distance from perfect: marketing w/ the human algorithm

Ian Lurie @portentint

DO KICK-ASS DIGITAL MARKETING USING THE HUMAN ALGORITHM

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 MOBILE BLOG POSTS PPC

WE ARE CHASING THE WRONG ALGORITHM

ALL TOO EASY

CHASE THE HUMAN ALGORITHM

PERFECT

MASSIVELY IMPERFECT

you’ll remember me. in your nightmares.

IT’S PROGRAMMED INTO US

MIGHT EAT US

IT’S PROGRAMMED INTO US

BAD TO EAT

JUST WRONG

THE HUMAN BRAIN MEASURES DISTANCE FROM PERFECT

SUCCESSFUL MARKETING MINIMIZES DISTANCE FROM PERFECT

wtf?!!!

“IS THIS CLOSER TO PERFECT?”

Will this move me closer to perfect than my competitors? “

WHY IS THIS HERE?

Will JAVASCRIPT CONTENT DELIVERY move me closer to perfect than my competitors?

“

Obfuscation

Content in JSON?!

Without Javascript

LOWER AUTHORITY? WHO CARES

PERFECT IMPERFECT

JSON CONENT

SERVER-SIDE CONTENT

“OK, WE’LL USE SNAPSHOTS”

PERFECT IMPERFECT

HTML SNAPSHOTS

SERVER-SIDE CONTENT

JSON CONENT

PROGRESSIVE ENHANCEMENT

DON’T. TRUST. GOOGLE.

WHY IS THIS HERE?

…

WHY IS THIS HERE?

INTERACTIVITY. SPEED.

PERFECT IMPERFECT

USELESS JSON

USEFUL JSON

Will ENDLESS SCROLLING move me closer to perfect than my competitors?

“

WHY IS THIS HERE?

…

PERFECT IMPERFECT

ENDLESS SCROLL FROM HELL

RATIONAL NAVIGATION

SOCIAL POSTS

Will A DESCRIPTIVE IMAGE move me closer to perfect than my competitors?

“

“IT’S THE DEFAULT IMAGE”

“WOMEN LIKE BABIES.” (unnamed client)

Re-enforces the message

PERFECT IMPERFECT

CONFUSING IMAGERY

SUPPORTING IMAGERY

PAID MEDIA

Will TARGETING MY AUDIENCE move me closer to perfect than my competitors?

“

“BROAD MATCH KEYWORDS”

“I WAS HIGH”

I ADMIT IT

PERFECT IMPERFECT

CRAPPY TARGETING

GOOD TARGETING

PERFECT = DELIBERATE

Will this move me closer to perfect than my competitors? “

Will FIXING DUPLICATION move me closer to perfect than my competitors?

“

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PERFECT IMPERFECT

REL CANONICAL

NO DUPLICATION

DUPLICATION

Will FIXING BROKEN LINKS move me closer to perfect than my competitors?

“

bad broken links on your own site

That’s lost authority!

Screaming Frog

worse

broken links from another site

Bing Webmaster Tools

Google Webmaster Tools

That’s lost authority!

PERFECT IMPERFECT

MORE BROKEN LINKS

FEWER BROKEN LINKS

Will A FASTER SITE move me closer to perfect than my competitors?

“

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

PERFECT IMPERFECT

SLOWER FASTER

Will TELLING MY USERS WHAT TO DO NEXT move me closer to perfect than my competitors?

“

PERFECT = FRICTIONLESS

Will this move me closer to perfect than my competitors? “

Will BETTER CONTENT move me closer to perfect than my competitors?

“

IT IS ALL CONTENT

GREAT FOR SEARCH GREAT FOR CONVERSIONS GREAT FOR BRAND GREAT FOR SOCIAL GREAT FOR YOUR SALARY

Will A FASTER SITE move me closer to perfect than my competitors? YES.

“

Will RESPONSIVE SITES move me closer to perfect than my competitors? YES.

“

PERFECT GETS MULTIPLE WINS

DON’T CHASE THEIR ALGORITHM

ITERATIVE

EXECUTE INSPECT

PRIORITIZE

MEASURE

REL CANONICAL > NOTHING

INFRASTRUCTURE = BIGGER PROBLEMS

YOU DON’T REACH ‘PERFECT’ YOU WORK TOWARDS IT

HERE’S THE THING OK, SO THAT TEST PROVES BRAKES =

GOOD

HERE’S THE THING we need more

research

GET YOUR FOOT IN THE DOOR EASE STAKEHOLDERS INTO CHANGES

DON’T TREAT STAKEHOLDERS LIKE THIS. TRUST ME.

PERFECT IMPERFECT

BASIC SEO NEW SITE

START WHERE STAKEHOLDERS ARE COMFORTABLE

PERFECT IMPERFECT

BASIC SEO NEW SITE

PROVE IT WORKS

PERFECT IMPERFECT

BASIC SEO NEW SITE

NOW DO MORE

Will HIGHER RANKINGS move me closer to perfect than my competitors?

“

Will BASIC SEO move me closer to perfect than my competitors?

“

Will A NEW SITE DO EVEN MORE FOR RANKINGS?

“

Will AN IN-DEPTH ARTICLE move me closer to perfect than my competitors?

“

Will 3 GREAT, RELATED BLOG POSTS move me closer to perfect than my competitors?

“

Will AN IN-DEPTH ARTICLE move me closer to perfect than my competitors?

“

Will this move me closer to perfect than my competitors? “

DELIBERATE FRICTIONLESS ITERATIVE

CHASE THE KNOWABLE ALGORITHM

CHASE THE FUTURE-PROOF ALGORITHM

BECAUSE IT OPTIMIZES FOR THEIR ALGORITHMS

BY TAPPING OURS

Ian Lurie @portentint www.portent.com

http://portent.co/dfpee

THANK YOU