This document discusses the importance of strategy over tactics in marketing. It argues that strategy provides the framework to evaluate tactics based on goals and parameters. Key points made include: - Strategy judges tactics based on parameters and measures them against goals using key performance indicators (KPIs). - Parameters and constraints provide important context for understanding tactics and KPIs. - Goals must be measurable outcomes that indicate organizational success. - Tactics alone are not sufficient; strategy ensures tactics are evaluated and adapted to most effectively reach goals.

1. aka: ONE TRICK PONIES GET SHOT
STRATEGIC THINKING
FOR SEARCH
Ian Lurie
@portentint
www.portent.com

2. STRATEGIC THINKING EXPANDS
OUR VALUE AS SEARCH MARKETERS

3. SERIOUSLY?!!!!

4. LET’S BEAT THAT TACTIC
TO DEATH, SHALL WE?

5. THE INANE POP CULTURE REFERENCE
WILL
SEE YOU NOW
Ian
Lurie,
portent.com

6. WE ARE ALL GUILTY

7. CONTENT MARKETING

8. INFOGRAPHICS

9. INFOGRAPHICS
CURATION
SEARCH MARKETING
LOCAL SEARCH
CONTENT MARKETING
LINK BUILDING
SNAPCHAT MARKETING
INBOUND MARKETING
SEO
VIDEO SEO
SOCIAL MEDIA
PAID SOCIAL MEDIA
LONGFORM CONTENT
DEVELOPMENT
MOBILE
RICH MEDIA
INFLUENCER MARKETING
DIGITAL PR
AFFINITY MARKETING
PERFORMANCE MARKETING
AFFILIATE MARKETING
CONTENT SPINNING
TWITTER MARKETING
FACEBOOK MARKETING
WE’REJUSTPEDDLING
TACTICS
ALL MARKETING

11. greetings of
the day!!!

13. NO ONE CARES ABOUT THE VENDING MACHINE

14. noooooooo

15. CLIENTS PAY US FOR AN
OUTCOME

16. BRING THE DISCUSSION
BACK TO THE OUTCOME

17. STRATEGY

18. $40,000 please
NO

19. “WE NEED A 2-YEAR STRATEGY”
NO

20. THERE IS A STRATEGY
NO

21. STRATEGY = GOAL
NO

22. NO

23. STRATEGY IS AN APPROACH

24. STRATEGY JUDGES TACTICS
BASED ON PARAMETERS, AND
MEASURES THEM USING KPIS
AGAINST GOALS

25. STRATEGY JUDGES TACTICS
BASED ON PARAMETERS, AND
MEASURES THEM USING KPIS
AGAINST GOALS

26. A MEASURABLE
OUTCOME THAT MEANS
ORGANIZATIONAL
SUCCESS

27. NO GOALS

28. Unified Internet
Marketing Strategy
Client teams are led by Portent’s in-house account
strategists – their single focus to craft and execute
effective, custom online campaigns
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Left Brain vs. Right Brain?
We Call Bullsh*t.
There, we said it. Because if there’s one thing we’ve learned from 20 years in the
digital marketing business, it’s that the pace of disruption and innovation demands a
“whole brain” approach. “Either / or” has given way to “both, and then some.”
We focus on a range of services that span digital marketing strategy to creative
development to tactical deployment to analytics. It’s an integrated approach that
optimizes what works and iterates on what doesn’t. And it’s how we take “killer
creative” and turn it into remarkable communications that pass the smell test.
OUR PHILOSOPHY ›
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CONVERSE CONVERT
Clients
TIME FOR A NEW
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Search engine optimization can mean the difference between being discovered and being
ignored. Between growing revenue or status quo. Between success and failure. And search is
constantly evolving. Portent’s search engine optimization consultants are constantly staying
ahead of the curve, too. We deliver measurable results. We are the SEO consulting company
that you can trust to drive more organic traffic to your site.
75 of web traffic originates from
search engines
We help our clients increase their site visibility by making them relevant online. We create
customized SEO campaigns that focus on many elements, including: intensive keyword
research, site structure and internal linking reviews, content creation and optimization, and
technical site audits. We offer a variety of solutions for every unique challenge from complete
SEO management to individual campaign consulting and training.
View a more in-depth description of our SEO services here.
We specialize in several areas of SEO, such as technical SEO, User Experience search
strategy, link-building, local search strategy, and international search strategy. Our search
consultants also can work closely with our web Analytics department to provide insights on your
site’s visitor behavior and improve conversion rates. We also work with our creative department
to make sure all website redesigns we roll out are rock-solid in terms of search optimization.
An SEO Approach That’s Visionary
We use a strictly ethical, white hat approach to all our SEO strategies. Even before the Panda
and Penguin algorithm updates, we touted that our clients should only trust their site’s search
optimization and link-building efforts to an SEO company that adheres to search engine
webmaster guidelines. Not only has Portent made white hat SEO part of our normal process, but
we also strive to be visionary. We are always thinking ahead about how to approach SEO in a
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%
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Follow us:
Phone: 206.575.3740
Email: info@portent.com
506 2nd Ave. Suite 1700
Seattle, WA 98104-2354
Directions
Careers Staff Philosophy News Webinar Blog
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Services Work Advantage Insights Tools Blog Contact
SEO PPC STRATEGY CREATIVE CONTENT SOCIAL MEDIA ANALYTICS SITE ACCELERATOR

29. “IT’S A SECRET”
NO

30. “MORE”
NO

31. “MORE LINKS”
NO

32. ASK WHY
NO, NO, I JUST WANT
MORE LINKS

33. UNTIL THE CLIENT WANTS TO SLAP YOU
UNTIL THERE ARE NO‘WHYS’LEFT

34. “WHY MORE LINKS?”
SO I CAN RANK
HIGHER.

