Trees, Chunking, and Oversimplifying

Ian Lurie

Seth points us to a diagram by Aaron at SEOBook. He explains that it’s too complex. I agree.

But it’s also too simple.

It ignores the back-and-forth. Things don’t just feed outward like that, and I’m always leery of this kind of stuff – how many people will see this and take it as marketing gospel?

Aaron has lots of great stuff, but this one’s off the mark.

If I may be so bold, I think a diagram showing effectiveness by type of vehicle, and the interrelationships, is more effective. Sorta like this one: click here.

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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  1. I have to admit it was tough to digest on a screen, but then I believe, if it were printed out, it would appear a lot simpler and easier to take in.
    It’s obviously not the be all and end all of marketing but I do think it’s still of value.

  2. Hi Adam,
    It’s definitely of value as long as the reader considers what they’re looking at. I always worry with this stuff that internet marketing newbies will see this and just latch onto it.

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