searchlove boston 2015 | bridget randolph, ‘shocking: get traffic fast with this one weird trick...

SHOCKING: GET MORE TRAFFIC FAST WITH THIS ONE WEIRD TRICK DISCOVERED BYRAND FISHKIN

Bridget Randolph SearchLove Boston 2015 @Bridget Randolph

RAND’S SECRET

TO SUCCESS

THE SECRET

Be the CEO of a globally

recognized industry leader

brand with a loyal community

of followers worldwide

THANK YOU.


@BridgetRandolph

@BridgetRandolph

COOK COUNTY HOSPITAL, CHICAGO

@BridgetRandolph

THE THREE TYPES OF PROBLEMS MARKETERS COMMONLY FACE…AND WHAT TO DO ABOUT THEM.


@BridgetRandolph

THESE USUALLY BREAK DOWN AS FOLLOWS:

- The Giant Dandelion problem- The Broken Windows problem- The David and Goliath problem

@BridgetRandolph

STEP 1.Identifying the Problem

@BridgetRandolph

THE ‘GIANT DANDELION’ PROBLEM

@BridgetRandolph

NO

T U

RG

EN

TU

RG

EN

T

IMPORTANT NOT IMPORTANT

@BridgetRandolph

NO

T U

RG

EN

TU

RG

EN

T


1

3

2

4 WRONG

@BridgetRandolph

NO

T U

RG

EN

TU

RG

EN

T


1

2

3

4 RIGHT

@BridgetRandolph

in your yard - case study

global publisher brand

@BridgetRandolph

Distilled begins work

SEO Visibility = 5,029 SEO Visibility = 10,841

@BridgetRandolph

When you lack the resource and not in your yard - Photoworld

SOLUTION UPROOT THE DANDELION

@BridgetRandolph

Challenge:Problem is big.

@BridgetRandolph

Resource:Getting Things Done by David Allen

@BridgetRandolph

Most important question:Is the dandelion in your yard?

@BridgetRandolph

not in your yard - case study

B2B SaaS brand

@BridgetRandolph

THE ‘BROKEN WINDOWS’ PROBLEM

@BridgetRandolph

case study

ecommerce client

@BridgetRandolph

ecommerc

Resultsincreased organic traffic and search visibility YOY

@BridgetRandolph

Challenge:Knowing where to start.

@BridgetRandolph

EFFORT/IMPACTThe framework

@BridgetRandolph

example

my B2B SaaS brand client

@BridgetRandolph

SaaS business (B2B)Goal: obtain more qualified leads through the website

- run paid advertising on LinkedIn - - EFFORT: 1- IMPACT: 2

- build a social media community for brand awareness- EFFORT: 3- IMPACT: 1

- use existing offline efforts for online leverage- EFFORT: 2- IMPACT: 3

@BridgetRandolph

IMP

AC

T

EFFORT

1

2

3

1 2 3

@BridgetRandolph

SaaS business (B2B)Goal: obtain more qualified leads through the website

- run paid advertising on LinkedIn - - EFFORT: 2- IMPACT: 2

- build a social media community for brand awareness- EFFORT: 3- IMPACT: 1

- use existing offline efforts for online leverage- EFFORT: 2- IMPACT: 3

@BridgetRandolph

OTHER FACTORS:

- risk- cost- expertise

@BridgetRandolph

CREATE A TIMELINEbased on the EFFORT/IMPACT scores

@BridgetRandolph

SOLUTION FIX THE BROKEN WINDOWS

@BridgetRandolph

ChallengeWhat if your windows aren’t broken, just drafty?

@BridgetRandolph

Resource:One Small Step Can Change Your Life: The Kaizen Way by Robert Maurer

@BridgetRandolph

THE ‘DAVID & GOLIATH’ PROBLEM

@BridgetRandolph

PIVOT!PIVOT!

