Distance from Perfect: Marketing w/ the Human Algorithm - DDW
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Marketers tend to look for the big wins. We try to guess the algorithms - search, social, paid - then bite off huge disciplines, like content, and then beat them to death. Instead of doing that, try hacking the human algorithm: We all measure the world in terms of distance from perfect. Use that, improve your marketing one small bite at a time, and you'll be successful.
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Distance from Perfect: Marketing w/ the Human Algorithm - DDW
- 1. Distance from Perfect Ian Lurie CEO, Portent @portentint
- 12. WHAT WE GET
- 15. As a explicit art fashionable for an advertising organization, you will job to assist put up for auction customers' crop and/or armed forces to their aim marketplace by your original skill and technological ability. Your skills and ability will be used to put the clients' offerings and brand image in the best possible light, whether through television, the Internet or various print mediums.
- 19. PerfectMe
- 22. Perfect I’M SO CUTE & FLUFFY. REMEMBER ME IN YOUR DREAMS.
- 23. Imperfect you’ll remember me. in your nightmares.
- 24. The human brain measures Distance From Perfect
- 25. It’s programmed into us might eat us
- 26. It’s programmed into us
- 27. Perfect
- 28. No eyes Perfect
- 29. No eyes + overbite Perfect
- 30. No eyes + overbite + hairless Perfect
- 31. No eyes + overbite + hairless + chews through concrete Perfect
- 32. It’s programmed into us It’s the sum of many things
- 33. It’s programmed into us It’s the sum of many things
- 34. It’s programmed into us It’s the sum of many things
- 35. Every algorithm wants minimal Distance From Perfect money money money
- 36. Ian Lurie I Portent I CEO I ian@portent.com I @portentint
- 38. An Adwords quality score of 1 can increase click costs 600%
- 39. Facebook
- 40. yo Google
- 41. Successful digital marketing minimizes Distance From Perfect
- 42. Will Ask 10,000 blog posts move me closer to perfect than my competitors?
- 43. 5,000 blog posts i need more blog posts!!!!
- 45. 5,000 blog posts 10,000 blog posts !!@#)(*!$!!
- 46. Broken links + slow + writing + fewer blog posts Perfect Them Me
- 47. Broken links + slow + writing Perfect Them Me
- 48. CONTENT
- 49. it’s all content for @#$)(!*@ sake
- 50. Will Ask using the right words move me closer to perfect than my competitors?
- 51. “I sell athletic footwear! Not running shoes!” “Philistine!”
- 54. AUDIENCEGoogle Insights for Search
- 58. Will Ask being fully descriptive move me closer to perfect than my competitors?
- 59. The blank sheet of paper test
- 60. Would this, written on a blank sheet of paper, explain the contents to a complete stranger?
- 61. No Supreme Court Tries Sodomy
- 62. Yes Supreme Court Tries Sodomy Case
- 63. NEW PRE-OWNED SPECIALS Could be anything Navigation Spoke n Spoke Car Company
- 64. NEW GM CARS PRE-OWNED SPECIALS Fully descriptive Spoke n Spoke Car Company Navigation
- 65. Title tag
- 66. Title tag
- 67. No New & Used BMW 330e for sale Title tag
- 68. Yes New BMW 330e for sale Title tag
- 69. No The Pedal Pusher Title tag
- 70. Yes Bicycles and bike repair – The Pedal Pusher Title tag
- 71. Description tag
- 72. Use your highest-clickthru PPC ad text as your description tag -Wil Reynolds Description tag
- 73. Ian Lurie I Portent I CEO I ian@portent.com I @portentint
- 74. Ian Lurie I Portent I CEO I ian@portent.com I @portentint
- 75. Screaming Frog
- 79. Will Ask getting relevant move me closer to perfect than my competitors?
- 86. Least DFP = The Answer Box
- 87. Least DFP = The Answer Box
- 89. we are pleased
- 91. Will Ask fewer mistakes move me closer to perfect than my competitors?
- 92. Want to be in the top 5% of all web sites?