35. “BECAAAUUUUUSEEEE?”
I WANT TO SELL
MORE STUFF. DUDE,
ENOUGH ALREADY!

36. OK, FINE, SMARTASS.
I WANT TO INCREASE
SALES 5X

37. NO
PROBLEM

38. STRATEGY JUDGES TACTICS
BASED ON PARAMETERS, AND
MEASURES THEM USING KPIS
AGAINST GOALS

39. A VALUE USED TO
MEASURE
PROGRESSTOWARDS THE GOAL

40. IMPROVE KPI BY X%
MOVES ME Y% CLOSER TO GOAL

41. ORGANIC TRAFFIC?

42. CONVERSIONS

43. ANALYTICS BUSTED FOR
SIX MONTHS
sonofa #$!%*

44. BUILD AROUND VISITOR VALUE

45. CONVERSIONS
VISITS
$$$$$

46. DIG OUT THE PARAMETERS
THERE IS ALWAYS DATA.
YOU HAVE TO DIG FOR IT.

47. CORPORATE SALES DATA

48. ANECDOTAL INFORMATION

49. LOG FILES

50. SERIOUSLY, IAN, I’VE GOT
NOTHING

51. LUCKY YOU!!!!

53. TEST GOAL SCENARIOS

54. “TO REACH MY GOAL, I NEED TO GROW
TRAFFIC 900%”

55. “IF I IMPROVE CONVERSION
RATE X%, I’LL IMPROVE MY KPI”

57. ok, so I'm
stoned

58. STRATEGY JUDGES TACTICS
BASED ON PARAMETERS, AND
MEASURES THEM USING KPIS
AGAINST GOALS

59. PARAMETERS PUT
TACTICS AND KPIS
IN CONTEXT

60. CONSTRAINTS
OPPORTUNITIES
= CONTEXT
+

61. CONSTRAINT
NO DEVELOPMENT RESOURCES

62. CONSTRAINT
BUDGET

63. CONSTRAINT
AN INSANE BOSS/CLIENT/TEAM

64. /en-us/
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OPPORTUNITY? CONSTRAINT?
SPIDER TRAPS
URLS FOR THE SAME
PAGE

65. /en-us/
/en-US/US-Distribution
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WEEEEEEEEEEEEEE

66. OPPORTUNITIES
ZERO PPC SPEND

67. OPPORTUNITIES
BEST PRACTICES

68. HIGH CART ABANDONMENT

69. OPPORTUNITY
POOR SITE PERFORMANCE
LOUSY SITE PERFORMANCE:
GOOGLE PAGE SPEED

70. UNANSWERED QUESTIONS: QUORA.COM

71. STRATEGY JUDGES TACTICS
BASED ON PARAMETERS, AND
MEASURES THEM USING KPIS
AGAINST GOALS

72. THE THINGS
YOU DO

73. THE SMELL TEST

74. IS THIS TACTIC, GIVEN PARAMETERS, THE
BEST WAY TO IMPROVE THE KPI RESULT?

75. FIX TITLE TAGS?
TRACE REDIRECTS?
REBUILD SITE?
FIX 404s?
MAJOR CONTENT INITIATIVE?

76. REGULAR STRATEGIC SESSIONS

77. AND THE CLIENT’S IDEAS

78. CONTENT?
GOAL: 2X SALES IN 3 MONTHS
CONSTRAINT: DEV RESOURCES
OPPORTUNITY: WRITERS
TACTIC: CONTENT MARKETING

79. PEW

80. CONTENT?
AGGRESSIVE PROMOTION
SEO BEST PRACTICES
SOCIAL BEST PRACTICES

81. RETARGETING?
GOAL: 2X SALES IN 3 MONTHS
CONSTRAINT: DEV RESOURCES
OPPORTUNITY: ABANDONMENT
TACTIC: RETARGETING

82. SEO BEST PRACTICES?
GOAL: 2X SALES IN 3 MONTHS
CONSTRAINT: DEV RESOURCES
OPPORTUNITY: CAN ONLY GO UP
TACTIC: SEO BASICS

83. MINTY
FRESH!

84. STRATEGY JUDGES TACTICS
BASED ON PARAMETERS, AND
MEASURES THEM USING KPIS
AGAINST GOALS

85. A MEASURABLE
OUTCOME THAT MEANS
ORGANIZATIONAL
SUCCESS
GOAL

86. A VALUE USED TO
MEASURE
PROGRESSTOWARDS THE GOAL
KPIs

87. PARAMETERS PUT
TACTICS AND KPIS
IN CONTEXT

88. THE THINGS
YOU DO
TACTICS

89. I’M NOT AN OPTIMIST

90. BUT THIS REALLY WORKS

91. STRATEGIC THINKING EXPANDS
OUR VALUE AS SEARCH MARKETERS

92. CHECK OUT THE
SEO!!!!
i am da
boss!!!

93. DANK JE

94. ON KINDLE
bit.ly/
onetrick

95. COMMENCE HECKLING
Ian Lurie
@portentint
www.portent.com
portent.co/onetrickpony