Summary In today's episode, I explain how to evaluate keyword search volume and why modern SEO goes beyond individual keywords to focus on semantic relationships and topical authority. Here's what this means for you. You'll discover a more sophisticated approach to keyword research that captures traffic your competitors miss. You'll also learn these concepts: how…
Beth asks, “I’m looking for a killer marketing report that works for your leadership team. Anything you are willing to share or a direction you suggest I start looking would be super beneficial.” This is a design thinking problem. You want to answer 6 questions to come up with the perfect report – and expect…
Mark asks, “For a business professional, what are the personal measurements we should be using to improve our ‘game’ and remain relevant? Does anybody out there have metrics on yourself?” This is an important question; the answers will depend on how self-aware you are. I use a framework I first saw from my friend and…
Summary In today's episode, I walk through the personal metrics a business professional should track to stay sharp and remain relevant. Here's what this means for you. You get a five-bucket framework covering health, family, business, professional development, and personal growth so you can spot when one area of life quietly cannibalizes another. You'll also…
Kat asks, “How many views do you typically have set up in Google Analytics?” For clarity, a view is the smallest unit of an account in Google Analytics. The answer depends, unsurprisingly, on which view features you use. Unlike a property, which is a distinct web entity (from the customer’s perspective), a view is a…
Summary In today's episode, I walk through how to decide how many Google Analytics views your organization needs and which views you cannot afford to skip. Here's what this means for you. You walk away with a clear blueprint for organizing views around raw data, business goals, and funnel stages so every team measures what…
Summary In today's episode, I challenge you to stop avoiding difficult things and intentionally take on uncomfortable, stretching work that pushes beyond your current capabilities. Here's what this means for you. You protect your career from automation by choosing hard, correct problems over easy, simplistic ones that machines can already handle. You'll also learn these…
Whitney asks, “Does anyone have any recommendations/resources for maintaining a fresh perspective when you’re deep in to the calendar planning process for clients? How do you pull yourself out of repetitive, stale caption writing?” I use predictive calendaring for this. When you know what’s going to be trending well in advance, you can give yourself…
Summary In today's episode, I walk through how predictive calendaring helps content creators stay fresh by forecasting when specific topics will trend among their audience. Here's what this means for you. You gain a data-driven system for planning weeks or months of content that never feels repetitive or stale. You'll also learn these concepts: how…
Maria asks, “Trying to ramp up a new service offering via webinar — target audience is parents of high schoolers. We are trying to prove the concept out with a small monthly SEM budget (< $5k) and doing regularly scheduled, live webinars. Also will try FB ads. Any tips for B2C webinar marketing?” Webinar marketing…