@BridgetRandolph

case study

Simply Business

PRIVATE & CONFIDENTIAL

Resultsfrom January 2012 to January 2013, a 45% increase in organic traffic


WE SAW THE FOLLOWING RESULTS:

● 30% increase in retention● 30% more social followers● 13,000+ social media mentions● Coverage on 1100+ websites including:

○ TechCrunch○ Lifehacker○ Google○ Forbes○ FastCompany


We also saw the following ranking improvements for important keywords:

@BridgetRandolph

SOLUTION HIT THE GIANT’S FOREHEAD

@BridgetRandolph

Challenge:Knowing when to narrow focus.

@BridgetRandolph

Questions to ask

Are my competitors significantly stronger in terms of resource?

Do I have a specific area in which I can be the best?

@BridgetRandolph

Resource:Positioning: The Battle For Your Mind by Al Ries and Jack Trout

@BridgetRandolph

STEP 2.Executing the solution

@BridgetRandolph

Break it down into ACTION POINTS

@BridgetRandolph

Brainstorm + Data

List of Goals (WHAT)

Sense Check (WHY)

List of Activities (HOW)

Brainstorm + Data

Sense Check (WHY)

Final List of Goals and Activities

@BridgetRandolph

example

B2B SaaS client

@BridgetRandolph

WHAT increase the number of new contracts

WHY

● increase number of new contracts ● our avg contract value is $50k/year, and● customers tend to stay with a provider as long

as it’s working for them

HOW increase the number of qualified leads coming via

the website● leverage offline marketing activities for online

(e.g. use exhibition events to get email signups, etc).

@BridgetRandolph


@BridgetRandolph

Challenge:‘Shiny object syndrome’ (S.O.S.)

@BridgetRandolph

@BridgetRandolph

THE MORALDon’t go off the path… or you will die.

@BridgetRandolph


We should really have an app for smart watches...

@BridgetRandolph

AVOID THE S.O.S.

@BridgetRandolph

example

My ecommerce client

@BridgetRandolph

ASK YOURSELFDoes this new idea:- fit into the current plan without needing to

reallocate resource?- look like a more efficient way to achieve the goal(s)

previously agreed?

Has something changed, externally or internally, which makes the old goal(s) less relevant?

@BridgetRandolph

IF THE ANSWER IS ‘NO’...

S.O.S.!!

@BridgetRandolph

FINAL TAKEAWAY

Marketing problems can normally be broken down into three basic templates. And now you have the tools to approach these different types of problem effectively and simply.

@BridgetRandolph

Is there a single major problem (‘dandelion’)?

Is it in your ‘yard’ or someone else’s?

Are there lots of small problems? (‘broken windows’)

Do you have significantly fewer resources than your competitors? (‘David and Goliath’)

Fix this first. (‘uproot the dandelion’)

Fix these in order of effort/impact. (‘fix the broken windows’)

Narrow and focus.(‘Aim for the giant’s forehead.’)

mine

someone else’s yes

yes

no

Improve across all areas in order of effort/impact.

no yes

no

The ‘Identify The Problem’

Flowchart

@BridgetRandolph

UPROOT THE DANDELION

@BridgetRandolph

fix the broken windows FIX THE BROKEN WINDOWS

FIX THE BROKEN WINDOWS

@BridgetRandolph

hit the giant’s forehead HIT THE GIANT’S FOREHEAD HIT THE GIANT’S FOREHEAD

@BridgetRandolph

don’t fall for the S.O.S.! AND DON’T FALL FOR THE S.O.S.

OR, YOU KNOW… JUST BE RAND.

Bridget Randolph SearchLove Boston 2015 @Bridget RandolphBridget Randolph SearchLove Boston 2015 @Bridget Randolph

THANK YOU.Questions?

IMAGEATTRIBUTION

image(s) used on slide 2, 3, 9, 24, 29, 49 and 57 supplied by Shutterstock

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image used on slide 23: "2007SecuTechExpo ST-16" by Rico Shen. Licensed under CC BY-SA 3.0 via Wikimedia Commons - http://commons.wikimedia.org/wiki/File:2007SecuTechExpo_ST-16.jpg#/media/File:2007SecuTechExpo_ST-16.jpg

image used on slide 54: from http://popculturezoo.com/wp-content/uploads/2011/11/DontGointheWoodsSign1.jpg

image used on slide 56 supplied by iStock by Getty Images (in collaboration with 20th Century Fox)

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