Marketing Essays by Samuel Scott
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Archive | Marketing Essays

The Definition of SEO

My career over the years so far has taken me from journalism to SEO to public relations to conference speaking. The “SEO” part has been the most controversial. If you had asked me to define “SEO” years ago ago, I would have responded, “getting a website to rank highly in Google.” Today, I would fire or […]

How SEO Will Not Change in 2015

What is the difference between doing “SEO” and doing “marketing”? The answer lies partly in Moz cofounder Rand Fishkin’s recent webinar on Cracking the SEO Code for 2015 (see the full presentation) in which he addresses the following issues (and more): Website speed Quality content that is designed for human beings Domain-level metrics and brand-building Here, I wanted […]

Is There Fraud in the Online Advertising Industry?

Bob Hoffman has called it “fraud” perpetrated by “criminals.” The retired founder, chairman, and CEO of Hoffman/Lewis Advertising — who now writes the Ad Contrarian blog and speaks at advertising conferences — had been referring to ongoing revelations in the digital advertising industry that a lot, if not most, of online advertising is a waste of money. […]