8-minute read, 2 for Overview and bold text. Overview In Hi-Fi speakers “quality is in the mid-range”; in investing “it’s never as good or bad as it seems”; in Buddhism “avoid extremes; follow the Middle Way.” So too, LLMs occupy a nuanced middle between hype and dashed hopes. This post Read more
4 minutes; linked podcast 15 minutes. This Advanced SEO Principles and Tactics podcast apprises marketing managers of ~2021+ transformations in SEO strategy, and it reminds top SEO pros of how this transformation operates. (May require several seconds to load.) That 15-minute podcast is a conversation between two AI personalities generated by Read more
Here I aim to coin the term “Medium Data” and explain why it can achieve higher ROI than Big Data
During about a week in February ’16, Google removed Adwords PPC ads from the right side of desktop search results (mobile never had them). More importantly for your SEO performance than for your PPC, Google also added a slot to the ads on top, for a total of 4. This Read more
In explaining and proposing services, most SEO firms lie by omission—and they probably should. My firm’s neuro-marketing wizard, Jennifer Williams, has admonished me for including in proposals too many options worth considering in the near future. Long before that advice, I learned the hard way to include in the core Read more
When shopping for SEO consulting, you want to know the cost. When search marketing firms sell SEO, they don’t want to spend too much time writing proposals. These two marketplace motivations make set-priced SEO packages convenient and attractive. But do such packages mislead both buyers and sellers? Some of the Read more
Most businesses know they need a website and search marketing, so many just do it. But there’s a huge range in how much you can invest. Seeing the likely profit scenarios will enable you to invest wisely. The fact is that, with professional help, you can predict the ROI of Read more
Short answer: like you do for everything else–create an annual budget. Search marketing channels and tactics proliferate so that only the largest companies can do it all in one year. Prioritizing and then estimating labor time and vendor costs will produce your annual budget, but that requires rare breadth and Read more
This post summarizes and reflects further on Rob Laporte’s “The Hard Freakonomics of Search Marketing for Small Business,” published in the Winter 2012-13 edition of Visibility Magazine. Hard Freakonomic consequences follow from the fact that display systems and the brain deal with only a few search results per search. The Read more
This graph reveals in one view how web marketing managers should think about allocating resources among SEO tactics. Study it first, and then let’s talk (well, I’ll talk about it, and I hope to hear back from you). This graph and the Marketing Sherpa survey it comes from illustrate the Read more