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Prikvačeni tweet
One thing that's changed with buying/selling SEO in the last 5 years. You can no longer "test out the channel" it's an all or nothing commitment. Doing "a little SEO" is the same as doing none at all. It's now an operational commitment & discipline no longer a growth hack.
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This is crazy,
@heap is actually just one guy doing a ton of math:pic.twitter.com/S6He9SXTg1
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If we postponed content creation until we cleaned up technical stuff, we wouldn't be on the board. We'd be at square one, with nothing to show for it. Technical SEO isn't as important as it used to be, it still matters (and they should fix this) but it shouldn't be a blocker.
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Technical SEO is important... but to play devil's advocate I'm working on a site where everything is borked... it's so bad that only redirects are ranking (canonicals all point to redirects
)
They're still ranking 2-5 for many product relevant terms.
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The data is off by about 7x here. Also, if you put a buyer's guide, or any demand gen asset that applies to where the visitor is in the purchase journey in that post and get it to a 3% opt in, that's 7 new contacts in the database a month off just these three terms.
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If you were to let Ahrefs be your north star here, you would project, optimistically, 32 visits a month (160*.2), for just these three keywords. In reality the traffic opportunity, on just these three keywords alone (nevermind the long tail) is closer to 230 visits a month.
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It's not a head term, but it's a valuable subtopic that people would seek out solutions for, find the client solution in the post, and be introduced to the product and how it solves their use case. Looking at first click attribution, it has brought in demos in the last 90 days.
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Going to dig up some more data and record a video to go along with it, but here's a little preview. Going back to my LI post on how you can't trust SEMrush/Ahrefs when it comes to B2B queries (https://www.linkedin.com/posts/jhtscherck_my-friend-ross-hudgens-recently-tweeted-about-activity-6628686569400336384-nV1q …) check this out: Ahrefs on the left, GSC data on the rightpic.twitter.com/iZkL9u8QVD
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John-Henry Scherck proslijedio/la je Tweet
Scoop: 150 layoffs at Shutterfly, which is HQ'ed in the Bay Area. Employees whose jobs are being relocated, rather than eliminated, are welcome to move to Minneapolis.https://www.businessinsider.com/shutterfly-layoffs-photo-company-cuts-staff-moves-some-minneapolis-2020-1 …
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If you come from a position of authority, have a partnership with design, and have budget, its a really different game than a junior marketing manager trying to rub two sticks together. It comes down to critical thinking and self awareness. No easy answers. No sound bites here.
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Do you have a PR agency that's already talking to every relevant blog and trying to get them to come to your user conference/community event? Maybe asking for links from those folks through cold outreach from a random email to get added to their resources page isn't the move.
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Will the editorial team fight you all quarter for trying to publish on the blog? And is it just easier to spin up the site on a subdomain? Will you need to get product involved from the start? Or will it be better to just execute and ask for forgiveness (and their edits) later?
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No one can help you but yourself. How you execute is up to you, and that's what you bring to the table. You have to understand your internal opportunities, company priorities, and resources. Can you log into the CMS now? Or do you have to wait 3 months to get a change live?
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Since i started posting a few videos, I've been getting really specific questions on exactly how people should take the advice and execute the tactics. Here's the thing, I want to be helpful here (and this next part is going to sound awful)...
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I find it a bit unnerving that the "friendly marketing guy" is now trying to become the, "let me tell you how to think about PII and security guy," all for the sake of being able to get his name in the news the next time Google does an update. It's obscene.
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Very interesting to see the Rand/Moz POV post-Avast shutting down is: "the data we were getting was good and you should stop being a fucking baby about it" Clears up a lot. ps You don't just shut down a multimillion dollar business because a reporter wrote a shitty story.
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Jumpshot data can be used by those giant tech companies to tie device ID to PII. Rand, I understand you like the data, and its helped you market your new business, but come on my guy. Bad faith argument. https://twitter.com/randfish/status/1222946032423600128 …pic.twitter.com/AcEJxrPkJr
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Am I serious? Who knows? But it's tweets like these that ensure I will have to work for myself for the foreseeable future.
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Can't wait to build a following on Linkedin, lure everyone in with tips about SEO, but then slowly change the conversation to be about embracing a blend of hedonism and nihilism in order to thrive in late stage capitalism. It's the authenticity LinkedIn doesn't know it craves.
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Marketo touted having 2000 customers a year before going public https://demandgenreport.com/features/news-briefs/marketo-signs-2-000th-customer-continues-overseas-expansion … That's it. When ACV is significant and buyers are sophisticated, you likely aren't going to find all your answers in a tool that costs $99 a month. Don't let them be your north star.
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In ecommerce, you *need* 23000 monthly searches to go after for a product category, especially if dealing with low AOV. And last I heard, ~30% of all contacts in an ecomm business are related to returns. Margins are thin across the board. SaaS is a different beast.
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