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Then, look at the sites ranking on the first page. And I find that they all size up keyword difficulty based on a combination of page authority and domain authority. So they all tend to come up with the same competition numbers.
Bottom Line? If your favorite keyword tool includes a keyword difficulty feature, go with that. Chapter 5:How to Choose a Keyword Now that you have a list of keywords, how do you know which one to pick?
Instead, you need to size up each keyword based on a handful of different factors. Search Volume The more people search for a keyword, the more traffic you can get from it. Short answer: it depends.
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Search volume only gives you part of the story. Second, you can use a tool. Ahrefs and Moz pro both estimate organic CTR.
If lots of people search for that term, it might still be worth going after. Difficulty I covered this in Chapter 4. Then, as your site grows in authority, you can start to target more competitive stuff. Which helped me achieve some early SEO success. CPC CPC cost per click is a single metric that answers one important question: Do people searching for this keyword actually spend money? So yeah, search volume is nice and all. According to the Google Keyword Planner, this keyword gets around searches per month.
And that blog post now ranks in the top 3 for my target keyword. Yup, CPC helps you figure this out. On the surface, this is a great keyword. So this keyword is a winner, right?
Well… not really. You see, Backlinko is an SEO training company. Which is why I wrote a piece of content around that keyword: Keyword Trends Finally, you want to see if your keyword is growing fast… or dying slow. And the best way to do that? Google Trends. But I decided to pop that keyword into Google Trends before pulling the trigger. For the first time, because of this redefinition, a product can play a role in its own adoption. Sound crazy? It is. A product like Facebook allows you to share their product with other friends to make your own experience on their platform better.
A product like Dropbox can give you free cloud storage if you get a friend to sign up with them. He understands what is new about internet products. Redefining distribution Despite the importance of product, it would be foolish to restrict your activities to only the product.
The same internet that redefined product has also redefined distribution, and not all distribution is within the product. Consider the highway system built in America starting in the s. Exits are littered with golden arches to this day. This was an example of off-line growth hacking if there is such a thing. The internet is the modern counterpart to this analogy.
If you grock the invisible online maps that now direct people, data, and ideas, then you can setup your own golden arches where you know they will be seen.
Here are some basic examples to get you thinking in the right direction: Instead of highways providing a way to brick and mortar businesses, we have search engines providing a path to digital businesses. Those who master SEO are being seen by everyone who drives by digitally.
Instead of roads that lead us to local movie theaters, we choose to browse YouTube. Those that truly understand this will be able to get eyeballs on their product in a number of different ways. Those who are aware of this will be able to inject their own agenda into the conversation in implicit and explicit ways. There are many more examples of the online infrastructure that is creating massive opportunities for product distribution, but the point is that those with an accurate notion of how people move about online will have growth advantages that are hard to imagine.
The word hacker has a few different definitions and connotations that inform the meaning of growth hacker. Ingenious Hacker Hacker is sometimes used to refer to someone who is clever, original, or inventive.
They will use whatever is at their disposal to create a solution that might have been overlooked by others. This same attitude is found in growth hacker because they are forced to be ingenious if they are going to achieve growth.
Paths to growth are not usually obvious and it takes extreme creativity to find them. Software Hacker Hacker is sometimes used to refer to a software engineer, and while a growth hacker may or may not be a programmer, they use technology based solutions to achieve many of their goals.
However, a growth hacker must understand technology very deeply to be successful. Remember, products are now technology based, and mastering the technology will be essential for growth. Illegal Hacker Hacker is also used to describe someone who gains unauthorized access to a system. They break into something without permission. A growth hacker will not hack in the illegal sense of the word, but they they will push the boundaries of what is expected or generally advised.
There are zero days between the knowledge of the security hole and the exploitation of the security hole. Likewise, a growth hacker will take advantage of similar kinds of exploits. Growth hackers are on the lookout for system weaknesses which will allow growth. What does growth hacking look like in practice? We went through its history, its definition, and what makes it new in the marketplace of ideas. In one sense the rest of this guide will be concrete examples, but here is one popular case study that we can use to wrap our head around growth hacking.
