Seasonality is an expectation, not an insight; not an analysis. More often than not, I see it used as an excuse for why performance is down. If it appears, seasonality may impact performance, it ought to be addressed at the top of the quarter wherein you create a plan for what you’re going to do about it. Your report should...

Now, don’t take that as a harsh criticism. I understand it. In the often-hectic agency world, there’s a lot going on. And the only thing that feels like it will slow work down more is our old nemesis: Blank Canvas Syndrome. A roadmap or a to-do list can feel like a lifeline, and it can be beneficial. But like using...

There was a boy who was an incredibly fast walker and no one knew this better than his girlfriend who’d frequently ask him to slow down. Yet time and again, she’d fall behind, but what kept her from growing agitated was the fact that the boy would raise a hand and silently say ‘I love you‘ in ASL as he...

For SEOs, one of the biggest differences between agency vs in-house is reporting. In-House SEO Reporting In-house, reporting is what you spend anywhere from 12-15% of every day doing.  More often than not SEO gets lumped in with other marketing channels that report daily, so you do too. Which likely means you’re in a daily standup meeting where you’re feeling...