? Once you find those pieces of content that people are searching with your brand name, go drop it into AdWords. Drop it in the AdWords tool, and more people are starting to say, "Well, now that I've seen it, I've shared it, and I'm telling people to search for Serious Eats and steak" Because we don't remember URLs, so you just say, "Go Google it. Serious Eats and steak." This is the proof that you've produced content that people want with your brand's opinion specifically. If the doesn't look like this, that's not epic.
The next thing you can do is this. You can drop your content into SEMrush,
and it'll show you...shout out to SEMrush, it wasn't even planned...but it's showing me that this one page ranks for 1,200 different keywords. It's one piece of content, 1,200 different keywords, with some pretty legitimate search volumes. That's another great thing. Drop your content into SEMrush, look at that page, and see how many other keywords it's ranking for and doing well for. And if you know your content really helps people solve problems, not only should you maybe optimize it a little bit better,
but you can also then know it's probably worth paying for people to see.
The number two result... No, the result over Serious Eats for how to grill a steak is wikiHow. WikiHow? Over Serious Eats? That's a travesty. I'm trying to cook a steak. I obviously don't want to order food online yet. Notice where wikiHow places the priority. Before they teach me how to cook the steak, they want me to see ads. Why would I get a Dewalt drill when I'm in the middle of cooking a steak? It's not like the cow is out back and I got, like, a Sawzall and I'm like, "Die, cow. I'm going to cut out some longissimus dorsi off of you." So you look at the content and you go, "Man, that feels really different than Serious Eats, doesn't it?" I'm probably not going to go back to this website, am I? And, no matter how high wikiHow ranks, I typically always click over them, and I never go to their site because I know the content isn't going to be fulfilling. I only click on their site when I want to show bad examples to SEO people.
So why are we paying for content like this? Sorry, I didn't mean that to happen. Why are we paying for content like this? I hope nobody in here is doing this. It ranks, but does it help you? Does it help you to know that Dallas is the fifth largest city? No, I'm moving from Dallas to Chicago. Teach me something that'll help me have the same experience in those two cities, not something a 15 year old in India wrote to freaking rank you well, or from somewhere else. You have to actually care enough about the user to say when you land on my content; I actually want it to be a pleasurable experience for you. That is not epic content, like this concert that only your parents showed up to that you probably did when you were 12.
So I'm going to leave you with one last lazy thing. This is one of the smartest things I've seen an e-commerce company do. After you buy a product, if they don't have an installation review, they email you, because they know you just bought that product, and they say if you write down everything you did to install that product on your Mustang, and you do it in this format, $200. That's the laziest thing I've seen an e-commerce company do and it's so smart, because what they realized is they wanted to produce great content, but they knew they couldn't just do it all themselves. So the lazy way to do it is to say, "You just bought this product. Do you want it for free?" Yeah, because it cost you $200. Well, if you just write it up and take some pictures along the way, in this format, you can have the product for free. Now they've got content that everybody else after that, goes to their site for. Super smart thing to do.
So that's what I'm going to leave you with. You can get really lazy after you produce amazing content. Thank you so much for having me.