JH Scherck

And the reason why is, IMO, pretty simple - it's about control. SEOs control the SEO roadmap, but they typically have to collaborate with content and PMM and brand to make new content work. At the end of the day, it's easier to list what's wrong than to create what's lacking.

I have a lot of respect for folks that do complex technical SEO, especially for sites with scalable content strategies. But for smaller sites, rarely is getting the technical stuff 100% right a growth driver. As an industry, i think we over index on technical SEO work.

There is a really good customer + channel fit here: HR people love to learn online, and they take calls + go on demos like it's part of their job -- but they often have little to no discretionary budget. They can't afford big solutions, but snacks? They can find budget for that.

In the world of B2B SEO, not enough people know about SnackNation. They literally hijacked every top of funnel HR and employee engagement term, built a link moat, and used it tell HR folks that buying snacks was the move for engaging employees. Few understand how epic this is.

The SN example probably isn't a great one the more I think about it. Likely fractured intent on a broad query than a site willfully ignoring search intent. SN now has a "what is ITSM" page (which looks new) but Google is choosing to rank the highly linked to product page @ #4

I'm surprised they're able to hold down the ranking. Doesn't really make sense tbh. Regardless - if your category is sought after by businesses of all sizes, a page that can only inform and convert users that are a minority of the TAM wont rank well forever.

A customer's ranking #1 for their most important "[category] software" KW with their homepage... but the CTR is abysmal ~1%. They're an upmarket solution, most folks can't actually use their offering (is enterprise), so we gotta move the KW focus to a new page that works for all.

Question for @kessler -- best cookies in LA area? My go-to cookie connect shut down and am looking for a new plug. Am a sucker for a good chocolate chip with a lil bit of that flaky salt. (Ideally not a DTC startup charging 140 for a dozen tho)

Everything Craig writes is a banger.https://twitter.com/funnelholic/status/1420742487577034755 …

The image is a good example of people feeling like content needs a featured image, because the option is there in the CMS, and just searching around for something mildly relevant. It is a bad practice, and i don't know why it's so common, but i am determined to end it.

The hero image that companies know and love, and brand people want to use, is a waste of space 99% of the time, it pushes valuable content below the fold, and often times non-technical folks in the CMS upload gigantic images that slow down page load.

Total waste of time, but I want to make that error out in the future and say "Who?" as the message.

I get a little smile whenever I look at a lead list from a campaign and see 281-330-8004 as the phone number.