growth hacking beyond google: interesting stories
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Learn how to grow your traffic without depending on Google.TRANSCRIPT
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Click to edit Master title styleClick to edit Master title styleGrowth Hacking Beyond Google: Interesting Stories
Ehren Reilly | Glassdoor.com
SMX München
March, 2014
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
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.
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
2) Don’t get unwanted attention from algorithm engineers.
Why you Need Diverse Traffic
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
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.
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
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
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
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)
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
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
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Glassdoor’s “Top Paying Companies for Interns”
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Glassdoor’s “Top Paying Companies for Interns”
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
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
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
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.
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
ClickConsult “(Not Provided) Count”
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Moz’s “MozCast”
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Dejan SEO’s “Algoroo”
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Ask.com’s “Top Questions of the Year”
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
But I don’t have any useful data…
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
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
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
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
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Thank You!
Ehren Reilly
@ehrenreilly
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