Jun 10, 2020
Ian Lurie is a digital marketer with a twenty-five-year
intolerance of trendy concepts and nonsense. Someone told him not
to say bull3h!t, so he’s trying really hard not to.
Ian uses both sides of his brain as a content creator, search
engine optimization nerd, and data addict. He speaks at conferences
worldwide, including MozCon, SearchLove, Retail Global, and Learn
Inbound. He writes everywhere. Seriously, do a search.
Ian founded Portent, a digital marketing agency, in 1995, and
sold it to Clearlink in 2017. He’s now on his own, consulting for
brands he loves and speaking at conferences that provide Diet Coke.
He’s also trying to become a professional Dungeons & Dragons
player, but it hasn’t panned out.
You can find him pedaling his bike up Seattle's ridiculous
hills, or send him a note on Twitter (@ianlurie) or LinkedIn
(https://www.linkedin.com/in/ianlurie/).
He has a TikTok profile, but his kids are embarrassed by it, so
we’ll leave that out.
What you’ll learn about in this episode:
- How Ian started working in SEO in the 90s, and how he’s
continuously adapted his skills and approach to its
ever-changing nature
- Why great, high-quality content trumps quantity every time, and
how that content needs to deliver unique value to ensure that you
don't lose your place in SEO rankings as algorithms change
- What key tips and methods Ian recommends for getting external
links, the north star of SEO efforts
- How and why he developed his "world-building" framework, which
provides multiple paths for prospective buyers to follow and
multiple options for interaction with your brand as they make
buying decisions
- How Ian's hobby and interest in Dungeons & Dragons mirrors his
feelings toward creating open choices that lead to the same
destination
- Why identifying emerging marketing trends is especially
challenging during the ongoing global pandemic, and how we should
adjust how we talk about present issues
- Why the biggest adjustment marketers need to make is to clarify
and strengthen their communication through every available
channel
Additional resources: