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Google's Panda and Penguin algorithms have shaken the foundations of SEO and the roots of business which for the past several years had been ok with Google being the largest source of their online traffic. After the updates many webmasters and companies began searching for an answer to why, why they didn't have other ways to drive internet users to their website.
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Presentation Title Here
Tony WrightCEO & Founder, Wright IMC
10 Steps to Success With Alternative Traffic SourcesJoe YoungbloodSenior Account Executive, WrightIMC
What is Alternative Traffic?
@YoungbloodJoe
Not Google Organic, Not Search, Not SEO
@YoungbloodJoe
1. Question:
But Google Organic / Search Traffic is free. Why would I want
to invest in Alternative Traffic sources?
@YoungbloodJoe
Update: Ex-Googler Says Forget About SEO
@YoungbloodJoe
Answer:
Protect yourself from major search engine updates, reach audiences
outside of search engines.
@YoungbloodJoe
Oh, the memories….
Image From http://mominthelastfrontier.blogspot.com/2011/11/i-need-good-battle-cry.html
What we thought Panda was going to do…
@YoungbloodJoe
What really happened
Panda Hit and Recovery
Image courtesy of Jerry West @ SEORevolution.com
@YoungbloodJoe
2. Vertical Search
– A search engine for one topic or industry– Drives quality traffic or leads– Cost money, typically per lead vs. Adwords per Click– Google moving in this direction
@YoungbloodJoe
Old and Varied
– Verticals have been around as long as the internet– Examples:
• Travelocity• Trulia• Expedia• ThePirateBay• DealWell.com• TinEye• Technorati• IceRocket• HotPads
@YoungbloodJoe
How to Win with Them
– Make sure you provide unique content to verticals
– Make sure verticals do NOT cache and maintain your content after your delete it.
– Provide as much data as possible, the more unique the better
– Gauge quality of leads / sales w/ back end CRM (ask me about Hubspot)
@YoungbloodJoe
Cons
There are drawbacks to using vertical search engines that must be considered.– If you’re not careful it will become duplicate content
– Verticals WILL compete against you in Google / Bing SERPs
– Typically do not provide link / citation of content originator
– Reviews and other Consumer Generated Content might have backlash effect on your website.
@YoungbloodJoe
Vertical Aggregators
– Social style list of resources / websites in your industry
– Typically drive high volumes of traffic in a short time frame, focus on time sensitive information
– Examples:• Inbound.org• N4G.com• Some sub-Reddits• Slashdot.org
@YoungbloodJoe
3. Advertising – Get Creative
It’s time to get a bit creative in your display advertising. Try making image or text ads with a unique call to action and continue the story in a congruent fashion on the landing page.– Avoid bland ads– Avoid overly active ads– Use Site / Search retargeting, do not overdo it – Refresh ads every 3-6 months
@YoungbloodJoe
3. Advertising – Retargeting
Retargeting Resources:– Remarketing Pro - http://shelleyellis.com/– Remarketing Network - http://fetchback.com/– Remarketing Network - http://www.chango.com/– Remarketing Network - http://www.adroll.com– Remarketing Network - http://www.retargeter.com/
@YoungbloodJoe
Sponsor Niche Website
Find and sponsor websites / communities in your niche or industry.– Forums– Blogs– Video Hosting– Deal– Review– Other
@YoungbloodJoe
Think Outside the Industry
– Focusing on websites just in your industry may not always work. For example Energy Drinks, computers, etc.. These products are of interest to general consumers. Find compliment websites where the users might fit your target segment.
– Examples• Travel Sites – Target family niche websites• Computer Sites – Target PC video gamers• Coupon Sites – Target mommy bloggers• Restaurants – Target local websites
@YoungbloodJoe
4. Social Advertising
– Make a post on your website? Start off by broadcasting it to your users.
– Was it Funny, Sexy, Smart, Informative or Entertaining?• If yes, consider purchasing ads on social networks like:
Facebook, Stumbleupon, Twitter, YouTube, Vimeo, Reddit
@YoungbloodJoe
Targeting Social Ads
– Facebook: Target by “Likes”, Geo location, Age
– Twitter: Target by Geo Location
– Stumbleupon: Demographic, Interest categories
– Vimeo: Custom – email [email protected]
– YouTube: Demographic, Remarketing, User Type, uploader targeting.
– Reddit: Target by Sub-Reddit
@YoungbloodJoe
Reddit Ad Example
@YoungbloodJoe
Reddit Ad Stats
Twitter Ads: Promote Account
@YoungbloodJoe
Twitter Ads: Promote a Tweet
@YoungbloodJoe
Twitter Ads: Promoted, Targeted, Paid
@YoungbloodJoe
5. Guest Blog Posting (for traffic)
– Find blogs / news websites dedicated to your industry.– Offer to provide guest content from time to time.– If possible link to your content within the blog post, or list
as a resource.– If nothing relevant on your site or not possible, link to
your website in Author Bio
@YoungbloodJoe
How to Find Guest Post Opportunities
– Bloggerlinkup.com– MyBlogGuest.com– Technorati.com blog search– Google “inurl: blog [topic] guest author/post/contributor”– Google Blog search– Help a Reporter Out (not really guest posts)
@YoungbloodJoe
6. Other Sources of Referral Traffic
– Lots of other types of referral traffic just waiting for you to snag it.
