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Janitors Don't Talk to CEOs

SEO is Janitorial ... I need links (check). I need an audit (check). I need 19 pieces of content a week (check). I need a ranking report (check). How confusing outputs (a to-do list of tasks to be checked) with outcomes (what completing that to-do list enables) is why search is often at the kiddie table of marketing. In this presentation Wil shares how knowing too much about search hurt his career, internal examples of how he level up his staff, and how everything changed when he started asking ""consultant questions"" to dig deeper.

Related DistilledU modules

DistilledU is our online training platform for search marketing.

Consulting Skills
Time required: 2h 35m

This module shares the lessons we have learned building a consulting business which will help you get things done whether you're a consultant or in-house. The main topics covered are personal productivity, team productivity, and managing clients and effecting change

On-page Optimization
Time required: 3h 45m

On-page optimization is the practice of ensuring the content of a page is set up to be relevant for the search queries being targeted. If the phrases you are hoping to rank for don’t appear on the page, it will be much more difficult to achieve your goals - making on-page optimization a crucial part of most SEO campaigns.