The Portent Blog

survivorship bias, as seen from Jupiter Featured

18 Nov, 2015

Know why: How to beat marketing survivorship bias

By Ian Lurie

Why does marketing advice suck? We all look for marketing tactics we can repeat. You know what I mean: Some guy writes an article about marketing strategy, and boom, everyone’s off to the races. And 95% of the time, the tactics out of context fall flat on their metaphorical faces. Using the latest marketing how-to… Read More

SEO Force Directed Crawl Diagrams - Portent SEO

10 Feb, 2016

SEO: The Quick & Dirty Google Index Diagnostic

By Jared Amyakar

A Quick & Dirty Google Index Diagnostic This article outlines a simple diagnostic technique to assess the health of your site architecture. For all the current attention being paid to Content (caps intentional), our ability to generate organic traffic still depends heavily on that content being found and indexed by a search engine’s crawlers.  … Read More

SEO-spider-trap-portent SEO

2 Feb, 2016

Field Guide to Spider Traps: An SEO’s Companion

By Matthew Henry

If search engines can’t crawl your site, SEO efforts do not amount to much. One of the problems I see most often are ‘spider traps’. Traps kill crawls and hurt indexation. Here’s how you find and fix them: What is a spider trap? A spider trap is a structural issue that causes a web crawler… Read More

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PPC-For-The-Time-Constrained---Portent PPC

27 Jan, 2016

PPC Management When Time and Sanity Are Scarce

By Mike Fitterer

I was recently blessed with the birth of my 2nd child. We’re almost 7 weeks in and both mother and child are doing well. And to celebrate this beautiful, life-altering change I’ve pledged to sleep much less and have very little free time for the next few years. Whoo-hoo!!! Since there are sadly still only 24… Read More

Portent Placeholder Internet Marketing

20 Jan, 2016

How to: Set your marketing budget (backwards)

By Ian Lurie

What’s an ideal marketing budget? ONE MILLION DOLLARS IN SMALL BILLS DROPPED ON MY DESK. Or not. Reality trashes marketing budgets. It throws all manner of misery at us: No customer acquisition data Bad customer acquisition data Wishful thinking by clients, bosses and boards When that happens, I like to work backwards, like this: Find… Read More

unlimited 10x content Internet Marketing

12 Jan, 2016

How to: Make 10x Content Achievable

By Ian Lurie

For those who don’t know: 10x content, originally defined by Rand Fishkin, is content that’s 10x better than the current best item in a search result for a particular topic. The following may or may not be entirely true. But it’s realistic: I nearly killed a colleague for Hanukkah. We were eating lunch. I said… Read More

Content marketing without a network. Good luck with that. Content Strategy

7 Jan, 2016

Need to Crush Content Promotion? Love Your Dealers

By Ian Lurie

I talk about dealers in this post. When I had some friends edit it, they accused me of writing yet another Breaking Bad comparison post. Let me point out that there are many other kinds of dealer networks: Cars. Games. Chocolate. Bootlegged copies of Asia’s 1983 world tour. “Dealer” is just the right word for… Read More

Content-Strategy-Hansel-and-Gretel-Portent Content Strategy

5 Jan, 2016

Realistic Conversion: Guiding Paths in Content Marketing

By Misty Weaver

This article is about how we help people navigate our marketing and websites. We start with breadcrumbs. Metaphorical ones. The first little morsels of interest are “breadcrumbs” because, as content, their reach is limited. These are small, temporal bits of information you distribute for customers to find you online. Your ads, social media, blog posts,… Read More

Because business

15 Dec, 2015

5 Lessons for Entrepreneurs

By Ian Lurie

Last February, I had to have hernia surgery. I was so stressed about work that, as they put me under, I was just happy to get some sleep. Yes, I was treating abdominal surgery as ‘me time.’ For me, late 2014 to early 2015 was a poop cyclone of biblical proportions. Things have changed. I’m… Read More

Internet Marketing

11 Dec, 2015

Running for Office? Reserve These Domain Names

By Ian Lurie

Short version: If you’re running for office, you need to reserve the right web addresses before someone else does. We’ve got a tool that generates the obvious ones for you. Obvious for you. Given the news lately, maybe not others. If you want to skip all the jokes and just try the tool, click the… Read More

Calculating-PPC-Budget-Portent PPC

10 Dec, 2015

How to set a PPC budget – 101

By Chad Kearns

“What should my PPC budget be?” How to set a PPC budget is one of those questions I get asked on an extremely regular basis as we start working with new businesses. So much so that I thought it’d be a good time to put the “quick” answer out for general consumption. Depending on how advanced… Read More

The Temple of Yoda at the base of the Portent P SEO

3 Dec, 2015

The Rank Awakens: Living the Brand with Universal Life Church

By Zac Heinrichs

Or, “How I Became a Certified Jedi Knight” Yay! Star Wars! I can’t wait for The Force Awakens! It comes out in a couple weeks and I have totally bought into the hype. I know I’m not alone, even after a certain late-nineties, floppy-eared, backward knee-walking, CGI disappointment, who shall remain nameless. Now here’s the… Read More

starshearts Random

4 Nov, 2015

11 Reasons for Twitter Heartgate

By Ian Lurie

I’m jumping on the bandwagon. I’m surfing the trend. I’m grubbing for 15 seconds of fame by reporting the biggest news of the last 24 hours: Twitter is replacing stars with hearts But I’m different. I’m… special. My spies have the inside story. And they brought back 11 possible reasons for this bold change of… Read More

YouTube Best Practices - 5 Things You Can Do Today Social Media

3 Nov, 2015

YouTube Best Practices – Five Things You Can Do Today

By Alex DeLeon

You see millions of viewers on YouTube. You want a piece of the action. So you borrow a video camera, snag a GoPro from home, or just use an iPhone to get what you need. You record, upload the video and wait for the fans to pour in. Sometimes it works. Usually… not so much.… Read More

RankBrain Portent SEO Internet Marketing

30 Oct, 2015

Does RankBrain change digital marketing?

By Ian Lurie

No. Epilogue All hail RankBrain! Remember this day when we’re all slaves to machines that barf information on us, filling up downtime and turning us into drooling screen addicts… Wait. Since I’m too late to do anything about that, I thought I’d get one thing out of the way: RankBrain doesn’t matter to marketers. Or… Read More

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