– QnA Sites:• Quora• Yahoo! Answers
– Deal Sites / Coupons:• Retailmenot.com• SlickDeals.net• FatWallet.com
– Unique Offer– Forums– Yellow Page Listings
@YoungbloodJoe
Tips on Other Referrals
– QnA: Find questions on these websites you can answers. Spend a few minutes a week with an official profile offering your expertise for free to answer questions. If you have an FAQ page on your website with the info offer it up for further reading.
– Deal Sites: Offer online coupons / Give something away free.
– Joyent, a cloud host, reached out to downtime plagued Reddit with a thoughtful and humorous offer to host their website: http://www.joyent.com/blog/if-i-was-your-cloud-provider-i-d-never-let-you-down
– Forums: Participate in community discussion. Watch for hot topics, cover them on your websites blog, refer back to them in future conversations.
– Yellow Pages: Get local listings right, be at the top.
@YoungbloodJoe
Traffic From Free Offer
@YoungbloodJoe
Free Giveaways
Free Giveaway lead to learning
@YoungbloodJoe
Free Gift from Telligent / Big Social
@YoungbloodJoe
7. Video Marketing
– Make an entertaining video.– As simple as using a flip cam– Skype interviews, event videos, off the cuff videos– Answer in-depth questions– Kinetic Typography videos– Tilt-shift videos– Video mashups– People respond to humor, cats, dogs, babies, injuries,
flash mobs, unscripted slip-ups
@YoungbloodJoe
Video Optimization Tips
– Use more than YouTube• Vimeo• GamersTube (shameless plug)• Daily Motion• Live Leak• Meta Café
– Annotations linking out (in pilot / beta)– Video Sitemap
• In Google Webmaster Tools
– Video embed (your image + link)• http://www.tedxsmu.org/talks/behind-the-scenes-at-tedxsmu
-2011/
– Local video sites??• YouPlusDallas
@YoungbloodJoe
Traffic from Embed Video Image
@YoungbloodJoe
How to Find Video Ideas
– Persona Modeling / Target Segmentation• Know Your Audience
– Google Adwords Keywords for Complimentary sites • Aggregate keywords• Place keywords into ‘concepts’• Link concepts together for video ideas
– YouTube Keyword Tool• Keywords from YouTube• Equals Video content that people want
@YoungbloodJoe
8. Email Marketing
– Beating a dead horse I know, but make sure you leverage your own email list for marketing opportunities.
– Find industry / complimentary websites with an email list, purchase sponsorship of that email.
– Read This: http://www.copyblogger.com/email-marketing/
@YoungbloodJoe
9. Offline Traffic Sources
– Really? Can you get traffic online from offline content? YES!
– QR Code All the Things• Don’t link QR code to Facebook pages (shows a login field or links if user is
not signed in via their browser)• Track QR code with # or offline specific page• Make QR code look interesting. Use HowFarQR.com to put your logo in one
real fast
– Sponsor an Event
– Sponsor a local Band / Artist
– Host an Event
– Jump from Space <<<<<<<<<<<
@YoungbloodJoe
Dustin Perkins Band 1
@YoungbloodJoe
Dustin Perkins Band 2
@YoungbloodJoe
QR Code Digital Library
QR Code W/ Logo
@YoungbloodJoe
Do Something Out of this World
@YoungbloodJoe
Do Something Cool / Relevant
A tale of two brands being associated with President / Vice President debates in 2012– Pizza Hut: Attempt to force themselves into the debate
by offering free pizza for life to anyone that asked what pizza the candidates preferred.
– Red Bull: Mentioned by consumers after the last presidential debate when President Obama mentioned the space program, Red Bull had just had a guy jump from the edge of space.
@YoungbloodJoe
What Jumping from Space Looks Like on Twitter
@YoungbloodJoe
Timely mentions of achievement
@YoungbloodJoe
Consumers insert Red Bull into Presidential Debates
@YoungbloodJoe
10. Mix and Match
– It’s called the “marketing mix” for a reason.– Build your marketing mix for budget and time constraints– Combine as many steps as you like keeping both SEO
and non-SEO goals in mind.– Examples:
• Display ads, Free Giveaway, Email Marketing• Guest Blog Post, Video Marketing• Sponsor local band, QR Code w/ Logo, Free Giveaway,
Email Marketing• Make something cool, Social Advertising
@YoungbloodJoe
#Winning
@YoungbloodJoe
@YoungbloodJoe
FIN
Email Me: [email protected]
Tweet Me: @YoungbloodJoe
Get Knowledge: http://www.wrightimc.com/blog
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