8. Via PLOS
1) Men get more praise and
less criticism at every level.
2) Women get less praise
when they do well, and more
criticism when they don’t.
3) The least skilled men are,
consistently, the harshest
critics of women.
27. Solution: Invest X% in Hard-to-Measure
Marketing Channels
Paidads+email
Social+contentmarketing
SEO
Events+PR
28. Use Geography, Audiences, and/orTime-Series
AnalysestoMonitorBrand+TrafficLifts
Nest can see exactly
how their PR
launch impacted
search activity via
Google Trends’
upgraded toolset
29. With tools like Fresh Web
Explorer, Talkwalker, or
Mention, you can track
media mentions too.
33. Over Time, Effectiveness Improves!
2008
WBFisourworst-performing
blogposteachweek
2017
WBFisourbest-performing
contentpieceeachweek
34. Solution: Focus on Potential;
Measure Against Trajectory
Today
Long-Term
Potential
1Year 2Years
EstimatedGrowthRate
ROI-Positive
If you’re here after three
months of work, you’re on
a powerful trajectory, even
if it’s not ROI-positive yet
56. Search Marketing in 2017 Has to Consider:
GoogleImages
GoogleMaps(&Local-Biased Results)
YouTube(originatingsearches&inGG results)
Which SERP FeaturesShowFor Your Keywords
Amazon, Facebook, Reddit, Bing
WhereSearch Demand Originates
57. Ranking well in Image
Search often doesn’t bring
much traffic or value
ImageSearch
ProTip
58. But… If you’re in a
vertical where
commerce is tied
to visuals, it can
be quite powerful
59. Likewise, if lots of
content creators
want your visuals,
ranking here can
yield loads of links
60. Text in images is one way to draw in
clicks for the right kinds of queries
62. But What If Your Site is…
New
LightonLink Authority
LacksaUsableCMS
Controlledby aTeam/ClientWhoWon’tLetYou
DoWhatNeedsDoing?
SubjecttoNasty Legalor Brand Restrictions
70. What’s Google Ranking
These With?
Sure, this might be the most
interesting or click-worthy
piece, but it has poor KW-
targeting and little link
authority?!
75. This search query has three
likely intents behind it:
1) I need to learn what
Cryptocurrency is
2) I want a comprehensive
guide to the field
3) I want quick access to a
list of currencies & prices
76. Top SEO priority in 2012:
Earn more links w/ more exact anchor text
than your top 10 competitors
Top SEO priority in 2018:
Solve the searcher’s query better than
anyone else on page 1
87. Analyze Which Types of SERPs Appear Most
in the Keywords You Care About
These show me how many
of each SERP type appears in
the results for this keyword
list (via KW Explorer)
88. Then Determine What Verticals & SERP
Types You Need to Optimize For
Aiming for these PAA
boxes (People Also
Ask) might be a great
content marketing
strategy for SEO
89. Next time you’re making a strategicortactical
marketingdecision, askyourself:
How is cultural
conditioning biasing me?
Not “if”