As many of you know, they allow anyone to convert their spare bedrooms into a hotel room that can be rented by perfect strangers. They leveraged Craigslist, a platform with millions of users looking for accommodations, to increase their user base substantially.
When you are filling out the form to list your bedroom on AirBNB they give you the option to also post the listing to Craigslist, so that it will show up there also, creating inbound links for you and for AirBNB as a platform. Good question. Reverse engineering is not. Using this case study, think about how our philosophical meanderings from earlier actually ring true. First, AirBNB did something that a traditional marketer would have a hard time envisioning, much less executing.
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A bachelors in marketing, as it is currently being taught, is not going to give you the tool set, or even the conceptual framework, to arrive at this sort of deep integration with Craigslist, especially sans API.
Second, AirBNB used their product as the primary means of distributing their product. It was a part of it. The product drove traffic to itself. No product exists in a vacuum and the users they needed were already congregating in a different location.
So they got their attention. Fourth, they were ingenious. They thought of it themselves. Fifth, their growth mechanism was heavily technology based. The team at AirBNB that pulled off this strategy had to have a lot coding expertise, and a general understanding of how web products are built in order to reverse engineer Craigslist.
Sixth, they took advantage of holes in an existing marketplace to acquire users. This serves as a great object lesson for growth hackers. Most growth mechanisms have a finite lifespan. It would be unwise for AirBNB to assume that they could post to Craigslist for the next 10 years, as if Craig would allow them to siphon off users little by little every day. Taking advantage of this temporary opportunity gave them a base of growth that they could use to propel themselves forward.
The future of internet businesses Growth hacking is an interesting trend that gives us glimpses into the future of internet based companies. There has often been a barrier between the product team, and those responsible for acquiring users for the product. The coders build. The marketers push. It seemed to work for a while that way. Now, those in charge of growth are having to learn what an API is, and those in charge of programming are having to think about the customer experience within the product.
Worlds are colliding. This cross pollination makes sense. Even customer support should be done by people that think about growth because angry customers churn. The future of internet companies, and the teams that build them, will not look like they did yesterday. One more note on the future. For now growth hacking is relegated to startups, but eventually, growth hacking will be a part of fortune companies. Startups generally lack resources, and the established relationships, that would allow them to be effective with the tactics of a traditional marketer, so they are somewhat forced to growth hack.
However, there is nothing about growth hacking that cannot be applied to larger corporations. If growth hacking can work without resources, imagine what it can accomplish with resources. Consider the following example, which is a composite of actual situations: A growth hacker at a small startup has a team of three people: himself, a front-end developer, and a back-end developer. The team has just been assembled and no growth hacking has taken place. The two developers have never really thought about growth much.
The first day they are together the growth hacker talks to everyone about event-based analytics and why they matter. The growth hacker then makes a list of every event he wants tracked on the product signups, referrals, interactions, etc.
He tells the developers where to find the documentation which will help them track events on their product, and then he leaves them to implement the code. Some weeks pass, and the growth hacker calls everyone together. He uses the data that has been coming in to build a funnel within KISSmetrics.
He teaches them what makes a good funnel, and he lays out some goals for each step of the conversion process. The team decides to focus on the unique visitor to signup conversion rate. This team, as a whole, is now responsible for growth hacking, but ask yourself this question.
Which person, of the three, was the fuel that made growth a real possibility? If anything, a growth hacker is a marketer which has restricted their activities to growth alone. Yes, this focus has created a subculture which looks less and less like marketing as time passes, but their roots are not diametrically opposed.
Consider the story from above about the growth hacker and the two engineers. Traditional marketers usually have copywriting within their skillset.
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So they have a leg up on someone without any training. In the example above, if a marketer took their copywriting skill, then narrowed their focus to growth alone, and implemented event-based analytics in order to run funnel analysis for different cohorts to track improvements due to copywriting, then they would be growth hacking.
The traditional marketer is best poised to become a growth hacker compared to the general population , should they choose to, if they have a strong analytical and technical mind.
In fact, Sean Ellis, the godfather of growth hacking, called himself the first marketer at Dropbox.