- 96. Grammarly
- 97. Grammarly
- 98. Hemingway App
- 99. Hemingway App
- 100. Perfect Them Me
- 103. Relevant + mistake-free + useful Perfect Them Me
- 104. Relevant + mistake-free + useful + fully descriptive Perfect Them Me
- 105. SPEED
- 106. WHY? $- $10.00 $20.00 $30.00 1 2 3 4 5 6 7 8 9 Load time (seconds) Page Value vs. Load Time
- 110. Will Ask faster-loading images move me closer to perfect than my competitors?
- 111. PNG for vector/few colors JPG for photos/lots of colors
- 112. 5kb png 30kb jpg
- 113. 700kb png 64kb jpg
- 114. 1.1 megabyte jpg
- 115. 270kb jpg
- 116. Imageoptim (MacOS), Caesium (PC)
- 118. Will Ask cleaner code move me closer to perfect than my competitors?
- 119. 35,000 lines of code
- 120. Oy
- 121. Perfect Them Me
- 123. Compressed images + image format Perfect Them Me
- 124. Perfect Them Me Compressed images + image format + code that isn’t painful
- 125. HYGIENE I WILL $#@! IN EVERY CORNER OF THIS HOUSE
- 126. Will Ask fixing broken links move me closer to perfect than my competitors?
- 128. Screaming Frog
- 129. Screaming Frog
- 130. Product
- 131. Links
- 132. Poof
- 133. Your customers
- 134. Social media
- 135. Search engines
- 136. “Sorry, this isn’t available. Here are some other options. Or, we can notify you when it’s back.”
- 137. Preserves authority Avoids redirects and broken links Makes visitors happier
- 138. OpenSiteExplorer.org
- 139. Will Ask fixing broken external links move me closer to perfect than my competitors?
- 140. Their site Your site Unhappy visitors Lost authority
- 141. Bing Webmaster Tools
- 143. OpenSiteExplorer.org
- 144. Will Ask using the right response codes move me closer to perfect than my competitors?
- 145. Page is good = 200
- 146. Page replaced forever = 301
- 147. Page replaced for now = 302
- 148. Page gone = 404
- 149. It all broke = 501
- 150. Will telling browsers a broken link isn’t a broken link move me closer to perfect? liar liar pants on fire
- 151. Will telling browsers a broken link isn’t a broken link move me closer to perfect? all is forgiven
- 152. Will Ask removing duplicate content move me closer to perfect than my competitors?
- 155. Costs you “crawl budget” i’m outta here
- 156. Google Search Console Google Search Console
- 157. Screaming Frog
- 159. Perfect Them Me
- 161. Working links + offsite links Perfect Them Me
- 162. Working links + offsite links + server response Perfect Them Me
- 163. Working links + offsite links + server response + uniqueness Perfect Them Me
- 164. rel=canonical?
- 165. Working links + offsite links + server response + rel canonical Perfect Them Me
- 166. Will Ask interstitials move me closer to perfect than my competitors?
- 167. sniff
- 170. MAKING PEOPLE DO THIS MAY BACKFIRE
- 171. IF THINGS GO WRONG FIX THEM
- 172. DFP SHRINKS A LITTLE AT A TIME
- 173. DFP SHRINKS A LITTLE AT A TIME How it looksFeatures and design
- 174. DFP SHRINKS A LITTLE AT A TIME How it looks How it drives Features and design
- 175. DFP SHRINKS A LITTLE AT A TIME Features and design How it drives Smells nice
- 176. DFP SHRINKS A LITTLE AT A TIME Features and design How it drives Smells nice Works
- 177. Content Speed Hygiene Don’t @#$! Up If you do, be nice
- 178. THE MAGIC, RAINBOW-FILLED FINISH
- 179. THE MAGIC, RAINBOW-FILLED FINISH phrrbt
- 180. THIS IS FUTURE PROOF
- 181. THIS OPTIMIZES FOR THEIR ALGORITHMS
- 182. BY TAPPING OURS
- 183. CEO, PORTENT portent.com @portentint ian@portent.com Small, unmarked bills only The Links: http://portent.co/dfp-ddw