Growth Hacking Beyond Google: Interesting Stories

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Click to edit Master title styleClick to edit Master title styleGrowth Hacking Beyond Google: Interesting Stories

Ehren Reilly | Glassdoor.com

SMX München

March, 2014



Why you Need Diverse Traffic

1) Traffic from any single source can be volatile

Do you get over 90% of your traffic from one source: Google? Facebook? Twitter?

Diversify your traffic sources to minimize your volatility and risk.


2) Don’t get unwanted attention from algorithm engineers.

Why you Need Diverse Traffic


How do you Add a New Traffic Channel?

Problem Adding a new inbound traffic source is difficult and expensive. “SEO is hard enough. Now I need to do social, public relations

and email, too?”

Solution Stop targeting individual traffic sources. Start creating something that people really want, regardless of

channel: Interesting stories.


What is an Interesting Story?

Stories are an ancient form of communication

An interesting story is:– Useful information– Engaging & easy to understand and remember– Worth repeating and sharing– New information that you didn’t already know


Common Information vs Interesting Stories

If it’s frequently searched information, it’s not an interesting story, it’s common information: Useful Engaging & easyX Worth sharingX New information

Interesting stories can’t be targeted at high volume keywords. (But the press and social distribution is great for link building)


Glassdoor’s “Top Paying Companies for Interns”

Glassdoor has salary data for many job titles at many companies, including internships.

All this data is publicly available on our website for each company.

Our PR team turned it into an interesting story.

“Some Tech Interns Make More Than U.S. Workers” – NY Times

“Twitter interns earn more than the average Aussie” – Financial Review (AU)

“The Nation's Most Privileged Interns Aren't on Wall Street Anymore. They're in Silicon Valley.” – Slate.com

http://bits.blogs.nytimes.com/2014/03/01/some-tech-interns-make-more-than-u-s-workers/



http://www.afr.com/p/technology/twitter_interns_earn_more_than_the_Acm3jv1P1bRYzyPCEmLmXJ



http://www.slate.com/blogs/future_tense/2014/03/04/glassdoor_survey_ranks_the_20_companies_that_pay_their_interns_the_most.html









Glassdoor Awards & Lists

Best Places to Work Oddball Interview Questions Top Rated CEOs Best Companies for Work/Life Balance Best Companies for Career Opportunities Top Companies Hiring Interns …more


Aggregated Client Data: Moz & Click Consult & Dejan SEO

Have a roster of clients? Aggregate and anonymize their data to tell stories about trends.

ClickConsult aggregates clients’ organic keyword traffic data and reports on the (Not Provided) Count.

Moz aggregates clients ranking data to report on the “temperature” (volatility) of Google search rankings in MozCast.

Dejan SEO does the same thing with Algoroo.

http://www.notprovidedcount.com/

http://mozcast.com/

http://algoroo.com/


ClickConsult “(Not Provided) Count”


Moz’s “MozCast”


Dejan SEO’s “Algoroo”


Ask.com’s “Top Questions of the Year”


But I don’t have any useful data…


Example of making an interesting story with data

“Number of stories about X in Google news”

Google Trends

What’s trending on Twitter

Government data

Look for ideas on visual.ly


Recipe for Success

Use interesting stories to generate traffic from diverse sources

Don’t think about the traffic source, think about the people who will hear your story.

Find an interesting story in data or news.

Distribute your story through all available channels:– PR– Blog– Social– Email


Thank You!

Ehren Reilly

[email protected]

@ehrenreilly

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Growth Hacking Beyond Google: Interesting Stories