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01. Homepage / 02. Product Management / 03. Search Marketing
01. Homepage / 02. Product Management / 03. Search Marketing
Suppose you could call me a Chicago SEO expert, however, you should only believe me based on what you're going to read.
Last updated: Jul 29, 2024
My experience in search marketing began roughly 8 years ago. It started with a simple question and review of my talents and abilities. For years, I was building and launching software. However, for many of those years, software essentially marketed itself.
Customers had a number of demanding needs and the supply of software on the market was still quite cumbersome and small. As a result, much of go-to-market plans for software businesses never existed.
When I realized that my own abilities to get a product or service to market was limited. I decided to step into a media company to learn their ways. I was astonished by media companies abilities to execute marketing at their core. Every consideration, every detail, every moment was focused on marketing themselves. For me, this was a fresh perspective on digital that I didn't see before.
SEARCH ENGINE OPTIMIZATION
My analytical and data-driven ways about me seemed to bode very well for search engine optimization. And learning how Google's patents and algorithms worked. Then, my experimental nature took me to greater lengths of my journey.
Today, I consider SEO to still be quite powerful. From using keyword research to better understand evergreen customer demand. To ensuring that websites are well-optimized for search performance. The act of thinking holistically (from what was originally a software development perspective) seemed to do me well into this journey of developing a new skill and talent.
The first attempt was building a blog. I did all of the things I now know you shouldn't do. I purchased backlinks. I tested content optimization techniques. I tested scaled content production (both AI and hand-written). I certified myself in a category to see how Google might understand certifications. All of the tests seemed to do only one thing: make me more confused.
As the years went on, I began to collect enough data from these experiments to know what worked and what didn't. Today, Google's systems are more robust than we know.
New algorithmic processors like Helpful Content (often referred to as HCU), vectorized keywords, and similarity scoring all create a type of backbone for what is Google's ability to reduce costs, serve up the best performing websites to address a Users query, and do so at a consistent pace.
As I became better, I had the opportunity to work with some pretty great people on SEO projects. From large corporations like CVS Health / Oak Street Health to a number of smaller software-as-a-service startups like Volusion.
My abilities helped them to:
1. Audit existing websites through technical SEO plans.
2. Audit content through content optimization plans.
3. Develop robust programmatic SEO strategies.
4. Develop robust editorial SEO strategies.
5. Enable teams to better comprehend Google's patents and algorithms.
6. Scale customer acquisition through Search, in shorter timeframes.
FUTURE OF SEARCH
As Google's systems become more robust, they are becoming incredible examples of processing large quantities of data and using User signals to better comprehend quality of content on the internet.
As Google vectorizes pages in scoring mechanics, both through single pages (what was one PageRank) as well as complete domains (what is not the "Helpful Content" processor), Google's ability to understand page intent, EEAT (experience, expertise, authority, and trust) is becoming more profound.
Experts must prove to Google's systems that they are more knowledgeable than the machine. They do this by describing relationships between objects (entities) and information gain. Google's ability to understand when new "knowledge" is truly shared on the internet is becoming more of a specified system than even before.
In the race for AGI, Google's reward is rank in exchange for knowledge or expertise. As we think it, this has somewhat always been Google's goal: exchange traffic for data.
RESULTS TRACK RECORD
I've scaled websites to millions of visitors with very little budget. And done so by poking holes in Google's systems and reward mechanics.
My experience has been taking more than 10+ companies from 0 search volume to more than 2 million in search volume. All from the concept of connecting the demand of internet searchers to knowledge of experts (EEAT).
This very simple concept, when combined with comprehensive knowledge of best practices (in SEO), has created a repeatable system that seems to work quite well.
