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I’m speaking at Marketing Profs B2B Summit tomorrow at 3:30. You’ll have to attend to see my nifty slide deck, or check back here ...
SEO folks are trend victims. Someone presents a new acronym, an idea, or a tool and we all pile on. Then we chase those nibbles of knowledge, good and bad alike, without thinking. And we land in deep pits lined with sharp, nasty sticks. These ideas must go: 1: TFIDF Score Predicts Rankings A higher TFIDF score means you're more relevant, right? Wrong.
Blink. Rub your eyes. You didn't read wrong. You didn't stare at yesterday's eclipse through defective glasses. It's true. Portent's in the process of being acquired. Like an avowed bachelor, I swore I Would Never Sell. Then along came the perfect partner. Welcome to Clearlink Our soon-to-be parent company is called Clearlink. They’re a performance marketing company.
I got way over-caffeinated today and started scribbling down haiku about digital marketing. Then I asked my team if they had ideas. The results were, um, fascinating. Here’s what happens when 30 marketers try to write poetry: Employment Poetry Degree Find a real job? No way. Start marketing gig You demand volume “Shower the web with content” Print your resume Good Days Gav ...
At SEMPDX Engage 2017 I spoke about my complete lack of experience as an influence marketer. I also discussed: How to find your biggest fans How to promote their praise using social media What not to do ever ever ever when doing this Here’s t ...
I’ll to catch hell for this post. Truly. Send strongly-worded tweets to @realdonaldtrump. He’ll send ’em along, I’m sure. What’s a good conversion rate? I get this question a lot, and not just about conversion rates. I always say “better than what you have now.” That earns me a glare that could sterilize cockroaches.
Big agencies throw “SEO” on their services pages the way I throw exercise clothes into my suitcase: They know there’s no way in hell they’ll use it. Another “big-time” agency just did it, and I’ve got steam coming out of my ears because this means another list of Fortune 1000 clients will get second rate service (if they’re lucky). And, frankly, it means Portent won’t get those clients.
This is the first edition of our annual Pi in the Face column. May many follow. Note: If you’re a marketer, this post will frustrate the hell out of you. I apologize. I needed a good rant. Plus, at a conference last week I heard a speaker say, “If it doesn’t generate ROI, we don’t do it.” I’ve been screaming in my head ever since.
Moving. I tried to come up with an analogy for something that incites misery, throws out your back and reduces you to a gibbering lunatic while forcing you to blog using your phone as a mobile hotspot. But, after much suffering, Portent has moved two blocks south of our old location. Our new address is: Portent, Inc.
Google’s discontinuing site search. OHGODOHMYGODWHATAREWEGOINGTODOHOLYCRAPOHGOD The Problem Google’s Site Search product has been around a long time. Pay $100, and you can embed a little Google search engine on your site. They’re keeping Google Custom Search. Sounds great, but there’s a problem: Ads? In my site search? I think not.
Marketing is exhausting. I’ve had my share of days when I’ve said: “Why the hell am I still doing this?” Getting one person after another from why to why not requires energy and patience. I run out of the latter more often than the former. Regardless: Exhausting. But now and then my team and I find that one lever—that one thing—that turns a client’s marketing campaign complet ...
Internet advertising is perilous. Your ads can show up in all sorts of places. Remarketing is particularly dangerous. This story is an example of how remarketing can go horribly, horribly wrong. I am, in case no one guessed, a left-leaning over-privileged pinko liberal. I’m a feminist. I’m pro-immigration. I like taxes. OK, that’s a lie, but I understand taxes.
I love marketing jargon as much as the next guy. It’s great fun when I’m at a family event. My family used to think I went into marketing because I couldn’t find anything else to do. But when I say “psychographics” my parents know all that college was worth it. If you’re plunking down tons of cash to hire an agency, though, some jargon is terrifying.
Site owners frequently tell me “I think we’re under a Panda Penalty.” Google does not have a “Panda penalty.” Understand that and you’ll understand how optimizing for Panda-type ranking factors can improve rankings. By the way, Panda is now part of Google’s core algorithm. It’s one way Google measures the value of content.
TL;DR: I wrote an ebook called Lean Content: Kick-ass Content Creation for Teams of One. Get it here. Yeah. I wrote two ebooks in two months. Yeah, I’m tired. This one is free, too: Lean Content: Kick-ass Content Creation for Teams of One Yes, I used “lean” in the title. It’s a buzzword. Deal with it. This book is my approach to content creation.
TL;DR: I wrote a technical SEO ebook. It’s free. You should get it here. You’re probably all wondering where the hell I’ve been. I haven’t written a blog post in, what, four weeks?! I’ve been working on two projects. The first one is a free ebook: Technical SEO Best Practices. I wrote it as something you can hand to a development team and say, “Please do all this.
These are the slides and links from my presentation at Digital Dealer Workshops. Enjoy! Distance from Perfect: Marketing w/ the Human Algorithm – DDW from Ian Lurie A few tools Bing webmaster tools Google PageSpeed Insights Grammarly Proofreading Software Hemi ...