Learn how to grow your traffic without depending on Google.

1. 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

2. Confidential and Proprietary © Glassdoor, Inc. 2008-2013

3. 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.

4. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
2) Don’t get unwanted attention from algorithm engineers.
Why you Need Diverse Traffic

5. 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.

6. 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

7. 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 & easy
X Worth sharing
X New information
 Interesting stories can’t be targeted at high volume keywords.
(But the press and social distribution is great for link building)

8. 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

9. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Glassdoor’s “Top Paying Companies for Interns”

10. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Glassdoor’s “Top Paying Companies for Interns”

11. 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

12. 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.

13. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
ClickConsult “(Not Provided) Count”

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Moz’s “MozCast”

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Dejan SEO’s “Algoroo”

16. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Ask.com’s “Top Questions of the Year”

17. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
But I don’t have any useful data…

18. 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

19. 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

20. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Thank You!
Ehren Reilly
ehren.reilly@glassdoor.com
@ehrenreilly
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