Paid social drives organic search, but here’s why they BOTH should work together... (a thread)
You’ve all seen these ads right...
They’re everywhere. Paid Facebook, Instagram and even tiktok ads promoting the new massage guns.
And as a result, we’ve seen a 77% increase in search demand. People wanting one more than ever!!!
Plus 368K monthly search is HUGE rn for a new product push
However who’s capturing those searches? The brand that’s promoting the massage guns?
No! Fucking AMAZON!
The brands putting paid behind these products aren’t even getting the organic traffic
Why this is important...
See a paid ad? What do you do?
You watch, and scroll.
Not !every! user is going to purchase first time round. So you target them more...
At this point, they’ve seen you. They’ve taken you in. And considering a purchase.
But they still don’t click that ad. What do they do?
Search!! They look into it. Check YouTube. Click on reviews. Google search.
If you’re not capturing them at this moment in the purchasing decision you’re seriously missing out!
I’m not saying paid social ads don’t work...
Or that 1st time purchase don’t work. Because they really do. But not *everyone* converts immediately
Content marketing, organic search helps convert that activity into a sale.
You really do have to be everywhere but understanding where your audience goes to is key!
Do they use Pinterest? YouTube? Google search? Tripadvisor?
What are the platforms your customer goes to to help them in that decision.
PLUS it’s the exact same with organic search. If they don’t convert first time round, paid search or social re targeting them puts you in front of the audience when they’re “thinking about it”
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There's only so much talent in digital PR right now and if you haven't noticed, everyones hiring.
Senior people who have been there and done that in digital PR are extremely rare and it will cost you a lot to get recruiters to help, they come with pre-existing ways of working..
my advice... create them. Progress your team you've got, dedicate someone to training.
My focus is to create the next level of digital PR talent - we have 25 in our digital PR team alone and growing even further. International countries (europe mainly) is even harder ...
And our focus is to train the next german PRs, spanish and Dutch to our standard.
It's faster to do that in 6 months that to get someone in at this rate.
We’ve been thinking about completely scrapping emails and going 100% on slack. Here’s reasons why we WONT be doing that:
1. It’s hard to hold people accountable to deadlines on slack. As someone who must set 20 tasks a day to their staff, I can’t remember half of them. Email ...
Is easier traceable, easier to find the deadline and easier to hold someone accountable without going through hundreds more messages that you sent between setting that task and chasing for it.
2. Slack has become the way to “chat at the water cooler”. Small talk, gossip, generic
Chat, is a big part of our slack now. We have multiple groups to keep convos focused, but strict tasks, documents, convos all get lost in it. Use email to separate it out.
3. You can’t bcc - I use this a lot when keeping people in the loop
Building links on top tier domains in the financial/medical space builds trust and authority with Google
In 6 months, we drove a 329% increase in organic traffic for a forex trading client of ours and 53% increase in organic conversions. A thread on how...
AskTraders came to us having NEVER landed a link on a national press before. Most of their backlinks were niche domains, financial press, and blogs.
They'd heard of our work and challenged us to change that.
So we came up with 3 strategies...
1. Press had never heard of AT before and the brand was so low, we couldn't even track it. So we needed to build authority with the media and ran a newsjacking strategy.
We used AT's traders as well as our newsjacking team at Rise, to push comments and data
How we turned around a 3 year decline in organic for a client in the medical space in 2 months, improved conversion rate by 135%, got them to rank in the top 10 for their biggest keyword for the first time EVER and get shortlisted for an award for it...
This client had lost visibility after every single “core” and “medic” update in the last 3 years and had to triple PPC spend to compensate. @riseatseven lasered in on the technical issues that had never been dealt with and made some huge brave changes ...
So what did it involve...
Tech SEO ✔️
Content ❌
Links ❌
Removed over 54% of pages onsite becauce they were absolutely worthless
Approx 50,000 previously canonicalised pages were added to robots
The site was also duplicated across at least 20 sites owned by the Group
We knew that demand for spas with outdoor pools and hot tubs peaked in Summer
And our cleint @SpaSeekers didnt even rank on the 1st page for these terms. They now rank 1st and 2nd. This is how...
Treatwell took no.1 position with a blog post covering "Top 10 spas with outdoor pools". The blog post had no quality links to this piece, just internal links and a listicle piece which couldnt be too difficult to beat.
The strategy...
1. Create a commercial landing page listing all spas available with an outdoor pool or hot tub 2. Create a blog post listing the top 10 spas from that list - with internal links to the commercial landing page and vice versa 3. Get links to the site surrounding hot tubs...
The GAME Christmas Tinner campaign has been shortlisted for numerous awards at the U.K. content awards. But wanted to highlight the true spark of this campaign...
This campaign already existed! It was run by @thatmarkperkins and team back in 2013 and it went global ...
Across 18 countries, TV, radio and more.
And every single year, the Christmas Tinner got spoke about again, and again. Site search data shown us thousands of people searched for the Christmas Tinner on the site every Christmas since 2013.
But from an SEO point of view, they weren’t getting links. They challenged us to relaunch the famous Christmas Tinner, go viral AGAIN, but get links to the site. Here was our thinking...