5 minutes; 1 minute for summary or bold text. Minor edits 7/11/24. 1-Minute Summary The Past: SEO focused on keywords. The Present: Google’s Knowledge Graph and MUM understand website Entities (topics) through multimedia and user actions both within and outside a given website. Optimizing your website structure, content, and conversion Read more…
5 minute read Overview This is the third in a series of posts about AI/LLMs at DISC. Here are the first and second. This 3.5 minute video, How To Create Custom GPTs For Beginners, outlines steps in making GPTs for most professional services. (DISC’s clients have read the rest of Read more…
Where a marketing manager’s time is best spent growing a company’s online presence varies considerably, depending on a number of factors. Regardless, one area that they cannot ignore is search: Google, Bing, and the lesser known search engines. This article explains the importance and development of an efficient reputation management 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 the early 2000s I raised hackles among my peers at a major conference when I asserted that pushing monthly retainers for SEO was unnecessary and thus ethically suspect. Back then, SEO was much more a one-time job than it is now. These days SEO, like most marketing, requires at Read more…
Ten years from now, old-timer SEO pros will look back to the 2000 to 2020 years–the late infancy of the web–with relief that the labyrinthine complexity of technical SEO is a thing of the past. We will focus more on using persuasive words and designs that pertain to searchers’ wishes. 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…
Good keyword research produces the linguistic DNA by which your business is found, and it should be used in everything from product databases through URLs to social media posts. So why do I tell you to stop paying for it? Because almost everyone selling keyword research uses tools that provide Read more…