Many of the best growth hackers working today continue to sport the title of Chief Marketing Officer or VP of Marketing. You Have to be Unethical to be a Growth Hacker Whenever you narrow your focus to one singular goal in this case, growth then you run the risk of making decisions that are not in the best interest of others.
Every growth hacker must draw the line somewhere, and like any discipline, it will have bad actors. In recent months Path has been accused of going too far because of their aggressive practices around obtaining the phone contacts of their users, and the way in which they messaged those contacts. Many think they went too far. I tend to agree. They are building harmless product features that increase conversions, and they are getting that product into the public through their knowledge of distribution channels.
Every growth hacker has to decide if they are going to be a Jedi or a Sith. One of the core aspects of any growth hacker, whatever background they come from, is their love of, dependence upon, and understanding of, analytics. Analytics is the blood that flows through the veins of a growth hacker. Almost everything they do has an element of analytics either in the foreground or the background.
Without analytics a growth hacker feels naked. Here are some of the ways that growth hackers use analytics: Analytics keep growth hackers honest The world of marketing has been a place of feelings and emotions for quite some time. Who knows, but it looks cool, right? Times have changed.
The analytics will uncover your awesomeness or your daftness. Dan McKinley, a principal engineer at Etsy , tells a great story about their infinite scroll fiasco that sums up this point well. After spending five months creating an infinite scroll for Etsy products, they released the new feature. Of course, they celebrated first. High fives. Back smacks. The usual. Then the numbers came in, and people were buying fewer things through search. Needless to say, they got rid of the infinite scroll.
Here are two of the slides that Dan uses during his talk on this. Analytics keep growth hackers honest. Analytics shift the focus of growth hackers When you have systems that are tracking your product and activities, the numbers have a way of shifting your focus in unforeseen ways. You might have never dreamed of spending more resources on your referral loop. It might have been a throw away feature that you put in the product just to see what would happen.
You know that you can make the loop much more efficient, so you change the focus of your team for the next two weeks to focus on this feature. Analytics can help stack rank your to-do list in interesting ways. If all you know is that the company made more money in Q4 than in Q3, then you know nothing. Usando do ou does. Leia e escute os exemplos. They He. We have a house. Leia e escute os exemplos da forma positiva dos dois verbos: To have To have got I have a dog.
They have an apartment. You have internet access. Have e Have got positivo. You have the map. Have they got a car? Does she have a dog? Do you have a house in Rio? Have you got a girlfriend? My sister has a big house. Does Marcio have a lot of money? Have you got internet access? Have e Have got perguntas. To have To have got Do I have a chance? Have I got? Do you have any money? Have you got an i-pod?
Do we have time? Have we got a room? Do you have hamburgers? Have you got cold beer? Do they have children? Have they got a plan? Has your brother got a DVD player?
Combine as perguntas com as respostas e observe a forma de perguntas com have e have got. Do they have pizza? My boyfriend has a CD player. Escute todas as perguntas para conferir e repetir.
Escreva perguntas que combinem com as respostas: It has two bedrooms. We have a computer. Escreva as perguntas a seguir com as palavras na ordem correta. I have. Have e have got negativo. Neste caso. Have they got a garden?
Em geral. Transforme as formas positivas em negativas e vice-versa: My brother has a car. Escreva uma pergunta para cada frase. Brazilian people like to have a barbecue … 5. When we get home. What do you have to eat and drink? We can have chicken and rice. No beer for me. I have an idea.
If you have a headache. I have real problems cooking on that barbecue. I want to have a dinner party this evening. I have problems … 2. When I study English. Good thanks.
I need to have a shower. Complete as frases usando exemplos da vida real: Before I sleep. Hi Jenny. I have a meeting in the morning. In my family.
I have a snack at Em seguida. O alfabeto. Vire um papel de cada vez e fale a letra. A seguir. Coloque as letras do alfabeto na coluna certa de acordo com o som. To have lunch. Complete as perguntas para combinar com as respostas: How do you spell your surname? Escreva mais dois exemplos para cada pergunta e as respostas apropriadas. Soletre as palavras a seguir.
