This document discusses how to take an SEO leadership role through frictionless clarity. It recommends knowing key metrics like visitors, revenue, and goals to establish context. It also stresses the importance of clear communication to maintain focus on goals and avoid unnecessary questions. Examples show how lack of clarity can shorten attention spans and frustrate stakeholders. The document advocates removing friction by learning thoroughly, avoiding round trips, minimizing mistakes, and thinking through options rather than always testing. The overall message is that SEO leadership requires frictionless clarity established through knowledge, communication, and removal of obstacles.
4. @portentint
Examples and exploding heads portrayed in this
presentation are based on an aggregation of
actual events. I smushed them together. Names
have been changed to protect the innocent. I am
not talking about you. Really. Honest. I’m not.
11. @portentint
“Fix all of your broken incoming links.”
“What’s the impact?”
“You’ll reclaim all this link juice.”
“I’ll need to run this by my IT team.”
12. @portentint
“Tweak your site architecture like this…”
“No, we can’t do that. Can we just skip to
the next thing?”
From @gfiorelli1
13. @portentint
“Please let us know when you change anything.”
“Anything?”
“It’s really, really important.”
“It’s not up to us, but I’ll ask.”
From @LocalSEOGuide
14. @portentint
“Fix these on-page issues.”
“[NAME HERE] tells me it’s not necessary.”
“Sorry, but it’s really imporatnt.”
“We’ll have to agree to disagree on that...”
“I…”
(partly) from @ShahMenz
41. @portentint
“Please let us know of upcoming
changes to architecture/server setup.”
“OK, how oſten.”
“Daily updates would be great.”
“Our internal process is weekly.”
“That works.”
“Great, we’ll get that set up.”
51. @portentint
“Please let us know of upcoming
changes to architecture/server setup.”
“OK, how oſten.”
“Daily updates would be great.”
“Our internal process is weekly.”
“That works.”
“Great, we’ll get that set up.”
Frictionless
Clari
Nirvana
52. Part 2: In which I share my
retirement plan (and the three
steps to get to why not)
54. Capybara Kingdom
Petting Zoo Season Tickets RecipesEvents
Welcome to Capybara Kingdom! We’re the world’s first capybara
preserve and zoo.
Come take in the spectacle of the world’s largest rodents as they cavort
and frolic in our best imitation of their native habitat. We have a capybara
petting zoo, capybara events, capybara information and yes, weekly
capybara adoptions.
For more informations, please lick here
All capybara, all the
time!!! Season passes
for only $50!!!!
10 things you didn’t
know about capybara
New therapy capybara
program launches
Seriously, if you want to learn about Capybara, try this link Escape rumors
completely false
57. @portentint
“Start producing good content.”
“What’s the impact?”
“You’ll build authori & improve engagement.”
“What will that change?”
“You may rank higher.”
“How much higher?”
“I can’t be sure.”
“We’ll need to test that.”
83. @portentint
“I think you should produce good content.”
“You’ll build authori & improve engagement.”
“You may rank higher.”
“I can’t be sure.”
Aention Span: Your Mom
84. @portentint
“I think you should produce good content.”
“You’ll build authori & improve engagement.”
“You may rank higher.”
“I can’t be sure.”
Aention Span: Your Dad
85. @portentint
“I think you should produce good content.”
“You’ll build authori & improve engagement.”
“You may rank higher.”
“I can’t be sure.”
Aention Span: Your Dog
86. @portentint
“I think you should produce good content.”
“You’ll build authori & improve engagement.”
“You may rank higher.”
“I can’t be sure.”
Aention Span: Yourself
87. @portentint
“I think you should produce good content.”
“You’ll build authori & improve engagement.”
“You may rank higher.”
“I can’t be sure.”
Aention Span: Your Client
101. @portentint
Hmmm. Videos get a lot of aention. I
wonder if we could add 10,000 visitors that
way? Or do the equivalent?
102. @portentint
If we could get 12,000 views on our video
channel, and we could get 120 of those to
become season ticket holders, that’ll sure
help us hit our goals.
105. @portentint
“You should produce good content.”
“Create a weekly, 10-20 second video
recorded using a cell phone, posted to the
Capybara Kingdom YouTube channel”
108. @portentint
“Since the Panda update thin content’s
really been a problem. Google’s trying to
incorporate more human factors into content. We
need to build out substantial content to balance the thin stuff…..”
109. @portentint
“Since the Panda update thin content’s
really been a problem. Google’s trying to
incorporate more human factors into content. We
need to build out substantial content to balance the thin stuff…..”
133. @portentint
“Create a weekly cute capybara video.”
“Why?”
“All of these people ask questions about them.”
“What will that change?”
“You’ll get aention and links…”
“Interesting. What will it take?”
“Let me check on that.”
“Go for it.”
doomed
134. @portentint
“We really need to speed up your site.”
“OK, what do we need to do?”
“I’ll need to ask the development team.”
doomed
135. @portentint
“Since the escape, we’ve had fewer visits.”
“How many?”
“I’ll check the data when I get back to the office.”
doomed
136. @portentint
“We want to modi the navigation.”
“What do you recommend?”
“Let me talk to the team.”
doomed
137. @portentint
we’re working on it let me check that i’m not
sure hang on while i look i’ll have that
answer for you in a couple days it’s in your
inbox i don’t know i thought you’d know here
are the 25 ways we could do it i have no
freaking idea heh i know, but it’d be beer if
you figured it out for yourself hmmm squirrel!
let me see if fran’s available to answer that
138. @portentint
we’re working on it let me check that i’m not
sure hang on while i look i’ll have that answer
for you in a couple days it’s in your inbox i don’t
know i thought you’d know
here are the 25 ways we could do it
i have no freaking idea heh i know, but it’d be
beer if you figured it out for yourself hmmm
squirrel! let me see if fran’s available