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Distance from Perfect: Marketing w/ the Human Algorithm

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Ian Lurie
Ian Lurie

The document discusses strategies for digital marketing and getting closer to perfection. It suggests minimizing duplicated content by consolidating numerous similar URLs. It also advocates for good targeting of the intended audience and using images and content that clearly support the intended message.

Marketing
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Ian Lurie @portentint DOKICK-ASSDIGITALMARKETINGUSINGTHEHUMANALGORITHM
Ian Lurie @portentint http://portent.co/dfpee
Fun fact: I was born in London
SSL!!! SSL!!! SSL!!! SSL!!!
SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!! SSL!!!
No SSL!
No SSL No SSL SSL SSL
there’s more to it than that.
SSL MOBILEBLOGPOSTS PPC
WEARECHASINGTHE WRONGALGORITHM ALL TOO EASY
CHASETHEHUMANALGORITHM
PERFECT
MASSIVELYIMPERFECT you’ll remember me. in your nightmares.
IT’SPROGRAMMEDINTOUS MIGHTEATUS
IT’SPROGRAMMEDINTOUS BADTOEAT
JUSTWRONG
THE HUMAN BRAIN MEASURES DISTANCEFROMPERFECT
SUCCESSFUL MARKETING MINIMIZES DISTANCEFROMPERFECT
wtf?!!!
“ISTHISCLOSERTOPERFECT?”
Willthismovemecloserto perfectthanmycompetitors? “
WHYISTHISHERE?
WillJAVASCRIPTCONTENTDELIVERY movemeclosertoperfectthanmycompetitors? “
Obfuscation
Content in JSON?!
WithoutJavascript
LOWER AUTHORITY? WHO CARES
PERFECTIMPERFECT JSON CONENT SERVER-SIDE CONTENT
“OK,WE’LLUSESNAPSHOTS”
PERFECTIMPERFECT HTML SNAPSHOTS SERVER-SIDE CONTENT JSON CONENT
PROGRESSIVEENHANCEMENT DON’T.TRUST.GOOGLE.
WHYISTHISHERE? …
WHYISTHISHERE? INTERACTIVITY.SPEED.
PERFECTIMPERFECT USELESS JSON USEFUL JSON
WillENDLESSSCROLLINGmovemecloserto perfectthanmycompetitors? “
WHYISTHISHERE? …
PERFECTIMPERFECT ENDLESS SCROLL FROM HELL RATIONAL NAVIGATION
SOCIALPOSTS
WillADESCRIPTIVEIMAGEmoveme closertoperfectthanmycompetitors? “
“IT’STHEDEFAULTIMAGE”
“WOMENLIKEBABIES.” (unnamedclient)
Re-enforces themessage
PERFECTIMPERFECT CONFUSING IMAGERY SUPPORTING IMAGERY
PAIDMEDIA
WillTARGETINGMYAUDIENCEmove meclosertoperfectthanmycompetitors? “
“BROADMATCHKEYWORDS”
“IWASHIGH”
IADMITIT
PERFECTIMPERFECT CRAPPY TARGETING GOOD TARGETING
PERFECT=DELIBERATE
Willthismovemecloserto perfectthanmycompetitors? “
WillFIXINGDUPLICATIONmovemecloser toperfectthanmycompetitors? “
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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z 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/en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
PERFECTIMPERFECT REL CANONICAL NO DUPLICATION DUPLICATION
WillFIXINGBROKENLINKSmoveme closertoperfectthanmycompetitors? “
bad broken links on your own site
That’s lost authority! ScreamingFrog
worse broken links from another site
BingWebmasterTools
GoogleWebmasterTools
That’s lost authority!
PERFECTIMPERFECT MORE BROKEN LINKS FEWER BROKEN LINKS
WillAFASTERSITEmovemecloserto perfectthanmycompetitors? “
77kb 2kb FRIENDS DON’T LET FRIENDS CREATE 77KB TILES
BUT LEARN TO USE HAR
64kb jpg 700kb png
@portentint WHY? $- $10.00 $20.00 $30.00 1 2 3 4 5 6 7 8 9 Load time (seconds) Page Value vs. Load Time
PERFECTIMPERFECT SLOWER FASTER
WillTELLINGMYUSERSWHATTODONEXT movemeclosertoperfectthanmycompetitors? “
PERFECT=FRICTIONLESS
Willthismovemecloserto perfectthanmycompetitors? “
Will BETTERCONTENTmovemecloserto perfectthanmycompetitors? “
ITISALLCONTENT
GREATFORSEARCH GREATFORCONVERSIONS GREATFORBRAND GREATFORSOCIAL GREATFORYOURSALARY
Will AFASTERSITEmovemecloserto perfectthanmycompetitors?YES. “
Will RESPONSIVESITESmovemecloser toperfectthanmycompetitors?YES. “
PERFECTGETSMULTIPLEWINS
DON’TCHASE THEIRALGORITHM
ITERATIVE EXECUTEINSPECT PRIORITIZE MEASURE
RELCANONICAL>NOTHING
INFRASTRUCTURE=BIGGERPROBLEMS
YOUDON’TREACH‘PERFECT’ YOUWORKTOWARDSIT
HERE’STHETHING OK, SO THAT TEST PROVES BRAKES = GOOD
HERE’STHETHING we need more research
GETYOURFOOTINTHEDOOR EASESTAKEHOLDERSINTOCHANGES
DON’TTREATSTAKEHOLDERS LIKETHIS.TRUSTME.
PERFECTIMPERFECT BASIC SEO NEW SITE STARTWHERESTAKEHOLDERS ARECOMFORTABLE
PERFECTIMPERFECT BASIC SEO NEW SITE PROVEITWORKS
PERFECTIMPERFECT BASIC SEO NEW SITE NOWDOMORE
Will HIGHERRANKINGSmovemecloserto perfectthanmycompetitors? “
Will BASICSEOmovemeclosertoperfect thanmycompetitors? “
Will ANEWSITEDOEVENMOREFOR RANKINGS? “
Will ANIN-DEPTHARTICLEmoveme closertoperfectthanmycompetitors? “
Will 3GREAT,RELATEDBLOGPOSTS movemeclosertoperfectthanmycompetitors? “
Will ANIN-DEPTHARTICLEmoveme closertoperfectthanmycompetitors? “
Willthismovemecloserto perfectthanmycompetitors? “
DELIBERATE FRICTIONLESS ITERATIVE
CHASETHEKNOWABLEALGORITHM
CHASETHEFUTURE-PROOFALGORITHM
BECAUSEITOPTIMIZES FORTHEIRALGORITHMS
BYTAPPINGOURS
Ian Lurie @portentint www.portent.com http://portent.co/dfpee THANK YOU

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