What do you call this in English? Depois escute as perguntas e respostas para conferir e repetir: Cada vez que virar a letra. This is a place where people go to buy many different things. A person who works in a hospital. You do this every day to be clean. A thing used for writing documents.
What you do at the shopping centre or a supermarket. Coloque as palavras a seguir em quatro colunas: Something you drink in the morning to wake up!
What you do at home to relax and to get information 9. A person who works in a store. A place you go to travel by plane. This is what you do when you want to sleep. Have something to eat 4. A bank 3. A post office 6. Have a party 7. A pen 2. Down vertical: Crossword palavras cruzadas. A teacher 8. A T-shirt 5. Em ingles. What time is it?
Complete os tempos e depois escute para conferir e repetir: Pratique com mais exemplos: Leia e escute as frases. What time do you have breakfast? Eles podem ser divididos em dois grupos. Para falar dos anos. Two thousand and one. What time do you go to bed? What time is the next train? The year two thousand. Escute e repita: What time are they coming? What time does the bank open?
June 18th 3. September 21st 4. April 3rd 5. August 5th 6. January 2nd 2. Prices Call the Box Office on: I really like Chinese food. I quite like it. I hate it! Que tal uma pizza? I really like pizza. What about you? Vamos escutar um pouco de reggae. I love Italian too! How about pizza? What kind of music is this? Leia e escute os exemplos: De acordo com seus gostos. I hate going to school and I hate doing my homework. I quite like watching TV.
I like Mafia films. Coke or Guarana? I prefer sleeping to studying. Do you prefer chocolate or vanilla ice-cream? He loves children. She prefers dogs to cats. I love the holidays. Responda as perguntas usando frases completas: Which do you prefer. She hates spider s. I like all types ofmusic. Leia o texto e sublinhe os gostos. My dad listens to classical music and I quite like that too. I also love talking to my friends on the phone. I prefer staying at home. Who do you prefer as James Bond.
Sean Connery or Daniel Craig? We always enjoy Disney films. Madonna or Jennifer Lopez? What do you prefer. I enjoy cooking. Does he enjoy working for Microsoft? Complete as frases com exemplos da vida real. Who do you prefer. My sons think Macdonalds is delicious. Are you interested in modern art? Existem outros verbos normalmente usados para falar dos seus gostos. What do you think of Steve? He likes meeting his friends.
He prefers vanilla. Most people prefer cooking to washing the dishes. My sister is not interested in having children. I quite like fish. Gosto muito de assistir ao futebol e gosto de jogar um pouco. Ela tem interesse em trabalhar em uma empresa estrangeira.
Do you want a pizza? Leia e escute exemplos dos artigos A e AN. Temos uma pizza para 3 pessoas. What is it? Combine uma imagem com as palavras a seguir. The Internet. Escute os exemplos: Hey Charlie. They did some tests and told her she had to stay in the hospital for the night. The last Friday I finished the work at 6. She said she had a flu. Hi Bob. Leia os exemplos e depois corrija os erros com the no texto a seguir: We were planning to have the dinner in the city centre and then go to the cinema.
Women are smarter than men As mulheres sao mais inteligentes do que os homens. She was very unhappy because she had the big meeting a next day.
Substantivos plurais. Plurais irregulares. I have a friend — I have some friends alguns amigos. Preencha a tabela com as formas singulares e plurais: I have some new sunglasses. They have excellent lenses. It has excellent lenses. George is single. How much do those socks cost? I have some good news for you! Can you wash them? Leia e escute as frases e depois traduza as palavras sublinhadas: Do you have any scissors? Where are my glasses? These socks are dirty.
Do you like my new shoes? Fale uma das frases a seguir em voz alta e adicione um item com a. I sometimes have coffee for breakfast. Gill normally has coffee and a chocolate croissant for breakfast and she often eats lunch at Macdonalds. They seldom call. Gill smokes 20 cigarettes a day and she usually drinks a bottle of wine with dinner. He always walks to the office and he often goes to the gym after work. Jack usually has fruit breakfast.
