Do not Hire Me: Seth Godin Says So

Ian Lurie

Well, OK, a bit of an over dramatization. But I often work as an SEO consultant, and he says I’m your last option.

In a way, he’s right.

He points out the futility of trying to game or trick the search engines into boosting your ranking in his synopsis of Inside The Black Box.

I find that folks get into trouble when they approach SEO as a purely technical or number-crunching undertaking. The technical stuff is actually just one of many tools that drive a sound search marketing strategy.

The job of any legitimate SEO consultant has three parts:

  • Remove obstacles. Make sure that the search engines can find the content you already have. Not as simple as it sounds, trust me.
  • Navigate safely. Check to insure that your site isn’t doing anything that might incur the Wrath of Google.
  • Be Relevant. Build a strategy around creating great content, cool tools and other great stuff that people in your audience need and want. Tell your story, and tell it well.

Of those three, the first two are actually fairly straightforward. Learn the rules once, and you’re set. The third is a never-ending job. It requires creativity, marketing savvy and (gasp) communications skills. It is not an IT job, or a development job. It’s a marketing job.

Don’t think of SEO as a technical endeavor, so much as a marketing one. Everything else will fall into place.

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

Start call to action

See how Portent can help you own your piece of the web.

End call to action
Close search overlay