The Shredded Customer Journey Map For two decades, for many digital marketers, the dominant playbook was click optimization. Pick a keyword, rank a page, and wait for the user to click through for the answer. SEO was built on single-query thinking—one idea, one piece of content, one click. For years, I recommended a different approach: […]
When the Funnel Collapses: Why AI Broke the Searcher Continuum Read More »
You used to win in search by ranking #1. Now you win by showing up everywhere. I was preparing for a recent webinar on “Future-Proofing Your Search Strategy,” where we would discuss the need to be multimodal. When I ran two simple searches. The first was for a product I needed, “new trail running shoes,”
The New Shelf War: How to Win Visibility in the Multimodal Search Era Read More »
One of the biggest challenges in my search career has been navigating the delicate task of identifying the root cause of SEO issues and changing workstreams that span the entire web ecosystem without ruffling the feathers of the functional area owners. As I have written before, most SEOs are responsible for delivering on KPIs that
Why is the Search Guy Butting In? Read More »
While migrating my old personal blog to this domain, I came across this gem of an article. Strangely, this rant was 18 years ago on May 26, 2007, and I have had some of these same challenges this week. I changed the title from ” SEO Creates more problems than it fixes ” to asking,
Does SEO create more problems than it fixes? Read More »
The Frustration That Sparked This Post A manager I was advising said something that stuck with me: “My team doesn’t seem to care about business objectives—they only focus on their KPIs.” It sounds like a leadership problem. And it is. But here’s the kicker:When I asked him if he’d actually shared the business objectives with
Do We Really Care About Business Objectives? Read More »
Doing what is expected and requested by customers On a recent dive trip to the Philippines, I encountered two instances where service companies had upset and lost some of their best customers over something that could have been prevented with a bit of attention to detail. Too often, companies fail to recognize the value of
Are Your Poorly Executed Low Margin Services Hurting Business? Read More »
We would never imagine buying a car without a test drive, but there are so many other purchases that we must make by reading product descriptions and reviews I think companies can be more successful if they leverage a try-before-you-buy model. My favorite Scotch is Arbourlor which I was introduced to by tasking it in
Importance of Try before you Buy Read More »
Hi again, it’s been way too long since I last updated this blog, and it’s for a good reason. As a few of you know, I have been heads down developing a system to data mine keyword and social media data. Yes, I know the subject name sucks – any suggestions? What seemed like an
New Venture Announcement – Voice of Consumer Data Management System Read More »
I did the following interview after the panel discussion organized by Exchange 4 Media with some of the top Indian Digital Marketers at Digital 3.0: A Roundtable on Marketing Strategies in a Digital World in Delhi, India, on January 17, 2011. As you would expect, some of my comments were controversial, especially when I suggested
Interview with Exchange 4 Media – Delhi India Read More »
The integration of SEO and Social Media should be as natural as peanut butter and jelly. While a natural fit, few companies are even thinking of having these teams meet, let alone work together. Yes, many SEO teams have established best practices and shared them with the numerous social media task forces and teams that
The integration of SEO and Social Media Read More »