I usually go. Normally I get up at 7. Jack never smokes and he seldom drinks alcohol. She always takes a taxi to work and she never does any exercise. She usually goes to bed at about 2. He normally goes to bed at Jack usually has fruit for breakfast and he hardly ever eats fast food.
He always studies. Existem duas formas: Once every 6 months she has Botox injections. He usually checks his emails d About five times a day. I usually go to the dentist a Three times an hour. We always pay the bills f Twice a year. Combine as duas partes das frases: She generally cleans the house b Twice a day with food. Normally people go to the toilet c Once a month. You should take the medicine e Once a week. Twice a year we go to a spa. How often do you play football?
How often does your husband cook? How often is the teacher late? How often do they visit you? Quantas vezes [por …]? He plays tennis every day. How many times a week do you study English? How many times a month does she call you? How many times a year do they come to London?
I go to the cinema once a month 1. She goes to the gym every other day. How often does he play video games? He plays twice a week. I see. First of all. And how often do you do your homework?
I always do my homework. Wednesday and Friday. I hardly ever use the phone … maybe 10 minutes a day.
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I guess play video games about twice a week. He plays video games 3 hours a day. I brush my teeth 3 times a day. Well done! So how long do you spend watching TV? I think I spend about an hour watching TV. They have 4 uncles.
My wife has one brother and one sister — Markus has a girlfriend and Maureen has a boyfriend and a daughter called Ana Clara. I am married to Vanessa and we also have 2 children.
Maria mum. I have 2 brothers. Henrique uncle. Adjetivos possessivos. My brothers each have two children. I only have one aunt and uncle.
Chris and Dom. Philp is. Eugenie and Beatrice. Em 5 dos 6 exemplos. Adorei o novo clipe da Madonna. Os amigos do Bush: Andy are English.
He is the husband of your sister? She name is Sofia. Its her first trip. She the girlfriend of my brother. They house is near the shop of my cousins. Corrija os erros nas frases: Can I wear them please? This one? Os nossos filhos estudam naquela escola. Quanto custa aquela camiseta?
I like it too. A tia deles mora em uma daquelas casas. Carla tem 7. Ela trabalha com o tio dela na sua empresa. Gustavo tem 11 anos. Dos verbos usados nas frases.
Verbos regulares e irregulares. We really enjoyed our trip and we decided to go back next year. Last year I went to Egypt with my parents. Separe os verbos em dois grupos antes de continuar.
We stayed in a 5-star hotel by the sea for a week. So we had a swim in the pool before we checked in. Last year he went to France. On the second day we saw the pyramids and took lots of photos. On the last day we bought lots of presents to give our friends.
When we arrived at the hotel it was really hot and sunny. For the rest of the trip I just wanted to relax. Leia as frases sobre uma viagem. So I read. Para uma lista maior dos verbos irregulares. I went to the cinema. Perguntas no passado. Did Marcela go to the meeting?
I saw him last night. How muchdid the tickets cost? Whywas the door open? Para formar perguntas no passado. Did you see Pete yesterday? What timedid your friends leave? Complete as frases com um verbo irregular da lista anterior. Depois escute as frases para conferir e repetir: Were you at home last night?
How longdid you stay in Peru? Wheredid you buy those shoes? What a day! She arrived at 6. How muchdid you spend? We had toast. I saw Rita last week. Whatdid you do on Friday? Negativos no passado. I was very hungry. He was at home. What timedid she get to Madrid? You were late. Where did your parents stay? It was 9. We were at home. I lived there for 3 years. Escreva uma pergunta apropriada para cada resposta: Whydid Peter leave the party?
I was in Rome. I took her to a Japanese restaurant. At the end of the evening we kissed and then we started dating. I met my wife when she worked as a DJ in a local club. We lived in Brazil for 6 more years. I saw her every weekend and really wanted to talk to her. I asked her to have dinner with me and she said yes.Da mesma forma. Philp is.
Well, the acronym he used to present his material was A. Escreva How much ou How many: Which famous actors star in the three movies? Sou gerente de bar. Therefore, the framework that I use is similar get visitors, activate members, retain users.
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