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Rand's presentation on the biases of cultural conditioning in the marketing world, and how history and media nudges marketers to make bad choices (along with loads of tactical SEO, social media, and content marketing tips).
Rand's presentation on the biases of cultural conditioning in the marketing world, and how history and media nudges marketers to make bad choices (along with loads of tactical SEO, social media, and content marketing tips).
“If anybody dares to step
outside of the box, the retaliation is swift. I have to say, after 50 years of feminism, the retaliation against “tomboy” girls has softened some over the years. The retaliation to “mama's boys” and “sissy boys” is just as violent now among peers as it has always been.” - Terrence Real, Author of I Don’t Want to Talk About It: Overcoming the Secret Legacy of Male Depression
It’s why (despite all the
data that in-office work is less productive, misery- inducing, & lower quality) most of us still commute.
It’s why, even though we
know it’s net-negative toproductivity, many of us work 50, 60, or 70+ hours in a week.
It’s why, even though we
know the archetypical “brilliant asshole” drags down team performance, they keep getting hired.
It’s why, despite awful odds
that an investor-backed tech startup will produce returns, tech entrepreneurs like me think that raising money is a celebratory milestone and a goal to strive for…
Solution: Focus on Potential; MeasureAgainst
Trajectory Today Long-Term Potential 1Year 2Years EstimatedGrowthRate ROI-Positive If you’re here after three months of work, you’re on a powerful trajectory, even if it’s not ROI-positive yet
Can You… Scan HTMLcode for
basic functions? Pull data viaAPIs inside Excel? Insert code snippets with Google Tag Manager? Audit websites to find technical issues? Use web crawl tools to export desired data? Test Google’s indexation of a page’s content?
Search Marketing in 2017 Has
to Consider: Google Images Google Maps (& Local-Biased Results) YouTube (originating searches & in GG results) Which SERP Features Show For Your Keywords Amazon, Facebook, Reddit, Bing Where Search Demand Originates
But What If Your Site
is… New Light on LinkAuthority Lacks a Usable CMS Controlled by a Team/Client Who Won’t Let You Do What Needs Doing? Subject to Nasty Legal or Brand Restrictions
What’s Google Ranking These With?
Sure, this might be the most interesting or click-worthy piece, but it has poor KW-targeting and little link authority?!
Focus on Signal:Noise Ratio –
Don’t Let Bad Pages Drag Down a Good Site Quantity of Pages Earning SERP Visits Relative Time on Site, Bounce Rate, Pgs/Visit, Searcher Satisfaction Site’s Search Engagement Reputation =
16 Features Every SEO Should
Consider: Videounits SERPFeature Type How toGet In “PeopleAlsoAsk” FeaturedSnippet MapsBox KnowledgePanel TopStories(News) Images Apps Create&optimizeonYouTube(or,rarely,Vimeo) Branding–getsearchedforwith/afterthequery Phrasing&positionofshortanswerincontent ClaimGMB,getlinks,earncitations,benearby Earnbrandassociation,usestructuredmarkup GetinGoogleNews,earnlinks,titlew/KWs Relevantimages,altattributes,&directembeds KWsintitle/description,getpopularinappstores
Books RelatedSearches Tweets SearchSuggest Sitelinks
SectionSitelinks In-DepthArticles Carousels/ListResults Writeabook,useKWsinthetitle,haveanISBN Besearched+foundcommonlyw/theKWs Verifiedaccountshelp,useKWsintweets Asw/relatedsearches,alsogeo-sensitive Getlinks&visitstoseveralpoppgs;usemarkup Growpopularsubsectionsw/popularsubpages Authorlongerpiecesthatreceiveattention/links Belistedalongsidecommonsetsontheweb 16 Features Every SEO Should Consider: SERPFeature Type How toGet In
Analyze Which Types of SERPsAppear
Most in the Keywords You CareAbout These show me how many of each SERP type appears in the results for this keyword list (via KW Explorer)
Then Determine What Verticals &
SERPTypes You Need to Optimize For Aiming for these PAA boxes (People Also Ask) might be a great content marketing strategy for SEO
Next time you’re making a
strategic or tactical marketing decision, ask yourself: How is cultural conditioning biasing me? Not “if”