The Portent Blog

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The internet marketing stack Internet Marketing

1 Jun, 2015

The Internet Marketing Stack: Overview

By Ian Lurie

I’ve prattled on about the marketing stack for a few years now, but haven’t really explained each chunk. This 5-post series explains the stack as a whole, then piece-by-piece. I’m not some TV series jerk who will keep you hanging, though, wondering which of your favorite characters will die next (cough HBO cough cough). Instead,… Read More

International-SEO-Flowchart-Medium-e1426630887809 SEO

19 Mar, 2015

International SEO Strategy Guide – Plus a Flowchart!

By Kaitlin McMichael

I’ve noticed there’s something we’re sorely missing in our marketing mix: flowcharts. Making sure that Portent has mo’ flo’ to offer has become of my new life goals. As part of this endeavor, I created the following International SEO Strategy flowchart to help those who are trying to decide what the best structure is for… Read More

MozCon_shane_macomber_00514 Featured

5 Mar, 2015

PPC at mozCon – Challenge Yourself to Cross Geek Out

By Elizabeth Marsten

Last year I received an invitation to speak at one of the biggest search conferences of the year, MozCon. MozCon is put on by Moz (formerly known as SEOmoz) an SEO software/tool company in Seattle and MozCon, in the past, has been more commonly known as an SEO conference. As such, I’ve noticed that those… Read More

allies-featured Social Media

20 Nov, 2014

Allies, not rockstars: Influencer research for us mortals

By Ian Lurie

Most marketers equate ‘influencer research’ with ‘finding a celebrity who will endorse for free.’ I call that the Rockstar Method. It’s a miserable approach. Ready-and-waiting rockstar social amplifiers are slightly less common than mint-condition K cars. The Rockstar Method has its place with major brands, pure luck and the well-connected. Mere mortals like you and… Read More

ken SEO

10 Oct, 2014

Search Awards 2014 – Best SEO Campaign

By Ian Lurie

^ Note: That’s Ken Colborn up there. Keep reading. It’ll all make sense. ^ We won! Best SEO Campaign of 2014. Allow me to wax philosophical for a second: My team constantly teaches me new stuff. Their skills and approach are a constant inspiration, and I can’t say it enough times: It’s such an honor… Read More

affinity Internet Marketing

8 Oct, 2014

Google Custom Affinities Is Here: What You Should Do

By Ian Lurie

Yesterday, Google rolled out ‘custom affinities’ — their way to cross-target different audience segments. You can read about it on The Verge: Google rolls out custom affinity audiences ad tool for targeting very specific groups of people We’ve been researching this for a few years now. We started showing our results when I babbled about… Read More

Farewell Authorship

4 Sep, 2014

Team Portent Bids Farewell to Authorship

By George Freitag

One spring day of 2011, Google announced a new thing called “Authorship.” They described it as a way of using data to “help people find content from great authors in our search results.” With little exception, the SEO community rejoiced. Finally, we, the content creators and bloggers of the world, were on top. By adding… Read More

Conflicting One Way Signs PPC

17 Aug, 2014

Unexpected Loss of Control: Google AdWords Exact Match Controversy

By Elizabeth Marsten

Google AdWords’ recent announcement on the retirement of exact match in favor of the “close variant” default setting not only came as a bit of surprise to me, but definitely garnered the expected outrage from the PPC community, including petitions, Tweets and blog posts like this one. (Strangely enough, we seem to have avoided the… Read More

Yep. Ian's back as Portent's CEO. Random

18 Jul, 2014

Yep. I’m back.

By Ian Lurie

Shortest. Career change. Ever. I’m back as CEO of Portent after six months as Chairman and Principal Consultant. I’m damned happy about it, too. Here’s why: We hit our goals. Steve came on board to get our business house in order. Frankly, I suck at that. Steve is great at it. He got it done.… Read More

screamingbaby Random

7 Jul, 2014

Presentation Horrors: Don’t Do These Things

By Ian Lurie

I’ve done some pretty awful presentations in my career. Here, I’ve pulled them all into a single, truly horrifying ‘ultimate’ slide deck. First, I pull them all together. Then I do the same presentation again, with annotations explaining where I goofed and how to avoid it.

raingage-strategic-featured Internet Marketing

21 May, 2014

Announcing RainGage

By Ian Lurie

TL;DR version: Portent’s just launched RainGage Enterprise and RainGage™ Essentials. RainGage assesses your online marketing and recommends improvements that win you more business. It provides three layers of marketing recommendations: A strategic assessment across your entire marketing mix A tactical assessment showing areas for improvement A page-by-page, post-by-post (on RainGage Enterprise) and image-by-image set of… Read More

The stack Internet Marketing

21 Apr, 2014

The Marketing Stack, aka: Why Do You Keep Getting Fired?

By Ian Lurie

Update: I wrote a much longer, more complete article about this, called One-Trick Ponies Get Shot And other stories: Digital marketing strategy done right. You might want to read that, instead. TL;DR version: Strategic thinking + tactical recommendations grows digital agency/client relationships. ‘Strategy’ means thinking across all digital disciplines — not just the ones in… Read More

scatterplot Analytics

31 Jan, 2014

Attribution-fu: Slides and video

By Ian Lurie

If you’re going to grow a marketing campaign beyond last-click converters, you have to know how to attribute value to channels that support conversion in other ways. A classic example: You’re running a social media campaign. Your client wants to turn it off, because they see zero conversions. But you know social media supports other… Read More

Icons from IcoMoon SEO

30 Jan, 2014

Why SEOs Should Dump CSS Sprites for Icon Fonts

By Nick Bernard

The SEO community and the web development community can often be at odds. One thing they’ll both agree on, however, is the importance of performance. The SEO’s favorite site speed tool is Google’s PageSpeed Insights, which I’ve written about before. We’ve all seen this among the suggestions: CSS sprites. One tactic to improve site speed… Read More

An open letter to CMOs Internet Marketing

9 Jan, 2014

Open Letter to CMOs: Confessions of a Digital Marketing Agency

By Ian Lurie

Dear Chief Marketing Officers: For nearly 20 years, we have worked together to build digital marketing as a discipline. You’ve trusted digital agencies like mine with your consumers, your brand, and your marketing dollars. You’ve taken the risks and the responsibility, while your digital agencies have responded with clicks, likes, and an avalanche of data… Read More

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